• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Web Analytics For Todays Social Web - by Unica
 

Web Analytics For Todays Social Web - by Unica

on

  • 2,291 views

Don’t be a web analytics dinosaur when you are trying to help your company succeed in the social web. Both marketers and web analysts can be too “professionally blind” to notice how different ...

Don’t be a web analytics dinosaur when you are trying to help your company succeed in the social web. Both marketers and web analysts can be too “professionally blind” to notice how different the social web is from traditional web marketing. So, it is very tempting to shortchange the social web by making it fit into traditional web analytics for counting views, clicks, conversions, etc.

But the social web is a connection between people and not just between websites. So, analytics must grow beyond website and media analysis to social CRM analysis.

Statistics

Views

Total Views
2,291
Views on SlideShare
2,273
Embed Views
18

Actions

Likes
4
Downloads
0
Comments
0

4 Embeds 18

http://practitionerwa.com 6
http://www.slideshare.net 5
http://www.linkedin.com 4
http://www.lmodules.com 3

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • Deemed most successful viral marketing campaign in history12M viewed on YouTube on Year 1Still one of the top videos on YouTube after 3 years
  • Over 1,200 hundred Dove parody ads!!!$150M worth of brand exposure from a $50k ad budget!300,000% increased in exposure!Can’t be replicated (a flop on next campaign by the same team). But others are trying to figure this out.
  • Blogs with list of 100 metricsJust like marketers are behaving as in gold rush times analytics people even well known bloggers stand to fall back to the stone ages of w.a. where we used to create thousands of reports and take no action whatsoever on the reports.
  • Traditional advertisins g metrics vs. WOM/viral marketing metricsSpectrum of tactics range from “ad impression” to “chief conversation officer” at domino’s pizzaReach requires different details for Facebook App vs. Twitter vs. mobile ad Ditto for viral (forwards, vs. blog links etc.)Recommendations: Don’t get lost in the details if you are presenting metricsIf somebody is presenting metrics / trends to you – seek consistency
  • Offline purchases: if big campaign (e.g. walmart mobile/social app) then online purchases are fraction of outcomes (hopefully)
  • IdeastormNational Instr. Developer forum
  • Where web and customer marketers intersect in social mediaSocial CRM  two way value, and IMCustomer services is one example of 1:1 (time to issue resolution, loyalty etc.)RFM is one way to score in DM  RFF, social network analysisCustomer profiles  IM
  • Point to analytics role
  • This is the part that DMs been waiting fo

Web Analytics For Todays Social Web - by Unica Web Analytics For Todays Social Web - by Unica Presentation Transcript

  • Web Analytics for Today’s Social Web
    For Practitioner Web Analytics, May 2010, Madrid, Spain
    Akin Arikan
    Unica Corporation
    Aarikan@Unica.com
    Blog: MultichannelMetrics.com
  • Social Networking Explodes Globally859M Unique Users, 32% Growth
    Vkontakte
    25M users
    20% growth
    Facebook
    471M users
    100% growth
    QQ
    47M users
    65% growth
    MySpace
    120M users
    -7% growth
    Baidu
    54M users
    35% growth
    Skyrock
    20M users
    -9% growth
    CyWorld
    19M users
    -12% growth
    Twitter
    74M users
    1110% growth
    Mixi
    14M users
    14% growth
    Renren
    34M users
    --% growth
    Hi5
    47M users
    -22% growth
    Orkut
    52M users
    6% growth
    Friendster
    15M users
    -44% growth
    Morgan Stanley, 2010
  • The Gold Rush
  • Not Surprisingly, Marketers Are Following Suit…
    HALF
    4
    of marketers currently market through social media
    Source: Q4 2009, Unica’s Global Survey of Marketers
    Base: Total Sample (155 Respondents)
  • It feels like gold rush days
  • Finding Gold
  • Mystery of Viral Marketing
    Dove Evolution Campaign
  • Mystery of Viral Marketing…
  • The Reality is Often Different
  • 64.5%
    10
    say their companies have not increased revenue or profited from using social media
    Source: R2integrated / MarketingProfs
  • Can you Help?
    11
    to make social media marketing repeatable, scalable, profitable?
  • Process Optimization with Traditional Web Analytics
  • Case Study: An Awesome New Facebook Application: Fidipidi
  • Example: Facebook Application Usage Duration
  • Example: Facebook API – who is using the Application?
  • Lesson
    16
    Traditional process optimization still useful
    Help your company fail faster
  • Analytics for Today’s Social Web
  • Lesson
    18
    Facebook, Twitter, Blogs, etc. are just tactics or channels
    Truly social media KPIs have a lot more to do with customers
  • Big Challenge to Web Analysis
    Traditional Web Analytics Truly Social Web Analytics
    • Pages / Applications
    • Ads
    • Links
    • Processes
    • Sales
    • Forms
    • Segmentation
    • People
    • Friends
    • Influencers
    • Conversations
    • Viral forwards
    • Opinions
    • Ideas
  • Big Opportunity for You
    20
    Don’t be just the “process optimizer”
    Reinvent web analytics for social web
    Help Marketing be the team that best knows your customers and prospects
  • A Web Analytics Maturity Model for Today’s Social Web
  • Web Analytics Compass for Today’s Social Web
    Sources of social analytics data
    Business goals & their metrics
    Analytics tools
  • Bucket 1: Your Properties, Ads, Messages Tag them
    Your:
    Facebook app & page
    Mobile site & app
    Branded community
    Tweets
    Bit.ly
    etc
  • Bucket 2: Chatter Outside Your Control  Monitor
    • Scoutlabs
    • Viral Heat
    • Buzzmetrics
    • Radian6
    • and 45 others to monitor:
    • Blogosphere
    • Twitterverse
    • YouTube, etc.
    • Facebook etc
  • Marketing Types (bucketed for analytics purposes)
    Social & Mobile Marketing Types
    Under your control
    Outside your control
    Blogosphere
    Twitterverse
    etc
    Sites & Apps
    Ads & Messages
  • Types of social & mobile marketing
    4 Business goals & their metrics
    Analytics tools
    Web Analytics Compass for Today’s Social Web
  • Business Goal 1: Brand Awareness and Reputation
    Reach (direct and viral)
    Engagement
    Share of voice conversations
    Sentiment
    Context
    Virality
  • Business Goal 2: Demand Generation / Direct Response
    Click-throughs
    View-throughs
    Lead registration
    eCommerce
    Offline Purchases
  • Business Goal 3: Market Research
    What are they saying about us?
    Trends?
    Context?
    Sentiment?
    By what Segments?
  • Business Goal 4: Customer Engagement and Growing LTV
    Social CRM
    Customer service
    RFF (Recency, Frequency, Friends)
    Social network analysis
    Customer + friend profiles
    Source: Hurricane
  • Marketing Types vs. Business Goals
    Social & Mobile Marketing Types
    Under your control
    Outside your control
    Blogosphere
    Twitterverse
    etc
    Sites & Apps
    Ads & Messages
    Web Analytics
    Brand building
    Demand gen
    Business Goals
    Market Research
    Customer LTV
  • Analytics Tools vs. Marketing Types and Goals
    Social & Mobile Marketing Types
    Under your control
    Outside your control
    Blogosphere
    Twitterverse
    etc
    Sites & Apps
    Ads & Messages
    `
    Web Analytics
    Social media
    monitoring
    Brand building
    Twitter, Facebook, YouTube, etc. APIs & tools
    Demand gen
    Business Goals
    Customer analytics, CRM data mart, panels
    Market Research
    Audience Measur..
    Voice of Customer
    Market Research
    Customer LTV
    Customer analytics, (Social-) CRM data mart
    Two levels: Aggregate trends vs. individuals
  • Social CRM Examples
  • What is Social CRM?
    Social CRM is the connection of social data (wherever it is) with existing customer records (CRM solutions) that enable companies to provide new forms of customer intelligence
    source: altimeter group
    “business strategy of engaging customers through Social Media with goal of building trust and loyalty” source: CustomerThink
  • Case Study: FidipidiFacebook AppSimple but Brilliant!
    Email birthday reminders
    + cross-sell
  • Case Study: Facebook Like Button
    Site and ad personalization
  • Example: Close the Loop Across Social, Mobile, and Website
  • How do We Get There?
  • Two Uses of Web Analytics and SMM:Aggregate AND Individual-Level
    Tap into visitor level detail
  • Create a Cross-Channel User Identification Strategy
    TargetAudience
    Jane Cogswell
    Demographic Profile
    • Financial Planner
    • Single
    • 28 years old
    • Located in Boston, MA
    40
  • Identifying Prospects / Customers across Social & Mobile Channels
    @AkinArikan tweets about PWA 2010
    Blog post on PWA 2010 on http://MultichannelMetrics.com
    Facebook.com/akin.arikan - update on PWA 2010
    LinkedIn.com/in/akinarikan – update on PWA 2010
    Visits practitionerwa.mobi
    Visits practitionerwa.com
    Receives, opens, clicks on email from PWA
    Purchases a ticket to PWA by phone
  • 5 Common Types of Methods for Determining Identity
    Self identification
    Login or purchase
    “Login to Facebook” (formerly Facebook Connect)
    Coupon or PURL
    Anonymous web analytics cookies
    Hyperlinks instrumented with personally identifiable codes
    Matchback
    Append data (e.g. Acxiom, Rapleaf for social identities)
  • Awareness
    Decisioning
    Execution
    Leverage comprehensive data to identify opportunities and predict marketing outcomes.
    Determine the best message to extend in outbound and inbound marketing channels.
    Deliver highly relevant marketing messages and retain a corporate memory of interactions.
    Integrated Marketing Operations
    Facilitates collaboration and cross-channel planning, design, execution, and measurement.
    Facilitates collaboration and cross-channel planning, design, execution, and measurement.
    Unica’s Interactive Marketing Framework Helps Structure the Conversation
    Individual level …
    Aggregate
    43
  • Summary
    Lot’s of hype
    Reality is often different
    Marketers dabble in social media
    Web analysts need to take leadership!
    Traditional analytics still useful
    But really need to reinvent web analysis for today’s social web => more people/customer centric web analytics, i.e. social CRM
     Need new know how, tools, growth path
    Don’t build 360 degree on day one --- start small, then grow
    44
  • Get These Freebies:
    2-Pager: Align Social Media Metrics with your biz goals (Download from Unica.com)
    Technical Papers on Tagging Facebook and Twitter(Ask your favored Unica’n)
    Akin Arikan
    Unica Corporation
    Aarikan@Unica.com
    Blog: MultichannelMetrics.com