iDay 2016 - Mobile Marketing Workshop

MobileMarketingWorkshop

IndiaInternetDay2016

@deepakabbott @msadani@pathik

@alokebajpai

Pathik Shah

Head of Growth – Hike

@pathik

HIKE

• Fastest growing Indian app• 100M users in 3 years!

WHAT

• Growth != Rocket Science• Growth != Complicated, Cool Hacks• Growth == Simple understanding of your

product and user behavior.

WHAT

• The best growth hack? An awesome product!• The best way to grow? Word of mouth!

SIMPLIFY

• How to get people in?• How to get them to the Aha moment?• How to deliver core product value recurringly?• How to get them to bring more people in?

AHA

• Who are your best, highly engaged users?• What are they doing?• How did they discover your core product

value?• How to do that for everyone else?

CPV

• You are not your user. Talk to real users. Build a community.

• Know their problems. Validate your solutions.• Obsess to wow them. Obsess to fix their

issues.• Focus on your users. Not on the competition.

EXPERIMENT

• Try some shit.• Measure it.• Throw away the stuff that doesn’t work.• Improve the stuff that does.

CULTURE

• Egoless. Data driven. Fuck intuition. Use data to call out bullshit. Enable the whole team to do it.

• Detached to ideas, focused on outcomes. Respect people, but constantly challenge ideas.

• Focus on real value, not on hype. Ruthless prioritization. Do not focus on short term metrics. Do the right thing.

• Hire people smarter than you.

Mohit Sadani

VP, GrowthSnapdeal

@msadani

Whatwelearntalongtheway

1. Growthisateamsport2. Data’sgreat,butyoudon’thaveallofit3. Choosethemetricsthatreallymatter,

everythingelseisinput4. Everycustomertouchpointdrives

growth5. Separatefocusforthe‘bigthings’and

the‘micro-optimizations’

DeepakAbbot

smartapp,paytm,gaana

@deepakabbott

GrowthHackinghasNoMagicalWand.

It’sacombinationof:

• CommonSense• AttentiontoDetailing• DataDrivenDecisions• QuickIterations&Experimentation• Outofthebox(App)thinking• UserExperience

GrowthHack#1– HighNPS

CustomerService

• DelighttheCustomer• Alwaysruleintheirfavor• RiskofOverServing <CostofAcquisition/Retention

Result:60%RetentionMoM

GrowthHack#2– GetFeatured

FollowBestPractices

• FollowedMaterialDesign• UsedLatestAPIs• AllPlayStoreGuidelines• BetaPrograms• Experiments• Content

Result:30kInstallswithin5daysforZeroDollars

GrowthHack#3– Readyouruser’sintent

Personalization• DailyCuratedPlayilstsbasedonUser’ssearchlogs

• TimeBasedPlaylist• PersonalizedTop10Countdown

Result:HighestStreams/User intheindustry

GrowthHack#4– StayaheadoftheTechcurve

AppIndexing/DeferredDeepLinks/VoiceSearch/BrowserPush

• FirstinIndiatoIndextheApp• ChromePushNotifications• GoogleNowVoiceActions

Result:AppOpenwentup40%.AdRevenuesup

GrowthHack#5– Makefor2G

LighterApp,SmallCache,LowData

Consumption

• lightfeeds• webP images– 20%smallerthanPNGs

• Cachemanagement• WelltestedlibrariesacrossOSversions

Result:Uninstallsdownsignificantly.Lowestinthecategory

GrowthHack#6– ASO

ExpandyourASOScope

Result:10kInstallsfromsocialchannelsin2weeks

OrganicTraffic

Top10OrganicHacks

OrganicHack#1

AppOptimization

• ReduceAppSize

• ReduceAppDiskSize

• BackgroundData

• BatteryConsumption

• Optimizefor2G

OrganicHack#2

ASO&GettingFeatured

• CategoryChoice

• Assets(Icons,Screenshots)

• AppTitle&Keywords

• Short&LongDescriptions

• Howtogetfeatured?

OrganicHack#3

MobileWeb

• Haveapresence

• Drivedownloads&opens

• Experimentwithposition&sizeofbanner/trigger

• Tweakcopyandcreative

OrganicHack#4

App-Indexing&

Deep-Linking

• Getmoreorganictraffic

• ExtendASO– leverageSEO

• DriveEngagement

• Retargetappusersthroughmobileweb

• DeferredDeep-Linking

OrganicHack#5

Referrals&ContentSharing

• Incentivizinguserstogetmoreusers

• Freereferralsthroughcontentsharinguse-cases

• In-appvsplatformsharingofcontent

• Creatingaviralloop

OrganicHack#6

Distribution

• 3rd partystores

• Tie-upswithotherApps(nativeadsorservices)

• Pre-burnwithOEMs/NativeintegrationwithOEMs

• ChatBots/Messenger

OrganicHack#7

PushNotifications

• DriveRetention

• TargetedEngagement

• Retargeting&Predictive

• Intelligence/Context/Personalization

OrganicHack#8

BecomingaPlatform

• NetworkEffects/Lock-inofLiquidity

• OpenupAPIs&SDKsthatdrivemorecontent,sharing,serviceconsumption,usage

• Allow3rd partiestobuildontopofyourservices

OrganicHack#9

Localization

• AppContent

• AppStoreAssets

• AppUX

• Content

• Brand

OrganicHack#10

AndroidHacks

• SocialGraph:LeveragePhonebook&Facebook

• UseSMS,Emailetc.forbettercontextandpersonalization

• UnderstandUsersbetter–Location|Apps|Behavior

• BuildMoreNativeSolutions

Q&A

@deepakabbott @msadani@pathik

@alokebajpai