Widgets in the Media, adtech Shanghai presentation

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Presentation given at adtech conference in Shanghai, November 2008

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  • Widgets in the Media, adtech Shanghai presentation

    1. <ul><li>Breakout Session </li></ul><ul><li>Widgets in the Media Mix </li></ul><ul><li>综合传媒中的微巨( Widget ) </li></ul><ul><li>1:30pm to 2:25pm </li></ul>ad:tech Shanghai 2008
    2. Moderator: Mark Cripps , APAC Digital Director, McCann Worldgroup Presenters: Paula Storti , Managing Director, Worldwalk Media Benjamin Joffe, CEO, +8*; Partner, CMUNE Jason Yim, Owner and Creative Director, Trigger Benjamin Grubbs , Regional Director, Interactive Media, Turner Entertainment Networks Asia Inc
    3. <ul><li>“ Let’s do a facebook ”! (click to watch video) </li></ul><ul><li>Confusion: </li></ul><ul><ul><li>Stories of widget boredom </li></ul></ul><ul><ul><li>Stories of people struggling to monetise social media </li></ul></ul><ul><ul><li>Stories of IM & SMS dieing … replaced by SM </li></ul></ul><ul><li>Explore the use of widgets/gadgets/social apps in the mix; just a fad?/here to stay?; how best to use them?; How to measure ROI? </li></ul>
    4. Discussion Points: <ul><li>The traditional sales funnel is dead. Is distributed content, such as social apps and widgets the answer? </li></ul><ul><li>How should marketers use widgets in the mix? </li></ul><ul><li>What’s best practice for Widget development? Focus on creation & development, distribution, measurement </li></ul><ul><li>What does the future hold for widgets, gadgets and social apps? </li></ul>
    5. <ul><li>The traditional sales funnel is dead. Is distributed content, such as social apps and widgets the answer? </li></ul>
    6. <ul><li>The Mass Media Parenthesis </li></ul>Ben J
    7. <ul><li>Attention Economy </li></ul>Where have the eyeballs gone? Ben J
    8. Eyeballs now have a mouth Ben J
    9. From Interruption to Engagement Widgets & Social apps = Engagement Channels (for PR / for Marketing / for Sales ) Ben J
    10. Over 300 social media campaigns (and counting) Keyword is: Experiment Ben J
    11.  
    12. <ul><li>2. How should marketers use widgets in the mix? </li></ul>Jason, Ben G
    13. Internet Marketing Channels Source: Zenith Optimedia Search Portal Desktop Mobile <ul><li>SEM </li></ul><ul><li>SEO </li></ul><ul><li>Contextual </li></ul><ul><li>Banner </li></ul><ul><li>Video </li></ul><ul><li>Email </li></ul><ul><li>Classified </li></ul><ul><li>Browser </li></ul><ul><li>Toolbar </li></ul><ul><li>Messenger </li></ul><ul><li>- In Game </li></ul>- SMS - WAP - XHTML Widget examples: Search box widget Social media widget Application widget iPhone widget Asia Pacific Media Spend in 2009: US$3.64B US$6.21B US$0.36B US$1.61B
    14.  
    15. Check from Google in Aug 2005 for US$132,994
    16. Monthly Unique Users to Selected Social Media and Blog Platforms (‘000) Source: comScore, Asia Pacific
    17.  
    18.  
    19.  
    20. Source: Admob
    21. <ul><li>3. What’s best practice for Widget development? Focus on creation & development, distribution, measurement </li></ul>
    22. <ul><li>DISTRIBUTION </li></ul><ul><li>Paid Widget Promotion Channel </li></ul><ul><li>“ Grabbable” Rich Media </li></ul><ul><li>Website </li></ul><ul><li>Social Media </li></ul><ul><li>E-mail | Send to a friend </li></ul><ul><li>PORTABILITY </li></ul><ul><li>Yahoo | Apple | Flash Desktop Widgets </li></ul><ul><li>Flash Web Widgets </li></ul><ul><li>Clearspring and other 3rd Party Wrappers </li></ul><ul><li>TRACKING </li></ul><ul><li>3rd Party | Clearspring </li></ul><ul><li>Total Views </li></ul><ul><li>Distribution patterns </li></ul><ul><li>Geography of users </li></ul><ul><li>Interactions </li></ul><ul><li>CONCEPT AND EXECUTION </li></ul><ul><li>Audience Targeted </li></ul><ul><li>Unique Features </li></ul><ul><li>Functionality: Media | Commerce | Community | Game Play </li></ul><ul><li>Extend “shelf-life” with updates </li></ul>BEST PRACTICES | DEVELOPMENT Jason
    23. <ul><li>Do’s and Don’ts </li></ul><ul><li>Do: </li></ul><ul><ul><li>Research, Measure and Optimize the value of your planned content one step at a time (Good = Free Rice which got 633K uniques. Bad = Free Chemistry Advice on Meth = 19 uniques). </li></ul></ul><ul><ul><li>Pay attention to the name of your application. </li></ul></ul><ul><ul><li>Offer a competitive reward structure. </li></ul></ul><ul><ul><li>Use entertaining and energizing content. </li></ul></ul><ul><ul><li>Listen to your audience and they will be loyal even if you make mistakes. Iteration is key! Experiment. </li></ul></ul><ul><ul><li>Make your widget searchable. </li></ul></ul><ul><ul><li>If you plan to do an iPhone application budget a large amount of capital </li></ul></ul><ul><li>Don’t: </li></ul><ul><ul><li>Invest in custom content until you know you have an engaged audience based on ROI. Iterate with your agency or development partner instead. </li></ul></ul>Paula
    24. <ul><li>Do’s and Don’ts </li></ul><ul><li>Do: </li></ul><ul><ul><li>Research, Measure and Optimize the value of your planned content one step at a time (Good = Free Rice which got 633K uniques. Bad = Free Chemistry Advice on Meth = 19 uniques). </li></ul></ul><ul><ul><li>Pay attention to the name of your application. </li></ul></ul><ul><ul><li>Offer a competitive reward structure. </li></ul></ul><ul><ul><li>Use entertaining and energizing content. </li></ul></ul><ul><ul><li>Listen to your audience and they will be loyal even if you make mistakes. Iteration is key! Experiment. </li></ul></ul><ul><ul><li>Make your widget searchable. </li></ul></ul><ul><ul><li>If you plan to do an iPhone application yourself budget some capital for Apple tech support. </li></ul></ul><ul><li>Don’t: </li></ul><ul><ul><li>Invest in custom content until you know you have an engaged audience based on ROI. Iterate with your agency or development partner instead. </li></ul></ul>Paula
    25. <ul><li>A Creation Development Case Study | Olympics </li></ul><ul><li>W ebsite: http://techrigy.com/ </li></ul><ul><li>Freemium version: http://sm2.techrigy.com </li></ul><ul><li>Techrigy SM2 is a social media monitoring tool . It is based on a social media ‘warehouse ’ of all of the results from blogs, wikis, micromedia forums, etc. A user creates a search of keyword terms to gather mentions of their brand & that of competitors. The results can then be analyzed & used for marketing, PR, product development, brand reparation, etc. </li></ul><ul><li>Techrigy SM2 provides the analytical & reporting options , and is a social media monitoring tool that offers historical results . This is helpful in comparing campaigns & initiatives from one quarter to the next. </li></ul>Paula
    26. Puma Widget Management <ul><li>Alternatives: </li></ul><ul><ul><li>Sometrics – a free tool </li></ul></ul><ul><ul><li>In house developed analytics & distribution </li></ul></ul><ul><ul><li>Emerging applications </li></ul></ul><ul><ul><li>Use the best available </li></ul></ul>Paula
    27. Puma: 7/1/08 to 10/1/08 There were 641 mentions of ‘Puma’ in regard to the Olympics online Adidas: 7/1/08 to 10/1/08 There were 1337 mentions of ‘Adidas’ in regard to the Olympics online Paula
    28. <ul><li>What is a good app made of? </li></ul><ul><li>Solution to an existing problem </li></ul><ul><li>Addresses my needs </li></ul><ul><li>Helps me achieve my desires </li></ul><ul><li>Productive application </li></ul><ul><li>Intuitive design </li></ul>Ben G
    29. Maslow’s Hierarchy of Needs Online pyramid of Needs Self Actualization Esteem Social Safety Express Influence Connect, Interact, and Communicate Trust, Safety, Security Online actualization Discover, Fulfill Access, storage, organize, Basic commerce, news, Information Physiological Ben G
    30. <ul><li>4. What does the future hold for widgets, gadgets and social apps? </li></ul>
    31. <ul><li>The Looking Glass </li></ul><ul><li>Integration of social media companies </li></ul><ul><li>Better user interface, more efficient </li></ul><ul><li>Consolidation of social media companies </li></ul><ul><li>Better user experience </li></ul><ul><li>Higher adoption and higher ROI </li></ul><ul><li>Extensive worldwide industry growth </li></ul><ul><li>Use of SMM to solve global issues </li></ul>Paula
    32. <ul><li>Future(s) </li></ul>Ben J
    33. <ul><li>Case study </li></ul>3D Social Apps for Entertainment & Viral Marketing Ben J
    34. “ Media” (iPhone) (MySpace) Content or Application Ben J
    35. <ul><li>Video </li></ul>Ben J
    36. Paula Storti , Managing Director Worldwalk Media 417A East Washington Blvd., San Francisco, CA USA 美国,加州,旧金山市 , 华盛顿大道 417 号, A 座, 邮编 94129 Email: [email_address] Blog: blog.worldwalk.net US Direct: +1.415.933.8450 US Cel: +1.415.548.9255 Shanghai Cel: (86) 15000121673 Presentation available at: blog.worldwalk.net

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