Keeping your fans engaged
Shazam in particular discussed in a very concrete way how certain hooks can boost app usage. It is the search for the right balance between notifications – Hey, you have a message! – and releasing new updates. Constantly creating moments where you can confront people with your app again without it becoming annoying. It was important that Shazam makes a clear distinction between first-users and users who are already familiar with the app. You will not bother the new user with many notifications in between, but offer you the easiest and smoothest possible user experience.
When it comes to keeping your fans engaged, Shazam talked about an interesting new development. We know the Shazam app from automatically recognizing songs, but Shazam has now also made the move to television in the US. There they want to offer a so-called 'second screen experience' for commercials and TV programs. In terms of user engagement, that seems like a great product. Shazam recognizes which program or commercial you are watching, and then offers background information, additional images or perhaps fun discussion options with other viewers. A great way to connect fans on other platforms with relevant content for a longer period of time.
3. From fans to passionate brand recommenders
Of course, the brand benefits most from recommendations and people who passionately recommend the brand to their friends. So it is also best to find a way to 'use' passionate brand lovers to use their own followers as the first group of fans to strengthen your brand. A good example of this is Amber Osborne from Head of Lettuce Media. She rose from nowhere as Miss Destructo, a so-called brand leader. A brand used her to create a passionate brand narrative. As an example, she gave a story in which she was asked by Audi to blog a road story about her trip to Las Vegas (in the style of Fear and Loathing in Las Vegas by Hunter S. Thompson). It is interesting to mention that Audi gave her an A7 as a gift when she got her driver's license and Amber was happy to convert that into a nice blog narrative.
Saara Bergstrom from Rovio
Another brand that uses its passionate recommenders very effectively is Rovio , maker of Angry Birds. Fans can even draw and request their own Angry Bird levels in the game. For example, Saara Bergstrom from Rovio showed an example of a 5-year-old boy who had drawn his own level and had it converted into a part of the game by the designers. In turn, the boy proudly told his entire community that he had drawn a level, and the story went around for days.
Facebook fans becoming recommenders is already happening through the Spotify app, which allows you as a Facebook user to see directly which of your friends are passionate about which music and enriches your own music taste with new preferences. Gaming is also still an important source of passionate fans for Facebook. The value of a passionate fan: someone who comes to a page through a friend's recommendations stays on that page for 8 minutes longer and often views 20% more pages. Facebook is working hard to develop an eco-system of recognized technology providers around its apps in Europe as well.
A recurring theme was the shift that social media and the nature of social media cause in theczech republic phone number list relationship with the consumer. Typical for that shift are statements that organizations must become people 2 people and that we must work towards a relationship in which consumers are no longer consumers, but partners. Full-fledged partners who are listened to, or even partners when it comes to suggesting product improvements and signaling important issues.
Facebook calls Social by Design the phase in which a company can make optimal use of the possibilities of its platform. The company has then imbued all its employees with the role of social media and has set up its entire organization accordingly. The company has become a people-to-people conversation channel around its own brand. Coca Cola and Starbucks are now on their way to being that type of company. Coca Cola, for example, is already working on providing its vending machines with the taste preferences that you can show via social media. A kind of iCoke. The representative of Facebook in Europe, Julien Codornio, from Paris, said that, following Facebook in the US, he now also wants to provide the service for large brands to work very closely with them.
Throughout the conference it became clear that the attendees all deal with this in their own way. The workshop 'Social media in restricted industries' was particularly interesting, where large insurers and pharmaceutical companies were represented. A special development in such highly regulated industries is the fact that these organisations are actually forced by the market to become more open and social. Pfizer is a good example of this. While the actual customer - insurance companies, hospitals, general practitioners - were sitting at the table in the panel, Pfizer is suddenly confronted with new customers; the end consumer and the user.