Getting it Wrong: Change and Measurement on the Internet - Charles Arthur


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Charles Arthur discusses the shifting sands of the Internet, and how these subtle changes can impact all of our businesses. Whether its the Mobile Internet, Facebook, or Twitter, these technologies are shaping the business agenda and we need strategies for monitoring change and identifying the measurements for our business success. Charles will discuss where these are changes coming from, and how can we anticipate what the landscape will look like six months from now.

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  • Note that this is only one week in March. In the US. But: Facebook is becoming as important as Google - so let’s look at social media.
  • Facebook on 130m uniques in the US (more than half its population) Twitter on about 25m-30m, holding steady. - how does it work? Web browsers.
  • The message: measurement is something to be wary of. What can you trust? What you see.
  • Solwise, based in Hessle (near Hull)
  • Look at the relative growth - there’s Nokia. But at that relative growth, smartphones OVERTAKE normal phones by 2015. For the WHOLE WORLD. Expect it even sooner in the UK and US.
  • Location is becoming important but nobody has cracked it yet - if you know where the phone is, what does that tell you?
  • Getting it Wrong: Change and Measurement on the Internet - Charles Arthur

    1. 1. Getting it WRONG Change and measurement on the internet And how it’s all going to change Charles Arthur, The Guardian
    2. 2. In business, remember: <ul><li>Sales are vanity </li></ul><ul><li>Profits are sanity </li></ul><ul><li>Cash is king </li></ul>
    3. 3. Online, the equivalent is: <ul><li>Pageviews are vanity </li></ul><ul><li>Clicks are sanity </li></ul><ul><li>Transactions are king </li></ul>
    4. 4. There’s lots of money in search <ul><li>New Media Age data published this week: </li></ul><ul><li>36 top “search” agencies in the UK: </li></ul><ul><li>total revenue £76.2m </li></ul><ul><li>up by 51% compared to 2009 </li></ul><ul><li>1,572 staff </li></ul><ul><li>meaning turnover of £48,000 per staff member </li></ul>
    5. 5. But what’s really happening?
    6. 6. Facebook v Twitter <ul><li>What’s wrong with this graph? What’s missing? </li></ul>
    7. 7. Because Web 2.0 is different <ul><li>“ 75% of Twitter’s traffic doesn’t come via the website. It comes via the API” - Raffi Krikorian, tech lead, Twitter API team, speaking at The Guardian, May 10 2010 </li></ul>
    8. 8. And that’s true for many more <ul><li>Twitter:105m users, 300K more per day </li></ul><ul><li>600m search queries per day </li></ul><ul><li>175 employees </li></ul><ul><li>Web 2.0 is built on APIs </li></ul><ul><li>Google Maps </li></ul><ul><li>Facebook </li></ul><ul><li>and so on.. </li></ul>
    9. 9. Case study: Solwise <ul><li>Facebook page </li></ul><ul><li>Twitter presence (275 followers) </li></ul><ul><li>but it really comes down to the web page </li></ul><ul><li>...and looking at what happens there </li></ul>
    10. 10. CHANGE: WHAT’S COMING?
    11. 11. Mobile: where the growth is
    12. 12. Smartphone web access: growing
    13. 13. HTML5 v Flash
    14. 14. If you build in Flash... <ul><li>This is what iPhone, iPad, iPod Touch and Android owners will see when they try to access your site: </li></ul>
    15. 15. If you build in HTML5... <ul><li>Everyone can read it... soon enough.. and do more </li></ul>
    16. 16. Location, location, location <ul><li>Google (Maps, Latitude) </li></ul><ul><li>Foursquare </li></ul><ul><li>Gowalla </li></ul><ul><li>...Apple? </li></ul><ul><li>...Facebook? </li></ul>• In 2010 about 376m GPS-enabled mobile phones will be shipped – about 28% of the total handset market. • The percentage will rise to 33% to 2011.
    17. 17. Thank you Charles Arthur