eia2016nice - brian kress. getting your users hooked

GETTING YOUR USERS HOOKED

BRIAN KRESS, MARKETING MENTOR

BRIAN KRESS

SWIRLStrategy Director

CONSULTANTDigital Strategy, Product Market Fit

AKQAStrategy Director, Gaming Group

THE RICHARDS GROUPGroup Head, Digital Strategy

2016 - NOW

2015 - 2016

2014 - 2015

2006 - 2014

THE FIRST STEP TO BUILDING A COMPANY IS UNDERSTANDING CUSTOMER MOTIVATION

WHAT JOB ARE YOU HIRED TO DO?Don’t add features or functions to your product based on the category or demographics of your audience.

Find the job that customers “hire” your product to do for them, then find new ways to make that job easier, better, or more fulfilling.

Source: Clayton Christensen, Harvard

HAVE YOU EVER…Checked your phone but you don’t know why?

Opened Snapchat to do one thing, but find yourself laughing and tapping 30 minutes later?

Given up on finding the perfect international phone plan and just going for whatever is easiest?

Great products plug holes by establishing strong customer habits.

IT’S NOT BY ACCIDENT

Source: B.J. Fogg, Stanford

High Motivation

Low Motivation

EasyDifficult

😲

😂

Action Line

Habit-forming products make it easy to do things people are already motivated to do.

WHAT IS YOUR ADDICTION LOOP?

TRIGGER

REWARD

ACTIONINVESTMENT Source: Nir Eyal

TRIGGER

REWARD

ACTIONINVESTMENT

“Ugh... I can’t believe I tapped then! I should have... UGH!”

Tap, tap, tap, “NO!” Tap, tap, tap, tap, “NO!” Tap…

“I can do better. This game can’t beat me.”

“I almost beat my high score last round. I bet I’ll be Mike’s next.”

TRIGGER

REWARD

ACTIONINVESTMENT

1.What internal trigger is the product addressing?

2.What external trigger gets the user to the product? 3.What is the simplest

behavior in anticipation of reward?

4.Is the reward fulfilling, yet leaves the user wanting more?

5.What “bit of work” is done to increase the likelihood of returning?

Source: Nir Eyal

TRIGGER

REWARD

ACTIONINVESTMENT

1.What internal trigger is the product addressing?

2.What external trigger gets the user to the product? 3.What is the simplest

behavior in anticipation of reward?

4.Is the reward fulfilling, yet leaves the user wanting more?

5.What “bit of work” is done to increase the likelihood of returning?

Source: Nir Eyal

TRIGGER

REWARD

ACTIONINVESTMENT

1.What internal trigger is the product addressing?

2.What external trigger gets the user to the product? 3.What is the simplest

behavior in anticipation of reward?

4.Is the reward fulfilling, yet leaves the user wanting more?

5.What “bit of work” is done to increase the likelihood of returning?

Source: Nir Eyal

TRIGGER

REWARD

ACTIONINVESTMENT

1.What internal trigger is the product addressing?

2.What external trigger gets the user to the product? 3.What is the simplest

behavior in anticipation of reward?

4.Is the reward fulfilling, yet leaves the user wanting more?

5.What “bit of work” is done to increase the likelihood of returning?

Source: Nir Eyal

TRIGGER

REWARD

ACTIONINVESTMENT

1.What internal trigger is the product addressing?

2.What external trigger gets the user to the product? 3.What is the simplest

behavior in anticipation of reward?

4.Is the reward fulfilling, yet leaves the user wanting more?

5.What “bit of work” is done to increase the likelihood of returning?

TRIGGER

REWARD

ACTIONINVESTMENT

1.What internal trigger is the product addressing?

2.What external trigger gets the user to the product? 3.What is the simplest

behavior in anticipation of reward?

4.Is the reward fulfilling, yet leaves the user wanting more?

5.What “bit of work” is done to increase the likelihood of returning?

TRIGGER

REWARD

ACTIONINVESTMENT

1.What internal trigger is the product addressing?

2.What external trigger gets the user to the product? 3.What is the simplest

behavior in anticipation of reward?

4.Is the reward fulfilling, yet leaves the user wanting more?

5.What “bit of work” is done to increase the likelihood of returning?

RECAP1. Find the “job-to-be-

done” that competitors are making difficult

2. Begin making that job easier to accomplish

3. Create new habits

with your product4. Create addiction

loops with a Trigger, Action, Reward, and Investment

5. 😂

50%

50%

plugging holes(building your product)

filling your bucket(gaining traction)

Spending your time wisely

CAMPAIGN DESIGN : GOALS, CHANNELS, KPIs

BRIAN KRESS, MARKETING MENTOR

UNDERSTANDING THEIR JOURNEY HELPS YOU REACH THEM WITH THE RIGHT MESSAGE AT THE RIGHT MOMENT IN THE RIGHT PLACE.

“Since they don’t know what works, [Founders] try some sales, BD, advertising, and viral marketing - everything but the kitchen sink.

That is a really bad idea. It’s very likely that one channel is optimal. Most businesses actually get zero distribution channels to work. Poor distribution – not product – is the number one cause of failure. If you can get even a single distribution channel to work, you have a great business.”

Peter Thiel

THE BULLSEYE APPROACH1. Consider a wide

universe of tactics2. Condense to fit

customer journey3. Brainstorm and

narrow into strong, disruptive ideas and execute

4. Test and narrow into a single, core traction channel

5. Continuous optimization and tactical ideation

19 CHANNELS FOR MARKETING Targeting influencers Traditional PR Unconventional PR Search engine marketing Social and display ads Offline ads Search engine optimization Content marketing Email marketing Engineering as marketing

Viral marketing Business development Sales Affiliate programs Existing platforms Trade shows Offline events Speaking engagements  Community building

8 CHANNELS FOR EIA Targeting influencers Traditional PR Unconventional PR Search engine marketing Social and display ads Offline ads Search engine optimization Content marketing Email marketing Engineering as marketing

Viral marketing Business development Sales Affiliate programs Existing platforms Trade shows Offline events Speaking engagements  Community building

ORANGE’S CUSTOMER JOURNEY

Learn Buy Get Use Pay Serve Retain

+ Insights: What does the customer think, feel, do?+ Channels: Where does the customer go?+ Opportunities: How might we make their job easier?

BRAINSTORMING GUIDANCE Controversy drives conversation: The worst

thing you could do is be uninteresting! The Law of Shitty Click-Throughs: Find

platforms new enough that other brands haven’t already degraded.

Influence the influencers: Find the people the large media outlets follow, and target them.

Focus on your customer: The conversation isn’t about you, it’s about your customer. What’s a problem they didn’t know they had?

TESTING SHOULD BE DESIGNED TO ANSWER:1. How many customers are available

through this channel strategy?2. What is your conversion rate in the

channel?3. How much does it cost to acquire (time)

customers through this channel strategy?4. What is the lifetime value of the

customers from this channel strategy?

Source Traffic CTR Conversion % Total UsersTechCrunch 200,000 1% 20% 400Mashable 800,000 1% 20% 1600reddit 2,300,000 1% 20% 4600Product Hunt 80,000 3% 40% 960Google Organic 100 11% 20% 2.2

Nice Media 3,000 2% 18% 10.8Email Campaign 15 15% 50% 1.125

Tool 10 90% 90% 8.1Referrals 5 50% 90% 2.25Facebook 3 40% 80% 0.96Twitter 11 20% 15% 0.33Snapchat 500,000 1% 30% 1500Pokemon Go 3,200,000 15% 3% 14400         Total Users       23,786

RECAP1.Consider a wide universe of tactics2.Condense to fit customer journey3.Brainstorm and narrow into strong,

disruptive ideas and execute4.Test and narrow into a single, core traction

channel5.Continuous optimization and tactical ideation

CAMPAIGN DESIGN : GOALS, CHANNELS, KPIs

GETTING YOUR USERS HOOKED +

BRIAN KRESS, MARKETING MENTOR