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. User Do ‘friends’ download app? Actively: In-app call to action: Invite friends! Passively: Friends discover app through social timeline and/or User invites Friends on social networks A = Invited Friends Yes! Friend downloads app B% = Acceptance rate No TO GO VIRAL: A x B = or > 1 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 Whelan Business Development, Strategy & Marketing Consultant Contact: Web: SocializeMobilize.com Email: [email_address] Twitter: @lisawhelan

Leveraging Social Media In Mobile Apps

by Lisa Whelan on Oct 21, 2009

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