Empower Consumers with Mobile Appliactions

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Slides that accompanied presentation on mobile apps for Schulich's Social Media Marketing class. Intended to generate discussion on best apps, worst apps and apps with staying power or legs.

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Empower Consumers with Mobile Appliactions

  1. 1. Empowering Consumers with Mobile Applications<br />Sophie Kahan<br />March 21, 2011<br />
  2. 2. Who empowers your customers?<br />“Mobile web users expect you to be there. Empower them with information, and they’ll talk about how great your company is. Don’t, and they’ll tell all their friends you don’t have a clue.”<br />
  3. 3. Planning mobile strategy<br />POST method<br />People<br />Objectives<br />Increasing sales<br />Net-A-Porter<br />http://www.net-a-porter.com/Content/netappiphone2009<br />Decreasing costs<br />Increasing loyalty<br />Strategy<br />Technology<br />
  4. 4. Marketing your app<br />Splash page<br />Gillette Styler for Men <br />http://www.gillette.com/en/us/mens-style/get-a-new-look.aspx<br />Sneak peak<br />Teaser video<br />
  5. 5. Types of mobile apps<br />Text messaging<br />Mobile sites<br />Apps<br />
  6. 6. Best mobile apps<br />Immediacy<br />Simplicity <br />Context<br />Dunkin’ Run<br />http://www.dunkinrun.com/<br />
  7. 7. Worst mobile apps<br />IKEA iPhone app<br />http://www.youtube.com/watch?v=rzYxtc5F1s4<br />Lacks context<br />No store locator<br />No book-marking<br />No sharing <br />
  8. 8. Don’t give up so easily<br />“Your mobile customer is likely to look like Maytag customer Heather Armstrong or United flier Dave Carroll. If these people love you, they’ll spread that love. If they don’t, your other customers will hear about it from them. So keep them happy with a solid, valuable, loyalty-generating mobile application, and give them every reason to tell their friends.” <br />
  9. 9. Give them reason to tell their friends<br />Approximately 50% of all apps are downloaded because of a friend’s recommendation<br />
  10. 10. Apps are disposable <br />Most apps launched up to 20 times, then abandoned<br />Average user glances at less than 15% of downloaded apps over the course of a week<br />Two-thirds of apps only used for two months after purchase<br />
  11. 11. Apps with staying power<br />Tools vs. content<br />Markers of achievement <br />Social<br />Kobo Reading Life<br />http://www.kobobooks.com/tablets<br />Features<br />IKEA Skal!<br />http://www.youtube.com/watch?v=Okn-qO5nPmY<br />
  12. 12. Questions?<br />

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