Three Minds On Digital Marketing @ Organic

We often think of user and brand experience in the online space. But what happens when that experience exits the digital realm? I recently came across two pieces of work by two distinctly different agencies that successfully took the user experience off the safe path. One was driven by the brand. The other by the consumers.
 
Brand-Directed Paths
eView360 focuses on the reach of a brand experience and how it should touch print and interactive, and then carry over into physical space.  One pointed example is seamless brand experience Tessera Executive Search in Dubai presents from print to web to office.

eView360 is a unique agency that employs a multidisciplinary approach that includes print, web, interior and architectural design. When creating a branded experience for their clients, they carry their design cues into the physical office environment. For Tessera Exectutive Search, the color schemes on the Tessera website carry over to the wood stains in the office or the seats in the waiting room. The environment "feels" Tessera in all the areas where you interact with the company.

Consumer-Created Paths
Mazda 3 used an Alternate Reality Game (ARG) in Quebec, Canada to build awareness around its launch. Called the 33 keys project, it enticed users to find 33 keys in a scavenger hunt across various mediums. The ultimate prize? A real vehicle. A TV spot created awareness, and seeded through blogs and guerilla marketing. There were a number of web properties built for the campaign including a website, a Facebook group and a blog.
 
Over the course of play, the game changed and players reached out to each other through social media channels outside of the established properties. With this change in strategy, the brand was forced to change how they supported the game. They also worked with bloggers and Facebook group owners to seed clues. Their flexibility only added to the excitement of the game and encouraged more participation. Overall, it was a very successful campaign.
 
Managing the Experience
Both presentations got me thinking about how all-encompassing a user or brand experience can be. Seeing how the 33 keys project grew organically from their own properties to blogs and social networks, I wondered if it's even possible to manage the experience. Also, seeing how eView360 carries the brand through to physical spaces, I thought about how quickly a brand can be lost once outside the print or web space.
 
So, how do we help users experience a brand through multiple mediums?

• Create continuity. Consider all the places where your customers interact with your brand and make sure they're consistent.

• Think about your leitmotif. What cues can your customers feel that let them know when they're in your space, be that physical, cyber or print?

• Plan for change. As with 33keys, customers may pick up on your brand and run with it.

• Generate novel ideas. What would you do (or have you tried)?

Anthony Viviano
Sarah Jo Sautter
 

The Emerging Experiences team at Razorfish recently unveiled their experimental retail platform Razorfashion. The system is built around a multi-touch enabled surface display that aims at augmenting the user's shopping experience in offline stores. It is indeed an interesting exploration and contains several inspired ideas. However, this "retail experience" that Razorfish created may not actually be a consumer darling in a real retail space. Here's why:

Retail experience that isn't

Due to iPod's dominance, some competitors attempted to unseat it by introducing new killer features. One of these seemingly attractive innovations was wireless song sharing, however it never gained much traction. The problem is that it goes against people's expectation of what "sharing" embodies in physical space. When you are together with your friends, the music is shared by co-listening through the same pair of headphones or speakers. The wireless transmission of files deprives users of the intimacy or camaraderie that the act of sharing traditionally promises. Same problem here. The retail experience for most shoppers is the enjoyment of seeing/feeling/touching merchandises, comparing/matching them side by side, trying them on, and admiring oneself in the mirror. If one wishes to "shop" on a computer screen, he or she can simply stay home.

In the nascent stage of e-commerce, many had the misguided notion of replicating brick and mortar experience in the cyberspace. Some went so far as to champion 3D virtual mall built around the (then) cutting-edge VRML. Now the pendulum has swung to the other end; efforts such as Razorfashion aspire to recreate digital experience in physical space using the (now) cutting-edge touch surface. It just might be as futile. It is my opinion that our digital social lives have evolved to the point that the real world is starting to collide with the virtual one. Experience design professionals now need to take a hard look at how these two realms can compliment and enhance each other. Replication is not the answer.

Crossing the chasm and then back

In order to induce such a tectonic shift in shopper behaviors, a critical mass is needed to create strong enough network externalities. Razorfashion's clever responses are a) to create an inter-store system that facilitate a continuous experience in the same shopping center, and b) to leverage the consumer's personal social networks such as Facebook.

The former would be a vast infrastructure-building initiative. Not only the cost can be prohibitive, it also ignores the differences in branding requirements of all these diverse stores in the same mall. One design does not fit all, and some brands may flat out refuse to be associated with any modern technology. Even if we somehow manage to establish such a network, the user's personal data is portable only through his or her own mobile device. Coupling with the fact that the social network touch points Razorfashion trying to duplicate already exist on said mobile device, one has to question the wisdom of building an elaborated display network in the first place. Why not keep the experience on the mobile device from end to end?

Private touch in public space

There is no question that the characteristics of multi-touch interface such as tactility and direct manipulation lend itself well to small devices that are personal and intimate in nature. Problems however arise when the surface is scaled up. Most early applications of large-scaled touch interface were collaborative "workbench" systems. Since they were often used in semi-private settings with trusted participants, the tension between private and public modes of computing, while emerging, was still well contained. Nonetheless, the simple act of bringing up the surface from its traditional upward-facing orientation to its new full-frontal public posture stirs up that tension to new height. Exactly which parts of people's shopping experience they deemed private and which parts public need to be researched and then addressed accordingly. Razorfashion's social network mashup features further underscore the issue.

The deployment of multi-touch surfaces in public space also faces a couple of problems that are trivial but not any less real. First, due to the size of the display certain operations are difficult or imprecise to operate with just one hand, thus all the two-handed actions that you saw in the Razorfashion demo video. This would spell trouble in its intended environment, where users are likely carrying shopping bags or handbag. The second issue is one of sanitation--real or perceived. Witness how people loathe the finger smudges on their iPhone; now imagine magnifying that smeared screen and placing it in a shopping center where sees thousands of visitors...in flu seasons. It seems a contact-less gesture-controlled interface, not unlike the Xbox Project Natal, is more suitable for large public display.

Despites the aforementioned issues, projects such as this and IconNicholson's interactive mirror are important trials that surely will one day lead to better retail design and services. Integrated online/offline service design is likely to become the new focal point of the industry. It is exciting times to be an experience designer.

Fang-Yu Lin

image credit: tanakawho

We told you about how one restaurant used customer feedback on Yelp to better their product and service. Well, now Yelp is making it official. They're allowing restaurants to respond directly to customer comments.

Previously, Yelp had limited small businesses' voice on the site to paid advertisements. But in the past year, Yelp has been taking steps to foster their relationships with these local businesses starting with allowing them to update their own business profile and contact reviewers privately.

This is great news for smaller local restaurants like Zumba just outside of Detroit, whom I first wrote about emailing customers to encourage them to write Yelp reviews. They then followed up by letting customers know that they indeed acted upon those requests.

Yelp doesn't screen comments, but users can flag inappropriate ones. Until now, this has been cumbersome for businesses who simply want to publicly rectify their name. Other reviewer sites like TripAdvisor have been allowing businesses to post responses for some time, though Yelp still remains a favorite among locals. Yelp has been accused of bias towards some restaurants in certain communities. So is this Yelp's way of rectifying itself?

Yelp has created a Business Owner's Guide to help restaurants like Zumba (and other businesses) that want to address their customer's comments.

As a marketer, this is could really help dispel myths and maintain branding. However from a consumer perspective, I'm a little skeptical. If I could be sure every restaurant would take action like Zumba, I'd trust the business responses I read. But honestly, I'm more likely to believe people who are more like me.

And according to research, I'm not the only one. Just look at these statistics:

- Online users value consumer reviews, 53%, over expert reviews, 40%, and traditional advertising, 11%. (JupiterResearch / Bazaar Voice Survey, Online Consumer Opinions/Use of User Generated Content, January 2008)

- Online social network users were three times more likely to trust their peers' opinions over advertising when making purchase decisions. ("Social Networking Sites: Defining Advertising Opportunities in a Competitive Landscape," JupiterResearch, March 2007)

- "Person like themselves" still most trusted source for information about a company and, therefore, products. (Edelman Trust Barometer, November 2007)

So if all the evidence says consumers won't listen to businesses' posts, will Yelp's new policies really work?

Sarah Jo Sautter

image credit: MR McGill

In the growing field of Neuro Marketing, we're beginning to understand the neuro science behind what appeals to a consumer from the primordial recesses of the brain. Susan Weinschenk, researcher and author of the book Neuro Web Design, What Makes Them Click?, is applying this principle to web design. She presented some of her findings at the Internet User Experience 2009 conference in Ann Arbor, Michigan. What an eye opener!

In the study of human-computer interaction (HCI), we often look at cognitive psychology to understand what motivates a person to click. In fact, the study of HCI was born from cognitive psych. Weinschenk, however, points out that this goes deeper. Decisions are motivated not only by the conscience but also by the unconscious mind.

Weinschenk touched on three interesting principles. I'll begin with the last since it's the most exciting: the principle of social validation. If a user is uncertain about a decision, he or she will look to other people. Specifically, consumers trust peers over expert reviews or recommender systems. We, as web marketers, can apply this principle in smart application design and social media. Find and promote the community around a product and include credible reviews.

Another principle is related to decision making and the number of choices presented. Users may say they want many choices, but the research presented in the book actually proves that the fewer the choices, the more likely a person will click -- or better yet, purchase. Too many choices cause the user to freeze and make no choice at all.

The third principle presented was the fear of loss. It's better to begin with all options and then allow the user to subtract. The fear of loss principle means that users are reluctant to remove options and more likely to purchase a product with premium options if that is what is first presented. An example of this principle in play is on Dell's website. Products begin with more expensive options and the user can subtract these for a less expensive end product.

Since all this happens on a subconsciousness level, it's hard to say whether or not (as a consumer) I've actually acted this way during a purchase process. Still, I agree with Weinschenk's conclusions. I'm eager to apply these learnings in my XA practice. I'd like to give users fewer and more relevant choices. Then integrate social media as a way to influence their decisions.

So the next time you make a purchase decision, think about what made you choose what you did.

Anthony Viviano

I just picked up a copy of Data Flow, a 200+ page anthology of data visualization examples from around the world, and I can't put it down. The collection is deep and wide, from the playful (pictured) to the abstract (meandering lines of measurement representing the meandering prose of Kerouac's On the Road) to the narrative (a comic-influenced non-linear story of lives intersecting).

Even better, the book is light on words, save for the concise and insightful intro, a few choice interviews, and five thematic chapter titles -- Datasphere, Datascape, Datanoid, Datalogy, and Datablocks. Simple as they may sound, these titles help make sense the vast world of information design by identifying the most common metaphors by which designers communicate complexity. An inspiring and informative reference.

Sam Cannon

With brands flocking to Twitter, there are many that still need to take the time to understand how it can work for them. In a recent post about the evolution of brand conversations, our own David Feldt describes how much work it takes to engage in meaningful conversations with customers.

This morning, Skittles is letting you do the work for them. Instead of guiding the conversation, they've handed it over. The site's homepage it pulls in every -- absolutely no editing -- twitter reference to the name "skittles."   They've added Twitter to their social media repertoire without ever tweeting a character themselves. Their new website may be generating quite a bit of buzz, but at what cost?

Here's what folks around our network are saying:

"The Skittles' twitter homepage "strategy" makes NO sense whatsoever and adds nothing to the Skittles brand.  All they did was put up an unfiltered, generic Twitter search page that is open to all kinds of abuse. If they had put some thought into it they could have done something worthwhile that actually tied to the Skittles' customer base and made sense."
-David Feldt, SVP, Managing Director

"More than just the Twitter feed, the "Media" link is their YouTube channel and the "Friends" link is their Face book page. Another argument for the "do brands really need a .com anymore" thesis."
-Craig Ritchie, Strategy

"Interesting and not unexpected from a brand known for some extreme marketing ;)"
-Jay Bain, Project Management

"Fail or no fail. I have to say I'm hankering for some Skittles right about now. Maybe that's the point."
-Sandy Marsh, Experience Architecture

"There's no such thing as bad press, as long as they spell your name right."
-David Freeman, Technology

"Skittles has taken the "you are what they say you are" adage literally which is not a bad approach or a new one - Jeep Experience was a similar strategy.  But the execution lacks.  When a consumer arrives at your brand page they should get a sense for what the brand is about. A handful of 140 character blurbs conveys a scattered and convoluted message. It might have been more interesting to bubble up key phrases or terms from the multitude of skittles tweets or draw in imagery from Flickr."
-Russ Hopkinson, Strategy

How long before skittles revokes their campaign? Check it out and tell us what you think. And if you twitter it, please include that too.

UPDATE 3/3/09: Skittles has moved their Twitter feed to a less prominent page titled "CHATTER" and replaced the home page with their Facebook page -- content they are controlling. Skittish or part of their long-term strategy?

Sarah Jo Sautter

Editor's Note: This following piece is a follow-up to Sandy's review of the book "Predictably Irrational: The Hidden Forces That Shape Our Decisions"

I. Love. Dogs. In fact, I love all animals. This should be no surprise to any of you who know me even just a little or anyone in the vicinity when I receive an email with a link to a panda sneezing, when someone mentions a Super Bowl ad featuring chimpanzees, or when I'm forwarding a picture of a baby opossum sitting atop our garbage. I love all animals - just not cats.

My hatred of cats mostly stems from their seemingly intentional relentless assault on my allergies. My affinity for dogs may only be explained by the fact that I'm legally allowed to own one and they don't seem to have it out for me as much as cats do.

My current preference for my dearly departed old dog, Zeb seems to be the direct result of my most recent experience with my current dog, Roxy - who has just attacked the new vacuum cleaner and eaten the upholstery extension.

Do I love Roxy less than I loved Zeb? Of course not. That would be absurd - like proposing you love your son, who is standing in the room with you, more than you love your daughter, who has been in the garage for the past week. I'm just trying to convey what I've learned by reading Stumbling on Happiness by Daniel Gilbert - that our minds play tricks, and not just any tricks, but the same tricks. Meaning, collectively, we are a one-trick pony.

Yahoo! today announced a new mobile application Yahoo! Mobile at the Mobile World Congress. It consolidates many previously (seemingly) uncoordinated mobile initiatives from the venerable company. This is certainly a welcome development. So far so good. However, it also aspires to be "your starting point to the Internet" on mobile devices, and that's where the tone starts to sound off-key.

As you can see in the image above, the app provides its own user interface to allow access to its included mobile services (apps within an app) such as Maps or Opera Browser. While this may be useful to some less advanced phones, all smartphones already offer their own carefully designed OS GUIs to which their respective user bases have learned and grown accustomed. Why add to the user's learning curve by introducing another OS-like layer? It also obstructs certain information that could have been surfaced on the system level, such as the unread mail counts in the screenshot above (you have to first open the Yahoo! Mobile app in order to see it).

To make matters worse, Yahoo! Mobile incorporates many third party contents and services--such as news sources, social networks, or RSS feeds--all under the same roof. It results in a cluttered interface that creates muddled, weighed-down user experience. The two screenshots above illustrate the point nicely; just imagine adding even more content sources to these small screens.

So what went wrong? The whole "portal" paradigm just might have been expired years ago. It was the toast of the town in the '90s, back when the Internet was a strange and scary place. Many users seems to feel that they needed guidance to navigate this land newly found. As the majority of users becoming experienced and comfortable with the networked space, they have developed complex, dynamic and diverse behavior patterns that no single (clean, planned and orderly) contact point could sufficiently satisfy. Just as Jane Jacobs' urbanist vision has pointed out, it may be time we recognize that cyber world-making is an obsolete ideal.

Fang-Yu Lin

image credit: Duke Research, Ariely conducted an experiment, putting either Cokes or cash into shared dormitory refrigerators. Seventy-two hours later, the Cokes were all gone, the money untouched.

STOP for a minute and ask yourself, "How did I rationalize my last next gen gadget purchase? Did I really need 8 more MB? Why do I feel compelled to take the shampoo from the hotel room when it's not even a brand I would ever use?

Why do we humans continually behave in ways that fly in the face of logic? Even if we can't admit it out-loud, we all do it. In denial? Read on.

I just finished the book Predictably Irrational: The Hidden Forces That Shape Our Decisions. It's not really a marketing book - I bought it because I'm fascinated with psychology. But, it turns out to be incredibly applicable to what we do...

You remember that old saying "you get what you pay for". Well, it seems somewhat appropriate in this case.

Michael Moore decided to release his new movie "Slacker Uprising" online. The film documents Moore's "get out and vote" 62-city tour during the 2004 U.S. presidential election. And if you sign up now at slackeruprising.com, you'll be able to download the entire movie for FREE on September 23rd.

But, why free? According to Michael Moore:

"This is being done entirely as a gift to my fans. The only return any of us are hoping for is the largest turnout of young voters ever at the polls in November."

For those of us who have seen the movie, we have some other theories:

Review by Michael White
The best thing I can say about CAPTAIN MIKE is that it looked incredibly sharp on the digital projection system here at the Toronto International Film Festival. This film--also known by the better title SLACKER UPRISING--is something of a half-hearted sequel to Moore's FAHRENHEIT 9/11, documenting Moore's "Slacker Uprising" tour of 2004 in which the filmmaker attempted to lessen the number of "red states" on the political map of the U.S. by encouraging voter registration and turnout.

Unfortunately, seeing all of the folks in CAPTAIN MIKE serves as a reminder to just how close we came to dethroning our unelected president and how much this failure has hurt us in the years hence. It's a bit like seeing interviews with the geeks in line for STAR WARS: THE PHANTOM MENACE who have no idea about the world of hurt they're about to enter.

The myriad shots of Moore shambling onto various stages across the country keeps begging the question, "Just how many baseball caps does this guy have, anyway?" After a while, the film feels too sad to stand. There are times when the "Slacker Uprising" tour seems as though it should be called "Michael Moore's Ego Trip Across America." It seems that the less of Moore on screen the better. With that equation in mind, CAPTAIN MIKE has Moore on screen one way or another through approximately 95% of the film. You do the math.

With a review like that many could say that Slacker Uprising would have never made any return on a theater release. With a price tag of free, there is a lowered expectation on the quality of the content. Releasing it on the internet became a wise move on Moore's part to save face and actually get his message across to a wide audience.

Alex Churchill