What’s ahead
Some speculation about
community monitoring
Social credibility is the basis
  for antispam in social
   network advertising
End of analytics’
Second Golden Age
Press releases die a horrible,
    long-overdue death
Sponsor
Pay per
Sponsor
           view
Pay per   Pay per
Sponsor
           view      click
Pay per
          Pay per   Pay per
Sponsor                       outcome
           view      click
                     ...
Pay per       Pay per
          Pay per   Pay per
Sponsor                       outcome      change of
           view    ...
One portal to rule them all
Reason for       Metrics you’ll
community effort   be audited on
Reason for       Metrics you’ll
 community effort   be audited on
 Get a
message
  out
Reason for          Metrics you’ll
 community effort      be audited on
          Reputation
 Get a
message
  out
Reason for          Metrics you’ll
 community effort      be audited on
          Reputation     Pagerank
 Get a
message
 ...
Reason for          Metrics you’ll
 community effort      be audited on
          Reputation     Pagerank
 Get a
message  ...
Reason for          Metrics you’ll
 community effort      be audited on
          Reputation      Pagerank
 Get a
message ...
Reason for          Metrics you’ll
 community effort      be audited on
          Reputation      Pagerank
 Get a
message ...
Reason for          Metrics you’ll
 community effort      be audited on
          Reputation      Pagerank
 Get a
message ...
Reason for          Metrics you’ll
 community effort      be audited on
          Reputation      Pagerank
 Get a
message ...
Reason for          Metrics you’ll
 community effort      be audited on
          Reputation       Pagerank
 Get a
message...
Reason for          Metrics you’ll
 community effort      be audited on
          Reputation       Pagerank
 Get a
message...
Reason for          Metrics you’ll
 community effort      be audited on
          Reputation       Pagerank
 Get a
message...
Reason for          Metrics you’ll
 community effort      be audited on
          Reputation       Pagerank
 Get a
message...
Reason for          Metrics you’ll
 community effort      be audited on
          Reputation       Pagerank
 Get a
message...
Reason for          Metrics you’ll
 community effort      be audited on
          Reputation       Pagerank
 Get a
message...
Reason for          Metrics you’ll
 community effort      be audited on
          Reputation       Pagerank
 Get a
message...
Tying visits to identity


 Communities are the new CRM
 Every interaction is a ticket, belonging to a user
 Salesforce wi...
The elephant in the privacy room
Drill down and drill up


Aggregate                Segment            Individual


            Attributes             Visi...
Put out
message
Put out
message
Put out
message

          Monitor
          spread
Put out
message

          Monitor
          spread
Put out
message

            Monitor
            spread



      Respond
       & relate
Put out
message

            Monitor
            spread



      Respond
       & relate
Put out
           message

                       Monitor
                       spread



  Track          Respond
outco...
Put out
           message

                       Monitor
                       spread



  Track          Respond
outco...
Put out
              message

  Vary &                  Monitor
experiment                spread



     Track          R...
Put out
              message

  Vary &                  Monitor
experiment                spread



     Track          R...
The spending gap
Internet ad spending was 12.6 percent in 2009
  up from 10.5 percent in 2008
Magazines fell to a 10.3 per...
Tracking the long funnel


 Watch for more draconian tracking
 How do you track 140 characters?
 How do you do targeted me...
Community monitoring will
 follow analytics
                                              Multivariate
Hits   Pages   Visi...
Community monitoring will
 follow analytics
                                                      Multivariate
Hits     Pa...
Mainstream topic
Thanks!
 jtjepkema@measurworks.nl   sean@httpd.com
 @jeroentjepkema            @seanpower
                            link...
06 conclusions and whats ahead
06 conclusions and whats ahead
06 conclusions and whats ahead
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06 conclusions and whats ahead

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  • Here are some of the things we’ve learned along the way.








  • D&O liability insurance cheaper if “best practice monitoring” is in place?















  • Communities are the new CRM. We’ll strive to tie a person’s activity to their identity; and this will cause all sorts of privacy concerns.
  • Communities are the new CRM. We’ll strive to tie a person’s activity to their identity; and this will cause all sorts of privacy concerns.
  • Much of the challenge of monitoring tools is focused around drilling down to an individual session -- to see what happened -- while still staying high-level enough to see patterns.
  • Big split between “scorecards” and “optimization tools”: Some products just let you put out messages; some let you measure; some let you respond; some tie to analytics. But the optimization cycle looks like this.
  • Big split between “scorecards” and “optimization tools”: Some products just let you put out messages; some let you measure; some let you respond; some tie to analytics. But the optimization cycle looks like this.
  • Big split between “scorecards” and “optimization tools”: Some products just let you put out messages; some let you measure; some let you respond; some tie to analytics. But the optimization cycle looks like this.
  • Big split between “scorecards” and “optimization tools”: Some products just let you put out messages; some let you measure; some let you respond; some tie to analytics. But the optimization cycle looks like this.
  • Big split between “scorecards” and “optimization tools”: Some products just let you put out messages; some let you measure; some let you respond; some tie to analytics. But the optimization cycle looks like this.
  • Big split between “scorecards” and “optimization tools”: Some products just let you put out messages; some let you measure; some let you respond; some tie to analytics. But the optimization cycle looks like this.
  • Big split between “scorecards” and “optimization tools”: Some products just let you put out messages; some let you measure; some let you respond; some tie to analytics. But the optimization cycle looks like this.
  • Big split between “scorecards” and “optimization tools”: Some products just let you put out messages; some let you measure; some let you respond; some tie to analytics. But the optimization cycle looks like this.
  • Big split between “scorecards” and “optimization tools”: Some products just let you put out messages; some let you measure; some let you respond; some tie to analytics. But the optimization cycle looks like this.
  • Big split between “scorecards” and “optimization tools”: Some products just let you put out messages; some let you measure; some let you respond; some tie to analytics. But the optimization cycle looks like this.
  • http://awe.sm & http://rippl3.com are working on a solution to Social Media Tracking.
  • http://awe.sm & http://rippl3.com are working on a solution to Social Media Tracking.
  • Just as analytics shifted from attention to conversion to optimization, so social networking is going to shift. Marketers will demand ROI on their messages. This doesn’t mean social networks need justification -- only that marketers will strive for traceability through things like URL encoding.
  • If you’re doing it right, you’ll be able to see performance, analytics, and traffic data in one place -- eventually
  • And yes, everyone needs complete web monitoring. That’s why they sell it at Target.

  • 06 conclusions and whats ahead

    1. 1. What’s ahead Some speculation about community monitoring
    2. 2. Social credibility is the basis for antispam in social network advertising
    3. 3. End of analytics’ Second Golden Age
    4. 4. Press releases die a horrible, long-overdue death
    5. 5. Sponsor
    6. 6. Pay per Sponsor view
    7. 7. Pay per Pay per Sponsor view click
    8. 8. Pay per Pay per Pay per Sponsor outcome view click (affiliate)
    9. 9. Pay per Pay per Pay per Pay per Sponsor outcome change of view click (affiliate) opinion
    10. 10. One portal to rule them all
    11. 11. Reason for Metrics you’ll community effort be audited on
    12. 12. Reason for Metrics you’ll community effort be audited on Get a message out
    13. 13. Reason for Metrics you’ll community effort be audited on Reputation Get a message out
    14. 14. Reason for Metrics you’ll community effort be audited on Reputation Pagerank Get a message out
    15. 15. Reason for Metrics you’ll community effort be audited on Reputation Pagerank Get a message Attention out
    16. 16. Reason for Metrics you’ll community effort be audited on Reputation Pagerank Get a message Attention Visits, followers out
    17. 17. Reason for Metrics you’ll community effort be audited on Reputation Pagerank Get a message Attention Visits, followers out Revenue
    18. 18. Reason for Metrics you’ll community effort be audited on Reputation Pagerank Get a message Attention Visits, followers out Conversions Revenue
    19. 19. Reason for Metrics you’ll community effort be audited on Reputation Pagerank Get a message Attention Visits, followers out Conversions Revenue Mitigate risk
    20. 20. Reason for Metrics you’ll community effort be audited on Reputation Pagerank Get a message Attention Visits, followers out Conversions Revenue Mitigate risk Problems averted
    21. 21. Reason for Metrics you’ll community effort be audited on Reputation Pagerank Get a message Attention Visits, followers out Conversions Revenue Mitigate risk Problems averted Solicit feedback
    22. 22. Reason for Metrics you’ll community effort be audited on Reputation Pagerank Get a message Attention Visits, followers out Conversions Revenue Mitigate risk Problems averted Solicit feedback Feature adoption
    23. 23. Reason for Metrics you’ll community effort be audited on Reputation Pagerank Get a message Attention Visits, followers out Conversions Revenue Mitigate risk Problems averted Solicit feedback Feature adoption Self-support
    24. 24. Reason for Metrics you’ll community effort be audited on Reputation Pagerank Get a message Attention Visits, followers out Conversions Revenue Mitigate risk Problems averted Solicit feedback Feature adoption Self-support Call volumes
    25. 25. Reason for Metrics you’ll community effort be audited on Reputation Pagerank Get a message Attention Visits, followers out Conversions Revenue Mitigate risk Problems averted Solicit feedback Feature adoption Self-support Call volumes Find leads
    26. 26. Reason for Metrics you’ll community effort be audited on Reputation Pagerank Get a message Attention Visits, followers out Conversions Revenue Mitigate risk Problems averted Solicit feedback Feature adoption Self-support Call volumes Find leads CRM metrics
    27. 27. Tying visits to identity Communities are the new CRM Every interaction is a ticket, belonging to a user Salesforce will have a huge presence here
    28. 28. The elephant in the privacy room
    29. 29. Drill down and drill up Aggregate Segment Individual Attributes Visits
    30. 30. Put out message
    31. 31. Put out message
    32. 32. Put out message Monitor spread
    33. 33. Put out message Monitor spread
    34. 34. Put out message Monitor spread Respond & relate
    35. 35. Put out message Monitor spread Respond & relate
    36. 36. Put out message Monitor spread Track Respond outcomes & relate
    37. 37. Put out message Monitor spread Track Respond outcomes & relate
    38. 38. Put out message Vary & Monitor experiment spread Track Respond outcomes & relate
    39. 39. Put out message Vary & Monitor experiment spread Track Respond outcomes & relate
    40. 40. The spending gap Internet ad spending was 12.6 percent in 2009 up from 10.5 percent in 2008 Magazines fell to a 10.3 percent share in 2009 up from an 11.6 percent share in 2008 The gap between Internet and newspaper spending will continue to narrow Adweek
    41. 41. Tracking the long funnel Watch for more draconian tracking How do you track 140 characters? How do you do targeted messaging in an asymmetric follow model?
    42. 42. Community monitoring will follow analytics Multivariate Hits Pages Visits Goals Conversions optimization
    43. 43. Community monitoring will follow analytics Multivariate Hits Pages Visits Goals Conversions optimization Friend Social Referral Purchase count capital power influence ...
    44. 44. Mainstream topic
    45. 45. Thanks! jtjepkema@measurworks.nl sean@httpd.com @jeroentjepkema @seanpower linkedin/in/iamseanpower www.watchingwebsites.com http://www.amazon.com/Complete-Web-Monitoring- Performance-Communities/dp/0596155131/

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