Building Mobile CommunitiesEngaging users in a world full of apps Emmanuel Bellity, Founder & CEO, HeyCrowd Internet & Mobile World 2012, Bucharest
The surge of mobileMacworld event 2007 : Steve Jobs announced theiPhone
The surge of mobileSeptember 2012 : 700K apps on the AppStore
The discovery issueIn such a competitive space, getting discoveredhas become increasingly challenging.- Paid downloads / ads (Tapjoy, Admob, Flurry...)
The discovery issueAlternative App Stores (Chomp, AppsFire...)
The discovery issuePromo apps (Freeappaday, AppGratis,FreeAppMagic...)
App store analyticsDistimo for app market analysis, AppAnnie for motoring your app rankings
App store analyticsFlurry : benchmarked retention stats (general)and analytics on your app76% of people stop using the app after 3 months
Retention is keyMany overnight hits havequickly disappeared fromthe app store rankings.Need to improveretention to build anactive and engagedcommunity of users.example : Path => halfof the total user baseis active
Build a community- Paid downloads acquisition. Few apps canafford it and have positive ROI- Best customer is the one we already have.- An audience is people who interact with aservice / A community is a network ofpeople who interact with each other. Youcan buy an audience but not a community.
Hits : patternsOther successes like Foursquarehave managed to get their fanbase addicted and become partof their everyday lives.Recipe : Built a community,game mechanics, leaderboard,check in with pushnotifications, fun, earlyIf not a core utility functionand doesn’t create a communityof users => it’s hard.Example : Banters
User Interface- Good UI, simplicity, fast- don’t add features, killfeatures- One main screen- Example : Instagram
User Interface- Avoid signups whenpossible- Get right into thecore experience.First impression iskey- Tutorial is notnecessary
User Interface- Use touch instead ofkeyboard. Clear.Onswipe. Sparrow. Grid.- Dont make user writetoo much. example :Quora works better onthe web- Short reviews (Yelp),short messages (Twitter)
User InterfaceFor more UI inspiration : mobile-patterns.com
EgoIt’s all aboutlooking good !# of followers, # of likes,Klout score, good pictures,winning, rewards..
Game MechanicsRanking, levels & Scores,game center. (Angry Birds,Temple Run)
Game MechanicsBadges & Stickers :Foursquare, GetGlue
Game MechanicsCompete with friends : DrawSomething, Songpop, Zynga withFriends...Almost impossible to play alone.Notifications + Retention + Chat +Ego + Game + Simple + Fast +Facebook => perfect combo
Focus on a nicheGet passionateusers who willinteract andspread the wordEx: Foodspottingfor foodies
Focus on a nicheOther ex : Runkeeperfor runners(Here is the founderrunning with his appcostume !)
Build the community outside mobile Lyft puts a pinkmoustache on everycar to be clearlyrecognized
Build the community outside mobileHipMunk logo isalso a realmascotte in theiroffice !