cipr pr measurement event: stella bayles from coveragebook.com

The power of real numbersHow to catch a cloud and pin it down: developments in PR measurement

CIPR MARCOMS event11.02.16

Stella Bayles

@StellaBayles

Favourability

Reach and Frequency

Key Messages

Headline mentions

Brand image count

Spokesperson quote

OTSAVE

Media type

Potential audience type

Logo count

Awareness

Awareness

Consideration

Commitment

Experience

Loyalty

Advocacy

Awareness

Consideration

Commitment

Experience

Loyalty

Advocacy

What happens next?

A Valentines example

Favourability

Key Messages

Brand image count

OTS

Media type

Potential audience typeAwareness/

Outputs

Links to site

AnswerTheClient.com

DEMANDING INFORMATION

‘DEMAND’

READING AN ARTICLE

‘BROWSE’

The full algorithm…..

What looks for when ranking sites….

SolidTECHNICAL foundations

Engaging and useful

CONTENTEarned LINKS and SHARES

PR editorial coverage

an example…..

A brief PR campaign with: Big impact

• Online PR campaign required for Jan – April

• Business focus on sports bras in new year

• New product line launching around Valentines day

Fashion blogger lingerie projectFashion bloggers to review AW13 lingerie collection. Bloggers are asked to pick out a key piece from the AW13 collection

 Keep Fit & look good | Sports bras Bloggers look at how to still look good while exercising

Celebrity lingerie range launchPhoto-led campaign in lead to Valentines. National online targets

Lingerie campaign highlights

Lingerie campaign: Results (awareness)

• Jan – April 2014

• 85 pieces of coverage

• Reach: 30 million unique users

• 100% Brand mentions

• 100% positive sentiment

Retailer site

Lingerie campaign: Google results

Retailer site

200,000 (approx.) people search for

Lingerie

Every month

200,000 searches a month… Retailer site

Retailer site

(200,000 searches) (20,000 searches)(21,000 searches)

Traffic to lingerie pages direct from Google natural search

(nowhere else)

12.8 million (January – April)

Results

Revenue made from Lingerie sales ONLY from Google natural search

£8,417,569 (January – April 2014)

(£2.5 million more than previous year)

Real number results

DEMAND12.8 million visits£8 million sales

BROWSE9,000 visits£10k sales

Real number results

Thank you

@StellaBayles