measuring pr with google analytics webinar - walker sands and walker sands digital
DESCRIPTION
The ROI of public relations is traditionally very difficult to measure, especially for B2B companies. But it’s not impossible. When you can’t turn to market research to assess PR success, we find it incredibly useful to dig into your Google Analytics. Learn how to: Gain additional insight into the success of your PR programs Determine the right web pages to link to Identify performance of website traffic from media placements Dissect and monetize traffic once it hits your website Tie leads to your PR activities and justify budget The recorded presentation can be viewed at: http://www.walkersands.com/Measuring-PR-with-Google-Analytics-WebinarTRANSCRIPT
Measuring Public Relations with Google Analytics
About the Presenters
Mike Santoro
President, Walker Sands@michaelsantoro
John Fairley
Director of Web Services, Walker Sands Digital
@johnfairley
What does Public Relations Do?
Awareness Credibility
How Easy is it to Measure PR?
Source: Ifbyphone Marketing Measurement Study
If it were only this easy…
1. Google Analytics Configuration
2. Create Valuable Content
3. Create Goals in Google Analytics
4. Execute PR Campaign Around Goal
5. View Reports through Filters
6. Export Data for Advanced Analysis
The Six Steps to Measuring PR
Configuration: Website (Measuring Success)
Step
1
Add Google Analytics Code to Every Page of Your
Website
Configuration: Website (Measuring Success)
Step
1
Some items such as PDFs can’t have Google Analytics
code.
Use event tracking.
Configuration: GA Segments for PR Traffic Step
1
1
2
Domain Names of Publications:
nytimes, wallstreetjournal, techcrunch, etc.
34
Configuration: GA Segments for PR Traffic Step
1
Domain Names of Press Release
websites:prweb,
prnewswire, etc.
Create Valuable ContentStep
2
Most people aren’t ready to call and buy
from you.
Create Goals in Google Analytics Step
3
Use goals to track
downloads, case study views, leads, etc…
Step
4PR Campaign around goal – Links Matter
18x Website Traffic
Configuration: GA Segments for Social Posts
Step
4
http://www.website.com/blog/Mobile-Traffic-Report-2013?type=pr_social
View reports through these filters Step
5
• Website Traffic
• Conversions/Leads
• Impact on Remarketing
• Publications Driving Most Traffic
• Publications Driving Most Conversions
• Landing Pages Visited/Traffic Paths
View reports through these filters Step
5
View reports through these filters Step
5
View reports through these filters Step
5
Export Data for Advanced Excel AnalysisStep
6
An Example:2014 Future of Retail Study
2014 Future of Retail Study
3 Press ReleasesSocial Media
25 media placements
2014 Future of Retail Study
242 placement VisitsTraffic Spikes Due to Placements Marketing Profs Top Driver of
Traffic
60+ Whitepaper Downloads (Leads)
Questions to Ask
1. Who can set up and provide access to Google
Analytics? Set Goals? Segments?
2. Who has access & authority to make website changes?
3. What is your vision of success? - Demos? Downloads? Traffic to a specific page?
4. Do you have link worthy content? If not how will you develop it?
5. How often are you reviewing your results?
Questions?
Mike Santoro
President, Walker Sands@michaelsantoro
John Fairley
Director of Web Services, Walker Sands Digital
@johnfairley
Thank You!
Stay tuned for the step by step guide in January