what's the frequency kenneth? widget strategy for agencies
DESCRIPTION
Here's the presentation I gave on Widget strategy for agencies at WidgetWebExpo.TRANSCRIPT
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What’s the Frequency, Kenneth?
Widget strategy for agencies
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Who is this guy?‣ Michael Leis
‣ VP, Strategic Services @ Emerge Digital
‣ Work with agencies and brands
‣ Emerging media
‣ Design to database
‣ Widgets, SN apps, Websites
‣ Common Engine thinking for every audience
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Widget Web Expo
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Wizard Web Expo
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For agencies, frequency’s the thing
‣ Widgets are all about the little ways to make your audience’s life easier
‣ Service
‣ Utility
‣ Fun
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What do clients get back?
‣ Insight‣ Into the lives and habits of their core
‣ Branding‣ Associating the brand with moments that make a difference
‣ Frequency‣ Lots of little pings to audience
‣ Metrics‣ All kinds of incredible measuring
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What do agencies get back?
‣ Ownership of a channel
‣ At the heart of where brand and users connect in real-time
‣ Essentially its own network
‣ Informing traditional channels, creative
‣ New perspective on audience
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So where does an agency start strategizing?
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The brand as a platform
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Today’s most popular sites are really platforms
‣ Youtube
‣ Flikr
Content/Technology
Website Blogs Widgets Mobile
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Reach channels Frequency channels
Online
Now, think of your campaign as a platform
offer / content (design and copy)
PrintTV MobileEmailOutdoor
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Version 1 widget: driving frequency, insights into core audience
Reach channels Frequency channels
Online
offer / content (design and copy)
PrintTV MobileEmailOutdoor
Widget
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Caveat: More like
The Price is Right than you think.
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Greatclientideas
Resources needed
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We’ll update every day!
Live videochat
Hourlycontests!
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Keep it simpleWith one-way communication
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Giving your core users promotional tools
‣ Widgets lock in core users
‣ Empower them to keep a piece of your brand and take it with them
‣ Service
‣ Utility
‣ Fun
‣ Means to reach out
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Simple ways to approach ver. 1
‣ Who are these people?
‣ What content do we have or can co-brand that we can reach out to them with?
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Progressive: Traffic Info
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HBO: Schedules and Trailers
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What have we learned from v1?
‣ Where core users “live” online
‣ What networks/channels are they using to communicate?
‣ Where do they live in the real world?
‣ When do they use the computer?
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Gogo: The Game
‣ Average 80 brand impressions per play
‣ Learned that most engagement happened at hi5 and Friendster
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University of Illinois, Chicago
‣ Over 8,000 unique views
‣ Average time spent
‣ 22 minutes/user/month
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What dynamic content can we give
them?Ready for version 2
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Manipulating time and space
Lessen pain for users by reaching out to them, instead of insisting they visit your site
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Reaching out with developed technology
‣ Business solutions
‣ What are the pain points of your campaigns?
‣ Conversion
‣ Registration
‣ Sweepstakes
‣ Online tools
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Artifacts of personality traits
‣ What can you offer as part of the promotion via the widget that reflects on someone’s individual personality?
‣ Virtual Gifts
‣ Mini-apps on social networks
‣ Using existing resources + some new coding
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Miller ServerSpeak
‣ Rewarding bartenders for learning with Facebook trophy
‣ Pivots from their own real social graph
‣ Viral without constantly refreshing content
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Darkhunter Facebook app‣ Over 4,000 users in first six hours
‣ Amazon book rank jumped 125 spots in first two hours
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Visa
‣ Pilot in Korea, Singapore
‣ Business solution
‣ Puts all offers in one place
‣ For users
‣ For organization
‣ Custom metrics, administration
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Take it to the next level
How to leverage versions 1 and 2
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Utility‣ How can you make technology work for your audience?
‣ Integrating with existing applications
‣ Browser communication
‣ Outlook and appointments
‣ PDAs
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Service
‣ Bring your audience new experiences they wouldn’t otherwise get
‣ That fill a need not being met for your audience
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Informing your other channels
‣ Your strategists now know more about exact preferences and behavior
‣ Media planners can zero-in on the places worthwhile people are actually at
‣ Creative has script already written by the audience
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Excelsior!
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Thank you!‣ Michael Leis
‣ VP, Strategic Services
‣ Emerge Digital
‣ EmergeDgtl.com
‣ NewMediaBuzz.com
‣ @mleis