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eMetrics 2008 Tracking Widgets and Feeds:Measuring Distributed Content Ori Soen, CEO, MuseStorm
Who is MuseStorm <ul><li>End-to-end Engagement Platform offering </li></ul><ul><ul><li>Complete widget / social applicatio...
What’s on the Menu Today <ul><li>5 Types of Widgets </li></ul><ul><li>2 Types of Widget Purposes </li></ul><ul><li>2 Types...
5 Types of Widgets Flash Web Widgets  ≠  Social Applications
Flash Web Widgets <ul><li>Flash Based (stay away from JS) </li></ul><ul><li>Can go anywhere (blogs, SN, start pages, web p...
Social Applications <ul><li>Based on HTML/JS native formats (e.g. FBML) </li></ul><ul><li>Provide access to a user’s socia...
Mobile Widgets <ul><li>Emerging category </li></ul><ul><ul><li>iPhone webapps , native widgets / applications </li></ul></...
Start Page Widgets <ul><li>HTML/JS or Flash based </li></ul><ul><li>Live within start pages </li></ul><ul><ul><li>iGoogle ...
Desktop Widgets <ul><li>Run on top of 3 rd  party widget engines </li></ul><ul><ul><li>Google Desktop Gadgets </li></ul></...
2 Types of Widget Purposes <ul><li>Mini Sites  </li></ul><ul><ul><li>Provide full featured experience via widget </li></ul...
2 Types of Widget Timelines <ul><li>Short term campaigns  </li></ul><ul><ul><li>Launched to accompany a campaign (e.g. alb...
Measuring Web Widgets <ul><li>Widget Grabs </li></ul><ul><li>Widget Placements  </li></ul><ul><li>Impressions </li></ul><u...
Measuring Social Applications <ul><li>Installs </li></ul><ul><li>Un-installs </li></ul><ul><li>Active users (not impressio...
Where to Focus  <ul><li>Mini-sites </li></ul><ul><ul><li>Engagement </li></ul></ul><ul><ul><li>Demographics </li></ul></ul...
Contact Info <ul><li>Ori Soen </li></ul><ul><li>Founder & CEO </li></ul><ul><li>[email_address] </li></ul><ul><li>650.302....
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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

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Transcript of "Musestorm Widget Analytics & Metrics 2008"

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