Widget 101


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Widgets 101 : Picture-In-Picture Web . A look at Widgets, Micro Applications and Portable Content

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  • The rise of widgets was caused by several factors including the adoption of RSS, the expansion of the blogosphere, growth of social networks, fashion of self-expression and the democratization of the web at large. Originally, the goal of widgets was to simply deliver a miniaturized version of a specific piece of content outside of the primary web site. A classic early widget is the Flickr badge, which allowed users to show a preview of their photos. Clicking on the badge would lead to the Flickr user's profile page with all the user's photos.<number>
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  • Third-party audience measurement is critical to the emerging widget economyMeasuring and understanding the widget universe is an important first step in enabling publishers and advertisers to fully realize the benefits of the burgeoning distributed Web. <number>
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  • Widget 101

    1. 1. Widgets 101 : Picture-In-Picture Web A look at Widgets, Micro Applications and Portable Content Blog: http://joannapenabickley.typepad.com By: Joanna Peña-Bickley | SVP, Group Creative Director | Wunderman, New York 1
    2. 2. What is a Widget? • A widget is a web based application that can live on web page, your desktop or on your operating system. • A widget can facilitate: – Portable content – Sharing content with friends through viral functionality such as:  Send to a Friend  Code Posts  Or direct install into social networks or platforms 2
    3. 3. Two Types of Widgets There are two major categories of Widgets: • Web Widgets – Web Widgets run inside a web page and are also known as “modules” or “badges”. Web Widgets allow anyone to create their own website “mash-ups” by embedding content from one site into a page on another site. These types of Widgets are completely based on browser technologies — HTML, Flash, etc. And while they have been around in various forms for a while, the use of the term “Widget” to refer to these web page modules is relatively new. • Desktop Widgets – Widgets have conventionally meant a desktop-based mini- application that shows discreet information, often connected to the Internet. 3
    4. 4. What Are Widgets Used For? • Distribute Information…answers, events, places, prices, people • Integrate information, analyze it and present it in interesting ways… network for members, finding the right job, e-learning • Communicate… people to people by text, images, audio video or virtual reality; through computers, phones or cell phones for learning, advertising, sales, support, fun or friends • Create personalized, secure and self-serve experience • Scheduling for events, facilities or services such as rooms, meetings, transportation and people • Shopping…From product/service research to inventory selection to purchase to payment to shipping and delivery • Community building for affinity or loyal groups, companies, associations, fans, neighborhoods, schools or churches 4
    5. 5. Why Use Widgets? • Why Use a Desktop Widget? – The advantages of a desktop widget over a web widget include:  Lives outside of the browser  Access to local resources  Potential for offline use & background downloading  Greater interaction with the rest of the system through standard desktop interaction  Desktop widgets blur the line between the web and the desktop by pulling the content out of the browser and integrating it into your desktop • Why Use Web Widgets? – They provide clear communications (without spam) – Extend brand beyond website – Powerful search engine optimization tool – Placed by the user where it will be seen frequently – They give you presence on home pages, blogs, Google strategy page, MySpace, Facebook and cell phones – They can present results to the user 5
    6. 6. Widgets & Social Media 6
    7. 7. Examples of Widgets - Web Widgets 7
    8. 8. Examples of Widgets - Web Widgets 8
    9. 9. Examples Of Widgets - Desktop Widgets Harry Potter Release Countdown CNN News Feed YouTube - Apple Widget Spa Finder Apple: Retail U2 Fan Widget HBO 9
    10. 10. Who Makes Up the Widget Landscape? • Widget Box • Gigya • Spring Widgets • Gizmoz • Wdgty • FreeWebs • Clear Spring • SnapVine • Widggipedia 10
    11. 11. How are they relevant? • Widgets allow us to create and share content, making it portable across the web, mobile devices and television. • They may it easy for us to share our favorite content with our friends, family and colleagues. • We can wear our brands, communities and special interests like a badge of honor. 11
    12. 12. Measuring a Widget’s success: ComScore Last June, ComScore announced that it would begin measuring widgets. Widgets reached about 21% of the worldwide Internet audience in April, ComScore found. About 40% of widget use, or 81 million of those people, came from North America. Slide had the largest reach, followed by RockYou, Picturetrail and Photobucket. • Widget Penetration Highest in North America – As more and more sites across the Internet employ Web widgets, the worldwide penetration will continue to grow. In April, widget penetration was highest in North America where 40.3 percent of Internet users visited a website with an embedded widget, followed by Western Europe (24.3 percent) and Latin America (17.5 percent). • Widget Measurement Definitions – The current universe of widgets is defined as embedded flash (.swf) objects. The ComScore Widget Metrics service will evolve in its tracking of widget file types as the market dynamics and content delivery systems change. The report currently focuses on the individual widgets, and not the platforms that deliver them. – Desktop widgets are also not included. 12
    13. 13. Measuring Your Widget’s Success • There are a number of ways to track the distribution of your widget. – You can track  the number of impressions served  if you are serving video, the number of full views  consumer data  if you are selling something, purchases  if you are a game, how many people played you  if you are a toll,how many people used you  how many people passed it on  of the people who received it, how many of those people posted it  which social networks you are distributed in  whose page you are appearing on 13
    14. 14. Best Practices • Use the widget to push information • Allow consumers to customize your widget to their liking • Make sure that your widget can be distributed and is portable to all social networking applications • Keep it Simple! – One thing at a time • Give it one objective • Make multiples if you can 14
    15. 15. Widgets 101 : Picture-In-Picture Web A look at Widgets, Micro Applications and Portable Content More On Widgets @ http://joannapenabickley.typepad.com By: Joanna Peña-Bickley | SVP, Group Creative Director | Wunderman, New York 15