Best Web Tools for Optimizing Audience

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Best Web Tools for Optimizing Audience Powered By Docstoc
					Tools You Can Use
Tools You Can Use

   Prescott Shibles
  eMediaVitals.com
•   Audience Acquisition
    Audience Acquisition
•   Cultivating Community
•           i
    Measuring Engagement
•   Competitive Analysis
Tools by Purpose
Tools by Purpose
                   AdMob
  Mobile Analytics
• Mobile Analytics
• Devices: Nokia, Sony, Samsung, Motorola, LG, 
  RIM (Blackberry) Apple
  RIM (Blackberry), Apple, 
• Operators: Airtel, AT&T, Metro PCS, T‐Mobile, 
  Alltel, Sprint, Vodafone, Verizon
  All l S i V d f           V i
AdMob Analytics
AdMob Analytics
                  Compete
  SEM Tools and Competitive Analysis
• SEM Tools and Competitive Analysis
• Tracks site traffic based on “panel of panels”
       h     k i            ffi i b    d li k
• Benchmark uniques, traffic, inbound links, 
  number of referring search terms
• Provides referral data (upstream and 
  downstream)
• Keywords driving competitor sites
Compete Site Profile
Compete Site Profile
Competitive Analysis
Competitive Analysis
                   Disqus
• Third‐party commenting service
• Allows legacy CMS systems to add 
  commenting
• Enhances current CMS commenting offering 
  (                     ,          g    ,    )
  (threaded comments, Plaxo integration, etc.)
• Integration with Seesmic for video comments
  Report bad comments
• Report bad comments
• User profiles, deep linking to comments
Disqus
          Google Friend Connect
          Google Friend Connect
•                         g y
    Adds social networking to your site
•   Members
•   Sign In, view other members, leave comments
    Sign In view other members leave comments
•   Ratings and reviews
•   Event promotion
•   Content recommendation
Google Friend Connect
Google Friend Connect
     Google Web Site Optimizer
     Google Web Site Optimizer
• Landing page optimization system
  Landing page optimization system
• Automates creative testing for landing pages
•   /    d    li i         i
  A/B and Multivariate testing
• Automatically optimizes combination of 
  creative elements
• Integrates with email and SEM campaigns
      g                              p g
          Interwoven LiveSite
          Interwoven LiveSite
  Similar to Google Web Site Optimizer
• Similar to Google Web Site Optimizer
• More robust
               i
• More expensive
                   Ooyala
  TechCrunch 50 Company
• TechCrunch 50 Company
• Used by Ashton Kutcher for his online‐video 
  based shows
  based shows
                 Quantcast
  Similar to Compete or even comScore and 
• Similar to Compete or even comScore and
  Nielsen
  Panel data less accurate
• Panel data less accurate
• Allows publishers to submit data easily and 
       ddi i    li f     i
  get additional information
• Acts as a search engine for media buyers
                   SEMrush
  SEM tool
• SEM tool
• Great for understanding competitor behavior
    l f l f id if i k           d         f
• Helpful for identifying keyword targets for
  – Print subscribers
  – Email newsletter subscribers
  – Web site membership
                YouNoodle
  Keep track of startups in your space
• Keep track of startups in your space
• Avoid being caught off guard by online‐only 
  players
• See the online business models that are 
          i i           d     fid
  generating interest and confidence
                Workshop
  Using Compete, Quantcast, and SEMrush to 
• Using Compete Quantcast and SEMrush to
  develop and execute a paid SEM campaign
               Questions?
  Remember, there are no bad questions, only 
• Remember there are no bad questions only
  bad answers… so, the pressure is all on me.
  Ask away!
• Ask away!
Best Web Tools for Optimizing 
         Audience
           Abe Burns
            Variety
    Measuring Content Effectiveness And 
             User Interaction
                    Presentation Road Map


•   Tool Set
•   Article Path
    Article Path
•   Tracking
•   Content Proliferation
    Content Proliferation
•   Twitter Ranking + Overall Tracking
•   Web Spread (Blogs, Facebook, Digg)
    W bS       d (Bl    F b k Di )
                   Tool Set
                   Tool Set
•   Bit.ly             •   Search Merge
                           Search Merge
•   One Riot           •   Twitter Counter
•   TweetMeme          •   Tweet Stats
                           Tweet Stats
•   TwitScoop          •   Xefer
•   Tinker             •   Technorati
•   Monitter           •   Blog Pulse
•   Twitter Fall
    Twitter Fall       •   Facebook ‘Insights’
                           Facebook ‘Insights’
Variety Article Path
Variety Article Path
                   Tracking
  Using Twitter to track article path and 
• Using Twitter to track article path and
  engagement metrics.
                     Bit.ly
  Shorten URL s (optimal for Twitter). 
• Shorten URL’s (optimal for Twitter)
• Easily gauge referrer traffic.
                                Conversations on Twitter :
         Content Proliferation
         Content Proliferation
  Using various tools to gauge how  wide
• Using various tools to gauge how ‘wide‐
  spread’ your content has gone and how 
  popular through Twitter, Digg and Search.
  popular through Twitter Digg and Search
                        One Riot
                        One Riot
‐ Real‐time Twitter search with Digg metrics.
‐ Includes total shared count, cycle through diggs and tweets, 
  see who first shared the link, and digg or tweet the link 
  yourself.
‐ Trend stories/topics from other sites.
                   TweetMeme
    gg ega es a       so       e o de e      e    c
• Aggregates all links on Twitter to determine which 
  links are popular.
• Easily follow article path and rank.
                TwitScoop

• Track and 
  compare 
  compare
  ‘article’  
  and
  and 
  ‘provider’ 
  popularity.
  popularity
                                Tinker
•   “Tinker helps you discover events people are Twittering about. “
                     Monitter
    s pe        e o o / c e , us g a se o
• A simple twitter monitor/’ticker’, using a set of 
  keywords to track and watch what people are saying.
                             Twitterfall
•   “Twitterfall is a way of viewing the latest 'tweets' of upcoming trends and 
    custom searches on the micro‐blogging site Twitter. Updates fall from the 
    custom searches on the micro blogging site Twitter Updates fall from the
    top of the page in near‐realtime.”
               SearchMerge
  Search Google, 
• Search Google
  Twitter, YouTube, 
  FriendFeed and
  FriendFeed and 
  Flickr in one 
  query.
  query
 Twitter Ranking + Overall Tracking
 Twitter Ranking + Overall Tracking
  Breakdown of  Tweeting patterns timetable
• Breakdown of ‘Tweeting’ patterns, timetable, 
  effectiveness and rank.
            Twitter Counter
            Twitter Counter
  Determine ROI and campaign effectiveness.
• Determine ROI and campaign effectiveness.
• Track competitors.
             Tweet Stats
             Tweet Stats
• Graphical Twitter 
      i i
  statistics.
• Keyword frequency.
                   Xefer
  Tweets by Time of Day & Day of Week
• Tweets by Time of Day & Day of Week
               Web Spread
               Web Spread
  Comprehensive breakdown of content 
• Comprehensive breakdown of content
  proliferation and popularity on the web.
                Technorati
   Keyword popularity across the blogosphere
• “Keyword popularity across the blogosphere”
                        BlogPulse
• Blog search engine, analysis and reporting on daily activity in 
   h bl       h
  the blogosphere.
           Facebook  Insights
           Facebook ‘Insights’
  In depth 
• In‐depth
  look at user 
  interaction
  interaction 
  on 
  Facebook.
  Facebook
• Community 
  growth.
  growth

				
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