Web 2.0 Analytics -- What should you be measuring?

At a recent workshop on web analytics in a web 2.0 environment, several speakers noted that it’s not enough to measure clicks and page views. With the interactivity of web 2.0 such as social media, user generated content (UGC) we should be measuring “engagement” (there’s that word again). Your web analytics solution should enable engagement metrics in addition to the usual opens, clicks and conversions.

What are engagement metrics...

• analyze click stream data (defined as what happens after the initial click-thru i.e. I click the link and then... fill out the form, partially fill out the form, abandon the form, etc.)
• sessions/visit
• repeat visits
• downloads, uploads

The above items aren’t really new. It's just that we were caught up measuring the more concerete opens, clicks and conversions. Here are the web 2.0 and RIA-type (Rich Internet Application) metrics

• review any comments/posts, joins, votes, subscribers
• event stream analysis -- newer web analytics providers should track things like zooming, rotating, adding contents, made possible by including event tags in the programming applications like Flash, Java, etc.

Collectively all of these elements help you continuously improve the effectiveness of your integrated online marketing campaigns

Successful B2B Podcasting Do's and Don'ts

It looks like B2B podcasts have become mainstream for many companies. So thanks to the early corporate podcast adopters we now have a good list of do's and don'ts for successful B2B podcasts. If you have a do or don't to share feel free to add it to this post... thanks!

Do...

• Integrate podcasting into a promotional campaign
• Make it professional (use high quality digital audio)
• Use a conversational style preferably more than one voice to make it more engaging—interview style works well
• Let visitors know approximately how long the podcast is
• Provide a transcript or complementary white paper
• Include a call to action

Don't...

• Rely on the “podcast and they will come” model—you need to promote your podcasts—promote in your newsletter or with banner ads on your own site or paid banners, consider a pay-per-click program, upload to all the podcast sites such as Google, Yahoo, iTunes, podcast 411.
• Sell--podcasts should educate and inform your audience (post-roll ads are o.k., but pre-roll ads will doom your podcast!)
• Use copyrighted music without permission
• Forget to include an audio logo—the intro and outro music that identifies with your podcasts.

This one falls into the "gray area" so your thoughts are welcome here.
What do you think about using professional voice talent in corporate podcasts.? Some say it's too sanitized and less appealing. Others believe that a professional voice is definitely the way to go, especially for B2B corporate podcasts. Your thoughts?...

If your a New Jersey/New York metro B2B podcaster, you may be interested in Podcast and Internet Marketing Advancements Conference. Integrated Marcom Minute readers get a complimentary pass. Register here and use promo code MA511 to get your complimentary pass.