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Big Business in the Smallest State: A Panel on WordPress Growth
- 1. Big Business in the Smallest State: A Panel Discussion on WordPress
- 2. JESSE FRIEDMAN DIRECTOR PROFESSOR AUTHOR
- 3. @PROFESSOR
- 7. RADICAL OPENNESSby Jason Silva by Jason Silva https://vimeo.com/38260970
- 11. ASTONISH
- 12. JUST GIVE THEM THE BANANA
- 13. IGNORE DATA YOU CAN NOT
- 15. PHONE Modern Browser GPS On The Move (possibly)
- 17. DEMO
- 19. DYNAMIC WEB ENVIRONMENT Website Content, CTA, etc... Content, CTA, etc... User User
- 20. it, creating a genuinely unique experience for that specific user. Realtime, dynamic change to a websites content, using intuition to serve the user, what they want before they’ve requested it, creating a genuinely unique experience for that specific user. Realtime, dynamic change to a websites content, using intuition to serve the user, what they want before they’ve requested it, creating a genuinely unique experience for that specific user.
- 21. I ♥ GPSproximity is key proximity is key
- 23. MANHATTAN, NY
- 24. SEARCH
- 28. IN COMES DWE
- 29. it, creating a genuinely unique experience for that specific user. Realtime, dynamic change to a websites content, using intuition to serve the user, what they want before they’ve requested it, creating a genuinely unique experience for that specific user. Realtime, dynamic change to a websites content, using intuition to serve the user, what they want before they’ve requested it, creating a genuinely unique experience for that specific user.
- 30. COOKIES
- 31. JCPENNEY
- 32. JCPENNEY
- 33. SEVEN CLICKS
- 35. SEVEN CLICKS
- 36. AMAZON HOMEPAGE
- 37. LOWES
- 38. SUPER STORM SANDYthat b*#ch... that b*#ch...
- 40. I didn't have time to write a short letter, so I wrote a long one instead. - Mark Twain
- 41. MORE AN MORE • Terror alerts on Media Sites • Travel Information • Maps of facilities when you’re onsite (hospital) • Remarketing • Remarketing REMEMBER • TEST AND USE DATA!
- 42. THANK YOU EMAIL ME: me@jes.se.com or TWEET ME: @professor •TWEET ME: @professor
Notas del editor
- In fact Jason Silva talks about how ideas are infectable. And that's just what I aim to do today. Infect you!!!! If you haven’t seen this video, put together for a TED talk, you’re really missing out.
- We’ve all heard of Open Source Technology. I’m here today, to open source an IDEA. I want to share it with you, so you can build on it, embrace it, fight it, or share it. Ideas are the new commerce and exponentially more rare than gold or silver.
- Take them on a journey to the casino. Ask them to imagine their fav game. CLAP and tell them to hold that thought. With their favorite game in mind say: "now imagine you weren't in a casino but on a casino website. When you arrived at the site it showed you the exact game you wanted to play, but not just the game but the entire site was made just for you. This is where I see the web going and why I'm here today. I want to show you what I've been seeing on the Internet and what I've been doing at Astonish"
- I started with Non User Initiated downloads, to improve the experience for the mobile user. When I got that done, I wanted more... Which brings in Dynamic Web Environments, which is so much more than the experience
- My first pass at this idea, which lead me to the term Dynamic Web Environments was when I learned something interesting about our clients -> users, at Astonish
- GRAPHIC: Phone with a banana in it and Desktop with an apple We found that OUR mobile users want something different than desktop users In this case banana = location info and apple = brand/quote info
- I decided that, while it might be against the grain of Mobile First or unified content experiences, it was something I decided that I could not ignore this data
- GRAPHIC: screenshots of astonish client on mobile device and on desktop What we built A realtime engine, that knows the user is on a mobile device, shows the most locations and sorts them by the where the user is standing at that moment
- GRAPHIC: Phone anatomy How did we do this? Well, while I oversaw this technology being built, I didn’t actually develop it. We have some ama zing developers at Astonish and I rely on them. Hopefully you saw Jason Lengstorf’s AWESOME talk yesterday on developing for Real Time. If you missed it, I think it was recorded. The important fact is that, the technology is there and it exists. I’m going to remain technology agnostic, for a bit and talk about how we arrived at the solution for our clients. We started by knowing that our clients, users, want something different on a mobile device, and we backed it with data. So we had to start with the phone and as we look at this phone there are some assumptions we can make: - It has a modern browser - It has GPS - The user is more likely to be mobile (i know people browse the internet on their phones, on their couches, BUT unless your this guy *show pic of desktop in starbucks* your at least more likely to be mobile than a desktop user) This is all we needed to get started.
- GRAPHIC Browser on phone and desktop so now the user pulls up the site on their browser line: website now ? is (are they on the phone, and you can make your decisions about how you want to ask this) line: mobile line: desktop if you’re on a desktop you get the website with no additional features if you’re on a mobile phone you get the same website, which is responsive, but now you have an added content of locations We then use the GPS in the phone to sort those locations and Voi la you have a realtime, sorted list of locations. HOW HELPFUL IS THAT!
- MLC
- MLC
- Dynamic web environments (show tree and two people pulling) line: website = tree line: people = users line: fruit = content, cta, etc... line: experience = color of fruit, leaves on the tree, how easy is it to reach the fruit bracket: ENVIRONMENT where does the “real time” or dynamic aspect come in? Well... did you notice that the users the user on the left is getting a banana and the user on the right is getting an apple? Increase size of fruit INCREASE SIZE OF FRUIT
- This is scraping the surface of Dynamic Web Environments. This was a “read quote”
- Once, we finished that feature, I realized the power and importance of a users location. As Jason spoke about in his talk yesterday, Mobile users don’t exist. However, we can make assumptions using proximity
- Let’s look at restaurant websites real quickly, by taking another journey
- GRAPHIC: Map of Manhattan Let’s say you’re in downtown Manhattan, and you’re hungry. There are so many choices, thousands even but your ability to visualize those choices is limited. You can see all the restaurants in lower manhattan, so you pull out you ask a friend, think of a few favorites or pull out an app like Yelp or UrbanSpoon (if anyone still uses it). Regardless of what route you take you’re going to need to know how to get to the restaurant you choose, so if you haven’t already pulled out you’re phone you’re going to do that now.
- GRAPHIC: Google search of favorite restaurant
- GRAPHIC: Open restaurant site
- GRAPHIC: Restaurant website Proximity Coupon How cool would it be if the website uses your location and determines you’re in walking distance, and offers a coupon
- GRAPHIC: Restaurant website Proximity Coupon What if that alert estimated your walking time to the restaurant
- GRAPHIC: Restaurant website Proximity Coupon and incorporated the wait time
- GRAPHIC: Restaurant website Proximity Coupon Then showed you the specials and REAL TIME REVIEWS, which you could read on your walk over
- Now, not only have you created a unique and gratifying experience for that user. You’ve customized the environment to fit THEIR NEEDS at that MOMENT! Not to mention you’ve kept them engaged from 23rd and 8th all the way to 19th and 7th, then encouraged them to leave reviews on their food through out dinner.
- GRAPHIC: Cookie monster Cookies can help you make a great 2nd 1st impression. The reason I say 2nd 1st, is because when we change the environment of a website, its delivering a new experience. We’ve seen this with site redesigns, you get the do-over.
- GRAPHIC: JCP Logo Logins are helpful, but not everyone is logged in when they arrive at your site, and in many cases they won’t login till they have too. Take a look at JCP
- GRAPHIC: Screenshot of the homepage I’ve shopped at JCP before, yet I’m not logged in. Notice something about this site? Its CLEARLY not made for me. I mean I like rhinestoned flip-flops, coach bags and sun dresses as much as the next guy but I’M WASTING TIME.
- GRAPHIC: Mouse click It takes me 7 clicks to get to this shirt. I had to go from the Homepage -> Men -> Shirts -> Choose a shirt, see that they don’t have it in my size, find another shirt, then filter by size, then arrive here.
- GRAPHIC: SHAKING HANDS Why should I have to do this, JCPENNEY knows me, or at least I thought they did. You see, I want websites to become a place where they know your name. To me, an experience like this after I’ve shopped here before is a kin to me forgetting your name about 5 min after meeting.
- GRAPHIC: MODIFIED JCP Screenshot What if, when I return I start by seeing rows of clothes that, based on previously recorded data, I know will fit me. At the very least we haven’t increased the number of clicks to get to something else.
- GRAPHIC: SCREENSHOT Amazon is already doing this, to a degree. Cookie’ing my choices, so when I return, it keeps my name line: name and selections specifically made for me ready and waiting line: product choices A lot of companies have learned from this
- GRAPHIC: SCREENSHOT See, how Lowes is making some of the same intuitive decision making... But what if LOWES took it to the next level...
- GRAPHIC: Hurricane Impending serious events... What if LOWES tried, tracking the storm, with their users locations and did this:
- GRAPHIC: Screenshot of LOWES and it says “National Weather Service, says you have 12 hours to prepare, DO you have everything on your hurricane check list?” then lists a bunch of weather preparedness items
- remarketing = car dealers