The prerequisite for any mobile app any brand builds, is that it is fun or functional. But even if you succeed in getting either of both right, you're still only halfway through your work.
How will you get your app out there? Preferably massively so? If you trust your app to be that good it will take care of itself and 'go viral', you're rising to the same bait as hordes of marketers on Youtube: the ultimate free lunch. Deep down, anyone knows there is no such thing as a free lunch. Admit. 'Viral' is a happy accident. 'Viral' is the effect, never the cause. That is why 'viral' cannot be repeated reliably.
So what is a poor marketer to do? Is there any way to intentionally infect people with your app? Well, there is. You can hack the iPhone App Store's ranking algorithm. And you can harness the pass-around power of everyday people.
9. Smart Phone Apps will be a $4 billion industry by 2012.
Mobile devices will be the No. 1 way of accessing the
internet by 2015
Alan Mulally, President and CEO, Ford Motor Company
Saturday 1 May 2010
10. Ford (as in cars) creates “Mobile Application Developer Network.”
screenshot Safari
Saturday 1 May 2010
20. 1 App Icon
famous logo self-explaining include promo
Saturday 1 May 2010
21. 2 App Title
Weight Tips
(tips & tricks to loose weight easily) PndDrppr Pound Dropper
descriptive easy to pronounce memorable
and spell
Saturday 1 May 2010
22. 3 Description
•
•
• % “
”
new
not too lengthy bullets summary with promotions include “what’s new/
benefits on top positive reviews coming”
Saturday 1 May 2010
23. 4 Screenshots
1 aaa
2 bbb Aha!
3 ccc
use all 5 screens descriptive screens use horizontal pics only “obvious” screens
when appropriate
Saturday 1 May 2010
24. 5 Size
10
S < M < L < XL <10 MB
Saturday 1 May 2010
25. 6 Prize
0
WE?
A B C
#
#
€ € €
the value price ! competitor price sensitive
of “free” pricing market
Saturday 1 May 2010
26. 7 Reviews
!"#
? !"#
ask for respond to filter learn from
feedback comments feedback competitors
Saturday 1 May 2010
27. Outside the App Store
•
• like •
• •
•
• •
• •
•
•
monitor clear make it recycle
the web website sharable content
Saturday 1 May 2010
32. Anno Domini 1955 Anno Domini 1967 Anno Domini 2002
Saturday 1 May 2010
33. Social Epidemics*: the Law of the Few
"
ls
In fluentia " "
" " "
! " " "
M
IL
! " " "
LI
"
! " " "
N
S
" " "
Only Cert
ain People
Can Drive
" "
Trends "
*Malcolm Gladwell: “The Tipping Point”.
Saturday 1 May 2010
35. ANY ATTEMPT
TO ENGINEER SUCCES THROUGH
INFLUENTIALS
IS ALMOST CERTAINLY DOOMED
TO FAILURE
Saturday 1 May 2010
36. The size of a forest fire often has little to do with the spark that started it
and lots to do with the state of the forest.
Saturday 1 May 2010
37. Influ
tip a entia
trend ls can
into n
exist ot
ence
in a ety
ccess soci
Su ked
wor e random
net uit
is q
Saturday 1 May 2010
38. BIG-SEED
MARKETING
HARNESSING THE PASS-AROUND POWER OF
EVERYDAY PEOPLE
Saturday 1 May 2010
39. Expected number of new infectious people
generated by each existing one
= R (“Reproduction Rate”).
Saturday 1 May 2010
40. Companies, unlike diseases,
can use standard advertising methods
to create potentially enormous seeds.
*
Campaign:
bannering, TV,
e-mail, … n
* some large number of conversions, people who are sufficiently interested
to click on the web ad or embedded link.
Saturday 1 May 2010
46. HACKING
THE iPHONE APP STORE
ALGORITHM
Saturday 1 May 2010
47. s
a rketing effort
focus your me first 4 days
during th
Today’s x8 x5 x5
Ranking = + + + x2
Day Day - 1 Day - 2 Day - 3
algorithm assumption by FaberNovel
Saturday 1 May 2010
48. v e your 4 days
m ake sure to ha one with,
over and d kend
before the wee
Mon Tue Wed Thu Fri Sat Sun
Sales breakdown by day
Saturday 1 May 2010
49. right!
t the bare necessities unch
Submission: ge view sites on upcoming la
logs, press & re
D-7: inform b eeding
internal s
& release,
D0: press event ite, campaign & seeding
start micros
launch
eding
n d community se
D1: newsletter a
ws
D 2: stimulate revie
back
D3: collect feed
Saturday 1 May 2010