Viral Marketing for Your Mobile App (Malaysia Social Media Week 2015)

•

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MWI Hong Kong

Talk by Martin Kessler from MWI on Viral Marketing for Mobile Apps at the Malaysia Social Media Week 2015.

Marketing

www.mwi.com
@kesslerhk
2
APP STORES
SUPER
PLATFORMS

www.mwi.com
@kesslerhk
Marketing is the key to reach new users.
4

www.mwi.com
@kesslerhk
6
0
Good
Awesome
OMG!
The Servers
are on fire

www.mwi.com
@kesslerhk
How does my app become viral?
7

www.mwi.com
@kesslerhk
8
Viral Loop
In a nutshell
SEESHARE
DESIRE
TO SHARE
CLICK

www.mwi.com
@kesslerhk
Every Loop is Different.
9

www.mwi.com
@kesslerhk
10
WORD OF MOUTH
!

www.mwi.com
@kesslerhk
INHERENTLY
VIRAL
"
11

www.mwi.com
@kesslerhk
12
COMMUNICATIVE
VIRALITY
#

www.mwi.com
@kesslerhk
13
INCENTIVIZED
REFERRALS
$

www.mwi.com
@kesslerhk
14
BROADCASTED
VIRALITY
%

www.mwi.com
@kesslerhk
15
PLATFORM
VIRALITY
&

www.mwi.com
@kesslerhk
Not easy to go viral.
Does your app have the right set of features?
16

www.mwi.com
@kesslerhk
How to Select Features
17
LOW
VALUE
HIGH
VALUE
LOW
VIRALITY
HIGH
VIRALITY
SPAM AWESOME !!
DISCARD
DO IT
ANYWAYS
LinkedIn
Contact Book
Import
x
Feature has no
value to user
and no virality.
Facebook Wall
drives
engagement
but no virality
x
x
Skype’s
“Find Friends”
Feature. Good
for user + viral.
x

www.mwi.com
@kesslerhk
How to measure virality?
18

www.mwi.com
@kesslerhk
19
INVITES
Average number of invites sent per user.Average
Invites
Average percentage of installs per invite.Conversion
Rate
Average new installs per user.Viral
Factor
X
Y
K
t: Speed to
complete
cycle
Example: Viral Factor: 3.0 (X) * 0.66 (Y) = 2.0 (K)
Viral Cycle Time (t): 7 days

Key Takeaways:
Understand your audience
Experiment & Reiterate
Mix Awareness & Viral Markting
more customer through digital marketing

Need help?
Contact us
more customer through digital marketing

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Viral Marketing for Your Mobile App (Malaysia Social Media Week 2015)

1. Viral Marketing For Your App Presented by (Name) : Title / Organization : Martin Kessler Director of Strategic Accounts, MWI

2. www.mwi.com @kesslerhk 2 APP STORES SUPER PLATFORMS

3. www.mwi.com @kesslerhk 3

4. www.mwi.com @kesslerhk Marketing is the key to reach new users. 4

5. www.mwi.com @kesslerhk 5

6. www.mwi.com @kesslerhk 6

7. www.mwi.com @kesslerhk 6 0 Good Awesome OMG! The Servers are on fire

8. www.mwi.com @kesslerhk How does my app become viral? 7

9. www.mwi.com @kesslerhk 8 Viral Loop In a nutshell SEESHARE DESIRE TO SHARE CLICK

10. www.mwi.com @kesslerhk Every Loop is Different. 9

11. www.mwi.com @kesslerhk 10 WORD OF MOUTH !

12. www.mwi.com @kesslerhk 10 WORD OF MOUTH !

13. www.mwi.com @kesslerhk INHERENTLY VIRAL " 11

14. www.mwi.com @kesslerhk 11

15. www.mwi.com @kesslerhk 11

16. www.mwi.com @kesslerhk 11

17. www.mwi.com @kesslerhk 12 COMMUNICATIVE VIRALITY #

18. www.mwi.com @kesslerhk 12

19. www.mwi.com @kesslerhk 12

20. www.mwi.com @kesslerhk 12

21. www.mwi.com @kesslerhk 13 INCENTIVIZED REFERRALS $

22. www.mwi.com @kesslerhk 13

23. www.mwi.com @kesslerhk 13

24. www.mwi.com @kesslerhk 13

25. www.mwi.com @kesslerhk 14 BROADCASTED VIRALITY %

26. www.mwi.com @kesslerhk 14

27. www.mwi.com @kesslerhk 14

28. www.mwi.com @kesslerhk 15 PLATFORM VIRALITY &

29. www.mwi.com @kesslerhk 15

30. www.mwi.com @kesslerhk 15

31. www.mwi.com @kesslerhk 15

32. www.mwi.com @kesslerhk Not easy to go viral. Does your app have the right set of features? 16

33. www.mwi.com @kesslerhk How to Select Features 17 LOW VALUE HIGH VALUE LOW VIRALITY HIGH VIRALITY SPAM AWESOME !! DISCARD DO IT ANYWAYS LinkedIn Contact Book Import x Feature has no value to user and no virality. Facebook Wall drives engagement but no virality x x Skype’s “Find Friends” Feature. Good for user + viral. x

34. www.mwi.com @kesslerhk How to measure virality? 18

35. www.mwi.com @kesslerhk 19 INVITES Average number of invites sent per user.Average Invites Average percentage of installs per invite.Conversion Rate Average new installs per user.Viral Factor X Y K t: Speed to complete cycle Example: Viral Factor: 3.0 (X) * 0.66 (Y) = 2.0 (K) Viral Cycle Time (t): 7 days

36. Key Takeaways: Understand your audience Experiment & Reiterate Mix Awareness & Viral Markting more customer through digital marketing

37. Need help? Contact us more customer through digital marketing

Viral Marketing for Your Mobile App (Malaysia Social Media Week 2015)

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