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A simple application on Facebook can have a great impact or can fall at. It can achieve great virality and impact sales or it can achieve great virality and have no impact on sales whatsoever. In 2007, Johnson & Johnson created a Facebook application called the Acuvue Wink. Like poking somebody or sending them a drink, this app let you choose the animated pair of winking eyes and the message to send to your friends. This time, the branding worked. When the campaign was at its peak, 10,000 Facebook users were winking every day. Some 65,000 people downloaded the app between the beginning of August and the end of the year. They were hoping to reach 100,000 people and got a half million individuals. On the frequency scale, they were shooting for a half million winks and went over a million, or two winks per person. But above all, sales of the 1-Day Acuvue Moist contact lenses went up by 17 percent. Yes, you can budget for creating a campaign that you want to go viral. Yes, you can plan it. But you can t count on it. If it happens, the numbers will let you know that you ve got a breakthrough promotion on your hands. The Wink application was something easy for Facebook users to use, but the reach of that program was only activated when somebody thought to wink somebody else. A widget has a different lifecycle and a few more metrics. Rather than click a button and use your application, Facebookers can place your widget on their page so that all their friends can see it when they show up. The widget adopter does not have to set it in motion; it simply waits until one of those friends sees it, uses it, and maybe puts it on their own page.
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When I need details about widgets, I turn to Jodi McDermott, director of Data Strategy and Analytics at Clearspring (www.Clearspring.com). Jodi is very active on the Web Analytics Association Standards Committee, and in July 2009, the WAA created a draft set of Social Media Standards. These de nitions help us communicate clearly but also provide an understanding of the sorts of things that can be measured. For example, you can measure the number of times a widget is Grabbed by a member of the public. A consumer Grabs the widget from the creator in order to Install it, and each Installation is an independently running instance of the software. The widget might have to be used for the rst time to con rm an installation. When the widget is activated by a visitor to the widget host s page, the widget software loads, and that constitutes a View. A quick glance at what can be measured helps explain the Life of a Widget (Table 2.1). Table 2.1 The Life of a Widget
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Hosted Viewed Grabbed Install Active Uninstall Mouseover Time on page Event The author puts it somewhere or many somewheres so the public can be exposed to it. Someone looks at the page where the widget is hosted. Similar to an ad impression. A viewer takes the widget from the hosted page to use on their web site. A viewer becomes a new host. A widget that is viewed within a set time frame. A widget may get installed but never viewed. The new host removes the widget. A viewer moves the mouse cursor over the widget to interact with it. The widget can update the author that it is still on a page being viewed. Internal interactivity clicking on tabs, playing videos, etc.
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