how to use data and analytics to drive your pr content strategy
DESCRIPTION
PR pros are often not stats and numbers buffs, but as digital content becomes an increasingly vital part of the PR practice, data analysis is fast becoming a must-have skill. What are the most important metrics to measure around your content? How can you get started if you're more of a wordsmith than a data scientist? In this workshop from the 2014 PRSA International Conference, we examine a real-world case study using the PRESSfeed.com social newsroom, and a Netvibes dashboard for monitoring and analytics. You'll also: * Learn how to set up a Netvibes dashboard for tracking the performance of your digital content. * Understand five essential metrics, and how to measure them. * Find out how to use data to uncover insights that will help immediately improve your digital content and drive real value.TRANSCRIPT
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How to Track and Measure your PR Content
Netvibes Dashboard
Netvibes Dashboard
Netvibes Dashboard
Netvibes Dashboard
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Content Strategy
What’s working
• Topics
• Comments
• Likes
• Favorites
• Retweets
• Shares
Topics/Views
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Avinash’s 4 Metrics
• Conversation rate – The number of conversations per post. On Facebook, Google+, and LinkedIn, it’s comments. On Twitter, it’s replies.
• Amplification rate – The number of reshares or retweets per post.
• Applause rate – Retweets, Likes, +1s, etc.
• Economic value – The sum of short-term revenue, long-term revenue, and cost savings
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5 Metrics for PR
• Unique Visitors
• Top posts by Time on Site
• Social Referrals
• Engagement
• Outcomes – what action did they take as a result of your content?
Unique Visitors
Time on Site
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Choose a Social Channel
The best option is the social channel that both you and your audience are most active on
Social Referrals
Twitter Engagement
Twitter Engagement
Google URL Builder
URL
Retweets/Favorites
Social Referrals
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Conclusions
• We are being found in search – both site and newsroom
• Twitter is our top social platform
• Our content about the studies and reports we do gets the most response, so we need to do more of that
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Questions?
www.press-feed.com
www.netvibes.com