measurement on a shoestring
TRANSCRIPT
Hello from frank!
Nice to meet you
I'm Lucy Hart.
A director at Frank and,
among other things, a
measurement geek
@lucyhart [email protected]
A small agency that
just happens to be big
PUBLIC REACTIONS
This is us. We’re Frank PR – there are 70 of us in Camden
Talented people who mastermind
brilliant campaigns which
create…
We also have Frank
offices in
Manchester,
Sydney & New York
This is frank
Public REACTIONS = Creating third-party reactions that transform consumer relationships with brands
Being talked about, trending, liking, sharing, watching, visiting, eating, buying: you name it, we create it.
The new pr?
Talkability® is just one of
those reactions
Want PR or need Public Reactions?
WE DO IT For all sorts of people
http://www.franktrophycabinet.com/
And We create reactions in all sort of ways...
o Advertorials, Promotions and competitions
o BRAND AWARENESS
o Comms planning
o Communications audits
o Community management
o Conference speaker platforms
o Copywriting
o Corporate & executive profiling
o Creative brainstorming and planning
o Digital and online content
o Evaluation
o Events and experiential
o Agendaneering
o Creative engine room
o Media relations
o News creation o Influencer mapping,
immersion and targeting
o Issues and crisis consultancy and management All those
capabilities! And some people think all PRs do is long
lunches...
o Roadshows and tours
o Sponsorship
o Strategic partnerships
o STRATEGIC PROGRAMME DEVELOPMENT
o Trade press liaison
o Trend spotting and analysis
We do it pretty well…
http://www.franktrophycabinet.com/
And winning a few awards along the way. Check out…
It's all about outcomes
Pioneering industry evaluation: Triple a
Awareness Acknowledge Action
pay
own
earn
XX Advertising impressions XX Advertorials reach
XX Google Ad words reach Xx FB ads reach
XX reach via targeted advertising % brand awareness/ sentiment +/-
ve % via advertising XX PPC web visitors
XX ad conversions Sales/ enquiries via paid for
XX FB page interactions Twitter trending
Natural search ranking Sales/ enquiries on own channels
XX bounce rate Page impressions
Dwell time XX Twitter interactions
% brand awareness/ sentiment +/-ve % via editorial
Consumers sharing content/ blogs, RTs
XX YouTube/ content views
XX UGC Tweets & followers/ fans XX Likes/ group joins
XX sales/ enquires via PR XX event attendees
XX website traffic XX SEO optimised press stories
XX social media traffic
XX AVE XX number of pieces
Xx messaging delivery % Agree golden basket
We understand budget might be tight
Which is why we think these might really help!
here our favouritesand why…
Why are digital monitoring and evaluation processes so important?
Most importantly, see how social media is directly benefiting
Your business
Track preferences of your existing Customers and
potential customers
See what they are talking about, what
they respond to most, and what they want
from you
What's the point in doing a good job…
…if we don't know how to shout about it?
How can we measure one fan's engagement over
another?
what is the cost equivalent of a facebook Like?
How much is a retweet worth to
our business?
Social media ROI can be difficult to evaluate…
But that doesn't mean we shouldn't do it
It can be easier than you think
Google is king
'Comprehensive' searches paired with 'as it happens' best
Search news, blogs, forums and more with keywords
Quick and easy to set up – multiple terms
Monitor rivals as well as your own
Analyse the volume of people searching for key words and phrases
Great retrospectively to see if a campaign has inspired an increase in searches
Compare searches for people or brands – can demonstrate share of voice
Ties up with google news to highlight why there may be spikes
marketers can and should be included to see where a campaign impacts upon site stats
Tracks page visits, visitor information, dwell time (the amount of time spent on your site) and much more
Importantly for marketers, you can set up goals and see if activity impacts upon them – anything from newsletter subscriptions to sales
See how many times your social content (including links) has been shared (covers twitter + google plus)
See trends and compare keywords
Easy to export and share
see (estimated) how 'far' a tweet or phrase travelled
Think of Tweetreach as a similar to how we think of print circulation and unique visitors – a good indication of how many people have potentially seen something we promote
e.g. somebody with 1,000 followers 'reaches' 1,000 people. If another user with 1,000 followers retweets the original, it's 'reached' 2,000
• look deeper at followers… where do they live? At what times do they tweet? What do they most tweet about?
• How long have they been
tweeting? Male or female? what words do they use most?
• Important for brands,
especially with niche potential customers. Compare users, track follower counts. Good for finding influencers
• Find out who your fans are
• See where your likes came from
• evaluate Which posts are driving the
Highest Engagement
• Follow spikes of activity to see how media
coverage, events etc. may have affected
audience and engagement
• Monitor both organic and paid-for reach.
Investing in engagement ads can be
extremely beneficial prior to big product
or company announcements
Analyse social profiles – by connecting to up to three channels, including Facebook, Instagram, Foursquare and more Can plug into a number of eCommerce channels such as PayPal and Shopify too, which can highlight and link sales activity to social media/digital marketing activity
Digital marketing gives us a fantastic opportunity to see what works and what doesn't
Followers are all well and good, But don't forget the results I hope these work for you!
Getting a return
Any Questions?
Any and all intellectual property rights (including, without limitation, trademarks (whether registered or
unregistered, copyright, patents and design rights) (the Rights) used herein are the property of or are used under licence by Frank Public Relations Limited and may be used
by yourselves solely for the purpose of evaluating the proposals contained herein and for no other usage