EIA2016Nice - Brian Kress. Getting your users hooked
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Transcript of EIA2016Nice - Brian Kress. Getting your users hooked
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GETTING YOUR USERS HOOKED
BRIAN KRESS, MARKETING MENTOR
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BRIAN KRESS
SWIRLStrategy Director
CONSULTANTDigital Strategy, Product Market Fit
AKQAStrategy Director, Gaming Group
THE RICHARDS GROUPGroup Head, Digital Strategy
2016 - NOW
2015 - 2016
2014 - 2015
2006 - 2014
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THE FIRST STEP TO BUILDING A COMPANY IS UNDERSTANDING CUSTOMER MOTIVATION
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WHAT JOB ARE YOU HIRED TO DO?Don’t add features or functions to your product based on the category or demographics of your audience.
Find the job that customers “hire” your product to do for them, then find new ways to make that job easier, better, or more fulfilling.
Source: Clayton Christensen, Harvard
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HAVE YOU EVER…Checked your phone but you don’t know why?
Opened Snapchat to do one thing, but find yourself laughing and tapping 30 minutes later?
Given up on finding the perfect international phone plan and just going for whatever is easiest?
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Great products plug holes by establishing strong customer habits.
IT’S NOT BY ACCIDENT
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Source: B.J. Fogg, Stanford
High Motivation
Low Motivation
EasyDifficult
😲
😂
Action Line
Habit-forming products make it easy to do things people are already motivated to do.
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WHAT IS YOUR ADDICTION LOOP?
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TRIGGER
REWARD
ACTIONINVESTMENT Source: Nir Eyal
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TRIGGER
REWARD
ACTIONINVESTMENT
“Ugh... I can’t believe I tapped then! I should have... UGH!”
Tap, tap, tap, “NO!” Tap, tap, tap, tap, “NO!” Tap…
“I can do better. This game can’t beat me.”
“I almost beat my high score last round. I bet I’ll be Mike’s next.”
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TRIGGER
REWARD
ACTIONINVESTMENT
1.What internal trigger is the product addressing?
2.What external trigger gets the user to the product? 3.What is the simplest
behavior in anticipation of reward?
4.Is the reward fulfilling, yet leaves the user wanting more?
5.What “bit of work” is done to increase the likelihood of returning?
Source: Nir Eyal
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TRIGGER
REWARD
ACTIONINVESTMENT
1.What internal trigger is the product addressing?
2.What external trigger gets the user to the product? 3.What is the simplest
behavior in anticipation of reward?
4.Is the reward fulfilling, yet leaves the user wanting more?
5.What “bit of work” is done to increase the likelihood of returning?
Source: Nir Eyal
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TRIGGER
REWARD
ACTIONINVESTMENT
1.What internal trigger is the product addressing?
2.What external trigger gets the user to the product? 3.What is the simplest
behavior in anticipation of reward?
4.Is the reward fulfilling, yet leaves the user wanting more?
5.What “bit of work” is done to increase the likelihood of returning?
Source: Nir Eyal
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TRIGGER
REWARD
ACTIONINVESTMENT
1.What internal trigger is the product addressing?
2.What external trigger gets the user to the product? 3.What is the simplest
behavior in anticipation of reward?
4.Is the reward fulfilling, yet leaves the user wanting more?
5.What “bit of work” is done to increase the likelihood of returning?
Source: Nir Eyal
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TRIGGER
REWARD
ACTIONINVESTMENT
1.What internal trigger is the product addressing?
2.What external trigger gets the user to the product? 3.What is the simplest
behavior in anticipation of reward?
4.Is the reward fulfilling, yet leaves the user wanting more?
5.What “bit of work” is done to increase the likelihood of returning?
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TRIGGER
REWARD
ACTIONINVESTMENT
1.What internal trigger is the product addressing?
2.What external trigger gets the user to the product? 3.What is the simplest
behavior in anticipation of reward?
4.Is the reward fulfilling, yet leaves the user wanting more?
5.What “bit of work” is done to increase the likelihood of returning?
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TRIGGER
REWARD
ACTIONINVESTMENT
1.What internal trigger is the product addressing?
2.What external trigger gets the user to the product? 3.What is the simplest
behavior in anticipation of reward?
4.Is the reward fulfilling, yet leaves the user wanting more?
5.What “bit of work” is done to increase the likelihood of returning?
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RECAP1. Find the “job-to-be-
done” that competitors are making difficult
2. Begin making that job easier to accomplish
3. Create new habits
with your product4. Create addiction
loops with a Trigger, Action, Reward, and Investment
5. 😂
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50%
50%
plugging holes(building your product)
filling your bucket(gaining traction)
Spending your time wisely
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CAMPAIGN DESIGN : GOALS, CHANNELS, KPIs
BRIAN KRESS, MARKETING MENTOR
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UNDERSTANDING THEIR JOURNEY HELPS YOU REACH THEM WITH THE RIGHT MESSAGE AT THE RIGHT MOMENT IN THE RIGHT PLACE.
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“Since they don’t know what works, [Founders] try some sales, BD, advertising, and viral marketing - everything but the kitchen sink.
That is a really bad idea. It’s very likely that one channel is optimal. Most businesses actually get zero distribution channels to work. Poor distribution – not product – is the number one cause of failure. If you can get even a single distribution channel to work, you have a great business.”
Peter Thiel
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THE BULLSEYE APPROACH1. Consider a wide
universe of tactics2. Condense to fit
customer journey3. Brainstorm and
narrow into strong, disruptive ideas and execute
4. Test and narrow into a single, core traction channel
5. Continuous optimization and tactical ideation
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19 CHANNELS FOR MARKETING Targeting influencers Traditional PR Unconventional PR Search engine marketing Social and display ads Offline ads Search engine optimization Content marketing Email marketing Engineering as marketing
Viral marketing Business development Sales Affiliate programs Existing platforms Trade shows Offline events Speaking engagements Community building
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8 CHANNELS FOR EIA Targeting influencers Traditional PR Unconventional PR Search engine marketing Social and display ads Offline ads Search engine optimization Content marketing Email marketing Engineering as marketing
Viral marketing Business development Sales Affiliate programs Existing platforms Trade shows Offline events Speaking engagements Community building
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ORANGE’S CUSTOMER JOURNEY
Learn Buy Get Use Pay Serve Retain
+ Insights: What does the customer think, feel, do?+ Channels: Where does the customer go?+ Opportunities: How might we make their job easier?
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BRAINSTORMING GUIDANCE Controversy drives conversation: The worst
thing you could do is be uninteresting! The Law of Shitty Click-Throughs: Find
platforms new enough that other brands haven’t already degraded.
Influence the influencers: Find the people the large media outlets follow, and target them.
Focus on your customer: The conversation isn’t about you, it’s about your customer. What’s a problem they didn’t know they had?
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TESTING SHOULD BE DESIGNED TO ANSWER:1. How many customers are available
through this channel strategy?2. What is your conversion rate in the
channel?3. How much does it cost to acquire (time)
customers through this channel strategy?4. What is the lifetime value of the
customers from this channel strategy?
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Source Traffic CTR Conversion % Total UsersTechCrunch 200,000 1% 20% 400Mashable 800,000 1% 20% 1600reddit 2,300,000 1% 20% 4600Product Hunt 80,000 3% 40% 960Google Organic 100 11% 20% 2.2
Nice Media 3,000 2% 18% 10.8Email Campaign 15 15% 50% 1.125
Tool 10 90% 90% 8.1Referrals 5 50% 90% 2.25Facebook 3 40% 80% 0.96Twitter 11 20% 15% 0.33Snapchat 500,000 1% 30% 1500Pokemon Go 3,200,000 15% 3% 14400 Total Users 23,786
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RECAP1.Consider a wide universe of tactics2.Condense to fit customer journey3.Brainstorm and narrow into strong,
disruptive ideas and execute4.Test and narrow into a single, core traction
channel5.Continuous optimization and tactical ideation
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CAMPAIGN DESIGN : GOALS, CHANNELS, KPIs
GETTING YOUR USERS HOOKED +
BRIAN KRESS, MARKETING MENTOR