The document discusses the differences between impressions and expressions in marketing. Impressions refer to metrics like clicks, views and shares that aim to raise awareness but may not reflect genuine engagement. Expressions refer to more meaningful interactions that indicate real support, like likes, comments and brand mentions created by users. The document provides examples of how activities can be done for impressions or expressions. It also shows how marketing can be measured by tracking impressions metrics like views and demographics, or expression metrics like fan growth, likes and comments over time. Expressions are considered more valuable as they represent real engagement rather than just awareness.

1. Impressions
verses
Expressions ©
Peter M. Dingle @ intel . com

2. “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

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. What’s the difference?

5. 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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6. 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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7. 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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8. 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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9. How do we know
how we’re doing?
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10. 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.

11. Disclaimer: the following slides are for example and
illustration purposes only, not plan or target setting.
11

12. Impressions
Total Impressions =
• Page views
• Tab views
• Application starts
• Insights
• Demographics
• Referrers / traffic sources
Take a goal early – track to it over time
Credit Source: Facebook Insights – a beginners guide http://mashable.com/2010/09/03/facebook-insights-guide/
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13. Active Users over time
13

14. Daily Users breakdowns
14

15. Page Views
15

16. Demographics
16

17. Who / Where is your Audience?
17

18. Traffic sources
18

19. 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
Credit Source: Facebook Insights – a beginners guide http://mashable.com/2010/09/03/facebook-insights-guide/
19

20. Likes over time
20

21. Interactions over time
21

22. Interactions – comments / impressions and feedback
22

23. Mentions, Wall post and other activity
23

24. Media consumption
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25. Suggested Metric format
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26. 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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27. QUESTION: How do you measure your Buzz?
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28. backup
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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 tools
Relative Audience Size Content, Audience and Channel