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Impressions vs Expressions - Are you measuring the right things?


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Impressions vs Expressions - Are you measuring the right things?

  1. 1. Impressions versesExpressions © Peter M. Dingle @ intel . com
  2. 2. “A brand is no longerwhat we tell theconsumer, it is whatconsumers tell eachother it is.”quote from SCOTT COOK, FOUNDER INTUITAND P&G BOARD MEMBER 2
  3. 3. “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
  4. 4. What’s the difference?
  5. 5. Always Buying the Latest GadgetsImpression: Doing this because you want to beknown as either rich or an early adopter. It mayeven be the case that you just want to havesomething that other people don’t.Expression: Buying gadgets because they help youto do what you do more effectively. Buying themcould even be that you just…want them(Key: whether people know you have them or not). 5
  6. 6. Chatting Up a Guy / Girl in a BarImpression: Doing it in order to validate yourlevel of attractiveness or social skills. Also doingit just to show your friends your ‘abilities’ in thisdepartment.Expression: Having a genuine interest in the guyor girl and simply showing how you feel byintroducing yourself to them. 6
  7. 7. Choosing a Career / Income PathImpression: Choosing to work in an industry where yourparents want you to work or one which society deems asvaluable. Pushing yourself down a road because there’s a lotof income potential.Expression: Doing not only something you love, butsomething that you feel you can provide real value to peoplewith. Something that allows you to really put yourself intoyour work, whatever it may be, and make a difference. 7
  8. 8. Measuring Marketing and MediaImpression: Clicks, Pages views, Video views, bouncerates, CPC, CTR, PVPV etcExpressions: Liked a page, liked a comment, liked a post,Made a Comment (+ve or –ve), Mentioned a brand orproduct, Shared a page, shared someones elses post,Unlikes and attrition rate, anything that is created orshared by the user 8
  9. 9. How do we knowhow we’re doing? 9
  10. 10. Advice1. 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.
  11. 11. Disclaimer: the following slides are for example andillustration purposes only, not plan or target setting. 11
  12. 12. ImpressionsTotal Impressions =• Page views• Tab views• Application starts• Insights • Demographics • Referrers / traffic sourcesTake a goal early – track to it over time Credit Source: Facebook Insights – a beginners guide 12
  13. 13. Active Users over time 13
  14. 14. Daily Users breakdowns 14
  15. 15. Page Views 15
  16. 16. Demographics 16
  17. 17. Who / Where is your Audience? 17
  18. 18. Traffic sources 18
  19. 19. ExpressionsTotal Expressions =• Monthly fan size growth• Number of Likes or comments• Number of Likes or comments• Unlikes and attrition rate• MentionsTake a goal early – track to it over time Credit Source: Facebook Insights – a beginners guide 19
  20. 20. Likes over time 20
  21. 21. Interactions over time 21
  22. 22. Interactions – comments / impressions and feedback 22
  23. 23. Mentions, Wall post and other activity 23
  24. 24. Media consumption 24
  25. 25. Suggested Metric format 25
  26. 26. SummaryIt’s not what they tell you – it’s what you need to know – know whatyou 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 bestfor your needs locally – but own the format you present the data in. 26
  27. 27. QUESTION: How do you measure your Buzz? 27
  28. 28. backup 28
  29. 29. Engagement Plan •Content - Fun, Viral type Video or visual content •Audience – Top of the purchase funnel. Broadest Audience. Entertain 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, Most (+ Engage) 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 Demystify •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 More (+ Engage) commentary, videos, blogs, reviews, mainstream news - Forums – engage and discuss topics, share information, answer questions •Content - New PC’s new laptops, promotions or Many Promote 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 (+ Engage) •Channels – Targeted digital properties like retail info sites, like pages, twitter lists, subscription based toolsRelative Audience Size Content, Audience and Channel