On branding
2008-08-12 12:55Leo Laporte’s This Week in Tech featured some thoughts from Jason Calacanis, founder of Weblogs, Inc. (Engadget et. al.) and Mahalo, on branding. Craigslist, the venerable classified ad service, blocked a site called Craigsfindr which searched all of the Craigslist sites at once. From Craigslist’s standpoint, it doesn’t matter that this is “adding value” to their website—they don’t want somebody scraping their data and taking it out of their sandbox, period.
This led to discussion of why, in the past decade, somebody hasn’t built something “better” than CL. One can argue that the Web 1.0-ness of Craigslist is a feature, not a bug, but it’s not hard to imagine genuine improvements to the searching and cataloging functions, not to mention the potential benefits of a (moderately) open API. So why hasn’t that happened? To do a rough transcript from the episode:
Jason: In order to get people to switch a service, it’s going to require hitting them somewhere between three and seven times with a marketing message, it’s going to require having a product which is 50%, 100% better. You can’t just make it 10% better. There’s zero switching cost, theoretically—you just type in a different domain name—but it means you have to market the heck out of it to displace it. If someone wanted to start “This Seven Days in Tech” and it was a show that was twice as good, it’s gonna take them a couple years to do it.
Leo: Thank God! […] Didn’t Tom Peters say that a product, to supplant another product, has to be not twice as good, not three times as good, but ten times as good as an established brand? You know what you have. Why take the chance unless I can see a significant improvement? And Craigslist does the job.
I couldn’t help but think about this in relation to some discussion I’ve been in on two friends’ journals recently, which those of you who read some of the same LiveJournals I do will have no doubt seen—the discussions about art archive sites. It was asserted that the “Big Brand” in our fandom isn’t very good. It isn’t: the software is slow, fragile and under-featured, and one might argue that spending $16K in donations on a new system with three single points of failure is, shall we say, sub-optimal. So why, my friends asked, aren’t better alternatives succeeding?
Honestly? I think Laporte and Calacanis nailed it. Here’s my own takeaway bullet points; visualize PowerPoint slides if it feels more Web 2.0 for you that way.
FA provided the right service at the right time: they took the deviantArt model of a gallery merged with social networking (home pages, blogs, comments, watch lists) and targeted it squarely at this fandom. It turned out a strong demand wasn’t being met. Whether or not you think FA met it well, before they started nobody else was meeting it at all. Yerf was dead, FurNation was in shambles, VCL remained state of the art for 1994, and dA was perceived as hostile.
But in barely more than a year, everything had completely changed; when you have no competition, going from zero to majority market share is easy. Anyone post-FA doesn’t have that opportunity. A “competing” site has to succeed at what Calacanis outlined above. Are any of them?
“Significant” improvement is subjective, but the responses I saw suggested that by and large people didn’t feel the new sites were two or three—let alone ten—times as good as FA.
ArtSpots is, to me, the best gallery site both technically and in terms of “added value” service, but it’s made a conscious choice to limit its content in both form and rating. I don’t see this as a problem, but limits are limits. If you’re a writer, AS isn’t even under consideration; if you’re an artist who does both all-ages and mature work, you can just put it all on FA.
The wincingly-acronymed Furry Art Pile has an innovative approach to organization, but based on what people were saying in discussion, “different” isn’t translating to “better” for most people. It may not be translating to worse, either, but just being different isn’t good enough.
YiffStar has an art gallery in addition to their story archive, and they also have a second domain, AnthroStar, which essentially filters the porn out. (Did you know that? I didn’t either, but that goes with the next “slide” about marketing.) But there’s no compelling technical reason to switch from FA to YS; the gallery features seem less about expanding YS’s audience than about expanding the services for their existing audience. That’s a big audience, mind you, but so is FA’s—and my comments about FAP three bullet points down apply here, too.
Back to Calacanis: “hit [the audience] with a marketing message” means getting a banner, an AdWords ad, a press release, something that makes the case for checking the site out in front of people’s faces, and “three to seven times” means just that: you can’t just do it once or twice, you have to keep doing it. You might object that in this fandom word of mouth is the real advertising, but two points. One, there are places to advertise just to the fandom, from web sites to con books. And two, if the discussion here or on
tilton’s journal was the first time you’d heard of ArtSpots or FAP or AnthroStar, what does that say about their name recognition?
And last but not least, two personal observations:
With the exception of YS, all of these sites—even FA—are comparatively new, and as outlined above, FA has a tremendous “first mover” advantage now. Even if FAP did everything right it would take years to build up significant mind share. And even though it’s doing some seriously cool technical stuff behind the scenes, FAP’s interface and marketing could both use work.
FurAffinity has positioned itself as allowing erotica without explicitly (ha!) promoting it. By contrast, FAP says: hey, we know you’re really here for the porn, have a front page full of tags that sound a touch fetishy even when you’re not logged in and seeing the really “adult” stuff. Yes, I know that the audience for porn is huge—but from a marketing perspective, “we have everything including porn” trumps “we have porn and also clean stuff.”
So here’s the two million-dollar questions, figuratively speaking:
What would a site have to offer to be better enough to get people to switch?
What would be the best ways for that site to get sufficient name recognition to bring in the switchers?
no subject
Date: 2008-08-12 20:15 (UTC)Instead, I saw absolutely nothing about it at the con. Supposedly there was at least a little advertising, but nothing I ran into at least. Nor have I seen much attempt to market it since then, save for lots of livejournalling word-of-mouth during this FA kerfluffle.
As a techie, I really don't like the whole sales/marketing/business side of life. But even I recognize it's wickedly important. I still wonder how well AS, FAP or other sites would do if they gathered up a few donations and went on a marketing binge centered around a major convention or two...
no subject
Date: 2008-08-12 20:52 (UTC)I've spent hundreds of dollars on adwords, but have discontinued that because of poor results and because ArtSpots SEO is top-notch. (do a search for 'lion sketch' sometime, one of many.) I've found targeted ads work better. (go read dandyandcompany.com and look under the comic.) Yes, I do track numbers of who creates an account and from what referrers.
AC2008, $800 was spent on the table and promotional materials, including a visible donation to the charity auction and a $500 art scholarship. I'm not including the flight and hotel, even though the only reason I went to AC was to promote ArtSpots. The 2-cents promotion is doing wonders for increasing comments, admittedly.
But what has all this done for AS? Jack. :) As Shockwave and krdbuni mentioned below, there's no reason to switch until a site has the same traffic as FA. So, nobody will switch until another site has the same people as FA. Catch-22? Yes, momentum is a bitch. :)
That's why prints are so important to ArtSpots, and why I'm starting to redirect the site towards other goals. At this point, I feel any more money spent on marketing than the thousands I have spent already would just be wasted on the fandom. There are other niches that are itching to be filled.
no subject
Date: 2008-08-17 18:05 (UTC)You suggested below that 75% of the casual viewers and artists are congregated around FA. Suppose half of the remaining ones are congregated around ArtSpots, in less than two years. I would submit to you that your only "mistake" is in looking at that and saying that it's a mark of failure. By the measure of every other market I can think of with an upstart taking on a massively dominant brand, that qualifies as pretty damn good.
no subject
Date: 2008-09-04 22:33 (UTC)There's a bunch of Photoshop competitors. Some offer most of the functionality you'd actually use for as little as $30. But unless Adobe goes to great lengths to cripple PS, or let it grow obviously stagnant, it's going to stay on top.
When did FAP get some major mindshare? Two points. The 'cub porn' kerfuffle on FA, and the recent month-long downtime. FA stopped running and people went to the second-placer for their furry porn.
no subject
Date: 2008-08-12 20:18 (UTC)no subject
Date: 2008-08-12 20:20 (UTC)Furry artsites are, for me, entertainment. They are a routine operation I do on my computer between playing a game and checking my email. As such, it's a force of habit where I go and what I do. Such habits are hard to break.
I LIKE FA's organization. I LIKE their interface. I log in, and anything new by my favorites is available with one click of a button. If I want to see the most recent art of everyone, again, one click of the button. If I want to see just a single artist, it's two clicks. It's simple, direct and easy to use. And the community feel where everyone can comment and reply to comments adds a great deal. I have found good artists I never heard of by examining who commented on some piece of work.
As a tech head, the backend stuff interests me. But as a furry looking for art and wanting to stay in touch with people I admire, I couldn't care less about the back end. If it works, it could be on a VIC20 and I wouldn't know. So any issue about reliability and single failure points are moot until the failures actually occur (from a fannish consumer POV rather than a developer producer POV).
Right now, FA has a good combination. To leave, someone will have to take that good combination and make it better. I don't see how that's possible - unlike people in Redmond, I don't believe that adding everything is automatically improvement. Many programs were fine as they were (Word) and then got wrecked by adding bells and whistles that nobody wanted and nobody understands (Word2007). When FA screws up the interface like dA (still don't know how to do squat there) then I will want to move. Until then, I like the a) community present, b) already large base, c) ease of use, and d) acceptance of stories and music as well as art.
If it's not broke, I don't fix it.
no subject
Date: 2008-08-12 21:10 (UTC)My recollection is that FA was better than dA when FA first opened, but that both of them were still objectively pretty terrible. dA has improved in that time; from a user standpoint, FA not only hasn't, it's been in slight retrograde. (There used to actually be a search box, remember?) I can't help but suspect FA's stickiness is almost entirely due to the community.
I will say that as a writer, I've found FA to be only slightly better than useless. Only accepting files as "objects" that generally have to be downloaded to be viewed (as distinct from images that can be viewed in the browser), having the story be unsearchable except through the most arcane "tag" system I've ever seen (which I'm not sure actually is searchable), and asking you for an expletive deleted thumbnail graphic for the story to avoid getting a generic icon -- sorry, I just can't buy the idea that this is just such a darn good environment for authors that it can't possibly be improved, you know?
Deleted expletives
Date: 2008-08-12 21:34 (UTC)So, here's another couple of nice features for you:
5) A user-driven content ratings system. I want to be able to say, not just "+watch" but "I gave this a four out of five". I think a single dimension rating is fine, and any scale larger than one-to-five, or maybe even one-to-four to eliminate 'average', would be unnecessary. However, I want to be able to say, "I liked it a lot" or "I didn't like this but it didn't suck" in a publishable format.
6) A user-driven ratings weighting system. As much as I want to be able to publish what I think of stuff, I know other people do as well, and I don't always want their opinions influencing me. If a hundred people whose opinions don't matter hate something, and one person whose opinions count all evaluate a story, I want some way of telling the site to disregard the opinions of the vox populi. Perhaps this would work like Amazon's also-liked system, or Pandora's music-suggestion functions. However it's implemented, I want a way of tuning what the ratings mean, not just getting a number.
Kristy
Re: Deleted expletives
Date: 2008-08-12 21:55 (UTC)As for ratings, I'd thought about a very simple Ebert-esque system, in which you could just vote something up or down; this may be a little too simple, but of course the idea is that it's useful in the aggregate, and of course to say "people who liked X also commonly liked Y." Your idea of being able to limit ratings to specific people is intriguing -- perhaps giving higher weight to ratings from people you watch (or only including them).
no subject
Date: 2008-08-12 21:43 (UTC)I differ with the notion that FA is a clone of DA. In DA, I haven't the faintest idea where to browse the newest art or look at the new stuff from artists I like. Not even one clue - that's why I don't go there anymore. But FA tells me at login how many journals and images are waiting for me, right there on the top right of the screen. And the word "Browse" is easy to find, too. If FA is a clone, the DA got all the evil genes.
Could be that having a Reduced webpage with only a couple of buttons (unless you click on the Full Function button) would make an art site much easier to use. Reduce the basic functionality to the following:
View my Favorite artists and journals
View all new art
Search for artist
My Page / uploads
View Random Artist
Full Functionality (switchs to the more complex screen)
This would cover 90% of what furry viewers need in a page. A more user friendly interface may be the key, provided you can have all the functions back again with a press of the button for those who need them.
no subject
Date: 2008-08-12 21:59 (UTC)no subject
Date: 2008-08-12 22:24 (UTC)To browse the newest art? http://www.deviantart.com
That's browse. Huge 'Newest' and 'Popular' buttons on the right. Down the left side, all the categories you can browse to narrow focus. Tell me that the Browse button on DA isn't easy to find. It's monstrous. :)
It couldn't be simpler, really. I agree, 6 years ago, DA was a pain, now they are one of the easiest art sites to browse. DA also has had the messaging system you describe from the start.
Creature Feep!
Date: 2008-08-12 20:23 (UTC)1) Content locking. I hate to say it, but right now I'm looking at publication of Beautiful World through SofaWolf, and that means that at least until the first rounds of negotiation are complete, I probably ought to keep any piece of the work not already posted somewhere out of the limelight. That means a friends-only or alpha-readers-only or X-group-only filter on my posts so I can ensure that a few people can see them for preview and everyone else has to wait until the final purchase. Ideally, this feature would let me set on a post-by-post basis who's in and who's out.
2) Text markup at least as intelligent as BBcode if not pure HTML insert. Right now, FA offers embedded text and links to .rtf and .doc files, but if I want to post HTML-markup, I can't unless I cleverly rename it a .doc, and even then it's not embedded in the page itself. It's instead a link available for download, which isn't what I want. I want to be able to embed markup in my documents and then have them pre-rendered so people don't have to go through the extra step of downloading and reading with an alternate tool.
3) A collaboration forum intended to bring artists of multiple stripes together. "Writer seeking artist," "lyricist seeking musician," "animator seeking scripts," et cetera. I want to start encouraging mixed-media presentation and so far everyone partitions individual categories and lumps in mixed-media presentations into other categories that might or might not be appropriate.
4) The true challenge: an audience large enough to justify deleting my FA account. I don't want the hassle of having to maintain multiple "art site" accounts and then remember who has what rules about posting where. I want one account to which I can point people that serves as a gallery of all my work. In fact, I have one, on my website, but I'm too lazy to code up the content-control features I want, and I dislike the idea of getting a second LJ account and giving them any more support just to have the content-control.
Speaking of publications, by the way, I'd like to talk with you at some point about Why Coyotes Howl and the "publication through SofaWolf" process if you have the time. Beautiful World may have just expanded slightly in scope, and before I settle on a publisher I'd like to hear some thoughts from you on your experiences with them.
Kristy
Re: Creature Feep!
Date: 2008-08-12 20:34 (UTC)"Oh, I want to concentrate on my own stories!"
"Okay. What story are you working on?"
"Nothing. But I'm not interested in working with you."
"Umm, okay then. Sorry to bother you."
"Hey, you're a writer! Can you help me figure out a way out of this corner I've written myself into?"
"..."
Re: Creature Feep!
Date: 2008-08-12 20:38 (UTC)Kristy
Re: Creature Feep!
Date: 2008-08-12 21:01 (UTC)Just as an FYI, this is what's going to prevent any other site from getting to the size of FA. Even if a site does every feature you want and more, you're not going to switch until everyone switches, and everyone isn't going to switch until everyone else switches. So why even bother trying to please folks with stuff they want? :) That's probably one of the most important lessons of marketing I've learned at my current job--don't design features people say they want, because 90% of the time, those aren't the features they want.
Re: Creature Feep!
Date: 2008-08-12 21:08 (UTC)Still, your point in the general case is well taken. The reason LJ continues to survive is because everyone's using it, not because it has the best feature-set or quality of service.
Kristy
no subject
Date: 2008-08-12 22:43 (UTC)I also know many artists will sign up at new art sites as they pop up for the sole purpose of camping their preferred username should the site in question begin to pick up momentum, or just to make it harder for other users to pretend to be them on sites they don't post to.
I don't think it's really the artists that need to be pursuaded to switch, because artists tend to move in this giant clump; I think it's more the casual viewers that need attracting.
no subject
Date: 2008-08-12 23:01 (UTC)Although we're taking ArtSpots in a totally different direction currently. I think you'll like where its going, purely from an artist's standpoint. It's starting to attract a rather different community.
no subject
Date: 2008-08-12 20:32 (UTC)no subject
Date: 2008-08-13 03:35 (UTC)Honestly, I still miss the centralization that mailing lists offered, it was all right there in my mailbox waiting for me, but, that seems to be a thing of the past now, oh well.
no subject
Date: 2008-08-13 03:41 (UTC)no subject
Date: 2008-08-13 04:36 (UTC)no subject
Date: 2008-08-17 17:28 (UTC)I have finally figured out why: Livejournal has become my "recent art" bookmark. A lot of artists upload here. I can do my own content filtering. It's not restricted to furry-only. And with the syndication option, I've added a lot of artists off livejournal who use Wordpress or something else that creates RSS feeds to my list. This way I not only get art, if I can to I can get context, because a lot of artists talk about their work when they post it, much more than they ever did in a thumbnail description of it. Plus I can interact with them directly about their uploads. I suppose FurAffinity might have come close, but it would be a duplication—a furry-specific one—of something that Livejournal already does for me without having to worry if someone's posting something furry enough.
So, I think furry art archives are dead for me. This method works better.
no subject
Date: 2008-08-17 17:48 (UTC)ArtSpots also has a "recent art" feed, but it doesn't look like it has the same feeds-everywhere approach, and while it looks like it's supposed to generate per-artist feeds, at the moment that seems to be broken.
(Bemusingly, I don't think either of them supports the feed that I'd actually want most: a single RSS feed of new works from your "watch list" of selected artists.)
no subject
Date: 2008-08-17 19:24 (UTC)The only one that's truly broken right now is per-artist, and that's going to be fixed at the next push. There's also
EDIT: This also brings up an amusing observation. About 4 out of 5 times, every time someone asks of ArtSpots, "I wish it did this.." I point them to the spot where it does that. I need to figure out some way of getting these features more into the open. :)
no subject
Date: 2008-08-18 01:57 (UTC)If there's a way on either ArtSpots or FAP to create a single RSS feed of "new stuff from my watchlist," it's not obvious to me, I'll admit. I'd assume that if such existed, it would show up somewhere on my watchlist page, e.g., "http://chipotle.artspots.com/favorites/watching".
no subject
Date: 2008-08-18 02:29 (UTC)username.artspots.com/favorites is the recent art from those you are watching
no subject
Date: 2008-08-18 02:33 (UTC)no subject
Date: 2008-08-17 19:40 (UTC)no subject
Date: 2008-08-18 22:02 (UTC)Anyway, the RSS feed is cool, but a lot of the artists who post to Artspots already have livejournals, which means if I comment on their art on their journals they'll see it, whereas the RSS feed creates a black hole. :)
It's a cool feature, though! It's just... not as interactive as I've become accustomed to. And these days, one does discriminate based on interactivity. :)