The document discusses topics related to community monitoring and analytics. It mentions vendor relationship management, social credibility in advertising, the decline of press releases, and centralized portals. It then outlines various metrics that may be audited for community efforts, including reputation, page rank, visits, followers, conversions, revenue, problems averted, feature adoption, call volumes, and CRM metrics. It discusses tying online visits to user identities, aggregating and segmenting analytics data, and experimenting with message delivery and monitoring spread. Tracking outcomes and responding is also mentioned.
6. Reason for Metrics you’ll
community effort be audited on
7. Reason for Metrics you’ll
community effort be audited on
Get a
message
out
8. Reason for Metrics you’ll
community effort be audited on
Reputation
Get a
message
out
9. Reason for Metrics you’ll
community effort be audited on
Reputation Pagerank
Get a
message
out
10. Reason for Metrics you’ll
community effort be audited on
Reputation Pagerank
Get a
message Attention
out
11. Reason for Metrics you’ll
community effort be audited on
Reputation Pagerank
Get a
message Attention Visits, followers
out
12. Reason for Metrics you’ll
community effort be audited on
Reputation Pagerank
Get a
message Attention Visits, followers
out Revenue
13. Reason for Metrics you’ll
community effort be audited on
Reputation Pagerank
Get a
message Attention Visits, followers
out Conversions
Revenue
14. Reason for Metrics you’ll
community effort be audited on
Reputation Pagerank
Get a
message Attention Visits, followers
out Conversions
Revenue
Mitigate risk
15. Reason for Metrics you’ll
community effort be audited on
Reputation Pagerank
Get a
message Attention Visits, followers
out Conversions
Revenue
Mitigate risk Problems averted
16. Reason for Metrics you’ll
community effort be audited on
Reputation Pagerank
Get a
message Attention Visits, followers
out Conversions
Revenue
Mitigate risk Problems averted
Solicit feedback
17. Reason for Metrics you’ll
community effort be audited on
Reputation Pagerank
Get a
message Attention Visits, followers
out Conversions
Revenue
Mitigate risk Problems averted
Solicit feedback Feature adoption
18. Reason for Metrics you’ll
community effort be audited on
Reputation Pagerank
Get a
message Attention Visits, followers
out Conversions
Revenue
Mitigate risk Problems averted
Solicit feedback Feature adoption
Self-support
19. Reason for Metrics you’ll
community effort be audited on
Reputation Pagerank
Get a
message Attention Visits, followers
out Conversions
Revenue
Mitigate risk Problems averted
Solicit feedback Feature adoption
Self-support Call volumes
20. Reason for Metrics you’ll
community effort be audited on
Reputation Pagerank
Get a
message Attention Visits, followers
out Conversions
Revenue
Mitigate risk Problems averted
Solicit feedback Feature adoption
Self-support Call volumes
Find leads
21. Reason for Metrics you’ll
community effort be audited on
Reputation Pagerank
Get a
message Attention Visits, followers
out Conversions
Revenue
Mitigate risk Problems averted
Solicit feedback Feature adoption
Self-support Call volumes
Find leads CRM metrics
22. Tying visits to identity
Communities are the new CRM
Every interaction is a ticket, belonging to a user
Salesforce will have a huge presence here
23. Drill down and drill up
Aggregate Segment Individual
Attributes Visits
31. Put out
message
Monitor
spread
Track Respond
outcomes & relate
32. Put out
message
Monitor
spread
Track Respond
outcomes & relate
33. Put out
message
Vary & Monitor
experiment spread
Track Respond
outcomes & relate
34. Put out
message
Vary & Monitor
experiment spread
Track Respond
outcomes & relate
35. Tracking the long funnel
Watch for more draconian tracking
How do you track 140 characters?
How do you do targeted messaging in an asymmetric
follow model?
36. Community monitoring will
follow analytics
Multivariate
Hits Pages Visits Goals Conversions
optimization
37. Community monitoring will
follow analytics
Multivariate
Hits Pages Visits Goals Conversions
optimization
Friend Social Referral Purchase
count capital power influence
...
Here are some of the things we’ve learned along the way.
yesterday was twitter, today is Google Buzz, Tomorrow is (?)
Communities are the new CRM. We’ll strive to tie a person’s activity to their identity; and this will cause all sorts of privacy concerns.
Much of the challenge of monitoring tools is focused around drilling down to an individual session -- to see what happened -- while still staying high-level enough to see patterns.
Big split between “scorecards” and “optimization tools”: Some products just let you put out messages; some let you measure; some let you respond; some tie to analytics. But the optimization cycle looks like this.
Big split between “scorecards” and “optimization tools”: Some products just let you put out messages; some let you measure; some let you respond; some tie to analytics. But the optimization cycle looks like this.
Big split between “scorecards” and “optimization tools”: Some products just let you put out messages; some let you measure; some let you respond; some tie to analytics. But the optimization cycle looks like this.
Big split between “scorecards” and “optimization tools”: Some products just let you put out messages; some let you measure; some let you respond; some tie to analytics. But the optimization cycle looks like this.
Big split between “scorecards” and “optimization tools”: Some products just let you put out messages; some let you measure; some let you respond; some tie to analytics. But the optimization cycle looks like this.
Big split between “scorecards” and “optimization tools”: Some products just let you put out messages; some let you measure; some let you respond; some tie to analytics. But the optimization cycle looks like this.
Big split between “scorecards” and “optimization tools”: Some products just let you put out messages; some let you measure; some let you respond; some tie to analytics. But the optimization cycle looks like this.
Big split between “scorecards” and “optimization tools”: Some products just let you put out messages; some let you measure; some let you respond; some tie to analytics. But the optimization cycle looks like this.
Big split between “scorecards” and “optimization tools”: Some products just let you put out messages; some let you measure; some let you respond; some tie to analytics. But the optimization cycle looks like this.
Big split between “scorecards” and “optimization tools”: Some products just let you put out messages; some let you measure; some let you respond; some tie to analytics. But the optimization cycle looks like this.
http://awe.sm & http://rippl3.com are working on a solution to Social Media Tracking.
Just as analytics shifted from attention to conversion to optimization, so social networking is going to shift. Marketers will demand ROI on their messages. This doesn’t mean social networks need justification -- only that marketers will strive for traceability through things like URL encoding.
If you’re doing it right, you’ll be able to see performance, analytics, and traffic data in one place -- eventually
And yes, everyone needs complete web monitoring. That’s why they sell it at Target.
Thanks for the time. If you want to reach us or follow us online, here’s how. And if you want to pre-order our book (which would freak out our editors) we’d love it. We’re shameless self-promoters.