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Web Analytics For Todays Social Web - by Unica

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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 …

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.

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  • 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
  • Transcript

    • 1. 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
    • 2. 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
    • 3. The Gold Rush
    • 4. 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)
    • 5. It feels like gold rush days
    • 6. Finding Gold
    • 7. Mystery of Viral Marketing
      Dove Evolution Campaign
    • 8. Mystery of Viral Marketing…
    • 9. The Reality is Often Different
    • 10. 64.5%
      10
      say their companies have not increased revenue or profited from using social media
      Source: R2integrated / MarketingProfs
    • 11. Can you Help?
      11
      to make social media marketing repeatable, scalable, profitable?
    • 12. Process Optimization with Traditional Web Analytics
    • 13. Case Study: An Awesome New Facebook Application: Fidipidi
    • 14. Example: Facebook Application Usage Duration
    • 15. Example: Facebook API – who is using the Application?
    • 16. Lesson
      16
      Traditional process optimization still useful
      Help your company fail faster
    • 17. Analytics for Today’s Social Web
    • 18. Lesson
      18
      Facebook, Twitter, Blogs, etc. are just tactics or channels
      Truly social media KPIs have a lot more to do with customers
    • 19. Big Challenge to Web Analysis
      Traditional Web Analytics Truly Social Web Analytics
    • 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
    • 33. A Web Analytics Maturity Model for Today’s Social Web
    • 34. Web Analytics Compass for Today’s Social Web
      Sources of social analytics data
      Business goals & their metrics
      Analytics tools
    • 35. Bucket 1: Your Properties, Ads, Messages Tag them
      Your:
      Facebook app & page
      Mobile site & app
      Branded community
      Tweets
      Bit.ly
      etc
    • 36. Bucket 2: Chatter Outside Your Control  Monitor
    • Marketing Types (bucketed for analytics purposes)
      Social & Mobile Marketing Types
      Under your control
      Outside your control
      Blogosphere
      Twitterverse
      etc
      Sites & Apps
      Ads & Messages
    • 45. Types of social & mobile marketing
      4 Business goals & their metrics
      Analytics tools
      Web Analytics Compass for Today’s Social Web
    • 46. Business Goal 1: Brand Awareness and Reputation
      Reach (direct and viral)
      Engagement
      Share of voice conversations
      Sentiment
      Context
      Virality
    • 47. Business Goal 2: Demand Generation / Direct Response
      Click-throughs
      View-throughs
      Lead registration
      eCommerce
      Offline Purchases
    • 48. Business Goal 3: Market Research
      What are they saying about us?
      Trends?
      Context?
      Sentiment?
      By what Segments?
    • 49. Business Goal 4: Customer Engagement and Growing LTV
      Social CRM
      Customer service
      RFF (Recency, Frequency, Friends)
      Social network analysis
      Customer + friend profiles
      Source: Hurricane
    • 50. 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
    • 51. 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
    • 52. Social CRM Examples
    • 53. 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
    • 54. Case Study: FidipidiFacebook AppSimple but Brilliant!
      Email birthday reminders
      + cross-sell
    • 55. Case Study: Facebook Like Button
      Site and ad personalization
    • 56. Example: Close the Loop Across Social, Mobile, and Website
    • 57. How do We Get There?
    • 58. Two Uses of Web Analytics and SMM:Aggregate AND Individual-Level
      Tap into visitor level detail
    • 59. Create a Cross-Channel User Identification Strategy
      TargetAudience
      Jane Cogswell
      Demographic Profile
      40
    • 63. 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
    • 64. 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)
    • 65. 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
    • 66. 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
    • 67. 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