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DEFINING INSIGHTS

Happy Green Week! Make your check-ins count with the Green Square App for iPhone and Droid

Wednesday, November 16, 2011 by Jeremy Bromwell

On Sunday November 13, 2011 Green Week began and to help support the Green is Universal mission to raise Green awareness and effect positive change to the environment, my company built a new mobile application for iOS and Android devices, Green Square.

Green Square - Splash Screen
My team at Definition 6 was tasked to create the application that would integrate foursquare technology with a “Green” twist.

The Green Square app gives users the ability to easily spot “Green Scenes” nearby and learn site-specific "green" information about the location, or view eco-friendly tips from NBCUniversal talent.  From a user (and foursquare addict) point of view, I love the fact that I can easily see how Green my existing network of friends is, check-in to any foursquare location, and earn custom Green Badges. 

Green Square - Intro Screen If you are a “Greenie” or an eco-savvy person you can also nominate locations to be deemed Green Scenes by the NBCU team from the app.  Of course, for my fellow foursquare addicts, you continue to earn points on your leaderboard and can keep or claim your mayorships by checking-in from Green Square.


By harnessing the power of the mobile, social, and location-based ecosystem, we were able to develop this app as a way for NBCUniversal to build a stronger, more personal connection with its audience during Green Week.

It was a great project to work on with my team at Definition 6, and the NBCUniversal team, and I’m thrilled with the way the app turned out.  In fact, I look forward to new features and functionality that may be added in future releases, taking into account the feedback and reviews we are gathering this week as more and more users download Green Square.

Take a look for yourself, download the app today for free, and see what’s “Green” near you! http://greensquare.greenisuniversal.com


Architectural Diary - The Future of Web Development

Monday, March 21, 2011 by Jonathan Taylor

Web application development is on the precipice of a revolution; through a confluence of independent practices and technologies, the way in which web applications are built and consumed is about to change radically.

What is happening is a fundamental shift away from the current state-heavy, page-based processing model to a loose collection of lightweight web-based services that an empowered client can consume to provide full functionality in a composite fashion. It started with AJAX, grew substantially with MVC, took shape with REST, and is now about to break wide open.

Web development up to this point has been tied very closely to processing HttpRequests on a page-by-page level. Remember classic ASP and ColdFusion with code intermixed with html on the page? [Honestly, was there ever a worse language to work with than VBScript? If…EndIf…Next? Please. Microsoft still owes the development community a sincere apology for making us suffer through the miserable excuse for a language that was VBScript – JT] Nightmare! ASP.NET brought the separation of code and markup, which was a huge advancement, but brought along with it a heavy page-processing model and cumbersome state management tied to the server, or worse, hashed and embedded in the page itself. [He’s using ViewState! Grab your torch and pitchforks! Raah!]

AJAX was the emancipation proclamation that freed web development from the confines of postback processing. Utilizing the substantially overlooked XMLHttpRequest object [Thank you Microsoft for developing the XmlHttpRequest in 2000 but not incorporating it into a browser until 2006], developers were suddenly free to call back into their server for processing without having to post an entire page’s content and wait for it to come back. In its entirety. Which took time. Like reading this. OK, you get the point. AJAX did more to enliven the web than any plugin had ever done previously, [sounding the death knell for Flash and similar technologies, R.I.P] and was the timely injection of functionality and responsiveness the web desperately needed. AJAX, however, despite its freedom from the page processing lifecycle, is still inherently tied to a page – its whole intent was to be able to refresh parts of a page without having to throw the whole page back to the server, so no matter how you implement it, Ajax is fundamentally tied to a page. Figure 1 is a good representation of the current state of web development, with different clients requiring dedicated applications to process information over the web

Figure 1 - The current state of web development

Web2
MVC changes how we even think about web processing by changing the url from pointing to a physical file sitting in a directory on a server somewhere to a call to a method in the code of our application. This is a huge change; the url doesn’t point to another page or image or even another site, it fires off functionality on demand.

Now, combine this url-based functionality with a robust client-side library such as jQuery, which is capable of consuming and populating services of various types, and you have the basis for a new processing model for web applications. Consider, free from the duty of page DOM processing, jQuery can intercept a click on the page and call any service we want instead. In this scenario, jQuery acts as a controller of our base page, synchronizing calls to a myriad of distributed lightweight service endpoints to deliver full functionality as a composite set. Incorporating the capabilities of HTML5, we’re free from supporting multiple plug-ins to support media, which we can also stream in from services as required.

So what’s really happening here is a combination of the extensibility of service oriented architecture (SOA) with AJAX-style web client processing for the purposes of delivering web applications as outlined in Figure 2.
 
Figure 2 - Composite Web Application Development

Web3

This model offers significant benefits over previous web development techniques including, but not limited to:

·         Extensibility: need a new feature? Build a new service and .js file to consume it. You’re done. And you can implement both to the live app without disruption of service.

·         Scalability: services can be provisioned collectively or separately to address performance concerns – which fits perfectly with modern virtualization practices.

·         Performance: by relieving the server from redundant page postback processing, and moving a large portion of processing onto the client, the server is free to dedicate more resources to handling dedicated lightweight service calls, significantly speeding overall responsiveness.

·         Maintainability: encapsulating functionality into independent services means if changes or added features are required by the application, only one service needs to be updated, not the entire application. And as it’s the service that will be altered in most cases, production environments will not have to be impacted by the service refresh.

·         Client Agnostic: Implementing this model frees processing from the page, meaning the same services which feed our web application can easily be consumed by a mobile or platform-specific client, extending the development effort in a parallel fashion.

Service based applications have been highly regarded for quite some time due to their clear separation of concerns and inherent benefits of such an implementation, but the challenge thus far in utilizing a Service Oriented Architecture with web applications has been the limitations of the page/postback processing model. Combining the capabilities of url-based method calls with AJAX-style lightweight service consumption, a composite web application model is emerging which will change the way web application development is considered and pursued. The revolution is coming.

The Architectural Diary: Understanding the Drivers for Search Architecture

Thursday, March 17, 2011 by Ric Williams

Many application development companies regadless of web development or windows development want or need to implement search functionality. However, it is a commonly underestimated function and it continues to evolve over time. Interestingly users want search to have minimal to no interaction while having a maximum result. With data and collection systems becoming more and more complex this becomes and increasingly difficult challenge. I remember a system I was architecting for a customer where the customer wanted to enter a DNA result that consisted of an 800 to 1600 character string into a web application and have it search a database using an algorithm providing scored search results. The customer was convinced that a basic desktop machine would act as a server and be able to conduct the search against a large database efficiently. The production architecture needed to support the customers’ performance requirements was a High Performance Computing hardware environment.  Like many customers they didn’t understand the complexity of certain functions. Thinking through this topic recently had me researching how functions in systems and their architectures evolved.

Architecting a system today has many facets, and search certainly is a prominent one. Searching for information is not a new concept but a heavily evolving one. Once computers evolved beyond just basic mathematics and started capturing, storing and manipulating other data the need for search began. Early systems collected data that was somewhat structured in files and databases. Search functions found data quickly within those structures. With the development of relational databases and more complex data capture search the tools for search had to grow. Also the acceptance and use of computers was growing and more and more.
Architecting search within a system has consistently had to recognize simultaneous evolutions. Database tools added the ability to index tables to help search perform better. Search appliances like Wizards emerged for more technically savvy users to pull data from a data source. Multiple levels of searching complexity were emerging. While these searches largely dealt with structured data stored in systems, at the same time this evolution was occurring what cannot be ignored is the emergence of the internet and its impact on search. 

Early on companies like Yahoo profited on the simple concept of locating content. While this wasn’t structure data as in databases internet standards of things like meta-tag’s and other items made it possible for users to find content early on. Searching on the internet allowed users to enter terms and content related to those terms would be returned. Later companies like Google would improve the algorithms and set that industries standard for a time. E-commerce companies were also integrating user shopper experiences with search as a means of driving revenue. So while a user shopped for shoes, related items and previous shopping items would appear in the links and advertising throughout the system. While the motives were different the capture of information and providing relevant data back is essentially an implied search. The evolution of the internet and its potential was impacting local systems.

Users’ expectations were changing as the interaction was to enter in a few terms and that brought back content they wanted to see. At the same time computers continued advancing in hardware and use. Pictures, Videos, art, music files evolved to become more common to be stored on systems. In fact digital has become so big that companies like Kodak have stopped producing film based cameras. Users have embraced and ran with the lower cost and portability of digital media. This new media has presented a new challenge and forced search to evolve in multiple ways again.

Architects and systems were faced with growing use for search.  Users were searching as an exploratory exercise as more complex data and more types of data were being captured. Allowing for the advancement of tools like Online Analytical Processing (OLAP) and reporting tools. Users weren’t looking for specific data as much as looking to see what trends might appear in the data. These tools while technically complex have easy to use interfaces that allow users to review and analyze data. The complexity lies in the architecture and backend. The emergence and development of these tools was a move from appliance parts of a system to search to a full blown system of its own.

Users now expect applications to be able to search both structured and unstructured data. They want to give as little information as possible and quickly find very relevant search results. Algorithms and techniques for searching continue to advance because they must--including incorporating e-commerce like changes in the system and having subtle changes help the customer get to the results they want more quickly. One of the many reasons unstructured data evolved was not only digital media but mobile devices.

This latest evolution has occurred simultaneously with the acceptance of mobile devices. Now users have a high level of portability and connectivity to data. These mobile tools work quickly using touch screen technology and other key changes that impact the user experience for working with data. This has resulted in a need for better performance and system architectures that incorporate different devices, connectivity, and desired results.

Today’s cutting edge searches involve grabbing information from a part of a picture and searching for related information. Searches that work from audio files or live audio and provide related information quickly on portable devices is another technology that has been developed. Users want more with less required of them, resulting in more complex algorithms and models for searching.

Successfully architecting a system means taking a lot of factors into consideration. A successful solution can't overlook what the implementation's search functionality has within an enterprise system. Architecting search as a part of a system today means taking many factors into account. Understanding the user’s expectations and desired results has become critical to the successful use of a system. What devices are targeted for use, what is the complexity of the data, what type of data, and other questions like these are all key to get answered to develop a successful search system. Working with customers to identify the business rules that lead to implicit and explicit searches is important as systems more and more are expected to show relevant data.


Architectural Diary - The .NET Observer Pattern

Tuesday, March 8, 2011 by Jonathan Taylor

Web application development can get tricky. Not only are we, as developers, charged with constructing brilliant websites that address every requirement each project entails, we also have to be concerned with the things not explicitly listed in our requirements document - things like how do we secure it? How do we know it's working at peak performance? How can we make sure people are entering in the data they're supposed to? On top of all that, if we're doing business website development, be sure to stay abreast of current application development technologies, the best ways to improve search engine optimization and last but not least, be sure to address brand experience strategy in everything you do.

See? Tricky. Fortunately, developers are weird. We like the challenges each web application development project presents. Really. We're weird.

Now despite this apparent quirkiness, in any software project we're working on, if there's something someone's built before that can help speed the development process along, we're likely going to use it. Design patterns represent tried and true ways to accomplish certain tasks in code - they're structures that solve problems common to many different project types. Confronted by a massive project with a tight deadline? Spot a process that can be handled by a design pattern? Sign me up! Design patterns to the rescue.

One of the most common design patterns which has been implemented time and time again is the Observer pattern, which is basically a structure that allows you to setup one or more entities (the observers) that react to changes in another entity (the subject). Not an uncommon scenario, right? Think RSS news readers that display news items as they are posted on the remote server. The observer pattern has solid grounding in real-world scenarios too; think of the iconic "hot doughnuts now" sign from your doughnut shop of choice – they light it up, people come running. Ok, maybe not the best of examples, as people still have the choice to grab a doughnut or not, but hey, it’s a vice, what can I say?

Traditionally the Observer pattern is implemented by using a set of objects derived from a common set of interfaces, namely the IObserver interface for objects we want to be notified of changes in another object, and the ISubject interface for the object we want to be watched. Basically, the ISubject interface defines a set of public methods to manage observer signup and notifications as outlined in code segment 1:

Segment 1

    interface ISubject

    {

        public List<IObserver> RegisteredObservers { get; set; }

        public Boolean state { get; set; }

       

        public void RegisterObserver(IObserver observer)

        {

            RegisteredObservers.Add(observer);

        }

 

        public void RemoveObserver(IObserver observer)

        {

            RegisteredObservers.Remove(observer);

        }

 

        public void UpdateRegisteredObservers()

        {

            foreach(IObserver observer in RegisteredObservers)

            {

                observer.Update(state)

            }

        }

 

So a set of methods to add and remove any objects derived from the IObserver interface to an internal list of IObserver objects which is used in the Update method to notify the observers of any change to the ISubject object, in this case a simple Boolean field called state (ugh, brutally obvious, I realize, but prudent..) . The observer objects implement their own interface outlined in segment 2:

Segment 2

    interface IObserver

    {

        public void Update(Boolean state)

        {

            //update status to reflect change in subject

        }

    }

 

And as expected, IObserver contains just one method to update itself to reflect any change in the subject object.

Not so difficult, right? A handy mechanism to handle distributed subscriber-based notifications for a number of different circumstances; if you haven’t found yourself in a situation where you needed to distribute multiple updates based off one event, trust me you will, and you’ll be happy you know about your friendly neighborhood Observer Pattern

Now while you are more than welcome to implement the Observer pattern using this traditional dual-interface manner, in .NET, there really is a better way. (You knew I was getting to it at some point, didn’t you?) Because the Observer pattern is so heavily entrenched in object-oriented development these days, and since the maintenance of registered observers can get pretty tricky pretty quickly in a traditional Observer pattern implementation, Microsoft went ahead and built its own short-hand version directly into the C# language from the very first version (yup, C# 1.0, don’t see that much anymore do you?) through the simple use of events and delegates. Microsoft uses it so much in their own internal coding, they even went so far as to rename it the Event Pattern (Oooo, Aaahh..)

OK, so here’s how it’s done: we’re going to build a subject class to expose an event whenever it changes internally, then we’re going to define a delegate to handle that event, which we’ll use to link all our observers to the subject– and we’ll transmit the subject’s change in state through a custom EventArgs class. Now, if that sounds like a lot, don’t freak out just yet, if you’ve ever wired up code to an event in .net, you’re already well acquainted with how events and delegates work through the standard signature of an event handler – think of a button click event handler like the one outlined in code segment 3.

Segment 3

public void Button1_Click(Object sender, EventArgs e)
{
    //button event code goes here
}

See that EventArgs parameter? That’s how .Net passes parameter values to event processors. So the cornerstone of implementing our own .net observer is by overriding the default System.EventArgs class with our own version to hold the information we need to pass to our observers from our subject class. Sound like a plan? Let’s get started.

Code Segment 4 lists a custom event class which contains two readonly properties, oldvalue and newvalue – we’ll use this class to notify all our observer objects whenever there’s a change in our Subject’s values.

Segment 4

public class SubectChangedEventArgs : EventArgs

    {

        //these values will hold values our observers want to know about

        private readonly int oldvalue;

        private readonly int newvalue;

 

        //constructor that sets old & new values

        public SubectChangedEventArgs(int oldval, int newval)

        {

            oldvalue = oldval;

            newvalue = newval;

        }

 

        //readonly properties to return Subject values

        public int OldValue { get { return oldvalue; } }

        public int NewValue { get { return newvalue; } }

    }

 

Ok, so now that we have a custom EventArgs class, we need to declare the event handler which our observers will mimic to receive subject change events – our delegate:

Segment 5

 

public delegate void SubjectChangedEventHandler(Object sender, SubectChangedEventArgs e);

 

 

The SubjectChangedEvenHandler defines a method signature which all our observers will implement to receive notifications from our subject; two parameters are defined – an object and an instance of our SubjectChangedEventArgs. When declared as a method in one of our observer classes, the object parameter will be a reference to the Subject object the Observer is watching, and changes to its values will be held in our readonly SubjectChangedEventArgs class; code segment 6 lists a typical observer object implementation.

Segment 6

    public class SubjectObserver

    {

        //int to list change in value

        int change;

 

       //subject change even handler to match our delegate and use our custome EventArgs class

        public void SubjectChange(Object sender, SubectChangedEventArgs e)

        {

            change = e.NewValue - e.OldValue;

        }

       

        //constructor that requires a subject to observe

        public SubjectObserver(Subject s)

        {

            //Register our delegate-based method to the subject instance

            //This is how we link our observers to the subject

            s.SubjectChanged += this.SubjectChange;

        }

    }

 

So, the SubjectObserver class has one method that matches our delegate defined to handle any changes in the subject, and we wire up the observer to the subject by linking our delegate-based SubjectChange method to our subject’s ‘SubjectChanged’ event as an event handler. Nice, huh? .Net baked-in goodness. The final piece of our puzzle is the Subject class itself. The Subject class has two responsibilities – to expose an event for changes to its internal value (which we’ll use to hook all our observers to as event handlers), and to ensure it raises this event any time a change to its internal value occurs. Code Segment 7 lists how our Subject class is structured.

Segment 7

public class Subject

    {

        //private int to hold the current subject's value

        private int subjectValue = 0;

 

        //public property to set the subject value,

        //the set method is where we capture the value change and

        //notify all the registered observers of the change

        public int SubjectValue

        {

            get { return subjectValue; }

 

            set

            {

                // new eventargs class to pass the current subjectValue and the new value

                SubjectChangedEventArgs e = new SubjectChangedEventArgs(subjectValue, value);

 

                //update the subjectValue

                subjectValue = value;

 

                //Signal all the observers

                OnSubjectChanged(e);

            }

        }

 

        //declare the event using our SubjectChangedEventHandler delegate

// to handle changes to the subjectValue

        //we'll also use this to attach our list of delegate-based observers to.

        public event SubjectChangedEventHandler SubjectChanged;

 

        //method to trigger our subject change event

        //Note: events can only be triggered from within their respective types,

        // thus we marked the scope as virtual protected to allow the method

        //to be over-ridden while still being able to raise the default event

        virtual protected void OnSubjectChanged(SubjectChangedEventArgs e)

        {

            SubjectChanged(this, e);

        }

    }

 

So there we have it, a public property with its setter calling a protected function to raise its own event to notify all our registered eventhandler observers. Any time the subject changes, the SubjectChanged event gets raised, and all our observers can react to the new value enclosed in our own custom SubjectChangedEventArgs class.

Now, admittedly that seems like a lot of work compared to the traditional ‘I only need two interfaces’ Observer pattern implementation, but the payoff is in the use of the pattern, as shown in Segment 8 which outlines the process of using the classes we detailed previously to gain our .Net Observer pattern sweetness.

Segment 8

    Subject subj = new Subject();

 

    SubjectObserver observer = new SubjectObserver(subj);

    SubjectObserver anotherObserver = new SubjectObserver(subj);

 

    subj.SubjectValue = 33;

 

    //both observer and anotherObserver both update immediately

    int observerValue = observer.Change;

    int anotherObserverValue = anotherObserver.Change;

 

Ok, now seriously, how freakin’ cool is that? No messy ‘I’m an observer, add me to the list of registered observers’ calls, no ‘ok, I’ve changed, let’s loop through the list of registered observers and let them know’ routines, just wicked fast event-based programming. And did I mention the wicked-fast-ness of this .net Observer implementation? Oh yeah.

Again this is a .Net-specific implementation of a widely recognized and utilized design pattern of modern object-oriented programming, the Observer Pattern. Microsoft uses this pattern extensively in their own class structure for the .Net framework – so much so, they’ve come to call it the Event Pattern. 

Oooh, Aaah…

Regardless, if you haven’t had the need to implement a similar pattern in your own coding projects, you probably will run into it sometime in the future, and when you do, you are now armed with the powerful and pervasive .Net Event Pattern.

Architectural Diary - Keywords, overlooked, but still part of the future

Monday, March 7, 2011 by Ric Williams

The Information Technology field has to have one of the highest rates of evolution of any field. A friendly warning for College Students, if you don’t like learning and discovering choose another field. Over the last 10 years the evolution of the web has been constant. Today we have information flowing to multiple channels, more complex information being captured, and more data being provided to users. With all of the content and information available it is no surprise that finding that content has had to get more complex as well. Optimizing your web site or web application for search engines is getting more and more complex. One aspect to look at is a subtle one. Ensuring that your site map and your keywords are captured, architected, and developed to work together.

A good BA is worth their weight in gold and early on in the requirements and discovery process capturing the keywords can really help the development of your tool. Keywords are a known importance to optimizing your site for organic discovery by Google, Bing and other search engines. There are tools dedicated to keyword mapping to show how your site will be captured by a search engine. What the keywords can’t be, however, are an afterthought to the development process. Keywords are concise definitions of your web site. Like the advertisement on television for a popular clothing retailer right now, the tag line is “Modern. Southern. Style.”. In three short concise words they define themselves. Even the government has taken to this “Safer. Healthier. People”. Keywords have been around for a while and we all know about them but I bring this up to discuss how we focus on them and use them.

A BA can use keywords to focus requirement sessions, the architect on the site map and architecture for the system, designers to ensure the colors layout user experience match the keywords, developers for for the folder structure, and testers to make sure they got it right. Now some would say that keywords should be derived from the requirements and the experience the company wants for its customers. Which is a great point that opens a question, are the creative people that can help write that copy and help getting involved early enough? Once the keywords have been defined so much can be based on them. The point of this column is architecture so lets jump there.

When the site map is being determined and the layout of the site designed/architected keeping the keywords in mind can really help. It is a common best practice to have a site-map on your web site. Many web sites have several versions to ensure they are read by the search engines. Ever added an XML web site document to ensure Google would read it? So using your keywords in various other locations can greatly assist your website.

If your keywords define your site and its content then shouldn’t your page titles include these keywords? With our keywords in the title another step is to ensure that we use the keywords in the URL. For example, instead of www.sitex.com/en/ we could include keywords www.sitex.com/keyword-keyword/. Not only is this more descriptive for the user the search engines will jump up the importance score. Why does this need to be part of the site map? If you are going to include keywords as part of the URL and folder structure the developers need this info to focus on. So that means knowing the site map before the pages are developed so they can use this information to their greatest value.

Considering the search engine will use the links on the site map to crawl the site, using keywords would help raise the score wouldn’t it? Getting into Canonical URL is a little beyond the scope of what we are discussing here but is a topic you might want to look up as well. While it may seem simplistic at this point in time of the internet’s evolution, keywords are still and will remain and important part of content discovery. Understanding how to re-engage on the importance of keywords and their use can help prepare for future evolution of the web.

Ever hear of the concept of ‘the semantic web’? Today a user views pages for information gathering and capture for activities like travel. With the sematic web, pages will interact in a more automated fashion reducing the amount of work a user does. As the web continues to evolve the potential for keywords to grow in importance is still relevant even considering their long history. The tie in to the site map becomes more important as desired functionality evolves. The key to scalability will be planning today for what is coming tomorrow. Preparing for tomorrow begins with looking at the process, collaborating, and working to the future. Don’t pass over the simple things, they just might be the key to the future.

Anticipating Key Developments in Web Design

Friday, April 9, 2010 by John Harne
It took a little over a week to get over my SXSW experiential (and literal) hangover and to sum up my thoughts on the 2010 Austin event. One word sums up my thoughts coming out of this year's festival..."Anticipation".

Remember the Heinz TV spots of the early 1990's, with Carly Simon singing for ketchup. This year it seemed like everyone was waiting for something, but it just didn't seem to show up. Since this was the venue that Twitter and FourSquare debuted in years past, I think the majority of the attendees were "anticipating" more. Instead there was a lot more marketing of Miller Lite beer, Chevy Volt and Monster energy drink, more parties, more free beer and a whole lot more people. Over 6,200 more folks in fact, all anticipating something, some next big thing at SXSW 2010.

Anticipation was also common Twitter theme and with so many birds of a feather together, the Twitter and FourSquare servers seemed to lag during certain keynotes and party hours. FourSquare had to invent a new badge for the experience called a super swarm. This designated that over 250 users checked in to a specific location, like the Frog Design party at MACC on Sunday evening. Everyone was gathering and waiting on something to happen.

Sometimes it pays to look the other way. While most of the crowd was attending keynotes given by the founders and thought leaders of social media, some big news was breaking in some smaller sessions and workshops.

This year three key developments signaled future implications for web interface design that will change the visual future of the web. CSS 3, HTML5 and Fluid Type are what I am talking about. The ability to leverage thousands of fonts will release web design from restrictions and separate creative talent from web generalists. HTML5 will do away with the use of proprietary plug-ins for basic rich media.
 
HTML5 adds video and audio capabilities to core markup languange with the intention of reducing the need for browser plug-in-based rich internet applications (RIA). And it is being employed now. Big entities like CBS are displaying their content video while Microsoft Silverlight and Adobe Flash are just beginning to do battle. The take-away is that open source code will have the ability to display media that the bulk of Flash and other RIA's are doing now. This spells the end for many plug-ins and the best part is HTML5 is here now and should reach W3C Recommendation by late this year.
 
CSS3 is still currently under development but many of the recommendations are working in existing browsers. The list of features continues to grow and the ability of designers to use these features to extend web design is exciting.

Consider what a designer might be able to do with just multiple backgrounds. This feature already works in Firefox, Chrome, Opera and Safari. Don't ask me about IE, but even IE has revealed better CSS controls are on the way.

Jason Cranford Teague might have given the most interesting presentation. I have known Jason personally for over ten years and I can testify that his vision of the future of web development has been uncanny. He was one of the very first to author a book on CSS, and in fact later served as an advisor to the CSS W3C group. Now he is an evangelist for web design and his passion is releasing the artform of typography to the web.

As any designer knows, fontography online is a shadow of what is capable in print, film and other fixed media because of browsers, usage laws and technology. But there are now alternatives to system fonts and type displayed as bitmapped images.

Jason's new book presents three approaches to using a wide variety of fonts in web design and goes into depth in his explanation of just what fontography really is. After being an interactive creative director for more than a decade, I can say with authority that most of the web has become a sea of sameness because of the lack of font variety and the ability to design with fonts.

Fluid web typography will give artists access to over 100 thousand fonts versus the less than 5 that are typically used online. So take a look at embedded open type, license font servers and web-font linking. You just might realize another wave of innovation in web design is already here.

A couple of links worth reading:


MIX 2010: Microsoft Steps Up Its Game With Designers and UX (and Bill Buxton Destroys Las Vegas)

Monday, March 22, 2010 by Paul Hernacki

MIX10 LogoI recently had the opportunity to attend MIX 2010, Microsoft's annual conference for web designers and developers focused on building great user experiences, in Las Vegas, along with Definition 6's two interactive Creative Directors from Atlanta and New York.

MIX 2010 is highly unlike most other Microsoft conferences where the topics frequently focus on .NET, Exchange, Office, and Windows. Instead it's chock full of design and UX goodness - a geeky love fest for all the cool tech that goes into creating great web, mobile, desktop, kiosk, and other assorted technically enabled experiences using the Microsoft platform.


It's hard to argue that this isn't an arena in which Microsoft is still playing a lot of catch-up. Adobe Creative Suite and Flash/Flex are still easily the staple of most creative and design departments. And many people definitely hug their MacBooks and frantically wave their iPhones about when asked to provide examples of great user interface design. But if there was one thing abundantly clear at MIX 2010 it is that Microsoft has no plans to cede the battle on these fronts, they are rapidly catching up in many areas, and even appear to be leading the way in a few. Seriously.

Microsoft is a marathon runner, not a sprinter. And as Steve Ballmer said at Microsoft's Worldwide Partner Conference last year regarding questions as to why Microsoft doesn't cede such battles as Search and Advertising and retreat back home to their core Windows, Office, or SQL Server business lines, "We. Don't. Go. Home." Anyone who doesn't believe him should have been at MIX. And do you really have to look further than an example like the Xbox?

Windows Phone 7 SeriesProbably the hottest subject of discussion and presentations was Windows Phone 7 Series. I am, admittedly, an avid iPhone user who stood in line the first week they came out. I happily ditched my old Windows Mobile device and it's BlackBerry predecessors back then to live in Apple's world and I've never been seriously tempted to use something else until I saw WP7.

I really believe WP7 is a game changer for Microsoft and the mobile industry. Sure, it has some shortcomings. I don't know how they could decide to not include copy-and-paste as a feature in the first release. And like iPhone, they also do not have application multi-tasking and they appear to have similarly stringent plans regarding their app store.

But the interface is fantastic, I love the "hub" metaphors, streaming video and even Xbox Live over the phone looked amazing. Not sure exactly how badly those things will kill battery life, but they sure looked impressive. For heavy Outlook users, the Outlook mobile experience on WP7 may alone be enough to get you to switch. Just awesome. And there's a chance it could finally be the breakthrough that Zune has been looking for.

Silverlight 4 is definitely another big step in the right direction. They continue to slowly chip away at adoption and now claim that it's at 60% market penetration, probably mostly attributable to the Olympics and adoption and rollouts of Windows 7.

Tools like Expression Blend keep getting better, and Sketchflow may even be better than the competition, it is simply cool. IE9 beta demos also got big buzz. It appears they have surpassed Firefox on overall performance, are coming close to Chrome in many aspects, and for certain functions like handling of video and HTML5 they could end up being even faster and better (when running on a Windows platform of course) by taking better advantage of your computer's processor and using a form of background hardware-based acceleration. The head-to-head examples showing some really slick use of animation and video in HTML5 were really amazing.

The one thing that Microsoft has which no one else can offer (not Google, not Adobe, not Apple, not anyone) is an end-to-end story on tools and capabilities in this arena. The depth and breadth of their tools and services is truly staggering when you put it all together. And I'm not just talking about the typical story of Windows + Visual Studio + .NET + SQL Server. On top of that throw in Expression Studio with SketchFlow + Project "Dallas" + Azure + Silverlight + Surface + Windows Phone 7 + OpenData + IE9 + Bing Search and Maps and on and on. Sure you can poke certain holes in individual pieces versus their competitors. But the cohesive power of all that together makes for a truly impressive lineup.

Channel9 Live StreamingThere definitely were a few other good tidbits at MIX. Announcements around Orchard, freely available tools for WP7 development, great live streaming of Channel9 straight from the event, strengthening support for JQuery, and a surprising number of atypical logos on screens being talked about as friends (e.g. Wordpress, Drupal, PHP, etc.).

And the keynotes included fantastic sessions by Scott Guthrie (@scottgu), VP of Microsoft's Developer Division, and great demonstrations by consummate tech presenter Scott Hanselman (@shanselman). But for me, the highlight of MIX was the opportunity to see Bill Buxton, Principal Researcher Microsoft Research, speak live. He is simply brilliant and one of the most passionate people alive when it comes to interface design and technology.

If you've never seen him speak it is worth your time to google (or bing) for videos of his speeches and spend an entire day just watching them. As the conference organizer, Microsoft's Thomas Lewis (@TommyLee), put it in a tweet during Bill Buxton's keynote: "OMFG! Buxton's brutality has destroyed Vegas! Only zombies, mushrooms & lavender frogs have survived! DESIGN IS GOD!". I couldn't have put it better myself. Buxton's speeches are often too filled with memorable lines to count, though my favorite at MIX included "The most important thing in the system is the wetware... the human being" during a segment where he described the importance of taking into accountTwitter Post by TommyLee on Bill Buxton Keynote all the users different prior experiences within the specific environmental contexts of where, when and how they will use a system that you are designing.

Side note: I still don't understand how such an amazing guy who lives and breathes design and is considered the Father of Multi-Touch can have such a horrible personal web site, but I can only assume it's a "cobbler's children" thing.

And last but not least, the overall crowd and dynamic of the attendees at MIX was fantastic if not a bit quirky. It was a great group of highly intelligent people that are all passionate about great design and truly unafraid to ask the hard questions of Microsoft and dole out praise as well as tough love in person in the sessions and in torrents over Twitter. Unlike typical creative and design conferences it's definitely rooted in a true developer core (e.g. more guys still talking about compilers as opposed to a more mixed-gender crowd talking about heuristics and having used many tools like these for years), but unlike normal View from Tweetup at MIX Lounge at THEhotelMicrosoft conferences it's a large group of people who love great creative design and have been dying for Microsoft to bring these kinds of things to the table.

This conference in Vegas was more WXSW for geeks than it was the concurrently running SXSW, but Twitter and Foursquare definitely reigned supreme there as well as the tools that joined everyone together digitally during the sessions, into the evening, around the bars, and throughout the event. Sunday evening even kicked off the conference with a massive tweetup at the MIX Lounge at THEhotel at Mandalay Bay. There is a real embrace of Twitter showing through by Microsoft that is really uncanny with regard to how they normally react to any tech service that they don't build and own.

At Definition 6, we do use a lot of tools and services across platforms including a very significant amount of work in the Microsoft platform. And we do use tools and design for platforms that are competitive to many of those that were showcased at MIX 2010. But there is no doubt that what we saw there has given us a lot to think about, some great ideas, and a few new weapons to put in our arsenal. We look forward to using many of these to create great solutions for our customers and to seeing them continue to evolve and improve.

6 THINGS

Friday, January 22, 2010 by Doug Dimon
 “6 Things” is a list of things I have recently come across that I find interesting, inspiring, adventurous, or just plain cool. I’ll be publishing these fairly regularly, so keep an eye out.
Me speaking at recent Augmented Reality Panel
          Me speaking at Augmented Reality Event
I recently participated in a panel discussion on “augmented reality” at the Samsung center in NYC (more on that here). So today’s list begins with several things being done (or dreamed) in A/R.

1.  Esquire Augmented Reality Issue
           A/R Esquire Cover
One of my fellow panelists was the Art Director from Esquire magazine and he showcased the December A/R issue of Esquire. If you haven’t seen it, check out the demo. And if you can get your hands on a copy of the magazine, try it out yourself. As with most executions of A/R, it’s still got a way to go, but you can see the potential of bringing a new experience and added value to a publication or product.

2.  AR Art for the LAYAR
          ART LAYAR App
Many of you may be familiar with the LAYAR mobile application for Android and iPhones. It’s an A/R platform that lets developers “easily” create specific A/R executions for mobile devises. It uses the GPS, accelerometer, and camera to place objects and info in the environment around you. One of the those executions is “ART AR” that allows you to experience virtual art that has been placed at a specific location. If you are lucky enough to be near one of these locations, you simple view your surroundings on your phone’s display and voila… art all around you. I think this Mondrian sculpture has been placed at various locations, one of them being around the corner from where I live. Watching this video doesn’t really convey the experience. It’s pretty cool to see a virtual structure all around you. Again, it suffers from current technology limitations, but the possibilities are exciting.

3.  “SixthSense
          Experimental A/R interface
Here we get a glimpse into where A/R might lead. Clearly, the goal is to make this as a passive an experience as possible. This research team has assembled some off the shelf hardware and written some new software that allows you to integrate digital information into your everyday experience. It’s rough, and not entirely developed, but even at this stage it is pretty impressive.

4.   “Augmented (hyper) Reality
          The future of A/R?
This is a futuristic look at A/R. What will it be like when we really can overlay our world with a virtual world? One of the things all marketers struggle with is how to get branding in front of a consumer in a way that will not make them feel as if they are having something thrust upon them. One of the topics discussed at the panel was that if a consumer feels they are getting value (information, entertainment, etc) then they will accept a certain amount of invasive marketing. Would you be open the kind of branding seen in this video if it allowed the kind of interaction it promises?

5.  Banshee Beat
         Going for a drive via streetview
Stepping away from A/R, here’s clever music video that was made by using Google Map’s Streetview. It traces the artists drive to work via the freeways of LA. Simple, engaging, fun.

6.  Upular
          all mixed UP
And finally, here’s a new offering from video remix artist, Pogo. He creates new works of music and video by using sounds and images contained in movies. Unlike many remix artists, he only uses sounds from the film. I found this one to be particularly successful because it can stand on its own as a great song. (As an aside, I first became aware of Pogo when his video was used to demonstrate www.yooouuutuuube.com, a fun use of the Google API that has since been co-opted for on on-air HBO promo campaign… the web leads again.)

Using Facebook Connect to Build Deeper Relationships with Consumers

Friday, January 22, 2010 by Stephen Boyd
As the social media world continues to expand rapidly, brands are still trying to figure out how to utilize it.  User-generated content, seeded marketing, and viral videos are only the beginning of social media. New technologies for access and interacting with social media are starting to emerge. One are that has been rising in popularity lately is Facebook Connect. The question is, how can marketers best use Facebook Connect to create more immersive brand experiences for consumers (and sell more)?

The best marketing is a conversation between you and your buyer, where getting customer interaction and feedback is the goal.  Few areas do a better job at providing this feedback loop as Facebook. A great tool for getting your brand message in front of consumers is Facebook Connect. 

For those of you not familiar with Facebook Connect, it is a powerful set of free APIs (programming interfaces) developers can use to enable users to bring their identity and connections anywhere on the Web – for example, to sign on to different websites without having to use separate usernames and passwords. Developers can access a user’s identity, social graph or activity stream – which can all be used to create more engaging experiences on your website.

How Are Organizations Using Facebook Connect?

There are a lot of great examples out there for how organizations are leveraging Facebook Connect. In general, Facebook Connect can be utilized as a way to get feedback from consumers on what they like to (and not like to do) in association with your brand. That is, what type of brand experiences they are most comfortable with? While some brands have a hard time hearing “dislikes” from consumers, it’s this process of interaction and feedback that helps true market leaders develop more powerful offerings.

Here are some recent examples of brands leveraging Facebook Connect in interesting ways:

  • RedBull Connect – This site gives users access to information and articles from several Red Bull websites. This is a nice repository for everything related to red Bull without smacking users in the face with its advertising.  Consumers can comment, post, and interact with others without being forced to buy a Red Bull while, at the same time, red Bull always being part of the equation.
  • Citysearch – The Facebook Connect portion of this is minimal; this is a good example of utilizing FB Connect to grab user information without implementing it for advertising.  The site personalizes your location when you connect with FB and automatically creates your personal profile and connects you with other Facebook friends on Citysearch - allowing you to share restaurant and other local recommendations via your Facebook feed.
  • Pandora – Pandora uses less of a full-blown Facebook Connect microsite, and more of an application, but it is still a nice use of Facebook technology. The application can be used to share songs or a station with your Facebook friends.

Beware of the Doghouse
  - I love this idea (the husband is in the doghouse with the wife, gets posted to Facebook, and needs to buy her a present to get back in her good graces).  JCPenny did a great job promoting it ). I like the opening video and way they get their message out. While interaction with the site is a bit confusing, and posting and viewing content is not as intuitive as it should be, it’s a very entertaining idea.  

Some other great examples from the entertainment industry include: “Watch Your Town Get Blown Up by Darth Vader” by Adidas and Discovery’s “Frenzied Waters” experience.

Facebook Connect is a great way to interact with your customers, but there are a few questions you should ask yourself before you go down this path. For starters, who are our customers and why are they likely to interact with your brands on Facebook? There’s no right or wrong answer here, but there should be some obvious reason why they would want to interact with your brand through Facebook.

Second, are you trying to entertain your customers, or are you just trying to get access to their information so you can send them stuff? You should seek first to entertain. This will make it much easier to get the access and data you’re looking for later.

Facebook Connect is a great way of interacting with your customer and getting access to user information to drill down on demographics.  The jury is still out on how it might translate directly to sales but if you’re looking to talk with your customers and they are on Facebook, this is a great way to do it.

How is your organization using Facebook Connect today? How could you be making it easier for consumers to interact with your brands, while providing you with better insight into your audiences? Facebook Connect could be a good place to start.  Contact Definition 6 Today!
 

Reaching Consumers Wherever They Are: Beyond the Three Screens

Tuesday, January 19, 2010 by Michael Kogon

Over the course of the past six months, we’ve continued to invest in technology and talent to expand our video production capabilities at Definition 6. Following the acquisition of Creative Bubble back in August, and leading up to the recent launch of the wildly popular Coca-Cola “Happiness Machine” viral video, we’ve seen increased demand across our client base for video production services as part of the integrated interactive marketing programs we provide.

We’re actively working with several long-time clients to help them develop and deliver video across broadcast, Web and mobile channels – the three screens. While there is no question delivering content across these channels drives significant ROI for our clients, we’re also seeing demand spike for channels that extend beyond the three screens.

Enter the Fourth Screen

Next time you’re out and about, keep your eyes peeled for monitors, LCDs and other screens as you go about your day. You’ll be surprised where these screens show up: airport terminals, taxis, grocery store checkouts, ATMs and even the bathroom. What you might not realize is a lot of those screens are already – or quickly becoming - part of integrated digital-out-of-home (DOOH) advertising networks. These networks enable brands to reach consumers with incredible precision, but also present new opportunities for creating immersive brand experiences.

Digital out-of-home advertising is great for targeting audiences for the obvious reasons –marketers can deliver content to specific places at specific times. The benefits of DOOH advertising go far beyond those of geographic targeting. Take for example the emerging behavioral or interactive components – being able to tap into lifestyle patterns, or to encourage consumers to interact with your advertising content through other technologies like mobile devices.

Beverage brands can penetrate the nightclub scene through displays in bars at 2am on weekend nights. Restaurants can reach tourists through the screens in the back of NYC taxi cabs. Airlines can reach business travelers in the terminal during excessive flight delays. And lotteries can post the latest jackpot value on the screen at checkout.

As far as interactivity goes, several major brands have recently started leveraging mobile devices, social networking sites and video cameras to pull consumers into an advertisement. Text a special code and see your message on the screen. Stand in front of a display and a camera puts you in the advertisement. This type of interactive content is transforming the way brands interact with consumers beyond the reach of broadcast, Internet and mobile media.

These are might seem like obvious applications of DOOH targeting, but only a handful of leading brands have begun integrating the 4th screen into their interactive marketing programs. You can expect more and more brands to take advantage of DOOH advertising, particularly as more organizations look to more integrated interactive marketing efforts.
 

The Age of the Developer

Tuesday, November 17, 2009 by Tom Kirszenstein

I recently read that the White House has chosen an Open Source CMS (Content Management System) to develop their government Web site. This announcement caught my attention for several reasons--not only are many agencies moving their clients to open source and praising it's virtues, I also started using Drupal this past year and found it remarkably fast and easy to setup and maintain my own Web sites with quality results. Despite some criticism of open source over the years--more and more commercial (and government) developers are choosing it.

It's hard to argue against the benefits of free software, especially when results show that the software does what we expect, often exceeds expectations, and provides more opportunities for expansion than many proprietary products. While relative newcomers Drupal and Wordpress lead the pack for CMS offerings, open source mainstays such as Linux and Perl have been around for many years--not only surviving, but thriving over time. In a study by Amit Deshpande and Dirk Riehle of SAP Labs, LLC, Total Growth of Open Source results have shown that "the total amount of source code and the total number of projects double about every 14 months." Open source enables freedom for both users and developers to move & change quickly when needed, as well as providing more flexibility with software decisions such as to upgrade or not to upgrade. It's really no surprise that businesses and individuals are moving to open source at exponential rates.

Of course, Open Source has always been very much associated with Free, although there are other solid reasons to choose it beyond its cost. The pool of development resources is not limited to a specific company or provider, but instead is seemingly unlimited. As a specific open source project becomes popular, more and more developers start contributing, growing and adding to the code. Not only do they enhance the software to make it better for everyone, but they also create markets for their own support services. The better the code is--more people will use it-- and the more support is needed. Large developer communities have evolved around each software project, contributing to its growth, and administering its support. These open source communities are continually coming up with new innovations, powerful add-ons, extensions, and effective tools.

With so many open source choices available, even the ubiquitous LAMP stack (Linux, Apache, MySQL, and Perl) has come to be accepted as generic term for any completely open source application stack--substituting interchangeable parts from other sources that include "PostgreSQL, SQLLite, Apache Derby," as well as "PHP, Python, Ruby, Groovy and JavaScript." Even behemoth Microsoft has entered the game with their own Open Source CMS Platform.

Additionally, interactive ad agencies are able to offer their managed computer services at lower rates when developers take advantage of Open Source technologies. This enables clients to do more within their budgets. Every size company can now take advantage of Website integration, online advertising, and interactive media development due to the emergence of open source and accumulation of knowledge brought to us by the developer community. Businesses across industries are now embracing these technologies, taking advantage of interactive media, and using a more integrated approach to marketing with the vast number of new tools that are now available from these creative, innovative communities of developers.

Drinking From The Fire Hose

Tuesday, October 27, 2009 by Tom Kirszenstein

I've been hearing the phrase "Drinking from the fire hose" more often than usual lately. The curious thing is that it's coming from Interactive Media Professionals (including myself), as much as from end users. With the exponential growth of the Internet and its related technologies, we now have access to more information, in more places, in more ways than ever before. Web 2.0, Social Media, Application Software Development, Mobile and related technologies are having a profound impact on Interactive Marketing Strategies. Many agencies are capable at traditional & online media marketing, or they may have strong technical capabilities--but, it is rare to find an agency that has all of these abilities and deep technical resources such as Definition 6.

To follow the fire hose analogy--anyone faced with that situation would get out of the way. The high volume and velocity of incoming data require some type of control and direction to be useful to ourselves, our clients, and our business.  Developers, interactive designers, and marketers are faced with the same questions as consumers--how to manage the onslaught of incoming information. Interactive Ad Agencies are faced with the additional responsibility of creating new tools to distribute information in a clear and meaningful way. These interactive professionals are the firemen holding the hose. 

At the height of the dotcom boom, an old colleague used to remind me that technology is simply a way of doing things. As the old broadcast model of advertising becomes obsolete, and user discovery & social interaction drive engagement, the function of marketing itself must now change to meet these communication challenges. This new model now poses new questions about where marketers should be, how they communicate, and when that interaction will occur.  I still remember the first  7-Eleven convenience store that opened in my neighborhood, and discovering that name comes from its operating hours—--it was a big deal to be open until 11PM! Marketers didn’t create more ads to attract customers from 9-5, they simply changed to meet customers on their own terms.

Integrated interactive marketing campaigns must be open and immersed in the culture to create value and be relevant. Successful marketers are positioned alongside their target market, making use of tactics such as Branded Content and Branded Entertainment to engage the user, enabling them to discover that value on their own, and decide what truly fulfills their needs. This is not an easy task, and creating meaningful user interaction grows out of qualified analysis of users and their interactions. Those of us in Media and Advertising have been exposed to these ideas before, but never before have these been more important to interactive design. Today's consumer has become a partner in the design process, and defines how we approach our interactions with them. Social media tools such as MySpace, Facebook and Twitter provide marketers with a limitless cache of information to help segment, target and engage users as never before— which only highlights the need for efficient processing of data.

Our obligation to clients is to find the relevant information, manage and organize it, and disperse it to potential customers.  To do this, we interpret client requirements and translate those requirements into a meaningful Interactive Experience. We need to collect and analyze enough user data to create strong, branded messages that reach the intended target. In addition, we must combine data with the tools and applications that make it meaningful to those target consumers.

In this new age of discovery, the true Integrated Interactive Agencies are taking the time and effort to find the tools necessary to do the job, or when needed, create them. With information coming constantly from every direction, those who are efficient at organizing, managing, and presenting it will be successful. Otherwise, we're just spraying a fire hose.  If we attempt to do that, consumers will just get out of the way.

Price or Differentiation

Thursday, October 15, 2009 by Jasdeep Jaitla
With new businesses and new business models popping up on the Internet like a bag of microwave popcorn, differentiation is far more transitory these days than it once used to be.

Let's take this summary of the 21st Century Corporation from Business Week in August, 28, 2000*, over 9 years ago:

1. Everything gets cheaper faster. The Internet commoditizes every new service or product idea so rapidly by providing the ability to not just compare one or two sources, but 100 or 1,000 sources, that price reduction has accelerated almost out of control.

2. Cutting costs is the answer. With significant downward pressure of margins it is imperative to reduce expenses to maintain profitability.

3. Innovation builds profits. Since you cannot raise prices, and must consistently reduce prices, innovation is required accompanied with rapid expertise development and ingenuity. This advantage is temporary, so innovation must be constant, reflexive and accelerate (rather than coast forward) to address #1 above.

Adaptability

That article was almost a decade ago, and is still relevant, if not even more significant now than it was then. It was published prior to the dot com crash.  Unlike 100 years ago as the Industrial Revolution and the Carnegie's, Rockefellers' and Fords' were taking assembly line production to it's maximum potential, we clearly know it's weaknesses and limitations. One of the most significant limitations is adaptability. Workers specialize so much on their individual task that they cannot readily adapt to other tasks or provide generalization or see the whole picture.

The transition from the assembly line mentality of large deparments and silo style development is a slow one. Integrating departments and collaborating by increasing communication between sales, project managers, creative development, application development, product managers, production and delivery is not as simple as it may sound. Your value chain may involve a very large set of people and keep communication clear requires expertise and training.

New Models for Development

In application software development and internet software development, the models over the last 20 years have evolved considerably. Agile methodologies are gaining traction as a way to create adaptable solutions and modular approaches. This keeps the customer focus as well as the requirements together, and allows flexibility with solution delivery as the landscape changes. Social Media strategy is a fabulous example of this, requirements change so quickly that modular frameworks are developed so that new quick features can be added onto the framework rapidly to meet social change and social needs and Facebook is a fantastic example of this type of structure and development.

Clearly, to stay on top and to consistently provide value, you must value education exponentially, foster creative thinking, be vigilant with the technological landscape, and be able to generate ideas and critical thinking. In Interactive Media Agencies such as Definition6, we constantly strive towards an integrative approach, with all skillsets and all mindsets sharing information and cross-pollinating ideas. We dedicate ourselves to innovation through cross-department research and landscape analysis. Our Innovation Team is specifically dedicated to meeting the demands of the 21st Century business.

"Twenty-First Century Corporation," Business Week, August 28, 2000, p. 278.

Innovation and Cost Drivers

Wednesday, October 14, 2009 by Jasdeep Jaitla
Intuition can guide you to the place of innovation, and analysis guides you to the method of innovation.

Driving down costs is the goal of every business in every industry. Identifying and nailing down Cost Drivers in a Interactive Media Agency is one of the most challenging aspects of Innovation due to the service model and diversity of projects. The more diverse the services and the more capabilities an organization has, the harder the cost drivers are to innovate. This is the challenge.

Create Measurability

In order to analyze data, you need to collect data. The first step is to establish a normalized set of information, and discover commonalities that you measure over time. It's difficult in service business models to identify measurable practices since commonality between projects may not exist. In contrast, it is much easier to find measurable actvities within consistent services. For example, in the realm of public service such as law enforcement, response times can be measured which can lead to innovation in terms of communication technologies, route mapping, and routine patrolling route generation to optimize the response times and measure improvements. In the same light, commonality and metrics need to be put in place so that you can innovate. Without this baseline set of metrics, most improvements are subjective and can be hit and miss.

Measurability and Interactive Marketing

Interactive marketing strategies and improved search engine optimization follow the same metaphorical principle. Because optimization is always a moving target, you have to establish a control on your marketing practices and only change a few independent variables at a time, such as keyword density, or keyword targeting in ads, in order to see their effect. In the case of organic search results, the effect of changes may take weeks or even months before they actually show results. To top it off, search algorithms and prioritization change "without notice." To discover these changes requires a scientific mindset for the search engine optimization consultants.

The cost drivers in Search Engine Marketing involve keyword market prices. Camping a commonly used keyword for PPC can cost you a fortune. Using longtail strategies and finding ways to effectively identify your product, service or company is the innovation point, and only good analysis and keyword research will get you there. Consistency is the rule of the game to establish and maintain hold of brand loyalty, market share, market segment, and also online in terms of keyword ownership, and search engine rankings.

Internet Application Development

With Internet Services, the identification of cost drivers needs to be built into the process by abstracting out parts of the process that show commonality and measurability. This should be the starting gate through which your innovation charges. Like online marketing, application development is a moving target. New technologies explode onto the marketplace on a regular basis, tempting you to change how you do business. Again by using a scientific approach, by controlling your process and making sure you change a few things at a time, you can drive changes from the right point of view rather than hype, and effectively make improvements on your cost drivers.

Visualizing Innovation

Top 10 Free Sales Force Applications for Your Business

Thursday, August 6, 2009 by Matt Epstein
Recently I visited the doctor for a single respiratory CT scan in which AFTER insurance I ended up paying close to $1,500. Upon seeing the exorbitant bill I headed straight to the nearest Mc Donald in an attempt to convince myself that ordering from the “Dollar Menu” could be a long term strategy to help me subsidize the 10 costly X-Rays (I think it’d have been cheaper for them to simply open my chest and take a look rather than spend 30 seconds photographing my lungs).

During the car ride home, in which I ate all of my fries before reaching the front doorstep, something dawned on me. As I attempted in vain to wipe the french-fry grease from my hands I came to the realization that when you combine something that’s good AND cheap it can make anyone’s day better.  Granted my cholesterol/MSG high only lasted for but a moment, I decided in the spirit of giving I’d share the same free and good satisfaction with those of you in the blogosphere.

As every aspect of business slowly moves into the clouds, businesses have been turning to website integration platforms such as SalesForce.com. Many businesses are unaware of the Sales Force app exchange, and those who are often times don’t realize there are a plethora (I’ve been dying to use that word) of extremely useful and FREE applications that help to make Sales Force a complete online marketing and sales tool.

So on behalf of myself and Definition 6, an interactive media agency in Atlanta, I present you with the top 10 FREE Sales Force applications that every business can benefit from. In no particular order;
  1. SalesView:
Of all the free Apps on the exchange list, Sales View may be perhaps the most valuable for your sales team. This App which was built specifically for Sales Force allows your sales team to instantly tap into a plethora (that’s twice now if I use the word one more time I own it) of sales resources such as Hoover's, D&B, Reuters, Jigsaw, NetProspex, LinkedIn, Twitter and Facebook to get all they’d ever need to know about a potential client. 
 

Losing hours of time inputting contacts from e-mails and web-leads? With Contact Capture simply highlight the contacts information in an e-mail or on a website and Contact Capture automatically inputs the necessary contact information in Sales Force.

3. Google Web Analytics: 

Currently using google analytics to analyze your website? This free App allows you to track web page visits, browser capability, average visit time, and much more right from your dashboard. This is the perfect tool for any SalesForce user who also does work with their businesses search engine optimization and websight design.
 
I think every sales person and executive has been frustrated at one point or another in their sales force experience by running into the issue of duplicate leads. End the frustration with this nifty App that scans your entire SalesForce database and removes duplicate leads.
 
This free Skype application provides seamless Skype integration into Salesforce application.
 
6. SalesForce for iPhone:

Personally, I’ve never been cool enough to own an I-Phone, but for those of you that are this is a great App that allows you to instantly pull up SalesForce.com and log in to your account on your iPhone. Currently the I-Phone is the only smart phone with free SalesForce access (Blackberry charges). This one will most likely be a big hit in interactive agencies.

7.Form Factory Quotes & Invoices

A great application software development, I’ll use the Apps own description “FormFactory generates business forms including quotes, proposals, invoices, and packing slips. Documents can be delivered as live web forms, PDF or HTML files, and Microsoft Word. Create professional quality forms for free without leaving salesforce!”
 
8.Auto Complete Lookup: 

Granted this App will not triple your revenue, however it will make it much easier for your employees to instantly find the information they are looking for. This quick script creates a Google-type search interface in which typing a few letters into the search box provides you with options of the closest matches.
 
9. E-Mail Auto Complete

This nifty light-weight App provides you with access to all your contacts directly from the Salesforce Email page. Provides you with similar functionality to that of the auto complete search.
 
10. Mass Transfer Contacts:

If only someone had written this top 10 list before me I would have not had to spend 8 hours moving one of my sales reps contacts to another sales reps contact after the previous one left.  This app allows you to instantly shift all contact ownership from one sales person to another, a great tool for anyone using sales force for email marketing.

TwitterINGO: When a Social Media Game Provides Real Value

Monday, August 3, 2009 by Paul Hernacki
Twitteringo Game Board

Last week Interactive Marketing Agency Definition 6 launched TwitterINGO, an online game of sorts that leverages Twitter. I won’t go into all the details of how it works in this post, but essentially it’s a free downloadable desktop widget you run in the background while working (or at least trying to work… the game is a bit addictive to watch) as the game is played each Tuesday at 3PM EST. The tweets of all the people you follow stream down the left hand side while you get a 5x5 game board of keywords. When someone you follow posts a tweet containing a term you have on your board the square will highlight and fill in with that person’s tweet.

I am a bit biased of course in thinking the game is cool, I helped create TwitterINGO. The idea came from watching multiple columns of twitstreams in Tweetdeck and thinking how it almost felt like modern-day BINGO card. After a couple of brainstorming sessions we arrived at the current design. It has several premises.

1.       If you use Twitter to really, effectively follow the pulse of news and information that you care about you typically have to follow a fairly large number of people (typically at least in the hundreds and often in excess of that) and learn how to organize those people into groups in addition to creating effective searches for subjects.

2.       Finding the right people to follow who discuss the subjects of interest to you beyond your immediate circle of friends and colleagues takes some time and can be a bit of an art form as you sort through the clutter

3.       One of the real powers of social media is in how we help each other to find great people, pearls of wisdom, diamonds in the rough, etc.

4.       It can be really hard to identify the holes in your Following (you often don’t realize that you aren’t following certain subjects that interest you as well as you could be).

With this in mind we created TwitterINGO. With over 100 keywords “baked in” to the cards (all of them relating to popular and highly relevant subjects in the areas of interactive marketing, technology, media and advertising, application development, and social media), plus 20 current “terms of the week” on trending subjects sent out at the beginning of each weekly game, your card populates with a randomized selection of 24 of those terms, the middle square is free of course. Then you can simply sit back, have some fun and see what happens.

If you follow only a handful of people you will invariably become quickly disappointed as you realize none or few of your squares are populating. This can be a quick hint that you aren’t yet following the global conversations on tech and interactive or current events very well. On the other hand, if you follow a few hundred people who do talk about these subjects you’ll likely have a very different experience. I found myself fascinated watching my squares fill in (and unfortunately being less productive than I should be). It was amazing to see who I follow that randomly starting giving me the keywords I needed as I sought to get a row, column or diagonal completed to win. Every 5-10 minutes I’d get a square. First I got my “SharePoint” square filled by SharePoint Samurai @Gannotti. Then my “Brand” square filled by a post from @TobyDiva. Then Sun Microsystem’s Social Media guru @Sumaya posted a tweet with the term “open source”. I was off to a great start and saw another 4-5 squares fill in. And I came close to winning. But as I looked at what terms I needed to win (without cheating), I stared at the empty square with the word “Linux” in it. Why was nobody that I follow mentioning the word Linux? Hmmmm… there it was. A hole in how and who I Follow. I realized that I follow a lot of people on a lot of subjects but perhaps only a few that talk about Linux. To quickly rectify this I searched on the term Linux on Twitter and looked to see who the major contributors were and began following them. It was too late for me to win TwitterINGO this week, but it helped me do a better job of following that rather important part of the global technology conversation. The same can be said of many other terms I saw on my card that sat empty, I set out to see who was talking about the terms and found some really great people to start following.

While the game itself was rather fun, the real value was in seeing how it could help me. Plus I could then go look at the Leaderboard to see who the major Tweet Contributors were and who won and who they are following. The game is helping me to be a better user of social media to benefit my professional and personal interests and awareness. And I found a few extremely interesting people who played the game and won, people I’d never met before but that I certainly follow now. That's a game worth playing.

The Top 7 Free Ways To Boost Your Organic Page Rank

Tuesday, July 28, 2009 by Matt Epstein
Business owners often times find themselves at odds with the popular proverb “the best things in life are free.” Fortunately even in business this enchanting life lesson can at times prove to be true, and it just so happens that some of the best ways to boost your organic page rank really are free. Below I’ve compiled a small list of ideas, tools, networks, and websites that every business should be utilizing whether it’s an owner of a small business undertaking these strategies personally or a major CEO using his resources to have an interactive marketing agency with more experience and manpower tackle the tasks outlined below. (If you outsource this work I  would suggest using Definition 6  - an Atlanta Internet Marketing company - of which I of course recommend without bias)

The top 7 free ways to boost your organic page ranking;

1)    Link Building:


Links are to rank as to what Sunny is to Cher. Of all the ways in which marketers try to lure search engine spiders to their page, link building is perhaps the most used as well as one of the most effective in search engine optimization. In laymen terms, you want to have links on your site that link to other sites and vice versa that have relevant, useful information and resources for your visitors. If you link to irrelevant or random content, the search engines will shun you. The more relevant the content, the more likely search engines are to recommend your site to others.  It’s important not to abuse this strategy as over-linking will become more harmful than helpful.  You can build your link network by simply requesting your partners link to you, registering on link directories (you can add yourself to almost every link directory in one single swoop at http://www.addurl.nu/), or by consistently interacting with other websites on forums and blogs in the hopes that they link to you naturally.

2)    Online Press Releases: 

If you’ve launched a new site, redesign, application, service, or online utility it’s important to get the word out through the virtual newswire. Telling news outlets relevant information about your technology or business developments is a great way to get instant linkbacks and even social bookmarks for your article. It’s important to once again not to abuse this strategy, as sending out irrelevant press releases every day will get you banned.

If you’d like a one-stop-shop for getting your releases to the major players I’d recommend using www.prweb.com and www.prleap.com .

Here’s a great example of how Definition 6 used PR to increase its organic search rank and traffic; http://news.prnewswire.com/DisplayReleaseContent.aspx?ACCT=104&STORY=/www/story/07-27-2009/0005066618&EDATE=

3)    Squidoo Lenses

Think of Squidoo Lenses as free micro sites that allow you to create debates and forums for topics specific to your industry or company. They are quick and easy to set up and allow you to link back to your website along with each corresponding lens you create.  If you post thought provoking, controversial, or useful lenses the odds are very good you’ll not only see a big boost in ranking but a significant boost in traffic. I personally come across dozens of Squidoo lenses every day by way of Google search and end up at the lens creators’ website. 

www.squidoo.com 

4)    Social Media

Unfortunately I would do this topic a great injustice by pretending I could summarize each social media outlet and the use/benefit of each. Instead, I will simply say that if you’re not currently on the social media landscape your competitors are one step ahead. Statistics show time and time again a direct correlation between businesses social media activity and their websites rise in page rank and traffic.  Definition 6 alone has received numerous business leads this month from its Twitter & Facebook social media marketing. Unfortunately many marketers have shyed away from these mediums mainly due to their lack of understanding, but I would highly recommend if you’re unwilling to dedicate a respectable portion of your budget to social media marketing that you attempt to read up on your own and establish your presence on the following social media sites which have been proven to significantly boost page rank;

•    www.facebook.com
•    www.myspace.com
•    www.twitter.com
•    www.flickr.com
•    www.technorati.com

Here’s a good example of how Definition 6 has leveraged Twitter; http://twitter.com/definition6

5)    Social Bookmarking/Voting Websites 

Social bookmarking sites are quickly becoming one of the most powerful ways to drive traffic to your site. Many businesses abandon the use of bookmarks because they themselves fail to keep their social content (blogs, facebook, twitter, etc) updated. Moreover, many marketers fail to provide useful, relevant, engaging content for their viewers. Major businesses such as Dell & Apple have made millions of dollars just by leveraging social bookmarking sites. By providing users with contents, breaking news, or useful tools and resources one of your website landing pages can spread as virally as a yawning kitten video on youtube. Here are a list of the most important social bookmarking sites;

•    www.stumbleupon.com
•    www.reddit.com
•    www.digg.com
•    www.delicious.com

6)    Forum Signatures

It’s not enough to simply have a space in the interactive market; you need to interact with it as well. Another free (and at times laborious) link building/traffic boosting strategy is forum & blog posting. By engaging with consumers and peers on industry forums as well as blogs you accomplish a multitude of goals: you show you’re engaged in your field, you are accessible, you are knowledgeable, and most importantly you can end your posts with your website link thereby building your rank, credibility, and traffic.

7)    Blogs


Lastly, and perhaps the fastest of these growing trends, creating a blog. Just like the strategies before this, it’s important to note that creating a blog for the sake of creating a blog does nothing for your website or your brand; in fact it may negatively impact it. If you plan on creating a blog, which you should, be sure to actively post but more importantly post relevant useful information. It’s better to hold off posting for a few weeks to wait for an exciting topic or item than to boring and unhelpful articles every other day. Blogs are a great way to tie in social bookmarking, social media, and link building.



Believe The Hype: Open Source Web CMS

Friday, July 10, 2009 by Mike Reese
If you were involved in a CMS (or WCM - Web Content Management) purchase decision 5 years ago, you likely heard about the "open source" phenomenon. And, you probably cringed at the thought of supporting your revenue-producing, lead-generation website with low cost alternative to the Interwoven and Vignette giants. Cringe no more, open source solutions not only provide very similar features, the good ones are now fully supported as well.

Here's a recent article written by JT Smith on Website Magazine. (Choosing An Open Source Web Content Management System) He successfully details the differences between closed and open source systems (without bashing the Big Guys). Ultimately, every company has their own decision to make, their own contstraints, processes and budget concerns. A WCMS solution has to adhere to these points, so open source may not be for everyone. But it's certainly worth taking a look at some of JT's points:

As your business grows, your needs will change. The open source model provides a mechanism for adapting to that change without relying on proprietary software to catch up to evolving trends and new technologies.

Budget...Budget. If budget is a concern, and likely it is these days, open source makes sense. Period. Save the budget for your other interactive marketing strategies.

Fully supported. Lack of support used to be a pitfall of open source solutions. That has changed. You'll find that well established, reputable solutions offer not only support, but also a vast community of developers and end users.

Somewhere in between. Open source CMS does not necesitate custom application development. Nor does it necesitate costly professional services contracts. It really falls in the middle. The benefit of open source becomes the ability to lean in either direction.

I love JT's quote: "Using closed source CMS can be likened to buying a new car with the hood welded shut, the wheels permanently attached, and your only maintenance option is a visit to the dealership."

Give open source a look. At Definition 6, we utilize one of the "good ones", Umbraco. We've been through several (> 20), successful implementations for a variety of clients. Including websites in the travel, telecommunications and online retail industries. I'm proud to say that we're also the first certified solutions developer in North America.


Custom Content Management Tools

Monday, January 19, 2009 by Paul Hernacki

Director of Software Development, Graham Street on the popularity of website integration with content management tools.

I've been noticing in recent months that the development projects crossing my desk for estimation have more and more in common. It's CMS, CMS and more CMS (Content Management Systems.)  Everyone feels entitled to have administrable content on their corporate website. CMS solutions have been around since the good old days of dial-up BBS systems. They've been steadily improving every day, from complicated systems that allow you to jump through 10 hoops to edit a sentence, to 1 hoop to edit a whole page. But this incremental improvement in CMS technology doesn't explain the spike of interest that I am speaking of.   

My father even asked me about a CMS topic on a recent trip home. This is the same Dad who showed me Lotus 1-2-3 on my first Compaq 286 in 1984. I still receive all tabular correspondence from him as a 1-2-3 attachment. So for him to be asking about easy self administration of web content for a non-profit, I was a little perplexed.. Excited and definitely proud, but also perplexed.

It's like activism for free speech at the corporate level. Only the cause for oppression is the "old system" that either allows very limited content administration, or perhaps offers too much flexibility with no boundaries, requiring that "editors" learn a syntactically obscure markup language specific to their respective system.  

As an employee of an online agency, with experience in website development and website integration, I hear things like "I want to update every page on my site, and I want to be able to do it just like I do here on my MySpace." It seems these users have learned how easy it "should be" to author some content and publish it to a web-page. I'm quite sure we can thank MySpace, FaceBook and Gmail for much of this. They've set a precedent for what is literally "even your parent could use it" usability standards.       

This new user group is a diverse group of people from all walks of life, from all generations,  who are ready to add content to their respective  enterprise's website. And where CMS systems do not already exist to support that in those organizations,  they're ready to spearhead an initiative to get it implemented,  because they know it can be done at a competitive cost,  almost as easily as creating a new my space page.

SharePoint is the way to go for an Enterprise 2.0 platform

Friday, December 26, 2008 by Michael Kogon

Definition 6 Client Manager, Andy McCann, recently presented an article to our group on how more and more companies are utilizing SharePoint as their next Enterprise 2.0 platform.

Recognizing Sharepoint's dominance in the Enterprise 2.0 space, many other Web 2.0 companies are now beginning to release and develop Sharepoint Web Parts and features that allow for easy integration into the Sharepoint environment. Not surprisingly, Microsoft's ability to build a huge Sharepoint user base is building a platform for partners to grow upon. This will allow for an even richer experience for Sharepoint users which in turn should help drive even larger adoption of Sharepoint which in turn should grow the number of available tie-ins to Sharepoint.

Andy pulled out three key points from his findings:

1. For many companies, SharePoint is the portal for all their business data - and not just docs, spreadsheets, presentations, and PDFs, but also browser-based forms that interact with built-in workflow technologies which add business logic to sophisticated online applications.
2. Microsoft and several partners announced new social networking, RSS feeds and other Web 2.0 technologies that allow integration with Microsoft Office SharePoint Server 2007 so users can integrate internal company data with outward-facing applications like external customer and partner communities. Awareness Inc., NewsGator Technologies Inc. and WorkLight Inc., for example, are all announcing updated versions of their Enterprise 2.0 tools integrated with SharePoint. Microsoft will also announce nine partners that have released or will release Enterprise 2.0 tools integrated with SharePoint.
3. Nine companies have recently launched Enterprise 2.0 offerings that integrate with SharePoint technology.  Here is an example of how NewsGator launched their SharePoint add-on



To read the article in its entirety, go to: http://www.readwriteweb.com/archives/sharepoint_to_run_enterprise_2.php

Contact us today to find out how Definition 6 works with clients to build and deploy Microsoft’s SharePoint applications.

 
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