Marketing 101 @ TheHive by Gvahim Accelerator Program
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The 101 of Marketing TheHive, July 2013 Dvir Reznik @dvirreznik dvirreznik.com
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Another marketing 101 presentation for the teams of TheHive by Gvahim Accelerator Program at Tel Aviv University. TheHive is a 6 month program for new & returning immigrants to Israel. More details about the program can be found here: https://gvahim.org.il/Default.aspx?KPages=692
Transcript of Marketing 101 @ TheHive by Gvahim Accelerator Program
What would you like to know?
The Basics
What problem does your product solve?
Who are you selling it to?
Are they aware of the problem?
Will they be willing to pay for it?
Sometimes, it’s about creating a solution for a ‘problem’ people didn’t know existed
The Problem
Who Are You Selling To?
Thin slicing
Thick slicing
The Competition
Source: Adapted from Nir Eyal, nirandfar.com
Willingness to Pay - UVP
Is it a Painkiller or a Vitamin?
• Obvious need
• Quantifiable
market
• Monetizable
• Emotional need
• ‘I feel good’
• Market unknown
So, what am I doing tomorrow?
Channels User Acquisition
SEO/ASO/SEM
Messaging Product Analytics
Working with the Media Community Online
2. Marketing Plan
Google AnalyticsFiverroDesk / eLanceOneHourTranslationDropbox/CopyHARO (Help A Reporter
Out)Twitter listsDistimo MonitorGoogle Keywords ToolUnbounce
The Lean Startup - DIY
MailChimpAsanaSurveyMonkeyTestFairyAppCodes.esLinkedIn GroupsFacebook pagesCampus London EDUPAUGOptimizely
Getting Noticed
What did I do yesterday and how it performed?
What I’m doing today
What am I doing tomorrow?
‘The 3WHs’
Source: The Lean Startup by Eric Ries
Marketing Channels
App Stores (official & others)
Email marketing
Blog
Social/Digital
SEO & SEM
Partnerships & Co-promotions
PR and bloggers
High volume
High
conversion
Low cost
Users, Users, Users
Acquisition: users download from various channels
Activation: users enjoy 1st visit, a happy experience
Retention: users come back, open app multiple times
Referral: users like our app enough to refer others
Revenue: users conduct some monetization behavior
5 Steps to Success – Customer Lifecycle
Source: Dave McClure
Notifications Invites Rate Us Badge icons Emails App Store Optimization Website Optimization
Organic Acquisition
CPC, CPD, CPA Lots of mobile ad networks Test first, campaign later Facebook App Center & App Install Twitter Ads
Paid Acquisition
NameApp iconCategoryScreenshotsDescriptionRatingReviewsBe CreativeA/B test everything
Product
TimingStory
Positioning
Know the narrative(s)
Find your customer’s internal trigger (as
opposed to external trigger)
‘Every time the user [trigger], they [my
product]’
“Every time the user feels lonely, they open Facebook”
Timing Matters
Serendip & Whitney Houston
Twitter @ SXSW
Onavo & AT&T
Sync your calendars
Ride on major events/themes
Product Marketing
Features that improve conversion
◦80% - optimize existing features
◦20% - develop new features
No right or wrong – A/B Test, a lot
Measure
Repeat
Analytics
Like The Web, But A Lot Harder
- Sean Byrnes, Flurry CTO
Retention – month/month active
users
Engagement – increase active users
Monetization – make money
Key Metrics
“The people who signed up in the first month: Are they still using it today? Often in social startups
you’ll see people sign up, use it for a couple of months, and then never
use it again. This weird effect where, because your sign-up rate is so high,
your active users seems to stay pretty much the same. Like a
revolving door.”
Kevin Systrom:
Funnel analysis Social sharing Demographic data Tracking time and location context Optimize signup process Push notification Rate Us Update Version Email marketing
What can you do?
Working with the Media
The Fact That You Exist – Not News
Think Big, Be Big
Jornos Are Always Looking
Research your audience (aka the press)
Don’t spam
Perfect your elevator pitch
Twitter lists
G+ for tech pundits and journalists
Facebook – rally your troops
Networking Matters
Community
4 of 13
Start early (Soluto)Choose your markets (Waze)Be creative (Rovio)Give back (Google giveaways)
Publicize your users (Onavo)
Community
Time to first share
length of sharing period
k factor (how many new users
does each user bring in) larger
than 1
Viral Growth
Online
Web to Mobile
Downloads, not page views
Engagement
Cross-sale portfolio apps with
partners
Online
Thank you
Dvir Reznik | @dvirreznik | dvirreznik.com
About Dvir
Marketing & PR dude for startups
Past:
◦Onavo, Director of Marketing
◦Intlock, VP Sales & Marketing
◦IBM Software
Online: dvirreznik (everywhere)
