Musestorm Top 10 widget and social media mistakes

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!


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”



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


Lessons Learned

•  DO measure/optimize engagement value of your content

•  DON’T overinvest in custom content before you know what works


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



Mistakes Made

•  90 active users for “bumper sticker” implementation

•  Re-mixed as a true Facebook application – but with only ~1000 active users today


20 grains vs. 10 grains


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


Case #3

 Blockbuster Movie Clique

•  Collaborative filtering recommendation engine for films



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



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


Case #4

 Electronic Arts

•  My Need for Speed

•  An electronic racing game



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


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


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


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


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


September 20, 2007

Copyright © 2008, MuseStorm, Inc. All rights reserved. www.musestorm.com

Thank You www.musestorm.com [email protected] 650.270.4309

Musestorm Top 10 widget and social media mistakes

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