web analytics: the new clip report

PROPRIETARY & CONFIDENTIAL 6/6/11

Sandra Fathi President, Affect Strategies

Email: [email protected] Twier: @sandrafathi

Web Analytics: The New Clip Report

PRSA Travel & Tourism Conference June 6th, 2011

PROPRIETARY & CONFIDENTIAL


The Clip Report

  Soft measurement – fluctuating value

  Antiquated approach

  Limiting in scope

  Number of publications shrinking

  Our ability to reach audiences expanding

  Out of our control as PR professionals

  Not aligned with business measurements


Web Analytics

  Hard measurements – consistent values

  Current approach – considers social media, new media

etc.

  Scope is broad and far-reaching

  Accounts for various audience segments

  More in our direct control

  Closer alignment with business measurements


Traditional Approach


New Approach


Message

Press Release

Wire Service

Media Outreach

Post on Website

Strategic Placements

SMT

RMT

Byline Articles

Message Distribution


Message

Facebook

Blog

Twier

YouTube

Slideshare

Blog Comments

LinkedIn

Message Distribution II


Bypassing the Media

  Reaching targets directly

  Impacting sales

  Influencing decision making

  Driving traffic

  Driving awareness

  Generating business


Measuring Business Results

Understand what business results your company values

and engineer your Public Relations to map to those

measurements

Key Performance Indicators (KPIs)


Measuring Business Results

  Revenue & Profits

  Customer Acquisition

  Lead Generation

  Market Penetration

  Competitive Positioning

  Benchmarking


Cost Deflection

•  Reducing Product Quality Defects •  Decrease R&D Expense •  Decrease Time to Market •  Decrease Marketing Expenses •  Customer Service & Support Savings

Resources: Womma Metrics Best Practices Guidebook


New Measurement

  Set up and understand how to use and read analytics

(i.e. Google Analytics, Omniture)

  Create Operational Tripwires

  Utilize Tracking Links

  Take a Page from Email/Direct Marketing


Google Analytics


Traffic Sources


Content Analysis


Geographic Analysis


Demographic Analysis


Campaigner: Email Marketing


Email Marketing Results


Email Marketing: Results


Content Engagement


Next Steps

  Identify your Key Performance Indicators (KPIs)

  Create a Measurement Matrix/ Dashboard

  Identify Technologies and Operational Changes

Necessary for Measurement

  Benchmark

  Demonstrate Trends/Changes Over Time


Sample Matrix


Resources

PROPRIETARY & CONFIDENTIAL March 4, 2010 Affect Strategies

B2B Social Media: Omni Hotels & Resorts

April 2011


OMNI CASE STUDY CURRENT SITUATION

Omni Hotels & Resorts offers luxury hotels and resorts throughout North America.

Omni has a large portfolio of meeting venue options to meet business event planning needs.


Omni wanted to significantly increase brand awareness and recognition among meeting planners across the United States.

Omni tapped Affect to create a social media presence that would allow it to engage with event planners and their influencers.

OMNI CASE STUDY CURRENT SITUATION


OMNI CASE STUDY THE ASSIGNMENT

Create brand awareness and buzz within the meeting and event planner community about Omni locations, meeting options and specific promotions.

Motivate meeting planners to take action and choose Omni for their events.


OMNI CASE STUDY STRATEGIES

Use social media as a platform for engaging in meaningful conversations with meeting and event planners and providing them with expertise and resources.

Create the Omni Understands landing page – a one-stop shop for meeting planners with information and resources that makes their jobs easier.

Use Twier as a platform for Omni to address the needs and interests of meeting planners across the United States.

Create Omni Meeting & Event Planners Forum on Facebook for planners to stay abreast of industry news and network with other planners.

Use a blog commenting campaign to create a dialogue between Omni and industry influencers.


OMNI CASE STUDY OMNI UNDERSTANDS LANDING PAGE

www.omniunderstands.com


OMNI CASE STUDY TWITTER: @OMNIMEETINGS

www.twier.com/omnimeetings


OMNI CASE STUDY FACEBOOK FAN PAGE

www.facebook.com/omnimeetings


OMNI CASE STUDY BLOG COMMENTING

Omni commented on 2-3 industry blogs and online publications each week


OMNI CASE STUDY RESULTS SNAPSHOT

Enhanced brand awareness

Gained more than 800 followers of Omni’s Twier handle

Secured media coverage for Omni in top outlets read by meeting & event planners via social media efforts

Web traffic and lead generation

Generated at least 7 leads for meetings involving more than 150 aendees

Increased monthly traffic to Omni Understands landing page by 23%

Strong community engagement

Conducted more than 300 conversation on Twier and Facebook with meeting planners and influencers

Following and engaging with more meeting planners on social media than any of Omni’s competitors


OMNI CASE STUDY RESULTS: MEDIA COVERAGE

Interactions on Twier have led to media coverage for Omni


OMNI CASE STUDY RESULTS: LEADS GENERATED

Online engagement has generated known leads for Omni


OMNI CASE STUDY RESULTS: FACEBOOK IMPRESSIONS

0

5000

10000

15000

20000

25000

30000

35000

October November December January February March

Planners' Forum FacebookImpressions

Numbers are not cumulative

No Insights

3,422

12,373

22,489

27,086

32,000


OMNI CASE STUDY RESULTS: MEDIA COVERAGE

Interactions on Facebook have secured positive media coverage for Omni on About.com


OMNI CASE STUDY RESULTS: BLOG COMMENTING

PROPRIETARY & CONFIDENTIAL 6/6/11

Contact Information & Resources:

On Slideshare – www.slideshare.net/sfathi

Sandra Fathi [email protected]

Twitter: @sandrafathi LinkedIn, Facebook: Sandra Fathi Web: www.affect.com Blog: www.techaffect.com

web analytics: the new clip report

Documents

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