Tom Leclerc, ASO Manager, Wooga on App Store Optimization

George Osborn | February 2, 2015

App Marketing

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Tom Leclerc, ASO Manager, Wooga was interviewed at App Promotion Summit Berlin by George Osborn of Mobile Mavericks to talk about App Store Optimization.

We are now able to share video and audio recordings as well as a transcript – thanks to Tom for the interesting insights.

Tom Leclerc, ASO Manager, Wooga on App Store Optmization Video

Tom Leclerc, ASO Manager, Wooga on App Store Optmization Audio

Tom Leclerc, ASO Manager, Wooga on App Store Optmization Transcript

Tom Leclerc, ASO Manager, Wooga Interviewer George Osborne at App Promotion Summit Berlin 2014.

Hi Tom! How’s things?

Hi George! Fine, absolutely wonderful. Really great event of intellect.

Oh, that’s really good to hear. So could you tell us what you do at Wooga?

I’m the ASO manager, or App Sort Optimization manager and day to day I do things like review mining, keyword analysis, keyword generation and apply and support our development teams to basically take their great products and get them, make them as visible as possible.

That’s interesting. You’ve mentioned review mining. You were talking about that early today at the conference. I like the way you’re thinking on that front. So can you just describe to us what review mining actually is?

Review mining is, in very simple terms, listening to users, which is something I don’t think we, as an industry, do very much and it’s about on a basic level, looking at reviews and looking at the high frequency keywords, the language that the users use and then implementing that in either at development or at keyword generation or using that to understand our failures or it can be used for a number of – serve a number of ways.

Yeah, I think you’re hinting it there. So why is it an important technique for an app market to use, I guess?

One thing that – I have many years of sales copyrighting experience. And one of the first things that you learn in sales copy is that, to effectively market, to effectively sell to people, you really should be using the language that they’re using. And review mining gives us a really good way of accessing that vocabulary and the words that our users use when they’re talking about positivity or negativity.

So how does someone go about setting up their review mining efforts?

The first place to start is a cup of coffee and a couple of hours in front of your reviews and reading them, reading them for qualitative analysis and quantitative analysis. So you sit down and you can record, using Control-F or an Excel sheet, what those highest quantity keywords are and then work from there basically.

And so what happens though? I mean, that’s a good way of starting but say for example someone is watching and one of their apps maybe has thousands of reviews or maybe they have ten apps with 100 reviews each. How can you go about maybe speeding the process up?

Yeah, well there’s two main ways really. The first is to develop your own tool which, depending on your situation, if you’re a developer you may be able to develop something really effective, really cheaply. If you’re not a developer, you may find it more expensive and more difficult to create your own. And those tools can fit your purposes exactly.

The other option is to avail of the services of a company like App Annie or MobileDevHQ, those kind of analytics companies that all have some kind of review analytics tool. Some are better than others but generally the more expensive ones are incredibly robust and will be out to show you everything you need to know and more, at a glance. And you’ll also be getting people that can make sense of that data for you, so you’ll be getting dedicated apps optimization managers as well. The downside to that is, again, it can be very expensive to create.

Yeah, that’s certainly some fantastic advice on review mining. I have just one last question. I was wondering, is there a trend that you think it’s going to be really important in 2015?

I think, perhaps not 2014 but in the next couple of years, I think sentiment analysis and brand image are going to be significantly more important. Already around 60% of all search is brand search, so it’s people searching for Facebook, Candy Crush etc. And that kind of brand building is going to become increasingly important to App developers and publishers, I think. Right.

Okay, well that’s fantastic and thanks very much for joining us Tom.

No problem. Thank you.

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