Share these talks and lectures with your colleaguesInvite colleagues
To app or not to app — And how
Social apps have emerged as a key tool for brands designing a social media strategy. However, with most social platforms offering no templates or fixed metrics for success, marketers have been short on guidance on whether they should be creating a social app and how to go about it. This paper draws inspiration from the design philosophy of Finnish architect Eliel Saarinen to offer a deeper exploration of the role of social apps in marketing. It also provides practical advice on optimising and measuring the execution of a branded social app on Facebook, supported by the experience of the authors and real-world examples from GoPro, musician Adam Tensta and gaming giant King’s Candy Crush Saga. It concludes with a guide for kick-starting the experience design process and pointers for applying the learnings from this paper to social apps for platforms other than Facebook.
The full article is available to institutions that have subscribed to the journal