paolo zanzottera en the inbounder: 'historia de una app

@zanzottera

AN APP STORY

PAOLO ZANZOTTERA

#theinbounder Ponencia en inglés - Ponte los

Board Member & Product Director

An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder

Co-Founder & Digital Evangelist

Digital Evangelist

Speaker & Author

AN APP

But not… An App Story

is not a Love Story

It’s often a nightmare

4M Apps in the storesSource: statista.com

People Working in the App EconomySource: App Economy Forecasts 2014-2017 | VisionMobile

+800.000 New jobs each year globally

Approaching a starving Market

Photo by: Ivars Krutainis An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder

Source: Developer Megatrends 2015 - Vision Mobile

Living under poverty line

Source: appbrain.com An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder

Source: appbrain.com

1 of 3 Apps receive less than 100 downloads, 2 of 3 less than 1.000

82% of Free Apps receive less than 10.000 downloads

9 of 10 Paid Apps receive less than 1.000 downloads

Just 3 of 1.000 Paid Apps reached 100.000 downloads

Just 1,7% of Free Apps reached 500.000+ downloads

Just 3 of 1.000 Paid Apps reached 100.000 downloads

App Stores are huge Distribution Channels

It’s an old story, but still emblematic

AOL reached 1MU after 9 year

Facebook reached 1MU after 9 months

Draw Something reached 1MU after 9 days

Photo by: Chor Hung Tsang An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder

App success in 2016 is outside the Stores

App Store Sales

$40.5 BnContracts$18.5 Bn Other

$18 Bn

Subscriptions $9 Bn

Advertising $34 Bn

App Store Sales

$18 Bn

Subscriptions $9 Bn

Advertising $34 Bn

$120 Bn Market

App Store Sales

$18 Bn

Subscriptions $9 Bn

Advertising $34 Bn

e-Commerce Products&Services sales

$300 Bn

$120 Bn Market

App Store Sales

$18 Bn

Subscriptions $9 Bn

Advertising $34 Bn

$300 Bn

$120 Bn Market$300 Bn Market

App Store Sales

$18 Bn

Subscriptions $9 Bn

Advertising $34 Bn

$300 Bn

App Store Sales

$18 Bn

Subscriptions $9 Bn

Advertising $34 Bn

$300 Bn

Photo by: Chor Hung Tsang

It’s not even the App itself

It's a successful business model

where the App is a powerful tool

The App is your lever

Archimedes: give me a lever and I shall move the world

The App is your lever

Archimedes: give me a lever and I shall move the world

Developer: give me an App and I shall move the business plan

Photo by: Anrdew Ruiz An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounder

You didn’t download Uber for its UI or animations

You downloaded Uber Business Model

The App is the door to your business model

An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounderPhoto by: Kelly Sikkema

We should not have an “App Idea”

An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounderPhoto by: Blake Wheeler

We should have a “Business Model Idea”

considering how the mobile can leverage it

App Story

Problem: booking medical examinations

App Story

2 ways to book:

App Story

2 ways to book:Phone Calls

Waiting times Office Times Take & Run

App Story

2 ways to book:Phone Calls

Waiting times Office Times Take & Run

Direct Waiting times Office Times

Parking & Movement Costs

App Story

Solution

App Story

Solution

App Story

BP Idea: huge smartphone penetration in Italy

App Story

BP Idea: waiting time in marketing time

FOTO TOTEM OSPEDALE

App Story

App Story - Marketing

An App Story – Paolo Zanzottera - @Zanzottera – #TheInbounderPhoto by: Lukasz Szmiegiel

You don’t have to create a marketing strategy for your App

but for your Business Model, with the App in the centre

App Story - Marketing - OOH

App Story - Marketing - WebApp

Always compare your App usage by Platform: App vs Webapp

Keep your WebApp open and “crawlable"

Always track any click to the stores when you’ve the link control

Keep your WebApp open and “crawlable"

Always track any click to the stores when you’ve the link control

App Story - Marketing - Hospital Website

Take advantage of an estabilished www presence

With a web Page Not just Badges and WebApp links

You will have more control on the User Agent: Desktop TO WebApp

Mobile TO App

Better SEO results

Same old SEO Strategies

App Story - Marketing - Hospital Wifi

Wifi Login Page

Wifi Login Page Post Login Redirect

The Wifi Login Page is like Cacio on Maccheroni for an App

You can measure it accurately with public wifi IP

App Story - Marketing - ASO & APP Indexing

Traditional ASO: Icon, Screenshots, Description, Tag Keyword

App Indexing

Competitor keyword analysis

Keyword ranking

Monitor your ranking in your Category

App Story - Marketing - SMM & PR

App Story - Marketing - Offline Events

Monitoring offline events download with hourly ranking

App Story - Marketing - Offline&Online Media with no €

App Story - MarketingYou don’t have to create a marketing strategy for your App, but for your Business Model

WebApp

Hospital Wi-Fi

WebApp

SMM & PR

Hospital Wi-Fi

WebApp

SMM & PR

Offline & Online Media

Hospital Wi-Fi

WebApp

SMM & PR

Hospital Wi-Fi

Offline Events

WebApp

SMM & PR

Hospital Wi-Fi

ASO & APP Indexing

Offline Events

WebApp

Hospital Website SMM & PR

Hospital Wi-Fi

ASO & APP Indexing

Offline Events

Out of Home Marketing

WebApp

Hospital Wi-Fi

ASO & APP Indexing

Offline Events

Out of Home Marketing

WebApp

Hospital Wi-Fi

ASO & APP Indexing

Offline Events

App Story- Measure

Measure what is measurable and make measurable what is not

App Story - MeasureWhen you measure an App work on 3 levels

APP STORE ANALYTICS

APP ANALYTICS

APP STORE ANALYTICS

APP ANALYTICS

CUSTOM ANALYTICS

App Story - Measure - App Store Analytics

Your Distribution Channel is the focus

Try to link report to marketing activities

Use always campaign tracking links

Offline Events

SMM & PR

Offline Events

Out of Home

SMM & PR

Offline Events

Out of Home Offline Events

SMM & PR

Hospital Website

Hospital Wi-Fi

Offline Events

Out of Home Offline Events

SMM & PR

Treat your App Store page as a Pre-Conversion Page

Measure your Store Conversion Rate

Compare your Distribution Channels

Dig down and down… You could find ancient treasures: Keywords

App Story - Measure - App Store AnalyticsDOWNLOAD RETENTION

On GP it’s essential to answer and interact with reviews

H2H Marketing:

Answer to 1 to Inform 100

GP provides more quantitative informations compared to Apple

Apple provides more flexibility in terms of segmentations and date intervals

GP let you be closer to your audience as you can answer to reviews

App Story - Measure - App Analytics

Fix your KPIs According to your Business Plan

Not Page Tracking is Event Tracking

There aren’t magic formulas

App Story - Measure - App AnalyticsKPI: Unique (Daily) Users as we need long life cycle of the App

Similar to the Web Analytics, but more accurate

Smartphones are the real Personal Computers

Smartphones are the real Personal ComputersApp IDs not cookies

App Story - Measure - App AnalyticsKPI: Providers

Try to understand the context during the App usage

Analytics reports are nothing without analysis

This is your analytics software

But Analysts are the real Heroes

App Story #1 - Measure Custom Analytics

App Story - Measure - Custom Analytics

Booked Medical Examinations

Searches

Unique Searches

Compared Analysis: Booked vs Searched

Days between medical examination booked and completed

Custom Analytics -> Custom Segmentations

Days between medical examination (for a fee) booked and completed

Public Visits distance

Days between public medical examination booked and completed

App Story - Results

Results (quantative) first 12 months

App Story - Results

20.000+ Download

App Story - Results

20.000+ Download

50.000+ Unique User on the WebApp

App Story - Results

20.000+ Download

20.000+ Registered Users

App Story - Results

20.000+ Download

25.000+ Booked Medical Visits

App Story - Results

20.000+ Download

25.000+ Booked Medical Visits

200.000+ Searches

App Story - Results

Results (qualitative) first 12 months

App Story - Results

Paid Medical Visits 50%+ vs Public Health Visits

App Story - Results

+++CUP Productivity+++

App Story - Results

Paid Medical Visits via Cup 30%+

App Story - Results

No show 1% (Hospital 4% - National 10%)

App Story - Results

No show 1% (Hospital 4% - National 10%)

Before: my mom booked medical examination for me, now I book them for her

GRACIAS

#theinbounder

@zanzottera

PAOLO ZANZOTTERA

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