UGC has been the most talked about strategy to increase the content of a website. But how can you measure it and decide that it is working for you? Three important categories of analysis to develop are: quantity of content (increases traffic and crawlable content), content linkability (increases engagement), and content strength (content containing targeted keywords that will be crawled by search engines and indexed highly). Adding content is not enough, it is highly important to analyze how this strategy influences the site findability through search (and its quality), and the improvement in site engagement as a consequence of UGC.
Tuesday - 5:00 pm - Palladian Room
We've been calibrating the business impact of the Internet since before the browser. Rick will relate stories of taking the measure of FTP, Gopher and USENET postings in the early '90s. Marshall is a Director of the Web Analytics Association, tasked with getting a handle on social media and Jared has written the first application for analytics for Second Life. What do these people have in common? What's changed? Come learn about much we've learned and how little we know, how far we've come and how far we have yet to go.
Wednesday - 11:10 am - Blue Ballroom
For the most part, web analytics technologies are geared towards the measurement of Web 1.0, an increasingly outdated model which assumes that visitors use web browsers, don't delete their cookies, and are served sequential page views from a single domain. The assumptive relationship between visitor, visit, and page view no longer applies - visitors consume your content without ever visiting your site, and entire sessions can span a single page view. Web Analytics 2.0 responds to both changes in site design and in visitor behavior. Join Eric in this breakout session and learn about the strategies and currently available technologies to measure Web 2.0 and beyond.
Wednesday - 1:30 pm - Blue Ballroom
Social media has turned communications on its head. HITS stand for How Idiots Track Success and even unique visitors no longer have credibility. What's a communicator to do? Measure the true impact of social media on the business, on your reputation. This session will give you seven simple steps to measure your social media program in a credible, actionalable way.
Wednesday - 2:30 pm - Blue Ballroom