From e2conf: Enterprise Communilytics

Posted by Gina Rosenthal in conferences | Tagged , , , | Leave a comment

One of my favorite sessions at the Enterprise 2.0 conference in Boston was Enterprise Communilytics. It was presented by Sean Power and Alistair Croll. Check out http://www.watchingwebsites.com for more web monitoring goodness.

Here are the slides they used, it was definitely a great presentation.

Here are my notes:

  • Community monitoring is part of a much bigger hole
    • Community management (what was said)
    • Usability (how did they interact)
    • Analytics (what did they do)
    • Competitive (what are they up to)
    • Performability (could they do what they wanted)
    • VoC – voice of the customer (what were the motivations)
  • Ideas:
    • Use familiar tools: remind people to participate using Outlook invites (have already started using this one, I heard it and thought oh DUH what a good idea!).
    • usability tools – heat maps
    • federated id: you already know who they are b4 you serve content
    • color code links (make links different colors), run reports on them, you’ll know what people want to know based on what they click on
  • Analytics is job security – proves your worth to the biz
  • Communilytics = tying web stuff to biz stuff
  • Web used to be poll-based, is now feed (pull) based
  • Spectrum of ways to connect to the world *conversation prism*
  • People disregard marketing messages, because we are bombarded w them daily
  • Mitigate risk, catch libel. Exists whether you like it or not. (e.g. malware on embeddable youtube)
  • Customers want us there
  • ADVICE: monitor “biz keyword” + SUCKS –> threshold if it goes higher
  • Consumers are mainstreaming events – expectations set by what you use at home
  • Communities = who is talking, what are they saying, where are they saying it
  • Sites to check out (I’m not sure I got them all, but this was one reason the session was so good):
  • Social media doesn’t live in an island, relates to web analytics
  • Web analytics platforms will become data analytic platform (incorporating social analytics into existing web analytics – so stay close to your current web monitoring teams!)
  • new analytics == optimize goals, and report them
    • places + tasks
    • places, efficiency matters (how many how quickly); collect aha feedback
  • link communities to outcome
  • viral means someone tells > 1 person the message
  • goal attainment: funnel:
    • bloggers – seeds
    • followers (twitter reach, twitter downstream reach, unique downstream followers tweetgrid frm twitter will help it)
    • seed ratio
    • followers repurpose (RT)
    • RT –> amplification
    • Visitors
    • conversions

Leave a Reply

This site uses Akismet to reduce spam. Learn how your comment data is processed.