This presentation\'s focus was on identifying best practices for the design and development of applications for different platforms, explaining how to generate opportunities for public awareness in each, while exploring the relationship with social media to help generate ideas for participants.
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What is an App(lication)?
Application
A program or group of programs designed for end
users. The term “app” has become popular parlance
for software applications designed to run on mobile
phone operating systems yet an industry-wide
definition of what is and is not an “app” does not
exist.
Different meanings in different environments
– Web
– Mobile
– Social network
– Desktop
Different programming technologies
– XML
– CSS/HTML5
– Flash
– Ruby
– JavaScript
– Java
– C++
-Productivity -News/Weather
-Social Networking -Gaming
-Shopping/Retail -Sports
-Music -Entertainment/Food
-Lifestyle/Travel -Banking Finance
What Apps Can Do….
…and the list goes on
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The Application Effect – Customization, Personalization, & Location
Apps allow for more personal customization and
content filtering
– The explosion of application-delivery devices is
creating a more catered Web experience
Data democratization is widespread
– The rise of open-source APIs have let
developers create a range of applications
across platforms
• Facebook’s Social Graph
• Twitter clients
• FCC
Online/offline connections are on the rise with
geolocation
– Foursquare
They won’t replace the Internet
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Connecting Applications & Social Media
Applications connect to social media
in multiple ways:
– Platforms
– Clients
– Add-ons
– Time on site
– Integrated model
Facebook has over 100 million
mobile users
Twitter clients make up over 80% of
the social network’s traffic
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How an Application Can Generate Social Engagement
Start a conversation
Serve as a message platform
Facilitate a conversation and enable
users to reach a social media
platform
– Online video sharing
– Social network
– Instant message
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Facebook Applications: Not Just Farmville
Games are the most popular applications on
Facebook
– Farmville has over 80 million annual monthly
users
Facebook’s audience makes it imperative that
organizations attempt to conduct direct outreach
– Are games the best communications delivery
mechanism for you?
Facebook applications go beyond games
– YouTube
– Blogs/RSS feeds
– FBML
– Maps
Some of the most successful Facebook Pages use
just a few applications in a compelling manner
– Custom landing page
– Sign-up for more information form
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Basic Applications to Make Your Page Work
FBML
Blog RSS Feeder
Flash Player
Twitter App
Posted Items Pro
YouTube Video Box
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Mobile Application Best Practices
Develop across platforms
– Consider your choice of technology
If the application is not social in nature,
make it social
– The importance of the social graph
Make the application relevant, simple
and intuitive
Ensure your app is more than a portal to
your website
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Location-Based Service Applications: The Social Offline/Online Connection
Location-based services allow users to
broadcast where they are to their social
network or the general public using the
service
The major LBS players
– Gowalla
– Foursquare
– MyTown
– Facebook Places
LBS applications are unique in that the
application is essentially the only way to
access the service
– Marriage of offline/online interaction
through an application
– Real-time broadcasting of your location to
your social network
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How to Use LBS Within Your Organization
LBS is currently dominated by retailers
and corporations promoting deals to
users who check in at or by their location
– Starbucks
LBS has practical internal & external
uses for organizations
– Tips
– Scavenger hunts
– Timesheets
– Finding services
Location-based services are still
relatively new in the marketplace
– Niche customer base
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How Applications Reach Employees
HR is the new marketing
– Treating employees as customers
The demographics for app use match up with
almost any company or organization
– If your employees are not regularly using
apps, they will be
The new focus on communications enables
organizations to approach applications as an
innovative way to connect
– Communications preferences surveys
– Acting on those results
Using the intranet as a social meeting place
– Collaboration through social applications
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Content is Still King
Applications are a new delivery system
that enhance and amplify messaging
Applications cannot replace
communications as a whole just as
social media cannot replace marketing
The application is only as compelling as
the content
Avoid the bright, shiny widget
conundrum
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Successful Application Principles
Compelling design
Original functionality
Work within the platform
Communicate a message
Speed, speed, speed
Less is more
Personalize the experience
Discoverability
Usability
Free is best
BONUS: Popularity matters
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Thinking About an App for Your Organization
Questions to Ask
Does your organization need an application?
Who are your internal & external audiences?
What platform(s) should you be using?
What communications challenge(s) are you trying to address?
What have you tried in the past both offline and online? What has worked,
what has not?
Are there existing applications out there you can use?
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An Example – Aon Connections
How do you connect a group of widely
dispersed employees who are frequently
on the road and rarely see co-workers in
person?
Aon Connections
– Connect through showing data
visualizations
Reasons it works
– All employees have Blackberries or
iPhones with access to Foursquare
– Heavy online usage
– Experimentation through
implementation waves