Social Media Marketing for Mobile Developers Part II


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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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  • Social Media Marketing for Mobile Developers Part II

    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> </li></ul><ul><li>@motodev on Twitter </li></ul>
    10. 10. Lisa Whelan Business Development, Strategy & Marketing Consultant Contact: Web: Email: [email_address] Twitter: @ lisawhelan