ragan conference pr measurement presentation

The PR and DigitalContent Summit

December 4-5, 2014Gleacher Center

Chicago, IL#ragandigital

How to match your PRmeasurement strategies to yourbudget andorganizational goals

HELLOMY NAME IS

@shashib

Public Relations helps buildengagement & relationships

with customers, promotes thebrand, and improves products.

#ragandigitalHELLO

MY NAME IS

@shashib

Public RelationsBuzz to metrics

#ragandigital

HELLOMY NAME IS

@shashib

Measure your efforts by Keywords to the website.Brand Mentions/ monitoring reports Tools: Google Analytics Organic search queries & Monitoring tools

Tracking Codes

Use link builders/ short urls

#ragandigital

HELLOMY NAME IS

@shashib

Did your PR efforts generate traffic?Add tracking parameters to linksTool : URL builderhttp://b.shashi.co/Lvep4D and Short urltools like Bit.ly, LinkRedirector

Inbound LinksCreating SEO Gold

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HELLOMY NAME IS

@shashib

Getting a link from a top website is a important SEO strategy Tool : Google Analytics -ReferralTraffic

Content MarketingCollaborative Content

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HELLOMY NAME IS

@shashib

Creating passionate ambassadors,Social shares, engagement throughcontent collaboration Tools : social analytics , Website visits

Social BuzzImpactful PR

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HELLOMY NAME IS

@shashib

Using a social press release, SocialNewsroomTools: Pitchengine.com &http://www.press-feed.com/Measure using Google Analytics

Sales/ConversionMetrics

Impact of a PR effort

Traffic to Conversion pages/Shopping cartCookie attribution/ referrals

Tools: Google Analytics

#ragandigital

HELLOMY NAME IS

@shashib

Inferred AttributionImpact of a PR effort

Change in traffic pattern, Visitor behavior and trafficreferrals

Tools: Google Analytics

#ragandigital

HELLOMY NAME IS

@shashib

@shashib

Thank You

Shashi Bellamkonda

Adjunct. Prof. Georgetown University

VP, Digital Marketing The Bozzuto Group