Steve Harris, Clearspring
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Transcript of Steve Harris, Clearspring
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Steve Harris
October 2, 2008
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Consumer behavior online has changed
•Generation S: users of blogs, socialnetworking and start pages
•581M users* (67% of Internet users)Worldwide were on Social Networks in June(up 25% from last June).
•The average US Social Network visitor spent231 minutes/month on social networks inAugust.*
They want to customize, personalize andsocialize their Internet time.
*Source: comScore
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Widgets Spread Buzz Across the Social Web82% of the total U.S. Internet audience view a Web widget in June.- comScore, 6/08
Post from NFL to Facebook
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Case Study – Introduction
• Widget inserted into themedia campaign for a movierelease.
• Promoted through:• Studio movie site,
movie’s MySpace &Facebook pages
• Clearspring’s WidgetPromotion Channel
• Online media plan as aSnaggableAd.
• Contest to incentivize grabsand shares.
• Countdown clock to movierelease.
• Exclusive movie content.
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•Audience Extension of46,644%.•Myyearbook.com was thelargest driver of WidgetViews, contributing 83% ofthe total Widget Viewsthrough two promotionalcampaigns.• The widget had a strongoff-domain presence, with98.18% of the non-myyearbook.com WidgetViews still coming from off-domain.
AudienceExtension
As a measure of additional brand/product exposure beyond your website,this captures the boost in views due to widget syndication (“widgetization”)
Audience Extension
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Viral Lift
• Viral Lift of 838%• Corresponds to 89.33% ofthe installs coming from off-domain.• MyYearbook.com was thelargest source of grabs afterthe One Clickimplementation/ promotion.
• Accounted for 75% of allgrabs; 47% of the total forthe widget) came in threedays during theMyYearbook promotion.
Viral Lift As a measure of viral expansion, this captures the boost in spreading of widgets from off-domainsources such as personal pages and blogs
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Daily Install Utilization• Represents the average number of available daily installs that are active in aday.• This widget has had a successful One Click implementation which drove downthe average age.
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Daily Install Utilization Velocity Ratio• This “velocity” represents the ratio between the weekly and cumulative utilizations at a specific time.• The dying widget has the lowest velocity, as its installs are not being viewed as time passes.• The sports widget gets a boost as its season begins and renews interest in the content.• The earlier campaign with the One Click got a great boost as new placements were being added andviewed.