What’s the Frequency,
Kenneth?
Widget strategy for agencies
emergedgtl.com

Who is this guy?
‣ Michael Leis
‣ VP, Strategic Services @ Emerge Digital
‣ Work with agencies and brands
‣ Emerging media
‣ Design to database
‣ Widgets, SN apps, Websites
‣ Common Engine thinking for every
audience
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Widget Web Expo
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Wizard Web Expo
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For agencies, frequency’s the thing
‣ Widgets are all about the little ways to
make your audience’s life easier
‣ Service
‣ Utility
‣ Fun
emergedgtl.com

What do clients get back?
‣ Insight
‣ Into the lives and habits of their core
‣ Branding
‣ Associating the brand with moments that
make a difference
‣ Frequency
‣ Lots of little pings to audience
‣ Metrics
‣ All kinds of incredible measuring
emergedgtl.com

What do agencies get back?
‣ Ownership of a channel
‣ At the heart of where brand and users
connect in real-time
‣ Essentially its own network
‣ Informing traditional channels, creative
‣ New perspective on audience
emergedgtl.com

So where does an
agency start
strategizing?
emergedgtl.com

The brand as a
platform
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Today’s most popular sites are
really platforms
‣ Youtube
‣ Flikr
‣ Twitter
Website Blogs Widgets Mobile
Content/Technology
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Now, think of your campaign
as a platform
Reach channels Frequency channels
TV Print Outdoor Online Email Mobile
offer / content (design and copy)
emergedgtl.com

Version 1 widget: driving frequency,
insights into core audience
Widget
Reach channels Frequency channels
TV Print Outdoor Online Email Mobile
offer / content (design and copy)
emergedgtl.com

Caveat:
More like
The Price is Right
than you think.
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Great
client
ideas
Resources needed
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Liv
ev
cha ideo
t
Ho
con urly
tes
ts!
We
’ll u
eve pd
ry ate
day
!
emergedgtl.com

Keep it simple
With one-way communication
emergedgtl.com

Giving your core users
promotional tools
‣ Widgets lock in core users
‣ Empower them to keep a piece of your
brand and take it with them
‣ Service
‣ Utility
‣ Fun
‣ Means to reach out
emergedgtl.com

Simple ways to approach ver. 1
‣ Who are these people?
‣ What content do we have or can co-brand
that we can reach out to them with?
emergedgtl.com

Progressive: Traffic Info
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HBO: Schedules and Trailers
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What have we learned from v1?
‣ Where core users “live” online
‣ What networks/channels are they using to
communicate?
‣ Where do they live in the real world?
‣ When do they use the computer?
emergedgtl.com

Gogo: The Game
‣ Average 80 brand
impressions per play
‣ Learned that most
engagement happened at
hi5 and Friendster
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University of Illinois, Chicago
‣ Over 8,000 unique views
‣ Average time spent
‣ 22 minutes/user/month
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What dynamic
content can we give
them?
Ready for version 2
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Manipulating time
and space
Lessen pain for users by reaching out to them,
instead of insisting they visit your site
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Reaching out with developed
technology
‣ Business solutions
‣ What are the pain points of your campaigns?
‣ Conversion
‣ Registration
‣ Sweepstakes
‣ Online tools
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Artifacts of personality traits
‣ What can you offer as part of the promotion
via the widget that reflects on someone’s
individual personality?
‣ Virtual Gifts
‣ Mini-apps on social networks
‣ Using existing resources + some new
coding
emergedgtl.com

Miller ServerSpeak
‣ Rewarding bartenders for learning with
Facebook trophy
‣ Pivots from their own real social graph
‣ Viral without constantly refreshing content
emergedgtl.com

Darkhunter Facebook app
‣ Over 4,000 users in
first six hours
‣ Amazon book rank
jumped 125 spots
in first two hours
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Visa
‣ Pilot in Korea, Singapore
‣ Business solution
‣ Puts all offers in one place
‣ For users
‣ For organization
‣ Custom metrics, administration
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Take it to the next
level
How to leverage versions 1 and 2
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Utility
‣ How can you make technology work for
your audience?
‣ Integrating with existing applications
‣ Browser communication
‣ Outlook and appointments
‣ PDAs
emergedgtl.com

Service
‣ Bring your audience new experiences they
wouldn’t otherwise get
‣ That fill a need not being met for your
audience
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Informing your other channels
‣ Your strategists now know more about
exact preferences and behavior
‣ Media planners can zero-in on the places
worthwhile people are actually at
‣ Creative has script already written by the
audience
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Excelsior!
emergedgtl.com

Thank you!
‣ Michael Leis
‣ VP, Strategic Services
‣ Emerge Digital
‣ EmergeDgtl.com
‣ NewMediaBuzz.com
‣ mleis@emergedgtl.com
‣ @mleis
emergedgtl.com