Analytics for non-transactional sites

I’ve recently had to think about how to set measures and metrics for a corporate web estate that’s about the size of a small country.

Actually it’s not that big. I’ve worked on much larger corporate sites.

Up to now, the metrics the online team have been using are mainly  to do with reach, with a little bit of conversion or task-success thrown in for colour (but not much).

Customer service does email

I tried out website/email customer service this week. My chosen companies? British Telecom and Siemens.

British Telecom answered my question within a day, which is excellent. Happily the response to my question was in the second line, just after they thanked me for my enquiry. The entire email, though, is 700 words and formal. Having received my answer in the second line, it’s unlikely I’ll read the other 680 words.

Over-tubed

Definition: when a company’s web 2.0 presence out-ranks its official or sales sites on Google and other search engines.

Overclocking the web activity for an organisation might go like this:

A contentious blog posted the Xmas before last by the ex-web editor comes top in Google rankings.

Social networking for doctors and … er… drug companies?

For those companies looking at web 2.0 as a means of brand building and marketing, take notes on this collaboration.

Pfizer’s just hooked up with social/medical networking website sermo.com, which boasts 30,000 members and 2,000 new doctors signing up per week (USA only at this stage).

Sermo’s business model doesn’t include advertising or sign-up fees. It says:

“On Sermo, there is no cost to physicians to participate. In fact, Sermo also enables physicians to be financially rewarded for their astute observations and clinical insights. The source of the rewards is financial institutions who access a stream of fresh and actionable information on emerging trends and market-changing events in healthcare. A cash reserve is set-aside to compensate physicians for observations that are deemed highly relevant and valuable. ” sermo.com/about

And: “Sermo’s community of physicians will have access to Pfizer’s clinical content in tangible ways that allow for the transparent and efficient exchange of knowledge.” Sermo/Pfizer press release

You’ve got to give to get?

Let’s see if this social networking model works.

NB. For more on medical communities and web 2.0 see Clinical Cases: Medicine 2.0 as a start.

>Pfizer takes a leaf out of Facebook, Financial Times, 141007
>Drug company wants to poke your doctor, Valleywag, 151007