Social Media Best Practices OMMA Global Case Study


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OMMA Global Case Study of Travel Channel's Kidnap!--a look at how to build the most engaging and effective Facebook application.

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Social Media Best Practices OMMA Global Case Study

  1. 1. OMMA Global Case Study:Travel Channel Spirits Them Away<br />March 17, 2010<br />3/19/10<br />
  2. 2. “Only about 17% of U.S. adults don’t participate in online social media, and 59% of online consumers participate in social networks about once monthly. ” — Forrester Research study, January 2010<br />
  3. 3. Keys to Building Branded Applications<br />Goals <br />Consistency<br />Targeted<br />Appeal<br />Social<br />Simple<br />Conversational<br />Addictive<br />Iterate<br />What to Think About Before You Get Started<br />
  4. 4. GOALS: Know What Your Objectives Are<br />A branded application should address a specific marketing goal: <br /> Is it to raise brand awareness? Provide deep user engagement? Garner contest entries? Improve brand favorability? Drive web traffic?<br />Before You Move Forward<br />
  5. 5. CONSISTENCY: Leverage Existing Programs<br />Social is Not an Island Onto Itself<br />
  6. 6. TARGETED: Design with the Audience in Mind<br />Who is Your Target Audience? What Interests Them?<br />
  7. 7. APPEAL:Make it About Users, Not the Brand<br />Focus on value first, and then fit delivery of that value within the context of your brand.<br />If People Like It, They Will Use it and Share It<br />
  8. 8. SOCIAL: Integrate Into API’s for Social Sharing<br />Approach Application Development Differently from Web Development<br />Facebook applications are not microsites.<br />The best applications connect individuals with each other.<br />Be Mindful of the Environment<br />
  9. 9. SIMPLE:Keep the User ExperienceSimple<br />A low entry barrier keeps the hurdles low for users to engage with an application and share it with friends.<br />Let’s Not Get Complicated…At Least not in the Beginning<br />
  10. 10. CONVERSATIONAL:Account forHuman Nature<br />Simple game elements that tap into people’s desire for rewards, status, achievement, self-expression, competition or altruism often contribute to an application’s success.<br />Put Yourself in Their Shoes<br />
  11. 11. ADDICTIVE: What Will Bring Someone Back<br />
  12. 12. ITERATE:Launch Is Just the Beginning<br />After launch, focus your attention on gathering data around how people use the application and making any changes necessary to make the application a good user experience.<br />If You’re Not Measuring It, Why Are You Doing It?<br />
  13. 13. Keys to Building Branded Applications<br />Goals: Know What Your Objectives Are<br />Consistency: Leverage Existing Programs<br />Targeted: Design With the Audience in Mind<br />Appeal: Make it About Users, Not the Brand<br />Social: Integrate into APIs for Social Sharing<br />Simple: Keep the User Experience Simple<br />Conversational: Account for Human Nature<br />Addictive: What Will Bring Someone Back<br />Iterate: Launch is Just the Beginning<br />Let’s Recap<br />
  14. 14. Questions?<br />Kevin Barenblat, co-founder and CEO<br />| +1.415.738.7997<br />