30 magazine -- mobile apps marketing ii
DESCRIPTION
TRANSCRIPT
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Welcome
App 產品行銷篇By “Mr. Jamie”
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“Mr. Jamie” 之外
� appWorks 之初創投
� 消費者網路公司
� 50+ 家創業團隊
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iPhone / Android
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2,520 分鐘5.8%
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Apps 下載量
Data: AdMob (2010-6-30)
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App Store 規模
0 100,000 200,000 300,000 400,000 500,000
iOS
Android
500,000
300,000
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商店
病毒
如何被發現?
廣告
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病毒
如何被發現?
廣告
商店
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商店
� 排行榜
� SEO 搜尋最佳化
� 商品頁
� 相關 Apps
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排行榜
� 目標一:衝排名
� 目標二:留在榜上
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好的出發
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典型的生命週期
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SEO 搜尋最佳化
� 問題
� 答案
� 種類
� 關鍵字
� 競爭對手
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商品頁
� Icon
� 照片
� 描述
� 星等
� 下載、下載、下載!!
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星等
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相關 Apps
� 同一開發商
� 不同開發商
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商店
病毒
如何被發現?
廣告
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廣告
� 免費廣告
� 付費廣告
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免費廣告
� 母雞帶小雞
� 網站、粉絲頁
� 交換廣告
� 評論網站
� 「限時免費」
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母雞帶小雞
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付費廣告
� CPM/CPC/CPA?
� Web � Mobile
� AdSense Mobile vs. AdMob
� InMobi, Vpon, 酷米… etc.
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商店
病毒
如何被發現?
廣告
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病毒
� 口耳相傳
� 邀請朋友
� 分享內容
� 網路效應
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口耳相傳
� 產品名稱
� 產品功能
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邀請朋友
� Why?
� Facebook 朋友
� 電話簿朋友
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分享內容
� Why?
� 分享到 Facebook
� 別忘了:簡訊、Email
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網路效應
� 使用者越多,越有價值
� 越常使用,越有價值
� 內容越多,越有價值
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Web 3.0
另外兩個引擎
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使用者都在這裡
� 全球:– 8.5 億活躍用戶– 2.5 億 App 用戶
� 台灣:
– 72% 天天上– 53% 一天上兩次
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社群化
� Social everything
– Social games, social browser, social news, social
shopping, social investing, social music…
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Open Graph = Social Everywhere
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社群媒體
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別再追求「曝光」(impressions),開始擁抱
「表達」(expressions)。
可口可樂行銷長喬‧楚波第
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Gillette
http://www.youtube.com/watch?v=cTl3U6aSd2w
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BlendTec
http://www.youtube.com/watch?v=lAl28d6tbko
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結果…
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打爛 iPhone 的結果
� 160,000 x $30 CPM = 省下 $4,800,000
� 2007 年業績上升: 5倍
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http://www.youtube.com/watch?v=L9XF7dHbhN8
Justin Bieber (小賈斯汀)
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1:59 x 3,000,000…
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Old Spice
http://www.youtube.com/watch?v=owGykVbfgUE
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Old Spice Man
http://www.youtube.com/watch?v=owGykVbfgUE
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案例:Old Spice
http://www.youtube.com/watch?v=uLTIowBF0kE
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Old Spice Responses
� 觀眾發問
� 廣告公司製作回答影片
(Wieden + Kennedy)
11 小時, 87 支
� 57,000,000 views
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Old Spice Responses @mrskutcher
http://www.youtube.com/watch?v=GPlg9ez4L1w
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Old Spice
http://www.youtube.com/watch?v=nFDqvKtPgZo
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Questions?
mrjamie.cc