MyFitnessPal - Tara-Nicholle Nelson
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MyFitnessPal, Inc. Image of Speaker here Tara-Nicholle Nelson VP, Marketing at MyFitnessPal [email protected] @taranicholle
Transcript of MyFitnessPal - Tara-Nicholle Nelson
MyFitnessPal, Inc.
Image of Speaker hereTara-Nicholle NelsonVP, Marketing at [email protected]@taranicholle
Tara-Nicholle NelsonVP, Marketing
MyFitnessPal, Inc.
world’s most popular health & fitness app
65 million users
15 languages
#1 on iTunes, Play Stores last 3
years
Top 10 in 65 countries
12 billion foods
50 billion calories burned via API
28 million recipes
150 million+ pounds lost
database of addresses for marketing + content emails as of 2013
what15mm
emails sent in 2013
what4
2013 MKTG@MyFitnessPal
*= Transformational Consumers®
*
LOHAS
SocialInflu-
encers
GrowthMindset
EarlyAdopters
LOHAS = lifestyles of health and alternative sustainability
MyFitnessPal, Inc.
1. Views life as a series of personal disruption initiatives
2. Extreme growth (vs. fixed) mindset
3. Focus on prosperity-related personal disruption (health, finance, real estate, career, personal development)
4. Constantly searching for and investing in tools, aids, content to inspire and fuel personal disruption initiatives
5. Innate or learned bias toward action
The 5 Defining Attributes of Transformational Consumers®
whatthethechallenge
You can’t do this
whattheselectionprocess
What mattered Narrowing the field
Independence
VolumeCapabilities
Multi-channelCapabilities
15mm 100mm ++
Internal agency modelIndependence from ENG
Email SMS/Push Landing pages Social
What mattered most 4 Decision Factors
Factor #2:Analytics + Reporting
Factor #1:Segmentation + Personalization
Factor #4:Database pricing model
Factor #3:Support
whatthe
ramp-up
what
Implementation 3 Pieces of Advice
1. Force your tech team to engage.2. It’s a process – not all or nothing.
3. Buy to your roadmap.
what
what
whatour
results
Engagement Gone Wild
Increased User Engagement
10%Monthly UniqueVisitors to Blog
4mmReactivated
Users Weekly
500k
what
Monthly Uniques
MonthlyPageviews
List Size
MyFitnessPal Blog:Hello
Healthy
4 mm 20 mm 23 mm
Women’s Health
12 mm 36 mm 12 mm
Men’s Health 11 million N/A N/AOprah.com 7.5 mm 71 mm N/A
Shape 6 million 36.5 mm 1.6 mmCooking Light 2.3 mm 21 mm 11.3 mm
Sources: Google Analytics, Rodale, Hearst, Time, Inc.
Becoming a Media Outlet (in 6 months!)
whatthank you
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Q&A
Tara-Nicholle NelsonVP, Marketing at [email protected]@taranicholle
