by Mark
Placed in Emerging Technologies, Mobile, Social Web
Tagged with
Mark is Managing Partner at Consensus and Director of Digital Strategy.
The SXSW panel on Extending Your Brand had some great insights. One that is totally worth sharing are 3 points of criteria for building a mobile app by Shiv Singh – VP of Social for Razorfish.
The panel was also attended by Rob Girling from Artefact and Adrian Ho from Zuess Jones. They covered a lot of topics, but essentially discussed how brand marketers use apps (i.e. iPhone, Android, Facebook, etc). The panel gave examples of ones they like and ones they do not like. The bad focused on those that emulate traditional advertisements using a mobile medium (i.e. Mercedes AMG iPhone application). These apps are typically used once, mostly consist of a bucket of links, and offer no social or location-based hooks. On the other hand, good apps, operate in the opposite fashion.
During the panel, Shiv Singh discussed 3-points of criteria he uses for deciding whether an app is appropriate or not:
1. There is a passionate audience for the app
2. It will have useful content and/or high utility
3. The content changes frequently
The framework is simple and has general applicability. While not necessarily a comprehensive tool, I can very much see using this criteria for a quick qualification of ideas.