measuring the effect of online pr - hauksson

Measuring the Impactof Online Public Relations

What do I know?• Consulting/implementing on multilingual online

reputation management with companies, organizations & governments in Asia, Africa,America & Europe.

Brands I have enjoyed working for:

Google has at least57 signals, that controlwhat you see online.

Facebook is the same

Google and Facebook are “spying”

Online PR101

Lets start with

“‘Online public relations’ is a very powerful communication/marketing tool that is being used widely to influence multiple stakeholders – ranging from individuals to governments”

Say it often enough & it becomes the truth

Maintain & Push Back

• The process

Analyse

Background Work

Data Collection

Asset Valuation

Planning

Asset Mapping

Strategy

The Message

Implementation

Project Management

Consulting

Facilitation

Implementation

Target group / Internet users / media consumers

Client Message

Distribution

Online media publication

Direct Media distribution

News aggregators and alerts

(e.g. Google news)

Traditional mediaOnline media

Own Media, 3rd party mediaand partners

Mon

itorin

g an

d an

alys

ing Media pickup

e.g. Blogs, niche newssites, and forums,RSS feeds etc.

The steps:Influencing

online

Pick-up

But!Don’t say it often using the exact same text.. again and

again and …

Google does NOT like that!

Do this!Make sure you

KPI’sKey Performance Indicators

If you do nothing else, at least listen…

Public relations effectiveness• Find out how many times your press release is being

read and preferably by whom.

• If your PR is being read several times in a day, it means that it is grabbing the attention of web users and you can use similar information for attracting web users to your website.

Public relations effectiveness• The success of a PR can be determined by the

number of impressions that it gets via press release submission websites & RSS feeds.

• Check out how many impressions your release receives in one day

Public relations effectiveness• It is important to know how people are able to find

you on the web – Search, Images, Blog & News.

• Which search engines are they using to locate your release, how many people are reading the entire PR, who is skimming the headline, and who is interacting with your press release.

Public relations effectiveness• In order to measure the effectiveness of your online

PR, you must find out which keywords are attracting people to your PR.

• The data can be used for improvising future press releases.

Public relations effectiveness• A good PR in many cases directly leads to an action.

– If you want to know whether your online public relations generated actions or not, you might want to ask your prospects where they heard about you.

– Then there are the analytics.

• You will be able to know whether your online public relations efforts played any role in the decision making process of your prospects or not. – You might also want to look at your Analytics data and

examine the prospects behavior on your site.

Public relations effectiveness• When measuring the effectiveness of your online PR,

do not forget to measure your placement against that of your competitors.

• Find out how often and where your press release was published against that of your competitors to stay ahead of them, and to get the maximum share of the market –Search real-estate.

Public relations effectiveness• You should measure impression shares.

• How often your brand/message was visible for a certain search term – Searchers might not have clicked on your press release but they saw it and by that were influenced by it.

Public relations effectiveness• Look at your onsite Analytics data before and after,

what is the impact based on the key performance indicators (KPI) you set before you started.

• Don’t forget setting those KPIs.

The bottom line• Create a communication plan• Make sure you choose/know your stakeholders

– Consumers, voters, journalists, competitors etc…

• Don‘t be afraid to change different messages• Use monitoring tools to see and measure impact

– Google Analytics / Piwik– Google Alerts– Heartbeat– Radian 6

Takk= mersi

Mersi!Kristjan Mar HaukssonNordic eMarketing – kmh@nem.isDirector Internet Marketing / Founder@optimizeyourweb

@GlobalSEMPro