hey everyone welcome to the InMobi
webinar on how to get your app discover
my name is Ryan market I am the
developer relations evangelist for mobi
and just let you know that this webinar
is being recorded so that you guys can
download this and have it archive having
archives available after the webinar so
without further ado I thank you all for
joining us I know you're all having a
very busy day so let's just go ahead and
get through this and then step through
these slides so so a little bit about me
i joined the mobi in july two thousand
twelve i was the CEO and founder of a
company called ass galleries calm before
I launch nap galleries calm I worked at
Facebook on the developer relations team
on the Facebook Connect side before
Facebook i co-founded a company called
ping FM that allows you to blast your
status updates to all your favorite
social networks and before that I was a
senior designer in the front end
engineer at a CBS interactive or cnet in
San Francisco that's the picture of my
beautiful wife and in Napa and yeah so
I'm 30 years old I live in Oakland and
I'm happy to be a part of the mo B team
and happy to share my insights on that
marketing and distribution so really
quickly the agenda I'm gonna go through
a lot of things today when I quickly
steps through many of these things
because you know especially things like
app marketing basics and then powering
your users of social media I think those
are all things that we probably all know
but it's just really good to rehash this
thing but then we're going to get into
some more interesting things such as
guerrilla marketing and a planning pages
and some new features in iOS 6 that that
are brand new to help developers market
their apps and at the very end what will
actually open it up for questions and if
you if you want us to you know look at
your app and give you some ideas on how
to do some groove a marketing for your
app I'm happy to you know take a look at
the maps at the end of the webinar and
then give some feedback on ways I think
you could you could increase your
distribution so let's go
get in right into it so what's new in
iOS 6 so you know obviously one of the
new things is that there's a new
reengagement tool or a few cure for iOS
6 you can see it right here where it
says new one app that yes something
Apple put in to encourage their users to
actually open the app state download it
turns out many users don't open the apps
right away and so that's a really good
engagement feature so the big changes in
iOS 6 really for developers reside
around the App Store and so one of the
big things that we saw was that there is
no more new releases section this is a
big change for Apple and you know it
really you know in my opinion might hurt
the discoverability of any new app
launches so that's a big thing to look
out for horizontal scrolling through out
and again you guys probably all seen
this so I'm just going to skip through
these pretty quickly only for apps per
row so it's a little hard to skim
through apps and only the highest
downloaded or grossing where they show
up in the featured and charts junior
section and the big one on search
results it's showing in a card format so
you can see on the left right now if you
search for news reader you get one
result back at a time so that's really
difficult for people just kind of the
skim through the results and it looks
like the app stores more aggro
algorithmically generated so it looks
like they're taking more core pieces
from the chomp acquisition and applying
those into the App Store um another
thing is the facebook like button so
this is really good for you know getting
social discovery you know so you know
one thing to do is to actually use that
like button so in your app discovering
in your app description you know putting
things like you know like you know like
this you know hey our apps on so you
should you should like our ass kind of
thing and so I think there's ways you
can actually incentivize users to like
your app to the like button so we're
getting really created with that like
button something you can definitely look
to do in the future
another thing in iOS 6 which is a pretty
big deal is that Apple was kind of
simplified or standardized the new a
couple new identifiers one of them is
you know the advertising identifier is a
it's it's basically a udid key
replacement and it's a unique / device
and in the future all advertisers will
be required to use this new identifier
right now a lot of SDKs and advertisers
are slowly switching over to the IFA but
in the future we can expect that
everybody will be required to use this
now that's an interesting thing about
IFA is that it's more like a cookie in
the traditional desktop sense meaning
that you just can actually delete there
you know they can raise to reset their
IFA I dinner fire by going into the
settings and erasing all the content and
setting from the phone so this is this
is important because users can actually
reset that and there's a little bit more
element of control for privacy aspects
another identifier they released 906 was
an advertising tracking enabled this is
basically allows users to opt out of
targeting based on IFA identifier so
users can go into their settings and
they can switch on and off the limit ad
tracking and you know all advertisers
will be required to basically check this
variable or this this yeah the variable
to make sure that if it's turned on that
they can't use the IFA for tracking
purposes but they can still be used for
conversion tracking frequency capping
debugging metrics and analytics so
there's still a lot of frequent a lot of
room to use the IFA it just can't be
used for personal you know tracking an
individual person you can track your
conversion on a performance campaign but
you can't track that actual person and
use it to create a user profile with
that person that's interesting
the last identifier that Apple announced
was the IFV which is identifier for
vendor this creates a unique identifier
per vendor right so a company like rodeo
for example or any other app company can
base it will basically have their own
bin righty and this vendor ID is there
is specific to the device and specific
to the vendor and when the last act is
deleted off the off the phone from that
vendor then the vendor is deleted then
then the vendor ID is depleted from the
device as well that's pretty interesting
the other thing in iOS 6 which is really
cool which is you know I don't think of
getting enough traction right now or at
least enough talk is the passbook the
passbook is really really cool I think
there's a lot of ways that people in the
future that people will use it that no
one's really thinking about right now
but some of the things that we're seeing
our boarding passes Redemption cards or
LG cards I think those are the most
obvious ways to use passbook but in the
future I can expect week I think we can
all expect to see more creative ways
that people are going to use password um
basically what passbook is it allows you
to download apk pass file which is which
is a zip compressed you know archive of
about three files I think of the JSON
data and within that JSON data it kind
of tells you know passbook you know
where the dynamic information lives so
that way the Pat actual passes can stay
updated dynamically and so you can
create these PK pass files and sign them
all through Xcode but which is pretty
cool and you know there's a big
potential here for you know for brands
to do CPA campaigns here mainly because
you know what you've created a pass you
kind of want to get it to market I think
in the future there'll be a way to you
know but there will be a big market here
for people to you know want to
distribute their passions once they're
created so this is an example some
examples of passes that have been
created
some sample passes as well here you can
see United having their the boarding
pass directly in the past book this is
actually live right now and you can
actually take a look at that and how it
works but you know you can see in a
future that people won't need these
paper boarding passes they can actually
just use their phone to jump right on
for the flight and the QR code there
that allows you to actually get on the
flight you know you just need to pull
out your phone and hand it to the person
they can scan it you can jump right on
the flight passes also have a way to
send notifications so that's really cool
and I think that's another way that
you're going to see you know passes you
know start being used more is there
almost mini apps in a way and I think
you know this guy is the lumber Liam
what you can do with with the passive so
let me step really quickly through the
app marketing at marketing basics this
is only a slider to I think we're all
familiar with these these but it's just
really good to kind of rehash them so
this will be really quick and it's all
the good stuff so we should know these
basics but basically icons and
screenshots are very important
especially in iOS 6 or even way more
important just look in the example I
showed earlier of pulse that screenshot
is really going to be you know you're
you're you're you're first getting the
users first look at your app so showing
a screenshot that has you know it's very
relevant and also has you know the exact
you know use of the exact UI and UX
users going to feel when I didn't gap is
critical um and so you know obviously
having you know no text in your icons
and having a big you know screenshot
that really shows the most relevant part
of the app is this key description and
what's new sections are actually even
more important I think now an iOS 6 apt
title and key words again this is you
know nothing not a lot has changed here
keywords have gone through a spoiler
creation but really it's nothing is
really changed here ratings and reviews
we all know that it you know we need we
need to get ratings I actually think and
you know this is my own personal opinion
I actually think ratings and reviews are
actually waited higher now and
appstore and so I think it's always good
to you know get friends and family to
try the app and you get you some good
ratings and reviews apidae sites again
you know this is all rehash those really
important nowadays to get you know your
first national first initial launch and
boost review sites sending promo codes
to review sites and exchange reviews etc
etc and this is also i think developed
as marketers and developers we
definitely know this already so so
empower your users I think this is
something you know we're going to start
stepping a little more you know going
away from the basics but I think this is
really important you know turn your
users into advocates I think this is you
know something that a lot people don't
do you know we all get users from we all
get users from you know from the app
store we get tons of users you know how
do you turn them into you know advocates
how do you get that word-of-mouth
marketing from your users I think the
best way to do that is to excuse me I
think the best way to do that is to you
know give them the tools to actually
share what they're experiencing with
your app you'll give them badgers give
them widgets give them ways to actually
post back in the Facebook and Twitter
that are you know that aren't just you
know share dialogues that are you know
interstitials in between different
sections of the game I mean give a
little real reason to want to share
their progress and this could be really
simple this could be a link to a
uiwebview that basically opens up a form
that has some kind of game elements and
that helps do that that encourage them
to share right it could be you know a
lot of different things like that you
know you can send them a notification
that solicits feedback from your users
right there's a there's a pump that
leads called a boost that that does this
really well as provides a platform for
doing this but you know using those
notifications actually you know increase
the the reach that your app has i think
is really key not just a given the
come reengage with your app but to get
them actually share it with their
friends right so turn your turn your
your your top users into your street
team street team that basically means
you'll find out who your top users are
you know dig into the analytics and send
them some schwag then some stickers and
then some little things that they can do
put on their laptops to show everybody
that they're you know they're an avid
user of your app and this is just a
small thing you can do but it's very
high leverage you know once you find
your your core users and the guys who
are using your your game religiously you
know you need to take advantage of that
you need to give them the tools to
really you know spread the word of your
game so you know instead of eyes sharing
this is something that some of the
bigger developers are doing nowadays but
you know giving them some coins you mean
some currency or or you know an extra
item or anything that you can think of
to get them to actually tweet or share
the game out with the Facebook api's you
can actually you can actually grab the
post IV of the share when I goes out and
you can check to see if that post idea
is there to 48 hours later or two weeks
later you can give them even more items
in currency for you know for having that
share their or getting a like hey we
know that you're sure had three likes
thanks for doing that in exchange for
that here's this awesome item for your
game again even Twitter API when you
send out a tweet you get the ID the
tweet back you can actually go back in
time and check to see you know how well
that tweet was received they get an
eerie he tweets did it you know with
anybody at reply it things like that and
so looking into those those those
virality channels and actually you know
pulling in that data over time can
really tell you a lot about how your
games being received in the social
channels and so you know really
empowering your users giving them tools
to really create facebook groups and you
know you know just you know encouraging
them to be more more active and talk
about your your your app outside of the
reviews or outside of the game itself as
their app itself is really important
so again social media is a we just
talked about a little bit we're going to
go right here real quick I think it's
really important that we talk about
Facebook but really you know Facebook is
a huge driver and they're really trying
hard to make it easier to download apps
from facebook and so in the future I
think you're using Facebook not just as
a way to you know do paid you know pay
organic arm check page distribution but
also a very organic distribution as well
so if you don't have a fan page I really
hope everybody has a fan page if not you
need to definitely create a fan page and
this is not a user account lot of people
make this mistake of going on Facebook
and creating a user account app you
really need to create a business page
for your app and encourage your users
well in the app to like your fan page by
putting a like button within the UX I
think is crucial because facebook is a
huge reengagement tool and your users
excited about having a user see your app
again in the news feed is very powerful
and it's just a great way to get to you
just back into the app just some quick
tips on facebook post twice per day on
your fan page and always end with a
question when you end with a question
and encourages learning engagement so
same things like hey did you get to
level 6 what was the most difficult part
of level six and having their users you
know engage with your fan page will
increase the edge rank of those posts
and more people will see them including
their friends so yeah again you know
ending in a question is really important
consider running contests and
sweepstakes on your fan page you can
also create a page app called download
app I haven't seen anybody do this yet
and I think it's a really good idea but
you can create what's called a static
HTML app which is basically an iframe
inside a facebook and you can make it
look like anything you want you can
actually even build a mini landing page
if you book if you will and a nap
landing page if you will and you can
actually put a QR code or an SMS input
box or anything you want directly in
and encourage people from the fan page
actually go and download the app so
happy to take questions on that and kind
of actually you know is I think even
makes force into the future to do maybe
we'll walk through how to do this for
another webinar but i think it's a it's
a you know it's a high leverage
opportunity and i think more people
should really take advantage of it
twitter contest i think a lot of people
are doing twitter already i think it's a
really popular way to get apps
downloaded but i just want to kind of
step through this real quick but you're
doing a retweet for a download or for
promo codes etc i think is really
powerful creating a special hashcode
just for your app and encourage your
users to tweet with it it's really is
really important as well and i think
that's a really great way to get people
to just be aware of your app and then
also monitor twitter for advocates and
complaints i know this sounds redundant
and probably you've heard it a million
times but just a lot of people don't do
it and so I think you know having
somebody to stay dedicated to social
media even if it's the CEO or the
founder of the app company somebody
needs to be listening and somebody needs
to be responding to those um and then
around the same thing but you know
monitoring the competing apps as well I
mean looking at what they're complaining
about what their what their struggles
are and figuring out how you can you
know go to where the puck is going to be
instead of being going to the pub where
it's currently at right and so you can
kind of see once you monitor your
competition you can kind of see where
their struggles are and where you can
kind of fill the gap and be a better
yeah a better solution and most of all
just communicate with your users right
how about you know have a way to talk
talk to them you know these Twitter
Facebook forms IRC you know whatever it
might be create a channel where you can
actually communicate with your target
users and just have open and honest
dialogue with them I think it's the best
way to actually go the brand and this
and the sea of apps where there's you
know it seems like there's a lot of
competition all right so let's talk a
little bit about at landing pages there
are a lot of examples of really bad a
planning pages and there's not a lot of
examples of good landing pages
saikano through and give you my thoughts
on pages and show some example one and
also give you some ideas on how you can
be your own landing page created for
really cheap so let's stuff to do this I
just take a look back at most a trip so
this is very important when you're
creating a landing page like a lot of
the discovery still happens on desktop
right a lot of people are still working
nine-to-five jobs at their desk in a
cubicle and they're seeing apps on
Mashable or they're seeing apps in the
news are on Facebook or Twitter and when
they click to actually go find that app
they're not going to be on mobile
they're not going to be in itunes
they're not going to be where you would
hope they would be there going to be on
desktop so you have to make sure that
when you're building your app landing
page that is for desktop users that the
call to action is very large and you
need to have a way for them to make the
transition from their desktop to the
phone so how do you get somebody to
actually download an app from the
desktop well my last start up we
actually had a solution called Cinda
phone and it included SMS and cute you
are and you you would be amazed about
how many people actually send the phone
it's in the app to their phone do you
have semesters or just take you know do
the QR part of it and so I think these
are these are really simple solutions
and you know what I've seen a lot in
developer forms people don't know how to
do mess in that it's actually really
simple um if you use the twilio com API
you can actually for I think less than a
penny in send an SMS you can send an SMS
went to somebody for less than if
anything I think it's well worth it and
so there's a couple companies out there
that are doing this really well we'll
show some examples in a minute but you
know the link to the app store the
Google Play I would not put that as
prominent i would definitely concentrate
more on SMS and QR especially for the
Apple App Store there's you know there's
a lot of drop off when you send people
to iTunes especially on desktop because
most people don't have a way to sync
their downloads from itunes to their
phone the users just haven't really
adopted that as well we
and so you know i would really emphasize
on doing an SMS and QR code over sending
a direct link to apple app store I mean
how many times have you clicked the link
to the apple app store opened in it
popped up itunes and you got annoyed
didn't know what itunes opening and you
just grab your phone you open up the app
store and you actually go download the
app through the app store well normally
what I see the I to pop up I immediately
get frustrated and forget what I was
doing closed window and continue on to
what I was originally probably looking
for on the web like when I found the app
so there's a big drop off on open with
itunes I would yeah I can SMS or QR good
now if the user is already on mobile you
know having a well-designed mobile
landing page is really important having
some screenshots and also a realism shot
meaning like you know a hand holding a
phone or you know the screenshot what
they're about the sea etc etc and in iOS
6 there's a new thing called smart app
banner and we're going to jump right
into that right after your appt landing
pages so I'll talk about that in a
second but here's an example of a really
really really good at landing page this
is for pic to you can see right away is
for desktop and the what you see the
first thing you see in the top right is
a quick elevator pitch you know a
tagline if you will reply and get
replies talk through photos so you know
exactly what's going to be it's going to
be social work around photos and that's
cool so then the big call to action what
we call the big green button just get
the free app so when you click the big
green button immediately what you see is
a pop-up that pops up and it says enter
your phone number and you once you put
your phone number in and its most
countries because twilio does support I
think 60 some countries then you you
know use put your phone number in it
sends you a link through that's a mess
once you click that on your phone then
the app store open on your phone you can
download the app and so this reduces the
friction of you know actually itunes
popping off a desktop and it really just
sends a link direct to the phone so i
think this is a really really good
example of a planning stage and
think it you know they d emphasize the
app store and they really emphasize the
phone number because you know like I
said there's less there's less friction
going straight to SMS and there's a
number of tutorials on how to build this
with twilio and I would look into that
as well and I think act net is a service
provider that actually does is pretty
well but I you know though the future of
that product is in question since
they've pivoted towards a Twitter social
network like site so that's why it's not
in the presentation but if they do
continue the product i would definitely
loan to that for building an app landing
page because they do offer a lot of
these services you just have to pay for
them so that's one option alright so
let's get into more at banner smart app
banners is a brand new is a brand new
way to basically have your apps on the
web so if somebody on safari on mobile
or chrome on Android goes to your
website audiobooks app com for example
instead of a link threat to the App
Store you can actually put on what's
called a smart app banner and you can
actually see it right here it's at the
top of a web page and it's rendered
actually in safari instead of this
rendered in Safari and it's not in the
actual Dom or the HTML of the page and
you know it's a really simple way to
implement a link to the app store and
what's really really interesting about
smart app banners and this is kind of
the first tracking we've had for mobile
web to the app store in the past Apple's
never really released the referral for
the refers of the traffic of getting
true your app in the App Store but now
with smart app banners you can actually
pass a you know some variables or data
back to the app on first launch and so
you can imagine being able to you know
pass back which you know which you know
which belongs which which which news
outlets which PR which campaign etc are
actually getting you in
so this is pretty cool for so you know
you can track you know what i recommend
now for the future for app marketing is
any kind of mobile web campaigns or any
kind of PR or any kind of you know
outbound facing marketing i really
recommend that you point to a URL with a
smart app banner because you'll be able
to track which one of these which were
these channels are actually bringing you
installs this is not been possible
before without using some type of
tracking solution and so this is an
example grass but you can kind of break
it down by okay i'm getting you know
this many installs and page views and
clicks from these different channels
right Serge PR ad network alone at
number two and you can really break down
you know where you're getting the most
traffic and most traction in an roi from
mobile web campaigns which is pretty
interesting and pretty awesome so this
is all done through smart app banners
and I would encourage you to go out and
google that and I also have a link here
at the bottom by David Smith he did a
blog post in September about how to
implement smart at banners it's actually
really really easy and like one line of
HTML code so it's definitely something I
think everybody should be doing now so
the next section is all about data and I
think this kind of plays along with the
smart at banners but once you start
collecting this data how do you use that
and how do you actually you know benefit
from it so you know you really want to
know where your boil users are coming
from so you know smart banners and
google google analytics for android once
you know where your loyal users are
coming from optimized for those channels
so if you're getting a lot of loyal
users from let's say in like an organic
google search for you know a query you
know for free audio book or something
like that or whatever that we might be
using the past screenshot as an example
you want to start really optimizing for
that right so let's say yeah five
percent of your users are coming from
can search organic search on
and you know of the five percent you
know ninety percent are all coming from
one keyword didn't really optimize your
app landing pages and optimize your PR
and marketing to take advantage of those
keywords and everything you do from blog
posts to press releases to Facebook fan
page posts the Google+ post to Twitter
etc find out what it is that you know
that's actually driving these loyal
users and there's a lot of tools that
you can use to actually figure out who
your users are and and once you find
those out then you know really optimized
to that and you know you can also tag
all your campaigns so in Google
Analytics you know tagging your campaign
and using bit ly links to reach the
right campaign is really important you
can actually kind of drive you can
actually dig down and figure out which
one of your campaigns is really
providing the most value if you're not
using google analytics on your landing
page i really hope you're doing that
that'll allow you to really see where
your traffic is coming from optimizely
calm as a great av-test platform it's
actually dragging drops or your
marketing team or whoever's handling
your website can actually do drag and
drop ed test by moving the assets of the
page around just by simply dragging and
dropping them so if you want to move the
logo to the right side and you know move
the call to action up higher and try a
different tagline and create four or
five different variations then that's
really simple to optimize Lee and the
way you actually implement it on the
pages you just paste a JavaScript script
into the header JavaScript include magma
header and from that point on it'll
start running the variations and over
time you can see which one will perform
and be able to you know change a page to
get more conversions etc so it's a
really good site to use for drag and
drop baby test I've used numerous times
for different projects it's just a
really beautiful tool um if you don't
have a dashboard these are critical for
startups we had numerous dashboards at
Facebook we have numerous dashboard that
my last start up even at inmobi there's
tons of dashboard we use every day and
if you're a small team and you really
have the time to build a dashboard I
would really check out left chronic calm
there are YC company that's created a a
way to basically build your own
dashboards you can plug in different RSS
feed xml feeds Jason feeds and you can
there's a number of pre pretty maid
module I guess as well you can plug into
your dashboard such as Twitter feed
Google Analytics Mixpanel you name it
you can basically drop the data in and
create visualizations on a dashboard
that you can run full screen in your
office or you know you know in your
living room like I do just to check on
the different data analytics on a
real-time basis so this is a really good
sort of a solution for people who are a
small team that need a dashboard but
don't have time to really build a full
fledge one so let's get into some
guerrilla marketing this is a you know i
luv gril marketing i actually in my
first startup in tucson line i did some
guerrilla marketing that worked really
well in san francisco there was a there
was this this big PR event i was
happening because somebody had put a
webcam outside their window in a very
bad part of san francisco and it just
happened to be posted right on the this
corner in the Tenderloin in San
Francisco and at the time it was getting
a lot of news and press because of the
things that he was capturing on this
video camera and it was a 24-hour feet
of his neighborhood and it was on Fox
News see and then you name it was
getting picked up everywhere and so when
I had just launched the startup penndot
FM and so what I did as I went down to
the street corner in a bad part of
Terran Cisco and with a sidewalk in
the crosswalk I put peanuts been really
big in the crosswalk and I had about six
friends with me all doing at the same
time and it was so funny because i think
it was like 10,000 people on the actual
live stream at the time watching this
neighborhood trying to see you know all
the different things were happening when
the crimes are being committed and there
was this team of you know startup kids
out there with hoodies on and we're
putting in our URL in the crosswalk
superb cameras off perfectly so that's
an example of guerrilla marketing and
taking
advantage of you know the PR and things
are happening around you and so you know
without further ado I'll jump right into
this but what we're seeing now is a
laser artist that basically uses a
tablet and can draw whatever you want
from the tablet and his you know he can
basically project it onto a building so
there's no vandalism it's just a really
quick message you can throw up on a
building for the whole city to see so
that was a really cool example let's
define what really guerrilla marketing
is before we kind of jump into some
examples because I think it's important
to really understand what it is first so
you know guerrilla marketing is really
just taking advantage of PR I mean at
the end of the day you know most of
these guerrilla marketing campaigns only
lasted for are you know 45 minutes to an
hour and you know really what was
important about the campaign was that it
was captured in a way that could be
easily distributed and it enabled the
target market of the company that was
doing the guerrilla marketing so I think
the first thing you need to do to find
who you're tremor market is who are the
demographics what region with
socio-economic level once you really
define who the target market is start
researching different events conferences
public gatherings where that target
market will come together and then you
want to build from virality so like I
said Grillo is all about posted in PR so
how do you do an event capture it in a
way that you can easily put it on
youtube or send it to the TechCrunch or
Smith to VentureBeat are sentenced to
inside mobile apps and really get the
the PR spin on it appear our list on I
should say so make sure you spend equal
time on the recording in the capturing
of the actual campaign then you would
planning the campaign so that means you
know having one or two people with video
cameras and and and and cameras to
actually capture the campaign and then
and then you actually edit and and and
compile the campaign in a way that's
that that's that's fun that's memorable
and marketable so that I think it might
be interesting just to kind of see these
and I can kind of talk about what that
means
but and when you're planning your
campaign really think outside of the box
you know think of the headline you want
before you actually do the campaign
think of the headlines you want on the
PR and once you think of the headline
then start building out towards those
headlines and i think that's that's the
way to do it so this is an example of a
guerrilla marketing for a company called
triple what they what they were trying
to do is raise some investment money for
their application and so when y SI
Combinator which is a very large angel
incubator in Silicon Valley had their
pitch day I think it were two or three
hundred investors angel investors showed
up for the pitch day so hey went through
and put fake parking tickets on all the
investors cars that so you have been
illegally been subjected to make a big
investment decision based on a two
minute demo pitch and they invited them
to come to the Computer History Museum
and here's them pitch and they include
the QR code and differently do that so I
think this is this is really interesting
it really goes back to a fact if you
know who your target market is where are
they going to be it won't give in time
and then you'll execute the campaign and
then take a picture of the parking
ticket and then send about the venture
beaten TechCrunch and get even more PR
about your your marketing campaign so
it's a really really creative idea the
next one is a nutrition this is a nap
it's basically a way for dads to
understand what's happening during a
pregnancy and so the way that they their
guerrilla marketing the way did you know
they did they did this is that they
basically went to shopping malls and had
a fake pregnancy suit where they
basically walked up to dads and people
you know couples different fathers and
expectant fathers and said hey we love
you too you know experience our app and
to do that you have to wear this suit
and so they basically had these guys in
shopping malls wearing pregnancy suits
and trying out the apps at the same time
but again you know you know they
probably
did this for a couple hours but the you
know the PR they received on the
creative the creativity of the campaign
was was endless you know they were in
multiple multiple outlets trend hunter
TechCrunch for doing this really
interesting marketing campaign but
really you know what stands you know
what really sets this campaign from just
doing Street hustling sets it apart from
just doing Street hustling is actually
you know a well-developed video on what
they did how they did it and actually
edit it with with great music and you
know that's what that actually got
people to post about it was the way they
actually presented the campaign so it's
less the campaign amor how you can
actually give it out to the peacock
roads this is an example of a guerrilla
campaign let's roll out more creative
marketing but this is for uber mark our
uber which does you know limo / luxury
car service on the man with an iphone
and android app this is at South by
Southwest they actually paid pedicabs to
put you know their logo on the pedicabs
and I believe I'm not sure but I think
it is something where they actually
tweeted out it you tweeted out the
driver's name then you know he got an
extra tip or something like that but the
only the idea was to create you know to
go to where their target market was
which is that stuff by Southwest the
conference and you know really go after
the early adopters and show them you
know hey we do luxury car service and no
also we do free pedicabs and South by
Southwest so it's a good way just to get
their name out there and i think it was
no yeah you know it really did well for
them because this picked up a lot of
different places um one way you can get
you know some really cheap marketing and
you know actually get some reviews and
things like that let's use a site called
fiber fiber calm is a way to get people
to do different tasks and you know
different things for five bucks right
everything costs five dollars so this is
some guy he says i will give you a
shout-out or why
on the air on the dash process podcast
hosted by mckinsey Aston for five
dollars so for five dollars you can give
him a shout out your app needs email
with what a recreated busy URL you can
get a lot of convergence here so saying
you know that you have download our app
at Pitt be calm / act name I'm for
example and having them shout you out is
for five bucks I think is a really great
way to kind of drive some installs
really quickly another thing on Fiverr
which is what you can do is you can
actually get people to download your
your iPhone app or Android app now give
you a truthful and positive review I
don't know about positively this guy's
saying positive but give you a truth
will review on the app store for five
dollars so for five dollars you can get
someone to come try your app give you a
little bit of QA testing and and also
give you a review so I think this is a
good way to get the first five or 10
reviews but also you know get people to
give you some real feedback on your app
so you know there's tons and tons of
these offers on fibre right now and you
know you can also do some really really
you know crazy like people actually you
know wrap your your your your app or
your game into a hip-hop rap or
something like that you can turn that
into a YouTube video and try to get some
virality out of that you can get people
just use you know take a sharpie and
write your app name on their forehead
and walk around town and videotape it
for five bucks I mean it's just out of
out of this world kind of things that
you know people in fiber willing to do
for five dollars and you can really do
some really creative marketing gorilla
stuff with that as well so i would
definitely check that out here's an
example of a guerrilla campaign that was
done by a startup called repay we pay
basically took i think with a 300 pound
blocks of ice and froze a bunch of money
into it by putting the blocks of ice
together overnight and let them freeze
together and they had a message in the
ice that said paypal freezes your
accounts unfreeze your money uh-huh and
they took this block of ice and they
dumped it
on the front page epals developer
conference in moscone center in san fran
downtown san francisco now this campaign
didn't last very long it lasted about I
think five or ten minutes before
security guards came out and basically
you know got rid of it somehow I'm not
sure how they did that was a very large
block about it but what they did do well
was they did an actual video and actual
you know had photographers out there
taking photos of them doing this
campaign and of course they sent that to
TechCrunch and sent that to a bunch of
different you know PR outlets and you
know that's where the real campaign buzz
came from was from the PR that they
actually did this and so you know you
know for a small amount of money they
were able to basically create a huge
buzz and ride the paypal buzz from their
conference and and and basically
establish themselves as a paypal
competitor I'll be a very small
competitor at the time but now they are
much larger and doing quite well so this
is a campaign that Xena did a guerrilla
campaign it did this in New York and San
Francisco this is for their there the
zombies swipe out game that they had
there were launching and basically what
they did was they had a bunch of dingo
employees and I think some also some
paid actors to dress up as zombies and
give out blood popsicles blood led but I
think strawberry cherry flavored or
something and basically we walk the
streets of San Francisco in New York and
basically handed out these popsicles as
zombies and this got picked up all over
the place I actually ran into them in
downtown San Francisco my way to lunch I
was walking outside walking here comes
this group of zombies and I actually
took pictures of it so it's the Facebook
and Twitter and so you can see how this
kind of marketing really just spread
virally and this is no this is enough
you know expensive campaign to do this
is some face paint and you know close
old clothes they ripped up and threw
some you know fake blood on it and you
know probably a little bit for those ice
cream truck but you know or the ice
cream my gamer
that thing is but again it's not as a
very expensive campaign and you know
they really rode the PR afterwards and
and it's really just creating something
that's out of the box and something you
can capture easily and really turn to a
really cool story so that's it for the
guerilla marketing examples I think no
we rolled in through the Q&A and go
right into open dialogue if you guys
have any apps you want me to check out
and give you some ideas on how you can
market it happy to do that as well so
you have any questions or you know apps
you want me to check out there is a
question that login your webinar control
panel there hey handy can have any
questions or kinky can you hear me Ryan
yeah we had a question about if the app
of the day sites if those are still ok
given apples do guidelines in the 2.25
release yeah apidae so that's
interesting that the new policy that
Apple came out with I think we're all
kind of waiting to see the first
rejection you know right now that the
policies were a bit vague but they were
also done at a time when they were when
when the new API was introduced that
allows you to basically show any any
iTunes object in app without sending
them to the App Store and so it seems
like the policy was just around this new
API and then if you're going to show you
know some type of Apple object or iTunes
object in your app then you need to use
the new API and you can't recreate the
app store look and feel so that's that's
what I think it was for but again you
know it's pretty big and we're just all
kind of waiting to see who gets the
rejection first and seeing how that's
going to affect the market so that's did
I answer your question
yeah if folks if you have follow-up
questions just pop those into the
question area another question was I'm
launching a new app that has no prior
users what is the best way to get
genuine users I'm guessing this is
including has the text you talked about
tonight yeah so you're launching an app
and you need to get some real loyal
users on your initial launch it really
helps to know what kind of app you're
launching and what categories you're
going after but you know there's a
number of ways you can do this we talked
about a lot about social media doing
some Twitter campaign um also you know
we everybody does the friends and mills
or sorry friends and family knows when
you first launch that's probably talked
about a lot but with people not they
should be doing it as email is that they
should be sending them to some type of
landing page so that when your friends
and family actually decide to go
download the app there's a viral
component built into that into that
download right so you send them to my
app com / friends and family email have
that really mean page that says hey
thanks for download i app and move up
through your bed is bettah tested before
you can visit us as though i'm just
asking that people share within Facebook
and Twitter to help me get the word of
mouth and you can actually you know
decide if you want disable the download
button until they click the share like
button let me that's a little bit you
know spammy buzz at the same time you
know that early traction is very
important and if you know friends and
family really do you know want to help
you out then the share shouldn't be too
hard of a nap so I think that's
important as well but looking at the
different ways before doing marketing on
app launches and then how do you build
in some type of viral component into
that I think is is the next wave of app
launcher great and then when you're
talking about the SMS stuff with twilio
there were some questions about that's
probably only for iPads right and are
there any specific tactics for iPads
should we call to action be an email how
would you address that yeah so for ipad
that's a great question you know iPads
do have q our readers as well so i would
i would encourage you
you know if it's an ipad game to
emphasize the QR over SMS for obvious
reasons and email as well so yeah so for
ipad games and apps i would definitely
look at QR and also you know in exchange
for SMS on our and our feature a tap
gallery com we actually if you put a
email address or a phone number in the
same input box we just look at that and
say okay if it's an email we're going to
fire off an email phone number we're
going to fire off an SMS so your info
box can actually be you know a dual role
and say you know enter in your email for
ipad or entering your phone number or
smartphone and that's just an easy way
to kind of segment those two those two
channels great we've got a couple of
people asking if you can check out their
app do you want to do that now or do a
review later that we include in the
handouts how would you like to handle
that yeah um i can uh yeah i can
probably do one and then if you know i
can follow up in a blog post maybe for
the other two all right uh how about we
do there's an app called tractor pull
that Cindy submitted tractor pull um
cool so I think this for iOS or Android
uh on Android so you need I OS 10 okay
hold up
cool so it seems like this is actually
looks really fun this is a game that is
it's actually I'm actually in Texas
right now so this kind of remind me of
where I'm at actually grew up in Texas
and I remember going to the state fairs
and county fairs and seeing and watching
the tractor pull so you know this seems
like we really big and in the non city
or outskirts kind of areas I mean get
into like I said the county fairs and
local fairs state fairs and and in being
able to do some guerrilla marketing at
the actual tractor pulls I think would
be really fun to do and I think again
you know you all you need to do is one
campaign and shoot and have somebody
kind of films of campaign and and and
push it out to the relevant PR channels
but this seems like a you know a game
would be really popular in oh wow this
is really fun actually so I think this
this is really this is a game where you
know once you kind of find your core
users and loyal users these are people
who probably are very familiar with with
traktor probably know they probably do
have larger vehicles probably you know
living and you know you know towns are
you know ten thousand two hundred
thousand people and there's a big word
of mouth opportunity here once once
they're kind of addicted to the game you
know sending them some bumper stickers
for their cars you know Jim in ways to
having a you know when people are riding
in their car you know having I'm a I'm a
loyal tractor pull user hanging from the
dashboard kind of thing you know that
you know I'm sorry hanging from the the
review mirror cuz I sells graduation
ribbon people clothes when they graduate
high school maybe you know make making
one of those for your users to kind of
put in their lows from one of those for
your role you're just opposing the
reviewers you know things like that I
think will increase word of mouth but
also know again it's not about winning
10,000 ribbons out it's about sending
500 ribbons out and then doing a PR push
around this creative marketing campaign
and getting it out to you know the
tising and marketing blogs and websites
to show how creative and things you're
doing with your marketing all right and
you know that that would be my big thing
is trying to figure out who the loyal
users are honest and beat them and do a
creative campaign around the whole users
but yeah it looks like a really really
fun game and i'll definitely check it
out yeah we've got a whole bunch of
other requests for other apps so do you
want to handle those offline um yeah I
think I think people are enjoying it
I'll be one more okay let's see how
about one called LTV calc see alc LTV
calc sent by Alf okay um it's an android
or iphone uh let's see doesn't say okay
aha i think i found it here aha alright
so i can find the let's open up the
youtube video yep oh there we go cool so
let's open up oh yeah this is our family
very cool so this looks like a lifetime
value a calculator this looks look for a
tool for small businesses to use to kind
of figure out what their lifetime value
their customers are this is actually a
kind of a developer to developer app
which is pretty cool you don't see a lot
of these out there and it's not just
developers I'm sure you can do this for
any any small business or any medium
sized business but I think you know the
key here is to be really active where
developers are hanging out I think you
know just for one customer segments
developers I think there's a whole
another customer segment that we can get
into Mystic with developers because i
think i think that's that's an easy one
here for this app going into places like
iphone dev sdk com a lot of developers
hang out
and being really active in the community
and not being so spammy I think is
really important here and helping other
developers with their projects you know
you know maybe an hour a day spinning in
the forums and just being active and
communicating with people in your
signature of your of your profile on the
forum having a link to the healthy decal
will be it's actually a really good way
to get some oil users and also just kind
of establish yourself within the
community there's also you know just
going to you know for see there's also
meetups developer meetup developer
conferences things like that those are
more obvious I think you know a guerilla
marketing campaign around this to get
really really creative um you know a lot
of people don't know what they're LTV is
of their users and so you know actually
going to a small business conference and
doing some kind of outlandish Street
type of guerilla marketing where you
know you're you know making a big
statement of you know if you don't know
the value of users then you know how can
you be a real business and I know kind
of around that play you know I think you
know thinking of the headlines you could
do around this you always think of the
headlines first so um you know small you
know headline you could do here's your
small start-up convinces tell five
thousand small businesses that their
businesses are you know not valuable
unless they download out to be choked or
something like that so I think this is a
little bit of a difficult one but you
know getting really creative you know
writing the headline first and then
going to where the developers and small
businesses are I'm creating some type of
really outlandish guerrilla marketing
that you can capture well and push out
to the press I think we'll do really
well fantastic I know we're at about a
one hour we'll keep doing some Q&A but
if folks have to jump off that's fine we
will be sending out a recording and a
transcript for this session another
question folks had was any tips on
getting the featured placement inside
the app store itself with Apple or
Google getting noticed by the editorial
team yeah I mean
there's not really a form you can fill
out to be featured it's really really
about creating connections with the
editorial team I notice that's not what
you were here I know there's not like a
magic bullet to get featured really what
i would encourage new is to go to go to
the Apple Developer Conference and
reconnect with the Apple employees you
know I know that sounds like you
probably heard that in a million times
but it really does work you know I've
launched two startups sold to startups
and you know honestly the only way I was
able to do that was to go out go to the
conferences and meet people I I wouldn't
have got a job at Facebook if I didn't
go to the f8 Facebook developers
conference and meet the people at
Facebook and actually get a job off for
a couple weeks later so it's really just
going out jumping on a plane going to
San Francisco for the conference
spending a little bit of money and just
really connecting with everybody and
anybody who works at apple and it and
showing off your app to them in person I
know it's you know that's that's you
know doesn't seem like great advice but
it really is the best advice I can give
and you know I can tell you that's works
for me on numerous occasions so we are
just going out and being active and in
person you know is really really helpful
great how about getting reviewed by
different app sites are there any tips
for that I'm guessing you can submit
your apps but any any other tactics for
getting noticed by app review sites I
mean a lot of the app review sites are
paid you know it's fortunate but a lot
of a lot of the app review sites really
cater to people who are willing to pay
them the most money and that's just kind
of based on what I've seen you know app
galleries calm actually did a we
actually have a white-label solution to
allow anybody to basically run their own
app store app review site and so during
the market research I realize that you
know these app review sites and
especially you know us we receiving
probably 20 to 40 emails a day from
developers want us to review their apps
and really
what got me to look at the app more than
anything was an email that seemed
personalized so if you actually do the
research and figure out okay who is
probably going to read this email even
on a first or last name basis kind of
string off your email with that first
name is really helpful um you know an
email that's not canned or doesn't seem
can usually gets red you know that what
can fuel can have no personalization I
usually just skip right over it feels
too spammy it feels like they didn't try
hard enough so my best my best
suggestion is instead of going and
getting the list of 100 attribute sites
and creating once can spam dark and
email and spamming it out to all 100 app
review sites what i would do is really
find the five or six app review sites
you really really really want to be on
that are more targeted toward your
target demographic and creating a very
personalized email for each one of those
app review sites with screenshots that
you attach directly to the email and
really at the end of the day it's
creating something that's personalized
and also making the job of the reviewer
as easy as possible so that means you
know coming up with some sample review
material and potentially copy and paste
or reuse in a way that's more suitable
for their site putting a screenshot into
a zip file they can put you know
directly on their computer and be ready
to go right in the blog post / review
post you know getting them you know
different tools and the different you
know things they need to actually get
the review done much quicker because
these guys are pushing out you know five
to 10 reviews a day may need to be able
to kind of crank these things out and so
if you put your images over on flickr
and you do your YouTube over on youtube
and you kind of put you know an email
together with like 10 different limbs or
where to find information because their
job much harder in the the actual
probability of you getting an app review
much lower so really it's find the five
or six guys you want to target and then
make that email personalized and then
make it easy possible to the reviewer to
write the review and the shortest amount
of time possible naturally been
should cancel getting your app review
great another question was is there a
way to know what path people go through
in the App Store and how they're
downloading the site like it's their
keyword search or a direct link or
through browsing categories there's not
a way to do that unfortunately Apple has
not made a way to actually you know
either you know apan API to download
that data or even a way in and connect
to actually see that information that's
not possible right now great another
question was how much text is good for
your web landing page and is do you
should you redirect the app stores
directly or have something in the middle
like it interstitial if this is about
you know optimizing your web landing
page yeah so I think most people don't
read on the Internet I think that's a
common again it's a data point we all
know about today you know unfortunately
even a tag line with you know eight to
ten words probably not going to be read
we're a beautiful creature so I think
the least amount of texts possible is
good you can notice on sites like past
calm and the example I showed pick two
there's very very very little text
that's all about the product screenshots
and the realism and the realism
photography and so you will need a long
path they have this really beautiful you
know video that runs in the background
you don't need anything that fancy all
you really need is you know a stock
photo of someone holding an android
phone or an iPhone and you doing some
photoshop and putting a screenshot
correctly in that phone and having that
as your background image and having a
large call in action right there next to
it and then read some text to go to the
App Store underneath it so and if you
took the pic to example in my deck and
just kind of recreate that for your app
I mean obviously not don't steal the
assets but just look at how they kind of
wire frame that together I think that's
that's a perfect example of a net
landing page it's a big green button
users can't miss but you know on your
second part of should you have an
interstitial I'm
I'm a firm believer that that you know
10 minute look for a booth here and
minimizing the friction of an app
download so if the user clicks a button
that says get app now or doesn't SMS or
something to their phone at that point
they've kind of made up their mind that
they really really want to download the
app and so if you put anything in front
of them before they can get to the App
Store I think you're just going to see a
huge drop off mainly just because that
you know they they're a little bit
annoyed because they've kind of made
this decision that they they're going to
get to that so you know come hell or
high water they want to get and so I
think that's that's what you need to do
so and so yeah I think interstitials in
are just not a good good idea another
question we had was about going for a
blockbuster app like rovio's or trying
something a bit more slow and steady or
you know which approach to go with I
think I member reading that with rovio
they tried angry birds game that was
like their 50 to try at a game so give
little intelligence on the blockbuster
versus the service slow and steady
approach yeah I think it really depends
on the team I've talked about on
developers a lot of small startups that
are getting into game who have not been
in games in the past and you know that
approach if you've never done a real
either you know top or a console game
and you're trying for your first game on
mobile I think the the slow and steady
with multiple iterations is the way to
go if you have an experienced team who's
done any kind of gaming in the past
whether it be social gaming console
gaming desktop gaming I think you're
probably more prepared to go before the
the large release but I think it really
just depends on the on the experience
level of the team one one one company
that that's coming to mind is his rumpus
which is a small start-up in San
Francisco they they release them some
smaller games just kind of their first
first release of MVP kind of learning
how to build games because I didn't
really have a lot of mobile experience
in the past but now their third game
that's coming out is just amazing and
it's just a really
testament to the kind of process of you
know release iterate learn release
iterate learn and then go for the big
one but if you're going for you know if
you have mobile or if you have gaming
experience then I think it does make
sense to kind of go for the big shot for
a big big launch with a big game first
so really really just a pen excellent
most of the other questions are about
app reviews so I don't you want to
handle those now or sign off the call
your choice um yeah I think will sign
off guys I will do a webinar again in a
month and maybe we'll we'll just do just
straight app marketing ideas and I think
that would be a really fun one to do and
I can bring in some guest posts I'm
sorry some guest panelists as well and
we can kind of go through this so each
one of those and have a good time just
thinking of different ways we can market
apps so if you were on this call and I
didn't get to your today if you want to
shoot me email Ryan at inmobi and what
can I put those into a spreadsheet and
we'll try to get to those for webinar
but I think all of you for taking some
time out of your day to listen to some
app marketing ideas I'm at market on at
my last name and again there's my email
Ryan at inmobi I'm happy to help you
guys get your app discovered and get
some distribution so again thanks again
for for joining us and until next time