how to prove the value of digital pr with paid, earned and ...€¦ · how to prove the value of...

How to Prove the Value of Digital PR with Paid, Earned and Owned Media Metrics Brandon Andersen, Director of Marketing, Cision - @brandonchicago

@brandonchicago

AVE Real $ > Imaginary $

@brandonchicago

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PR Professionals - Tomorrow’s Skills Today Tomorrow

Led by the Head of PR

Led by the CMO

Focused on Earned Media

Focused on Converged

Media

Budget Devoted to

Staff, Creative

Budget Devoted to Technology, Content & Advertising

@brandonchicago

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Sales/Marketing Funnel

Awareness Sale

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The usual suspects…expanded Owned Media Videos & Photos Blog Posts White Papers E-Books Case Studies Tip Sheets Infographics Webinars Newsletters Curated Content Branded Content

Earned Media Media Placement Stories Curated Content Answers Comments Discussions SEO Speaking engagements

Paid Media Sponsored Content Native Advertising Brand Journalism Events Retargeting Speaking engagements

@brandonchicago

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Sales/Marketing Funnel

Awareness Interest Intent Evaluation Sale

•  Impressions,  click-­‐thrus,  sen3ment,  SOV,  etc.    

• Revenue  •  Inbound  traffic,  HVC  views,  engagement,  etc.  

• Lead  capture,  contacts,  ac3vity,  etc.  

• Engagement,  ac3vity,  HVC  views,  etc.    

@brandonchicago

Reining it in

@brandonchicago

http://www.cision.com/us/pr-software/cision-pr-edition/?utm_medium=paiddisplay&utm_source=prnews&utm_campaign=cprecselaunch

@brandonchicago

http://www.cision.com/us/pr-software/cision-pr-edition/?utm_medium=paiddisplay&utm_source=prnews&utm_campaign=cprecselaunch

@brandonchicago

@brandonchicago

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Sales/Marketing Funnel

Awareness Interest Intent Evaluation Sale

•  Impressions,  click-­‐thrus,  sen3ment,  SOV,  etc.    

• Revenue  •  Inbound  traffic,  HVC  views,  engagement,  etc.  

• Lead  capture,  contacts,  ac3vity,  etc.  

• Engagement,  ac3vity,  HVC  views,  etc.    

@brandonchicago

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PR attributions

§  Increase conversions

§  Increase likelihood to buy

§  Increase revenue

§  Increase recoup rates

@brandonchicago

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Takeaways

§  Don’t use AVE’s to prove PR’s value

§  Work across marketing teams

§  Utilize Paid, Earned & Owned together

§  Track your links

§  Look for marketing metrics in PR

§  Google Analytics is your friend