Web Analytics: The New Clip Report

Web Analytics: The New Clip Report

PRSA Travel & Tourism Conference
June 6th, 2011

Sandra Fathi Email: sfathi@aﬀect.com
President, Aﬀect Strategies Twier: @sandrafathi

PROPRIETARY & CONFIDENTIAL
6/6/11

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

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

Traditional Approach


New Approach


Message Distribution
Wire
Service

Press Media
Release Outreach

Post on
Website
Message
SMT

Strategic RMT
Placements

Byline
Articles


Message Distribution II Facebook

Blog

Twier

Message YouTube

Slideshare

Blog
Comments

LinkedIn


Bypassing the Media

  Reaching targets directly

  Impacting sales

  Influencing decision making

  Driving traffic

  Driving awareness

  Generating business


Measuring Business
Results

Understand what business results your company values
and engineer your Public Relations to map to those
measurements

Key Performance Indicators (KPIs)


Measuring Business
Results

  Revenue & Profits

  Customer Acquisition

  Lead Generation

  Market Penetration

  Competitive Positioning

  Benchmarking


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


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


Google Analytics


Traffic Sources


Content Analysis


Geographic Analysis


Demographic Analysis


Campaigner: Email
Marketing


Email Marketing
Results


Email Marketing:
Results


Content Engagement


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


Sample Matrix


Resources


B2B Social Media:
Omni Hotels & Resorts
April 2011

Aﬀect March 4, 2010
Strategie
s

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.


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.


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.


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 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.


OMNI CASE STUDY

OMNI www.omniunderstands.com
UNDERSTANDS
LANDING PAGE


OMNI CASE STUDY

TWITTER: www.twier.com/omnimeetings
@OMNIMEETINGS


OMNI CASE STUDY

FACEBOOK FAN www.facebook.com/omnimeetings
PAGE


OMNI CASE STUDY

BLOG COMMENTING

Omni commented on 2-3 industry blogs and online publications each week


OMNI CASE STUDY

RESULTS 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%

OMNI CASE STUDY

RESULTS: MEDIA
COVERAGE

Interactions on Twier have led to media coverage for Omni


OMNI CASE STUDY

RESULTS: LEADS
GENERATED

Online engagement has generated known leads for Omni


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


OMNI CASE STUDY

RESULTS: MEDIA
COVERAGE

Interactions on Facebook have secured positive media coverage
for Omni on About.com


OMNI CASE STUDY

RESULTS: BLOG
COMMENTING


Contact Information & Resources:

On Slideshare – www.slideshare.net/sfathi

Sandra Fathi
sfathi@affect.com

Twitter: @sandrafathi
LinkedIn, Facebook: Sandra Fathi
Web: www.affect.com
Blog: www.techaffect.com

6/6/11

Web Analytics: The New Clip Report

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