Impressions vs Expressions - Are you measuring the right things?
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Transcript of Impressions vs Expressions - Are you measuring the right things?
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Impressions
verses
Expressions
Peter M. Dingle @ intel . com
©
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“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
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“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
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What’s the difference?
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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.
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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/
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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/
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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