MuseStorm Top 10 Widget & Social Application Mistakes The Professional Way to Widget™

This session Fast, furious, fun! "Hands On Workshop: The Top 10 Widget Mistakes.” Both widgets and social applications Actionable knowledge you can start applying Wednesday morning!

Fast, furious, fun!

"Hands On Workshop: The Top 10 Widget Mistakes.”

Both widgets and social applications

Actionable knowledge you can start applying Wednesday morning!

Case #1 Breaking Bad AMC Original Designed for cross over appeal with a 40-something protagonist chemistry teacher Teams up with one of his 20-something students to cook meth “ Black humor”

Breaking Bad

AMC Original

Designed for cross over appeal with a 40-something protagonist chemistry teacher

Teams up with one of his 20-something students to cook meth

“ Black humor”

Mistakes Made Breaking Bad 60M people on Facebook but only 19 of them use this widget each day Multiple problems Mismatch demographics Game does not take advantage of social graph

Breaking Bad

60M people on Facebook but only 19 of them use this widget each day

Multiple problems

Mismatch demographics

Game does not take advantage of social graph

Lessons Learned DO measure/optimize engagement value of your content DON’T overinvest in custom content before you know what works

DO measure/optimize engagement value of your content

DON’T overinvest in custom content before you know what works

Case #2 Free Rice (633K uniques) Ideal fit with demographics 4M high school students on Facebook as of May 2007 Majority college bound Third-world causes strongly resonate with this age group

Free Rice (633K uniques)

Ideal fit with demographics

4M high school students on Facebook as of May 2007

Majority college bound

Third-world causes strongly resonate with this age group

Mistakes Made 90 active users for “bumper sticker” implementation Re-mixed as a true Facebook application – but with only ~1000 active users today

90 active users for “bumper sticker” implementation

Re-mixed as a true Facebook application – but with only ~1000 active users today

20 grains vs. 10 grains

Lessons learned DO pay attention to naming of your application particularly if there are multiple apps or widgets that do the same thing DO look at your reward structure and make sure it is competitive with offerings elsewhere on the web

DO pay attention to naming of your application particularly if there are multiple apps or widgets that do the same thing

DO look at your reward structure and make sure it is competitive with offerings elsewhere on the web

Case #3 Blockbuster Movie Clique Collaborative filtering recommendation engine for films

Blockbuster Movie Clique

Collaborative filtering recommendation engine for films

Mistakes Made When it comes to widgets, it’s content that rules, not the brand Application is just not all that compelling when compared with Flixster – an application built from the ground up for film lovers Difference shows in the numbers – Blockbuster 238 daily active users versus 439,699 for Flixster

When it comes to widgets, it’s content that rules, not the brand

Application is just not all that compelling when compared with Flixster – an application built from the ground up for film lovers

Difference shows in the numbers – Blockbuster 238 daily active users versus 439,699 for Flixster

Lessons Learned DO a competitive analysis of your category before you develop your widget or social application DON’T bet the farm on a single social network – consider going where your competition isn’t DO provide content that is useful, entertaining, and energizing to your audience – versus self serving DO remember why people post/share your widget or social application – it’s the content

DO a competitive analysis of your category before you develop your widget or social application

DON’T bet the farm on a single social network – consider going where your competition isn’t

DO provide content that is useful, entertaining, and energizing to your audience – versus self serving

DO remember why people post/share your widget or social application – it’s the content

Case #4 Electronic Arts My Need for Speed An electronic racing game

Electronic Arts

My Need for Speed

An electronic racing game

Mistakes Made Not refreshing content prior to game launch Initially this application was a dud Application came back from the dead after the game launched Perfect fit with the FB demographic Provides a natural vehicle for self expression

Not refreshing content prior to game launch

Initially this application was a dud

Application came back from the dead after the game launched

Perfect fit with the FB demographic

Provides a natural vehicle for self expression

Lessons Learned Build success quickly on the back of mistake Widgets and social applications are by definition new media Experiment now – but make sure what you are doing is measurable Respond, react, and iterate Your audience will tolerate mistakes so long as you are responsive to their needs

Build success quickly on the back of mistake

Widgets and social applications are by definition new media

Experiment now – but make sure what you are doing is measurable

Respond, react, and iterate

Your audience will tolerate mistakes so long as you are responsive to their needs

Summary Mistakes Breaking Bad Case Bad fit with demographics Failing to test content with target users Free Rice Case Not integrating into the social graph/bumper stickers Not naming your widget in a distinctive way Lack of alignment in reward structure Movie Clique vs. Flixster Forgetting that content is king and queen Relying on a single social network to carry the day

Breaking Bad Case

Bad fit with demographics

Failing to test content with target users

Free Rice Case

Not integrating into the social graph/bumper stickers

Not naming your widget in a distinctive way

Lack of alignment in reward structure

Movie Clique vs. Flixster

Forgetting that content is king and queen

Relying on a single social network to carry the day

Additional Mistakes Electronic Arts Case Over relying on generic content Focusing on business objectives to the exclusion of audience needs General Widget mistakes we see every day Letting your widget go stale over time Forgetting to make your widget search able

Electronic Arts Case

Over relying on generic content

Focusing on business objectives to the exclusion of audience needs

General Widget mistakes we see every day

Letting your widget go stale over time

Forgetting to make your widget search able

MuseStorm Professional solution for agencies and marketers Cross-platform widgets Engaging content with a set of dynamic components Accountability across all touchpoints Convenience and control right down to the pixel Proven with blue-chip agencies and marketers

Professional solution for agencies and marketers

Cross-platform widgets

Engaging content with a set of dynamic components

Accountability across all touchpoints

Convenience and control right down to the pixel

Proven with blue-chip agencies and marketers

Thank You www.musestorm.com [email_address] 650.270.4309