Web Strategy Blog

The Importance of Ratings & Reviews in an Augmented Reality

As augmented reality applications continue to appear, many marketers and technologist ponder the endless implications of this new technology.   Currently, developers are using AR to develop applications for a variety of uses such as directions, gaming or entertainment, browsing physical landscapes, identifying objects, or location based communication.  The most practical use for AR comes from apps such as Yelp or Bionic Eye. These AR apps help users identify locations based on informational overlays that may contain distance, pictures, brand images, direction etc. This new form of "search" presents a number of challenges and opportunities for marketers. As consumers begin to adopt this technology, it will become very important that businesses consider how people view their location through these AR applications.   When we look at an application like Bionic Eye, we see that it displays digital images over the real-time video.  Currently, within Bionic Eye these digital images only identify locations and provide distances and direction.  Soon enough, these digital images could act as display advertisements, providing information, special offers, and most importantly reviews. 

In the most recent Nielsen Online Global Survey, over 90% of consumers said they trust recommendations from people they know, while 70% trusted consumer reviews online. These overwhelming numbers make personal acquaintances and opinions posted by consumers online, the most trusted forms of advertising globally.  This should come as no surprise as information overload plagues modern society. How else are consumers and businesses supposed to sort through the noise?  Most seek out trusted opinions that help them make decisions, whether it be a close circle of friends or a review site on the internet.  Amazon was one of first businesses to understand the importance of product reviews.  Today, most of their best selling products have positive reviews. There is a clear correlation between good reviews and sales, and products are not the only thing being reviewed online. Reviews exist for a good majority of services industries ranging from restaurants and travel, (UrbanSpoon and Tripadvisor),  to automotive and healthcare (JeepReview & Rate-my-doctor).

So what is the implication for augmented reality?  Developers can integrate ratings and reviews into their augmented reality applications.   Consumers trust this information to make decisions, especially around service related businesses such as restaurants. Businesses should also embrace AR browsers to develop creative ways to market their business through AR.  Retailers might use the digital display to advertise a sale or promotion, or contests could be held to identify clues shown only by AR apps.  The possibilities really are limitless, but one social component that will increase in importance will be ratings and reviews displayed by the AR apps. For example, consumers could use augmented reality to identify products in-store and get real time consumer reviews, or they might search a new city for the highest rated restaurant.  AR could potentially place the power of thousands of consumers in an individual's own pocket.   The technology also may even raise some questions about privacy in the near future.  Will this technology be able to recognize and identify people someday? Do we really want to see everyone's tweets as we walk down the street?  Regardless, It will be interesting to see how this technology unfolds. 

For more on ratings and reviews as the new advertising visit: http://trendwatching.com/briefing/

CIO's: what would you like to ask Microsoft CEO Steve Ballmer?

In wake of the recent economic stress, many businesses have begun to realize the importance of efficient business practices and streamlined operational processes.  As technology continues to improve and provide the tools and solutions necessary to improve efficiency, many IT executives still face the challenge of justifying large and even small capital investments in IT programs to key stake holders.   While budgets remain tight and consumer spending continues to lag, it stands clear that achieving efficiency needs to remain at the forefront of conversation.  Microsoft has taken the lead to facilitate this important discussion as part of a Virtual Launch Event in San Francisco.

Microsoft is hosting a special VIP Business Leadership Roundtable event, "The New Efficiency" on September 29, 2009 in San Francisco @ 9-10.30am PDT.  All IT and tech industry professionals are invited to tune in and join the conversation during this must-see event and hear top technology leaders and Microsoft’s Steve Ballmer, debate the role of IT during this economic reset.  Those attending are also encouraged to send Steve Ballmer questions of there own about how cost savings, productivity and innovation may come together to drive business growth. This event will be a great chance for executives and professionals to get an inside look at how real companies are justifying IT investments across the desktop, server, network and beyond.  The event will also cover topics such as the consumerization of IT, mobile and distributed workforces, as well as industry regulations and ongoing security threats.   Don't miss this excellent opportunity to gain valuable insight from some of the best and brightest in the industry! 

Visit www.thenewefficiency.com for more information and mark your calendars! 

Now Streaming: Web Conversations

As the web continues to become more open and collaborative, we inch our way towards Web 3.0. One component of the next-era web, has become more prevalent across the Internet over the past year: the so-called media-stream. The popularity of micro-blogging sites like Twitter and the integration of status updates on social networks like Facebook and MySpace, have created a constant stream of content throughout the web. The stream is the Internet in real-time, made up of active conversations, thoughts, and information shared by individuals throughout the social web. The stream has spawned an entirely new way to publish content on the web and many people have taken advantage of this trend.

Thanks to use of open API’s, web developers have creatively integrated streams on their own websites for various purposes. What once was limited to widgets and feed readers, can now be directly integrated into a websites design.  Some good examples of this integration can be seen below such as Crispin, Porter + Bogusky’s innovative social web “fishing net”, Tweetmygamings.com’s tracking of real-time game conversations, Guitar Hero Smash Hit’s Facebook stream, and HP’s use of Twitter during a product revealing.

Tweetmygaming.com

The adoption of the stream has many implications for marketers, advertisers and even the consumer.  Sites like Tweetmygaming.com have created an entirely new way to analyze online conversational trends and have made it important for game developers to find their title as the top trending game. Easy-to-use API’s have allowed for the wide spread adoption of the micro-blogging sites like Twitter and have become commonplace on sites like Facebook, making it almost a necessity of any social network.  The dispersion and reach of content via the stream may increase the speed, use, and effectiveness of viral marketing techniques.  Even advertisers may find use in the stream by identifying URL’s trending up in the stream and evaluating impressions and media buys through real-time data.   As web marketers salivate of the endless opportunities, we must also consider the implications of the stream on us as consumers.  As Nova Spivack stated in his excellent blog posting on the stream:

"Human attention is a tremendous bottleneck in the world of the Stream. We can only attend to one thing, or at most a few things, at once. As information comes at us from various sources, we have to jump from one item to the next. We cannot absorb it all at once. This fundamental barrier may be overcome with technology in the future, but for the next decade at least it will still be a key obstacle.”

How as consumers will we adopt the stream? Will real-time streams become as abundant as blogs? Do consumers even pay attention to the stream?  How do we make sense of such fleeting information?

beta.cpbgroup.com

Guitar Hero Smash Hits 

Windows 7 Launch Party!

Remember the days of college when theme parties were all the rage, with motifs ranging from funny and crazy to just good old fashioned fun? Microsoft recently just announced a new, rather unique, twist on the age-old theme party for the much-anticipated release of the new Windows 7 OS set to release on October 22. The initiative encourages thousands of employees, partners, and technology enthusiasts, to throw parties in their homes or communities to demonstrate and help spread the word about the new OS.   Microsoft is planning more than 1,000 parties worldwide, in hopes that around 10,000 people will attend in 12 countries, including the US, UK, Australia, India, and China.  

There are four themes for the party that official hosts can choose from: PhotoPalooza, Media Mania, Setting Up With Ease and Family Friendly Fun.  While some sound a bit more enticing than others, Microsoft is taking an extra step by providing hosts with a Party Pack which includes, Windows 7 playing cards, puzzles, streamers, balloons, napkins, a centerpiece, and 10 Windows 7 tote bags for party guests.  Not only will guests receive party favors, the hosts will be given an exclusive signature edition of Windows 7 Ultimate and non-employees will be entered into a drawing to win a $750 dollar PC.

The theme-party marketing initiative has already stirred up a good amount of buzz within the tech world. As mentioned in a recent podcast with Shel Holtz, the fact that Microsoft is launching Windows 7 in such a manner really suggests a strong vote of confidence for the new OS, which has received much more positive press than its predecessor Vista.  It remains to be seen if these parties will be a success given the strong consideration Microsoft will be giving the hosts.

The launch parties, which will be held between Oct 22-29, will definitely be something to keep an eye on. From the social media perspective, the initiative may be a very successful word-of-mouth marketing engine, that would generate a number of blog posts, reviews, and other user-generated-content which may either make-or-break the new Windows 7 OS.  If you're interested in throwing your own Windows 7 Launch Theme Party, sign up via the House Party site to be considered. Otherwise, sit back, watch and listen as Microsoft re-invents the “theme party” as we know it.  

What are your thoughts on the Windows 7 Launch Party initiative? Will Launch Parties re-invent the  user-experient around products, like software, and how they are marketed? If you are throwing your own Windows 7 Launch Party, I'd love to hear from you.

Gamer 2.0 - Exploring the use of Gaming, Community and Social Media

Gamer 2.0, Exploring the use of Gaming, Community and Social Media

View more documents from Karen OBrien.

I've been watching the gaming space go social over the past few years and have been fascinated by how dramatically things are changing and evolving. The gaming industry has taken a hit during the economic downturn – many publishers finding for the first time in many years that they either have a mega-hit or a dog of a title. They are struggling with how to address new audiences that they have not served before – such as seniors or exercise enthusiasts. Gamers are demanding social experiences within games and a new wave of social gaming companies are stepping up to the plate.

I'm an enthusiastic gamer myself - I've spent way too many hours on Wii and mobile games - and many MMOG's. Recently I worked with Crimson Analyst Chris Terschluse on doing research on Gaming and the use of Community and Social Media. Even if you're not a gamer, I hope you will find the the research as interesting as we do.

Here is a summary of some of the trends we're seeing:

-   Gamer Demographics: new game experiences and casual gaming have changed gamer demographics. Families and seniors are now some of the highest growing segments.

-   New Gaming Experiences: Gamers want experiences that are deeply customizable and interactive.

-   Multiple revenue modelsare utilized to monetize games. Micro-transactions, pre-paid cards, game services are all creating strong sources of revenue.

-   Social: Gamers now demand social experiences within games.

-   Gamers are avid social networkers, sharing UGC such as photos, videos, or blogs.

 

What will be the next big online gaming platform? Some predict the gaming platforms of the future will be primarily social networks, but what about other platforms - such as Skype?

The Amazing GE Ecomagination Digital Hologram

 

Today I took a look at the GE Ecomagination site that allows you to see a digital hologram of Smart Grid technology come to life in your hands. You start by printing a solar panel marker and then launching the application in conjunction with a web cam. You then hold the paper up to the webpage and watch the hologram unfold before your eyes.... you can also blow on the wind mills and they will speed up - its truly amazing!

It got me thinking about all of the potential uses for technology like this - imagine being able to visualize in 3D form images like homes, cars - pretty much any consumer product. It would be especially useful for anything that needed customization or configuration. The concept of using augmented reality in advertising has been used previously in this ad for the Cabrio Mini.

Microsoft Windows new IT Pro Campaign "Talking About Windows"

Microsoft just launched a new campaign called Talking About Windows focused on IT Pro's where they are opening up the conversation about Windows 7. It includes interviews with Microsoft's top Windows 7 Engineers including Jon DeVaan, Mark Russinovich, Gabe Aul and others as well as some great Windows 7 early adoption companies.

 

TalkingaboutWindows.com offers IT professionals genuine insight on Windows 7 from the Microsoft engineers who helped build the product. Featured are video's and discussions about why product decisions and feature trade-offs were made. Also, IT Pro's can get real-world commentary from IT professionals as they share their Windows deployment and adoption experiences. If you are an IT Pro, check out this forum to express your opinions, discuss Windows and share adoption stories.

As a marketer, I am very interested to see the conversation around Windows 7 and the IT Pro customer is a great place to start.

Blurring the lines between marketing and learning – New Game for Sun and Java Developers

What happens when you combine technology, online story telling, mystery, clues and collaborative missions? You’ve got a fun way to engage developers around solving a mystery while learning how to use JavaFX. Crimson recently launched an ARG with Sun Microsystemsfor the launch of JavaFX.

Baron Rude and Hector Macchiato are Paranormal Investigation Experts or the “PIE guys” and they have a theory they call “the JUMP”. According to Baron and Hector’s research, strange events have preceded some of the most significant leaps in science, technology, and agriculture.  They track and record these strange phenomenon through their website www.pietheory.com Recent sightings suggest that another advancement is about to occur and the PIE guys need your help in following the jump and ensuring its arrival. When you registeryou get a recruitment kit that includes free downloads of Netbeans 6.5 and the JavaFX Production Suite 1.1. Through following the story you are given clues and challenges to solve that involves using JavaFX and learning to create your own assets – such as screensavers, text decoders, audio and video.

How do ARG’s help to promote products? Rather than getting people to talk about a product directly, it engages players in the creation of something fun, allows them to share it and then take credit for it. In this case we are betting that Java developers will take the story clues, work with them in JavaFX and create their own assets as a result of what they learn through game play.
Shortly after launch there are already fan sites being established and a group of players in Brazil have created their own Orkut PIE network group in Portuguese. The site was reviewed by ARGNet and is being promoted through social networks such as Twitter, Facebook, Youtube, Myspace.

Stay tuned – the story is starting to unfold and Baron and Hector are up to some crazy stuff!

Get your own slice of the Pie: www.pietheory.com

Crimson Social Media Marketing Approach

In the spirit of "if you get it, share it" we’ve decided to start publishing some of the approaches, methodologies and marketing strategies that we are doing in the Crimson Consulting Interactive Services group, for which I am the lead Partner. We’ve worked hard over the past few years at creating and refining some approaches we have used across both F500 clients and some startups - particularly around Social Media Marketing.

In many ways this goes against the traditional management consulting and agency practice of treating everything as proprietary, but if there is one thing I have learned in the new modern marketing environment, its that sharing your approaches has a lot of advantages. The feedback, recognition and collaboration we have received when we have done this is invaluable and I am hoping that as I publish some of our approaches that other people will share theirs also. As a result we can all learn from each other, what is working, what isn’t and what is still experimental.

 

Here is the first framework - its the basic approach that we use for planning Social Media Marketing initiatives:

Crimson Consulting Social Media Marketing Framework: A repeatable approach for planning social media marketing initiatives

View more presentations from Karen Obrien.

First Round Capital - any problem can be solved by DANCING!

I heart this holiday video card from First Round Capital and their Startup companies  where the say in these trying times its more important than ever to remember that we have much to be thankful for...and to recall the immortal words of James Brown ..."Any problem in the world can be solved by...Dancing!" I didn't realize that First Round had such a fantastic portfolio of startups - I saw several of my favorite San Francisco startups and learned about a few I wasn't aware of. Congrats to First Round for putting out such a positive inspirational message - unlike other VCs doomsday messages that invoke fear and panic. I would definitely send a startup seeking funding to them!