como aumentar o engajamento e a performance dos aplicativos com o twitter
TRANSCRIPT
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@ C VA LV E R D E
C O M O A U M E N TA R O E N G A J A M E N T O E A
P E R F O R M A N C E D O S A P L I C AT I V O S C O M O T W I T T E R
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A QUALIFICAÇÃO DO TWITTER
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COMO ENCONTRAR O SEU APP?UMA MULTIDÃO DE APLICATIVOS3MM DE APLICATIVOS + DE 110B DE INSTALAÇÕES DESDE 2008
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C O N F I D E N T I A L
80%DOS USUÁRIOS DO TWITTER
SÃO MOBILE
Source | Twitter Internal
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BOOKS
CHAT/MESSAGING
GAMES
MUSIC
SOCIAL NETWORK
PHOTO58%TEM INSTALADO UM APP NO ÚLTIMO MÊS
Source | Global Web Index
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TECNOLÓGICO
Trato de manter-me em dia com os avanços tecnológicos
HIPERCONECTADO Consome mais mídia (OOH, Rádio, TV, Print, etc) que a população em geral
ATIVO Trabalha e/ou estuda
PIONEIRO (EARLY ADOPTER) Gosta de testar novas marcas e produtos, sou o primeiro entre meus amigos a experimentar novos produtos
O USUÁRIO TWITTER BRASIL
Source | IPSOS DATA Brasil – Oct/13 – Sep/14
+55%
+42%
+26%
+23%
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7
USO DAS FUNCIONALIDADES DO CELULARdentro e fora do Twitter
C O N F I D E N T I A L* Twitter penetration divided by market penetration / Live TV affinity rescaled (4%) Source | Twitter Category Insights | IPSOS DATA Brasil – Oct/13 – Sep/14 - 18+ y/o
Afin
idad
e co
m o
Tw
itte
r
140
160
180
200
220
240
260
Penetração do mercado5 18 30 43 55
Video App's
Live Radio
Music/ MP3
Games
Infrared/Bluetooth
Voice recorder
SMS
MMS
Memory cardDigital Camera (Videos)
Digital Camera (Photos)
Live TV*
Internet access
>
>
OptimizeSegment
LeverageFUNCIONALIDADES QUE SÃO USADAS
% of telecom customers in pop. who use a function
% of relative function usage in
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8C O N F I D E N T I A L
INTENÇÃO DE COMPRAS - USUÁRIO TWITTER
Source | Twitter Category Insights | IPSOS DATA Brasil – Oct/13 – Sep/14 - 18+ y/o
Os usuários do Twitter tem mais intenção de compras de um novo celular que a população
GEN. POPULATION TWITTER USERS
intenção de compras de um novo celular*
vs.
12% 21%12% 21%
* In the next 3 months
intenção de compras de um novo celular*
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A DINAMICA DA SUA MARCA NO TWITTER
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Confidential
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Spotify @SpotifyListen to Pharrell's GIRL on Spotify. Play free on smartphone & tablet.
Promoted by Spotify
Spotify Music 5.0/5.0 stars - 41,380 ratings
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katja nelson @katjaYou know you're related when you accidentally put on the exact same outfit. @altabirdy
Chloe @tweetinchloeThis Pharrell concert is amazing! AT&T Park in San Francisco is rockin’ right now #Lucky
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Confidential
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(41,380) FREE
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Confidential
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Spotify @SpotifyListen to Spotify on your smartphone! Play Eminem’s entire catalogue:
Promoted by Spotify
Spotify Music 5.0/5.0 stars - 41,380 ratings
Open
Chloe @tweetinchloeJust got tickets to the Eminem show in Pasadena! I love #SlimShady in concert!
erinlmcmahon @erinlmcmahonWedding planning action shot #twoscreens cc @mcmahon_liz
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Commercial airs during the Superbowl 6.6MM Tweet Impressions
@vorpahlsworldAmy Vorpahl
I’m not embarrassed to say that Liam Neeson convinced me to download Clash of Clans
@HoneyWooWooMerGyver
Going to start live tweeting my Clash of Clans. “Level 3 dragons in 10 days. Village just got attacked. Still not in Liam Neeson’s clan.”
@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
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The McCarthy’s - Season 1 - Episode 1
ILUSTRATIVO
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ILUSTRATIVO
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SORRINDO+38%
INTENÇÃO DE COMPRA+28%
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TOP 20 APPS - 30 DAYS 4 4 M T W E E T SSource | Crimson Hexagon, Jan 2015
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ESTRATÉGIA NA MARCA NO TWITTER
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C O N F I D E N T I A L
GERAR AWARENESS AUMENTO DE EXPOSIÇÃO
ADQUIRIR NOVOS USUÁRIOS
ESCALA DE NOVOS USUÁRIOS COM QUALIDADE
ENGAJAR USUÁRIOS EXISTENTES
FORTE RETENÇÃO
COMPRA DOS PRODUTOS EM APP
LIFE TIME VALUE
ALCANCE OS USUÁRIOS MOBILE EM CADA ESTÁGIO DO FUNIL DE CONVERSÃO
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MENSURAÇÃOPUBLICO-ALVOCRIATIVO
CONVERSION TRACKINGINTERESSE, PALAVRA-CHAVE
RETARGETING
IMAGEM APP CARD
LOOK-A-LIKE
DASHBOARD
3 PILARES PARA UMA CAMPANHA DE SUCESSO
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YPlan @YPlanCocktails + A Zombie Movie? Do Halloween The Right Way - Grab Tickets on YPlan NOW!
Promoted by YPlan
YPlan — NYC, SF, London 4.2/5.0 stars - 3,775 ratings
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YPlan
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.
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YPlan - New York, San Francisco +… YPlan Tonight
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C O N F I D E N T I A L
Aumente seu alcance na campanhas de Mobile App Promotion
T W I T T E R P U B L I S H E R N E T W O R K APARELHO CELULAR
1B+
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NO TWITTER FORA DO TWITTER
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iPhone & Android
CRIATIVOS
320 x 50
300 x 250320 x 480
480 x 320
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Tablet
768 x 1024
728 x 90
1024 x 768
CRIATIVOS
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Fiksu
Grab KochavaTUNE
adjust AppsFlyer Adways Apsalar
Cyberz Septini
PARCEIROS MOBILE
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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