So you have an App? Who cares?


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  • Add piece from Generating Local Knowledge -influence of peers – women used their social network to obtain information about sexual health, recommendations for care, and personal support – important roll of peers in delivering information – if they heard sexual health from someone their own age, it would make it easier for them to relate to the issues. Use in Chlamydia campaign - Can seed campaign specific information in the first few slides, directing youth to other resources eg. website for more information
  • So you have an App? Who cares?

    1. 1. So you have an app? Who Cares??? Mobile for Social Change 2011 Presented by: Michelle Hamilton-Page, Sexual Health Promotion
    2. 2. Toronto Public Health’s (TPH) sexual health mobile health strategy <ul><li>Cell phone is considered more personal and direct (than internet and email) and in a healthcare context SMS has several advantages </li></ul><ul><li>(The role of mobile phones in increasing accessibility and efficiency in healthcare, Analysis of calls NHS Direct, March 2006) </li></ul>
    3. 3. Mobile Health (mhealth) <ul><li>The World Health Organization calls [Mobile Health] mHealth “an area of electronic health (eHealth)” that is “the provision of health services and information via mobile technologies such as mobile phones and Personal Digital Assistants (PDAs).” </li></ul><ul><li> </li></ul>
    4. 4. Proximity Marketing and Health Communication <ul><li>Connecting to youth in an effective and relevant way achieved through Bluetooth marketing with Hypertag </li></ul><ul><li>Delivers digital content </li></ul><ul><li>into the mobile handsets of </li></ul><ul><li>consumers FREE of charge </li></ul>
    5. 5. Proximity Marketing and Health Communication <ul><li>FREE To consumer since it does not require network connection </li></ul><ul><li>Carrier agnostic Not specific to any one carrier </li></ul><ul><li>Fully trackable Provides information like the date, time, model#, success, failure, etc. </li></ul>
    6. 6. Proximity Marketing and Health Communication <ul><li>Consent Receive health info upon agreeing to accept message </li></ul><ul><li>Tangible Recall A campaign’s message is extended as long as the content remains in the mobile phone. </li></ul><ul><li>Discreet Sensitive messages can be delivered without requiring any personal information in return </li></ul>
    7. 7. Hypertag Download
    8. 8. inSPOT Toronto Electronic Bookmark (animated gif)
    9. 12. M2Men iPhone App from TPH <ul><li>Focus Group with community members </li></ul><ul><li>Built content internally with input from community organizations </li></ul><ul><li>Tested function and content with stakeholders </li></ul><ul><li>On-going process of adding to content and crowd-sourcing content and function </li></ul><ul><li>Worked with Urban DNA to build app </li></ul>
    10. 13. Touch here to launch
    11. 15. M2Men text function
    12. 16. Map Me Tab
    13. 17. Map Me Function
    14. 18. Map Me and Legend
    15. 19. Map Me Clicked on pin head
    16. 20. Clicked on Directions, took me to GPS function – out of app
    17. 21. Resources Tab
    18. 22. Resources
    19. 23. Resources
    20. 24. SexInfo Tab
    21. 25. SexInfo
    22. 26. SexInfo
    23. 27. inSPOT Toronto
    24. 28. inSPOT Toronto
    25. 29. inSPOT Toronto
    26. 30. inSPOT Toronto
    27. 31. Don’t have an iPhone? <ul><li>M2Men Text Messaging Service </li></ul><ul><li>Text M2Men to 365247 to retrieve text messages on current issues related to your health </li></ul>
    28. 33. M2Men App Health Communications (Dissemination) <ul><li>Launched at Pride Toronto 2010 </li></ul><ul><li>Aminated Gif on website </li></ul><ul><li>Print ads in Xtra and the Pride Guide </li></ul><ul><li>Proximity Marketing outreach at Pride 2010 and Halloween 2010 </li></ul>
    29. 34. Launch it!! <ul><li>You need a marketing/dissemination/communications strategy – BEFORE you launch your app </li></ul><ul><li>Integrate social media, earned media, bloggers to review, media buys, app function-specific (photography, game, etc.) review sites communication strategy with launch </li></ul><ul><li>Good news is, social media may well be the best way to market your app and generate buzzzzz </li></ul><ul><li>Mobile app is an extension of your other program/services – big app download button on website </li></ul>
    30. 35. Planning the launch <ul><li>“ App launch always starts with a big spike in sales, followed by a tail. </li></ul><ul><li>It’s the one and only time your app will be at the top of the just released list” </li></ul><ul><li>-Nate Heagy, Saskatoon Barcamp </li></ul>
    31. 36. Lessons from Nate Heagy <ul><li>Make a lite version if you are going to charge for the app </li></ul><ul><li>Make a video of the app and release that first </li></ul><ul><li>Give bloggers time to review the app </li></ul><ul><li>Plan on having it live 8 weeks after submitted </li></ul><ul><li>Make a pretty icon, it’s what people see </li></ul>
    32. 38. Monetizing Apps <ul><li>Download </li></ul><ul><li>Banner ADS – in-App Ads </li></ul><ul><li>Mobile Marketing “Click Charging” </li></ul><ul><li>Freemium App – in-App purchase </li></ul>
    33. 41. Early insights into app marketing <ul><li>Can apps ‘monetize themselves’? </li></ul><ul><li>Banner ads for smaller apps will probably not provide big revenues (smaller than Facebook, Angry Birds, etc. which are popular over long periods of time) </li></ul><ul><li>49% of the revenue on iPhone apps came from in-app purchases in both free and paid apps (App analytics firm Distimo, 2010) </li></ul>
    34. 42. Early insights into app marketing <ul><li>Juniper Research predicted that overall in-app payment revenue for mobile games globally would eclipse download revenue by 2013 </li></ul><ul><li>Birth of “Freemium Apps” - app users are almost 10 times more likely to download free apps than paid apps - free to download then sells to users later on upgrades, virtual goods and extra content </li></ul><ul><li>1/3 of top grossing apps are freemium models </li></ul>
    35. 43. So you have an App? <ul><li>AND you want to increase downloads after launch…what’s an ngo/non-profit/mhealth app caregiver to do?? </li></ul>
    36. 44. Advertising an App in an App
    37. 45. M2Men App Health Communications <ul><li>Animated Gif ad on Grindr iPhone app </li></ul><ul><li>Advertising on an app created for our target population – click through to iTunes </li></ul><ul><li>Weekly downloads went from average of 32/week to 1333, 594 first round and 45 to 841, 955 second round of Grindr ad </li></ul>
    38. 46. M2Men App Health Communications <ul><li>March- April, 2011 </li></ul><ul><li>Now Magazine inSPOT Online Campaign 47686 impressions; 55 click-thru -> .08% </li></ul><ul><li>Google Adwords targeted keywords inSPOT click through *435,2312; 77 click-through -> .06% </li></ul><ul><li>Facebook M2Men Ad campaign (March 2011) (targeting MSM) 1,766,293; 494 Click-throughs -> .28% </li></ul><ul><li>Now Magazine M2Men Print Ad </li></ul><ul><li>M2Men iTunes App Downloads for this time period: 149 </li></ul>
    39. 47. So What…HAS Worked thus far??
    40. 48. Case study
    41. 49. How do you Freemiumize?