Growing SoundCloudAndy Carvell: Mobile Growth Manager @SoundCloud HQ Berlin

MBLT14

THE LEADING AUDIO PLATFORM

WIDGETS AND 3RD PARTY INTEGRATIONS

MONETISATION

WORKING WITH BRANDS

WHY IS MOBILE SO IMPORTANT?

src = http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2013

MOBILE TIPPING POINT = PASSED

src = http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2013

“Measurement is the first step that

leads to control and eventually to

improvement. If you can’t measure

something, you can’t understand it. If

you can’t understand it, you can’t

control it. If you can’t control it, you

can’t improve it.” - H. James Harrington

PIRATE METRICS

http://500hats.typepad.com/500blogs/2007/09/startup-metrics.html (METRICS)

http://qualityswdev.com/author/kueblboe/ (PIC)

COHORT ANALYSIS

http://blog.kissmetrics.com/throw-away-vanity-metrics/

Mobile Growth Stack

Acquisition

Retention&

Engagement

Monetisation

Insight WORLD CLASS ANALYTICS

Cross-SellApp Store

Optimisation

Press / PR / Blogs /

YouTube

Paid Channels

(Ad Networks,

SMS, Search, RichMedia, FB+Twitter)

Partnerships(inc. carriers & OEMS and

3rd party stores)

VIRAL(invites,

shares/integrations)

Onboarding / New User

Experience

PUSH / Email / SMS / in-app alerts

(mobile CRM)

Gamifcation?Re-Activationcampaigns

Retargeting

In-App Purchases, Paid Apps

Carrier Billing

Virtual Currency / Dynamic Pricing

International

Conversion Optimization

src = Andy Carvell/SoundCloud

SOME EXAMPLES FROM SOUNDCLOUD...

CROSS-SELL FROM MOBILE WEB

CROSS-SELL FROM WEB

CROSS-SELL FROM WEB

APP STORE OPTIMIZATION

APP TITLESCREENSHOTS

KEYWORDSDESCRIPTIONSLOCALIZATIONMORE STORES

DOWNLOAD GROWTH

APP STORE RANK

THANK YOU!Andy Carvell

@andy_carvellandy@soundcloud.com