Approaching Mobile Growth Holistically by Andy Carvell, Soundcloud

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Growth Tribe has invited Andy Carvell who is leading the User Retention team at SoundCloud as part of the growth organisation, to present his holistic approach to mobile growth and how he applied his Mobile Growth Stack framework at SoundCloud. Livestream video: https://www.youtube.com/watch?v=KJiUcSPJyGY Twitter: https://twitter.com/andy_carvell Growth Tribe: http://growthtribe.io/

Marketing

Approaching Growth
Holistically
Andy Carvell
soundcloud.com/acarvell
@andy_carvell

Designed and built for
Creators
Tools to engage with their
Audiences
For everyone
Everywhere

MOBILE GROWTH STACK
Acquisition
Engagement
&
Retention
Monetization
Analytics
Cross-Sell App Store
Optimisation
Press / PR /
Blogs / Social
Paid Channels
(Ad Networks,
SMS, Search, FB
+Twitter)
Partnerships
(inc. carriers,
OEMS & 3rd
party stores)
VIRAL
(invites, shares/
integrations)
Onboarding Flow
(tutorial,
welcome emails,
NUX)
PUSH / Email /
SMS / in-app
alerts
(mobile CRM)
Deep-Linking
Re-Activation
Campaigns
IAP, Paid Apps,
Ad-Supported,
Subscriptions,
Virtual Goods
Relevant Payment
Methods
- e.g. Carrier Billing,
PayPal, Offer Walls,
Credit Card Processing
Conversion
Optimisation
I
n
t
e
r
n
a
t
i
o
n
a
l
Virtual
Currency
Dynamic
Pricing
Install
Attribution
In-App
Events
Campaign
Measurement
Screen Flows
Conversion
Funnels
User Testing
User / Device
Demographics
Cohort
Analysis
Bug Tracking A/B Testing HeatMaps
App Store
Analytics
Sentiment
Tracking
Keyword
Performance
CPU/Battery
/Network
Performance
Analysis
LTV Modeling
Andy Carvell/SoundCloud @andy_carvell
R
e
t
a
r
g
e
t
i
n
g
Community
Mobile growth stack v2.1 @andy_carvell

ANALYTICS
Analytics
Install
Attribution
In-App
Events
Campaign
Measurement
Screen Flows
Conversion
Funnels
User Testing
User / Device
Demographics
Cohort
Analysis
Bug Tracking A/B Testing HeatMaps
App Store
Analytics
Sentiment
Tracking
Keyword
Performance
CPU/Battery
/Network
Performance
Analysis
LTV Modeling

ACQUISITION
Acquisition Cross-Sell App Store
Optimisation
Press / PR /
Blogs / Social
Paid Channels
(Ad Networks,
SMS, Search, FB
+Twitter)
Partnerships
(inc. carriers,
OEMS & 3rd
party stores)
VIRAL
(invites, shares/
integrations)
I
n
t
e
r
n
a
t
i
o
n
a
l
R
e
t
a
r
g
e
t
i
n
g

ENGAGEMENT &
RETENTION

Engagement
&
Retention
Onboarding Flow
(tutorial,
welcome emails,
NUX)
PUSH / Email /
SMS / in-app
alerts
(mobile CRM)
Deep-Linking
Re-Activation
Campaigns
I
n
t
e
r
n
a
t
i
o
n
a
l
R
e
t
a
r
g
e
t
i
n
g
Community

ONBOARDING

Targeted drip-campaign, delivered as an in-app interstitial,
to increase week1 retention by driving ‘like’ action.

TRANSACTIONAL
NOTIFICATIONS

Likes
Reposts
Tracks
Follows
Notiﬁcations
Service
Push
Email
Native

MONETISATION

Monetization
IAP, Paid Apps,
Ad-Supported,
Subscriptions,
Virtual Goods
Relevant Payment
Methods
- e.g. Carrier Billing,
PayPal, Offer Walls,
Credit Card Processing
Conversion
Optimisation
I
n
t
e
r
n
a
t
i
o
n
a
l
Virtual
Currency
Dynamic
Pricing
R
e
t
a
r
g
e
t
i
n
g

RETARGETING

Targeted visitors to
the pro page who hadn’t
upgraded their plan.
Drove additional subscriptions
at ROI-positive prices.
Scaled channels that worked:
Twitter and Google Display
Network.

Andy Carvell
soundcloud.com/acarvell
@andy_carvell
Thanks!

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Approaching Mobile Growth Holistically by Andy Carvell, Soundcloud

1. Approaching Growth Holistically Andy Carvell soundcloud.com/acarvell @andy_carvell

2. Designed and built for Creators Tools to engage with their Audiences For everyone Everywhere

5. MOBILE GROWTH STACK Acquisition Engagement & Retention Monetization Analytics Cross-Sell App Store Optimisation Press / PR / Blogs / Social Paid Channels (Ad Networks, SMS, Search, FB +Twitter) Partnerships (inc. carriers, OEMS & 3rd party stores) VIRAL (invites, shares/ integrations) Onboarding Flow (tutorial, welcome emails, NUX) PUSH / Email / SMS / in-app alerts (mobile CRM) Deep-Linking Re-Activation Campaigns IAP, Paid Apps, Ad-Supported, Subscriptions, Virtual Goods Relevant Payment Methods - e.g. Carrier Billing, PayPal, Offer Walls, Credit Card Processing Conversion Optimisation I n t e r n a t i o n a l Virtual Currency Dynamic Pricing Install Attribution In-App Events Campaign Measurement Screen Flows Conversion Funnels User Testing User / Device Demographics Cohort Analysis Bug Tracking A/B Testing HeatMaps App Store Analytics Sentiment Tracking Keyword Performance CPU/Battery /Network Performance Analysis LTV Modeling Andy Carvell/SoundCloud @andy_carvell R e t a r g e t i n g Community Mobile growth stack v2.1 @andy_carvell

6. ANALYTICS Analytics Install Attribution In-App Events Campaign Measurement Screen Flows Conversion Funnels User Testing User / Device Demographics Cohort Analysis Bug Tracking A/B Testing HeatMaps App Store Analytics Sentiment Tracking Keyword Performance CPU/Battery /Network Performance Analysis LTV Modeling

7. ANALYTICS

8. ACQUISITION Acquisition Cross-Sell App Store Optimisation Press / PR / Blogs / Social Paid Channels (Ad Networks, SMS, Search, FB +Twitter) Partnerships (inc. carriers, OEMS & 3rd party stores) VIRAL (invites, shares/ integrations) I n t e r n a t i o n a l R e t a r g e t i n g

9. A/B TESTING OF APP STORE ASSETS

10.

11. CROSS-PROMOTION

12. INTEGRATIONS TO DRIVE VIRALITY

13. CARRIER + OEM PARTNERSHIPS

14. ENGAGEMENT & RETENTION Engagement & Retention Onboarding Flow (tutorial, welcome emails, NUX) PUSH / Email / SMS / in-app alerts (mobile CRM) Deep-Linking Re-Activation Campaigns I n t e r n a t i o n a l R e t a r g e t i n g Community

15. ONBOARDING Targeted drip-campaign, delivered as an in-app interstitial, to increase week1 retention by driving ‘like’ action.

16. ONBOARDING…

17. TRANSACTIONAL NOTIFICATIONS Likes Reposts Tracks Follows Notiﬁcations Service Push Email Native

18. LifeCycle Comms

19. MONETISATION Monetization IAP, Paid Apps, Ad-Supported, Subscriptions, Virtual Goods Relevant Payment Methods - e.g. Carrier Billing, PayPal, Offer Walls, Credit Card Processing Conversion Optimisation I n t e r n a t i o n a l Virtual Currency Dynamic Pricing R e t a r g e t i n g

20. MONETISATION

21.

22.

23.

24. RETARGETING Targeted visitors to the pro page who hadn’t upgraded their plan. Drove additional subscriptions at ROI-positive prices. Scaled channels that worked: Twitter and Google Display Network.

25. Q & A

26. Andy Carvell soundcloud.com/acarvell @andy_carvell Thanks!

Approaching Mobile Growth Holistically by Andy Carvell, Soundcloud

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Approaching Mobile Growth Holistically by Andy Carvell, Soundcloud