eMetrics 2008 Tracking Widgets and Feeds:Measuring Distributed Content Ori Soen, CEO, MuseStorm

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

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

What’s on the Menu Today 5 Types of Widgets 2 Types of Widget Purposes 2 Types of Widget Timelines Measurement Guidelines

5 Types of Widgets

2 Types of Widget Purposes

2 Types of Widget Timelines

Measurement Guidelines

5 Types of Widgets Flash Web Widgets ≠ Social Applications

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

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

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

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

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

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

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

HTML/JS or Flash based

Live within start pages

iGoogle

Netvibes

PageFlakes

Live

For personal use

Very limited viral distribution

Relevancy is king

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

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

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

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

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

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

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

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”?

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

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

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

Mini-sites

Engagement

Demographics

Social Graph

Traffic Drivers

Clickthroughs

Impressions

Short Term

Viral Velocity

Impressions

Unique users

Long Term

Engagement

Activity level

Demographics

Contact Info Ori Soen Founder & CEO [email_address] 650.302.4439 Marcia Kadanoff VP of Marketing [email_address] 650.270.4309

Ori Soen

Founder & CEO

[email_address]

650.302.4439

Marcia Kadanoff

VP of Marketing

[email_address]

650.270.4309

Thank you. The professional way to widget