Posts in ‘Team Posts’

Facebook & Radiohead

Sep 09

I went to the movies on Labor Day and one of the previews was for “The Social Network” (which, just like actual “Facebook,” totally baffled my mom). I haven’t heard that much about the movie to this point. I remember reading some column about how scathing it was a few months ago, but that’s about it.

Unfortunately, now having seen the trailer, I still can’t tell you much about it. Why is that? Because I was so busy marveling at the choice of music that accompanies the entire preview to notice any of the actors or plot points. The whole thing plays against a gussied up version of Radiohead’s classic anthem, “Creep,” sung by a youth choir accompanied by piano.

As I listened to it alongside a montage of Facebook status updates, changes in relationship status, profile pictures and the like, I was totally blown away by what an absolute perfect commentary it is on Facebook and the population(s) it serves. Totally one of those connections you can’t believe you haven’t already made yourself.

To whomever is responsible for this stroke of genius: Bravo.

Long Slogans. An Oxymoron?

Sep 09

Surprisingly enough (even to me!), I think not.

This morning James called my attention to a really great column from Al Ries that was published at adage.com a few days ago, “Long Slogans are Absolutely, Positively More Effective Than Short Ones.” Now, we work on the web where it’s a commonly agreed upon fact that your homepage  has about three seconds to grab the attention of a viewer before they move on to something else that will, so right away I start running through all the reasons I disagree with Mr. Ries:

  • Long isn’t catchy
  • Long is too hard to remember
  • People lose interest before you’ve made your point
  • Long is too complicated

You can preface all of these arguments with “usually” because, of course, there are exceptions to every rule, but generally that’s where I stand on slogans. Short, simple and straightforward win the day.

Then, about a quarter of the way through the article, Mr. Ries gives a list of short slogans that he deems ineffective, followed by this statement:

Short slogans like these, in my opinion, are not very effective. And it’s not because they’re short; it’s because they’re not very memorable.

Hmmm. He might be on to something there.

So what does make a slogan memorable? According to Mr. Ries: Emotion.

Sure, slogans should be as short as possible, but there’s a trade-off. Slogans should be long enough to contain some words that knock on the right side of the consumer’s brain. The emotional side of the brain as opposed to the left side, the logical, analytical side.

Sold.

Check out the original post to see some  examples of both “good” and “bad” slogans, but here’s one of our own:

Our “official” slogan is “Strategy. Creativity. Technology.” That is absolutely the most succinct and simple way to describe us, but if I asked you what is was tomorrow, would you remember?

Now consider our homepage. We have a short little Flash animation that automatically runs  if you’ve never been to the site before. It mimics someone typing in a word processor (which sounds boring, but actually isn’t – I swear :) ). At the climax, if you will, the screen reads “Thoughtprocess Interactive: a blend of strategy and creativity with a dash of techie geek.” “Geek” is then replaced with “chic :) .”

This is clearly a play on our tagline and essentially boils down to the exact same thing. But, I have never heard anyone refer to or even comment on our tagline. This 48 second Flash animation on the other hand gets rave reviews. It’s truly rare for a new client not to mention it in our first conversation.

If Mr. Ries is to be believed, that’s because the second example adds in just a handful of additional descriptive words that inject a little warmth and playfulness: otherwise known as emotion.

Easy = True

Feb 07

This article in the Boston Globe doesn’t talk about web design directly, but it presents fascinating data about a number of things that influence the success of websites. The concept ( “easy = true” ) is simple, but the ramifications are profound. Or maybe I just THINK they’re profound because the concept is easy?

Combining navigation on the easySlider jQuery plugin

Dec 23

Today, I was putting together a proof-of-concept for a new website design that included a media ‘slider’ on the home page. I did a bit of searching and came across the Easy Slider 1.7 plugin which uses jQuery to simplify this task. Score! We love jQuery here at TPI because it takes heavy-coding Javascript tasks and makes them really simple to accomplish and usually more interactive and fun.

This plugin seemed to have all we needed except one thing. There was a choice in navigation between arrows left and right (previous and next) OR numeric/individual item navigation below. (For this case, we’ll use actual ‘Sliders’ as our representation of the easySlider. Hungry yet?)

Navigation illustration

For the design we’re envisioning, both systems needed to be utilized. It seemed like a simple fix and I set about combining both  navigation types to show up at the same time. Problem. For some reason, the next/previous buttons weren’t behaving properly when you used the numeric navigation below to choose an item! If you clicked on an item in the numeric nav, the next button would inexplicably send the gallery zooming off into space and then slowly return to the first item in the list.

How do we fix this!? Good ol’ scheming and know-how to the rescue! I’ll give you the quick-and-dirty since I’m pretty sure that’s what you’re interested in, anyway.

First, to show both navigations, go into easySlider1.7.js and find this part:

if(options.controlsShow){
var html = options.controlsBefore;
if(options.numeric){
html += '<ol id="'+ options.numericId +'"></ol>';
} else {
if(options.firstShow) html += '<span id="'+ options.firstId +'"><a href=\"javascript:void(0);\">'+ options.firstText +'</a></span>';
html += ' <span id="'+ options.prevId +'"><a href=\"javascript:void(0);\">'+ options.prevText +'</a></span>';
html += ' <span id="'+ options.nextId +'"><a href=\"javascript:void(0);\">'+ options.nextText +'</a></span>';
if(options.lastShow) html += ' <span id="'+ options.lastId +'"><a href=\"javascript:void(0);\">'+ options.lastText +'</a></span>';
};

html += options.controlsAfter;
$(obj).after(html);
};

And change it to this:

if(options.controlsShow){
var html = options.controlsBefore;
if(options.numeric){
html += '<ol id="'+ options.numericId +'"></ol>';
if(options.firstShow) html += '<span id="'+ options.firstId +'"><a href=\"javascript:void(0);\">'+ options.firstText +'</a></span>';
html += ' <div id="arrows"><span id="'+ options.prevId +'"><a href=\"javascript:void(0);\">'+ options.prevText +'</a></span>';
html += ' <span id="'+ options.nextId +'"><a href=\"javascript:void(0);\">'+ options.nextText +'</a></span></div>';
if(options.lastShow) html += ' <span id="'+ options.lastId +'"><a href=\"javascript:void(0);\">'+ options.lastText +'</a></span>';
} else {
if(options.firstShow) html += '<span id="'+ options.firstId +'"><a href=\"javascript:void(0);\">'+ options.firstText +'</a></span>';
html += ' <span id="'+ options.prevId +'"><a href=\"javascript:void(0);\">'+ options.prevText +'</a></span>';
html += ' <span id="'+ options.nextId +'"><a href=\"javascript:void(0);\">'+ options.nextText +'</a></span>';
if(options.lastShow) html += ' <span id="'+ options.lastId +'"><a href=\"javascript:void(0);\">'+ options.lastText +'</a></span>';
};

html += options.controlsAfter;
$(obj).after(html);
};

Then find this part:

if(options.numeric){
for(var i=0;i<s;i++){
$(document.createElement("li"))
.attr('id',options.numericId + (i+1))
.html('<a rel='+ i +' href=\"javascript:void(0);\">'+ (i+1) +'</a>')
.appendTo($("#"+ options.numericId))
.click(function(){
animate($("a",$(this)).attr('rel'),true);
});
};
} else {
$("a","#"+options.nextId).click(function(){
animate("next",true);
});
$("a","#"+options.prevId).click(function(){
animate("prev",true);
});
$("a","#"+options.firstId).click(function(){
animate("first",true);
});
$("a","#"+options.lastId).click(function(){
animate("last",true);
});
};

And change it to this:

if(options.numeric){
for(var i=0;i<s;i++){
$(document.createElement("li"))
.attr('id',options.numericId + (i+1))
.html('<a rel='+ i +' href=\"javascript:void(0);\">'+ (i+1) +'</a>')
.appendTo($("#"+ options.numericId))
.click(function(){
animate($("a",$(this)).attr('rel'),true);
});
};
$("a","#"+options.nextId).click(function(){
animate("next",true);
});
$("a","#"+options.prevId).click(function(){
animate("prev",true);
});
$("a","#"+options.firstId).click(function(){
animate("first",true);
});
$("a","#"+options.lastId).click(function(){
animate("last",true);
});
} else {
$("a","#"+options.nextId).click(function(){
animate("next",true);
});
$("a","#"+options.prevId).click(function(){
animate("prev",true);
});
$("a","#"+options.firstId).click(function(){
animate("first",true);
});
$("a","#"+options.lastId).click(function(){
animate("last",true);
});
};

NOW, to make it work properly (and here’s the kicker), parseInt!!!!!

Find the ‘animate’ function (~line 140):

function animate(dir,clicked){
if (clickable){
clickable = false;
var ot = t;
switch(dir){
case "next":
t = (ot>=ts) ? (options.continuous ? t+1 : ts) : t+1;
break;
case "prev":
t = (t<=0) ? (options.continuous ? t-1 : 0) : t-1;
break;
case "first":
t = 0;
break;
case "last":
t = ts;
break;
default:
t = dir;
break;
};

And insert this itttty bitty little parseInt:

function animate(dir,clicked){
if (clickable){
clickable = false;
var ot = t;
t = parseInt(t);
switch(dir){
case "next":
t = (ot>=ts) ? (options.continuous ? t+1 : ts) : t+1;
break;
case "prev":
t = (t<=0) ? (options.continuous ? t-1 : 0) : t-1;
break;
case "first":
t = 0;
break;
case "last":
t = ts;
break;
default:
t = dir;
break;
};

Thats it! Wow, that seemed a lot harder than it was. We figured out that the two navigations were treating the current item differently (one as an integer, one as a string – who knew!) so basically we’re just telling them all to be integers so both methods will work the same.

For reference, here’s another little proof of concept we drew up. Sliders. Get it? We’re hilarious, i know. (click the pickles OR the ketchup. CRAZY!) easySlider plugin ‘Sliders’ demo

The Evolution of Web Video

Dec 16

If you’re iffy on the geek-talk surrounding video on the web, you’re not alone. Like everything technical, there are multiple layers of complexity to ‘appreciate’, and nothing is static — it all changes over time. What you knew yesterday is obsolete today. In fact it was probably obsolete yesterday! So what’s the average human to do? Reference a handy visual-aid, of course:

Evolution of Web Video

Sure, this isn’t the complete picture. Why isn’t early MPEG on here? What about player technologies, like Flash Player? Where’s YouTube? Honestly, I left those things off because they dilute the minuscule amount of humor I’m working with here… but, I’ll justify it this way: the story of video quality on the web is mostly about the advancement (and adoption) of compression algorithms — the underlying mathemagic that squeezes video down to something less than than mammoth-magnitude. (I’m not kidding about the magic: one second of uncompressed standard-definition video is about 30MB. Compressed with h.264, it’s about 63KB. That’s a reduction of about 500:1!)

The point is, walk before you run. Know that h.264 and MPEG4 are the compressors that pass for ‘good’ on the web right now, and you won’t be left behind with Australopithecus and the other IE6 users. Then note this: that last guy in the diagram still has a way to go…

Holiday Break Business Reading List

Dec 11

If you’re anything like the crew here at TPI, you probably aren’t taking much of a break this holiday season. Staying busy is the name of the game and we certainly do our best to keep the machine running as much as possible. That said, we sincerely hope you DO get some time to relax, spend time with those most important to you and maybe even take a few minutes to improve your business for 2010! I know, I know… who has time for reading when there so many cookies, candy and pies around just calling your name?! The truth is that investing time in your business (even when you’re not ‘working’) by reading about relevant marketing strategies, business models and successful (and not-so-successful) stories can give valuable insight into areas where your own techniques might be lacking.

To that end, I’ve taken the liberty of compiling a short list (in no particular order) of some great marketing and business books to light your fire and help jumpstart your business in 2010 with new fervor, focus and inspiration. A lot of ideas in these books aren’t earth-shattering, new and different ideas, but common sense practices that sometimes fall by the wayside in business and want for a good reminder. The key is using the good advice you find. Good advice only works if you put it into practice.

Admittedly, I haven’t ready all of these books. For what its worth, its a list I’ve compiled from other business leaders I follow and have been written by or invaluably helpful to them. That’s good enough for me and I will undoubtedly be picking up a few of these to read on a few cold nights this winter.

Have you already read any of these? What are your thoughts? We’d love to add to our library as well so definitely leave us a comment with your own recommendations!

Happy Reading!

1. How to Win Friends and Influence People – Dale Carnegie: An oldie but a goodie. A nice reminder on how the key to being successful is all in how you treat the people around you.

2. Citizen Marketers: When People Are the Message – Ben McConnell and Jackie Huba: If you’re curious about social media and how it might relate to your business, this one is a good resource.

3. Love Is the Killer App – Tim Sanders: I haven’t read this one but its definitely on my list. Its also about dealing with people but with an emphasis on networking and sharing information.

4. Good to Great – Jim Collins: Need I say more? Which one will YOUR business be?

5. Just Ask a Woman: Cracking the Code of What Women Want and How They Buy – Mary Lou Quinlan: This was recommended to me and I’m actually looking forward to reading it. Discover the power of the female buyer!

6. Blue Ocean Strategy – W. Chan Kim and Renée Mauborgne: All about the ‘blue ocean’ of uncrowded and untapped market space.

7. The Long Tail – Chris Anderson: From the Editor-in-Chief of Wired Magazine. If anyone will know about the future of business, this is the guy.

8. How To Be That Guy – Scott Ginsberg: This guy started wearing a nametag everywhere as an experiment and learned a lot about how people responded to it. Now he shares how to be unforgettable.

9. Selling the Invisible: A Field Guide to Modern Marketing – Harry Beckwith: Selling the way you do business and treat customers, rather than a product. Because everyone wants good customer service!

10. Purple Cow – Seth Godin: And just for good measure, Mr. Godin is considered one of the most brilliant minds in marketing. Read this one.

Internet Explorer – With the right plugin, it’s not so bad!

Sep 22

I’m not a big fan of Internet Explorer (which is probably as nice as I can say it).  With its lack of support for new technologies, various inconsistencies with other browsers and it’s own versions, and somewhat unstable rendering/processing of web pages, it’s no wonder Firefox, Safari, and Chrome are quickly luring Internet Explorer’s users away.  However, there’s still a segment of users out there that use Internet Explorer for a few reasons:  it’s what they’re used to, they have no need to upgrade/use another browser, their IT department scoffs at anything new/not paid for, or there’s still a game out there running on ActiveX and they can’t part with.  Support for this segment of users has hindered new development in web technologies for years, and has resulted in countless hacks and workarounds to get Internet Explorer on the same page as other browsers.

As HTML5 and faster Javascript engines become common place, it’s becoming increasingly tempting for developers to want to abandon Internet Explorer users and simply provide them with an upgrade path away from Microsoft.  However, there might just be a compromise that lets developers use the newest technologies, while still keeping Internet Explorer users within their comfort zone.  This compromise is Google Chrome Frame.  This new Google project aims to take the Google Chrome browser, and place it inside the Internet Explorer shell as a plugin.  Much like how Flash works within Internet Explorer, so does Chrome Frame.  If a user installs Chrome Frame (which is very simple and didn’t require a restart for IE8), they can view the web as if nothing was different.  However, if they visit a page that requires newer technologies, a developer can put a <meta /> tag in the page that triggers Chrome Frame.  The user will not notice any difference in the way the browser works (other than new features and faster rendering/processing).

This could just be the best solution for newer sites that wish to take advantage of new technologies Internet Explorer will be slow to adopt (if they even adopt the new technologies at all).  New features such as the <audio /> and <canvas /> tags will make the web much more friendly and consistent to develop for.  A faster, more modern Javascript engine means new APIs such as Geocoding and better user interface features such as animations and drag and drop support.  With these new features already starting to show up in Google Chrome, why wait for Internet Explorer to catch up, when they’re just a plugin away.

Twitter v. Facebook

Jul 23

Ask me which of these two social networking giants I prefer and I’ll tell you Facebook. Now ask me which of these two I think will still be around in 5 years. I think you might be surprised to hear me say Twitter. Honestly, I’m kind of surprised by it too – but hear me out.

Obviously, both of these networks hold value (and/or create value) for their users. Both are very popular and both are adding members like mad. Both are also likely to take a hit in membership over the next several years as users grow bored with them and move on to the next big thing (which will probably be something from Google – like everything else). That said, if you had to hedge a bet on the success of one or the other, you might be inclined to go with Facebook since 250 million users is a lot more than somewhere around 5 million (though no “official” membership data has been released by Twitter). But it’s another shared characteristic of both networks that gives me pause: each has yet to turn a profit.

Popularity aside, we all know that nothing is free – and if these networks can’t figure out how to turn their fame into fortune, they’re sunk. Both have legions of super-smart people working tirelessly to try and figure out how to be profitable.

So why do I think Twitter has a better shot? Two reasons:

  1. This article from today’s NYTimes.
  2. And this article from Newsweek.com.

I found the most important information in the Twitter article to be this:

Twitter, which does not yet make money, is now concentrating on teaching businesses how they can join and use it, Mr. Banerji said, and the company plans to publish case studies. He is also developing products that Twitter can sell to businesses of all sizes this year, including features to verify businesses’ accounts and analyze traffic to their Twitter profiles.

For the Facebook article, it’s this:

The paradox of the social network is that trust—the very lifeblood of the site’s growth—may be the same thing hindering its financial success. Recently, the company faced a series of heavily-publicized battles when users were turned off by Beacon, an initiative by the site that targeted advertisements at individual users without their consent. After many Facebookers protested, discussions arose over what information Facebook owns about each of their users, and a new privacy code was established on the site.

Facebook members have grown too comfortable with the idea of the site being used for any purpose beyond the one it currently serves in their lives. They don’t want to get messages from advertisers in their inbox (even if they really might want what’s being peddled), they want messages from friends. Period.

Twitter on the other hand is new enough not to have fully cemented this kind of relationship with their users, and already seems to have an audience that is more open and accepting of commercial overtures. What’s more, some of the possibilities for revenue opportunities they’ve floated seem like winners. If I was a business owner or celebrity, I’d be more than happy to pay for the ability to weed out imposter accounts or access analytics of my profile page (at least one of which should be possible and free to begin with, but that’s a topic for another post).

Anyone disagree?

Bullrun! (No, not that one)

Jul 22

We recently buttoned up a pretty cool project for Black Magic Auto Care Products to highlight their sponsorship of Bullrun 2009. In case you’re wondering, Bullrun is an annual, seven-day, cross-country road trip featuring a rowdy, celeb-studded cast of characters and some of the hottest, most exclusive automobiles on the planet.

As part of their sponsorship efforts, Black Magic entered a customized, Ford F-150 SVT Raptor driven by the guys at Garage 419 into the rally to get in on the action and get extra mileage (pun intended) out of their participation.

To put rally fans in the passenger seat with the Black Magic team, we built a custom microsite with flash features for daily updates, race tracking and even a custom YouTube Channel. Through daily blog posts, an up-to-the-minute Twitter feed, maps, photos and videos, Black Magic fans were able to live the experience of an exclusive and world-renowned automotive event and interact directly with the brand in an engaging and authentic way. Check out our portfolio for more information or visit the site to see things for yourself!

Another Web Convert

Jul 20

Today’s New York Times has an interesting feature about FedEx’s first foray into web-video advertising. Starting today you’ll find a series of clips extolling the virtues of FedEx in the form of three(ish) minute skits at youtube.com/getinfotained. FedEx has brought in veteran comedy writer, Bob Odenkirk, to direct each skit – which play as parodies of the classic infomercial formula.

The move to the web follows FedEx’s surprise decision to forgo ad space in the last Super Bowl after 20 years as a notable advertiser. At the time, the company felt like the expense ($3 million for a 30-second spot this year) was unjustifiable in light of the economic downturn. As FedEx’s director of advertising makes clear to the NY Times, the reach and relative affordability of the web has become impossible to ignore:

Steve Pacheco, director of advertising at FedEx, said the new infomercial campaign reflected FedEx’s acknowledgment of the growing sentiment that “lunchtime is the new prime time,” meaning that the multitudes who watch videos online while chomping sandwiches in cubicles rival those wielding remote controls at night.

“We’re still very involved in television, especially with all our sports and sponsorship support,” Mr. Pacheco said. “But digital advertising and communication is taking a bigger role in the overall plan, because we try to scale our media plan to be where our customers are.”

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