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.
Communilytics presented at Webcom Montreal 2010
View more presentations from Alistair Croll and Sean Power .
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):
- backtype
- google sets
- spyfu
- product lantern
- markmail
- http://getclicky.com/
- http://www.woopra.com/
- 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