Como aumentar os usuários e engajamentos em apps

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

#OBRIGADO

CVALVERDE@TWITTER.COM

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