Mitx Slides July07 1

marketing sciences applied

Desktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!

Chris Heitmann, EVP One to One Interactive, Managing Director OTOlabs

Stephen DiMarco, CMO Compete.com

Nick Quagliara, M.S IU School of Informatics

Jeffrey Bardzell, Ph.D.

Shaowen Bardzell, Ph.D.

Dan Gallagher, VP of Audience & Architecture NetworkWorld

Disaggregated Media Landscape

The Disruption is Now

Massive change in media consumption

Atomization – started with RSS

Re-aggregation by users

Disaggregated Media Characteristics

Consumer Controlled – Permission

Addressable

Modular – scalable by platform

Customizable – personal, timely, location

Four Disaggregated Media Types

Widgets

Desktop Widgets

Personal Web Widgets / Start Page Modules

Public Web Widgets

Branded Desktop Apps

Desktop communicators

ScreenMates

Email / RSS

Mobile PlatformsDesktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!

Desktop WidgetsYahoo Widgets | Apple Dashboard | Vista Sidebar | Google Gadgets

Desktop Widget Example: Vail Resorts

Personal Web Widgets / Start Page ModulesMy Yahoo! | iGoogle | Live.com | Netvibes | Pageflakes

Public Web Widgets

MySpace – 68mm users

Facebook – 26mm users

Blogs – 60 million identified blogs

Blogger

Typepad

Wordpress

Many more

Public Web Widgets: Red Bull Roshambull

Top Public Web Widgets Worldwide

Slide RockYou PictureTrail PhotoBucket BunneyHeroLabs

Thousands of Users

30mm 28mm 25mm

Branded Desktop Applications (BDAs)

Stand-alone executable applications driven from internet data sources

Highly configurable, unlimited functionality

Desktop alerts: audio, dialogues, animated

Communicators deliver highly relevant messaging

ScreenMates bring characters to life

BDA Examples

Email / RSS

Email has nearly universal penetration

97% of online consumers

Email remains a staple of online marketing

94% of interactive marketers use email

5% average click-through since 2003

Use email to seed other platforms

RSS is foundational for widget ecology

Mobile Platforms

Apple iPhone

ZenZui – Microsoft Spin-out

Mobile Application Platforms

Windows Mobile

Blackberry

Beyond: Smart Devices, Special Platforms and Personal Media Players

Apple TV

Emtrace WidgetStation

ModivMedia

Verizon FIOS

Using Disaggregated Media

This is the destination, not your website

Start with anonymous permission

Build a network, not a campaign

Think like a publisher

Build deep roots and gather data over time

Enable personalization and customization

Not just impressions but engagement

Disaggregated Media Survey

21%23%

Less than once

per month

About once per

A couple times

per month

About once per

Multiple times

per day

44% of online consumers use desktop applications, widgets, gadgets, or modules

online socialites (people who use social network sites) are slightly more likely (47%); only 4% of respondents have heard of “disaggregated media”

How frequently do you use desktop applications, widgets, gadgets, or modules?(July 2007 N=480 )

what desktop applications, widgets, gadgets, or modules do you use?

1.Instant Messenger (AOL, Google, Yahoo, MSN)2.Google (Desktop, Toolbar)3.Yahoo (Homepage, IMVironments, Toolbar)4.Screensavers5.Mozilla Firefox Plugins

SorryDesktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!

30% of daily users spend more than 3 hours per day

Less than 1hour

1 – 3 hours 3 – 5 hours 5 – 10 hours More than 10hours

How many hours per day do you use desktop applications, widgets, gadgets, or modules?(July 2007 N=247)

Both traditional and viral channels can be effective for distribution

Online banner ad search engine home website News article Friends, family , or

colleagues

How did you find out about the desktop applications, widgets, gadgets, or modules?(July 2007 N=480)

More people are concerned about productivity/wasting time than any other issue

45% 46%

24% 24%

Privacy Issues ComputerSpeed

Spam BecomingUnproductive

Wasting Time

How concerned are you with the following?(July 2007 N=480)

Disaggregated Media Design

New Architecture, User Experience, and Best Practices

New architecture, new usability issues

Emerging best practices

Facebook: Four successful design features

Mental models: traditional applications

Disaggregated media

A simple example: Microsoft Word

Extending the application online: Word Help

An RSS aggregator

A simple view of disaggregated media

A specific case: Slide.com

Changes in Application Architecture Change

How do I install/uninstall?

Where do I get support?

What belongs to what?

Who has ownership?

What application state am I in?

Emerging Best PracticesImproving the user experience in the era of disaggregated media

Research Samples:

Disaggregated media samples

•Google Desktop

•Screen Mates

•Interactive Wallpaper

•Facebook Applications

•Top 50 by users

•Bottom 50 by users

•Study of hundreds of Facebook

user comments and reviews

Suggestions for design

Users should almost immediately understand the main features and goals of the application.

1) Set expectations for users

Unexpected behaviors

“Couple of fish have swam away and no longer appear in my tank? WTF why is this happening?”

Unexpected behaviors

- Virtual money disappearing (Food Fight)

- Sony Music Box user complained, “why does it say ‘morgan has added a new video to HIS’ when I'm a girl!?”

Users should know how and where to initiate install and uninstall operations.

2) Installation should be easy

Difficulty controlling application state

“I spent 2 hours on a grafitti and when clicked I done, this message saying "Building Image..." pops out and I've already been waiting 7 hours

for it to save! DAMN! Is anyone else experiencing this?”

Difficulty controlling application state

“Seriously, whats up? Any attempt and button I press to remove it just does nothing.”

(regarding iLike)

Users should know how to get answers to reasonable questions about features, installation, and customization. But don’t overdo it: No one wants to read a 75-page PDF just to use a weather widget.

3) Provide appropriate documentation

Simple overview of key featuresand workflow

Links to more in-depth help

Links to required helperapplications

Regularly updated: Developersremain engaged with product,users

Users like to express opinions, ask for help, and brag about their accomplishments. Offer forums, “walls,” or other simple mechanisms for such expression. Application developers can learn a lot from them.

3) Provide appropriate documentation

4) Provide outlets for user discussion

Users have 4 different ways tocommunicate about thisapplication:[1] extended conversation[2] one-shot statements[3] with the developer directly[4] with Facebook

Facebook Applications

User counts*

Top Friends 8.8 million

Graffiti 4.9 million

Like 4.7 million

Fortune Cookie 4.5 million

Video 4.3 million

* Note that Facebook opened up it’s platform to 3rd party apps on May 25th.

Fortune CookieDesktop Applications, Screen Mates, Widgets, Gadgets, Modules, Oh My!!!

User Counts1772 applications

Researcher Insights (mostly based on Facebook)Developers can interact directly with users, who effectively become beta testers

Discussion boards become social outlet

Brands alone are not sufficient to make the app popular

NFL, NBA, NHL apps

Patriots (140 users)

Colts (109 users)

Sony Music Box (1,600 users)

-Good branded apps can be successful

Four Successful Design FeaturesInferences Based on the Top and Bottom 50 Apps in Facebook

Four Characteristics of successful apps

Self-expressive

Casual Games

Social

Creative

Self-expressive

Sharing personal beliefs

Status updates (Twitter)

Favorite bands, movies, etc.

Causes

Casual Games

Pick up and play

Goal-oriented gameplay

gaining status or levels

simple competitions between friends

Social

Exchange interactions

enhanced poke feature

sending gifts

Fun “magic” predictions

fortune cookie

horoscopes

Creative

Mostly simple compositions from preexisting assets

Drawing apps (Graffiti)

Slide shows (Slide/Rock You)

Playlists

Case Example:Network World iDemandCreating a new audience channel

About NetworkWorld

Leading IT networking media brand

Controlled circulation weekly magazine of 170K qualified subscribers audited by BPA

NWW.com has about 1.5M uniques/5M PV monthly

NWW sends out about 12m NLs per month to about 400k NL subscribers

Along with CNN & NYT named one of the 10 great websites in media by B-to-B Magazine July 2007.

Publishing Landscape

Mailing & print production costs on the rise

Print advertising is in decline

The ability of new media to be measured is attracting more and more marketing dollars

Online’s low barrier of entry has created a crowded marketplace with more competitors

How Magazine publishing has evolvedUp until 10 years ago…the magazine was at the center

How Magazine publishing has evolvedIn the last 10 years…the brand is now at at the center

Key attributes for media brands that need to be reflected in a delivery channel

Trusted Source: Positively reinforces the brand experienceMobile/Offline: Available to those on the go…online or offlineUniquely Packaged: Content and brand brought together uniquely Personal/Custom: A targeted experience for each user Highly Topical: Enabling a content experience that is highly focused Timely: Take full advantage of the immediacy of the online High-Switching Costs: Easy to stay loyal/hard for competitorsViral: Advocacy tools that enable pass-alongs to broaden the audienceBlended Media: Blending media types into a cohesive experience Community: Enable the audience to connect with each other

Key attributes and the various delivery channel

Magazine Email NLs RSS NWW.com ?Trusted SourceMobile/OfflineUniquely PackagedPersonal/CustomHighly TopicalTimelyHigh-Switching CostsViralBlended MediaCommunity

iDemand

iDemand Results10k installs in 2 months with 80% delivery/install

6k deliveries count against our controlled circulation of 170k. Only mailing 164k magazines mailed each week with audited circ at 170k

13-15 average monthly interactions per user/month with iDemand compared to 2-3 monthly interactions per user/month on the web.

Advertising click-throughs are 3 to 4 times higher than comparable web positions

thank you | q&a

contact information

One to One Interactive

529 Main StreetCharlestown, MA 02129 Phone: 617.425.7300Fax: 617.242.0632

London, UK1-2 HatfieldsLondon SE1 9PQ, UK Phone: +44.845.095.0200

General Inquiries:info@onetooneinteractive.com

web:http://www.onetooneinteractive.com

blog:http://www.otoinsights.com

Mitx Slides July07 1

Business

Transcript of Mitx Slides July07 1

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