Post on 01-Aug-2020
How to Prove the Value of Digital PR with Paid, Earned and Owned Media Metrics Brandon Andersen, Director of Marketing, Cision - @brandonchicago
@brandonchicago
AVE Real $ > Imaginary $
@brandonchicago
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PR Professionals - Tomorrow’s Skills Today Tomorrow
Led by the Head of PR
Led by the CMO
Focused on Earned Media
Focused on Converged
Media
Budget Devoted to
Staff, Creative
Budget Devoted to Technology, Content & Advertising
@brandonchicago
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Sales/Marketing Funnel
Awareness Sale
@brandonchicago
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The usual suspects…expanded Owned Media Videos & Photos Blog Posts White Papers E-Books Case Studies Tip Sheets Infographics Webinars Newsletters Curated Content Branded Content
Earned Media Media Placement Stories Curated Content Answers Comments Discussions SEO Speaking engagements
Paid Media Sponsored Content Native Advertising Brand Journalism Events Retargeting Speaking engagements
@brandonchicago
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Sales/Marketing Funnel
Awareness Interest Intent Evaluation Sale
• Impressions, click-‐thrus, sen3ment, SOV, etc.
• Revenue • Inbound traffic, HVC views, engagement, etc.
• Lead capture, contacts, ac3vity, etc.
• Engagement, ac3vity, HVC views, etc.
@brandonchicago
Reining it in
@brandonchicago
http://www.cision.com/us/pr-software/cision-pr-edition/?utm_medium=paiddisplay&utm_source=prnews&utm_campaign=cprecselaunch
@brandonchicago
http://www.cision.com/us/pr-software/cision-pr-edition/?utm_medium=paiddisplay&utm_source=prnews&utm_campaign=cprecselaunch
@brandonchicago
@brandonchicago
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Sales/Marketing Funnel
Awareness Interest Intent Evaluation Sale
• Impressions, click-‐thrus, sen3ment, SOV, etc.
• Revenue • Inbound traffic, HVC views, engagement, etc.
• Lead capture, contacts, ac3vity, etc.
• Engagement, ac3vity, HVC views, etc.
@brandonchicago
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PR attributions
§ Increase conversions
§ Increase likelihood to buy
§ Increase revenue
§ Increase recoup rates
@brandonchicago
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Takeaways
§ Don’t use AVE’s to prove PR’s value
§ Work across marketing teams
§ Utilize Paid, Earned & Owned together
§ Track your links
§ Look for marketing metrics in PR
§ Google Analytics is your friend