A New World of Word of Mouth:Using Influence to Re-Invent the Impression

Bob Gilbreath, Chief Marketing Strategist, Bridge WorldwideTim Schigel, CEO, ShareThis

Jim Price, President, Empower MediaMarketingJoel Lunenfeld, CEO, Moxie Interactive

Case Studies

Overview

Bob GilbreathChief Marketing StrategistBridge Worldwide@mktgwithmeaning

Answer:

“We’ve lost our perspective on marketing”

Let me explain, by starting with another question

A Partner Agency Asks:

“What percentage of ‘Tweets’ are seen?”

An Algorithm to Measure Twitter Impressions

• Hours spent on Twitter

• Average number of people followed

• Average number of people following

• Use of various APIs

• Number of Re-Tweets

• Use of search and hashtags

• Appearance on favorites lists

Answer:

The impression model of marketing

is dead…

And if it’s not dead we’ve got to kill it

Some Say We Should Embrace the Impression

“If I listened to my customers they would have asked me to make a faster horse.”

- Henry Ford

“If baseball were measured like advertising, you would only count the pitches.”

- Peter Daboll

Impressions De-ValueDigital Marketing and Innovation

Impressions De-Value Digital Marketing and Innovation

How do you value 7.5 million clicks?

Impressions De-Value Digital Marketing and Innovation

What if your app is used once per year?

Impressions De-Value Digital Marketing and Innovation

Can Employee Tweets Fit a Media Plan?

We need to define new measures of success to save marketing

Here are two that you can measure today

1. Engagement

“People choose to interact with the marketing you create”

The Power of Engagement

• Completely unlike Impressions• Earned, not bought• Not mass scale, but creates meaningful connections

• Can be measured and compared according to• Total number of people who engage• The depth of engagement (time, actions)

• The higher the engagement, the higher the ROI

2. Sharing

“People choose to share your marketing with others”

The Power of Sharing

• Reaches new prospects• Trusted access to provide information• Each “share” is also a selling message

• Builds deeper brand connections with the sharer• We are programmed to help others, brands can help us help• Each review, retweet or friending enhance a brand bond

• “What matters is what’s shared”• The “sharing rate” or “social reach”• The higher the sharing, the higher the ROI

None of us got into “digital” to recreate the past

Let’s change the model of marketing…for good