Do you need an app for that

One of the most valuable benefits of Twitter is the ability to connect with intelligent and talented folks. Whether you’re attending conferences or traveling for business or personal pleasure, Twitter – and social media in general – make it easy to connect with folks.

*Note: it’s great to meet folks outside your zip code, don’t lose focus of building strong local communities. See previous post here.

A few months ago – back when there was still snow on the ground and the temperature was hovering around single digits – I had the opportunity to meet Ryan Moede, director of client strategy at 14Four, during one of his visits to the Land of 10,000 (Frozen) Lakes. So when wanting to write a post about applications from a pure PR standpoint, Ryan was the first person that came to mind.

For those who don’t have a technical background, and for those who focus solely on strategy and communications, the app process may be somewhat unfamiliar. At least it was for me. While mobile is all the hype right now, a lot of brands and PR/digital professionals are being asked the question of whether having an app makes sense. So I reached out to Ryan and his team at 14Four to give me some of their thinking behind app development from a PR standpoint.

For those whose only experience with apps is downloading them from the app store, talk a little bit about a typical process. When are you brought in? Are you involved in the strategy? What role does a developer play?

At 14Four, we get brought in to work with agencies at every stage of the process. Sometimes we’re given a fully baked product plan and can jump right into development. Other times, we’re sketching out ideas with the client over drinks on the back of a cocktail napkin. We can deliver value at any point, but our preference is to be brought into the process as soon as possible. Digital is quickly moving to the core of brand experiences, and we try and make apps and services that provide a strong digital hub.

It’s clear that an agency or brand doesn’t wake up one day, decide on an app, and have one in two days. What are some big misconceptions you see – both from a brand standpoint and from an agency partner standpoint?

While it’s true that it does take time to properly plan and develop an app, some of the misconceptions are that the app needs to have every bell and whistle in place before launching. In fact, we’re big believers in launching an app with as few features as possible – focusing only on those at the very core of helping the user achieve their goals. Once the app is out in the market, then you can make real decisions based on how real people are actually using the app and build from there.

What makes a good app? What makes a bad app?

Essentially, we think a good app is anything that makes the user’s life a little better. Whether it’s a branded utility or game – a great app is one that simply brings delight to the user.  Good apps also take advantage of using services that only mobile can offer, like levering the location-based features of being with you at all times. A good app should fit naturally into a person’s life.

Is there a difference between mobile apps and online apps?

The lines between mobile apps and online apps is certainly blurring. And while we still see native apps that live and operate locally on the mobile device, more online apps are becoming accessible from smartphones. For brands considering a mobile play, determining whether it’s necessary to develop a mobile application or focus on a better mobile web experience for their customers is a critical decision.

For those in the PR industry and not at an interactive shop, what would your advice be when either we approach clients or clients approach us inquiring about creating an app (for whatever reason)?

As the number of iPhones and Droids and other smartphones grows exponentially, every brand needs to take a critical look at how their customers are looking to connect with them. A mobile app may not always be necessary, but understanding where and how your customers expect to engage with the brand is important. There are tremendous opportunities to leverage the unique features of a mobile device to help brands provide better customer service, provide timely discounts and equip the consumer with better tools for navigating life each day.

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Like I mentioned above, as the mobile space continues to evolve and more brands continue to put more emphasis toward the mobile and online space, app development will continue to be an emerging topic of discussion for brands and clients. While I’m sure most of us never assumed that apps were built overnight, I don’t think a lot of us in the PR field have a lot of knowledge when it comes to app development. Hopefully, this post gives you a little background info from the mind of those who build.

If you’re an agency that needs some interactive work done, be sure to take a look at 14Four.

Bonus: Their site has a sweet photo you can color!