Company Private & Confidential

eMetrics 2008Tracking Widgets and

Feeds:Measuring Distributed Content

Ori Soen, CEO, MuseStorm

Who is MuseStorm

End-to-end Engagement Platform offering• Complete widget / social application production studio• Widget serving• Unified analytics across distribution channels

Used by leading marketers, agencies and publishers

What’s on the Menu Today

5 Types of Widgets

2 Types of Widget Purposes

2 Types of Widget Timelines

Measurement Guidelines

5 Types of Widgets

Flash Web Widgets ≠ Social Applications

Flash Web Widgets

Flash Based (stay away from JS)

Can go anywhere (blogs, SN, start pages, web pages)

Full creative / brand control

Enable complex functionality (e.g. games)

But – standalone within social networks, no access to friendlist, newsfeed, etc – NOT SOCIAL

Social Applications

Based on HTML/JS native formats (e.g. FBML)

Provide access to a user’s social profile• Friend list• News feed• Demographics data

Utilize SN style sheet to be successful• Branding is more subtle

Engagement and Interaction are key

…The future of widgets

Mobile Widgets

Emerging category• iPhone webapps , native widgets / applications• Nokia widsets• Google Android• Yahoo! Mobile Widgets

Keep a close eye on the category, it’s about to explode

Start Page Widgets

HTML/JS or Flash based

Live within start pages• iGoogle• Netvibes• PageFlakes• Live

For personal use

Very limited viral distribution

Relevancy is king

Desktop Widgets

Run on top of 3rd party widget engines• Google Desktop Gadgets• Yahoo Desktop Widgets• Mac Dashboard• Vista Gadgets

Limited distribution due to need for 2 installs

Constant presence on desktop = high visibility

2 Types of Widget Purposes

Mini Sites • Provide full featured experience via widget• No expectation to drive traffic out• Measure success by engagement rate• Works well with Social networks

Traffic Drivers• Provide headlines / partial content• Branding value• Measure success by clickthrough rate

2 Types of Widget Timelines

Short term campaigns • Launched to accompany a campaign (e.g. album rollout)• Usually provides rich media around brand/campaign • Important question: what happens when campaign is over?

Long term relationship generators• Launched to generate user interaction and interest over time• A live, rich media channel into a user’s page• Important question: how to manage ongoing relationship

Measuring Web Widgets

Widget Grabs

Widget Placements

Impressions

Unique Users

Geo-location

Viral Velocity

Viral Hotspots

Clickthroughs

Total interactions

Component based interactions

Per-component interaction breakdown

Do you really care about “clicks”?

Distribution Engagement

Measuring Social Applications

Installs

Un-installs

Active users (not impressions!)

Unique Users

Geo-location

Viral Velocity

Clickthroughs

Activity level

Total interactions

Component based interactions

Per-component interaction breakdown

Demographics

Social Graph

Distribution Engagement

Social Data

Where to Focus

Mini-sites• Engagement• Demographics• Social Graph

Traffic Drivers• Clickthroughs• Impressions

Short Term• Viral Velocity• Impressions• Unique users

Long Term• Engagement • Activity level• Demographics

Widget Purpose Widget Timelines

Contact Info

Ori SoenFounder & CEOoris@musestorm.com650.302.4439

Marcia KadanoffVP of Marketingmarciak@musestorm.com650.270.4309

Thank you.

The professional way to widget