Slide 1: Ori Soen, CEO, MuseStorm
eMetrics 2008 Tracking Widgets and Feeds:Measuring Distributed Content
Company Private & Confidential
Slide 2: Who is MuseStorm
End-to-end Engagement Platform offering • Complete widget / social application production studio • Widget serving • Unified analytics across distribution channels
Used by leading marketers, agencies and publishers
Slide 3: What’s on the Menu Today
5 Types of Widgets 2 Types of Widget Purposes 2 Types of Widget Timelines Measurement Guidelines
Slide 4: 5 Types of Widgets
Flash Web Widgets ≠ Social Applications
Slide 5: Flash Web Widgets
Flash Based (stay away from JS) Can go anywhere (blogs, SN, start pages, web pages) Full creative / brand control Enable complex functionality (e.g. games) But – standalone within social networks, no access to friendlist, newsfeed, etc – NOT SOCIAL
Slide 6: Social Applications
Based on HTML/JS native formats (e.g. FBML) Provide access to a user’s social profile
• Friend list • News feed • Demographics data
Utilize SN style sheet to be successful
• Branding is more subtle
Engagement and Interaction are key …The future of widgets
Slide 7: Mobile Widgets
Emerging category
• • • • iPhone webapps , native widgets / applications Nokia widsets Google Android Yahoo! Mobile Widgets
Keep a close eye on the category, it’s about to explode
Slide 8: Start Page Widgets
HTML/JS or Flash based Live within start pages
• • • • iGoogle Netvibes PageFlakes Live
For personal use Very limited viral distribution Relevancy is king
Slide 9: Desktop Widgets
Run on top of 3rd party widget engines
• • • • Google Desktop Gadgets Yahoo Desktop Widgets Mac Dashboard Vista Gadgets
Limited distribution due to need for 2 installs Constant presence on desktop = high visibility
Slide 10: 2 Types of Widget Purposes
Mini Sites
• • • • Provide full featured experience via widget No expectation to drive traffic out Measure success by engagement rate Works well with Social networks
Traffic Drivers
• Provide headlines / partial content • Branding value • Measure success by clickthrough rate
Slide 11: 2 Types of Widget Timelines
Short term campaigns
• Launched to accompany a campaign (e.g. album rollout) • Usually provides rich media around brand/campaign • Important question: what happens when campaign is over?
Long term relationship generators
• Launched to generate user interaction and interest over time • A live, rich media channel into a user’s page • Important question: how to manage ongoing relationship
Slide 12: Measuring Web Widgets
Distribution
Widget Grabs Widget Placements Impressions Unique Users Geo-location Viral Velocity Viral Hotspots Clickthroughs
Engagement
Total interactions Component based interactions Per-component interaction breakdown Do you really care about “clicks”?
Slide 13: Measuring Social Applications
Distribution
Installs Un-installs Active users (not impressions!) Unique Users Geo-location Viral Velocity Clickthroughs
Engagement
Activity level Total interactions Component based interactions Per-component interaction breakdown
Social Data
Demographics Social Graph
Slide 14: Where to Focus
Widget Purpose Mini-sites
• Engagement • Demographics • Social Graph
Widget Timelines Short Term
• Viral Velocity • Impressions • Unique users
Traffic Drivers
• Clickthroughs • Impressions
Long Term
• Engagement • Activity level • Demographics
Slide 15: Contact Info
Ori Soen Founder & CEO oris@musestorm.com 650.302.4439 Marcia Kadanoff VP of Marketing marciak@musestorm.com 650.270.4309
Slide 16: Thank you.
The professional way to widget
