I just finished writing an article about Facebook applications that gave me the opportunity to test a large number of the less-used apps on the platform. This broad view left me with some new insights into what makes a good Facebook application (as opposed to a mediocre or crappy one, and believe me, there are a lot of those).

If you’re thinking about building a Facebook app, here are 10 things you can do to make sure that yours stands out from the crowd:

1) Make it fun. Whether you’re building a game or a tool, always keep in mind that the people who are using Facebook are usually doing so on their free time. Most of them are under 35. Most of them are using Facebook for entertainment. So keep things fun. FedEx did a great job of this when they built Launch a Package, which lets users send each other packages – using a springy slingshot. Sending a package via a slingshot that bounces around is a whole lot more fun than sending something with the click of a button.

2) Give it some substance. The programming behind an application may be rock-solid, but without substantive content surrounding the application, it will fall flat. Every application should have at least:

• A landing page that provides clear branding
• Easy-to-understand instructions about how to use the application or play the game
• Multiple options for use, such as various “rounds” or “levels”
• Enough content to engage a user for at least 10 minutes at a given time
• A summary/analysis area that lets the user see their history with the application

3) Make it look nice. There are currently more than 27,000 applications on Facebook. Yours will have some competition. If a user is going to choose between two applications that do similar things, they will likely pick the one that is more visually appealing. Take a look at Where I’ve Been vs. Travel Buddies. Which are you more likely to use? 

4) Include music or sound effects. Facebook is a multimedia platform – take advantage of it. All of the best applications have somehow incorporated sound effects or music. This doesn’t have to be fancy – Traveler IQ Challenge uses the sound of a ticking clock very effectively.

5) Provide a takeaway. When the user has finished using the application, they want something to show for it – either a ranking, a rating or an embeddable object. If you build a game, provide a ranking system that lets users compare themselves to each other. If you build a test, give them a score. Or if you have a graphical application, give them a downloadable picture that they can use on Facebook, but elsewhere, too. This is what Sketch Me does – it turns a profile picture into a pencil drawing that can be saved and used anywhere the user chooses.

6) Make the user want to share the app (as opposed to have to share it). Because of the social nature of Facebook, applications that are developed for the platform should all be sharable. But don’t force your users to share the app to continue using it. The best applications provide an easy way to share, but don’t force users to “send this to 8 friends NOW!” If you build a good app, people will want to share it.

7) Do something different. With thousands of applications already in existence, there is a lot of duplication. But with a little creative thinking, something that already exists can be made new again. Although there are many IQ test apps on Facebook, Who Has The Biggest Brain? stands out because of its use of “size of brain” as a ranking system, and the way that it measures the four areas of intelligence in a game show format. The idea for the application doesn’t have to be completely original, as long as there is something unique that sets it apart.

8) Use solid programming. Your application has to work, and has to work seamlessly. Take the time to understand the Facebook developer platform. If you’re not a developer, work with one who is a Facebook specialist. Make sure that the programming behind the application is solid. The time that you take to really get to know the platform will pay off – this link has some fantastic resources. 

9) Put ulterior motives out of your mind. Many Facebook apps are obviously trying to get the user to do something other than use the application – click an ad, download a companion application, buy something, etc. When building an application, first make something that people will want to use. Developing a great classified application will be easier than developing a great classified application that will ALSO get someone to download your shopping app. By focusing on the first objective, you’ll create something of value that will generate a large audience – to which you can later market your shopping application.

10) Do the “addiction test.” Can someone use your application once and then never again? Not good. Do they use it once and then feel compelled to immediately use it again? That’s good. Do they want to go back and use it the next day? And the next? That’s even better. Creating an application that can be used time and again is the ultimate goal for killer Facebook app development. One way you can test for this is to ask people you know to use the app. See if they mention the word “addiction.”

Photo by Suzie T

If you have a company, you have a Web site. If you work for a company, it has a Web site. If you don’t work, you use Web sites. OK, you get the point – Web design affects everyone. (Aside: If you have a company and do not have a Web site, it’s time to get one. At this point, there is absolutely no reason you should be without. Go buy a domain name, and get started.)

Even though Web design affects everyone, this post is really directed at business owners, or anyone who is in charge of or has an influencing role in the development and design of the Web site at their company. You may believe that the design doesn’t really matter, that as long as you have a “Web presence,” that’s enough and your company will be successful. This is a myth.

Your Web site is your #1 face to the world, your primary branding vehicle. It doesn’t matter how wonderful your offline presence is, if your Web site isn’t as nice – or nicer – than your store, or restaurant, or software or service, you will lose customers. This is increasingly true as more and more people use the Internet to research everything, and especially as the younger generations who grew up with technology move into consumer roles. This generation grew up using the Internet, and they use it to research everything because they don’t want to waste their time driving somewhere or ordering something only to find out that it’s not what they were looking for, for goodness sake, what a waste of time.

But what if you do have the product that they are looking for, but they just don’t think so because your Web site isn’t attractive? This happens! Let me give you two examples. First, I treated a friend to a day at the spa for her birthday, and I sent her the links to two spas that I had been to before. In person, they were very similar, nice, upscale spas. Here are the links: Paula’s and Bella Sante. Which do you think she chose? Yep – Bella Sante. It was actually less conveniently located, but she picked it solely because the Web site made it appear that it would be nicer. Second example – I went to Bermuda this past summer and stayed at the Grotto Bay Beach Resort. Did you go look at the site? Go now. I would 100% recommend this place to anyone – it was beautiful and we had a wonderful time there, but I would 100% NOT send anyone the link to the Web site. The reason? Their photography is so outdated that it makes the place look cheesy, like it hasn’t been updated since the 80’s. There are no up-close pictures of the beach, arguably the resort’s best feature, and even the models look outdated with their clothes and hairstyles. If someone else hadn’t booked this resort before I saw the site, I would never have gone there.

Web design matters; don’t try to fool yourself that it doesn’t.

I am a raving fan, and CustomInk.com is the object of my affection. I recently used their services to make t-shirts for a charity walk that I organized. Going into it, I had a few issues to overcome with the t-shirts:

1)      I had a deadline of less than 2 weeks to get the t-shirts printed and delivered

2)      I am not a designer and had to design the t-shirts

3)      I was trying to create something that would appeal to men, women and children

4)      I wanted to be able to get input from someone else on my team to help me make the final decision, but we don’t live in the same city

I did a search on Google for “t-shirt design” and customink.com was the first listing. (Another testimony to the power and importance of SEO, but I’ll save that discussion for another blog post.)

So there are a lot of reasons that I love this company. The first thing I discovered is that they are able to rush-deliver an order in less than 7 days. Perfect! Second, their online tool is really user-friendly and fun to use. You pick the item to design (they have shirts, pants, hats, etc.) and the color. Then you head to the “design online lab.” The tool starts you off with a blank t-shirt and then lets you add text, graphics (you can upload your own or choose from their clip art library), change colors, layouts, put effects on the text…there are wide range of options. Then, to top it all off, you can save the design, email it to people to get their opinions and then start again with a new design if you aren’t totally satisfied. This tool managed to help me overcome all four of the issues that I was having with designing these t-shirts. That was enough to make me love the service.

But there was more. I placed my order, got my final proofs, talked to someone at the company to answer a few questions that they had about tricky parts of the design. Great. Everyone was pleasant, I felt a high degree of confidence that my t-shirts would be done on-time and that they would look great. Then came the kicker. I got the following email:

Hi Melissa,I noticed that you have designed shirts that could possibly be for a charity event. If that’s the case, CustomInk would love to donate to your team or to the charity itself on your behalf! Please let me know if your order is for one of these events. If you  would like us to pitch in and support your cause, please include information about your charity event, a link if you have one or the organization’s name if there is no link to a team web page.Warmest Regards,
Lori Mayfield
CustomInk.com

I immediately sent them a note back with the instructions about how to donate with a comment like “wow, I really love you” or something hero-worshipping like that. To which, Lori, my personal, human contact, sends me this delightful note back:

Thank you for the information, the link worked perfectly!

We try to donate to every charity event that our customers hold close to their hearts, so we are delighted to help with this event. Of course, we wish we could offer a large sponsorship, but because we do so many, I’m limited to small donations ($30). I just want to make sure you know that, even though we know every bit counts.

This is outstanding customer service and a fantastic policy for retention. Plus, it’s just really smart. I spent more than $500 with this company. The likelihood of me doing so again is high. I ordered 33 t-shirts – this means that I will tell all 33 of the people who are getting the t-shirts the story about this company (and I did!) because the company donated to our common cause. And finally, they know that they are reaching someone who has influence – the person who is in charge of the t-shirt ordering is likely someone who is making decisions for a large group of people and probably has other areas of responsibility and influence. This is really smart business. This article from Dosh Dosh talks about 9 great ways to dominate your niche, such as focusing on your reputation and developing retention equity, and CustomInk.com is doing all of these things.

See? I have become a raving fan.

~Today’s view:  http://www.flickr.com/photos/13799608@N08/1471632095/