Future Web Trends
-
Upload
michael-leis -
Category
Technology
-
view
4.497 -
download
2
description
Transcript of Future Web Trends
Future Web TrendsWhere brands, people, and technology meet.
Presented at Colle + McVoy, January 23, 2009
Stop Chasing
‣Trying to find the coolest shiny object will not help you
‣Google has looked at over one trillion pages
‣How much information will be created this year?
‣Four Exabytes
‣(4.0x10^19)
Look for the larger framework
‣Don’t start with the story
‣Start with the narrative
‣The entire arc of communication
‣Pick the best parts
‣Create subtext
‣Make them technologically available
Aristotle
‣Poetics
‣The art of imitating life
‣Linear Narrative
‣Beginning, middle, end
‣350 BCE
Poetry is the Foundation of Narrative
‣Poets have always been civilization’s systems thinkers
‣Taking complex societal movements
‣Expressing these concepts in concise, evocative terms
‣Requires deft manipulation of narrative conventions
‣Billy Collins, “Aristotle”
The destination we cannot help imagining
A streak of light in the sky
A hat on a peg
And outside the cabin,
And outside the cabin,falling leaves
Classic 3-Act Narrative
CompleteNarrative
Beginning Middle End
Visible Story
Linear timeline
‣Broadly, this is this is the framework we use to create stories
Classic Campaigns
Beginning Middle End
These videos, as well as the navigation above it are both examples of classic beginning-middle-end narrative convention. It works!
Circular NarrativeCompleteNarrative
Beginning Middle End
story
Linear timeline Story takes place after main timeline
What makes circular narrative different, in this broad stroke, is that the visible storyline is detached from the linear timeline which it refers to.
Circular Narrative
What is the result of well-executed circular narrative?
Arguably the greatest movie of all time
Citizen Kane Structure
‣ We try to solve the mystery of Kane’s last word, “Rosebud” by learning about his life through the filter of those who were closest to him.
Rosebud
Rosebud
Kane’sLife
M r Bernstein
SusanAlexander
WalterThatcher
M r. Thompson
JedidiahLeland
Ser vant
ViewerMapping the Story‣And if we were to create a conceptual model of this interaction:
Character interactions with Kane to explain Rosebud
Exposed in scenes to the viewer through character filter
This is Social Media Community User Experience
‣When Will Evans visualized brand-centered social media, it was clear this is the same model as circular narrative
Community
BrandedPublic Content
Li festy le/Editor ia l
Brand
Brand
Brand
Brand
Brand
Public Internet
Find out more about Will atblog.semanticfoundry.com
Circular Narrative is Interactive Narrative
Linear to the viewer,circular to the brand
Circular Media
Societal norms
My norms?
Check peers
Opportunityto represent peers on TVvia mobile
What Bridges these Devices?Widgets
ComScore reports: everyone uses widgets
‣77% penetration in the US
‣Just over 80% in Canada
‣Many Don’t even know they’re using them
Portable Brands
‣Where can I take it?
Portable Brands
‣Marketing through branded portals (free)
Portable Brands
‣To a Facebook profile
Portable Brands
‣To the Dashboard
Claus Facebook Page
Claus Facebook Page User Experience
PalmCentro
Claus
Video
Gif t appl icat ion
MP3s
The Wal l
e - card
Naught yor
N ice
Viewer
Each media object filters narrative from the brand to the product, through the Claus character, to the audience.
Sadly, this nice, effective (90k+ friends) circular narrative was planned in a linear model, leading to....
Claus as circular narrative first published by Adam Broitman http://amediacirc.us/
Sigh.
ApplicationsDeeper meaning in the context of brands.
The greater meaning of juxtaposition
An idea from 1923 is what fuels Social Media Today
Sergei Eisenstein
‣At the Circus, discovered that each added ring (attraction) increased the subtext and meaning created depending on contrast.
‣In 1923, he applied this to film theory with the “Montage of Attractions”
Sergei Eisenstein: Montage of Attractions
‣With one image, the viewer can come to a simple conclusion about its meaning.
Sergei Eisenstein: Montage of Attractions
‣Juxtaposing two images of low contrast (similar color values) tells the viewer that these items are linked.
‣A greater subtextual meaning and interest is created.
Sergei Eisenstein: Montage of Attractions
‣Adding a third image of high contrast changes the meaning of all three pictures, creating even more meaning and interest to the viewers’ experience.
Sergei Eisenstein: Montage of Attractions
‣Even changing the order in which the contrast appears changes the subtextual meanings, and the story we take away.
Montage of Attractions: Visa
‣Creating a desktop RSS reader with low contrast in the application transforms the subtextual meaning of news to be within the context of the Visa brand.
Emotional connections in the context of a larger brand
‣Visual contrast of four main elements
‣Creates visual, auditory juxtapositions for my music experience in the context of Apple
Emotional connections in the context of a larger brand
‣The emotional, subtextual meanings created in the interface are transferred to the store
‣Audiences are persuaded and trained on how to shop by organizing the music that’s most important to them.
Create attractions for all audiences
‣The future trend for agencies is to create meaningful interfaces for external and internal audiences
The Brand At the Top Ultimately Wins
‣Following basic usability, top of the visual hierarchy is most important item.
‣Contrast and juxtaposition dictates meaning, value
Brands as a PlatformAPIs rule.
APIs
‣Application Programming Interface
‣Allows developers to take a controlled subset of your data
‣Create interfaces for their own niche audiences
‣The conceptual framework isn’t new at all
APIs
Brand
Audience
Developers
This is Not a Website
It’s the Twitter Web interface
How Twitter Works (in theory)
Desktop appsTweetdeck, Twhirl
Web AppsTwitter.com,
Search.Twitter.com, Web Widgets,
Phone AppsTwitterberry Twitteriffic,
et. al.
TV
What Makes Twitter So Engaging?
‣Juxtaposition of images of faces with unpredictable text
‣API allows developers to design this engaging contrast in environment suited to their audience.
‣Montage of attractions = any text juxtaposition will make contrast of messages more sub-textually meaningful
I’m walking the dog.
This party is insane!
I’m sacrificing goats.
How Twitter Engages: Juxtaposing images and text
I’m walking the dog.
This party is insane!
I’m sacrificing goats.
How Twitter Engages: Juxtaposing images and text
I’m walking the dog.
This party is insane!
I’m sacrificing goats.
How Twitter Engages: Juxtaposing images and text
Juxtaposition Between Tweets
‣More than any three-ring circus, the Twitter Web interface is driving almost endless possibilities of subtextual meaning via contrasting images and text.
Juxtaposition Between Web Pages
‣The experience of navigating Twitter.com is always juxtaposing contrasting images
‣The only consistency is in the Logo at top and ordering of objects
Juxtaposition Between Application Designs‣Each App provides a more fine-tuned UX
‣for the media and audience
Miller ServerSpeak
‣B2B
‣Teaching Bartender Tips
‣Watch the video
‣Take the quiz
‣Win a prize
Solution: Common Engine Content
‣One inventory of content serves up experience unique to segment
But We Can’t Offer Prizes
‣We can offer prizes if they have no tangible value
‣How much is a Facebook Virtual Trophy worth?
‣115 exposures per win
Mapping the Experience
Videos,Quizzes,Prizes,User Data
ServerSpeak Par t y
Centra l
Spot l ight
Clubhouse
‘OlRel iable
Home Away From Home
Viewer
APIs enable the “local destinations”
of the information agePut the content, utility where people are.
Distribution History of the New York TimesNewsboys
Newsstands
Honor Boxes
API
This is Not Just Push Marketing
Why Use Social Networks for Pull?
‣Put brand in the context of friends, peer group
‣Social Proof
‣The crowded line, canned laughter
Bring The Social Network Back To You
API Push/Pull is Important For People
‣Portability creates stronger friendships
‣Positioning within the peer group
‣Makes usernames and passwords easy to remember
‣For the user
‣For the brand
Twitpic: Dual-Purpose API use‣Put your picture on TwitPic‣Sends it to Twitter
This is not Twitter. Just using Twitter user data.
How Brands Collaborate for API Push/Pull
How Can Brands Take Advantage of this?
‣Start one step into their own registration process
‣Provide API-based functions that help users on their own site
‣But is there critical mass in social networking?
Top Four Most Popular TV Shows
‣M*A*S*H* 50.1M
‣Dallas 41.47M
‣Facebook 40M US users
‣Roots 36.38M
The Death of Mom Jokes in Social Networks
When Everyone is on Social Networks:Social Networking in Small, Private Groups
Niche Networks Leveraging Time/Place/Exclusivity
Now That People Get Social Networks
‣Private Social Networks help facilitate:
‣Consensus for purchase
‣Big Ticket items like Diamond Rings, Wedding Dresses
‣Coordination purchases like vacations
‣Sharing pictures, conversation with small groups
Let’s Wrap This Thing Up. What the heck was he talking about?
The More Things Change...
‣Linear narrative has, and will continue to be solid
‣Interactive, circular narrative is how brands need to furnish content going forward
‣Provide ways for people to mediate societal norms
‣Think more in terms of sponsoring experiences
Preparing For Ubiquitous Computing
‣Look for visual relationships, contrasts, meanings in platforms
‣How do people express identity, hierarchy within peer groups?
‣Agencies need to think in terms of connecting people to content, with meaningful design and UX
‣ Inside and outside the organization
Think of brands as platforms
‣Widgets
‣Put value wherever people are
‣Applications
‣Brands must provide utility
‣APIs
‣The world is becoming networked
Help People ConnectOr be left behind.
Thank you.
‣Michael Leis
‣Trellist Marketing | Technology
‣Senior Associate, Strategy
‣@mleis