12. Reason for Metrics you’ll
community effort be audited on
13. Reason for Metrics you’ll
community effort be audited on
Get a
message
out
14. Reason for Metrics you’ll
community effort be audited on
Reputation
Get a
message
out
15. Reason for Metrics you’ll
community effort be audited on
Reputation Pagerank
Get a
message
out
16. Reason for Metrics you’ll
community effort be audited on
Reputation Pagerank
Get a
message Attention
out
17. Reason for Metrics you’ll
community effort be audited on
Reputation Pagerank
Get a
message Attention Visits, followers
out
18. Reason for Metrics you’ll
community effort be audited on
Reputation Pagerank
Get a
message Attention Visits, followers
out Revenue
19. Reason for Metrics you’ll
community effort be audited on
Reputation Pagerank
Get a
message Attention Visits, followers
out Conversions
Revenue
20. Reason for Metrics you’ll
community effort be audited on
Reputation Pagerank
Get a
message Attention Visits, followers
out Conversions
Revenue
Mitigate risk
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
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
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
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
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
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
27. 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
28. 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
38. Put out
message
Monitor
spread
Track Respond
outcomes & relate
39. Put out
message
Monitor
spread
Track Respond
outcomes & relate
40. Put out
message
Vary & Monitor
experiment spread
Track Respond
outcomes & relate
41. Put out
message
Vary & Monitor
experiment spread
Track Respond
outcomes & relate
42. 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
43. 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?
44. Community monitoring will
follow analytics
Multivariate
Hits Pages Visits Goals Conversions
optimization
45. Community monitoring will
follow analytics
Multivariate
Hits Pages Visits Goals Conversions
optimization
Friend Social Referral Purchase
count capital power influence
...
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.
