Widgets As Metaphor for 2.0

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This is an executive summary of our overview for a 2007 Digital Leadership Summit that explored Widgets as a metaphor for Web 2.0.

This is an executive summary of our overview for a 2007 Digital Leadership Summit that explored Widgets as a metaphor for Web 2.0.

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  • We believe Widgets will emerge as a leading advertising vehicle and included in nearly all deployments in the immediate future Widgets express the intersection of Web 2.0 principles, social media and networks and consumer customization trends This is evolutionary content creation and distribution and it is also a marked shift forward As such, many of the skills, best practices and aggregated intellectual property built within Digital Marketing Agencies can be leveraged to execute on Widgets It is complementary to other marketing strategies and not a replacement Like other digital marketing disciplines involving content development and distribution, decisions will need to be made around buy/build/sponsor based on marketing objectives

Transcript

  • 1. Digital Marketing Innovation Series What The Emergence of Widgets Means To You SEPTEMBER 26, 2007
  • 2. AGENDA
      • BACKGROUND/MEDIA LANDSCAPE
      • WIDGET GROWTH
      • DEFINING WIDGETS
      • EXAMPLES
      • CONCLUSIONS
      • DISCUSSION
  • 3. THE POST ADVERTISING AGE
    • DVR penetration is 20%
    • Broadcast upfront down 5% - first downturn in a decade
    • Half of F100 marketers say their “full service” agency is “ill-equipped to meet digital needs”
    • 87% of TV Week articles discuss digital implications
    • McClatchy, a media company built on newspapers, is selling off its newspapers
    • Viacom spins off CBS, the “Tiffany Network”
    • Time Inc. folds Life Magazine , makes into a website
    • All networks offering downloadable program episodes
    • NBC announces a moratorium on scripted shows from 8PM-9PM
    • ClearChannel selling all of its TV stations
    “ We are not witnessing the beginning of the end of old line media. We are witnessing the middle of the end…”
  • 4. INTERSECTION OF MASSIVE SHIFTS TIME/PLACE DISTRIBUTION CONSUMER’S ROLE PLATFORM/TECHNOLOGY
  • 5. AS A RESULT WE NEED TO RETHINK ENGAGEMENT This was then This is now As the marketing landscape changes, we must rethink the marketing funnel. As marketers, we are no longer on control of leading our consumers down a linear path towards purchase. * Images courtesy of Forrester, Inc.: “Marketing’s New Metric: Engagement”, Brian Haven
  • 6. TIME SPENT WITH USER GENERATED SITES
  • 7. THEN & NOW
    • Content Centric
    • Media Planners & Buyers
    • Buying Media
    • Reach & Frequency
    • Media Vendors
    • :30 Sec Spot
    • Upfronts
    • Consumer Centric
    • Marketing Strategists & Project Mgs
    • Creating Media
    • Engage and Surround
    • Strategic Marketing Partners
    • Custom & Dynamic Content
    • Roll Ups and Roll Backs
  • 8. IMPLICATIONS Information Brand Published Speeches Static Pages Mass Driving Visits Entertainment Consumer Created Conversations Dynamic Silos Custom Reaching Out Web 1.0 Web 2.0
  • 9. INTRODUCING WIDGETS
  • 10.  
  • 11.
    • Target Advertising Example … “Moviegoers”
      • 47% Are Light or No Television Watchers
      • 31% Use Tivo or Video On Demand
      • 52% Are Light or No Radio Listeners
      • 49% Don’t Subscribe to a Newspaper
      • 46% Don’t Subscribe to a Magazine
    CAN WIDGETS BE THE NEXT REACH VEHICLE? Source: comScore Plan Metrix, U.S. Audience; April 2007
  • 12. RockYou kicks off the widget space Monthly Reach: 1 in 9 Global 1 in 4 US THE BRIEF WIDGET TIMELINE SOURCE: PhotoBucket 2007
  • 13. THE REACH OF A NETWORK IN A FRACTION OF TIME Source: comScore Widget Metrix June 2007
  • 14. INFLECTION POINT FOR SUCCESS
    • Shows phenomenal growth in space, but also RockYou’s particular success story
  • 15. VIDEO AS HARBINGER FOR WIDGET ADOPTION
    • First Mover Advantage
    • Embeddable, distributable, snackable content
  • 16. DEFINING WIDGETS
  • 17. WIDGET DEFINITION
    • Wikipedia
    • A web widget is a portable chunk of code that can be installed and executed within any separate HTML -based web page by an end user without requiring additional compilation . They are derived from the idea of reusable code that has existed for years. For example, the first product to use that term was a commercial product from 1995, called Web Widgets [1] , which were plugins or extensions that allowed desktop applications to access the web. Nowadays other terms are used to describe a web widget including: gadget, badge, module, capsule, snippet, mini and flake. Web widgets often but not always use Adobe Flash or JavaScript programming languages .
  • 18. EMBEDDING IN AND AROUND CONTENT
    • Make your content small to fit space, needs, context and customization
    • Source: dion hinchcliffe, zdnet
  • 19. Blogger Google IG Yahoo! Netvibes Microsoft Vista Desktop Live.com Typepad MySpace SHARING AND VIRAL BUILT IN Easy sharing makes for viral distribution
  • 20. CONCEPTUAL FRAMEWORK FOR WIDGETS CREATION LAYER CONTENT LAYER DISTRIBUTION LAYER DEVICE LAYER define, design, develop, deploy Communication | Personalization Syndication | Visualization desktop | pda | mobile | web-enabled Channels | Walled Gardens | Consumers
  • 21. WIDGET GROWTH ^ AMAZING
  • 22. WIDGETS: WHERE VIDEO WAS IN MARCH ‘06 Internet Users and Percent Who View Widgets Source: comScore Video Metrix
  • 23. WHAT DO CONSUMERS WANT FROM WIDGETS? WIDGETS: Consumer Reach By Category Source: comScore Widget Metrix, June 2007
  • 24. LEADING WORLDWIDE PUBLISHERS Source: comScore Widget Metrix June 2007 Percent of Worldwide Audience Reached
  • 25. REACH IS STRONGER DOMESTICALLY Source: comScore Widget Metrix June 2007 Percent of U.S. Audience Reached
  • 26. THE ADOPTION GATE Only 1% of all apps hit 1M users
  • 27. CASE STUDIES: APPLIED EXAMPLES
  • 28. START PAGE=NETWORKS-OF-ONE, CLICK TO ADD Marketers Publishers Individuals
  • 29. Million+ user RockYou apps Example promotion Yahoo! Music Videos 900K
  • 30. Music Videos (Yahoo! and RockYou) 1. Promotion on RockYou Ad Network
    • Viral tuning
    • Integration with major apps
  • 31. EXAMPLES
    • Harley Davidson Sturgis: A Mighty Heart Movie:
  • 32. REUSE PRE-APPROVED FLASH/RICH MEDIA ASSETS
      • Content embed codes
      • Desktop applications
  • 33. DYNAMIC CONTEXTUAL TARGETING IN GADGET ADS Gadgets now can be distributed via Google AdSense Network with contextual page reading http://marksilva.wordpress.com/2007/09/24/repost-about-googles-gadgetwidget-strategy/
  • 34.
      • Keep it simple; complexity kills use
      • Make it easy and OK to share and use anywhere
      • Design it to fit anywhere
      • Address a real consumer need to be used and relevant
      • Make it compelling and optional
    BEST PRACTICES AND ADVICE
  • 35.
      • Brand a Widget
        • “ Power”/Sponsor an existing widget, for instance, “skin” a slideshow
        • As with Branded Entertainment, choose those that connect with brand and consumer needs
      • Widgetize Content (Repurpose assets)
        • Movie trailers
        • Flash games and activities
        • Fun pictures
        • Relevant news
      • Create a Custom Widget
    WIDGET FORMS AND OPTIONS
  • 36.
      • Branded Media Property
      • Personal Start/Homepages and Blogs
      • Widget Providers
      • Widget Galleries
      • Widgets Themselves ( grab it for desktop )
    WIDGET DISTRIBUTION
  • 37. REALITY CHECK POV
      • We believe Widgets will emerge as a leading advertising vehicle and included in nearly all deployments in the immediate future
      • Widgets express the intersection of Web 2.0 principles, social media and networks and consumer customization trends
      • This is evolutionary content creation and distribution and it is also a marked shift forward
      • As such, many of the skills, best practices and aggregated intellectual property built within Digital Marketing Agencies can be leveraged to execute on Widgets
      • It is complementary to other marketing strategies and not a replacement
      • Like other digital marketing disciplines involving content development and distribution, decisions will need to be made around buy/build/sponsor based on marketing objectives
  • 38. THANK YOU
    • Mark Silva
    • Managing Director,
    • Principal & Founder
    • Real Branding
    • www.realbranding.com
    • 2325 Third Street, Suite 108
    • San Francisco, CA 94107
    • (415) 522-1045 x304 - o
    • (415) 596-7474 – m
    • www.marksilva.com – b
    • www.twitter.com/marksilva/ - t
  • 39. APPENDIX
  • 40. LIKE AN ADD WITH SHARING/SAVING FEATURE Unique navigation TV-like game recaps & previews Upcoming games & real-time scores Goal: The NBA is looking to bring fans back to the game and remind them of the excitement of the NBA. Answer: Re-create excitement of NBA via a TV-like gadget ad where users can play game recaps and previews, get schedule of upcoming games, and check stats/real-time scores
  • 41. Fox Sports Scoreboard • “ Top line” information only • Can be resized to fit • Multiple leagues *May 1 - August 28 Open link
  • 42. Fox Sports Scoreboard Trendline
  • 43. Fox Sports Scoreboard Seasonal Traffic by League NBA MLB NFL
  • 44.
    • Heroes Community Profile
    • 513,673 Custom Community
    • Profile page views
    • *4/12 - 6/21
    • Heroes Widget
      • 6,059,630 “Wild” widget impressions
      • Widget exposure exceed 12 times
      • that of the Custom Community
      • Profile page
    • *4/12 - 6/21
    Data provided by Myspace
  • 45. Heroes Widget Impressions Custom Community and In “The Wild”
    • Graph Range: 4/12/07 – 6/21/07:
    Episode 1 Events aid in driving widget adoption Widget impressions following the events continue at a high level Widget impressions continue to average over 100,000 a day, weeks after media has ended Chart includes: 6,059,630 Total Widget views and 513,673 Views on the Community Profile Episode 2 Episode 3 Episode 4 Episode 5 Roadblock Roadblock