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My week this week: W/E 06/08/10

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It’s been a good week this week. I’ve managed to put some time in to train a new person in our team on Web Analytics, which is an ongoing task. This week we focused on WebTrends, which is one of the Web Analytics tools we use. I’m still getting to grips with it. I can tell that it has a lot of functionality available, it’s just unlocking this that I’m having trouble with, but training is definitely helping me to cement my current knowledge and identify gaps.

There is also some really interesting stuff happening in Social Media. We launched a new product about a month ago and it’s online popularity has massively exceeded expectations, though this doesn’t surprise me. I believe that one of the best ways to encourage discussion in Social Media is to make genuine and extraordinary changes. That’s what has been done here. We’ve bought a new product to market that has no gimicks, is simple and offers real, tangible benefits to customers. The proposition is unlike anything else on the market. Yes, people will copy, but we’re currently experiencing first-mover advantage and this is causing a buzz! Not only is this building the brand, but we’ve also experiencing higher rankings on many of our SEO key terms as people are linking to our site. A mention on the GMTV website offered significant boost to page rank.

I think there are things you can do to manipulate SEO and Social Media presence, but being genuine and providing something people want to talk about through NPD, enhance services or amazing customer experience gives you advantages that aren’t just about fooling Google, which will never last very long anyway.

Speaking of Google, I’m probably being a little slow on the uptake here, but this was the first week I’d heard about Google Caffeine. I think this could seriously impact our SEO. From my understanding, Caffeine indexes pages in a different manner which puts more emphasis on recently updated content. This happily fits with my desire to refresh content and provide up to date information to customers more frequently. Hopefully this will help to persuade the necessary parties.

Leading on from this, I have begun work this week on a FAQ page to respond to questions in Social Media regarding our new product, as at present we do not have a policy in place for communicating directly in Social Media. Next week I will be looking to engage with the relevant stakeholders to get this offer the ground and hopefully implemented by the end of the month.

Next week I’m also visiting some colleagues in London to learn more about using WebTrends with MS Access, to catch up with any developments in WebTrends over the last few months and to learn about any Web Analytics based projects going on that can help improve the conversion rates or user journeys for our product area. I’m looking forward to it.

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