chapter 10
Creating and Using Facebook Apps
Just about everyone has heard of apps. With regard to Facebook, apps extend Facebook’s capabilities. They can add life and functionality to your business’s Facebook Page. The right apps also increase sales and engagement by giving you more powerful tools. You might want to consider hiring an app developer to make a custom app for your business.
This chapter explains what Facebook apps are all about, helps you evaluate whether you should create an app, and reviews Facebook’s app approval policy. It also covers marketing and maintaining your app. Last, this chapter reviews third-party applications that can help your business.
Facebook Apps for Your Business 101
Should You Create a Facebook App?
Facebook Apps for Your Business 101
Apps, short for applications, are light-duty software codes meant to accomplish a particular task for the user. You have seen apps if you own a smartphone. In fact, apps have become serious business as the popularity of smartphones and tablets has increased substantially. A Kleiner Perkins Caulfield & Byers report (February 2011) noted a significant inflection point on the sales of tablets and smartphones over standard computers. This change in purchase behaviors has led to more demand for apps that are interactive and help accomplish errands and tasks. Facebook, a platform that is often accessed while on the go, is not immune to the app demand.
Like those used on a smartphone or tablet, Facebook apps are meant to accomplish tasks or entertain, but they do so within the Facebook platform. Facebook has developed apps that manage the additional features of a user’s account. These apps include photo sharing, videos, static HTML, and notes.
Many third-party developers have also built apps for Facebook. The most successful are entertainment apps, such as Texas HoldEm Poker, CityVille, FarmVille, and Mafia Wars (see Figure 10.1).
This section focuses on apps that can improve your business operations and helps you decide whether to create apps designed specifically for your business and customers.
Discovering apps
Many Facebook users add newly discovered apps to their Pages without a second thought. In most cases, the discovery comes through a recommendation from a friend, a connection, or a trusted source.
Most of the top downloaded apps are games. These offer a casual escape from life that many Facebook users are seeking. So there is a tremendous interest in casual apps that may make a search for business app appear to be a bit of an Easter egg hunt. However, discovering business apps is possible.
10.1 One of the best-known apps on Facebook is FarmVille, a casual simulation game that has ordinary people tending crops at all hours of the day.
First, take inventory of the apps your account is already using. If you are interested in verifying an app within a Page, click Edit Page, and then click the Apps category to display a list of the apps you have added to your Page, each accompanied by a short description (see Figure 10.2).
10.2 By clicking Edit Page and then clicking the Apps link in the left column, you can see the apps that are already applied to your Page along with a brief description.
Second, you can simply search for an app if you already know the name and might be interested in adding it to your account (see Figure 10.3). Type the name in the search box on your main Facebook Page. Typically, Facebook returns search queries according to group categories — apps, games, people, and Pages, for example — so it will be easy to identify the app. Click See more results at the bottom of the menu to see the complete search results. Click the app name that appears to display the app’s home page. Apps vary on how they are accessed, although most have specific instructions for incorporating the app into the Page.
10.3 Using the search query bar, you can look for apps you may know by name or even type a category, such as e-commerce, to see what apps are available.
Another source for business apps is a third-party site called AppBistro (http://appbistro.com). AppBistro is specifically focused on business apps. When you log in with your Facebook Page, it syncs with your Page and information to suggest business apps that may benefit your business (see Figure 10.4). The apps are rated and reviewed for quality assurance. Screenshots are included with each application, along with instruction and, in some cases, tutorial videos.
Don’t crowd your Page with too many apps. Your Page is like a store: If there’s not enough merchandise, then customers won’t shop. Too much merchandise and customers get crowded out.
10.4 AppBistro is a site dedicated to rating business apps.
Using apps with your business
There are a number of ways you can use apps to grow your overall business. The key is assessing what types of services are part of your business’s regular tasks, determining how these services are typically accessed by either customers or employees, and then seeing if the service offers a corresponding application.
If your business is reliant on the latest cloud software-as-a-service application, chances are a Facebook app version is available. For example, SlideShare is a popular online platform for sharing PowerPoint presentations, and a SlideShare app is available to share PowerPoint within Facebook (see Figure 10.5). NetworkedBlogs is another app that allows your blog posts to appear within the Facebook feed of your followers. This app lets you engage your Facebook fans and publish your blog simultaneously.
10.5 SlideShare is a great example of a business tool that also incorporates a Facebook app platform so you can integrate it into your Page.
Notice how many of these apps are republishing media that has been created and uploaded somewhere else, most often on the original software user interface. That is a significant operational benefit to your business. Apps help share media systematically, eliminating the extra work of uploading the information in several platforms. You should verify whether a Facebook app version of a favorite office tool is available to save you and your colleagues time in issuing supporting media of your products, services, and business. To do so, review the website of your preferred application — most sites note what application is available or even if one is being developed.
You may also want to assess the mobile capability of employees and customers as an aggregate. This can also affect where an application can be accessed. You can use a Facebook for Mobile page to review how a potential app user views and evaluate whether it is well designed and intuitive.
Top Facebook apps for business
Your Facebook Page can be greatly improved using third-party apps. Here are a few apps to start with. Also, search to see if your favorite application or online service has a Facebook app.
• App Builder. Create your own Facebook app without having to know any programming language (see Figure 10.6).
10.6 App Builder is a great tool to help those who want to create their own app but don’t have the programming skills to do so on their own.
• ContactMe. This app adds a contact form app link in the views and apps section of your business’s Facebook Page, making it easier for anyone who drops by to get in touch while his or her interest is fresh (see Figure 10.7).
10.7 ContactMe is a great app for adding a contact form to your business Page.
• Easypromos. This app allows you to add, manage, and modify promotions and competitions on your Facebook Page.
• Extended Info. This app gives you an app link in the views and apps section of your business Page that provides information beyond your default information, making room for deeper company details, such as information about products and services, in a customizable, media-rich format.
• Huddle. This app allows users to pull together shared workspaces, or huddles, using Facebook to connect with teammates and collaborators.
• Endorse. This app gives you a leg up with direct endorsements from within your Facebook community.
• My Top Fans. This app analyzes your interactions with followers to see who shares with you the most.
• NutshellMail. This app makes it possible to keep up with the swirl of communications by aggregating e-mail activity into a handy summary.
• Pagemodo. This app dresses up your Facebook Page with a simple template that enables you to easily jazz up fonts, photos, and other visuals.
• Payvment E-Commerce Storefront. This app can give you a rich e-commerce storefront on Facebook (see Figure 10.8).
10.8 If you are looking to incorporate a storefront to your Facebook Page, the Payvment app can definitely help you get started.
• RSS Graffiti. This app makes it easy to share blog posts, tweets, videos, and other social content with friends on Facebook, pushing out content with minimal effort.
• SlideShare. This app simplifies the task of sharing presentations, documents, videos, and webinars with your Facebook peeps as well as on LinkedIn.
• Static FBML. This app lets Facebook managers add new application tabs to their companies’ fan Pages.
• Tweets to Pages. This app can help customers follow your Twitter feed more easily by displaying your most recent tweets in the Twitter app link in the views and apps section of your Facebook Page.
• Twitter Feed for Pages. This app pulls together tweets for a customized presentation on Facebook.
• Wazala. This app helps those without the technical chops mount a storefront quickly and easily (see Figure 10.9).
10.9 Wazala is another quick and easy app that lets you get a storefront up and running with little time and effort.
• Work for Us. This app streamlines human resources (HR), allowing you to post job openings and receive applications via your Facebook Page.
Should You Create a Facebook App?
You also have the option of creating an app specific to your needs or, more likely, to offer a version of your business services to your customers. An app specific to your business provides for an additional layer of engagement with potential customers. An app creates a way for customers to remember your business, and they will remember your business favorably if the app is helping them complete an essential task while mobile.
Another benefit to creating your own app is gaining income if you have traffic that numbers in thousands or more users per month. Advertising can be inserted alongside the app user interface. A number of client services can provide the means to serve ads during app usage. You can select the kind of advertising that can be served within the app format, but it should be from an approved provider. Facebook provides a list of approved advertising providers at http://developers.facebook.com/adproviders. You can also learn more about Facebook advertising guidelines at www.facebook.com/ad_guidelines.php.
To have an application built, begin searching the official developer source in Facebook. App developers are listed on the Facebook developer’s page at http://developers.facebook.com/preferredmarketingdevelopers.
The other option is, of course, creating an application yourself. There are a few steps that you must undergo to set up the application.
You can begin creating a custom app for your business by going to www.facebook.com/developers/createapp.php. The first time you access this site, the Developer app asks for permission to access your profile, and you must click Allow. The site then provides form fields that you need to complete to provide descriptions, icons, logos, the URL containing your privacy policy, and your canvas page.
An app is created within a canvas page. A canvas page is an iFrame within Facebook that allows users to interact with your application. Simply put, it is where people will interact with your application.
The canvas page is the unique location for your application in Facebook. When you decide on a name, it should be similar to the application name (letters, underscores, and dashes are permitted in the name, but numbers cannot be used). The canvas URL field holds the URL of the page on your server that hosts the application.
Another key aspect of your application is authentication. This is that pop-up box you see whenever you add an application to your Page that requires you to approve a transfer of information. The authorization should be designed to ask for only the minimal amount of information needed to operate the app. Be wary of developing an app that relies on personal identifiable information, as many users are concerned about providing personal information for no specific reason.
If you intend for your app to be used through a secure website, set it up so that your app users browse Facebook over an HTTPS connection. A Secure Canvas URL field in the Developer App enables developers to serve their apps through an HTTPS connection as well. This field is used to serve your app through an encrypted connection, if you (or your programmer) deem this necessary.
Here are a few other development tips to keep in mind for a well-planned app:
• Create a great logo for your application. A logo does not have to elaborate, but you must consider the idea that a logo can become a brand for your application. This is especially crucial in games but can also be the case for business apps as well.
• Develop a solid description. Click the Auth Dialog category to see the Description field. A great description should state the benefit of the app’s usage and be to the point. Like any product or service, an app should easily describe how it solves a user’s need in a sentence or two.
• Show screenshots that clearly reveal what the app is about. Users who see descriptions of your app, particularly in sites like AppBistro, also want a visual representation of what to expect.
• Test the load time for your app. You should consider code that minimizes the number of server calls. This is especially a concern if the app is accessed through a mobile device. Try the web testing software NeoLoad (www.neotys.com/product/overview-neoload.html).
Before you create your app, make sure you have a clear understanding of why you are creating it and the strategies you should implement to meet those goals.
App Approval and Policy
Once you’ve created and built the app, it is ready to go live, unless it’s an Open Graph app, which must be approved by Facebook. Approval is submitted at the https://developers.facebook.com/apps page and is subject to how well your app meets the qualities covered in the following lists:
• Create a great user experience.
• Build social and engaging applications.
• Give users choice and control.
• Help users share expressive and relevant content.
• Be trustworthy.
• Respect privacy.
• Don’t mislead, confuse, defraud, or surprise users.
• Don’t spam. Encourage authentic communications.
To delve further into the qualities Facebook looks for in a new app, it provides a clear policy and guidelines site so that you, or the app developer, do not accidentally violate rules when creating and developing app code. The policy consists of 11 segments meant to address not only the application but also the use of services connected to the application, such as advertising and Facebook Credit usage. The site for the policy is at http://developers.facebook.com/policy, but the following segments have been highlighted:
I. Features and Functionality. This section covers how the app should function within the Facebook environment, such as providing a Facebook Log Out option on your app site. It includes special provisions for apps on Pages.
II. Storing and Using Data You Receive From Us. This section covers the management of data received from the Facebook API and user accounts, as well as how the data is processed.
III. Application Content. This section outlines responsibility for all content within your application, including advertisements and user-generated content. This states what is not to be promoted such as alcohol-related content (unless the appropriate demographic restrictions are used) or sale of tobacco products, ammunition, or firearms. It also covers content within advertisements and cross-promotions.
IV. Application Integration Points. This segment addresses the new user access and notification of an application. Integration points are places within Facebook where users can select your app and where they can receive notifications. The policy concerns outlined here make sure you are seeking consent and not inadvertently violating policies.
V. Enforcement. This explains the enforcement actions Facebook can take against applications that violate its Facebook Platform Terms and Policies.
VI. Changes. This is a straightforward mention that Facebook can change policy at any time without prior notice.
VII. Definitions. This section defines terms used within the policy.
VIII. Branding and Promotion Policy. This refers to the guidelines set forth in the Facebook Brand Permissions Center (www.facebook.com/brandpermissions/logos.php).
IX. Advertising Guidelines. Facebook has specific advertising guidelines, which are fully outlined, that must be followed to ensure that all ads contribute to and are consistent with the overall user experience.
X. Facebook Credits. This includes terms and guidelines meant for developers participating in the credit acceptance program.
XI. Ads API. This section addresses functionality between accounts and the Ads API.
Another resource to consider is the Future of Privacy Forum. This website shares information regarding data privacy within applications. You can use resources like this to keep you abreast of changes that would impact your application development. To learn more, go to www.applicationprivacy.org.
App Marketing
The main rule in creating an app is to develop a marketing plan at the same time the app is being developed. As mentioned previously, the growth of smartphones and tablets has created a competitive environment where launching an app without a plan is a plan for a languishing app. Facebook users are faced daily with new apps, creating a seemingly endless calculus in selecting the best apps to download.
This leads to a standard mistake businesses make: an overreliance on viral marketing for services and products offered in social network platforms as popular as Facebook. This mistake occurs when a budget is mostly dedicated for app development. Many businesses unwittingly approach the Internet as if any offer posted online is automatically known to the world. All someone has to do is issue the product and people will discover the offering by searching alone. This is not the case.
The Internet today is a wealth of choices and information. Experian noted in its 2011 Digital Marketer report that the majority of customers research prices online before making a purchase. However, the increasing adoption of the Internet into consumer lives has drawn virtually every business and increased interaction such that simply introducing a product is the equivalent of standing on a Manhattan street corner. Yes, people see you, but they are not going to stop and interact automatically because you are in front of them. Facebook can be the same way. It may have a highly engaged audience that remains on its property longer than on most sites, but it is an audience whose attention still needs to be earned. Plus, your offering has a customer target — by age, region, or demographic — so a Facebook audience that should be noticing your product should match your intended customer. Thus, while search is a standard Internet behavior, it requires some awareness building to initially gain traffic.
A budget is essential for successful marketing of an app. There are over 500,000 current apps within Facebook. Although a Facebook audience spends a higher-than-average amount on time on Facebook compared to most sites, many may not consider adding a new app. Thus, it can require marketing to augment any initial discovery of an app. Many companies, hearing of viral campaigns on the Internet, fail to budget a marketing effort, but it is clear that garnering attention online has become more than lightweight effort. This is particularly a concern if users are accessing your app via a mobile device.
You can market your app in your current marketing material and through your current marketing channels. Here are a few examples:
• Mention your app in your e-mail signature.
• Feature your app in an industry blog.
• Add a link in your newsletter to your Facebook app.
• Regularly tweet mentions of your app.
• Run a Facebook ad.
• Mention your app in your blog.
• Mention your app on your Facebook fan Page.
• Create a special app link in the views and apps section on your Facebook fan Page for the app.
• Run pay-per-click ads in other networks such as LinkedIn, Business.com, and on search engines such as Bing and Google.
• Create a specific press release on the app release.
• Mention your app availability on your website.
• Mention your app in your printed brochures.
There are also submission sites where your app can be listed.
AppData provides a submission page for including an app in its daily and monthly stat boards. It provides broad stat coverage for iOS as well as links to topic-specific sites (see Figure 10.10). You can use AppData as an alternative resource for app news and updates. It can also be a source to share app updates and news, though it must be kept in mind that the audience can be mainly developers in many cases.
Now, just because I urge you to create a marketing plan for your app doesn’t mean your app cannot go viral in Facebook. An app can go viral, and many have. For example, CityVille, a popular game on Facebook, had nearly 300,000 users within 24 hours of its release (see Facebook Marketing For Dummies, Wiley, 2011). So while it does happen, I think it is necessary to take every viral success with a grain of salt. CityVille was developed by Zynga, which had immense previous success with Mafia Wars and FarmVille, two other highly popular Facebook games.
So how do you develop an app that spreads virally? The best initial results can come from energizing an intended audience prior to launching a product. It sounds easy but it can be a real challenge. Yet many companies succeed.
10.10 AppData provides great statistics on apps.
With respect to your app, try to energize your existing fan base in a similar manner. Give special teaser information, preview trials of products and services associated with your app, and give discounts to the most loyal users. Making your loyal users feel rewarded encourages them to share information about the app and create honest word-of-mouth marketing.
When you have released your app, you can ask for help from your audience. The trick is to make what you give is shareable so that the message can spread. If you know a few bloggers, provide a preview and ask if they can write about their first experience using the app. This can generate interest in the app that reaches out to a larger audience.
Also, ask your regular app users what they think about their first experiences using the app. Take time to listen and show that you are appreciative of their responses. The feedback will help guide your efforts to refine the app for future updates, which in turn is essential for continuing to attract new app users. Abandoning user feedback on an app sends an implicit message that your business does not care and your user base will diminish.
Also consider appearing and interacting on sites with more nuanced specialty topics than Facebook. This provides another audience who can download your app as well as learn about your business and other services. In some cases, seeking audience-specific sites can reinforce your position in your industry if influence among partners is important. A site like ReverbNation is a great example. ReverbNation is a LinkedIn for musicians and other music entertainment professionals. It provides social media features that allow artists to get the word out about their music. Your best strategic steps are to determine a way to consistently participate and work that network you have chosen. This could mean sharing blog posts or frequently posting on social networks to create a regular video show for your customers.
Most important, spend time to grow your initial launch audience while your app is in development, not when the app launches. Remember, a key marketing mistake is assuming visibility the instant an application is launched. To avoid it, begin building the number of your Page followers prior to an app’s introduction. The larger the size your business Page becomes, the more favorable your chances for having information spread about your app and its subsequent updates.
Just as you have a marketing plan for your business it’s important to have a marketing plan for your Facebook app.
Facebook Ads for Apps
Using Facebook ads for apps can be very strategic. First and foremost, ads appear within Facebook, so it makes sense to take advantage of the Ads Manager. You can also target the ads to your intended app demographic as well as the region in which you want the ad to appear.
People who view your ad can see their friends who have used the app in the past 30 days. The app users are displayed as a mini-namepile alongside the ad. This name display provides social proof of content acceptance along with the advertising. The display of familiar faces makes ads more relevant to those who see it, leading to a potential increase in your click-through rates.
Keep in mind that social content regarding application usage only appears if the ad’s destination URL starts with an app.facebook.com URL. This means that ads that mask the app URL won’t have social content included. Tracking codes appended to the end of the app URL, such as that used for web analytics solutions, appear and function normally.
In addition, app users can adjust how their names are used in an ad if they want to opt out of having their names displayed.
App Maintenance
Your early app adopters will notice any bugs that may exist in your app. Depending on the audience, they may expect a few bugs and may not mind terribly. What is most important is how you respond to those bugs once they have been identified. Nothing says “I don’t care” more than the nonresponse to app-user mentions. Pay attention to the comments from users about the app and spend time reviewing the trend in emotions expressed. Are app users becoming increasingly happy with usage, or are they increasingly frustrated?
Make sure there is a key place where your app developer or marketing team can monitor the comments and reply. Let app users know where they can send comments and observations. The business Page may be the most reasonable location, but keep in mind that comments can come from other sources, such as your blog or a Twitter feed. It may be necessary to monitor across platforms with a dashboard like Hootsuite or Postling to gain the best assessment of client app sentiment.