Widgets 101 - The Web Beyond The Page

Slide 2: What is a widget? aka gadgets, apps, minis, blidgets, desklets, badges, modules, flakes A small application that does one simple thing but does it well. 2 © ™ ORGANIC INC. CONFIDENTIAL. ALL RIGHTS RESERVED.

Slide 3: The history of the widget Konfabulator, a startup, releases a paid software for cool 2003 standalone applets for OSX, then for Windows (2004) Google creates the Google Desktop search tool 2004 Apple integrates built-in widget platform, Dashboard, 2005 into the Tiger edition of OS X Yahoo! acquires Konfabulator, then offers it as freeware to 2005 Mac OS X and Windows Google Gadgets launches with Google Desktop version 4 2006 Desktop “gadgets” built into Microsoft Vista 2007 Facebook opens platform to developers 2007 Google Adwords introduces Google Gadget Ads 2007 MySpace launches developer platform 2008 Apple iPhone releases software development kit (SDK) 2008 3 © ™ ORGANIC INC. CONFIDENTIAL. ALL RIGHTS RESERVED.

Slide 4: But why care about widgets? Despite reports of fatigue in the marketplace… “Fed up with MySpace? Wednesday is International Delete Your Account Day” Wired News “Are you suffering from social network fatigue?” Mashable “MySpace and Facebook’s real problem: Bored users” Silicon Valley Insider The fact remains that… • MySpace accounts for 4.92% of all Internet visits • Facebook is currently the ninth most popular domain, accounting for 1% of all Internet visits 4 © ™ ORGANIC INC. CONFIDENTIAL. ALL RIGHTS RESERVED.

Slide 5: The numbers tell a compelling story adults and 15 million teens will be using social network sites in 20081 69 M of Internet users ages 18 to 34 visiting a social network site at least 51% once every few days2 portals accounted for 42% of time spent online in August 2002 but 13% drop only about 29% in August 20073 applications have been developed for Facebook since May 2007 15000 of the total US Internet audience viewed a Web widget in Nov 81.1% 20074 people, 61.3% of Facebook’s visitors, engaged with an application 20.6 M in Nov 20074 Adidas’ MySpace influences more than 400,000 people per $100K $100K of marketing money spent — a ratio five times higher than TV is what US marketers are projected to spend on widgets in 20081 $40 M 1 eMarketer, 2 Dynamic Logic, 3 JPMorgan, 4 comScore 5 © ™ ORGANIC INC. CONFIDENTIAL. ALL RIGHTS RESERVED.

Slide 13: Widgets succeed through simplicity Digg • People submit stories and push what they like to the front page • Simple concept gets a simple execution • Digg mobile site • App on Facebook • Desktop widget • Feed into Netvibes 13 © ™ ORGANIC INC. CONFIDENTIAL. ALL RIGHTS RESERVED.

Slide 14: Widgets succeed through sharability YouTube • Understand what type of content can be viral • Make that content easy to share • One-click interaction • Cut and paste code • Embed player into social networks 14 © ™ ORGANIC INC. CONFIDENTIAL. ALL RIGHTS RESERVED.

Slide 15: Widgets succeed through unique value Random House • Make the widget useful to customers • Leverage unique services • Search Random House books • Browse this book • Buy this book • Add this book to your site 15 © ™ ORGANIC INC. CONFIDENTIAL. ALL RIGHTS RESERVED.

Slide 16: That’s great if you are a web service, but how do brand widgets succeed? By allowing users to customize their brand experience By leveraging and extending brand programs By utilizing of upcoming event “hype” By offering value to the user on a daily basis By being the first and bringing value to an emerging platform 16 © ™ ORGANIC INC. CONFIDENTIAL. ALL RIGHTS RESERVED.

Slide 17: Creating the custom brand Reebok • Launched in 2006, rbkcustom.com allows consumers to design their own custom shoe • In-store kiosks and web widgets extend that experience to a wider audience Scion • Vehicles known for personalization • Design your own Scion • Push viral nature of campaign by encouraging user to GRAB the ad, and port into their social spaces 17 © ™ ORGANIC INC. CONFIDENTIAL. ALL RIGHTS RESERVED.

Slide 18: Extending a program NikePlus • Utilizes syncing power of iPod to record personal workout data • Connect runners around the world • Widgets makes monitoring goals and challenges easier My Coke Rewards • Brand enthusiasts rewarded for loyalty and purchases • MyCokeRewards.com is robust • Widget allows users to simplify process by entering cap codes from desktop 18 © ™ ORGANIC INC. CONFIDENTIAL. ALL RIGHTS RESERVED.

Slide 19: Hyping an event Target • Utilizes the concept of a “countdown clock”, but takes it one step further • User can customize the widget to count down to what event they want • The interface is easy and pleasantly clean Hewlett-Packard • HP understand the hype and behaviors that occur due to March Madness • Users want to keep tabs on scores for friendly competition and office betting pools • Widget tracks basketball scores in real-time 19 © ™ ORGANIC INC. CONFIDENTIAL. ALL RIGHTS RESERVED.

Slide 20: Offering a daily value Kraft • Leverages huge recipe database as an opportunity to capture users • Extends experience via mobile site and e-mail updates • Desktop widget takes it step further, capturing users unobtrusively National Geographic • Leverages famous photo database • Puts a branded experience on common behavior of wallpapering the user desktop 20 © ™ ORGANIC INC. CONFIDENTIAL. ALL RIGHTS RESERVED.

Slide 21: Being the first Joost is one of the most successful platforms for distributing high quality television over the web and to the desktop Coke Bubbles • Saw opportunity for improvement • Launched first commercial widget • Allows users to comment on specific scenes and send to their friends • Brings conversation to the platform, removing limitations of time and space • Co-created contest calling for more innovative Joost widgets 21 © ™ ORGANIC INC. CONFIDENTIAL. ALL RIGHTS RESERVED.

Slide 22: Is there a marketplace for auto widgets? Automotive brands are already using Yahoo! Widgets • Honda Fit Top Videos 70,586 since Aug-07 • Honda News and Weather 583 since Mar-08 • Nissan GT-R Countdown 11,948 since Oct-07 • BMW Widget 11,738 since Nov-06 • VW Rabbit ‘Free Events’ 9,784 since Nov-06 • Nissan ‘Guide To The City’ 1,180 since Oct-07 • My Ford Service 585 since Dec-07 22 © ™ ORGANIC INC. CONFIDENTIAL. ALL RIGHTS RESERVED.

Slide 25: Widgets require clear campaign goals… Honda Civic Tour Enable information-hungry fans GOAL METHOD Leverage Google content network, use format to extend shelf life by feeding in videos during the tour RESULT Generated largest percentage of the questions asked to the band Peugeot Reach target audience, drive traffic GOAL to site, and increase engagement METHOD Use visual and audio capability of the ad format RESULT 2300 interactions and a boost in product visibility 25 © ™ ORGANIC INC. CONFIDENTIAL. ALL RIGHTS RESERVED.

Slide 26: …in order to determine an execution strategy Widgets could be used to: • Create Brand Awareness • Generate Leads • Introduce a Product/Campaign • Improve Reputation • Collect Data/Content Different executions match goals more effectively to improve reputation on a mobile phone • DON’ T TRY to collect data or content on the desktop • DON’ T TRY to generate leads in personal web space • DON’ T TRY 26 © ™ ORGANIC INC. CONFIDENTIAL. ALL RIGHTS RESERVED.

Slide 27: Top ten rules for widget success 1. Keep it simple 2. Delight the audience 3. Have fun with the brand 4. Be authentic 5. Be contagious 6. Be useful 7. Offer play with no work 8. Offer exclusive value 9. Measure and improve Don’t forget the context 10. 27 © ™ ORGANIC INC. CONFIDENTIAL. ALL RIGHTS RESERVED.

Slide 28: Let’s look into the future Web sites give way to web services CPC gives way to CPA (cost per action) Geo-tags + GPS enable hyperlocal widgets The walls around social networks break down New markets give new context and opportunity Mobile becomes primary internet for many Widgets and pre-roll become the new TV ad Advertisers become part of the community Info overload leads to simplicity revolution The internet fully integrates into everyday life 28 © ™ ORGANIC INC. CONFIDENTIAL. ALL RIGHTS RESERVED.

Slideshare.net (beta)