Andrew Smith - What Has Google Ever done for PR?

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Andrew Smith - What Has Google Ever done for PR?

  1. 1. escherman What has ever done for PR? (again) Thursday, 26th May 2011 Presenter: Andrew Bruce SmithWednesday, 15 June 2011
  2. 2. Wednesday, 15 June 2011
  3. 3. “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”Wednesday, 15 June 2011
  4. 4. A database of intentions Doubleclick Ad Planner Google Trends and Insights Google Keyword Tool Google AnalyticsWednesday, 15 June 2011
  5. 5. Traditional PR planning?Wednesday, 15 June 2011
  6. 6. Traditional PR approach Define audience Create messaging Do PR Analyse Coverage Report (Post campaign survey?)Wednesday, 15 June 2011
  7. 7. What do we really know about our target audiences?Wednesday, 15 June 2011
  8. 8. Define Audience: Doubleclick Ad PlannerWednesday, 15 June 2011
  9. 9. Messaging and content: Google Keyword Tool, Google InsightsWednesday, 15 June 2011
  10. 10. Google Analytics: goals, tagging, custom variablesWednesday, 15 June 2011
  11. 11. <script type="text/javascript"> var _gaq = _gaq || [; _gaq.push([_setAccount, UA-19194157-1]); _gaq.push([_trackPageview]); (function() { var ga = document.createElement(script); ga.type = text/javascript; ga.async = true; ga.src = (https: == document.location.protocol ? https://ssl : http://www) + .google- analytics.com/ga.js; var s = document.getElementsByTagName(script)[0]; s.parentNode.insertBefore(ga, s); })(); </script>Wednesday, 15 June 2011
  12. 12. Wednesday, 15 June 2011
  13. 13. Wednesday, 15 June 2011
  14. 14. _setCustomVar(index, name, value, opt_scope)Wednesday, 15 June 2011
  15. 15. http://www.cipr.co.uk/? utm_source=Sourcewire&utm_medium=Press %2Brelease&utm_term=Google&utm_content=May %2B26th&utm_campaign=Social%2BSummerWednesday, 15 June 2011
  16. 16. The future: multi-channel funnelsWednesday, 15 June 2011
  17. 17. ENDWednesday, 15 June 2011
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