This document discusses site-wide metrics and earned media impressions as metrics for public relations (PR) efforts. It makes the following key points: 1. Bigger reach numbers from site-wide metrics do not provide useful information about who engaged with PR content and whether the activity should be repeated. 2. PR professionals should get in the "comparison game" by measuring earned media impressions and comparing them to predicted impressions based on factors like site traffic and authority to better understand PR impact. 3. Smaller PR efforts that generate quality engagements rather than just large impressions should still be considered successful. The goals should be understanding real business outcomes like conversions rather than just vanity metrics.

1. ARE SITE-WIDE METRICS THE
NEW AVE?
STELLA BAYLES

2. WHO’S STELLA?

3. TEXT
EARLY 2019

4. REWIND…TO 2008

5. EARLY 2008

6. EARLY 2008
PR
DIGITAL
CONTENT
AD
AGENCY

7. EARLY 2008
PR
DIGITAL
CONTENT
AD
AGENCY
£$£

8. LESSON NO.1 : BIGGER IS NOT BETTER

9. FAST FORWARD…TO 2018

10. 2018

11. SEPTEMBER 2018

12. MEASUREMENT & COMPARISON
OWNEDPAID SOCIAL
£
EARNED
£

13. BIG REACH NUMBERS DO NOT TELL JAMES….
▸ Who saw the brand
▸ Who engaged with the article
▸ Who shared
▸ Who clicked through
▸ Whether the site-section/influencer was a good fit
▸ Whether this PR activity should happen again…

15. SITE-WIDE FIGURES ARE USELESS BECAUSE….
▸ You didn't get coverage on every page of the site
▸ Even if it was homepage it wouldn’t have stayed there for
the full 30 days
▸ Monthly site-wide traffic is not used in other areas of
marketing

16. MEASURE, COMPARE & COMPETE

17. LESSON NO.2 : GET IN THE
COMPARISON GAME

18. TEXT
BIG REACH NUMBERS ARE AS MUCH USE AS AVE

19. SO WHAT DOES JAMES DO?
OWNEDPAID SOCIAL
uses content impressions
as a proxy
EARNED

20. EARNED IMPRESSIONS
142 MILLION125,000

21. PREDICTED IMPRESSIONS
HOW??

22. PREDICTED IMPRESSIONS EXPLAINED
▸ Domain Authority
▸ Monthly traffic
▸ Site placement
▸ Impression prediction
125,000142 MILLIONDA 96

23. LESSON NO.3 : BE CONFIDENT IN
SMALL

24. DIG DEEPER

25. DIG DEEPER
▸ 591 visits
▸ 19 conversions
▸ $50,000

26. LESSON NO.5 : KNOW THE BUSINESS
GOALS

27. LESSON 1: BIGGER IS NOT BETTER
LESSON 2: GET IN THE COMPARISON GAME
LESSON 3: BE CONFIDENT IN SMALL
LESSON 4: KNOW THE BUSINESS GOALS
REMEMBER

28. THANK YOU!