MMA webinar mobile app marketing

Mobile Marketing Association “TBD TITLE” TBD DATE - Sponsored by SPONSOR NAME

Marketing Mobile Apps12/01/11

11AM PST / 2PM EST

MMA EDUCATIONAL SERIES

Sponsored by: Sponsor Logo


Overview

TBD Overivew


Today’s Agenda

PUT KEY LEARNING OBJECTIVES HERE• LO 1• LO 2• LO 3• ….


Moderator

Michael BeckerManaging Director, North America Marketing [email protected]

Today’s Speakers

NAMERachel [email protected]

Rachelpasqua

@rachelpasqua


Questions & Answers

Don’t forget to Tweet about this session using hashtag: #MMAWeb


How do you stand out in a crowd?

Smartphone and tablet desktops are the most valuable real estate in the world.

450,000 iOS apps and over 10 billion daily downloads

For content owners, staking a claim on the 1st or 2nd page of a consumers mobile device – their “Personal Real Estate” is essential.

But it’s an increasingly crowded marketplace and standing out is a challenge.


A high app store rank is essential to getting found…

Most users go directly to the app store on their device to find apps so achieving a high visibility within the app stores is essential.

This creates a catch-22 for content owners – to get downloads, you need a high rank but to get a high rank, you need downloads.

+ + +=RankToday’s

DownloadsYesterday’s Downloads

Downloads from 2 days ago

Recent Usage/Engagement

Rank within app store categories, for keyword searches and for specific spotlight areas – e.g. What’s Hot – are based almost entirely on rank.


…but engagement is the ultimate goal.

The end goal for all brands that develop an app is engagement – an always-on connection with a user and a permanent spot on their mobile desktop.

Most brands fail in this regard – the average app is used a handful of times before being deleted.

Less than 10% of apps see repeat usage 6 weeks after download.

Month 1 Month 2 Month 3 Month 4 Month 5 Month 60%5%

10%15%20%25%30%35%40%45%50%

Retained mobile app users per month – Android and iOSStats courtesy of Flurry, February 2010

iOS

Android


Brands must understand mobile application lifecycle

A successful mobile app starts with a good idea – but making that idea a reality is a complex process. Brands that understand the app development lifecycle have a greater chance of achieving their goals by generating downloads AND engagement

Dev

& Q

A

Bought Media

Earned Media

Owned MediaIdea

tion

Des

ign

&

Dev

elop

Val

idat

ion

Bet

a Te

st

Pla

nn

ing

Pre-launch Content and Media Strategy Post-launch Media Execution

Content Strategy

Usability Testing

Implementation

of findings

Active Listening


Content Strategy = engagement

26% of app users are loyal customers – the ones that will use your app consistently become and stay connected with your brand.

Content and media Strategyfocuses on identifying, understanding and communicating with these customers and using their insight to inform app development and marketing.

iCrossing utilizes active listening, market research and targeted user testing to develop and validate a content strategy for mobile apps.

Usability testing

Testing app prototypes with groups of target users to validate

content and functionality

Active ListeningMonitoring conversations in key social spaces about a brand/app.

Market Research

Competitive analysis and industry insights.


Media Strategy & Execution = downloadsA well-planned and carefully curated combination of Bought, Earned and Owned media create the downloads required for natural visibility and create a consistent level of awareness that captures new users.

Owned MediaBrand Web site, branded content and social spaces support natural search visibility and awareness.

iCrossing utilizes active listening, market research and targeted user testing to develop and validate a content strategy for mobile apps.

Earned MediaBlogs, Directories, email, PR and other earned channels promote awareness and brand advocacy.

Bought MediaTargeted mobile advertising campaigns generate the high-volume downloads required to achieve rank.

.com


Success hinges on a well-planned programContent strategy and media strategy in the pre-launch phase lay the groundwork for a successful and highly visible app.

Promotional campaign and content planning & development

Owned

Bought

Earned

Paid media planningOngoing campaign execution,

management and reporting

Promotional campaign execution and content seeding

Content Strategy

Usability testing Market Research Ongoing content strategy

Owned Media Recommendations(Web site, social spaces)

Engagement in Social Spaces

Keywords and SEO Planning

App store metadata and

copy

Post-launch SEO(link building & optimization)

Outreach planningInfluencer & Directory Outreach

Active Listening

LA

UN

CH

MONTH 1 2 3 4 5 6 …

Optimization of PR, Email etc.

Ad asset concepting & creative

Tactical execution of Bought, Earned and Owned media post launch work in harmony to drive download and engagements.


Pre-Launch:Content Strategy


Content Strategy - overview

Mobile Content Strategy utilizes Conversational Analysis, Market Research and Usability Testing to inform ideation, validation and, ultimately, final development of a successful mobile application.

Ideation

Conversational Analysis

- Competitor insights

- Consumer Insights

- Market trends

The Mobile App Creative brief, a document that results from this process defines the criteria essential to the success of your app – i.e..: • Target audience

• Target platforms• Content and functionality• End user experience• KPIs

• Revision or removal of content/functionality from an existing app

• Addition of new content/functionality to an existing app

Market Research


- Consumer Insights

- Market trends

Usability Testing


- Consumer Insights

- Market trends

Validation


Ideation: conversational AnalysisPre-launch, conversational analysis using tools like Nielsen BuzzMetrics provides detailed insights into consumer preferences that guide content strategy.

Post-launch, continued monitoring shows high-level trends in terms of mentions & tonality that guide ongoing awareness and actions measurement.

Post-launch monitoring

LAUN

CH

Prelaunch analysis

Evaluative

Amount of conversation•Awareness and

reach

Tonality of conversation•Success of the value proposition

Topics of conversation•Important and

unimportant elements

Diagnostic

Dictate marketing, outreach, and

promotion

Manage the communication of

the value proposition

Specific input on improvement,

refinements and alterations


Ideation: Market ResearchMarket research utilizing primary research, internal data and subscription research tools identifies and analyzes the organizational goals, target demographics and industry influences that shape app content and features and establish KPIs.

Environment

•Marketplace Dynamics

•Competitive Situation

• Inspirational Brands

Audience

Organization

The strategic imperative for a client’s app marketing program is found at the intersection of Environment, Audience andOrganization.

Environment

Audience• Target

Demographics

Organization• Stakeholder goals

• Content availability


Validation: usability testing

Usability testing of a functional beta with consumers that match an app’s target audience enables us to fully validate the content and functionality, answering key questions like:

• Is the application intuitive and easy to use?

• Is the content resonating in the desired way with the target demographics?

• Are there additional features or additional content that users want/need?

• How can the overall user experience be enhanced and improved?1

Invite audience members for testing at a logical point in the design process

Determine expectations for app content and functionality based on brand and desired feature set

Explore extent to which audience members are able to easily accomplish tasks and site meets brand expectations

Make changes based on audience feedback

InviteParticipatio

nIdentify Assess Modify

41 3TEST MATCH EXPLORE REFINE2


Design and Develop: documentation

Business Requirements

- WHO the intended audience is

-WHAT the app is supposed to do

-HOW success will be defined and measuered

Documents

- The user experience

- The content approach

-Tools, functions and features

Proper documentation enables content owners to remain focused on the established goals as they move through the design and development phases.


Design and Develop: documentation

Proper documentation enables content owners to remain focused on the established goals as they move through the design and development phases.

Creative BriefWho is the audienceWhat does the app do

Business Requirements

What are the desired results

How success will be defined and

measured

Functional RequirementsHow will the

app work

Mobile Application Documentation


Ideation•Understand your audience•Understand the competitive landscape•Focus on the user first and the brand second

Content Strategy: key take-aways

Validation•Make sure there is a market for your idea•Vet a beta with your target audience and apply their feedback to iterative development and improvements

Design and Develop•Document your goals and your process


Pre-Launch:Media Strategy


Understanding how users search for apps is essentialMost searches for apps happen outside of traditional search channels like Google and being visible in these areas is essential to generating downloads.

A successful app marketing media strategy focuses on the areas proven to be key channels in reaching the right potential users.

Browsing through top app store rankings

Searching for a specific

type of app

Word of mouth

Seeing ads while using other apps

News articles or blogs

A brand I know intro-

duces an app to me

Other 0%

10%

20%

30%

40%

50%

60%

70%

80%

How do you discover the apps you download – choose all that apply (% of respondents)

iOS

Android


Over 80% of search for native mobile apps happens within the app stores and the competition for visibility is fierce. Getting featured in an Apple Ad campaigns or in categories like “What’s Hot” or “Staff Picks” is ideal but unlikely for most.

Because you can’t buy what you can’t find.

The ideal scenario is to appear on page 1 and no deeper than page 2 of your app’s key categories as well as within the top 2 pages of results when

someone search for your keywords


So content owners face a catch-22. To get downloads, you need high visibility. To get high visibility, you need downloads. To achieve this, you have two options:

• Strike a deal directly with Apple to be featured in iTunes and/or advertising campaigns.

•Make great apps•Make them findable•Sell a lot of them•Keep users coming back

Over 80,000 sold!


Owned Media Strategy – keyword researchThere are no keyword tools designed to inform app store content development – your best best is assessing the competition. Similar apps the achieve a 1st or 2nd page result will help feed your keyword strategy.

App store SERPs show 5 results per search above the fold on smartphones and 10 on tablets – the process of digging deeper than the first page is cumbersome and

increases reliance of 1st page results


Owned Media Strategy: app store metadataApp metadata is the essential, basic info that is findable when a

Keep in mind that you can only change certain metadata when you submit a new build – but you can’t submit a new build just to change the metadata.


The first order of business is optimizing your apps owned media space in iTunes – the app landing page. The goal is to ensure it contains all the right keywords and content to attract people searching for an RSS app.

Owned Media Strategy – app store real estate

Your app store landing page should be eye-catching and keyword rich with descriptive content and visuals.


Owned Media Strategy: brand web site

App store SERPs show 5 results per search above the fold on smartphones and 10 on tablets – the process of digging deeper than

the first page is cumbersome and increases reliance of 1st page results


Owned Media Strategy: social spaces




Bought Media Strategy: campaign planningA substantial, well-planned media spend can generate the download necessary to achieve high visibility. It cannot, however, generate post download engagement.Moreover, the effect last only as long as a brand continues to spend.




Earned Media Strategy: planning influencer outreachConnecting with influencers and engaging with users in social spaces introduces the app to new audiences and keeps the app top of mind, encouraging repeat usage.




Post-Launch:Execution, Outreach &

Optimization


Post-launch: Bought, Earned & Owned.The key to success post-launch is to strike the right balance of paid, earned and owned media for promotion of your app.

BoughtTargeted

advertising that introduces your

app to the widest possible

audience

Owned Optimization of

content supporting the app to increase

awareness Earned Influencer

outreach that spread the word

in key spaces


Bought vs Earned & OwnedBought media drives the initial downloads required for visibility while Earned and Owned create an organic framework for long term awareness and engagement.

1 2 3 4 5 6 7 8 9 10 11 12 …..LAUNCH

Bought Bought

Bought Bought

Earned & Owned

Earned & Owned

Earned & Owned

Earned & Owned

Conversational monitoring and analysis Dashboards

As the organic Earned and Owned tactics ramp up, Bought efforts can be scaled down to a maintenance level.

Typical 12 week post-launch promotional program


Bought media executionThe primary goal for Bought Media (mobile display, search, sponsorships etc.) is to generate enough downloads to create high rank and natural search visibility for the app within its target categories and featured app store lists as well as for all relevant keywords.

Once a high rank and search visibility are achieved, Bought efforts can be scaled down as Earned and Owned tactics are ramped up to support consistent awareness, downloads and engagement.

Multiplier Effect of Bought Media

Lots of Downloa

ds

EasyDiscover

yFor

Users

HighApp

StoreRank


Earned media execution

Earned Media efforts focus on opportunities to generate awareness and increase likelihood of favorable media mentions, social sharing, downloads and positive word of mouth around an app.

Activities include influencer outreach to key app directories and blogs as well as to niche bloggers in an app’s vertical space (e.g. news blogs, travel blogs), email marketing campaigns and various other PR efforts.

Recommendations are delivered in the Earned and Owned Media document.


Owned Media

Owned Media activities focus on SEO , content development and other optimization of owned media and spaces – e.g. .com Web site, Twitter and Facebook accounts and other digital and offline assets.

Recommendations are delivered pre-launch in the App Store Metadata Worksheet and the Earned and Owned Media document.


So we looked for more affordable paid media options in places where we knew people were searching – i.e. app review sites.We placed display ads on app review sites as well as a video review on a popular YouTube channel. We also invested in incentivized downloads where for a small fee, plus the cost of the app, we were guaranteed a certain amount of downloads and reviews in iTunes.


Reporting & Measurement

Launch• Rank

tracking and analysis start when the app goes lives

Monthly Analysis Summaries• Review of

media mentions and directory listings

• Review of daily app store rank across categories and keywords versus 2-3 top competitors

Final Recommendations• Recommendatio

ns for ongoing bought, earned and owned efforts based on app performance

Application Launch

First Report

Second Report SummaryReport

• Various analytics tools may come into place throughout the course of the Content Strategy and App Marketing Engagements depending on the activities involved including, but not limited to, Google Analytics, Omniture, I2A, DART, Sharp Analytics, etc.

• Overall cumulative success of the initiatives, however, is measure in app store rank and visibility through out the three month period post-launch.

• Categorical rank and keyword visibility are tracked on a daily basis with trends mapped to the Bought, Earned and Owned initiatives executed.

• Reports are issued at the one and two month marks post- launch with the final Summary report outlining ongoing recommendations based on campaign learnings.


Then, we submitted to as many directories as possible.We paid for expedited placement in the ones we deemed most valuable. This effort was key in driving traffic back to our owned space (landing page) in the App Store.


We also conducted an influencer outreach campaign.We contacted high profile mobile app and gadget blogs with a promo code and a polite request for a review on their Web site and in iTunes.

Premium app developers should always include a promo code that enables the reviewer to obtain a free copy. Apple provides you with 50 promo codes for this purpose with submission of a new app or an update.


We kept tabs on any mentions of our app.We followed up on our requests for listings and/or reviews to ensure that we had back links in place to our App Store landing page and Web site.

Any content that mentions an app favorably is an opportunity to drive downloads – building links to these sites is an important part of app marketing strategy (mentions should always include the iTunes direct download link).


Mobile app marketing process and activities

A retained team of iCrossing strategists, researchers and usability specialists work with each client to craft a custom program for their mobile application.

Pre-launch

OptimizationOngoing monitoring of conversations in key social spaces to improve app content and experience.

Content Strategy8-12 weeks

Marketing Plan Dev.2 weeks

Owned media planning• Keyword research• Metadata and copy

Market research• Competitive analysis• Industry insights• Stakeholder insights

Usability Testing• One-on-one user testing• Focus group testing

App Marketing12 weeks

Post-launch

Promotional content• Campaign planning• Content development

Paid media planning• Media placement plan and

budget

Earned Planning• Target blogs• Target directories• Optimization of PR, email

and social spaces copy

• Directory submission

• Link acquisition

• Copy optimization

• Influencer outreach

• Paid media management

• Audience management

• Promotional campaign execution

• Content seeding


We also created a Zynked Facebook page.

Dedicated Facebook pages and/or tabs enable app developers to generate awareness and keep fans up to date on new features and content.

Here we posted about the new version, its features and the many benefits of using Zynked, plus our ideas for the next release. For brands with an existing Facebook Page a custom tab is also a great idea.


Perhaps the most effective Earned Media tactic was integrating sharing tools into the Zynked interface.This turned every user into a brand ambassador and every tweet and share into an endorsement for Zynked within their social graph.


But most of all, we listened to our users and we responded.Prior to launch, we tested Zynked not just for bugs but for validity. We put beta builds in front of people we knew who matched our target demographics and we asked them:

•Would you buy this app? •What would you change?•What would you add?We responded to every

Facebook post and tweet.

We took every review seriously.

And we applied what we learned to making a better app.


Key take-aways for launching a new appP

re-l

au

nch

Post

-lau

nch

• Do your keyword research: assess competitors and similar apps – don’t rely solely on brand keywords

• Use that research to build keyword rich app store metadata

• Create a list of target blogs and app directories• Create a dedicated Web page or separate site for your app

• Plan and budget your paid media• Plan your Twitter strategy• Plan your Facebook strategy• Test a beta with your target audience – and be ready to make some adjustments based on their feedback

• Integrate sharing tools into the interface of your app• Submit to app directories• Reach out to influential bloggers and request reviews• Use Google alerts to keep track of every mention of your app

• Request back links from every place your app is favorably mentioned

• Tweet, blog and post to Facebook• Engage your users and respond to their feedback• Apply what you learn to future iterations of your app


3 key tips for improving an existing app

Assess your visibility inside the App Store/s

• Are your keywords on target? • Have you created engaging and keyword-rich App Store

content?Assess your visibility outside the App Store/s•Is your app listed in the popular directories? •Has it been reviewed by top app sites and niche blogs in your vertical?•Have you created branded web content to promote it? •Do you know where your app is being mentioned?•Are you using your social spaces to maximize awareness?Connect with your customers•Conduct usability testing to validate your content •Engage your customers in social spaces•Listen to what they have to say•Enable them to evangelize your product throughout their social graph•…and connect with influencers who can spread the word


Moderator

Michael BeckerManaging Director, North America Marketing [email protected]

Q&A

NAMERachel [email protected]

Rachelpasqua

@rachelpasqua


Up Coming Events & Programs

• MMA Global Awards Nomination Deadline: Sept. 19 (http://awards.mmaglobal.com)

• MMA Forum, Los Angeles - November 16/17• See http://forum.mmaglobal.com

• MMA Canada Road Show - Oct 24-27• See http://mmacanadaroadshowoct11.eventbrite.com

• MMA Global Awards Dinner, Nov. 17

Planning for 2012, contact Michael Becker at [email protected] and get involved

http://awards.mmaglobal.com/

http://forums.mmaglobal.com/

mailto:[email protected]


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MMA webinar mobile app marketing