We’re already helping Optus, eBay, Kia Automotive, Nivea, Expedia, Sony, Roadshow Films, Seven Network, Open Universities Australia & Adidas.
Marketing Magazine recently published an article by me on the difference between Native Mobile and Responsive Web. They’ve been kind enough to let us reproduce it in full below:
Since the introduction of the smartphone, the battle has raged as to which is the best solution: mobile app or mobile web?
The simple answer is that every project is different. So, just how do you choose between a native mobile app and a responsive mobile website? Here are a few pointers to help you on your way:
1. Will our app do something?
This is always the first question I ask. It can be easy to become carried away with the excitement of mobile while forgetting the basics. Simply put, if your idea is just a redesign of a website or a portfolio of products or pictures, just go native web!
2. Do we want one app for every platform?
If your thoughts are to have one app across the desktop, tablet and mobile, then a responsive website is the way to go. Native apps sit on their devices and do not transfer across to desktop environments.
3. Are we going to use the phone’s native functionality?
There are core functions only available through the native applications. So, if you plan on using the gyroscope, camera, GPS or any other phone specific function then native mobile may be your only option.
4. Are we going to provide a personal experience?
Smartphones are great at delivering strong personal experiences. Storing data locally, accessing images and so forth all add value to a user’s enjoyment of your app.
5. Is the user interface complex?
6. Do we want to add in app purchases?
The in-app system for purchasing or subscriptions is only available on native apps. People use them and trust them and are more likely to spend through them than through other payment systems they may have never used, especially for unlocking content within the application.
7. Do we want to sell physical products?
This is a little tricky. You cannot sell physical products or services through the in-app payment systems. It is possible to build a payment system or utilise the APIs offered by companies such as PayPal and build this into a native app. However, it is often a more viable solution to offer your physical products through a responsive mobile site.
8. Will our content be accepted?
So if the answer is no here, then you really do need to rethink native mobile altogether. Google may be very lenient when it comes to content, but Apple is not. If you think you will get rejected because of content, speak to a mobile specialist who can give you guidance on the content restrictions. If your content does fall outside these guidelines then a mobile responsive is the way to go irrespective of functionality.
9. Can we budget for constant updates?
Native apps are living breathing entities that need to change as the users play with their features. Over time they often evolve to become something different to their first apparition. This means cost. As long as you are prepared for this, then native app is the way to go. If you simply want to put an app out there and forget about it, then maybe you should reconsider mobile apps as an avenue for this. Perhaps something akin to a Facebook app or a simple web app would be more suitable.
10. Are we prepared for feedback?
One of the most interesting yet frustrating things for organizations I have worked with is the rating and comments section on the various app stores. Users are able to give their opinion freely with the owner unable to respond directly.
If someone is facing a bug, they will tear your app to pieces in their review without giving you a chance to respond. With the AppStore timeframes for publishing sometimes being 2 weeks or more this can be doubly frustrating. But be aware that when an app is truly great, users are just as likely to give a good review so don’t let this frighten you too much!
From subtle to obvious: next steps.
The differences between Native and Responsive range from subtle to obvious, but the answers lie in truly understanding your goals, target market, and restraints. In many cases, both a native app and a responsive site have a suitable place in your digital portfolio, and armed with these answers, you will be better placed to choose the best solution for your needs.
103 Compelling Social Media Statistics for 2013
Did you know that there are an average of 700 YouTube video links shared on Twitter every minute? Or that 400 million tweets are sent per day? Given these statistics, social businesses continue to fine tune their tactics and become better marketers. They are also taking into account statistics like those reported via Business2Community to continue to shape their strategy.
Jean Claude Van Dam Split and the Art of Going Viral
Every brand wants their videos to go viral. Sometimes, though, it takes Jean Claude Van Dam doing the splits between two backward driving vehicles for that to happen. But do complex stunts like this sell more cars? In this report by Sydney Morning Herald Technology, experts say yes! For more information on how Jean’s epic move was achieved, read more here.
US women are social shoppers
Research into the shopping habits of 1,005 US women has found that 28% consult a social platform before making a fashion purchase. The figure was higher among 18-24 year olds, of whom 83% use social for inspiration and advice. Fashion blogs and message boards were most popular among the younger segment and used by 63%, followed by Pinterest (58%), Facebook (54%) and Instagram (49%).
Facebook brings ‘contact via phone number’ to Messenger for iOS
Facebook has brought its ‘contact via phone number’ feature to its latest iOS Messenger app, as well as all Android phones – previously it was available to just a few Android users. The move sees the network target communication beyond people’s Facebook friends, putting it into further direct competition with other chat apps and SMS.
Twitter improves mobile ad targeting
There’s another update to Twitter advertising, too: the company is allowing advertisers to target mobile users based on device, operating system or WiFi connectivity. Considering 76% of Twitter users access via mobile, the tool could well be a very useful one.
GIFs on Twitter?
Huzzah, GIFs on Twitter! For the first time, GIFs can appear animated when embedded in tweets. You still can’t post them natively, but the network has partnered with Giphy, allowing you to share GIF files from Giphy’s website.
Pulse integration replaces LinkedIn Today
After purchasing Pulse for $90m in April, LinkedIn has announced increased integration that will replace the ‘LinkedIn Today’ feature. The new system will provide personalised stories for any user who logs in, which they can then share with the rest of their network. There are also updates to the Pulse mobile app, including the ability to log in using your LinkedIn account. This allows Pulse to take a user’s professional interests/who they follow on LinkedIn into account and display more relevant content as a result.
Pinterest introduces APIs & new languages, each pin worth 78 cents
Pinterest introduced APIs last week, allowing a select number of partners to embed pins in their sites, which can then be pinned by users directly. Jason Costa, developer relations at Pinterest, said of the feature:
If someone’s looking for Thanksgiving recipes on AllRecipes.com, they’ll see the most Pinned recipes from the site on the homepage. Or, they could go to Zappos.com to see which shoes Pinners covet most. You could use these APIs to show popular products on your homepage or to curate your top articles and other content on Pinterest at any given time. The Pins will regularly update, so you can always see what’s trending.
Some pretty big names are already involved, including Nestle, Walmart and Disney. It could be good news for them, too, as research has come out that suggests each pin is worth on average 78 cents in sales, up 25% from Q4 2012. Each pin also produces two site visits, six page views and ten repins, making it more viral than Twitter. The network is looking to further capitalise by expanding into four new Scandinavian markets; it has introduced language compatibility for Danish, Swedish, Norwegian Bokmål and Finnish.
Virgin Mobile Australia Launches Largest Location-Based App Competition
Tapping into the fan base of popular T.V. show Game of Thrones, Virgin Mobile came out with a phone-based game where participants will battle to become king. They will also hunt through a make believe world for $200,000 worth of prizes. Nicole Bardsley, director of Virgin Mobile brand & communications said:
“As Virgin Mobile continues to implement its new, customer-centric strategy, it’s paramount that we place our customers at the heart of everything we do. Game of Phones provides a great opportunity for us to do just this, continuing to highlight all the perks on offer that show how we look after our own, while offering Virgin Mobile customers so much more with an incredible prize pool.”
American Express and Foursquare offer $50 ads vouchers
American Express has partnered with Foursquare to offer $50 Foursquare ad vouchers to small businesses in the US. The offer is available to any small business running their first ad through the platform.
Growth for Chinese giants Sina and Tencent
Two of China’s internet giants, Sina (owners of Sina Weibo) and Tencent (responsible for WeChat), have recorded vast increases in revenue, in part caused by the two social networks mentioned. Sina Weibo’s ad revenue was up 135% year on year to $43.7m, with daily active users increasing to 60.2 million, up 11% from the previous quarter. WeChat saw large growth, too, with quarter on quarter growth of 15% to 271.9 million monthly active users, helping Tencent to a quarterly net profit of $631m, up 20% since the previous year.
Can Snapchat bring in ad revenue?
There’s an interesting piece in AdAge this week, which discusses Snapchat’s ability to bring in ad revenue, having rejected a $3bn takeover bid from Facebook. It discusses the network’s reach, with 350m snaps sent daily, but also points to its lack of data, due to its inherent privacy element. Snapchat CEO Evan Spiegel mentions a couple of potential revenue streams, including in-app purchases and native advertising, while the article also looks at brands already using the platform, including Taco Bell and the New Orleans Saints.
Sony and Facebook making PlayStation social
Sony has announced a partnership with Facebook, which looks to make its latest PlayStation console, the PS4, more social. Users can log in to the system with their Facebook account, allowing use of profile pictures and real name, along with the ability to share achievements or records across Facebook’s network.
O2 reward fans who ‘refer a friend’
Mobile provider O2 is launching its ‘refer a friend’ scheme in the UK, having already done so in Germany. The system offers £20 Amazon or M&S vouchers to people who recommend or share the company’s products on social networks, with a view to one day providing cash rewards.
#UncoverPhilips new logo through social
Technology brand Philips is asking fans to uncover its new logo through social media. For each user who ‘claims’ a pixel, more of the image becomes visible, until the new logo is available for all to see.
Panasonic appoint We Are Social for campaign support
Tech firm Panasonic has appointed We Are Social for creative campaign ideas, including product launches and above-the-line support. We Are Social’s own Sarah Oliver said of the move:
Panasonic has a strong brand and huge social potential. It has big ambitions for its social media activity and we’re looking forward to working closely with their team to deliver some truly creative and effective campaigns.
Brands show how to do Twitter community management
A number of brands teamed up for a brilliant Twitter conversation last week, all kicked off by Tesco mobile. They received the following from a fan:
They responded with the following, starting off a conversation:
Yorkshire Tea then got involved:
It ended up with plenty of other brands, including Jaffa Cakes, Cadbury and Phileas Fogg. The whole thing received a fair amount of press coverage, and shows the power of good community management.
Sachin Tendulkar posts most ever RTed tweet in India
Indian cricket legend Sachin Tendulkar retired last week and ended up posting India’s most RTed tweet of all time. To date, it’s received over 16,000 RTs and 10,000 favourites.
This week; an amazing Twitter conversation, fallen princesses and parents all over America ruin Halloween.
Take a quick look at what we loved this week!
HAPPILY EVER AFTER: …or not. Disney princesses – where are they now?
WORK IT: Moscow subway ticket machine accepts 30 squats as payment.
ALL CLASS: The 29 whitest family photos of all time.
EPIC: The best Twitter conversation ever. Community managers killing it!
NO CANDY: Jimmy Kimmel’s latest halloween stunt.
Marketing Magazine recently published an article by me on the importance of social in mobile. They’ve been kind enough to let us reproduce it in full below:
So, the 65% smart phone penetration in Australia convinced you that you needed a mobile presence. You optimised your website for mobile, reviewed the options and have now decided that a native app is the way forward. You have answered all your marketing questions, you know the target market segment and maybe even have a brief idea about what your app will do… So what’s next? Social integration of course!
For some, social sharing for mobile apps may seem like a joke at first. In the past many app developers would have laughed at the suggestion that people want to share their experiences of your app through a wide variety of social media streams. In fact, it wasn’t until the release of iOS 6.0 in September 2012 that a native framework was introduced for developers on that platform. Now the question has changed from ‘why social’ to ‘which social streams will work with your app?’
The mobile apps landscape has changed drastically over the years. For the user, an app has always assisted with any number of tasks from finding the weather, or a bus, to dispelling boredom on the commute. That hasn’t changed. But now if your weather app doesn’t provide a way to tell your friends about the weather, share a picture of the latest graffiti on the way to the beach, rate the ice cream peddler’s quality or shoot a stop motion picture of your friend being swept off their feet by a big wave, then it’s hardly a weather app at all! AppZapp is a great example of an app, where users can find out the latest app deals, set up price alerts, share wish lists, ratings and even engage with other users in a community.
Okay, so this is may sound a little blasé, but in truth, social media share-ability in mobile apps helps brands connect with users, users connect with their friends and then, in essence, brands to connect with users’ widespread network of friends, acquaintances and followers. Once brands engage more deeply with their users it is possible to harness greater understanding of what users want, what they need and where brands can improve services to make every experience better. Basically, socialising mobile apps can help brands transform into the companies their users want them to be while engendering a relationship of true trust.
While building engagement through standard channels such as Facebook, Twitter and other social media, it is important to note that these are only one part of the whole conversation. Mobile not only forms an important part of your social ecosystem, by extending your relationship with your customers. It also allows you to reduce exposure to the risks that may occur should changes occur in these channels by giving you an owned digital platform that can be tailored to your needs.
By now, no doubt, you are truly converted to the fact that you need social media to keep both your users and you ‘appy’. So if you are just taking those first few tentative steps, or even if you have a long standing app, take look at any piece of text, image or video and ask yourself: ‘Would I want my other people to see this?’ If the answer is yes, then the next question is how?
Teens switch from Facebook to messenger apps
UK newspaper The Guardian has produced an article discussing how teens are moving from Facebook and other public social networks into messaging apps such as WhatsApp, WeChat and KakaoTalk. Assessing data from a variety of studies, they conclude that young people are fed up of three things on Facebook: their parents (who make up a significant proportion of Facebook’s 1.2 billion monthly active users), selfies (almost half of the photos on Instagram feeds of 14-21 year olds are selfies) and a search for increased privacy. The piece also discusses how messenger apps are becoming more and more like social networks, with a variety of features including games, music or sticker sharing. It’s certainly an interesting piece, in the wake of Facebook’s acceptance that they have seen a dip in active teenage users, and it’s worth watching out for how the big social networks react to the rise of messenger apps.
YouTube outdoes Facebook as favourite site for teens
It’s not just messenger apps that are eating into the social habits of teens. A survey of over 4,000 teenagers aged 12-15 found that 50% of them called YouTube their favourite site, followed by 45.2% for Facebook. The story is different for those in their twenties, though: Facebook came top with 55%, followed by Amazon with 37.5%.
More Facebook likes may not increase fan sentiment
A fictional brand called Ashwood Furnishings may have provided some insight into consumer behaviour. A Facebook page was set up for the brand for the purpose of a study, which examined how viewers of the page felt about the brand, based solely on the number of likes. As fan figures increased from zero (low) to 2,000 (medium), page viewers felt more positive about the brand; however, this trailed off as the page approached a high figure (10,000+).
New Facebook ‘like’ and ‘share’ buttons
Facebook has updated its ‘like’ and ‘share’ buttons. Look, look at them:
Good, now you’ve seen them. You’ll see them even more over the coming weeks, as they start getting rolled out gradually.
Facebook testing star ratings for pages
Facebook is testing a star rating (out of five) for pages, which will allow users to rate their favourite (or least favourite) businesses and thus produce a more accurate rating system than the number of likes. Naturally, this has consequences for both users and brands – for whom it isn’t yet clear if the system will be optional or mandatory.
Instagram is the fastest growing social network among marketers
Instagram’s uptake among marketers of the world’s 100 largest brands has rendered it the fastest growing social network amongst said group. Accounts are now held by 71% and active accounts by 65%, compared with 42% in the same quarter in 2012. Growth is also shown in the number of pages posting 1+ photo per week and those reaching the milestones of 10,000, 20,000 and 100,000 fans.
Instagram CEO says 5% of ad views lead to likes
Kevin Systrom, CEO of Instagram, has claimed that over 5% of ad views on the network lead to likes:
Over 5 per cent of the impression led to likes on these ads that we’ve run. That’s pretty tremendous considering most of the ads we see on the internet we ignore.
If the figures are true, his opinion is probably correct. However, figures from a Michael Kors post, the first ever advertised on Instagram, suggest that he may not be: according to analytics company Nitrogram, the update reached 6.15 million people and received over 218,000 likes – a like percentage of 3.57%.
Twitter’s redesign may have increased engagement
Twitter’s more visual redesign looks to have increased engagement across the network, according to some key sources. Klout’s head of marketing, Jon Dick, has said that:
Looking at some of our high-level volume numbers, we’ve seen as much as a 10% increase in engagement among Twitter users.
This is backed up by the founder of Twitter tracking service Favstar.fm, Tim Haines, who says:
It looks like favs and RTs have jumped 10–15%-ish amongst my users.
It’s worth noting that these are, of course, very early figures and not necessarily illustrative of long-term change.
Google link YouTube comments to G+
Google has linked YouTube comments to Google+, in a move that has caused controversy among users of the network. The new comments allow certain social aspects, such as mentioning your G+ contacts in a YouTube comment and are explained further in the following video.
However, many people were hugely unhappy with the changes – not least YouTube co-founder Jawed Karim, who posted the below, his first update for eight years. Eek.
Google+ introduces ‘restricted communities’
Google+ has announced the launch of ‘restricted communities’, a feature that prevents users who are not members of a given organisation from joining. The system is aimed at allowing businesses to create private or invite-only communities, as an extra layer of security.
Topshop’s Christmas Pinterest campaign
UK fashion retailer Topshop has launched a campaign on Pinterest called #DearTopshop in the (two month) run up to Christmas. Users are encouraged to pin content from the brand’s online platforms, as well as in store, and the items with the most pins for the day will be featured on Topshop’s homepage. Fans are further incentivised by a competition mechanic, by which they can enter their #DearTopshop board for the chance to win exclusive prizes.
The social reaction to John Lewis’s Christmas ad
In what has become an annual tradition, UK department store John Lewis released its latest highly-anticipated Christmas advert last week, and the reaction on Twitter suggests they are in for a good festive season. The piece received 86,300 mentions over the weekend, up from 66,800 in 2012, of which 80% were positive. In fact, 5% said that the advert reduced them to tears and just 1% were negative. We Are Social’s own Ed Kitchingman told Marketing:
John Lewis should be delighted with the overwhelming response and positive reaction to its 2013 advert. Its reputation, savvy marketing and clever use of social media to create hype ahead of its official release have helped turn the airing of its Christmas advert into a national event. John Lewis’ success further highlights the benefits of a well-thought-through integrated campaign, where social plays an integral part. In the future, this should, and will become the norm for brands launching major above-the-line campaigns.
BBC create Dr Who website built from social content
The BBC has created a new website for Dr Who fans, built from the best fan-made content under the hashtag #SaveTheDay on social networks Facebook, Twitter and Instagram. The site includes some other features designed especially for fans, including a golden TARDIS that builds depending on the number of times the hashtag is used, as well as an exclusive video from former Dr Who Matt Smith.
Arsenal FC reach 3 million Twitter followers
Premier League football club Arsenal FC have reached 3 million Twitter followers, making them the first UK sports club to do so. In celebrating their status as the fifth-largest sports club on Twitter worldwide, they posted the below image.
Crust Gourmet Pizza launch The Upper Crust Bicycle Banquet
In order to launch their new ‘Upper Crust Pizzas’ Crust Gourmet Pizza has launched a challenge for fans to win an exclusive seat at dinners to be held in Sydney and Melbourne. Facebook fans enter the campaign via the brand’s official Facebook page, and the launch is being supported by a series of videos produced by MTV. The campaign celebrates the fact that the brand’s new range of ‘Upper Crust Pizzas’ are uniquely handcrafted and gives fans the chance to win a seat at a special and unforgettable dinner to sample the newest range of pizzas.
SNCF: ‘Europe. It’s Just Next Door’
Railway brand SNCF has launched a great new campaign providing the general public with the chance to open an interactive door housing an LED screen, and experience one of their destinations in Europe, interacting with locals and to experience the culture first hand, all in real-time. Watch the video below:
Energy Australia presents an online game show: ‘Perfect Plan’
Launched both as a TVC and interactive YouTube video, Energy Australia’s just released online game show titled ‘Perfect Plan’ could be described as being a little cheesy, however it is a great talking point for the brand and way for consumers to ask a series of questions in order for them to better understand the newly released flexible ePlans. Watch the video and start the game below: