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User Acquisition for Alexa Skills

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David Beisel shares best practices for marketing Alexa Skills.

Presentation was originally given to Betaworks' Voicecamp.

Publié dans : Marketing
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User Acquisition for Alexa Skills

  1. 1. CONFIDENTIAL – DO NOT DISTRIBUTE NextView Ventures Betaworks Session: Skill User Acquisition
  2. 2. CONFIDENTIAL – DO NOT DISTRIBUTE 2 About NextView Ventures We are high conviction, hand-on seed venture capitalists. David Beisel RobGO LEE HOWER GINNY MINEO Director Platform TIM DEVANE Principal Offices Initial Check Portfolio Consumer/B2B Follow-on New York & Boston $500K-$1M in $500K-3M round 60 investments since 2011 50% / 50% 50% of fund (acq. Twitter) (acq. Microsoft) (acq. Stratasys)
  3. 3. CONFIDENTIAL – DO NOT DISTRIBUTE 3 Voice Computing I am on a thematic pursuit around #VoiceFirst computing, as I believe we’re on the verge of the next technology wave.
  4. 4. CONFIDENTIAL – DO NOT DISTRIBUTE 4 Voice Computing Market Map In my attempt to map out the ecosystem...
  5. 5. CONFIDENTIAL – DO NOT DISTRIBUTE 5 Voice Challenges … I’ve learned the two primary challenges for skills developers & entrepreneurs: monetization (which is coming!) and distribution.
  6. 6. CONFIDENTIAL – DO NOT DISTRIBUTE 6 Enabling a Skill: Voice Currently, there are two ways to enable an Alexa Skill: #1 Invoke by directly speaking to Alexa. • Be very deliberate about naming • e,g, “opening bell” vs. “stock price” • No longer need to directly “enable” – invocation-only creates land rush for namespace • Potentially try multiple skill names to see what naturally sticks best? • Drive offline “awareness” to force voice prompting • Brands have an initial unfair advantage, but functions can stick User acquisition Marketing implications
  7. 7. CONFIDENTIAL – DO NOT DISTRIBUTE 7 Enabling a Skill: via “Screen” The other way to enable an Alexa Skill: #2 On a screen via webpage or in-app. • Each Skill’s landing page can be recipient of traffic • “Skill Store Optimization” (like App Store Optimization) can be effective use of resources • Lo-fi brute force is meaningful, for now (and a while?) • Cross-promote if you’ve created more than one Skill User acquisition Marketing implications
  8. 8. CONFIDENTIAL – DO NOT DISTRIBUTE 8 Dedicated Page Market to Skill page, but funnel traffic through your own prior. • Test paid traffic • Even though loop won’t fully be closed to calculate CPA, gain directional understanding • Depending on skill, best channels will differ (paid search, Facebook) • Voice is a popular search term = spend time with Google Adwords • Don’t fully cede to Amazon, have landing page prior • Content marketing and SEO to build inertia over time
  9. 9. CONFIDENTIAL – DO NOT DISTRIBUTE 9 Skill Store Optimization Play the game with Skill Store Optimization (“SSO”). • Have a strong skill that will rate well, but supercharge the launch • Orchestrate at least ten positive reviews from your friends • Your reviews are being read by Amazon = address critiques • Embed a review call-to- action inside Skill • Paid marketing can potentially self- reinforce with being featured
  10. 10. CONFIDENTIAL – DO NOT DISTRIBUTE 10 Influence the Influencers Navigate your way to the Amazon employees with influence. • Skills that are unique or showcase Alexa in novel way are prioritized
  11. 11. CONFIDENTIAL – DO NOT DISTRIBUTE 11 Cross-Skill Promotion Creating more than one Skill & promote within your “network.” • A great place to promote a Skill is within another Skill • Extending reach within context for user to naturally try another • Consider a suite of Skills rather than just one depending on functionality
  12. 12. CONFIDENTIAL – DO NOT DISTRIBUTE 12 Thanks • Our “Platform” providing resources for entrepreneurs • http://nextviewventures.com/platform • Our blog: • http://nextviewventures.com/blog • Our award-winning “Traction” podcast: • https://soundcloud.com/nextview • Our Twitter: • @nextviewvc • My personal blog: • http://genuinevc.com • My Twitter: • @davidbeisel • Blog Posts: • A Personal Voice Computing Map: http://nextview.vc/2iMa2WM • Voice Computing in Enterprise: Inside & Out: http://nextview.vc/2ktTOmY • Current Challenges in Voice Computing: http://nextview.vc/2kxGOvX • The Ubiquity of Voice and the Venture Opportunity: http://nextview.vc/2pufwIZ You can (and should!) connect with us…

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