Applications In The Service Of Community
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Applications In The Service Of Community



A presentation for the Golden Dove conference in Budapest. ...

A presentation for the Golden Dove conference in Budapest.

This presentation looks at the role of an app both on the web and in mobile form, what the opportunities for brands and businesses to harness apps, some examples of good usage of apps and some elements to think about when planning an app for your brand and business.

Adding in the social element this presentation discusses how social needs to be a key part of any app development without turning it into a spam machine.

Ideal presentation for those looking for an overview of what an app is, and some stimulation of how they can harness apps for their business or brands.

This presentation does not discuss the building of apps or related costs but check my favourites for some great presentations that cover this off.

Fell free to download this presentation and use it if you like it. I would appreciate a credit if you do use it.

If you like this, please favourite and share! (this is a social presentation!)

Many Thanks



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  • Apple take 30% of the revenue from apps putting to the total revenue from apps in the app store at $666 m in one year. This figure excludes app revenue from other businesses.
  • Companies like Unanimis, Admob, Jumptap and Quattro wireless are good sources for talking about app advertising.
  • Be careful with sharing and status updates – too many and you will annoy people. Keep it relevant and not too frequent, work hard to find the right balance.
  • Shozu is a great example of not only harnessing the social network but also from its ability for self promotion. If you look on Flickr, for example – every upload has the tag Shozu – go and see how many pictures are tagged with Shozu.

Applications In The Service Of Community Applications In The Service Of Community Presentation Transcript

  • Applications in the service of community
    Jamie Riddell
  • Grab your copy
    This presentation is available at & now.
  • Then vs Now
    Last year was about the overall growth of social networks and how we can harness them for marketing
    (find it here:
    This year we are talking about the growth within social applications. How the applications are now the thing.
  • Some definitions for this presentation:
    Applications: Software/Tools/Widgets that allow specific uses within the social network or community e.g. Farmville on Facebook or software to run on mobile ‘phones
    Community: A collection of like minded individuals connecting on a website or communication tool
  • Why ‘Social’ Apps?
    Apps are of little value if no-one is using them
    Word of mouth is great/free promotion
    Ensuring that your app is socially ready ensures your consumers actions will also work to broadcast [the app] to a wider audience
  • Ever seen an app?
  • My App usage for this presentation
    TweetDeck – Twitter app: Knowledge Share, Promotion of work/links, Distractions!
    This presentation will be uploaded to Slidehare & shared to my business community through Linkedin App
    Must stop checking my farm on Facebook, I have work to do!
    iPhone Apps – Travel, Budapest, Twitter
  • Why are apps important?
    Consumers are spending a lot of time within apps
    Apps are BIG business = $200m revenue for Apple, Zynga – creator of Facebook games like Farmville will turn over $100m this year
    Apps have the opportunity to bring your brand to a connected audience across multiple platforms
  • Why should we be thinking about apps?
    Advertising [accountable]
    Brand Immersion/Relationship
    Direct Revenue Streams
    Multi Channel/Platform Opportunities
    Direct Revenue Streams
    Brand Immersion
  • Mobile Apps
    Mobile phone apps are available across the major ‘phone operating systems & handsets
  • Mobile Apps are BIG business
    Mobile apps are estimated to be worth c. $200m this year for Apple but just $5m for Google Android..
    If Apple takes 30% of app revenue, that makes app sales worth c. £666m this year
    The social aspect to apps is also very important whether you are part of an app or you launch your own app
  • Mobile Apps – Possibilities are endless
    • Brands can participate in these mobile channels by creating their own apps
    • These can either be an extension of the web presence or something related to the business/organisation
    • The apps can be offered free or for a price
    UK Newspapers are charging for an app to allow access to restricted content on the web
    Brands like Amazon are offering apps as an extension of their existing offering
  • How can you benefit from a mobile app?
    Advertise on other people’s apps
    Many companies can offer advertising opportunities
    Choose the apps you think are right for your audience, define the purchase model – buy ads
    Great for awareness and clicks but not for long term interaction or consumer ownership
  • How can you benefit from a mobile app?
    Create your own app
    Like a social media campaign, consider:
    What you can offer the consumer
    Content, Convenience, Entertainment
    Identify the right app platforms
    Just iphone or all platforms?
    Define business model
    Is it free? Will we make a return on business sales?
    Will we charge? = Direct revenue, smaller take up
    How are we going to promote this?
  • What App?
    Let’s look at my app useage for this trip..
    Travel : Brand Relationship.
    Free app, helps me interact with BA
    Maps : Provides information I need for a fee
    Paid App from an unknown brand
    Twitter : Premium app to access Twitter
    Paid App chosen after rave reviews from
    other uses on Twitter
    Barclaycard Water Slide :
    Free game taking the aspects of the commercial making it a fun branded game
  • Web Apps
    Web Apps are increasingly intertwining with ‘software’ as much more of the functions or storage are done online ‘in the cloud’
    See the full list from cnet:
  • Web Apps
    What to create?
    Can you distill your site into an application?
    Can we take elements of your site or business and add them to Facebook/Linkedin etc.
    Business Case – will this drive traffic to your site, will it increase awareness, engagement, can we generate any direct revenue?
    The aim here is to make your brand/business, or elements of it portable
    Don’t forget to share!
    If you are planning on making an app, not only does it need to be portable but also it needs to communicate!
  • Example: Facebook - Apps
    Facebook is now the canvas – the apps are the features you decide to include to enhance your experience.
    For Facebook read, other social networks
    One of the most popular is Farmville – a simple game of building a farm and earning virtual money from it.
    62,500,000 active monthly users
    50,000 ‘tractors’ sold every day
  • Raise money & awareness from games
    By running this promotion, Zynga – the owners of Farmville have donated over $500,000 in just over one month.
  • Don’t Forget the Social Bit!
    A successful app need the ability to tap into social networks
    This can be a number of ways:
    Spymaster – a game played online, connected through Twitter or Facebook
    Success in the game is particularly calculated by the size of your twitter followers & how many are also on the game
    Growth achieved through Twitter promotions
    Farmville – Awareness of the game & associated events are communicated through suggesting updates to your status (with branding)
    Shozu – A mobile application allowing you to upload pictures and send updates to all your social networks
  • Shozu
    Shozu– a mobile app allowing you a central location for uploading pictures & updating your social networks.
    On every upload it includes the tag ‘Shozu’ – self promotion at every step!
  • The Importance of Multi Channel Apps
    Successful apps will breed loyalty
    This loyalty needs to be repaid by making apps available across multi platforms
    When planning app development, think not only about what is now, but what is coming…
  • The Next 12 months?
    Last week’s launch of Twitter Lists will spawn a new series of marketing opportunities & additional apps
    The rise of Google Android mobile & associated apps
    Future Social Networks?
  • A small request…
    Send me one postcard, with one travel tip & I publish it.
    A small but growing community of postcard generated content!
    PSMAP | PO Box 906 | Ipswich | IP1 9PP | UK
  • Any Questions?