public relations 2.0 by niel robertson [metrics marketing bootcamp]

PR 2.0

• Old-School Activities– Writing press releases

– Follow up calls

– Pitching to Tier 1 publications

• Old-school PR Measurements– Readership

– Pass-along rate

– Mentions

Who Has the Highest Pass-Along Rate?

Which Has the Most Impact

• New York Times

• Tech Crunch

• CNet

• Mashable

• GigaOm

• Search Engine Watch

• Search Engine Land

Visits vs Conversions

Tech Crunch

New York Times

Search Engine Land

Cnet

Mashable

GigaOm

Search Engine Watch

Visits Conversions

• New Activities– Finding influencers– Amplifying messages– Analyze time/value of PR activities– Creating your own readership

• New PR Measurements– Clicks (Unique Visitors)– Conversions – Bounce Rate– Retweets

Where Are My Leads Coming From?

Find Mavens and Influencers

Where Are My Visitors Coming From?

Amplify

How to Deconstruct Bit.ly Traffic

Did it Convert?

13 Conversions!

Data Driven Ad Buys

The Daily Crowdsource

GigaOm Search Engine Land

Clicks (Visitors) 10 106 102

Conversions 2 1 1

CR 50% 1% 1%

CPM $15 $25 $20

CTR 0.5% 1% 1.5%

CPC $0.50 $2.50 $1.33

CPA $6 $250 $133

What about volume?

You Are Your Own Best PR