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Developing Viral and Sticky Apps

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Developing Viral and Sticky Apps

  1. 1. Developing Viral and Sticky Apps Sept 24, 2010 Shoieb Yunus Founder & CEO Vpype Corporation - a ‘Social Video’ company www.vpype.com
  2. 2. Introduction <ul><li>Developing Viral and Sticky apps </li></ul><ul><ul><li>Social and Mobile platforms </li></ul></ul><ul><li>How to get there? </li></ul>
  3. 3. Where to start? <ul><li>Facebook for desktop and mobile </li></ul><ul><li>Mobile platforms </li></ul><ul><ul><li>Such as iPad, iPhone or Android </li></ul></ul>
  4. 4. The Answer <ul><li>It does not matter </li></ul><ul><li>Same issues to deal with, perhaps in a different order </li></ul>
  5. 5. The Process <ul><li>Have got a brilliant idea </li></ul><ul><li>Look at the competitive landscape </li></ul><ul><li>Pick a platform </li></ul><ul><li>Resource allocation </li></ul><ul><ul><li>Human capital </li></ul></ul><ul><ul><li>$$ </li></ul></ul>
  6. 6. Market Research <ul><li>Do your homework first before … </li></ul><ul><ul><li>Market size </li></ul></ul><ul><ul><li>Target market </li></ul></ul><ul><ul><li>Target audience </li></ul></ul><ul><ul><li>Potential strategic partnerships </li></ul></ul><ul><ul><li>Know your customer </li></ul></ul><ul><ul><li>Revenue realization methods </li></ul></ul>
  7. 7. Ask Yourself <ul><li>Unique value proposition? </li></ul><ul><ul><li>Does your app solve a unique problem? </li></ul></ul><ul><ul><li>Niche market versus Mass market </li></ul></ul><ul><ul><li>Better, faster, economical, easy or fun to use </li></ul></ul>
  8. 8. Research Your Competition <ul><li>It’s more than competitive analysis </li></ul><ul><li>Do an internal audit </li></ul><ul><ul><li>Core competency </li></ul></ul><ul><ul><li>Team </li></ul></ul><ul><ul><li>Funding </li></ul></ul><ul><li>What’s your secret weapon to success? </li></ul>
  9. 9. Your Arsenal <ul><li>Unfair Competitive Advantage </li></ul><ul><ul><li>What is it that you know/have that your competition does not know/have? </li></ul></ul><ul><li>Nature of the game? </li></ul><ul><ul><li>Patents, IP or the Execution </li></ul></ul><ul><ul><li>Be clear about it! </li></ul></ul>
  10. 10. Social Apps <ul><li>The absolute must have --> Simple, easy-to-use, consumer-friendly app </li></ul><ul><li>The simplicity of UI and UX are paramount </li></ul><ul><ul><li>Even more important than worrying about designing-in ‘Virality’ and ‘Stickiness’ </li></ul></ul>
  11. 11. The Hook: UI and UX <ul><li>Focus --> Fluid navigation </li></ul><ul><ul><li>What’s on the screen? </li></ul></ul><ul><ul><li>How is it organized? </li></ul></ul><ul><li>Avoid pull down menus, unfamiliar icons </li></ul><ul><li>Color selection and color palettes </li></ul><ul><ul><li>Know your audience </li></ul></ul><ul><li>Familiarize yourself with a variety of apps on Facebook and iPhone in different genres </li></ul>
  12. 12. More on UI and UX <ul><li>You may be a world-class developer, but not a designer </li></ul><ul><li>Hire a designer and a UX expert </li></ul>
  13. 13. Sticky Apps <ul><li>Is your app sticky? </li></ul><ul><ul><li>Frequently return visits --> repeat usage </li></ul></ul><ul><ul><li>People install/uninstall apps like flipping TV channels </li></ul></ul><ul><ul><li>User behavior and psychology </li></ul></ul><ul><li>Can you name a few sticky apps on any social or mobile platforms? </li></ul>
  14. 14. Developing Sticky Apps: User behavior driven <ul><li>Popular Facebook social gaming apps use different tactics to keep their users engaged with the app </li></ul><ul><ul><li>Provide incentives on time spent on the app, e.g. a gift will be sent, increase virtual currency, etc. </li></ul></ul><ul><ul><li>Provide incentives when users come to the app more frequently </li></ul></ul><ul><ul><li>Provide incentives to invite friends/ interact with friends </li></ul></ul><ul><ul><li>Add to bookmark will earn you bonuses/points </li></ul></ul>
  15. 15. Developing Sticky Apps: Using Facebook Social Plug-ins <ul><li>Face Pile plug-in provides a way to draw the attention of potential users as they can see the faces of their friends using the app </li></ul><ul><li>Recommendations plug-in enables users to suggest the app to their friends </li></ul>
  16. 16. Developing Sticky Apps: Content driven <ul><li>Developing sticky apps not relying on induced user behavior for repeat usage </li></ul><ul><li>Examples: </li></ul><ul><ul><li>Original content </li></ul></ul><ul><ul><ul><li>Books </li></ul></ul></ul><ul><ul><ul><li>Newspapers </li></ul></ul></ul><ul><ul><ul><li>Film, TV, Music, Video </li></ul></ul></ul><ul><ul><ul><li>Stocks/Financial app </li></ul></ul></ul><ul><ul><ul><li>Casual gaming apps (Disney.com, Nickjr.com, etc.) </li></ul></ul></ul><ul><li>Is iPad an ideal target platform? </li></ul>
  17. 17. Viral Effect on Social Graph <ul><li>Social gaming and all other apps fully leverage the built-in viral loops of Facebook </li></ul><ul><li>Virality is an inherent part of the social platform </li></ul><ul><li>Virality can’t be transported to a mobile platform without the social graph </li></ul><ul><ul><li>it must be a social app on a mobile platform to foster the viral effect </li></ul></ul>
  18. 18. Designing Virality in the Apps <ul><li>The apps must implement all the features provided in Facebook API and custom tools: </li></ul><ul><ul><li>News items </li></ul></ul><ul><ul><li>User activity </li></ul></ul><ul><ul><li>Counter </li></ul></ul><ul><ul><li>Stream </li></ul></ul><ul><ul><li>Events and RSVPs </li></ul></ul><ul><ul><li>Email </li></ul></ul><ul><ul><li>Sharing tools (Add this, Share this, etc.) </li></ul></ul><ul><ul><li>Embedded Video Player </li></ul></ul><ul><ul><li>Notifications </li></ul></ul><ul><ul><li>Bookmarking </li></ul></ul><ul><ul><li>Become a Fan </li></ul></ul>
  19. 19. Designing Virality in the Apps <ul><li>The apps must designed such that invite, interact and engage other users </li></ul>
  20. 20. Target Goals <ul><li>Customer Acquisition </li></ul><ul><ul><li>Beta, trial, Meet-up, Co-marketing, Trade shows </li></ul></ul><ul><li>Activation/Engagement </li></ul><ul><li>Retention </li></ul><ul><ul><li>serves the need </li></ul></ul><ul><li>Referral </li></ul><ul><ul><li>Incentives, viral loops </li></ul></ul><ul><li>Monetization </li></ul><ul><ul><li>Free, pay-per-use, subscription </li></ul></ul>
  21. 21. VpypeLive
  22. 22. VpypeLive <ul><li>Vpype Live is a landing page for Vpype’s suite of Facebook applications. </li></ul><ul><li>VpypeLive page acts as a central menu on Facebook canvas </li></ul>
  23. 23. Thank You! <ul><li>My Blog: http: //socialvideoceo .com </li></ul><ul><li>Web site: www.vpype.com </li></ul><ul><li>Vpype App on Facebook: http://apps.facebook.com/vpypelive </li></ul>

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