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.

1. So you got yourself an app.
Now what?
Saturday 1 May 2010

2. Saturday 1 May 2010

3. Saturday 1 May 2010

4. ADNERDS IS SIMPLE
MATH
Saturday 1 May 2010

5. AdNerds = A^T
A T
A = Advertising
T = Technology
Saturday 1 May 2010

6. Common Errors
Mobile Marketing?
The Basics
Getting It Right
Saturday 1 May 2010

7. Saturday 1 May 2010

8. Ceci n’est pas une voiture
Saturday 1 May 2010

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

11. Ford Sync Applink
Saturday 1 May 2010

12. Does it pay to be an Innovative Company?
screenshot Safari
Saturday 1 May 2010

13. Saturday 1 May 2010

14. Bare Necessities
Saturday 1 May 2010

15. ss app
1) Build a kick a
2) Get the bare necessities right
3) 2) Get it on the app store
Saturday 1 May 2010

16. What are the Bare Necessities when it comes to Apps?
screenshot Safari
Saturday 1 May 2010

17. Inside the App Store vs. Outside the App Store
screenshot Safari
Saturday 1 May 2010

18. Inside the App Store
see click? app
icon page
app read? app
pics info
buy? buy
Typical App Buyer Decision Process, Jeffrey Hughes
Saturday 1 May 2010

19. Inside the App Store
2
3
1
6
5 4
7
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

28. Saturday 1 May 2010

29. If you build it, they won’t come
Saturday 1 May 2010

30. Youtube
App Store
Saturday 1 May 2010

31. VIRAL?
FORGET
IT!
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

34. 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

41. n / (1-r)
Saturday 1 May 2010

42. Saturday 1 May 2010

43. Do the right thing
Saturday 1 May 2010

44. Hacking the iPhone
Bare Necessities Big-Seed Marketing
App Store’s Algorithm
Co
ve
red!
Saturday 1 May 2010

45. Lawy
er
NDA
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

50. BIG-SEED
MARKETING
Saturday 1 May 2010

51. EVERYONE
WITH AN iPHONE
Saturday 1 May 2010

52. EVERYONE
KNOWS SOMEONE
WITH AN iPHONE
Saturday 1 May 2010

53. DISPLAY
ADVERTISING
Saturday 1 May 2010

54. SOCIAL
MEDIA
Saturday 1 May 2010

55. Everyone is hyper-connected
Saturday 1 May 2010

56. Competition
*Incentive
*2 criteria:
a certain skill (e.g. speed)
social dexterity (bring friends to
the party)
Saturday 1 May 2010

57. FOCUS ON
MOBILE
CONVERSIONS
Saturday 1 May 2010

58. mobi le appstore
8 %
OF DOWNLOADS VIA THE
MOBILE ECOSYSTEM
Sales breakdown by platform
Saturday 1 May 2010

59. sta y up to date
SMS “MMF” TO
8955
0 € / SMS SENT OR RECEIVED
Saturday 1 May 2010

60. Saturday 1 May 2010

61. ht of
Never lose Sigsities!
es
the Bare Nec
4 Days of Success
Seed & Feed from close by
Focus on Mobile Conversions
Saturday 1 May 2010

62. That’s it, for today.
adnerds.be
Saturday 1 May 2010