Skittles.com and the "mash-up site"
- Skittles.com has recently gotten some press for making their site into
a collection of "web 2.0" beauties. If you go to the site, the home
page is a framed twitter page, the "pics and video" are framed flickr
and youtube pages, the products listing is a framed wikipedia page,
etc. They only have 1 page of actual skittles created content, the
contact us page (they could have pointed the users to
hotmail/yahoomail/gmail with pre-filled email forms, but I think that
would have been pushing it a bit...)
While not entirely original (they aren't the first (see Modernista.com
and http://adweek.blogs.com/adfreak/2008/04/modernista-site.html, for
example), but they are the biggest brand name to turn over their site
to this type of exercise), it raises an interesting questions for web
What exactly are you tracking when you turn over all in-page behaviors
to a 3rd party? In this case, the nav is a floating div box, and
they do have everything framed, so they can track navigation. But
actions within the frames are lost.
Instead, to track usage, they will need to try all the "viral"
tracking techniques: are they getting more followers from this twitter
trick? Are they getting more mentions?
As we move towards these integrated sites, where we are now tracking a
page, actions within the page on our own widgets, and then 3rd party
widgets (and our widgets on other pages), and then the wholesale
tossing of our content into the social whirl...
a) Are our tools ready and able to handle this? Can we assemble best
of breed to measure it?
b) Are we, the analysts, ready for this? Have we been playing with
facebook, introducing others to twitter, learning news from reddit,
trying friendfeed, etc.? Have we considered what types of measures
make sense, and how to link the data?
Just some thoughts on a snowy Monday in the Northeast US.