leveraging social media in mobile apps
DESCRIPTION
Lisa Whelan's slides from the MOTODEV podcast on incorporating social media into your mobile application. Includes information on how to measure success of mobile apps, what is a viral loop and how to create one, stats from mobile developers on the benefit of incorporating social media and virtual gifts into their apps. You can hear the full MOTODEV podcast here: http://www.blogtalkradio.com/motodev/2009/10/21/Social-Media-Marketing-for-Mobile-Developers-Part-TRANSCRIPT
Social Media Marketing for Mobile Developers Part II
Randy Ksar, MOTODEV
Lisa Whelan, SocializeMobilize
Measuring mobile app success
Acquisition & Activation- User downloads application- Free app
- User has first good experience- Free to paid app
- User pays for app post-trial- Paid app
- User pays for app User Engagement and Retention
- Frequency of use- Duration of use- Quality of use (i.e. what they do inside the app)
User Recommendations- User loves the app and recommends it to friends
Revenue Generation- User engages in behavior that generates revenue (i.e. buys premium content or app, sends
virtual gifts, etc.)
Viral tuning & incorporating social media fuels success
User Acquisition & Activation- Facilitates app discovery
User Engagement and Retention- Keeps users connected to what their friends are up-to online
User Recommendations- Makes it easy for users to recommend the app to their friends – directly and indirectly
Revenue Generation- Encourages app purchases and/or subscriptions- Alternate forms of revenue (virtual gifts)
Create a viral loop. Engage social media.
UserUser
Do ‘friends’ download
app?
Do ‘friends’ download
app?
Actively:
In-app
call to action:
Invite friends!
Actively:
In-app
call to action:
Invite friends!
Passively:
Friends discover app
through social timeline
Passively:
Friends discover app
through social timeline
and/or
User invites Friends on social networks
A = Invited Friends
Yes! Friend downloads appB% = Acceptance rate
No
TO GO VIRAL:A x B = or > 1
A “Viral Coefficient” of “1” or higher
creates a virtuous circle
A “Viral Coefficient” of “1” or higher
creates a virtuous circle
Viral Tuning at Flirtomatic
• Mobile actions fuel interaction on web Send virtual gift externally to non member- September 2009: 18,000 paid gifts sent- Gifts are linked back to senders’ ‘Flirtpage’ where the new user can register Reward scheme:- Bring new use to Flirtomatic, get £1 (an acceptable Cost Per Acquisition)- Deliver 10 new users and get £10 mobile top up- Seen this deliver up to 20% of new UK daily registrations Create internal social promotion: Pre-Halloween promotion- Vampire Bite/Snog (virtual gift)- 4,213 Vampire bites sold in less than 24 hours- 100% increase in Flirtpoint transactions for gifts- 170% increase in gifts sent from previous day- 567% increase in accessories purchased from the previous day- 3400 unique users were turned into VAMPIRES in first 12 hours
Take advantage of social advertising!
Gravity & ShoZu: Facilitate app discovery- Stamp links on social network updates that hyperlink to where
to download the app.- Facebook, Twitter, Blogs, and more!
on Blog Post: on Twitter:
Integrate with Facebook Connect
Tourspot: Travel app
- Update status and/or upload a photo at each point of interest.
- When a users adds a comment about POI, their Facebook feed is updated & friends apprised of their travels.
Moblyng: Multi-platform games for mobile devices and social networks
- M:Vampire: Challenge Facebook Friends & play anywhere on Android or iPhone
- M:Mafia: Fight your friends across platforms
- M:Poker: Play friends cross platform
- Pokerdice: Tracks user & his/her friends’ score
- Dungeon Quest
Add Social Value for Mobile Users
eBuddy- Added Facebook IM Chat
ShoZu- Connects user to multiple social networks at once
Misc. social network- Resizing photos from web to mobile, making it easy to share across platforms
and sending via PSMS.
Thank You
developer.motorola.com
@motodev on Twitter
Lisa WhelanBusiness Development, Strategy & Marketing Consultant
Contact:Web: SocializeMobilize.com
Email: [email protected]: @lisawhelan