A study commissioned by Deloitte, found that Facebook activity supports 35,200 UK jobs and fuels £2.2bn in revenue. This figure includes the direct economic impact of Facebook – such as paying tax, profits and wages – as well as the broader impact it has had in enabling businesses to reach customers, make sales, create and monetise apps and even boost demand for products such as broadband and smartphones. So how can creating apps help to boost your business and what should you watch out for?

Use feedback to build relationships. Using Facebook poll applications and tracking software can help you understand more about how consumers interact with your products. By giving consumers a voice, you are more likely to reap the benefits of a ‘social’ experience.

Geolocate your business. Survey results indicate about four in 10 (39%) smartphone operators use one or more location-based apps. Add your location & display it on your fan page using Google maps. You can show your address, office location, event location etc.

Drive traffic to your site. If used in the right way, and thanks to iFrame implemented through Page tabs, Facebook can act as a prompt for driving traffic to your website.

Word of mouth³. The new Facebook Timeline has given birth to a whole gaggle of new apps. Now, once you’ve given consent to a frictionless app to share stories on your wall, the app will be able to do so whenever you use it afterward, without having to notify you. So as soon as you look up a recipe on Foodily, listen to a song on Spotify or buy tickets on Ticketmaster, Facebook will share this endorsement with your community.

Commerce. Applications such as Facebook Marketplace have made social commerce a real possibility. Many analysts believe that online shopping through social networks is the next logical step forward.

Frictionless sharing could present a risk for small businesses. While it may be too early to accurately assess any additional risks these apps may present, it may be a good idea to inform IT specialists, risk managers and HR managers. It is more important than ever that employees are equipped with best practise guidelines.

Lindsey Reaney

Account Manager, Golley Engage

When Google acquired Android Inc. in 2005, no one could have predicted the success story it would go on to become. With the 2008 launch of the HTC Dream, the first commercially available handset to run Android, Google’s operating system went from strength to strength, slowly but surely biting into the Apple market share. According to a recent Guardian report, about 42 million Android devices were activated in December alone, suggesting that there are now just less than 280m active Google Android devices worldwide – that’s 47% of the market share. [1]

Of course, we’re not just talking about mobile phone devices. Now tablets and e-readers account for a huge share of tech sales, and with a number of tablets running the Android OS stealing customers from Apple’s rival iPad, there is no doubting that Google Android is packing a huge punch in the market. But why? Here’s what we’d put Android’s success down to:

ANDROID

Google released the Android code as open source, and it is this that lies at the heart of the battle between the Android OS and Apple’s iOS. Unlike Apple, with Android, compatibility is the name of the game. The so-called ‘Android Open Source Project’ (AOSP) is led by Google, with “the goal to create a successful real-world product that improves the mobile experience for end users” and ensures the continued compatibility of all Android devices. Google also heads up the Open Handset Alliance (OHA), a consortium of 34 companies, including HTC, Sony, Dell, Intel, Motorola and Samsung, committed to developing open standards for mobile devices.  On the surface of it, the majority of users won’t even be aware of the open source nature of Android. However, for a number of reasons, it has a profound effect on the service they receive:

- Fast reactions

There is a huge community of developers able to write apps that extend the functionality of Android devices. So instead of just one company working on the code, an unlimited number of people are able to do so, meaning that open source software tends to be more secure than proprietary software because thousands of developers are monitoring the code every day. As a result bugs in the software are quickly fixed.

- Creativity

The open source nature of Android means that developers’ creativity is encouraged rather than quashed. Working with the open source Android code gives developers a huge amount of freedom to produce exciting new apps.

As of October 2011 there were more than 400,000 apps available for Android, and the estimated number of applications downloaded from the Android Market as of December 2011 exceeded 10 billion [2,3] – a measure of the popularity of Android with developers and customers alike, and therefore with brands interested in investing in apps.

- Freedom

So long as the user gives approval at installation time, Android apps are free to do whatever they want, i.e. ‘accessing the internet’ or ‘reading the state of the phone’. Apple apps, on the other hand, are tightly restricted – they are not allowed to communicate with each other for any reason, or run in the background. The increased functionality granted to Android apps, makes the possibilities for developers and users far more wide-ranging than their Apple counterparts.

APPLE

However, Apple is still indisputably a world leader in the tech field and still boasts the largest market share. So how can Apple fight back against the attack of the Android?

- Love

Apple has the so-called ‘sticky factor’ – the addictive desirability of its products that keep customers coming back to them time after time because they love the brand.

- Money-making

Whilst the open source Android offers many advantages to developers, Google has not yet made an app market that makes publishers more money than Apple, so developers are continuing to pick iOS over Android because it is here that they can make the most money.

- Upgrade time

The upgrade path from developer to user is much shorter for Apple users. Android upgrades have to go from Google to the phone manufacturers to the carriers to the devices, whereas iOS upgrades can be sent from Apple directly to devices. As a result, Android users can’t get an upgrade until they buy their next phone, whilst Apple users don’t have to wait.

- Innovation

If there’s one thing that Apple represents, it’s innovation. The consistently exciting new Apple releases, such as Siri, iCloud, iTunes Match and iMessage, ensure the successful future of Apple. As long as people still believe they are getting the latest, and the best, from Apple, they will continue to remain loyal members of Team Apple.

So when it comes to one of the biggest battles of the 21st century tech world, one that defines and divides the tech universe, there’s a real dichotomy – and the choice is yours. Whilst Apple is all about making it as easy as possible for the user, Android’s motto is “it’s your phone, you have the right to do whatever you want with it”. The choices they make over the next few years are critical for both operating systems. Will Apple endeavour to let go of the reigns a little and increase compatibility? Will Android be able to improve its ‘sticky-factor’ so that customers come back time and time again? We don’t know, but it’ll certainly be an interesting ride.

[1] http://articles.businessinsider.com/2011-12-30/tech/30571342_1_android-platform-smartphone-windows-phone#ixzz1ihCS2ozs
[2] http://www.t3.com/news/android-market-reaches-500000-app-mark
[3] http://www.wired.com/gadgetlab/2011/12/10-billion-apps-detailed/

Phillippa Holmes
Account Executive, Golley Engage

Customer services on Twitter

More and more consumers are turning to Twitter to complain about poor customer service, particularly when they feel let down by existing channels. However, few companies have the infrastructure in place to manage queries directed via social networking sites. The company will need a specific workflow that feeds complaints made via social media into the traditional customer service process and ensures that queries are resolved efficiently and communicated effectively.

It is important that responsibility for each complaint is communicated internally right from the off, as often the social media manager will not be the person dealing directly with the case, but will need to constructively communicate any developments to the consumer. It seems that at the very least consumers expect a response from businesses when they engage with them through a brand social media channel, regardless of whether that platform is an official customer services outlet. It is therefore imperative that every brand carries out an online reputation audit and highlights any potential hotspots, allowing brand managers to implement processes for responding to consumers.

Mobile enabled site

Just under half of the UK population now owns a Smartphone, and Google’s mobile operating system Android is powering half. Consumers are using mobile internet on the move and so it makes sense for businesses to ensure that at the very least their site and store locator is negotiable via a smart phone device; and that the site or app is compatible with both Android and iPhone technology. Mobile offers brands a real opportunity to be useful to their customers. Using existing technology such as QR codes and near field communication, retailers should look to alleviate consumer bug-bears by helping customers check availability or price compare. Businesses can use advertising as a prompt to launch local store locators, or to fulfil an online order for a consumer who can’t find the right item in store. Businesses are really missing a trick if they do not target customers on the move.

Rewards

Consumers expect rewards for showing their support of a business or service online. A recent survey amongst consumers who are ‘fans’ of businesses online found that 65 percent of respondents are connecting with brands to take advantage of promotions, contests and games. Whether it’s an offer, a voucher code or simply a free prize draw, if you are looking to extend your brand presence online then it is valuable to offer an incentive. Consumers are used to being rewarded for participating in brand related activity online, and therefore are most receptive to companies that offer useful or entertaining apps, fan pages or online services.

A social experience

The growth of social networking has shown that, given the right tools, consumers will participate in conversations and share with friends. In order to be more social, brands should put the user first – responding to how users socialise online.

When shopping for a new dress online, a customer will search for information from a range of sources to decide what to buy. They may browse fashion websites, ask for recommendations from friends, look at celebrity blogs or pictures or look for advice through Facebook/Twitter. It is therefore important that a brand looks to replicate this process through their online marketing activity. This could include signposting customers to product reviews or allowing them to connect with like-minded individuals through a forum or Facebook community.

Making reviews and opinions an integral part of the shopping experience replicates offline behaviour where users will often seek the opinion of a friend before purchase. It is also important that the brand can be contacted with ease and those questions or queries are resolved efficiently. A major part of the social experience is about opening a two-way dialogue.

[1] Practical Ecommerce, January 2012 http://www.practicalecommerce.com/articles/3255-Social-Media-Users-Look-for-New-Products-and-Offers-Survey-Finds

Lindsey Reaney
Account Manager, Golley Engage

In fact, QR codes have a knack of stirring up rather fierce debate within marketing circles. Whilst some argue that the inclusion of a QR code in advertising creative is an extremely useful way to encourage customers to engage more deeply with a brand, others view the QR code as a passing fad, of little interest to the end user, and an ugly distracting addition to creative.

Enter the much talked about, but as yet little adopted, augmented reality (AR). This new age in technology does what it says on the tin, augmenting reality through the addition of graphics and sounds to real life. Everyone from drivers, to tourists, soldiers, and commuters looking for the closest bus stop, can benefit from AR – smartphone users can look at the world through their screen to gain extra information about the world around them, whether it’s bus times, restaurant reviews or directions.

Having the ability to place computer-generated graphics in a user’s field of vision is a hugely exciting opportunity for marketeers. If used cleverly, AR opens up a new realm of possible ways to interact with customers, encourage consumers to interact with a brand, and hopefully reach new audiences.

One such exciting opportunity comes in the form of brand new app, set for launch in a few weeks time – ‘Blippar’. Whereas QR code technology requires users to scan a static 2D QR code, which then loads a URL on your mobile, the Blippar app uses image recognition to make an entire logo, image, poster, or even product itself, scanable and interactive. Blippar developers assure us that the technology offers a much more reliable user experience (many complain that QR codes fail to scan, and that distance and light conditions have too great an effect on scan success), whilst offering a whole world of potential virtual content on the phone screen – including overlayed 3D images, video, e-coupons, GPS enabled direction to nearby outlets, web links and more. Blippar, with its application of AR technology, is certainly an exciting means for brands to extend campaigns from print to online, adapting marketing messages, depending on the buying environment or geographical location of the user.

The Blippar showreel boasts of its potential applications; ‘try on’ a watch you see in a paper advert, play a game triggered by a bus stop advert, read a newspaper and tap to leave a comment on its website, or access deals and book a holiday from a billboard whilst waiting for a train.

Understandably, many are already hailing Blippar as the answer to all the short comings of QR codes – the final nail in the coffin that makes them redundant. QR codes have met with much criticism, centering largely on the perceived barrier to use posed by the need for users to download a QR scanning app before they can read the codes. Not only this, but many argue that the desire to stop and scan a code, even with the scanning app installed and ready to use, is simply not there – and the reward, not enough. But the same barrier to use exists with augmented reality, and for this reason, not all are convinced that the technology will be the success it is touted to be.

Another potential hindrance to the success of AR, whilst also a redeeming feature of QR, is the lack of a call to action, inherent with the way AR works. The slick subtlety that makes AR so attractive, is also the thing that could trip the whole thing up. How is a user to know if something is scanable? Will the inclusion of a Blippar or AR symbol still be required within creative, and on packaging, in order to advertise the feature? In which case, an advantage over the QR code is perhaps lost. Big campaigns, launched by brands with the money to invest in TV and print advertising, could undoubtedly get around this problem, but for smaller brands, there is the strong possibility that a huge investment in the technology and product development could go to waste, with no one knowing their poster or product is AR capable.

Where AR clearly steals a march on the QR code though, is in the potential for creativity it offers a brand’s marketeers to engender real desire for use in consumers. Without doubt, the success of apps like Blippar will rest on the content that brands offer users – if consumers are required to download an app, whether it is free or not, and take the time to scan a product or advert, it simply has to be worth their while. If we’re not careful, AR will become yet another craze within the world of tech bods, that fails to make the leap into the mainstream consumer field.

Other concerns lie in the number of Blippar-like apps that may spring up. Whilst competition is always healthy, in this case, the risk of end user confusion is a worry. Too many apps offering AR, meaning that users need to use Blippar for one advert, and a different app for another, could be the fly in the ointment that prevents AR taking off. The simplicity of QR codes is perhaps something that shouldn’t be overlooked.

So will the use of augmented reality become second nature in the near future? Will scanning billboards and adverts on passing buses during our morning commute be part of our every day lives? Or are we being swept up by the excitement of the suddenly achievable sci-fi dream? Will the swish desirability of augmented reality consign QR codes to the past? We’ll have to wait and see, but it’s certainly an exciting prospect for brands with the money, and creativity, to invest in making it a reality. Watch this space.

Phillippa Holmes
Junior Account Exec, Golley Engage

Quite apart from the check-out the real opportunities for business lies in the ingenuity of the technology and the ways it can be adapted to drive word of mouth recommendations and ultimately, product trial. Ahead of the curve start-up MoLo Rewards is a website which allows users to download coupons to their phones to be redeemed in store by scanning the NCF device. Apart from the obvious incentive for customers to purchase, the device allows the brand to extract detailed information about that consumer from their purchase, including date and time of purchase, location and demographics. It is nigh-on perfect data capture. And with over 1 in 4 people in the UK in possession of a smartphone, it offers the perfect opportunity for consumers to share discounts and recommendations with friends across social media networks such as Facebook, Twitter or Google Plus. This technology is likely to completely rewrite the rules for popular discounting websites such as Groupon.

NCF is also set to shake up social ‘check-in’ platforms such as FourSquare and Facebook Places as bars and retail outlets look to introduce NCF hubs allowing consumers to swipe in and swipe out of locations across the country. With many coffee houses, clothing shops and shopping centres already offering incentives for customers to share their location with their friends on Facebook or FourSquare, NCF technology could remove existing barriers to entry and encourage much wider spread adoption of location based networks. This would make it even easier for consumers to work in conjunction with brands to source smarter and better deals, and pass the baton to friends. In an age where the consumer is king, smart brands will look to embrace technology and to enter into a two-way conversation with consumers, delivering information and offers to build loyalty.

On a much lighter note, this technology could be just what brands like Sonar, Match.com and Eharmony are looking for to help bolster membership on dating websites; what’s more it could revolutionise your next networking event. If you can check-in and check out potential suitors in a bar, or cross reference a stranger’s business interests against your own, could NCF be the key to a much bigger social phenomena? Watch this space!

Lindsey Reaney
PR Account Manager & Digital Consultant

The only sector of marketing in the UK that has not gone into reverse in terms of spend has been digital, all other sectors have suffered to one degree or more. It’s clear that marketer’s consider digital to be an essential part of the marketing spend. Numerous brands are now thinking more carefully about how they develop their creative assets to work best in alternative video platforms such as mobile, podcasts and YouTube and less likely to jump straight into TV production without these elements being considered up-front.

The big story this year is the up-coming general election and how each political party conducts itself with digital and social media. The digital marketers here have really been wowed by the Obama campaign’s use of digital and in particular social networking to connect with voters. Everyone seems to be watching how the main political parties will conduct themselves. We are seeing a serious take up of smart phones and clients are very interested in what can be done through apps. Clients are seeing the benefits of mobile; they still rightly want to make sure it’s having a positive impact on both brand measures and sales.

John Kinder, Digital Managing Director