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Communilytics presented at Webcom Montreal 2010
 

Communilytics presented at Webcom Montreal 2010

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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.

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  • 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

  • How I Learned to Stop Worrying and Love The Numbers w/ Sean Power (Alistair Croll wishes he could be here)
  • Website.com AARRR! by Dave McClure
  • !"# !"#$"%&'()*!+',-(,( !"# !" !"#$%&' !"#$%&' ()*+",-. !"#$% !"#$%&'( !""#$%$&'()*+# !"#$%&'()$*'()+ !"#$% !"#$%&' 1. Website.com AARRR! by Dave McClure
  • !"# !"#$"%&'()*!+',-(,( !"# !" !"#$%&' !"#$%&' ()*+",-. !"#$% !"#$%&'( !""#$%$&'()*+# !"#$%&'()$*'()+ !"#$% !"#$%&' 1. !"#$%&'$()(*&+,-+'(.&'$ 2. !"#$%&'( )*+'%"*, Website.com AARRR! by Dave McClure
  • !"# !"#$"%&'()*!+',-(,( !"# !" !"#$%&' !"#$%&' ()*+",-. !"#$% !"#$%&'( !""#$%$&'()*+# !"#$%&'()$*'()+ !"#$% !"#$%&' 1. Emails & Alerts !"#$%&'$()(*&+,-+'(.&'$ 2. !"#$%&'( 3. )*+'%"*, System Events & Time-based Features Blogs, New Content Website.com AARRR! by Dave McClure
  • !"# !"#$"%&'()*!+',-(,( !"# !" !"#$%&' !"#$%&' ()*+",-. !"#$% !"#$%&'( !""#$%$&'()*+# !"#$%&'()$*'()+ !"#$% !"#$"%&'()*!+',-(,( !"#$%&' 1. Emails & Alerts 4. !"#$%&'$()(*&+,-+'(.&'$ 2. !"#$%&'( !"#$%&'(')$*+,-& 3. )*+'%"*, System Events & Time-based Features Blogs, New Content Website.com AARRR! by Dave McClure
  • !"# !"#$"%&'()*!+',-(,( !"# !" !"#$%&' !"#$%&' ()*+",-. !"#$% !"#$%&'( !""#$%$&'()*+# !"#$%&'()$*'()+ !"#$% !"#$"%&'()*!+',-(,( !"#$%&' 1. Emails & Alerts 4. !"#$%&'$()(*&+,-+'(.&'$ 2. !"#$%&'( !"#$%&'(')$*+,-& 3. )*+'%"*, System Events & Time-based Features Blogs, New Content !"#$%&' !"#$%&'("%)'*$% +,-#./01203*#$%'2. 5. Re Website.com ve nu e$ AARRR! by Dave McClure
  • Sponsorship, Money (engagement) endorsement Ads & marketing Three kinds of online capital Reputation Attention (amplification) (reach) Quality, contribution
  • 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 platform and tying them to your business objectives.
  • 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?
  • On Building Communities ...
  • The 4 stages community building Acquisition Reach Virality Outcomes
  • The 4 stages community building Acquisition Reach Virality Outcomes Growing the size of your community (followers, friends)
  • The 4 stages community building Acquisition Reach Virality Outcomes Growing the Transmitting size of your information community to your (followers, followers friends) (impressions)
  • The 4 stages community building 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)
  • The 4 stages community building 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)
  • Accounting Optimization http://www.flickr.com/photos/thomasclaveirole/538819881/ http://www.flickr.com/photos/sanchom/2963072255/
  • Communilytics measures the acquisition, mobilization, contagion and outcomes of ....
  • Social Media Platforms
  • Emails, groups Blogs and mailing lists Forums / Answers Wikis 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
  • Platforms that ... Search Join Moderate Run
  • Search Join Moderate Run Mailing list, Subscribe to Set up Yahoo ListServ / Group/mailing list search tools Yahoo group group Majordomo Forum search Get account, post Start a thread in a Forum tools in forums forum Vanilla Join on an IRC Create an IRC Real-time chat N/A-bomb channel, post channel Hybrid ircd Search Facebook Subscribe to Social Network public content Facebook Facebook group Elgg Comment on a Contribute to a Blog Blog search tools blog blog Wordpress Contribute/edit Wiki Wiki search tools Wikipedia entry Wetpaint / Wikia Mediawiki Twitter search Get a Twitter Create a group or Micromessaging sites account hashtag status.net Social news Reddit, Digg Vote & post N/A (subreddit?) Pligg instance aggregators search content
  • Search Join Moderate Run Group/mailing list KPI.... KPI KPI KPI Forum KPI KPI KPI KPI Real-time chat KPI KPI KPI KPI Social Network KPI KPI KPI KPI Blog KPI KPI KPI KPI Wiki KPI KPI KPI KPI Micromessaging KPI KPI KPI KPI Social news KPI KPI KPI KPI aggregators
  • 3 campaign types
  • Money (engagement) Three campaign goals Reputation Attention (amplification) (reach)
  • If I had 100k for a campaign ....
  • Setting goals
  • Money (engagement) Three campaign goals Reputation Attention (amplification) (reach)
  • Identify metrics
  • Engagement in Communities Business Objective Key Performance Indicator Share of Voice Foster Dialog Audience Engagement Conversation Reach Activate Advocates Promote Advocacy Advocate Influence Advocacy Impact Resolution Rate Facilitate Support Resolution Time Satisfaction Score Topic Trends Spur Innovation Sentiment Ratio Idea Impact From the report “Social Marketing Analytics” by John Lovett & Jeremiah Owyang
  • AARRR Business Objective Key Performance Indicator Unique Visitors / Followers / Fans / etc Acquisition SERP / Organic Search Clickthroughs by Social Media Platforms Bounce Rate Activation Average Time on Site Pages / Visit (or Key Pages Visited) Cohort Analysis Retention Return Visits Email Notification Clickthroughs Retweets / Repost / etc Referral Social Graph Opt-In / Social Graph Sharing Endorsement & Upvoting Money Revenue Attention Reputation Based on Dave McClure’s AARRR Pirate Metrics
  • No one really knows your business like you do ...
  • http://www.gapingvoid.com/now%20what.jpg
  • 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
  • 50% 75% 100% 50% =4 2 3 1 =6
  • 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 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, Email Payment options forward, Reddit upvote) Conversions
  • Megablogger proponents Seed (starting Emphasis on community) convincing highly- Reach followed, highly (impressions) acted-upon seed Visits group to 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 Conversions the community
  • Communilytics case study Beers for Canada
  • Preparation...
  • Presence Twitter hashtag & account Facebook group
  • Monitoring Realtime/short-lived campaign Google Alerts, analytics less effective Searches within platforms (Twitter, etc.) Clicky Paypal checked manually
  • Seeding Several days before Asked proponents to help Sent calendar invites On the day Checked that they had mentioned it
  • Launch
  • Tracking
  • Adjustment: repurposing
  • Post-mortem
  • 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
  • Mainstream topic
  • Thanks! alistair@bitcurrent.com sean@httpd.org @acroll @seanpower linkedin/in/alistaircroll linkedin/in/iamseanpower bitcurrent.com rednod.com gigaom.com/author/acroll www.watchingwebsites.com http://www.amazon.com/Complete-Web-Monitoring- Performance-Communities/dp/0596155131/