iday 2016 - mobile marketing workshop
TRANSCRIPT
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MobileMarketingWorkshop
IndiaInternetDay2016
@deepakabbott @msadani@pathik
@alokebajpai
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Pathik Shah
Head of Growth – Hike
@pathik
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HIKE
• Fastest growing Indian app• 100M users in 3 years!
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WHAT
• Growth != Rocket Science• Growth != Complicated, Cool Hacks• Growth == Simple understanding of your
product and user behavior.
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WHAT
• The best growth hack? An awesome product!• The best way to grow? Word of mouth!
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SIMPLIFY
• How to get people in?• How to get them to the Aha moment?• How to deliver core product value recurringly?• How to get them to bring more people in?
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AHA
• Who are your best, highly engaged users?• What are they doing?• How did they discover your core product
value?• How to do that for everyone else?
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CPV
• You are not your user. Talk to real users. Build a community.
• Know their problems. Validate your solutions.• Obsess to wow them. Obsess to fix their
issues.• Focus on your users. Not on the competition.
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EXPERIMENT
• Try some shit.• Measure it.• Throw away the stuff that doesn’t work.• Improve the stuff that does.
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CULTURE
• Egoless. Data driven. Fuck intuition. Use data to call out bullshit. Enable the whole team to do it.
• Detached to ideas, focused on outcomes. Respect people, but constantly challenge ideas.
• Focus on real value, not on hype. Ruthless prioritization. Do not focus on short term metrics. Do the right thing.
• Hire people smarter than you.
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Mohit Sadani
VP, GrowthSnapdeal
@msadani
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Whatwelearntalongtheway
1. Growthisateamsport2. Data’sgreat,butyoudon’thaveallofit3. Choosethemetricsthatreallymatter,
everythingelseisinput4. Everycustomertouchpointdrives
growth5. Separatefocusforthe‘bigthings’and
the‘micro-optimizations’
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DeepakAbbot
smartapp,paytm,gaana
@deepakabbott
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GrowthHackinghasNoMagicalWand.
It’sacombinationof:
• CommonSense• AttentiontoDetailing• DataDrivenDecisions• QuickIterations&Experimentation• Outofthebox(App)thinking• UserExperience
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GrowthHack#1– HighNPS
CustomerService
• DelighttheCustomer• Alwaysruleintheirfavor• RiskofOverServing <CostofAcquisition/Retention
Result:60%RetentionMoM
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GrowthHack#2– GetFeatured
FollowBestPractices
• FollowedMaterialDesign• UsedLatestAPIs• AllPlayStoreGuidelines• BetaPrograms• Experiments• Content
Result:30kInstallswithin5daysforZeroDollars
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GrowthHack#3– Readyouruser’sintent
Personalization• DailyCuratedPlayilstsbasedonUser’ssearchlogs
• TimeBasedPlaylist• PersonalizedTop10Countdown
Result:HighestStreams/User intheindustry
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GrowthHack#4– StayaheadoftheTechcurve
AppIndexing/DeferredDeepLinks/VoiceSearch/BrowserPush
• FirstinIndiatoIndextheApp• ChromePushNotifications• GoogleNowVoiceActions
Result:AppOpenwentup40%.AdRevenuesup
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GrowthHack#5– Makefor2G
LighterApp,SmallCache,LowData
Consumption
• lightfeeds• webP images– 20%smallerthanPNGs
• Cachemanagement• WelltestedlibrariesacrossOSversions
Result:Uninstallsdownsignificantly.Lowestinthecategory
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GrowthHack#6– ASO
ExpandyourASOScope
Result:10kInstallsfromsocialchannelsin2weeks
OrganicTraffic
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Top10OrganicHacks
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OrganicHack#1
AppOptimization
• ReduceAppSize
• ReduceAppDiskSize
• BackgroundData
• BatteryConsumption
• Optimizefor2G
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OrganicHack#2
ASO&GettingFeatured
• CategoryChoice
• Assets(Icons,Screenshots)
• AppTitle&Keywords
• Short&LongDescriptions
• Howtogetfeatured?
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OrganicHack#3
MobileWeb
• Haveapresence
• Drivedownloads&opens
• Experimentwithposition&sizeofbanner/trigger
• Tweakcopyandcreative
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OrganicHack#4
App-Indexing&
Deep-Linking
• Getmoreorganictraffic
• ExtendASO– leverageSEO
• DriveEngagement
• Retargetappusersthroughmobileweb
• DeferredDeep-Linking
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OrganicHack#5
Referrals&ContentSharing
• Incentivizinguserstogetmoreusers
• Freereferralsthroughcontentsharinguse-cases
• In-appvsplatformsharingofcontent
• Creatingaviralloop
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OrganicHack#6
Distribution
• 3rd partystores
• Tie-upswithotherApps(nativeadsorservices)
• Pre-burnwithOEMs/NativeintegrationwithOEMs
• ChatBots/Messenger
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OrganicHack#7
PushNotifications
• DriveRetention
• TargetedEngagement
• Retargeting&Predictive
• Intelligence/Context/Personalization
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OrganicHack#8
BecomingaPlatform
• NetworkEffects/Lock-inofLiquidity
• OpenupAPIs&SDKsthatdrivemorecontent,sharing,serviceconsumption,usage
• Allow3rd partiestobuildontopofyourservices
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OrganicHack#9
Localization
• AppContent
• AppStoreAssets
• AppUX
• Content
• Brand
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OrganicHack#10
AndroidHacks
• SocialGraph:LeveragePhonebook&Facebook
• UseSMS,Emailetc.forbettercontextandpersonalization
• UnderstandUsersbetter–Location|Apps|Behavior
• BuildMoreNativeSolutions
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Q&A
@deepakabbott @msadani@pathik
@alokebajpai