Building mobile communities

Building Mobile CommunitiesBuilding Mobile CommunitiesEngaging users in a world full of appsEngaging users in a world full of apps

Emmanuel Bellity, Founder & CEO,

HeyCrowd

Internet & Mobile World 2012, BucharestInternet & Mobile World 2012, Bucharest

The surge of mobileThe surge of mobileMacworld event 2007 : Steve Jobs announced the iPhoneMacworld event 2007 : Steve Jobs announced the iPhone

The surge of mobileThe surge of mobile

September 2012 : 700K apps on the App StoreSeptember 2012 : 700K apps on the App Store

The discovery issueThe discovery issueIn such a competitive space, getting discovered has become increasingly challenging.

- Paid downloads / ads (Tapjoy, Admob, Flurry...)

In such a competitive space, getting discovered has become increasingly challenging.

- Paid downloads / ads (Tapjoy, Admob, Flurry...)

The discovery issueThe discovery issueAlternative App Stores (Chomp, AppsFire...)Alternative App Stores (Chomp, AppsFire...)

The discovery issueThe discovery issuePromo apps (Freeappaday, AppGratis, FreeAppMagic...)Promo apps (Freeappaday, AppGratis, FreeAppMagic...)

App store analyticsApp store analytics

Distimo for app market analysis, App Annie for motoring your app rankingsDistimo for app market analysis, App Annie for motoring your app rankings

App store analyticsApp store analyticsFlurry : benchmarked retention stats (general) and analytics on your app

76% of people stop using the app after 3 months

Flurry : benchmarked retention stats (general) and analytics on your app

76% of people stop using the app after 3 months

Retention is keyRetention is keyMany overnight hits have quickly disappeared from the app store rankings.

Need to improve retention to build an active and engaged community of users.

example : Path => half of the total user base is active

Many overnight hits have quickly disappeared from the app store rankings.

Need to improve retention to build an active and engaged community of users.

example : Path => half of the total user base is active

Build a communityBuild a community- Paid downloads acquisition. Few apps can afford it and have positive ROI

- Best customer is the one we already have.

- An audience is people who interact with a service / A community is a network of people who interact with each other. You can buy an audience but not a community.

- Paid downloads acquisition. Few apps can afford it and have positive ROI

- Best customer is the one we already have.

- An audience is people who interact with a service / A community is a network of people who interact with each other. You can buy an audience but not a community.

Hits : patternsHits : patternsMany successful applications are replacements / improvements from core functions in native Apple apps.

Instagram (Camera), Sparrow (Mail), Whatsapp, GroupMe (Message), Skype, Tango, Viber (FaceTime / Phone), Brewster (Contacts), Spotify (iTunes), Dropbox (iCloud), Batch (Photos) ...

Many successful applications are replacements / improvements from core functions in native Apple apps.

Instagram (Camera), Sparrow (Mail), Whatsapp, GroupMe (Message), Skype, Tango, Viber (FaceTime / Phone), Brewster (Contacts), Spotify (iTunes), Dropbox (iCloud), Batch (Photos) ...

Hits : patternsHits : patternsOther successes like Foursquare have managed to get their fan base addicted and become part of their everyday lives.

Recipe : Built a community, game mechanics, leaderboard, check in with push notifications, fun, early

If not a core utility function and doesn’t create a community of users => it’s hard. Example : Banters

E

Other successes like Foursquare have managed to get their fan base addicted and become part of their everyday lives.

Recipe : Built a community, game mechanics, leaderboard, check in with push notifications, fun, early

If not a core utility function and doesn’t create a community of users => it’s hard. Example : Banters

E

User InterfaceUser Interface- Good UI, simplicity, fast

- don’t add features, kill features

- One main screen

- Example : Instagram

- Good UI, simplicity, fast

- don’t add features, kill features

- One main screen

- Example : Instagram

User InterfaceUser Interface- Avoid signups when possible

- Get right into the core experience. First impression is key

- Tutorial is not necessary

- Avoid signups when possible

- Get right into the core experience. First impression is key

- Tutorial is not necessary

User InterfaceUser Interface- Use touch instead of keyboard. Clear. Onswipe. Sparrow. Grid.

- Don't make user write too much. example : Quora works better on the web

- Short reviews (Yelp), short messages (Twitter)

- Use touch instead of keyboard. Clear. Onswipe. Sparrow. Grid.

- Don't make user write too much. example : Quora works better on the web

- Short reviews (Yelp), short messages (Twitter)

User InterfaceUser InterfaceFor more UI inspiration : mobile-patterns.comFor more UI inspiration : mobile-patterns.com

Interactions & NotificationsInteractions & Notifications

«Without promotion, something terrible happens ...

«Without promotion, something terrible happens ...

Interactions & NotificationsInteractions & Notifications

Nothing !Nothing !

InteractionsInteractionsYour toolbox to not disappear :

- Push notifications

- email, SMS, facebook

- Do it from day one ! (blog: Lies that losers tell : Ben Horowit)

Your toolbox to not disappear :

- Push notifications

- email, SMS, facebook

- Do it from day one ! (blog: Lies that losers tell : Ben Horowit)

Push NotificationsPush NotificationsCrucial !

With notification center, it’s less annoying

Even if the user doesn’t open, he sees your app exists.

Crucial !

With notification center, it’s less annoying

Even if the user doesn’t open, he sees your app exists.

InteractionsInteractionsSMS & Address Book : SMS & Address Book :

InteractionsInteractionsFacebook integration : SongpopFacebook integration : Songpop

InteractionsInteractionsFacebook integration : HeyCrowd (Timeline / Open Graph)

Facebook integration : HeyCrowd (Timeline / Open Graph)

EgoEgoIt’s all about looking good !

# of followers, # of likes, Klout score, good pictures, winning, rewards..

It’s all about looking good !

# of followers, # of likes, Klout score, good pictures, winning, rewards..

Game MechanicsGame MechanicsRanking, levels & Scores, game center. (Angry Birds, Temple Run)

Ranking, levels & Scores, game center. (Angry Birds, Temple Run)

Game MechanicsGame MechanicsBadges & Stickers : Foursquare, GetGlue

Badges & Stickers : Foursquare, GetGlue

Game MechanicsGame MechanicsCompete with friends : Draw Something, Songpop, Zynga with Friends...

Almost impossible to play alone.

Notifications + Retention + Chat + Ego + Game + Simple + Fast + Facebook => perfect combo

Compete with friends : Draw Something, Songpop, Zynga with Friends...

Almost impossible to play alone.

Notifications + Retention + Chat + Ego + Game + Simple + Fast + Facebook => perfect combo

Focus on a nicheFocus on a nicheGet passionate users who will interact and spread the word

Ex: Foodspotting for foodies

Get passionate users who will interact and spread the word

Ex: Foodspotting for foodies

Focus on a nicheFocus on a nicheOther ex : Runkeeper for runners

(Here is the founder running with his app costume !)

Other ex : Runkeeper for runners

(Here is the founder running with his app costume !)

Build the community outside mobile

Build the community outside mobile

Lyft puts a pink moustache on every car to be clearly recognized

Lyft puts a pink moustache on every car to be clearly recognized

Build the community outside mobile

Build the community outside mobile

HipMunk logo is also a real mascotte in their office !

HipMunk logo is also a real mascotte in their office !

THANK YOUTHANK YOU

[email protected]

twitter : @ebellity

[email protected]

twitter : @ebellity

Some referencesSome referenceshttps://speakerdeck.com/u/mikeyk/p/secrets-to-lightning-fast-mobile-design

http://fr.slideshare.net/djc1805/iphone-apps-what-how-why

http://fr.slideshare.net/andreasc/101-myths-about-the-mobile-economy

http://fr.slideshare.net/andreasc/mobile-megatrends-2011-visionmobile

http://bhorowitz.com/2012/02/29/lies-that-losers-tell/

http://continuations.com/post/3106558122/go-ahead-be-more-spammy

https://speakerdeck.com/u/mikeyk/p/secrets-to-lightning-fast-mobile-design

http://fr.slideshare.net/djc1805/iphone-apps-what-how-why

http://fr.slideshare.net/andreasc/101-myths-about-the-mobile-economy

http://fr.slideshare.net/andreasc/mobile-megatrends-2011-visionmobile

http://bhorowitz.com/2012/02/29/lies-that-losers-tell/

http://continuations.com/post/3106558122/go-ahead-be-more-spammy