making analytics work for pr · getting ahead of emerging trends establishing roi of content...
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MAKING ANALYTICS WORK FOR PR
Mitzi Emrich
EVP
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SYNCING ANALYTICS WITH COMMUNICATIONS GOALS
Aligning insights
and interests
Getting ahead of
emerging trends
Establishing ROI of
content distribution and
partner performance
Tracking responses
to key messages
Capitalizing on
social Integration
#powerofPR
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IS OUR MESSAGE GETTING THROUGH?
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MAKING SURE WE’RE HEARD
• PR should be on every page
• Sites should evolve with campaigns
• Taking a longer-term view can help paint a clear picture
• Track your advocates and understand your leads
#powerofPR
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3 KEYS TO FIXING BOUNCE RATES
WHAT CAUSES QUICK
SITE DEPARTURES?
HOW CAN WE MAKE OUR STORY MORE STICKY?
#powerofPR
1. Surface content higher in
site
2. Make content easier to
digest
3. Align social content and
voice
1. Most important assets are
buried
2. Reliance on old content
formats
3. Disconnect between social
and web
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EXITS ARE AS IMPORTANT AS ENTRANCES
ENGAGED USERS ARE MODEL CITIZENS
REWARD ALLIES WITH FRESH CONTENT
#powerofPR
REMEMBER…
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HAS ANYONE FOUND WHAT THEY’RE LOOKING FOR?
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KEY WORDS Do they align with what your
audiences is searching for?
GAPS What are you missing and where is
there white space?
MOBILE SAVVY Are you optimized to keep mobile
users around?
MILESTONES Which events or time periods trigger
searches?
MAKING SURE
VISITORS
AREN’T
LEAVING
EMPTY HANDED
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WHERE DID THESE PEOPLE COME FROM?
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FIGURING OUT IF YOU’VE REACHED THE RIGHT AUDIENCES
• Using Advanced Segments can help determine which partners, social channels or content marketing efforts are preforming well, and which aren’t.
Has integration with Facebook paid off? Did your earned media campaign help drive clicks to your web properties?
• Geography can be important, too!
Look at Visitors data to see whether right audiences are engaged, or if you have a chance to expand your reach.
Location data can be critical for media planning process.
#powerofPR
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HAVE WE TAKEN ADVANTAGE OF SOCIAL?
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MAKE SOCIAL CENTRAL
#powerofPR
Nurture Conversions
Monitor Trackbacks
Social Sharing
User Flow
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KEEP
GOING BIGGER
RESPOND TO
RISING NEEDS
MAKE A
CONNECTION
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THANK YOU.