0
URLs are
the new cookies
(HT: @acroll of http://www.watchingwebsites.com/)




           BarCampLA 7
           May 2, 20...
URLs are the highest
 common denominator

• “Links are the currency of the web
  and traffic is money so these are
  import...
This shit is for realz!
• Facebook users share 28M pieces of content a month
• >18M Facebook users update their status mes...
But it’s incredibly
   hard to track!




Your site analytics are lying to you.



             © 2009 Snowball Factory, I...
But it’s incredibly
   hard to track!

            Not really!




Your site analytics are lying to you.



             ©...
© 2009 Snowball Factory, Inc.
© 2009 Snowball Factory, Inc.
© 2009 Snowball Factory, Inc.
259,439 people via 133 tweets
Source: http://tweetreach.com

                                © 2009 Snowball Factory, Inc.
259,439 people via 133 tweets
Source: http://tweetreach.com

                                © 2009 Snowball Factory, Inc.
Where did they
        come from?
• 50+ unique referring domains
  • Only 59% came from twitter.com
• 37.2% clicks with no...
Page Web vs People Web




        © 2009 Snowball Factory, Inc.
Page Web vs People Web
         <html>


                                 <html>




                  <html>
<html>
     ...
Page Web vs People Web
         <html>


                                 <html>




                  <html>
<html>
     ...
Page Web vs People Web
         <html>


                                 <html>




                  <html>
<html>
     ...
Page Web vs People Web
         <html>


                                 <html>




         Fundamentally Different
    ...
Page Web vs People Web
         <html>


                                 <html>




                  <html>
<html>
     ...
Page Web vs People Web
         <html>

                     Links Endorsements Shares
                        <html>



 ...
Page Web vs People Web
         <html>

                     Links Endorsements Shares
                        <html>



 ...
Page Web vs People Web
         <html>

                     Links Endorsements Shares
                        <html>



 ...
Page Web vs People Web
         <html>

                     Links Endorsements Shares
                        <html>



 ...
Page Web vs People Web
         <html>

                     Links Endorsements Shares
                        <html>



 ...
People Web needs
       new tools
• Page Web
 • Backlinks = Flow of Content
 • Referrers = Flow of Attention
• People Web
...
Capturing Context

• Every share action is rich with
  valuable metadata

  • Who, What, When, Where, Why, How
• There is ...
Social Media as marketing

    Creative




  Call-to-Action




   Landing Page




   Conversion



                   ©...
Social Media as marketing
                                    Compelling content produced/
    Creative                   ...
Social Media as marketing
                                    Compelling content produced/
    Creative                   ...
Social Media as marketing
                                    Compelling content produced/
    Creative                   ...
Social Media as marketing
                                    Compelling content produced/
    Creative                   ...
Thanks!
    http://awe.sm • @awesm
jonathan@jonathanhstrauss.com




           © 2009 Snowball Factory, Inc.
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URLs are the new cookies

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Presentation I gave at BarCampLA 7 on the challenges of tracking traffic generated by social media.

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  • very good thought leadership ppt and very relevant to the ityb.it project for [internet media labs]
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  • The web is a content network that is fragmenting into two sub-networks:
    - Static Web: network nodes = *pages*
    - Social Web: network nodes = *people*
  • The web is a content network that is fragmenting into two sub-networks:
    - Static Web: network nodes = *pages*
    - Social Web: network nodes = *people*
  • The web is a content network that is fragmenting into two sub-networks:
    - Static Web: network nodes = *pages*
    - Social Web: network nodes = *people*
  • The web is a content network that is fragmenting into two sub-networks:
    - Static Web: network nodes = *pages*
    - Social Web: network nodes = *people*
  • The web is a content network that is fragmenting into two sub-networks:
    - Static Web: network nodes = *pages*
    - Social Web: network nodes = *people*
  • The web is a content network that is fragmenting into two sub-networks:
    - Static Web: network nodes = *pages*
    - Social Web: network nodes = *people*
  • The web is a content network that is fragmenting into two sub-networks:
    - Static Web: network nodes = *pages*
    - Social Web: network nodes = *people*
  • The web is a content network that is fragmenting into two sub-networks:
    - Static Web: network nodes = *pages*
    - Social Web: network nodes = *people*
  • The web is a content network that is fragmenting into two sub-networks:
    - Static Web: network nodes = *pages*
    - Social Web: network nodes = *people*
  • The web is a content network that is fragmenting into two sub-networks:
    - Static Web: network nodes = *pages*
    - Social Web: network nodes = *people*
  • The web is a content network that is fragmenting into two sub-networks:
    - Static Web: network nodes = *pages*
    - Social Web: network nodes = *people*
  • The web is a content network that is fragmenting into two sub-networks:
    - Static Web: network nodes = *pages*
    - Social Web: network nodes = *people*
  • The web is a content network that is fragmenting into two sub-networks:
    - Static Web: network nodes = *pages*
    - Social Web: network nodes = *people*
  • The web is a content network that is fragmenting into two sub-networks:
    - Static Web: network nodes = *pages*
    - Social Web: network nodes = *people*
  • The web is a content network that is fragmenting into two sub-networks:
    - Static Web: network nodes = *pages*
    - Social Web: network nodes = *people*
  • Transcript of "URLs are the new cookies"

    1. 1. URLs are the new cookies (HT: @acroll of http://www.watchingwebsites.com/) BarCampLA 7 May 2, 2009 © 2009 Snowball Factory, Inc.
    2. 2. URLs are the highest common denominator • “Links are the currency of the web and traffic is money so these are important trends for our portfolio companies and for everyone who does business on the web.” - Fred Wilson, The Rising Power Of Social Media As A Traffic Driver (3/12/09) © 2009 Snowball Factory, Inc.
    3. 3. This shit is for realz! • Facebook users share 28M pieces of content a month • >18M Facebook users update their status messages ≥1x per day • 8.70% of visits to PerezHilton.com came from Facebook compared to 7.62% from Google the week ending February 20, 2009 • Referrals to video sites in February 2009: • 3.32% from Facebook (+112% Y/Y) • 0.084% from Twitter (+ 41,900% Y/Y) Source: http://newteevee.com/2009/03/06/changing-nature-of-virality-facebook-and-twitter/ © 2009 Snowball Factory, Inc.
    4. 4. But it’s incredibly hard to track! Your site analytics are lying to you. © 2009 Snowball Factory, Inc.
    5. 5. But it’s incredibly hard to track! Not really! Your site analytics are lying to you. © 2009 Snowball Factory, Inc.
    6. 6. © 2009 Snowball Factory, Inc.
    7. 7. © 2009 Snowball Factory, Inc.
    8. 8. © 2009 Snowball Factory, Inc.
    9. 9. 259,439 people via 133 tweets Source: http://tweetreach.com © 2009 Snowball Factory, Inc.
    10. 10. 259,439 people via 133 tweets Source: http://tweetreach.com © 2009 Snowball Factory, Inc.
    11. 11. Where did they come from? • 50+ unique referring domains • Only 59% came from twitter.com • 37.2% clicks with no referrer info • 23.6% from desktop clients • 11.1% from mobile clients • 9.7% from iPhone/iPod Touch © 2009 Snowball Factory, Inc.
    12. 12. Page Web vs People Web © 2009 Snowball Factory, Inc.
    13. 13. Page Web vs People Web <html> <html> <html> <html> <html> <html> <html> <html> © 2009 Snowball Factory, Inc.
    14. 14. Page Web vs People Web <html> <html> <html> <html> <html> <html> <html> <html> © 2009 Snowball Factory, Inc.
    15. 15. Page Web vs People Web <html> <html> <html> <html> <html> <html> <html> <html> © 2009 Snowball Factory, Inc.
    16. 16. Page Web vs People Web <html> <html> Fundamentally Different <html> <html> Network Dynamics <html> <html> <html> <html> © 2009 Snowball Factory, Inc.
    17. 17. Page Web vs People Web <html> <html> <html> <html> <html> <html> <html> <html> © 2009 Snowball Factory, Inc.
    18. 18. Page Web vs People Web <html> Links Endorsements Shares <html> Publishers Consumers Curators <html> <html> <html> PageRank Influence Authority <html> Pull (Search) Push (Comms) <html> Discovery Aggregate Personal Relevance <html> © 2009 Snowball Factory, Inc.
    19. 19. Page Web vs People Web <html> Links Endorsements Shares <html> Publishers Consumers Curators <html> <html> <html> PageRank Influence Authority <html> Pull (Search) Push (Comms) <html> Discovery Aggregate Personal Relevance <html> © 2009 Snowball Factory, Inc.
    20. 20. Page Web vs People Web <html> Links Endorsements Shares <html> Publishers Consumers Curators <html> <html> <html> PageRank Influence Authority <html> Pull (Search) Push (Comms) <html> Discovery Aggregate Personal Relevance <html> © 2009 Snowball Factory, Inc.
    21. 21. Page Web vs People Web <html> Links Endorsements Shares <html> Publishers Consumers Curators <html> <html> <html> PageRank Influence Authority <html> Pull (Search) Push (Comms) <html> Discovery Aggregate Personal Relevance <html> © 2009 Snowball Factory, Inc.
    22. 22. Page Web vs People Web <html> Links Endorsements Shares <html> Publishers Consumers Curators <html> <html> <html> PageRank Influence Authority <html> Pull (Search) Push (Comms) <html> Discovery Aggregate Personal Relevance <html> © 2009 Snowball Factory, Inc.
    23. 23. People Web needs new tools • Page Web • Backlinks = Flow of Content • Referrers = Flow of Attention • People Web • Share channels are opaque • Referrers are useless © 2009 Snowball Factory, Inc.
    24. 24. Capturing Context • Every share action is rich with valuable metadata • Who, What, When, Where, Why, How • There is a unique opportunity to capture it at the point of sharing • Add value by encoding it in a standardized structured form © 2009 Snowball Factory, Inc.
    25. 25. Social Media as marketing Creative Call-to-Action Landing Page Conversion © 2009 Snowball Factory, Inc.
    26. 26. Social Media as marketing Compelling content produced/ Creative published within existing social media services Links in content description back to Call-to-Action Branded Site Contextually relevant page on Landing Page Branded Site • Branded Site Traffic • Content Interactions Conversion • Subscription Actions • Buzz © 2009 Snowball Factory, Inc.
    27. 27. Social Media as marketing Compelling content produced/ Creative published within existing social media services Links in content description back to Call-to-Action Branded Site Contextually relevant page on Landing Page Branded Site • Branded Site Traffic • Content Interactions Conversion • Subscription Actions • Buzz © 2009 Snowball Factory, Inc.
    28. 28. Social Media as marketing Compelling content produced/ Creative published within existing social media services Links in content description back to Call-to-Action Branded Site Contextually relevant page on Landing Page Branded Site • Branded Site Traffic • Content Interactions Conversion • Subscription Actions • Buzz © 2009 Snowball Factory, Inc.
    29. 29. Social Media as marketing Compelling content produced/ Creative published within existing social media services Links in content description back to Call-to-Action Branded Site Contextually relevant page on Landing Page Branded Site • Branded Site Traffic • Content Interactions Conversion • Subscription Actions • Buzz © 2009 Snowball Factory, Inc.
    30. 30. Thanks! http://awe.sm • @awesm jonathan@jonathanhstrauss.com © 2009 Snowball Factory, Inc.
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