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Sheffield DM: Maximising the Value of Digital PR Slide 1 Sheffield DM: Maximising the Value of Digital PR Slide 2 Sheffield DM: Maximising the Value of Digital PR Slide 3 Sheffield DM: Maximising the Value of Digital PR Slide 4 Sheffield DM: Maximising the Value of Digital PR Slide 5 Sheffield DM: Maximising the Value of Digital PR Slide 6 Sheffield DM: Maximising the Value of Digital PR Slide 7 Sheffield DM: Maximising the Value of Digital PR Slide 8 Sheffield DM: Maximising the Value of Digital PR Slide 9 Sheffield DM: Maximising the Value of Digital PR Slide 10 Sheffield DM: Maximising the Value of Digital PR Slide 11 Sheffield DM: Maximising the Value of Digital PR Slide 12 Sheffield DM: Maximising the Value of Digital PR Slide 13 Sheffield DM: Maximising the Value of Digital PR Slide 14 Sheffield DM: Maximising the Value of Digital PR Slide 15 Sheffield DM: Maximising the Value of Digital PR Slide 16 Sheffield DM: Maximising the Value of Digital PR Slide 17 Sheffield DM: Maximising the Value of Digital PR Slide 18 Sheffield DM: Maximising the Value of Digital PR Slide 19 Sheffield DM: Maximising the Value of Digital PR Slide 20 Sheffield DM: Maximising the Value of Digital PR Slide 21 Sheffield DM: Maximising the Value of Digital PR Slide 22 Sheffield DM: Maximising the Value of Digital PR Slide 23 Sheffield DM: Maximising the Value of Digital PR Slide 24 Sheffield DM: Maximising the Value of Digital PR Slide 25 Sheffield DM: Maximising the Value of Digital PR Slide 26 Sheffield DM: Maximising the Value of Digital PR Slide 27 Sheffield DM: Maximising the Value of Digital PR Slide 28 Sheffield DM: Maximising the Value of Digital PR Slide 29 Sheffield DM: Maximising the Value of Digital PR Slide 30 Sheffield DM: Maximising the Value of Digital PR Slide 31 Sheffield DM: Maximising the Value of Digital PR Slide 32 Sheffield DM: Maximising the Value of Digital PR Slide 33
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Sheffield DM: Maximising the Value of Digital PR

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Laura Hampton's slides from Sheffield DM in August 2020.

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Sheffield DM: Maximising the Value of Digital PR

  1. 1. @impressiontalk 1 MAXIMISING DIGITAL PR SUCCESS Through Clear KPIs and Fair Expectations https://impression.tips/laurasheffielddm @lauralhampton / @impressiontalk
  2. 2. @lauralhampton / @impressiontalk FAILURE. https://impression.tips/laurasheffielddm
  3. 3. @lauralhampton / @impressiontalk FAILURE. REFRAME. https://impression.tips/laurasheffielddm
  4. 4. @lauralhampton / @impressiontalk FAILURE. REFRAME. CHALLENGE. https://impression.tips/laurasheffielddm
  5. 5. @lauralhampton / @impressiontalk It’s difficult because it’s meant to be difficult. It’s about earning those high ranking positions and the opportunity to speak to new people. It’s time to move the conversation away from what it means to fail… ...and toward what it means to succeed. https://impression.tips/laurasheffielddm
  6. 6. @lauralhampton / @impressiontalk It’s difficult because it’s meant to be difficult. The value of PR lies in its ability to earn high quality links that benefit our clients’ brands. It’s time to move the conversation away from what it means to fail… ...and toward what it means to succeed. https://impression.tips/laurasheffielddm
  7. 7. @lauralhampton / @impressiontalk Over this 20 minutes, I’m going to talk about: 1. How to define ‘what success looks like’ in a meaningful way 2. How to craft strategies that have the best chance of success 3. How to reflect and learn https://impression.tips/laurasheffielddm
  8. 8. @lauralhampton / @impressiontalk 8hello@impression.co.uk What Does ‘Good’ Look Like? Our Approach Defining Success
  9. 9. @lauralhampton / @impressiontalk https://impression.tips/laurasheffielddm
  10. 10. @lauralhampton / @impressiontalk Digital PR is for links Links are an essential part of any organic growth strategy because they tell Google that your client’s website is worthy of visibility in the SERPs. In the most basic definition of our role, we need to be building links. Ideally, links without the nofollow attribute. But, links. https://impression.tips/laurasheffielddm
  11. 11. @lauralhampton / @impressiontalk The purpose of these outputs is to support cross funnel outcomes. Digital PR exists to drive awareness, interest and desire. Which, when done well, lead to action. Broader marketing goals? https://impression.tips/laurasheffielddm
  12. 12. @lauralhampton / @impressiontalk Define the Owned and Shared Goals Owned Goals → Number of links → Quality of links → Relevance of links → Placement of links Shared Goals → Keyword rankings → Traffic → Sales https://impression.tips/laurasheffielddm
  13. 13. @lauralhampton / @impressiontalk Define the Owned and Shared Goals Owned Goals → Number of links → Quality of links → Relevance of links → Placement of links Shared Goals → Keyword rankings → Traffic → Sales https://impression.tips/laurasheffielddm
  14. 14. @lauralhampton / @impressiontalk Define the Owned and Shared Goals Owned Goals → Number of links → Quality of links → Relevance of links → Placement of links Shared Goals → Keyword rankings → Traffic → Sales https://impression.tips/laurasheffielddm
  15. 15. @lauralhampton / @impressiontalk How do we do this? [Owned] Data drives insight; tools like Ahrefs, Majestic, Moz will help identify whether the need is for quality or quantity of links - or both! Use competitor insights to understand what’s going to move the needle. https://impression.tips/laurasheffielddm
  16. 16. @lauralhampton / @impressiontalk How do we do this? [Shared] Again, data can inform; we use tools like SearchMetrics to understand how algorithm updates have impacted clients - try the Barracuda Panguin tool if not. Work closely with your SEO team to understand the requirement. https://impression.tips/laurasheffielddm
  17. 17. @lauralhampton / @impressiontalk Setting fair KPIs PR is a long term tactic so it’s important to set long term goals as well as short-term ‘quick wins’. At the same time, remembering that a key performance indicator doesn’t have to be the end-goal; you can show your performance through things like meeting deadlines along the way (which means we need to be great project managers). https://impression.tips/laurasheffielddm
  18. 18. @lauralhampton / @impressiontalk Takeaway #1: WE NEED TO DEFINE WHAT SUCCESS LOOKS LIKE IN A MEANINGFUL WAY. ENSURE YOUR TEAM AND CLIENT ARE IN AGREEMENT AND SET CLEAR DEADLINES AND METRICS. https://impression.tips/laurasheffielddm
  19. 19. @lauralhampton / @impressiontalk 19hello@impression.co.uk Creating Strategies How to Set Yourself Up for Success
  20. 20. @lauralhampton / @impressiontalk Identify the link requirement Quality, quantity or both? Agree the specifics Keyword targeting or other KPIs? Collaborate on ideas What do you want to talk about? Understand the landscape Analyse the link / coverage potential Strategic thinking... https://impression.tips/laurasheffielddm
  21. 21. @lauralhampton / @impressiontalk CITATIONS UNLINKED MENTIONS BUSINESS NEWS COMMENT AGGREGATION THOUGHT LEADERSHIP DATA ANALYSIS SURVEYS INFOGRAPHICS QUIZZES CREATIVE CONTENT CAMPAIGNS BROKEN LINKS COMPETITOR LINKS JOURNALIST RESPONSES NEWS HACKING NEWS FROM NOTHING DATA VISUALISATION STORYTELLING INTERACTIVE QUIZZES INDEPENDENT RESEARCH A spectrum of opportunity https://impression.tips/laurasheffielddm
  22. 22. @lauralhampton / @impressiontalk Time period 1 2 3 4 5 6Responsive Topical Themes Creative Campaigns ProactiveReactive Layering your approach https://impression.tips/laurasheffielddm
  23. 23. @lauralhampton / @impressiontalk Long term thinking https://impression.tips/laurasheffielddm
  24. 24. @lauralhampton / @impressiontalk Think about your angles https://impression.tips/laurasheffielddm
  25. 25. @lauralhampton / @impressiontalk Give yourself time https://impression.tips/laurasheffielddm
  26. 26. @lauralhampton / @impressiontalk Takeaway #2: OWN YOUR STRATEGY TO GIVE YOURSELF THE BEST CHANCE AT SUCCESS. THAT MEANS INVESTING *ENOUGH* TIME, WORKING COLLABORATIVELY AND LAYERING TO REDUCE RISK (AND CREATE NATURAL PROFILES) https://impression.tips/laurasheffielddm
  27. 27. @lauralhampton / @impressiontalk 27hello@impression.co.uk Reflect and Learn Create a Culture for Growth
  28. 28. @lauralhampton / @impressiontalk Be bold in your reflection Some campaign inevitably do better than others. Setting clear expectations and targets at the start allows you to be judged (and to judge yourself) fairly in reflection. Be bold enough to pull your own campaigns apart, as well as celebrating your success - and allow others to do the same. https://impression.tips/laurasheffielddm
  29. 29. @lauralhampton / @impressiontalk Measure against pre-defined goals There is power in being able to measure your success against pre-defined goals. Reporting on owned goals is where we as digital PRs get to reflect on the work we control; set fair time periods for that reflection. Reporting on shared goals is where we get to recognise the wider influence of our work (and potentially broaden our remit!). https://impression.tips/laurasheffielddm
  30. 30. @lauralhampton / @impressiontalk Be inspired! One of my favourite things about our industry is that so many people are willing to share their successes; allow yourself to be inspired! Here are some of the things that inspire me: https://impression.tips/laurasheffielddm
  31. 31. @lauralhampton / @impressiontalk Takeaway #3: EMBRACE THE CHALLENGE! https://impression.tips/laurasheffielddm
  32. 32. @lauralhampton / @impressiontalk What I’ve talked about today... 1. How to define ‘what success looks like’ in a meaningful way 2. How to craft strategies that have the best chance of success 3. How to reflect and learn https://impression.tips/laurasheffielddm
  33. 33. Private and confidential 33 THANK YOU! Laura Hampton @lauralhampton laura@impression.co.uk https://impression.tips/ laurasheffielddm

Laura Hampton's slides from Sheffield DM in August 2020.

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