OMMA Global Case Study of Travel Channel's Kidnap!--a look at how to build the most engaging and effective Facebook application.

1. OMMA Global Case Study:Travel Channel Spirits Them Away March 17, 2010 3/19/10

2. “Only about 17% of U.S. adults don’t participate in online social media, and 59% of online consumers participate in social networks about once monthly. ” — Forrester Research study, January 2010

3. Keys to Building Branded Applications Goals Consistency Targeted Appeal Social Simple Conversational Addictive Iterate What to Think About Before You Get Started

4. GOALS: Know What Your Objectives Are A branded application should address a specific marketing goal: Is it to raise brand awareness? Provide deep user engagement? Garner contest entries? Improve brand favorability? Drive web traffic? Before You Move Forward

5. CONSISTENCY: Leverage Existing Programs Social is Not an Island Onto Itself

6. TARGETED: Design with the Audience in Mind Who is Your Target Audience? What Interests Them?

7. APPEAL:Make it About Users, Not the Brand Focus on value first, and then fit delivery of that value within the context of your brand. If People Like It, They Will Use it and Share It

8. SOCIAL: Integrate Into API’s for Social Sharing Approach Application Development Differently from Web Development Facebook applications are not microsites. The best applications connect individuals with each other. Be Mindful of the Environment

9. SIMPLE:Keep the User ExperienceSimple A low entry barrier keeps the hurdles low for users to engage with an application and share it with friends. Let’s Not Get Complicated…At Least not in the Beginning

10. CONVERSATIONAL:Account forHuman Nature Simple game elements that tap into people’s desire for rewards, status, achievement, self-expression, competition or altruism often contribute to an application’s success. Put Yourself in Their Shoes

11. ADDICTIVE: What Will Bring Someone Back

12. ITERATE:Launch Is Just the Beginning After launch, focus your attention on gathering data around how people use the application and making any changes necessary to make the application a good user experience. If You’re Not Measuring It, Why Are You Doing It?

13. Keys to Building Branded Applications Goals: Know What Your Objectives Are Consistency: Leverage Existing Programs Targeted: Design With the Audience in Mind Appeal: Make it About Users, Not the Brand Social: Integrate into APIs for Social Sharing Simple: Keep the User Experience Simple Conversational: Account for Human Nature Addictive: What Will Bring Someone Back Iterate: Launch is Just the Beginning Let’s Recap

14. Questions? Kevin Barenblat, co-founder and CEO info@contextoptional.com| +1.415.738.7997