Download - Measuring the Worth of a Like
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Measuring the Worth of a “Like”the VALUE of Going Digital in an emerging Market
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INTERACTION MOre Than Eyeballs - Respect the strengths
of the platform. 2Start Benchmarking ASAP. don’t wait for a “universal”
Number. WHat you Measure depends on what your brand’s goals are.
3
IF YOU’ll ONLY REMEMBER 3 THINGS:
1 Quality Beyond Quantity. MeasurE “What” and “How”,
Not just “How Many”. People don’t only do One Thing on digital.
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Context
Measurement
WHAT We’LL BE COVERING
DifferentiationADVANTAGES OF BROADCASTVERSUS NARROWCAST MEDIA
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ContextWhy are we doing this?
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A bit about me.
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2 years Quantitive Research4 years Qualitative Research and Ratings Analysis1 year User Experience Research and Design2 years Brand Strategy for Digital
A bit about me.My mission has always been about bridging understanding
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I’ve seen a number of business owners react to “digital”.
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I’ve seen a number of business owners react to “digital”.
BACKGROUND
Will my business go down if I don’t go “digital”?If it will, how?
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The quick answer:Not necessarily.But it will be affected IF you aren’t keeping tabs on it.
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19.8MInternet Penetration: Nielsen Data often quoted by marketers
The Philippines is specially challenging.
LOCAL CONTEXT
33%
from GOOGLE: ESTIMATED REACH OF INTERNET IN THE PHILIPPINES**Based on reach and usage of google, YOUTUBE, & other Google products
19.8M is approximately 20%
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What’s the point of investing in something that reaches only 20% of the population?
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To understand the value of digital brand-building, let’s look at a model we’re more used to:
Advertising on TV
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Context
Measurement
DifferentiationADVANTAGES OF BROADCASTVERSUS NARROWCAST MEDIA
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TV Ad Spend
P Cost of Ad Placement
% Total Audiencewatching during
the timeslot
Cost of ATTENTION=
Brand Awareness
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P 500,000 (for 30-seconder)
15% Ratingduring the timeslot
TV Ad Spend
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P 500,000 (for 30-seconder)
97M * 15% = P 0.03 / person
TV Ad Spend
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P 500,000 (for 30-seconder)
97M * 15% = Cost of ATTENTION
TV Ad Spend
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P 500,000 (for 30-seconder)
97M * 15% = Cost ofPROBABLE
ATTENTIONBrand Awareness
TV Ad Spend
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REACH
?If I already have maximum reach
with one platform, why invest in
others?
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Differentiation“Digital”, for Marketing Objectives
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Let’s look at how advertising on TV and advertising on Digital can fall along the spectrum of
Marketing Objectives
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The Marketing FunnelAwareness
ActionConsideration
PreferenceLoyalty
TOP OF MIND
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Association• Category• Positive attributes
Awareness
TOP OF MIND
Recall!!
Affinity!
Beyond just
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Brand Love“You exist.”
“I have a positive impression of you.”
“I remember you.”
“I want to be associated with you.”
BRAND AFFINITY
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REACH
?
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DifferentiationRole of “Digital”
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Even before “digital” came along,what most businesses wanted,as a sign of marketing success,was...
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Brand AffinityHow close people (your target market) want to be to you
Imag
e by
Lar
ry W
est
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Awareness Consideration Preference Loyalty
BRAND AFFINITY
VS
MARKETING OBJECTIVES
“Digital”
(For example - Social Media)
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Awareness Comprehension Approval Relevance
COMMUNICATION OBJECTIVES
BRAND MESSAGE
VS VS
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Comprehension+
Positive Impression
(Agreement, Approval, “Like”)
Awareness Comprehension Approval Relevance
COMMUNICATION OBJECTIVES
BRAND MESSAGE
VS VS
*Organic
Relevance+
Personal Association
Something worth having on their wall
ProbableAttention
Brand Awareness
TV Rating
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Comprehension+
Positive Impression
(Agreement, Approval, “Like”)
Awareness Comprehension Approval Relevance
COMMUNICATION OBJECTIVES
BRAND MESSAGE
VS VS
*Organic
Relevance+
Personal Association
Something worth having on their wall
ProbableAttention
Brand Awareness
TOTAL INVESTMENT
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Number of people who
agreed with / approved of
message
Awareness Comprehension Approval Relevance
COMMUNICATION OBJECTIVES
BRAND MESSAGE
VS VS
*Organic
Number of people your
message was so relevant to that they wanted to let others know
Number of people aware
Cost = Production + Placement
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How do you know what digital is worth to you?
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Its worth is
for someone to saynot just , but
“I KNOW THAT BRAND.”
HOW MUCH YOU’D PAY
“I like that enough to talk about it to my network.”
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Context
Measurement
DifferentiationADVANTAGES OF BROADCASTVERSUS NARROWCAST MEDIA
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Ad Payment Models
Google actually sanctions ineffective ads (i.e. higher charge for the same search rank, if you have a lower Quality Score calculation)
Awareness Comprehension Approval RelevanceProbable
ImpressionsPay-per-click Pay-per-
conversionReward effectiveness, not sheer awareness
Not about number who saw it, but value* of their reaction
*“Did it make them click?”
CASE STUDY
OFFICIAL
Or don’t just take my word for it.
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MeasurementEffectiveness
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Reward effectiveness, not sheer awarenessNot about number who saw it,
but value* of their reaction
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Quantitative
An “Absolute” Number
TV Advertising
~Qualitative
Dependent on Strategy
Digital Advertising
What kindRatingsAffinity
ImpressionsFollowers
Engagement RateInteractions
Positive SentimentConversion
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Brand personalityValues
Objectives ETHICS
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Digital is only trickywhen people consider it asONE PLATFORM.
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(Another example of us being mentally familiar with one-way media and advertising.)
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It isn’t.It’s a messaging
publishingcurationreadingvideo watchingaudio listeninggaming...
always-on platform
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Dependingon how youneed to use it.
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There’s no “universal” rating,like we’re used to on TV.Where people are just either tuned in or turned off.
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On the internet people could haveseen-but-not-clicked, clicked-but-not-liked, liked-but-not-shared, viewed-then-commented, and all of those would be measurable.
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What’s importantis figuring out:What do you want digital to achieve for you, as a business?
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INTERACTION MOre Than Eyeballs - Respect the strengths
of the platform. 2Start Benchmarking ASAP. don’t wait for a “universal”
Number. WHat you Measure depends on what your brand’s goals are.
3
Which is why:
1 Quality Beyond Quantity. MeasurE “What” and “How”,
Not just “How Many”. People don’t only do One Thing on digital.
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Thank you!medium.com/@yellowicepick