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What’s the Frequency,
      Kenneth?
    Widget strategy for agencies




                                   emergedgtl.com
Who is this guy?
  ‣   Michael Leis
  ‣   VP, Strategic Services @ Emerge Digital
  ‣   Work with agencies and brands
  ‣ ...
Widget Web Expo




              emergedgtl.com
Wizard Web Expo




              emergedgtl.com
emergedgtl.com
For agencies, frequency’s the thing
  ‣   Widgets are all about the little ways to
      make your audience’s life easier
...
What do clients get back?
  ‣ Insight
     ‣ Into the lives and habits of their core

  ‣ Branding

     ‣ Associating the...
What do agencies get back?
  ‣   Ownership of a channel
      ‣   At the heart of where brand and users
          connect ...
So where does an
  agency start
  strategizing?




               emergedgtl.com
The brand as a
  platform




                 emergedgtl.com
Today’s most popular sites are
really platforms
  ‣   Youtube
  ‣   Flikr
  ‣   Twitter



       Website   Blogs    Widge...
Now, think of your campaign
 as a platform


Reach channels              Frequency channels

  TV     Print   Outdoor     ...
Version 1 widget: driving frequency,
 insights into core audience


                                                   Wid...
Caveat:
    More like
The Price is Right
 than you think.


                emergedgtl.com
Great
client
ideas




         Resources needed
                      emergedgtl.com
Liv
                                     ev
                                    cha ideo
                                 ...
Keep it simple
With one-way communication




                             emergedgtl.com
Giving your core users
promotional tools
  ‣   Widgets lock in core users
  ‣   Empower them to keep a piece of your
     ...
Simple ways to approach ver. 1
  ‣   Who are these people?
  ‣   What content do we have or can co-brand
      that we can...
Progressive: Traffic Info




                            emergedgtl.com
HBO: Schedules and Trailers




                              emergedgtl.com
What have we learned from v1?
  ‣   Where core users “live” online
      ‣   What networks/channels are they using to
    ...
Gogo: The Game
‣   Average 80 brand
    impressions per play
‣   Learned that most
    engagement happened at
    hi5 and ...
University of Illinois, Chicago
‣   Over 8,000 unique views
‣   Average time spent
    ‣   22 minutes/user/month




     ...
What dynamic
content can we give
      them?
     Ready for version 2




                           emergedgtl.com
Manipulating time
      and space
Lessen pain for users by reaching out to them,
    instead of insisting they visit your ...
Reaching out with developed
technology
  ‣   Business solutions
  ‣   What are the pain points of your campaigns?
      ‣ ...
Artifacts of personality traits
  ‣   What can you offer as part of the promotion
      via the widget that reflects on so...
Miller ServerSpeak
  ‣   Rewarding bartenders for learning with
      Facebook trophy
  ‣   Pivots from their own real soc...
Darkhunter Facebook app
‣   Over 4,000 users in
    first six hours
‣   Amazon book rank
    jumped 125 spots
    in first...
Visa
  ‣   Pilot in Korea, Singapore
  ‣   Business solution
      ‣   Puts all offers in one place
          ‣   For user...
emergedgtl.com
emergedgtl.com
Take it to the next
       level
 How to leverage versions 1 and 2




                                    emergedgtl.com
Utility
  ‣   How can you make technology work for
      your audience?
        ‣   Integrating with existing applications...
Service
  ‣   Bring your audience new experiences they
      wouldn’t otherwise get
      ‣   That fill a need not being m...
emergedgtl.com
emergedgtl.com
Informing your other channels
  ‣   Your strategists now know more about
      exact preferences and behavior
  ‣   Media ...
Excelsior!




             emergedgtl.com
Thank you!
     ‣   Michael Leis
     ‣   VP, Strategic Services
     ‣   Emerge Digital
         ‣   EmergeDgtl.com
     ...
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What's The Frequency Kenneth? Widget Strategy for Agencies

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Here's the presentation I gave on Widget strategy for agencies at WidgetWebExpo.

Published in: Technology, Business

What's The Frequency Kenneth? Widget Strategy for Agencies

  1. What’s the Frequency, Kenneth? Widget strategy for agencies emergedgtl.com
  2. Who is this guy? ‣ Michael Leis ‣ VP, Strategic Services @ Emerge Digital ‣ Work with agencies and brands ‣ Emerging media ‣ Design to database ‣ Widgets, SN apps, Websites ‣ Common Engine thinking for every audience emergedgtl.com
  3. Widget Web Expo emergedgtl.com
  4. Wizard Web Expo emergedgtl.com
  5. emergedgtl.com
  6. For agencies, frequency’s the thing ‣ Widgets are all about the little ways to make your audience’s life easier ‣ Service ‣ Utility ‣ Fun emergedgtl.com
  7. What do clients get back? ‣ Insight ‣ Into the lives and habits of their core ‣ Branding ‣ Associating the brand with moments that make a difference ‣ Frequency ‣ Lots of little pings to audience ‣ Metrics ‣ All kinds of incredible measuring emergedgtl.com
  8. What do agencies get back? ‣ Ownership of a channel ‣ At the heart of where brand and users connect in real-time ‣ Essentially its own network ‣ Informing traditional channels, creative ‣ New perspective on audience emergedgtl.com
  9. So where does an agency start strategizing? emergedgtl.com
  10. The brand as a platform emergedgtl.com
  11. Today’s most popular sites are really platforms ‣ Youtube ‣ Flikr ‣ Twitter Website Blogs Widgets Mobile Content/Technology emergedgtl.com
  12. Now, think of your campaign as a platform Reach channels Frequency channels TV Print Outdoor Online Email Mobile offer / content (design and copy) emergedgtl.com
  13. Version 1 widget: driving frequency, insights into core audience Widget Reach channels Frequency channels TV Print Outdoor Online Email Mobile offer / content (design and copy) emergedgtl.com
  14. Caveat: More like The Price is Right than you think. emergedgtl.com
  15. Great client ideas Resources needed emergedgtl.com
  16. Liv ev cha ideo t Ho con urly tes ts! We ’ll u eve pd ry ate day ! emergedgtl.com
  17. Keep it simple With one-way communication emergedgtl.com
  18. Giving your core users promotional tools ‣ Widgets lock in core users ‣ Empower them to keep a piece of your brand and take it with them ‣ Service ‣ Utility ‣ Fun ‣ Means to reach out emergedgtl.com
  19. Simple ways to approach ver. 1 ‣ Who are these people? ‣ What content do we have or can co-brand that we can reach out to them with? emergedgtl.com
  20. Progressive: Traffic Info emergedgtl.com
  21. HBO: Schedules and Trailers emergedgtl.com
  22. What have we learned from v1? ‣ Where core users “live” online ‣ What networks/channels are they using to communicate? ‣ Where do they live in the real world? ‣ When do they use the computer? emergedgtl.com
  23. Gogo: The Game ‣ Average 80 brand impressions per play ‣ Learned that most engagement happened at hi5 and Friendster emergedgtl.com
  24. University of Illinois, Chicago ‣ Over 8,000 unique views ‣ Average time spent ‣ 22 minutes/user/month emergedgtl.com
  25. What dynamic content can we give them? Ready for version 2 emergedgtl.com
  26. Manipulating time and space Lessen pain for users by reaching out to them, instead of insisting they visit your site emergedgtl.com
  27. Reaching out with developed technology ‣ Business solutions ‣ What are the pain points of your campaigns? ‣ Conversion ‣ Registration ‣ Sweepstakes ‣ Online tools emergedgtl.com
  28. Artifacts of personality traits ‣ What can you offer as part of the promotion via the widget that reflects on someone’s individual personality? ‣ Virtual Gifts ‣ Mini-apps on social networks ‣ Using existing resources + some new coding emergedgtl.com
  29. Miller ServerSpeak ‣ Rewarding bartenders for learning with Facebook trophy ‣ Pivots from their own real social graph ‣ Viral without constantly refreshing content emergedgtl.com
  30. Darkhunter Facebook app ‣ Over 4,000 users in first six hours ‣ Amazon book rank jumped 125 spots in first two hours emergedgtl.com
  31. Visa ‣ Pilot in Korea, Singapore ‣ Business solution ‣ Puts all offers in one place ‣ For users ‣ For organization ‣ Custom metrics, administration emergedgtl.com
  32. emergedgtl.com
  33. emergedgtl.com
  34. Take it to the next level How to leverage versions 1 and 2 emergedgtl.com
  35. Utility ‣ How can you make technology work for your audience? ‣ Integrating with existing applications ‣ Browser communication ‣ Outlook and appointments ‣ PDAs emergedgtl.com
  36. Service ‣ Bring your audience new experiences they wouldn’t otherwise get ‣ That fill a need not being met for your audience emergedgtl.com
  37. emergedgtl.com
  38. emergedgtl.com
  39. Informing your other channels ‣ Your strategists now know more about exact preferences and behavior ‣ Media planners can zero-in on the places worthwhile people are actually at ‣ Creative has script already written by the audience emergedgtl.com
  40. Excelsior! emergedgtl.com
  41. Thank you! ‣ Michael Leis ‣ VP, Strategic Services ‣ Emerge Digital ‣ EmergeDgtl.com ‣ NewMediaBuzz.com ‣ mleis@emergedgtl.com ‣ @mleis emergedgtl.com

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