So let me give you an example of somebody who has used this metric to figure out. Okay. We run a campaign, how did it work? I'm going to use the example of Brita, the water purifying device, and they ran a campaign. Interestingly enough, it featured the best roommate ever. This was a video created by an influencer, as if his roommate happened to be, let's just say Stephan Curry, of the Golden State Warriors, best roommate ever, funny video. But here's what Brita did, they used Brand Lift to say, we've got 2 million views on YouTube, okay. A view is a metric. I'll tell you that views is a problematic metric because, YouTube measure views one way, Facebook measures views a very different way. So, for YouTube it's anywhere up to 30 seconds could be your view. In Facebook, the first three seconds is considered a view. So, we're talking apples and oranges here. So okay, we've got a metric, but we need to understand it's a metric that varies by platform. But here's the second metric they got, we saw a 2,000 percent, search left on mobile devices. People who had seen this funny video were 2,000 times more likely to search for Brita. Yeah, that's a leading indicator. That's beginning to shift behavior. By the way, brand favorability, not just awareness, favorability. I liked this brand, this is the kind of brand I wouldn't mind having installed in my house. It increased 36 percent, and there were also people who did not see it. Had one member, the people who had seen it, 36 percent lift. Yeah. That's how advertisers ought to be measuring their video campaigns. Now interestingly enough, not all advertisers do. By the way for influence marketers, which is what this course is about, you need to learn a lesson from this. Because guess what, you can apply it in the way you measure things too, even if you're not promoting your video as an ad, you're not boosting it on Facebook whatever. Even if you're just running an organic campaign, I'm going to show you how you can use this brand lift concept, and measure things yourself. So here's the secret, and I mentioned it earlier, and it probably just slid right on by. It turns out the brand lift that Google uses taps into something called Google Surveys. Now, most of us didn't get the memo that Google got into the survey business. We've heard of Gallup Polls, and Harris Polls and Nielsen does surveys, don't they? I mean there are a lot of people who've been in the survey business for about 100 years. But Google got into it recently, now maybe five 10 years ago. Here's what Google does, they have an Ad Display Network. The Google Display Network, that reaches about 90 percent of the people on the Internet. And some of the sites, like The New York Times, basically are behind a paywall, in other words, you can't read the content unless you are a paying subscriber. What Google does is basically say well, some of the ads that we're going to surf to you, aren't ads they're going to be survey questions. But we're going to split the revenue with you the publisher if you let us use this tool. What it offers basically the users is the opportunity to answer those questions, in order to get free access to the content. So there's an interesting exchange that only Google could have put together. But what it enables them to do is literally scientifically survey a large number of people very quickly, and it is very representative of the Internet universe as a whole. Which frankly, is a pretty big universe, and it's the kind of people that influencer marketers are trying to reach, okay? Here's the punchline, because Google has automated so much of this, you can get a survey completed for as little as $ 0.1 a complete, and as much as about three dollars a complete depending on how many questions you want to ask, and you can ask up to 10 questions that will get you closer to the three dollar mark. If you just have one question asked, that'll get you closer to the $ 0.1 per complete mark. But let's do the math here for a second, $ 0.1 a complete. Let's say I have 500 people, I want to sample, I want to get a survey with these 500 people. Think, by the way, 500 is very standard number in survey work, you'll find most national surveys in the United States have a sample, alright? In that size, 500 times $ 0.1, why? That's $ 50. Now, Influencer marketers, you think you can afford $ 50, to sort of survey your universe, and get a sense of whether you've moved the needle? Now you're going to have to do the survey twice. There's going to have to be one before the campaign, one after the campaigns. Now you may have to spend as much as a $ 100, to survey 500 people twice, to get your answer all within days. The interesting thing about Google Surveys, is they give you all the crosstabs, so you can see if you're doing better with women than men, or younger people than older people, or people in the East United States versus the West USA whatever, that just comes back then. Yeah. You can measure this now. It is no longer too expensive, or too time consuming, or too arcane. This is something that learned this technique, because if brand awareness is your goal then you need to measure it, and this is a way you can do that. Now I want to share another way that you can measure brand awareness, and this is work that we did with Meredith. We've mentioned them before, they're the people who publish Better Homes, and Gardens, and Parents Magazine, and we did work on those brands. But guess what, there were a couple of Meredith brands we did no work on, and that included Ladies Home Journal, and Fitness Magazine. So, at the end of a year, what we were able to do is use that component, of that Google brand lift survey technique to say okay, brand related searches, interesting, let's see if the needle moved. What we could find was that the brands that we had worked on, we had seen a 38.9 percent increase on searches for those brands over the course of the year. However, the two brands we did not work on, they had seen a lift of 5.1 percent. So, if we had done nothing, they brands that we had worked on might have gone up 5.1 percent as well. So, the difference, the 33.8 percent difference in brand lift, was probably generated by the influencer marketing campaign we had worked on for these two brands. Now, this was before Google Surveys. Today I would use Google surveys, but nevertheless, there are ways you can skin this cat even if you don't do surveys. If, heaven forbid, Google retires Google surveys some day, and they retired things that they do, you may have to go back and figure out a way to do this manually. But guess what, if brand awareness is important, measure brand lift. One way or another, you can do it, it just takes a little ingenuity, and it's not expensive. In fact, this costs no money whatsoever because we were using Google Analytics, to give us the data. So, think about it, there are things you can do to measure what matters.
