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Measure Your Media Relations Efforts on Social Networks
Frank Strong Director of PR @Vocus [email protected]
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Pictures not the pigeons ma1er
Photo credit: Modern Mechanix
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Tradi&onal Media Rela&ons
Outputs Outcomes
Pitches sent Sales, votes, dona7ons, membership
Press releases published Surveys
Placements
New Media Rela&ons
Outputs Outcomes
Pitches sent Sales, votes, dona7ons, membership
Press releases published Surveys
Placements Referral traffic, conversions, page rank
Outputs vs. Outcomes
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We’ve got new carrier pigeons
AdAge: Top 10 Viral Video Advertisements of All Time
WordStream: Keyword Research for PPC - Find More Qualified, Cheaper Clicks
www.newsjacking.com/
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Socializing media rela7ons
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It’s s7ll about outcomes not outputs – even if our pigeons are taking pictures from space.
It’s s7ll about the pictures
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Owned Media Shared Media
Traffic Share of voice
Referral traffic (sources) Tone
Subscrip7ons Engagement/interac7on
SERP Referral traffic (sent)
Indicators for new media
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1. Placements 2. Share of voice 3. Referral traffic 4. Conversions
What I’m commi1ed to…
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1. It’s okay to use new means to communicate 2. Experiment with measurement indicators like outputs 3. Focus on outcomes – outcomes are measures that matter
Key takeaways
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Photo Credit: Pintrest