livertising 3 technical engine

8/7/2019 Livertising 3 Technical Engine

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Intro: do you like stories do you like watching films OK, lets watch then

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Frustrating aspect of dealing with technology.

Web2.0 offers a host of tools that are intended to facilitate everyonesparticipation in the content creation process. They are really numerous, like

YouTube, Flickr, Del.ic.ious,

What makes them 2.0 is a set of characteristics:

-They are free to use

-They are easy to use, i.e. to import , to configure, to use, to personalize

-They are light service, not software

-They are in constant evolution cfr google labs

-They are shared with many other users network effect: the more, the better

-They become more interesting, the more users there are-They are open-ended: they encourage sharing, participation, co-production,

mashing

-They are not based on rarity but on plenty

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Web2.0 offers a host of tools that are intended to facilitate everyonesparticipation in the content creation process. They are really numerous, like

YouTube, Flickr, Del.ic.ious,







-They become more interesting, the more users there are-They are open-ended: they encourage sharing, participation, co-production,

mashing


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http://www.youtube.com/user/Quiksilver

----------------

5 YouTube case studies

1. Quiksilver & Roxy

Channels: youtube.com/user/Quiksilver; youtube.com/user/roxy

Type of videos: Lifestyle/Sports

YouTube marketing voice: International surf/skate/snowboarding rockstars

The fantastic aesthetic of wicked waves and big beautiful swells help make Quiksilver and Roxys contenthypnotically captivating. Companies that market products with an exciting angle or naturally beautifulaesthetic have an easier time creating content, to be sure, but Quiksilver and Roxys webisodes and mini-

documentaries go beyond cool surf footage and give consumers inside access to what goes on behind thescenes on the professional surfing, skating and snowboarding tour circuits. The video selection also featuresvlogs by the pros, lifestyle profiles of up and coming musicians and a potpourri of other content.

The marketers at Quiksilver Inc. are bringing consumers value by offering them a look behind the scenes andgiving them access to free content that, in the past, might not have been available at all or would only beavailable by purchasing surfing or skating DVDs. At the same time they are also extending the value of theirsponsored Surf, Skate and Snowboarding event marketing dollars by using these events as opportunities forfilming exciting videos.

Quiksilver posts a new video about once a week (Roxy posts slightly more frequently), which helps them bothmaintain a consistently fresh presence. Eventually, these brands might benefit from producing shorter videoson a more frequent basis. For a relatively niche apparel company, posting almost 200 videos in 2 years is nosmall achievement and the marketing teams at Quiksilver Inc. deserve recognition for their forward-lookingefforts.

http://mashable.com/2009/06/01/youtube-brands/

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End of the destination website advent of the hub website. Why? 1r advertisers

point of view: the user can be accessed through multiple touchpoints in multiple

contexts (cfr Armano slide with user) 2r

the users point of view: universalsearch

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Although this may appear technical only, it is not. It has to do with users. With

users daily experience as users of the Internet. Most of the sites you are likely to

use on a daily basis: search engines to find information, photo and video sites to

watch or put your pictures, messaging sites to speak, chat, comment, call, react,

answer , well most of them are certain to use either technology, and most

probably both. And webvertising is only viable today as a technique thanks to rich

user interfaces and rich media.

So, no rich media, no enjoyable internet experience (remember, when it took you

minutes to load a picture, and videos where not for the web), no advertising on

the web.

Important to remember: this is not a matter of choice: AJAX or Flash. Theycomplement each other, both have their specific advantages, and most interactive

sites benefit from both together.

Flash is _Not the norm for the web_.

The #1 rule of usability is dont surprise your users. If your entire page is made inFlash, it will be obvious to your users. Lots of subtle and not-so-subtle things willbe different.

For example, you cant cut and paste text from UI.You cant set font size using the browser settings.Form controls (like dropdowns, checkboxes, etc) all look slightly different (theylook kind of raytraced and pimped out) and they work slightly differently.Right Click does something completely different!

The biggest problem is that all these factors together make a Flash webapp evokethe metaphor of an application, rather than the metaphor of a page. 16


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watch or put your pictures, messaging sites to speak, chat, comment, call, react,

answer , well most of them are certain to use either technology, and most





the web.

Important to remember: this is not a matter of choice: AJAX or Flash. Theycomplement each other, both have their specific advantages, and most interactive




For example, you cant cut and paste text from UI.You cant set font size using the browser settings.

Form controls (like dropdowns, checkboxes, etc) all look slightly different (theylook kind of raytraced and pimped out) and they work slightly differently.Right Click does something completely different!



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http://www.slideshare.net/webdirections/explaining-ajax

These days a fast and user-friendly interface is an absolute necessity, esp for

frequent users. Drag and drop, inline editing, smarter searching, convenient

interfaces, collapsible screens, context-sensitive menus. All these are now possible

thanks to new technology (i.e. AJAX).

No matter how good the technology is and how great the possibilities,

everything still stands or falls by a well-designed concept, approach and intuitive

interface, adapted to the user profile

New Media and CMS Guide 2009, 20.

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Drag and drop

Menus & tool bars

Trees

Form validationNon-html (e.g. sliders)

Context menus

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The first thing that we used Flash for was as an output format for our

presentations.

The reason that we used it was that Flash has a lot of graphical capabilities that

web standard technologies dont.

One is that it is very easy to embed fonts using flash. An problem we faced with

slideshare is that PowerPoint presentations can come in about a million different

fonts. And people are really anal about their presentations: they want it to look

exactly the way they uploaded it.

You can embed fonts using css, but on some browsers it causes security warnings.

Flash lets you embed whatever font you want. So for user-generated multimedialike slideshows, Flash is a pretty good choice.

Vector graphics are another big plus point for flash. If you have a source of vector

graphic data like maps or charts, then flash is absolutely the best way to display it.

Animation is something well be adding to future versions of slideshare. A lot of

powerpoint files have animation, and being able to replicate that will be really

cool. But Ive got a caveat here: I think that the animation capabilities of AJAX are

perfectly fine for navigation-oriented animations like I was showing earlier. Flash

animations should be used when theres something that is truly a multimediaobject, not as part of the user interface. For user interactions its too heavy, and

its not necessary. Remember, our mantra is to only use Flash where we have to,

NOT everywhere that we can.

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Pendant ce temps, plus pragmatique, on apprend que Peugeot sest dot dun outil

de communication mondial trs adapt son temps : une web tv, ladresse

internet tv.peugeot.com. Cette tlvision en ligne se veut rsolument

internationale, puisque propose demble en quatre langues (franais, anglais,

allemand et espagnol).

Soucieux de bien coller aux besoins des internautes les plus jeunes (en tout de son

point de vue et sur les conseils de spcialistes), le constructeur souligne aussi dans

sa communication que cette web tv comporte toutes les fonctionnalits web 2.0

quapprcient les internautes : possibilit de noter les vidos, de sabonner un flux

RSS, denvoyer les vidos un ami, de les classer parmi ses favoris mais aussi,

possibilit de copier lurl dans son blog. On ne sait pas encore si lon aura droit sur

cette web tv aux ventuels spots test et collector qui auraient t tourns avec

Chabal!

http://www.lemoci.com/blog/2008/03/05/pour-sa-pub-mondiale-peugeot-ne-

sent-pas-chabal-mais-la-web-tv-si/

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The first thing that we used Flash for was as an output format for our

presentations.

The reason that we used it was that Flash has a lot of graphical capabilities that

web standard technologies dont.

One is that it is very easy to embed fonts using flash. An problem we faced with

slideshare is that PowerPoint presentations can come in about a million different

fonts. And people are really anal about their presentations: they want it to look

exactly the way they uploaded it.

You can embed fonts using css, but on some browsers it causes security warnings.

Flash lets you embed whatever font you want. So for user-generated multimedia

like slideshows, Flash is a pretty good choice.

Vector graphics are another big plus point for flash. If you have a source of vector

graphic data like maps or charts, then flash is absolutely the best way to display it.

Animation is something well be adding to future versions of slideshare. A lot of

powerpoint files have animation, and being able to replicate that will be really

cool. But Ive got a caveat here: I think that the animation capabilities of AJAX are

perfectly fine for navigation-oriented animations like I was showing earlier. Flash

animations should be used when theres something that is truly a multimediaobject, not as part of the user interface. For user interactions its too heavy, and

its not necessary. Remember, our mantra is to only use Flash where we have to,

NOT everywhere that we can.

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http://www.starbucksloveproject.com/#/addvoice/

See flv download as starbuckslove

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Rich Media: 'My media is rich' stelt een nieuwe talentwebsite voor. Op 'Made by

belgians' worden zestig Belgische projecten in de kijker gezet. Deze website is de

verzamelplek van jong talent (muzikanten, dj's, vj's, fotografen, tekenaars,

architecten ...) die elk een project voorstellen. Jij als surfer mag een stem

uitbrengen op het project dat je het meeste aanstaat.

De gelukkigen met de meeste stemmen mogen nadien hun werk voorstellen aan

een professionele jury. Deze kiest de drie beste projecten. Het jonge talent kan

nadien met het prijzengeld hun wildste dromen beleven. De winnaar mag met

10.000 euro aan de slag, de tweede krijgt 7500 euro en de derde toch nog 5000

euro.

Deze talentenwedstrijd wordt gesponsord door Audi A1, de nieuwste wagen van

Audi die heel binnenkort in Vorst gebouwd zal worden.

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Click on a video to get to share it on multiple screens and platforms, involving Flex

or HTML5

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watch or put your pictures, messaging sites to speak, chat, comment, call, react,answer , well most of them are certain to use either technology, and most





the web.

Important to remember: this is not a matter of choice: AJAX or Flash. They

complement each other, both have their specific advantages, and most interactive








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watch or put your pictures, messaging sites to speak, chat, comment, call, react,answer , well most of them are certain to use either technology, and most





the web.

Important to remember: this is not a matter of choice: AJAX or Flash. They

complement each other, both have their specific advantages, and most interactive








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Flash in your browser = flash

Flash on your desktop = AIR cfr NYTimes reader

Rich media experience thanks to adobe air: software as a service (SaaS):https://timesreader.nytimes.com/webapp/wcs/stores/servlet/TimesReaderOffer?s

toreId=10001&catalogId=10001&campaignId= 34WYY

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http://www.slideshare.net/webdirections/javascript-apis-and-mashups

What does an API look like?

-Usually accessed through HTML you just need a browser to use APIs

- a call to a script on someone elses server

- e.g. Flickr

-----------------

A Guide to Googles APIs

August 9, 2007 03:05 AM PDT by Adam Ostrow

Google has been opening up many of its most popular services to outside

developers over the past year, including the Google Docs API this week. From

quirky applications to venture-funded startups, a wide variety of new services are

being launched leveraging Googles APIs, helping users perform a multitude of

tasks. Here is a non-technical introduction to some of the companys most popular

APIs and some of the most interesting applications built on top of them.

Google Toolbar API

The Google Toolbar is widely-used and comes standard with Firefox. The Toolbar

API allows developers to create buttons for Google Toolbar, thus creating a way for

you to add data from your web site to the users web browser. For example, the

Fox News Latest Headlines button will display all of the latest news from the Fox

News site and let you click to the story. In addition to the more than 100 apps

featured in the Google Toolbar Gallery from mainstream names like CNN and

YouTube, dozens of independently developed applications and mashups have also

been created. For example, the Twitter Google Toolbar Button allows you to input

Twitter feeds and receive u dates in our toolbar.35


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http://www.slideshare.net/webdirections/javascript-apis-and-mashups

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Application Programming Interface

Access someone elsess code without having to worry about the details

An API is similar to an application binary interface (ABI) in that both specify details of how two independent

computer programs can interact. However, an API is typically defined at a higher level (i.e., in terms of aprogramming language that can be compiled when an application is built, rather than an explicit low leveldescription of how data is laid out in memory). For example, the Linux Standard Base is an ABI, while POSIX isan API.[2]

[edit] Distinction between API specification and its implementationThe software that provides the functionality described by an API is said to be an implementation of the API.The API itself is abstract, in that it specifies an interface and the behavior of the identifiers specified in thatinterface, it does not specify how the behavior might be implemented.[edit] Release policiesThere are two general kinds of API publishing policies that are often encountered:Some companies protect information on their APIs from the general public. For example, Sony used to makeits official PlayStation 2 API available only to licensed PlayStation developers. This enabled Sony to controlwho wrote PlayStation 2 games. Such control can have quality control benefits and potential license revenue.Some companies make their APIs freely available. For example Microsoft makes most of its API informationpublic, so that software will be written for the Windows platform.[edit] Some example APIsThe PC BIOS call interfaceSingle UNIX Specification (SUS)Windows APIJava Platform, Standard Edition APIJava Platform, Enterprise Edition APIsASPI for SCSI device interfacingCarbon and Cocoafor the Macintosh OSOpenGL cross-platform 3D graphics APIDirectXfor Microsoft WindowsSimple DirectMedia Layer (SDL)Google Maps APIYouTube APIMediaWiki API

http://en.wikipedia.org/wiki/Application_programming_interface

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As for widgets, theyre beginning to catch on with marketers. UPS built an

advertising campaign in the UK, France and Germany around a character called,

of course, Widget that makes you more efficient. Download the character-

shaped widget to your desktop, and it not only tells you where your packages arebut also delivers a subtle UPS branding message. In the US, the Discovery Channel

created a Shark Week Widget so that viewers who love its shark-related programs

() can put a continually updated feed of videos and promotions on their blogs or

personal profile pages. Web-based widgets, like YouTube videos, have the potential

to spread virally as your fans e-mail them around and embed them on social

networking profile pages and in blog posts. (LI & BERNOFF.2008.34).

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http://green.yahoo.com/cfl/badge/select

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http://www.dhtmlgoodies.com/index.html?page=ajax

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Web2.0 offers a host of tools that are intended to facilitate everyones

participation in the content creation process. They are really numerous, likeYouTube, Flickr, Del.ic.ious,







-They become more interesting, the more users there are

-They are open-ended: they encourage sharing, participation, co-production,mashing


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All this can be turned into marketing new media in at least 3 senses:

chronologically new to users (1. novelty effect 2. acceptance of advertising =

reluctant this is their own space which should remain ad free) new to

marketers themselves (new channels, needs new methods, integration withexisting online/offline media, measuring units what is engagement/how do you

measure it?)

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Each of the above features can add marketing and serves as a mktg communication format in itsown right.

Example tagging Ikea:http://www.utalkmarketing.com/pages/Article.aspx?ArticleID=16172&Title=Ikea_campaign_innov

ation_on_Facebook_breaks_new_ground

//NewsIkea campaign innovation on Facebook breaks new groundRelated LinksSocial Media Training - Find out how to use social media in your marketingIkea gets its own soap opera with user generated Ikea HeightsMarketing through Social Media channels still leaves many marketers scratching their heads butoccasionally the industry is provided with some inspiration to help provide a guiding light.Take for example a new project to help market a new Ikea store that has cost nothing but returnedhuge dividends both in doing its job and in subsequent PR.One of the most popular facilities ofFacebook is the ability for users to upload and share photos.Hand-in-hand with that is photo-tagging where users can tag themselves and their mates in aname and shame style.

Its the popularity of this that provided inspiration for Forsman & Bodenfors in Gothenburg.The team first created a profile for the new store's manager - Gordon Gustavsson.Over a two week period, different pictures of shopf loor showrooms from the new store werethen uploaded to the profile page.Facebook members were then encouraged to request Gordon as a friend. The first to tagthemselves to a specific item in each showroom photo then won that particular Ikea product.As each Facebook user tagged themselves, news of the action also appeared on their news feed,creating a viral effect as the campaign was shared between friends and was spread acrossthousands of different profile pages.Commentators have given the campaign the thumbs-up for ingratiating the brand into a newcommunity while incurring minimal cost.To see an indepth case study of this campaign, see the video below.

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Need figures about web usage vs traditional media

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ONE Agency lance ConnectR.be

13-03-2008

Ensemble avec le voyagiste belge, Connections, ONEAgency lance ConnectR.be. La

version bta tait dj en ligne depuis quelques mois, mais aujourd'hui, le sitecommunautaire du voyage est officiellement lanc.

ConnectR.be est une plate-forme marketing innovante et interactive, conue et

dveloppe par ONE Agency. Premier site belge de Travel 2.0, ConnectR.be

s'adresse principalement au globetrotteur belge. Le site web offre la possibilit aux

globetrotteurs de dcouvrir le monde en partageant leurs expriences. Les

visiteurs y trouvent facilement des photos, des vidos, des rcits de voyage ainsi

que d'intressants liens pour organiser de futurs voyages.

Le 4 dcembre, 2 CMS Awards ont t dcerns ONE Agency pour le site

ConnectR.be. Les Awards attribus par le public et par le jury ont consacr

ConnectR.be comme le gagnant incontest dans la catgorie Web 2.0.www.connectr.be

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Need figures about web usage vs traditional media

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Conversion (% goals) : tracking which pages are efficient in converting consumer

visits into the desired activities, such as asking for information, visiting a page,

subscribing to a newsletter, buying a product, leaving an address also, which

goals are completed by consumers

Goals are mainly: sales, leads, contact forms, downloads

Outreach: how popular your RSS feeds are, how much is your content shared

between consumers, how viral is your campaign

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Example of how to balance content with form read MEERMAN SCOTT.2007.102-

105

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