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DigiDays:APPS Notes

By j_brennan + August 13th, 2009

digiday

My notes form the DigiDay: APPS

  1. First Speaker
    1. Presentation

      APPS State of the Industry Survey: More than 84% of Marketers are Satisfied with Their Apps Experience; Nearly 60% Expect Budgets to Rise (in: Metrics)

      Aug 12, 2009

      The knowledge base for apps is growing, as a remarkably similar percentage of publishers and marketers say they’ve built at least one for their readers or brands. Some 68.9% of publisher respondents and 68.8% of marketers have fielded apps. Some 76% of marketers said they were “satisfied” with the results of their apps efforts, with an additional 8.3% rating the experience as “wildly enthusiastic.

      Pasted from <http://dm2pro.com/

    2. How do you quantify ROI?
       
    3. Leading
Facebook 73%
iPhone ?
Myspace ??
Own publishing   
  1. 75% of app are unsponsored
    1. Some have sponsors at launch
    2. Other hope for traction
       
  2. Measurement
    1. 13% did not measure success
    2. Most measure click-through
       
  3. Marketers care more about affinity then scale
    1. Is this correct???
       
  4. Budget
    1. 1-1.5%
       
  5. Chris Cunningham – App Savvy
     
  6. Tim O’shannessey – Living Social
    1. 65 million users on Facebook
      1. Largest on Facebook
         
    2. Scope
      1. Get Users –> Keeping Users –> Making $$$
         
    3. Nobody is making money
      1. Will facebook build a currency to allow micropayment?
         
    4. Apps
      1. Cataloging (Products)
        1. Books
           
      2. Self-Expression (Emotional)
        1. Pick your five
        2. Beer
          1. Can we send them specials based on beer/spirits?
            1. Distributer d-base –> local establishment sponsorship based on
              1. How far down can you target geographically?
      3. Where should we building
        1. Mobile – iPhone
          1. 90%+
        2. Social – Facebook
          1. If a country, fifth largest in the world
             
      4. Testing
        1. A/B everything
      5. How to send messages
        1. Stream
        2. Email
        3. Notifs
           
      6. Comments
        1. Adwords – the more local the more expensive
        2. Zenga
          1. Projected to be nine figures
             
      7. Questions
        1. How do you capture local $$
          1. Self serve
            1. Somebody or facebook with develop a tool to assist
          2. Local sales force in certain markets
             
        2. Coupons
          1. Daily Deal in Wash. DC.
            1. Notification to coupons available
               
  7. Panel
    1. Moderator – Adam Hirsh – Mashable.com
    2. Participants
      1. Bellrock Media & Moderati
        1. The company who did the Zippo lighter app
        2. No need to distinguish between mobile and social
          1. Needs to work on both
             
      2. Involver – Facebook only company
        1. US weekly on facebook
           
      3. R2i – Value proposition
        1. Map locator
           
        1. Slideshow company
        2. Very early on…not sure what’s new
           
    3. Users
      1. Types
        1. Passive
        2. Active
        3. Tool of daily life?
      2. How frequently will users need/use?
         
    4. Metrics
      1. KPI’s Key Performance Indicators
        1. But what are they???
          1. Depends on the brand/client
      2. The strength of the brand has a direct correlation to the success of the app
         
    5. Build vs. Sponsorship
      1. Don’t build apps for campaigns build for your business and KPI
      2. If proprietary content build – if not sponsor
         
    6. Life of application
      1. 90 days
      2. Brands that build their own would be shorter
        1. They don’t know enough about viral, etc.
      3. Just selling advertising to support DOES NOT WORK – it must drive revenue
         
    7. Are we driving awareness or response?
      1. Panel say response should only be 5%
      2. 95% is awareness
        1. Wow! I say BS
           
    8. One guy said you don’t need metrics…you just need to know your competition is doing it
      1. Who are these guys?
      2. So the hell with strategy
         
    9. How do you get the word out?
      1. RockYou
        1. “We do this for you..”
      2. Involver
        1. “Needs to be part of overall campaign…”
      3. Other
        1. Think of yourself as a publisher. Content type on multiple platforms.
      4. Bellrock
        1. If you have a celebrity us twitter, etc.
           
  8. Dawn Liquid Soap – RockYou
    1. Enter social networking leveraging facbook
       
    2. Campaign
      1. Clean up wildlife from oil spills
        1. $1 per bottle
      2. Target
        1. F25-54
      3. Reach
        1. 10M
           
      4. Use RockYou
        1. “Flair”
          1. Names after J Aniston
          2. http://www.facebook.com/tos.php?api_key=4e2fc44eba8612dfac37361c7d0a3061&next=http://stapler.flair.nliven.com/fb/getflair/send.php?id=10717752&_fb_fromhash=3f5d6ba1b91813bc927ff765aff374db&v=1.0&canvas
        2. Posted to status
        3. Share with friends
           
      5. Dates
        1. First – 14 days
          1. Over 1M unique
          2. 1.8 million flair impressions
          3. Sent 655k
        2. To run tow more times
           
      6. Video
        1. 5% video view for this campaign
        2. Typical is less then 1.5%
        3. 700k unique
          1. 1.4 M impressions
          2. 79k views
             
      7. Questions
        1. How to people see?
          1. 5 million on flair home per month
          2. Vast majority come from friends
        2. P&G is know for metrics…what did you want to know?
          1. Looking at coupon redemption and a couple of other items…campaign not yet done
             
  9. MLB
      1. Custom applications agency
    2. MLB Facebook App
      1. http://apps.facebook.com/mlbfanbook/user/wizard?_fb_q=1
      2. Throw a bunch of stuff into a blender
      3. Fan Stats
        1. Game that I will be attending
          1. W/L percentage as a fan
    3. Key Points
      1. Its about community
         
  10. Hooked – Nat Geo
    1. Sarah – http://www.360i.com/
    2. Idea
      1. “Brands are what people say about you when you are not in the room
        1. Bezos – Amazon
      2. Don’t try to figure out where (platforms) you want to be…define your goals
      3. Will it meet you marketing objectives?
      4. Use social medai arsonal
      5. Are you having a dialogue with customers?
         
    3. Case Study – “Hooked”
      1. NatGeo show
      2. Used favorite five from Living Social
         
    4. Build or sponsorship?
      1. Build
        1. If you want to monetize content
           
      2. Sponsorships
        1. Instant community
        2. “fund” a campaign assuming you can fund a “conversation”
          1. Need to consider when the conversation needs to end – campaign over
        3. If you have a boring brand
           
    5. Questions
      1. How do I build traffic?
        1. Facebook ad platform
      2. How do you ensure your idea will not be lifted by someone else?
        1. Build trust through conversation
  11. AdMob
    1. iPhone App company
      1. “We run ads and get people to download apps”
         
    2. Self server platform available
      1. Gayle please research
         
    3. More download – higher ranking
      1. Promoting the app is the ONLY way to get an app highly ranked
         
    4. Examples
      1. Sherwin Williams – Color Snap
        1. Burst campaign $15k in two days
          1. App store CPC
          2. Day 1 – 392% increate
          3. Day 2 – 500%+ increase
        2. Ranking from 70% to 18%
          1. Drops after CPC campaign ended
      2. Tylenol
        1. Ads in the network
          1. Click to app store
        2. Ads drove 2,950 downloads
        3. Ranking from #120 to #14
           
    5. Poll
      1. How do you download and iPhone app
        1. 93% download from phone
        2. 7% from iTunes
      2. How do you discover apps?
        1. 60% browsing through rankings
        2. 20% responding to ads
      3. What would make you download an app
        1. If it interests me…
           
    6. Question
      1. How do you combat the Eastern European companies that will deliver one download per dollar spent?
        1. No real answer…scared.
           
      2. ROI
        1. Depends…
          1. $0.40 to $15.00. Avg $1.00-$2.00
            1. Not counting organic download – not measureable
      3. What are your goals?
        1. Get an app to over #25 ranking…obviously to get to #1.
           
  12. Circle of Moms
    1. Mission
      1. Connect and help each other but not post sensitive issues questions on newsfeed
         
    2. Stats
      1. 2MM+ members on Facebook each month
        1. 31 of MY FRIENDS ( Jay Brennan) or 20% are users of circle of moms ( 31/156=0.1987)
      2. 13% of moms in the US
      3. 100k new per mth
      4. 85% are F25-44
      5. Average responses to questions: 12
      6.  
    3. Community of Moms
      1. Close friends
      2. Avg circle is 12
      3. Majority within 25 miles
         
    4. Create your own community
      1. Birth
      2. Work-at-home-moms
      3. Young Moms
      4. Gun Toting Mamas
         
    5. Local is a big area of growth from Circle
       
    6. Target ability
      1. Mom’s age
      2. Childs age
      3. Geography
      4. Communities
         
    7. Questions
      1. What is your revenue stream?
        1. Ad sales
        2. Local -
      2. Do you have a mobile strategy?
        1. Working on it…moms are more likely to use mobile – we think.

           
           

    8. Good for Weis Markets!  

       

  13. Enabling relationships with affiliates – Page Sands, Director of Web Strategy and Social Media, R2i
    1. Best Buy
      1. Develop relationship with affiliates to support ecommerce
      2. “Remix”
    2. NYT
      1. Add Little Miss Sunshine to Netflix queue
    3. Boxee
      1. http://www.r2integrated.com/
         
  14. Panel #2
    1. A&E Network
      1. Build content outside of the program
      2. How long is the campaign?
        1. It used to just be about the premier…now it’s the length of the season
      3. What do we want to do?
        1. Tie into show
          1. Five Lives of Chris Angel
    2. “Are we reaching the height of Facebook?
      1. Facebook is strongest in the US, but the world is a big place.
    3. Facebook is a closed system. Flikr works because it’s open. Will Facebook need to open up?
    4. You need to think about a strategy for apps in total…not just iPhone, Facebook, etc.

       
       

  15. KickApps#1 brand in engagement is Starbucks
    1. My starbucks idea.com
      1. But how do you measure ROI?
    1. Don’t try to own the conversation…just allow the conversation
    2. Keep content fresh, ask questions, close the loop, find and elevate leaders
    3. Companies to look at
       
      1. Answer questions…monetize answers
    2. Top 10 iPhone apps
      1. Name dropper dialer
        Apple has taken a bad turn…
        1. They have forced us to ask us for permission
        2. Should be able to download app from anywhere…not from just iTunes
      2. Apple and AT&T hater
        1. He’s got a point.
        2. He wants open standards
    3. Costs
      1. $10-20k to develop APP
         

  17. Many sites, one API

    A common API means you have less to learn to build for multiple websites. OpenSocial is currently being developed by a broad set of members of the web community. The ultimate goal is for any social website to be able to implement the API and host 3rd party social applications. There are many websites that support OpenSocial, including hi5, LinkedIn, MySpace, Netlog, Ning, orkut, and Yahoo! Check out the full list of OpenSocial containers.
     

    1. Responsible for 300M mobile downloads
       
    2. Sniff tests
      1. SWWC – So what, who cares
        1. Will it be interesting
      2. 5 Favorites
      3. What’s missing
      4. Are you precedential?
      5. Are you global
      6. Third party research for as low as $1,000
         
    3. 80% of target journalists use iPhones
    4. Most download happen at lunch, after work, and Sundays
    5. Novelty is giving way to quality
    6. Categories are becoming important
    7. 10x for Free vs. Paid
    8. Business app are VERY Hot right now for press
    9. Know approval date vs. launch date.
    10. Questions
      1. What category of app will be the stickiest?
        1. Those that we use in our life daily
           
  19. Panel #3 – Distribution and discovery of a better branded app
    1. You need to promote and advertise to get distribution
    2. Need to know your audience – duh.
    3. Offline ads
      1. Sirius XM as an example to promote their app
      2. Get celebrities involved, CEO’s etc.
        1. Snoop App on tonight show
           
    4. Smart phones only have 17% penetration
      1. 40% of new sales are smart phones
    5. How do you stand out…
      1. By who ever spends the most to promote.
    6. Is anyone doing anything with the ad slots that are not ads?
      1. Bing search box
         
  20. Quattro Wireless – Ad network
    1. 50% of app users have asked about products
    2. 63% want to make a purchase via mobile phone
    3. Mobile clickrate is 8x higher then web
    4. 22 million on mobile web per week  
       
  21. Apps | Sites to research
    1. Blackbook
      1. Diageo uses the traditional
         
    2. Circle of Moms
    3. http://posterous.com/

Jason Brennan Stream Companies Advertising Agency Philadelphia

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