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.)

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)

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

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:

Gravity & ShoZu: Facilitate app discovery

Stamp links on social network updates that hyperlink to where to download the app.

Facebook, Twitter, Blogs, and more!

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

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.

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

developer.motorola.com

@motodev on Twitter

Lisa Whelan Business Development, Strategy & Marketing Consultant Contact: Web: SocializeMobilize.com Email: [email_address] Twitter: @ lisawhelan