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Presentation given at adtech conference in Shanghai, November 2008
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Breakout Session
Widgets in the Media Mix
综合传媒中的微巨(Widget)
1:30pm to 2:25pm
ad:tech Shanghai 2008
Moderator: Mark Cripps, APAC Digital Director, McCann Worldgroup
Presenters:
Paula Storti, Managing Director, Worldwalk Media
Benjamin Joffe, CEO, +8*; Partner, CMUNEJason Yim, Owner and Creative Director, TriggerBenjamin Grubbs, Regional Director, Interactive Media, Turner Entertainment Networks Asia Inc
• “Let’s do a facebook”! (click to watch video)
• Confusion:– Stories of widget boredom– Stories of people struggling to monetise social media– Stories of IM & SMS dieing … replaced by SM
• 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?
Discussion Points:
1. The traditional sales funnel is dead. Is distributed content, such as social apps and widgets the answer?
1. How should marketers use widgets in the mix?
1. What’s best practice for Widget development? Focus on creation & development, distribution, measurement
1. What does the future hold for widgets, gadgets and social apps?
1. The traditional sales funnel is dead. Is distributed content, such as social apps and widgets the answer?
The Mass Media Parenthesis
Ben J
Attention Economy
Where have the eyeballs gone?
Ben J
Eyeballs now have a
mouth
Ben J
From Interruption to Engagement
Widgets & Social apps= Engagement Channels
(for PR / for Marketing / for Sales)
Ben J
Over 300 social media campaigns(and counting)
Keyword is:Experiment
Ben J
2. How should marketers use widgets in the mix?
Jason, Ben G
Search Portal Desktop Mobile- SEM- SEO
- Contextual- Banner- Video- Email- Classified
- Browser- Toolbar- Messenger
- In Game
- 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
Internet Marketing Channels
Source: Zenith Optimedia
Check from Google in Aug 2005 for US$132,994
0
10,000
20,000
30,000
40,000
50,000
60,000
Baidu
Spa
ce
Friend
ster
Facebo
ok
Win
dows
Space
s
Y! Jap
an G
eocit
ies
MyS
pace Hi5
Ork
ut
CyWor
ld
Blogg
er
Word
pres
s
Monthly Unique Users to SelectedSocial Media and Blog Platforms(‘000)
Source: comScore, Asia Pacific
Source: Admob
3. What’s best practice for Widget development? Focus on creation & development, distribution, measurement
DISTRIBUTION
• Paid Widget Promotion Channel
• “Grabbable” Rich Media
• Website
• Social Media
• E-mail | Send to a friend
DISTRIBUTION
• Paid Widget Promotion Channel
• “Grabbable” Rich Media
• Website
• Social Media
• E-mail | Send to a friend
PORTABILITY
• Yahoo | Apple | Flash Desktop Widgets
• Flash Web Widgets
• Clearspring and other 3rd Party Wrappers
PORTABILITY
• Yahoo | Apple | Flash Desktop Widgets
• Flash Web Widgets
• Clearspring and other 3rd Party Wrappers
TRACKING
• 3rd Party | Clearspring
•Total Views
• Distribution patterns
• Geography of users
• Interactions
TRACKING
• 3rd Party | Clearspring
•Total Views
• Distribution patterns
• Geography of users
• Interactions
CONCEPT AND EXECUTION
• Audience Targeted
• Unique Features
• Functionality: Media | Commerce | Community | Game Play
• Extend “shelf-life” with updates
CONCEPT AND EXECUTION
• Audience Targeted
• Unique Features
• Functionality: Media | Commerce | Community | Game Play
• Extend “shelf-life” with updates
BEST PRACTICES | DEVELOPMENT
Jason
Do’s and Don’ts• Do:
o 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).
o Pay attention to the name of your application.o Offer a competitive reward structure.o Use entertaining and energizing content.o Listen to your audience and they will be loyal even if you make mistakes.
Iteration is key! Experiment.o Make your widget searchable.o If you plan to do an iPhone application budget a large amount of capital
• Don’t:o Invest in custom content until you know you have an engaged audience
based on ROI. Iterate with your agency or development partner instead.
Paula
Do’s and Don’ts• Do:
o 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).
o Pay attention to the name of your application.o Offer a competitive reward structure.o Use entertaining and energizing content.o Listen to your audience and they will be loyal even if you make mistakes.
Iteration is key! Experiment.o Make your widget searchable.o If you plan to do an iPhone application yourself budget some capital for
Apple tech support.
• Don’t:o Invest in custom content until you know you have an engaged audience
based on ROI. Iterate with your agency or development partner instead.
Paula
A Creation Development Case Study | Olympics
• Website: http://techrigy.com/• Freemium version: http://sm2.techrigy.com• 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.
• 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.
Paula
Puma Widget Management
• Alternatives: o Sometrics – a free tool o In house developed analytics & distribution o Emerging applications o Use the best available
Paula
Puma: 7/1/08 to 10/1/08 There were 641 mentions of ‘Puma’
in regard to the Olympics onlineAdidas: 7/1/08 to 10/1/08 There were 1337 mentions of ‘Adidas’ in regard to the Olympics online
Paula
What is a good app made of?
• Solution to an existing problem
• Addresses my needs
• Helps me achieve my desires
• Productive application
• Intuitive design
Ben G
Maslow’s Hierarchy of Needs
Online pyramid of Needs
Self Actualization
Esteem
Social
Safety
Express Influence
Connect, Interact, andCommunicate
Trust, Safety, Security
Online actualization Discover, Fulfill
Access, storage, organize,Basic commerce, news,
InformationPhysiological
Ben G
4. What does the future hold for widgets, gadgets and social apps?
The Looking Glass
• Integration of social media companies
• Better user interface, more efficient
• Consolidation of social media companies
• Better user experience
• Higher adoption and higher ROI
• Extensive worldwide industry growth
• Use of SMM to solve global issues
Paula
Future(s)
Ben J
3D Social Apps
for
Entertainment& Viral Marketing
Case study
Ben J
“Media”“Media”
(iPhone)(iPhone)
(MySpace)(MySpace)
Contentor
Application
Contentor
Application
Ben J
Video
Ben J
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 protected]
Blog: blog.worldwalk.net
US Direct: +1.415.933.8450US Cel: +1.415.548.9255Shanghai Cel: (86) 15000121673
Presentation available at: blog.worldwalk.net