Applications In The Service Of Community

Applications in the service of community
Jamie Riddell
Entrepreneur

Grab your copy
This presentation is available at www.jamieriddell.com &
www.slideshare.net/jamieriddell 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: http://bit.ly/goldendove08)
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
Advertising
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
Examples
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?
SOCIAL!!!!

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:
http://bit.ly/45T61r

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!
www.shozu.com

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!
www.pleasesendmeapostcard.com
PSMAP | PO Box 906 | Ipswich | IP1 9PP | UK
http://www.facebook.com/pages/Please-Send-me-a-Postcard/162832290946

Any Questions?
E: jamie@jamieriddell.com
T: www.twitter.com/jamieriddell
W: www.jamieriddell.net

Applications In The Service Of Community

by Jamie Riddell

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