I was able to interview Gary Angel, CEO of Semphonic on one of my favorite topics: Measurement. There’s three reasons why Social Media Measurement is important: 1) Proof: Companies deploying social media need to measure, as it’s a ‘new’ type of program. 2) Manage: You can’t manage what you can’t measure proves to be true, and lastly, 3) Whoever controls the measurement for this space drives the revenue, go to Ad:Tech and you’ll realize how important this is.
As this industry starts to standardize, Gary discusses his ‘functionalism’ framework that he’s put together, it standardizes a measurement methodology for any web template. Can a standardization be applied to any webpage? Gary thinks so. I questioned him if webpages can have multiple functions, hear his answer. His White Paper: Functionalism, A New Approach to Web Analytics (PDF), there’s a dozen templates listed in the framework.
You may remember the video blog, Web Strategy Show I used to run at PodTech (my previous employer), the show is designed for those who make decisions for websites, (I call it a Video White Paper) and I interviewed many of the top thought and practice leaders in our industry. These videos tend to be longer in duration, I use a tripod, and we discuss the topics in advance. This is different than my quick “street” video shots I do with my digital camera.
Having left PodTech, (a great place for content creators, as I get to take my show with me) I didn’t get a chance to publish all my tapes (there’s just a few interviews left), and put out a blog post to see if anyone wanted to publish them on my behalf. Cece, from On24.com, a webcasting and media company for some well known brands, immediately contacted me and followed-up. They have a quite a few other videos focused on IT and Marketing topics, on Insight24. They’ve even created a specific channel for the Web Strategy show.
Thanks to Cece and the very professional On24 team!
I was sitting next to Avinash Kaushik, one of the top web analytics bloggers out there, he works for Google and evangelizes Google Analytics (which I use) and analytics at large. I was one of the folks that prodded him into blogging, and took this example to show him how I was using MicroMedia (Twitter and Utterz to start with). Since I missed his speaking session, I asked him to summarize his presentation. A while ago, I interviewed Avinash on the Web Strategy Show, I think it was one of the most viewed shows (second to Michael Dell).
During the Mark Cuban keynote, I used Twitter to give real time alerts to my followers with just the high-level nuggets that Mark was saying, if you couldn’t afford to be there (Vegas can be expensive) this was a good way to hear the highlights. You can read many of the highlights still on my Twitter feed (it’s in reverse chron order).
So how do you measure the success of your blog? What attributes do you use to define that you’re blogging is time and resources well spent? Even if you don’t blog to make money, you still need to be mulling this over. I blog for thought leadership, which results in all kinds of great real world opportunities and gives me certain attributes to measure.
Interesting the traffic from this post completely outnumbers the traffic from the last time I was on Digg, the audience grows larger. The last time I was on Digg, it hit 8000 readers. It’s nearly 10 times that amount a few months later. If you’ve questions about SMO, talk to ACS.
Update: Here’s the traffic data from the Digg spike. I was averaging 1450 visits a day before Oct 11th and then it spiked to 55k and it’s still trailing off
In the spirit of self analysis, Dennis McDonald often posts the top downloaded documents on his blog. If you don’t know Dr Dennis, he’s an experienced, and level-headed IT consultant that I’ve known and been communicating with since 2005 (I guess we were thinking ahead). In fact, we started a white paper in late 2005 called “Business and I.T. Must Work Together to Manage New “Web 2.0″ Tools”.
If you’re a new reader to my blog, you may be surprised to find out, that before I became so focused on social computing, I was actually an enterprise Intranet manager on the business side, and have worked on a total of 4 intranets, for some of my career, internal knowledge management was my passion.
Although I don’t have many docs on my blog, I logged into Google Analytics, and pulled this data.
Here’s the top 5 posts in the last 6 months:
The first was the blog index page, so I don’t need to include that.
Views are ‘page views’ and Attention is duration spent on post (very important), I’ve included other interaction elements too such as comments, add them up and you’ll get a sense of user engagement.
You’ll notice that for the most part, the traffic for these posts are not high, but it’s the interaction, the multiple comments, that make them stand out.
If I had more time, I would go into Delicious, Magnolia, Technorati, and Stumbleupon to find others tags, comments and metadata associated around the content.
Top five web properties
Yahoo, Google, Time Warner, Microsoft Sites, and Fox interactive media. No interesting change there, those are the typical big five.
The leading Advertising networks are: Advertising.com, ValueClick, Google Ads, Tribal Fusion, and Blue Lithium
Web Campaigns and Seasonal Trends
“The Simpsons Movie drove traffic to the Burger King site, resulting to increase of 4.2 million customers or increase of 774%.
The release of several anticipated films including Transformers and Harry Potter and the Order of the Phoenix, traffic to movie ticket sites also propelled the tickets category up 12 percent to 44.9 million visitors for the month.
The month also saw traffic increase to car rental and ground/cruise sites as travel season continued its strong presence in the monthly rankings, while job search sites experienced gains as Americans sought summer jobs and new careers.” (Analysis by 901)
Tim Kopp from Webtrends, one of the largest and oldest Web Analytics companies, shares with me the goal to measure Engagement, a term I’ve tried to define for some time. According to the news page on the Webtrends site, they are launching “WebTrends Unveils the Power to Measure Customer Engagement with Launch of WebTrends Marketing Lab 2”. They new product? It’s called “Score”.
“WebTrends Score is the industry’s only patented solution that measures and reveals which visitors offer the most potential value to your business. It’s a revolution in the measurement of visitor engagement that gives you the power to target your messaging, improve your conversions and build long-term loyalty.”
Engagement is a difficult attribute to measure (but highly coveted as the advertising dollars shift from TV to the web. For other videos, check out my interview with Eric Peterson or Avinash Kaushik of Google Analytics.