Web Analytics Association WAA

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Web Analytics Association (WAA)

• Building a Social Network

Presented By Marshall Sponder Elena
Haliczer Jared Freedman Social Media Committee,
WAA February 1st, 2007, Miami
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Needs Assessments

• Audiences (primary/secondary/subsequent)
• Competitive Landscape (Specialty Content
  networks, web analytics sources, groups, other
  reference points)
• USP (Unique Selling Point) / WAA is the only
  professional association serving Web Analysts
• Services (Mentorship, Networking, Viral Media
  (KickApps))
• KPIs (quantitative/qualitative) membership
  increase to network/, tracking of influence on
  the web through rss and viral widgets
• Revenue generation

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Technical Decisions

• Open/Closed?
• Domain Masking/ CSS Style Sheets mimicking main
  site
• SSO (Secure Sign on)? Open ID?
• (Kickapps had SOAP interface we have to write
  code to have it import our user base)
• Membership Authentication (Open/Closed?) Unique
  Situation (existing user base

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Rollout Process

• Content Strategy
• User Agreements
• Promotion
• Approval Process and Management
• Beta Testing and Training

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Content Strategy and User Agreements

• Content channels
• Committee content
• Vendor content
• Consultant content
• Influencers
• User agreements
• Existing membership
• New members
• Site visitors

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Marketing and Promotion

• Yahoo Group Outreach
• Blog ring mentions
• Committee meeting agenda
• WAA home page/newsletter email/promotion material
• Press Release

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Approval Process and Management

• Board of Directors
• Committees and sub-committees
• Volunteer Members
• Operations management company, Virtual

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Beta-Testing and Training

• Communicating with vendor
• Training other committees and members in network
  testing and usage
• Evaluating success
• Deciding on next steps

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Use Policy and Monitoring

• Public Stated Use Policy
• Appoint high activity account holders as
  moderators
• Moderators periodically review content, looking
  for violations of use policy
• Remove offending content, warn/ban offending
  account

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Advertising Opportunities

• Leverage existing membership and community
  connections
• Leverage sponsors and vendor members
• Buy and resell advertising
• Generate revenue
• Manage advertising

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Dealing with the Unexpected

• Competition
• Internal constraints
• Timing
• Refining process
• Vendor relations
• Refining technical decisions based on internal
  changes

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Questions and Answers