Web Analytics: The New Clip Report

Web Analytics: The New Clip ReportPRSA Travel & Tourism ConferenceJune 6th, 2011Sandra Fathi Email: sfathi@aﬀect.comPresident, Aﬀect Strategies Twier: @sandrafathi PROPRIETARY & CONFIDENTIAL 6/6/11

PROPRIETARY & CONFIDENTIAL

The Clip Report  Soft measurement – fluctuating value  Antiquated approach  Limiting in scope  Number of publications shrinking  Our ability to reach audiences expanding  Out of our control as PR professionals  Not aligned with business measurements PROPRIETARY & CONFIDENTIAL

Web Analytics  Hard measurements – consistent values  Current approach – considers social media, new media etc.  Scope is broad and far-reaching  Accounts for various audience segments  More in our direct control  Closer alignment with business measurements PROPRIETARY & CONFIDENTIAL

Traditional Approach PROPRIETARY & CONFIDENTIAL

New Approach PROPRIETARY & CONFIDENTIAL

Message Distribution Wire Service Press Media Release Outreach Post on Website Message SMT Strategic RMT Placements Byline Articles PROPRIETARY & CONFIDENTIAL

Message Distribution II Facebook Blog Twier Message YouTube Slideshare Blog Comments LinkedIn PROPRIETARY & CONFIDENTIAL

Bypassing the Media  Reaching targets directly  Impacting sales  Influencing decision making  Driving traffic  Driving awareness  Generating business PROPRIETARY & CONFIDENTIAL

Measuring BusinessResults Understand what business results your company values and engineer your Public Relations to map to those measurements Key Performance Indicators (KPIs) PROPRIETARY & CONFIDENTIAL

Measuring BusinessResults  Revenue & Profits  Customer Acquisition  Lead Generation  Market Penetration  Competitive Positioning  Benchmarking PROPRIETARY & CONFIDENTIAL

Cost Deﬂection•  Reducing Product Quality Defects•  Decrease R&D Expense•  Decrease Time to Market•  Decrease Marketing Expenses•  Customer Service & Support Savings Resources: Womma Metrics Best Practices Guidebook PROPRIETARY & CONFIDENTIAL

New Measurement  Set up and understand how to use and read analytics (i.e. Google Analytics, Omniture)  Create Operational Tripwires  Utilize Tracking Links  Take a Page from Email/Direct Marketing PROPRIETARY & CONFIDENTIAL

Google Analytics PROPRIETARY & CONFIDENTIAL

Traffic Sources PROPRIETARY & CONFIDENTIAL

Content Analysis PROPRIETARY & CONFIDENTIAL

Geographic Analysis PROPRIETARY & CONFIDENTIAL

Demographic Analysis PROPRIETARY & CONFIDENTIAL

Campaigner: EmailMarketing PROPRIETARY & CONFIDENTIAL

Email MarketingResults PROPRIETARY & CONFIDENTIAL

Email Marketing:Results PROPRIETARY & CONFIDENTIAL

Content Engagement PROPRIETARY & CONFIDENTIAL

Next Steps  Identify your Key Performance Indicators (KPIs)  Create a Measurement Matrix/ Dashboard  Identify Technologies and Operational Changes Necessary for Measurement  Benchmark  Demonstrate Trends/Changes Over Time PROPRIETARY & CONFIDENTIAL

Sample Matrix PROPRIETARY & CONFIDENTIAL

Resources PROPRIETARY & CONFIDENTIAL

B2B Social Media:Omni Hotels & ResortsApril 2011 PROPRIETARY & CONFIDENTIAL Aﬀect March 4, 2010 Strategie s

OMNI CASE STUDYCURRENT SITUATION Omni Hotels & Resorts oﬀers luxury hotels and resorts throughout North America. Omni has a large portfolio of meeting venue options to meet business event planning needs. PROPRIETARY & CONFIDENTIAL

OMNI CASE STUDYCURRENT SITUATION Omni wanted to significantly increase brand awareness and recognition among meeting planners across the United States. Omni tapped Affect to create a social media presence that would allow it to engage with event planners and their influencers. PROPRIETARY & CONFIDENTIAL

OMNI CASE STUDYTHE ASSIGNMENT Create brand awareness and buzz within the meeting and event planner community about Omni locations, meeting options and speciﬁc promotions. Motivate meeting planners to take action and choose Omni for their events. PROPRIETARY & CONFIDENTIAL

OMNI CASE STUDYSTRATEGIES Use social media as a platform for engaging in meaningful conversations with meeting and event planners and providing them with expertise and resources. Create the Omni Understands landing page – a one-stop shop for meeting planners with information and resources that makes their jobs easier. Use Twier as a platform for Omni to address the needs and interests of meeting planners across the United States. Create Omni Meeting & Event Planners Forum on Facebook for planners to stay abreast of industry news and network with other planners. Use a blog commenting campaign to create a dialogue between Omni and industry inﬂuencers. PROPRIETARY & CONFIDENTIAL

OMNI CASE STUDYOMNI www.omniunderstands.comUNDERSTANDSLANDING PAGE PROPRIETARY & CONFIDENTIAL

OMNI CASE STUDYTWITTER: www.twier.com/omnimeetings@OMNIMEETINGS PROPRIETARY & CONFIDENTIAL

OMNI CASE STUDYFACEBOOK FAN www.facebook.com/omnimeetingsPAGE PROPRIETARY & CONFIDENTIAL

OMNI CASE STUDYBLOG COMMENTING Omni commented on 2-3 industry blogs and online publications each week PROPRIETARY & CONFIDENTIAL

OMNI CASE STUDYRESULTS SNAPSHOT Enhanced brand awareness Strong community engagement Gained more than 800 followers of Omni’s Twier handle Conducted more than 300 conversation on Twier and Secured media coverage for Omni in Facebook with meeting planners top outlets read by meeting & event and influencers planners via social media efforts Following and engaging with more Web traffic and lead generation meeting planners on social media than any of Omni’s competitors Generated at least 7 leads for meetings involving more than 150 aendees Increased monthly traffic to Omni Understands landing page by 23% PROPRIETARY & CONFIDENTIAL

OMNI CASE STUDYRESULTS: MEDIACOVERAGE Interactions on Twier have led to media coverage for Omni PROPRIETARY & CONFIDENTIAL

OMNI CASE STUDYRESULTS: LEADSGENERATED Online engagement has generated known leads for Omni PROPRIETARY & CONFIDENTIAL

OMNI CASE STUDYRESULTS:FACEBOOK Planners Forum FacebookIMPRESSIONS Impressions Numbers are not cumulative 35000 32,000 30000 27,086 25000 22,489 20000 15000 12,373 10000 5000 3,422 No Insights 0 October November December January February March PROPRIETARY & CONFIDENTIAL

OMNI CASE STUDYRESULTS: MEDIACOVERAGE Interactions on Facebook have secured positive media coverage for Omni on About.com PROPRIETARY & CONFIDENTIAL

OMNI CASE STUDYRESULTS: BLOGCOMMENTING PROPRIETARY & CONFIDENTIAL

Contact Information & Resources:On Slideshare – www.slideshare.net/sfathiSandra Fathisfathi@affect.comTwitter: @sandrafathiLinkedIn, Facebook: Sandra FathiWeb: www.affect.comBlog: www.techaffect.com PROPRIETARY & CONFIDENTIAL 6/6/11

Web Analytics: The New Clip Report

by Sandra Fathi

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