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




Digital Evangelist

Speaker & Author

AN APP


But not… An App Story


But not… An App Story

is not a Love Story


It’s often a nightmare


4M Apps in the storesSource: statista.com


http://statista.com

kjbkj

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


kjbkj

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

http://appbrain.com

Source: appbrain.com

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


http://appbrain.com

82% of Free Apps receive less than 10.000 downloads




http://appbrain.com



9 of 10 Paid Apps receive less than 1.000 downloads



http://appbrain.com




Just 3 of 1.000 Paid Apps reached 100.000 downloads



http://appbrain.com




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

Just 3 of 1.000 Paid Apps reached 100.000 downloads



http://appbrain.com

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

e-Commerce Products&Services sales

$300 Bn

$120 Bn Market$300 Bn Market


Photo by: Chor Hung Tsang

It’s not even the App itself





It's a successful business model





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 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”



We should have a “Business Model Idea”

considering how the mobile can leverage it


App Story


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


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



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




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



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


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



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 Website SMM & PR


Hospital Wi-Fi

ASO & APP Indexing

Offline Events


App Story- Measure


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 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




Try to link report to marketing activities

Use always campaign tracking links




Offline Events




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


Measure your Store Conversion Rate


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



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




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




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



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