Going Beyond Basic Push

Notes from Bottle Rocket Apps 2013 Client Summit (unedited)

Going beyond basic push by @ekrobi

  • 4B notifications/month
  • 1B active installs
  • 65K active developers
  • Personalization is key and inherent as part of the application and device experience
  • Average lifespan of an app is 1 month
  • Enhance your customers lives
    • Walgreens example of using camera to register prescription and remind people
  • Winning strategies
    • broadcast notifications
      • every user simultaneously
      • ex: update app, breaking news, sports scores
    • segmentation and targeting
      • Right person, right time, right message
      • preference center to tell what type of alerts
        • SoundTracking (email or push)
        • Rou la La (how far in advance? sound?)
        • Discovery News (top, earth, space, etc.)
        • 106 & Park
        • CoffeeTable asks users what they care about and delivers to users that want it
      • in app behaviors, define key actions, in the funnel
    • personalization
      • Deliver every user a message that speaks directly to them
        • airbnb – communication between the owner and customers
    • geo-targetting
      • Know where your customers live, work and play
        • where they are, where they’ve been
        • London 10M location pushes sent, 60% opt-in, 10X higher response rate
        • ABC News district segments, relevant and timely data
    • rich push
      • Message center inside the app
        • Onavo – 30% increase in social share
        • drive landing page content
        • 2-Bitbub companion to ParaNorman
        • Starbucks with music and information
  • Mobile relationship management best practices
    • Push is marketing – Rue lala
    • Mobile everywhere – adoption, sharing, opt-in
    • Measure & Optimize for your goals
    • Interruption better be good
    • Mobile is still emerging
      • 2013 predictions
        • Mobile in everyday life
        • big data convert to actionable data
        • mobile payment/commerce
        • privacy – you’re collecting data use it smartly
        • tablet/smartphone separation what do you do different

Action-Oriented Analytics

Notes from Bottle Rocket Apps 2013 Client Summit (unedited)

Action-Oriented Analytics

  • Outlook 2013
    • 2.6B events per day
    • 1.3B smartphone/tablet devices (estimate)
    • 2-5 Billions potential smart device owners
    • Upside, is dropping prices, replacement for computers
    • China is the largest smart device users in the world as of Feb
    • Media, shopping and productivity are increasing at an increased rate
    • Loyalty by app category
      • travel low frequency and 45% retention over 90 days
    • Tablet vs. Phone
      • Phone are good for in/out, tablet is leaning back to consume
    • Apps use about 120 minutes per day
    • App usage during Super Bowl
  • Measure your audience & pinpoint the actions that matter
    • Starts by tracking events
    • Add parameters to get further detail
    • User flow through the application
    • Create funnels
  • Identify your most valuable users
    • segment the audience
      • demographics or persona
    • understand and track users
      • monetize users that don’t spend
    • daypart segments
  • Acquire and monetize users
    • cross promote
    • user acquisition through ads
  • Wash, rinse, repeat

The Path From Mobile Engagement to Monetization

Notes from Bottle Rocket Apps 2013 Client Summit (unedited)

The path from mobile engagement to monetization

  • The first date
    • Initial impressions are extremely important to mobile users
  • Meet the friends
    • use the graph to learn behaviors and trends
    • social engagement varies by channel diff b/w FB and Twitter
    • what are the triggers for opening the app
  • Getting serious
    • shared experience – what are you going to do inside the app to tell their friends
  • Finding the fun (gamification)
  • Reminding them you care (incentives & notifications)
    • not intrusive, but still need to find ways to get users engaged
  • Cashing in
    • Virtual achievements for real world items
  • The big day (monetization)
    • has to be relevant
    • ads are not settled yet

Twitter – Building Social/Mobile Experiences with Twitter

Notes from Bottle Rocket Apps 2013 Client Summit (unedited)

Twitter – Building social mobile experiences with Twitter

  • Introduction
    • Gartner study huge opportunity for free app downloads
    • Social users on mobile
      • 53% followed link to web
      • 53% read post from brand/org/event
      • 33% collected a coupon
  • What is Twitter?
    • 2012.twitter.com (visify in Portland)
    • Growth 400M unique/200M active/400M tweets per day
    • Global townsquare
    • Mobile since inception
      • 60% access via mobile
      • 40% quarter over quarter growth
    • Identy
      • Twitter for Web
      • Cards
      • API – Rest, Stream, Search
    • Key things
      • 1. Drive downloads
      • 2. Drive engagement
  • Twitter in Mobile apps: Identity, Social Signal, Distribution Channel
    • Identity – Namesspace
      • single sign on
      • cheap
    • Social Signal – Realtime interests
      • Personalization
      • Distribution for content into the network
      • Share and discover
    • Marketing
      • Get users engaged
      • Plan ahead, build buzz and drive “tune-in”
  • Planning a successful app launch with Twitter

Facebook Moves Messaging

You’ve probably seen or read about the move by Facebook to move the Messaging function out of the core application. 

Why is this important? 
The rationale shared by ReadWrite suggests that the the experience is not ideal for users. In TechCrunch, the quote from Zuckerberg goes on to say that messaging was “second-class” causing more “friction” and they want to provide a “more focused experience” for messaging through the Facebook platform.
 
I would suggest that this move is a good ammunition for clients that want to cram their entire digital experience into a single mobile application. It is a practical demonstration that Facebook recognizes that, to quote Michael Griffitha focused and guided experience is the best way to extend their brand and meet the needs of their users. 
 
Does this mean every app by every client should have multiple applications? Obviously the answer is no, but you can also look at this as an opportunity to guide the core experience the client is trying to provide for their customers. Are they focused on the right thing? Are they asking for features/functionality “because”? Are they deriving their decisions with data to back the assumptions? Do they want to be a Jack of all trades and master of none? Do they understand the risks and rewards that go with the complexity of one app to do everything?
 
Reference:

Video From Space? Yes, please.

Dameisha Beach in Shenzhen, China

Thanks to Gizmodo I chased a rabbit down a long, dark hole. Years ago when Google integrated the satellite view into maps the world instantly felt much smaller and more accessible than ever. Later the “bird’s eye view” became an interesting view as planes would criss cross the sky and photograph cities. But I’ve always wondered when we would have a video feed from space at our disposal. I think of the scene in the movie “Patriot Games” where the raid is carried out in the desert and they watch live via a feed.

I’m sure that there are business cases for the use of HD Video from space and no doubt the cost implications are such that this is only going to be available to those with deep pockets. Perhaps one day we will have live video showing traffic issues and we can understand the situation better than a dark red line on a map. The possibilities are exciting.