how to prove the value of digital pr with paid, earned and ...€¦ · how to prove the value of...
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![Page 1: How to Prove the Value of Digital PR with Paid, Earned and ...€¦ · How to Prove the Value of Digital PR with Paid, Earned and Owned Media Metrics Brandon Andersen, Director of](https://reader033.vdocuments.us/reader033/viewer/2022050410/5f86b52d184b2f2df60dc580/html5/thumbnails/1.jpg)
How to Prove the Value of Digital PR with Paid, Earned and Owned Media Metrics Brandon Andersen, Director of Marketing, Cision - @brandonchicago
![Page 2: How to Prove the Value of Digital PR with Paid, Earned and ...€¦ · How to Prove the Value of Digital PR with Paid, Earned and Owned Media Metrics Brandon Andersen, Director of](https://reader033.vdocuments.us/reader033/viewer/2022050410/5f86b52d184b2f2df60dc580/html5/thumbnails/2.jpg)
@brandonchicago
![Page 3: How to Prove the Value of Digital PR with Paid, Earned and ...€¦ · How to Prove the Value of Digital PR with Paid, Earned and Owned Media Metrics Brandon Andersen, Director of](https://reader033.vdocuments.us/reader033/viewer/2022050410/5f86b52d184b2f2df60dc580/html5/thumbnails/3.jpg)
AVE Real $ > Imaginary $
@brandonchicago
![Page 4: How to Prove the Value of Digital PR with Paid, Earned and ...€¦ · How to Prove the Value of Digital PR with Paid, Earned and Owned Media Metrics Brandon Andersen, Director of](https://reader033.vdocuments.us/reader033/viewer/2022050410/5f86b52d184b2f2df60dc580/html5/thumbnails/4.jpg)
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PR Professionals - Tomorrow’s Skills Today Tomorrow
Led by the Head of PR
Led by the CMO
Focused on Earned Media
Focused on Converged
Media
Budget Devoted to
Staff, Creative
Budget Devoted to Technology, Content & Advertising
@brandonchicago
![Page 5: How to Prove the Value of Digital PR with Paid, Earned and ...€¦ · How to Prove the Value of Digital PR with Paid, Earned and Owned Media Metrics Brandon Andersen, Director of](https://reader033.vdocuments.us/reader033/viewer/2022050410/5f86b52d184b2f2df60dc580/html5/thumbnails/5.jpg)
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Sales/Marketing Funnel
Awareness Sale
@brandonchicago
![Page 6: How to Prove the Value of Digital PR with Paid, Earned and ...€¦ · How to Prove the Value of Digital PR with Paid, Earned and Owned Media Metrics Brandon Andersen, Director of](https://reader033.vdocuments.us/reader033/viewer/2022050410/5f86b52d184b2f2df60dc580/html5/thumbnails/6.jpg)
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The usual suspects…expanded Owned Media Videos & Photos Blog Posts White Papers E-Books Case Studies Tip Sheets Infographics Webinars Newsletters Curated Content Branded Content
Earned Media Media Placement Stories Curated Content Answers Comments Discussions SEO Speaking engagements
Paid Media Sponsored Content Native Advertising Brand Journalism Events Retargeting Speaking engagements
@brandonchicago
![Page 7: How to Prove the Value of Digital PR with Paid, Earned and ...€¦ · How to Prove the Value of Digital PR with Paid, Earned and Owned Media Metrics Brandon Andersen, Director of](https://reader033.vdocuments.us/reader033/viewer/2022050410/5f86b52d184b2f2df60dc580/html5/thumbnails/7.jpg)
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Sales/Marketing Funnel
Awareness Interest Intent Evaluation Sale
• Impressions, click-‐thrus, sen3ment, SOV, etc.
• Revenue • Inbound traffic, HVC views, engagement, etc.
• Lead capture, contacts, ac3vity, etc.
• Engagement, ac3vity, HVC views, etc.
@brandonchicago
![Page 8: How to Prove the Value of Digital PR with Paid, Earned and ...€¦ · How to Prove the Value of Digital PR with Paid, Earned and Owned Media Metrics Brandon Andersen, Director of](https://reader033.vdocuments.us/reader033/viewer/2022050410/5f86b52d184b2f2df60dc580/html5/thumbnails/8.jpg)
Reining it in
@brandonchicago
![Page 9: How to Prove the Value of Digital PR with Paid, Earned and ...€¦ · How to Prove the Value of Digital PR with Paid, Earned and Owned Media Metrics Brandon Andersen, Director of](https://reader033.vdocuments.us/reader033/viewer/2022050410/5f86b52d184b2f2df60dc580/html5/thumbnails/9.jpg)
http://www.cision.com/us/pr-software/cision-pr-edition/?utm_medium=paiddisplay&utm_source=prnews&utm_campaign=cprecselaunch
@brandonchicago
![Page 10: How to Prove the Value of Digital PR with Paid, Earned and ...€¦ · How to Prove the Value of Digital PR with Paid, Earned and Owned Media Metrics Brandon Andersen, Director of](https://reader033.vdocuments.us/reader033/viewer/2022050410/5f86b52d184b2f2df60dc580/html5/thumbnails/10.jpg)
http://www.cision.com/us/pr-software/cision-pr-edition/?utm_medium=paiddisplay&utm_source=prnews&utm_campaign=cprecselaunch
@brandonchicago
![Page 11: How to Prove the Value of Digital PR with Paid, Earned and ...€¦ · How to Prove the Value of Digital PR with Paid, Earned and Owned Media Metrics Brandon Andersen, Director of](https://reader033.vdocuments.us/reader033/viewer/2022050410/5f86b52d184b2f2df60dc580/html5/thumbnails/11.jpg)
@brandonchicago
![Page 12: How to Prove the Value of Digital PR with Paid, Earned and ...€¦ · How to Prove the Value of Digital PR with Paid, Earned and Owned Media Metrics Brandon Andersen, Director of](https://reader033.vdocuments.us/reader033/viewer/2022050410/5f86b52d184b2f2df60dc580/html5/thumbnails/12.jpg)
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Sales/Marketing Funnel
Awareness Interest Intent Evaluation Sale
• Impressions, click-‐thrus, sen3ment, SOV, etc.
• Revenue • Inbound traffic, HVC views, engagement, etc.
• Lead capture, contacts, ac3vity, etc.
• Engagement, ac3vity, HVC views, etc.
@brandonchicago
![Page 13: How to Prove the Value of Digital PR with Paid, Earned and ...€¦ · How to Prove the Value of Digital PR with Paid, Earned and Owned Media Metrics Brandon Andersen, Director of](https://reader033.vdocuments.us/reader033/viewer/2022050410/5f86b52d184b2f2df60dc580/html5/thumbnails/13.jpg)
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PR attributions
§ Increase conversions
§ Increase likelihood to buy
§ Increase revenue
§ Increase recoup rates
@brandonchicago
![Page 14: How to Prove the Value of Digital PR with Paid, Earned and ...€¦ · How to Prove the Value of Digital PR with Paid, Earned and Owned Media Metrics Brandon Andersen, Director of](https://reader033.vdocuments.us/reader033/viewer/2022050410/5f86b52d184b2f2df60dc580/html5/thumbnails/14.jpg)
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Takeaways
§ Don’t use AVE’s to prove PR’s value
§ Work across marketing teams
§ Utilize Paid, Earned & Owned together
§ Track your links
§ Look for marketing metrics in PR
§ Google Analytics is your friend