The Scottish Parliament What has devolution ever done for us? 1.
Social summer 3 what has google ever done for pr
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Transcript of Social summer 3 what has google ever done for pr
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escherman What has ever done
for PR?
Thursday, 3rd May 2012
Presenter: Andrew Bruce Smith
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“Data beats opinion”
PR too often driven by untested assumptions and wonky metrics
Google aims high. Nothing is impossible.
Google has a “culture of failure”
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A database of intentions
Doubleclick Ad PlannerGoogle Trends and Insights
Google Keyword ToolGoogle Analytics
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Google Analytics is a free data....
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Data puking!
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PR’s marriage problem: solving
attribution
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Some more things to consider
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Visitor flow analysis
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Isolate sources: down to level of individual coverage!
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Better still: relate it to specific goals
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Real time analysis
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Old vs new
Old: Our PR activity created x number of OTS (opportunities to see)New: our PR activity
assisted £xxx sales - directly and indirectly. Explicit ROI.
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NEXT SOCIAL SUMMER SESSIONS
•Integrating Traditional and Social Media – 10 May
•Real Time Public Relations – 15 May
•The Future of Broadcast – 24 May
http://www.cipr.co.uk/content/eventsawards/social-summer