All BRANDS these days are talking about “social media” and what it means in their line of customer relationships.
We look at Services as destinations, places where viewers GO to get something Messages are what you tell your users about your content – banners, marketing campaigns, widgets, etc. Conversations are what happen out there between other people AROUND your content – Twitter, etc.
Who’s watching, what are they watching, and are we taking the best advantage of the platform for the content? Has convergence arrived?
Saatchi & Saatchi LA came to Schematic to lead the user experience development and technical coordination of an ambitious online contest with their long-time client, Toyota, and their new partner in MySpace music: a multi-phased site evolution, including complex content moderation needs. Designing the site to leverage a viral campaign through content entry while balancing the brand needs and the constraints of the MySpace platform meant that SSLA needed additional interactive development expertise.
- Tuesday Downloads already has a huge following
How much do I need to describe Sprout and who they are
This depends on what you want to ACCOMPLISH and WHO is using it? A USER-CENTERED approach How do we leverage this approach and use it to our advantage? User behavior and testing Use the benefits of the platform – example: ABC vs NBC players / Turner NBA Game Time (GAME TIME application on the Android and iPhone platforms, the first FREE, official live application from the NBA on T-Mobile G1 and iPhone. follow your favorite team every night and know their seeding leading up to the Playoffs.) Unified experience across design and UI – Clear WiMax Answer the desires of your users and look to them for inspiration – South Park, features and functionality came out of forums and blogs Game time: Daily At-A-Glance Where to watch: TV Channels (national and local) including League Pass games Up-to-date team records Real-time scoring during live games Detailed Game At-A-Glace Live scoring by quarter Game clock Starting lineups Live Box scores Other features Final Box scores from every game back to the start of the season TV times and channels for every game remaining in the regular season Live standings with a Playoffs cut line and seeding.
Clip mixer, mash-ups, avatar creator all came from users on the forums Full, free and legal access to every South Park episode ever created, plus a satisfying extension of the brand online—that’s what &quot;South Park&quot; creators Trey Parker and Matt Stone and network partner Comedy Central wanted from their new site. What they got was a media sensation—within a week of beta launch in mid-March 2008, the Schematic-designed site received more than three million page views, more than two million video plays, and more than a million full episode streams. It also won a lot of attention from the press. The new southparkstudios.com streams full-length episodes of the entire 12 seasons (169 episodes to date) of the Emmy and Peabody Award-winning TV show. It also features a player that allows fans to syndicate hundreds of South Park clips, as well as a lively community area that includes a blog, chat, forum and exclusive behind-the-scenes content. To date, approximately 35 thousand people have created their own South Park avatars on the site, also a testament to the significant traffic the site is generating. The homepage’s adaptive interface seamlessly promotes content, integrates advertising, and bubbles up an Episode Finder that does not require a page reload.
Go where the users are and use all of your tools How do you create something compelling and organic, which users will want to share Maintain the intended throughline and keep the relationship fresh (immediacy, updates) Managing three other vendors, spanning video production, Flash widget creation, and integration on the MySpace back-end platform, Schematic handled the Project Management organization of over 20 stakeholders in addition to developing Flash and client-side elements for deployment. The comprehensive Functional and Technical Specifications documents became the blueprints for the design and development that all other vendors executed. And the rigorous oversight of the integration and QA process, in spite of relying on an externally-owned staging environment, made for a smooth deployment.
Homepage – gallery – building on the thematic idea of creating a demo tape Live display of the widgets, filtering by city and genre Creating a library of embeddable/shareable widget content, aggregated The Most Popular sort was run via an algorithm which weighted views and installs
Homepage – video area / submission video Contest description with FAQ, Rules, Entry instruction Videos to bring life to the inside track of the contest Schematic raised the bar for how SSLA views the ideation of user-centered digital experiences. And, in finding creative ways to work with the constraints of the MySpace platforms, we have paved the way for SSLA to continue developing more daring content for the online Toyota Music partnership. The initial forecast for the contest was 2000 entries during the 3 week submission period. The site had over 1000 submissions in the first day, with a 40% conversion rate.
Submission process video Used the Sprout solution to create a submission process with tons of customization options to allow bands to do as little or as much as they wanted Since we needed to keep the barrier to entry low, we also included a randomizer
Seed pages – critical info from Sprout, essentially, the confirmation of the entry The full widget previewed and functional – the song plays, the buttons show more content (band photo) And all of the tools for sharing The band seed page also included analytics tools, which helped spur them to share more
Profile page with widget installed
A lot of initial entries might mean people have been looking for ways to share pre-existing content And it might taper off quickly because the backlog is posted right away and new content takes longer to create The burden is also on the jury to find the good stuff Pre-screening versus user flagging 14,534 published entries / 40% conversion rate from people who entered the submission process 10M visitors – how much was due to paid media, and there was no drop off after media was pulled (4M unique) 65,000 Grab This / widgets
Goodwill can’t be underestimated in terms of brand affinity and growing potential engagement with future customers Increasingly, people are trusting each other instead of being told what they should like by larger brands and traditional advertising. Just because we don’t have good metrics yet doesn’t mean we should invest in these kinds of social conversations and grow these kinds of relationships, such that when people are ready to spend money, they’ll do it with your brand
500 submitted entries, double what was expected for a high bar, and the voting for friends makes this especially powerful for investment and getting participants to spread the word 107,487 pageviews 799% new visits 555 videos submitted 1170 subscribers to date
Cannes wall – instant, temporary community, supported by social media tools (making connections offline) – not the virtual environment but the actual physical environment, in which the tool helps them find each other and understand the environment and possibilities better
Iterate, iterate, iterate Reset baseline goals and buzz metrics Zipf curve and the recent Clive Thompson article in WIRED – the more fans you have, the less engagement often happens, and you turn into a newsletter or RSS feed
20100223 Schematic Sprout Social Media Summit V1
Sprout Social Media Summit Toyota Rock the Space Contest From the Schematic POV February 2010 Kaz Brecher Director, Interactive Strategy and Production [email_address]
Full Service Agency Founded 1999 400 Full Time Employees Winner 2008 OMMA Agency of the Year Who is Schematic? The Big Picture Los Angeles San Francisco Austin Atlanta San Jose, Costa Rica Minneapolis London New York
<ul><li>Toyota Music on MySpace – a robust existing community </li></ul><ul><li>Do you have what it takes to be a star? </li></ul><ul><li>Submit a song / music demo and win a MySpace Records recording contract </li></ul><ul><li>Give users a journey to follow </li></ul>The Rock the Space Contest
<ul><li>Leverage the existing fan base </li></ul><ul><li>Create a fun submission process </li></ul><ul><li>Build features which tie directly into the desires of fans / bands </li></ul><ul><li>Include opportunities for maximizing viral marketing while maintaining the connection to the users who decide to engage </li></ul><ul><li>Plan for moderation of user generated content to meet the Toyota campaign standards (submission requirements) </li></ul><ul><li>Evolve the digital touchpoints throughout the campaign </li></ul><ul><ul><ul><li>Phases: submission, stay tuned, voting, finalist videos, and winner announcement </li></ul></ul></ul>The Challenge
<ul><ul><li>Saatchi & Saatchi Los Angeles – campaign owner </li></ul></ul><ul><ul><li>Toyota – client </li></ul></ul><ul><ul><li>MySpace / MySpace Records – the platform </li></ul></ul><ul><ul><li>Schematic – user experience / technical guidance </li></ul></ul><ul><ul><li>Sprout – viral elements / campaign console </li></ul></ul><ul><ul><li>Vimby – video production </li></ul></ul>The Players
One that gives users what they want when and where they want it AND surprises them while giving them exactly what they want What makes a great digital campaign? <ul><li>A user-centered approach </li></ul><ul><li>Leverage the benefits of the platforms </li></ul><ul><li>Look to your users for inspiration </li></ul><ul><li>Understand what “social” means to your users and what they’re doing in the digital space </li></ul><ul><li>Imagine what they’re not doing yet but could be ready to do </li></ul><ul><li>Highlight digital features express the brand </li></ul>
http://www.southparkstudios.com Clip mixer, mash-ups, avatar creator all came from users on the forums
<ul><ul><li>Designing for integration to allow better user experience – in this case, MySpace platform </li></ul></ul><ul><ul><li>Implement unique elements – a Flash gallery that gave us more creative flexibility around filtering </li></ul></ul><ul><ul><li>Integrating with and leveraging the Sprout widget capabilities became a cornerstone of the campaign </li></ul></ul><ul><ul><ul><ul><li>Used their widget-builder capability for the entry process (the pre-requisite to what will “go wild”) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Used the ability to push live updates out to widgets which have been shared and embedded </li></ul></ul></ul></ul>How do you create a viral success? http://www.myspace.com/toyotamusic
<ul><ul><li>Hope for the best, plan for the worst – we estimated 2000 entries during the 3 week submission period </li></ul></ul><ul><ul><li>We had over a 1000 entries in the first day </li></ul></ul><ul><ul><li>Do not underestimate the power of a rabid fan base given the right tools to broadcast and self-promote </li></ul></ul><ul><ul><li>This puts pressure on moderation staffing and response time </li></ul></ul>Going Platinum – pros and cons of success
<ul><li>The growing importance of goodwill and brand association </li></ul><ul><li>The people are the new spokespeople </li></ul><ul><li>Metrics and what they mean in the new web, benchmarking in the context of your users </li></ul><ul><li>“ Social media allow customers to express their opinions and publish them to the world, and we cannot afford not to participate in the conversation.” </li></ul><ul><li>Eric K intz, VP of Global Marketing Strategy </li></ul><ul><li>Hewlett-Packard </li></ul>How does this translate into ROI?
“ Conversation is king. Content is just something to talk about.” Cory Doctorow A continuous conversation… <ul><li>Dialogue requires response – </li></ul><ul><li>rapid prototyping or agile project methodologies help </li></ul><ul><li>Success comes with a price…too many fans means dialogue becomes broadcast again </li></ul><ul><li>Social brand development requires constant attention – iterate, iterate, iterate </li></ul><ul><li>Ironic that socializing doesn’t scale, but that just means metrics need to be adjusted for relevance and not just numbers </li></ul>