Viral Marketing For Your AppPresented by (Name) :

Title / Organization :

Martin Kessler

Director of Strategic Accounts, MWI

www.mwi.com

@kesslerhk

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APP STORES

SUPER PLATFORMS

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@kesslerhk

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@kesslerhk

Marketing is the key to reach new users.

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@kesslerhk

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@kesslerhk

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@kesslerhk

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0

Good

Awesome

OMG! The Servers are on fire

www.mwi.com

@kesslerhk

How does my app become viral?

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@kesslerhk

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Viral LoopIn a nutshell

SEESHARE

DESIRE TO SHARE CLICK

www.mwi.com

@kesslerhk

Every Loop is Different.

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@kesslerhk

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WORD OF MOUTH

!

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@kesslerhk

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WORD OF MOUTH

!

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@kesslerhk

INHERENTLY VIRAL

"

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@kesslerhk

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@kesslerhk

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@kesslerhk

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@kesslerhk

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COMMUNICATIVE VIRALITY

#

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@kesslerhk

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@kesslerhk

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@kesslerhk

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@kesslerhk

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INCENTIVIZED REFERRALS

$

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@kesslerhk

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@kesslerhk

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@kesslerhk

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@kesslerhk

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BROADCASTED VIRALITY

%

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@kesslerhk

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@kesslerhk

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@kesslerhk

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PLATFORM VIRALITY

&

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@kesslerhk

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@kesslerhk

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@kesslerhk

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@kesslerhk

Not easy to go viral.Does your app have the right set of features?

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@kesslerhk

How to Select Features

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LOW VALUE

HIGH VALUE

LOW

V

IRA

LIT

YH

IGH

V

IRA

LIT

YSPAM 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

xx

Skype’s “Find Friends” Feature. Good

for user + viral.

x

www.mwi.com

@kesslerhk

How to measure virality?

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@kesslerhk

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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

Kt: 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 & ReiterateMix Awareness & Viral Markting

more customer through digital marketing

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more customer through digital marketing