Building a community for a B2C mobile application
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The document outlines strategies for building a community around a mobile application, emphasizing early customer engagement, market research, and effective presentation to enhance downloads. It discusses the importance of user development, feedback gathering, and the use of various marketing channels, including social media and email marketing, for user acquisition and retention. Additionally, it highlights the role of gamification and metrics tracking to improve user engagement and retention, suggesting targeted growth hacking techniques to boost visibility and community involvement.
Building a community for a B2C mobile application
- 1. BUILDING A COMMUNITY AROUND A MOBILE APPLICATION Vlada Pechenaya- Growth Marketing at Twentify
- 2. MY STORY
- 3. ISTANBUL, NOT CONSTANTINOPLE LONDON CALLING
- 4. HOW I BECAME A SQUIRREL
- 5. 145.000 USERS IN 5 COUNTRIES
- 7. ““Getting a mobile app noticed in the increasingly crowded mobile app market is more difficult than ever.” DEVELOPMENT STAGE Building Community From the Beginning of Development Is a Must!
- 8. DEVELOPMENT ➤ Landing page with a sign up form to gather early leads and to build an email database. ➤ Lots and lots of market research and customer development- go and speak to people. ➤ Getting early feedback. ➤ Identifying influencers and people who might be interested in your product. ➤ Gathering early brand ambassadors and beta-testers. ➤ Building a reputation inside relevant networks and mobile review websites and blogs by commenting and building relationships. ➤ Building marketing assets such as: responsive, clear website, social media channels, branding, icons, video, etc. ➤ Writing a blog, activating content marketing early on.
- 9. Tell Your Story and Make It Interesting! LAUNCH Instead of a boring press release, tell a personal story of developing the app. People want to hear stories about people. Make sure you spell out the benefits of your product well, think in terms of how your app makes the lives of users better or easier. Prepare a press kit, including app icons, app description, screenshots, press releases, company profile, company logo. You can also go one step further and include video, quotes, FAQ sheets.
- 10. -Ankit Srivastava “How my first app got , 2 million downloads within first year without spending any money” via Medium App Presentation A- Amateur Version that got me around 100 downloads a day from Facebook groups. App Presentation B- Professional Version that got me around 1200 downloads a day from Facebook groups PRESENTATION MATTERS
- 12. WEBSITE
- 13. SOCIAL PROOF
- 14. BUILDING A CROWD? START WITH CUSTOMER DEVELOPMENT Customer development has been proposed as a part of Lean Startup methodology as a groundbreaking approach to discovering the customer needs.
- 15. TO KNOW YOUR AUDIENCE REALLY WELL ➤ Establish User Segments ➤ Define Personas, as detailed as possible ➤ Use Socioeconomic Status (SES) categories as guidance ➤ One-on-one interviews ➤ Focus Groups ➤ Surveys ➤ Live Support Feedback ➤ Always Asking for Feedback Through Activities Such As
- 16. USER COMMUNICATION ➤ Live Chat ➤ Push Notifications ➤ Email ➤ Helpdesk/ Live Support ➤ CRM (Segmentation) ➤ Analytics ➤ Getting direct responses to every communication
- 17. INTERCOM ➤ Setting up attributes and custom events for segmentation and analytics ➤ Tracking communication metrics such as open rate, click rate, response rate
- 18. PUSH NOTIFICATIONS ➤ Be newsworthy/ specific ➤ Be engaging ➤ Speak their language ➤ Include interesting content ➤ Establish the right number of push notifications for your users ➤ Be timely and appropriate, don’t bother them in their rest time and during dinner ➤ Take advantage of time and location flexibility ➤ Encourage direct responses & feedback
- 20. SOCIAL MEDIA
- 26. UGC CONTESTS
- 27. UGC CONTESTS
- 28. OUR USERS ROCK!
- 29. EMAIL MARKETING Squirrel Weekly- OUR WEEKLY NEWSLETTER
- 30. ACQUISITION
- 31. VIRAL LOOPS
- 32. ENGAGEMENT METRICS Community Metrics: ➤ New Signups ➤ Active Users ➤ Active/Signups Rate=Conversion Rate ➤ Organic Acquisition ➤ Paid Acquisition ➤ Organic vs Paid acquisition Metrics for Facebook Acquisition: ➤ Results- Number of Installs ➤ Reach ➤ Cost per Result, or CPI (Cost per Install) ➤ Amount Spent ➤ CTR Twitter Metrics: ➤ Twitter Followers (end of the month) ➤ New Followers ➤ Follower Growth Rate ➤ Tweet Impressions ➤ Impressions Growth Rate ➤ Profile Visits ➤ Profile Visits Growth Rate ➤ Number of Engagements ➤ Engagement Rate Facebook Metrics: Reach ➤ 28 Days Total Reach ➤ 28 Days Organic Reach ➤ 28 Days Paid Reach Page Metrics ➤ New Page Likes ➤ Lifetime Total Likes Engagement ➤ 28 Days Page Engaged Users ➤ Engagement Rate=(Engaged Users/Reached Users)×100 ➤ 28 Days Organic impressions of your posts ➤ 28 Days Paid impressions of your posts
- 33. GAMIFICATION Gamification helps with engagement, behaviour modification, retention, loyalty and monetisation.
- 34. GAMIFICATION Hooked: How to Build Habit-Forming Products -Nir Eyal, Ryan Hoover
- 35. GAMIFICATION Gamification by Design: Implementing Game Mechanics in Web and Mobile Apps -Gabe Zichermann and Christopher Cunningham Hooked: How to Build Habit- Forming Products -Nir Eyal, Ryan Hoover Herkes için Oyunlaştırma -Ercan Altuğ Yılmaz and Niels Van Der Linden
- 36. ““A 5% increase in customer retention can increase a company’s profitability by 75%” -Bain & Co IMPROVING RETENTION
- 37. IMPROVING RETENTION Last Seen 15 Days Ago Email Last Seen 30 Days Ago Email
- 38. GROWTH HACKING ➤ Targeting communities on Quora, Reddit, Stack Overflow, Qualaroo (Quora+Mechanical Turk growth hack) ➤ Target Youtubers in your niche with highest view count and ask to review your app ➤ Identifying influencers with tools such as Little Bird, FollowerWonk, BuzzSumo, Kred and Klout and striking partnerships ➤ Reaching entrepreneurs and startup communities on Facebook, angel.co, f6s.com, AngelList, Slack channels ➤ If you have some marketing traction, promote your stories on Growth Hackers, Qualaroo, Inbound.org, Hacker News. ➤ When you have a following and community, launching on Product Hunt, asking for support and up votes ➤ IFTT recipes for targeting competitors, automation, user activity tracking (for example, Set IFTT recipe finding bad Tweets about competitors, and reply to those tweets directly) ➤ Ask for app reviews from our favourite users ➤ Blog about your startup life ➤ Ask users to submit their stories using your product and feature best stories ➤ Invite users to suggest new features and collaborate on some public projects ➤ Inbuilt referral program into the program (Dropbox)
- 39. TRY BOUNTY FOR YOURSELF- WWW.GETBOUNTY.CO Linkedin: https://tr.linkedin.com/in/vladapechenaya Twitter: @vlada_pechenaya Website: itsvlada.com Let’s Connect!