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The prerequisite for any mobile app any brand builds, is that it is fun or functional. But even if you succeed in getting either of both right, you're still only halfway through your work. How will you get your app out there? Preferably massively so? If you trust your app to be that good it will take care of itself and 'go viral', you're rising to the same bait as hordes of marketers on Youtube: the ultimate free lunch. Deep down, anyone knows there is no such thing as a free lunch. Admit. 'Viral' is a happy accident. 'Viral' is the effect, never the cause. That is why 'viral' cannot be repeated reliably. So what is a poor marketer to do? Is there any way to intentionally infect people with your app? Well, there is. You can hack the iPhone App Store's ranking algorithm. And you can harness the pass-around power of everyday people.
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So you got yourself an app.Now what?
Saturday 1 May 2010
Saturday 1 May 2010
Saturday 1 May 2010
ADNERDS IS SIMPLE
MATHSaturday 1 May 2010
AdNerds = A^T
A = AdvertisingT = Technology
TA
Saturday 1 May 2010
Mobile Marketing?
The Basics
Common Errors
Getting It Right
Saturday 1 May 2010
Saturday 1 May 2010
Ceci n’est pas une voiture
Saturday 1 May 2010
Smart Phone Apps will be a $4 billion industry by 2012.
Alan Mulally, President and CEO, Ford Motor Company
Mobile devices will be the No. 1 way of accessing the internet by 2015
Saturday 1 May 2010
screenshot Safari
Ford (as in cars) creates “Mobile Application Developer Network.”
Saturday 1 May 2010
Ford Sync Applink
Saturday 1 May 2010
screenshot Safari
Does it pay to be an Innovative Company?
Saturday 1 May 2010
Saturday 1 May 2010
Bare Necessities
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1) Build a kick ass app
2) Get it on the app store
2) Get the bare necessities right3)
Saturday 1 May 2010
screenshot Safari
What are the Bare Necessities when it comes to Apps?
Saturday 1 May 2010
screenshot Safari
Inside the App Store vs. Outside the App Store
Saturday 1 May 2010
Typical App Buyer Decision Process, Jeffrey Hughes
see icon click? app
page
app pics read? app
info
buybuy?
Inside the App Store
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1
2
3
45
7
6
Inside the App Store
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famous logo self-explaining include promo
1 App Icon
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2 App Title
descriptive easy to pronounce and spell
memorable
PndDrpprWeight Tips(tips & tricks to loose weight easily) Pound Dropper
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3 Description
not too lengthy bullets
• • •
summary with benefits
promotionson top
%include
positive reviews
“”
“what’s new/coming”
new
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4 Screenshots
use horizontal picswhen appropriate
use all 5 screens descriptive screens
1 aaa2 bbb3 ccc
only “obvious” screens
Aha!
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5 Size
S < M < L < XL <10 MB
10
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6 Prize
the valueof “free”
0 !price sensitive
market
! !# #
competitorpricing
A B C
WE?
price !
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7 Reviews
ask for feedback
?filter
feedback
!"#
respond tocomments
learn fromcompetitors
!"#
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Outside the App Store
monitorthe web
make it sharable
clear website
recyclecontent
••••like •••• ••••
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Saturday 1 May 2010
If you build it, they won’t come
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Youtube
App Store
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VIRAL?FORGET
IT!Saturday 1 May 2010
Anno Domini 1955 Anno Domini 1967 Anno Domini 2002
Saturday 1 May 2010
Social Epidemics*: the Law of the Few
*Malcolm Gladwell: “The Tipping Point”.
Influentials
MILLI"
NS
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Only Certain People Can Drive Trends
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ANY ATTEMPTTO ENGINEER SUCCES THROUGH
INFLUENTIALSIS ALMOST CERTAINLY DOOMED
TO FAILURE
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The size of a forest fire often has little to do with the spark that started it and lots to do with the state of the forest.
Saturday 1 May 2010
Influentials cannot
tip a trend into existence
Success in a
networked society
is quite random
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BIG-SEEDMARKETINGHARNESSING THE PASS-AROUND POWER OF
EVERYDAY PEOPLE
Saturday 1 May 2010
Expected number of new infectious people generated by each existing one
= R (“Reproduction Rate”).
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Companies, unlike diseases, can use standard advertising methods to create potentially enormous seeds.
Campaign: bannering, TV,
e-mail, … n*
* some large number of conversions, people who are sufficiently interested to click on the web ad or embedded link.
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n / (1-r)
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Do the right thing
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Bare Necessities Hacking the iPhone App Store’s Algorithm Big-Seed Marketing
Covered!
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NDA
Lawyer
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HACKINGTHE iPHONE APP STORE
ALGORITHM
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Today’sRanking
x8x5 x5
x2+ + +=Day Day - 1 Day - 2 Day - 3
focus your marketing efforts
during the first 4 days
algorithm assumption by FaberNovel
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make sure to have your 4 days
over and done with,
before the weekend
Mon Tue Wed Thu Fri Sat Sun
Sales breakdown by day
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Submission: get the bare necessities right!
D-7: inform blogs, press & review sites on upcoming launch
internal seeding
D0: press event & release,
start microsite, campaign & seeding
D1: newsletter and community seeding
D2: stimulate reviews
D3: collect feedback
launch
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BIG-SEEDMARKETING
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EVERYONEWITH AN iPHONE
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EVERYONEKNOWS SOMEONEWITH AN iPHONE
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DISPLAYADVERTISING
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SOCIALMEDIA
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Everyone is hyper-connected
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Competition*Incentive*2 criteria:
a certain skill (e.g. speed)social dexterity (bring friends to the party)
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FOCUS ONMOBILECONVERSIONS
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OF DOWNLOADS VIA THE MOBILE ECOSYSTEM
Sales breakdown by platform
8 %mobile appstore
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SMS “MMF” TO
89550 ! / SMS SENT OR RECEIVED
stay up to date
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Saturday 1 May 2010
Focus on Mobile Conversions
Seed & Feed from close by
4 Days of Success
Never lose Sight of
the Bare Necessities!
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adnerds.be
That’s it, for today.
Saturday 1 May 2010
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