Why PR Needs to Learn Measurement and Analytics

1. PR MEASUREMENT MATTERS: PR MEASUREMENT MATTERS: HOW TO DRIVE STRATEGY AND SHOW VALUE WITH INSIGHTS AND ANALYTICS

2. STATE OF MEASUREMENT “Public relations professionals understand the qualitative results of their activities but often aren’t able to express them in ways that are meaningful to executives.” PRSA

3. HOW WE’RE DOING • More than 60% of marketers rate measuring ROI as one of their top 3 challenges. • 54% of PR practitioners see “tying activities to business outcomes’ and showing value to the business as their top challenge.

4. THE C-SUITE The skills most in demand by Chief Marketing Officers are: 1. Digital Strategy 2. Analytics 3. Paid Digital 4. Search Engine Optimization

5. PR Jobs 9 of the 10 most recent PR jobs advertised on the PRSA site require digital skills.

6. A 5 A 5- -STEP PROCESS STEP PROCESS

7. STEP ONE: IDENTIFY BUSINESS GOALS

8. • Profitability: increase revenue, decrease costs • Productivity: staff training, employee resources, equipment • Customer service/experience/retention: Outreach and communication with customers and other stakeholders • Core Values: The beliefs your company holds in regard to customer interaction, responsibility to the community and employee satisfaction. The company's core values become the objectives necessary to create a positive corporate culture. • Growth: Brand awareness, understanding consumer buying trends, being able to anticipate product distribution needs and developing business partnerships that help your organization to improve market share.

9. STEP TWO SET PR GOALS THAT ALIGN WITH THE BUSINESS GOALS

10. PR Goals to Support Business Goals Profitability = more revenue - Increase brand awareness - Build brand affinity - Fill the top of the funnel

11. Customer Satisfaction/Retention •Communicating the values of the brand •Telling the brand story •Showing the “human” side of the brand •Customer success stories / case studies

13. 89% of companies compete primarily on the basis of customer experience – up from just 36% in 2010

14. STEP THREE: SSET GOALS AND KPIs DEVELOP YOUR PR STRATEGY –

15. STEP FOUR: EXECUTE THE CAMPAIGN

16. STEP FIVE: TRACK RESULTS AND REPORT OUTCOMES

17. IDENTIFY BUSINESS GOALS Financial Services Firm: Major Goal – Increase revenue Subgoal: Attract more qualified female investors in the New York, Connecticut, and New Jersey area

18. DEFINE YOUR PR STRATEGY • Identify how to reach high net- worth women in these areas • Create content to appeal to these women • Use organic distribution and paid amplification of the content • Raise the brand awareness of the company • Get them to exchange their contact info for the content • Deliver qualified leads

19. ALIGN PR PROGRAM WITH BUSINESS GOALS •Write the step-by-step program for the campaign •Make sure each item on the check list is aligned with the business goals

20. SET PR KPIs •Number of quality placements for the content •Number of high net-worth women reached in the specified area (reach, impressions goal – 15,000) •Number of visitors to the landing page (engagement, click through goal =1000) •Number of downloads (conversions goal =100) •Number of qualified leads ) valid emails and phone numbers)

21. Women’s Financial Literacy Guide

22. TRACK PROGRESS AND ROI REACH: 16,793 women with a income of more than 100,000 who live in this area saw the content. (brand awareness) ENGAGEMENT: 1782 women clicked through and visited the page on the client’s website. CONVERSION: 158 downloaded the full guide and left a name, email, and telephone number. QUALIFIED LEADS: 124 (valid contact info)

23. Business Goal Mizuno Running A small budget compared to Adidas and Nike Goals: to increase brand awareness, increase market share, and build a community of loyal fans

24. PR Strategy

25. PR Strategy • Raise brand awareness • Build brand affinity • Connect with 600 of the top running influencers who create content • Invite the to join the Mezamashii Project – The Art of the Brilliant Run • Offer them a free pair of shoes to run in and invite them to write about their experiences • These founding members were given “invites” for running friends to join and get a free pair of shoes. • Have these runners spread the word about the Mezamashii community of runners seeking the Brilliant Run.

26. PR KPIs • # of influential runners reached and closed to join the project • # of closed runners who registered for the community • # who called in and ordered their pair of shoes • # of posts about the Mezamashii Project • # of positive mentions of Mizuno and Mezamashii • Visitors to the Mizuno website • # of registered members

27. TRACKING RESULTS •450,000 registered brand ambassadors •More than 500,000 visitors to mizunorunning.com •Sales up 54% - a 3-year market share high • Mizuno named most effective brand in North America by WARC and EFFIES

28. PR MEASUREMENT DASHBOARD

29. SOCIAL SESSIONS MY BLOG

30. SOCIAL SESSIONS CLIENT LAST 6 MONTHS

31. LAST MONTH

32. SOCIAL SESSIONS BY NETWORK

33. PROACTIVEREPORT.COM (MY BLOG)

34. GOALS/CONVERSIONS

35. SOURCE OF NEW VISITORS

36. ONE MONTH SIX MONTHS

37. NEW VISITORS IN THE LAST MONTH

38. AUDIENCE OVERVIEW

39. SELECT DATE RANGE FOR THE SPIKE

40. DOWNLOAD THE DASHBOARD Log in to your Google Analytics account Go to the website or blog you want to have the dashboard on Open that account Click Customization > Dashboards

43. GET THE CHEATSHEET http://bit.ly/2xj7DZL

44. PR MEASUREMENT COURSE What to Measure (Outcomes) Understanding Business Goals How to set a SMARTER Goal How to Set up Goals in Google Analytics Measuring Organic Social Media Measuring Paid Social Media Measuring Earned Media How to Make a Landing Page to Track Conversions The PR Measurement Dashboard Reports

45. SPECIAL OFFER COURSE $197 INCLUDES ONE HOUR COACHING CALL TO GET YOU STARTED COACHING FOR ONE MONTH (5 HOURS) $497 (First 10 to register)

46. QUESTIONS?

47. CONTACT Sally Falkow APR sally@falkowinc.com