• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Communilytics presented at Webcom Montreal 2010
 

Communilytics presented at Webcom Montreal 2010

on

  • 9,715 views

The Communilytics social media analytics presentation that we gave at Webcom Montreal 2010.

The Communilytics social media analytics presentation that we gave at Webcom Montreal 2010.

Statistics

Views

Total Views
9,715
Views on SlideShare
8,431
Embed Views
1,284

Actions

Likes
31
Downloads
274
Comments
2

30 Embeds 1,284

http://www.christophedieu.net 726
http://www.slideshare.net 331
http://dianebourque.com 105
http://gminks.edublogs.org 23
http://www.go-referencement.org 17
http://supershick.blogspot.com 10
http://wikicentral.mars 9
http://averilmriley.blogspot.com 9
http://patriceleroux.blogspot.com 8
http://www.levidepoches.blogs.com 6
http://michaelbatistich.com 5
http://www.techgig.com 4
http://lamaisondes.com 4
http://levidepoches.blogs.com 3
http://webcache.googleusercontent.com 3
http://averilmriley.blogspot.com.au 3
http://supershick.blogspot.com.br 2
http://bcomportal.posterous.com 2
http://patriceleroux.blogspot.ca 2
http://twittertim.es 2
http://averilmriley.blogspot.co.uk 1
http://supershick.blogspot.com.es 1
http://ginaminks.com 1
http://www.lmodules.com 1
http://supershick.blogspot.mx 1
http://formation.portailnearbee.com 1
http://facebook.slideshare.com 1
http://static.slidesharecdn.com 1
http://translate.googleusercontent.com 1
http://averilmriley.blogspot.ru 1
More...

Accessibility

Categories

Upload Details

Uploaded via as Apple Keynote

Usage Rights

CC Attribution License

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel

12 of 2 previous next

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • 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. <br />
  • 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. <br />
  • 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. <br />
  • 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. <br />
  • 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. <br />
  • 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. <br />
  • 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. <br />
  • 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. <br />
  • 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. <br />
  • 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. <br />
  • 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. <br />
  • 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. <br />
  • 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. <br />
  • 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. <br />
  • 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. <br />
  • 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. <br />
  • 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. <br />
  • 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. <br />
  • 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. <br />
  • (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 ) <br />
  • Let&#x2019;s talk for a minute about what a community might do. <br />
  • It might spread a message to others <br />
  • If that message is popular and interesting, it will amplify itself <br />
  • It might accomplish a goal you want it to achieve <br />
  • It might accomplish a goal you want it to achieve <br />
  • It might accomplish a goal you want it to achieve <br />
  • It might accomplish a goal you want it to achieve <br />
  • It might accomplish a goal you want it to achieve <br />
  • It might accomplish a goal you want it to achieve <br />
  • The goal might even be to help other people become community members (enrolling, subscribing, and so on) <br />
  • The goal might even be to help other people become community members (enrolling, subscribing, and so on) <br />
  • The goal might even be to help other people become community members (enrolling, subscribing, and so on) <br />
  • The goal might even be to help other people become community members (enrolling, subscribing, and so on) <br />
  • Well, each of those users has a chance of turning their impression into a goal conversion. <br />
  • 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. <br />
  • 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. <br />
  • 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. <br />
  • 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. <br />
  • 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. <br />
  • 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. <br />
  • By contrast, a campaign like a fundraiser might involve a small, influential set of seeders who have considerable reach. <br />
  • If you want a community to do something (like signing a petition) you care about the ratio of impressions to clicks a lot. <br />
  • <br />
  • Visible Government is a Canadian organization aimed at improving citizen/government transparency. We wanted to bring attention to the organization, and also raise money for a &#x201C;code for Canada&#x201D; project involving students. <br />
  • Before we started the campaign, we got things ready. <br />
  • We built a simple website encouraging people to &#x201C;buy their country a beer&#x201D; on Canada Day <br />
  • We were only on a few social networks. But we did set up a presence on them beforehand and define the tags to use. <br />
  • We used more real-time analysis tools. <br />
  • Knowing this would rely on megabloggers, we asked folks we knew who supported the cause. We made sure to use a calendar invite to remind them, because Canada Day is a holiday -- we wanted their PDA to tell them to Tweet! <br />
  • 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? <br />
  • 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. <br />
  • Since the campaign was short-lived, we couldn&#x2019;t adjust much (other than responding to people&#x2019;s inquiries.) But we could try and sustain the buzz a bit, which happened because of the value we found hiding within the story. <br />
  • Recap article explaining the campaign ran afterwards, bringing more attention (though not more donations -- that was over) <br />
  • Which in turn got picked up by Beth Kanter, a nonprofit expert <br />
  • And covered by Canadian Marketing magazine <br />
  • <br />
  • After we were done, we put up a tally slide. <br />
  • Very spiky traffic profile reflects the short-lived campaign. <br />
  • Most mentions are direct (really coming from Twitter, but referrals are awful.) <br />
  • 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;). <br />
  • 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;). <br />
  • 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;). <br />
  • 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;). <br />
  • 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;). <br />
  • 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;). <br />
  • 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;). <br />
  • 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;). <br />
  • 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;). <br />
  • 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;). <br />
  • 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;). <br />
  • 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;). <br />
  • 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;). <br />
  • 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;). <br />
  • 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;). <br />
  • 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;). <br />
  • 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;). <br />
  • <br />
  • <br />
  • If you&#x2019;re doing it right, you&#x2019;ll be able to see performance, analytics, and traffic data in one place -- eventually <br />
  • And yes, everyone needs complete web monitoring. That&#x2019;s why they sell it at Target. <br />
  • Thanks for the time. If you want to reach us or follow us online, here&#x2019;s how. And if you want to pre-order our book (which would freak out our editors) we&#x2019;d love it. We&#x2019;re shameless self-promoters. <br />

Communilytics presented at Webcom Montreal 2010 Communilytics presented at Webcom Montreal 2010 Presentation Transcript