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How to manage a mobile app community

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Understanding how to leverage a mobile app for business involves an understanding of the differences between apps and social media, particularly when it comes to building effective growth and engagement strategies, writes BRADLEY ELLIOTT, MD of Platinum Seed.

By now, most businesses understand the true purpose of an app within the business mix – apps should align with the objectives of a business to achieve an end goal. Following on from this, many businesses have found that a well-managed app community – much like a social media community – can also have a significant impact on the bottom line.

Key differences

The user experience is fundamentally different, because social media users tend to consume content more passively than app users. Understanding these key differences is crucial when developing an effective content strategy for a business’s app, because it provides insight into tactics that may actually detract from your brand’s message.

Unlike social media which relies on algorithms to determine whether content is seen and engaged with, apps offer a direct line of communication to end users, using push notifications which virtually guarantee users get to view the content you send them.

In addition, it’s important to understand the difference between ‘engagement’ and ‘usage’. A social media strategy prioritises engagement for a content-driven platform, which is not always the case for apps – a news and current affairs app, for example, would naturally experience a great deal more engagement than a service-based app like GetTOD, which users would probably engage with only a few times a year.

Developing a content strategy

Understanding how apps differ to social media is vital when it comes to building an effective content strategy for an app platform. While social media platforms are open and public by nature, apps are a great deal more intimate – remember that app users make an active and often informed decision to download an app, which is a lot more deliberate than simply liking a brand’s Facebook page.

For this reason, the messages delivered through apps need to be geared toward maximising impact and strike the balance between being frequent enough to encourage engagement, without spamming users with endless streams of information. Be sure to keep a close eye on app analytics to gauge user activity and preferences by day, week and month.

However, apps that focus on creating a community on a brand-owned platform can still use tactics similar to those typically used on social media platforms, as content can often co-exist with community-generated content on the platform. On the other hand, service and entertainment-centred apps are generally reserved for only the most important communications, such as new offerings and half-off sales.

Building an app community

App downloads form part of an integrated digital strategy, which encompasses multiple digital channels – including paid media, digital campaigns and content marketing. While the level of user engagement with an app depends on whether the app’s purpose is to deliver content, there are a number of ways to increase downloads.

Offering incentives to encourage more app installations, using well-thought-out brand campaigns to launch special features or new offerings, and leveraging existing owned channels like email and even social media are all great ways to grow an app community. Businesses can also employ above-the-line awareness strategies using print media, out-of-home advertising and gorilla marketing to drive app downloads, each of which can have significant impact when implemented correctly.

Data gathering

A major part of any good digital strategy is the ability to measure return on investment and return on objectives. Apps should have in-built analytical features that allow businesses to monitor user behaviour and preferences (as long as this is provided for within the app’s privacy policies), which not only helps gauge the impact of the app on the bottom line, but also ensures that the app experience is constantly improved on, resulting in more user engagement and usage.

Apps and social media may have some inherent and often obvious differences, but there are many similarities between the two when it comes to community management. This guide provides a brief overview of how to approach building, nurturing and monitoring a brand’s app community, but you can always get in touch with professionals for more valuable insight.

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Earth 2050: memory chips for kids, telepathy for adults

An astonishing set of predictions for the next 30 years includes a major challenge to the privacy of our thoughts.

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By 2050, most kids may be fitted with the latest memory boosting implants, and adults will have replaced mobile devices with direct connectivity through brain implants, powered by thought.

These are some of the more dramatic forecasts in Earth 2050, an award-winning, interactive multimedia project that accumulates predictions about social and technological developments for the upcoming 30 years. The aim is to identify global challenges for humanity and possible ways of solving these challenges. The website was launched in 2017 to mark Kaspersky Lab’s 20th birthday. It comprises a rich variety of predictions and future scenarios, covering a wide range of topics.

Recently a number of new contributions have been added to the site. Among them Lord Martin Rees, the UK’s Astronomer Royal, Professor at Cambridge University and former President of the Royal Society; investor and entrepreneur Steven Hoffman, Peter Tatchell, human rights campaigner, along withDmitry Galov, security researcher and Alexey Malanov, malware analyst at Kaspersky Lab.

The new visions for 2050 consider, among other things:

  • The replacement of mobile devices with direct connectivity through brain implants, powered by thought – able to upload skills and knowledge in return – and the impact of this on individual consciousness and privacy of thought.
  • The ability to transform all life at the genetic level through gene editing.
  • The potential impact of mistakes made by advanced machine-learning systems/AI.
  • The demise of current political systems and the rise of ‘citizen governments’, where ordinary people are co-opted to approve legislation.
  • The end of the techno-industrial age as the world runs out of fossil fuels, leading to economic and environmental devastation.
  • The end of industrial-scale meat production, as most people become vegan and meat is cultured from biopsies taken from living, outdoor reared livestock.

The hypothetical prediction for 2050 from Dmitry Galov, security researcher at Kaspersky Lab is as follows: “By 2050, our knowledge of how the brain works, and our ability to enhance or repair it is so advanced that being able to remember everything and learn new things at an outrageous speed has become commonplace. Most kids are fitted with the latest memory boosting implants to support their learning and this makes education easier than it has ever been. 

“Brain damage as a result of head injury is easily repaired; memory loss is no longer a medical condition, and people suffering from mental illnesses, such as depression, are quickly cured.  The technologies that underpin this have existed in some form since the late 2010s. Memory implants are in fact a natural progression from the connected deep brain stimulation implants of 2018.

“But every technology has another side – a dark side. In 2050, the medical, social and economic impact of memory boosting implants are significant, but they are also vulnerable to exploitation and cyber-abuse. New threats that have appeared in the last decade include the mass manipulation of groups through implanted or erased memories of political events or conflicts, and even the creation of ‘human botnets’. 

“These botnets connect people’s brains into a network of agents controlled and operated by cybercriminals, without the knowledge of the victims themselves.  Repurposed cyberthreats from previous decades are targeting the memories of world leaders for cyber-espionage, as well as those of celebrities, ordinary people and businesses with the aim of memory theft, deletion of or ‘locking’ of memories (for example, in return for a ransom).  

“This landscape is only possible because, in the late 2010s when the technologies began to evolve, the potential future security vulnerabilities were not considered a priority, and the various players: healthcare, security, policy makers and more, didn’t come together to understand and address future risks.”

For more information and the full suite of inspirational and thought-provoking predictions, visit Earth 2050.

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How load-shedding is killing our cellphone signals

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Extensive load-shedding, combined with the theft of cell tower backup batteries and copper wire, is placing a massive strain on mobile network providers.

MTN says the majority of MTN’S sites have been equipped with battery backup systems to ensure there is enough power on site to run the system for several hours when local power goes out and the mains go down. 

“With power outages on the rise, these back-up systems become imperative to keeping South Africa connected and MTN has invested heavily in generators and backup batteries to maintain communication for customers, despite the lack of electrical power,” the operator said in a statement today.

However, according to Jacqui O’Sullivan, Executive: Corporate Affairs, at MTN SA, “The high frequency of the cycles of load shedding have meant batteries were unable to fully recharge. They generally have a capacity of six to 12 hours, depending on the site category, and require 12 to 18 hours to recharge.”

An additional challenge is that criminals and criminal syndicates are placing networks across the country at risk. Batteries, which can cost R28 000 per battery and upwards, are sought after on black markets – especially in neighbouring countries. 

“Although MTN has improved security and is making strides in limiting instances of theft and vandalism with the assistance of the police, the increase in power outages has made this issue even more pressing,” says O’Sullivan.

Ernest Paul, General Manager: Network Operations at SA’s leading network provider MTN, says the brazen theft of batteries is an industry-wide problem and will require a broader initiative driven by communities, the private sector, police and prosecutors to bring it to a halt.

“Apart from the cost of replacing the stolen batteries and upgrading the broken infrastructure, communities suffer as the network degrades without the back-up power. This is due to the fact that any coverage gaps need to be filled. The situation is even more dire with the rolling power cuts expected due to Eskom load shedding.”

Loss of services and network quality can range from a 2-5km radius to 15km on some sites and affect 5,000 to 20,000 people. On hub sites, network coverage to entire suburbs and regions can be lost.

Click here to read more about efforts to combat copper theft.

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