Be sincere in your commitments
I like to look good in public. That's why I hold the elevator doors open, donate to my alma mater and collect cans at work. But if these efforts contradicted my character I'd appear insincere. When brands slap a cause on their online efforts, they appear inauthentic and erode goodwill. For 2008, I resolve to align my goodwill efforts with my brand character.
MySpace recently built a platform called Impact that lets charities set up their own pages, with videos, fund-raising tools and campaign resources. This works because enabling outreach and interaction through profile building is MySpace's core competency.
Keep videos short, sweet, to the point
Much as I'd like to think I'm incredibly interesting, I suspect this is just my inflated sense of self-importance talking. The same could be said of most marketing-driven internet videos. Eight hours of new videos are uploaded every minute to YouTube, so it behooves me to craft "short stories, well-told" for the web.
Users want videos that complement their interests, so I will consider behavioral and contextual targeting to reach my audience, plus the capability to click through to my website.
Execute quickly, then fix quickly
It makes me feel secure to research everything within an inch of its life, but next year I'm going to worry less about making mistakes. The nature of the internet is fast turnaround, fast learning, fast fixes. Rather than belabor an idea for months, I will throw it out there, get real-time feedback and change it if it fails.
Look at the criticism Beacon handed Facebook, a misconceived system that published details of members' activities on other sites. An angry user group, "Facebook: Stop Invading My Privacy," took root and within a week, Facebook changed Beacon's opt-out policy. When a company is willing to make iterative changes, the first draft no longer need be perfect; the greater risk is missing the boat on a timely idea.
Find an unmet need before making widgets and apps
I like to start the New Year by clearing my closets, and this year I'm applying that practice to my widgets and applications. The world of widgets is exploding but the last thing we need is another pointless app. A good widget empowers people on their own terms and complements their lives. The most popular widgets on Facebook, Super Wall and Fun Wall, let users decorate their walls; Top Friends lets you show love to friends in your profile; Are YOU Interested lets you find out who has a crush on you.
All these apps appeal to basic human needs for self-expression, love and belonging and they fit the Facebook promise. On the other hand, Red Bull's RoShamBull app lost momentum, despite a big launch, because the game of Rock Paper Scissors doesn't scratch a universal itch. So when I think about making a widget this year, I will first locate a real human want/need/desire that calls out for fulfillment.
Be smart in using Flash
I'm always polishing my communication skills because the right approach is all important in succeeding in life. When fending off a mugger, anger may work, but comforting a child with a skinned knee calls for gentleness -- using the right tool for the task. The same is true with online technologies.
Flash is absolutely everywhere, and that's great; it can create visually stunning, highly interactive, content-rich experiences. However, Flash doesn't perform as well in Google searches, and it can annoy users who must deal with slow load times such as Nikon's microsite for the D300 that doesn't provide the option to skip a zany, stroke-inducing intro. If I'm dizzy and blinded, I'm a lot less likely to purchase a thousand dollar camera.
Advanced Javascript techniques, AJAX and other contemporary technologies can supplement your Flash experience, creating content that works on the traditional web and on portable technologies like handheld computers and cell phones.
Now, if I can only stick to that exercise plan...
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Shana Lory is the director of strategic planning at Renegade, a New York-based interactive brand experience agency. Read full bio. Lydia Snape, Renegade's director of digital development, contributed to the article.
