Jelly is a social search app. After you download it from the App Store or Google Play, you input your Facebook and Twitter accounts. Then if you ask questions via Jelly, your social media friends/followers can answer or forward the questions to others for help in answering. Since your mobile is with you all the time, you can use Jelly for answers whenever and wherever you are. Now of course you can just go directly to mobile search or your social networks with a question, bypassing Jelly. But Jelly hopes you'll enjoy the wider social contact and the ability to get answers quickly from people you know and trust.
Recognising a possible way to connect with customers outside of ordinary marketing communications, some brands are trying Jelly. During the first week, someone posted a question about hanging a picture on a brick wall--and Lowes answered via Jelly. This is just the kind of engagement any brand would enjoy because it showcases relevant content and expertise without actually seeming to sell.
Asda posted five questions in Jelly's first week, as a test. However, Asda is reserving judgement on Jelly's potential because the new app's users are early adopters and may not be core Asda customers. '50% of Asda customers [9 million people] are on Facebook each day and, around 10% are on Twitter and YouTube, so that’s where most of our effort will continue to go for now' says the retailer's head of social.
Will Jelly stick? Brand marketers will be watching its acceptance with interest.
