Leveraging Social Media In Mobile Apps


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Lisa Whelan's slides from the MOTODEV podcast on incorporating social media into your mobile application. Includes information on how to measure success of mobile apps, what is a viral loop and how to create one, stats from mobile developers on the benefit of incorporating social media and virtual gifts into their apps.

You can hear the full MOTODEV podcast here: http://www.blogtalkradio.com/motodev/2009/10/21/Social-Media-Marketing-for-Mobile-Developers-Part-

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  • Flirtomatic: Flirt online and from your mobile phone General thoughts: Everyone thought bluetooth would drive mobile viral. But no-one uses it. 2. Mobile users pay for the cost of "super-distribution". They do not on the web. 3. There is generally no way of cutting and pasting a link, unlike web to mail. Viral tuning is critical to company’s success Reward scheme: Short run test with very low level promotion Issue – open to abuse Pre-Halloween promo Promo started 10/19/09 Send a Vampire Bite to someone, and they turn into a Bat (get a Bat icon on their profile) Only way to get the icon is to buy it yourself or receive a Vampire Bite Users are now requesting to be bitten to get the icon and over
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  • Leveraging Social Media In Mobile Apps

    1. 1. Social Media Marketing for Mobile Developers Part II Randy Ksar, MOTODEV Lisa Whelan, SocializeMobilize
    2. 2. Measuring mobile app success <ul><li>Acquisition & Activation </li></ul><ul><ul><li>User downloads application </li></ul></ul><ul><ul><li>Free app </li></ul></ul><ul><ul><ul><li>User has first good experience </li></ul></ul></ul><ul><ul><li>Free to paid app </li></ul></ul><ul><ul><ul><li>User pays for app post-trial </li></ul></ul></ul><ul><ul><li>Paid app </li></ul></ul><ul><ul><ul><li>User pays for app </li></ul></ul></ul><ul><li>User Engagement and Retention </li></ul><ul><ul><li>Frequency of use </li></ul></ul><ul><ul><li>Duration of use </li></ul></ul><ul><ul><li>Quality of use (i.e. what they do inside the app) </li></ul></ul><ul><li>User Recommendations </li></ul><ul><ul><li>User loves the app and recommends it to friends </li></ul></ul><ul><li>Revenue Generation </li></ul><ul><ul><li>User engages in behavior that generates revenue (i.e. buys premium content or app, sends virtual gifts, etc.) </li></ul></ul>
    3. 3. Viral tuning & incorporating social media fuels success <ul><li>User Acquisition & Activation </li></ul><ul><ul><li>Facilitates app discovery </li></ul></ul><ul><li>User Engagement and Retention </li></ul><ul><ul><li>Keeps users connected to what their friends are up-to online </li></ul></ul><ul><li>User Recommendations </li></ul><ul><ul><li>Makes it easy for users to recommend the app to their friends – directly and indirectly </li></ul></ul><ul><li>Revenue Generation </li></ul><ul><ul><li>Encourages app purchases and/or subscriptions </li></ul></ul><ul><ul><li>Alternate forms of revenue (virtual gifts) </li></ul></ul>
    4. 4. 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
    5. 5. Viral Tuning at Flirtomatic <ul><ul><li>Mobile actions fuel interaction on web </li></ul></ul><ul><li>Send virtual gift externally to non member </li></ul><ul><ul><li>September 2009: 18,000 paid gifts sent </li></ul></ul><ul><ul><li>Gifts are linked back to senders’ ‘Flirtpage’ where the new user can register </li></ul></ul><ul><li>Reward scheme: </li></ul><ul><ul><li>Bring new use to Flirtomatic, get £1 (an acceptable Cost Per Acquisition) </li></ul></ul><ul><ul><li>Deliver 10 new users and get £10 mobile top up </li></ul></ul><ul><ul><li>Seen this deliver up to 20% of new UK daily registrations </li></ul></ul><ul><li>Create internal social promotion: Pre-Halloween promotion </li></ul><ul><ul><li>Vampire Bite/Snog (virtual gift) </li></ul></ul><ul><ul><li>4,213 Vampire bites sold in less than 24 hours </li></ul></ul><ul><ul><li>100% increase in Flirtpoint transactions for gifts </li></ul></ul><ul><ul><li>170% increase in gifts sent from previous day </li></ul></ul><ul><ul><li>567% increase in accessories purchased from the previous day </li></ul></ul><ul><ul><li>3400 unique users were turned into VAMPIRES in first 12 hours </li></ul></ul>
    6. 6. Take advantage of social advertising! <ul><li>Gravity & ShoZu: Facilitate app discovery </li></ul><ul><ul><li>Stamp links on social network updates that hyperlink to where to download the app. </li></ul></ul><ul><ul><li>Facebook, Twitter, Blogs, and more! </li></ul></ul>on Blog Post: on Twitter:
    7. 7. Integrate with Facebook Connect <ul><li>Tourspot: Travel app </li></ul><ul><ul><li>Update status and/or upload a photo at each point of interest. </li></ul></ul><ul><ul><li>When a users adds a comment about POI, their Facebook feed is updated & friends apprised of their travels. </li></ul></ul><ul><li>Moblyng: Multi-platform games for mobile devices and social networks </li></ul><ul><ul><li>M:Vampire: Challenge Facebook Friends & play anywhere on Android or iPhone </li></ul></ul><ul><ul><li>M:Mafia: Fight your friends across platforms </li></ul></ul><ul><ul><li>M:Poker: Play friends cross platform </li></ul></ul><ul><ul><li>Pokerdice: Tracks user & his/her friends’ score </li></ul></ul><ul><ul><li>Dungeon Quest </li></ul></ul>
    8. 8. Add Social Value for Mobile Users <ul><li>eBuddy </li></ul><ul><ul><li>Added Facebook IM Chat </li></ul></ul><ul><li>ShoZu </li></ul><ul><ul><li>Connects user to multiple social networks at once </li></ul></ul><ul><li>Misc. social network </li></ul><ul><ul><li>Resizing photos from web to mobile, making it easy to share across platforms and sending via PSMS. </li></ul></ul>
    9. 9. Thank You <ul><li>developer.motorola.com </li></ul><ul><li>@motodev on Twitter </li></ul>
    10. 10. Lisa Whelan Business Development, Strategy & Marketing Consultant Contact: Web: SocializeMobilize.com Email: [email_address] Twitter: @lisawhelan