This presentation tells about the strategies and tactics of building a community for a b2c mobile app, including social media strategies, user-generated campaigns, retention and gamification strategies, viral loops, growth hacking, engagement metrics and more. #SocialMedia #February2016 #smsecrets #Startups #b2c #growthhacking #community

1. BUILDING A COMMUNITY AROUND A
MOBILE APPLICATION
Vlada Pechenaya- Growth Marketing at Twentify

2. MY STORY

3. ISTANBUL, NOT CONSTANTINOPLE
LONDON CALLING

4. HOW I BECAME A SQUIRREL

5. 145.000 USERS IN 5 COUNTRIES

6. COMMUNITY BUILDING
&SQUIRREL LOVE

7. ““Getting a mobile app noticed in the
increasingly crowded mobile app market is
more difficult than ever.”
DEVELOPMENT STAGE
Building Community From the Beginning
of Development Is a Must!

8. DEVELOPMENT
➤ Landing page with a sign up form to gather early leads and to
build an email database.
➤ Lots and lots of market research and customer development- go
and speak to people.
➤ Getting early feedback.
➤ Identifying influencers and people who might be interested in
your product.
➤ Gathering early brand ambassadors and beta-testers.
➤ Building a reputation inside relevant networks and mobile
review websites and blogs by commenting and building
relationships.
➤ Building marketing assets such as: responsive, clear website,
social media channels, branding, icons, video, etc.
➤ Writing a blog, activating content marketing early on.

9. Tell Your Story and
Make It Interesting!
LAUNCH
Instead of a boring press release, tell a personal story of
developing the app. People want to hear stories about people.
Make sure you spell out the benefits of your product well,
think in terms of how your app makes the lives of users better
or easier.
Prepare a press kit, including app icons, app description,
screenshots, press releases, company profile, company logo.
You can also go one step further and include video, quotes,
FAQ sheets.

10. -Ankit Srivastava
“How my first app got , 2 million downloads
within first year without spending any money” via
Medium
App Presentation A-
Amateur Version that got me
around 100 downloads a day
from Facebook groups.
App Presentation B-
Professional Version that got
me around 1200 downloads
a day from Facebook groups
PRESENTATION MATTERS

11. PROFESSIONALLY DESIGNED SCREENSHOTS

12. WEBSITE

13. SOCIAL PROOF

14. BUILDING A CROWD? START WITH
CUSTOMER DEVELOPMENT
Customer development has been proposed as a part of Lean Startup methodology as a groundbreaking approach to
discovering the customer needs.

15. TO KNOW YOUR AUDIENCE
REALLY WELL
➤ Establish User Segments
➤ Define Personas, as detailed as possible
➤ Use Socioeconomic Status (SES) categories as guidance
➤ One-on-one interviews
➤ Focus Groups
➤ Surveys
➤ Live Support Feedback
➤ Always Asking for Feedback
Through Activities Such As

16. USER COMMUNICATION
➤ Live Chat
➤ Push Notifications
➤ Email
➤ Helpdesk/ Live Support
➤ CRM (Segmentation)
➤ Analytics
➤ Getting direct responses to
every communication

17. INTERCOM
➤ Setting up attributes
and custom events for
segmentation and
analytics
➤ Tracking
communication metrics
such as open rate, click
rate, response rate

18. PUSH NOTIFICATIONS
➤ Be newsworthy/ specific
➤ Be engaging
➤ Speak their language
➤ Include interesting content
➤ Establish the right number of push notifications
for your users
➤ Be timely and appropriate, don’t bother them in
their rest time and during dinner
➤ Take advantage of time and location flexibility
➤ Encourage direct responses & feedback

19. PUSH NOTIFICATIONS

20. SOCIAL MEDIA

21. USER-GENERATED CONTESTS

22. ENGAGEMENT-ASK THEIR OPINION

23. CONSISTENT VISUAL
LANGUAGE

25. #PARABIZEHEPLAZIM

26. UGC CONTESTS

27. UGC CONTESTS

28. OUR USERS ROCK!

29. EMAIL MARKETING
Squirrel Weekly- OUR
WEEKLY NEWSLETTER

30. ACQUISITION

31. VIRAL LOOPS

32. ENGAGEMENT METRICS
Community Metrics:
➤ New Signups
➤ Active Users
➤ Active/Signups Rate=Conversion
Rate
➤ Organic Acquisition
➤ Paid Acquisition
➤ Organic vs Paid acquisition
Metrics for Facebook Acquisition:
➤ Results- Number of Installs
➤ Reach
➤ Cost per Result, or CPI (Cost per Install)
➤ Amount Spent
➤ CTR
Twitter Metrics:
➤ Twitter Followers (end of the
month)
➤ New Followers
➤ Follower Growth Rate
➤ Tweet Impressions
➤ Impressions Growth Rate
➤ Profile Visits
➤ Profile Visits Growth Rate
➤ Number of Engagements
➤ Engagement Rate
Facebook Metrics:
Reach
➤ 28 Days Total Reach
➤ 28 Days Organic Reach
➤ 28 Days Paid Reach
Page Metrics
➤ New Page Likes
➤ Lifetime Total Likes
Engagement
➤ 28 Days Page Engaged Users
➤ Engagement Rate=(Engaged
Users/Reached Users)×100
➤ 28 Days Organic
impressions of your posts
➤ 28 Days Paid impressions of
your posts

33. GAMIFICATION
Gamification helps
with engagement,
behaviour
modification, retention,
loyalty and
monetisation.

34. GAMIFICATION
Hooked: How to Build Habit-Forming Products
-Nir Eyal, Ryan Hoover

35. GAMIFICATION
Gamification by Design:
Implementing Game Mechanics
in Web and Mobile Apps
-Gabe Zichermann and
Christopher Cunningham
Hooked: How to Build Habit-
Forming Products
-Nir Eyal, Ryan Hoover
Herkes için Oyunlaştırma
-Ercan Altuğ Yılmaz and Niels
Van Der Linden

36. ““A 5% increase in customer retention
can increase a company’s profitability
by 75%”
-Bain & Co
IMPROVING RETENTION

37. IMPROVING RETENTION
Last Seen 15 Days Ago Email Last Seen 30 Days Ago Email

38. GROWTH HACKING
➤ Targeting communities on Quora, Reddit, Stack Overflow, Qualaroo (Quora+Mechanical Turk growth
hack)
➤ Target Youtubers in your niche with highest view count and ask to review your app
➤ Identifying influencers with tools such as Little Bird, FollowerWonk, BuzzSumo, Kred and Klout and
striking partnerships
➤ Reaching entrepreneurs and startup communities on Facebook, angel.co, f6s.com, AngelList, Slack
channels
➤ If you have some marketing traction, promote your stories on Growth Hackers, Qualaroo, Inbound.org,
Hacker News.
➤ When you have a following and community, launching on Product Hunt, asking for support and up votes
➤ IFTT recipes for targeting competitors, automation, user activity tracking (for example, Set IFTT recipe
finding bad Tweets about competitors, and reply to those tweets directly)
➤ Ask for app reviews from our favourite users
➤ Blog about your startup life
➤ Ask users to submit their stories using your product and feature best stories
➤ Invite users to suggest new features and collaborate on some public projects
➤ Inbuilt referral program into the program (Dropbox)

39. TRY BOUNTY FOR YOURSELF-
WWW.GETBOUNTY.CO
Linkedin: https://tr.linkedin.com/in/vladapechenaya
Twitter: @vlada_pechenaya Website: itsvlada.com
Let’s Connect!