Slides that accompanied presentation on mobile apps for Schulich's Social Media Marketing class. Intended to generate discussion on best apps, worst apps and apps with staying power or legs.

1. Empowering Consumers with Mobile Applications Sophie Kahan March 21, 2011

2. Who empowers your customers? “Mobile web users expect you to be there. Empower them with information, and they’ll talk about how great your company is. Don’t, and they’ll tell all their friends you don’t have a clue.”

3. Planning mobile strategy POST method People Objectives Increasing sales Net-A-Porter http://www.net-a-porter.com/Content/netappiphone2009 Decreasing costs Increasing loyalty Strategy Technology

4. Marketing your app Splash page Gillette Styler for Men http://www.gillette.com/en/us/mens-style/get-a-new-look.aspx Sneak peak Teaser video

5. Types of mobile apps Text messaging Mobile sites Apps

6. Best mobile apps Immediacy Simplicity Context Dunkin’ Run http://www.dunkinrun.com/

7. Worst mobile apps IKEA iPhone app http://www.youtube.com/watch?v=rzYxtc5F1s4 Lacks context No store locator No book-marking No sharing

8. Don’t give up so easily “Your mobile customer is likely to look like Maytag customer Heather Armstrong or United flier Dave Carroll. If these people love you, they’ll spread that love. If they don’t, your other customers will hear about it from them. So keep them happy with a solid, valuable, loyalty-generating mobile application, and give them every reason to tell their friends.”

9. Give them reason to tell their friends Approximately 50% of all apps are downloaded because of a friend’s recommendation

10. Apps are disposable Most apps launched up to 20 times, then abandoned Average user glances at less than 15% of downloaded apps over the course of a week Two-thirds of apps only used for two months after purchase

11. Apps with staying power Tools vs. content Markers of achievement Social Kobo Reading Life http://www.kobobooks.com/tablets Features IKEA Skal! http://www.youtube.com/watch?v=Okn-qO5nPmY

12. Questions?