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What’s ahead
Some speculation about
community monitoring
Vendor Relationship
Management reverses the
    marketing focus
Social credibility is the basis
  for antispam in social
   network advertising
Press releases die a horrible,
    long-overdue death
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...
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...
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!
 alistair@bitcurrent.com     sean@akoha.com
 @acroll                     sean@httpd.org
 linkedin/in/alistaircroll...
What's ahead
What's ahead
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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.

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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 of "What's ahead"

    1. 1. What’s ahead Some speculation about community monitoring
    2. 2. Vendor Relationship Management reverses the marketing focus
    3. 3. Social credibility is the basis for antispam in social network advertising
    4. 4. Press releases die a horrible, long-overdue death
    5. 5. One portal to rule them all
    6. 6. Reason for Metrics you’ll community effort be audited on
    7. 7. Reason for Metrics you’ll community effort be audited on Get a message out
    8. 8. Reason for Metrics you’ll community effort be audited on Reputation Get a message out
    9. 9. Reason for Metrics you’ll community effort be audited on Reputation Pagerank Get a message out
    10. 10. Reason for Metrics you’ll community effort be audited on Reputation Pagerank Get a message Attention out
    11. 11. Reason for Metrics you’ll community effort be audited on Reputation Pagerank Get a message Attention Visits, followers out
    12. 12. Reason for Metrics you’ll community effort be audited on Reputation Pagerank Get a message Attention Visits, followers out Revenue
    13. 13. Reason for Metrics you’ll community effort be audited on Reputation Pagerank Get a message Attention Visits, followers out Conversions Revenue
    14. 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. 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. 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. 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. 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. 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. 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. 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. 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. 23. Drill down and drill up Aggregate Segment Individual Attributes Visits
    24. 24. Put out message
    25. 25. Put out message
    26. 26. Put out message Monitor spread
    27. 27. Put out message Monitor spread
    28. 28. Put out message Monitor spread Respond & relate
    29. 29. Put out message Monitor spread Respond & relate
    30. 30. Put out message Monitor spread Track Respond outcomes & relate
    31. 31. Put out message Monitor spread Track Respond outcomes & relate
    32. 32. Put out message Vary & Monitor experiment spread Track Respond outcomes & relate
    33. 33. Put out message Vary & Monitor experiment spread Track Respond outcomes & relate
    34. 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. 35. Community monitoring will follow analytics Multivariate Hits Pages Visits Goals Conversions optimization
    36. 36. Community monitoring will follow analytics Multivariate Hits Pages Visits Goals Conversions optimization Friend Social Referral Purchase count capital power influence ...
    37. 37. Mainstream topic
    38. 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/
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