Brand Activation, Content marketing & Transmedia

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Rui Ventura

A collection of the best Case Studies of 2014, covering areas of Content Marketing, Transmedia and Brand Activation

Marketing

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This is the presentation Luca Penati gave at the Content Marketing Strategies Conference in Berkeley, on February 16 2010. The focus is the role of public relations (PR) in content development and activation. Some of the video he shared are not included, but you can get the gist of his presentation. This the key take-away: We need to be social storytellers because every company is a media company that means that in the next few years we will see marketing departments transforming in publishing operations and while content is king, we shouldn’t forget about the Queen (Activation) and the Court (Community.)

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Sean Oliver leads Mobile Product Marketing at Optimizely. Prior to Optimizely, Sean worked on Consumer Product Marketing at LinkedIn and Microso . When he’s not optimizing all things mobile, he can be found hiking and traveling the world. Dave McClure’s Pirate Metrics (AARRR) Startup Metrics for Pirates Push Notifications Remarketing App Store Listing In-App Advertising Social Advertising ASO New User Onboarding Waitlist In-App Purchases Ads Desktop Purchases My App Why Optimize? To successfully start a process of optimization, you’ll need: Customer Acquisition Costs Quantifying LTV:CAC Monetization Retention Virality Acquisition Costs Lifetime Value : 2 Acquisition Activation Retention Defining Acquisition: How Users Discover Apps First Impressions App Store Optimization: Opportunities to influence a download decision App Store Optimization: Test your value prop with assets you have App Store Optimization: Use a landing page to test elements of ASO. Low-cost traffic 3 Acquisition Activation Retention Defining Activation: Converting someone who has downloaded an app into an active user. This metric also indicates the quality of your First Time User Experience (FTUE). Activation Hurdles 81% of users say an app needs to make a good first impression for them to continue using it Keys to a Great User Onboarding Experience Optimizing Increased activation from 25% to 66.5% Activation—Retention “For us, activation is directly correlated to retention. Without activation, retention is poor.”   When optimizing for activation, consider: • Does your app require registration? • What is the order of operations for first time users? • Does your app help users complete actions on first-time use? • Does your app live up to its value prop during onboarding? Optimizing for Activation 4 Acquisition Activation Retention Defining Retention: A measure of how many of your customers/users come back over time. Mobile app retention varies widely by app category Optimizing User Retention Source Retention Hurdles iOS notifications are opt-in. Optimizing for Retention Optimize when and how you ask for push notification permissions: Ideas for Tests: 5 Acquisition Activation Retention BONUS: Reviews! Reviews are important because they affect ASO The Result: Optimize for App Store Reviews More, High-Quality Reviews = Higher App Store Ranking = More Efficient Acquisition Learn More in their Blog Post 2015 KISSmetrics Guide KISSmetrics Demo h p://kiss.ly/growth h p://kiss.ly/demo Optimizely Mobile Guide Optimizely for Mobile optimize.ly/appoptimization optimizely.com/mobile

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