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Not only are marketers inundated with the explosive amount of user generated content, the current tools can’t analyze the social network relationships.
Social networking is creating incredible value for the members. Companies who run them are just now beginning to realize the value in terms of how to monetize their communities. Advertising, paid membership, pay-for-content or introductions are all evolving business models; largely revolving around the power of the individual network members.
The challenge for marketers is to find what users are most influential to bring in new members, create addictive content, or change network behavior. Advertisers want to know who generates the most widely read content or who’s profile matches what promotions. Influential members of the social network ultimately may drive more site traffic or page views and ultimately purchases. However, being able to track the influence as it works it’s way through a community is nearly impossible with current analytics tools. Tying the network behavior back to revenue, brand image impact, or product sales is even harder.
For social networks, Log Savvy solves this challenge of increasing complexity that community behavior introduces to traditional marketing. Not only are marketers inundated with the explosive amount of user generated content, the current tools can’t analyze the social network relationships. With Log Savvy, marketers can capture and correlate data from any source – Web server, ad server, customer profiles, media servers – and visualize in nearly real time the movement and influence of social networks. Marketers can get answers to complex questions that weren’t able to be answered previously with other analytics technology, such as: Who are the early adopters (first to behave)? What user generated content pages get the most traffic the first week after post? Who has used these two product features but NOT these three product features in the last quarter? More questions
With Log Savvy marketers are finally able to realize revenue from their community by determining what content is most viral, how the buzz flows, and what are the most profitable activities on their Website. For digital media communities:
• Go way beyond traditional metrics to understand psychographic behavior
• Determine what emerging social interactions drive the most profitable Website activities
• Identify addictive user generated content
• Customize questions for your Website based on what metrics are important to you
• Find out what engages users most
• Discover key connections amongst community members
• Understand how to engage the most valuable contributors
• Learn what behaviors drive the most content, participation, and traffic
• Segment in new ways to target better ads, products, promotions
• Quantify how social networks affect buying behavior
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