7 Traits of Successful Applications - Leveraging Apps in the Social Ecosystem
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The document discusses 7 traits of successful social media applications and opportunities for marketing applications on Facebook. The 7 traits that lead to successful applications are: self-expression and customization, turn-based asynchronous interaction, rewards like scores and levels, ego and status, fresh user-generated content, comparing and sharing content with others, and ensuring applications are fun, cute, and encourage meeting new people. The document also provides 10 steps for engaging users on Facebook applications and 13 points for marketing applications on Facebook, such as through notifications, sharing on the news feed, inviting friends, and interactions within the application.
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Kris Jacob discusses creating engaging advertising for social media. He defines engagement as placing a brand message in a way that interacts with existing audience behaviors and produces measurable results. Successful social media advertising injects the brand into the core user experience and conversation. Examples are provided of how Watercooler engaged audiences through trivia and how BMW drove participation through a photo contest on Facebook. The lines between content and advertising will continue to blur as the mediums evolve.
Advertising Solutions in Social Media
Social media advertising strategies aim to add value to users' experiences rather than simply interrupting them. Brands can sponsor popular applications or create custom apps to reach engaged audiences in contextually relevant ways. While traditional media metrics like installs and daily users are important, engagement metrics around user activities and brand lift from social sharing provide a better measure of success. Best practices include leveraging existing popular apps rather than reinventing wheels, and ensuring ads are relevant, useful and fun for communities.
Introduction to Appographics
Appographics is a method of targeting audiences on mobile apps by segmenting apps into logical groupings based on the type of app and how consumers use it. This allows marketers to more easily reach audiences attracted to certain app types. Data shows click through and conversion rates vary significantly by app type, with games generally having lower conversion rates as users remain engaged in gameplay. Testing campaigns across different appographic segments can help identify high performing groups to focus advertising impressions on and optimize direct response campaigns.
10 Million in 10 Weeks - What Stanford Learned Building Facebook Apps
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