CapitalGig

Last year at Blogworld, I attended a session entitled, “Just the Numbers: Understanding Analytics” with Google’s Avinash Kaushik. It was an outstanding discussion and Kaushik is a terrific speaker. Not only is he brilliant, he is super nice and even hung around to answer questions from those who flocked to meet him after his presentation.

Kaushik’s blog, Occam’s Razor, is a must read for anyone looking to crack the Web analytics nut. After all, it’s all about metrics, right? In fact, I hear this ALL the time: “Dave, I get the Web, but I can’t seem to sell it to those above me. All they care about is the return on investment (ROI).”

I agree. Some things are fairly quantifiable like traffic referrals, page views, media download numbers, and blog rankings. However, other things aren’t as easily measurable such as specific actions that may result from those who read a blog post, watch a YouTube video or join a Facebook group.

Kaushik is currently traveling and sharing some of his latest thoughts. At a recent stop last week in Columbus, Ohio, Kaushik spoke with roughly 200 including marketing execs from Procter & Gamble, Victoria’s Secret, Coca-Cola and Timberland. Advertising Age covered his remarks and ran this piece, Google’s ‘Analytics Evangelist’ Explains Why Websites ‘Suck’.

(As a side, ironically, the article is no longer available on the AdAge site. A quick search for it yielded several results of those who posted on it such as Joe Marchese, Shel Holtz, and HotelMarketing.com - and they all link back to the original AdAge article page.  So much for analytics here!  Good thing I made a hard copy because I wanted to share it on Tuesday night with the students in my class.  For you younger readers, confused by what a “hard copy” might be, I suggest you check out Wikipedia.)

During his comments, Kaushik explained that the reason why so many Websites “suck” is because of ”Hippos” or the ”Highest Paid Person’s Opinion.”  Hippos may see something they like online or read about the latest Internet trend in the Wall Street Journal and then jump to a “Hey, we need that!” approach without considering site goals or purpose. 

Instead, Kaushik suggests that when developing sites, marketers should get away from the “what” and focus more on the “why.” One way is to engage consumers and assess their needs via brief online surveys.  He recommends asking questions such as:  Who is coming to your website? Why are they there? How are you doing? What do you need to fix?

This is right on. We often ask clients, “What is the business challenge you are trying to solve?” Once that’s determined, we can identify the best digital strategy to employ in an effort to tackle it. When the obstacles are clearly defined, then the solutions are the ultimate measure of success!

Despite my United Airlines snafu, I finally made it to Austin and had a couple productive days at SWSW Interactive (SXSWi).  However, I had to leave a little early for an offsite meeting in NY on a rainy Monday morning before the conference officially ended.  In fact, the music and film portion of SXSW - the highlight for most attendees - was just gearing up. 

On my way to the Austin airport, my cab driver remarked that I was leaving before all the real fun began!  Thanks.  So, I boarded my plane and started thinking about what he said and had to disagree.  I learned a little bit, met some great new people and actually had fun doing it.  

Not sure there were any groundbreaking new developments this year, but this was my first SXSW so somewhat hard to judge.  Having said that, I felt confident when I walked out of each discussion that I had a strong grasp of the material covered.  Wow, sounds like I am in college again.

The first session I attended was entitled ”Filching Design: When the Shoe Fits.” I really liked Luke Wroblewski’s (LukeW Interface Designs/Yahoo) presentation who showed various sites with similar designs and polled the audience as to whether they were “filch or fair.”  

For example, in April 2007, AOL’s new site looked strangely familiar to Yahoo! users.   Yahoo! was filched again (this one by Google is just plain blatant) when they launched a new page promoting Internet Explorer 7.  Google has since launched an updated IE7 page.  Then, in an amazing twist of irony, blogger Matt Cutts took Google to task over it but it was later pointed out that he failed to credit the author of his own Wordpress template design in exchange for use of the free download (btw, thanks again for freshblue, Robbie Williams). 

Of course, code can be filched, too.  Both desginers and programmers admitted to borrowing from each other and many agreed that the ability to share is one of the reasons for the rapid expansion of the Internet.   However, be sure to give credit where it is due.

I have never seen such widespread use of Twitter en masse and in real time as I did at SXSW.  Specifically, hundreds of tweets simultaneously dubbed Sarah Lacy’s interview with Facebook founder Mark Zuckerberg a “train wreck.”  I imagine that Twitter chatter and server load reached unprecedented levels that day.  Just brutal.

I also witnessed a similar reaction to a panel entitled “Social Marketing Strategies Metrics, Where Are They?” the day before.  The session really disappointed – about half walked out midway through.  As the Q&A began, many were still asking “Ummm, about these metrics… so where are they?”   The audience further responded by coughing loudly, and filling Meebo (the conference provided chatroom) and Twitter with nasty comments.  Ynema Mangum (aka “Y”) with BMC Software was the only saving grace. She was the only one who provided an actual case study with tangible results.  Unfortunately, it happened just before the end of the session so few people actually saw it.

Speaking of Twitter, my friend Mike told me about a unique tool called Twemes which allows users to categorize user tweets by theme.  For example, SXSW created a tweme related to the conference.  All one has to do is include “#sxsw” in a specific tweet and it automatically aggregates on the SXSW Twemes page.  

This is yet another in a long line Twitter companion sites/apps seeking to augment the microblog’s effectiveness, reach and influence.  Among my favorites: Twittervision (real time pop-updates), Twitterific (desktop software), and Twitxr (instant photo sharing).  Now, with GeoTwitterous, you can even find out where your Twitter buddies are when they post.  (Thanks for the tip, Kristine!)

All in all, a great trip and I really enjoyed meeting/catching up with Fleck, Patrick, Julie, Colin, Kristine, Jim, Andrew, Mike, Chris, Tristan, Rick and everyone else I may have forgotten.  Already making my plans for SXSWi 2009!

Related

Amazing conversations and meeting amazing people at SXSW Interactive (Just Write Click)

SCHED: SXSW 2008: almacy’s schedule

BarCamp Austin III

A not so funny thing happened on the way to South by Southwest Interactive (SXSW) on Friday.  Per usual, I mostly packed the night before, mentally envisioning what I’d need as I prepared to hit the road for seven days of travel to Austin, NYC and ultimately Seattle this week. 

First stop, Austin, Texas.  After a little time with my family in the morning, I left the house around 10 AM for my 12:25 PM United flight out of Dulles direct to Austin.  Got to the airport with plenty of time to spare, checked my bag at the United ticket counter, printed out my boarding pass, went through security and rode the “mobile lounge people mover” (would love to see these things in a Hollywood action film chase scene someday) to my gate.  I was all set, so I thought.  

Upon closer look, I noted that “PASSENGER MANAGEMENT CARD” was printed along the top of what I thought was my boarding pass.  This should’ve been my first clue that something was wrong, but I dismissed it as United’s feeble attempt at futuristic aeronautical nomenclature.  At the gate, I struck up a conversation with Andrew who was also headed to SXSW and had the same note on his card.

Passengers began to board, including a couple friends of mine and we ended our brief chats with, “See you on board!”  I eventually joined the line and made my way to the front.  When I got there, I handed my card to the attendant and she informed me that I didn’t have a confirmed seat assignment.  She then directed me to stand to the side with several others who evidently were in the the same boat, so to speak.  We all stood by and watched until the last passenger checked-in.

I was confused about this considering that my flight arrangements were made months ago.  SXSW is a popular conference and I knew that flights and hotels were going to fill up fast so we booked early.  They have to accommodate us, right?  As an optimist, I had a pretty good feeling that we’d all board momentarily.  Alas, no such luck. 

The attendant then told us that the flight was oversold and that our confirmed ticket didn’t necessarily mean that we had a confirmed seat on the plane.  Really?  Who else operates like this?  Restaurants?  Movie theatres?  Cruise ships?  Nope.  Couldn’t think of one other business that doesn’t actually honor prepaid reservations. 

Supposedly, an announcement was made asking for volunteers to give up their seat in exchange for a free round-trip but I never heard it.  More importantly, there were no takers.  Even though I booked this months ago, I was still out of luck?  OK, what now?  When’s the next flight?  Who is going to fix this? 

Sorry, no answers.  Supposedly, all inquiries needed to be made at the Customer Service counter.  So, Andrew and I made our way there and decided that even though this was unacceptable, we were anxious to work through it to a successful conclusion.  In my experience, misdirected rage has never really resolved anything positively.    

Those of us in line quickly bonded with each other and figured out our DC six degree connections.  Virginia whipped out her new Flip and captured our thoughts at the moment on video.  We dubbed ourselves the “United 4″ (plus Chris, who was already at the counter when we arrived and was able to rebook on a flight through Denver).

In the end, it all worked out, sorta.  Three of us wanting to get to Austin that day made it, although barely.  Virginia cancelled her trip entirely, our PBS colleague flew out the next day.  Fortunately, I was able to book the last seat through Denver (thank you, Jennifer and WE travel agent!).  After Andrew nicely, yet firmly, requested to speak with a United manager, he successfully secured the very last seat on a direct flight later that afternoon and was bumped to first class, no less - which was the least they could do!

The lesson here?  First, if you are United, try not to tick off a bunch of bloggers en route to one of the largest interactive conferences in the country.  In addition to writing about it, we own multimedia devices that will record our displeasure in real time - just a few clicks away from a YouTube upload.  

Second, if you are a traveler, confirm your seat assignment online starting 24 hours in advance.  Otherwise, you might just be left behind!

Related

The United 4 - SXSW Bound No More (Virginia Miracle)

How to (not) get bumped from your flight (September Third)

No doubt, this is how newsman Les Nessman and Dr. Johnny Fever would be singing the WKRP theme song today in our converged digital world.

After snow and ice forced a cancellation last week, I head to Ohio tomorrow to speak at the rescheduled luncheon sponsored by PRSA Cincinnati and Business Wire to discuss the changing influence of communications in the digital age.  In addition, we’ll take a look at the Internet’s affect on the American political process - both on the campaign trail and in the halls of government.

As a bonus, I will answer all questions about the current race for the White House and promise to accurately predict the winner of Ohio’s primary election on March 4. 

OK, maybe not, but I trust it will be an interesting and lively discussion.  So, if you are near The Phoenix tomorrow (Tuesday 2/19) around 12 PM, hope you will join us!

Related:

The Changing Influence of Communications in a Digital Age (Research Goddess - Thanks, Amybeth!)

Message Over Medium Wins 08 Presidential Race (PRblog, Kevin Dugan)