Download - Leveraging Social Media In Mobile Apps
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
