marketing 101 @ thehive by gvahim accelerator program
DESCRIPTION
Another marketing 101 presentation for the teams of TheHive by Gvahim Accelerator Program at Tel Aviv University. TheHive is a 6 month program for new & returning immigrants to Israel. More details about the program can be found here: https://gvahim.org.il/Default.aspx?KPages=692TRANSCRIPT
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What would you like to know?
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The Basics
What problem does your product solve?
Who are you selling it to?
Are they aware of the problem?
Will they be willing to pay for it?
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Sometimes, it’s about creating a solution for a ‘problem’ people didn’t know existed
The Problem
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Who Are You Selling To?
Thin slicing
Thick slicing
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The Competition
Source: Adapted from Nir Eyal, nirandfar.com
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Willingness to Pay - UVP
Is it a Painkiller or a Vitamin?
• Obvious need
• Quantifiable
market
• Monetizable
• Emotional need
• ‘I feel good’
• Market unknown
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So, what am I doing tomorrow?
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Channels User Acquisition
SEO/ASO/SEM
Messaging Product Analytics
Working with the Media Community Online
2. Marketing Plan
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Google AnalyticsFiverroDesk / eLanceOneHourTranslationDropbox/CopyHARO (Help A Reporter
Out)Twitter listsDistimo MonitorGoogle Keywords ToolUnbounce
The Lean Startup - DIY
MailChimpAsanaSurveyMonkeyTestFairyAppCodes.esLinkedIn GroupsFacebook pagesCampus London EDUPAUGOptimizely
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Getting Noticed
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What did I do yesterday and how it performed?
What I’m doing today
What am I doing tomorrow?
‘The 3WHs’
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Source: The Lean Startup by Eric Ries
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Marketing Channels
App Stores (official & others)
Email marketing
Blog
Social/Digital
SEO & SEM
Partnerships & Co-promotions
PR and bloggers
High volume
High
conversion
Low cost
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Users, Users, Users
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Acquisition: users download from various channels
Activation: users enjoy 1st visit, a happy experience
Retention: users come back, open app multiple times
Referral: users like our app enough to refer others
Revenue: users conduct some monetization behavior
5 Steps to Success – Customer Lifecycle
Source: Dave McClure
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Notifications Invites Rate Us Badge icons Emails App Store Optimization Website Optimization
Organic Acquisition
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CPC, CPD, CPA Lots of mobile ad networks Test first, campaign later Facebook App Center & App Install Twitter Ads
Paid Acquisition
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NameApp iconCategoryScreenshotsDescriptionRatingReviewsBe CreativeA/B test everything
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Product
TimingStory
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Positioning
Know the narrative(s)
Find your customer’s internal trigger (as
opposed to external trigger)
‘Every time the user [trigger], they [my
product]’
“Every time the user feels lonely, they open Facebook”
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Timing Matters
Serendip & Whitney Houston
Twitter @ SXSW
Onavo & AT&T
Sync your calendars
Ride on major events/themes
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Product Marketing
Features that improve conversion
◦80% - optimize existing features
◦20% - develop new features
No right or wrong – A/B Test, a lot
Measure
Repeat
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Analytics
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Like The Web, But A Lot Harder
- Sean Byrnes, Flurry CTO
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Retention – month/month active
users
Engagement – increase active users
Monetization – make money
Key Metrics
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“The people who signed up in the first month: Are they still using it today? Often in social startups
you’ll see people sign up, use it for a couple of months, and then never
use it again. This weird effect where, because your sign-up rate is so high,
your active users seems to stay pretty much the same. Like a
revolving door.”
Kevin Systrom:
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Funnel analysis Social sharing Demographic data Tracking time and location context Optimize signup process Push notification Rate Us Update Version Email marketing
What can you do?
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Working with the Media
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The Fact That You Exist – Not News
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Think Big, Be Big
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Jornos Are Always Looking
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Research your audience (aka the press)
Don’t spam
Perfect your elevator pitch
Twitter lists
G+ for tech pundits and journalists
Facebook – rally your troops
Networking Matters
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Community
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4 of 13
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Start early (Soluto)Choose your markets (Waze)Be creative (Rovio)Give back (Google giveaways)
Publicize your users (Onavo)
Community
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Time to first share
length of sharing period
k factor (how many new users
does each user bring in) larger
than 1
Viral Growth
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Online
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Web to Mobile
Downloads, not page views
Engagement
Cross-sale portfolio apps with
partners
Online
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Thank you
Dvir Reznik | @dvirreznik | dvirreznik.com
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About Dvir
Marketing & PR dude for startups
Past:
◦Onavo, Director of Marketing
◦Intlock, VP Sales & Marketing
◦IBM Software
Online: dvirreznik (everywhere)