Marketing Mobile Applications - MMA Webinar - iCrossing

Mobile Marketing Association “Marketing Mobile Apps”December 1, 2011 – Sponsored by iCrossing

“Marketing Mobile Apps”December 1, 2011

11AM PST / 2PM EST

MMA EDUCATIONAL SERIES

Sponsored by:


Overview

A great mobile app starts with a good concept, but making that concept a reality is a complex process.

Today, we’ll discuss the mobile app lifecycle and how understanding its phases helps brands create apps that reach their audience and create ongoing connectedness with users.

Our focus will include the key steps necessary to ensure successful mobile app content and the role of bought, earned and owned media in generating downloads and promoting engagement.


Today’s Agenda

• How to develop app content that engages your users and meets your brand objectives.

• Pre-launch planning techniques to make your app findable and appealing to your target users.

• Post-launch promotional tactics that will generate downloads and put your app in the right hands.


Moderator

Michael BeckerManaging Director, North America Marketing [email protected]

Today’s Speakers

Rachel PasquaVice President, [email protected]

RachelPasqua

@RachelPasqua


Questions & Answers

Don’t forget to Tweet about this session using hashtag: #MMAWeb


80% of consumers engage in mobile shopping this holiday

season.Will they use your app to do

it?


Smartphone and tablet desktops are the world’s most coveted territory.

5000,000 iOS apps and over 10 billion daily downloads

For content owners, staking a claim on the 1st or 2nd page of a consumer’s mobile device – their “personal real estate” – is invaluable. But in an increasingly crowded marketplace, standing out is a challenge.

How Do You Stand Out in a Crowd?


A High App Store Rank is Essential to Getting Found…Most users go directly to the app store on their device to find apps - optimal visibility for your app within the app stores is a must.

Recently however, there are (unsubstantiated) rumors that how often your app gets used is factored into your rank as well.

So, brands must focus on driving downloads and encouraging repeat use.

+ + +=RankToday’s

DownloadsYesterday’s Downloads

Downloads from 2 days ago

Recent Usage/Engagement

App store rank for categories, keywords and spotlights – e.g. What’s Hot – are based almost entirely on downloads.


…but Engagement is the Ultimate Goal.The end goal for all brands that develop an app is engagement – an always-on connection with a user and a permanent spot on his or her 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 six weeks after download.

Month 1 Month 2 Month 3 Month 4 Month 5 Month 60%5%

10%15%20%25%30%35%40%45%50%

Retained Mobile App Users Per Month – Android and iOSStats courtesy of Flurry, February 2010

iOS

Android


Brands Must Understand Mobile Application LifecycleA successful mobile application starts with a good idea – but making that idea a reality is a complex process. Brands that understand the mobile app lifecycle have a greater chance of achieving their goals by generating a high volume of downloads and consistent engagement.

Dev

&

QA

Bought Media

Earned Media

Owned MediaIdeati

on D

esi

gn

&

D

eve

lop

Vali

dati

on B

eta

Test

Pla

nn

ing

Pre-launch Content & Media Strategy Post-launch Content & Media Execution

Content Strategy

Usability Testing

Implementation

of findings

Active Listening


Content Strategy = Engagement

26% of app users are loyal customers – the ones that will use your app consistently and become truly connected with your brand.

Content focuses on identifying, understanding and communicating with these customers and using their insight to inform app development and marketing.

iCrossing utilizes active listening, market research and targeted user testing to develop and validate a content strategy for mobile apps.

Usability testing

Testing app prototypes with groups of target users to

validate content and functionality

Active ListeningMonitoring conversations in key social spaces about a brand/app.

Market Research

Competitive analysis and industry

insights.


Media Strategy & Execution = DownloadsA well-planned and carefully curated combination of bought, earned and owned media create the awareness and downloads required for natural visibility and create a consistent level of awareness that captures new users.

Owned MediaBrand Web site, branded content and social spaces

support natural search visibility and awareness.

iCrossing utilizes active listening, market research and targeted user testing to develop and validate a content strategy for mobile apps.

Earned MediaBlogs, Directories, email ,

PR and other earned channels promote

awareness and brand advocacy.

Bought Media

Targeted mobile advertising campaigns

generate the high-volume downloads required to achieve

rank.

.com


A Six-Month Program for SuccessContent strategy and media strategy in the pre-launch phase lay the groundwork for an engaging and highly visible app.

Tactical execution of bought, earned and owned media in the post launch phase work in harmony to build awareness and drive downloads.

Active Listening

MONTH 1 2 3 4 5 6 …

Promotional campaign and content planning & development

BoughtPaid media planning

Ongoing campaign execution, management and reporting

Promotional campaign execution and content seeding

Content Strategy

Usability testing Market Research Ongoing content strategy

Ad asset concepting & creative

OwnedOwned Media Recommendations

(Web site, social spaces)Engagement in Social Spaces

Keywords and SEO Planning

App store metadata and

copy

Post-launch SEO(link building & optimization)

Outreach planningInfluencer & Directory Outreach

Optimization of PR, Email etc.Earned


Question #1Are you:

a.) Looking to improve the performance of a current app?

b.) Planning to release a new app?


Pre-Launch:Content Strategy


Overview: Content Strategy

Mobile Content Strategy utilizes Active Listening, Market Research and Usability Testing to inform ideation, validation and, ultimately, final development of a successful mobile application.

Ideation

Active Listening

- Conversational analysis in key social spaces

The Mobile App Creative brief that results from this process defines the criteria essential to the success of your app – i.e.:

• Target audience• Target platforms• Content and functionality• End user experience• KPIs

• Revision or removal of content/functionality from an existing app

• Addition of new content/functionality to an existing app

Market Research

- Market trends- Brand goals- Customer needs

Usability Testing

- User feedback

Validation


Ideation: Active ListeningActive listening using tools like Nielsen BuzzMetrics, are used to monitor key social spaces for brand and generic keywords, helping brands determine key areas of interest for their consumer in relation to mobile. These insights are used to develop and refine concepts for mobile apps.

Post-launch monitoring

LAUN

CH

Prelaunch conversational analysis

Evaluative

Amount of conversatio

n•Awareness and

reachTonality of conversatio

n•Success of the

value proposition

Topics of conversation•Important and

unimportant elements

Diagnostic

Dictate marketing,

outreach, and promotion

Manage the communication

of the value proposition

Specific input on

improvement, refinements

and alterations


Ideation: Market ResearchMarket research is used to further define and refine app concepts by analyzing the relationship between the brand, its customers and the market landscape.

Significant emphasis is placed on the Audience and user wants and needs.

Environment

Marketplace Dynamics

Competitive Situation Inspirational Brands

Audience

Organization

Environment

AudienceTarget Demographics

Target platforms

OrganizationStakeholder goals

Content availability


Validation: Usability Testing

Usability testing of a functional beta with consumers that match the app’s target audience enables brands to fully validate the content and functionality, answering key questions such as:

• Is the application intuitive and easy to use?

• Is the content resonating in the desired way with the target demographics?

• Are there additional features or additional content that users want/need?

• How can the overall user experience be enhanced and improved?1

Invite audience members for testing at a logical point in the design process

Determine expectations for app content and functionality based on brand and desired feature set

Explore extent to which audience members are able to easily accomplish tasks and site meets brand expectations

Make changes based on audience feedback

InviteParticipatio

nIdentify Assess Modify

41 3TEST MATCH EXPLORE REFINE

2


Design and Development: Documenting the Process

1

Creative BriefWho is the audience?What does the app do?

Business Requirements

What are the business goals? What are the

KPIs?

Functional RequirementsHow will the app

work?

Mobile Application Documentation

Proper documentation enables content owners to remain focused on the established goals as they move through the design and development phases.


Ideation• Understand your audience• Understand the competitive landscape• Define your business goals• Focus on the user first and the brand second • Make sure there is a market for your idea• Find the competitive edge for your app

Validation• Vet a beta with your target audience and apply their

feedback to iterative development and improvements

Design and Develop• Document your goals and your process

Key Takeaways: Content Strategy


Question #2How did you plan your app content?

(Choose all the apply)a.) Competitive researchb.) Focus groups and/or customer interviewsc.) Web analyticsd.) Usability testing


Pre-Launch:Media Strategy


Understanding How Users Search for Apps is EssentialMost searches for apps happen outside of traditional search channels like Google - being visible in these areas is essential to generating downloads.

A successful app marketing media strategy focuses on the areas proven to be key channels in reaching the right potential users.

Browsing through top

app store rank-ings

Searching for a specific type of

app

Word of mouth Seeing ads while using other apps

News articles or blogs

A brand I know introduces an

app to me

Other 0%

10%

20%

30%

40%

50%

60%

70%

80%

How do you discover the apps you download – choose all that apply (% of respondents)

iOS

Android


To get downloads, you need high visibility. To get high visibility, you need downloads. To achieve this, brands have two options:

• Strike a deal directly with Apple to be featured in iTunes and/or advertising campaigns.

•Make great apps•Make them findable•Sell a lot of them•Keep users coming back

Millions of downloads!!!

Content Owners Face a Catch-22


You Can’t Buy What You Can’t FindOver 80% of search for native mobile apps happens within the app stores and the competition for visibility is fierce. Getting featured in an Apple Ad campaign or in categories like “What’s Hot” or “Staff Picks” are sure ways to drive downloads but an unrealistic scenario for most.

The ideal scenario is to appear on page 1 and no deeper than page 2 of your app’s key categories as well as

within the top 2 pages of results when someone search for your keywords


Owned Media Strategy: Keyword ResearchFew existing keyword tools accurately reflect how users are searching for mobile apps – the most effective course of action is to audit similar and competitive apps in your key categories to assess the terminology they use.

App store SERPs show 5 results per search above the fold on smartphones and 10 on tablets – the process of digging deeper than

the first page is cumbersome and increases reliance of 1st page results.

Accurate keywords are essential to capturing app store search traffic since few users search more than 1-2 pages deep.


Owned Media Strategy: App Store MetadataThe competitive keywords you develop should be used to compile your app store metadata – the descriptive content that is uploaded with your app when you submit it to the app stores for approval.

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.

This content should be prepared well ahead of time – finalize it at least two weeks prior to submission.


Owned Media Strategy: App Store Real EstateThe app store landing page is the most important content to consider in capturing the attention of potential users. This page contains the keyword rich content that shows up in search results and the descriptive verbiage that compels users to download.

Create eye-catching and keyword rich descriptive content and visuals – as part of the app store meta data, this content should be

finalized 2-3 weeks prior to submission


Owned Media Strategy: Brand WebsiteYour main brand web site should contain dedicated content that promotes the mobile application. A page describing the app’s benefits with screenshots and links to direct download is a minimum requirement.

Alert mobile visitors to your brand web site that there is an option to use an app instead – offer them a direct link to download as an

immediate option.


Owned Media Strategy: Brand WebsiteYour branded social spaces – e.g. Facebook, Twitter, corporate blogs – are ideal spaces to introduce your app to your users. Dedicated Facebook tabs and regular tweets and posts help keep your users up to date on new content and functions.

Social spaces are an ideal forum for sourcing feedback from your users that can be applied to iterative improvement of your app.


Bought Media Strategy: Search and DisplayA substantial, well-planned media campaign with the right targeting can generate a high volume of downloads within the right demographics – users that will remain consistently engaged with your app.

A wide variety of common mobile ad types can be effective for driving downloads – e.g. search ads, display, video, rich media.

Other more diverse opportunities include incentivized downloads/reviews and paid reviews/placement on app directories.

Most top ad networks now offer cost per click or cost per download campaigns that are crafted for optimal downloads AND engagement.


Earned Media Strategy: Outreach PlanningContacting influencers with a polite request for a review is instrumental in broadening the exposure for your app. Positive mentions on app and gadget blogs, niche blogs relevant to your app, and getting listed and reviewed in relevant app directories are highly valuable and will result in increased downloads.

Compose your list of target influencers at least two weeks prior to submission and be prepared to start your email campaign the day of launch. Craft outreach copy that illustrated the benefits of your app

but can also be customized for each influencer.For premium apps, always include a promotional code.


Question #3Did/do you have a launch strategy?

(Choose all the apply)a.) No promotional planning whatsoeverb.) Bought media spend c.) Owned media planningd.) Earned media planning


Post-Launch:Execution, Outreach and Optimization


Bought, Earned & Owned: Downloads and EngagementThe key to successful post-launch promotion is to strike the right balance of bought, earned and owned media. All three work symbiotically to generate downloads and encourage engagement.

BoughtTargeted ads that generate high volume downloads and high app store rank

Owned Optimization of web content and branded social spaces to support increased awareness

Earned Influencer outreach to spread the word and introduce the app to a wider audience


How Bought, Earned & Owned Work TogetherBought media drives the initial downloads required for visibility, while earned and owned media create an organic framework for long term awareness and engagement.

1 2 3 4 5 6 7 8 9 10 11 12 …..LAUNCH

Bought Bought

Bought Bought

Earned & Owned

Earned & Owned

Earned & Owned

Earned & Owned

Conversational monitoring and analysis

As the organic earned and owned tactics ramp up, bought efforts can be scaled down to a maintenance level.

Typical 12 week post-launch promotional program


High visibility

High# of download

s

Bought Media ExecutionThe primary goal for Bought (mobile display, search, sponsorships etc.) is to generate enough downloads to create high rank and natural search visibility for the app within its target categories and featured app store lists as well as for all relevant keywords.

Post-launch, media spend, placement and creative should be consistently optimized to support this optimal visibility.

Bought Media for mobile applications creates a multiplier

effect

HighApp

StoreRank

High app store rank

Clicks lead right to the

iTunes landing page


Earned Media ExecutionInfluencer outreach should start as soon as possible after an app appears in the the app store – ideally the same day. In addition to emailing key influencers, PR services dedicated to the app space – e.g. PR Mac – are highly valuable as well.

Keep a spreadsheet of all the influencers contacted – create a Google alert using your app keywords and search Twitter daily for

mentions. Respond to all feedback, both positive and negative. Map your positive feedback to daily app store rank and downloads to

gauge the effectiveness of your campaign.


Owned Media ExecutionPost-launch, continue to optimize and update content in your owned spaces – e.g. brand web site, Twitter, Facebook, blogs, etc.

Consider creating additional content to promote your app that can be syndicated – e.g. demo videos.


Post Launch Tips: Keep Tabs on What’s Being SaidPost-launch, continue to optimize and update content in your owned spaces – e.g. brand web site, Twitter, Facebook, blogs, etc.

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).


Post Launch Tips: Encourage SharingIntegrate sharing tools prominently into the interface of your app – e.g. share via email and SMS, Like/Share on Facebook, Tweet, Google+

Enabling your users to share content that they find engaging turns every user into a brand ambassador and every tweet or share into an

endorsement for your app within their social graph.


Post Launch Tips: Listen to Your Users and Respond

•Respond to every Facebook post

•Reply to every tweet

•Take every review seriouslyAnd apply what you learn to

making a better app.


Snapshot: Mobile App Content Strategy & PromotionsSample timelines and activities for a 6 month app planning and promotional program

Pre-launch

OptimizationOngoing conversational analysis and monitoring user feedback to improve app content and

experience.

Content Strategy8-12 weeks

Market research•Competitive analysis•Industry insights•Stakeholder insights

Usability Testing•1:1 user testing•Focus group testing

Execution12 weeks

Post-launch

Promotional content•Campaign planning•Content development

Paid media planning

Earned Planning

•Directory submission•Link acquisition•Copy optimization•Influencer outreach•Bought media management

•Audience management

•Promotional campaign execution

•Content seeding

y

Media Strategy2 weeks

Owned planning•Keyword research•Metadata and copy•Optimization of brand site and social spaces

Bought planning•Media placement plan and budgetEarned Planning• Identification of

influencers


Key Takeaways: Launching a New App

Pre-launch Post-launch• 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

• Create a dedicated Web page or separate site for your app

• Plan and budget your paid 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

• 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


Key Takeaways: Improving an Existing App

Assess your visibility inside the App Store• Are your keywords on target? • Have you created engaging and keyword-rich App Store content?

Assess your visibility outside the App Store• Is your app listed in the popular directories? • Has it been reviewed by top app sites and niche blogs in your vertical?• 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• Connect with influencers who can spread the word


Question #4What are your key app challenges?

(Choose all that apply)a.) Poor downloadsb.) Poor engagementc.) Poor visibility/findabilityd.) Negative reviews/user feedback


Q&A

Rachel PasquaVice President, [email protected]

RachelPasqua

@RachelPasqua

Moderator

Michael BeckerManaging Director, North America Marketing [email protected]


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