andrew smith - what has google ever done for pr?
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escherman What has ever done
for PR? (again)
Thursday, 26th May 2011Presenter: Andrew Bruce Smith
Wednesday, 15 June 2011
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Wednesday, 15 June 2011
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“Data beats opinion”
PR too often driven by untested assumptions and wonky metrics
Google aims high. Nothing is impossible.
Google has a “culture of failure”
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A database of intentions
Doubleclick Ad PlannerGoogle Trends and Insights
Google Keyword ToolGoogle Analytics
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Traditional PR planning?
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Traditional PR approach
Define audienceCreate messagingDo PRAnalyse CoverageReport(Post campaign survey?)
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What do we really know about our target audiences?
Wednesday, 15 June 2011
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Define Audience: Doubleclick Ad Planner
Wednesday, 15 June 2011
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Messaging and content:Google Keyword Tool, Google Insights
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Google Analytics: goals, tagging, custom variables
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<script type="text/javascript">
var _gaq = _gaq || [;
_gaq.push(['_setAccount', 'UA-19194157-1']);
_gaq.push(['_trackPageview']);
(function() {
var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true;
ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www') + '.google-analytics.com/ga.js';
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_setCustomVar(index, name, value, opt_scope)
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http://www.cipr.co.uk/?utm_source=Sourcewire&utm_medium=Press
%2Brelease&utm_term=Google&utm_content=May%2B26th&utm_campaign=Social%2BSummer
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The future: multi-channel funnels
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ENDWednesday, 15 June 2011