Advanced Social Media Marketing - Mobile Apps
- 1. How Brands Are Marketing With Apps Branded Apps Companion Apps Revenue Apps Mobile Ads on Apps: current debate on the topic Suggested App of the Week Maeve Eggers - Linda Martelossi 1
- 2. Branded Apps A mobile application that is created by or sponsored by a company to increase its brand awareness, drive consumer interest and to market a brand Different types of branded app: o Those that let the user engage with or purchase their product (Starbucks, Zipcar) o Those that provide a useful or entertaining service associated with the brand - can "live" on its own but putting your brand on it brings an advantage to overall brand equity (Nike+iPod, Stanley Level) Maeve Eggers - Linda Martelossi 2
- 3. Companion Apps An app that can isn't your brand but can drive users to your brand o Location-based service apps (Yelp, Urbanspoon, Layar) o Product and Price Comparison apps (Amazon Price Check, Google Goggles) o Entertainment and Lifestyle (Virtual Mirror) Maeve Eggers - Linda Martelossi 3
- 4. Revenue Apps An app that the user pays for The app itself is what's being marketed Games are the most common type of revenue app Maeve Eggers - Linda Martelossi 4
- 5. Mobile Ads on Apps iAd is the mobile version of Google Adwords and it’s owned by Apple Inc. iAd can reach millions of iphone, ipad and ipod touch users around the world in their favorite apps. Each ad is shown only to the right customers that will be potentially interested in a specific brand. iAd can be applied to both free and paid app. iAd is not as much developed as internet advertising because it’s still at its early stages. The sure thing is that iAd is growing but it’s not certain yet what the destiny of this platform is going to look like. The most skeptical people about iAd are the developers because they don’t see a ROI on free app. Maeve Eggers - Linda Martelossi 5
- 6. Debate on iAd The entry barriers are very high, Apple set a very high price to be considered as a iAd user ($1million). This cuts out a big portion of small developers. Beside the high entry barriers the debate that developers raised is that they don’t want the App space to become like the internet (where users get bombarded of unwanted advertising) since an app is an isolated portion of web that provides info only of a specific topic users downloaded the app for. Developers are also saying that there’s no short-term ROI on free app since the company is paying to advertise an app that users can download for free. Maeve Eggers - Linda Martelossi 6
- 7. Suggested App of the Week Bowers & Wilkins challenged Aurnhammer to develop a mobile experience that would enhance the launch of their new product; the Zeppelin Air. Utilizing Apple's AirPlay(R) technology, Aurnhammer designed and developed the Zeppelin Air App. Now you can air your tunes, share your tunes and hear your tunes like never before. The Zeppelin Air App creates a shared wireless playlist between iOS devices, allowing users to build a social music community for the Zeppelin Air. Although the Zeppelin Air App was built to extend the enjoyment of the Zeppelin Air, the social music playlist works with most audio players. http://www.aurnhammerllc.com/home.html Maeve Eggers - Linda Martelossi 7
- 8. Integrated Social Media Campaign: Macy’s “Believe” Annual ―Believe‖ campaign runs in stores across the country during the holiday season to support the Make-A-Wish Foundation ® Inspired by the editorial ―Yes, Virginia, there is a Santa Claus,‖ and the animated holiday movie, ―Yes, Virginia.‖ Children bring letters to Santa Claus to Macy’s to drop into Santa letterbox at special Believe Stations and Macy’s donates $1 to the Make-A-Wish Foundation for each letter (up to $1,000,000). Maeve Eggers - Linda Martelossi 8
- 9. History of Macy’s “Believe” and Social Media Year Media Used Features of the campaign Electronic Believe Meter, Downloadable TV spots, print ads, full letter kit with Santa letterhead, "Be page reprints of the 2008 Claus" widget that allowed customers to "Yes, Virginia" editorial, upload a photo and design themselves as Macy’s microsite. Santa. ―Tell Us Why You Believe‖ short essay contest where participants could enter in TV spots, print ads, 2009 the form of letter, photo or video. Macy’s Macy’s microsite also gave gift cards to several parenting blogs to award their readers. Macy’s Facebook page fans could play an online game (to raise funds for the Make- TV spots, print ads, A-Wish fundation). On the Macy’s 2010 Macy’s microsite ―Believe‖ microsite, they posted celebrity + FB page letters to Santa which could be shared Maeve Eggers - Linda Martelossi via social media. 9
- 10. Appy Holidays: Macy’s “Believe-o-Magic” App This year’s campaign’s primary social media focus is an augmented reality holiday app for smartphones and iPad Lets you pose with fully-animated, life-size characters from Macy’s animated holiday classic ―Yes, Virginia‖ at in-store Believe Stations Choose characters, take photos and customize a virtual Christmas card Share your photos and greeting cards to Facebook and Twitter and via email. Maeve Eggers - Linda Martelossi 10
- 11. Macy’s Believe Video Campaign The featured video on Macy’s YouTube channel promotes the ―Believe-o- Magic‖ app Partnered with YouTube-launched celebrity Justin Bieber who Macy’s partnered with for Black Friday events, donating $2 to the Make-A-Wish Foundation for every Justin Bieber Someday perfume set sold Media videos about the ―Believe-o-Magic‖ app are reposted on blogs and YouTube Maeve Eggers - Linda Martelossi 11
- 12. Video Believe-o-Magic Maeve Eggers - Linda Martelossi 12
- 13. Macy’s “Believe” Facebook Campaign The 2011 campaign uses Facebook to support The ―Believe-o-Magic‖ app with a photo contest Users who like Macy’s FB page can upload their Believe-o-Magic image to the Facebook wall Each week users will vote on their favorite image (by liking the photo). The winning photo will be featured as Macy’s profile picture for the week Maeve Eggers - Linda Martelossi 13
- 14. Macy’s “Believe” Location-Based Check-In Campaign The ―Believe‖ campaign’s Santa Tour kicks off at the Macy’s Thanksgiving Day Parade Foursquare users that follow Macy’s and check in at the Thanksgiving Parade unlock a Macy’s Parade badge and specials This year Macy’s partnered with Aflac, who will sponsor the Santa Tour and mobile check-ins. For every consumer who checks-in at Macy’s via foursquare through Dec. 24, Aflac will donate $1 to The Aflac Cancer Center and Blood Disorders Service of Children’s Healthcare of Atlanta. Maeve Eggers - Linda Martelossi 14
- 15. Suggested App of the Week http://itunes.apple.com/us/app/macys-believe-o-magic/id473331010?mt=8 Maeve Eggers - Linda Martelossi 15
- 16. Mobile App Metrics Are consumers interested in your app? Are they using it? Maeve Eggers - Linda Martelossi 16
- 17. Mobile App Metrics Are consumers interested in your app? Are they using it? Maeve Eggers - Linda Martelossi 17
- 18. Mobile App Metrics Are consumers interested in your app? Are they using it? Maeve Eggers - Linda Martelossi 18
- 19. Mobile App Metrics How engaged are users? Maeve Eggers - Linda Martelossi 19
- 20. Mobile App Metrics How engaged are users? Maeve Eggers - Linda Martelossi 20
- 21. Mobile App Metrics How can you increase engagement and better market to users? Maeve Eggers - Linda Martelossi 21
- 22. Mobile App Metrics How can you increase engagement and better market to users? Maeve Eggers - Linda Martelossi 22
- 23. Mobile App Metrics Are app users becoming new or more loyal customers? Maeve Eggers - Linda Martelossi 23
- 24. Location and Context-Aware Apps The number of brands using location-based service apps and the number of brand apps using location-aware features continue to grow rapidly Common location-based uses in apps: finding restaurants, stores, friends, things of interest in the area, offering local specials Brands use location-based apps to deliver relevant product information and deals to targeted audience To make marketing efforts even more relevant and targeted, we see an increasing number of apps using location coupled with other context- aware features (time, interests, gender, schedule, user connections, user priorities) – Foursquare gives recommendations based on where you are, other places you’ve been, places your friends have been, and specials offered Maeve Eggers - Linda Martelossi 24
- 25. Location and Context-Aware Apps Alfred is a personal assistant app that makes recommendations based on your preferences, location and time of day. Maeve Eggers - Linda Martelossi 25
- 26. Location and Context-Aware Apps TaskAve is a new task-managing app that alerts you when you are near a location where you can complete something on your to-do list Maeve Eggers - Linda Martelossi 26
- 27. Location and Context-Aware Apps Next step for apps to integrate more contextual data and user preferences to streamline information and give more relevant, targeted experience Proactive push notifications with information that will interest users based on not only where they are, but what they’re doing and when – Using more useful push notifications to drive users into stores instead of back into the app – Example: if you had an automotive app that sent a notification when you are due for service, provided the service stations near your current location, the current deal offers at those stations and what users in your area are saying about the service stations Maeve Eggers - Linda Martelossi 27
- 28. Object Recognition and Augmented Reality Augmented reality apps combine real world and virtual elements in real time, overlaying meta-data on real life data Closely related to the location-awareness trend as AR enables apps to recognize user’s surroundings and objects of interest There are now hundreds of apps that use object recognition and augmented reality, but many brands use AR for novelty apps - the ―wow‖ factor Brands are starting to figure out how AR can make apps useful and informative, not just cool Maeve Eggers - Linda Martelossi 28
- 29. Object Recognition and Augmented Reality Layar lets you choose a filter to apply to your real-world view — Wikipedia entries, restaurants, Twitter users nearby — and point the camera at your surroundings. You get a visual overlay of the results. Maeve Eggers - Linda Martelossi 29
- 30. Object Recognition and Augmented Reality Snooth Wine Pro take a picture of a wine label to find brand, view maps and directions of the stores closest to you that have the wine in stock, add the wine to your Virtual Cellar, purchase the wine online through the Snooth retail network, read expert and user reviews and post your own, browse for similar wines by winery, region and more Maeve Eggers - Linda Martelossi 30
- 31. Object Recognition and Augmented Reality Augmented reality isn’t mainstream yet, but may be headed that way Numerous brands (Rayban, H&M, Chanel) are already using augmented reality to let users virtually try on their products, and many brands are using them to enhance print ads and billboards and further engage (Volkswagen) Next steps: move from generic space to more brands using AR in native apps Google is working on a facial recognition app that can grab a person’s Google Profile user’s name, email address and phone number, as well as pull up the person’s Twitter, Facebook, Flickr or other online photos and data when a user snaps a photo of them with their device Maeve Eggers - Linda Martelossi 31
- 32. Mobile Commerce and Mobile Payments Mobile Commerce is any transaction, involving the transfer of ownership of rights to use goods and services, which is initiated and/or completed by using mobile access to computer-mediated networks with the help of an electronic device According to comScore, up to November 2011, 38% of smart phone users have used their phone to make a purchase at least once Maeve Eggers - Linda Martelossi 32
- 33. Mobile Commerce and Mobile Payments There are two different ways of mobile payments: – Those that utilize a mobile network to initiate or authorize a transaction – Contacless systems that utilizes a phone instead of a credit card or NFC = near field communication Maeve Eggers - Linda Martelossi 33
- 34. Mobile Commerce and Mobile Payments Starbucks has a successful story in M-Commerce Less than a year after Starbucks launched an app that allows mobile payments, it has hosted 26 million such transactions on iOS, BlackBerry and Android, according to the chain. One in four Starbucks card transactions is now executed via a Starbucks card and a portion of those are done through mobile In 2011 $110 million was done via Mobile transaction, compared to $2.4 transaction made through Starbucks cards. Maeve Eggers - Linda Martelossi 34
- 35. Mobile Commerce and Mobile Payments Maeve Eggers - Linda Martelossi 35
- 36. Mobile Commerce and Mobile Payments Maeve Eggers - Linda Martelossi 36
- 37. Mobile Commerce and Mobile Payments Maeve Eggers - Linda Martelossi 37
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