Measuring PR with Google Analytics Webinar - Walker Sands and Walker Sands Digital

Download Measuring PR with Google Analytics Webinar  - Walker Sands and Walker Sands Digital

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The ROI of public relations is traditionally very difficult to measure, especially for B2B companies. But its not impossible. When you cant 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-Webinar

TRANSCRIPT

  • 1. Measuring Public Relations with Google Analytics
  • 2. About the Presenters Mike Santoro John Fairley President, Walker Sands @michaelsantoro Director of Web Services, Walker Sands Digital @johnfairley
  • 3. What does Public Relations Do? Awareness Credibility
  • 4. How Easy is it to Measure PR? Source: Ifbyphone Marketing Measurement Study
  • 5. If it were only this easy
  • 6. The Six Steps to Measuring PR 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
  • 7. Configuration: Website (Measuring Success) Add Google Analytics Code to Every Page of Your Website Step 1
  • 8. Configuration: Website (Measuring Success) Some items such as PDFs cant have Google Analytics code. Use event tracking. Step 1
  • 9. Configuration: GA Segments for PR Traffic 1 Step Domain Names of Publications: nytimes, wallstreetjournal, techcrunch, etc. 2 3 4 1
  • 10. Configuration: GA Segments for PR Traffic Domain Names of Press Release websites: prweb, prnewswire, etc. Step 1
  • 11. Create Valuable Content Most people arent ready to call and buy from you. Step 2
  • 12. Create Goals in Google Analytics Use goals to track downloads, case study views, leads, etc Step 3
  • 13. PR Campaign around goal Links Matter Step 4 18x Website Traffic
  • 14. Configuration: GA Segments for Social Posts Step http://www.website.com/blog/Mobile-Traffic-Report-2013?type=pr_social 4
  • 15. View reports through these filters Website Traffic Conversions/Leads Impact on Remarketing Publications Driving Most Traffic Publications Driving Most Conversions Landing Pages Visited/Traffic Paths Step 5
  • 16. View reports through these filters Step 5
  • 17. View reports through these filters Step 5
  • 18. View reports through these filters Step 5
  • 19. Export Data for Advanced Excel Analysis Step 6
  • 20. An Example: 2014 Future of Retail Study
  • 21. 2014 Future of Retail Study Social Media 3 Press Releases 25 media placements
  • 22. 2014 Future of Retail Study 242 placement Visits Traffic Spikes Due to Placements Marketing Profs Top Driver of Traffic 60+ Whitepaper Downloads (Leads)
  • 23. 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?
  • 24. Questions? Mike Santoro John Fairley President, Walker Sands @michaelsantoro Director of Web Services, Walker Sands Digital @johnfairley
  • 25. Thank You! Stay tuned for the step by step guide in January