WidgetsHow to create and syndicate sharable content

with the PBS Widget Builder

May 4, 2010

What is a Widget?• A publicly sharable app that users can embed

on their website and/or social network pages• Different from a module, that can only be

shared among partners• Potential reach of a widget is greater as a

result

Why Widgets?Expand the reach of content• Increase brand awareness• Branded packaging• Great for partnerships

PBS Economy Widget– 45 widgets seeded– 189 installs

Why Widgets?Engage users wherever

they arePBS widget installs

– 50% on Facebook– 8.5% on Blogger

Widgets also easily shared on:

• Twitter, MySpace, Wordpress, Yahoo, iGoogle, StumbleUpon, and more

Why Widgets?Exploit the viral nature of the webPBS Economy Widget

– 90% of installs from 2nd generation– 10% of installs from 3rd generation or

beyond

Widgets work in Ad Networks- Can pay to have them installed

Widget PlatformPBS has a national deal with Gigya for power sharing and

analytics across the social-web.• They manage the rapidly changing APIs provided by Facebook,

Twitter, and others and standardize the calls that we make (we connect to Gigya -> Gigya connects to everyone).

• For widgets, they power the “Share” button.

Widget Builder

• Easily build and deploy station modules and widgets

• Based on a template model– Choose a template,

then customize based on that foundation

Widget Templates

• Customization– Color– Branding– Size– Content

• Enhancements don’t require any additional work from stations or producers

Share templates provide a framework that you can then customize

Color Options

Co-branding elements

Station or show logoWidget

Name/Headline

Additional Promotional Opportunity

• COVE-powered widgets will carry video monetization

• Non-COVE widgets should use this image for branding or to drive traffic

Analytics• Each station and producer receives their own Gigya account

to track the success of their widgets, these accounts roll up into a master PBS account.

• Metrics include:– Widget Installs– Grabbed Widget Views– Install conversion– Widget stickiness– Installs by destination– Installs by location– Unique Users– Viral Distribution, and more

Templates Available Now

COVE Video Player Template• COVE Feed-driven• Works for any

program, topic, or collection

• 3 size options available

• Videos play in widget

COVE Editorial Player Template• Content items are

individually managed within Widget Builder based upon items in the Video Portal

• 3 size options available

• Videos play in widget

RSS Promotional Template• Feed-based• 1-4 tabs can each

display a separate feed

• Dynamic size options• Static-content option

also available

RSS Promotional Template (landscape)

• Same functionality as the standard feed-driven template

• Contains a larger image and more description text

Templates Coming Soon

Headlines Widget

• Feed based• Customized size and

header• Javascript

implementation• Not Facebook

compatible

Available Spring 2010

TV Schedules “What’s On Tonight” Template

• Feed based• Customizable station

and time options

Available Spring 2010

Merlin Powered Promotional Template

• Feed based• Displays links to content

in Merlin API

Available Summer 2010

Early SuccessesWidget Platform and Widget Builder have been in beta since October, we first piloted the tool with the Economy Collaboration project. Since then we have tested the platform and builder throughout the development process.

To date:• 7.8 million impressions across

1,600 widget installations• 50% of widgets end up on Facebook

WIDGET BUILDERDemo

Widget Strategy• Use to promote brand awareness

• Seed with your fans• Deliver perceived utility• Something that adds value• Promote on Facebook and Twitter

• Seed with your Partners• Great for special projects• Economy Collaboration grant example

WATSON, UNC-TVWords from a Widget Builder Early Adopter

Available Today!

Contact your Program Manager or Station Products & Innovation

representative now.