Talk by Martin Kessler from MWI on Viral Marketing for Mobile Apps at the Malaysia Social Media Week 2015.

1. Viral Marketing For Your App
Presented by (Name) :
Title / Organization :
Martin Kessler
Director of Strategic Accounts, MWI

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@kesslerhk
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APP STORES
SUPER
PLATFORMS

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Marketing is the key to reach new users.
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0
Good
Awesome
OMG!
The Servers
are on fire

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How does my app become viral?
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Viral Loop
In a nutshell
SEESHARE
DESIRE
TO SHARE
CLICK

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Every Loop is Different.
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WORD OF MOUTH
!

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WORD OF MOUTH
!

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INHERENTLY
VIRAL
"
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COMMUNICATIVE
VIRALITY
#

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INCENTIVIZED
REFERRALS
$

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BROADCASTED
VIRALITY
%

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PLATFORM
VIRALITY
&

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Not easy to go viral.
Does your app have the right set of features?
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How to Select Features
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LOW
VALUE
HIGH
VALUE
LOW
VIRALITY
HIGH
VIRALITY
SPAM AWESOME !!
DISCARD
DO IT
ANYWAYS
LinkedIn
Contact Book
Import
x
Feature has no
value to user
and no virality.
Facebook Wall
drives
engagement
but no virality
x
x
Skype’s
“Find Friends”
Feature. Good
for user + viral.
x

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@kesslerhk
How to measure virality?
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INVITES
Average number of invites sent per user.Average
Invites
Average percentage of installs per invite.Conversion
Rate
Average new installs per user.Viral
Factor
X
Y
K
t: Speed to
complete
cycle
Example: Viral Factor: 3.0 (X) * 0.66 (Y) = 2.0 (K)
Viral Cycle Time (t): 7 days

36. Key Takeaways:
Understand your audience
Experiment & Reiterate
Mix Awareness & Viral Markting
more customer through digital marketing

37. Need help?
Contact us
more customer through digital marketing