Social Media Marketing for Mobile Developers Part II

Social Media Marketing for Mobile Developers Part II

Randy Ksar, MOTODEV

Lisa Whelan, SocializeMobilize

Measuring mobile app success

Acquisition & Activation- User downloads application- Free app

- User has first good experience- Free to paid app

- User pays for app post-trial- Paid app

- User pays for app User Engagement and Retention

- Frequency of use- Duration of use- Quality of use (i.e. what they do inside the app)

User Recommendations- User loves the app and recommends it to friends

Revenue Generation- User engages in behavior that generates revenue (i.e. buys premium content or app, sends

virtual gifts, etc.)

Viral tuning & incorporating social media fuels success

User Acquisition & Activation- Facilitates app discovery

User Engagement and Retention- Keeps users connected to what their friends are up-to online

User Recommendations- Makes it easy for users to recommend the app to their friends – directly and indirectly

Revenue Generation- Encourages app purchases and/or subscriptions- Alternate forms of revenue (virtual gifts)

Create a viral loop. Engage social media.

UserUser

Do ‘friends’ download

app?

Do ‘friends’ download

app?

Actively:

In-app

call to action:

Invite friends!

Actively:

In-app

call to action:

Invite friends!

Passively:

Friends discover app

through social timeline

Passively:

Friends discover app

through social timeline

and/or

User invites Friends on social networks

A = Invited Friends

Yes! Friend downloads appB% = Acceptance rate

No

TO GO VIRAL:A x B = or > 1

A “Viral Coefficient” of “1” or higher

creates a virtuous circle

A “Viral Coefficient” of “1” or higher

creates a virtuous circle

Viral Tuning at Flirtomatic

• Mobile actions fuel interaction on web Send virtual gift externally to non member- September 2009: 18,000 paid gifts sent- Gifts are linked back to senders’ ‘Flirtpage’ where the new user can register Reward scheme:- Bring new use to Flirtomatic, get £1 (an acceptable Cost Per Acquisition)- Deliver 10 new users and get £10 mobile top up- Seen this deliver up to 20% of new UK daily registrations Create internal social promotion: Pre-Halloween promotion- Vampire Bite/Snog (virtual gift)- 4,213 Vampire bites sold in less than 24 hours- 100% increase in Flirtpoint transactions for gifts- 170% increase in gifts sent from previous day- 567% increase in accessories purchased from the previous day- 3400 unique users were turned into VAMPIRES in first 12 hours

Take advantage of social advertising!

Gravity & ShoZu: Facilitate app discovery- Stamp links on social network updates that hyperlink to where

to download the app.- Facebook, Twitter, Blogs, and more!

on Blog Post: on Twitter:

Integrate with Facebook Connect

Tourspot: Travel app

- Update status and/or upload a photo at each point of interest.

- When a users adds a comment about POI, their Facebook feed is updated & friends apprised of their travels.

Moblyng: Multi-platform games for mobile devices and social networks

- M:Vampire: Challenge Facebook Friends & play anywhere on Android or iPhone

- M:Mafia: Fight your friends across platforms

- M:Poker: Play friends cross platform

- Pokerdice: Tracks user & his/her friends’ score

- Dungeon Quest

Add Social Value for Mobile Users

eBuddy- Added Facebook IM Chat

ShoZu- Connects user to multiple social networks at once

Misc. social network- Resizing photos from web to mobile, making it easy to share across platforms

and sending via PSMS.

Thank You

developer.motorola.com

@motodev on Twitter

Lisa WhelanBusiness Development, Strategy & Marketing Consultant

Contact:Web: SocializeMobilize.com

Email: [email protected]: @lisawhelan