handi health apps presentation: nec november 2013
TRANSCRIPT
@scotthaguegoogle.com/+IntegratedchangeNetfacebook.com/IntegratedChangewww.integratedchange.net
From testing to distribution – getting your app ‘out there’ and
noticed.
http://www.slideshare.net/scotthague
Gartner estimates 100bn apps to be downloaded in 2013
60 app stores
930,000 iPhone and 870,000 Android apps
33,000 unique health apps
Where does your app feature in all of this?
We’ve developed an app!
Mobile strategy can become
OVERWHELMED with
the technology
A change of mind set
Patients are our customers
Your app is a product. MarketIt like one.
What we demand from retail and banking, we should demand from mobile healthcare
The app store is no different
40%made no money from their last app
WHY?
Discoverability is a major problem
High expectations from free apps
Too many app stores
Device fragmentation
Poor quality apps
Overcrowded app stores
Overpopulated app stores
Promotion is high on the agenda - It should be the same for you.
•State of the Industry survey – App developer conference, Los Angeles, November 2013
What about the 60%?
All good companies respond to their communities.
When launching an app, we are trying to build a community.
Establish a relationship
Earn a two-way communication
StartEarly
www.businessmodelgeneration.com/canvas
Existing Insights
• Google analytics – patterns of keyword data?
• First 7 months of 2013, www.nhs.uk received 195,524,674 visits
• 99 million came from a smartphone/tablet• 734,000 from social media
Source: www.tecmark.co.uk/nhs-website-analytics/
https://www.whatdotheyknow.com/
1. Develop a great app
User Experience.
MVP
Create a target profile/Prospect Profile/Persona
Problem solving.Poor understanding of mobile
Source: IBM/eConsulancy
33%user experience
2. Be clear on the metrics
• Brand growth• Condition education, awareness• Early diagnosis and treatment• Revenue• Analyse readmission rates• Seasonal trends• Research data• In-app purchases• ROI
But…
We are not doing it for the money.
So what are you doing it for?
To save money.
What are you investing to do that?
£10,000
So, how will you measure that?
Getting your app noticed can seem like…
Appency
iAd
InMobi
AdMob
Fiksu
Facebook Mobile App Install Ads
Millennial Media
TapJoy
Flurry App Circle
Localytics
Playhaven
Chartboost
A leap of faith
3. The value proposition
WhatWhat
WHY
Check these out:
Simon Sinek http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html
http://www.inflexion-point.com
4. The App Store
http://www.integratedchange.net/app-store-optimisation-what-you-need-to-know
60% of the apps in the app store have never been
downloaded
4. App Store Optimisation (ASO)
• App store rankings are algorithmic
Conduct keyword research Brainstorming and competitors Keyword tools like Übersuggest/identify/Google keyword
planner (https://adwords.google.com/ko/KeywordPlanner/)
• Google Play takes page authority into account• Link build to the listing from external sources, just as with SEO
4. App Store Optimisation (ASO)
Use singular form words
Try to avoid long-tail keywords
No need to repeat the category name – its already included
http://www.integratedchange.net/app-store-optimisation-what-you-need-to-know
Build your page to be visually appealing (icons, images, videos)
Keep your description clear and concise and above the fold
…but wait.
90%
79%retry an app only once if it failed first time
31%the app should load in 2 seconds or less
Source: Compuware: What Consumers Really Need and Want
5. Digital Marketing
• Blogger outreach
• Online PR – geared towards building the brand
• Remember to use the telephone – make manual contact
• Source and contact relevant journalists manually
• Utilise app discovery publisher programs - YouAppi and Appi
5. SEO (organic)
• Capture the 16% of users discovering apps via the web
• Create a page/website
• Acquire natural links to the page, build authority
• Onpage optimisation – ensure technical aspects/search terms are optimised
• Android 4.4 (app indexing) – app is not left out of search results. https://developers.google.com/app-indexing/
5. Free tools!
Smart app banners - FREE
App Store Short Links - FREE
https://developer.apple.com/appstore/resources/marketing/index.html
• PPC enhanced campaigns
• Instant
• Click to download
• App indexing/deep links
• Keywords trigger your ads
• Geographic targeting
5. Google AdWords
http://searchenginewatch.com/article/2242614/AdWords-Enhanced-Mobile-Campaigns-5-Things-PPC-Marketers-Need-to-Know
• Promote within Facebook feeds
• Instant, easy setup
• Target specific demographics
• Age
• Interests
• Locations
5. Facebook
https://www.facebook.com/business/mobile-app-ads
145Million app installs
• You need to know more about your users• How they found your app• The types of devices• How they use the app• Return rates to the app• Error reporting
DataThere is a lot of noise
6. Measure & Track
Google Mobile App analytics
Flurry
DistimoFlightpath
App Annie
Nielsen
InMobi
comScore• Link Google Analytics to your Google Play account
• Google Play Referral Flow
• Similar to attribution modelling for GA.
• Track effectiveness of marketing campaigns (blogs/articles/ad campaigns/traffic sources etc…)
SDK’s are available
iOSWeb applications Android
http://www.google.com/analytics/mobile/
7. Don’t stop
Make sure you have a framework to support these 7 activities
The 7 key points
1. Develop an app that’s worth downloading2. Agree on the metrics3. Build the value proposition4. Utilise the app store5. Encompass online strategies6. Keep measuring7. Keep the momentum
Thank you for listening
@scotthaguegoogle.com/+IntegratedchangeNetfacebook.com/IntegratedChangewww.integratedchange.net
http://www.slideshare.net/scotthague