Demand Media's Pluck has launched new features to help brands go mobile - engaging in social experiences in mobile applications.
Among the new tools are ways for software developers to provide native experiences and streamline the creation of community features, the company says. Software development kits (SDKs) built on Pluck's APIs are optimized for languages like Objective-C, which is often used for iOS apps, and Java Android apps. Developers also get access to app templates.
"We want to help brand marketers engage their customers on every digital channel in their social mix," said Steve Semelsberger, SVP and GM of social solutions for Demand Media. "We've recently given marketers the ability to embed Pluck applications in branded Facebook pages. Now we are making it easier for them to add community to their mobile experiences."
The Facebook bit is a reference to the company's partnership with Buddy Media, announced last month, which sees the two companies teaming up on Facebook Page apps.
With the Buddy Media platform, Pluck customers can embed the Pluck Forums running on their sites directly into their Facebook Pages. "This allows you to bring the conversation already happening on your own sites to Facebook where a significant portion of your consumers and fans spend their time," said Pluck VP, Marketing Jason Jaynes. "Even better, it allows your consumers and fans to engage in the conversation without ever leaving Facebook."
With the features, users can either create a new account on the brand's domain or use Facebook to sign in.
The addition of mobile app support should greatly expand the experience, as brands often launch multiple apps for different purposes.