ROI Calculation for PR Efforts
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Colorado Governors Conference on Tourism 2012, Steamboat Springs
Transcript of ROI Calculation for PR Efforts
CLICK TO ADD SUBTITLENEW MEDIA VALUATION
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THE CHALLENGE
What measurement/metrics strategy should be employed to capture the true value of online media coverage?
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METRICS
• Earned Media• Press Contacts
• Fam Trips• Articles
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METRICS
Search Demand
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ROI FOR DIGITAL
This is the Reach & Audience which doesn’t reflect the return. ROI Demands Crossing the Leap of Faith.
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MOST TRAFFIC IS ORGANIC/DIRECT
Often > 75% Of Traffic
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MOST ORGANIC IS BRAND> 80% is Branded Keyword
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MOST ORGANIC IS BRAND
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MOST CONVERSION IS BRAND
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MOST ORGANIC IS BRAND
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MOST CONVERSIONS ARE BRAND
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DOWNSTREAM IS ORGANIC
Traffic from you to Industry Partners is mostly from Organic, Direct
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BRAND CONVERTS TARGET
Traffic by State
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BRAND CONVERTS TARGET
Higher Conversions by TX by Far
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FACEBOOK BY AUDIENCE
PR Can drive Engagement
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FACEBOOK BY ENGAGEMENT
PR Can drive Engagement
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FACEBOOK BY ENGAGEMENT
PR Can drive Engagement
CLICK TO ADD SUBTITLE
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FACEBOOK BY ENGAGEMENT
PR Can drive Engagement
CLICK TO ADD SUBTITLE
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FACEBOOK BY ENGAGEMENT
PR Can drive Engagement
CLICK TO ADD SUBTITLE
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FACEBOOK BY ENGAGEMENT
PR Can drive Engagement
