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.

1. Web Analytics for Today’s Social Web For Practitioner Web Analytics, May 2010, Madrid, Spain Akin Arikan Unica Corporation Aarikan@Unica.com Blog: MultichannelMetrics.com

2. Social Networking Explodes Globally859M Unique Users, 32% Growth Vkontakte 25M users 20% growth Facebook 471M users 100% growth QQ 47M users 65% growth MySpace 120M users -7% growth Baidu 54M users 35% growth Skyrock 20M users -9% growth CyWorld 19M users -12% growth Twitter 74M users 1110% growth Mixi 14M users 14% growth Renren 34M users --% growth Hi5 47M users -22% growth Orkut 52M users 6% growth Friendster 15M users -44% growth Morgan Stanley, 2010

3. The Gold Rush

4. Not Surprisingly, Marketers Are Following Suit… HALF 4 of marketers currently market through social media Source: Q4 2009, Unica’s Global Survey of Marketers Base: Total Sample (155 Respondents)

5. It feels like gold rush days

6. Finding Gold

7. Mystery of Viral Marketing Dove Evolution Campaign

8. Mystery of Viral Marketing…

9. The Reality is Often Different

10. 64.5% 10 say their companies have not increased revenue or profited from using social media Source: R2integrated / MarketingProfs

11. Can you Help? 11 to make social media marketing repeatable, scalable, profitable?

12. Process Optimization with Traditional Web Analytics

13. Case Study: An Awesome New Facebook Application: Fidipidi

14. Example: Facebook Application Usage Duration

15. Example: Facebook API – who is using the Application?

16. Lesson 16 Traditional process optimization still useful Help your company fail faster

17. Analytics for Today’s Social Web

18. Lesson 18 Facebook, Twitter, Blogs, etc. are just tactics or channels Truly social media KPIs have a lot more to do with customers

20. Ads

21. Links

22. Processes

23. Sales

24. Forms

25. Segmentation

26. People

27. Friends

28. Influencers

29. Conversations

30. Viral forwards

31. Opinions

33. A Web Analytics Maturity Model for Today’s Social Web

34. Web Analytics Compass for Today’s Social Web Sources of social analytics data Business goals & their metrics Analytics tools

35. Bucket 1: Your Properties, Ads, Messages Tag them Your: Facebook app & page Mobile site & app Branded community Tweets Bit.ly etc

37. Viral Heat

38. Buzzmetrics

39. Radian6

40. and 45 others to monitor:

41. Blogosphere

42. Twitterverse

43. YouTube, etc.

45. Types of social & mobile marketing 4 Business goals & their metrics Analytics tools Web Analytics Compass for Today’s Social Web

46. Business Goal 1: Brand Awareness and Reputation Reach (direct and viral) Engagement Share of voice conversations Sentiment Context Virality

47. Business Goal 2: Demand Generation / Direct Response Click-throughs View-throughs Lead registration eCommerce Offline Purchases

48. Business Goal 3: Market Research What are they saying about us? Trends? Context? Sentiment? By what Segments?

49. Business Goal 4: Customer Engagement and Growing LTV Social CRM Customer service RFF (Recency, Frequency, Friends) Social network analysis Customer + friend profiles Source: Hurricane

50. Marketing Types vs. Business Goals Social & Mobile Marketing Types Under your control Outside your control Blogosphere Twitterverse etc Sites & Apps Ads & Messages Web Analytics Brand building Demand gen Business Goals Market Research Customer LTV

51. Analytics Tools vs. Marketing Types and Goals Social & Mobile Marketing Types Under your control Outside your control Blogosphere Twitterverse etc Sites & Apps Ads & Messages ` Web Analytics Social media monitoring Brand building Twitter, Facebook, YouTube, etc. APIs & tools Demand gen Business Goals Customer analytics, CRM data mart, panels Market Research Audience Measur.. Voice of Customer Market Research Customer LTV Customer analytics, (Social-) CRM data mart Two levels: Aggregate trends vs. individuals

52. Social CRM Examples

53. What is Social CRM? 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 source: altimeter group “business strategy of engaging customers through Social Media with goal of building trust and loyalty” source: CustomerThink

54. Case Study: FidipidiFacebook AppSimple but Brilliant! Email birthday reminders + cross-sell

55. Case Study: Facebook Like Button Site and ad personalization

56. Example: Close the Loop Across Social, Mobile, and Website

57. How do We Get There?

58. Two Uses of Web Analytics and SMM:Aggregate AND Individual-Level Tap into visitor level detail

60. Single

61. 28 years old

62. Located in Boston, MA40

63. Identifying Prospects / Customers across Social & Mobile Channels @AkinArikan tweets about PWA 2010 Blog post on PWA 2010 on http://MultichannelMetrics.com Facebook.com/akin.arikan - update on PWA 2010 LinkedIn.com/in/akinarikan – update on PWA 2010 Visits practitionerwa.mobi Visits practitionerwa.com Receives, opens, clicks on email from PWA Purchases a ticket to PWA by phone

64. 5 Common Types of Methods for Determining Identity Self identification Login or purchase “Login to Facebook” (formerly Facebook Connect) Coupon or PURL Anonymous web analytics cookies Hyperlinks instrumented with personally identifiable codes Matchback Append data (e.g. Acxiom, Rapleaf for social identities)

65. Awareness Decisioning Execution Leverage comprehensive data to identify opportunities and predict marketing outcomes. Determine the best message to extend in outbound and inbound marketing channels. Deliver highly relevant marketing messages and retain a corporate memory of interactions. Integrated Marketing Operations Facilitates collaboration and cross-channel planning, design, execution, and measurement. Facilitates collaboration and cross-channel planning, design, execution, and measurement. Unica’s Interactive Marketing Framework Helps Structure the Conversation Individual level … Aggregate 43

66. Summary Lot’s of hype Reality is often different Marketers dabble in social media Web analysts need to take leadership! Traditional analytics still useful But really need to reinvent web analysis for today’s social web => more people/customer centric web analytics, i.e. social CRM  Need new know how, tools, growth path Don’t build 360 degree on day one --- start small, then grow 44

67. Get These Freebies: 2-Pager: Align Social Media Metrics with your biz goals (Download from Unica.com) Technical Papers on Tagging Facebook and Twitter(Ask your favored Unica’n) Akin Arikan Unica Corporation Aarikan@Unica.com Blog: MultichannelMetrics.com