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Applied Communilytics (In a Nutshell)
 

Applied Communilytics (In a Nutshell)

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Last year, at PCTO09, we took a look at various tools used to monitor social media platforms. This year, we're going to cover how those tools are applied to every day social media campaigns.

Last year, at PCTO09, we took a look at various tools used to monitor social media platforms. This year, we're going to cover how those tools are applied to every day social media campaigns.

More info here: http://speakerrate.com/talks/2122

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  • In july, we released a book with O&#x2019;Reilly called complete monitoring. <br /> It&#x2019;s different than other ORLY books in that it&#x2019;s not concentrated on a programming language <br /> but business outcomes instead.
  • Don&#x2019;t be turned off by the &#x201C;monetization&#x201D; here. We think there are three kinds of online capital you can generate. Even if you&#x2019;re a nonprofit, or a school, or someone without monetary intent, you have goals in the other two economies: Attention and Reputation. And these can be measured, and optimized, in the same way as money.
  • In addition to communities and competitors, there are lots of factors -- what people did, how they did it, whether they could do it, and why they did it. We&#x2019;ve already looked the first two; now, let&#x2019;s look at the rest.
  • We&#x2019;re going to start with analytics, because it&#x2019;s the &#x201C;R&#x201D; in &#x201C;ROI&#x201D;. Everything else you do -- blogging, making offers, buying new machines -- is an investment. But the return is the part that keeps score.
  • Every business has a goal hidden inside it.
  • Amazon: what do they want you to do?
  • Maximize your shopping cart size
  • They&#x2019;re a transactional site. They make money when people complete a process, usually involving a purchase or subscription.
  • But Amazon also wants you to leave reviews
  • And add something to a wishlist
  • These are forms of collaboration, where communities create content.
  • What about another kind of site. What does gmail want you to do?
  • GMail is first and foremost a SaaS site. It wants you to be productive, so you can get work done and keep using the system. A paid SaaS site is the same thing.
  • Of course, GMail is also another kind of site -- a media site. That&#x2019;s an ad up there.
  • Media sites want you to click on targeted advertising.
  • Analytics is about measuring.
  • Here&#x2019;s the simplest possible analytics model.
  • Here&#x2019;s the simplest possible analytics model.
  • Here&#x2019;s the simplest possible analytics model.
  • Here&#x2019;s the simplest possible analytics model.
  • Here&#x2019;s the simplest possible analytics model.
  • Here&#x2019;s the simplest possible analytics model.
  • Here&#x2019;s the simplest possible analytics model.
  • Here&#x2019;s the simplest possible analytics model.
  • Here&#x2019;s the simplest possible analytics model.
  • Here&#x2019;s the simplest possible analytics model.
  • Here&#x2019;s the simplest possible analytics model.
  • This is a &#x201C;funnel&#x201D; -- the usual way to visualize the conversion of web visitors to folks who do what you want them to.
  • For example, the number of people who come to a site, but then leave right away, is called the Bounce Rate.
  • For example, the number of people who come to a site, but then leave right away, is called the Bounce Rate.
  • For example, the number of people who come to a site, but then leave right away, is called the Bounce Rate.
  • For example, the number of people who come to a site, but then leave right away, is called the Bounce Rate.
  • For example, the number of people who come to a site, but then leave right away, is called the Bounce Rate.
  • For example, the number of people who come to a site, but then leave right away, is called the Bounce Rate.
  • For example, the number of people who come to a site, but then leave right away, is called the Bounce Rate.
  • For example, the number of people who come to a site, but then leave right away, is called the Bounce Rate.
  • For example, the number of people who come to a site, but then leave right away, is called the Bounce Rate.
  • For example, the number of people who come to a site, but then leave right away, is called the Bounce Rate.
  • For example, the number of people who come to a site, but then leave right away, is called the Bounce Rate.
  • In addition to bounce rate,
  • There are KPIs for shopping cart abandonment
  • Okay. So that was analytics. What about the other things -- such as usability?
  • It&#x2019;s one thing to know what people did on your site. But often you want to know how they did it -- did they click on the red button or the blue text? Did they scroll all the way down?
  • Here are some of them. They&#x2019;ve been doing this much longer than you have.
  • Companies like Expedia, Travelocity, and Priceline had problems with abandonment. <br /> Visitors would search for a hotel, find one they liked, check rates and availability&#x2014;and then leave. <br /> The sites tried offering discounts, changing layouts, modifying the text, and more. Nothing.
  • One more to look at: performability. While you might thing performance and availability doesn&#x2019;t affect you, you should think again. Recent research shows that the latency of a web page can change business outcomes dramatically.
  • All of this analytics is good. But it&#x2019;s only half of the job of web monitoring. Because try as you might, websites have a problem.
  • This is a scary one and a true. If you haven&#x2019;t heard, sitemeter took down every single website that were a client of theirs. If you were on IE and wanted to access sites like TechCrunch, Gizmodo and so on, you were out of luck in August, because the code crashed the browser. <br /> <br /> Think about it - your site isn&#x2019;t just vulnerable to whatever goofy code your development team throws at the Internet, it&#x2019;s also vulnerable to your very own web analytics tracking codes! <br /> <br /> This would take hours of troubleshooting to reveal without synthetic monitoring - or one simply alert would be triggered with the proper tools in place. <br /> <br /> I don&#x2019;t mean to pick on SiteMeter btw, I&#x2019;m sure they have a great service - but these types of errors can kill substantial amounts of revenue until you catch it.
  • One more to look at: performability. While you might thing performance and availability doesn&#x2019;t affect you, you should think again. Recent research shows that the latency of a web page can change business outcomes dramatically.
  • Communilytics is the act of measuring the acquisition, mobilization, contagion and outcomes of your online communities, whether on your own platform or someone elses. <br /> <br /> We don&#x2019;t know if this term has been coined yet &#x2013; if not, then I guess we just did.
  • Accounting and optimization analytics combine help you understand the different stages of engagement of your community. The levels of engagement can be broken down into four stages: <br /> <br /> &#x2022;Acquisition (growing or infiltrating communities) <br /> &#x2022;Reach (talking to communities) <br /> &#x2022;Virality (being talked about by communities) <br /> &#x2022;Outcomes (making your communities do stuff you want them to)
  • The act of acquisition involves being noticed by as many of those minions as possible. We all have a community potential &#x2013; a percentage of a community that is likely to follow us based on our interests and generated contents. The folks that work at Twitter have 100,000s followers on Twitter, for example &#x2013; but that number may be hard to translate on another network like Facebook for example, where the Zuckerberg family&#x2019;s potential is much larger. Acquisition is usually measured in follower count.
  • Once you&#x2019;ve acquired a certain amount of users the next important step is your community&#x2019;s reach. Your community&#x2019;s reach is equal to the potential impressions that they have. In other words, it&#x2019;s the sum total of community&#x2019;s follower count on immediate social networks and beyond.
  • Virality is the measure of your community&#x2019;s average viral coefficient, which is just a big word that means &#x201C;how likely your community is to get their messages picked up and passed on by others&#x201D;. If you&#x2019;re familiar with twitter, this is like measuring a retweet. After all, Retweeting is just a new, more effective form of banner advertisement.
  • Outcomes take into consideration all of the above to measure how many desired outcomes your community fulfills as a result.
  • We use accounting analytics to to understand where we are today, where we were yesterday, in the hopes that you know where you&#x2019;re going. We generate reports on segments, business metrics, and other things the accountants want to see. This tends to be used for budgeting, capacity planning, and stuff like that. Accounting analytics doesn&#x2019;t try to produce a change. It doesn&#x2019;t have an opinion. On Twitter, Tweetcounter would show you followers over a large timeframe.
  • A good example accounting analytics report
  • Optimization analytics is about making things better. It has hypotheses, which you want to try out. You&#x2019;ll often use the words &#x201C;more&#x201D; or &#x201C;less&#x201D; when talking optimization. You&#x2019;ll look at what makes people: <br /> &#x2022;Clickthrough more often <br /> &#x2022;Talk about you more often <br /> &#x2022;Talk positively about you more <br /> &#x2022;Talk less smack about you <br /> &#x2022;Talk less about your competitors <br /> &#x2022;Require less effort to be convinced to purchase stuff
  • A great example of optimization is Huffington Posts&#x2019; use of multiple headlines to test the inherent virality of headlines.
  • There are other things that happen before the visitors come to the site, we see that there are many other factors that form what we call a &#x201C;long funnel.&#x201D; They&#x2019;re all part of a campaign. <br /> For example... (clicks) <br /> What should we track for communities? That&#x2019;s communilytics.
  • There are other things that happen before the visitors come to the site, we see that there are many other factors that form what we call a &#x201C;long funnel.&#x201D; They&#x2019;re all part of a campaign. <br /> For example... (clicks) <br /> What should we track for communities? That&#x2019;s communilytics.
  • There are other things that happen before the visitors come to the site, we see that there are many other factors that form what we call a &#x201C;long funnel.&#x201D; They&#x2019;re all part of a campaign. <br /> For example... (clicks) <br /> What should we track for communities? That&#x2019;s communilytics.
  • There are other things that happen before the visitors come to the site, we see that there are many other factors that form what we call a &#x201C;long funnel.&#x201D; They&#x2019;re all part of a campaign. <br /> For example... (clicks) <br /> What should we track for communities? That&#x2019;s communilytics.
  • There are other things that happen before the visitors come to the site, we see that there are many other factors that form what we call a &#x201C;long funnel.&#x201D; They&#x2019;re all part of a campaign. <br /> For example... (clicks) <br /> What should we track for communities? That&#x2019;s communilytics.
  • ALISTAIR START <br /> Consider two key attributes of your community&#x2019;s members: Followers and reach. Followers is &#x201C;naive&#x201D; popularity; Reach is their ability to deliver the goods.
  • But it&#x2019;s not this simple. In addition to followers, we have to consider reach. In a Twitter model, for example, each community member may amplify things. I&#x2019;m much more likely to amplify certain people than others.
  • But it&#x2019;s not this simple. In addition to followers, we have to consider reach. In a Twitter model, for example, each community member may amplify things. I&#x2019;m much more likely to amplify certain people than others.
  • But it&#x2019;s not this simple. In addition to followers, we have to consider reach. In a Twitter model, for example, each community member may amplify things. I&#x2019;m much more likely to amplify certain people than others.
  • But it&#x2019;s not this simple. In addition to followers, we have to consider reach. In a Twitter model, for example, each community member may amplify things. I&#x2019;m much more likely to amplify certain people than others.
  • But it&#x2019;s not this simple. In addition to followers, we have to consider reach. In a Twitter model, for example, each community member may amplify things. I&#x2019;m much more likely to amplify certain people than others.
  • But it&#x2019;s not this simple. In addition to followers, we have to consider reach. In a Twitter model, for example, each community member may amplify things. I&#x2019;m much more likely to amplify certain people than others.
  • But it&#x2019;s not this simple. In addition to followers, we have to consider reach. In a Twitter model, for example, each community member may amplify things. I&#x2019;m much more likely to amplify certain people than others.
  • But it&#x2019;s not this simple. In addition to followers, we have to consider reach. In a Twitter model, for example, each community member may amplify things. I&#x2019;m much more likely to amplify certain people than others.
  • But it&#x2019;s not this simple. In addition to followers, we have to consider reach. In a Twitter model, for example, each community member may amplify things. I&#x2019;m much more likely to amplify certain people than others.
  • But it&#x2019;s not this simple. In addition to followers, we have to consider reach. In a Twitter model, for example, each community member may amplify things. I&#x2019;m much more likely to amplify certain people than others.
  • But it&#x2019;s not this simple. In addition to followers, we have to consider reach. In a Twitter model, for example, each community member may amplify things. I&#x2019;m much more likely to amplify certain people than others.
  • But it&#x2019;s not this simple. In addition to followers, we have to consider reach. In a Twitter model, for example, each community member may amplify things. I&#x2019;m much more likely to amplify certain people than others.
  • But it&#x2019;s not this simple. In addition to followers, we have to consider reach. In a Twitter model, for example, each community member may amplify things. I&#x2019;m much more likely to amplify certain people than others.
  • But it&#x2019;s not this simple. In addition to followers, we have to consider reach. In a Twitter model, for example, each community member may amplify things. I&#x2019;m much more likely to amplify certain people than others.
  • But it&#x2019;s not this simple. In addition to followers, we have to consider reach. In a Twitter model, for example, each community member may amplify things. I&#x2019;m much more likely to amplify certain people than others.
  • But it&#x2019;s not this simple. In addition to followers, we have to consider reach. In a Twitter model, for example, each community member may amplify things. I&#x2019;m much more likely to amplify certain people than others.
  • But it&#x2019;s not this simple. In addition to followers, we have to consider reach. In a Twitter model, for example, each community member may amplify things. I&#x2019;m much more likely to amplify certain people than others.
  • But it&#x2019;s not this simple. In addition to followers, we have to consider reach. In a Twitter model, for example, each community member may amplify things. I&#x2019;m much more likely to amplify certain people than others.
  • (If you think this isn&#x2019;t the case, then ask: Why is Twitter formalizing Retweets? Simple -- this is how you calculate Pagerank for people, which you can then monetize. And why )
  • Let&#x2019;s talk for a minute about what a community might do.
  • It might spread a message to others
  • If that message is popular and interesting, it will amplify itself
  • It might accomplish a goal you want it to achieve
  • It might accomplish a goal you want it to achieve
  • It might accomplish a goal you want it to achieve
  • It might accomplish a goal you want it to achieve
  • It might accomplish a goal you want it to achieve
  • It might accomplish a goal you want it to achieve
  • The goal might even be to help other people become community members (enrolling, subscribing, and so on)
  • The goal might even be to help other people become community members (enrolling, subscribing, and so on)
  • The goal might even be to help other people become community members (enrolling, subscribing, and so on)
  • The goal might even be to help other people become community members (enrolling, subscribing, and so on)
  • Well, each of those users has a chance of turning their impression into a goal conversion.
  • Putting all of this together, we can start to imagine a communilytics funnel that reaches far beyond traditional web funnels, and incorporates measures of spread, amplification, and reach.
  • Putting all of this together, we can start to imagine a communilytics funnel that reaches far beyond traditional web funnels, and incorporates measures of spread, amplification, and reach.
  • Putting all of this together, we can start to imagine a communilytics funnel that reaches far beyond traditional web funnels, and incorporates measures of spread, amplification, and reach.
  • Putting all of this together, we can start to imagine a communilytics funnel that reaches far beyond traditional web funnels, and incorporates measures of spread, amplification, and reach.
  • While you&#x2019;re watching communities to see what they say about you, you may as well see what they&#x2019;re saying about your competitors.
  • For example, a community you want to spread a message to virally means you have to focus on making it easy to amplify the message.
  • By contrast, a campaign like a fundraiser might involve a small, influential set of seeders who have considerable reach.
  • If you want a community to do something (like signing a petition) you care about the ratio of impressions to clicks a lot.
  • We built a simple website encouraging people to &#x201C;buy their country a beer&#x201D; on Canada Day
  • We launched the event by mentioning it, knowing others were ready to amplify and seed the message. But we (I) made a mistake -- anyone see it?
  • Over time, the message spread. We used tools like Streamgraph to understand what was being said, and join in with the conversation according to the sentiment.
  • We reached prominent online personalities -- though it was only around 20, they had hundreds of thousands of followers, giving us a 1:35,000 seed ratio. <br /> A few people mentioned it on other platforms or their blogs, but not many, so repurposing of the initial message wasn&#x2019;t high. <br /> The message was retweeted a modest amount, and those people&#x2019;s follower counts were small, meaning it only amplified by 2.9%. Remember, it needs to be >100% to be &#x201C;viral&#x201D;! <br /> We only saw 1,642 total visits, but that translated to about $1,000 in donations. Conversion rates were less than 0.2%, which we attribute in part to the passive message we used at first. In other words, the tone of the campaign emphasized attention (&#x201D;visit this page&#x201D;) over conversion (&#x201D;please donate&#x201D;).
  • We reached prominent online personalities -- though it was only around 20, they had hundreds of thousands of followers, giving us a 1:35,000 seed ratio. <br /> A few people mentioned it on other platforms or their blogs, but not many, so repurposing of the initial message wasn&#x2019;t high. <br /> The message was retweeted a modest amount, and those people&#x2019;s follower counts were small, meaning it only amplified by 2.9%. Remember, it needs to be >100% to be &#x201C;viral&#x201D;! <br /> We only saw 1,642 total visits, but that translated to about $1,000 in donations. Conversion rates were less than 0.2%, which we attribute in part to the passive message we used at first. In other words, the tone of the campaign emphasized attention (&#x201D;visit this page&#x201D;) over conversion (&#x201D;please donate&#x201D;).
  • We reached prominent online personalities -- though it was only around 20, they had hundreds of thousands of followers, giving us a 1:35,000 seed ratio. <br /> A few people mentioned it on other platforms or their blogs, but not many, so repurposing of the initial message wasn&#x2019;t high. <br /> The message was retweeted a modest amount, and those people&#x2019;s follower counts were small, meaning it only amplified by 2.9%. Remember, it needs to be >100% to be &#x201C;viral&#x201D;! <br /> We only saw 1,642 total visits, but that translated to about $1,000 in donations. Conversion rates were less than 0.2%, which we attribute in part to the passive message we used at first. In other words, the tone of the campaign emphasized attention (&#x201D;visit this page&#x201D;) over conversion (&#x201D;please donate&#x201D;).
  • We reached prominent online personalities -- though it was only around 20, they had hundreds of thousands of followers, giving us a 1:35,000 seed ratio. <br /> A few people mentioned it on other platforms or their blogs, but not many, so repurposing of the initial message wasn&#x2019;t high. <br /> The message was retweeted a modest amount, and those people&#x2019;s follower counts were small, meaning it only amplified by 2.9%. Remember, it needs to be >100% to be &#x201C;viral&#x201D;! <br /> We only saw 1,642 total visits, but that translated to about $1,000 in donations. Conversion rates were less than 0.2%, which we attribute in part to the passive message we used at first. In other words, the tone of the campaign emphasized attention (&#x201D;visit this page&#x201D;) over conversion (&#x201D;please donate&#x201D;).
  • We reached prominent online personalities -- though it was only around 20, they had hundreds of thousands of followers, giving us a 1:35,000 seed ratio. <br /> A few people mentioned it on other platforms or their blogs, but not many, so repurposing of the initial message wasn&#x2019;t high. <br /> The message was retweeted a modest amount, and those people&#x2019;s follower counts were small, meaning it only amplified by 2.9%. Remember, it needs to be >100% to be &#x201C;viral&#x201D;! <br /> We only saw 1,642 total visits, but that translated to about $1,000 in donations. Conversion rates were less than 0.2%, which we attribute in part to the passive message we used at first. In other words, the tone of the campaign emphasized attention (&#x201D;visit this page&#x201D;) over conversion (&#x201D;please donate&#x201D;).
  • We reached prominent online personalities -- though it was only around 20, they had hundreds of thousands of followers, giving us a 1:35,000 seed ratio. <br /> A few people mentioned it on other platforms or their blogs, but not many, so repurposing of the initial message wasn&#x2019;t high. <br /> The message was retweeted a modest amount, and those people&#x2019;s follower counts were small, meaning it only amplified by 2.9%. Remember, it needs to be >100% to be &#x201C;viral&#x201D;! <br /> We only saw 1,642 total visits, but that translated to about $1,000 in donations. Conversion rates were less than 0.2%, which we attribute in part to the passive message we used at first. In other words, the tone of the campaign emphasized attention (&#x201D;visit this page&#x201D;) over conversion (&#x201D;please donate&#x201D;).
  • We reached prominent online personalities -- though it was only around 20, they had hundreds of thousands of followers, giving us a 1:35,000 seed ratio. <br /> A few people mentioned it on other platforms or their blogs, but not many, so repurposing of the initial message wasn&#x2019;t high. <br /> The message was retweeted a modest amount, and those people&#x2019;s follower counts were small, meaning it only amplified by 2.9%. Remember, it needs to be >100% to be &#x201C;viral&#x201D;! <br /> We only saw 1,642 total visits, but that translated to about $1,000 in donations. Conversion rates were less than 0.2%, which we attribute in part to the passive message we used at first. In other words, the tone of the campaign emphasized attention (&#x201D;visit this page&#x201D;) over conversion (&#x201D;please donate&#x201D;).
  • We reached prominent online personalities -- though it was only around 20, they had hundreds of thousands of followers, giving us a 1:35,000 seed ratio. <br /> A few people mentioned it on other platforms or their blogs, but not many, so repurposing of the initial message wasn&#x2019;t high. <br /> The message was retweeted a modest amount, and those people&#x2019;s follower counts were small, meaning it only amplified by 2.9%. Remember, it needs to be >100% to be &#x201C;viral&#x201D;! <br /> We only saw 1,642 total visits, but that translated to about $1,000 in donations. Conversion rates were less than 0.2%, which we attribute in part to the passive message we used at first. In other words, the tone of the campaign emphasized attention (&#x201D;visit this page&#x201D;) over conversion (&#x201D;please donate&#x201D;).
  • We reached prominent online personalities -- though it was only around 20, they had hundreds of thousands of followers, giving us a 1:35,000 seed ratio. <br /> A few people mentioned it on other platforms or their blogs, but not many, so repurposing of the initial message wasn&#x2019;t high. <br /> The message was retweeted a modest amount, and those people&#x2019;s follower counts were small, meaning it only amplified by 2.9%. Remember, it needs to be >100% to be &#x201C;viral&#x201D;! <br /> We only saw 1,642 total visits, but that translated to about $1,000 in donations. Conversion rates were less than 0.2%, which we attribute in part to the passive message we used at first. In other words, the tone of the campaign emphasized attention (&#x201D;visit this page&#x201D;) over conversion (&#x201D;please donate&#x201D;).
  • We reached prominent online personalities -- though it was only around 20, they had hundreds of thousands of followers, giving us a 1:35,000 seed ratio. <br /> A few people mentioned it on other platforms or their blogs, but not many, so repurposing of the initial message wasn&#x2019;t high. <br /> The message was retweeted a modest amount, and those people&#x2019;s follower counts were small, meaning it only amplified by 2.9%. Remember, it needs to be >100% to be &#x201C;viral&#x201D;! <br /> We only saw 1,642 total visits, but that translated to about $1,000 in donations. Conversion rates were less than 0.2%, which we attribute in part to the passive message we used at first. In other words, the tone of the campaign emphasized attention (&#x201D;visit this page&#x201D;) over conversion (&#x201D;please donate&#x201D;).
  • We reached prominent online personalities -- though it was only around 20, they had hundreds of thousands of followers, giving us a 1:35,000 seed ratio. <br /> A few people mentioned it on other platforms or their blogs, but not many, so repurposing of the initial message wasn&#x2019;t high. <br /> The message was retweeted a modest amount, and those people&#x2019;s follower counts were small, meaning it only amplified by 2.9%. Remember, it needs to be >100% to be &#x201C;viral&#x201D;! <br /> We only saw 1,642 total visits, but that translated to about $1,000 in donations. Conversion rates were less than 0.2%, which we attribute in part to the passive message we used at first. In other words, the tone of the campaign emphasized attention (&#x201D;visit this page&#x201D;) over conversion (&#x201D;please donate&#x201D;).
  • We reached prominent online personalities -- though it was only around 20, they had hundreds of thousands of followers, giving us a 1:35,000 seed ratio. <br /> A few people mentioned it on other platforms or their blogs, but not many, so repurposing of the initial message wasn&#x2019;t high. <br /> The message was retweeted a modest amount, and those people&#x2019;s follower counts were small, meaning it only amplified by 2.9%. Remember, it needs to be >100% to be &#x201C;viral&#x201D;! <br /> We only saw 1,642 total visits, but that translated to about $1,000 in donations. Conversion rates were less than 0.2%, which we attribute in part to the passive message we used at first. In other words, the tone of the campaign emphasized attention (&#x201D;visit this page&#x201D;) over conversion (&#x201D;please donate&#x201D;).
  • We reached prominent online personalities -- though it was only around 20, they had hundreds of thousands of followers, giving us a 1:35,000 seed ratio. <br /> A few people mentioned it on other platforms or their blogs, but not many, so repurposing of the initial message wasn&#x2019;t high. <br /> The message was retweeted a modest amount, and those people&#x2019;s follower counts were small, meaning it only amplified by 2.9%. Remember, it needs to be >100% to be &#x201C;viral&#x201D;! <br /> We only saw 1,642 total visits, but that translated to about $1,000 in donations. Conversion rates were less than 0.2%, which we attribute in part to the passive message we used at first. In other words, the tone of the campaign emphasized attention (&#x201D;visit this page&#x201D;) over conversion (&#x201D;please donate&#x201D;).
  • We reached prominent online personalities -- though it was only around 20, they had hundreds of thousands of followers, giving us a 1:35,000 seed ratio. <br /> A few people mentioned it on other platforms or their blogs, but not many, so repurposing of the initial message wasn&#x2019;t high. <br /> The message was retweeted a modest amount, and those people&#x2019;s follower counts were small, meaning it only amplified by 2.9%. Remember, it needs to be >100% to be &#x201C;viral&#x201D;! <br /> We only saw 1,642 total visits, but that translated to about $1,000 in donations. Conversion rates were less than 0.2%, which we attribute in part to the passive message we used at first. In other words, the tone of the campaign emphasized attention (&#x201D;visit this page&#x201D;) over conversion (&#x201D;please donate&#x201D;).
  • We reached prominent online personalities -- though it was only around 20, they had hundreds of thousands of followers, giving us a 1:35,000 seed ratio. <br /> A few people mentioned it on other platforms or their blogs, but not many, so repurposing of the initial message wasn&#x2019;t high. <br /> The message was retweeted a modest amount, and those people&#x2019;s follower counts were small, meaning it only amplified by 2.9%. Remember, it needs to be >100% to be &#x201C;viral&#x201D;! <br /> We only saw 1,642 total visits, but that translated to about $1,000 in donations. Conversion rates were less than 0.2%, which we attribute in part to the passive message we used at first. In other words, the tone of the campaign emphasized attention (&#x201D;visit this page&#x201D;) over conversion (&#x201D;please donate&#x201D;).
  • We reached prominent online personalities -- though it was only around 20, they had hundreds of thousands of followers, giving us a 1:35,000 seed ratio. <br /> A few people mentioned it on other platforms or their blogs, but not many, so repurposing of the initial message wasn&#x2019;t high. <br /> The message was retweeted a modest amount, and those people&#x2019;s follower counts were small, meaning it only amplified by 2.9%. Remember, it needs to be >100% to be &#x201C;viral&#x201D;! <br /> We only saw 1,642 total visits, but that translated to about $1,000 in donations. Conversion rates were less than 0.2%, which we attribute in part to the passive message we used at first. In other words, the tone of the campaign emphasized attention (&#x201D;visit this page&#x201D;) over conversion (&#x201D;please donate&#x201D;).
  • We reached prominent online personalities -- though it was only around 20, they had hundreds of thousands of followers, giving us a 1:35,000 seed ratio. <br /> A few people mentioned it on other platforms or their blogs, but not many, so repurposing of the initial message wasn&#x2019;t high. <br /> The message was retweeted a modest amount, and those people&#x2019;s follower counts were small, meaning it only amplified by 2.9%. Remember, it needs to be >100% to be &#x201C;viral&#x201D;! <br /> We only saw 1,642 total visits, but that translated to about $1,000 in donations. Conversion rates were less than 0.2%, which we attribute in part to the passive message we used at first. In other words, the tone of the campaign emphasized attention (&#x201D;visit this page&#x201D;) over conversion (&#x201D;please donate&#x201D;).
  • Very spiky traffic profile reflects the short-lived campaign.
  • Most community management processes involve several stages, starting with the creation of something (a message, an offer, a destination.) Then, as you&#x2019;re engaging a community, or running a campaign, you&#x2019;re constantly adjusting, tweaking, amplifying, and mitigating what&#x2019;s happening. The message is out of your control, but you&#x2019;re shepherding it.
  • Most community management processes involve several stages, starting with the creation of something (a message, an offer, a destination.) Then, as you&#x2019;re engaging a community, or running a campaign, you&#x2019;re constantly adjusting, tweaking, amplifying, and mitigating what&#x2019;s happening. The message is out of your control, but you&#x2019;re shepherding it.
  • Most community management processes involve several stages, starting with the creation of something (a message, an offer, a destination.) Then, as you&#x2019;re engaging a community, or running a campaign, you&#x2019;re constantly adjusting, tweaking, amplifying, and mitigating what&#x2019;s happening. The message is out of your control, but you&#x2019;re shepherding it.
  • Most community management processes involve several stages, starting with the creation of something (a message, an offer, a destination.) Then, as you&#x2019;re engaging a community, or running a campaign, you&#x2019;re constantly adjusting, tweaking, amplifying, and mitigating what&#x2019;s happening. The message is out of your control, but you&#x2019;re shepherding it.
  • Most community management processes involve several stages, starting with the creation of something (a message, an offer, a destination.) Then, as you&#x2019;re engaging a community, or running a campaign, you&#x2019;re constantly adjusting, tweaking, amplifying, and mitigating what&#x2019;s happening. The message is out of your control, but you&#x2019;re shepherding it.
  • Most community management processes involve several stages, starting with the creation of something (a message, an offer, a destination.) Then, as you&#x2019;re engaging a community, or running a campaign, you&#x2019;re constantly adjusting, tweaking, amplifying, and mitigating what&#x2019;s happening. The message is out of your control, but you&#x2019;re shepherding it.
  • Most community management processes involve several stages, starting with the creation of something (a message, an offer, a destination.) Then, as you&#x2019;re engaging a community, or running a campaign, you&#x2019;re constantly adjusting, tweaking, amplifying, and mitigating what&#x2019;s happening. The message is out of your control, but you&#x2019;re shepherding it.
  • increase chance that messages will be amplified by the community <br /> Don&#x2019;t know which social platforms will dominate <br /> Last-minute announcement goes on Twitter; detailed list goes in a blog posting; question looking for responses goes to a mailing list <br /> Monitor broad range of sites in case conversations about you&#x2014;or your competitors&#x2014;emerge <br /> The accounting department may not use the same social networks as the executive team, who may work with different tools from the folks in support. Different audiences gravitate towards different platforms.
  • There are really 8 major types of communities today with four levels of engagements to each.
  • mailing lists, where users share mail with each other in a group setting
  • forums where users can talk with each other - but not in real time
  • irc communities, where users connect with each other in real time
  • social networks, where users can connect with each other and build their social graph
  • blogs where you state an opinion and can interact with your users through comment systems
  • wikis, where users share searchable information with each other
  • micromessaging platforms like twitter
  • and news aggregation sites where communities vote on popular content.
  • And there are four levels of engagement you can have with them. More engagement means more visibility, at the expense of anonymity.
  • And there are four levels of engagement you can have with them. More engagement means more visibility, at the expense of anonymity.
  • And there are four levels of engagement you can have with them. More engagement means more visibility, at the expense of anonymity.
  • And there are four levels of engagement you can have with them. More engagement means more visibility, at the expense of anonymity.
  • And there are four levels of engagement you can have with them. More engagement means more visibility, at the expense of anonymity.
  • by setting up google alerts
  • or by setting up page level alerts to tell you if a particular site has changed. This is especially useful if you want to be told of an update on a particular site that might not be indexed by google often and doesn&#x2019;t have an RSS feed for the area you want to follow.
  • you can also roll out your own search engine to find and be alerted on content on a particular group or type of site.
  • you can use forum crawlers like bigboards to forum mentions
  • and do the same on IRC using search engines like searchirc.
  • in walled gardens, you can get rudimentary aggregate keyword information through programs like Lexicon for Facebook.
  • twitter has a powerful search functionality
  • and you can compare your share of voice on different networks using tools like site volume.
  • And there are four levels of engagement you can have with them. More engagement means more visibility, at the expense of anonymity.
  • some mailing lists require you to join so that you can search them
  • and many forums won&#x2019;t allow you to read the content until you actually become a member as well.
  • walled gardens like facebook only gives you searchable information once you&#x2019;ve joined, and even then - will only give you information on your own social graph - not beyond it.
  • by joining certain blog comment communities, you can get more insight into the types of comments and blogs certain users visit.
  • And there are four levels of engagement you can have with them. More engagement means more visibility, at the expense of anonymity.
  • for example, moderating a mailing list might mean that you have the power to decide if a particular message can get published to the list or not.
  • and moderating a facebook group may mean that you can reach out to members, delete and invite them as well.
  • And there are four levels of engagement you can have with them. More engagement means more visibility, at the expense of anonymity.
  • you can run a social media platform
  • and take advantage of the built in stats that the platform offers you. This is the case for ones like Lithium, Jive, Teligent and so on.
  • you can run IRC servers which can give you a much broader set of metrics like channel names, user names and so on.
  • you can run your own blogs, which means that you&#x2019;re free to run any analytics service you want on it.
  • running a wiki means that you can track all sorts of information such as incipient links, number of posts per day and so on.
  • if you run your own micro-blogging platform, you&#x2019;re free to integrate it in whatever application you own, and run any analytics in the back end. This can give you powerful information such as social graphing information.
  • So -- what you monitor and what you get out of it depends on what approach you take and what platform you&#x2019;re engaging with. Here are some examples of the approaches and platforms.

Applied Communilytics (In a Nutshell) Applied Communilytics (In a Nutshell) Presentation Transcript

  • Applied Communilytics The redux version for Podcamp Toronto 2010 w/@acroll (in spirit) & @seanpower (sean@httpd.org)
  • Most startups don’t know even know what problem they solve.
  • Possible problem space
  • You are here Possible problem space
  • You are here Possible Possible problem Trial startup viable space offering
  • You are here Possible Possible problem Trial startup viable space offering Trial startup Possible viable offering
  • You are here Possible Possible Possible viable Trial startup problem Trial startup viable offering space offering Trial startup Possible viable offering
  • Possible viable offering You are Trial startup here Possible Possible Possible viable Trial startup problem Trial startup viable offering space offering Trial startup Possible viable offering
  • Possible viable offering You are Trial startup t here vo Pi Possible Possible Possible viable Trial startup problem Trial startup viable offering space offering Trial startup Possible viable offering
  • As we become more agile, we need to be more aware.
  • Startups 101: as seen by Eric Ries & Sean Ellis ps: the concepts in the next two slides are full of awesome. Look Sean, Eric and Dave up.
  • Startups 101: as seen by Eric Ries & Sean Ellis ps: the concepts in the next two slides are full of awesome. Look Sean, Eric and Dave up. Growth Transition to Growth Product/Market Fit by: Sean Ellis
  • Startups 101: as seen by Eric Ries & Sean Ellis ps: the concepts in the next two slides are full of awesome. Look Sean, Eric and Dave up. IDEA Growth Transition to Growth Product/Market Fit by: Sean Ellis DAT COD
  • Startups 101: as seen by Eric Ries & Sean Ellis ps: the concepts in the next two slides are full of awesome. Look Sean, Eric and Dave up. IDEA Growth Code BUIL Unit Tests Transition to Usability Tests Growth Continuous Integration Incremental Deployment Free & Open-Source Components Product/Market Fit Cloud Computing by: Sean Ellis Cluster Immune System Just-in-time Scalability DAT COD Refactoring Developer Sandbox
  • Startups 101: as seen by Eric Ries & Sean Ellis ps: the concepts in the next two slides are full of awesome. Look Sean, Eric and Dave up. IDEA Growth Code BUIL Unit Tests Transition to Usability Tests Growth Continuous Integration Incremental Deployment Free & Open-Source Components Product/Market Fit Cloud Computing by: Sean Ellis Cluster Immune System Just-in-time Scalability DAT COD Refactoring Developer Sandbox Measure MEASURE Split Tests Funnel Analysis Clear Product Owner Cohort Analysis Continuous Net Promoter Score Deployment Search Engine Marketing Usability Tests Real-Time Alerting Real-time Monitoring Predictive Monitoring Customer Liaison
  • Startups 101: as seen by Eric Ries & Sean Ellis ps: the concepts in the next two slides are full of awesome. Look Sean, Eric and Dave up. IDEA Learn Faster Growth Code LEAR BUIL Split Tests Unit Tests Customer Interviews Transition to Usability Tests Customer Development Growth Continuous Integration Five Whys Root Cause Incremental Deployment Analysis Free & Open-Source Components Customer Advisory Board Product/Market Fit Cloud Computing Falsifiable Hypotheses by: Sean Ellis Cluster Immune System Product Owner Just-in-time Scalability Accountability DAT COD Refactoring Customer Archetypes Developer Sandbox Cross-functional Teams Semi-autonomous Teams Measure MEASURE Split Tests Funnel Analysis Clear Product Owner Cohort Analysis Continuous Net Promoter Score Deployment Search Engine Marketing Usability Tests Real-Time Alerting Real-time Monitoring Predictive Monitoring Customer Liaison
  • Website.com AARRR! by ye olde Dave McClure
  • SEO Campaigns, SEM PR Contests Social Biz Dev Networks Blogs Affiliates Apps & Widgets Direct, Tel, TV Email Domains 1. Website.com AARRR! by ye olde Dave McClure
  • SEO Campaigns, SEM PR Contests Social Biz Dev Networks Blogs Affiliates Apps & Widgets Direct, Tel, TV Email Domains 1. Homepage / Landing Page 2. Product Features Website.com AARRR! by ye olde Dave McClure
  • SEO Campaigns, SEM PR Contests Social Biz Dev Networks Blogs Affiliates Apps & Widgets Direct, Tel, TV Email Domains 1. Emails & Alerts Homepage / Landing Page 2. Product 3. Features System Events & Time-based Features Blogs, New Content Website.com AARRR! by ye olde Dave McClure
  • SEO Campaigns, SEM PR Contests Social Biz Dev Networks Blogs Affiliates Apps & Widgets Direct, Tel, TV Email Campaigns, Domains 1. Contests Emails & Alerts 4. Homepage / Landing Page 2. Product Emails & widgets 3. Features System Events & Time-based Features Blogs, New Content Website.com AARRR! by ye olde Dave McClure
  • SEO Campaigns, SEM PR Contests Social Biz Dev Networks Blogs Affiliates Apps & Widgets Direct, Tel, TV Email Campaigns, Domains 1. Contests Emails & Alerts 4. Homepage / Landing Page 2. Product Emails & widgets 3. Features System Events & Time-based Features Blogs, New Content Biz Dev Ads, Lead Gen, Subscriptions, etc 5. Re Website.com ve nu e$ AARRR! by ye olde Dave McClure
  • Sponsorship, Money (conversion) endorsement Ads & marketing Three kinds of online capital Reputation Attention (engagement) (reach) Quality, contribution
  • Complete Web Monitoring The sordid tale of a cross-silo orgy
  • “Hard” data Analytics Usability Performability (what did they (how did they (could they do do on the interact with what they site?) it?) wanted to?) Complete Web Monitoring VoC Communilytics Competition (what were (what were (what are they their they saying?) up to?) motivations?) “Soft” data
  • “Hard” data Analytics Usability Performability (what did they (how did they (could they do do on the interact with what they site?) it?) wanted to?) Complete Web Monitoring VoC Communilytics Competition (what were (what were (what are they their they saying?) up to?) motivations?) “Soft” data
  • “Hard” data Analytics Usability Performability (what did they (how did they (could they do do on the interact with what they site?) it?) wanted to?) Complete Web Monitoring VoC Communilytics Competition (what were (what were (what are they their they saying?) up to?) motivations?) “Soft” data
  • Everybody has goals. http://www.flickr.com/photos/itsgreg/446061432/
  • Organic Ad Campaigns search network $ 1 1 1 Advertiser site Visitor 2 O er 3 $ 8 Upselling 4 Abandonment Reach 5 Purchase step $ Mailing, alerts, Purchase step $ 9 promotions $ Conversion $ Disengagement 7 Enrolment 6 Impact on site $ Positive $ Negative
  • Bad $ 4 content Social Search Invitation network link results 4 Good content 1 $ 1 1 Collaboration site 2 Visitor Content creation Moderation $ 3 Spam & trolls $ Engagement 5 Viral 6 Social graph spread 7 Disengagement $ Impact on site $ Positive $ Negative
  • Enterprise subscriber $ 1 End user (employee) $ Refund $ 2 Renewal, upsell, SLA reference SaaS site violation Performance Good Bad 3 Helpdesk Support 5 $ Usability escalation costs 7 4 Good Bad Productivity Good Bad 6 Churn $ Impact on site $ Positive $ Negative
  • $ Media site Enrolment Targeted 2 embedded ad 5 $ 6 1 Ad Visitor network 4 3 5 Advertiser $ Departure $ site Impact on site $ Positive $ Negative
  • Analytics is the measurement of movement towards those goals. http://www.flickr.com/photos/itsgreg/446061432/
  • ATTENTION SEARCHES TWEETS MENTIONS ADS SEEN
  • ATTENTION SEARCHES TWEETS NUMBER MENTIONS OF VISITS ADS SEEN
  • ATTENTION SEARCHES TWEETS NUMBER MENTIONS OF VISITS ADS SEEN LOSS BOUNCE RATE
  • ATTENTION NEW VISITORS SEARCHES GROWTH TWEETS NUMBER MENTIONS OF VISITS ADS SEEN LOSS BOUNCE RATE
  • ATTENTION ENGAGEMENT NEW VISITORS SEARCHES GROWTH NUMBER PAGES TWEETS PER MENTIONS OF VISITS VISIT ADS SEEN LOSS BOUNCE RATE
  • ATTENTION ENGAGEMENT NEW VISITORS SEARCHES GROWTH NUMBER PAGES TIME TWEETS PER ON MENTIONS OF VISITS VISIT SITE ADS SEEN LOSS BOUNCE RATE
  • ATTENTION ENGAGEMENT CONVERSION NEW VISITORS SEARCHES GROWTH CONVERSION PAGES TIME RATE TWEETS NUMBER OF VISITS PER ON x MENTIONS VISIT SITE GOAL ADS SEEN LOSS VALUE BOUNCE RATE
  • Visits Shopping cart Payment options Conversions
  • Visits Shopping cart KPIs Payment options Conversions
  • Visits Shopping cart Payment options Conversions
  • Visits Shopping cart Payment options Conversions
  • Visits Shopping cart Payment options Conversions
  • http://www.flickr.com/photos/mrmoorey/160654236
  • http://www.flickr.com/photos/duncan/1252272164/
  • “Hard” data Analytics Usability Performability (what did they (how did they (could they do do on the interact with what they site?) it?) wanted to?) Complete Web Monitoring VoC Communilytics Competition (what were (what were (what are they their they saying?) up to?) motivations?) “Soft” data
  • http://www.flickr.com/photos/trekkyandy/189717616/
  • “Hard” data Analytics Usability Performability (what did they (how did they (could they do do on the interact with what they site?) it?) wanted to?) Complete Web Monitoring VoC Communilytics Competition (what were (what were (what are they their they saying?) up to?) motivations?) “Soft” data
  • “Hard” data Analytics Usability Performability (what did they (how did they (could they do on the interact with do what they site?) it?) wanted to?) Complete Web Monitoring VoC Communilytics Competition (what were (what were (what are they their they saying?) up to?) motivations?) “Soft” data
  • Websites have a dirty little secret http://todaystatus.files.wordpress.com/2009/04/ww11-secret.jpg
  • http://www.inquisitr.com/2097/site-meter-causing-internet-explorer-failure/
  • “Hard” data Analytics Usability Performability (what did they (how did they (could they do do on the interact with what they site?) it?) wanted to?) Complete Web Monitoring VoC Communilytics Competition (what were (what were (what are they their they saying?) up to?) motivations?) “Soft” data
  • c o m ⋅ m u ⋅ n i ⋅ l y t ⋅ i c s ( k ə - m yōō' nĭ- lĭt 'ĭk s ) : Communilytics is the act of measuring the acquisition, mobilization, contagion and outcomes of your social/digital efforts on any platforms and tying them to your business objectives.
  • The 4 stages of communilytics Acquisition Reach Virality Outcomes
  • Acquisition Reach Virality Outcomes Growing the size of your community (followers, friends)
  • Acquisition Reach Virality Outcomes Growing the Transmitting size of your information community to your (followers, followers friends) (impressions)
  • Acquisition Reach Virality Outcomes Growing the Transmitting Having size of your information followers community to your amplify a (followers, followers message (RT, friends) (impressions) linkback)
  • Acquisition Reach Virality Outcomes Growing the Transmitting Having Getting your size of your information followers community community to your amplify a to do (followers, followers message (RT, something friends) (impressions) linkback) (buying)
  • Just to be clear Analytics Communilytics
  • Just to be clear Analytics Communilytics I own or run it I lurk or join it
  • Just to be clear Analytics Communilytics I own or run it I lurk or join it Analysis of a person Analysis of a website or social community
  • Just to be clear Analytics Communilytics I own or run it I lurk or join it Analysis of a person Analysis of a website or social community Analytics, applied to a Analytics, applied to collaborative site (i.e. a community members wiki, a forum) (i.e. you, your followers)
  • Just to be clear Analytics Communilytics I own or run it I lurk or join it Analysis of a person Analysis of a website or social community Analytics, applied to a Analytics, applied to collaborative site (i.e. a community members wiki, a forum) (i.e. you, your followers) • What’s controversial? • Hits/day • How often do Reddit • Enrollment rate users click my links? • Page load time • Do people upvote me?
  • Accounting Optimization http://www.flickr.com/photos/sanchom/2963072255/ http://www.flickr.com/photos/thomasclaveirole/538819881/
  • Unpaid search Community Email Banner ad mentions campaign Visits Shopping cart Payment options Conversions
  • Unpaid search Community Email Banner ad mentions campaign • Google PageRank • Sessions-to-clicks ratio
  • Unpaid search Community Email Banner ad mentions campaign • Google PageRank • Cost of ads • Sessions-to-clicks (CPM) ratio • Clickthrough rate
  • Unpaid search Community Email Banner ad mentions campaign • Google PageRank • Open rate • Cost of ads • Sessions-to-clicks • Opt-out rate (CPM) ratio • Clickthrough rate
  • Unpaid search Community Email Banner ad mentions campaign ? • Google PageRank • Open rate • Cost of ads • Sessions-to-clicks • Opt-out rate (CPM) ratio • Clickthrough rate
  • 9 followers 9 reach
  • 9 followers 9 reach 4 followers 16 reach
  • 10% 25% 50% 25%
  • 10% 25% 50% 25% =4
  • 10% 25% 50% 25% =4
  • 10% 25% 50% 25% =4 0.4 1 2 1 = 4.4
  • 10% 25% 50% 25% =4 0.4 1 2 1 = 4.4 8.4
  • 10% 25% 50% 25% =4 0.4 1 2 1 = 4.4 8.4
  • 10% 25% 50% 25% =4 0.4 1 2 1 = 4.4 8.4 50% 75% 100% 50%
  • 10% 25% 50% 25% =4 0.4 1 2 1 = 4.4 8.4 50% 75% 100% 50% =4
  • 10% 25% 50% 25% =4 0.4 1 2 1 = 4.4 8.4 50% 75% 100% 50% =4
  • 10% 25% 50% 25% =4 0.4 1 2 1 = 4.4 8.4 50% 75% 100% 50% =4 2 3 4 2 = 11
  • 10% 25% 50% 25% =4 0.4 1 2 1 = 4.4 8.4 50% 75% 100% 50% =4 2 3 4 2 = 11 15
  • 25% 50% 50% .5 2 1 = 3.5
  • 50% 75% 100% 50% =4 25% 50% 50% .5 2 1 = 3.5
  • 50% 75% 100% 50% =4 2 3 1 =6 25% 50% 50% .5 2 1 = 3.5
  • 50% 75% 100% 50% =4 2 3 1 =6 25% 50% 50% .5 2 1 = 3.5 14.5
  • Downstream reach (aggregate followers) 50% 75% 100% 50% =4 2 3 1 =6 25% 50% 50% .5 2 1 = 3.5 14.5
  • Downstream reach (aggregate followers) 50% 75% 100% 50% =4 2 3 1 =6 Amplification chance (how relevant the content 25% 50% 50% is + what the recipient thinks of the sender) .5 2 1 = 3.5 14.5
  • What might a community do?
  • It might spread a message.
  • That message could be viral* * Average number of people someone tells >1
  • It might accomplish a goal
  • It might accomplish a goal Visits
  • That goal might be inviting others
  • That goal might be inviting others Invite process
  • Seed Spread Impressions Visits Shopping cart Payment options Conversions
  • Seed Spread Impressions Visits Shopping cart Payment options Conversions Higher likelihood of conversion
  • A communilytics funnel Visits Shopping cart Payment options Conversions
  • A communilytics funnel Reach (impressions) Visits Shopping cart Payment options Conversions
  • A communilytics funnel Seed (starting community) Reach (impressions) Visits Shopping cart Payment options Conversions
  • A communilytics funnel Seed (starting community) Reach (impressions) Visits Shopping cart Amplification (virality and Payment options message spread) Conversions
  • A communilytics funnel Seed (starting community) Repurposing Reach (spread to other (impressions) communities) Visits Shopping cart Amplification (virality and Payment options message spread) Conversions
  • Different funnels for different communities and goals
  • Viral message spread Reach (impressions) Emphasis on Visits getting virality ratio above 1 Shopping cart (Retweeting, Fan, Payment options Email forward, Reddit upvote) Conversions
  • Megablogger proponents Seed (starting community) Emphasis on Reach convincing highly- (impressions) followed, highly acted- upon seed group to Visits spread the word. Shopping cart Payment options Conversions
  • A call to action Reach (impressions) Visits Shopping cart Emphasis on maximizing Payment options impression-to-click ratio within the Conversions community
  • Goal attainment: funnel
  • Goal attainment: funnel 20
  • Goal attainment: funnel 20 Followers
  • Goal attainment: funnel 20 Followers 700,000s
  • Goal attainment: funnel Seed ratio: 20 35,000:1 Followers 700,000s
  • Goal attainment: funnel Seed ratio: 20 35,000:1 Followers 700,000s 2
  • Goal attainment: funnel Seed ratio: 20 35,000:1 Followers 700,000s 2 Repurposing
  • Goal attainment: funnel Seed ratio: 20 35,000:1 Followers 700,000s 2 Repurposing 150 RT
  • Goal attainment: funnel Seed ratio: 20 35,000:1 Followers 700,000s 2 Repurposing 150 2,000 RT
  • Goal attainment: funnel Seed ratio: 20 35,000:1 Followers 700,000s 2 Repurposing 150 Amplification: 2,000 RT 2.9%
  • Goal attainment: funnel Seed ratio: 20 35,000:1 Followers 700,000s 2 Repurposing 150 Amplification: 2,000 RT 2.9% 1,642
  • Goal attainment: funnel Seed ratio: 20 35,000:1 Followers 700,000s 2 Repurposing 150 Amplification: Visitors: 2,000 RT 2.9% 1,642 0.23%
  • Goal attainment: funnel Seed ratio: 20 35,000:1 Followers 700,000s 2 Repurposing 150 Amplification: Visitors: 2,000 RT 2.9% 1,642 0.23% 32
  • Goal attainment: funnel Seed ratio: 20 35,000:1 Followers 700,000s 2 Repurposing 150 Amplification: Visitors: 2,000 RT 2.9% 1,642 0.23% Conversions: 1.95% 32
  • Goal attainment: funnel Seed ratio: 20 35,000:1 Followers 700,000s 2 Repurposing 150 Amplification: Visitors: 2,000 RT 2.9% 1,642 0.23% 7 Conversions: 1.95% 32 10 15
  • Goal attainment: funnel Seed ratio: 20 35,000:1 Followers 700,000s 2 Repurposing 150 Amplification: Visitors: 2,000 RT 2.9% 1,642 0.23% 7 x $100 Conversions: 1.95% 32 10 x $20 15 x $7
  • Goal attainment: funnel Seed ratio: 20 35,000:1 Followers 700,000s 2 Repurposing 150 Amplification: Visitors: 2,000 RT 2.9% 1,642 0.23% 7 x $100 Conversions: 1.95% 32 10 x $20 15 x $7
  • Goal attainment: funnel Seed ratio: 20 35,000:1 Followers 700,000s 2 Repurposing 150 Amplification: Visitors: 2,000 RT 2.9% 1,642 0.23% 7 x $100 Revenues: Conversions: 1.95% 32 10 x $20 Average: $39.54 Median: $20 15 x $7 Total: $1,005
  • Create something of value
  • Create Seed something of value it online
  • Create Seed Watch something of value it online its growth
  • Create Seed Watch Respond something of value it online its growth to it
  • Create Seed Watch Respond Lick something of value it online its growth to it your wounds
  • Amplify any interest Create Seed Watch Respond Lick something of value it online its growth to it your wounds
  • Repurpose in new ways Amplify any interest Create Seed Watch Respond Lick something of value it online its growth to it your wounds
  • Repurpose in new ways Amplify any interest Create Seed Watch Respond Lick something of value it online its growth to it your wounds Mitigate mistakes honestly
  • Analytics on the cheap (or nearly free)
  • The 8 communities you’ll meet
  • Groups and Blogs mailing lists Forums Wikis Real-time chat Micromessaging Social news Social networks aggregators
  • !
  • Search Anonymous, but little insight into what’s going on behind closed doors
  • Search Join Anonymous, but Permission- little insight into based access to what’s going on activity (friends, behind closed forums) doors
  • Search Join Moderate Anonymous, but Permission- Some little insight into based access to administrative what’s going on activity (friends, control, but you behind closed forums) have to earn it doors
  • Search Join Moderate Run Anonymous, but Permission- Some Complete control little insight into based access to administrative and visibility but what’s going on activity (friends, control, but you no guarantee behind closed forums) have to earn it anyone will show doors up
  • Search Join Moderate Run Anonymous, but Permission- Some Complete control little insight into based access to administrative and visibility but what’s going on activity (friends, control, but you no guarantee behind closed forums) have to earn it anyone will show doors up
  • Search Join Moderate Run Anonymous, but Permission- Some Complete control little insight into based access to administrative and visibility but what’s going on activity (friends, control, but you no guarantee behind closed forums) have to earn it anyone will show doors up
  • Search Join Moderate Run Anonymous, but Permission- Some Complete control little insight into based access to administrative and visibility but what’s going on activity (friends, control, but you no guarantee behind closed forums) have to earn it anyone will show doors up
  • Search Join Moderate Run Anonymous, but Permission- Some Complete control little insight into based access to administrative and visibility but what’s going on activity (friends, control, but you no guarantee behind closed forums) have to earn it anyone will show doors up
  • Phew. Thanks! @acroll (wishes he could be here!) @seanpower www.watchingwebsites.com