I spoke with Olivier Silvestre of Tealium today – had met Oliver at Emetrics Summit DC about 3 months ago, and at the time he offered to speak about Tealium’s Social Media tracking solution but it wasn’t ready yet – but today he did speak to me of it and it’s quite interesting (note: took the link down to the presentation as it was prepared for me, not to be released to the general public).

First the rational to get involved with Social Media is that it’s cheaper than treditional media or CPC by 56% according to Marketing Experiments , and only 25% of the population uses Social Media today, according to Mediapost.

While Social Media comprises of Blogs, Online Video, Online Public Relations, Social Networks, Micro blogs and viral content, there’s little control over how it’s distributed and even less control over metrics, till now.

Tealium sees Social Media Measurement as a three stage process where you have Output, Outtake and Outcome (see slide 5) and while I’ve used many of the the tools listed on all the stages, I’m not sure about the distinctions being made – I guess diving products based on what kind of information (and decisioning) they provided does make sense, however.

What Tealium has done is pretty darn interesting are fairly inexpensive to implement considering what it gives you in return.

- One line of  Tealium “include” code is added to all pages you want to track.

- Tealium works with you to come up with a keyword phase list that truly describes you social media campaign – then it goes out and finds all the urls that are talking about you with those keywords and stores them on their servers.

Any time your site is visited, information of the other links you’ve clicked on previously is shared with Tealium and if one or more of the urls cooinsides with a link you’ve visited before, it’s counted as Social Media traffic.

Here’s some more information that Oliver provided me with today:

Just a quick recap of the product features and pricing:

Base Solution:

• $2,000 set up fee (with Google Analytics) or $4,000 set up fee for any other web analytics application (Webtrends, Omniture, Unica, Coremetrics, etc)
• $250/month
  • Includes up to 3 keywords (phrases)
  • Default setting: Click-Through (Referring URLs -> Lookup against Social Media URLs Table)
  • Includes Social Media Coverage by Google, Yahoo, & MSN (News/Blogs/Video)
  • Default setting: Social Media URL table is refreshed every day.

Options:

• Add more keywords (~$20/month for additional keyword)
• Add more Social Media Coverage by subscribing to more RSS feeds (Technorati, Metacafe, Twitter, BlogPulse, etc)
• Add View-Through setting (using “visited link” attribute technology) allowing to credit visits/engagement/conversion to Social Media news/blogs/video URLs even though visitors haven’t been directly referred by them to the web site.
• Increase Social Media URls Table update (refresh table) more than once day based on needs and based on Social Media and PR activity.

Here is an example of the code that needs to be place on all or some of the web site page (as you can see, it’s quite simple):

<script language=”javascript1.1″ src=”http://www.mycompany.com/sm/liveManager.js“></script>

I liked what I saw.

Note:  I will say this – I don’t think anyone has done quite what Tealium accomplished, yet -and I don’t honestly know who they compete with in what they’re offering.

This is how it works -

A. You signup for the service and it’s a flat fee to set up tracking (2K for Google Analytics, but they can do it for Omniture and pretty much any Analytics platform, but the initial setup charge will be 4K instead of 2K – since there’s more custom work involved).

B. Tealium works with you to come up with a set of phrases that define your campaign, site, event, person, whatever – and then, once you approve …

C.  Once you approve of the keyphrases, Tealium pulls the data about you using a variety of methods that go well beyond Google Alerts and even Radian6, getting a list of every url possible for them to catalog where your site, campaign, event, person is talked about.

D. The list of urls is updated on a daily basis (for a set fee of $250 per month – but more frequent and involved updates are possible higher fees) and stored on the Tealium server.

E. You place the Javascript on every page of your site or just the pages you want to be tracked for Social Media visitation

<script language=”javascript1.1″ src=”http://www.mycompany.com/sm/liveManager.js“></script>

Tealium then uses the Javascript to capture browser information when visitors come to your site – particularly any url that you have clicked on that you might have visited and is stored in Broswer Cache – (usually these links are have a “purple color” onc e you have clicked on them.

Tealium does a lookup on any url that a visitor has stored in Broswer Cache and sees if it matches up with the list of URLS it has found about your campaign, site, person, event, etc … and if so – writes that data to an event log in Google Analytics (or any analytics solution).

From this point out, any visit where the URL matches one that connected to the campaign, site, person, event is tracked and remembered and counted in the analytics platform and can be charted just like any ohter data being collected.

This solution took about 10 months to program and was just released 2 weeks ago, or so.

I’ll have more to write about Tealium, soon.

I’m live blogging @ NYU using my 3G IPhone, forgive my spelling, grammer errors and lack of hyperlinks. I wrote about this lecture in my last post, and yes, I did decide to attend.

We’re talking about Etsy.com. Founder of Foundation for Peer to Peer Networking.

In 2003 if you asked “who do you trust”? You’d get the usual answers while in 2007, we trust ourselves more (people like myself).

P2P is undertaking relational, permissionless decision making. Now P2P can scale globally.

Strong Hierarchy without command and control, small groups to cooperate at a global level.

We’re reaching a point of self organization around common objectives.

New set of choices – 3 ways (Centralized, Decentralized, Distributed); example of civil society enable and empower creativity in a town in France.

Division of Labor, everyone can produce and there’s a peer to peer review process.

Individual self selects tasks and level of contribution. Transparent Process (WikiPidia). But you need open access to raw materials and the permission to use them. When costs of participation are low enough – new way of producing value (Wikipidia vs ), new way is hyper productive vs. The alternatives.

Innovation can only be competitive in the old way, in Peer 2 Peer, the default option is pasionfull participation (absolute quality).

Corporations can’t compete with Peer 2 Peer, when compared.

Social Change – when societies change it’s when the organizing (ruling) and production (working) changing together.

Sharing model – share your expressions, but the links are weak, and your platform is 3rd party.

Or, Wikipedia, where everyone is working toward a shared goal on the same platform.

Peer 2 Peer needs to be govern different. Peer goverence is not based on Market Scarcity.

But while this may work for Wikipidia, but will it work in building a car? Yes, as long as you design it first.

Open Source Car Projects. Peer Production as a model if what is coming next.

Ancient Roman Empire, moving from large scale production with slaves to a more localized product. But markets require scarcity.

In our society now we have a crisis of value; we can produce almost infinately but.. Much of it is not yet monitiable, and is becoming, therefore, unsustainable.

Rapid protyping shows means of production is becoming decentralizated. Relocalization of global production.

We can’t succeed without large scale particapation in Peer to Peer – Peer to Peer Society.

When Roman Empire fell, society had 500 years of local solutions via Midevil.

I was thinking about a paper I read today on Innovating Through Recession by Andrew Razeghi, Kellogg School of Management, which I heard about via @ecevents on Twitter, I attempted to Embed the paper here.   By the way, I often think as I write – and the attempt to “marshall” the information (no pun intended on my first name) often leads to my flashes of insight – as I write.  I can tell you right now this is going to be a long post – and furthermore – it’s worth reading it – all the way though, maybe a couple of times.

Want to say something, about me, first – lately I’ve been really busy, and gradually, I found myself, over the last year or so, not responding or reaching out as much, via Social Media, to people who comment on my blogs, but a meeting with Gary Vaynerchuk cured me of that error (see  Gary Vaynerchuk Videos from Motivational Meetup – 11-5-05 and More footage from Gary Vaynerchuk and Dennis Mortensen)

Gary thought me that if you have a Brand, and I do, it’s me, my Web Analytics and my Art, you need to work that Brand, and reply to every comment, and even as many tweets as your can – you need to show your open to conversation and having one.  Gary Vaynerchuk even said that if you have a blog with 2500 visitors a month or more, you can turn that blog into an income of 4K or 5K a month, if your willing to build up the Brand – but it’s a lot, a lot of work.   But it was always work.    I wasn’t thinking about the money – but then again, I would not mind it.   But at least, I know what I need to focus on – and it’s what I want to do, anyway.

Getting back to the Innovating Through Recession paper (below)
Innovating Through Recession (Andrew Razeghi, Kellogg School of Management)