Building a community for a B2C mobile application
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BUILDING A COMMUNITY AROUND A MOBILE APPLICATION
Vlada Pechenaya- Growth Marketing at Twentify
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MY STORY
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ISTANBUL, NOT CONSTANTINOPLE
LONDON CALLING
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HOW I BECAME A SQUIRREL
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145.000 USERS IN 5 COUNTRIES
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COMMUNITY BUILDING &SQUIRREL LOVE
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““Getting a mobile app noticed in the increasingly crowded mobile app market is more difficult than ever.”
DEVELOPMENT STAGE
Building Community From the Beginning of Development Is a Must!
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DEVELOPMENT➤ Landing page with a sign up form to gather early leads and to
build an email database. ➤ Lots and lots of market research and customer development- go
and speak to people. ➤ Getting early feedback. ➤ Identifying influencers and people who might be interested in
your product. ➤ Gathering early brand ambassadors and beta-testers. ➤ Building a reputation inside relevant networks and mobile
review websites and blogs by commenting and building relationships.
➤ Building marketing assets such as: responsive, clear website, social media channels, branding, icons, video, etc.
➤ Writing a blog, activating content marketing early on.
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Tell Your Story and Make It Interesting!
LAUNCH
Instead of a boring press release, tell a personal story of developing the app. People want to hear stories about people.
Make sure you spell out the benefits of your product well, think in terms of how your app makes the lives of users better or easier.
Prepare a press kit, including app icons, app description, screenshots, press releases, company profile, company logo. You can also go one step further and include video, quotes, FAQ sheets.
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-Ankit Srivastava “How my first app got , 2 million downloads within first year without spending any money” via Medium
App Presentation A- Amateur Version that got me around 100 downloads a day from Facebook groups.
App Presentation B- Professional Version that got me around 1200 downloads a day from Facebook groups
PRESENTATION MATTERS
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PROFESSIONALLY DESIGNED SCREENSHOTS
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WEBSITE
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SOCIAL PROOF
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BUILDING A CROWD? START WITH CUSTOMER DEVELOPMENT
Customer development has been proposed as a part of Lean Startup methodology as a groundbreaking approach to discovering the customer needs.
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TO KNOW YOUR AUDIENCE REALLY WELL➤ Establish User Segments
➤ Define Personas, as detailed as possible
➤ Use Socioeconomic Status (SES) categories as guidance
➤ One-on-one interviews
➤ Focus Groups
➤ Surveys
➤ Live Support Feedback
➤ Always Asking for Feedback
Through Activities Such As
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USER COMMUNICATION ➤ Live Chat
➤ Push Notifications
➤ Helpdesk/ Live Support
➤ CRM (Segmentation)
➤ Analytics
➤ Getting direct responses to every communication
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INTERCOM
➤ Setting up attributes and custom events for segmentation and analytics
➤ Tracking communication metrics such as open rate, click rate, response rate
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PUSH NOTIFICATIONS ➤ Be newsworthy/ specific
➤ Be engaging
➤ Speak their language
➤ Include interesting content
➤ Establish the right number of push notifications for your users
➤ Be timely and appropriate, don’t bother them in their rest time and during dinner
➤ Take advantage of time and location flexibility
➤ Encourage direct responses & feedback
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PUSH NOTIFICATIONS
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SOCIAL MEDIA
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USER-GENERATED CONTESTS
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ENGAGEMENT-ASK THEIR OPINION
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CONSISTENT VISUAL LANGUAGE
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#PARABIZEHEPLAZIM
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UGC CONTESTS
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UGC CONTESTS
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OUR USERS ROCK!
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EMAIL MARKETING
Squirrel Weekly- OUR WEEKLY NEWSLETTER
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ACQUISITION
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VIRAL LOOPS
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ENGAGEMENT METRICSCommunity Metrics: ➤ New Signups ➤ Active Users ➤ Active/Signups Rate=Conversion
Rate ➤ Organic Acquisition ➤ Paid Acquisition ➤ Organic vs Paid acquisition
Metrics for Facebook Acquisition: ➤ Results- Number of Installs ➤ Reach ➤ Cost per Result, or CPI (Cost per Install) ➤ Amount Spent ➤ CTR
Twitter Metrics: ➤ Twitter Followers (end of the
month) ➤ New Followers ➤ Follower Growth Rate
➤ Tweet Impressions ➤ Impressions Growth Rate
➤ Profile Visits ➤ Profile Visits Growth Rate
➤ Number of Engagements ➤ Engagement Rate
Facebook Metrics: Reach ➤ 28 Days Total Reach ➤ 28 Days Organic Reach ➤ 28 Days Paid Reach
Page Metrics ➤ New Page Likes ➤ Lifetime Total Likes
Engagement ➤ 28 Days Page Engaged Users ➤ Engagement Rate=(Engaged
Users/Reached Users)×100
➤ 28 Days Organic impressions of your posts
➤ 28 Days Paid impressions of your posts
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GAMIFICATIONGamification helps with engagement, behaviour modification, retention, loyalty and monetisation.
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GAMIFICATION
Hooked: How to Build Habit-Forming Products -Nir Eyal, Ryan Hoover
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GAMIFICATION
Gamification by Design: Implementing Game Mechanics in Web and Mobile Apps -Gabe Zichermann and Christopher Cunningham
Hooked: How to Build Habit-Forming Products -Nir Eyal, Ryan Hoover
Herkes için Oyunlaştırma -Ercan Altuğ Yılmaz and Niels Van Der Linden
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““A 5% increase in customer retention can increase a company’s profitability by 75%”
-Bain & Co
IMPROVING RETENTION
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IMPROVING RETENTION
Last Seen 15 Days Ago Email Last Seen 30 Days Ago Email
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GROWTH HACKING ➤ Targeting communities on Quora, Reddit, Stack Overflow, Qualaroo (Quora+Mechanical Turk growth
hack) ➤ Target Youtubers in your niche with highest view count and ask to review your app ➤ Identifying influencers with tools such as Little Bird, FollowerWonk, BuzzSumo, Kred and Klout and
striking partnerships ➤ Reaching entrepreneurs and startup communities on Facebook, angel.co, f6s.com, AngelList, Slack
channels ➤ If you have some marketing traction, promote your stories on Growth Hackers, Qualaroo, Inbound.org,
Hacker News. ➤ When you have a following and community, launching on Product Hunt, asking for support and up votes ➤ IFTT recipes for targeting competitors, automation, user activity tracking (for example, Set IFTT recipe
finding bad Tweets about competitors, and reply to those tweets directly) ➤ Ask for app reviews from our favourite users ➤ Blog about your startup life ➤ Ask users to submit their stories using your product and feature best stories ➤ Invite users to suggest new features and collaborate on some public projects ➤ Inbuilt referral program into the program (Dropbox)
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TRY BOUNTY FOR YOURSELF-WWW.GETBOUNTY.CO
Linkedin: https://tr.linkedin.com/in/vladapechenaya
Twitter: @vlada_pechenaya Website: itsvlada.comLet’s Connect!