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Building a Mobile Content Plan That ConvertsJuly 20, 2016Alyssa Meritt & Leslie McCollom
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Alyssa Meritt Leslie McCollomDirector, Strategic Services
Content Strategist
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Today’s Agenda
• Your Mobile Value Proposition• Content to Action• A Targeted Messaging Plan• Best Practices, Key Takeaways• Next Steps
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Two strategic questions:1. How do we earn our place on the
device?2. How do we keep it?
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Your Mobile Value Proposition
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Which App Would You Download?Version 1
The Airship app is a unique online shopping platform with a distinctive perspective on women’s fashion.
Our app empowers shoppers to stay ahead of the trends and to influence others, without breaking the bank.
Take charge of your style with Airship!
The Airship app keeps you stylishly in the know!You can:SHOP: Browse and buy on the go, and use mobile coupons in store.STYLE: See how fashionistas around the world wear trends, then share your own!SAVE: Be first to know about sales and exclusive mobile offers.
Version 2
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Drafting Your Mobile Value Proposition
USERBRAND• Reach, engage &
retain customers• Gain user insight• Operational efficiency• Optimal experiences• Generate repeat
business
• Easy & convenient• Save money• Save time• Have fun!• Security• Better deals• Be reminded
My mobile app helps users do ______ by offering ______.
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Mobile Value Prop Examples: App Store
App Store Copy
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Mobile Value Prop Examples: In-Store
In-Store Flyer Promoting App
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Mobile Value Prop Examples: In-App Message
The Soft Ask via In-App Message
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• Does your value proposition capture the benefits your app offers a user?
• Where can you highlight this in your online and offline communications?
Your Turn
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Content to Action
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Taking Action
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Your Turn
• What will compel your user to take their first action? An offer? Exclusive access? Humor?
• What are other actions you can encourage them to complete early in their use of the app?
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A Targeted Messaging Plan
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• How is it relevant? • Why does it matter here and
now? • What do you what them to do?
3 Questions
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Your OOTB Targeting Toolset
• Governance• Messaging Techniques• Automation• Device Property Tags, Lifecycle Lists, Dynamic
Tagging
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Example: Rue La La
Results• 10x higher click thru rates• 25% increased user
session• 40% higher conversion
than mobile browser
Messages• Spanx. Your butt’s looking
better already. Shop.• Citizens of Humanity
denim wants your legs. • The other woman–inspired
style. Get even.
From sale reminder to shopping in seconds
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Some A/B Tests to Try
• Tease vs. Tell All• Straightforward vs. Creative• General vs. Personalized • Urgency vs. Value• Gated vs. Non-Gated Content• Shorter vs. Longer Copy• Brand voice vs. Informational
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Messaging Options
Push Notifications In-App Messages Message Center
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Be Brief• Frontload the important stuff• Know your limits
(Android: ~40 char, iOS:~ 90-100 char)
• Test on actual devices!
BEST PRACTICE
https://support.urbanairship.com/entries/109215486-What-are-the-Maximum-Characters-for-Push-Notifications
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• How is it relevant? • Why does it matter here and
now? • What do you what them to do?
3 Questions
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Automation
• App first open• Profile completed• Shared, rated• Liked item• Used coupon• Abandoned sign up or basket• Hasn’t registered, hasn’t opened app in X days
Actions can trigger reactions.
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• How is it relevant? • Why does it matter here and
now? • What do you what them to
do?
3 Questions
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• Define segments that move your business• Expand your omni-channel reach• Recapture users and retarget the right new
ones
Target
BEST PRACTICE
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Out of the Box Targeting
Mobile Lifecycle Activity
• First App Open• Opened App• Sent Notification
• Direct Open• Dormant
• Uninstall• Rich Page Sent
• Rich Page Viewed
Device Properties
• Language
• Language Country
• Time Zone Settings
• Location Settings
• iOS Device Model
• iOS/Android App Version
Opt-In Properties
• Notification opt-in status
• Background push status
• Location enabled status
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Your Turn
• Did your message pass the “3 Questions” relevance test?
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The Template: Building a Targeted Messaging Plan
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Using the Template: Tab 2
Let’s take a closer look at the Excel spreadsheet now that we have more information on how to set up your messaging strategy.
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Content Plan: Tab 3
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Next Steps
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• Fill out the template• Share with your team• Start drafting copy and sending!
NEXT STEPS
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Let’s take a second for a quick poll.
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Q&A Luke, we need a slide here that we can sit on while we have Q&A. Also add: “Want more? Check out the online resources in our Content Library for more best practice and benchmark resources.” in smaller text on the slide. Thx!
Q & A
Want more? Check out the resources in our blog and online Content Library for more
best practices and benchmark reports.
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Thank You
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