Behavioral Engineering Socialize12 Shira Abel 2013
20
BEHAVIORAL ENGINEERING They came. And then they left. How do you get them to come back? And spend?
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Lecture on behavioral engineering given at Socialize 12.
Transcript of Behavioral Engineering Socialize12 Shira Abel 2013
BEHAVIORAL ENGINEERINGThey came. And then they left. How do you get them to come back? And spend?
BEFORE AFTER
DOUBLED VIEWS & REVENUE
We Help Companies
CEO, Hunter & BardMarketing strategy
Marketing implementation
Full branding & design
Teach Marketing for Startups at StartHub (Tel Aviv/ Jaffa Academic College)
Mentor at: Google, Microsoft, Founder Institute, Seedcamp, & more
Cover Israeli startups for TNW
SHIRA ABEL
“Simplicity changes behavior.”
- BJ Fogg
T-shirt Economy
@shiraabel
Financial Economy
@shiraabel
Action Triggers
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What gets your customer moving?
Nir Eyal – If you don’t know him – you should.
ONCE PEOPLE START TO COME – HOW DO YOU GET THEM TO COME BACK? AND SHARE?
@shiraabel
Jack Dorsey: The Power of User Narratives
http://www.youtube.com/watch?v=acMXhhdWylQ
@shiraabel
UXArchive.com – Amazing Resource
Give an Incentive
@shiraabel
Keep in Touch – Email
Keep it short
A/B test several subject lines
Action-trigger emails have a higher opening rate
Keep it relevant
Appropriate landing page funnel them in
Let people choose what they want to be notified for
DON’T BUY LISTS OR SPAM
Keep in Touch – Notifications
iOS 108 characters max
Android – recommended 50 characters max (1-line on the notification bar) * ht/ Danya Schwartz Bar-El
Localize sending so user receives notification between 9-11am or 2-5pm (but test first)
A/B test messaging for a couple of days then blast everybody else with the winner
In-app landing page – like all landing pages - fitted to the message and the push campaign
Community
@shiraabel
Community
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Know Your Market
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Viral If You Can
@shiraabel
Hat tip:
References & Reads THANK YOU’S: Dan-ya Shwartz Bar-El & Ze'ev Rosensteinhttp://www.privatecapitalnw.com/wp-content/uploads/2012/01/Click-Here-to-Get-Started-and-Start-Putting-Money-into-Your-Bank-Account.jpg http://www.slideshare.net/startuplessonslearned/eric-ries-the-lean-startup-google-tech-talkhttp://www.slideshare.net/gzicherm/nir-eyal-hookedatgsummithttp://www.businessmodelgeneration.com/canvashttp://www.briansolis.com/2008/08/socialization-of-your-personal-brand_28/http://www.avc.com/a_vc/2004/03/its_a_small_wor.htmlhttp://www.quora.com/Udemy/How-did-Udemy-get-11-000-courses-online-so-quickly http://www.amazon.com/Mountain-Three-Wolf-Short-Sleeve/product-reviews/B002HJ377Ahttp://www.amazon.com/BIC-Cristal-1-0mm-Black-MSLP16-Blk/dp/B004F9QBE6 http://www.youtube.com/watch?v=7QmCUDHpNzE http://www.youtube.com/watch?v=ZUG9qYTJMsI http://www.macadamia-apps.com/app-launch-7-mistakes-to-learn-from/ http://flowingdata.com/2011/09/18/yoda-pie-chart/ http://blog.bitly.com/post/9887686919/you-just-shared-a-link-how-long-will-people-payhttp://www.briansolis.com/2011/09/whats-the-r-o-i-a-framework-for-social-analytics/http://www.slideshare.net/setlinger/altimeter-social-analytics081011finalBreakthrough Marketing Planshttp://www.seomoz.org/blog/tracking-the-roi-of-social-mediahttp://ideas.deloitte.ca/blog/2011/09/social-media-going-beyond-roi/http://www.jeffbullas.com/2011/09/20/the-10-key-mistakes-many-bloggers-and-writers-make/http://www.jeffbullas.com/2011/03/01/the-10-best-facebook-campaigns/http://www.facebook-studio.com/http://www.seomoz.org/blog/tracking-the-roi-of-social-mediahttp://marketingfortomorrow.com/tag/marketing-tone/
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