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Making your social app a whopping success
• Joined InMobi in Dec 2011
• I drive user acquisition & monetization for
App Developers
• Early Stage Investments in Clean tech
Space
• Product Manager in a clean tech startup
• Carnegie Mellon (2009) & IIT
Mahak Sharma
Introduction to InMobi•Largest independent mobile ad-network , reaching 691 million mobile
consumers across 165 countries
•850 employees, 25+ nationalities, 17+ offices globally
•65K+ requests/sec at peak load; 100TB data generated/month
•500+ engineers across US, IN, JP
• Social apps rank 3rd in terms of revenue & 6th in terms of downloads on the app store
• Messaging and dating apps emerge as winners
• Emerging asian social app giants from Korea, Japan & SEA
• Top social apps differ markedly by country/segments
• Developers employ new monetization strategies for social apps
Exciting times in the social networking category…
5.Do you know your user lifetime value?
6.Taking your social app global
4.Tracking conversions effectively
1.Social apps marketing 101
2.Tips & Tricks for Paid User Acquisition
3.Driving up your App Store ranks
Agenda
5.Do you know your user lifetime value?
6.Taking your social app global
4.Tracking conversions effectively
1.Social apps marketing 101
2.Tips & Tricks for Paid User Acquisition
3.Driving up your App Store ranks
Challenges with user acquisition
Multiple channels to choose from : Ad networks, Press, Social, review sites…
Difficult to measure & predict ROI at launch : Tracking & Attribution across channels
App Discovery : Over 1.8 million apps, 300% growth, fragmented app stores, multi-screen behavior
Quantity Vs Quality
The science of User Acquisition
Cost of acquiring a new user & expected ROI at that time
•Costs can vary over time , so timing is critical•ROI tough to predict at the time of launch, but estimates are good to have
Efficacy of each marketing channel highly dependent on app & optimizing across channels can get very tactical
•Detailed analytics are critical •Continuous optimization & monitoring essential for success•Important to monitor organic downloads from each channel
Early user =Higher LTV
• LTV & Cost of acquiring user inversely proportional to time at which user is acquired
•LTV of earliest users is the highest and the cost of acquiring early users is the lowest •Overtime, cost of acquiring every new user increases
Pre Launch Marketing
• Participate on forums with similar topics to drive awareness and buzz
• Monitor reviews of competing apps to find gaps; pre-empt and promote your differentiating features
• Create a pre launch page to generate interest with images, screenshots, details about app functionality, social media links and newsletter sign ups
• Claim your social media accounts - twitter, facebook, pinterest. Try & engage with your target audience
• Record a demo and create a sneak preview of the app, teaser video
• Tap into your network and drive email sign-ups
Pre-launch marketing example – http://nizoapp.com
• Turn your early users into advocates. Interact with loyal users, give them badges, stickers, virtual currency etc.
• Encourage users to create FB groups
• Use notifications to solicit feedback
• Facebook:
- Create a fan page, create a FB link within the app to let users like the fan page - Post three-four times a day, run contests and sweepstakes & create an app page - Twitter contests, dialogues to collect feedback and complaints.
vLeveraging social media for acquiring users for your app
App landing pages
• Important to note - A lot of discovery still happens on desktop!
• Mobile friendly – large imagery UI
• Desktop users - Clean Background - Use Google Analytics - Large CTA (Test it!) - SMS or QR is best for tracking - Get users to share the landing page - Capture emails “Sign Up for Newsletter”
• Mobile users - Well designed – realism with high polish - Smart app banners for iOS
Unnamed Social App (One of the top 25 in app store)• 15% traffic from desktops
(mostly social networking sites) at the time of launch
• Higher conversions with SMS compared to all other ways Example
Great app landing page example –foursquare.com
5.Do you know your user lifetime value?
6.Taking your social app global
4.Tracking conversions effectively
2. Tips & Tricks for Paid User
Acquisition
1.Social Marketing 101
`
3.Driving up your App Store ranks
Ad
vert
isers P
ub
lishers
DSP’s & Agencies
RTBAd Networks –
Incent/Non Incent
Emails/PressSocial
Networks
The app advertising ecosystem is extremely complex
Courtesy: Luma Partners llc
Paid User Acquisition strategy for social apps
• The marketing mix changes considerably over time
• User acquisition channels for social apps are very different from that of gaming
• Important decisions to be taken before starting the campaign :
• Target Audience
• Countries and platform to launch into
• Some ideas for monetization & predicted LTV of the user
• Total marketing budgets and app lifecycle
• For social apps, we recommend starting a focused/local campaign- use the virality within your
target audience to position and grow the user base
• Using a combination of Social marketing channels and ad networks provides the best volume
& quality
• App Store rank has a huge impact on organic downloads. Organic users tend to have higher
loyalty
Marketing mix can change considerably overtime
10%
5%
40%
5%
10%
5%
60%
0%35%
25%
High Quality and Organic downloads should determine your marketing channel Conversion Rate
How to choose between different marketing channels for a social app?
5.Do you know your user lifetime value?
6.Taking your social app global
4.Tracking conversions effectively
1.Social apps: App marketing 101
2.Tips & Tricks for Paid User
Acquisition
`
3.Driving up your App Store ranks
Top rank can increase your organic downloads by up to 10x
Install velocity
No. of installs
Uninstall rate
Ratings & reviews
• The biggest influencer of your appstore rank • Can be increased by 10 times through intelligent and targeted
social marketing
• For hitting top 25 in social category in the AppStore we need upto 7000 installs a day in US and about 3000 installs a day in UK
• Cut down budgets from marketing channels which deliver users of poor quality - contributing negatively to your rank
• Lower weightage but important to monitor this channel effectively to incorporate feedback and update users of changes
5.Do you know your user lifetime value?
6.Taking your social app global
4.Tracking conversions effectively
1.Social apps: App marketing 101
2.Tips & Tricks for Paid User
Acquisition
`
3.Driving up your App Store ranks
“50% of marketers feel that
tracking and attribution is a big
concern they face in mobile
advertising”
Extremely important to track up to installs and beyond
Impression
Clicks
D/L
Registration
100%
2%
.06%
.012%
Extremely important to track up to installs and beyond
• Accurate attribution can
significantly improve cost of
acquisition per user through price
optimization
• Conversion Based Pricing
• LTV Based pricing
• Budget Optimization across
networks and publishers
Dynamic CPCFixed CPC
N = 80 campaigns
% Inventory Reachable
Extremely important to track up to installs and beyond
• Multiple technologies – ID-based tracking, Android Referrer, Digital Fingerprinting , HTML5 Cookie
• You can make a choice depending on the launch platforms, countries and your advertising objective
Device Finger HTML
Accuracy High Low High
User experience High High Low
Drop offs Low Medium High
Inventory accessibility Medium High High
Global compatibility Low High Medium
5.Do you know your user lifetime value?
6.Taking your social app global
4.Tracking conversions effectively
1.Social apps: App marketing 101
2.Tips & Tricks for Paid User
Acquisition
`
3.Driving up your App Store ranks
Category US UK Australia Canada China Japan Korea Indonesia Thailand
Games Medium Medium Medium Medium Low High Medium High Low
Entertainment High High High Medium Medium Medium Medium Medium Low
Social Medium High Low High Low High Medium High Medium
Chat/Messaging
Medium Medium Medium Medium Low High Low Medium Low
Gambling High High Low High Low High High Medium Medium
Dating High High High High Low Low Medium High Medium
Which country & platforms to launch into?
• Vietnam, Thailand & Indonesia – lower costs of acquisition, medium to high ROI• Japan & Korea – ROI better than US in communication apps but localization
challenges exist• Best platforms to promote – Android Smartphones, iPhone, iPad, Android Tablets –
decreasing order
5.Do you know your user lifetime value?
6.Taking your social app global
4.Tracking conversions effectively
1.Social apps: App marketing 101
2.Tips & Tricks for Paid User
Acquisition
`
3.Driving up your App Store ranks
What it takes to launch in China , Japan & Korea
‣ Local translation can increase downloads by 128% and revenues by 28%
‣ Cute cartoons & Android premium handsets likely to perform better ‣ Target older audience
‣ Maximizing interactive experience through mobile features increases chances of success
‣ Localized apps are downloaded much more and generate higher revenues
App Store Fragmentation & Device ID issues
‣ Google Play payments doesn’t work in China. All Android revenues are from third party app stores, hence partnering with 3rd party stores is key
‣ Feature phone penetration in Japan is very high, and fingerprinting is key to improve scale
1
2
Localization & App behavior
• Focused Audience targeted campaign on Facebook & Ad networks • NHN Line’s implant in Psy’s Gangnam Song• Line beats What’s app in Spain • Retargeting users with ‘competition’ apps
Successful Campaign techniques used in the past
Thank YouMahak Sharma
Mahak.sharma@inmobi.com
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