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Similaire à Musestorm Top 10 widget and social media mistakes (20)
Musestorm Top 10 widget and social media mistakes
- 1. The Professional Way to Widget™
September 20, 2007
MuseStorm
Top 10 Widget & Social Application
Mistakes
Copyright © 2008, MuseStorm, Inc. All rights reserved. www.musestorm.com Company Private & Confidential
- 2. This session
Fast, furious, fun!
• quot;Hands On Workshop: The Top 10 Widget
Mistakes.”
• Both widgets and social applications
• Actionable knowledge you can start applying
Wednesday morning!
Copyright © 2008, MuseStorm, Inc. All rights reserved. www.musestorm.com Company Private & Confidential
- 3. Case #1
Breaking Bad
AMC Original
• Designed for cross over appeal with a 40
-something protagonist chemistry teacher
• Teams up with one of his 20-something
students to cook meth
• “Black humor”
Copyright © 2008, MuseStorm, Inc. All rights reserved. www.musestorm.com Company Private & Confidential
- 4. Copyright © 2008, MuseStorm, Inc. All rights reserved. www.musestorm.com Company Private & Confidential
- 5. Mistakes Made
Breaking Bad
• 60M people on Facebook but only 19 of them
use this widget each day
Multiple problems
• Mismatch demographics
• Game does not take advantage of social
graph
Copyright © 2008, MuseStorm, Inc. All rights reserved. www.musestorm.com Company Private & Confidential
- 6. Lessons Learned
• DO measure/optimize engagement value of
your content
• DON’T overinvest in custom content before
you know what works
Copyright © 2008, MuseStorm, Inc. All rights reserved. www.musestorm.com Company Private & Confidential
- 7. Case #2
Free Rice (633K uniques)
Ideal fit with demographics
• 4M high school students on Facebook as of
May 2007
• Majority college bound
• Third-world causes strongly resonate with this
age group
Copyright © 2008, MuseStorm, Inc. All rights reserved. www.musestorm.com Company Private & Confidential
- 8. Copyright © 2008, MuseStorm, Inc. All rights reserved. www.musestorm.com Company Private & Confidential
- 9. Mistakes Made
• 90 active users for “bumper sticker”
implementation
• Re-mixed as a true Facebook application –
but with only ~1000 active users today
Copyright © 2008, MuseStorm, Inc. All rights reserved. www.musestorm.com Company Private & Confidential
- 10. 20 grains vs. 10 grains
Copyright © 2008, MuseStorm, Inc. All rights reserved. www.musestorm.com Company Private & Confidential
- 11. Lessons learned
• DO pay attention to naming of your
application particularly if there are multiple
apps or widgets that do the same thing
• DO look at your reward structure and make
sure it is competitive with offerings elsewhere
on the web
Copyright © 2008, MuseStorm, Inc. All rights reserved. www.musestorm.com Company Private & Confidential
- 12. Case #3
Blockbuster Movie Clique
• Collaborative filtering recommendation
engine for films
Copyright © 2008, MuseStorm, Inc. All rights reserved. www.musestorm.com Company Private & Confidential
- 13. Copyright © 2008, MuseStorm, Inc. All rights reserved. www.musestorm.com Company Private & Confidential
- 14. Mistakes Made
When it comes to widgets, it’s content that rules,
not the brand
• Application is just not all that compelling
when compared with Flixster – an application
built from the ground up for film lovers
• Difference shows in the numbers –
Blockbuster 238 daily active users versus
439,699 for Flixster
Copyright © 2008, MuseStorm, Inc. All rights reserved. www.musestorm.com Company Private & Confidential
- 15. Copyright © 2008, MuseStorm, Inc. All rights reserved. www.musestorm.com Company Private & Confidential
- 16. Lessons Learned
• DO a competitive analysis of your category
before you develop your widget or social
application
• DON’T bet the farm on a single social network
– consider going where your competition isn’t
• DO provide content that is useful,
entertaining, and energizing to your
audience – versus self serving
• DO remember why people post/share your
widget or social application – it’s the content
Copyright © 2008, MuseStorm, Inc. All rights reserved. www.musestorm.com Company Private & Confidential
- 17. Case #4
Electronic Arts
• My Need for Speed
• An electronic racing game
Copyright © 2008, MuseStorm, Inc. All rights reserved. www.musestorm.com Company Private & Confidential
- 18. Copyright © 2008, MuseStorm, Inc. All rights reserved. www.musestorm.com Company Private & Confidential
- 19. Mistakes Made
Not refreshing content prior to game launch
• Initially this application was a dud
• Application came back from the dead after
the game launched
• Perfect fit with the FB demographic
• Provides a natural vehicle for self expression
Copyright © 2008, MuseStorm, Inc. All rights reserved. www.musestorm.com Company Private & Confidential
- 20. Lessons Learned
Build success quickly on the back of mistake
• Widgets and social applications are by
definition new media
• Experiment now – but make sure what you are
doing is measurable
• Respond, react, and iterate
• Your audience will tolerate mistakes so long as
you are responsive to their needs
Copyright © 2008, MuseStorm, Inc. All rights reserved. www.musestorm.com Company Private & Confidential
- 21. Summary Mistakes
Breaking Bad Case
• Bad fit with demographics
• Failing to test content with target users
Free Rice Case
• Not integrating into the social graph/bumper stickers
• Not naming your widget in a distinctive way
• Lack of alignment in reward structure
Movie Clique vs. Flixster
• Forgetting that content is king and queen
• Relying on a single social network to carry the day
Copyright © 2008, MuseStorm, Inc. All rights reserved. www.musestorm.com Company Private & Confidential
- 22. Additional Mistakes
• Electronic Arts Case
• Over relying on generic content
• Focusing on business objectives to the exclusion of
audience needs
• General Widget mistakes we see every day
• Letting your widget go stale over time
• Forgetting to make your widget search able
Copyright © 2008, MuseStorm, Inc. All rights reserved. www.musestorm.com Company Private & Confidential
- 23. MuseStorm
Professional solution for agencies and marketers
• Cross-platform widgets
• Engaging content with a set of dynamic components
• Accountability across all touchpoints
• Convenience and control right down to the pixel
• Proven with blue-chip agencies and marketers
Copyright © 2008, MuseStorm, Inc. All rights reserved. www.musestorm.com Company Private & Confidential
- 24. September 20, 2007
Thank You
www.musestorm.com
marciak@musestorm.com
650.270.4309
Copyright © 2008, MuseStorm, Inc. All rights reserved. www.musestorm.com Company Private & Confidential