Lawrence Coburn Eday07 Widgets


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Lawrence Coburn was one of the speakers at Emerce Eday (Rotterdam, The Netherlands).

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Lawrence Coburn Eday07 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> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </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, [email_address]