Widgets: The Marketer’s Recession Survival Tool
This guest post about the widget economy was written by Michael Jones, an angel investor, the CEO of Userplane and a Senior Vice President of AOL.
Userplane, which was acquired by AOL in August 2006, is a communications widget provider (add chat and other services to sites) and a large advertising network.
Mike Jones’ personal blog is here.
Companies facing a slowing economy are looking for more cost-effective ways to reach customers. Forrester’s recent post on the role of social media during economic recessions supports the idea that social media can help companies survive and thrive in tough economic times. And Josh Bernoff’s full report on the subject calls for an end to “toe-dipping†by interactive marketers and advises a more serious look at cost-effective and measurable social marketing programs. A key take away:
…since interactive marketing programs are now fueled by measurable results, not dot-com madness, we believe that they can thrive in a recession. Social applications in particular, such as communities and social networking sites, are cost-effective and have a measurable impact on prospects’ decisions in the consideration stage, which will be important to companies under recessionary pressures. Interactive marketers should stop toe-dipping and invest only in programs that can deliver on measurable metrics.
Additionally, Forrester analyst Jeremiah Owyang points out that social marketing costs far less than traditional marketing. So when purse strings are tightened, marketing execs will become more excited about social media’s potential of reaching exponentially more people with fewer dollars.
While the recession-proofness of social media is a case study in the making, the idea that social applications can thrive in tight economic times because they are a cost-effective, precise way for companies to interact with customers and prospective customers, is right on the money – quite literally.
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Tags: widgets
UserVoice Offers A Better Way To Take Customer Suggestions
UserVoice offers a hosted way to harness the innovation and ideas of customers and potential customers that replaces email.
San Francisco based UserVoice improves the signal-to-noise of user opinion by allowing the moderation of the ideas of one person against the opinions of the many. UserVoice allows users to voice opinions, suggestions, and complaints. The video above demonstrates how it works (it’s difficult to pigeon hole) but think focus groups for companies that can’t afford focus groups, with elements of a forum and even Digg style voting thrown in for good measure.
For companies, UserVoice offers an open and transparent process for customer feedback to any company. The system also allows site owners to ask the community more directed questions (e.g. by a poll) about how users like a new feature or what they think of a specific idea.
I first saw UserVoice when I interviewed Guy King for CushyCMS (post here), King loves the service and although I didn’t video it, he spent 5 minutes showing me how they were using it. It’s always a good sign when people not involved with the company spontaneously evangelize a product. CushyCMS’s UserVoice page here and the official demo page for UserVoice can be viewed here.
The service is completely free during the public beta. UserVoice competes with SalesForce (IdeaExchange) and GetSatisfaction.
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Userplane Rebuilds Desktop Product in AIR
Userplane is announcing a second version of their Desktop product that’s based on newly released AIR and therefore compatible across operating systems. The Desktop product enables web developers to extend functionality outside of the browser with instant messaging, notifications, advertisements, and other general messages.
This new release should appeal to social network developers in particular who want to take advantage of AIR but don’t have the resources to develop a custom application on top of it. With the newest version of Userplane Desktop, available March 10th, they just need to provide customizations and the application will even run on Userplane’s servers.
Userplane Desktop comes in a free version, but developers will have to pay monthly charges depending on user levels if they want to get rid of advertisements.
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Meebo Turns Chat Rooms Into A Web Service
Today, Web-based IM and chat room provider Meebo is releasing full-fledged APIs for its Meebo Rooms that will allow Websites to embed chat functionality in an automated fashion. Currently, Meebo Rooms can be embedded on sites or blogs manually by pasting in the appropriate code, which has already led to a proliferation of such widgets. There are more than 200,000 Meebo Rooms, attracting millions of visitors a month. (See our previous coverage here and here). Explains Meebo CEO Seth Sternberg:
Now, the servers of our partners can say, “I want to create a room.” It automates the creation process on a server-to-server basis. Also, we will be putting advertising into these rooms.
In addition to the APIs, the company is also announcing the Meebo Network, which will serve ads inside Meebo Rooms across the Web, splitting the revenues with the Websites hosting the rooms. Since each Meebo Room is formed around a particular interest, ads can be targeted. And to the extent that sites participating in the network have demographic data on their members, that can be used for ad targeting as well. Only Meebo Rooms created through the API will show ads, not the ones created manually.
The launch partners joining the Meebo Network are Piczo, Revision3, RockYou, Social Project, and Tagged. Revision3, for instance, will create a Meebo room on its site where fans can watch a synchronized loop of Web TV shows while chatting. Access to the full APIs and the ad network is by invitation only at this point. Social networks could use the new APIs to automatically add chat rooms to every group page. Rock bands or movie sites could add Meebo Rooms to their sites for visiting fans.
Comparisons can be made here to Userplane, a white-label chat service which was bought by AOL in 2006 and powers many of the chat rooms on MySpace. But there are subtle differences. Most notable is the fact that Meebo Rooms can spread anywhere on the Web. Anyone can grab the embed code and put it on their blog or MySpace page as I’ve done below. Notes Sternberg:
A user cannot take a room off of MySpace and throw it somewhere else. We have all our rooms networked. A user can take the CBS Jericho room, and throw it on their WordPress blog. Our chat rooms are networked versus islands within Websites.
It is very hard to get a synchronous conversation going. You won’ get enough people on your MySpace page to have a conversation. But with Meebo Rooms, most of the traffic is coming from somewhere else. It solves the problem of the Web being so distributed.
The power of Meebo Rooms is that they let anyone create live conversations on their site by aggregating people with similar interests from other sites. In fact, it links people between sites. And that, hopes Sternberg, will give it enough scale to become an ad network of sorts. Meebo has raised $12.5 million from Sequoia Capital and Draper Fisher Jurvetson.
cb_widget_report_widget("cb_widget_1201820712"); cb_widget_report_element("cb_widget_0_1201820712","meebo"); cb_widget_report_element("cb_widget_1_1201820712","piczo"); cb_widget_report_element("cb_widget_2_1201820712","revision3"); cb_widget_report_element("cb_widget_3_1201820712","rockyou"); cb_widget_report_element("cb_widget_4_1201820712","userplane");
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