Sock And Awe Google Analytics (Just A Flash In The Pan?)

sock and awe

After the Bush/Shoe incident, anyone who’d spent even a few moments in eccentric corners of web knew there would be a creative response online. And it came. Wired has a summary of the shoe-inspired games and animations.

So Sock And Awe wasn’t the only Flash game based on the Bush/Shoe event. But it was the best.

Now Alex Tew, its creator, has sold the site as a property on eBay for £5,215. Whichever way you look at it, that’s a good rate for a few hours of work – not to mention the email subscribers he gathered, which were not part of the sale.

Rory Cellan-Jones at BBC News has the details of this high speed micro-start-up.

As Cellan-Jones notes, the site is based on a current affairs event and will now rapidly decline in value. It’s up to the new owners to extract value from it.

But this doesn’t detract from the cheek and verve of Tew and his colleagues. Everything from the choice of name to the design to the speed of launch and then the one-day auction was executed with skill. See also: his Million Dollar Homepage. If you’re curious about his next move in the world of the web, check out Tew’s forthcoming start-up PopJam.

While the Sock And Awe site was being auctioned, I contacted Tew and asked to see the full visitor stats, via Google Analytics. The visitor counts and top countries were already generally known, but I wanted to see precisely what was happening.

Now that the sale has closed and people are chatting about it, the full analytics make interesting reading so I thought I’d post them up here – with first some graphical highlights then the unexpurgated PDF dumps. (“After the jump”, if you will.)

It’s a good case study in site design and branding.


Sock And Awe – Visitors Overview
The bounce rate is high, which for the average site would normally be very bad. (In other words, most people are just looking at the homepage then leaving.) But Shock And Awe is mainly about the homepage, so it’s an exception to most sites.


Sock And Awe – Top 20 Referring Sites (Detail)
Most visits are getting there by typing into the address bar. Far fewer are clicking to come from other sites. This shows the value of having a good web address that’s memorable and easy to spell. Notice I said “visits” rather than “visitors” (uniques). As you can see from the New vs. Returning PDF, 13% of them are repeat visitors, presumably returning to play again.


Sock And Awe – Map of Visitors
An unusual sign of accord between USA and France, who occupy the top two spots. Google Analytics also records “not set” for country unknown but this is much further down the chart at position 42. Middle Eastern countries can’t get enough of the Bush bashing, as you can see from the full countries PDF

All of the analytics in my blog post here were taken at around 6:15AM GMT on Thursday 18th December. As you can see, the graphs and figures plummet on the 18th because they’re not showing a full day’s stats. It may be better to disregard that day’s totals and regard all analytics as a snapshot showing qualitative insights.

Grab the ZIP file of all sockandawe.com analytics. Or view individual pages below.

Dashboard
This is the overview data.
Dashboard

Visitors
Check out Time on Site for All Visitors – the earlier visitors have much longer attention spans!
Visitors Overview
Map Overlay
New vs. Returning
Languages
Visits
Page Views
Absolute Unique Visitors
Bounce Rate
Time on Site for All Visitors

Traffic Sources
As I mentioned before, the direct traffic is by far the largest. With no time to mount an SEO campaign, Sock And Awe still captures some keyword search traffic, again thanks to the memorable name. (Google and other engines recognise matches with the domain name.) It also captures a few who mistakenly type the URL into their search bar instead of their address bar. (Incidentally, you may be wondering why my own personal blog is called, of all things, Quixotic Quisling. Well, I like to play the long game.)
Traffic Sources Overview
All Traffic Sources
Direct Traffic
Referring Sites
Search Engines
Search Keywords

Content
Content analytics are perhaps the least interesting because this site has very few pages. Although Top Content does give a hint how many people attempted to sign up for the newsletter – at least 30,000 it would appear. (After signing up, they arrived at sockandawe.com/email for a confirmation message. This folder has now been removed.) I say “attempted to sign up” because my own experience is that many people try search queries in these boxes, even despite clear labelling. Tens of thousands is still a good order of magnitude, even if half are bad. Many of the web addresses listed in Content account for framed visits (one recognisable example is somebody using Babelfish, in vain, to attempt to get a translation).
Content Report
Top Content
Top Landing Pages
Top Exit Pages
Average Pageviews

Quick word on Development Costs
According to reports, the game took a night to build. The game engine is very simple – if you think about it, it just compares the X-position of the mouse cursor (which is invisible) with the random X-position of Bush’s head graphic. If the distance is within a pre-set striking tolerance, then the whack graphic is shown. I would say the most time consuming part of the Flash game development was designing the graphics and animation.

Similarly, the bandwidth costs would be low. If you run the site through an analyser, it’s currently around 200kb of data. The site has been slightly modified to remove the subscription option and add advertising, but these are not big changes.

Discussion
Can you glean any more significant insights from these stats? You can comment or send me a message on Twitter.

A Pyramid of All the World’s Knowledge

One video which I really enjoyed this year was this 20-minute talk about endangered languages.

I wasn’t particularly following this subject in any great depth before. Let’s just say raw curiosity can take one to some unexpected places.

You can open it in a new window here.

Dr. David Harrison says:

There are 7,000 languages spoken in the world and this represents the greatest repository of human knowledge ever assembled.

But they are rapidly going extinct and eroding under various pressures of globalization, which I will talk about today.

And this loss will be catastrophic for humanity, both in terms of science and technology and culture.

And not just to the people who speak these languages, but to all of us.

Harrison gives examples of the riches which are bound up in just a few of these admittedly obscure languages, including knowledge from medicine, geology and biology.

The most striking thing for me is when he refers to the Yupik language of Alaska as a “technology”. This might be obvious to some, but to me it was an intriguing perspective.

It may be possible to invoke arguments for preservation of these languages on the basis of feelings about old village life and its unfortunate decline. Those kind of arguments may have validity, but Harrison’s emphasis in this talk is on the value of languages to science, technology and the world’s knowledge.

It’s also a heavy blow to the assumption that we have access to all, or nearly all, of the world’s knowledge through the web and through our dominant majority languages. We don’t. Apparently, according to his closing words, it’s possible for these minority language technologies to co-exist with English and so on – although he left me wanting more details.

Harrison depicts the globe’s very uneven language distribution on an inverted pyramid, where the pyramid represents all languages:

83 of the world’s languages account for nearly 80% of the world’s population and I would draw your attention to the base of the inverted pyramid. 3,586 of the world’s smallest languages are spoken by just 0.2% of the world’s population.

It brought me back to this speech from Kevin Kelly, the thinker and founder of Wired magazine, in which he suggests that technologies don’t die. Surprisingly, technologies that we might think are obsolete (parts for steam-powered vehicles, ploughs, stone age knives and so on) can all still be bought from specialist shops – new!

For what it’s worth I usually love Kevin Kelly. Recently I’ve spent several evenings exploring his ideas, to then feel them rattling around my brain for days afterwards. I’m still trying to work out if his towering optimism about technology is a weakness.

Language would appear to be one big exception to Kelly’s assertion that culture tends to accumulate. Retrieving the total benefit from the world’s languages, as opposed to other technologies, will take a huge amount of effort.

If only we could get these guys in the same room for an intellectual deathmatch. Let me know if it ever happens, because hearing them slug it out on matters of technology would be sweet. In the meantime, once I’ve grokked Harrison’s whole entire web presence, I shall be tracking down his book, When Languages Die.

That 20-minute video is well worth a watch and back there I had to restrain myself from quoting the transcript in full. On a tenuously festive tip, the bit about the Tofa language of Siberia might teach you something about the classification of reindeer.

What’s the point of Twitter?

twitter google trends 2008
Google searches for “Twitter” over time, source: Google Trends

This graph shows the huge increase in searches for the word “Twitter” on Google. It could be said to roughly correspond to the service’s popularity and importance.

Or maybe, for some of the non-adopters, it signals their rising levels of scepticism and annoyance in constantly hearing about it.

After some heavy field testing, I have discovered that Twitter is not exclusively for smug fools. Actually I have even stopped coyly referring to an update as a “Twitter post” and just started saying “tweet” like everyone else. Indeed.

Yes you ARE justified in feeling a little online service sign-up fatigue, but this is not another Facebook. The tweet hype will increase well into 2009, so you may as well try it. At least to avoid that kind of feeling of being the only person not on pills at a student disco.

Here’s a decent Twitter tutorial and here’s a persuasive intro to Twitter by Tim O’Reilly, the tech publishing overlord.

Such a medium gives tiny glimpses into the everyday. So if you were ever to meet Tim O’Reilly you could ask him about, say, his horses. That kind of question is officially not weird anymore – should it be that you find yourself stuck for an opener, meekly cowering beneath his guru beard.

The existence of a communication platform based on 140-character messages shouldn’t be shocking. Text messages have been widespread for about a decade. Yet, even among tech people, some of the admittedly valid criticism of Twitter points to this issue of brevity.

Other than being the soul of wit and all that, this is a definite limitation. But every medium has features which can manifest as weaknesses.

Nobody’s suggesting this should be the optimum or dominant form of communication between you and me. It can just augment and support what already exists and fill a niche of its own, just as conventional text messaging has done. Besides, a big part of the appeal are web links which telescope off into bigger “messages”.

As you read people’s tweets over time, you build up impressions. Twitter is months of agonising smalltalk, crushed down to the basic eigenvectors.

So I am intrigued by the pure economy of Twitter communication. It reminded me of other things – its precursors, especially other technologies.

My dad isn’t on Twitter, but when we’re apart he and I often communicate by SMS. The text message he frequently sends me is:

ok

That’s it – low fat communication with no caps, no punctuation, no salutation, no sign-off. A mere two letters and with that the most commonly recognised word in the English language.

My brother gets them too and it’s become a small point of reference in conversation between the two of us. It’s one of those trivial but cherished things that families have in common.

The fact is, because of the context and who it is, these replies from my dad always mean a lot to me. The “ok” signifies several things… I am here / I agree / No problem. It’s usually in reply to a plan or proposal from me, for example an initial text to the parents saying “hi, see you sunday, will pop round” so it’s about optimism and expectation too.

It also reminds me of the ultimate succinct exchange, when the author Victor Hugo was relaxing on holiday and used the high speed technology of the day, a telegram, to send his London publisher a single question mark. Keen to get news concerning sales of his new book Les Miserables, he received an equally terse reply. The first print run had entirely sold out and the publisher’s telegram was a single exclamation mark.

We can speculate why this took place. My theory is that the author was just too exhausted to embellish the message after the long process of getting the book finished.

Did the book REALLY sell out on the first run? Or is that fact included just to spruce up the anecdote (which I first read as a boy in Reader’s Digest)? How would Victor have reacted to the West End’s frilly-costumed musical adaptation?

We need not concern ourselves with these uncertainties. What we do know is, the messages are only rendered meaningful by the “metadata” of CONTEXT, with just enough content to work. See also: the Laconians, who stripped away all the redundancy to deliver pointed, concise, laconic comebacks.

Perhaps tellingly, the second biggest adopters of Twitter have been the Japanese, where wired openness about daily life gives rise to thousands of digital haikus per second.

We should also note that English and Japanese are currently the only interface language options on the Twitter website, although client software in different languages is available. I’ll reserve that line of enquiry for a future post.

The upshot of these examples is: we’ve long known that you can squeeze a lot of feeling or intent into a message with tiny informational content, from a round of applause to a marine distress signal. So the brevity is fine.

But what about Twitter as an echo chamber of self-referential tweets and inane signalling about Twitter itself? “Hello world.”, “I’m tweeting.”, “Which client do you favour?”, “test123” and so on? Well, the channel is open, and I think this is all possibly fine too.

Socially, amateur radio was always a marginal hobby and I guess it still exists in some corners. My awareness is largely informed by the Tony Hancock sitcom episode, The Radio Ham (although I believe enthusiasts hate this term). In reality, I’m told that much of the chatter on the airwaves was to exchange callsigns, establish contact and discuss – wait for it – the newest equipment for doing amateur radio.

Young boy riding by at high speed on a bicycle shouting repeatedly, ‘I am here.’ Perhaps the central and single message of humanity.

A Year with Swollen Appendices
Brian Eno
24 February 1995 (Diary entry in Egypt)

The last time I did a precise measurement of a message’s informational mass, I was studying a module on coding theory. We learnt how to introduce redundancy deliberately, to assist error-checking when sending data signals. It was useful but a bit on the dry side. I much prefer the riffing from people-to-people – and the joy of a communication which even, at times, celebrates itself.

Beyond YouTube

Mucking about with music video streams isn’t the only misuse of YouTube I’ve been enjoying lately.

Here’s a game called A Car’s Life which is based entirely in YouTube. Click the annotations to save the car, but be quick!

As to how it works, each level has a different video with an annotation linking to the next level. If you let any video play to the end, you’ll see the bad outcome.

It’s a very simple game but from the relative proportions of view counts from level to level, we get an indication of many people have been successful. As you’d expect not everyone proceeds and it’s lower for each successive level. But obviously we don’t know how many good players are just abandoning the game – either because they’re analysing its technical aspects, or because they’ve decided to close it and get back to work.

If you want to upload and share video, there are some good competitors to YouTube – Blip.tv, Vimeo and Viddler all spring to mind. Each seems to focus on a unique set of subtle distinctives and strengths.

But YouTube remains the leader for sheer width of content, particularly music videos. If you want to find a well known video, it’s likely to be on there.

As such it’s long been the de facto site for video and its layout has become very familiar. It’s hard to imagine this advert working on any other video site. (Keep watching…)

http://www.youtube.com/experiencewii

Perhaps a good example of a phoney site put to a good use rather than phishing? You may find that the view count is not very reliable.

Clearly the singular popularity of YouTube has led to their unique advertising deal with Nintendo here.

As other video sites grow though, some will chip away at YouTube’s lead. I wonder if there’s any scope for a dedicated video search engine which indexes them all and is impartial. After all, Google own YouTube. Can we trust the standard search box to index all the other video sites fairly and prominently? Searching for videos there is already quite hit-and-miss. Its format remains largely unchanged since its pre-YouTube days, when online video was relatively undeveloped. For video, all we’ve had from Google since then has been Google Video – but that only indexes itself and YouTube.

All I want is the old footage of Les Dawson playing The Entertainer deliberately wrong on his piano. It’s nowhere to be found.

The Freaky Future of TinEye

In a dizzying round-up, Reportr alerts us to 10 tech trends, the 11th presumably being to drop letter ‘e’s now that single-word domains are in short supply (cf. Flickr, Dopplr, Tumblr…)

The thing that caught my attention was the mention of visual search. I’ve been playing with a new search engine, TinEye, for a couple of months. It claims to be the first on the web – it’s probably the best example so far.

You submit an image to TinEye and it returns similar images from all around the web, based on pattern matching.

Their page of cool TinEye searches is a good introduction.

This is a nothing shy of a REVELATION. It’s funny how tech journalists remain all cool when they see something like that. Well I’m going to point out it’s AMAZING. Inevitable maybe. Given there is so much information on the web, there do remain undiscovered and undeveloped ways in which we can retrieve it. Visual search is a known problem – it just required somebody to sniff out the winning search index algorithm, for accuracy and speed.

In the life of the web, we have become accustomed to fairly good text-based search. The search box has become a second brain for many. We live in a post-search world. (At least, those of us who live in countries with easy access to the web do.)

How does Google find the stuff we want? At the moment a particular page or file has a URL. It may have other metadata such as a filename and keyword tags or alt tags. And unless you’re talking about a video or image, it could be a document with some kind of text body. It also has the pages from around the web which link to it. Those are the only clues, unless I’m forgetting any.

It’s pretty easy for computers to do pattern matching on text. Good search algorithms that work on text databases have been known for decades. But it’s the indexing of the whole web that’s always the big challenge. When you do a Google search, you’re not really searching the web itself, you’re searching Google’s indexes.

What is so amazing about TinEye is they are introducing another clue into the search – the content of the image – and found a quick enough way to index it.

Before I get too excited about TinEye, right now you can hope for hit-and-miss results at best, particularly as the pool of indexed images is relatively low. Since some early announcements of the service this has increased and they recently widened this pool to 901 million images, some of which might be yours.

It remains at the beta test stage, but it’s already quite useful. Some photographers and other visual artists have already been able to track down where their images have been used.

Visual search is still in its infancy and we can expect other players to possibly rival TinEye. There’s a shopping service called like.com mentioned in the Reportr trends piece, but I can’t seem to get past the nauseous feeling of entering a glitzy shopping mall the minute I arrive. It does pose another question for me.

What about the commercial outcomes of visual search? How will companies try to seek traffic from visual search? Will there be attempts at search engine optimisation? Will we see images being priced and ads being sold like Google AdWords? (GOOG)

TinEye doesn’t do human face recognition yet. Could it be just a matter of time, processing power and a dash of ingenuity? Let’s imagine a world where it is possible and it becomes a commonplace thing for use and abuse. Permit me to do some wild speculation.

What about finding doppelgangers and lost relatives? Missing people? It’s possible that a missing person could be an incidental feature of a photograph that somebody posts online.

Could it be used for casting films or theatre, when a new Kubrick absolutely has to find an actor with distinctive facial features?

What about looking for a partner? In a world already filled with all manner of weirdness, would someone try to seek a replacement partner who looks like their ex?

How could police use and potentially misuse this technology? Could they find missing suspects? Match fingerprints?

The future of TinEye and visual search could be like having eyes everywhere… It’s very promising and possibly a bit unsettling.