Advanced Social Media Marketing - Mobile Apps

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

1Maeve Eggers - Linda Martelossi

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 brandDifferent 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)


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)


Revenue Apps

An app that the user pays forThe app itself is what's being marketedGames are the most common type of revenue app


Mobile Ads on AppsiAd 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.


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.



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


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).


History of Macy’s “Believe” and Social Media


Year Media Used Features of the campaign

2008

TV spots, print ads, full page reprints of the "Yes, Virginia" editorial, Macy’s

microsite.

Electronic Believe Meter, Downloadable letter kit with Santa letterhead, "Be Claus" widget that

allowed customers to upload a photo and design themselves as

Santa.

2009 TV spots, print ads, Macy’s microsite

“Tell Us Why You Believe” short essay contest where participants could enter in the form of letter, photo or video. Macy’s also gave

gift cards to several parenting blogs to award their readers.

2010TV spots, print ads,

Macy’s microsite+ FB page

Macy’s Facebook page fans could play an online game (to raise funds for the Make-A-Wish fundation). On

the Macy’s “Believe” microsite, they posted celebrity letters to Santa which could be shared via social

media.

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 iPadLets you pose with fully-animated, life-size characters from Macy’s animated holiday classic “Yes, Virginia” at in-store Believe StationsChoose characters, take photos and customize a virtual Christmas cardShare your photos and greeting cards to Facebook and Twitter and via email.


Macy’s Believe Video Campaign

The featured video on Macy’s YouTube channel promotes the “Believe-o-Magic” appPartnered 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 soldMedia videos about the “Believe-o-Magic” app are reposted on blogs and YouTube


Video Believe-o-Magic

Maeve Eggers - Linda Martelossi 12

http://www.youtube.com/watch?feature=player_embedded&v=xvzRXy3J0Z0

Macy’s “Believe” Facebook Campaign

The 2011 campaign uses Facebook to support The “Believe-o-Magic” app with a photo contestUsers who like Macy’s FB page can upload their Believe-o-Magic image to the Facebook wallEach 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


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 specialsThis 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.




http://itunes.apple.com/us/app/macys-believe-o-magic/id473331010?mt=8



Mobile App Metrics


Are consumers interested in your app? Are they using it?

Mobile App Metrics



Mobile App Metrics




How engaged are users?

Mobile App Metrics


How engaged are users?

Mobile App Metrics


Mobile App Metrics

How can you increase engagement and better market to users?


How can you increase engagement and better market to users?

Mobile App Metrics


Are app users becoming new or more loyal customers?

Mobile App Metrics

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 rapidlyCommon 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 audienceTo 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


25


Alfred is a personal assistant app that makes recommendations based on your preferences, location and time of day.



26


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



27


Next step for apps to integrate more contextual data and user preferences to streamline information and give more relevant, targeted experienceProactive 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



28

Object Recognition and Augmented Reality

Augmented reality apps combine real world and virtual elements in real time, overlaying meta-data on real life dataClosely related to the location-awareness trend as AR enables apps to recognize user’s surroundings and objects of interestThere are now hundreds of apps that use object recognition and augmented reality, but many brands use AR for novelty apps - the “wow” factorBrands are starting to figure out how AR can make apps useful and informative, not just cool



29


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.



http://www.youtube.com/watch?v=b64_16K2e08

30


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



31


Augmented reality isn’t mainstream yet, but may be headed that wayNumerous 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 appsGoogle 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



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 deviceAccording to comScore, up to November 2011, 38% of smart phone users have used their phone to make a purchase at least once


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




Starbucks has a successful story in M-CommerceLess 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 mobileIn 2011 $110 million was done via Mobile transaction, compared to $2.4 transaction made through Starbucks cards.










http://www.youtube.com/watch?v=iuvyN4iZiP8


Technology

Advanced Social Media Marketing - Mobile Apps