Web Analytics: The New Clip ReportPRSA Travel & Tourism ConferenceJune 6th, 2011Sandra Fathi                              ...
PROPRIETARY & CONFIDENTIAL
The Clip Report  Soft measurement – fluctuating value  Antiquated approach  Limiting in scope  Number of publications ...
Web Analytics  Hard measurements – consistent values  Current approach – considers social media, new media  etc.  Scope...
Traditional Approach                PROPRIETARY & CONFIDENTIAL
New Approach               PROPRIETARY & CONFIDENTIAL
Message Distribution                                              Wire                                             Service...
Message Distribution II                  Facebook                                               Blog                      ...
Bypassing the Media  Reaching targets directly  Impacting sales  Influencing decision making  Driving traffic  Drivin...
Measuring BusinessResults  Understand what business results your company values     and engineer your Public Relations to ...
Measuring BusinessResults  Revenue & Profits  Customer Acquisition  Lead Generation  Market Penetration  Competitive ...
Cost Deflection•    Reducing Product Quality Defects•    Decrease R&D Expense•    Decrease Time to Market•    Decrease Mark...
New Measurement  Set up and understand how to use and read analytics  (i.e. Google Analytics, Omniture)  Create Operatio...
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 Technolog...
Sample Matrix                PROPRIETARY & CONFIDENTIAL
Resources            PROPRIETARY & CONFIDENTIAL
B2B Social Media:Omni Hotels & ResortsApril 2011              PROPRIETARY & CONFIDENTIAL  Affect                           ...
OMNI CASE STUDYCURRENT SITUATION         Omni Hotels & Resorts offers luxury hotels and resorts         throughout North Am...
OMNI CASE STUDYCURRENT SITUATION         Omni wanted to significantly increase brand awareness         and recognition amon...
OMNI CASE STUDYTHE ASSIGNMENT        Create brand awareness and buzz within the meeting        and event planner community...
OMNI CASE STUDYSTRATEGIES        Use social media as a platform for engaging in meaningful conversations        with meeti...
OMNI CASE STUDYOMNI                                           www.omniunderstands.comUNDERSTANDSLANDING PAGE              ...
OMNI CASE STUDYTWITTER:                                       www.twier.com/omnimeetings@OMNIMEETINGS                  PR...
OMNI CASE STUDYFACEBOOK FAN                                   www.facebook.com/omnimeetingsPAGE                  PROPRIETA...
OMNI CASE STUDYBLOG COMMENTING      Omni commented on 2-3 industry blogs and online publications each week                ...
OMNI CASE STUDYRESULTS SNAPSHOT        Enhanced brand awareness                               Strong community            ...
OMNI CASE STUDYRESULTS: MEDIACOVERAGE        Interactions on Twier have led to media coverage for Omni                   ...
OMNI CASE STUDYRESULTS: LEADSGENERATED              Online engagement has generated known leads for Omni                  ...
OMNI CASE STUDYRESULTS:FACEBOOK                                                                           Planners Forum F...
OMNI CASE STUDYRESULTS: MEDIACOVERAGE          Interactions on Facebook have secured positive media coverage              ...
OMNI CASE STUDYRESULTS: BLOGCOMMENTING                  PROPRIETARY & CONFIDENTIAL
OMNI CASE STUDYRESULTS: BLOGCOMMENTING                  PROPRIETARY & CONFIDENTIAL
Contact Information & Resources:On Slideshare – www.slideshare.net/sfathiSandra Fathisfathi@affect.comTwitter: @sandrafath...
Upcoming SlideShare
Loading in...5
×

Web Analytics: The New Clip Report

2,017

Published on

Web Analytics

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
2,017
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
51
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Web Analytics: The New Clip Report

  1. 1. 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
  2. 2. PROPRIETARY & CONFIDENTIAL
  3. 3. 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
  4. 4. 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
  5. 5. Traditional Approach PROPRIETARY & CONFIDENTIAL
  6. 6. New Approach PROPRIETARY & CONFIDENTIAL
  7. 7. Message Distribution Wire Service Press Media Release Outreach Post on Website Message SMT Strategic RMT Placements Byline Articles PROPRIETARY & CONFIDENTIAL
  8. 8. Message Distribution II Facebook Blog Twier Message YouTube Slideshare Blog Comments LinkedIn PROPRIETARY & CONFIDENTIAL
  9. 9. Bypassing the Media  Reaching targets directly  Impacting sales  Influencing decision making  Driving traffic  Driving awareness  Generating business PROPRIETARY & CONFIDENTIAL
  10. 10. 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
  11. 11. Measuring BusinessResults  Revenue & Profits  Customer Acquisition  Lead Generation  Market Penetration  Competitive Positioning  Benchmarking PROPRIETARY & CONFIDENTIAL
  12. 12. 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
  13. 13. 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
  14. 14. Google Analytics PROPRIETARY & CONFIDENTIAL
  15. 15. Traffic Sources PROPRIETARY & CONFIDENTIAL
  16. 16. Content Analysis PROPRIETARY & CONFIDENTIAL
  17. 17. Geographic Analysis PROPRIETARY & CONFIDENTIAL
  18. 18. Demographic Analysis PROPRIETARY & CONFIDENTIAL
  19. 19. Campaigner: EmailMarketing PROPRIETARY & CONFIDENTIAL
  20. 20. Email MarketingResults PROPRIETARY & CONFIDENTIAL
  21. 21. Email Marketing:Results PROPRIETARY & CONFIDENTIAL
  22. 22. Content Engagement PROPRIETARY & CONFIDENTIAL
  23. 23. 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
  24. 24. Sample Matrix PROPRIETARY & CONFIDENTIAL
  25. 25. Resources PROPRIETARY & CONFIDENTIAL
  26. 26. B2B Social Media:Omni Hotels & ResortsApril 2011 PROPRIETARY & CONFIDENTIAL Affect March 4, 2010 Strategie s
  27. 27. 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
  28. 28. 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
  29. 29. 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
  30. 30. 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
  31. 31. OMNI CASE STUDYOMNI www.omniunderstands.comUNDERSTANDSLANDING PAGE PROPRIETARY & CONFIDENTIAL
  32. 32. OMNI CASE STUDYTWITTER: www.twier.com/omnimeetings@OMNIMEETINGS PROPRIETARY & CONFIDENTIAL
  33. 33. OMNI CASE STUDYFACEBOOK FAN www.facebook.com/omnimeetingsPAGE PROPRIETARY & CONFIDENTIAL
  34. 34. OMNI CASE STUDYBLOG COMMENTING Omni commented on 2-3 industry blogs and online publications each week PROPRIETARY & CONFIDENTIAL
  35. 35. 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
  36. 36. OMNI CASE STUDYRESULTS: MEDIACOVERAGE Interactions on Twier have led to media coverage for Omni PROPRIETARY & CONFIDENTIAL
  37. 37. OMNI CASE STUDYRESULTS: LEADSGENERATED Online engagement has generated known leads for Omni PROPRIETARY & CONFIDENTIAL
  38. 38. 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
  39. 39. OMNI CASE STUDYRESULTS: MEDIACOVERAGE Interactions on Facebook have secured positive media coverage for Omni on About.com PROPRIETARY & CONFIDENTIAL
  40. 40. OMNI CASE STUDYRESULTS: BLOGCOMMENTING PROPRIETARY & CONFIDENTIAL
  41. 41. OMNI CASE STUDYRESULTS: BLOGCOMMENTING PROPRIETARY & CONFIDENTIAL
  42. 42. 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
  1. Gostou de algum slide específico?

    Recortar slides é uma maneira fácil de colecionar informações para acessar mais tarde.

×