Web Analytics For Todays Social Web - by Unica


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Don’t be a web analytics dinosaur when you are trying to help your company succeed in the social web. Both marketers and web analysts can be too “professionally blind” to notice how different the social web is from traditional web marketing. So, it is very tempting to shortchange the social web by making it fit into traditional web analytics for counting views, clicks, conversions, etc.

But the social web is a connection between people and not just between websites. So, analytics must grow beyond website and media analysis to social CRM analysis.

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  • Deemed most successful viral marketing campaign in history12M viewed on YouTube on Year 1Still one of the top videos on YouTube after 3 years
  • Over 1,200 hundred Dove parody ads!!!$150M worth of brand exposure from a $50k ad budget!300,000% increased in exposure!Can’t be replicated (a flop on next campaign by the same team). But others are trying to figure this out.
  • Blogs with list of 100 metricsJust like marketers are behaving as in gold rush times analytics people even well known bloggers stand to fall back to the stone ages of w.a. where we used to create thousands of reports and take no action whatsoever on the reports.
  • Traditional advertisins g metrics vs. WOM/viral marketing metricsSpectrum of tactics range from “ad impression” to “chief conversation officer” at domino’s pizzaReach requires different details for Facebook App vs. Twitter vs. mobile ad Ditto for viral (forwards, vs. blog links etc.)Recommendations: Don’t get lost in the details if you are presenting metricsIf somebody is presenting metrics / trends to you – seek consistency
  • Offline purchases: if big campaign (e.g. walmart mobile/social app) then online purchases are fraction of outcomes (hopefully)
  • IdeastormNational Instr. Developer forum
  • Where web and customer marketers intersect in social mediaSocial CRM  two way value, and IMCustomer services is one example of 1:1 (time to issue resolution, loyalty etc.)RFM is one way to score in DM  RFF, social network analysisCustomer profiles  IM
  • Point to analytics role
  • This is the part that DMs been waiting fo
  • Web Analytics For Todays Social Web - by Unica

    1. 1. Web Analytics for Today’s Social Web<br />For Practitioner Web Analytics, May 2010, Madrid, Spain<br />Akin Arikan<br />Unica Corporation<br />Aarikan@Unica.com<br />Blog: MultichannelMetrics.com<br />
    2. 2. Social Networking Explodes Globally859M Unique Users, 32% Growth<br />Vkontakte<br />25M users<br />20% growth<br />Facebook<br />471M users<br />100% growth<br />QQ<br />47M users<br />65% growth<br />MySpace<br />120M users<br />-7% growth<br />Baidu<br />54M users<br />35% growth<br />Skyrock<br />20M users<br />-9% growth<br />CyWorld<br />19M users<br />-12% growth<br />Twitter<br />74M users<br />1110% growth<br />Mixi<br />14M users<br />14% growth<br />Renren<br />34M users<br />--% growth<br />Hi5<br />47M users<br />-22% growth<br />Orkut<br />52M users<br />6% growth<br />Friendster<br />15M users<br />-44% growth<br />Morgan Stanley, 2010<br />
    3. 3. The Gold Rush<br />
    4. 4. Not Surprisingly, Marketers Are Following Suit…<br />HALF<br />4<br />of marketers currently market through social media<br />Source: Q4 2009, Unica’s Global Survey of Marketers<br />Base: Total Sample (155 Respondents)<br />
    5. 5. It feels like gold rush days<br />
    6. 6. Finding Gold<br />
    7. 7. Mystery of Viral Marketing<br />Dove Evolution Campaign<br />
    8. 8. Mystery of Viral Marketing…<br />
    9. 9. The Reality is Often Different<br />
    10. 10. 64.5%<br />10<br />say their companies have not increased revenue or profited from using social media<br />Source: R2integrated / MarketingProfs<br />
    11. 11. Can you Help?<br />11<br />to make social media marketing repeatable, scalable, profitable?<br />
    12. 12. Process Optimization with Traditional Web Analytics<br />
    13. 13. Case Study: An Awesome New Facebook Application: Fidipidi<br />
    14. 14. Example: Facebook Application Usage Duration<br />
    15. 15. Example: Facebook API – who is using the Application?<br />
    16. 16. Lesson<br />16<br />Traditional process optimization still useful<br />Help your company fail faster<br />
    17. 17. Analytics for Today’s Social Web<br />
    18. 18. Lesson<br />18<br />Facebook, Twitter, Blogs, etc. are just tactics or channels<br />Truly social media KPIs have a lot more to do with customers<br />
    19. 19. Big Challenge to Web Analysis<br />Traditional Web Analytics Truly Social Web Analytics<br /><ul><li>Pages / Applications
    20. 20. Ads
    21. 21. Links
    22. 22. Processes
    23. 23. Sales
    24. 24. Forms
    25. 25. Segmentation
    26. 26. People
    27. 27. Friends
    28. 28. Influencers
    29. 29. Conversations
    30. 30. Viral forwards
    31. 31. Opinions
    32. 32. Ideas</li></li></ul><li>Big Opportunity for You<br />20<br />Don’t be just the “process optimizer”<br />Reinvent web analytics for social web<br />Help Marketing be the team that best knows your customers and prospects<br />
    33. 33. A Web Analytics Maturity Model for Today’s Social Web<br />
    34. 34. Web Analytics Compass for Today’s Social Web<br />Sources of social analytics data<br />Business goals & their metrics<br />Analytics tools<br />
    35. 35. Bucket 1: Your Properties, Ads, Messages Tag them<br />Your:<br />Facebook app & page<br />Mobile site & app<br />Branded community<br />Tweets<br />Bit.ly<br />etc<br />
    36. 36. Bucket 2: Chatter Outside Your Control  Monitor<br /><ul><li>Scoutlabs
    37. 37. Viral Heat
    38. 38. Buzzmetrics
    39. 39. Radian6
    40. 40. and 45 others to monitor:
    41. 41. Blogosphere
    42. 42. Twitterverse
    43. 43. YouTube, etc.
    44. 44. Facebook etc</li></li></ul><li>Marketing Types (bucketed for analytics purposes)<br />Social & Mobile Marketing Types<br />Under your control<br />Outside your control<br />Blogosphere<br />Twitterverse<br />etc<br />Sites & Apps<br />Ads & Messages<br />
    45. 45. Types of social & mobile marketing<br />4 Business goals & their metrics<br />Analytics tools<br />Web Analytics Compass for Today’s Social Web<br />
    46. 46. Business Goal 1: Brand Awareness and Reputation <br />Reach (direct and viral)<br />Engagement<br />Share of voice conversations<br />Sentiment<br />Context<br />Virality<br />
    47. 47. Business Goal 2: Demand Generation / Direct Response<br />Click-throughs<br />View-throughs<br />Lead registration<br />eCommerce<br />Offline Purchases<br />
    48. 48. Business Goal 3: Market Research <br />What are they saying about us?<br />Trends?<br />Context?<br />Sentiment?<br />By what Segments?<br />
    49. 49. Business Goal 4: Customer Engagement and Growing LTV<br />Social CRM<br />Customer service<br />RFF (Recency, Frequency, Friends)<br />Social network analysis<br />Customer + friend profiles<br />Source: Hurricane<br />
    50. 50. Marketing Types vs. Business Goals<br />Social & Mobile Marketing Types<br />Under your control<br />Outside your control<br />Blogosphere<br />Twitterverse<br />etc<br />Sites & Apps<br />Ads & Messages<br />Web Analytics<br />Brand building<br />Demand gen<br />Business Goals<br />Market Research<br />Customer LTV<br />
    51. 51. Analytics Tools vs. Marketing Types and Goals<br />Social & Mobile Marketing Types<br />Under your control<br />Outside your control<br />Blogosphere<br />Twitterverse<br />etc<br />Sites & Apps<br />Ads & Messages<br />`<br />Web Analytics<br />Social media<br />monitoring<br />Brand building<br />Twitter, Facebook, YouTube, etc. APIs & tools<br />Demand gen<br />Business Goals<br />Customer analytics, CRM data mart, panels <br />Market Research<br />Audience Measur..<br />Voice of Customer<br />Market Research<br />Customer LTV<br />Customer analytics, (Social-) CRM data mart<br />Two levels: Aggregate trends vs. individuals<br />
    52. 52. Social CRM Examples<br />
    53. 53. What is Social CRM?<br />Social CRM is the connection of social data (wherever it is) with existing customer records (CRM solutions) that enable companies to provide new forms of customer intelligence<br />source: altimeter group<br />“business strategy of engaging customers through Social Media with goal of building trust and loyalty” source: CustomerThink<br />
    54. 54. Case Study: FidipidiFacebook AppSimple but Brilliant!<br />Email birthday reminders<br />+ cross-sell<br />
    55. 55. Case Study: Facebook Like Button<br />Site and ad personalization<br />
    56. 56. Example: Close the Loop Across Social, Mobile, and Website<br />
    57. 57. How do We Get There?<br />
    58. 58. Two Uses of Web Analytics and SMM:Aggregate AND Individual-Level<br /> Tap into visitor level detail<br />
    59. 59. Create a Cross-Channel User Identification Strategy<br />TargetAudience<br />Jane Cogswell<br />Demographic Profile<br /><ul><li>Financial Planner
    60. 60. Single
    61. 61. 28 years old
    62. 62. Located in Boston, MA</li></ul>40<br />
    63. 63. Identifying Prospects / Customers across Social & Mobile Channels<br />@AkinArikan tweets about PWA 2010<br />Blog post on PWA 2010 on http://MultichannelMetrics.com<br />Facebook.com/akin.arikan - update on PWA 2010<br />LinkedIn.com/in/akinarikan – update on PWA 2010<br />Visits practitionerwa.mobi<br />Visits practitionerwa.com<br />Receives, opens, clicks on email from PWA<br />Purchases a ticket to PWA by phone<br />
    64. 64. 5 Common Types of Methods for Determining Identity <br />Self identification<br />Login or purchase <br />“Login to Facebook” (formerly Facebook Connect)<br />Coupon or PURL<br />Anonymous web analytics cookies<br />Hyperlinks instrumented with personally identifiable codes<br />Matchback<br />Append data (e.g. Acxiom, Rapleaf for social identities)<br />
    65. 65. Awareness<br />Decisioning<br />Execution<br />Leverage comprehensive data to identify opportunities and predict marketing outcomes.<br />Determine the best message to extend in outbound and inbound marketing channels.<br />Deliver highly relevant marketing messages and retain a corporate memory of interactions.<br />Integrated Marketing Operations<br />Facilitates collaboration and cross-channel planning, design, execution, and measurement.<br />Facilitates collaboration and cross-channel planning, design, execution, and measurement.<br />Unica’s Interactive Marketing Framework Helps Structure the Conversation<br />Individual level …<br />Aggregate <br />43<br />
    66. 66. Summary<br />Lot’s of hype<br />Reality is often different<br />Marketers dabble in social media<br />Web analysts need to take leadership!<br />Traditional analytics still useful<br />But really need to reinvent web analysis for today’s social web => more people/customer centric web analytics, i.e. social CRM<br /> Need new know how, tools, growth path<br />Don’t build 360 degree on day one --- start small, then grow<br />44<br />
    67. 67. Get These Freebies:<br />2-Pager: Align Social Media Metrics with your biz goals (Download from Unica.com)<br />Technical Papers on Tagging Facebook and Twitter(Ask your favored Unica’n)<br />Akin Arikan<br />Unica Corporation<br />Aarikan@Unica.com<br />Blog: MultichannelMetrics.com<br />