I Google Gadgets For Marketers


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A presentation done by Rob Stokes on how iGoogle Gadgets can be used by marketers.

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  • I Google Gadgets For Marketers

    1. 1. iGoogle for Marketers by Rob Stokes CEO Quirk eMarketing
    2. 2. What is iGoogle?
    3. 3. Google’s personalised home page
    4. 5. <ul><li>Users customise the content of their page </li></ul><ul><li>More than 30 000 gadgets to choose from </li></ul><ul><li>Millions of unique users every day </li></ul>
    5. 6. A fun video…
    6. 7. Gadgets?
    7. 8. Also known as widgets, badges, modules, webjits, capsules, snippets, flakes and plug-ins
    8. 9. On iGoogle, they are called Gadgets
    9. 10. Gadgets are like small web pages which can be embedded on other pages
    10. 11. They can consist of HTML, Javascript, CSS, Flash, Silverlight, etc.
    11. 12. Basically anything possible in a web page is possible in a gadget
    12. 13. Gadgets are easy to develop and share!
    13. 14. What’s really cool about this?
    14. 15. You can write once, run anywhere
    15. 16. Anyone can take your gadget and embed it in their site or iGoogle page along with your brand message
    16. 17. Quick fact:
    17. 18. 1997, Trivia Blitz was the first widely syndicated widget. It was a Java game applet built by uproar.com as a mechanism to drive traffic to their site
    18. 19. So why use gadget technology?
    19. 20. Because they use standard web technologies
    20. 21. Scalable
    21. 22. Cross platform
    22. 23. Free hosting and bandwidth
    23. 24. Gadgets can be used in many places
    24. 30. So why are you here?
    25. 31. We want to introduce you to the world of gadgets from a marketing perspective
    26. 32. Why should you be thinking about gadgets?
    27. 33. Masses of eyeballs and interactions for your brand!
    28. 34. Some gadgets get millions of page views each day
    29. 35. Engaging your customer online is no longer restricted to your website
    30. 36. Your brand now needs to be on their turf in a way which suits them
    31. 37. What’s the most commonly viewed page on the internet?
    32. 39. Now 1 in 5 US visitors to Google are seeing this:
    33. 41. iGoogle is Google’s fastest growing service!
    34. 42. iGoogle is not only a marketing tool, it is also useful to marketers
    35. 43. It offers instant dashboard capabilities
    36. 46. Many third party marketing applications have iGoogle gadgets
    37. 48. You can even get the gadgets to interact with each other to form a full application
    38. 50. So what makes a good gadget?
    39. 51. Much like any customer engagement tactic, it must deliver timely and relevant value to the user
    40. 52. Provide useful information or services
    41. 53. Extend functionality or information already provided by a web property. I.e. BrandsEye.com
    42. 54. It should localised wherever possible I.e. SA Weather Vs. Weather
    43. 55. Use iGoogle yourself and consider <ul><li>Which gadgets grab your attention </li></ul><ul><li>Which gadgets do you keep installed </li></ul><ul><li>Which gadgets inspire you </li></ul>
    44. 56. South Africa’s most popular gadgets
    45. 57. News gadgets: <ul><li>News24 </li></ul><ul><li>SABC News </li></ul><ul><li>CNN </li></ul><ul><li>Sports News </li></ul><ul><li>Mail and Guardian </li></ul><ul><li>IOL </li></ul>
    46. 58. Useful gadgets: <ul><li>Gmail </li></ul><ul><li>Currency Converter </li></ul><ul><li>Date/Time/Clock </li></ul><ul><li>Dictionary </li></ul><ul><li>Calendar </li></ul><ul><li>To do list </li></ul>
    47. 59. Fun gadgets: <ul><li>Famous quotes </li></ul><ul><li>NASA Image of the day </li></ul><ul><li>Facebook! </li></ul><ul><li>Daily Joke </li></ul><ul><li>South African Slang </li></ul>
    48. 60. Lets see some of them in action…
    49. 61. Things to consider when developing gadgets
    50. 62. Relevance
    51. 63. Stickiness
    52. 64. Functionality
    53. 65. Usability
    54. 66. Design
    55. 67. Make your content locally relevant
    56. 68. But also offer multiple languages through your gadget
    57. 69. Keep your content FRESH – update at least daily!
    58. 70. Be fun – style counts!
    59. 71. Be a good citizen – don’t ask for too much info and respect the info users give you
    60. 72. Above all ask yourself the question… “ What will make my gadget remarkable?”
    61. 73. Marketing your gadget
    62. 74. Firstly make sure its remarkable!
    63. 75. Then syndicate it on your website or blog with an “add to Google” button
    64. 76. Also submit your gadget to Google and other third party directories
    65. 77. How do you rank well in the gadget directory?
    66. 78. Like the main search engine, the results are algorithmic
    67. 79. Factors in this formula include:
    68. 80. <ul><li>Gadget popularity </li></ul><ul><li>The amount of time users keep the gadget </li></ul><ul><li>Metadata provided by author </li></ul><ul><li>Personalisation (user specific) factors </li></ul>
    69. 81. You can set the following metadata so make sure its keyword optimised
    70. 82. <ul><li>Title </li></ul><ul><li>Description </li></ul><ul><li>Author </li></ul><ul><li>Author email </li></ul><ul><li>Screenshot </li></ul><ul><li>Thumbnail (make sure its enticing!) </li></ul><ul><li>Directory Title </li></ul>
    71. 83. Other marketing considerations:
    72. 84. Size: if its too big, users will delete and that will hurt your ranking
    73. 85. Test: speed and functionality – users will delete gadgets that are slow or broken
    74. 86. Choose the right category – Google will auto assign one if you don’t specify
    75. 87. <ul><li>News </li></ul><ul><li>Tools </li></ul><ul><li>Communications </li></ul><ul><li>Fun and Games </li></ul><ul><li>Finance </li></ul><ul><li>Sports </li></ul><ul><li>Lifestyle </li></ul><ul><li>Technology </li></ul><ul><li>Politics </li></ul>
    76. 88. You can even aggregate gadgets and offer a full iGoogle tab as a service to your customers
    77. 90. Measuring Performance
    78. 91. Weekly page views are displayed in the directory
    79. 92. You can also use Google Analytics or most decent analytics packages
    80. 93. Gadget ads
    81. 94. A rich and interactive new ad format using the same technology as iGoogle gadgets.
    82. 95. Once again, they are like mini versions of your website in any Adsense ad size
    83. 96. Can incorporate live data feeds to increase relevance and value
    84. 97. Ability to reach over 75% of unique internet users in more than 20 languages in over 100 countries
    85. 98. Different targeting options: contextual, site, geographic, demographic
    86. 99. Priced on a CPM or Adwords auction CPC model >NO campaign charges!
    87. 100. No serving or hosting costs!
    88. 101. Full analytics and interaction reporting
    89. 102. A great gadget ad example:
    90. 104. “ Using Gadget ads has led to additional conversions at a significantly lower CPA” Bettina Feil, Marketing Manager, Lastminute.de
    91. 105. A few more examples…
    92. 106. Lets get practical….!
    93. 107. Some final notes…
    94. 108. Wits gadget competition: (UCT Vs. Wits) Will the students beat the pros?
    95. 109. Entries in by 31 st October
    96. 110. iGoogle Version 2 incorporates the Open Social API so you can make your gadgets social…!
    97. 111. Editors picks: email us ->gadgets@quirk.biz
    98. 112. Thank You