MuseStorm  Top 10 Widget & Social Application Mistakes The Professional Way to Widget™
This session <ul><li>Fast, furious, fun! </li></ul><ul><ul><li>&quot;Hands On Workshop: The Top 10 Widget Mistakes.”  </li...
Case #1 <ul><li>Breaking Bad </li></ul><ul><li>AMC Original </li></ul><ul><ul><li>Designed for cross over appeal with a 40...
 
Mistakes Made <ul><li>Breaking Bad </li></ul><ul><ul><li>60M people on Facebook but only 19 of them use this widget each d...
Lessons Learned <ul><ul><li>DO measure/optimize engagement value of your content </li></ul></ul><ul><ul><li>DON’T overinve...
Case #2 <ul><li>Free Rice (633K uniques) </li></ul><ul><li>Ideal fit with demographics </li></ul><ul><ul><li>4M high schoo...
 
Mistakes Made <ul><ul><li>90 active users for “bumper sticker” implementation </li></ul></ul><ul><ul><li>Re-mixed as a tru...
20 grains vs. 10 grains
Lessons learned <ul><ul><li>DO pay attention to naming of your application particularly if there are multiple apps or widg...
Case #3 <ul><li>Blockbuster Movie Clique </li></ul><ul><ul><li>Collaborative filtering recommendation engine for films </l...
 
Mistakes Made <ul><li>When it comes to widgets, it’s content that rules, not the brand </li></ul><ul><ul><li>Application i...
 
Lessons Learned <ul><ul><li>DO a competitive analysis of your category before you develop your widget or social applicatio...
Case #4 <ul><li>Electronic Arts </li></ul><ul><ul><li>My Need for Speed </li></ul></ul><ul><ul><li>An electronic racing ga...
 
Mistakes Made <ul><li>Not refreshing content prior to game launch </li></ul><ul><ul><li>Initially this application was a d...
Lessons Learned <ul><li>Build success quickly on the back of mistake </li></ul><ul><ul><li>Widgets and social applications...
Summary Mistakes <ul><li>Breaking Bad Case  </li></ul><ul><ul><li>Bad fit with demographics </li></ul></ul><ul><ul><li>Fai...
Additional Mistakes <ul><ul><li>Electronic Arts Case </li></ul></ul><ul><ul><ul><li>Over relying on generic content </li><...
MuseStorm <ul><li>Professional solution for agencies and marketers </li></ul><ul><ul><li>Cross-platform widgets </li></ul>...
Thank You www.musestorm.com [email_address] 650.270.4309
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Musestorm Top10 widget and social application mistakes

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Talk given on 6.18.08 at Widget Web Expo in Brooklyn NY

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Musestorm Top10 widget and social application mistakes

  1. 1. MuseStorm Top 10 Widget & Social Application Mistakes The Professional Way to Widget™
  2. 2. This session <ul><li>Fast, furious, fun! </li></ul><ul><ul><li>&quot;Hands On Workshop: The Top 10 Widget Mistakes.” </li></ul></ul><ul><ul><li>Both widgets and social applications </li></ul></ul><ul><ul><li>Actionable knowledge you can start applying Wednesday morning! </li></ul></ul>
  3. 3. Case #1 <ul><li>Breaking Bad </li></ul><ul><li>AMC Original </li></ul><ul><ul><li>Designed for cross over appeal with a 40-something protagonist chemistry teacher </li></ul></ul><ul><ul><li>Teams up with one of his 20-something students to cook meth </li></ul></ul><ul><ul><li>“ Black humor” </li></ul></ul>
  4. 5. Mistakes Made <ul><li>Breaking Bad </li></ul><ul><ul><li>60M people on Facebook but only 19 of them use this widget each day </li></ul></ul><ul><li>Multiple problems </li></ul><ul><ul><li>Mismatch demographics </li></ul></ul><ul><ul><li>Game does not take advantage of social graph </li></ul></ul>
  5. 6. Lessons Learned <ul><ul><li>DO measure/optimize engagement value of your content </li></ul></ul><ul><ul><li>DON’T overinvest in custom content before you know what works </li></ul></ul>
  6. 7. Case #2 <ul><li>Free Rice (633K uniques) </li></ul><ul><li>Ideal fit with demographics </li></ul><ul><ul><li>4M high school students on Facebook as of May 2007 </li></ul></ul><ul><ul><li>Majority college bound </li></ul></ul><ul><ul><li>Third-world causes strongly resonate with this age group </li></ul></ul>
  7. 9. Mistakes Made <ul><ul><li>90 active users for “bumper sticker” implementation </li></ul></ul><ul><ul><li>Re-mixed as a true Facebook application – but with only ~1000 active users today </li></ul></ul>
  8. 10. 20 grains vs. 10 grains
  9. 11. Lessons learned <ul><ul><li>DO pay attention to naming of your application particularly if there are multiple apps or widgets that do the same thing </li></ul></ul><ul><ul><li>DO look at your reward structure and make sure it is competitive with offerings elsewhere on the web </li></ul></ul>
  10. 12. Case #3 <ul><li>Blockbuster Movie Clique </li></ul><ul><ul><li>Collaborative filtering recommendation engine for films </li></ul></ul>
  11. 14. Mistakes Made <ul><li>When it comes to widgets, it’s content that rules, not the brand </li></ul><ul><ul><li>Application is just not all that compelling when compared with Flixster – an application built from the ground up for film lovers </li></ul></ul><ul><ul><li>Difference shows in the numbers – Blockbuster 238 daily active users versus 439,699 for Flixster </li></ul></ul>
  12. 16. Lessons Learned <ul><ul><li>DO a competitive analysis of your category before you develop your widget or social application </li></ul></ul><ul><ul><li>DON’T bet the farm on a single social network – consider going where your competition isn’t </li></ul></ul><ul><ul><li>DO provide content that is useful, entertaining, and energizing to your audience – versus self serving </li></ul></ul><ul><ul><li>DO remember why people post/share your widget or social application – it’s the content </li></ul></ul>
  13. 17. Case #4 <ul><li>Electronic Arts </li></ul><ul><ul><li>My Need for Speed </li></ul></ul><ul><ul><li>An electronic racing game </li></ul></ul>
  14. 19. Mistakes Made <ul><li>Not refreshing content prior to game launch </li></ul><ul><ul><li>Initially this application was a dud </li></ul></ul><ul><ul><li>Application came back from the dead after the game launched </li></ul></ul><ul><ul><li>Perfect fit with the FB demographic </li></ul></ul><ul><ul><li>Provides a natural vehicle for self expression </li></ul></ul>
  15. 20. Lessons Learned <ul><li>Build success quickly on the back of mistake </li></ul><ul><ul><li>Widgets and social applications are by definition new media </li></ul></ul><ul><ul><li>Experiment now – but make sure what you are doing is measurable </li></ul></ul><ul><ul><li>Respond, react, and iterate </li></ul></ul><ul><ul><li>Your audience will tolerate mistakes so long as you are responsive to their needs </li></ul></ul>
  16. 21. Summary Mistakes <ul><li>Breaking Bad Case </li></ul><ul><ul><li>Bad fit with demographics </li></ul></ul><ul><ul><li>Failing to test content with target users </li></ul></ul><ul><li>Free Rice Case </li></ul><ul><ul><li>Not integrating into the social graph/bumper stickers </li></ul></ul><ul><ul><li>Not naming your widget in a distinctive way </li></ul></ul><ul><ul><li>Lack of alignment in reward structure </li></ul></ul><ul><li>Movie Clique vs. Flixster </li></ul><ul><ul><li>Forgetting that content is king and queen </li></ul></ul><ul><ul><li>Relying on a single social network to carry the day </li></ul></ul>
  17. 22. Additional Mistakes <ul><ul><li>Electronic Arts Case </li></ul></ul><ul><ul><ul><li>Over relying on generic content </li></ul></ul></ul><ul><ul><ul><li>Focusing on business objectives to the exclusion of audience needs </li></ul></ul></ul><ul><ul><li>General Widget mistakes we see every day </li></ul></ul><ul><ul><ul><li>Letting your widget go stale over time </li></ul></ul></ul><ul><ul><ul><li>Forgetting to make your widget search able </li></ul></ul></ul>
  18. 23. MuseStorm <ul><li>Professional solution for agencies and marketers </li></ul><ul><ul><li>Cross-platform widgets </li></ul></ul><ul><ul><li>Engaging content with a set of dynamic components </li></ul></ul><ul><ul><li>Accountability across all touchpoints </li></ul></ul><ul><ul><li>Convenience and control right down to the pixel </li></ul></ul><ul><ul><li>Proven with blue-chip agencies and marketers </li></ul></ul>
  19. 24. Thank You www.musestorm.com [email_address] 650.270.4309

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