Keep on Crushin'

Earlier this week I asked a friend, who's also a professional writer, to take a look at my blog and offer some feedback.  The text message I received shortly afterwards wasn't quite what was I expecting.

Nevertheless, I'm not ashamed to say that my blog post is responsible for a Candy Crush Convert!

Of course, I picked up my tablet and started started playing Candy Crush shortly after receiving that text message.  Upon failing the level (I've been stuck for a few days now), I discovered that Candy Crush was running a "Live Forever" offer--sure to entice the sugar-rush-glazed-eyes of twitchy-fingered Candy Crushing addicts everywhere. 

You'll need some real sugar to make the most of your unlimited 2 hours of free lives!

Even though I had to read the ad twice to understand just what you could get (unlimited lives to candy crush to one's heart's content)...this just might be the ultimate Candy Crusher's dream.  No more paying for a few extra lives.  No more waiting 30 minutes for one more measly life, barely enough to sustain you through a game that only lasts a few minutes.  For at least a little while, a reprieve from sending messages to Facebook friends and acquaintances begging for them to throw you a life.  And, of course, no more setting your clock forward to get a few more lives...for the cost of a dollar store treat, now you can play Candy Crush nonstop for two hours!

The only other mobile app game I've played was Angry Birds, and even that didn't hold my attention for nearly as long as Candy Crush.  What's the sticky recipe that makes Candy Crush so hard to put down?  Will King be able to come up with something even close to as viral?

And how much time (and money) have you or your loved ones spent on this game?

If you feel like you or a loved one needs help in battling their Candy Crush addictions, check out these resources:

• Candy Crush Anonymous - A Facebook Group (that is...not anonymous)

• Read The 12 Stages of Candy Crush Addiction to help you recognize signs of an addiction

• Learn about one local church's anonymous Candy Crush Support Group

Leveling Up...to the Tune of $2 Billion

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“I think I’m ready to pay a dollar to move up to this next level,” one friend said to another post-pizza and mimosas one Saturday evening, “And I have to play each level until I get 3 stars on each one!”

“Sometimes I set my phone’s clock ahead an hour so I can get extra lives,” another friend responded, “But sometimes I get carried away, and I can’t leave my clock set to ‘tomorrow’ any longer, and then it tells me that I have one thousand minutes until my next life!”

Laughter ensued, but given that King, Candy Crush Saga maker, is generating nearly $2 billion in annual sales, 78% of which comes from a single game, Candy Crush Saga…maybe we’re not the ones who should be laughing! The game is a free downloadable app available for iPhones, iPads, and Android. The game can be played on smart phones and tablets; by making the game accessible on different platforms, King has found that they have higher engagement, and that it’s also easier to monetize.

King should be worried that so much of its revenue comes from a single product. Even though the user base for the game reaches well into the millions, its addiction (and King's success) won't last forever. King should be concerned not only about competitors who may be trying to come up with the next social game that goes viral, but about creating other apps that their customers would find appealing.

This casual social game, like others of its nature, targets women aged 25 to 55. Candy Crush Saga (simply called "Candy Crush" by the masses) is simple to play and unsuspectingly addictive. Players must swipe to get 3 matching candies in a row, and earn special candies, like striped candies and sprinkle-covered-sweets, for getting 4 or 5 matching candies in a row in an effort to complete different tasks to get to the next level. Tasks include moving ingredients to the bottom of the screen, timed levels, and “clearing all the jellies” challenges while dealing with obstacles like licorice, expanding chocolates, and candy portals. The game dispenses 5 lives at a time, and only adds 1 life every 30 minutes (though through Facebook, players can ask other players for more lives, extra moves, etc.)

Things you might not know about Candy Crush:

• As of November 2013, half a billion people have installed Candy Crush Saga 
• In 2013, an analysis discovered that Candy Crush was bringing in $633,000 per day
• Despite King’s booming sales, King claims to be focusing on the user experience first—70% of Candy Crush Saga players finish the games with no payments at all

The Candy Crush Saga game recently changed how its “you didn’t pass this level” screen looks to users. Earlier, the game simply offered a “Continue” option if you didn’t buy extra moves or special candies. Now, the game screen still prominently displays an inexpensive offer to buy extra moves or special candies…but now includes the defeating “Give Up” button—perhaps nagging those players who have been stuck on the same level for ages?

Candy Crush Saga was the first app I purchased when I got my Google Nexus 10 tablet last summer.  To date, I haven’t purchased anything from King (yet)…but perhaps I’ll give my friend’s trick of turning my phone’s clock forward a try.

We've Gone Social

A few days ago, US Airways experienced what might be the worst social media blunder ever when an employee (accidentally?) tweeted an X-rated image to a customer in response to the customer's complaint about a delayed flight. To add insight to injury, or maybe fuel to hilarity, the article concludes with a statement missing a period requesting more information: Do you know who is responsible for the social media faux pas at US Airways? Please phone the MailOnline at 212 775 8126 if you do

Less than a month ago, Search Engine Journal compiled a list of 35 Social Media Fails and just a few days ago, The Guardian compiled a similar piece. My personal favorite is the J.P. Morgan disaster from November 2013. This article explains that J.P. Morgan wanted to offer a Q&A session for their customers and encouraged people to post their questions using #AskJPM.

J.P. Morgan invites consumers to #AskJPM
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Perhaps JPM didn't fully consider the risk of asking such an open-ended question. They clearly didn't think they'd get any kind of negative feedback, despite the fact that customers didn't see big banks/corporations favorably since they were often cited as a cause or contributing factor of the 2009 recession.

Chairman Jimmy Lee expected to answer questions related to career advice (even though the Tweet didn't offer any guidelines as to what kinds of questions to post), and the Twitter community flooded #AskJPM with PR-nightmare-inducing questions like:

The backlash begins...
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Feel the burn...
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The Twitter community just can't help themselves!
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After being under fire from so many Tweets and RTs, finally, J.P. Morgan finally admits defeat and cancels their Q&A.

J.P. Morgan admits defeat.
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What are your favorite Twitter fails?  Please share your links in the comments!

Why Responsive Design Matters

The day has finally come.  Internet ad spending beat broadcast TV for the first time in 2013, thanks to a surge of spending in mobile ads. It's no surprise that businesses are putting more advertising dollars towards the Internet; highlights of the Pew Internet Project's 2014 research shows that 58% of American adults have a smartphone and 42% of American adults own a tablet computer...and that we're spending 11 hours a day consuming electronic media...and over an hour a day on our smart phones.

As more people consume content via smart phones and tablets, it becomes even more important for marketers to deliver our content in a way that is consistent in our brand and messaging and easy to consume. Wikipedia explains that responsive web design "is a web design approach aimed at crafting sites to provide an optimal viewing experience--easy reading and navigation with a minimum of resizing, panning, and scrolling--across a wide range of devices (from mobile phones to desktop computer monitors)."

Awwwards has compiled several examples of the best website designs using responsive design. The screen shots below show how www.reddeerspca.com appears seamlessly and consistently across different devices. This site is one of many that received an honorable mention for its design. See the rest here.

When someone is viewing the Red Deer SPCA website, no matter on what device, the menu options stay the same, but the image size and layout (such as the featured pets' photos) automatically adjust to suit the orientation and size of the browser size. This means that all users are going to get the same experience every single time.

Responsive Web Design example - Red Deer SPCA's website as it appears on desktops & laptops

Responsive Web Design example - Red Deer SPCA's website as it appears on a tablet

Responsive Web Design example - Red Deer SPCA's website as it appears on a smart phone

If you're building a new website, it's important to consider your audience--and your audience is likely accessing your website via desktops and other devices. Create-your-own website provider, www.squarespace.com, offers dozens of templates that utilize responsive web design...creating a better experience for your users, one website at a time.

World Wide Wow

Reflections

The Week 1 materials and topics were very interesting! I'm familiar with social media strategy as it relates to businesses, as well as how individuals can use it--for professional or personal gain, or sometimes, to one's detriment. However, I was not very familiar with the history of the Internet, and I was surprised to learn that its infancy was actually way before the 90's! It certainly makes sense that the development of such an infrastructure wasn't driven by a need for social or informational purposes, but actually for a very specific need with the location of the missiles!

One of the reasons I am taking this class is to have a better understanding of how to strategically use Internet marketing in business. This week's materials helped provide a clear roadmap to thinking about how this should be applied. Part of my job involves acting as a Marketing Concierge for our company's resellers. They are generally small to medium sized businesses, and while they are very good at building relationships with their customers and providing great customer service, they are not always as sophisticated when it comes to marketing, let alone internet marketing. This week's materials have given me some good content to be able to go back to my clients and give them a baseline level of knowledge of internet marketing, and why it's important to consider certain things.

Some Surprising Statistics

One of my favorite quotes, as it relates to business and one's professional development, is from Charles Darwin.

"It is not the strongest or the most intelligent who will survive but those who can best manage change."

• Pinterest is only 3 years old (established in March 2010). In May 2013, they had a whopping 25 million users. As of March 2014, Pinterest had 70 million active users. Many companies have capitalized on Pinterest's popularity by calling out items as "most pinned." For example, The Container Store sends out emails featuring their "most pinned" items.
• www.express.com, a major clothing retailer, does not have a pin to Pinterest button on their website, even though 68% of Pinterest users are females (and Express does offer men's clothing as well) 

A few smart phone stats from 2 years ago

• 37% of adults and 60% of teenagers admit to being addicted to their smart phones
• Smart phones represent 24% of all mobile phones sold around the world 

For comparison, a few smart phone stats from February 2014 

• The average person owns about 4 mobile devices and spends 60 hours a week consuming content on them (that's 8.6 hours per day) 
• Smartphone sales made up 53.6% of all mobile phone sales last year 

Given all of these #s, and knowing that mobile device usage is increasing, as is the # of mobile devices per person and per household...I wonder why so few companies have good mobile websites.

I was surprised to see that www.michaelkors.com does not have a mobile site; some similar brands like www.katespade.com and www.coach.com do.

What are some some websites you have come across that don't have a mobile interface? Did it surprise you?