National Geographic - Omniture Cafe 6/11/09
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National Geographic - Omniture Cafe 6/11/09

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National Geographic's presents social media tracking, reporting, and analysis using Omniture.

National Geographic's presents social media tracking, reporting, and analysis using Omniture.

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National Geographic - Omniture Cafe 6/11/09 National Geographic - Omniture Cafe 6/11/09 Presentation Transcript

  • About Me • Curre ntly Manag e r o f We b Analytic s at Natio nal Ge o g raphic • 5 ye ars o f Omniture e xpe rie nc e • Omniture Ce rtifie d Pro fe s s io nal: Imple me ntatio n • Pre s e nte r at Omniture S ummit 2008 • 11 to tal ye ars o f we b analytic s e xpe rie nc e • 8 ye ars S EM and S EO e xpe rie nc e • Wo rke d with the Re d Cro s s , ACLU, CARE, WWF, Pe w , S allie Mae , Chris tian Childre n ’s Fund , e tc • Pro ud fathe r o f 4 Follow me at twitter.com/tedmcdonald
  • What Is Social Media? Definitions (found on social media sites): Social media is content created by people using highly accessible and scalable publishing technologies. - from Wikipedia “Social Media is a catch-all term to describe all forms of digitally enabled peer-to-peer environments.” - from Scribd “A group of media producers that is primarily it's own audience.” - from Flickr “I’m often asked what is web 2.0 and the explanation I find easiest to give is that web 2.0 refers to web based platforms that have been developed to make sharing information, communicating and working together easier.” - from Yahoo! Answers
  • Everybody defines it differently! • Ben Parr: “ the use of electronic and Internet tools for the purpose of sharing and discussing inform … ation and experiences w other hum ith an beings in m efficient w ore ays” • Anthony M ayfield: “ a group of newkinds of online m … edia, which share m or all of the follow characteristics: 1) Participation … 2) Openness ost ing … 3) Conversation … 4) Com unity … 5) Connectedness” m • Clay Shirky: “ stuff that gets spam ed” … m • Robert Scoble: “ Internet m … edia that has the ability to interact w it in som w ith e ay” • Brian Solis: “ put the pow of m … er edia into the hands of the people, w hich transform content consum into content producers” “ ed ers or Social M edia is the dem ocratization of inform ation, transform people fromcontent readers into publishers. It is the shift from a broadcast m ing echanism to a m any- to-m any m odel, rooted in conversations betw een authors, people, and peers.” (see below ) • Conan O’ Brien: “ In the year 3000 YouTube, Tw … itter & Facebook w m ill erge into one super tim asting w e-w ebsite called YouTw itFace.” • Chris Heuer: “ redefining howw relate to each other as hum … e ans and howw as hum e ans relate to the organizations that serve us” • Joseph Thornley: “ online com unications in w … m hich individuals shift fluidly and flexibly betw een the role of audience and author” • David M eerm Scott: “ online m an … edia w a participatory or interactive com ith ponent” • Ike Pigott: “ strange brewof Technology + People + Organization + Freedom … ” • Deirdre Breakenridge (PR 2.0, FT Press 2008, xviii): “ anything that uses the Internet to facilitate conversations betw … een people” • Robert Berkm (The Art of Strateg Listening, Param an ic ount, 10): “ Blogs, w ikis, digital videos or any other kind of textual or m ultim edia form of s m edia and typically generated by ordinary consum ers” • Beth Kanter: “ a w of using the Internet to instantly collaborate, share inform … ay ation, or have a conversation ideas or causes w care about” e • Daniel Nations: “ a social instrum of com unication” … ent m • Eric Karjaluoto: “ m … edia that users can easily participate in and contribute to” • Louis Gray: “ a loose termthat largely relies on user generated content” … •M arta Kagan: “ people having conversations online” … • Sarah W orsham “ it’ about the shared m : … s eaning you create w your custom as you interact w themand they w each other” ith ers ith ith • M Dykem “ the m ark an: … eans for any person to:  publish digital creative content; provide and obtain real-tim feedback via on-line discussions, e com entary, and evaluations; and incorporate changes or corrections to the original content” m • Ashw Dhagam ar and Sandeep Arora: “ allow people to participate using M ini w … s edia (text, audio, video, pictures) instantly. Social M edia is the story about people participation on a scale never seen before. Social M edia is the fusion of technology and social behavior” • Toby Beresford: “ editorless content prioritised by popularity” … • Jeff Jarvis: “ Play is social. M edia is play. Social m edia is fun” • Susan B. Barnes (Understanding Social M edia fromthe M edia Ecology Perspective): “ interpersonal m … edia. It supports the sharing of personal exchanges in newand unique w ays” • Bonnye E. Stuart, M arilyn S. Sarow Laurence Stuart (Integrated Business Com unication in a Global M , m arketplace): “ a term applied to digital … m edia that enable custom to control content” ers •W ayne Kurtzm “ an: Social m edia is the use m edia, including and not lim ited to text, video, audio and docum ents w ithin com unities w m here users can opt to consum or generate content.” e • M Sm “ arc ith: Collective Goods produced through Com puter-M ediated Collective Action” .
  • Posted by Benedikt Koehler on Flickr
  • What is Social Media…to National Geographic? Initial challenge: Report social media traffic in Omniture SiteCatalyst as a category. Standard reports like Referring Domains and Search Engines make that tricky: • Visits and visitors not available by default • Can’t determine effect on conversion metrics like orders and page view events • Tracking codes used on sites reported separately
  • Unifie d S o urc e s VIS TA rule
  • Unifie d S o urc e s VIS TA rule Use Unified Sources VISTA rule to report all sources of traffic into one campaign code report:
  • Unifie d S o urc e s VIS TA rule Use SAINT to classify those sources of traffic into meaningful categories:
  • What Does That Get Us? Percent of total visits by referrer category:
  • What Does That Get Us? Traffic trends by referrer category: M-08 J-08 J-08 A-08 S-08 O-08 N-08 D-08 J-09 F-09 M-09 A-09 M-09 Social Media Pay-per-click Ads Display Advertising May ’09 change from May ‘08 Social Media + 36% Pay-per-click Ads - 49% Display Advertising + 128%
  • What Does That Get Us? Pages per visit by referrer category: 13.6 10.0 10.0 8.1 7.7 7.1 7.0 4.2 NG.com NG Email Pay-per-click Organic Display NG Vanity Other Social Media Average Ads Search Advertising URLs Websites
  • Unified Sources and SAINT tips 1. S tart with Re fe rre r Cate g o rie s and Ke y Re fe rre rs Ke y Re fe rre rs Re fe rre r Cate g o rie s fo r NG • Go o g le Org anic S e arc h • Org anic S e arc h • Go o g le pay -pe r-c lic k ads • Othe r (we bs ite s ) • Mic ro s o ft Org anic S e arc h • S o c ial Me dia • Dig g • Pay -pe r-c lic k ads • Go o g le Imag e s • Dis play Adve rtis ing • S tumble Upo n • NG Email • Fac e bo o k • NG Vanity URLs • NG e mail: Pho to • NG e mail: We e kly Ne ws • Twitte r • linkto le arning .c o m • Blo g s po t blo g s • Wo rdpre s s blo g s 2. Us e Ke y Re fe rre rs to lump to g e the r s ubdo mains and trac king c o de s • we have 7000 s ubdo mains o n re c o rd fo r S tumble Upo n • 2000 fo r Tumblr •many ins tanc e s o f s e ve ral hundre d s ubdo mains (Wikipe dia , Ning , Ne ws vine , e tc )
  • Unified Sources and SAINT tips 3. Us e additio nal c las s ific atio ns to c re ate diffe re nt ways o f lo o king at the data . NG’s o the r c ate g o rie s : • Channe l • Me dia Type • Campaig n Type • Pro mo tio n • S o c ial Me dia s ite 4. Do n 't g o c las s ific atio n c razy . Only c las s ify if yo u ne e d the data o n a re g ular bas is . 5. Us e a s tandard naming c o nve ntio n fo r all yo ur trac king c o de s . 6. Clas s ify what yo u c an in advanc e . 7. Us e a s ing le file fo r all re po rt s uite s , if po s s ible .
  • Unified Sources and SAINT tips 8. Do n 't fe e l that yo u have to c las s ify all s o urc e s into e ve ry c ate g o ry 9. Eve rything that c an 't c ate g o rize into a to p re fe rre r like o rg anic s e arc h , s o c ial me dia , e mail, o r adve rtis ing , plac e in a c ate g o ry c alle d quot; Othe r.quot; - Diffe re ntiate s the value s fro m quot; No ne quot; - Eas ily e xpo rt a S AINT file witho ut “Othe r” value s by filte ring Re fe rre r Cate g o rie s fo r *i* 10. Us e FTP to e as ily update all re po rt s uite s at o nc e and ke e p trac k o f pro c e s s e d file s . 11. S ubre late the unifie d s o urc e s re po rt and the “No ne ” value o f the Re fe rre r Cate g o ry re po rt to ke e p trac k o f ne w re fe rre rs that ne e d to be c las s ifie d . Us e a bo o kmark to the re po rt by e mail. 12. Co ns ide r us ing IF s tate me nts in Exc e l to auto matic ally po pulate c e lls in a S AINT file fo r ne w re fe rre rs .
  • Can the social media category be broken down further? What s ho uld the c ate g o rie s be ? Whic h s ite s be lo ng whe re ?
  • Ove rkill
  • Unde rkill (s o rry g uys )
  • Can the social media category be broken down further? Jus t Rig ht
  • National Geographic’s categories of social media Social News Sites (25 Social Bookmarking Sites sites) (5) • Digg • StumbleUpon • Reddit • Delicious • Twitter • Meneame.net • Slashdot • Propeller.com Social Social Knowledge (5) Networking (33) • Wikipedia • Facebook • Yahoo Answers • MySpace • Squidoo • Orkut • Ask Metafilter • Care2 Social Media Sharing (7) • YouTube • Flickr • Tumblr • DeviantArt
  • National Geographic’s categories of social media Pages per visit by social media subcategories 8.2 6.1 4.4 3.7 1.7 Social knowledge Social networking Social news Social bookmarking Social media sharing
  • What topics interest social media visitors? Entry section by Referrer Category 55% 18% 12% 11% 11% 10% 9% 7% 6% 7% 6% 4% 2% 1% 1% 1% News NG Magazine NG Channel Photography Animals HomePage Travel & Kids Cultures Social Media visits Other visits
  • What topics interest social media visitors? Page views by Referrer Category 26% 26% 21% 21% 22% 8% 7% 6% 6% 5% 5% 4% 2% 3% 2% 1% News NG Channel NG Magazine Video Photography Kids Animals Science Social Media visits Other visits
  • What topics interest social media visitors?
  • What topics interest social media visitors?
  • What topics interest social media visitors?
  • What topics interest social media visitors?
  • What topics interest social media visitors?
  • What topics interest social media visitors?
  • What topics interest social media visitors?
  • What topics interest social media visitors?
  • What types of content interest social media visitors? Social Media visits Other visits
  • Omniture Survey can be used to learn even more Dig g re c e ntly anno unc e d Dig g Ads - ads de s c ribe d as s po ns o re d c o nte nt that will lo o k and fe e l s imilar to re g ular Dig g c o nte nt, but are c le arly marke d as s po ns o re d . What type s o f c o nte nt pro mo te d by Natio nal Ge o g raphic wo uld yo u like ly vis it o r dig up ? Artic le s 28% NG Films 7% Pho to s 39% Channe l s ho ws 7% Vide o s 18% Ag e : Unde r 18 5% 18-24 40% 25-34 34% 35-44 13% 45-54 4% 55-64 3% 65+ 1% Ge nde r: Fe male 12% Male 88%
  • The long tail… • 18,000+ pages have attracted traffic directly from social media sites YTD • 10 pages accounted for 20% of those visits • 100 pages accounted for 60% of the visits
  • Is NG re ac hing s o c ial me dia vis ito rs inte rnatio nally ?
  • Is NG re ac hing s o c ial me dia vis ito rs inte rnatio nally ? Social Media visits Other visits
  • The Big Que s tio n Social Media traffic Questions about its revenue potential
  • Re lative value o f a S o c ial Me dia vis it Visit Value by Referrer Category 578 501 Ad $ Index Order Index 192 126 134 109 115 100 100 97 89 91 78 78 47 40 43 5 Average Organic None Other Social Pay-per- NG Email Display NG Vanity visitor Search Media click Ads Advertising URLs
  • Re lative value o f a S o c ial Me dia vis it Visit Value by Social Media subcategory 52 41 35 Ad $ Index 27 Order Index 21 19 12 10 2 2 Social news Social bookmarking Social networking Social knowledge Social media sharing
  • Re lative value o f a S o c ial Me dia vis it Visit Value by Social Media Key Referrer 86 54 Ad $ Index 44 Order Index 42 36 36 27 25 21 22 21 18 16 14 9 1 1 1 StumbleUpon Digg Facebook Reddit.com Wikipedia YouTube Twitter Delicious Flickr
  • Wo w , are S o c ial Me dia vis its re ally that wo rthle s s ?
  • Take aways • Enable conversion metrics and classifications on your referrers data by using the Unified Sources VISTA rule. • Us e S AINT to c ate g o rize the Unifie d S o urc e s data . • Us e NG’s Re fe rre r Cate g o rie s as a s tarting po int. • Me dia s ite s s ho uld c o ns ide r us ing the s ite s e c tio n valuatio n VIS TA rule to uplo ad e s timate d CPMs fo r e ac h s ite s e c tio n into Omniture • Pe o ple lo ve linking to c o o l pho to s . • mpare d to o the r s o c ial me dia s ite s , s o c ial ne ws and s o c ial bo o kmarking s ite s are g re at Co fo r traffic but po o r fo r e ng ag e me nt. •Vis ito rs fro m s o c ial me dia s ite s o ve rall are no t as e ng ag e d as the ave rag e vis ito r. •S o c ial me dia vis ito rs c an , ho we ve r, trig g e r a do mino e ffe c t o n o the r s o c ial me dia platfo rms .