What's ahead

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Slides from the Communilytics Intensive at Web2Expo San Francisco, May 2, 2010. This closing deck looks at future trends in the industry.

Slides from the Communilytics Intensive at Web2Expo San Francisco, May 2, 2010. This closing deck looks at future trends in the industry.

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  • Here are some of the things we’ve learned along the way.
  • yesterday was twitter, today is Google Buzz, Tomorrow is (?)


















  • 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.
  • 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.
  • Thanks for the time. If you want to reach us or follow us online, here’s how. And if you want to pre-order our book (which would freak out our editors) we’d love it. We’re shameless self-promoters.

Transcript

  • 1. What’s ahead Some speculation about community monitoring
  • 2. Vendor Relationship Management reverses the marketing focus
  • 3. Social credibility is the basis for antispam in social network advertising
  • 4. Press releases die a horrible, long-overdue death
  • 5. One portal to rule them all
  • 6. Reason for Metrics you’ll community effort be audited on
  • 7. Reason for Metrics you’ll community effort be audited on Get a message out
  • 8. Reason for Metrics you’ll community effort be audited on Reputation Get a message out
  • 9. Reason for Metrics you’ll community effort be audited on Reputation Pagerank Get a message out
  • 10. Reason for Metrics you’ll community effort be audited on Reputation Pagerank Get a message Attention out
  • 11. Reason for Metrics you’ll community effort be audited on Reputation Pagerank Get a message Attention Visits, followers out
  • 12. Reason for Metrics you’ll community effort be audited on Reputation Pagerank Get a message Attention Visits, followers out Revenue
  • 13. Reason for Metrics you’ll community effort be audited on Reputation Pagerank Get a message Attention Visits, followers out Conversions Revenue
  • 14. Reason for Metrics you’ll community effort be audited on Reputation Pagerank Get a message Attention Visits, followers out Conversions Revenue Mitigate risk
  • 15. 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
  • 16. 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
  • 17. 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
  • 18. 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
  • 19. 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
  • 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 Solicit feedback Feature adoption Self-support Call volumes Find leads
  • 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 Feature adoption Self-support Call volumes Find leads CRM metrics
  • 22. 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
  • 23. Drill down and drill up Aggregate Segment Individual Attributes Visits
  • 24. Put out message
  • 25. Put out message
  • 26. Put out message Monitor spread
  • 27. Put out message Monitor spread
  • 28. Put out message Monitor spread Respond & relate
  • 29. Put out message Monitor spread Respond & relate
  • 30. Put out message Monitor spread Track Respond outcomes & relate
  • 31. Put out message Monitor spread Track Respond outcomes & relate
  • 32. Put out message Vary & Monitor experiment spread Track Respond outcomes & relate
  • 33. Put out message Vary & Monitor experiment spread Track Respond outcomes & relate
  • 34. 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?
  • 35. Community monitoring will follow analytics Multivariate Hits Pages Visits Goals Conversions optimization
  • 36. Community monitoring will follow analytics Multivariate Hits Pages Visits Goals Conversions optimization Friend Social Referral Purchase count capital power influence ...
  • 37. Mainstream topic
  • 38. Thanks! alistair@bitcurrent.com sean@akoha.com @acroll sean@httpd.org linkedin/in/alistaircroll @seanpower bitcurrent.com rednod.com gigaom.com/author/acroll www.watchingwebsites.com http://www.amazon.com/Complete-Web-Monitoring- Performance-Communities/dp/0596155131/