How to Make an App: Facebook Apps

What is Facebook?Before considering why you might want an app, let us review what Facebookprovides beyond standard digital communication platforms:• Audience • As a social network, Facebook has 30,470,400 users who live in the UK• Platform mobility • Facebook has successfully migrated beyond desktop to smartphone and other mobile devices• Share tools • The share tile can be used within or outside Facebook to spread content• Targeted advertising • Extremely fine-tuned user data allows for tight demographic advertising. E.g. 1,480 of the UK users cite “Public Relations” as a precise interest Copyright © 2011, Brandmovers Ltd All rights reserved

What is Facebook?For professionals, Facebook is essentially ahugely powerful consumer engagement tool.This is a result of huge audience share ANDrobust tools:• Brand Pages • One-click opt-in to receive messaging• Page Tabs • Custom “pages” within a Page: content and interaction, “gated” access• Posts • Updates, news, Questions and media: engaging the audience helps retention and extends reach. Copyright © 2011, Brandmovers Ltd All rights reserved

What is a Facebook App?A digital platform which makes use of Facebook’s social and user tools: • User recognition • Activity to newsfeed • Share to newsfeed • Post to friends’ walls • Invite friends • Read or integrate user, network or friend dataCan it do more? Yes, it can do most things which a stand-alone web site can do,including connect to other systems and networks such as Foursquare, Twitter etc. Copyright © 2011, Brandmovers Ltd All rights reserved

Where can apps be deployed?On a microsite using FacebookConnectIn fact Facebook Connectopens the network up to amultitude of platforms,including mobile. Copyright © 2011, Brandmovers Ltd All rights reserved

Who uses Facebook apps?More to the point: who do you want to use your Facebook application? • What is the target demographic? • What is the hook? • Why should they care? • What is the benefit to the brand?These remain as crucial as they’ve always been.Facebook hasn’t created a new set of rules so much as increase the potentialfor success. Copyright © 2011, Brandmovers Ltd All rights reserved

How do we evaluate success?The magic is in the creative, not the metrics. Define your KPIs and consider whatbenefit hitting your target really means.• Likes • Opted in followers of a brand Page• Installations • Users who have provided permission for the app to access their data – can include email address and other demographic data• Active Users • Users who have engaged with app content – includes posting, liking content, comment and sharing• Content Shared • Number of shares created through an app• Feedback per Share • Average number of interactions with content shared by sharer’s network / friends• Story impressions • Content views from newsfeed content. 1 post may reach 200 people, if 5 of those comment the post will open to their network. Copyright © 2011, Brandmovers Ltd All rights reserved

Contact. Info John Lyons Global Creative Director Brandmovers. Tel 020-7636-2303 Fax 020-7580-1980 john@brandmovers.co.uk @johnnieego www.brandmovers.co.uk Copyright © 2011, Brandmovers Ltd All rights reserved

How to Make an App: Facebook Apps

by Brandmovers Europe on Jan 26, 2012

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