Social Traction for App

to know more about app development

Transcript

1. Social Traction for App Focus on 4 big issues @roygabble
2. Who Am I ? Roy Lin Student of NTU Founder of Dreamers’ Day Works at Gabble, Inc
3. 4 Big Issues on Apps 1. Download 2. Sign-up 3. First-time use 4. Engagement
4. - Let people download - Sign up successfully - Great experience - Love your app 4 Big Issues on Apps 1. Download 2. Sign-up 3. First-time use 4. Engagement
5. Social Traction sign-up first time use engagement download Social Traction Interested beta user Customer Passion customer Target audience users’ life cycle
6. sign-up first time use engagement download Social Traction Interested beta user Customer Passion customer Target audience users’ life cycle
7. Interested beta user Customer Passion customer sign-up first time use engagement download Target audience 100% 60% 50% 25% 15% Social Traction users’ life cycle
8. Acquisition Social Traction Funnel Activation Retention Revenue referral
9. Viral Marketing people see your product in any medias or hear from their friends some of them decide to give it a try they have a good experience at first use they like your product enough to invite or referral to their friends customers send invitation or post information on their facebook or twitter friends check the mail or use facebook, twitter the Viral Circle
10. Focus on 4 big issues
11. Download issue People find your app in App Store/Google play or app review site, but they are lacking of motivation to download it. people may think.. 1. I have no idea what this app is. 2. I know it , but I already have a similar one. 3. I don’t have time to try something new. 4. I am not sure if it is worthy. ...
12. Hypothesis : Your App is a Market-fit Product.
13. There’re 700,000 apps on App Store.
14. So... Let’s get more people to know you. 1. App Store SEO 2. App Review Site 3. Launch Site name, keywords, screen shots get the initial exposure allow more users to know more about you
15. App Store Search Rules 1.name is important. 2.keywords are also important.(<100 chars) 3.description doesn’t work
16. 4. Screen Shot is more important in 5. icon is less important.
20. TechCrunch Bump
21. App Review Site Users
22. with app review site people see your product in any medias or hear from their friends some of people decide to give it a try they have a good experience at first use they like your product enough to invite or referral to their friends customers send invitation or post information on their facebook or twitter friends check the mail or use facebook, twitter the Viral Circle App review sites introduce your product
23. some of people decide to give it a try App review sites introduce your product 100 views How many downloads ? K * views = downloads
24. K maximization
25. Golden Circle Why How What Golden Circle
26. For Example ：Gabble Why How What We believe that real friendship comes from help, and people should get a answer immediately in this mobile world. We build a great environment with friendly UI and best design to make people use it easily. So, Gabble is a real time QA platform to connect all the questions and answers on mobile. With Gabble, people are connect deeply.
30. Launch Site Let users know more about you
33. Sign-up issue Okay, people download your app, and launch it. After 1 minutes, they leave. people may think.. 1. I don’t know how to sign up. 2. I know what it is, but there are too many forms to need to be filled out. 3. I don’t have time to try something new. 4. I am not sure if it is worthy. ...
34. Sign-up Before Sign-up, downloads is nothing but a number.
35. Sign-up is hard and also important
36. Recognize 3 visitor types 1. I’m interested in this app, I want to sign up. 2. I’m not sure if it is worthy 3. I’m confused about the sign-up page. Great, get a new user ! Okay, he or she would give it a try. You lose a user.
37. 3 Ways to Solve the Problem 1. Only one way to sign up 2. Engage first, and Sign up later 3. Design clear tutorial pages Facebook log in, Twitter log in Let users explore before sign-up Let users know what your app is.
38. One way to sign up, no confuse.
39. Make the Sign-up page as clear as possible 1
40. tripl Gabble
41. Snapguide Showyou
42. EywEm WeHeartPics
43. about.me pocket
44. Engage First, Sign up later. 2
45. Users’ Channel Typical Channel Engage First sign-up first-time use first-time use sign-up love it love it
46. iCook 愛料理
47. Showyou
48. Localmind
49. Gipis
50. Svpply
51. Design great tutorial pages 3
52. Snapguide
53. Snapguide
54. Sparrow
55. Sparrow
56. Sparrow
57. Foursquare
58. 2 Principles A) It has to be consistent with the design of app B) Let people know what your app is
59. First-time use issue I sign up successfully, and then how to use ? Users may think.. 1. I know your app, but I am missing in the beginning. 2. where are the other users? 3. I don’t want to learn something new, just let me use 4. I am not sure what to do now. ...
60. The most important things in this phase is to give a good experience for users
61. 3 Ways to Solve the Problem 1. Provide other users’ action or information 3. Immediately use 2. Try to make users tell about themselves There are other users ! Leverage social influence Let users make some efforts in your app One click to use
62. 1 Leverage Social Influence
63. Empty data
64. Instagram Well
65. Starmatic Dabble
66. Trover Foursquare
67. Well Socialcam
68. Let user get interaction immediately.
69. 2 Tell me about yourself
70. Tumblr
71. Pinterest
72. Runkeeper
73. After 2 minutes, Time sink.
74. 3 Which button should I click ?
75. Tumblr
76. Snapguide Cloudee
77. Dabble Instagram
78. Gabble Tracks
79. You should know what to do.
80. Engagement issue Chicken / egg problem. Users may think.. 1. None of my friends use it. 2. I forgot this app. 3. I still love to stay with former one. 4. This product does not work as expected. ...
81. 3 Ways to Solve the Problem 1. Contributing System 3. Collect, Measure and Analyze 2. Notification, Badge number Reputation, Hierarchy Remind user come back Improvement goes with statistic.
82. “One cannot enjoy doing the same thing at the same level for long.” Mihaly Csikszentmihalyi - Flow, the Psychology of Optimal Experience
83. Instagram Snapguide
84. iCook Snapguide
85. Gabble v1.1
86. Foursquare
87. The more likes,views or favs users get, the more motivation they have to contribute.
89. Push notification
90. Notification center
91. Email notification
92. Notification versus Satisfaction.
93. Notification Use Experience High High Try to do Low Low =.= Great Spam
94. Collect, Measure and Analyze 3 Improvement goes with statistic.
95. Track Events Tool : Mixpanel - mobile analytics
96. Design Funnel Tool : Mixpanel - mobile analytics
97. Tool : Mixpanel - mobile analytics Event Retention
98. Tool : Sendgrid
99. Summary 1. Download 2. Sign-up 3. First-time use 4. Engagement App Store SEO, Golden circle, Launch site Clear sign-up page, engage first, tutorial page Leverage social influence, tell about yourself, one click to use Contributing system, notification, tools
100. add me as a friend on Facebook: /roylinkung follow me on twitter : @roygabble blog : http://roykung.tumblr.com