The slides to my talk at StartUp Next Sofia (which I also gave at the LauncHub Long Weekend) - delivered on 29 and 30 November 2013 in Sofia, Bulgaria.

1. Capturing Users
!
StartUP Conference NEXT 2013
Sofia, 30 Nov. 2013!
Volker Hirsch!
@vhirsch!

2. About Me
!
Co-Founder + Partner
We help start-ups grow.
We helping and invigorate the ability
of start-ups to roll out, scale and
grow - faster, better and more
efficiently.!

3. Users are valuable
!

5. Acquisition
Retention
!
!

6. !
Acquisition

7. Store Features
!

8. PR, Press, Social,…
!

9. Paid Acquisition
!
Advertising
Cross-Promotion
Incentivised
Installs
!

10. Social
!
Time
is
of
the
essence
!

11. Time
is
of
the
essence
!

12. Retention
!

13. Make something
awesome
!

14. Deliver WOW!
!

15. Use the Power of
Social
!

16. What Social Means
!

17. Social refers to
the interaction of
organisms with
other organisms
and to their
collective
co-existence ...
!
!
Source: Wikipedia

19. You Need Context
!
http://flickr.com/photos/nolifebeforecoffee/124659356/
!

20. Why Context
matters
!
Scale alone kills
conversations because they
require dense two-way
interaction.!
!
Clay Shirky, “A Group Is Its Own Worst Enemy”
Keynote, ETech, Santa Clara 2003

21. Object-Centered
Sociality
!
Prof Dr Karin Knorr-Cetina,
Sociologist
Jyrri Engestrom
Founder, Jaiku!

22. Social is
Interaction in
context
!
Object!

23. Use the Power of
Engagement
!
a/k/a Gamification!

24. Psychology
!

25. Change
Behavioural
Patterns
(for the Better)
!

31. Rules
!
http://blogs.loc.gov/law/files/2011/12/Bills-Bills-Bills.jpg
!

32. Boring
Hard to enforce
negative incentive
!

33. Psychology
!

34. Rewards
!

36. Singular incentive
uncreative
Costly
(and slightly boring)!

37. +68%

38. +80%

40. 850,000,000!
Cars in the World!
20,000!
Mileage p.a.!
5!
Miles Per Gallon Saving Through “Virtual
Plant”!
60,714,285,714!
Gallons Saved p.a.!
56%!
of the Annual Oil Output of
Saudi Arabia!
!
Source on Oil Figures: Merryl Lynch Commodity Research

41. Psychology
!
(last time, promise!)!

42. Engagement Tools
http://www.yukaichou.com/!
!

46. !
http://images.mmosite.com/photo/2006/06/19/englandN47x26GVuF.jpg

49. XP
!

50. Use the power of
Mobile
!

51. Mobile is the
most powerful
medium to date
1. It’s big (numbers)
2. It’s personal (nature)
3. It has more context
(Identification of needs)!

52. Mobile is Big
!

53. 2
~N
V
!
!
!
Metcalfe’s Law

54. 2.5 bn users!
6.5 bn users!

55. Mobile is Personal
!

56. -
91% of people have their mobile within
arm’s reach 24/7.!
!
Morgan Stanley 2007
-
60% of married people will not
share their mobile with their spouse!!
!
Wired Magazine 2006
-
It takes an average of 26 h for a
user to report a lost wallet but
only 68 minutes to report a lost
mobile phone.!
10% of under-25 year-olds find it OK
to text whilst having sex.!
Unisys Survey
-
!
!
Retrevo Gadgetology Report, 2010

57. Mobile has more
context
!

58. Mobile is
Sensor-rich
!
1. Personal mass media
2. Always carried
3. Always on
4. Built-in billing system
5. Present at the point of creative impulse
6. Accurate audience identification
7. Captures social context
8. Enables augmented reality!
Tomi Ahonen, Mobile as 7th of Mass Media, 2008
Alan Moore + Jonathan MacDonald, The Glittering Allure of the Mobile Society, 2008
!

59. Summary
Make it awesome
Make it relevant
Make it Mobile
Make it Social
Make it contextual
Make it Engaging
!
!

60. Thank you!
!
+44 7843 599 678!
@vhirsch!
volker@oystercrowd.com!