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Publishing App Expo Keynote 12-8-11

Keynote entitled "You Don't Know How Much You Don't Know (But Here Are 10 Questions to Ask)" delivered at Pub App Expo on 12-8-11 #PubAppX Available under Creative Commons - free to use, attribution required

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Publishing App Expo Keynote 12-8-11

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  1. Pub Apps: You Have No Idea How Much You Don’t Know Rebecca Lieb @lieblink Analyst, Altimeter Group (But asking these 10 questions can help)

  2. Agenda • Competition • Technology & Platform • Content & Audience

  3. Agenda • Competition • Technology & Platform • Content & Audience

  4. #1 Who are your competitors – Brands?

  5. Content marketers plan to beef up their mobile strategy in the next one to three years. Where will you be?

  6. Recommendations • What can you offer that a 500 lb. gorilla can’t? • Subject matter expertise • Presentation • Speed-to-market • A more compelling experience

  7. #2 Who are your competitors – agency side?

  8. “Content types we’ll be adding within the next three years? Mobile’s the easy answer” – David Berkowitz, 360i

  9. Recommendations Remember that agencies are frenemies Keep them close, but don’t show all your cards too early

  10. Agenda • Competition • Technology & Platform • Content & Audience

  11. #3 What will mobile advertising look like?

  12. Recommendations Experiment. Be flexible. Develop new models & explore custom solutions. Test, test, and test some more.

  13. #4 Who will win the format war?

  14. Recommendations If you put all your eggs into one basket, pick that basket very carefully. Content for Mac fans? iPhone! Business users? Blackberry Largest smartphone user base? Android

  15. #5 Apps are mobile. So what’s “mobile,” anyway?

  16. Recommendations Determine what mobile is – it shapes what you publish.

  17. #6 Who supports development efforts – both internally and externally?

  18. Who will you turn to for mobile strategy and app development? An agency, internal resources, or both?

  19. Recommendations Build strategy into technology considerations for scale Simple as a mobile-enabled CMS? Vastly more complex & multiplatform?

  20. Agenda • Competition • Technology & Platform • Content & Audience

  21. #7 What is “publishing” on an app?

  22. Recommendations • Apps don’t conform to classic editorial models • Functionality & utility • Hyperlocal relevance • Ultra-vertical search engine • Gamification

  23. #8 Who’s the audience for your app?

  24. Recommendations Research your audience to make determinations on platform, content, pricing and functionality.

  25. #9 How will you measure success?

  26. 26% of apps downloaded in 2010 were only used once. Amount of downloads, like ratings, can be an inaccurate measure of success.

  27. Recommendations • Don’t measure everything. • Determine KPIs. • Establish a measurement plan • Target metrics that indicate desired behaviors • Gather feedback

  28. #10 Do apps fit into your cross-media strategy?

  29. Recommendations What’s the multiplier effect that will increase reach and awareness without colliding into platform issues?

  30. Question Checklist • Who is your competition – brand side? • Who is your competition - agency side? • What will mobile advertising look like? • Who will win the format war? • Apps are mobile. So what's mobile, anyway? • Who supports development efforts - internally and externally? • What is “publishing” on an app? • Who's your audience? • How will you measure success? • How will mobile apps fit into your cross-media strategy?

  31. 37 WHAT ARE YOUR QUESTIONS? Rebecca Lieb rebecca@altimetergroup.com rebeccalieb.com/blog Twitter: lieblink With assistance from Researcher JaimySzymanski & Industry Analyst Chris SIlva

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