PR tactics that will help you stand-out during your app launch campaign. It comes with examples for each of the tactics. If you like the guide, please share the love and click the
transcript
1. CONNECT Simple Guide to App Launch ASK By Fito Benitez
Netizens Oy write: tobenitez@gmail.com call: 045 179 3719
connect:.linkedin.com/in/tobenitez/ 1
2. CONNECT ASK In the app marketing forest, only a creative and
solid PR campaign will make you stand-out - Fito Benitez 2
3. CONNECT ASK Facts 2013 3
4. CONNECT Facts 2013 ASK Tablet sales are expected to be even
with PC sales in the next 1-2 years * 700M smartphones were shipped
in 2012. Around 1B in 2013. Double the amount of 2011 * App users
spending considerably more time connected than mobile site users
*** There were 102B app downloads in 2013 **** 10 % of the revenue
in Google Play and Apple App Store goes to just 4 and 7 apps
respectively. Games dominate. Publishers decrease ** Most
downloaded apps are games (33 percent); widgets (8 percent);
entertainment (7 percent); social (5 percent); lifestyle; music;
photography; productivity (all 4 percent); tools; communication;
utilities (all 3 percent) ** One in four mobile apps once
downloaded are never used again ***** Advertising is now the most
popular revenue model for apps used by 38% of developers * The % of
overall App Store revenue generated by free apps with in-app
purchases increased from 77 percent to 92 percent from January to
November ** * VisionMobile Survey *** comScore 05.2013 ** Distimo
Publications ***** Localytics 01.2011 **** Gartner 4
5. CONNECT ASK Introduction 5
6. CONNECT ASK Introduction Before you apply any of these PR
tactics, make sure you have covered the basic tasks. This guide
uses the framework proposed by J. Casey (check post here), and adds
more examples of apps using any of the tactics proposed. The guide
works around 5 major areas. These are: 1. partnership - boost reach
by joining a strategic partnership 2. relevance - tie your app to
current news or a seasonal story to make it newsworthy 3. audience
- cater to an small meaningful audience 4. cause - share a % of
revenues to a meaningful cause 5. relationship - add unique ways to
address and engage your audience 6
7. CONNECT ASK 0. Basic 7
8. CONNECT ASK Basic You have a conversion optimized responsive
site, and an app-store app page. You have created engaging content
- promo / tutorial video and 3rd party references. You have put in
place app analytics and are optimizing both audience and UX based
on the metrics from test groups and soft launch users. You have
started interacting ofine and online with earned media - reporters,
bloggers, etc. You have saved a budget for expanding the app
launchs reach with bought media. 8
9. CONNECT ASK 1. Partnership 9
10. CONNECT Partnership ASK an apps launch works better in
pairs! Increases reach and engagement conversion rates. join with
one that is relevant to your product and audience. Think of
elements as a celebrity that narrates the story, a popular band for
the soundtrack, a respected professional for the promo / tutorial
video, inspirational content from an emerging designer. Partner up!
Example - Waze About: Waze is a fun, community based mapping, trafc
& navigation app, 70 million strong. Join forces with other
drivers nearby to outsmart trafc, save time & gas money, and
improve everyone's daily commute. Rated: 4+ Action: joined with
Universal Studies to promote a new movie starring comedian Kevin
Hart. Users can now choose the celebritys voice (and funny
comments) to direct them to their end destinations. Check here!
10
11. CONNECT ASK 2. Relevance 11
12. CONNECT Relevance ASK apart from reaching newsworthiness
with a partner, you need to expand that reach through earned media.
Nothing works like a famous bloggers post about you! reporters /
bloggers like to tie their readers interests to current events. How
you sell your launch to these online inuencers is critical to win
exposure and reviews. Help them tie it! Example - Washington Post
About: "The best app for keeping up to date with the latest polls,
state by state, is this elegantly designed one, free of bias." --
The Sunday Times Rated: 4+ Action: used the current event to launch
WPs news app and gain a quick share of the elections followers.
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13. CONNECT ASK 3. Audience 13
14. CONNECT Audience ASK unless you have a major budget, dont
try to reach e-v-e-r-y-o-n-e. Just dont! Still, be ready to invest
on paid media during the course of your launch and a bit beyond. U
need to expand your reach. apart from your partners followers, and
the earned media you are working on, you need to reach a niche
audience. One that will respond positively to your app, is enough
to spark word of mouth. Example - David & Goliath About:
childrens educational storytelling app inspired on David &
Goliath Rated: 4+ Action: the developer partnered with a baseball
celebrity to narrate the story, who was both relevant and
newsworthy. Also it sponsored a cause. Apart from free access to
the celebritys fans, and the causes followers, it concentrated its
budget and efforts on fathers of a specic purchasing power, and
sons within a specic age group, both with interests among baseball,
biblical stories, and educational games. 14
15. CONNECT ASK 4. Cause 15
16. CONNECT Cause ASK joining a cause should not be a marketing
partnership, but a social responsibility program that said, for
example a % of revenues to charity increases conversion rates, and
expands reach by having access to the causes audiences and
communication channels Example 1 - Grindr About: Grindr is a
geosocial networking application geared towards gay, bisexual, and
bi-curious men. 7 million users in 192 countries. Rated: 4+ Action:
for a week, gay dating app Grindr will donate 100% of its revenues
from new subscribers to Grindr Xtra to an Israeli couple that went
bankrupt attempting to have a baby. 16
17. CONNECT ASK Example 2 - Mogl About: "Mogl is using business
as a force for good. Sir Richard Branson Rated: 4+ Action: you can
ght hunger with hunger in your city, simply by eating at
restaurants on Mogl. Just link any debit or credit card and use it
to pay at 1000s of participating restaurants. Within seconds, youll
get an alert that you just earned 10% cash-back. Then, with the
swipe of your nger, you can choose how much to donate to a local
food bank. Over 500,000 meals have already been donated. 17
18. CONNECT ASK 5. Relationship 18
19. CONNECT Relationship ASK try to be original and real by
nding unique ways to address and engage your audience pop-up events
Example - Angry Birds About: no need of introduction :) Rated: 4+
Action: despite not being a new app, I want to use Angry Birds as
the example for this category since they have been very creative
and effective in engaging their crowd. In this example (video on
next slide), Rovio brings their game experience to the streets of
Barcelona, and shares the experience with a video that goes viral,
promoting the game. 19
20. CONNECT ASK 20
21. CONNECT ASK Thank u! If you liked this presentation on
Slideshare, please share the love and click the