leveraging social media in mobile apps

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Social Media Marketing for Mobile Developers Part II Randy Ksar, MOTODEV Lisa Whelan, SocializeMobilize

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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-

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Page 1: Leveraging Social Media In Mobile Apps

Social Media Marketing for Mobile Developers Part II

Randy Ksar, MOTODEV

Lisa Whelan, SocializeMobilize

Page 2: Leveraging Social Media In Mobile Apps

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.)

Page 3: Leveraging Social Media In Mobile Apps

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)

Page 4: Leveraging Social Media In Mobile Apps

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

Page 5: Leveraging Social Media In Mobile Apps

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

Page 6: Leveraging Social Media In Mobile Apps

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:

Page 7: Leveraging Social Media In Mobile Apps

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

Page 8: Leveraging Social Media In Mobile Apps

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.

Page 9: Leveraging Social Media In Mobile Apps

Thank You

developer.motorola.com

@motodev on Twitter

Page 10: Leveraging Social Media In Mobile Apps

Lisa WhelanBusiness Development, Strategy & Marketing Consultant

Contact:Web: SocializeMobilize.com

Email: [email protected]: @lisawhelan