Web Analytics Usage Statistics

14 12 2010

I have always been interested in Web Analytics.  Most of the tools claim to solve world hunger, but which of the literally dozens of Web Analytics tools do people actually use out there?  I stumbled across one pretty interesting analysis of who is using what today.

Here are the Top 5 Web Analytics tools used according to this survey:

  1. Google Analytics.  (57%)  Not surprising.  It’s free to use.
  2. Quantcast Tracking. (18%)
  3. Google Analytics Asynchronous (14%) Also free to use.   More about what this is.
  4. Omniture SiteCatalyst.  (14%) Recently acquired by Adobe.
  5. comScore.  (9%)

The number six tool is down around 3% share.

This is just the beginning of a long analytic tool war.  With the data on the Internet fragmenting (see my previous 12/13/10 blog post) they tools makers will have to move quickly to be able to track and measure activity on the Web.

See Full Report





The Future Direction of Search Engine Marketing (SEM)

13 12 2010

SEM is pretty straightforward, right?  You use some analytics software to figure out the search terms that customers are using to find your product or service and then you bid on the right to place ads with those terms.

A new white paper from Forrester looks at the future trends in SEM.  Like a lot of things, the searchable Internet is fragmenting  in many ways:

  • Into new forms of content.
  • Into new uses: Mobile/Social and GoogleTV are examples.
  • Into communities and platforms that are opaque to traditional search engines.  Examples include the Apple iPhone, Android phones, and social media platforms such as Twitter and Facebook.  Search engine technology is going to adjust.  In fact, Bing and Google are already making changes.

But, the bottom line is that search engine marketing techniques and analytic approaches must change as well.

You can download the full Forrester report for free from Omniture (owned by Adobe):  The Future Of Search Marketing

It’s well worth reading.





Google Social Media Strategy Update

10 12 2010

The one thing that is clear about Google’s Social Media strategy is that it is evolving.  Here are some of the highlights of the latest news on the subject:

  • Google Me planned for Fall 2010, will now roll out in the Spring 2011 timeframe.
    • Google Me was planned for fall.  ZDnet Article.
    • Then they said they were not building a traditional platform.  Telegraph Article.
    • Now, the update is that Google Me or Google +1 will roll out in the spring of 2011.  Blogherald Article.
  • Google will not compete head-on with Facebook.  The emphasis will be on providing a new and unique social media experience.  (Good Idea)
  • Google +1, which is the latest thinking on what was Google Me, will not be an app so much as a browser extension.  This will be complimented by a mobile app called Loops.
  • The idea behind Loops is that you have “loops” or groups of friends and do not want to blast out all messages to everybody.  You want to send certain types of messages to certain groups.  That makes a lot of sense to me.

Why a Frontal Assault of Facebook Does Not Make Strategic Sense

It’s a matter of simple mathematics.  Social media is all about your community.  Check the relative community sizes of Facebook and Google.

Facebook            Over 500 million

Google                 Well over 100 million GMail users

How Do All The Google Parts Fit Together?

There is actually quite a lot going on at Google that would compliment their social media strategy.  The big thing that is missing is a natural way of pulling it all together – a sort of grand unification theory.  Google needs to find a way to leverage its strengths in search, video, email, etc and extend them naturally into the social media space.

The good news for Google is that they are not starting from bare dirt.  They have a lot of corporate assets that can play in this space.  The big challenge for Google will be to convince all of their anonymous users (Search, YouTube, Maps) to create and share online identities and become part of a Google community.

Groupon would seem like a very nice fit with this whole picture.  The Groupon model would be a great way to monetize social media and diversify Google’s sources of income which is virtually all from ads.  The problem is that Groupon turned down a $6 billion offer from Google last week.  BW Article. The opportunity for Google is that Groupon’s business model is not to hard to emulate.  The challenge is that Google is coming from behind in social media and really doesn’t need another battle to fight.





Dreamforce Day Two Announcements

8 12 2010

Yesterday, Salesforce.com announced support for Java application development and a cloud-based database, Database.com.  Today, they announced their intention to acquire Heroku for $212 million.  This will give Salesforce.com the ability to support Ruby on Rails software development on their platform.

 

Why is Ruby on Rails important?

  • It’s open source and multi-platform
  • It has a highly-productive set of software development tools
  • Over 1 million Ruby on Rails developers today
  • Heroku says they have over 105,000 apps deployed on their platform and that their customers added 2,600 new apps last week
  • Big, scalable, apps like Groupon and Twitter have been written in Ruby on Rails

 





Major Cloud & Social Media Announcements at Dreamforce

7 12 2010

Wow!  The pace of change continues to increase – and for the better.  I just attended the Salesforce.com Dreamforce keynotes this morning and there were some pretty interesting announcements.  First, a couple word on Salesforce.com itself.  They are now at a $1.7 billion per year run rate and are rated as the #4 fastest growing company in the Fortune 500. Impressive.

Mark Benioff spoke a good bit about the pace of change; how social media has passed email, how the iPad is selling 1 million units per month, how mobile devices and location-aware apps are changing how we live and work.  What’s impressive to see here is how Salesforce.com has seen these changes and has leveraged them better than most other large companies out there.  IBM, for example, “gets” it but has just not been quite as agile at internalizing the changes in strategy required to lead in this market.

Some of today’s announcements:

  • Chatter. Salesforce.com has done a great job of integrating their social media app, Chatter, into all of their applications.  They say that Chatter is their fastest-growing application.
  • Jigsaw. Likewise, a recent acquisition, Jigsaw, has been integrated to leverage the power of the community to deliver more accurate and complete enterprise contact information, critical to good sales and marketing efforts.
  • Chatter Free.  Salesforce.com is making a free version of their Chatter app available for free to enterprise users and have gone a long way towards making it really easy for corporate IT to implement it.
  • Chatter.com Free.  In February, they will deliver a free mobile version of Chatter.  The point is that they want everybody using Chatter.  They want to make this the social media platform for enterprise use. Smart idea.
  • Database.com. Software.com is delivering an enterprise-quality database in the cloud for the first time. It supports relational operations as well as full-text search and has a built-in enterprise-class security model.  It also has published APIs that modify themselves as you use the database, making application integration easier.  For more details.
  • Open Programming Languages. Salesforce.com also announced that they are partnering with VMware to deliver support for any industry programming language.  Java , for example, will be supported on the platform for the first time.

The conference continues tomorrow and there will be more announcements, but this is significant progress across many fronts including cloud, social media, mobile, etc.  You can follow it all at www.salesforce.com/live





Silicon Valley Startup Investing & Trends 2011

3 12 2010

Last night I attended a panel discussion on “Technology, Startup, Investing Trends & Forecasts for 2011 – Where Are We Headed?” put on by the Silicon  Valley Association of Startup Entrepreneurs (SVASE). There were well over 100 people in attendance, showing that there is a good deal of startup activity going on.

Venture Capital investment is increasing as are the overall levels of optimism and innovation.  At the same time, there is a degree of caution about the world economy in general.  Funding is available for good startup ideas, but the most likely exit plan will be by acquisition.  Here are some of the highlights of the discussion as it relates to Internet and Software startups.

The General State of VC Funding

  • “2008 was the scariest economic event most of us will witness in our lifetimes”
  • We are seeing slow, steady improvement in VC funding since then.  2011 will continue this steady improvement.
  • All on the panel were cautiously optimistic about 2011
  • Interesting Observation: The top 20% of VCs are so busy doing deals that “it is hard to even get them on the phone.”  The other 80% of VCs are doing virtually nothing.  (How much longer will these funds be around?)

The State of Silicon Valley for Entrepreneurs

  • The level of innovation continues to be high
  • There is increasing optimism among investors and entrepreneurs
  • California remains the best area for VC funding
    • $18 billion in funding in 2009.  (-35%)
    • $16 billion in funding ytd 2010.  Should be a modest up year.
  • Corporate funding of startups may be exceeding VC funding.  A lot of money is coming from “Big Oil” and “Big Pharma”
  • The public markets are less rosy.  The IPO market is all but dead.  Most startups are targeting a buyout as their end game.  Very few companies are thinking of IPOs.
    • NASDAQ is at a three year high.  Can it last?
    • S&P is at a two year high.
    • But, very few companies are going public
  • The startups that will be able to do IPOs will have “Great Stories” and powerful strategic partners.  Examples:
    • Tesla
    • DNA Resequencing startups
    • “Swing for the Fence” Ideas: Continuous glucose monitoring, artificial organs, anti-ageing.
  • We are seeing faster time to “Big Companies.”  Example:
    • HP                          Decades
    • Google                 10 years
    • Twitter                 4 years
    • Groupon              1 year

The Best Cities in the US to Find a Job

  • #1 is Washington DC   (much laughter about this one)
  • #2 is San Jose

Angel Funding Observations

  • Angel funding is increasingly important.  There are examples of companies going straight from Angel funds to sale of the company without a stop at “traditional” VC funding.
  • The cost of startups is declining.  They can do more with less funding: Capital efficiency.
  • Startups are able to get significantly more market traction before VC funding (and VCs are requiring this to get funding)
  • Two types of Angels:
    • Individual Angels.  Potentially the most helpful if they get directly and passionately involved in the startup.
    • Institutional Angels.
  • Suggestion for finding Angel investors: Go the cocktail events held by PR firms.

Comments on Internet and Software Startups

  • Most of the funding action is in Consumer Internet.  The panel saw social media as fundamentally changing the way consumers buy things.  This makes a lot of current software applications and site ripe for disruption.
  • Most of what can be done with operating systems, networking and enterprise software has been done.  (Doesn’t this sound a bit like proposing to close the Patent Office because everything that could be invented has already been invented?)

What VCs Are Looking For When Making Funding Decisions

This is a collection of responses from multiple panel members.

  • 10x value differentiation
  • A startup that is leveraging a technology shift to disrupt a Big market
  • Innovation
  • The chance to disrupt really big markets
  • People.  The team really matters.
  • Sustained community engagement with the service and ability to go viral
  • Quick time-to-value for users
  • The service must fulfill users emotional needs of their users
  • Cool technology and compelling content will not cut it.

The Panel

  • Matt Hemington, Cooley LLP, Moderator
  • James Cham, Trinity Ventures
  • Ari Levy, Bloomberg News
  • Todd Kimmell, Mayfield Fund
  • Bipul Sinha, Lightspeed Ventures
  • John Steuart, Claremont Creek Ventures

Note: My notes are focused on software and the Internet.  There was also considerable discussion of biotech, green tech and energy that I have not covered in this blog.





Social Media Marketing at Ford

5 11 2010

This is a follow-up to an earlier blog that I wrote about Ford and social media marketing.  They are continuing to do some great things over there.

The Ford Fiesta Movement

Ford launched the Ford Fiesta in this country entirely with social media marketing campaign called the Ford Fiesta Movement.

  • Ford gave 100 Fiestas to online personalities free for six months
  • The personalities were challenged to a contest where they got points for creating online content about the cars
  • Results at the time of launch
    • Over six million YouTube views
    • 740,000 Flickr images
    • 3.7 Twitter impressions
    • 80,000 people asked for more information about the Fiesta – and 97% had never owned a Ford before.
    • 40% Generation Y awareness

All this was done with zero traditional media.  It was a 100% social marketing campaign.

Ford Social Media Marketing Video

(This is really worth watching — all the way through)

Ford is not stopping there

The video here talks about how Ford is now doing a Focus Rally America event for the Ford Focus.

Here’s how Focus Rally America works (and this is creative):

  • Ford will select six teams of two people to compete in an interactive cross-country road rally.
  • The winner gets $100,000 plus 10 Ford Focus cars to give away to the people who help them the most online.
  • Clues to navigating the rally will be published online and the community will have to pick teams and support them by helping them to solve the clues.

Scott Monty, goes on to describe how Ford is using social media as a part of integrated marketing campaigns that have far more impact than traditional marketing campaigns.  These campaigns include

  • Paid media
  • Earned media
  • Owned media

The key to success, as he describes it so well, is: “It’s people talking to people about Ford, not Ford talking to people about Ford.”

The other important thing to take away from this is that Ford is generating user and interest and buzz without being gimmicky, in my opinion.  This is a fun way to generate genuine interest in their products.








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