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Measuring PR with Google Analytics Webinar - Walker Sands and Walker Sands Digital
- 1. Measuring Public Relations with Google Analytics
- 2. About the Presenters Mike Santoro John Fairley President, Walker Sands @michaelsantoro Director of Web Services, Walker Sands Digital @johnfairley
- 3. What does Public Relations Do? Awareness Credibility
- 4. How Easy is it to Measure PR? Source: Ifbyphone Marketing Measurement Study
- 5. If it were only this easy…
- 6. The Six Steps to Measuring PR 1. Google Analytics Configuration 2. Create Valuable Content 3. Create Goals in Google Analytics 4. Execute PR Campaign Around Goal 5. View Reports through Filters 6. Export Data for Advanced Analysis
- 7. Configuration: Website (Measuring Success) Add Google Analytics Code to Every Page of Your Website Step 1
- 8. Configuration: Website (Measuring Success) Some items such as PDFs can’t have Google Analytics code. Use event tracking. Step 1
- 9. Configuration: GA Segments for PR Traffic 1 Step Domain Names of Publications: nytimes, wallstreetjournal, techcrunch, etc. 2 3 4 1
- 10. Configuration: GA Segments for PR Traffic Domain Names of Press Release websites: prweb, prnewswire, etc. Step 1
- 11. Create Valuable Content Most people aren’t ready to call and buy from you. Step 2
- 12. Create Goals in Google Analytics Use goals to track downloads, case study views, leads, etc… Step 3
- 13. PR Campaign around goal – Links Matter Step 4 18x Website Traffic
- 14. Configuration: GA Segments for Social Posts Step http://www.website.com/blog/Mobile-Traffic-Report-2013?type=pr_social 4
- 15. View reports through these filters • Website Traffic • Conversions/Leads • Impact on Remarketing • Publications Driving Most Traffic • Publications Driving Most Conversions • Landing Pages Visited/Traffic Paths Step 5
- 16. View reports through these filters Step 5
- 17. View reports through these filters Step 5
- 18. View reports through these filters Step 5
- 19. Export Data for Advanced Excel Analysis Step 6
- 20. An Example: 2014 Future of Retail Study
- 21. 2014 Future of Retail Study Social Media 3 Press Releases 25 media placements
- 22. 2014 Future of Retail Study 242 placement Visits Traffic Spikes Due to Placements Marketing Profs Top Driver of Traffic 60+ Whitepaper Downloads (Leads)
- 23. Questions to Ask 1. Who can set up and provide access to Google Analytics? Set Goals? Segments? 2. Who has access & authority to make website changes? 3. What is your vision of success? - Demos? Downloads? Traffic to a specific page? 4. Do you have link worthy content? If not how will you develop it? 5. How often are you reviewing your results?
- 24. Questions? Mike Santoro John Fairley President, Walker Sands @michaelsantoro Director of Web Services, Walker Sands Digital @johnfairley
- 25. Thank You! Stay tuned for the step by step guide in January
Editor's Notes
- MikeIntroWhat you need to be successful slideQuestion SlideSecond Poll Question
- Mike opens:POLL: How many of you can measure the ROI of your PR Rank these things- hardest thing to measure? If lead generation is one the goals of your PR program then you should attend this webinar. Web traffic shows an increase in credibility? People come to your website. We get this all the time, here’s my Google analytics. Is my PR program working?Gives us additional insight into the success of a PR program.There’s more than just traffic numbers. Am I building my remarkting list? It helps me to understand PR’s role in lead generation. PR isn’t lead generation alone, it’s part of lead generation.If I can get PR that drives people back to my site who haven’t been there in a while, that’s a success.
- MIKE: The ROI of public relations is traditionally very difficult to measure, especially for B2B companies. But it’s not impossible. When you can’t turn to market research to assess PR success, we find it incredibly useful to dig into your Google Analytics. ADDED NOTES: Traffic shouldn't be your number 1 goal but a sub goal - builds credibility -While you’re tracking the success of your website, its also important to track how PR is effecting the results. Hold the PR team accountable for the results but nothing else. Google Analytics will give you additional insight into the success of your PR programs, provided you are using it correctly. This webinar will help you determine the right web page to link to and how to set up segmentation to track website traffic from media placements. We’ll also share insight around the how long a placement can be expected to drive traffic for you and what to do with all that website traffic once it hits.Most marketers are expected to deliver measurable results for all of their campaigns. The tools we share in this webinar will equip to you to better tie leads to your PR activities and justify the budget dedicated to public relations.
- JOHN: Unfortunately GA doesn’t have a “Public Relations” medium for traffic. PR driven traffic is hidden in “Referral, Social, Direct and to a lesser extent Organic Search”. You will learn today how to uncover the PR traffic hiding in plain sight in Google Analytics. JOHN-Most people simply give up when they can’t afford to independently measure increases in brand recognition or gains in market share over the course of PR campaign. Don’t. They want to learn how to better track PR traffic to their website. Because you are being held accountable for traffic and performance. The pitfalls of trying to track web trafficStrategies for how to attribute traffic to PR activitiesAdditional value of that traffic – what to do with that.
- MIKE sets up JOHN
- JOHN:To measure successful activities, you will need:Identify what website activities are considered success [form completion, pdf download, 3 or more page visits, new visitors, etc]Google Analytics code on every page of the websiteThank you pages for formsEvent tracking for successful related activities: (Clicks on PDF downloads; Form Completions, if needed)Need help from your digital and analytics team to get this right. It might take a few iterations (weeks) if you don’t already have your website ready to measure success. Bonus: This measurement works for all (even non-PR) visits.Ideally, the website should be optimized for viewing on mobile devices.
- JOHN:To measure successful activities, you will need:Identify what website activities are considered success [form completion, pdf download, 3 or more page visits, new visitors, etc]Google Analytics code on every page of the websiteThank you pages for formsEvent tracking for successful related activities: (Clicks on PDF downloads; Form Completions, if needed)Need help from your digital and analytics team to get this right. It might take a few iterations (weeks) if you don’t already have your website ready to measure success. Bonus: This measurement works for all (even non-PR) visits.Ideally, the website should be optimized for viewing on mobile devices.
- JOHN:In order to see PR traffic/activities in Google Analytics, you need to create custom Google Analytics segments. Segments can be setupCreate Segments for PR related traffic: (Placement Referrals Source, Press Release Sources)
- JOHN:In order to see PR traffic/activities in Google Analytics, you need to create custom Google Analytics segments. Segments can be setupCreate Segments for PR related traffic: (Placement Referrals Source, Press Release Sources)
- MIKE: Step 2: Have actual measurable goals/activities on your website – a contact form sucks as a goal. Whitepaper, demo, webinar – consumer companies can make a goal – buy something – B2B can’t.Land them somewhere they can take an actionable step. (goal) Link should make sense to PR goal. POLL: Are you segmenting PR traffic in Google Analytics and tracking how many goals/events occur for that traffic.Yes/No/Don’t KnowThings you can Measure: traffic, leads, conversions, goals, impact on remarketing program, page views, time on site, publications driving the most direct traffic, conversions and visits, places they’re going, % new visitors, (we dont want to talk about bounce rate)
- JOHN Step 3: Create goals in Google Analytics.make the download a goal in google analytics make events, such as a case study download, atrackable eventNote: goals and events are only forward lookingForms and other types of conversion Thank you page Set up events
- MIKE: 4. Do good PR that will drive traffic back to the website. Include links, “To download the full report visit: this website”, have your social program focused on driving traffic back to the siteLinks matter – where you get them and what they go to Data studies Links within a placement matter – CTA
- JOHN:Don’t forget about social traffic your PR team drives. Setup a segment for social traffic that includes a tracking parameter at the end of the link the PR team uses when they post a link to the website in LinkedIn, Facebook, Twitter, etc.Ask your digital team first before doing this. The web page should have canonical tagging, so Google doesn’t think this is a different URL for the same the content. There are advanced/more technical implementations of this type of tagging that create cleaner Google Analytics data.
- John: View reports through these filters - cool stuff(Mention, not a slide): set up actual tracking in CRM to give attribution to PR – PR can both start sales processes and move the sale along - possible to track through the end of the sale if you have your CRM set up and marketing automation tools - another webinarPOLL Q: ???
- John: View reports through these filters - cool stuff(Mention, not a slide): set up actual tracking in CRM to give attribution to PR – PR can both start sales processes and move the sale along - possible to track through the end of the sale if you have your CRM set up and marketing automation tools - another webinarPOLL Q: ???
- John: View reports through these filters - cool stuff(Mention, not a slide): set up actual tracking in CRM to give attribution to PR – PR can both start sales processes and move the sale along - possible to track through the end of the sale if you have your CRM set up and marketing automation tools - another webinarPOLL Q: ???
- John: View reports through these filters - cool stuff(Mention, not a slide): set up actual tracking in CRM to give attribution to PR – PR can both start sales processes and move the sale along - possible to track through the end of the sale if you have your CRM set up and marketing automation tools - another webinarPOLL Q: ???
- John: Export “Full Referral” Data with Goals & EventsKeep track of current (new), legacy (prior) placement URLs this monthNote the new visitors, these are new people that can be added to remarketing listReturn visitors can be remarketed to in different waysGoals and Events can be directly attributed to the PR driven trafficSet up filters for media placements - cool stuff2 methods – depending on your PR team Someone has to identify – PR team or people who comb through google analytics to find
- MikeIntroWhat you need to be successful slideQuestion SlideSecond Poll Question
- Questions to ask or steps to take Who is responsible for PR measurement? Who can help you set up your analytics?Are you creating high value content?Are you using trackable links (Social & Press releases)?Are you segmenting your GA traffic for PR? Your team needs to have these skills/what you need to execute on this method