Musestorm Top 10 widget and social media mistakes

The Professional Way to Widget™ September 20, 2007 MuseStorm Top 10 Widget & Social Application Mistakes Copyright © 2008, MuseStorm, Inc. All rights reserved. www.musestorm.com Company Private & Confidential

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! Copyright © 2008, MuseStorm, Inc. All rights reserved. www.musestorm.com Company Private & Confidential

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” Copyright © 2008, MuseStorm, Inc. All rights reserved. www.musestorm.com Company Private & Confidential

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 Copyright © 2008, MuseStorm, Inc. All rights reserved. www.musestorm.com Company Private & Confidential

Lessons Learned •  DO measure/optimize engagement value of your content •  DON’T overinvest in custom content before you know what works Copyright © 2008, MuseStorm, Inc. All rights reserved. www.musestorm.com Company Private & Confidential

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 Copyright © 2008, MuseStorm, Inc. All rights reserved. www.musestorm.com Company Private & Confidential

Mistakes Made •  90 active users for “bumper sticker” implementation •  Re-mixed as a true Facebook application – but with only ~1000 active users today Copyright © 2008, MuseStorm, Inc. All rights reserved. www.musestorm.com Company Private & Confidential

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 Copyright © 2008, MuseStorm, Inc. All rights reserved. www.musestorm.com Company Private & Confidential

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 Copyright © 2008, MuseStorm, Inc. All rights reserved. www.musestorm.com Company Private & Confidential

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 Copyright © 2008, MuseStorm, Inc. All rights reserved. www.musestorm.com Company Private & Confidential

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 Copyright © 2008, MuseStorm, Inc. All rights reserved. www.musestorm.com Company Private & Confidential

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 Copyright © 2008, MuseStorm, Inc. All rights reserved. www.musestorm.com Company Private & Confidential

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 Copyright © 2008, MuseStorm, Inc. All rights reserved. www.musestorm.com Company Private & Confidential

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 Copyright © 2008, MuseStorm, Inc. All rights reserved. www.musestorm.com Company Private & Confidential

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 Copyright © 2008, MuseStorm, Inc. All rights reserved. www.musestorm.com Company Private & Confidential

Musestorm Top 10 widget and social media mistakes

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