Andrew Smith - What Has Google Ever done for PR?
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Andrew Smith - What Has Google Ever done for PR? Presentation Transcript

  • 1. escherman What has ever done for PR? (again) Thursday, 26th May 2011 Presenter: Andrew Bruce SmithWednesday, 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 AnalyticsWednesday, 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 PlannerWednesday, 15 June 2011
  • 9. Messaging and content: Google Keyword Tool, Google InsightsWednesday, 15 June 2011
  • 10. Google Analytics: goals, tagging, custom variablesWednesday, 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%2BSummerWednesday, 15 June 2011
  • 16. The future: multi-channel funnelsWednesday, 15 June 2011
  • 17. ENDWednesday, 15 June 2011