AppGyver: Publicizing New App Creation Platforms? There’s a Plan for That.
CHALLENGES AND GOALS
In the new world of an app-driven tech economy, Helsinki-based AppGyver made software as essential as Microsoft Office, Adobe Acrobat or Oracle Database had been in their respective times and on their respective platforms. In fact, AppGyver built software for the people who make the software these days: mobile app developers. With the assistance of Transform, AppGyver needed to promote two different types of development products pitched at two slightly different markets: Prototyper, an easy-to-use interface for developers of all expertise levels, and Steroids, a tool to help more experienced developers build “hybrid” apps; that is, apps utilizing both native UI and HTML5 components.
While AppGyver was somewhat of a known brand and quantity inside its home country of Finland, it wanted to make the biggest splash possible in the developer-rich United States. AppGyver needed to immediately and precisely position itself so that it could rise in a crowded market with many similar types of services, and do so “at scale” to a large audience, creating a rolling thunder effect that would drive novice and veteran developer sign-ups alike.
THE TRANSFORM/SOCIALRADIUS DIFFERENCE
- An emphasis on media outlets that had the most traction with developers online, with articles commonly re-posted and shared on such techie havens as Slashdot and Reddit.
- Engage developers and software enthusiasts where they “lived” on social media, especially Twitter.
- Use the human interest intrinsic to individual AppGyver developers, especially developers outside of the stereotypical norm, to drive both press interest and stories that ultimately had mainstream appeal and viral potential.
- Launch stories and platform reviews in the most-read developer news outlets, including VentureBeat, PCWorld, Computerworld, JavaWorld, InfoWorld, Pando, PCAdvisor,Software Development (SD) Times, Dr. Dobbs, Inside Mobile Apps and Arctic Startup, with numerous and repeated appearances in TechCrunch, arguably the most influential and popular blog in Silicon Valley.
- Ethan Duggan, a 12-year-old “poster boy” for the simplicity of AppGyver’s platform, was featured in one of the most popular stories in the history of the popular VentureBeatblog, shared across social networks over 16,500 times; by comparison, even the most shared VentureBeat articles usually average only about 1,000 re-posts across social networks.
- AppGyver’s Twitter following grew by 517%, with an estimated total 6.3 million social media impressions.
- Over 20,000 apps, including top-ranking entries for iOS and Android, have now been built with AppGyver’s tools, with users that have included major Fortune 500 companies like Accenture, AT&T, the BBC, Cisco, Groupon, SAP, IBM, Dell, Deloitte and more.