CONTENT LEADERS:
Jim Kelly, CEO and Founder of Syscom Services
Robert Krebs, Director, Market Innovations,
Plastics Divisi...
Online marketers must
understand the tools they
have to affect their
online presence
1994
5k sites
Today
200 million +
Number of Web Sites
US Online Marketing Domestic Marketing
Projected Marketing Spending
in 2014
$55 billion
0
20
40
60
80
100
120
140
2009 2010 2011 2012 2013 2014
% of Online
Advertising
Search Engine Marketing
Benchmarking your
Online Stats
Evolution of Webstats
Basic and free
(usually from the ISP)
versus advanced and
expensive
Background
Latest &
Greatest
Workflow
 Analytics 9: an overview of changes in key metrics and
comparisons of performance
 Story View: which automatically tran...
 Score analysis: to separate the “browsers” from the “buyers”
 Marketing Warehouse: which collects and analyzes behavior...
Pros:
 Client AND server-side tracking
 Large number of sophisticated built-in reports
 Full control of your data
 Fle...
vs
Smaller Companies:
 Cheaper
 Quicker to learn
 Don’t need advanced tools
Larger Companies:
 Detailed data
 Staff a...
 Reports on keywords, referral sites,
campaigns and other important data
 Professional services, with feedback on every
...
 Pay-per-click and search-engine optimization
 Integration with e-mail campaigns
 Comparison of two time periods
Pros:
 It focuses on outputting excellent marketing-oriented stats
solutions. For evaluating marketing and usability tren...
NetTracker
 Campaign, for the design, deployment, analysis and
optimization of interactions
 Customer Insight, which mea...
NetTracker
 Leads, which manages the qualification, enrichment,
distribution, maturation and feedback loop on leads
 Mar...
Pros:
 Incredible drilldown capability. You can drill into every
individual visit and every individual click stream. You ...
 Expanded engagement goals
 Advanced Table Filtering
 Custom Variables
 Enhanced monitoring
 Tailored alerts
 Custom...
Best Practices
for Leveraging Webstats
 Be Intentional
 Create a culture
 Involve your staff
 Make sure your staff is ...
Why are associations
moving to Analytics?
 The price is right
 Easy to build reports
 Report graphs, charts easy to und...
How are associations
using Analytics?
 More distributed report generation
 More analysis on the fly
 More people lookin...
Impact
Benchmarking your
Online Reputation
Consumers trust peers over traditional
channels and actively avoid marketing
communications
92% of respondents have more
confidence in information they seek
out online than anything coming from
a salesclerk or othe...
Media Menu
1960 2009
TV Channels
Radio Stations
Magazines
Domain Website Names
Blogs
Podcasts
Social Networking Site Visit...
“In 2009, P&G will…focus on
listening. Our goal is to reduce the
amount spent on traditional research
by half and devote t...
PlasticsMythBuster.org
 Rumor Registry
 Sign Up
 Context: Other Myths
 Poinsettia Leafs
 Kidney Theft
 DiHydrogen Mo...
GreenBuildingSolutions.org
 Web’s First 3-D GB Tour
 Stimulus Funding Videos
 Video Since 2004
 Serial News – 105% Ope...
Plastics-Car.com
Share of Voice
What’s Your Goal?
Listening Platforms Yesterday
Listening Platforms Today
Conversation Is Happening Without You
Not Low-Hanging Fruit—It’s Laying on the Ground
?Questions?
Jim Kelly, CEO and Founder
SYSCOM SERVICES
info@syscomservices.com
301.768.1800
Robert Krebs, Director, Market Innovations...
Benchmarking Your Online Impact: From Stats to Reputation Management
Benchmarking Your Online Impact: From Stats to Reputation Management
Benchmarking Your Online Impact: From Stats to Reputation Management
Benchmarking Your Online Impact: From Stats to Reputation Management
Benchmarking Your Online Impact: From Stats to Reputation Management
Benchmarking Your Online Impact: From Stats to Reputation Management
Benchmarking Your Online Impact: From Stats to Reputation Management
Benchmarking Your Online Impact: From Stats to Reputation Management
Benchmarking Your Online Impact: From Stats to Reputation Management
Benchmarking Your Online Impact: From Stats to Reputation Management
Benchmarking Your Online Impact: From Stats to Reputation Management
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Benchmarking Your Online Impact: From Stats to Reputation Management

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"Benchmarking Your Online Impact: From Stats to Reputation Management" delivered live at UnTech10, 1:30pm Thursday Feb. 11, 2010; combined from 2 sessions originally scheduled for delivery at the ASAE Technology Conference (canceled due to snowfall in Washington, DC)

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  • purpose is to illustrate analogy btwn the utility of commodities data (which drives our economy) and that of web-traffic data; The Intercontinental Exchange trades FCOJ futures and options on futures; orange juice @ Marriott: $3.75
    2AM oranges freeze
    3AM weather satellite measure the temp and transmit the data to
    computer banks at a national meteorological center; data analyzed in light of weather data over time
    5AM researcher at commodities house recommends purchase of FCOJ options be purchased ASAP; data analyzed in light of commodities pricing data over time
    7AM farmers survey damage, change sales plan; data analyzed in light of sales data over time
    10AM: Orange Juice Chartists at the Intercontinental Exchange in NY start matching orders from the orange-juice pit, note price of futures is rising steadily; data analyzed in light of commerce data over time
    11AM: Coca-Cola, on behalf of its Minute Maid subsidiary, begins optioning FCOJ futures to mitigate aniticipated supply-cost increases; data analyzed in light of cost data over time
    12PM: distributors see commodities mkt swing; one, Sysco, raise price of FCOJ
    1PM: Sysco rep explains to Marriott kitchen price of FCOJ expected to rise; Marriott reprints menus down the hall with new price of glass of OJ: $27.95
  • Online marketers must (and now have the tools) to really understand and affect their online presence, both at the website and in social media. Webstats is analagous to a listening platform.
  • If the number of approximately 5,000 websites in 1994 is correct and we are now part of some 200 million-plus websites today, then we’ve experienced a 40,000-fold increase in the number of websites in 15 years.
    Harvard Business Publishing
  • Total U.S. spending on online marketing per year will surpass $55 billion by 2014. This online spending is projected to represent 21 percent of domestic marketing dollars.
    Forrester Research
  • The budget for search engine marketing is expected to surpass $15.4 billion in 2009, or more than 59 percent of all online advertising. This is projected to continue to increase at a compounded annual growth rate of 15 percent over the next five years.
    Forrester Research
  • Evolution of Webstats
    In the past, companies had two choices for statistics reports:
    basic and free, usually from the Internet Service Provider, or
    advanced and expensive
  • Background
    In 2005, Google introduced Google Analytics, a free yet in-depth way to monitor site visitors. Features included:
    Statistics on where visitors are coming from
    When integrated with AdWords, Google’s advertising arm, information about landing page quality and conversions
    An overview of high-level data via a dashboard or an in-depth analysis
  • Latest and Greatest
    In 2008, GA launched an enterprise-class edition with the following features:
    Advanced segmentation to analyze subsets of site visitors. Users then create filters to apply to current or historical data and do side-by-side comparisons
    Editable custom reports, showing tailored information and metrics
    Motion charts that depict data in multiple dimensions and over time
    Revised account management dashboard, which simplifies navigation and displays key metrics upon log-in
  • Workflow
  • Impact on GA’s Competitors
    These innovations have forced companies including Webtrends, Lyris and Unica NetTracker to reach for that ever-rising bar by adding features to their own offerings.
  • In August 2009, Webtrends released Version 9, which features:
    Analytics 9, an overview of changes in key metrics and comparisons of performance
    Story View, which automatically translates data into plain English that can be shared in e-mails, reports and presentations
    Optimize, a self-serve testing platform
    Social Measurement, for monitoring social media
    Ad Director, efficient management of pay-per-click portfolio
    (go to next slide)
  • (…continuing from previous slide)
    Score analysis: to separate the “browsers” from the “buyers”
    Marketing Warehouse: which collects and analyzes behavioral statistics
    Visitor Intelligence: for deeper insight into site visitors’ preferences
    A selective RSS overlay to match site activity with key feeds
    The ability to generate URIs (uniform resource identifiers) and REST (representational state transfer) URLs to export data and embed it in applications and Excel spreadsheets
  • Pros of Webtrends
    Client AND server-side tracking: Most providers support one or the other. WebTrends does both in an effort to capture the highest-quality data.
    Large number of sophisticated built-in reports: After it processes your dataset, you have access to hundreds of reports covering all areas of your site from technical to marketing to sales.
    Full control of your data: Assuming you use Webtrends’ software version (rather than the hosted version), all of your data is easily accessible and stored on your own servers, unlike Google Analytics.
    Flexible devices: Webtrends uses only HTML, CSS and JavaScript, not Flash. This means it’s usable on devices that don’t support Flash, such as the iPhone. If JavaScript is turned off, it also automatically downgrades without losing any functionality.
  • Webtrends vs. Google Analytics:
    Webtrends:
    Webtrends looks to be focusing on larger companies that need detailed data, that can staff people who know the full Webtrends capabilities or can afford to train a staff on the program’s capabilities, and are concerned about data integrity.
    Google Analytics:
    Google seems aimed at smaller companies that cannot afford the start-up in either cash or time resources to learn a more complicated program like Webtrends and that do not need the more advanced data-mining tools offered by such programs.
  • Lyris HQ Web Analytics Solution has added capabilities including:
    Reports on keywords, referral sites, campaigns and other important data
    Professional services, with feedback on every aspect of digital marketing
    Data visualization for insight into visitor behavior and trends
    Visitor conversion analysis and segment comparisons
    (continue on next slide…)
  • (…continued from previous slide)
    Pay-per-click and search-engine optimization
    Integration with e-mail campaigns
    Comparison of two time periods
  • Pros of Lyris HQ Web Analytics Solution
    It focuses on outputting excellent marketing-oriented stats solutions. For evaluating marketing and usability trends, it’s one of the best available.
    Lyris’ interface makes getting to this information much simpler than many other programs. It aims to be clear and straightforward so customers can find what they want with ease.
    Like Webtrends, Lyris lets you have full control of your data.
  • Unica NetTracker offers the following packages:
    Campaign, for the design, deployment, analysis and optimization of interactions
    Customer Insight, which measures performance and analyzes customer behaviors
    Detect, building stronger customer relationships and new customer profitability
    Distributed Marketing, which enables collaboration in campaigns and measures performance in real-time
    eMessage, which allows marketers to create, execute and track personal electronic communications
    Interact, assisting marketers to create multi-channel dialogues to enhance customer relationships
    more on next slide
    Interactive Marketing OnDemand, which unifies web analytics, e-mail marketing and web personalization
  • Unica NetTracker offerings, continued
    Leads, which manages the qualification, enrichment, distribution, maturation and feedback loop on leads
    Marketing Operations, to streamline processes and improve budget management
    Marketing Operations OnDemand, a marketing resource and creative project management software
    NetInsight, which provides data about Internet customers and business
    NetInsight OnDemand, enabling in-depth analysis of Web traffic, online customer behavior and Internet marketing
    Optimize, to find the best interaction strategy for each customer over time
    Predictive Insight, which delivers customer insight and intelligence
  • Pros of Unica NetTracker
    Incredible drilldown capability. You can drill into every individual visit and every individual click stream. You can see the details and look for patterns of visitation data.
    The ability to filter any data by a huge variety of variables on the fly or in a custom report which could include the following about all visitors who reached a page:
    URL matched a particular pattern
    Referred to from a particular engine
    With a partial match on dynamic parameter
    Entry page matched a particular pattern
    Like Webtrends, NetTracker lets you have full control of your data.
  • Google Analytics’ latest innovation
    Analytics Intelligence, launched in October 2009, adds power and depth to existing capabilities but also adds features, including:
    Expanded engagement goals, tracking time on site and pages per visit
    Advanced Table Filtering, which tailors metric conditions to identify optimized keywords and phrases
    Custom Variables that classify interactions and behavior on sites
    Enhanced monitoring of mobile sites and applications
    Tailored alerts about significant data pattern changes
    Custom Reports that focus on unique visitors
    Ability to define 20 goals per profile
  • Webstats Blackbox – and many people like it that way
  • Best Practices for Leveraging Webstats
    Be Intentional:
    establish goals for using your Web Analytic Information and hold
    your staff accountable to those goals. Create a specific plan for how
    to meet your goals for using your Web Analytic Information.
    Create a culture
    among your staff that mandates innovation and seeks new ways to
    use Web Analytics within your organization.
    Involve your staff
    in the creation of Web Analytic reports to ensure that all needs are
    met and to ensure that no reports that are not being used are being
    generated.
    Make sure your staff is trained
    on how to read the reports you generate with the Web Analytic
    programs.
    Know how to use the Software
    to provide your staff with:
    Basic Metric Reporting
    Web Data Warehousing
    Visitor Behavior Tracking
    Customer Segmentation
    Customer Lifecycle Analysis
    Customer Behavior Analysis
    Loyal Customer Identification
    Empower your employees
    Everyone who sees the company’s Web Analytics Information should
    be tasked with identifying how the information can be used by them
    for specific purposes.
    Incorporate Web Analytic information
    in the planning stages and in post implementation analysis of activity
    or events relating to the company Web site.
    Use your Web analytics to report on initiative and plan strategy.
    Expect that the use of Web analytics for planning strategy rather
    than just for reporting purposes will increase, as awareness is raised
    and adoption increases.
  • Why are associations moving to Analytics
    The price is right
    Easy to build reports
    Report - graphs, charts easy to understand
    Powerful
  • How are associations using analytics
    More distributed report generation
    More analysis on the fly
    More people looking at reports more often
    Some advanced features being used
    Notes: Most still have IT or web dept generate reports, with multiple individualsReports are getting passed out to dept heads more often, - ANA marketing is trained and Govt affairs sees reports on issuesReports viewed daily -
  • Decisions Being Made
    Landing pages used more
    Identifying trends and changing content, communications or site structure
    Internal site search terms helped identify what CAN'T be found visually
    Setting goals for different campaign communications helped hone in on better content & methods
    Advertising responses and click paths helping sell sponsors
    Wizards being used to create and track campaigns
    Funnels used to see where people fall off or come from
    Overlays used to identify where people are coming from
    Filters for different user profiles -track how non-members vs members use the site
    Notes: NIFAR - every ad on radio (hundreds) gets a landing page and different goals for purchases set and reportedAPMA - Switched all press releases to Monday based on frequency of the search on Mondays and site traffic trending down during the week. ANA - looks at internal search termsANA is mapping flow chart of of join process seeing where people drop off and changing flowANA maps where people searching for immunizations are coming from and presents good understandable info to managementAPMA - Ease of use makes real time data accessible, easy to read - use to look at stats few times a year now daily - identifying trends now which helps craft messages and -Filters require
  • Consumers trust peers over traditional channels and actively avoid marketing communications
  • 92% of respondents have more confidence in info they seek out online than anything coming fr a salesclerk or other source—WSJ and PSBResearch
  • TV used to be the tribal campfire;
  • now it’s just another light source
  • TV and Internet usage is almost equal
    Suresh Vital, Principal Analyst, Forrester Research
  • North American Technographics Benchmark Survey, 2008: “In a typical workweek, how many hours do you spend doing each of the following?”
    Watching TV: 13.1
    Using the Internet (personal/work): 12.5
    Listening to the Radio: 6.8
    Reading newspapers: 2.4
    Reading magazines: 2.1
  • Media Menu:
    1960:
    TV Channels: 6
    Radio Stations: 4400
    Magazines: 8400
    2009:
    TV Channels: 106
    Radio Stations: 14.300
    Magazines: 19.400
    Unique social networking site visits: 80 mil
    Blogs 75 mil
    Podcasts 1.6 mil
    Domain website names: 138 mil
    Online searches per month: 7 mil
    Unique online vide streamers: 106 mil
  • Impact of Reputation
    Content Evolution
    Rise of CGM
    4+ out of 5 US online adults participate in SM at least once per mo
    Creators: 24%
    Critics: 37%
    Collectors: 21%
    Joiners 51%
    Spectators: 73%
    Inactives: 18%
    North American Technographics Interactive Marketing Online Survey Q2 2009
  • “In 2009, P&G willノfocus on listening. Our goal is to reduce the amount spent on traditional research by half and devote the remaining 60% to ‘listening’ research.”
    Kim Deker, VP, Global Consumer and Market Knowledge, Proctor & Gamble (Forrester)
  • Case Studies
    PlasticsMythBuster.org
  • GreenBuildingSolutions.org
    Sequential Email Campaign Success
  • Plastics-Car.org
  • Addict-o-matic
  • What You’re Saying Now: repurposing positive sentiment on other platforms
    Engage Neutral Sentiment
    Ignore or Mollify Negative Sentiment
  • What’s Your Goal?
  • Listening Platforms Yesterday
  • Listening Platforms Today
    187 players, only 5 or 6 compete:
    ReputationConnect
    SM2
    Cymphony
    Nielsen BuzzMetrics
    Radion6
    Visible Technologies
    Scoutlabs
  • Social Media Consciousness
    Establish Benchmarks
  • Identify Creditable Communicators
  • Overcoming Fear: No Longer in Control of Brand
    Email,
    Websites
    Blogs
  • Q&A
  • Contact Information:
    Jim Kelly, CEO and Founder, Syscom Services
    [email_address]
    301.768.1800
    Thomas McClintock, Partner, NSI Partners
    [email_address]
    719.328.0042
  • Benchmarking Your Online Impact: From Stats to Reputation Management

    1. 1. CONTENT LEADERS: Jim Kelly, CEO and Founder of Syscom Services Robert Krebs, Director, Market Innovations, Plastics Division, American Chemistry Council Thomas McClintock, Partner, NSI Partners Benchmarking Your Online Impact: From Stats to Reputation Management Thursday, February 11 1:30 — 2:30 untech10.conferencespot.org
    2. 2. Online marketers must understand the tools they have to affect their online presence
    3. 3. 1994 5k sites Today 200 million + Number of Web Sites
    4. 4. US Online Marketing Domestic Marketing Projected Marketing Spending in 2014 $55 billion
    5. 5. 0 20 40 60 80 100 120 140 2009 2010 2011 2012 2013 2014 % of Online Advertising Search Engine Marketing
    6. 6. Benchmarking your Online Stats
    7. 7. Evolution of Webstats Basic and free (usually from the ISP) versus advanced and expensive
    8. 8. Background
    9. 9. Latest & Greatest
    10. 10. Workflow
    11. 11.  Analytics 9: an overview of changes in key metrics and comparisons of performance  Story View: which automatically translates data into plain English that can be shared in e-mails, reports and presentations  Optimize: a self-serve testing platform  Social Measurement: for monitoring social media  Ad Director: efficient management of pay-per-click portfolio
    12. 12.  Score analysis: to separate the “browsers” from the “buyers”  Marketing Warehouse: which collects and analyzes behavioral statistics  Visitor Intelligence: for deeper insight into site visitors’ preferences  A selective RSS overlay to match site activity with key feeds  The ability to generate URIs (uniform resource identifiers) and REST (representational state transfer) URLs to export data and embed it in applications and Excel spreadsheets
    13. 13. Pros:  Client AND server-side tracking  Large number of sophisticated built-in reports  Full control of your data  Flexible devices
    14. 14. vs Smaller Companies:  Cheaper  Quicker to learn  Don’t need advanced tools Larger Companies:  Detailed data  Staff and $ to fully train  Data integrity
    15. 15.  Reports on keywords, referral sites, campaigns and other important data  Professional services, with feedback on every aspect of digital marketing  Data visualization for insight into visitor behavior and trends  Visitor conversion analysis and segment comparisons
    16. 16.  Pay-per-click and search-engine optimization  Integration with e-mail campaigns  Comparison of two time periods
    17. 17. Pros:  It focuses on outputting excellent marketing-oriented stats solutions. For evaluating marketing and usability trends, it’s one of the best available.  Lyris’ interface makes getting to this information much simpler than many other programs. It aims to be clear and straightforward so customers can find what they want with ease.  Like Webtrends, Lyris lets you have full control of your data.
    18. 18. NetTracker  Campaign, for the design, deployment, analysis and optimization of interactions  Customer Insight, which measures performance and analyzes customer behaviors  Detect, building stronger customer relationships and new customer profitability  Distributed Marketing, which enables collaboration in campaigns and measures performance in real-time  eMessage, which allows marketers to create, execute and track personal electronic communications  Interact, assisting marketers to create multi-channel dialogues to enhance customer relationships  Interactive Marketing OnDemand, which unifies web analytics, e-mail marketing and web personalization
    19. 19. NetTracker  Leads, which manages the qualification, enrichment, distribution, maturation and feedback loop on leads  Marketing Operations, to streamline processes and improve budget management  Marketing Operations OnDemand, a marketing resource and creative project management software  NetInsight, which provides data about Internet customers and business  NetInsight OnDemand, enabling in-depth analysis of Web traffic, online customer behavior and Internet marketing  Optimize, to find the best interaction strategy for each customer over time  Predictive Insight, which delivers customer insight and intelligence
    20. 20. Pros:  Incredible drilldown capability. You can drill into every individual visit and every individual click stream. You can see the details and look for patterns of visitation data.  The ability to filter any data by a huge variety of variables on the fly or in a custom report which could include the following about all visitors who reached a page:  URL matched a particular pattern  Referred to from a particular engine  With a partial match on dynamic parameter  Entry page matched a particular pattern  Like Webtrends, NetTracker lets you have full control of your data. NetTracker
    21. 21.  Expanded engagement goals  Advanced Table Filtering  Custom Variables  Enhanced monitoring  Tailored alerts  Custom Reports  Ability to define 20 goals per profile Google Analytics’ latest innovation: Intelligence
    22. 22. Best Practices for Leveraging Webstats  Be Intentional  Create a culture  Involve your staff  Make sure your staff is trained  Know how to use the software  Customer Lifecycle Analysis  Empower your employees  Incorporate Web Analytic Information  Use your Web Analytics to report on initiative and plan strategy
    23. 23. Why are associations moving to Analytics?  The price is right  Easy to build reports  Report graphs, charts easy to understand  Powerful
    24. 24. How are associations using Analytics?  More distributed report generation  More analysis on the fly  More people looking at reports more often  Some advanced features being used
    25. 25. Impact
    26. 26. Benchmarking your Online Reputation
    27. 27. Consumers trust peers over traditional channels and actively avoid marketing communications
    28. 28. 92% of respondents have more confidence in information they seek out online than anything coming from a salesclerk or other source WSJ and PSBResearch
    29. 29. Media Menu 1960 2009 TV Channels Radio Stations Magazines Domain Website Names Blogs Podcasts Social Networking Site Visits Online Video Streamers Online Searches per month 6 4400 8400 106 14,300 19,400 138 mil 75 mil 1.6 mil 80 mil 106 mil 7 mil
    30. 30. “In 2009, P&G will…focus on listening. Our goal is to reduce the amount spent on traditional research by half and devote the remaining 60% to ‘listening’ research.” Kim Deker, VP, Global Consumer and Market Knowledge, Proctor & Gamble (Forrester)
    31. 31. PlasticsMythBuster.org  Rumor Registry  Sign Up  Context: Other Myths  Poinsettia Leafs  Kidney Theft  DiHydrogen Monoxide
    32. 32. GreenBuildingSolutions.org  Web’s First 3-D GB Tour  Stimulus Funding Videos  Video Since 2004  Serial News – 105% Open  4 Yrs Content Database
    33. 33. Plastics-Car.com
    34. 34. Share of Voice
    35. 35. What’s Your Goal?
    36. 36. Listening Platforms Yesterday
    37. 37. Listening Platforms Today
    38. 38. Conversation Is Happening Without You
    39. 39. Not Low-Hanging Fruit—It’s Laying on the Ground
    40. 40. ?Questions?
    41. 41. Jim Kelly, CEO and Founder SYSCOM SERVICES info@syscomservices.com 301.768.1800 Robert Krebs, Director, Market Innovations, Plastics Division AMERICAN CHEMISTRY COUNCIL rob_krebs@americanchemistry.com 703.741.5626 Thomas McClintock, Partner NSI PARTNERS Tom@nsipartners.com 719.328.0042 Contact Information

    ×