Web 2.0 Expo Notes: Web 2.0 Supply & Demand Metrics Aaron Kim, Emerging Technologies Evangelist with IBM Global Business Services talks about metrics in a Web 2.0 world
In a session called “Realizing Business Value from Web 2.0: An IBMer’s Perspective on ROI, Metrics and Anti-Patterns” at the Web 2.0 Expo today in NYC, Aaron Kim delivered some Web 2.0 metrics to think about.
Supply Metrics (good, but not the same as business value)
- Number of wiki articles
- Number of wiki contributors
- Number of wiki registered users
- Contributors per page
- Editing activity per page
- Number of blog posts
- Number of bloggers
- Number of social bookmarks
- Number of communities
- Number of forum posts
Demand Metrics (think conversions!)
- Page Content views (includes mouse-over)
- Searches that are satisfied by user-generated content
- Searches that are not fulfilled (helps to understand what content is in high demand and low supply, or just not “discoverable”
- Comments by blog posts
- Replies to forum posts
- Social bookmarks per blog / blog posts
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- Create a simple questionnaire based on the business objectives you are trying to achieve and measure it on key project milestones: before implementation (baseline), after pilot, after training sessions, after 6-12-24 months.
Kim’s Food for Thought:
- There’s an ROI for calculating ROI
- Funding is a scarce resource
- Bean counters prefer projects where ROI is easier to calculate
- Corporate strategy often entails a decision on what NOT to invest on
- Even when a decision is made to invest on Web 2.0 and Social computing, a measurement framework is required to decide which alternative to pursue
- It’s important to track progress compared to targets: when should you stop investing in something?
More notes and quotes from the Web 2.0 Expo (and still more to be added so stay tuned):