Widget me this…

April 6, 2009 at 4:11 pm 2 comments

OK – these days online marketing needs to not only to have great design and user experience but it needs to ensure prolonged consumer engagement. A lot of companies say “we need a Facebook page” or “Let’s build some widgets” and they think that magically engagement appears.

Let’ s focus on widgets in this post…

Wikipedia compartmentalizes these as ‘GUI Widgets’:

  • “a widget (or control) is an element of a graphical user interface (GUI) that displays an information arrangement changeable by the user, such as a window or a text box. The defining characteristic of a widget is to provide a single interaction point for the direct manipulation of a given kind of data. Widgets are basic visual building blocks which, combined in an application, hold all the data processed by the application and the available interactions on this data.”

The most important part of this definition is ‘data’! A widget without content and data is like a car without gas (or petrol for you UK folks). It can look great but ultimately doesn’t do the job it needs to do.

If companies can align technology and ongoing marketing content correctly it can have some good impact especially when raising brand awareness

    Key quote:

    • “In fact, the adoption rate of many applications on social networking sites looks something like a steep bell curve, typically with rapid adoption at the outset and a quick drop when the enthusiasm ebbs. Depending on the application, that lifespan can be days, weeks, or months. The applications with the longest life tend to be those where developers constantly add new features to get users to come back. “

    Some more widget best practice can be found here:

    So, what are the basic qualification rules prior to thinking that widgets would be a good idea:

    1. Would the experience benefit from longer consumer engagement?
    2. Do you have enough resources to ensure the provision of fresh content over time, ideally daily / weekly / monthly?
    3. Do you have an active community that would adopt this?

    I will post soon with some great widget examples…

    Entry filed under: Uncategorized. Tags: , .

    Cool Logos No. 1 Facebook food for thought – No. 3

    2 Comments Add your own

    • 1. dave ody  |  April 8, 2009 at 7:02 am

      All great but most brands out there are failing to get the basics right; trying to run before they can walk.

      Content is most important, but content that can be pushed to other digital environments – creating an omnipresence, not just at mybranddomain.com

      I also think your digital expreience lives beyond the things that you control and beautify… Predominatly in the thoughts, opinions and experience of others who have tasted, touched or used your product.

      Do I mind if they don’t keep coming back but will always buy my product or service over my competitors?

      Reply
    • 2. nikolasbadminton  |  April 11, 2009 at 4:18 pm

      I think the solution lies in controlling ‘HOW’ customers think and discuss with others about your product. I ageree that they do no always have to come back to your site to consume your information however if they have equity on your brand then they are more likely to buy from you again.

      It is about creating fans and persistent engagement. Once that happens then there is a captive audience ready to believe in what you have.

      The challenge then is creating somethign they want and need – something that a lot of companies do not get right.

      Reply

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