Widget, Application의 뜻, 차이점, KPI (Metrics)

Widgets & Social Media Applications

Web applications are software programs designed to work on one or more platforms. The term “Application” is most commonly used to describe a platform-specific program, such as a Facebook or MySpace application, which can tap into the sharing functionality or data available on a particular social network.

This data includes such things as a user’s friends or location.

Applications work only on the platform for which they are designed. The key difference between a widget and an application is portability.

Widgets are applications that can function on any site that accepts external content, including social networks, blog platforms, start pages (i.e. MyYahoo) desktop platforms or personal Web pages. Widgets can be built to function differently on each platform, delivering varying degrees of integration with a social network, from accessing and using social data to not interacting with the platform at all.

Social applications encourage connectivity, self-expression or collaboration, often through games, productivity tools or interactive content.

There are two primary models for application advertising:

• Sponsorship, where an advertiser may collaborate with developers or intermediary parties to promote products/services directly on the application via IAB standard banner ads or integrated product or logo placement within an existing popular application.

• Dedicated brand application, where the advertiser can create or work with a developer to create a unique application that is built specifically to deliver on a brand objective.

Widget & Social Media Application Metrics

The following metrics apply specifically to widgets and social media applications. These supplementary metrics offer advertisers a greater insight into ROI for all widget and social media application campaigns.

• Installs - Applications :
  Total installations of application

• Active Users
  Total users interacting with application over a specific time frame, usually day/week/month. Many applications have rapid growth but lose activity over time

• Audience Profile
   User demographics from self reported profile information

• Unique User Reach
  Percentage of users who have installed application among the total social media audience (or calculated as active application users per audience)

• Growth
   Average number of users within a specific time frame

• Influence
  Average number of friends among users who have installed application

• Application/Widget installs - User
  Number of application or widgets installed by a user onto their profile page or other area. Also called embed, grab or post.

• Active users/Widgets in the wild
  Number of people regularly using an application at a given point in time
  Number of widgets on a user page at a given point in time

• Longevity/Lifecycle
  Average period of time for which an application or widget remains installed by a user

http://www.iab.net/media/file/Social-Media-Metrics-Definitions-0509.pdf