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Online Communication II                       Online Measurement, Monitoring & Research                                   ...
Content   Online Measurement   Monitoring & Research   Reporting & Analysis   So Lo Mo & Near Future   Usability   Accessi...
Q   What do we need for brand communication?   What are valuable data?                                              3Onlin...
What is big data?                                4Online Communication Lesson 2
Big Data     The massive amounts of data collected over time that     are difficult to analyse and handle using common    ...
Big Data                                6Online Communication Lesson 2
7Online Communication Lesson 2
8Online Communication Lesson 2                                http://bit.ly/Wl5ipG
Q   What is web analytics?   What types of data do we use in organisations?                                               ...
Values ?   How do you understand which data must be collected?   How do you analyse customer behavior?   How do you decide...
What types of data does your organisation analyse?                                                               11Online ...
Has your organisation paid for any other tools?                                                                   12Online...
Does your organisation use Google Analytics?                                                                13Online Commu...
Web Analytics     Monitoring and reporting of visitors’     usage of pages, applications and other     features on the web...
Web Analytics     Measures browser habits & traffics from          Popular Pages         Search Engine Referrals          ...
Web Analytics   Introducing web analytics (1994-2004)   - Log Analyzer was released by IPRO in 1994         Track hits of ...
Web Analytics   Polarisation of web analytics (2005-2009)   - Google released Google Analytics (Urchin) in 2005        30%...
Web Analytics   Web Analytics (2010-present)   - Cost of storage and processing decreased dramatically   - Principles of M...
Web Analytics   Heat Map                     A/B Testing   (F shaped pattern)                                             ...
Web Analytics   Web Analytics Actionable (2012-future)   - Not only reporting function   - More structured, better integra...
Q   What types of data can we reach on the web?                                             21Online Communication Lesson 2
Web Analytics     TODAY (DB Marketing)       TOMORROW (Web Analytics)     E-mail Marketing           Perception Trends    ...
Online Measurement    is about more than clicks and page views.    It’s about the audience.                               ...
Online Measurement   Following process dynamics   Rapid control   Eliminating questions based on sampling                 ...
Q   Why do we listen?  What is active listening?                                25Online Communication Lesson 2
Active Listening     is a conscious effort to hear and     understand the complete message that     the person is sending ...
Active Listening     - Attention     - Feedback                   Respond (verbal or non verbal)     - Judgement          ...
Q   Monitoring! What it is for?                                 28Online Communication Lesson 2
Monitoring     is the systematic and routine collection of information from     projects and programmes.     Monitoring is...
For     To learn from experiences to improve practices and activities     To have internal and external accountability of ...
For     Drive sales        Manage your online marketing strategies        Increase customer satisfaction        Plot trend...
Corporate     -    Internet and Social Media Monitoring, Reporting & Analysis     -    Digital PR     -    Online Reputati...
Corporate     Online Measurement                   Digital PR and PR Activities                   Sectoral Trends         ...
Q   Which departments of the company are   interested in monitoring?                                          34Online Com...
35
Q   What types of monitoring tools are there?                                               36Online Communication Lesson 2
Tools     - Global Tools     - Local Tools                                37Online Communication Lesson 2
Monitoring Tools Radian 6                       BoomSonar Neilsen MetricsOnline Communication Lesson 2   Sysomos     38
ToolsClicky                            Google Analytics                                  ReinvigorateOnline Communication ...
Tools     GoSquared                  Mixpanel     ShinyStatOnline Communication Lesson 2                                Fo...
Tools     Yahoo! Web Analitics       Woopra     WordPress.com StatsOnline Communication Lesson 2                          ...
Tools     GoingUp!                   Mint     Grape                      ChartBeat   42Online Communication Lesson 2
Q   Monitoring! Which tool is the best one?                                             43Online Communication Lesson 2
Service Selection     Relevant results              Integration capability     Spam free                     Reporting and...
Solomo ?                                45Online Communication Lesson 2
So Lo Mo     - Short form of Social Local Mobile.     - More mobile-centric version of the addition of local entries to   ...
47http://bit.ly/S2vC3f
48
Q   What is user friendly website?                                    49Online Communication Lesson 2
Jacop Nielsen    Dr. Nielsen founded the    "discount usability engineering"    movement for fast and cheap    improvement...
Usability     is a quality attribute that assesses how easy     user interfaces are to use.     The word "usability" also ...
Quality Components     Learnability     How easy is it for users to accomplish basic tasks the     first time they encount...
Quality Components     Memorability     When users return to the design after a period     of not using it, how easily can...
Quality Components     Errors     How many errors do users make, how severe are these     errors, and how easily can they ...
Definitions     Utility     Whether it provides the features you need.     Usability     How easy & pleasant these feature...
Q   What is web accessibility?                                56Online Communication Lesson 2
Accessibility     Accessibility is a general term used to describe     the degree to which a     product, device, service,...
Accessibility     The term “accessibility” is often used to focus on     people with disabilities and their right of acces...
Web Accessibility     - People with disabilities can use the Web.     - People with disabilities can       perceive, under...
Encompasses     Visual, auditory, physical, speech, cogni     tive, and neurological disabilities.                        ...
61
Q   What is brand awareness?                                62Online Communication Lesson 2
Brand Awareness     -    Increase sales and income     -    Attract new customers     -    Encourage repeat purchases     ...
What do we need?     - Identifying and understanding target customers     - A company name, logo, and slogans     - Adding...
65http://selnd.com/XpVTi4
Thank you.    Please kindly find the presentation at    www.slideshare.net/cemcinlar                                      ...
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Online Communication Lesson2 / Online Measurement, Web Analytics, Internet & Social Media Monitoring & Online Research, Listening, Usability, Accessibility, Brand Awareness

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The second lesson of Online Communication. Choose your monitoring tool! Everything begins with listening. How about active listening?! Flash materials, videos and some critical pages are not included. Educational use only!

Understanding the web analytics, online measurement, Internet monitoring, social media monitoring, reporting, analysis, usability, accessibility, web accessibility and brand awareness.

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Transcript of "Online Communication Lesson2 / Online Measurement, Web Analytics, Internet & Social Media Monitoring & Online Research, Listening, Usability, Accessibility, Brand Awareness"

  1. 1. Online Communication II Online Measurement, Monitoring & Research Dr. Cem Cinlar 19.11.12Online Communication Lesson 2
  2. 2. Content Online Measurement Monitoring & Research Reporting & Analysis So Lo Mo & Near Future Usability Accessibility Brand Awereness 2Online Communication Lesson 2
  3. 3. Q What do we need for brand communication? What are valuable data? 3Online Communication Lesson 2
  4. 4. What is big data? 4Online Communication Lesson 2
  5. 5. Big Data The massive amounts of data collected over time that are difficult to analyse and handle using common database management tools. 5Online Communication Lesson 2 http://bit.ly/SE3fah
  6. 6. Big Data 6Online Communication Lesson 2
  7. 7. 7Online Communication Lesson 2
  8. 8. 8Online Communication Lesson 2 http://bit.ly/Wl5ipG
  9. 9. Q What is web analytics? What types of data do we use in organisations? 9Online Communication Lesson 2
  10. 10. Values ? How do you understand which data must be collected? How do you analyse customer behavior? How do you decide for the next event? How fast can you reach to the customer? 10Online Communication Lesson 2
  11. 11. What types of data does your organisation analyse? 11Online Communication Lesson 2 http://bit.ly/ZVX0DS
  12. 12. Has your organisation paid for any other tools? 12Online Communication Lesson 2 http://bit.ly/ZVX0DS
  13. 13. Does your organisation use Google Analytics? 13Online Communication Lesson 2 http://bit.ly/ZVX0DS
  14. 14. Web Analytics Monitoring and reporting of visitors’ usage of pages, applications and other features on the website. Analytics is about bussiness intelligence. 14Online Communication Lesson 2
  15. 15. Web Analytics Measures browser habits & traffics from Popular Pages Search Engine Referrals Entry Pages Visit Length Exit Pages Country / State / City / ISP Came From Browser Keyword Analysis System Stats 15Online Communication Lesson 2
  16. 16. Web Analytics Introducing web analytics (1994-2004) - Log Analyzer was released by IPRO in 1994 Track hits of websites Gathering basic metrics (Pageviews and visits or sessions) - Marketers want to reach the results - New industry was occured 16Online Communication Lesson 2 http://bit.ly/TRLciz
  17. 17. Web Analytics Polarisation of web analytics (2005-2009) - Google released Google Analytics (Urchin) in 2005 30% pageviews were tracking Free product - Opensource solutions like Piwik - Omniture, Core Metrics and Web Trends - Freemium industry 17Online Communication Lesson 2
  18. 18. Web Analytics Web Analytics (2010-present) - Cost of storage and processing decreased dramatically - Principles of Moore and Kryder laws - New data tools Heatmapping, surveys, session based analytics A/B testing solutions - Web data measurement 18Online Communication Lesson 2
  19. 19. Web Analytics Heat Map A/B Testing (F shaped pattern) 19Online Communication Lesson 2 http://bit.ly/ZFUy56
  20. 20. Web Analytics Web Analytics Actionable (2012-future) - Not only reporting function - More structured, better integrated and more focused - Actionable insights - Application of intelligence Action Funnel 20Online Communication Lesson 2 http://bit.ly/RY9Wa0
  21. 21. Q What types of data can we reach on the web? 21Online Communication Lesson 2
  22. 22. Web Analytics TODAY (DB Marketing) TOMORROW (Web Analytics) E-mail Marketing Perception Trends Online Behaivor Statistical Models Social Platforms AI & Demographics SaaS DB & Event & Customer Driven Research Methods Actionable insights 22Online Communication Lesson 2
  23. 23. Online Measurement is about more than clicks and page views. It’s about the audience. 23Online Communication Lesson 2 http://bit.ly/WdL4ym
  24. 24. Online Measurement Following process dynamics Rapid control Eliminating questions based on sampling 24Online Communication Lesson 2
  25. 25. Q Why do we listen? What is active listening? 25Online Communication Lesson 2
  26. 26. Active Listening is a conscious effort to hear and understand the complete message that the person is sending and to prevent the lack of communication. 26Online Communication Lesson 2
  27. 27. Active Listening - Attention - Feedback Respond (verbal or non verbal) - Judgement 27Online Communication Lesson 2
  28. 28. Q Monitoring! What it is for? 28Online Communication Lesson 2
  29. 29. Monitoring is the systematic and routine collection of information from projects and programmes. Monitoring is a periodically recurring task already beginning in the planning stage of a project or programme. Monitoring allows results, processes and experiences to be documented and used as a basis to steer decision-making and learning processes. 29Online Communication Lesson 2 http://bit.ly/Uzw5IO
  30. 30. For To learn from experiences to improve practices and activities To have internal and external accountability of the resources To take informed decisions on the future of the initiative To promote empowerment of beneficiaries of the initiative 30Online Communication Lesson 2
  31. 31. For Drive sales Manage your online marketing strategies Increase customer satisfaction Plot trends Competition Be aware of your competitors’ actions 31Online Communication Lesson 2
  32. 32. Corporate - Internet and Social Media Monitoring, Reporting & Analysis - Digital PR - Online Reputation Management - Leader Communication - Online Crisis Management - Social Media Management - Sectoral Competition Analysis & Reports - CRM & Social CRM 32Online Communication Lesson 2
  33. 33. Corporate Online Measurement Digital PR and PR Activities Sectoral Trends Commercials & Campaigns Digital Marketing Digital Research Sectoral Based Topic Based Brand Based Analysis for Perception Management 33Online Communication Lesson 2
  34. 34. Q Which departments of the company are interested in monitoring? 34Online Communication Lesson 2
  35. 35. 35
  36. 36. Q What types of monitoring tools are there? 36Online Communication Lesson 2
  37. 37. Tools - Global Tools - Local Tools 37Online Communication Lesson 2
  38. 38. Monitoring Tools Radian 6 BoomSonar Neilsen MetricsOnline Communication Lesson 2 Sysomos 38
  39. 39. ToolsClicky Google Analytics ReinvigorateOnline Communication Lesson 2 Piwik 39
  40. 40. Tools GoSquared Mixpanel ShinyStatOnline Communication Lesson 2 FoxMetrics 40
  41. 41. Tools Yahoo! Web Analitics Woopra WordPress.com StatsOnline Communication Lesson 2 FireStats 41
  42. 42. Tools GoingUp! Mint Grape ChartBeat 42Online Communication Lesson 2
  43. 43. Q Monitoring! Which tool is the best one? 43Online Communication Lesson 2
  44. 44. Service Selection Relevant results Integration capability Spam free Reporting and quality of support Usability and functionality Analysis support Number of sites Actionable insights provider Type & features Training and consultancy Customer profiling ability Social CRM possibilities 44Online Communication Lesson 2
  45. 45. Solomo ? 45Online Communication Lesson 2
  46. 46. So Lo Mo - Short form of Social Local Mobile. - More mobile-centric version of the addition of local entries to search engine results. - SoLoMo emerged as a result of the growing popularity of smartphones, and provides greater local precision to search engine results than whats available via a PC. 46Online Communication Lesson 2 http://bit.ly/RMwadO
  47. 47. 47http://bit.ly/S2vC3f
  48. 48. 48
  49. 49. Q What is user friendly website? 49Online Communication Lesson 2
  50. 50. Jacop Nielsen Dr. Nielsen founded the "discount usability engineering" movement for fast and cheap improvements of user interfaces and has invented several usability methods, including heuristic evaluation. He holds 79 United States patents, mainly on ways of making the Internet easier to use. 50Online Communication Lesson 2
  51. 51. Usability is a quality attribute that assesses how easy user interfaces are to use. The word "usability" also refers to methods for improving ease-of-use during the design process. 51Online Communication Lesson 2 http://bit.ly/T23fkY
  52. 52. Quality Components Learnability How easy is it for users to accomplish basic tasks the first time they encounter the design? Efficiency Once users have learned the design, how quickly can they perform tasks? 52Online Communication Lesson 2
  53. 53. Quality Components Memorability When users return to the design after a period of not using it, how easily can they reestablish proficiency? 53Online Communication Lesson 2
  54. 54. Quality Components Errors How many errors do users make, how severe are these errors, and how easily can they recover from the errors? Satisfaction How pleasant is it to use the design? 54Online Communication Lesson 2
  55. 55. Definitions Utility Whether it provides the features you need. Usability How easy & pleasant these features are to use. Useful = Usability + Utility 55Online Communication Lesson 2
  56. 56. Q What is web accessibility? 56Online Communication Lesson 2
  57. 57. Accessibility Accessibility is a general term used to describe the degree to which a product, device, service, or environment is usable to as many people as possible. 57Online Communication Lesson 2 http://bit.ly/TL2XNV
  58. 58. Accessibility The term “accessibility” is often used to focus on people with disabilities and their right of access to entities — for example, buildings, events, buses, websites, jobs, etc. — often through the use of assistive technology. 58Online Communication Lesson 2
  59. 59. Web Accessibility - People with disabilities can use the Web. - People with disabilities can perceive, understand, navigate, and interact with the Web, and that they can contribute to the Web. - Web accessibility also benefits others, including older people with changing abilities due to aging. 59Online Communication Lesson 2 http://bit.ly/QQM7CK
  60. 60. Encompasses Visual, auditory, physical, speech, cogni tive, and neurological disabilities. 60Online Communication Lesson 2 http://bit.ly/QQM7CK
  61. 61. 61
  62. 62. Q What is brand awareness? 62Online Communication Lesson 2
  63. 63. Brand Awareness - Increase sales and income - Attract new customers - Encourage repeat purchases - Well known and is easily recognizable. - Differentiating the product 63Online Communication Lesson 2 http://bit.ly/TanMHi
  64. 64. What do we need? - Identifying and understanding target customers - A company name, logo, and slogans - Adding value through packaging, location, service, special events, etc. - Advertising, PR, After-sale follow-up and CRM 64Online Communication Lesson 2 http://bit.ly/TanMHi
  65. 65. 65http://selnd.com/XpVTi4
  66. 66. Thank you. Please kindly find the presentation at www.slideshare.net/cemcinlar Facebook.com/cemcinlar Twitter.com/cemcinlar Foursquare.com/cemcinlar Linkedin.com/in/cemcinlar 66Online Communication Lesson 2

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