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Mobile App Marketing
Using Paid, Owned and Earned media to drive
downloads and build engagement
March 14, 2013
About me
•    Co-author of “Mobile Marketing: An Hour a Day
•    www.mobileanhouraday.com
•    www.rachelpasqua.com
•    @rachelpasqua
•    rp@rachelpasqua.com
•    www.facebook.com/rachelpasqua
•    www.linkedin.com/in/rachelpasqua
•    15 years digital experience
•    12 years mobile experience
Today’s discussion
• The new digital ecosystem"
• The mobile app lifecycle"
   •  Ideation"
   •  Validation"
   •  Design and development"
   •  Beta testing"
   •  Finalization and QA"
• Launch Plan"
   •  Paid"
   •  Owned"
   •  Earned"
• Results"
• FAQ"
 	
  	
  	
  The	
  new	
  digital	
  ecosystem	
  
The digital ecosystem in 2005
The digital ecosystem in 2013


                  Laptop

                                                                 Desktop




                                                                                        Digital Out Of Home, Theaters, Connected TV
 Tablet
               Smartphones              Phablets
               Apps




                                                     Wearable               Connected                                       Ambient Surfaces
Digital Kiosks
             Social Machines 
       Technology                          Connected Cars
                                                                             Consoles
It was a lot easier…
  •  Why	
  mobile,	
  why	
  now?	
  




…when our biggest worry was
“Does it work in Internet Explorer on
a Mac?”
But change is good…




…and everything evolves. Even media.
And really, there no such thing
      as “mobile media”
…or social media, for that matter. 
The way we use digital to connect with
brands and one another is inherently
social.
The platforms through which we do it,
increasingly diverse.
It’s a complex ecosystem
So, how do brands navigate…
 …across divergent channels,
    platforms and devices?
It starts with understanding that
  it’s not about smartphones…
        …it’s about people…
…about engaging the right users in the right
place, at the right time with the right content
through through a multitude of digitally enabled
devices, objects, and locations. 

            Multiple touchpoints
           One responsive brand.
Apps occupy a special place in this ecosystem
While mobile users (smartphone and tablet) prefer a mobile
website in earlier phases of the customer journey, they
gravitate towards apps once they’ve established a
relationship with a brand. 
                             More convenient 
                            55%

                             Faster
                                   48%
85% of people surveyed by
 Compuware Corporation       Easier to browse
                  40%
 in March 2013 said they
 prefer mobile apps over     Better UX
                  28%
mobile sites, according to
  a consumer survey of
                             Easier to check            27%
          3,500.
                             account
                                                        26%
                             Easier to shop
                                                  3%

                                                        11%

                                                 1%
Web vs. Apps: the consumer perspective
Mobile users across all verticals typically prefer mobile web sites for initial
encounters with a brand. As their loyalty to that brand deepens and engagement
increases, their preference switches to mobile apps.


    • “If my relationship with a brand is brief or intermittent I
      probably will not download an app.”
    • “If my relationship with a brand is intense or long-term
      —, I would prefer an app.”
    • “I prefer apps because the user experience is more
      tailored to my needs—e.g. streamlined info, higher level
      of usability, ability to save info, no need for a constant
      data connection, etc.”

   Consumer feedback on web versus app preference
   Sourced in aggregate from focus groups and surveys conducted for major US Travel and
   Hospitality, CPG, Retail, Automotive and Entertainment brands
Web vs. apps: side by side comparison

    Mobile Web"                          Mobile Apps"
• Key for initial phases but relevant   • Most relevant for the Loyalty and Advocacy
  throughout the customer journey 
       phases
• Biggest reach
                        • Limited Reach
• Single platform = easiest, fastest    • Multiple platforms = complex development
  development cycle
                      cycles
• Streamlined maintenance
              • Updates contingent on app store approvals
• Rich, touch-centric UIs possible
     • Most complex UIs possible
• Limited information caching
          • Offline information caching
• Data connection required
             • Data connection optional
• Limited connectivity to hardware
     • Connectivity to hardware such as the

                                         camera
Web vs. app: benefits
Well-designed mobile site content can be a springboard to
mobile app development later, creating efficiencies of cost,
design, and time to market.

                                     Design and         Deploy native applications
          Develop/modify           develop mobile       that utilize select elements
            existing web           page templates         of existing mobile web
         services for mobile
       and content
           content and services



 Key Considerations"
•  Apps provide a preferred experience for loyalty but service a smaller subset of users.
•  Apps present a more expensive development landscape and are more costly to maintain. 
•  The reach and relevance of the browser makes it the best starting point.
•  Properly developed mobile web services and content create a springboard for mobile apps.
•  Well-designed mobile web sites can mirror an app-like look and feel.
The	
  mobile	
  app	
  lifecycle	
  
The mobile application lifecycle
  A successful mobile app starts with a good idea – but making that idea a
  reality is a complex process. 
  To succeed in this competitive space, brands must understand the full extent
  of the mobile app lifecycle, from content strategy to post-launch marketing.

                                                            Usability                                         	
  
                   Content
                       	
                                   Testing
                                                               	
                                             	
  
                   Strategy
                          	
                                    	
                                            	
  
                                                                                                     Results applied to
                          	
                                    	
                                            	
  
                                                                                                     dev. process
Research
                   	
                                    	
                                          	
  
    	
                                                                                                        	
  
    	
                                                                                                          	
  
    	
  
      	
  
                                                                                                                           Bought Media
                                                 Development




                                                                                                       Launch Plan
                                                                         Beta Testing
                                   Validation




                                                                                         Dev & QA
              Ideation




                                                                                                                           Earned Media
                                                 Design &




                                                                                                                           Owned Media
                     Pre-launch Content Strategy                                                                      Post-launch Media Strategy

                                                            Active Listening & 	
  Analysis
                                                                               	
  
                                                                               	
  
                                                                                 	
  
Success = Downloads + Engagement
In iTunes and Google Play, visibility is based almost entirely on
how many downloads an app generates on a daily basis. User
engagement is rumored to matter to some small extent but an
app’s visibility is mostly about volume.



     Rank
 =                      +                   +                  +
                      Today’s 
       Yesterday’s 
       Downloads from 
        Recent 
                     Downloads
       Downloads
            2 days ago
      Usage/Engagement




However, engagement is the end goal for all content owners—
downloads are meaningless without engagement.

A successful app marketing strategy must drive high volume downloads
and encourage repeat usage.
Visibility and buzz drives downloads
A high percentage of searches for apps happen outside of traditional search
channels such as Google. A successful app marketing strategy focuses on
optimization of both traditional and non-traditional search in reaching the right
potential users.

    80%	
         How do you discover the apps you download – choose all that apply (% of respondents)
    70%	
  
                                                                                                                                   iOS
    60%	
  
                                                                                                                                   Android
    50%	
  


    40%	
  


    30%	
  


    20%	
  


    10%	
  


     0%	
  
              Browsing through   Searching for a      Word of mouth   Seeing ads while   News articles or       A brand I know     Other
                top app store  specific type of app                   using other apps       blogs          introduces an app to
                  rankings                                                                                           me
Great content and outreach drive engagement
Engagement is always the end goal—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.
                                     Retained mobile app users per month – Android and iOS
                                                     Stats courtesy of Flurry, February 2010
          50%	
  

          45%	
  

          40%	
                                                                                                   iOS
          35%	
                                                                                                   Android
          30%	
  

          25%	
  

          20%	
  

          15%	
  

          10%	
  

           5%	
  

           0%	
  
                    Month	
  1	
          Month	
  2	
         Month	
  3	
     Month	
  4	
     Month	
  5	
     Month	
  6	
  
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 Strategy focuses on identifying, understanding, and communicating with
these customers and using their insight to inform app development and marketing.



                             	
  	
  	
  	
  	
  




                                                    Active Listening
                     Monitoring conversations in key social spaces about a brand/app.
Media strategy = downloads
A carefully curated combination of Paid, Earned, and Owned media create the
downloads required for natural visibility and creates a consistent level of
awareness that captures new users.


       Earned Media
                                                                      Paid Media
   Blogs, Directories and                                                         Targeted mobile advertising
   other earned channels    	
  	
  	
  	
  	
                                   campaigns generate the high-
  promote awareness and                                                          volume downloads required to
      brand advocacy. 
                                                                  achieve rank.




                                                   .com
                                               Owned Media
                            Brand Web site, branded content and social spaces
                              support natural search visibility and awareness.
IdeaDon	
  
Ideation: coming up with an app concept."


 idea for Zynked was born when two Apple geeks couldn't
The
find an RSS Reader that suited their needs. In the fall of 2009,
there were 50+ RSS apps in iTunes...




… but most had limited functionality and relatively poor design. 


 Richard, a designer, and David, a developer, thought they could

 do much better.
ValidaDon	
  
Validation: making sure the concept has legs
But Dave and Rich knew that just because you have a great idea
doesn’t mean it will make a great app—market and competitive research
were kept in convincing them that the app had true potential. 

In the process they:
                       •  Looked at 5-10 competitive apps and
                          reviewed their features, pricing, and
                          marketing efforts
                       •  Assessed the marketing and promotional
                          efforts for these apps
                       •  Looked at the behaviors of their target
                          audience to see if their proposed app truly
                          fulfilled a need or desire
                       •  Compiled a list of business objective they
                          wanted their app to fullfill
Design	
  and	
  Development	
  
Design & Develop: documenting process	
  
  Dave and Rich compiled their research into documentation that would
  define and steer the project—an App Definition Statement


                           App Definition
                           Statement
                         This document clearly
                         defines:
                          • Who the intended audience is
                          • What the app does
                          • User experience
                          • Content sourcing & approach
                          • Tools, functions and features
                          • Criteria for success (KPIs)



Proper documentation enables you to remain focused on your original goals as you move through
design and development.
Design & Develop: production	
  
Dave and Rich compiled their research into documentation that would
define and steer the project—a Business Requirements document and a
Functional Requirements document.

                       Functional Specifications
    Delivered in the form of annotated wireframes, functional specs
    give designers and developers a clear framework to build upon.




           Design
                                     Development
 Development of creative                       Development of all code,
                                 Concurrent
 assets—e.g. logo, color         Processes
    either through native SDK or
 palettes, page layouts,                       use of an app development
 navigational schemes and all                  tool kit such as PhoneGap.
 other supporting imagery.
Beta	
  TesDng	
  
Test: vet your app with the intended audience	
  
When a beta was ready, they asked a few friends who matched
Zynked’s target audience to test it, asking them questions like:



                      •    Is it easy to navigate?
                      •    Are the tools user-friendly?
                      •    What feeds and categories we should add?
                      •    What social sharing tools should be included?
                      •    Do feeds load quickly?
                      •    Are there tools or content that are missing?


                           The resulting feedback was applied to
                           the final build of the application.
Pre-launch take-aways
Ideate
• Understand your audience
• Focus on the user first and the brand second 
• Understand the tools and content that will appeal to your target

Validation
• Make sure there is a market for your idea
• Understand the competitive environment
• Use your research to create compelling content and features

Design and Develop
• Document your process
• Choose the appropriate dev path

User testing
• Vet a beta with your target audience and apply their feedback to
  iterative development and improvements
Launch	
  Plan	
  
Zynked launched in November of 2009




The developers knew they had built the very best RSS reader
app for iPhone.
Clearly, their high-quality app would outsell the competition.
But it didn’t. Not even close."
               
            • Zynked went on sale for $2.99.
            • Sold 1,723 copies in the first three weeks.
            • By week 4, downloads had plummeted to
              almost zero.

          Stats showed that Zynked owners were heavy daily
          users and App Store reviews were positive—quality
          was not the issue.

          The issue was visibility.
           
          The initial friends & family download rush
          had subsided and Zynked had sunk so deep
          in iTunes that no one was seeing it.
So how could Zynked stand out?
Because you can’t buy what you can’t find.
                                        Appearing in the New &
                                        What’s Hot sections or
                                        Top lists is a surefire way
                                        to get downloads.




 Unfortunately, it’s also a matter of
 sheer luck or having a close
 connection with Apple.
 
It’s
	
     a crowded and complex ecosystem
If you aren’t featured, your best bet is to appear on page 1 and no deeper
than page 2 of your two categories. You also want to appear within the top
two pages of results when someone searches for your keywords.
"Achieving this depends heavily—if not entirely—on the number

downloads you have.




        At 10+ pages deep, Zynked was practically invisible.
So content owners face a catch-22"
 To get downloads, you need
 high visibility. And to get
 high visibility, you need downloads. To achieve this, you
 have two options:
 




                                                          1million
                                                           sold!

Strike a deal directly with Apple to be   Make great apps, sell a lot of
featured in iTunes and/or advertising     them and keep users coming
campaigns—cost prohibitive for many       back—easier said than done.
and unachievable for most.
Success = leveraging Paid,
 Earned, & Owned media	
  
The key to driving downloads and engagement is to
create the right combination of Paid, Earned and Owned
media for each unique application.
Paid
Targeted rich media, display, and search advertising
designed to drive high-volume downloads from users that have a
high potential for long-term engagement.

Owned
Optimization of app store landing pages, desktop
websites, email, PR, and development of custom content
and campaigns to raise awareness. 

Earned
Cultivation of positive sentiment and word of mouth through
social channels and influencer outreach to raise awareness
and increase engagement.
A symbiotic balance
Paid is traditionally used to drive the initial downloads required for visibility. Earned
and Owned media create an organic framework that drives awareness and
engagement over the long term. As Earned and Owned ramp up, Paid efforts can
be scaled down to a maintenance level.

     LAUNCH       1            2    3    4          5        6   7       8      9   10     11   12
                                                                                                     …..




                                                                                    Paid
                                                                     Paid	
  
                                             Paid	
  	
  
                Paid	
  	
  


                                                                                     Earned &
                                                            Earned &                  Owned
                                   Earned &                  Owned
              Earned &              Owned
               Owned


                                    Ongoing conversational analysis and reporting
Paid	
  
Pre-launch: Paid Media Planning
Paid media (mobile SEM, display etc.) create a multiplier effect,
generating the high volume of downloads that result in high rank and
natural search visibility within app stores. 
Insight into a client’s brand, competitors, and audience inform the
Paid Media Plan, a mixture of mobile display, mobile SEM, and unique
niche advertising opportunities that drive the initial download push
and reach an audience uniquely suited to the app.

                         Lots	
  of	
  
                       Downloads	
  
                                                             Pre-launch activities include:
                                                                • Development of targeting criteria
                                                                • Assessment of advertising opportunities
                                                                • Negotiation with networks & publishers
                                                                • Plan and budget compilation
       Easy	
                               High	
  
    Discovery	
                           App	
  Store	
  
    For	
  Users	
                          Rank	
  
Paid Media: Premium Options
A significant Bought media spend—say, a $50K+ per month for the first
6-8 weeks post launch can generate enough downloads to propel an app
into the top 25 apps in its main category or higher. Many of the top
networks now offer specialized cost-per-download or cost per install
campaigns for app promotion.
Paid Media: Affordable Options
Since Zynked had a very small media budget, we explored more
affordable options, including paid video demos, incentivized reviews, and
banner ads on app directories.




                 High	
  
               App	
  Store	
  
                 Rank	
  
Post-Launch: Campaign Management
Paid media campaigns are queued up to launch in exact conjunction with app store
approval and are calibrated to drive as many downloads as possible in the first few weeks
after launch to boost app store visibility both categorically and for specific keywords.

A wide variety of paid media ecosystems may be included:
          • Google Search ads for apps
        • Premium, Blind, and Premium
          • YouTube ads and paid reviews
        Blind mobile ad networks
          • Incentivized download networks
    • Video ad networks
          • Mobile app directories
            • Mobile gaming networks
                                               • Mobile review sites
Owned	
  
Pre-launch: Owned Media Planning
43% of users discover mobile apps via their mobile device1 making high categorical and
keyword visibility within app stores essential for success. Focus pre-launch efforts on
creating highly SEO optimized app store content, the foremost “owned” space for content
providers.
Careful attention is also paid to creating optimized promotional content in other owned
spaces such as the brand web site, corporate blogs and forums, Facebook, Twitter, etc.
                                                     Pre-launch activities include:
                                                            • Keyword analysis
                                                            • Final keyword list
                                                            • App store metadata content
                                                            • App store landing page copy
                                                            • Development of optimized copy for
                                                                  • Brand web site
                                                                  • Twitter
                                                                  • Facebook
                                                                  • Email launch announcement
       Retained mobile strategy team members to provide:"   • Optimization of press release copy
            • Quarterly roadmap updates"
            • Training workshops"
                                                            • Assessment of additional promotional
            • Industry trends and analysis"                  opportunities using owned content and spaces
            • Internal playbooks and best practices"
       	
  
       	
                                                          1 – The State of Mobile Apps, The Nielsen Company.
                                                                                                          Sep 13, 2010
Owned Media: App Store Real Estate
The most important owned space is your app store landing page – this is
where the majority of users convert! The key is to ensure that it contains
all the right keywords and content to attract people searching for your
particular type of app.




An estimated 80% of app search happens
within the App store.
Owned Media: Keyword Research
For Zynked, we identified the top RSS apps, assessed their content and
compared the keywords used to those used for Zynked. This enabled us to
add what was missing as well as to assess opportunities to add a few
strong keywords that no one else had.




                 App Store SERPs show 5 results per search above the
                 fold on smartphones and 12 on tablets. The process of
                 digging deeper than the first page is very cumbersome,
                 increasing users’ reliance on first-page results.
Most app stores use an exact search model	
  
The words placed in the search box by the consumer must all be found in
one of your searchable fields. Understanding how consumers search for
you here is extremely important.



                                      Example: a search for “NY Times” vs.
                                      a search for “NY Times paper”
Owned Media: App Metadata
    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.

  Up to 4000 characters
  for App Description but
  no more than 700
  recommended (not
  searchable but visible to
  users via iTunes)


99 characters only for
keywords including spaces
and commas (hidden)




                                                             Up to 250
   Company name (hidden)
                                                             characters for
                                                             App Name
Owned Media: Categorical Positioning
Zynked kept News as the primary category but switched the secondary
category from Utilities to Productivity where there is more demand for
media-management tools.
Owned Media: Brand Web Site, Microsites




                   An app should have a dedicated, search-
                   optimized page on the brand Web site that
                   illustrates benefits and links directly to the
                   download page in iTunes—these awareness
                   elements create rich SEO content.
Post-Launch: Owned Media Management
Post-launch owned media activities focus on ongoing SEO, content development and
other optimization of owned media and spaces such as the .com web site, Twitter and
Facebook accounts and other digital and offline assets.

Post-launch owned media management can include:
         •  Video production, seeding, and promotion
   •  Facebook community management
         •  Email outreach
                             •  Twitter tweets and contests
         •  Contests and sweepstakes
Earned	
  
Pre-Launch: Earned Media Planning
Earned media focuses on driving awareness of the app across the web, primarily through blogs
and directories creating an organic framework for awareness AND engagement.
Key influencers introduce the app to new audiences, keeping it top of mind outside of the app store
and the content owner’s social graph, creating opportunities for growth.
	
  
        Pre-launch activities include:
 • Assessment of target blogs and directories
                                        • Development of review request email
Earned Media: Directory Submission"
       
Zynked paid for expedited placement in the directories we deemed
most valuable. This effort was key in driving traffic back to our owned
space (landing page) in the App Store.
Earned Media: Influencer Outreach
    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.
    We also invested in several press releases.




 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.
Earned: Relationship & Link Building "
  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).
Earned Media: Twitter
40% of tweets come from a mobile device – these users are 1 click away
from a download. For Zynked, we created a unique Twitter identity but
tweeting from your brand account can be just as effective.




                                            Tweeting regularly about an app,
                                            or, if appropriate, creating a unique
                                            Twitter identity for an app,
                                            generates general awareness and
                                            spreads the word.
Earned Media: Facebook "
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.




                                           Dedicated Facebook pages and/or
                                           tabs enable app developers to
                                           generate awareness and keep fans
                                           up to date on new features and
                                           content.
Earned Media: Social Sharing Tools
This turned every user into a brand ambassador and every tweet and
share into an endorsement for Zynked within their social graph.
Post-launch: Earned Media Execution
Influencer outreach commences directly upon app store approval. Bloggers and
journalists ranging from from nationally-known app review sites to niche, industry-
specific blogs are targeted with review requests within one week of launch via email
with follow-up communications extending for several weeks thereafter.

   Post-launch activities include:
        •    Monitoring of media channels for positive
             mentions of the application
        •    Securing backlinks from positive reviews
        •    Establishing a positive, ongoing rapport with
             writers who have responded favorably to secure
             future reviews
Post-Launch: Reporting
Post-launch, categorical and keyword-based rank is tracked across iTunes on a daily
basis and compared to a number of key competitors to assess the success of
campaign efforts.

   Launch	
                                                                      Monthly	
  Analysis	
  Summaries	
                                                             Final	
  Recommenda7ons	
  
   •  Rank	
  tracking	
  and	
  analysis	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  • 	
  Review	
  of	
  media	
  menDons	
  and	
  directory	
  
                                                                                                         	
  	
   start	
                                                       •  RecommendaDons	
  for	
  	
  
      when	
  the	
  app	
  goes	
  lives	
                                                                       lisDngs	
                                                        ongoing	
  paid,	
  earned	
  and	
  
                                                                                                      •  Review	
  of	
  daily	
  app	
  store	
  rank	
  across	
                 owned	
  efforts	
  based	
  on	
  app	
  
                                                                                                                  categories	
  and	
  keywords	
  versus	
  2-­‐3	
  top	
        performance	
  
                                                                                                                  compeDtors	
  


    Application                                                  First Report
                                                              Second Report
                                                       Summary
    Launch
                                                                                                                                                                                                      Report
Results	
  
Zynked ran Paid Media for 1 month.
The effect on rank and sales was obvious - from an average of 0-5
downloads per day to between 50-70. But once the spend was over,
sales went right back to almost zero.

                 Daily	
  downloads	
  from	
  January	
  15th	
  2010	
  to	
  February	
  18	
  2010	
  
  80	
  


  70	
  


  60	
  


  50	
  


  40	
  


  30	
  


  20	
  


  10	
  


    0	
  
Campaign Results
In one month of paid media placements and incentivized reviews,
Zynked went from less than 20 downloads per month to 700.

But the content owners were still barely breaking even.


          Price of Zynked: $2.99
                   - CPA: $1.99
                            Profit: $1.00
               
 rev share: $.89
     - 30% Apple

                      Final Profit: $.11
       Note: Apple’s rev share is 30% of sales – not 30% of profit
0	
  
                                                                                  50	
  
                                                                                           100	
  
                                                                                                     150	
  
                                                                                                               200	
  
                                                                                                                         250	
  
                                                                                                                                   300	
  
                                                               15-­‐Jan	
  
                                                               16-­‐Jan	
  
                                                               17-­‐Jan	
  
                                                               18-­‐Jan	
  
                                                               19-­‐Jan	
  
                                                               20-­‐Jan	
  
                                                               21-­‐Jan	
  
                                                               22-­‐Jan	
  
                                                               23-­‐Jan	
  
                                                               24-­‐Jan	
  
                                                               25-­‐Jan	
  
                                                               26-­‐Jan	
  
                                                                                                                                                                           Downloads	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  Rank	
  




                                                               27-­‐Jan	
  
                                                               28-­‐Jan	
  
                                                               29-­‐Jan	
  
                                                               30-­‐Jan	
  




but we never cracked the top 50.
                                                               31-­‐Jan	
  
                                                                                                                                             Daily	
  downloads	
  +	
  rank	
  from	
  January	
  15th	
  2010	
  to	
  February	
  18	
  2010	
  




                                                                1-­‐Feb	
  
                                                                2-­‐Feb	
  
                                                                3-­‐Feb	
  
                                                                4-­‐Feb	
  
                                                                5-­‐Feb	
  
                                                                6-­‐Feb	
  
                                                                7-­‐Feb	
  
                                                                8-­‐Feb	
  
                                                                9-­‐Feb	
  
                                                               10-­‐Feb	
  
                                                               11-­‐Feb	
  
                                                               12-­‐Feb	
  
As our downloads increased our rank moved into double-digits




                                                               13-­‐Feb	
  
                                                               14-­‐Feb	
  
                                                                                                                                                                                                                                                      Increased sales did equal increased visibility




                                                               15-­‐Feb	
  
Meanwhile, Earned and Owned ramped up
Despite a noticeable dip when the Paid campaign ended, we began to see
another uptick as the Earned and Owned tactics fell into place. Zynked never rose
higher than 6 pages deep again, and the numbers were lower by half but we still
saw consistent downloads over time through Earned and Owned efforts alone. 

                  Daily	
  downloads	
  from	
  February	
  19th	
  2010	
  to	
  March	
  22,	
  2010	
  
30	
  



25	
  



20	
  



15	
  



10	
  



  5	
  



  0	
  
In the end, Zynked became a free application.
 In the Spring of 2010, we withdrew the premium version of Zynked and
 re-launched as a free app with iAD. This version generated more profits
 than the premium version ever did.
                            The efforts of a sustained Paid, Earned and
                            Owned media strategy were too much for a
                            small mom & pop content owner.
                            
                            But there’s no question that they worked.
Key take-aways for launching a new app
                •  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
Pre-launch



                •  Create a dedicated Web page or separate site for your app
                •  Plan and budget your Bought 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
Post-launch




                •  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 blogs?"
    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
Mobile app marketing program snapshot
Content marketing strategy in the pre-launch phase and tactical execution of
marketing initiatives post launch. Pre and post launch initiatives work in harmony
to drive download and engagements.


                          1
                           3
                 4
              5
           6

 MONTH
                                           2
                                                                  …

                      Usability             Market
                                                                          Ongoing content strategy
                       testing
            Research
  Content
  Strategy
           Promotional campaign and                            Promotional campaign execution and
                    content planning & development
                       content seeding

                         Bought media planning
                           Ongoing campaign execution,
  Bought
                Ad asset concepting & creative
                           management and reporting




                                                             LAUNCH
                                         App store                        Post-launch SEO
                Keywords and
                                         metadata and                     (link building & optimization)
                SEO Planning
  Owned
                                 copy
                Owned Media Recommendations
                              Engagement in Social Spaces
                (Web site, social spaces)

                    Outreach planning
  Earned
                                                                    Influencer & Directory Outreach
                    Optimization of PR, Email etc.


Active Listening
                                                      Dashboards
Mobile Marketing: An Hour a Day
"Nothing gets you closer to your consumer than
mobile. And nothing gets to closer to mobile
marketing perfection than Mobile Marketing: An
Hour a Day.”
— Greg Stuart, CEO, Mobile Marketing Association and
Co-Author of What Sticks

"Elkin and Pasqua expertly detail the mobile
landscape, tactics, and tools available to today's
mobile marketer. This is a must-read." — Sara
Holoubek, CEO, Luminary Labs

"This book is filled with clear, well thought-out
strategic guidance on all things mobile, with
expert perspectives to help customize the strategy
on an individual business (and budget) level.” —
Joy Liuzzo, President, Wave Collapse

                                                        More information:
"This is now my go-to book for mobile. Not only          www.mobileanhouraday.com
does it have the brain trust going for it, but it also   Buy online:
                                                         http://amzn.to/Tx5jVg
has the data to back it up.” — Rob Garner, author of
Search and Social: The Definitive Guide to Real-Time
Content Marketing
Thank you!

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Mobile app marketing nyu school of continuing education

  • 1. Mobile App Marketing Using Paid, Owned and Earned media to drive downloads and build engagement March 14, 2013
  • 2. About me •  Co-author of “Mobile Marketing: An Hour a Day •  www.mobileanhouraday.com •  www.rachelpasqua.com •  @rachelpasqua •  rp@rachelpasqua.com •  www.facebook.com/rachelpasqua •  www.linkedin.com/in/rachelpasqua •  15 years digital experience •  12 years mobile experience
  • 3. Today’s discussion • The new digital ecosystem" • The mobile app lifecycle" •  Ideation" •  Validation" •  Design and development" •  Beta testing" •  Finalization and QA" • Launch Plan" •  Paid" •  Owned" •  Earned" • Results" • FAQ"
  • 4.        The  new  digital  ecosystem  
  • 6. The digital ecosystem in 2013 Laptop Desktop Digital Out Of Home, Theaters, Connected TV Tablet Smartphones Phablets Apps Wearable Connected Ambient Surfaces Digital Kiosks Social Machines Technology Connected Cars Consoles
  • 7. It was a lot easier… •  Why  mobile,  why  now?   …when our biggest worry was “Does it work in Internet Explorer on a Mac?”
  • 8. But change is good… …and everything evolves. Even media.
  • 9. And really, there no such thing as “mobile media” …or social media, for that matter. The way we use digital to connect with brands and one another is inherently social. The platforms through which we do it, increasingly diverse.
  • 10. It’s a complex ecosystem
  • 11. So, how do brands navigate… …across divergent channels, platforms and devices?
  • 12. It starts with understanding that it’s not about smartphones… …it’s about people…
  • 13. …about engaging the right users in the right place, at the right time with the right content through through a multitude of digitally enabled devices, objects, and locations. Multiple touchpoints One responsive brand.
  • 14. Apps occupy a special place in this ecosystem While mobile users (smartphone and tablet) prefer a mobile website in earlier phases of the customer journey, they gravitate towards apps once they’ve established a relationship with a brand. More convenient 55% Faster 48% 85% of people surveyed by Compuware Corporation Easier to browse 40% in March 2013 said they prefer mobile apps over Better UX 28% mobile sites, according to a consumer survey of Easier to check 27% 3,500. account 26% Easier to shop 3% 11% 1%
  • 15. Web vs. Apps: the consumer perspective Mobile users across all verticals typically prefer mobile web sites for initial encounters with a brand. As their loyalty to that brand deepens and engagement increases, their preference switches to mobile apps. • “If my relationship with a brand is brief or intermittent I probably will not download an app.” • “If my relationship with a brand is intense or long-term —, I would prefer an app.” • “I prefer apps because the user experience is more tailored to my needs—e.g. streamlined info, higher level of usability, ability to save info, no need for a constant data connection, etc.” Consumer feedback on web versus app preference Sourced in aggregate from focus groups and surveys conducted for major US Travel and Hospitality, CPG, Retail, Automotive and Entertainment brands
  • 16. Web vs. apps: side by side comparison Mobile Web" Mobile Apps" • Key for initial phases but relevant • Most relevant for the Loyalty and Advocacy throughout the customer journey phases • Biggest reach • Limited Reach • Single platform = easiest, fastest • Multiple platforms = complex development development cycle cycles • Streamlined maintenance • Updates contingent on app store approvals • Rich, touch-centric UIs possible • Most complex UIs possible • Limited information caching • Offline information caching • Data connection required • Data connection optional • Limited connectivity to hardware • Connectivity to hardware such as the camera
  • 17. Web vs. app: benefits Well-designed mobile site content can be a springboard to mobile app development later, creating efficiencies of cost, design, and time to market. Design and Deploy native applications Develop/modify develop mobile that utilize select elements existing web page templates of existing mobile web services for mobile and content content and services Key Considerations" •  Apps provide a preferred experience for loyalty but service a smaller subset of users. •  Apps present a more expensive development landscape and are more costly to maintain. •  The reach and relevance of the browser makes it the best starting point. •  Properly developed mobile web services and content create a springboard for mobile apps. •  Well-designed mobile web sites can mirror an app-like look and feel.
  • 18. The  mobile  app  lifecycle  
  • 19. The mobile application lifecycle A successful mobile app starts with a good idea – but making that idea a reality is a complex process. To succeed in this competitive space, brands must understand the full extent of the mobile app lifecycle, from content strategy to post-launch marketing. Usability   Content   Testing     Strategy       Results applied to       dev. process Research                   Bought Media Development Launch Plan Beta Testing Validation Dev & QA Ideation Earned Media Design & Owned Media Pre-launch Content Strategy Post-launch Media Strategy Active Listening &  Analysis      
  • 20. Success = Downloads + Engagement In iTunes and Google Play, visibility is based almost entirely on how many downloads an app generates on a daily basis. User engagement is rumored to matter to some small extent but an app’s visibility is mostly about volume. Rank = + + + Today’s Yesterday’s Downloads from Recent Downloads Downloads 2 days ago Usage/Engagement However, engagement is the end goal for all content owners— downloads are meaningless without engagement. A successful app marketing strategy must drive high volume downloads and encourage repeat usage.
  • 21. Visibility and buzz drives downloads A high percentage of searches for apps happen outside of traditional search channels such as Google. A successful app marketing strategy focuses on optimization of both traditional and non-traditional search in reaching the right potential users. 80%   How do you discover the apps you download – choose all that apply (% of respondents) 70%   iOS 60%   Android 50%   40%   30%   20%   10%   0%   Browsing through Searching for a Word of mouth Seeing ads while News articles or A brand I know Other top app store specific type of app using other apps blogs introduces an app to rankings me
  • 22. Great content and outreach drive engagement Engagement is always the end goal—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. Retained mobile app users per month – Android and iOS Stats courtesy of Flurry, February 2010 50%   45%   40%   iOS 35%   Android 30%   25%   20%   15%   10%   5%   0%   Month  1   Month  2   Month  3   Month  4   Month  5   Month  6  
  • 23. 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 Strategy focuses on identifying, understanding, and communicating with these customers and using their insight to inform app development and marketing.           Active Listening Monitoring conversations in key social spaces about a brand/app.
  • 24. Media strategy = downloads A carefully curated combination of Paid, Earned, and Owned media create the downloads required for natural visibility and creates a consistent level of awareness that captures new users. Earned Media Paid Media Blogs, Directories and Targeted mobile advertising other earned channels           campaigns generate the high- promote awareness and volume downloads required to brand advocacy. achieve rank. .com Owned Media Brand Web site, branded content and social spaces support natural search visibility and awareness.
  • 26. Ideation: coming up with an app concept." idea for Zynked was born when two Apple geeks couldn't The find an RSS Reader that suited their needs. In the fall of 2009, there were 50+ RSS apps in iTunes... … but most had limited functionality and relatively poor design. Richard, a designer, and David, a developer, thought they could do much better.
  • 28. Validation: making sure the concept has legs But Dave and Rich knew that just because you have a great idea doesn’t mean it will make a great app—market and competitive research were kept in convincing them that the app had true potential. In the process they: •  Looked at 5-10 competitive apps and reviewed their features, pricing, and marketing efforts •  Assessed the marketing and promotional efforts for these apps •  Looked at the behaviors of their target audience to see if their proposed app truly fulfilled a need or desire •  Compiled a list of business objective they wanted their app to fullfill
  • 30. Design & Develop: documenting process   Dave and Rich compiled their research into documentation that would define and steer the project—an App Definition Statement App Definition Statement This document clearly defines: • Who the intended audience is • What the app does • User experience • Content sourcing & approach • Tools, functions and features • Criteria for success (KPIs) Proper documentation enables you to remain focused on your original goals as you move through design and development.
  • 31. Design & Develop: production   Dave and Rich compiled their research into documentation that would define and steer the project—a Business Requirements document and a Functional Requirements document. Functional Specifications Delivered in the form of annotated wireframes, functional specs give designers and developers a clear framework to build upon. Design Development Development of creative Development of all code, Concurrent assets—e.g. logo, color Processes either through native SDK or palettes, page layouts, use of an app development navigational schemes and all tool kit such as PhoneGap. other supporting imagery.
  • 33. Test: vet your app with the intended audience   When a beta was ready, they asked a few friends who matched Zynked’s target audience to test it, asking them questions like: •  Is it easy to navigate? •  Are the tools user-friendly? •  What feeds and categories we should add? •  What social sharing tools should be included? •  Do feeds load quickly? •  Are there tools or content that are missing? The resulting feedback was applied to the final build of the application.
  • 34. Pre-launch take-aways Ideate • Understand your audience • Focus on the user first and the brand second • Understand the tools and content that will appeal to your target Validation • Make sure there is a market for your idea • Understand the competitive environment • Use your research to create compelling content and features Design and Develop • Document your process • Choose the appropriate dev path User testing • Vet a beta with your target audience and apply their feedback to iterative development and improvements
  • 36. Zynked launched in November of 2009 The developers knew they had built the very best RSS reader app for iPhone. Clearly, their high-quality app would outsell the competition.
  • 37. But it didn’t. Not even close." • Zynked went on sale for $2.99. • Sold 1,723 copies in the first three weeks. • By week 4, downloads had plummeted to almost zero. Stats showed that Zynked owners were heavy daily users and App Store reviews were positive—quality was not the issue. The issue was visibility. The initial friends & family download rush had subsided and Zynked had sunk so deep in iTunes that no one was seeing it.
  • 38. So how could Zynked stand out? Because you can’t buy what you can’t find. Appearing in the New & What’s Hot sections or Top lists is a surefire way to get downloads. Unfortunately, it’s also a matter of sheer luck or having a close connection with Apple.
  • 39.   It’s   a crowded and complex ecosystem If you aren’t featured, your best bet is to appear on page 1 and no deeper than page 2 of your two categories. You also want to appear within the top two pages of results when someone searches for your keywords. "Achieving this depends heavily—if not entirely—on the number downloads you have. At 10+ pages deep, Zynked was practically invisible.
  • 40. So content owners face a catch-22" To get downloads, you need high visibility. And to get high visibility, you need downloads. To achieve this, you have two options: 1million sold! Strike a deal directly with Apple to be Make great apps, sell a lot of featured in iTunes and/or advertising them and keep users coming campaigns—cost prohibitive for many back—easier said than done. and unachievable for most.
  • 41. Success = leveraging Paid, Earned, & Owned media   The key to driving downloads and engagement is to create the right combination of Paid, Earned and Owned media for each unique application.
  • 42. Paid Targeted rich media, display, and search advertising designed to drive high-volume downloads from users that have a high potential for long-term engagement. Owned Optimization of app store landing pages, desktop websites, email, PR, and development of custom content and campaigns to raise awareness. Earned Cultivation of positive sentiment and word of mouth through social channels and influencer outreach to raise awareness and increase engagement.
  • 43. A symbiotic balance Paid is traditionally used to drive the initial downloads required for visibility. Earned and Owned media create an organic framework that drives awareness and engagement over the long term. As Earned and Owned ramp up, Paid efforts can be scaled down to a maintenance level. LAUNCH 1 2 3 4 5 6 7 8 9 10 11 12 ….. Paid Paid   Paid     Paid     Earned & Earned & Owned Earned & Owned Earned & Owned Owned Ongoing conversational analysis and reporting
  • 45. Pre-launch: Paid Media Planning Paid media (mobile SEM, display etc.) create a multiplier effect, generating the high volume of downloads that result in high rank and natural search visibility within app stores. Insight into a client’s brand, competitors, and audience inform the Paid Media Plan, a mixture of mobile display, mobile SEM, and unique niche advertising opportunities that drive the initial download push and reach an audience uniquely suited to the app. Lots  of   Downloads   Pre-launch activities include: • Development of targeting criteria • Assessment of advertising opportunities • Negotiation with networks & publishers • Plan and budget compilation Easy   High   Discovery   App  Store   For  Users   Rank  
  • 46. Paid Media: Premium Options A significant Bought media spend—say, a $50K+ per month for the first 6-8 weeks post launch can generate enough downloads to propel an app into the top 25 apps in its main category or higher. Many of the top networks now offer specialized cost-per-download or cost per install campaigns for app promotion.
  • 47. Paid Media: Affordable Options Since Zynked had a very small media budget, we explored more affordable options, including paid video demos, incentivized reviews, and banner ads on app directories. High   App  Store   Rank  
  • 48. Post-Launch: Campaign Management Paid media campaigns are queued up to launch in exact conjunction with app store approval and are calibrated to drive as many downloads as possible in the first few weeks after launch to boost app store visibility both categorically and for specific keywords. A wide variety of paid media ecosystems may be included: • Google Search ads for apps • Premium, Blind, and Premium • YouTube ads and paid reviews Blind mobile ad networks • Incentivized download networks • Video ad networks • Mobile app directories • Mobile gaming networks • Mobile review sites
  • 50. Pre-launch: Owned Media Planning 43% of users discover mobile apps via their mobile device1 making high categorical and keyword visibility within app stores essential for success. Focus pre-launch efforts on creating highly SEO optimized app store content, the foremost “owned” space for content providers. Careful attention is also paid to creating optimized promotional content in other owned spaces such as the brand web site, corporate blogs and forums, Facebook, Twitter, etc. Pre-launch activities include: • Keyword analysis • Final keyword list • App store metadata content • App store landing page copy • Development of optimized copy for • Brand web site • Twitter • Facebook • Email launch announcement Retained mobile strategy team members to provide:" • Optimization of press release copy • Quarterly roadmap updates" • Training workshops" • Assessment of additional promotional • Industry trends and analysis" opportunities using owned content and spaces • Internal playbooks and best practices"     1 – The State of Mobile Apps, The Nielsen Company. Sep 13, 2010
  • 51. Owned Media: App Store Real Estate The most important owned space is your app store landing page – this is where the majority of users convert! The key is to ensure that it contains all the right keywords and content to attract people searching for your particular type of app. An estimated 80% of app search happens within the App store.
  • 52. Owned Media: Keyword Research For Zynked, we identified the top RSS apps, assessed their content and compared the keywords used to those used for Zynked. This enabled us to add what was missing as well as to assess opportunities to add a few strong keywords that no one else had. App Store SERPs show 5 results per search above the fold on smartphones and 12 on tablets. The process of digging deeper than the first page is very cumbersome, increasing users’ reliance on first-page results.
  • 53. Most app stores use an exact search model   The words placed in the search box by the consumer must all be found in one of your searchable fields. Understanding how consumers search for you here is extremely important. Example: a search for “NY Times” vs. a search for “NY Times paper”
  • 54. Owned Media: App Metadata 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. Up to 4000 characters for App Description but no more than 700 recommended (not searchable but visible to users via iTunes) 99 characters only for keywords including spaces and commas (hidden) Up to 250 Company name (hidden) characters for App Name
  • 55. Owned Media: Categorical Positioning Zynked kept News as the primary category but switched the secondary category from Utilities to Productivity where there is more demand for media-management tools.
  • 56. Owned Media: Brand Web Site, Microsites An app should have a dedicated, search- optimized page on the brand Web site that illustrates benefits and links directly to the download page in iTunes—these awareness elements create rich SEO content.
  • 57. Post-Launch: Owned Media Management Post-launch owned media activities focus on ongoing SEO, content development and other optimization of owned media and spaces such as the .com web site, Twitter and Facebook accounts and other digital and offline assets. Post-launch owned media management can include: •  Video production, seeding, and promotion •  Facebook community management •  Email outreach •  Twitter tweets and contests •  Contests and sweepstakes
  • 59. Pre-Launch: Earned Media Planning Earned media focuses on driving awareness of the app across the web, primarily through blogs and directories creating an organic framework for awareness AND engagement. Key influencers introduce the app to new audiences, keeping it top of mind outside of the app store and the content owner’s social graph, creating opportunities for growth.   Pre-launch activities include: • Assessment of target blogs and directories • Development of review request email
  • 60. Earned Media: Directory Submission" Zynked paid for expedited placement in the directories we deemed most valuable. This effort was key in driving traffic back to our owned space (landing page) in the App Store.
  • 61. Earned Media: Influencer Outreach 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. We also invested in several press releases. 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.
  • 62. Earned: Relationship & Link Building " 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).
  • 63. Earned Media: Twitter 40% of tweets come from a mobile device – these users are 1 click away from a download. For Zynked, we created a unique Twitter identity but tweeting from your brand account can be just as effective. Tweeting regularly about an app, or, if appropriate, creating a unique Twitter identity for an app, generates general awareness and spreads the word.
  • 64. Earned Media: Facebook " 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. Dedicated Facebook pages and/or tabs enable app developers to generate awareness and keep fans up to date on new features and content.
  • 65. Earned Media: Social Sharing Tools This turned every user into a brand ambassador and every tweet and share into an endorsement for Zynked within their social graph.
  • 66. Post-launch: Earned Media Execution Influencer outreach commences directly upon app store approval. Bloggers and journalists ranging from from nationally-known app review sites to niche, industry- specific blogs are targeted with review requests within one week of launch via email with follow-up communications extending for several weeks thereafter. Post-launch activities include: •  Monitoring of media channels for positive mentions of the application •  Securing backlinks from positive reviews •  Establishing a positive, ongoing rapport with writers who have responded favorably to secure future reviews
  • 67. Post-Launch: Reporting Post-launch, categorical and keyword-based rank is tracked across iTunes on a daily basis and compared to a number of key competitors to assess the success of campaign efforts. Launch   Monthly  Analysis  Summaries   Final  Recommenda7ons   •  Rank  tracking  and  analysis                                •   Review  of  media  menDons  and  directory       start   •  RecommendaDons  for     when  the  app  goes  lives   lisDngs   ongoing  paid,  earned  and   •  Review  of  daily  app  store  rank  across   owned  efforts  based  on  app   categories  and  keywords  versus  2-­‐3  top   performance   compeDtors   Application First Report Second Report Summary Launch Report
  • 69. Zynked ran Paid Media for 1 month. The effect on rank and sales was obvious - from an average of 0-5 downloads per day to between 50-70. But once the spend was over, sales went right back to almost zero. Daily  downloads  from  January  15th  2010  to  February  18  2010   80   70   60   50   40   30   20   10   0  
  • 70. Campaign Results In one month of paid media placements and incentivized reviews, Zynked went from less than 20 downloads per month to 700. But the content owners were still barely breaking even. Price of Zynked: $2.99 - CPA: $1.99 Profit: $1.00 rev share: $.89 - 30% Apple Final Profit: $.11 Note: Apple’s rev share is 30% of sales – not 30% of profit
  • 71. 0   50   100   150   200   250   300   15-­‐Jan   16-­‐Jan   17-­‐Jan   18-­‐Jan   19-­‐Jan   20-­‐Jan   21-­‐Jan   22-­‐Jan   23-­‐Jan   24-­‐Jan   25-­‐Jan   26-­‐Jan   Downloads                          Rank   27-­‐Jan   28-­‐Jan   29-­‐Jan   30-­‐Jan   but we never cracked the top 50. 31-­‐Jan   Daily  downloads  +  rank  from  January  15th  2010  to  February  18  2010   1-­‐Feb   2-­‐Feb   3-­‐Feb   4-­‐Feb   5-­‐Feb   6-­‐Feb   7-­‐Feb   8-­‐Feb   9-­‐Feb   10-­‐Feb   11-­‐Feb   12-­‐Feb   As our downloads increased our rank moved into double-digits 13-­‐Feb   14-­‐Feb   Increased sales did equal increased visibility 15-­‐Feb  
  • 72. Meanwhile, Earned and Owned ramped up Despite a noticeable dip when the Paid campaign ended, we began to see another uptick as the Earned and Owned tactics fell into place. Zynked never rose higher than 6 pages deep again, and the numbers were lower by half but we still saw consistent downloads over time through Earned and Owned efforts alone. Daily  downloads  from  February  19th  2010  to  March  22,  2010   30   25   20   15   10   5   0  
  • 73. In the end, Zynked became a free application. In the Spring of 2010, we withdrew the premium version of Zynked and re-launched as a free app with iAD. This version generated more profits than the premium version ever did. The efforts of a sustained Paid, Earned and Owned media strategy were too much for a small mom & pop content owner. But there’s no question that they worked.
  • 74. Key take-aways for launching a new app •  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 Pre-launch •  Create a dedicated Web page or separate site for your app •  Plan and budget your Bought 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 Post-launch •  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
  • 75. 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 blogs?" 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
  • 76. Mobile app marketing program snapshot Content marketing strategy in the pre-launch phase and tactical execution of marketing initiatives post launch. Pre and post launch initiatives work in harmony to drive download and engagements. 1 3 4 5 6 MONTH 2 … Usability Market Ongoing content strategy testing Research Content Strategy Promotional campaign and Promotional campaign execution and content planning & development content seeding Bought media planning Ongoing campaign execution, Bought Ad asset concepting & creative management and reporting LAUNCH App store Post-launch SEO Keywords and metadata and (link building & optimization) SEO Planning Owned copy Owned Media Recommendations Engagement in Social Spaces (Web site, social spaces) Outreach planning Earned Influencer & Directory Outreach Optimization of PR, Email etc. Active Listening Dashboards
  • 77. Mobile Marketing: An Hour a Day "Nothing gets you closer to your consumer than mobile. And nothing gets to closer to mobile marketing perfection than Mobile Marketing: An Hour a Day.” — Greg Stuart, CEO, Mobile Marketing Association and Co-Author of What Sticks "Elkin and Pasqua expertly detail the mobile landscape, tactics, and tools available to today's mobile marketer. This is a must-read." — Sara Holoubek, CEO, Luminary Labs "This book is filled with clear, well thought-out strategic guidance on all things mobile, with expert perspectives to help customize the strategy on an individual business (and budget) level.” — Joy Liuzzo, President, Wave Collapse More information: "This is now my go-to book for mobile. Not only www.mobileanhouraday.com does it have the brain trust going for it, but it also Buy online: http://amzn.to/Tx5jVg has the data to back it up.” — Rob Garner, author of Search and Social: The Definitive Guide to Real-Time Content Marketing