1. escherman
What has ever done
for PR? (again)
Thursday, 26th May 2011
Presenter: Andrew Bruce Smith
Wednesday, 15 June 2011

2. Wednesday, 15 June 2011

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. A database of intentions
Doubleclick Ad Planner
Google Trends and Insights
Google Keyword Tool
Google Analytics
Wednesday, 15 June 2011

5. Traditional PR planning?
Wednesday, 15 June 2011

6. Traditional PR approach
Define audience
Create messaging
Do PR
Analyse Coverage
Report
(Post campaign survey?)
Wednesday, 15 June 2011

7. What do we really
know about our
target audiences?
Wednesday, 15 June 2011

8. Define Audience: Doubleclick Ad Planner
Wednesday, 15 June 2011

9. Messaging and content:
Google Keyword Tool, Google Insights
Wednesday, 15 June 2011

10. Google Analytics: goals, tagging, custom variables
Wednesday, 15 June 2011

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. Wednesday, 15 June 2011

13. Wednesday, 15 June 2011

14. _setCustomVar(index, name, value, opt_scope)
Wednesday, 15 June 2011

15. http://www.cipr.co.uk/?
utm_source=Sourcewire&utm_medium=Press
%2Brelease&utm_term=Google&utm_content=May
%2B26th&utm_campaign=Social%2BSummer
Wednesday, 15 June 2011

16. The future: multi-channel funnels
Wednesday, 15 June 2011

17. END
Wednesday, 15 June 2011