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BUILDING A COMMUNITY AROUND A
MOBILE APPLICATION
Vlada Pechenaya- Growth Marketing at Twentify
MY STORY
ISTANBUL, NOT CONSTANTINOPLE
LONDON CALLING
HOW I BECAME A SQUIRREL
145.000 USERS IN 5 COUNTRIES
COMMUNITY BUILDING
&SQUIRREL LOVE
““Getting a mobile app noticed in the
increasingly crowded mobile app market is
more difficult than ever.”
DEVELOPMENT STAGE...
DEVELOPMENT
➤ Landing page with a sign up form to gather early leads and to
build an email database.
➤ Lots and lots of ma...
Tell Your Story and
Make It Interesting!
LAUNCH
Instead of a boring press release, tell a personal story of
developing the...
-Ankit Srivastava
“How my first app got , 2 million downloads
within first year without spending any money” via
Medium
App P...
PROFESSIONALLY DESIGNED SCREENSHOTS
WEBSITE
SOCIAL PROOF
BUILDING A CROWD? START WITH
CUSTOMER DEVELOPMENT
Customer development has been proposed as a part of Lean Startup methodo...
TO KNOW YOUR AUDIENCE
REALLY WELL
➤ Establish User Segments
➤ Define Personas, as detailed as possible
➤ Use Socioeconomic...
USER COMMUNICATION
➤ Live Chat
➤ Push Notifications
➤ Email
➤ Helpdesk/ Live Support
➤ CRM (Segmentation)
➤ Analytics
➤ Ge...
INTERCOM
➤ Setting up attributes
and custom events for
segmentation and
analytics
➤ Tracking
communication metrics
such as...
PUSH NOTIFICATIONS
➤ Be newsworthy/ specific
➤ Be engaging
➤ Speak their language
➤ Include interesting content
➤ Establis...
PUSH NOTIFICATIONS
SOCIAL MEDIA
USER-GENERATED CONTESTS
ENGAGEMENT-ASK THEIR OPINION
CONSISTENT VISUAL
LANGUAGE
#PARABIZEHEPLAZIM
UGC CONTESTS
UGC CONTESTS
OUR USERS ROCK!
EMAIL MARKETING
Squirrel Weekly- OUR
WEEKLY NEWSLETTER
ACQUISITION
VIRAL LOOPS
ENGAGEMENT METRICS
Community Metrics:
➤ New Signups
➤ Active Users
➤ Active/Signups Rate=Conversion
Rate
➤ Organic Acquisi...
GAMIFICATION
Gamification helps
with engagement,
behaviour
modification, retention,
loyalty and
monetisation.
GAMIFICATION
Hooked: How to Build Habit-Forming Products
-Nir Eyal, Ryan Hoover
GAMIFICATION
Gamification by Design:
Implementing Game Mechanics
in Web and Mobile Apps
-Gabe Zichermann and
Christopher Cu...
““A 5% increase in customer retention
can increase a company’s profitability
by 75%”
-Bain & Co
IMPROVING RETENTION
IMPROVING RETENTION
Last Seen 15 Days Ago Email Last Seen 30 Days Ago Email
GROWTH HACKING
➤ Targeting communities on Quora, Reddit, Stack Overflow, Qualaroo (Quora+Mechanical Turk growth
hack)
➤ Tar...
TRY BOUNTY FOR YOURSELF-
WWW.GETBOUNTY.CO
Linkedin: https://tr.linkedin.com/in/vladapechenaya
Twitter: @vlada_pechenaya We...
Building a Community Around a Mobile Application
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Building a Community Around a Mobile Application

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So you have built an amazing product- an app that solves a problem and makes the lives of your users better! Now the challenge is bringing the product to the users! Let me introduce and refresh a few concepts of building a community around your mobile app

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Building a Community Around a Mobile Application

  1. 1. BUILDING A COMMUNITY AROUND A MOBILE APPLICATION Vlada Pechenaya- Growth Marketing at Twentify
  2. 2. MY STORY
  3. 3. ISTANBUL, NOT CONSTANTINOPLE LONDON CALLING
  4. 4. HOW I BECAME A SQUIRREL
  5. 5. 145.000 USERS IN 5 COUNTRIES
  6. 6. COMMUNITY BUILDING &SQUIRREL LOVE
  7. 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. 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. 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. 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. 11. PROFESSIONALLY DESIGNED SCREENSHOTS
  12. 12. WEBSITE
  13. 13. SOCIAL PROOF
  14. 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. 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. 16. USER COMMUNICATION ➤ Live Chat ➤ Push Notifications ➤ Email ➤ Helpdesk/ Live Support ➤ CRM (Segmentation) ➤ Analytics ➤ Getting direct responses to every communication
  17. 17. INTERCOM ➤ Setting up attributes and custom events for segmentation and analytics ➤ Tracking communication metrics such as open rate, click rate, response rate
  18. 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. 19. PUSH NOTIFICATIONS
  20. 20. SOCIAL MEDIA
  21. 21. USER-GENERATED CONTESTS
  22. 22. ENGAGEMENT-ASK THEIR OPINION
  23. 23. CONSISTENT VISUAL LANGUAGE
  24. 24. #PARABIZEHEPLAZIM
  25. 25. UGC CONTESTS
  26. 26. UGC CONTESTS
  27. 27. OUR USERS ROCK!
  28. 28. EMAIL MARKETING Squirrel Weekly- OUR WEEKLY NEWSLETTER
  29. 29. ACQUISITION
  30. 30. VIRAL LOOPS
  31. 31. 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
  32. 32. GAMIFICATION Gamification helps with engagement, behaviour modification, retention, loyalty and monetisation.
  33. 33. GAMIFICATION Hooked: How to Build Habit-Forming Products -Nir Eyal, Ryan Hoover
  34. 34. 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
  35. 35. ““A 5% increase in customer retention can increase a company’s profitability by 75%” -Bain & Co IMPROVING RETENTION
  36. 36. IMPROVING RETENTION Last Seen 15 Days Ago Email Last Seen 30 Days Ago Email
  37. 37. 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)
  38. 38. TRY BOUNTY FOR YOURSELF- WWW.GETBOUNTY.CO Linkedin: https://tr.linkedin.com/in/vladapechenaya Twitter: @vlada_pechenaya Website: itsvlada.com Let’s Connect!

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