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Musestorm Widget Analytics & Metrics 2008

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Talk given by Ori Soen, CEO of MuseStorm at eMetrics Conference, May 2008

Talk given by Ori Soen, CEO of MuseStorm at eMetrics Conference, May 2008

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  • 1. eMetrics 2008 Tracking Widgets and Feeds:Measuring Distributed Content Ori Soen, CEO, MuseStorm
  • 2. Who is MuseStorm
    • End-to-end Engagement Platform offering
      • Complete widget / social application production studio
      • Widget serving
      • Unified analytics across distribution channels
    • Used by leading marketers, agencies and publishers
  • 3. What’s on the Menu Today
    • 5 Types of Widgets
    • 2 Types of Widget Purposes
    • 2 Types of Widget Timelines
    • Measurement Guidelines
  • 4. 5 Types of Widgets Flash Web Widgets ≠ Social Applications
  • 5. Flash Web Widgets
    • Flash Based (stay away from JS)
    • Can go anywhere (blogs, SN, start pages, web pages)
    • Full creative / brand control
    • Enable complex functionality (e.g. games)
    • But – standalone within social networks, no access to friendlist, newsfeed, etc – NOT SOCIAL
  • 6. Social Applications
    • Based on HTML/JS native formats (e.g. FBML)
    • Provide access to a user’s social profile
      • Friend list
      • News feed
      • Demographics data
    • Utilize SN style sheet to be successful
      • Branding is more subtle
    • Engagement and Interaction are key
    • … The future of widgets
  • 7. Mobile Widgets
    • Emerging category
      • iPhone webapps , native widgets / applications
      • Nokia widsets
      • Google Android
      • Yahoo! Mobile Widgets
    • Keep a close eye on the category, it’s about to explode
  • 8. Start Page Widgets
    • HTML/JS or Flash based
    • Live within start pages
      • iGoogle
      • Netvibes
      • PageFlakes
      • Live
    • For personal use
    • Very limited viral distribution
    • Relevancy is king
  • 9. Desktop Widgets
    • Run on top of 3 rd party widget engines
      • Google Desktop Gadgets
      • Yahoo Desktop Widgets
      • Mac Dashboard
      • Vista Gadgets
    • Limited distribution due to need for 2 installs
    • Constant presence on desktop = high visibility
  • 10. 2 Types of Widget Purposes
    • Mini Sites
      • Provide full featured experience via widget
      • No expectation to drive traffic out
      • Measure success by engagement rate
      • Works well with Social networks
    • Traffic Drivers
      • Provide headlines / partial content
      • Branding value
      • Measure success by clickthrough rate
  • 11. 2 Types of Widget Timelines
    • Short term campaigns
      • Launched to accompany a campaign (e.g. album rollout)
      • Usually provides rich media around brand/campaign
      • Important question: what happens when campaign is over?
    • Long term relationship generators
      • Launched to generate user interaction and interest over time
      • A live, rich media channel into a user’s page
      • Important question: how to manage ongoing relationship
  • 12. Measuring Web Widgets
    • Widget Grabs
    • Widget Placements
    • Impressions
    • Unique Users
    • Geo-location
    • Viral Velocity
    • Viral Hotspots
    • Clickthroughs
    • Total interactions
    • Component based interactions
    • Per-component interaction breakdown
    • Do you really care about “clicks”?
    Distribution Engagement
  • 13. Measuring Social Applications
    • Installs
    • Un-installs
    • Active users (not impressions!)
    • Unique Users
    • Geo-location
    • Viral Velocity
    • Clickthroughs
    • Activity level
    • Total interactions
    • Component based interactions
    • Per-component interaction breakdown
    • Demographics
    • Social Graph
    Distribution Engagement Social Data
  • 14. Where to Focus
    • Mini-sites
      • Engagement
      • Demographics
      • Social Graph
    • Traffic Drivers
      • Clickthroughs
      • Impressions
    • Short Term
      • Viral Velocity
      • Impressions
      • Unique users
    • Long Term
      • Engagement
      • Activity level
      • Demographics
    Widget Purpose Widget Timelines
  • 15. Contact Info
    • Ori Soen
    • Founder & CEO
    • [email_address]
    • 650.302.4439
    • Marcia Kadanoff
    • VP of Marketing
    • [email_address]
    • 650.270.4309
  • 16. Thank you. The professional way to widget