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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0
Good
Awesome
OMG! The Servers are on fire
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@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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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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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