The document discusses metrics for measuring the value of online media. It focuses on return on investment (ROI) which requires going beyond metrics like reach and audience to capture engagement and conversion rates. Most traffic and organic searches are branded, and most conversions are also from branded keywords. Public relations can drive engagement on Facebook. The goal is to understand how media coverage translates into real business outcomes.

1. FOCUSING ON
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NEW MEDIA VALUATION
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2. THE CHALLENGE
What measurement/metrics strategy should
be employed to capture the true value of
online media coverage?
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3. METRICS
• Earned Media • Fam Trips
• Press Contacts • Articles
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4. METRICS
Search Demand
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5. ROI FOR DIGITAL
This is the Reach & Audience which doesn’t
reflect the return. ROI Demands Crossing
the Leap of Faith.
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6. FOCUSING ON
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ROI = ENGAGEMENT
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7. MOST TRAFFIC IS ORGANIC/DIRECT
Often > 75% Of Traffic
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8. MOST ORGANIC IS BRAND
> 80% is Branded Keyword
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9. MOST ORGANIC IS BRAND
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10. FOCUSING ON
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ROI = CONVERSION
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11. MOST CONVERSION IS BRAND
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12. MOST ORGANIC IS BRAND
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13. MOST CONVERSIONS ARE BRAND
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14. DOWNSTREAM IS ORGANIC
Traffic from you to Industry Partners is
mostly from Organic, Direct
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15. BRAND CONVERTS TARGET
Traffic by State
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16. BRAND CONVERTS TARGET
Higher Conversions by TX by Far
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17. FACEBOOK BY AUDIENCE
PR Can drive Engagement
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18. FACEBOOK BY ENGAGEMENT
PR Can drive Engagement
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19. FACEBOOK BY ENGAGEMENT
PR Can drive Engagement
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20. FACEBOOK BY ENGAGEMENT
PR Can drive Engagement
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21. FACEBOOK BY ENGAGEMENT
PR Can drive Engagement
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22. FACEBOOK BY ENGAGEMENT
PR Can drive Engagement
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