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You know an iPhone App is a good idea when…
One of our new year’s resolutions was to figure out a few good iPhone applications that are related to some of our media sites. We are blessed to have a pretty rockstar dev team and some creative minds that really helped bring a couple to fruition and I thought I would call out a little about what we learned. Ask yourself what your community wants ON THE GO. First, we picked two of our sites with very enthusiastic and opinionated communities – LIVESTRONG.COM and Mania.com – and pitched them on our ideas. For our LIVESTRONG.com community, they wanted access to their daily diet and exercise tracking from anywhere – especially the gym or at a restaurant. Accountability at all times keeps you true to a program!
For our Mania community it was entirely different. The crux of Mania’s popularity is in the breaking news. The audience there wants to know about genre entertainment deals that are coming in the years ahead – like who is on board to direct Sigma Protocol for Universal Pictures.
Measure results relative to each business. For the LIVESTRONG.COM application, it was all about adoption and so far we’ve had about 600K downloads with about 3K new ones every day. After about three weeks we hit #1 for health applications, which was great but we kept listening to our community, who had plenty of feedback. So since launch, we have updated the app three times and will keep iterating. We know this is working because a whopping 25% of all food items and fitness activities are now tracked through the iPhone application. For Mania.com, we built a straight-up news application and released it a couple weeks ago. Our expectation for the number of downloads wasn’t at the same level as LIVESTRONG.COM because the audience is much more niche and targeted – so we are pretty happy with the adoption so far. But here is the killer – time spent per session is over TEN MINUTES!!! So those consumption numbers are telling us that we are on the right track. The app is an ideal way to engage our audience.
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