eday 2007: Lawrence Coburn Widgets


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This session will look at best practices in design, development, and distribution of web widgets, and will provide specific tips to ensure maximum exposure for your web widget. We'll also discuss various monetization strategies for widgets, and take a look at some of the third party tools available to you as you create your widget strategy.

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eday 2007: Lawrence Coburn Widgets

  1. 1. Widget Strategy and Execution Lawrence Coburn Founder, RateItAll Author, Sexy Widget
  2. 2. Agenda <ul><li>Widgets: A Brief Timeline </li></ul><ul><li>The Business Case for Widgets </li></ul><ul><li>Distributed Business Strategy: The Four Pillars </li></ul><ul><li>Widget Market Sizing </li></ul><ul><li>Building Widgets: 5 Principles </li></ul><ul><li>Widget Distribution </li></ul><ul><li>Widget Monetization </li></ul><ul><li>Widgets and SEO </li></ul><ul><li>Tools and Resources </li></ul>
  3. 3. Widget Timeline 12/05 NBA Launches Widgets First widget appears on MySpace MyBlogLog Hits 1M Widget Impressions 11/05 12/06 YouTube Launches Widget 10/06 4/07 5/07 MySpace Blocks Photobucket Facebook Platform Launches 6/07 Comscore Begins Tracking Widgets Clearspring Serves 3Bth Widget 1/07 MyBlogLog Acquired Google Gadgets Launches 2007 Named Year of the Widget 9/06 Sexy Widget Launches YouTube Acquired Photobucket Acquired 6/06 Widgetbox Funded 7/07 Bay Facebook App Fund Social Media .com Launches Google Gadgets Ventures
  4. 4. A Business Case for Widgets Conclusion: You Need to Deliver Your Web Service to Consumers where THEY are
  5. 5. Why Widgets? <ul><li>Proven method for getting your web service to go viral </li></ul><ul><li>It’s another distribution channel </li></ul><ul><li>Gives your users the tools to promote your business </li></ul><ul><li>Increasingly difficult to build critical mass for a destination site </li></ul><ul><li>Organic back links </li></ul><ul><li>If you have a Web site, you should have a widget strategy </li></ul>
  6. 6. The Four Pillars of a Distributed Web Strategy <ul><li>Widgets </li></ul><ul><ul><li>Examples: Photobucket, MyBlogLog </li></ul></ul><ul><li>Toolbars / Extensions </li></ul><ul><ul><li>Examples: Google, StumbleUpon, Adaptive Blue </li></ul></ul><ul><li>Facebook Apps </li></ul><ul><ul><li>Examples: iLike, RockYou, HotOrNot </li></ul></ul><ul><li>API </li></ul><ul><ul><li>Examples: Yahoo! Maps </li></ul></ul>
  7. 7. Widget Market Sizing <ul><li>15M Active Blogs (Technorati) </li></ul><ul><li>30M+ Active Facebook Profiles </li></ul><ul><ul><li>75% have added at least one App </li></ul></ul><ul><li>70M+ MySpace Profiles </li></ul><ul><li>239M Widgets Used in August (San Francisco Chronicle / Comscore) </li></ul>
  8. 8. Building Widgets: Things to Consider <ul><li>Content / Experience </li></ul><ul><ul><li>How compelling is your widget? What’s in it for the publisher? </li></ul></ul><ul><li>Customization </li></ul><ul><ul><li>One style will not fit all when it comes to profiles and blogs </li></ul></ul><ul><li>Branding </li></ul><ul><ul><li>What if YouTube hadn’t branded their video player? </li></ul></ul><ul><li>Accessibility </li></ul><ul><ul><li>Targeting a blog’s sidebar? Make sure it works in a blog sidebar. </li></ul></ul><ul><li>Sharing </li></ul><ul><ul><li>Remove all obstacles to a widget’s propagation </li></ul></ul>
  9. 9. Widget Distribution <ul><li>“In the Wild” / Widget to Widget </li></ul><ul><ul><li>Don’t Put Obstacles </li></ul></ul><ul><ul><li>Grab embed code from widget </li></ul></ul><ul><ul><li>One click add (Check out Clearspring, Widgetbox, Gigya!!) </li></ul></ul><ul><ul><li>Early adopter blogs critical </li></ul></ul><ul><li>Destination Site </li></ul><ul><li>Widget Galleries </li></ul><ul><ul><li>Widgetbox </li></ul></ul><ul><ul><li>Widgipedia </li></ul></ul><ul><ul><li>Snipperoo </li></ul></ul><ul><ul><li>Cross promotion (RockYou, Social Media) </li></ul></ul><ul><li>Your Own Blog </li></ul><ul><li>Brute Force </li></ul><ul><li>BizDev </li></ul>
  10. 10. Widget Monetization – Hub & Spoke <ul><li>Hub & Spoke Model </li></ul><ul><li>Widget Hosts Get: </li></ul><ul><ul><li>Functionality </li></ul></ul><ul><ul><li>Content </li></ul></ul><ul><ul><li>Traffic </li></ul></ul><ul><li>Widget Publisher Gets: </li></ul><ul><ul><li>Leads </li></ul></ul><ul><ul><li>Content </li></ul></ul><ul><ul><li>Organic, Inbound Links </li></ul></ul><ul><li>Monetization happens at home base via existing ads / affiliates / subscriptions / etc. </li></ul>
  11. 11. Widget Monetization – Affiliates / Ads / Sponsorships <ul><li>Widget footprint is leveraged to serve ads / affiliate links. </li></ul><ul><li>Challenges: </li></ul><ul><li>MySpace doesn’t allow ads </li></ul><ul><li>Google AdSense doesn’t allow you </li></ul><ul><li>to insert add code in widgets </li></ul><ul><li>Widget real estate is precious </li></ul><ul><li>Low click through </li></ul>
  12. 12. Widgets and SEO <ul><li>Widgets provide an unmatched opportunity to generate large numbers of organic, targeted, one way, inbound links </li></ul><ul><ul><li>Link must be crawlable HTML </li></ul></ul><ul><ul><li>Experiment with your anchor text </li></ul></ul><ul><ul><li>Don’t forget about deep links </li></ul></ul>
  13. 13. Resources <ul><li>Blogs </li></ul><ul><li>SexyWidget.com </li></ul><ul><li>Widgify.com </li></ul><ul><li>Blog.snipperoo.com </li></ul><ul><li>Stickiwidgets.com </li></ul><ul><li>Widgetslab.com </li></ul><ul><li>Service Providers </li></ul><ul><li>Gigya (distribution) </li></ul><ul><li>Clearspring (distribution, analytics) </li></ul><ul><li>Widgetbox (distribution, analytics) </li></ul><ul><li>Snipperoo (distribution, monetization) </li></ul><ul><li>Musestorm (distribution, analytics) </li></ul><ul><li>Social Media (distribution, monetization) </li></ul>
  14. 14. Lawrence Coburn Founder, RateItAll Author, SexyWidget.com [email_address] rateitall.com/widgets