Background in digital marketingEML WildfireFollow me on Twitter, blog
Never been a greater opportunity than nowPR has had a bad rep until now
You cant divorce the two
Step by step guide – things you need to think aboutTools you can use
Analysis always been at the heart of marketingSocial media doesn’t change many of the reasonsWhy do we analyse?See what is workingHelps allocate budgetStrategyCan save time and moneyAnalyse the competition
Go into each one in more detail
Campaign planningAudience analysisWhere should we focusWhat channels should we useWhat networksWhere is our audienceWhat are they discussingWhat trends can we tap into – GOOGLE TRENDS, GOOGLE AD PLANNERPITCH PLANNING – ELEMENT 14 EXAMPLE
MonitoringWhat is being said about our brandCompetitionIts all about processesDOTMAILER EXAMPLEWhat do you want to monitor?What happens when you need to take action based on what you have monitored?
MeasurementAre we winningWhat is the effect of what we are doing?Linking online and offline
PR has a horrid reputationIts very annoyinngHard to measure PR effectively offlineSocial media and digital can help all of thatAVEAVE doesn’t work onlineAn integrated approach
The goals and objectives wont changeHow we approach it could changeSo much more opportunityA lot of what I’m going to talk about applies to offline, traditional, digital – its all integrated – or should be
This really is the first question that any marketer, PR or digital person should askIf you can’t answer this then there is no point carrying onBrings us to step 1 of any analytics strategy
You need to understand the business objectivesWhat is the business trying to achieve? - sales? - awareness - customer satisfaction - Increased engagementEXAMPLE – Client that measured everything – massive dashboards – wasn’t tied to anything business related – Could tell you everything but not business successSIMPLIFY – what is the bottom line… Prioritise…..
What will indicate whether you are successful or not?PRIORITISE
KPIS should fall into three main areas
Katie Delahayne PaineThis is the question you should ask whenever you think about a metricWe have xx facebook fans – so what?Keep on going until you get to the impact
1. You can’t measure v
1. You can’t measure v
1. You can’t measure v
Do you want the truth?
Do you want the truth?
Do you want the truth?
Do you want the truth?
Do you want the truth?
Do you want the truth?
Google analyticsTwitter – TweetdeckFacebook analyticsYahoo pipesDEMO
Ask questionsAsk for demos/trialsDon’t get tied into long contracts
The single most important thing to think aboutAt the heart of everything you measure and analyseDigital and socail media is made for it(there is too much)Sometime access to data is hard
Hard to say but very important
You need three types of data which related to outcomes, output and impact referenced earlier
DOTMAILER EXAMPLEUnique URLsGoogle analyticsB2B – talk to the sales team
TRADESHIFT BLOG EXAMPLE – IMPROVE CONTENT – IMPROVE THE FUNNEL