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

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Friend

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Facebo

ok

Win

dows

Space

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Y! Jap

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eocit

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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: brand@worldwalk.net

Blog: blog.worldwalk.net

US Direct: +1.415.933.8450US Cel: +1.415.548.9255Shanghai Cel: (86) 15000121673

Presentation available at: blog.worldwalk.net