Stefanie Hoffmann is a founding member of the MLOVE advisory board, honorary judge at the Lovie Awards, and Europe´s leading mind in Facebook companion apps. She recently launched an iOS application called Gabi, backed by a small international team of media celebrities. Her speech gives insights on best practices for app marketers from on boarding to successful launch.

2. Bertelsmann
gutefrage.net Workshop, München,
15.11.13

3. myphotobook iPad App

4. Good News
„We believe that with consumers continuing to try so many new apps, the app market is still in
early stages and there remains room for innovation as well as breakthrough new applications.“
gutefrage.net Workshop, München,
15.11.13
http://blog.flurry.com/bid/95723/Flurry-Five-Year-Report-It-s-an-App-World-The-Web-JustLives-in-It

5. Bad News
Everyone battles for the attention of the user
gutefrage.net Workshop, München,
15.11.13

6. Great Product

7. Visibility

8. Retention

9. Virality

10. User Lifetime Value

11. The Product

12. “The product is the most
important part of the app
marketing.”

13. Have an app moment….

14. Tell a story

15. Why I should come back?

16. Sign up
•
Learn from dating apps
•
Create first a positive user experience - show of the
product benefit
•
Short texts - great an amazing branding
•
Make me hungry for more…..

17. Push Notification

19. Facebook is doing so good…

20. Befor we get startet define
your KPI´s
•
Download - Sign up= <30%
•
DAU / MAU
•
> = 3 *** Bewertung
•
What is important for your App?

21. Localytics
Stabile Lösung - Mobile optimiert

22. Cohort Retention

23. Retention
Sortiert nach Kategorien

24. Checklist:
Product ready to market
•
Onboarding optimized (Conversation)
•
Push Notification (Retention)
•
Positive User Experience (Use Case)
•
Virale Features (Reduce costs)
•
KPIs defined and Tools integrated

25. Check Airbnb for iOS7

26. MARKETING

27. Have a plan….
•
Test, learn and change….
•
Concentrate actions instead of spreading them
•
Analytics are your best friend
•
Find a smart way to get traffic for your app

28. App Launch

29. Launch Elements
•
Positive Reviews
•
E-Mail Marketing
•
PR Launch
•
Crossmarketing
•
Social Media
•
Traffic Weiche
•
App Store
•
Mobile advertisment

30. Important Tipps
•
Concentrate Actions, to get higher in the Appstore
rankings to get additional downloads…..
•
Talk to apple - inform them about your plans
•
Version x.0 are big opportunities to get featured
and to get users back
•
Thursdays is feature day

31. PR Launch

32. Reviews kaufen oder bekommen

33. Reviews kaufen oder bekommen

37. Lifestyle Magazine

38. TV

39. Review Liste erstellen

40. 360°

41. App Teaser
Traffic Weiche
- Big Teaser when your app
is better than your website

42. App Teaser Small
Your app is only better for a specific use case or target
group

43. Video
•
Intelligent product video is better than an emotional
spot.
•
Show of your special app moment
•
30 sec.. - max. 60 sec.
•
Less is more when it looks professional

44. APP STORE

45. App Store Feature

46. App Store
•
Tools
•
Icon
•
Name
•
Keywords
•
Appstore Text
•
Categories
•
Screenshots

47. App Annie
Check the rankings…

48. XYO
Download Numbers, Review Tags

49. Name
255 Bytes space but apple recommends to use 35
signs…. I use 65-75

50. Grindr
The Name follows the keywords…..

51. Grindr
Name + Keywords sichtbar in grün

52. Sensor Tower

53. Check the competition

54. Keyword Spy

55. Keywords optimiser

57. MOBILE
ADVERTISING

58. AD Networks

59. The Problem

60. Mobile Mediaplaner
bundle SDKs, flexibilty, exclude fraud, tracking,
campaign management

61. Camping optimizing

62. Facebook Install Ads

63. Facebook Engament Ads

64. Facebook Video Ads
Cost-per-click (CPC) or optimised cost per impression (oCPM) basis additional now cost
per action (CPA) - “Based on internal Facebook tests, buying on CPA drives, on average,
20% lower cost per install than buying on CPC," claims Facebook's blog post.

65. Instagram Feed Ads

66. Performance campaigns
•
Optimize your results
•
Optimize your ads
•
Find the rights channels, target groups, days and
times…..

67. Generelle Learnings
•
Little budgets over a longterm for Facebook
•
Make a video - less branding more product
•
Interstitial are mandatory
•
General do´s for ads
•
From left to right
•
Text has to be readable
•
Call-to-Action

68. Test Test Test
•
Measure the success of your actions, identify where
the most valuable users are coming from
•
Try new channels, never stuck with the old success
formular….

69. Launch-Ready-Checklist:
Marketing
•
Appstore Package
•
Marketing Package
•
PR Package
•
Social Media Channels and strategy
•
Champaings tested, SDKs integreated

70. THX!

71. follow me on
facebook,
twitter (@nanou_)
or instagram (kuckerina)
talk with me on
skype (kuckerina)
or old fashion
stefaniehoffmann05@gmail.com
try but silent mode is always on;)
+49 170 7600 280
CONFIDENTI
AL