What's The Frequency Kenneth? Widget Strategy for Agencies

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 emergedgtl.com

Widget Web Expo emergedgtl.com

Wizard Web Expo emergedgtl.com

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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 emergedgtl.com

Today’s most popular sites are really platforms ‣ Youtube ‣ Flikr ‣ Twitter Website Blogs Widgets Mobile Content/Technology emergedgtl.com

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. emergedgtl.com

Great client ideas Resources needed emergedgtl.com

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 emergedgtl.com

HBO: Schedules and Trailers emergedgtl.com

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 emergedgtl.com

University of Illinois, Chicago ‣ Over 8,000 unique views ‣ Average time spent ‣ 22 minutes/user/month emergedgtl.com

What dynamic content can we give them? Ready for version 2 emergedgtl.com

Manipulating time and space Lessen pain for users by reaching out to them, instead of insisting they visit your site emergedgtl.com

Reaching out with developed technology ‣ Business solutions ‣ What are the pain points of your campaigns? ‣ Conversion ‣ Registration ‣ Sweepstakes ‣ Online tools emergedgtl.com

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 emergedgtl.com

Visa ‣ Pilot in Korea, Singapore ‣ Business solution ‣ Puts all offers in one place ‣ For users ‣ For organization ‣ Custom metrics, administration emergedgtl.com

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Take it to the next level How to leverage versions 1 and 2 emergedgtl.com

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 emergedgtl.com

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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 emergedgtl.com

Excelsior! emergedgtl.com

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

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What's The Frequency Kenneth? Widget Strategy for Agencies

by Michael Leis on Jun 19, 2008

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What’s The Frequency Kenneth? Widget Strategy for Agencies — Presentation Transcript