content management & web analytics theatre; classy, clowny or crude? how your site's...

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Classy, Clowny or Crude? How your site's typography affects your brand

Davin Kluttz – Extensis

Classy, Clowny or

Crude?Branding & the New Web

Typography

Davin KluttzProduct Line Manager

Extensis, a Celartem company

About Me

• 18+ years in design/advertising–Print, publishing, web and video–Digital media and technology

• Software solutions–Mission: Tame “digital chaos”– Individuals & workgroups–Preserving creativity (and

sanity)

About You?

Agenda:• Branding & Typography• About Web Fonts• Classy• Clowny• Crude

Branding & Typography

What’s in a Brand?

• Carefully crafted• Consistent across media• Typography is a critical

part

TypographyServes

Branding

What if?

• Typography failure can be comical

• Comic Sans Project–http://comicsansproject.tumblr.c

om/

http://comicsansproject.tumblr.com/



But those are logos…

Web Fonts

From the dawn of the internet, web

design was shackled to a few common

fonts:

Comic Sans

Impact

Arial Black

Arial / Helvetica

Trebuchet

Verdana

Courier/Courier New

Times (New) Roman

Georgia

[pic of 1920s car

here]

New World Order: real fonts

• Replace various hacks & stopgaps

• From web server• Download to viewer’s

browser• Regular font files (+

wrapper)

3 benefits of “real” Web Fonts

• Creative choice• Branding consistency• Not images• Standards / Not hacks

How Web Fonts are used

• @font-face CSS tag > font-family@font-face { font-family: MyCustomFont; src: url("http://fnt.webink.com/?drawer=FCDD59A0-EEB1-

47EF- A527-63FC9C275EEA&font=D1617946-FD8A-ABCE-E54E-048179EE95A8");

font-weight: normal; font-style: normal; font-variant:normal;}

• Called w/font-family in CSS/HTML.body {

font-family: MyCustomFont, Verdana, Arial, Helvetica, sans-serif;

}

Challenges of using Web Fonts

• Most licenses don’t include web• Many delivery formats required

– (SVG)– TTF– OTF– EOT– WOFF-TTF– WOFF-OTF

Two ways to integrate Web Fonts

• Self-hosting• Web font service

Self-hosting +/-

• Pros– No outside service dependencies– Complete control– Usually one-time licensing fees

• Cons– Licensing issues for self-conversion– Serving multiple formats to browsers– Keeping up with browser changes

Benefits of web font services

• Easiest way to use web fonts• Keeps it legal• Handles browser font

requirements• Fonts served by cloud-based

service• Easier integration

Dangers of Web Fonts

• More options ≠ always better

• Legal usage (e.g. Santorum)

http://blog.extensis.com/font-compliance/rick-santorums-website-using-pirated-font-leads-to-2-million-lawsuit.php

Using Web Fonts

using web fonts: Classy

using web fonts:

Clowny

using web fonts: Crude

How Do I Stay Classy?

• Learn best practices–Resources page for web

typography best practices (webinar recordings, links)

How Do I Stay Classy?

• Experiment/test–FontFuse–FontDropper–Web Font Plug-in

Thank You

Resources:http://webink.com

http://blog.webink.comhttp://webink.com/type-

resources


After the Cloudrush: Proven low risk steps to evolve your website

Simon Abrahams – Rackspace Hosting


Improving Online Customer Experience and Sales with Live Chat

Susanne Balter - Netop Business Solutions


How Cloud Technology Helped Vodafone Improve Their Client/Agency Interactions

Josh Gilbertson - SkyDox


Discover how leading organisations are using IBM's Coremetrics Digital Marketing Optimisation Suite to capitalise

on the opportunity presented by the growing digital age

Nicole Penn – IBM

© 2009 IBM Corporation

Web analytics in the growing digital age

Technology for Marketing & Advertising28 February 2012 - London

Nicole Penn

Senior SaaS Consultant - IBM


2006

Dear John


2012


optimisationso

cialmobile

personalisation

Multichann

el Mar

ketin

g


WEB ANALYTICSIBM Coremetrics


IBM Coremetrics Digital Marketing Optimisation Suite


SOCIAL MEDIAWeb Analytics in


•What are the top performing Social Media sites?•How do these sites perform seasonally?

Industry•How

do we fit our social media strategy into our web analytics strategy?

Strategy

•What KPI’s should we be looking at?

•How do we track our Social Media activities?

Measurement

•Who are our Social Media visitors?

•How does their behaviour on our site differ?

Behaviour


3.52%

6.98%

Data from IBM Coremetrics Benchmark – UK Retail Vertical January 2012


What our retail customers are doing?

555,792video views


What our travel customers are doing?


MOBILEWeb Analytics in


•What are the top performing mobile devices?•How does mobile performance compare to tablet?

Industry

•How do we track our new mobile site?

Measurement

•How does behaviour differ across mobile, app, tablet and main site?

Behaviour


iPhone 3.63%

iPad 5.14%

Android 4.03%

Data from IBM Coremetrics Benchmark – UK Retail Vertical January 2012

Mobile Device Conversion Comparison



Tracking Analysis


MULTICHANNELWeb Analytics in


Retail Multichannels

Catalogue

In Store

Website

Social Media

Mobile Mobile Application

Tablet

Text & Reserve

Click & Collect


How do we perform multichannel

analysis?



http://www.halfords.com/


PERSONALISATIONWeb Analytics in



Targeted, Relevant Email Boosts

Revenue by 2500%

“Instead of trying to second-guess our customers, we can present them with offers that we know will interest them.”

—Director of EcommerceL’OCCITANE EN PROVENCE

http://uk.loccitane.com/FO/Home.aspx


We’ve gone social, join us!

EMMSmartCookies EMM Smart Cookies Group


Don’t forget to visit the IBM stand

D18 (by the bar!)


What Does This DAM Thing Do? Find, locate, archive and access files regardless of location

Davin Kluttz – Extensis

What does thisDAM thing do?

Davin Kluttz

Sr. Product Manager,

Extensis

Why am I here?

18+ years in design/advertising Print, publishing, web and video Digital media and technology

Software solutions Mission: Tame “digital chaos” Individuals & workgroups Preserving creativity (and sanity)

Why are you here?

Was “DAM” a typo? Digital Asset Management

What is this not? Not a product demo Chance to learn Ask questions

What is an “asset”

Digital Assets, not Financial Assets

When is a file an asset? Purchased or licensed It’s critical. Re-create or re-purchase, if it cannot

be found. (Lost time, money)

It’s only an asset if you can find it! So, let’s “manage” these. Make sense?

5 Concepts of DAM

(Because I like lists.)

#1 - Search

Don’t be “old fashioned” Isolated searches Folder-based searches Filenames

Centralised search One place to find everything Including archives Metadata

#2 - Metadata

A simple definition: Metadata is data about your data. Keywords or “tags”

Metadata can be specific Author or Photographer Name License Expiration Project ID

DAM systems read/embed metadata

#3 - Preview

Quiz: What must you have, in order to view… 100 photos from a Nikon professional camera? An InDesign document? A Keynote presentation?

DAM can preview anything. No costly applications to install Make (and note) decisions

#4 - Sharing

Sharing is vital Reduce turnaround time (less email, etc.) Let others contribute metadata

The DAM itself is shared: Who needs access? What do they need to access? How do they access?

DAM can provide various ways to share.

#5 - Derivatives

We’re the “experts” The right tools and access to files Bottleneck Time better spent

Interruptions? DAM helps: Single “master” file Avoid duplicates: less storage, less

chaos Self-service, faster turnaround Better communication

Thank you.

www.damlearningcenter.com

www.extensis.com/portfolio

content management & web analytics theatre; classy, clowny or crude? how your site's...

Technology

ibm corporation

dangers of web fonts

web fonts classy clowny

ibm coremetricsweb analytics

web analytics inmobile

web analytics inmultichannel

web analytics insocial

real fonts