A look at the programs, tactics, and performance of various programs used to build the funnel of users/customers including actual costs of acquisition per program.

1. Funnel Dynamics Towards The $1 COCA Prepared by Robert Pease robertcpease@gmail.com 206.237.0397 @ReplyToAll Summer 2011

2. Goal Get attention (hard) and keep attention (harder) The big “D” – distribution at attractive economics (COCA) Informed targeting: how do you know when you don’t know Demographics vs. psychographics Agile marketing to keep pace with agile development 2 By Robert Pease/@ReplyToAll

3. 2x.5 – Twice as long, half as much User growth plans – forecast vs. actual 3 By Robert Pease/@ReplyToAll

4. Activities drive traffic Android App Launch Public Beta Launch Private Beta Launch iPhone App Launch Browser Extensions Launch Google Apps Launch Stumbleupon Campaign Series A Announcement Gadget Email Blast + Social Profiles Launch RIM Acquisition Announcement 4 By Robert Pease/@ReplyToAll

5. The Traditional Marketing Playbook Be smart Print ads: no Banner ads: no List marketing: carefully Radio: maybe, does your target market listen to Pandora? Silver bullet: only 1 and it is Coors Light – there is no “one thing” to do Launch events: one and done – launch is a process, not an event 5 By Robert Pease/@ReplyToAll

6. Paid Programs - Winners 6 By Robert Pease/@ReplyToAll

7. Sponsored Content Performance- Single Mashable Post Mashable post = $1333 New users = 261 Starting COCA = $24.24 Current COCA = $5.11 7 By Robert Pease/@ReplyToAll

8. Direct Outreach Program 1 FTE contractor Cost of research, conversion, testing Lists + offer = you are in our target and we want your feedback Take meeting and get a free trial Limited pre-meeting use Good way to test segments, hone pitch, learn problems 8 By Robert Pease/@ReplyToAll

9. Paid Programs - Winners 9 By Robert Pease/@ReplyToAll

10. Coverage & Awareness (not PR) Focused and targeted around launch/release initially Write & issue press releases via PRWeb for $200-400 Have a “point of view” & make it somewhat controversial (the new workstyle) Draft early on (follow leader getting coverage) Be who they mention as a competitor..every time they are asked Led to earned coverage: no effort, no investment BBCclick NYPost Find those who write about what you do (influencers) & get them to help tell your story 10 By Robert Pease/@ReplyToAll

11. A word about Adwords For marketing message testing – yes For competitive branding –yes To drive users? $56 per activated user Innovation in the area – Trada(http://www.trada.com) CrowdsourcedAdword optimization $65 per activated user with no optimized landing pages, etc. 11 By Robert Pease/@ReplyToAll

12. Other Paid Programs 12 By Robert Pease/@ReplyToAll

13. Non-Paid Programs 13 By Robert Pease/@ReplyToAll

15. Personal & authentic

16. Actionable & meaningful

17. Over 6 hours to respond

18. Generic response

19. Direct sales tactics

20. Nothing worth sharing

21. Partial coverage

22. No coverage

23. No response

24. Response within 1-10 minutes

25. Personal & authentic

26. Actionable & meaningful

27. Complete coverageKnow the four zones of engagement – deploy a listening & engagement framework Social is a tactic to reach and engage target users and influencers Identify, engage, & brief influencers (treat them like press, they’ll write about you) Engage target users by amplifying their content Activate your Facebook fans (ask questions, Saturday am quality of life posts, give stuff away – people love tshirts) LinkedIn group was a non-issue Spammers on both so keep an eye open 14 By Robert Pease/@ReplyToAll

28. The Closed Loop Methodically vs anecdotally working user feedback into the product planning process See usage data for what it is, survey often, and don’t use ‘data’ as a defense Giving them what you think they need vs. what they are asking for Balance vision with practical features 15 By Robert Pease/@ReplyToAll

29. Funnel Dynamics Towards The $1 COCA Prepared by Robert Pease robertcpease@gmail.com 206.237.0397 @ReplyToAll Summer 2011