The Application has become the new Ad Unit

May 28, 2009

The job of a brand right now, when interacting in the Social Media eco-system is to get the most effective ad unit in front of an ever elusive group of consumers.  Currently the only way that this can occur in a cost effective manner is via an appropriately designed and implemented application. 

Think of it this way: if you pay for development of an application at Buddy Media the media buy is strictly performance based, once you pay for the initial installation of the app, you no longer pay a fee. Meaning that if consumer #1 installs, then passes you appropriately viral application to their friends and family (consumers #2 -#30), you don’t pay a red cent beyond consumer #1.  Suddenly the ground swells. You start to leverage the power, and see the value.  A guaranteed media buy within the most engaged attentive ecosystem of educated, consumers…ever. Keep in mind that the largest growing group of facebook users is 35+. Now we start to see the truly viral nature of the social web.

Social brand loyalty results in trial or adoption of a page, education of the brand features and benefits, extended reach to a broader demographic target (remember my post regarding the network neighbor).  Rapid lift in awareness of the brand.  Applications are the most powerful Ad Unit online today.

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Killer Categories for Social Media Applications

May 28, 2009

The IAB recently issued “Social Media Ad Metrics Definitions” May 2009. Included are the following categories they feel are common and appropriate for Social Media engagement with consumers: If you feel like your brands’ application may appropriately fit into these categories, you should have a well thought out Social Media strategy either in place, or in development.  Common dedicated brand application categories include but are not limited to:

Alerts

Business

Chat

Classified

Competitions

Dating

Education

Events

Fashion

File Sharing

Food and Drink

Games

Fun

Messaging

Mobile

Money

Music

Pets

Photos

Politics

Quizzes

Sports

Travel

Utility

Video