Three Minds On Digital Marketing @ Organic

Ford is responding to the recent Cash for Clunkers legislation with a mini-site that provides information on the program. More importantly, they have a selector that will help you determine whether your current vehicle qualifies as a clunker. If it does qualify they display the Ford vehicles that will achieve MPG gains to get the $4500 and $3500 payouts.

http://www.letfordrecycleyourride.com/

Beautiful? No, probably not. Useful? Absolutely. Within minutes (or less) I knew if my car qualified and what Ford vehicles I should consider to qualify for the for clunker payout. For this program, that is the critical info consumers need.

Richard Liechty

This video by Google illustrates several issues that have been plaguing product and brand managers, UxDs (user-experience designers) and IAs (information architects) and most obviously, the general public. Google asks "What is a browser," only to find that less than 8% of those polled have an understanding of the term. (It is, by the way, "a software application for retrieving, presenting, and traversing information resources on the World Wide Web" - Wikipedia; e.g. Mozilla Firefox or Microsoft's Internet Explorer (The big blue 'E'))

For Branders
For those of us concerned with brand definition, the example is clear: Google checks to see if people understand how Chrome is better even have a basic understanding of the term "browser," and find that the confusion has hardly cleared up over the past 15 years, since graphical browser use became widespread in the mid-'90s. Back then, users thought they "used Yahoo!" to surf the information superhighway, and as we see here, they still believe the same.

For Google Chrome achieve any penetration in this market, the big G needs to focus on not only defining and demonstrating Chrome's unique value, but also educating the public on the very basic concepts of "browsing," and "applications." This is no small task, as Firefox has long been fighting this battle and making slow gains against the IE giant, mostly through word-of-mouth from passionate advocates, again illustrated in the Google video. (I, personally, have done this on many occasions, wiping IE from friends' and families' hard drives in a Firefox coup.)

For IAers
For those of us concerned with interface design, the interviews illustrate the need for simplicity. This video may make you consider an edit or two if your web site copy includes the call-to-action "Download to your browser," or similar industry-insider phrases. On a more macro level, the interviews highlight the importance of maintaining a holistic view of the web experience.

If your users don't really understand what a browser is, do they know when they are on your web site, or is your vanity URL confusing this; perhaps they're on an "unofficial" site created by a passionate fan?

If your users don't really understand what a browser is, do they think they have to come through Google or Yahoo! to reach your site? Do you show up (positively) there?

If your users don't really understand what a browser is, are they savvy enough to find their way through your site; are they stymied by nomenclature that is cloaked in your brand's jargon or Internet industry jargon?

I don't care what a browser is.

Ultimately, this video illustrates the fact that people don't really care how they get what they want online, just that they get it. The best thing your brand, product or digital experience can do is make it easy and understandable for your customers.

So for product and brand managers; UxDs and IAs, the questions become, does your market know what your brand promises? Do they know what your product does? Do they know what that button does or where that link goes?

Or, does your market make assumptions about your product, lumping it in with a lesser offering, mistaking it for your competition, or for a completely different idea?

If so, you have a lot of work to do. Maybe it's time to hit the pavement and get some real insight from real customers.

Craig Ritchie

What if you could re-envision the trading floor with a web 2.0 focus? What if a RIA could expose you to a network of insiders? What is you could analyze Morgan Stanley's extensive historical trading data with your own models? What is Morgan Stanley pushed the envelope of transparency to provide you with more data than has ever been available before?

Check out the Matrix by Morgan Stanley microsite and product overview: http://www.morganstanley.com/matrixinfo/

It is an ambitious new rich internet application that is changing the way people think about the trading floor. Capabilities include advanced data visualizations, human curated (by MS of course) and machine filtered information for the torrents of relevant financial information and news, and social graph/IM/messaging features to connect to a network of your peers. The experience was built using Adobe's Flash Platform technologies, and integrates real-time data, with the delivery of audio, video, reports and rich interactive charts using the Flex framework. Truly revolutionary experience design from a Bank.

Dean McRobie

I recently found some time to play around with two XBMC-based media center apps, Boxee and Plex, and I have to say that I'm impressed. Not only with their design and feature sets, but with their ability to deliver web-optimized content to a television.
 
Gaming consoles have long had the interaction model between users, the television, and a computer figured out, so it's not surprising that these media center applications evolved from the XBOX modder community. What is surprising is the extent to which they have been embraced by early adopters. It's difficult to estimate the size of these platforms' combined install base, but judging from the amount of buzz they're generating, it's considerable.

A large portion of the success of these apps can be attributed to the growing importance of the problem they help solve. Namely, that lots of people have amassed large amounts of music and video on their local computers and want a higher-fidelity consumption experience than what's afforded by iTunes or Windows Media Player and a 15" laptop screen. In addition to locally stored content, people are increasingly interested in watching streaming video from sites like Hulu and TV.com from their sofas on their shiny new HDTVs. Boxee and Plex do a great job of solving the problem of "the last ten feet" bridging the divide between the desk and the sofa.

Delivering computer optimized content to the sofa is the primary driver for adoption of this type of software, but there's another major attraction, features. For instance, the ability to pull down related content based on local media files. Both applications seamlessly blend reviews, ratings, and album art into the interface and in doing so added a lot of value to my existing media.

Another attractive aspect of these applications are the crop of supported iPhone remote applications that have popped up in the App Store. They represent a super-smart approach to solving a key interaction challenge associated with the sofa to computer model, lack of a wireless keyboard. The apps makes use of the iPhone's screen for navigation and keyboard for text input and while they won't please everyone, they do pass an important litmus test, they make use of hardware that many users already own. Instead of imposing requirements for new hardware, as other major media center software vendors have done in the past (you know who you are). All in all, these apps are another step toward liberation of content trapped in the desktop interaction paradigm.

Dan Neumann

(Please note that for this post I only researched accelerometer-based apps on the iPhone; time permitting I'll post again soon on how accelerometers are being used on a wide range of other devices, vehicles and buildings)

The recent "Baby Shaker" iPhone app controversy drew attention not only because it highlighted possible issues with Apple's app approval process, but also because the realistic "shaking" interaction, via the iPhone's accelerometer, produced such a negative and visceral response among an online group far wider than those that purchased it.  It's a good example of how strongly people can react, even if negatively, to motion-based user experiences.

As anyone who has used a Wiimote (also accelerometer-enabled) or an iPhone/Touch knows, being able to make precise, minute motions (tilting, sliding) or more physically immersive, realistic ones (shaking, swinging) can be an extremely engaging interactive experience. 

Could motion-based interaction be a significant trend in user experiences? And if so where do brands fit in?  

With a little research, I found a growing variety of innovative accelerometer-based apps, including some interesting marketing and gaming entries by major brands that indicate this may be so.

Here are some of my best finds, including those apps from brands, but please leave your comments below on other apps you feel have used the accelerometer in interesting ways.

Image credit: Luca Penati

Seems like tons of brands these days are capitalizing on people's desire to be a little friendlier towards the earth (or for some, playing to our guilt-induced purchase decisions). There are organizations helping us make the right choices while shopping, eating and even listening to music. Here are a few digital notions I've come across that -- at first glance -- appear they're helping consumers make better eco-conscious choices. But at what price?

On Your iPod
In celebration of Earth Day, iTunes has created The Green Room filled with content (songs, audiobooks, videos, TV programs, podcasts and apps) that in some way, shape or form pays homage to the planet.  They even put together a series of four albums of Earth Day iTunes Essentials. The first, titled The Basics, highlights the delicate nature of our nature. We all know folksinger John Denver was a big nature advocate. But did you know that soulful Marvin Gay was the first to top the charts with an environmentally conscious tune: "Mercy Mercy Me (The Ecology)?" In Next Steps, musicians like The Doors and Neil Young take action and tell you how to do so yourself. Even Canadian punkrockers make their statements in Deep Cuts. You can purchase the complete set for a value-packed $74.55. I'm tempted. Heck, I'm a sucker for the Earth and they got me. But what good does it really do for the planet?

What Are You Eating?
Next time you're craving sushi, consider opting for the rolls that aren't in danger of being overfished and those that are healthier for you. Download a copy of the sustainable sushi guide and plop it in your wallet for easy reference.

Or get it on your iPhone. The Seafood Guide tells you which seafood choices are the best (not endangered or high in mercury) in which parts of the U.S. Plus it also lists sushi by both it's Japanese name and what most of us English-speaking novices call it.

Attracting Students
Jocelyn Startz told me about a program where 25 SF high school students are tracking their transportation habits using Facebook and GPS cell phones provided by Nokia over AT&T's network. The cell phones send info to servers at UCLA which organizes the info in a way that allows the students to see how much carbon they are producing in their various transportation decisions, post their data and compare it to others' results on Facebook. The intention is to encourage the students to choose more environmentally friendly transportation options. A cool meld of social networking and environmentalism by the Go Green Foundation. Or does it just make them want a GPS-enabled phone more?

Online Shopping
Shop through the EarthShare EZ shopper widget and every time your buy something from one its retailers, EarthShare gets a cut. All the proceeds go to environmental and conservation charities.

GoodShop.com is another shopping portal. At this one, you choose your favorite environmental cause (out of the tons of non-profits listed). It also provides hundreds of coupons and deals, and highlights green merchants. Stores donate everything from .5% to up to 30% of your purchase towards your selected cause.

Surfing
Next time you want to look up something, use GoodSearch.com. It;s a Yahoo-powered search engine that donates a penny per search to your favorite environmental cause. Okay, so I didn't spend any money here.

The Politics of It
The White House is doing its part too. Mrs. O is bringing back gardening as a new summer activity. You can plan your own vegetable garden based on hers with online software Plangarden. Get a trial version for free. But if you want all the features, get ready to fork over 20 bucks.

"We Can Solve It" touts Repower America. "It" refers to their efforts to convert the United State's energy resources to 100% clean electricity within 10 years. The grassroots organization has enlisted Al Gore to encourage you to sign up, write your Congresspersons (prescripted emails provided), email your friends and donate to fund their cause. Their latest email provided me with a script I could use to call my state Representative in support of the Clean Energy Jobs Plan. It even gave me the name and number of my Representative. They make it so easy. How could you not help? Every now and again, they'll send an email asking you to donate more than just your social media skills.

The Bottom Line
While all of these initiatives are doing good for the environment. They're also helping someone's bottom line. The real meaning behind Earth Day is making do with what you already have. But how much have you spent to be more green?

Please share your favorite pro-Earth digital initiatives while you're here, too.

Sarah Jo Sautter, a simple girl whose love for the earth and love for shopping often collide

For the past few days, the technology blogosphere has been buzzing about the upcoming Hulu iPhone app. About the same time, there is a widespread rumor proclaiming full HD output and iTunes streaming from next generation iPhone and iPod touch. It is not difficult to put two and two together, and see the enormous market disruption potential in an iPhone centric living room entertainment solution.

If indeed the new iPhone and iPod touch can support full HD and iTunes streaming, many users may be tempted to purchase Apple's video output cable to watch content on their HDTV. Some may also want to watch Hulu, TV.com, Joost, and other video serving apps this way as well. For Apple, iPhone and iPod touch would suddenly transform into a killer media center with a formidable install base. For the consumers, the relatively open platform would ensure that they have access to diverse content from various sources. For content providers, this model affords them a direct channel to media consumers, bypassing carriers, cable operators, and other traditional channels (even iTunes Store).

The last point can be a big boost to organizations, big and small, who don't have direct tie to those media titans. For instance, Big Ten Network could release an app that relays their NCAA games live or on-demand, without involving in protracted negotiations with cable companies. Another example would be performance arts institutions, such as Lincoln Center and Village Vanguard, creating their own apps to broadcast live or recorded performances, rehearsals, and interviews--a new and conceivably substantial revenue stream.

Assuming iPhone/iPod touch is taking over the living room, what would be the raison d'être for AppleTV? The product seems to be a halfhearted effort from Apple, shackled not by technical but copyright and other business considerations. No wonder Gizmodo gleeful declared AppleTV "obsolute" after the iPhone HD rumor surfaced. Let's not write its obituary just yet.

I believe most users would not want to permanently connect their phone to a TV or a dock. If Apple can support video streaming from iPhone/iPod touch to AppleTV, the latter will effectively become a wireless video breakout box for the former. Imagine browsing Hulu videos using iPhone on your comfortable couch, selecting one with a touch of your finger, and then enjoying the video on your big screen TV. Consumers and content providers alike should be thrilled to see a solution like this. Netflix and other video-on-demand services would certainly be interested as well. But would Apple allow it?

Hopefully the Cupertino company will see that by opening up AppleTV platform they may sell more iPhones and many more AppleTVs. This would translate to more iTunes Store users too. Now, if someone can convince them to also release an API for AppleTV...

The Conservation Fund, Organic's carbon offset vendor, has partnered with iPhactory and Ecolife Apparel to launch iPhorest, a new iPhone app that helps the environment by planting real live trees.

By downloading the app, the user activates a seedling both virtually and physically. For each virtual tree planted, The Conservation Fund will plant a native tree in real life - starting with restoration of vulnerable wildlife habitats along the Gulf Coast in the United States.

• Once you've downloaded the app you can virtually grow your tree
• Dig a hole: shovel and scoop with your iPhone until your seedling appears
• Touch the seed to plant the seedling
• Shake your phone to create a storm and when the sun comes your tree begins to grow
• Repeating this six times enables your tree to reach full growth
• Share your tree growth at any stage with others by pressing the share button to email them
• Grow another tree in the forest view screen by clicking on the shovel
• Go up to see all of the other iPhorest users. Help green the Earth - the app places a dot where you first launch iPhorest.

Product Page: http://www.iphorest.com
iTunes URL: http://www.itunes.com/app/iphorest
Video Promo on YouTube

Jocelyn Startz

Hot on the eve of the South by Southwest conference, Dennis Crowley (founder of the mobile social service "Dodgeball") and Naveen Selvadurai opened the gate to a new new mobile lifestyle application called "foursquare" for the iPhone. Foursquare, introduces a new twist to the burgeoning landscape of mobile social applications. So far, the reviews are promising.

What makes "foursquare" different is it's, well, game play.

Built on a solid location based platform, foursquare makes mobile check-ins seamless (telling the network where you are in the form of a place, not a location, i.e.: "I'm at The Reservoir" not its latitude and longitude and approximate street address). As users check-in, their friends are alerted to their whereabouts along with "shout-out" messages with more details about what they are doing. Foursquare also includes Twitter integration so a user's whereabouts and what they are doing can be pushed directly to their Twitter followers. And yes, all of this can be turned off if you don't want anyone to know that you are with your best friend's girlfriend.

While other applications offer the user the ability to check-in and alert friends, foursquare provides users with an actual social incentive to participate and maintain repeat usage. As foursquare users check-in, they earn points and unlock badges for various achievements. For instance, go out four nights in a row and you'll unlock "bender." When you check-in to the same place more than any other user, you become "the mayor" of that location for everyone to see.

While check-ins and badges appeal to a competitive nature, foursquare also provides user generated lifestyle guides in the form of shared to-do lists. Users can post things "to do" in specific places and share them with friends. As friends complete these "to dos," then can mark them off on their own list.

Foursquare currently supports 12 cities including: Austin, Boston, Chicago, Denver, Los Angeles, Minn/St. Paul, NYC, Philadelphia (ed. note: boo), Portland, San Francisco, Seattle, and DC. More cities will be added over the course of the next few months and as users from these markets adopt foursquare.

While foursquare is best optimized on the iPhone, it's also usable via SMS and most mobile web browsers. More information on foursquare can be found here.

I've been an alpha tester of foursquare for the past few months and have been impressed by the functionality and game play nature of the service. It's the social competition that keeps me coming back and I strongly believe that the competitive nature of the product will lead to the formation of an active user community of socially incentivized users who will "go out and play," as opposed to some of nascent mobile social networks that are out there.

With plane loads of social media and entertainment influencers hitting up Austin this weekend, foursquare is poised to be the talk of South by Southwest and may even be one of the mobile breakout hits of 2009.

Chad Stoller