CIPR PR measurement event: Stella Bayles from coveragebook.com
-
Upload
stella-bayles -
Category
Marketing
-
view
396 -
download
0
Transcript of CIPR PR measurement event: Stella Bayles from coveragebook.com
![Page 1: CIPR PR measurement event: Stella Bayles from coveragebook.com](https://reader034.fdocuments.us/reader034/viewer/2022042907/587edd901a28abdb198b7c71/html5/thumbnails/1.jpg)
The power of real numbersHow to catch a cloud and pin it down: developments in PR measurement
CIPR MARCOMS event11.02.16
Stella Bayles
![Page 2: CIPR PR measurement event: Stella Bayles from coveragebook.com](https://reader034.fdocuments.us/reader034/viewer/2022042907/587edd901a28abdb198b7c71/html5/thumbnails/2.jpg)
@StellaBayles
![Page 3: CIPR PR measurement event: Stella Bayles from coveragebook.com](https://reader034.fdocuments.us/reader034/viewer/2022042907/587edd901a28abdb198b7c71/html5/thumbnails/3.jpg)
Favourability
Reach and Frequency
Key Messages
Headline mentions
Brand image count
Spokesperson quote
OTSAVE
Media type
Potential audience type
Logo count
Awareness
![Page 4: CIPR PR measurement event: Stella Bayles from coveragebook.com](https://reader034.fdocuments.us/reader034/viewer/2022042907/587edd901a28abdb198b7c71/html5/thumbnails/4.jpg)
Awareness
Consideration
Commitment
Experience
Loyalty
Advocacy
![Page 5: CIPR PR measurement event: Stella Bayles from coveragebook.com](https://reader034.fdocuments.us/reader034/viewer/2022042907/587edd901a28abdb198b7c71/html5/thumbnails/5.jpg)
Awareness
Consideration
Commitment
Experience
Loyalty
Advocacy
What happens next?
![Page 6: CIPR PR measurement event: Stella Bayles from coveragebook.com](https://reader034.fdocuments.us/reader034/viewer/2022042907/587edd901a28abdb198b7c71/html5/thumbnails/6.jpg)
A Valentines example
![Page 7: CIPR PR measurement event: Stella Bayles from coveragebook.com](https://reader034.fdocuments.us/reader034/viewer/2022042907/587edd901a28abdb198b7c71/html5/thumbnails/7.jpg)
![Page 8: CIPR PR measurement event: Stella Bayles from coveragebook.com](https://reader034.fdocuments.us/reader034/viewer/2022042907/587edd901a28abdb198b7c71/html5/thumbnails/8.jpg)
Favourability
Key Messages
Brand image count
OTS
Media type
Potential audience typeAwareness/
Outputs
Links to site
![Page 9: CIPR PR measurement event: Stella Bayles from coveragebook.com](https://reader034.fdocuments.us/reader034/viewer/2022042907/587edd901a28abdb198b7c71/html5/thumbnails/9.jpg)
![Page 10: CIPR PR measurement event: Stella Bayles from coveragebook.com](https://reader034.fdocuments.us/reader034/viewer/2022042907/587edd901a28abdb198b7c71/html5/thumbnails/10.jpg)
![Page 12: CIPR PR measurement event: Stella Bayles from coveragebook.com](https://reader034.fdocuments.us/reader034/viewer/2022042907/587edd901a28abdb198b7c71/html5/thumbnails/12.jpg)
DEMANDING INFORMATION
‘DEMAND’
READING AN ARTICLE
‘BROWSE’
![Page 13: CIPR PR measurement event: Stella Bayles from coveragebook.com](https://reader034.fdocuments.us/reader034/viewer/2022042907/587edd901a28abdb198b7c71/html5/thumbnails/13.jpg)
![Page 14: CIPR PR measurement event: Stella Bayles from coveragebook.com](https://reader034.fdocuments.us/reader034/viewer/2022042907/587edd901a28abdb198b7c71/html5/thumbnails/14.jpg)
![Page 15: CIPR PR measurement event: Stella Bayles from coveragebook.com](https://reader034.fdocuments.us/reader034/viewer/2022042907/587edd901a28abdb198b7c71/html5/thumbnails/15.jpg)
![Page 16: CIPR PR measurement event: Stella Bayles from coveragebook.com](https://reader034.fdocuments.us/reader034/viewer/2022042907/587edd901a28abdb198b7c71/html5/thumbnails/16.jpg)
The full algorithm…..
![Page 17: CIPR PR measurement event: Stella Bayles from coveragebook.com](https://reader034.fdocuments.us/reader034/viewer/2022042907/587edd901a28abdb198b7c71/html5/thumbnails/17.jpg)
What looks for when ranking sites….
SolidTECHNICAL foundations
Engaging and useful
CONTENTEarned LINKS and SHARES
PR editorial coverage
![Page 18: CIPR PR measurement event: Stella Bayles from coveragebook.com](https://reader034.fdocuments.us/reader034/viewer/2022042907/587edd901a28abdb198b7c71/html5/thumbnails/18.jpg)
![Page 19: CIPR PR measurement event: Stella Bayles from coveragebook.com](https://reader034.fdocuments.us/reader034/viewer/2022042907/587edd901a28abdb198b7c71/html5/thumbnails/19.jpg)
an example…..
![Page 20: CIPR PR measurement event: Stella Bayles from coveragebook.com](https://reader034.fdocuments.us/reader034/viewer/2022042907/587edd901a28abdb198b7c71/html5/thumbnails/20.jpg)
A brief PR campaign with: Big impact
• Online PR campaign required for Jan – April
• Business focus on sports bras in new year
• New product line launching around Valentines day
![Page 21: CIPR PR measurement event: Stella Bayles from coveragebook.com](https://reader034.fdocuments.us/reader034/viewer/2022042907/587edd901a28abdb198b7c71/html5/thumbnails/21.jpg)
Fashion blogger lingerie projectFashion bloggers to review AW13 lingerie collection. Bloggers are asked to pick out a key piece from the AW13 collection
Keep Fit & look good | Sports bras Bloggers look at how to still look good while exercising
Celebrity lingerie range launchPhoto-led campaign in lead to Valentines. National online targets
Lingerie campaign highlights
![Page 22: CIPR PR measurement event: Stella Bayles from coveragebook.com](https://reader034.fdocuments.us/reader034/viewer/2022042907/587edd901a28abdb198b7c71/html5/thumbnails/22.jpg)
Lingerie campaign: Results (awareness)
• Jan – April 2014
• 85 pieces of coverage
• Reach: 30 million unique users
• 100% Brand mentions
• 100% positive sentiment
![Page 23: CIPR PR measurement event: Stella Bayles from coveragebook.com](https://reader034.fdocuments.us/reader034/viewer/2022042907/587edd901a28abdb198b7c71/html5/thumbnails/23.jpg)
Retailer site
![Page 24: CIPR PR measurement event: Stella Bayles from coveragebook.com](https://reader034.fdocuments.us/reader034/viewer/2022042907/587edd901a28abdb198b7c71/html5/thumbnails/24.jpg)
Lingerie campaign: Google results
Retailer site
![Page 25: CIPR PR measurement event: Stella Bayles from coveragebook.com](https://reader034.fdocuments.us/reader034/viewer/2022042907/587edd901a28abdb198b7c71/html5/thumbnails/25.jpg)
200,000 (approx.) people search for
Lingerie
Every month
![Page 26: CIPR PR measurement event: Stella Bayles from coveragebook.com](https://reader034.fdocuments.us/reader034/viewer/2022042907/587edd901a28abdb198b7c71/html5/thumbnails/26.jpg)
200,000 searches a month… Retailer site
![Page 27: CIPR PR measurement event: Stella Bayles from coveragebook.com](https://reader034.fdocuments.us/reader034/viewer/2022042907/587edd901a28abdb198b7c71/html5/thumbnails/27.jpg)
Retailer site
(200,000 searches) (20,000 searches)(21,000 searches)
![Page 28: CIPR PR measurement event: Stella Bayles from coveragebook.com](https://reader034.fdocuments.us/reader034/viewer/2022042907/587edd901a28abdb198b7c71/html5/thumbnails/28.jpg)
Traffic to lingerie pages direct from Google natural search
(nowhere else)
12.8 million (January – April)
Results
![Page 29: CIPR PR measurement event: Stella Bayles from coveragebook.com](https://reader034.fdocuments.us/reader034/viewer/2022042907/587edd901a28abdb198b7c71/html5/thumbnails/29.jpg)
Revenue made from Lingerie sales ONLY from Google natural search
£8,417,569 (January – April 2014)
(£2.5 million more than previous year)
Real number results
![Page 30: CIPR PR measurement event: Stella Bayles from coveragebook.com](https://reader034.fdocuments.us/reader034/viewer/2022042907/587edd901a28abdb198b7c71/html5/thumbnails/30.jpg)
DEMAND12.8 million visits£8 million sales
BROWSE9,000 visits£10k sales
Real number results
![Page 31: CIPR PR measurement event: Stella Bayles from coveragebook.com](https://reader034.fdocuments.us/reader034/viewer/2022042907/587edd901a28abdb198b7c71/html5/thumbnails/31.jpg)
Thank you
@StellaBayles