a new world of word of mouth
DESCRIPTION
Slides presented by Bob Gilbreath, Chief Marketing Strategist of Bridge Worldwide at Ad:Tech San Francisco on 4/20/10.TRANSCRIPT
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A New World of Word of Mouth:Using Influence to Re-Invent the Impression
Bob Gilbreath, Chief Marketing Strategist, Bridge WorldwideTim Schigel, CEO, ShareThis
Jim Price, President, Empower MediaMarketingJoel Lunenfeld, CEO, Moxie Interactive
Case Studies
Overview
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Bob GilbreathChief Marketing StrategistBridge Worldwide@mktgwithmeaning
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Answer:
“We’ve lost our perspective on marketing”
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Let me explain, by starting with another question
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A Partner Agency Asks:
“What percentage of ‘Tweets’ are seen?”
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An Algorithm to Measure Twitter Impressions
• Hours spent on Twitter
• Average number of people followed
• Average number of people following
• Use of various APIs
• Number of Re-Tweets
• Use of search and hashtags
• Appearance on favorites lists
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Answer:
The impression model of marketing
is dead…
And if it’s not dead we’ve got to kill it
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Some Say We Should Embrace the Impression
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“If I listened to my customers they would have asked me to make a faster horse.”
- Henry Ford
“If baseball were measured like advertising, you would only count the pitches.”
- Peter Daboll
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Impressions De-ValueDigital Marketing and Innovation
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Impressions De-Value Digital Marketing and Innovation
How do you value 7.5 million clicks?
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Impressions De-Value Digital Marketing and Innovation
What if your app is used once per year?
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Impressions De-Value Digital Marketing and Innovation
Can Employee Tweets Fit a Media Plan?
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We need to define new measures of success to save marketing
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Here are two that you can measure today
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1. Engagement
“People choose to interact with the marketing you create”
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The Power of Engagement
• Completely unlike Impressions• Earned, not bought• Not mass scale, but creates meaningful connections
• Can be measured and compared according to• Total number of people who engage• The depth of engagement (time, actions)
• The higher the engagement, the higher the ROI
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2. Sharing
“People choose to share your marketing with others”
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The Power of Sharing
• Reaches new prospects• Trusted access to provide information• Each “share” is also a selling message
• Builds deeper brand connections with the sharer• We are programmed to help others, brands can help us help• Each review, retweet or friending enhance a brand bond
• “What matters is what’s shared”• The “sharing rate” or “social reach”• The higher the sharing, the higher the ROI
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None of us got into “digital” to recreate the past
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Let’s change the model of marketing…for good