Measuring the Worth of a “Like”the VALUE of Going Digital in an emerging Market

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.

Context

Measurement

WHAT We’LL BE COVERING

DifferentiationADVANTAGES OF BROADCASTVERSUS NARROWCAST MEDIA

ContextWhy are we doing this?

A bit about me.

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

I’ve seen a number of business owners react to “digital”.

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?

The quick answer:Not necessarily.But it will be affected IF you aren’t keeping tabs on it.

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%

What’s the point of investing in something that reaches only 20% of the population?

To understand the value of digital brand-building, let’s look at a model we’re more used to:

Advertising on TV

Context

Measurement

DifferentiationADVANTAGES OF BROADCASTVERSUS NARROWCAST MEDIA

TV Ad Spend

P Cost of Ad Placement

% Total Audiencewatching during

the timeslot

Cost of ATTENTION=

Brand Awareness

P 500,000 (for 30-seconder)

15% Ratingduring the timeslot

TV Ad Spend

P 500,000 (for 30-seconder)

97M * 15% = P 0.03 / person

TV Ad Spend

P 500,000 (for 30-seconder)

97M * 15% = Cost of ATTENTION

TV Ad Spend

P 500,000 (for 30-seconder)

97M * 15% = Cost ofPROBABLE

ATTENTIONBrand Awareness

TV Ad Spend

REACH

?If I already have maximum reach

with one platform, why invest in

others?

Differentiation“Digital”, for Marketing Objectives

Let’s look at how advertising on TV and advertising on Digital can fall along the spectrum of

Marketing Objectives

The Marketing FunnelAwareness

ActionConsideration

PreferenceLoyalty

TOP OF MIND

Association• Category• Positive attributes

Awareness

TOP OF MIND

Recall!!

Affinity!

Beyond just

Brand Love“You exist.”

“I have a positive impression of you.”

“I remember you.”

“I want to be associated with you.”

BRAND AFFINITY

REACH

?

DifferentiationRole of “Digital”

Even before “digital” came along,what most businesses wanted,as a sign of marketing success,was...

Brand AffinityHow close people (your target market) want to be to you

Imag

e by

Lar

ry W

est

Awareness Consideration Preference Loyalty

BRAND AFFINITY

VS

MARKETING OBJECTIVES

“Digital”

(For example - Social Media)

Awareness Comprehension Approval Relevance

COMMUNICATION OBJECTIVES

BRAND MESSAGE

VS VS

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

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

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

How do you know what digital is worth to you?

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.”

Context

Measurement

DifferentiationADVANTAGES OF BROADCASTVERSUS NARROWCAST MEDIA

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.

MeasurementEffectiveness

Reward effectiveness, not sheer awarenessNot about number who saw it,

but value* of their reaction

Quantitative

An “Absolute” Number

TV Advertising

~Qualitative

Dependent on Strategy

Digital Advertising

What kindRatingsAffinity

ImpressionsFollowers

Engagement RateInteractions

Positive SentimentConversion

Brand personalityValues

Objectives ETHICS

Digital is only trickywhen people consider it asONE PLATFORM.

(Another example of us being mentally familiar with one-way media and advertising.)

It isn’t.It’s a messaging

publishingcurationreadingvideo watchingaudio listeninggaming...

always-on platform

Dependingon how youneed to use it.

There’s no “universal” rating,like we’re used to on TV.Where people are just either tuned in or turned off.

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.

What’s importantis figuring out:What do you want digital to achieve for you, as a business?

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.

Thank you!medium.com/@yellowicepick