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. 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
7. Message Distribution
Wire
Service
Press Media
Release Outreach
Post on
Website
Message
SMT
Strategic RMT
Placements
Byline
Articles
PROPRIETARY & CONFIDENTIAL
8. Message Distribution II Facebook
Blog
Twier
Message YouTube
Slideshare
Blog
Comments
LinkedIn
PROPRIETARY & CONFIDENTIAL
9. Bypassing the Media
Reaching targets directly
Impacting sales
Influencing decision making
Driving traffic
Driving awareness
Generating business
PROPRIETARY & CONFIDENTIAL
10. Measuring Business
Results
Understand what business results your company values
and engineer your Public Relations to map to those
measurements
Key Performance Indicators (KPIs)
PROPRIETARY & CONFIDENTIAL
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. 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
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
26. B2B Social Media:
Omni Hotels & Resorts
April 2011
PROPRIETARY & CONFIDENTIAL
Affect March 4, 2010
Strategie
s
27. OMNI CASE STUDY
CURRENT 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. OMNI CASE STUDY
CURRENT 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. OMNI CASE STUDY
THE 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. OMNI CASE STUDY
STRATEGIES
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 Twier 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. OMNI CASE STUDY
OMNI www.omniunderstands.com
UNDERSTANDS
LANDING PAGE
PROPRIETARY & CONFIDENTIAL
34. OMNI CASE STUDY
BLOG COMMENTING
Omni commented on 2-3 industry blogs and online publications each week
PROPRIETARY & CONFIDENTIAL
35. OMNI CASE STUDY
RESULTS SNAPSHOT
Enhanced brand awareness Strong community
engagement
Gained more than 800 followers of
Omni’s Twier handle Conducted more than 300
conversation on Twier 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
aendees
Increased monthly traffic to Omni
Understands landing page by 23%
PROPRIETARY & CONFIDENTIAL
36. OMNI CASE STUDY
RESULTS: MEDIA
COVERAGE
Interactions on Twier have led to media coverage for Omni
PROPRIETARY & CONFIDENTIAL
37. OMNI CASE STUDY
RESULTS: LEADS
GENERATED
Online engagement has generated known leads for Omni
PROPRIETARY & CONFIDENTIAL
38. OMNI CASE STUDY
RESULTS:
FACEBOOK
Planners' Forum Facebook
IMPRESSIONS 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. OMNI CASE STUDY
RESULTS: MEDIA
COVERAGE
Interactions on Facebook have secured positive media coverage
for Omni on About.com
PROPRIETARY & CONFIDENTIAL