Capturing Users / Using social, engagement and mobile to drive acquisition and retention of users
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Capturing Users Volker Hirsch @vhirsch StartUP Conference NEXT 2013 Sofia, 30 Nov. 2013
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The slides to my talk at StartUp Next Sofia (which I also gave at the LauncHub Long Weekend) - delivered on 29 and 30 November 2013 in Sofia, Bulgaria.
Transcript of Capturing Users / Using social, engagement and mobile to drive acquisition and retention of users
Capturing Users !
Volker Hirsch !@vhirsch!
StartUP Conference NEXT 2013 Sofia, 30 Nov. 2013 !
About Me!
Co-Founder + Partner
We help start-ups grow. We helping and invigorate the ability of start-ups to roll out, scale and grow - faster, better and more efficiently. !
Users are valuable!
Acquisition !
Retention !
Acquisition !
Store Features !
PR, Press, Social,…!
Paid Acquisition !
Advertising Cross-Promotion
Incentivised Installs !
Time is of
the essence!
Social !
Time is of
the essence!
Retention !
Make something awesome!
Deliver WOW!!
Use the Power of Social !
What Social Means !
Social refers to the interaction of organisms with other organisms and to their collective co-existence ... !
Source: Wikipedia!
http://flickr.com/photos/nolifebeforecoffee/124659356/!
You Need Context !
Scale alone kills conversations because they require dense two-way interaction. !
Clay Shirky, “A Group Is Its Own Worst Enemy” Keynote, ETech, Santa Clara 2003 !
Why Context matters !
Prof Dr Karin Knorr-Cetina, Sociologist
Jyrri Engestrom
Founder, Jaiku !
Object-Centered Sociality !
Object !
Social is Interaction in context !
Use the Power of Engagement !
a/k/a Gamification !
Psychology !
Change Behavioural Patterns (for the Better)!
http://blogs.loc.gov/law/files/2011/12/Bills-Bills-Bills.jpg!
Rules !
Boring Hard to enforce negative incentive !
Psychology !
Rewards !
Singular incentive uncreative Costly
(and slightly boring)!
+68%
+80%
850,000,000!
20,000!
5!
56% !
60,714,285,714 !
Cars in the World !
of the Annual Oil Output of Saudi Arabia!
Mileage p.a.!
Miles Per Gallon Saving Through “Virtual Plant”!
Gallons Saved p.a. !
Source on Oil Figures: Merryl Lynch Commodity Research!
Psychology !
(last time, promise!)!
http://www.yukaichou.com/!
Engagement Tools !
http://images.mmosite.com/photo/2006/06/19/englandN47x26GVuF.jpg!
XP !
Use the power of Mobile !
Mobile is the most powerful medium to date
1. It’s big (numbers) 2. It’s personal (nature) 3. It has more context
(Identification of needs)!
Mobile is Big!
Metcalfe’s Law!
V N2!~!
2.5 bn users ! 6.5 bn users !
Mobile is Personal!
- 91% of people have their mobile within arm’s reach 24/7. !
- 60% of married people will not share their mobile with their spouse!!
- It takes an average of 26 h for a user to report a lost wallet but only 68 minutes to report a lost mobile phone. !
Morgan Stanley 2007!
Unisys Survey !
Wired Magazine 2006!
- 10% of under-25 year-olds find it OK to text whilst having sex. !
Retrevo Gadgetology Report, 2010!
Mobile has more context !
1. Personal mass media 2. Always carried 3. Always on 4. Built-in billing system 5. Present at the point of creative impulse 6. Accurate audience identification 7. Captures social context 8. Enables augmented reality !
Tomi Ahonen, Mobile as 7th of Mass Media, 2008 Alan Moore + Jonathan MacDonald, The Glittering Allure of the Mobile Society, 2008 !
Mobile is Sensor-rich !
Summary !
Make it awesome Make it relevant Make it Mobile Make it Social Make it contextual Make it Engaging!
