insight

Ad Age Digital Conference 2012 Recap, Day 2

by Leland Means May 10, 2012

Last week, I began recapping my experience during this year’s Ad Age Digital Conference in New York. I discussed how digital technology is both evolving traditional mediums like television and providing new opportunities to spread the values we’ve long shared.

During Day Two, the focus grew beyond how brands are transforming through the influence of new technology and spaces, and into how marketers and agencies must adapt their roles and strategies to keep pace. Here are some highlights I took from two of the Day Two keynote speeches.

From Interruption to Inclusion: Changing the Way Brands Tell Stories
David Fischer, VP Business and Marketing Partnerships, Facebook
Twitter: @davidbfischer

 


Narrative has always played a critical role in advertising, but the way those narratives are built and shared has shifted. Content is now “lightweight.” Fischer broke down what this change in content creation, delivery, and expression really meant:

•    Content is fluid and ubiquitous

•    Content is fast and immediate

•    Content is easily shared and accessed

Given this notion of “lightweight” content, the marketing opportunity has evolved into providing meaningful information that customers want to experience and share. Fischer listed a few statistics that showcased the power of shared content and engaging in people year round:

•    92% of people trust a recommendation of friends. (Nielson)

•    When a person sees a friend recommend an item on Facebook they are 50% more likely to remember the ad. (Nielson)

•    Fans on Starbuck’s Facebook page make 11% more transactions than non-fans — even when compared to non-fans who go to Starbucks. (comScore)

The state of new media storytelling means brands must have an “always on strategy.” Content is now no longer simply seen, but it is shared. Staying “always on” means always being accessible and remaining a part of the conversation. Large campaigns and big ideas are still important, but utilizing lightweight content delivery, often manifested through social media channels, gives the brand direction during campaign lulls.

Post-Presentation Thoughts

Social media doesn’t change the importance of good stories, but it changes the way those stories are seen. As the name of Fischer’s talk expressed, what is happening is a shift from intrusive messaging to inclusive messaging. People are not starved for content, so the quest remains creating meaningful content that customers actively want to see, hear, and feel. Brands should not just interrupt the lives of customers, but integrate with them. Engaging customers by creating and promoting genuine content is the key to encouraging people to organically share and spread a brand’s message.


The Role of the Agency in the Digital World
David Pakman, Partner, Venrock Capital, and Rob Norman, North America CEO, GroupM
Twitter: @pakman and @robnorman

 


In a moderated panel discussion, Pakman and Norman took on several questions related to how agencies should integrate and create technology and tech platforms. Paraphrased here are some of the notable answers.

Should agencies be in the technology business?

Pakman: We may not need to create tech, but we must be mired in it. Agencies should work towards less proprietary solutions and to integrate tech that doesn’t compete with what the client or client’s technology company uses.

Should agencies own technology platforms?
Pakman: It’s perfectly okay to own technology that enables effective ad buying and intelligence. Competing directly with existing ecosystem is probably not good. Agencies aren’t going away, they are simply changing as advertising and media ecosystems grow.

Should agencies own technology?
Norman: More important than simply owning technology, agencies should have a cohort inside who understands tech. Their purposes should gear towards integration over origination. Smart agencies are looking for combinatorial success with marginal utility relative to where we were before this new combination.

Where/How does innovation happen?
Norman: Tension in the ecosystem drives progress and innovation.
Pakman: Smaller organizations are unburdened by cost structures and legacy systems — they can innovate relative to incumbents. The incumbent can never move rapidly enough to displace themselves.

Post-Presentation Thoughts

A balance emerged from their discussion between the importance of integration and the role of smaller organizations in driving creative and technological innovation. Holding the resources to create custom solutions suited to you and your clients can seem appealing in a confusing marketplace. However, proprietary solutions often hinder smaller budget operations and restrict technology growth across agencies and industries.

Ad Age Digital Conference 2012 Recap, Day 1

by Leland Means May 3, 2012

                                                                                                     


In their welcome address for the 2012 Ad Age Digital Conference, Advertising Age Editor and Digital Editor Abbey Klaasen and Michael Leamonth hit the nail on the head.

“Eight years ago, tech-driven change was a story. Now it is the story. Social is transforming our relationship to one another, to content, and to brands. The brand marketer must understand all this as a behavioral and data scientist and, in all likelihood, as an investor in start-ups.”

Having attended the sixth annual Ad Age Digital Conference in New York this year, I can attest to digital’s omnipresence — and in particular the growing prominence of social media. These themes ran through the keynote speeches, as well as the program sessions I attended. There were three tracks: video, mobile, and social. On Day One, I split my time between the video and mobile tracks. Here are some highlights from two of the Day One keynote speeches.

Changing the Channel: TV’s Brave New World
Jason Kilar, CEO, Hulu
Twitter:  @jasonkilar
                                                                                         
 
Kilar identified six current trends in TV…

• Personalized: TV will be very personalized to your likes and dislikes.
 
• Comprehensive: Our kids and grandkids will look at the 600 channels we have now, and      they will marvel at how we lived with so few.
 
• Thrive with life: TV will become a more integrated, social event.
 
• Convenient: TV will be ubiquitous. You’ll never again lose a show or broadcast.
 
• Formats: Instead of two main formats we have now (22 minutes and 45 minutes), TV will      be more like clips.
   
• Opportunity: Ad opportunities will be much greater because of increased targeting                capabilities.

He then outlined the future of television, stating that today big brands make advertising for TV, and then they reuse 90% of it for online advertising. At some point (5-10 years) this model will flip. 70% of the content used by big brands online will be created specifically for the digital channel, i.e. not derived from TV.

Post-Presentation Thoughts

I’ll also be curious to see how standardization evolves as personalization and choice in broadcasting increase. And how much standardization is needed for broadcast and interactive to grow together. 

Interactive has a shorter legacy than broadcast; it is less ossified. In this way it will be easy for interactive to help broadcast innovate more quickly. TV advertisers who view their full advertising ecosystem as encompassing both broadcast and their digital footprint will drive the future of digital marketing. 

Digital is Dead
Seth Farbman, Global CMO, the Gap
Twitter: @sethfarbman
 
 
About one year ago, Farbman took over the Gap’s marketing department. He identified two key missions:
 
• Return to Gap’s roots. 
 
• Go digital in a company that had lagged. 

In the end, these goals proved to be one in the same because while technology and tools change over time – digital being the most recent evolution – human values, like those the Gap was founded upon, remain largely the same. For example, the digital world values three key ideals also shared by the Gap’s founders: 

• Optimism: Expressed digitally through increased connectivity. 
 
• Democracy: Expressed digitally through increasingly equal access to information and            expression. 
 
• Individualism: Expressed digitally by an increased ability to find like-minded people and        publish your own point of view and personality.

This led the Gap to set up styld.by – a multi-brand microsite featuring style boards from a variety of stores – complete with social-sharing and shop-now links. 
 
The brand-shared space makes the site feel more genuine, while the style boards support buyers’ desire for individualism and artistry. Because it functions more like a forum than a flat e-commerce site, it feels more organically integrated into the user’s online experience, which in the ends keeps them shopping on the site and ultimately converting. In addition, the shared thumbnails are gently Gap-branded, which provides increased brand awareness.

Post-Presentation Thoughts

As the newest addition to our cultural toolset, digital provides new opportunities to advance the values we’ve long shared — like those of democracy, individualism, and optimism. I’m especially intrigued with how digital continues to help break down the distrust of marketing while driving creativity and accountability. Customers trust other customers. By proving ourselves to our customers, and then empowering them to share their experiences, we can strengthen our brands organically and sincerely. 

It’s nice to consider not only the opportunity here for B2C brands, like the Gap, but also the opportunity for B2B brands — including agency-model marketing companies like Springbox. We’re no longer simply pushing messages out; we’re truly fostering community and dialogue and creating an environment in which the strongest brands win.
 
Be sure to watch out for my Day 2 recap post in the coming days. 

QA Testing for Section 508 – Web Access

by Christina Silva April 26, 2012
In QA land daily web projects involve evaluating wireframes, comps, email campaigns, and thorough testing of simple to complex web functionality. Easy enough, right?
 
So when I was told I would be testing a website for 508 Compliancy I knew I had to put my thinking cap on and get a game plan going. Any kind of specialized testing takes research and planning, and this will be no different.   
   
According to section508.gov, “Section 508 was enacted to eliminate barriers in information technology, open new opportunities for people with disabilities,
and encourage development of
technologies that will help achieve these goals." Section 508 is mainly applied to government agency online properties,
which are required to be accessible to all users, specifically ones using assistive technology to “see” and “hear” web 
content, imagery and site navigation.
 
As a Quality Assurance Specialist, this is my first government property to work on and the level of complexity is increased from conducting usual site testing to adding in 508 compliancy. Before I begin to formulate this part of my QA plan I will need to deepen my understanding of how to test using just my keyboard and assistive software. Testing will need to heavily rely on browser tools and special software to verify the site is consumable outside of my normal visual and auditory queues.  
  
To date, I have identified the following to assist me with this form of testing:
  • Jaws is software that can read information presented on a computer screen
  • Firefox (NoSquint) allows the user to make a webpage more readable by adjusting  the zoom, text and colors
  • Firefox (WAVE) provides a report on the accessibility and usability of a web page.
 
Next on my list is to draft a QA plan around these resources and the requirements outlined in the site documentation. Once complete, I will be able to get a feel for the best way to test the site. Stay tuned for a follow-up article after site testing is complete, as I hope to have additional insight and tips on how to perform quality assurance for accessibility testing.


Lessons Learned from Wordpress Multisite

by marcus pope April 24, 2012

Part II – The Issues with WordPress Architecture

Wordpress is definitely superior to Word for most of our clients’ needs. The architecture is secure, popular and highly customizable. So when we picked a platform that would allow us to import, create, track, export and isolate content for our clients, WordPress Multisite was the obvious winner. It would allow us to create unique URLs for our clients to access their specific copy assets. User management was baked in, and when we were done it was a simple export and import process for the development team. It seemed like a perfect setup.

           

Issue 1: Absolute URLs are absolutely evil

They are the root of all evil when it comes to content portability. WordPress is built on the notion that absolute URLs are a requirement of the Internet. And the design decision permeates every aspect of its core with dire consequences. In a very painful and lengthy discussion with several members of the core development team I tried to determine where this fallacy originated, or at the very least, why it still persists.

As a preface I'll note that there are four different types of URLs, relative, root relative, schemeless and absolute.

  1. Absolute URLs are the fully qualified URL that includes the scheme (http/https/ftp etc,) domain name (google.com) and path (/ig). They look like 'http://www.google.com/ig'.
  2. Schemeless URLs drop the scheme portion of a URI - they look like this: '//www.google.com/' and they are good to use when you are importing a third party library on a page that is served over http and https. The browser will just prepend the current document's scheme to the URL thus avoiding Unsecured Content warnings.
  3. Relative URLs start with a directory name, a dot (.) or two dots (..) and are generally frowned upon because if you move a page to a different folder in your webserver all of the links will point to invalid locations since they were relative to that particular directory.
  4. Root Relative URLs always start with a forward slash (/) and are the most common form of URL on the Internet. They indicate that a document exists from the root directory of the server. You can move a page that contains root relative links anywhere you want and they will always link to the appropriate content. For example '/logos/classicplus.png' is the root relative URL Google uses for their homepage 'Google' logo image. 97 of the top 100 Alexa websites use root relative URLs extensively including http://www.wordpress.org

So if Root Relative URLs are so common, and if they have been supported since 1991, and if wordpress.org uses them, and if they make web development easier then why doesn't the WordPress CMS use them? The current core development staff will give you a dozen inane reasons why absolute URLs are better. And unfortunately this architecture mistake has turned into a religion to justify its existence so pointing out the easier solutions to the "problems that haven't been problems since 1997" are simply dismissed. And anyone who disagrees is a heretic - seriously, don't mention to them that wordpress.org and the rest of the Internet uses root relative URLs.

The real reason WordPress CMS uses absolute URLs is because it was an intrinsic design flaw from its early precursor project called b2/cafelog. And the original developer of WordPress said that if he could go back in time and change it he would, but as it stands it's too complex of a problem to solve on a platform that serves 70+ million websites. Doing so would risk breaking a lot of plugins let alone entire websites. Fair enough Ryan, I appreciate the honest answer.

The consequence of this design is that there are a number of hacks required to work with WordPress in a mature development life cycle. For a personal blogger, it is quite OK to make changes to your website on the live website. But for companies who are concerned about downtime and outages this is unacceptable. At Springbox we have a development server where we make our changes and debug issues. A QA server where our QA staff validates those changes. A staging server where product owners and other departments confirm the end result. A client review server where clients are able to view their site outside of our office. And finally our production servers that host the end result. With absolute URLs every time we migrate content from one server to the next we have to globally search and replace all of the URLs to prevent the links from sending a user to different servers. And that global search and replace is not full proof either.

But the WordPress architecture goes one step further on the admin interface and compares the URL that you are browsing against the URL it stores in the database. If they don't match it will redirect you to the URL that is in the database. This means if you access your website by IP address, say from your iPhone to test out a new feature, you will be redirected to the public website instead of the development server you need to test.

WordPress core members will tell you a number of different hacks to solve the problem, but they don't actually solve the entire problem, only one aspect of it under limited conditions. And when your client wants to review the staging server they expect you to show them how to modify low level OS files to trick their browser into navigating to a different server. And if you work with an enterprise level client or government agency that employs security measures like networks with DMZ's one WordPress core developer expects you to tell the client to change their entire network infrastructure because they're idiots for using a DMZ... seriously.

In reality the rest of the Internet switched to root relative URLs over a decade ago to solve these problems amongst many others. And migrating content between our in-house CMS to our clients CMS would have to overcome this issue to be a viable platform.

Issue 2: WordPress Is Either User-Friendly Or Developer-Friendly, But Not Both

The second major concern we had with WordPress was the content editor used to create blog posts and pages. It uses a product called TinyMCE which does an amazing job of allowing you to edit the HTML directly or provide users the option of editing content via a Microsoft Word like interface called WYSIWYG (pronounced: wizzy-wig.) Unfortunately the way WordPress implemented the feature you have to pick and choose which mode you want.

If you create content in HTML mode you can create any content you want, and preview it on the front end of the website. But if someone without HTML experience edits the content in the Visual WYSIWYG mode it will clobber the HTML source in spectacular ways - often restructuring the document altogether. Worse yet, if the HTML developer accidentally clicks the Visual tab, and clicks back, the same result occurs and their progress is lost.

This is not TinyMCE's fault, though the core development staff was convinced otherwise. Their recommendation is to disable either the HTML or the Visual tab and only work with one of them. This might work for some people, but as a reliable platform designed to work for everyone in our company and all of our clients it was simply unacceptable. There are a number of plugins available to alleviate this issue to some degree, but none of them truly resolved the problem.

Issue 3: Menus In WordPress Are Not As They Appear

Editing menus in WordPress appears to be a beautifully designed feature of the WordPress administration panel. You can drag and drop entire branches, quickly add key pages, categories or external links. You can have as many menus as you like, which is great for testing out different layout options. And each menu item is fully customizable all within a well designed interface.

Seems perfect, until you want to edit the options of each menu item or delete multiple items altogether. And where everything else is a simple drag and drop motion, this feature comes crashing down into a slow, multi-click endeavor. For some reason everything else about the interface operates on AJAX communication with the server, except for the menu details pane which requires page posts to the server. This has three terrible consequences:

  1. You can only edit one menu item's details at a time. Worse yet, you can only view the details of one menu item at a time. And even worse still, editing or deleting a menu item requires reloading the menu manager page twice, first to expand the menu item details pane, and again to save the changes you just made. Two full page reloads per menu item on sites that may have 100 menu items or more results in a very painful user experience. With lots of menu items a single page reload can be pretty slow, doubly so with the two-step nature of the interface.
  2. Secondly, menus create a separate hierarchy that cannot be synchronized with the page heirarchy in the Page Management section of the administration panel. This means you have to manually keep them in sync. So that whole drag-n-drop feature is pretty much useless if it means you also have to edit the 'Parent Page' setting of every page just to keep your bread crumbs and your sitemap in sync.

These problems went unnoticed on other projects because we had siloed the sitemap phase when it was managed by hand in a Word document. Ironically managing this aspect of the project in WordPress proved to be slower and more error prone. And due to the crazy method WordPress stores the menu information in the database, there aren't many plugins available because the architecture is just too difficult for most developers to bother with it.

Issue 4: Not All Content Lives In Blog Posts And Pages

This is less of a WordPress problem and more of a 'Nobody Has Solved This Yet' problem. Typically when we create a WordPress site for our clients, we have to hard-code some content in certain places. Headers and footers typically have a callout or two that just get translated to html in our custom theme. Our clients don't mind because they care mostly about the page content, and the cost of having us or some independent contractor tweak a bit of static copy is trivial. But it doesn't have to be static by definition and such an approach is less than ideal if a user-friendly solution exists.

Since the WordPress framework does not solve this problem out of the box, it was worth noting here, lastly of course because it is the weakest issue surrounding the platform. And in the end it proved to be the easiest problem to solve.

Wall Accents

by Shelly Leyden April 19, 2012

 

If you visit Springbox this week, you may notice us staring at the walls. Our client, New Era Portfolio, has teamed up with technology giant HP to offer fully customizable, environmentally-friendly, easy-to-install and easy-to-remove, floor-to-ceiling wall murals. It has us itching to surround ourselves with art — literally!

This isn’t your grandmother’s wallpaper we’re talking about. This is a revolutionary product that turns walls into giant canvases, ripe for self-expression. Reflect lifelong passions or obsessions-of-the-moment — murals install with ease and removes just as easily. You can live with one look for a while, then simply change your mind!

The hard part is choosing an image from the incredible array of options. You might create an elegant mood or texture with any of New Era’s exclusive fine art works. Flaunt your inner fan with HP’s licensed imagery from popular brands from characters like SpongeBob or Harry Potter to Madonna or The Who. Choose from millions of photographs, or even upload your own image! This last option has our designers thinking big.

We’re working on a redesign for New Era’s consumer e-commerce site, GalleryDirect.com, to offer consumers easy access to all of the imagery and design tools they’ll need to create their own murals. Meanwhile, we’ve designed a co-branded landing page to showcase the stunning effects you can get with wall murals.

The landing page builds buzz with a selection of imagery and access to HP’s design tool so you can try it out. The tool allows you to specify wall dimensions, add windows and doors, and move graphic elements around for desired effect.

As we work towards our full launch of GalleryDirect.com, the landing page helps spread the word with a Twitter feed and links to Facebook and YouTube. Visitors can also up to get email alerts when wall murals are available for purchase.

We can’t wait!

Visit Walls by Gallery Direct 

 
The opinions contained in these pages do not necessarily reflect those of Springbox or its parent company, DG.
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