Company Private & Confidential Copyright © 2008, MuseStorm, Inc. All rights reserved. www.musestorm.com
September 20, 2007
Copyright © 2008, MuseStorm, Inc. All rights reserved. www.musestorm.com
MuseStorm Top 10 Widget & Social Application Mistakes
The Professional Way to Widget™
Company Private & Confidential Copyright © 2008, MuseStorm, Inc. All rights reserved. www.musestorm.com Copyright © 2008, MuseStorm, Inc. All rights reserved. www.musestorm.com
This session
Fast, furious, fun!
• "Hands On Workshop: The Top 10 Widget Mistakes.”
• Both widgets and social applications
• Actionable knowledge you can start applying Wednesday morning!
Company Private & Confidential Copyright © 2008, MuseStorm, Inc. All rights reserved. www.musestorm.com Copyright © 2008, MuseStorm, Inc. All rights reserved. www.musestorm.com
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”
Company Private & Confidential Copyright © 2008, MuseStorm, Inc. All rights reserved. www.musestorm.com
Company Private & Confidential Copyright © 2008, MuseStorm, Inc. All rights reserved. www.musestorm.com Copyright © 2008, MuseStorm, Inc. All rights reserved. www.musestorm.com
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
Company Private & Confidential Copyright © 2008, MuseStorm, Inc. All rights reserved. www.musestorm.com Copyright © 2008, MuseStorm, Inc. All rights reserved. www.musestorm.com
Lessons Learned
• DO measure/optimize engagement value of your content
• DON’T overinvest in custom content before you know what works
Company Private & Confidential Copyright © 2008, MuseStorm, Inc. All rights reserved. www.musestorm.com Copyright © 2008, MuseStorm, Inc. All rights reserved. www.musestorm.com
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
Company Private & Confidential Copyright © 2008, MuseStorm, Inc. All rights reserved. www.musestorm.com
Company Private & Confidential Copyright © 2008, MuseStorm, Inc. All rights reserved. www.musestorm.com Copyright © 2008, MuseStorm, Inc. All rights reserved. www.musestorm.com
Mistakes Made
• 90 active users for “bumper sticker” implementation
• Re-mixed as a true Facebook application – but with only ~1000 active users today
Company Private & Confidential Copyright © 2008, MuseStorm, Inc. All rights reserved. www.musestorm.com
20 grains vs. 10 grains
Company Private & Confidential Copyright © 2008, MuseStorm, Inc. All rights reserved. www.musestorm.com Copyright © 2008, MuseStorm, Inc. All rights reserved. www.musestorm.com
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
Company Private & Confidential Copyright © 2008, MuseStorm, Inc. All rights reserved. www.musestorm.com Copyright © 2008, MuseStorm, Inc. All rights reserved. www.musestorm.com
Case #3
Blockbuster Movie Clique
• Collaborative filtering recommendation engine for films
Company Private & Confidential Copyright © 2008, MuseStorm, Inc. All rights reserved. www.musestorm.com
Company Private & Confidential Copyright © 2008, MuseStorm, Inc. All rights reserved. www.musestorm.com Copyright © 2008, MuseStorm, Inc. All rights reserved. www.musestorm.com
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
Company Private & Confidential Copyright © 2008, MuseStorm, Inc. All rights reserved. www.musestorm.com
Company Private & Confidential Copyright © 2008, MuseStorm, Inc. All rights reserved. www.musestorm.com Copyright © 2008, MuseStorm, Inc. All rights reserved. www.musestorm.com
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
Company Private & Confidential Copyright © 2008, MuseStorm, Inc. All rights reserved. www.musestorm.com Copyright © 2008, MuseStorm, Inc. All rights reserved. www.musestorm.com
Case #4
Electronic Arts
• My Need for Speed
• An electronic racing game
Company Private & Confidential Copyright © 2008, MuseStorm, Inc. All rights reserved. www.musestorm.com
Company Private & Confidential Copyright © 2008, MuseStorm, Inc. All rights reserved. www.musestorm.com Copyright © 2008, MuseStorm, Inc. All rights reserved. www.musestorm.com
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
Company Private & Confidential Copyright © 2008, MuseStorm, Inc. All rights reserved. www.musestorm.com Copyright © 2008, MuseStorm, Inc. All rights reserved. www.musestorm.com
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
Company Private & Confidential Copyright © 2008, MuseStorm, Inc. All rights reserved. www.musestorm.com Copyright © 2008, MuseStorm, Inc. All rights reserved. www.musestorm.com
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
Company Private & Confidential Copyright © 2008, MuseStorm, Inc. All rights reserved. www.musestorm.com Copyright © 2008, MuseStorm, Inc. All rights reserved. www.musestorm.com
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
Company Private & Confidential Copyright © 2008, MuseStorm, Inc. All rights reserved. www.musestorm.com Copyright © 2008, MuseStorm, Inc. All rights reserved. www.musestorm.com
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
Company Private & Confidential Copyright © 2008, MuseStorm, Inc. All rights reserved. www.musestorm.com
September 20, 2007
Copyright © 2008, MuseStorm, Inc. All rights reserved. www.musestorm.com
Thank You www.musestorm.com [email protected] 650.270.4309
Top Related