You've got an App - now what? Implementing your Engagement Strategy
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Launching an App without an Engagement Strategy is a sure way to lose the users you've spent time and money to acquire. So planning should start in parallel with development and be embedded when the App launches. Then with the knowledge of your segments and the ability to A/B test communications (campaigns) with your users you optimize for best conversions whilst reducing uninstalls.
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You've got an App - now what? Implementing your Engagement Strategy
- 1. You’ve got an App Now What? ! Implementing your Engagement Strategy
- 2. 0% 25% 50% 75% 100% 0 1 2 3 4 5 6 7 8 9 10 11 12 Months User Engagement 76% Apps abandoned within 3 months ! 96% at 12 months StreetHawk helps engage & retain users
- 3. Engagement Goal: “Reverse the churn curve”
- 6. StreetHawk CLOUD & MATCHING ENGINE IOS OR ANDROID DEVELOPED APPS STREETHAWK SDK What is StreetHawk? Backend Systems Plug-in to iOS or Android Apps Platform for Engagement Automation (RRR)
- 7. Users are not a blob - they inhabit segments Engagement value is in terms of $ or viral fanout
- 8. Users are not a blob - they inhabit segments Engagement value is in terms of $ or viral fanout
- 9. Engagement Strategy commences with App planning B2C or B2B? KPIs Drive Revenue? Drive Process? Drive Footfall? Drive Perception
- 10. Engagement Strategy deploys when App launches
- 11. Engagement Strategy deploys when App launchesTracking of user usage from Day 0 Which segments are valuable Which campaigns move users to higher value segments
- 12. Meet Alex….mum - picking up kids from school Alex Uses: ! Her Credit Card ! ! ! ! PocketBook Budget App !
- 13. PocketBook Pickup double points bonus at your
- 15. Alex Gets Personalised Contextual Content Alex, get DOUBLE rewards on your Card until June 30. Details at
- 16. Drag and Drop Segment Creation
- 17. Inside a Branch iBeacons confirm footfall… ….& in-branch product cross-sell
- 18. A week later Alex gets a rewards update PocketBook Congrats!You’ve earned 2500 rewards since last week.
- 19. Why can’t I just “code it up” later?
- 20. Because: Agility is needed to Optimise Marketer gets idea for a message Marketer briefs IT Department IT Department briefs Data Manually Segments & Weeks and $$$ for each iteration
- 21. Who Address D.O.B Income Past Transactions Where they are NOW Where they WILL be How they use App What they do NOW in App Mobile Telemetry DeadDead StaticDynamic Realtime Engagement will 10x change CRM
- 22. Engagement and Campaign Performance Analytics
- 23. Thanks! David Jones On his 3rd Global Startup Founder/ Board ThreatMetrix Linda Parker 10 years Brand Mgmt GM Marketing & Sales at SAI