pr genome: moving beyond awareness – hacking the future of pr
TRANSCRIPT
June 24, 2015
Jesse Soleil – EVP, Global Director of PNConnect, Porter Novelli
PR GENOME SERIES: MOVING BEYOND AWARENESS –HACKING THE FUTURE OF PR
Hacking PR?
PESO
What “Shared” Represents
“Moms”
“Samsung” “Singapore Banking”
Social Audiences Are Transient
Human Behavior and Social Relationships
• Brands are often social narcissistsReal relationship building via social looks like this
• Awareness – He/She’s interesting
• Engagement – buy you a drink/have a conversation?
• Convert – go on a date • Advocacy – tell your
friends how happy you are
The Customer Journey
Awareness Engagement Conversion Advocacy> > >
Human Behavior
• Audience– What they want to to see/watch/read/play/use?– Where they want to see/watch/read/play/use?– What we want them to do. – What we want them to do next.– What we really want them to do.– What we really really want them to do.
Measuring Success viaAnalytics and Measurement
KPIs KPIs KPIs KPIs
Awareness Engagement Conversion Advocacy> > >
THE CUSTOMER JOURNEY
PS
ONon
OE
P S
E
Channels• Broadcast• Social (Primary)• Search
O
Channels• Website• Blog• Content Hub• Social (Secondary)
Channels• Website• eCommerce• CRM• Email
Channels• Social• CRM• Website• Blog
Content Ecosystem
Earned Content Example
• J&J x NYT
Hint: Goes in engagement
#1 Way to Discovery
Content Decay
Engagement
• Where do you end up when it is time to engage?
• Earned Content• Owned Content• Curated Content KPIs
Engagement
O
Channels• Website• Blog• Content Hub• Social (Secondary)
Building Awareness
• How do people discover content?– Sharable?– Targeted?– Interesting?– Shaped like a hook?– Paid?
KPIs
Awareness
PS
E
Channels• One to Many• Social (Primary)• Search
Conversion
• Yes sales – digital channels easier to measure outcomes
• Sales are NOT the only conversion measure
KPIs
Conversion
NonOO
Channels• Website• eCommerce• CRM• Email
Advocacy
• Community management REALLY lives in advocacy
• Success hinges on small “i” influence
• Don’t assume big “I” influence just like a traditional broadcast channel– Influencers work even better if
they know what your desired outcomes are
KPIs
E
P S
Channels• Social• CRM• Website• Blog
Advocacy
Measuring for Success
• Describing value• We often just look at KPIs for each phase – Awareness – likes, impressions, reach, sentiment– Engagement – shares, retweets, comments
• Not what created momentum and what didn’t– What awareness content drove audiences to engage,
What engagement content created the most conversion, what conversion experiences built the most advocacy?
• This is the essence of content optimization
Disney Parks Blog Disney VacationsSocial
Awareness Engagement Conversion Advocacy> > >
Organic Advocacy
Views (video)Time on PageTime on SiteBounce
CommentsSharesReachRe-Tweets
Vacations Booked = $$$CRM
ImpressionsReachSentiment
KPIs
Search
Earned
What Awareness Content Drove Engagement?
What Engagement Content Drove Conversion?
What Conversion Content Drove Advocacy?
What Advocacy Content Drove Awareness?
Theme Park Example
Awareness Engagement Conversion Advocacy> > >
Insurance Co. Example
Lifetime Value of a Customer
• Imagine knowing the lifetime value of a customer on day one – Example: Insurance company value is $200/mo
ave * 5 years ave = $12,000 per lifetime– If we drive 174 quotes in four months from a
single trackable channel via Merkle @ 174 * $12,000 = $2.08M/ration of online quote to close• Still unmeasurable channels, but we’re getting there
Value of Journey
KPIs KPIs KPIs KPIs
Awareness Engagement Conversion Advocacy> > >
THE CUSTOMER JOURNEYValue• CPC• Social• SEO
Value• 2 min visitor• 15 min visitor• 30 min visitor• 45 min visitor
Value• Revenues• Email addresses• CRM activity
Value• Social• Content
Lifetime Value
$12,000
$2 to $300
Channel EngagementValue
$.25 to $30
Channel AwarenessValue
Advocates
$???
Direct Marketing vs Indirect Marketing
• Direct marketing – low conversion rates, a numbers game
• Indirect marketing (via content) – content acts as a “conditioning agent” the longer the time with it, the higher the likelihood of conversion
• Content qualifies customers!
Measurement is the Key
• First time in history we can truly describe the impact of our work on businesses!
• PR budgets have often been smaller than marketing budgets, until now
• Take the lead, be the hero, and show everyone how valuable we are
• Budgets and responsibility will increase proportionally
• Win the argument for “who owns social”
