social summer 3 what has google ever done for pr

escherman What has ever done

for PR?

Thursday, 3rd May 2012

Presenter: Andrew Bruce Smith

“Data beats opinion”

PR too often driven by untested assumptions and wonky metrics

Google aims high. Nothing is impossible.

Google has a “culture of failure”

A database of intentions

Doubleclick Ad PlannerGoogle Trends and Insights

Google Keyword ToolGoogle Analytics

Google Analytics is a free data....

Data puking!

PR’s marriage problem: solving

attribution

Some more things to consider

Visitor flow analysis

Isolate sources: down to level of individual coverage!

Better still: relate it to specific goals

Real time analysis

Old vs new

Old: Our PR activity created x number of OTS (opportunities to see)New: our PR activity

assisted £xxx sales - directly and indirectly. Explicit ROI.

NEXT SOCIAL SUMMER SESSIONS

•Integrating Traditional and Social Media – 10 May

•Real Time Public Relations – 15 May

•The Future of Broadcast – 24 May

http://www.cipr.co.uk/content/eventsawards/social-summer