Breakout Session Widgets in the Media Mix 综合传媒中的微巨（ Widget ） 1:30pm to 2:25pm ad:tech Shanghai 2008

Breakout Session

Widgets in the Media Mix

综合传媒中的微巨（ Widget ）

1:30pm to 2:25pm

Moderator: Mark Cripps , APAC Digital Director, McCann Worldgroup Presenters: Paula Storti , Managing Director, Worldwalk Media Benjamin Joffe, CEO, +8*; Partner, CMUNE Jason Yim, Owner and Creative Director, Trigger Benjamin Grubbs , Regional Director, Interactive Media, Turner Entertainment Networks Asia Inc

“ Let’s do a facebook ”! (click to watch video) Confusion: Stories of widget boredom Stories of people struggling to monetise social media Stories of IM & SMS dieing … replaced by SM Explore the use of widgets/gadgets/social apps in the mix; just a fad?/here to stay?; how best to use them?; How to measure ROI?

“ Let’s do a facebook ”! (click to watch video)

Confusion:

Stories of widget boredom

Stories of people struggling to monetise social media

Stories of IM & SMS dieing … replaced by SM

Explore the use of widgets/gadgets/social apps in the mix; just a fad?/here to stay?; how best to use them?; How to measure ROI?

Discussion Points: The traditional sales funnel is dead. Is distributed content, such as social apps and widgets the answer? How should marketers use widgets in the mix? What’s best practice for Widget development? Focus on creation & development, distribution, measurement What does the future hold for widgets, gadgets and social apps?

The traditional sales funnel is dead. Is distributed content, such as social apps and widgets the answer?

How should marketers use widgets in the mix?

What’s best practice for Widget development? Focus on creation & development, distribution, measurement

What does the future hold for widgets, gadgets and social apps?

The traditional sales funnel is dead. Is distributed content, such as social apps and widgets the answer?

The traditional sales funnel is dead. Is distributed content, such as social apps and widgets the answer?

The Mass Media Parenthesis Ben J

The Mass Media Parenthesis

Attention Economy Where have the eyeballs gone? Ben J

Attention Economy

Eyeballs now have a mouth Ben J

From Interruption to Engagement Widgets & Social apps = Engagement Channels (for PR / for Marketing / for Sales ) Ben J

Over 300 social media campaigns (and counting) Keyword is: Experiment Ben J

2. How should marketers use widgets in the mix? Jason, Ben G

2. How should marketers use widgets in the mix?

Internet Marketing Channels Source: Zenith Optimedia Search Portal Desktop Mobile SEM SEO Contextual Banner Video Email Classified Browser Toolbar Messenger - In Game - SMS - WAP - XHTML Widget examples: Search box widget Social media widget Application widget iPhone widget Asia Pacific Media Spend in 2009: US$3.64B US$6.21B US$0.36B US$1.61B

SEM

SEO

Contextual

Banner

Video

Email

Classified

Browser

Toolbar

Messenger

- In Game

Check from Google in Aug 2005 for US$132,994

Monthly Unique Users to Selected Social Media and Blog Platforms (‘000) Source: comScore, Asia Pacific

Source: Admob

3. What’s best practice for Widget development? Focus on creation & development, distribution, measurement

3. What’s best practice for Widget development? Focus on creation & development, distribution, measurement

DISTRIBUTION Paid Widget Promotion Channel “ Grabbable” Rich Media Website Social Media E-mail | Send to a friend PORTABILITY Yahoo | Apple | Flash Desktop Widgets Flash Web Widgets Clearspring and other 3rd Party Wrappers TRACKING 3rd Party | Clearspring Total Views Distribution patterns Geography of users Interactions CONCEPT AND EXECUTION Audience Targeted Unique Features Functionality: Media | Commerce | Community | Game Play Extend “shelf-life” with updates BEST PRACTICES | DEVELOPMENT Jason

DISTRIBUTION

Paid Widget Promotion Channel

“ Grabbable” Rich Media

Website

Social Media

E-mail | Send to a friend

PORTABILITY

Yahoo | Apple | Flash Desktop Widgets

Flash Web Widgets

Clearspring and other 3rd Party Wrappers

TRACKING

3rd Party | Clearspring

Total Views

Distribution patterns

Geography of users

Interactions

CONCEPT AND EXECUTION

Audience Targeted

Unique Features

Functionality: Media | Commerce | Community | Game Play

Extend “shelf-life” with updates

Do’s and Don’ts Do: Research, Measure and Optimize the value of your planned content one step at a time (Good = Free Rice which got 633K uniques. Bad = Free Chemistry Advice on Meth = 19 uniques). Pay attention to the name of your application. Offer a competitive reward structure. Use entertaining and energizing content. Listen to your audience and they will be loyal even if you make mistakes. Iteration is key! Experiment. Make your widget searchable. If you plan to do an iPhone application budget a large amount of capital Don’t: Invest in custom content until you know you have an engaged audience based on ROI. Iterate with your agency or development partner instead. Paula

Do’s and Don’ts

Do:

Research, Measure and Optimize the value of your planned content one step at a time (Good = Free Rice which got 633K uniques. Bad = Free Chemistry Advice on Meth = 19 uniques).

Pay attention to the name of your application.

Offer a competitive reward structure.

Use entertaining and energizing content.

Listen to your audience and they will be loyal even if you make mistakes. Iteration is key! Experiment.

Make your widget searchable.

If you plan to do an iPhone application budget a large amount of capital

Don’t:

Invest in custom content until you know you have an engaged audience based on ROI. Iterate with your agency or development partner instead.

Do’s and Don’ts Do: Research, Measure and Optimize the value of your planned content one step at a time (Good = Free Rice which got 633K uniques. Bad = Free Chemistry Advice on Meth = 19 uniques). Pay attention to the name of your application. Offer a competitive reward structure. Use entertaining and energizing content. Listen to your audience and they will be loyal even if you make mistakes. Iteration is key! Experiment. Make your widget searchable. If you plan to do an iPhone application yourself budget some capital for Apple tech support. Don’t: Invest in custom content until you know you have an engaged audience based on ROI. Iterate with your agency or development partner instead. Paula

Do’s and Don’ts

Do:

Research, Measure and Optimize the value of your planned content one step at a time (Good = Free Rice which got 633K uniques. Bad = Free Chemistry Advice on Meth = 19 uniques).

Pay attention to the name of your application.

Offer a competitive reward structure.

Use entertaining and energizing content.

Listen to your audience and they will be loyal even if you make mistakes. Iteration is key! Experiment.

Make your widget searchable.

If you plan to do an iPhone application yourself budget some capital for Apple tech support.

Don’t:

Invest in custom content until you know you have an engaged audience based on ROI. Iterate with your agency or development partner instead.

A Creation Development Case Study | Olympics W ebsite: http://techrigy.com/ Freemium version: http://sm2.techrigy.com Techrigy SM2 is a social media monitoring tool . It is based on a social media ‘warehouse ’ of all of the results from blogs, wikis, micromedia forums, etc. A user creates a search of keyword terms to gather mentions of their brand & that of competitors. The results can then be analyzed & used for marketing, PR, product development, brand reparation, etc. Techrigy SM2 provides the analytical & reporting options , and is a social media monitoring tool that offers historical results . This is helpful in comparing campaigns & initiatives from one quarter to the next. Paula

A Creation Development Case Study | Olympics

W ebsite: http://techrigy.com/

Freemium version: http://sm2.techrigy.com

Techrigy SM2 is a social media monitoring tool . It is based on a social media ‘warehouse ’ of all of the results from blogs, wikis, micromedia forums, etc. A user creates a search of keyword terms to gather mentions of their brand & that of competitors. The results can then be analyzed & used for marketing, PR, product development, brand reparation, etc.

Techrigy SM2 provides the analytical & reporting options , and is a social media monitoring tool that offers historical results . This is helpful in comparing campaigns & initiatives from one quarter to the next.

Puma Widget Management Alternatives: Sometrics – a free tool In house developed analytics & distribution Emerging applications Use the best available Paula

Alternatives:

Sometrics – a free tool

In house developed analytics & distribution

Emerging applications

Use the best available

Puma: 7/1/08 to 10/1/08 There were 641 mentions of ‘Puma’ in regard to the Olympics online Adidas: 7/1/08 to 10/1/08 There were 1337 mentions of ‘Adidas’ in regard to the Olympics online Paula

What is a good app made of? Solution to an existing problem Addresses my needs Helps me achieve my desires Productive application Intuitive design Ben G

What is a good app made of?

Solution to an existing problem

Addresses my needs

Helps me achieve my desires

Productive application

Intuitive design

Maslow’s Hierarchy of Needs Online pyramid of Needs Self Actualization Esteem Social Safety Express Influence Connect, Interact, and Communicate Trust, Safety, Security Online actualization Discover, Fulfill Access, storage, organize, Basic commerce, news, Information Physiological Ben G

4. What does the future hold for widgets, gadgets and social apps?

4. What does the future hold for widgets, gadgets and social apps?

The Looking Glass Integration of social media companies Better user interface, more efficient Consolidation of social media companies Better user experience Higher adoption and higher ROI Extensive worldwide industry growth Use of SMM to solve global issues Paula

The Looking Glass

Integration of social media companies

Better user interface, more efficient

Consolidation of social media companies

Better user experience

Higher adoption and higher ROI

Extensive worldwide industry growth

Use of SMM to solve global issues

Future(s) Ben J

Future(s)

Case study 3D Social Apps for Entertainment & Viral Marketing Ben J

Case study

“ Media” (iPhone) (MySpace) Content or Application Ben J

Video Ben J

Video

Paula Storti , Managing Director Worldwalk Media 417A East Washington Blvd., San Francisco, CA USA 美国，加州，旧金山市 , 华盛顿大道 417 号， A 座， 邮编 94129 Email: [email_address] Blog: blog.worldwalk.net US Direct: +1.415.933.8450 US Cel: +1.415.548.9255 Shanghai Cel: (86) 15000121673 Presentation available at: blog.worldwalk.net