BEST Student Association Barcelona Summit, June 2013
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Supporting material for a 2-hours lecture for the BEST Student Association Barcelona Summit participants. More info at: http://www.best.eu.org
Transcript of BEST Student Association Barcelona Summit, June 2013
A story of love...
Put everything you have into everything you do.
Ingredients
Common senseKnowledge
DataTechnology
Why
What
How
Why
What
How
“Is not What you do, is Why you do it.”Simon Sinek
1:5Only 1 in 5 phones is a smarphone
Apps
• Multitouch
• Better performance
• Rich interfaces
• AppStore presence
• Push Notifications
Why iOS first?
Business models
¿Why is mobile a revolution?
New B2C channel
Direct return
Virtual GoodsLicenses
The user pays
Direct return
Virtual GoodsLicenses
The user pays
Direct return
Virtual GoodsLicenses
The user pays
Indirect return
Value generationAdvertisement
A third party pays
Indirect return
Value generationAdvertisement
A third party pays
Indirect return
Value generationAdvertisement
A third party pays
How do you generate value?
Some numbers
• Square: processes $25 million/day
• Angry Birds: +1billion/downloads
• Instagram: +100 million users
Exercise
Is it always positive to have more users?
Mobile usage
How much?
8% video hours !
15% internet traffic
40% any-age users read the news
Top 100 grossing apps for iOS
Paid 34% vs. 64% Free
Top 100 grossing apps for iOS
Paid 34% vs. 64% Free
No In App Purchase 7% vs. 93% InApp Purchase
Top 100 grossing apps for iOS
Paid 34% vs. 64% Free
No In App Purchase 7% vs. 93% InApp Purchase
Non games 17% vs. 83% Games
Advertising
Advertising
• ~10% of digital advertising is mobile
• ~2% of all advertising is mobile
Native Ads
• Ads in timelines
• Sponsored content
• Geo-located ads
• Shareable ads
• Activity-linked ads
Marketing goals
+ profits - costs
+ satisfaction
¿What is the focus of marketing?
¿What is the focus of marketing?
The user
Areas of Action
Acquisition - Conversion - Engagement
Games
All-time Top-grossing Apps1.Angry Birds
2.Fruit Ninja
3.Doodle Jump
4.Cut the Rope
5.Angry Birds Seasons
6.Words with Friends
7.Tiny Wings
8.Angry Birds Rio
9.Pocket God
10.Camera+
From Business Insider, March 2012
All-time Top-grossing Apps1.Angry Birds
2.Fruit Ninja
3.Doodle Jump
4.Cut the Rope
5.Angry Birds Seasons
6.Words with Friends
7.Tiny Wings
8.Angry Birds Rio
9.Pocket God
10.Camera+
From Business Insider, March 2012
GAMES!!
Current Top-Grossing Apps
9/10 are games!
Candy Crush Saga
SEO
Create content of quality
What is virality?
Virality is the speed of reference.
Exercise:
How do we measure virality?
Analytics
Ingredients
Knowledge
Data
Visualization
Ingredients
Knowledge
Data
Visualization
Ingredients
Knowledge
Data
Visualization
Ingredients
Knowledge
Data
Visualization
Data Overload
Ingredients
Knowledge
Data
Visualization
Data Overload
Useless Data
Ingredients
Knowledge
Data
Visualization
Data Overload
Useless Data
Charts
Ingredients
Knowledge
Data
Visualization
Data Overload
Useless Data
Charts
AGILE DATA-DRIVEN
ANALYTICS
Mobile Analytics
• Google Analytics
• Localytics
• Malcom
• Adobe Omniture
• Custom (BigData)
Measuring success
Key Performance Indicators
What is the value of a user?
• Virality
• Retention
• Mobnetization
Remark: ufert.se - “A comprehensive free-to-play game model”
What is the value of a user?
• Virality
• Retention
• Mobnetization
Remark: ufert.se - “A comprehensive free-to-play game model”
CLV
False friends
Number of downloads
Number of registered users
Number of downloads
The big flip in analytics
User basedSession based
Cross-Platform tracking
Google Universal Analytics
Strategy
SOcial LOcal
MObile
Adquisición > Local
¿Nos afecta la competencia de negocios locales?
‣ analizar en Google Analytics CTR para localidades con o sin competencia local
‣ a/b testing copy anuncio: con o sin teléfono
‣ a/b testing copy anuncio: destacar inmediatez
AdWords Extensions
Click to BuyClick to CallClick to Drive
QR Codes
Grant Berry Farms
And now is time for love...
The beginning of everything
Be revolutionary (even when others don’t know you are)
Be user friendly
Seamless experience UsabilityHyperrelevance
How to succeed?
Don’t be viral
How to succeed?
Be social
The first mistake
I work because I want to be rich
The first mistake
I work because I enjoy it
The second mistake
Money doesn’t matter if I am happy
The second mistake
Equilibrium allows balance between growth and happiness
Why
What
How
Why
What
How
Candy Crush Saga
Put everything you have into everything you do.
Saa was dee khrap!
