Lucy Hart, Frank PR Made to measure communications seminar www.charitycomms.org.uk/events

1. Hello from frank!

2. Nice to meet you
I'm Lucy Hart.
A director at Frank and,
among other things, a
measurement geek
@lucyhart
lucyhart@frankpr.it

3. A small agency that
just happens to be big
PUBLIC REACTIONS
This is us.We’re Frank PR– there are 70of us in Camden
Talented people
who mastermind
brilliant
campaigns which
create…
We also have Frank
offices in
Manchester,
Sydney & New York
This is frank

4. Public REACTIONS = Creating third-party
reactions that transform
consumer relationships with brands
Being talked about, trending,
liking, sharing, watching, visiting,
eating, buying:
you name it, we create it.
The new pr?
Talkability® is
just one of
those reactions

5. Want PR or need Public Reactions?

6. WE DO IT For all sorts of people
http://www.franktrophycabinet.com/

7. And We create reactions in
all sort of ways...
o Advertorials, Promotions and
competitions
o BRAND AWARENESS
o Comms planning
o Communications audits
o Community management
o Conference speaker platforms
o Copywriting
o Corporate & executive profiling
o Creative brainstorming and planning
o Digital and online content
o Evaluation
o Events and experiential
o Agendaneering
o Creative engine
room
o Media relations
o News creation
o Influencer mapping,
immersion and
targeting
o Issues and crisis
consultancy and
management All those
capabilities! And
some people think
all PRs do is long
lunches...
o Roadshows and tours
o Sponsorship
o Strategic partnerships
o STRATEGIC PROGRAMME
DEVELOPMENT
o Trade press liaison
o Trend spotting and
analysis

8. We do it pretty well…
http://www.franktrophycabinet.com/
And winning a few
awards along the
way. Check out…

9. It's all about outcomes

10. Pioneering industry evaluation:
Triple a
Awareness Acknowledge Action
pay
own
earn
XX Advertising impressions
XX Advertorials reach
XX Google Ad words reach
Xx FB ads reach
XX reach via targeted advertising
% brand awareness/ sentiment +/-
ve % via advertising
XX PPC web visitors
XX ad conversions
Sales/ enquiries via paid for
XX FB page interactions
Twitter trending
Natural search ranking
Sales/ enquiries on own channels
XX bounce rate
Page impressions
Dwell time
XX Twitter interactions
% brand awareness/ sentiment +/-
ve % via editorial
Consumers sharing content/ blogs,
RTs
XX YouTube/ content views
XX UGC Tweets & followers/ fans
XX Likes/ group joins
XX sales/ enquires via PR
XX event attendees
XX website traffic
XX SEO optimised press stories
XX social media traffic
XX AVE
XX number of pieces
Xx messaging delivery %
Agree golden basket

11. We understand budget might be
tight

12. Which is why we think these might
really help!
here our
favourites
and why…

13. Why are digital monitoring and evaluation
processes so important?
Most importantly, see
how social media is
directly benefiting
Your business
Track preferences of
your existing
Customers and
potential customers
See what they are
talking about, what
they respond to most,
and what they want
from you

14. What's the point in doing a good job…
…if we don't know how to shout about it?

15. How can we measure one
fan's engagement over
another?
what is the cost
equivalent of a
facebook Like?
How much is a
retweet worth to
our business?
Social media ROI can be difficult to evaluate…

16. But that doesn't mean we shouldn't do it
It can be easierthan you think

17. Google is king
'Comprehensive'
searches paired with
'as it happens' best
Search news, blogs,
forums and more with
keywords
Quick and easy to set
up – multiple terms
Monitor rivals as well
as your own

18. Analyse the volume of
people searching for
key words and phrases
Great retrospectively
to see if a campaign
has inspired an
increase in searches
Compare searches for
people or brands – can
demonstrate share of
voice
Ties up with google
news to highlight why
there may be spikes

19. marketers can and should be
included to see where a
campaign impacts upon site
stats
Tracks page visits, visitor information, dwell time (the
amount of time spent on your site) and much more
Importantly for marketers,
you can set up goals and see
if activity impacts upon them
– anything from newsletter
subscriptions to sales

20. See how many times your
social content (including
links) has been shared
(covers twitter + google
plus)
See trends and compare
keywords
Easy to export and share

21. see (estimated) how 'far' a
tweet or phrase travelled
Think of Tweetreach as a
similar to how we think of
print circulation and unique
visitors – a good indication
of how many people have
potentially seen something
we promote
e.g. somebody with 1,000
followers 'reaches' 1,000
people. If another user with
1,000 followers retweets
the original, it's 'reached'
2,000

22. • look deeper at
followers… where do
they live? At what times
do they tweet? What do
they most tweet about?
• How long have they been
tweeting? Male or
female? what words do
they use most?
• Important for brands,
especially with niche
potential customers.
Compare users, track
follower counts. Good
for finding influencers

23. • Find out who your fans are
• See where your likes came from
• evaluate Which posts are driving the
Highest Engagement
• Follow spikes of activity to see how media
coverage, events etc. may have affected
audience and engagement
• Monitor both organic and paid-for reach.
Investing in engagement ads can be
extremely beneficial prior to big product
or company announcements

24. Analyse social
profiles – by
connecting to up to
three channels,
including Facebook,
Instagram,
Foursquare and more
Can plug into a
number of eCommerce
channels such as
PayPal and Shopify
too, which can
highlight and link
sales activity to
social media/digital
marketing activity

25. Digital marketing gives us a fantastic
opportunity to see what works and
what doesn't
Followers are all well and good,
But don't forget the results
I hope these work for you!
Getting a return

26. Any Questions?

27. Any and all intellectual property rights (including, without
limitation, trademarks (whether registered or
unregistered, copyright, patents and design rights) (the
Rights) used herein are the property of or are used under
licence by Frank Public Relations Limited and may be used
by yourselves solely for the purpose of evaluating the
proposals contained herein and for no other usage