Category Archives: work

Getting To Inbox Zero In 3 Hours Or Less

Photo Credit: Liane Metzler via Unsplash

I always thought “inbox zero” was an urban myth. How is it possible that one’s inbox could have literally no emails in it whatsoever?

The last time I checked there were around twenty-thousand messages. Incoming ones starred for later, bookmarked newsletters going back to the beginning of time begging for acknowledgement — the dutiful read, watch, response, purchase or listen that may or may not make our lives slightly more whole.

I don’t know about you, but I’m a hoarder of information. I’m pretty much obsessed with emailing myself several times daily — links to recipes, lengthy thought pieces, cute shoes — never to be opened at the fabled moment for where there’s actually time. Let’s face it, emails generate more work than pleasure. And if the case was in fact pleasure, my pocketbook surely wouldn’t be pleased.

Continue reading

How To Build A Successful Marketing Stack In The New App Economy

white iPhone

There are many ways to drive users consistently to your app while delivering exactly what they want in the form of an entertaining and – if you’re lucky – addictive in-app experience. Based on your initial target market along with what you learn about your users, all it takes is a series of steps that are tactical, measurable, and scalable in methodology.

While your business needs must always be tied directly to your implementation plan, there are many things you can do to interact directly with your core user base while simultaneously reaching target market groups.

Here are 5 key steps to get there:

1. Know and Serve Your Audience

Beyond Google Analytics and platform-specific marketing tools, tap into the social media earpiece to speak with and listen to your core user base.

Outside of basic affinity metrics, what are their interests? What do they want, and most importantly what do they care about? Do you attract design nerds, community lovers, foodies, music fans – perhaps a combination of several of these groups?

What daily problems do they face, and how can you help solve them through technology? By learning about your audience, you’ll best be able to draw conclusions about what type of content to create and experiences to deliver and thereby stay one step ahead of the game.

Target markets are the measurable, critical component that ultimately drive app growth. The key is to hook these users early by delivering exactly what they want (or something close to it) while consistently keeping yourself in their digital spheres by leveraging the channels where they hang out the most.

After that, the real fun begins – this is where you can work on bringing the somewhat-to-average app user to ultimate fan status.

2. Deliver, Deliver, Deliver

Related to #1, you should provide users with exactly what they want. Deliver items tied to their interests, and you will open the door to increased usage, upsells, and app growth.

Don’t forget that your #1 marketing channel is word of mouth. This directly contributes to the velocity of the number of downloads acquired and is also a key metric for visibility in the iTunes app store in terms of store ranking and feature placement.

Seed content by hiring top-tier and relevant storytellers to expand your reach on blogs and social media. Create engaging content – and don’t worry about the rules. Create Instagram content just as cool as your friends would create. Reach out to influencers through various platforms (again, where they hang out), and you’ll wind up with a channel that can create significant impact.

3. Embrace the Funnel

Tap into how people are using your app. User behavior is telling, from the newbie to the frequent user. Examine where they drop off and investigate why it happens. If your on-boarding screen is collecting the correct information, you already have basic contact info available. This creating an easy entry point to remarket by offering incentives to return for more, which leads to the following…

4. Don’t Be Afraid to Pivot

Stay true to your product roadmap, but always be available and willing to ask questions. If something isn’t working and you receive the same feedback time and time again, the suggestion may be worth acting upon.

If a feature recommendation comes to the table that actually makes sense, that’s a terrific thing. And it’s free feedback! Let that feedback gently inform your product roadmap, and keep iterating on the product with this information in mind.

5. Utilize Tools with Built-in Engagement Mechanisms

Facebook bought Parse for a reason – they are now directly tied to developers and thus can make the development process of integrating with Facebook simple. Twitter and Google are also in the game of making significant investments in tools that provide easy access to app analytics, built-in promotional tools, and other strategies that provide natural stepping stones into proprietary advertising platforms that drive app downloads, which in turn drives revenue (Facebook earned $1.95 billion in Q3 2014 on mobile ads alone).

While it’s been proven that buying ads on Facebook works well, further evidence shows that content-driven engagement will always be of interest. Combined with the above tactics – examining user behavior, knowing and serving your audience, creating original content, and not being afraid to pivot – you can leverage many tools that lead to the promotion and distribution of a highly successful app.

100 Urban Trends

Screen shot 2013-05-28 at 11.57.27 AM

We recently launched 100 Urban Trends, an interactive glossary concepted and written by the curatorial team at the BMW Guggenheim Lab. It was featured in Participatory City: 100 Urban Trends, an interactive exhibit that ran at the Guggenheim Museum from October 11, 2013–January 5, 2014.

100 Trends showcases the most talked-about urban trends from the BMW Guggenheim Lab’s three global stops to date. The interactive feature was designed by Collective Assembly in conjunction with graphic designers Sulki & Min with technical assistance from Bruce Knack.

My role was to help translate the printed version into a compelling online experience through managing all aspects of digital production.

See it in action here: 100urbantrends.com

Featured in:

ArchDaily
Untapped Cities
E-Flux
Art Daily
Fast Co Exist
Gizmodo
Design Applause
Dexigner