como aumentar os usuários e engajamentos em apps
TRANSCRIPT
C O M T W I T T E R
@ C VA LV E R D E
C O M O A U M E N TA R O S U S U Á R I O S E E N G A J A M E N T O S E M A P P S
3 PONTOS IMPORTANTES
3 PONTOS IMPORTANTES
- COMPETITIVIDADE NO MERCADO DE APLICATIVOS
3 PONTOS IMPORTANTES
- COMPETITIVIDADE NO MERCADO DE APLICATIVOS
- COMO APROVEITAR CONVERSAS ORGÂNICAS PARA OBTER UM MELHOR DESTAQUE
3 PONTOS IMPORTANTES
- COMPETITIVIDADE NO MERCADO DE APLICATIVOS
- COMO APROVEITAR CONVERSAS ORGÂNICAS PARA OBTER UM MELHOR DESTAQUE
- PRODUTOS E SOLUÇÕES DA PLATAFORMA DO TWITTER
Source | Locket app, October 2013
UMA PESSOADESTRAVA SEU
UMA MULTIDÃO DE APLICATIVOS
UMA MULTIDÃO DE APLICATIVOS
3MM DE APLICATIVOS+ DE 110B DE INSTALAÇÕES DESDE 2008
COMO ENCONTRAR O SEU APP?
O QUE ACONTECE NO MUNDO, ACONTECE NO TWITTER
Gamers, download and play your friends anywhere in the world! yourapp.com/1r2bnFs
Your App@yourapp
Your App
Your App
FREE
3.0/5.0 stars - 168 ratings
Start your adventure with a new gaming app that lets you connect anywhere.
Download on the App Store
TweetPizza Hut @PizzaHutGluten Free Pizza is a thing now. pizzahut.com/glutenfree
1 8
GetTaxi UK @GetTaxiUK£10 off your first GetTaxi ride. Get the app now and get a cab at the tap of a button
FC Barcelona @FCBarcelonaFULL TIME: FC Barcelona 5 (Neymar, Messi 3, Suarez) Levante 0 #FCBlive
2.9K 1.5K
Eric Price @ericprice91@FCBarcelona @sarahdeana12 Woohoo! Another Win!
Product Hunt @ProductHuntNeptune Duo: A sexy, connected pocket screen on your wrist (pre-order) producthunt.com/posts/neptune-…via @scottwwilliams
The Telegraph @TelegraphJames Bond cast sweep into Rome to shoot car chase scenes telegraph.co.uk/news/worldnews…
86 84
Aziz Ansari @azizansariHi. My new standup special “Aziz Ansari: Live at Madison Square Garden” debuts March 6th on Netflix. That is all.
2.3K 6.4K
Os usuários acessam o Twitter para descobrirem novos conteúdos
TWITTER CONECTA SEUS USUÁRIOS AO MUNDO
Gamers, download and play your friends anywhere in the world! yourapp.com/1r2bnFs
Your App@yourapp
Your App
Your App
FREE
3.0/5.0 stars - 168 ratings
Start your adventure with a new gaming app that lets you connect anywhere.
Download on the App Store
TweetPizza Hut @PizzaHutGluten Free Pizza is a thing now. pizzahut.com/glutenfree
1 8
GetTaxi UK @GetTaxiUK£10 off your first GetTaxi ride. Get the app now and get a cab at the tap of a button
FC Barcelona @FCBarcelonaFULL TIME: FC Barcelona 5 (Neymar, Messi 3, Suarez) Levante 0 #FCBlive
2.9K 1.5K
Eric Price @ericprice91@FCBarcelona @sarahdeana12 Woohoo! Another Win!
Product Hunt @ProductHuntNeptune Duo: A sexy, connected pocket screen on your wrist (pre-order) producthunt.com/posts/neptune-…via @scottwwilliams
1,422 1,893
Pizza Hut @PizzaHutGluten Free Pizza is a thing now. pizzahut.com/glutenfree
1 8
Aziz Ansari @azizansariHi. My new standup special “Aziz Ansari: Live at Madison Square Garden” debuts March 6th on Netflix. That is all.
2.3K 6.4K
Os usuários acessam o Twitter para descobrirem novos conteúdos
TWITTER CONECTA SEUS USUÁRIOS AO MUNDO
Gamers, download and play your friends anywhere in the world! yourapp.com/1r2bnFs
Your App@yourapp
Your App
Your App
FREE
3.0/5.0 stars - 168 ratings
Start your adventure with a new gaming app that lets you connect anywhere.
Download on the App Store
TweetPizza Hut @PizzaHutGluten Free Pizza is a thing now. pizzahut.com/glutenfree
1 8
GetTaxi UK @GetTaxiUK£10 off your first GetTaxi ride. Get the app now and get a cab at the tap of a button
FC Barcelona @FCBarcelonaFULL TIME: FC Barcelona 5 (Neymar, Messi 3, Suarez) Levante 0 #FCBlive
2.9K 1.5K
Eric Price @ericprice91@FCBarcelona @sarahdeana12 Woohoo! Another Win!
1,422 1,893
Pizza Hut @PizzaHutGluten Free Pizza is a thing now. pizzahut.com/glutenfree
1 8
GetTaxi UK @GetTaxiUK£10 off your first GetTaxi ride. Get the app now and get a cab at the tap of a button
FC Barcelona @FCBarcelonaFULL TIME: FC Barcelona 5 (Neymar, Messi 3, Suarez) Levante 0 #FCBlive
2.9K 1.5K
Os usuários acessam o Twitter para descobrirem novos conteúdos
TWITTER CONECTA SEUS USUÁRIOS AO MUNDO
Gamers, download and play your friends anywhere in the world! yourapp.com/1r2bnFs
Your App@yourapp
Your App
Your App
FREE
3.0/5.0 stars - 168 ratings
Start your adventure with a new gaming app that lets you connect anywhere.
Download on the App Store
TweetPizza Hut @PizzaHutGluten Free Pizza is a thing now. pizzahut.com/glutenfree
1 8
GetTaxi UK @GetTaxiUK£10 off your first GetTaxi ride. Get the app now and get a cab at the tap of a button
FC Barcelona @FCBarcelonaFULL TIME: FC Barcelona 5 (Neymar, Messi 3, Suarez) Levante 0 #FCBlive
2.9K 1.5K
Eric Price @ericprice91@FCBarcelona @sarahdeana12 Woohoo! Another Win!
Eric Price @ericprice91
@FCBarcelona @sarahdeana12 Woohoo! Another Win!
Os usuários acessam o Twitter para descobrirem novos conteúdos
TWITTER CONECTA SEUS USUÁRIOS AO MUNDO
Gamers, download and play your friends anywhere in the world! yourapp.com/1r2bnFs
Your App@yourapp
Your App
Your App
FREE
3.0/5.0 stars - 168 ratings
Start your adventure with a new gaming app that lets you connect anywhere.
Download on the App Store
TweetPizza Hut @PizzaHutGluten Free Pizza is a thing now. pizzahut.com/glutenfree
1 8
GetTaxi UK @GetTaxiUK£10 off your first GetTaxi ride. Get the app now and get a cab at the tap of a button
FC Barcelona @FCBarcelonaFULL TIME: FC Barcelona 5 (Neymar, Messi 3, Suarez) Levante 0 #FCBlive
2.9K 1.5K
Eric Price @ericprice91@FCBarcelona @sarahdeana12 Woohoo! Another Win!
Os usuários acessam o Twitter para descobrirem novos conteúdos
TWITTER CONECTA SEUS USUÁRIOS AO MUNDO
Gamers, download and play your friends anywhere in the world! yourapp.com/1r2bnFs
Your App@yourapp
Your App
Your App
FREE
3.0/5.0 stars - 168 ratings
Start your adventure with a new gaming app that lets you connect anywhere.
Download on the App Store
Tweet
Huffington Post @huffintonpostConan films first late-night show in Cuba since embargo began huff.to/1yYQniY
GetTaxi UK @GetTaxiUK£10 off your first GetTaxi ride. Get the app now and get a cab at the tap of a button
265 527
Promoted by GetTaxi UK
2.9K 1.5K
Eric Price @ericprice91@FCBarcelona @sarahdeana12 Woohoo! Another Win!
GetTaxi UK4.8/5.0 stars - 41,380 ratings Install
Os usuários acessam o Twitter para descobrirem novos conteúdos
TWITTER CONECTA SEUS USUÁRIOS AO MUNDO
Gamers, download and play your friends anywhere in the world! yourapp.com/1r2bnFs
Your App@yourapp
Your App
Your App
FREE
3.0/5.0 stars - 168 ratings
Start your adventure with a new gaming app that lets you connect anywhere.
Download on the App Store
Tweet
Huffington Post @huffintonpostConan films first late-night show in Cuba since embargo began huff.to/1yYQniY
152 156
2.3K 6.4K
Your App @yourappGamers, download and play your friends anywhere in the world! yourapp.com/1r2bnFs
265 527
Promoted by GetTaxi UK
GetTaxi UK4.8/5.0 stars - 41,380 ratings Install
Os usuários acessam o Twitter para descobrirem novos conteúdos
TWITTER CONECTA SEUS USUÁRIOS AO MUNDO
Gamers, download and play your friends anywhere in the world! yourapp.com/1r2bnFs
Your App@yourapp
Your App
Your App
FREE
3.0/5.0 stars - 168 ratings
Start your adventure with a new gaming app that lets you connect anywhere.
Download on the App Store
Tweet
Huffington Post @huffintonpostConan films first late-night show in Cuba since embargo began huff.to/1yYQniY
152 156
2.3K 6.4K
Your App @yourappGamers, download and play your friends anywhere in the world! yourapp.com/1r2bnFs
265 527
Promoted by GetTaxi UK
GetTaxi UK4.8/5.0 stars - 41,380 ratings Install
157
TWITTER CONECTA SEUS USUÁRIOS AO MUNDOe eles geralmente descobrem novos aplicativos
Gamers, download and play your friends anywhere in the world! yourapp.com/1r2bnFs
Your App@yourapp
Your App
Your App
FREE
3.0/5.0 stars - 168 ratings
Start your adventure with a new gaming app that lets you connect anywhere.
Download on the App Store
Tweet
Huffington Post @huffintonpostConan films first late-night show in Cuba since embargo began huff.to/1yYQniY
152 156
2.3K 6.4K
Your App @yourappGamers, download and play your friends anywhere in the world! yourapp.com/1r2bnFs
265 527
Promoted by GetTaxi UK
GetTaxi UK4.8/5.0 stars - 41,380 ratings Install
157
TWITTER CONECTA SEUS USUÁRIOS AO MUNDOe eles geralmente descobrem novos aplicativos
Gamers, download and play your friends anywhere in the world! yourapp.com/1r2bnFs
Your App@yourapp
Your App
Your App
FREE
3.0/5.0 stars - 168 ratings
Start your adventure with a new gaming app that lets you connect anywhere.
Download on the App Store
Tweet
TWITTER CONECTA SEUS USUÁRIOS AO MUNDOe eles geralmente descobrem novos aplicativos
CONVERSAS SOBRE NOVOS APLICATIVOS ACONTECEM NO TWITTER
Source | Twitter Internal
o comercial foi ao ar durante o superbowl6.6MM de impressões no tweet
Tweet Impressions
Source | Twitter Internal
o comercial foi ao ar durante o superbowl6.6MM de impressões no tweet
@vorpahlsworldAmy Vorpahl
I’m not embarrassed to say that Liam Neeson
@HoneyWooWooMerGyver
Going to start live tweeting my Clash of Clans. “Level 3 dragons
@spotasticShannon O’Neill
I just saw Liam Neeson at a Sbarro play Clash of Clans.Tweet Impressions
@jamesjoeyjamesJoey James
@ClashofClans got our walls built to level 10 to defend against Liam Neeson. #3star
Source | Twitter Internal
TOP 20 APPS - 30 D IAS 4 4 M T W E E T SSource | Crimson Hexagon, Jan 2015
TOP 20 APPS - 30 D IAS 4 4 M T W E E T SSource | Crimson Hexagon, Jan 2015
ALCANCE SUA AUDIÊNCIA NO TWITTER
v
1B DE APARELHOS IOS & ANDROID
288M DE USUÁRIOS ÚNICOS/MÊS
PLATAFORMA MOBILE
500M DE USUÁRIOS ACESSAM NOSSA PLATAFORMA TODOS OS MESES
Source | Twitter Internal
C O N F I D E N T I A L
USUÁRIOS NO TWITTER GLOBALMILHŌES 288
Source | Twitter Internal
C O N F I D E N T I A L
80%DOS QUAIS
SÃO MOBILE
Source | Twitter Internal
LIVROS
MENSAGEM/BATE-PAPO
GAMES
MÚSICA
REDE SOCIAL
FOTO58%INSTALOU UM
APLICATIVO NO MÊS ANTERIOR
Source | Global Web Index
OS USUÁRIOS DO TWITTER BRASIL TÊM EM MÉDIA 10% A MAIS DE APPS EM SEU CELULARDO QUE OS USUÁRIOS DE SMARTPHONES EM OUTROS PAÍSES
Source | Research Now, Mobile App Research, Brazil, Feb 2015
APP PROMOVIDO TEM ALTA TAXA DE AWARENESS
LEMBRAM DE TEREM VISTO UM CARD PROMOVIDO NO TWITTER63%
Source | Research Now, Mobile App Research, Brazil, Feb 2015
FUNIL DE CONVERSÃO
GERAR AWARENESS
AQUISIÇÃO DE NOVOS
USUÁRIOS
ENGAJAR USUÁRIOS DO SEU
APP
GERAR CONVERSÕES
NO APP
GERAR AWARENESS
GERAR AWARENESS
AQUISIÇÃO DE NOVOS
USUÁRIOS
ENGAJAR USUÁRIOS DO SEU
APP
GERAR CONVERSÕES
NO APP
MENSURAÇÃOPUBLICO-ALVOCRIATIVO
CONVERSION TRACKINGINTERESSE, PALAVRA-CHAVE
RETARGETING
IMAGEM APP CARD
LOOK-A-LIKE
DASHBOARD
3 PILARES PARA UMA CAMPANHA DE SUCESSO
The Test @the_test“If you met your clone, how would you two get on?” Take THE TEST now!
The Test: Fun for Friends!4.0/5.0 stars - 26,080 ratings
Promoted by The Test
Install
“BURST” PARA CAMPANHAAWARENESS E ESCALA
The Washington Post @washingtonpostSome of Chris Christie’s prominent home-state donors are shifting allegiance to Jeb Bush wapo.st/1vkyRun
WIRED @WIREDOur favorite mechanical keyboard drops some weight and width
TARGETING
Keywords“amigos,” “melhores amigos”, “namorada”
Interest@contas de DJs, filmes, jogos
The Test @the_test“If you met your clone, how would you two get on?” Take THE TEST now!
The Test: Fun for Friends!4.0/5.0 stars - 26,080 ratings
Promoted by The Test
Install
The Washington Post @washingtonpostSome of Chris Christie’s prominent home-state donors are shifting allegiance to Jeb Bush wapo.st/1vkyRun
WIRED @WIREDOur favorite mechanical keyboard drops some weight and width
CRIATIVO
Formato Imagem App Card
ImagemColorida e engraçada
Texto Pedido inusitado, pergunta provocativa
“BURST” PARA CAMPANHAAWARENESS E ESCALA
Campaign
MENSURAÇÃO
The Test @the_test“If you met your clone, how would you two get on?” Take THE TEST now!
The Test: Fun for Friends!4.0/5.0 stars - 26,080 ratings Install
The Washington Post @washingtonpostSome of Chris Christie’s prominent home-state donors are shifting allegiance to Jeb Bush wapo.st/1vkyRun
WIRED @WIREDOur favorite mechanical keyboard drops some weight and width
Promoted by The Test
“BURST” PARA CAMPANHAAWARENESS E ESCALA
The Test @the_test“If you met your clone, how would you two get on?” Take THE TEST now!
The Test: Fun for Friends!4.0/5.0 stars - 26,080 ratings Install
“We were highly impressed by the volume we were able to achieve without much lead time”
-CEO, Lotum
TOP 10 nas lo jas em (UK, US)
50% das instalações vieram do Twit ter
The Washington Post @washingtonpostSome of Chris Christie’s prominent home-state donors are shifting allegiance to Jeb Bush wapo.st/1vkyRun
WIRED @WIREDOur favorite mechanical keyboard drops some weight and width
Promoted by The Test
“BURST” PARA CAMPANHAAWARENESS E ESCALA
AQUISIÇÃO DE USUÁRIOS
GERAR AWARENESS
AQUISIÇÃO DE NOVOS
USUÁRIOS
ENGAJAR USUÁRIOS DO SEU
APP
GERAR CONVERSÕES
NO APP
Home
katja nelson @katjaYou know you're related when you accidentally put on the exact same outfit. @altabirdy
Eric Price @ericprice12Can’t wait for halloween!
Michael Engle @mnenglePerfect day at the @49ers game.
Home
YPlan @YPlanCocktails + A Zombie Movie? Do Halloween The Right Way - Grab Tickets on YPlan NOW!
Promoted by YPlan
YPlan — NYC, SF, London4.2/5.0 stars - 3,775 ratings
Install
YPlan
katja nelson @katja
Eric Price @ericprice12Can’t wait for halloween!
YPlan - New York, San Francisco +… YPlan Tonight
(12) GET
Details RelatedReviews
+
We saw 10X the number of downloads from Twitter than from other mobile advertising channels. ”“
ENGAJAMENTO E CONVERSÃO
GERAR AWARENESS
AQUISIÇÃO DE NOVOS
USUÁRIOS
ENGAJAR USUÁRIOS DO SEU
APP
GERAR CONVERSÕES
NO APP
Ret
aine
d U
sers
Per
Mon
th
10%
20%
30%
40%
Mês 1 Mês 2
15%
40%
SOMENTE 15% DOS USUÁRIOS AINDA USAM UM APP DEPOIS DE 2 MESES
Source | Flurry
SOURCE | LIfehacker
52apps são instalados em média por usuários de
smartphones
10apps são utilizados por um
usuários de smartphone
SATURAÇÃO DOS APLICATIVOS
RETARGETING DE APLICATIVOEngage uma audiência muito específicaExemplo de eCommerce app
Instalação de aplicativos
AssinaturasUsuários que
visitaram um produto dentro do app
Direcionar os usuários para a ação desejadaExemplo: Inscrição APP Freemium
Retargeting para usuários registrados
Usuários Inscritos
DIRECIONANDO PARA ASSINATURAS
Retargeting de aplicativos MobileDirecionando os usuário para assinatura
Tailored audience of registered users
Retargeting de instalação
de app
Usuários Inscritos
YPlan @YPlanYPlan has NYC’s Most Unique Events. See this Week’s Curated List.
YPlan4.3/5.0 stars - 3,873 ratings
Open
Promoted by YPlan
ENCORAJANDO ASSINATURAS CSR Classics @CSRClassics
Need a break? Race Classic cars on your device now!
CSR Classics4.4/5.0 stars - 508,324 ratings
Open
Retargeting de aplicativos MobileDirecionando os usuário para assinatura
Tailored audience of registered users
Retargeting de instalação
de app
Usuários Inscritos
ENGAJAMENTO E CONVERSÃO
GERAR AWARENESS
AQUISIÇÃO DE NOVOS
USUÁRIOS
ENGAJAR USUÁRIOS DO SEU
APP
GERAR CONVERSÕES
NO APP
USUÁRIOS DE TWITTER SÃO 27% MAIS PROPENSOS EM FAZER UMA COMPRA NO APPDO QUE A MÉDIA DOS CONSUMIDORES
Source | Research Now, Mobile App Research, UK, Feb 2015
DIRECIONANDO CONVERSŌES NOS APPS
YPlan @YPlanLondon’s #1 Event App - Book & Pay in Seconds
YPlay4.3/5.0 stars - 3,873 ratings
Open
Tailored audience of registered users
Retargeting para assinantes
Compra atual
Promoted by YPlan
Retargeting de aplicativos MobileDirecionando os usuário para compras
DRIVE IN-APPCONVERSIONS CSR Classics @CSRClassics
Got what it takes? Race your favorite classic cars now!
CSR Classics4.4/5.0 stars - 508,324 ratings
Open
Retargeting de aplicativos MobileDirecionando os usuário para compras
Tailored audience of registered users
Retargeting para assinantes
Compra atual
TWITTER É #AOVIVO
TWITTER É #PUBLICO
TWITTER É #MOBILE
APPENDIX
Tailored audiences generated 24% stronger ARPU compared to other channels. ”
“
TwoDots drove over a million app installs in a short period of time, and Twitter has become a
essential user acquisition channel for us!… ”“
- Dots
We were able to drive a significant number of installs […] at or below our single digit cost-per-
install targets. ”
“
- Electronic Arts
Our campaigns to date have consistently yielded high-quality, transactive app users… ”
“
- SeatGeek
During the beta, we were able to quickly and effectively reach our growth goals via Twitter for 30%
below the originally targeted cost. ”
“
- Lyft