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case study on how Facebook used GetJar's App Download Page solution to drive 60 million users of its mobile site

case study on how Facebook used GetJar's App Download Page solution to drive 60 million users of its mobile site

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  • SV : Insert correct Facebok logo (the one on the next slide is correctSV : Move Facebook logo to center and highlight it so it stands out.SV: It said Step 23 i.o. Step 3 I corrected that

Facebook case study adp Facebook case study adp Presentation Transcript

  • Facebook Apps it! On GetJar
  • Background and strategy
    2
    • Up until early 2009 Facebook’s mobile strategy had generally focused on:
    • Developing apps for only for smartphones (iPhone, Blackberry)
    • Pre-loading these apps with handset vendors
    • Pre-loading access to the mobile site with carriers
    • Non-smartphone users generally had to search for or browse to the Facebook mobile site in order to access the service
    • This limited Facebook’s ability to reach mass market consumers not using smartphones
    • In addition it meant Facebook users had to go to different “stores” to get the most appropriate app for their phone
  • Strategy and tactics
    Confidential
    3
    Make Facebookaccessible
    Market it
    Leverage Facebook’s existing traffic
    GetJar created a mobile site shortcut (MSS) for non-smartphone users
    The MSS is a link to the Facebook site that is uploaded and marketed on GetJar just like an app
    Once downloaded it appears as an icon that launches the browser when clicked and takes the user to the Facebook site
    • GetJar created a high-impact, HTML page to promote the Facebook MSS on GetJar.com
    • The MSS was subsequently given promotional visibility in premium areas of GetJar.com and m.getjar.com
    • GetJar piloted it’s APP IT! service with Facebook
    • APP IT! is a hosted page on GetJar which auto detects the users handset and serves the most relevant app
    • APP IT! leveraged Facebook’s own traffic to get downloads without having to worry about handset detection
  • MSS & Marketing
    Confidential
    4
    Facebook product page
    Facebook MSS visibility on GetJar
  • How to promote using APP IT! on your mobile site
    Confidential
    5
    Step 1:
    Consumer visits your mobile site and clicks a link to App it! Or
    “Download XX here”
    Step 2:
    They are taken to your page hosted by GetJar
    Step 3:
    GetJar serves them the most appropriate app for their handset
  • Results / conclusions
    Confidential
    6
    Creating a Mobile Site Shortcut was essential to provide a mass market downloadable “app” for consumers all over the world not using smartphones
    Many feature phone users didn’t differentiate between an actual “app” or the MSS and were simply happy to have faster, easier access to the Facebook mobile service
    Marketing was important to position the MSS as the ideal solution most mass market users. By positioning the MSS as an app and marketing it, consumers were made aware of it’s existence and downloaded it
    APP IT! was critical in leveraging Facebook’s own mobile site traffic. By making the link to their hosted page on GetJar visible across their mobile site, Facebook encouraged consumers to download Facebook to their phone in large numbers which made access to the site easier and increased repeat usage
    Results:
    Adoption of MSS and marketing: From 80k downloads per month in May 2008 to 250k by March 2009
    Launch of APP IT!: From 350k downloads per month in July 09 to 6.7M per month by Feb 2010
  • GetJar Networks Inc.
    1500 Fashion Island Blvd, suite 209
    San Mateo, California
    94404 USA
    Tel +1 650 288 3226
    Fax +1 650 403 1926
    Sales & Marketing
    salesteam@getjar.com
    www.getjar.com
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