musestorm widget analytics & metrics 2008
DESCRIPTION
Talk given by Ori Soen, CEO of MuseStorm at eMetrics Conference, May 2008TRANSCRIPT
Company Private & Confidential
eMetrics 2008Tracking Widgets and
Feeds:Measuring Distributed Content
Ori Soen, CEO, MuseStorm
Who is MuseStorm
End-to-end Engagement Platform offering• Complete widget / social application production studio• Widget serving• Unified analytics across distribution channels
Used by leading marketers, agencies and publishers
What’s on the Menu Today
5 Types of Widgets
2 Types of Widget Purposes
2 Types of Widget Timelines
Measurement Guidelines
5 Types of Widgets
Flash Web Widgets ≠ Social Applications
Flash Web Widgets
Flash Based (stay away from JS)
Can go anywhere (blogs, SN, start pages, web pages)
Full creative / brand control
Enable complex functionality (e.g. games)
But – standalone within social networks, no access to friendlist, newsfeed, etc – NOT SOCIAL
Social Applications
Based on HTML/JS native formats (e.g. FBML)
Provide access to a user’s social profile• Friend list• News feed• Demographics data
Utilize SN style sheet to be successful• Branding is more subtle
Engagement and Interaction are key
…The future of widgets
Mobile Widgets
Emerging category• iPhone webapps , native widgets / applications• Nokia widsets• Google Android• Yahoo! Mobile Widgets
Keep a close eye on the category, it’s about to explode
Start Page Widgets
HTML/JS or Flash based
Live within start pages• iGoogle• Netvibes• PageFlakes• Live
For personal use
Very limited viral distribution
Relevancy is king
Desktop Widgets
Run on top of 3rd party widget engines• Google Desktop Gadgets• Yahoo Desktop Widgets• Mac Dashboard• Vista Gadgets
Limited distribution due to need for 2 installs
Constant presence on desktop = high visibility
2 Types of Widget Purposes
Mini Sites • Provide full featured experience via widget• No expectation to drive traffic out• Measure success by engagement rate• Works well with Social networks
Traffic Drivers• Provide headlines / partial content• Branding value• Measure success by clickthrough rate
2 Types of Widget Timelines
Short term campaigns • Launched to accompany a campaign (e.g. album rollout)• Usually provides rich media around brand/campaign • Important question: what happens when campaign is over?
Long term relationship generators• Launched to generate user interaction and interest over time• A live, rich media channel into a user’s page• Important question: how to manage ongoing relationship
Measuring Web Widgets
Widget Grabs
Widget Placements
Impressions
Unique Users
Geo-location
Viral Velocity
Viral Hotspots
Clickthroughs
Total interactions
Component based interactions
Per-component interaction breakdown
Do you really care about “clicks”?
Distribution Engagement
Measuring Social Applications
Installs
Un-installs
Active users (not impressions!)
Unique Users
Geo-location
Viral Velocity
Clickthroughs
Activity level
Total interactions
Component based interactions
Per-component interaction breakdown
Demographics
Social Graph
Distribution Engagement
Social Data
Where to Focus
Mini-sites• Engagement• Demographics• Social Graph
Traffic Drivers• Clickthroughs• Impressions
Short Term• Viral Velocity• Impressions• Unique users
Long Term• Engagement • Activity level• Demographics
Widget Purpose Widget Timelines
Thank you.
The professional way to widget