impressions vs expressions - are you measuring the right things?

Impressions

verses

Expressions

Peter M. Dingle @ intel . com

©

“A brand is no longer

what we tell the

consumer, it is what

consumers tell each

other it is.”quote from SCOTT COOK, FOUNDER INTUIT

AND P&G BOARD MEMBER 2

“I would kill the notion of impressions as a meaningful measure. I am more focused on expressions.”

Stan Sthanunathan, Vice President Marketing Strategy & Insights, The Coca-Cola Company

What’s the difference?

Always Buying the Latest Gadgets

Impression: Doing this because you want to be known as either rich or an early adopter. It may even be the case that you just want to have something that other people don’t.

Expression: Buying gadgets because they help you to do what you do more effectively. Buying them could even be that you just…want them (Key: whether people know you have them or not).

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Chatting Up a Guy / Girl in a Bar

Impression: Doing it in order to validate your level of attractiveness or social skills. Also doing it just to show your friends your ‘abilities’ in this department.

Expression: Having a genuine interest in the guy or girl and simply showing how you feel by introducing yourself to them.

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Choosing a Career / Income Path

Impression: Choosing to work in an industry where your parents want you to work or one which society deems as valuable. Pushing yourself down a road because there’s a lot of income potential.

Expression: Doing not only something you love, but something that you feel you can provide real value to people with. Something that allows you to really put yourself into your work, whatever it may be, and make a difference.

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Measuring Marketing and Media

Impression: Clicks, Pages views, Video views, bounce rates, CPC, CTR, PVPV etc

Expressions: Liked a page, liked a comment, liked a post, Made a Comment (+ve or –ve), Mentioned a brand or product, Shared a page, shared someone's else's post, Unlikes and attrition rate, anything that is created or shared by the user

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How do we know

how we’re doing?

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Advice

1. DON’T get confused by the graph’s, tables,

tools and charts that come from these

tools…

2. DO know what you want to track BEFORE

you go looking for the data.

3. DO find the data and put it into a format /

table / chart that you prefer to work with.

Disclaimer: the following slides are for example and

illustration purposes only, not plan or target setting.

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Impressions

Total Impressions =

• Page views

• Tab views

• Application starts

• Insights

• Demographics

• Referrers / traffic sources

Take a goal early – track to it over time

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Credit Source: Facebook Insights – a beginners guide http://mashable.com/2010/09/03/facebook-insights-guide/

Active Users over time

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Daily Users breakdowns

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Page Views

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Demographics

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Who / Where is your Audience?

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Traffic sources

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Expressions

Total Expressions =

• Monthly fan size growth

• Number of Likes or comments

• Number of Likes or comments

• Unlikes and attrition rate

• Mentions

Take a goal early – track to it over time

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Credit Source: Facebook Insights – a beginners guide http://mashable.com/2010/09/03/facebook-insights-guide/

Likes over time

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Interactions over time

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Interactions – comments / impressions and feedback

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Mentions, Wall post and other activity

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Media consumption

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Suggested Metric format

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Summary

It’s not what they tell you – it’s what you need to know – know what you need to know before you start looking for the data.

Separate out Impression measures from Expression measures –Expressions are real earner media which are worth real dollars. Impressions are planned targets.

Focus on the data not the tool – there are many many different / good and bad tools for capturing data today – use the one that’s best for your needs locally – but own the format you present the data in.

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QUESTION: How do you measure your Buzz?

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backup

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Engagement Plan

Entertain

(+ Engage)

Demystify

(+ Engage)

Promote

(+ Engage)

•Content - Fun, Viral type Video or visual content

•Audience – Top of the purchase funnel. Broadest Audience. Looking for entertainment. Not interested in deep dive into comparisons etc.

•Channels - Facebook share videos, blogs, reviews, mainstream news - Twitter share short links to commentary, videos, blogs, reviews, mainstream news - Forums – engage and discuss topics, share information, answer questions -Mobile

•Content – comparison tools, test drive tool, new features such as Processor Graphics content, sales tools

•Audience – Broad consumers looking for interesting news about tech, or tech related subjects

•Channels - Facebook share videos, blogs, reviews, mainstream news, Twitter List Strategy - share short links to commentary, videos, blogs, reviews, mainstream news -Forums – engage and discuss topics, share information, answer questions

•Content - New PC’s new laptops, promotions or deals, bargains or special offers, Group Buys

•Audience - Focus on Intender audiences who are in the discovery or search process, on Retail sites, or information forums, or

•Channels – Targeted digital properties like retail info sites, like pages, twitter lists, subscription based tools

Relative Audience Size

Most

More

Many

Content, Audience and Channel