1. Social Traction for App
Focus on 4 big issues
@roygabble

2. Who Am I ?
Roy Lin
Student of NTU
Founder of Dreamers’ Day
Works at Gabble, Inc

3. 4 Big Issues on Apps
1. Download
2. Sign-up
3. First-time use
4. Engagement

4. 4 Big Issues on Apps
1. Download - Let people download
2. Sign-up - Sign up successfully
3. First-time use - Great experience
4. Engagement - Love your app

5. Social Traction
Social Traction
users’ life cycle
download sign-up first time use engagement
Target audience Interested beta user Customer Passion
customer

6. Social Traction
users’ life cycle
download sign-up first time use engagement
Target audience Interested beta user Customer Passion
customer

7. Social Traction
users’ life cycle
download sign-up first time use engagement
100% 60% 50% 25% 15%
Target audience Interested beta user Customer Passion
customer

8. Social Traction Funnel
Acquisition
Activation
referral
Retention
Revenue

9. people see your
product in any
medias or hear from
their friends
friends check the some of them
mail or use decide to give
facebook, twitter it a try
the Viral Circle
Viral Marketing
customers send
they have a good
invitation or post
experience
information on their
at first use
facebook or twitter
they like your
product enough to
invite or referral to
their friends

10. Focus on 4 big issues

11. Download issue
People find your app in App Store/Google play or app
review site, but they are lacking of motivation to download it.
people may think..
1. I have no idea what this app is.
2. I know it , but I already have a similar one.
3. I don’t have time to try something new.
4. I am not sure if it is worthy.
...

12. Hypothesis :
Your App is a Market-fit Product.

13. There’re 700,000 apps on App Store.

14. So... Let’s get more people to know you.
1. App Store SEO
name, keywords, screen shots
2. App Review Site
get the initial exposure
3. Launch Site
allow more users to know more about you

15. App Store Search Rules
1.name is important.
2.keywords are also important.(<100 chars)
3.description doesn’t work

16. 4. Screen Shot is more important in
5. icon is less important.

20. TechCrunch Bump

21. App Review Site
Users

22. people see your App review sites
product in any introduce your
medias or hear from product
their friends
friends check the some of people
mail or use decide to give
facebook, twitter it a try
the Viral Circle
with app review site
customers send
they have a good
invitation or post
experience
information on their
at first use
facebook or twitter
they like your
product enough to
invite or referral to
their friends

23. App review sites
introduce your 100 views
product
How many downloads ?
some of people
decide to give
it a try
K * views = downloads

24. K maximization

25. Golden Circle
Why
How
What
Golden Circle

26. For Example ：Gabble
We believe that real friendship comes from help,
Why and people should get a answer immediately in this mobile world.
How We build a great environment with friendly UI and best design to
make people use it easily.
What So, Gabble is a real time QA platform to connect all the questions
and answers on mobile. With Gabble, people are connect deeply.

30. Launch Site
Let users know more about you

33. Sign-up issue
Okay, people download your app, and launch it.
After 1 minutes, they leave.
people may think..
1. I don’t know how to sign up.
2. I know what it is, but there are too many forms to need to be filled out.
3. I don’t have time to try something new.
4. I am not sure if it is worthy.
...

34. Before Sign-up, downloads is nothing but a number.
Sign-up

35. Sign-up is hard and also important

36. Recognize 3 visitor types
1. I’m interested in this app, I want to sign up.
Great, get a new user !
2. I’m not sure if it is worthy
Okay, he or she would give it a try.
3. I’m confused about the sign-up page.
You lose a user.

37. 3 Ways to Solve the Problem
1. Only one way to sign up
Facebook log in, Twitter log in
2. Engage first, and Sign up later
Let users explore before sign-up
3. Design clear tutorial pages
Let users know what your app is.

38. One way to sign up, no confuse.

39. 1 Make the Sign-up page as clear as possible

40. Gabble tripl

41. Showyou Snapguide

42. WeHeartPics EywEm

43. pocket about.me

44. 2 Engage First, Sign up later.

45. Users’ Channel
sign-up first-time use love it
Typical
Channel
first-time use sign-up love it
Engage
First

46. iCook 愛料理

47. Showyou

48. Localmind

49. Gipis

50. Svpply

51. 3 Design great tutorial pages

52. Snapguide

53. Snapguide

54. Sparrow

55. Sparrow

56. Sparrow

57. Foursquare

58. 2 Principles
A) It has to be consistent with the design of app
B) Let people know what your app is

59. First-time use issue
I sign up successfully, and then how to use ?
Users may think..
1. I know your app, but I am missing in the beginning.
2. where are the other users?
3. I don’t want to learn something new, just let me use
4. I am not sure what to do now.
...

60. The most important things in this phase
is to give a good experience for users

61. 3 Ways to Solve the Problem
1. Provide other users’ action or information
There are other users ! Leverage social influence
2. Try to make users tell about themselves
Let users make some efforts in your app
3. Immediately use
One click to use

62. 1 Leverage Social Influence

63. Empty data

64. Instagram Well

65. Starmatic Dabble

66. Trover Foursquare

67. Well Socialcam

68. Let user get interaction immediately.

69. 2 Tell me about yourself

70. Tumblr

71. Pinterest

72. Runkeeper

73. After 2 minutes, Time sink.

74. 3 Which button should I click ?

75. Tumblr

76. Snapguide Cloudee

77. Dabble Instagram

78. Gabble Tracks

79. You should know what to do.

80. Engagement issue
Chicken / egg problem.
Users may think..
1. None of my friends use it.
2. I forgot this app.
3. I still love to stay with former one.
4. This product does not work as expected.
...

81. 3 Ways to Solve the Problem
1. Contributing System
Reputation, Hierarchy
2. Notification, Badge number
Remind user come back
3. Collect, Measure and Analyze
Improvement goes with statistic.

82. “One cannot enjoy doing the same thing
at the same level for long.”
Mihaly Csikszentmihalyi - Flow, the Psychology of Optimal Experience

83. Snapguide
Instagram

84. iCook Snapguide

85. Gabble v1.1

86. Foursquare

87. The more likes,views or favs users get,
the more motivation they have to contribute.

89. Push notification

90. Notification center

91. Email notification

92. Notification versus Satisfaction.

93. High
Try to do Great
Use
Experience
=.= Spam
Low
Low High
Notification

94. 3 Collect, Measure and Analyze
Improvement goes with statistic.

95. Tool : Mixpanel - mobile analytics
Track Events

96. Tool : Mixpanel - mobile analytics
Design Funnel

97. Tool : Mixpanel - mobile analytics
Event Retention

98. Tool : Sendgrid

99. Summary
1. Download
App Store SEO, Golden circle, Launch site
2. Sign-up
Clear sign-up page, engage first, tutorial page
3. First-time use
Leverage social influence, tell about yourself, one click to use
4. Engagement
Contributing system, notification, tools

100. add me as a friend on Facebook: /roylinkung
follow me on twitter : @roygabble
blog : http://roykung.tumblr.com