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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
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