How to Get More from Digital PR - Laura Hampton - Drink Digital

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Laura Hampton from Impression presents How to Get More from Digital PR as part of Drink Digital, a Nottinghamshire based digital meetup. Learn more about digital PR and how to measure the value here.

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HOW TO GET MORE FROM DIGITAL PR
without mentioning AVE!
@lauralhampton / @impressiontalk

@lauralhampton / @impressiontalk / impression.tips/drinkdigital 2
Laura Hampton
@lauralhampton
Head of Digital PR
www.impression.co.uk

@lauralhampton / @impressiontalk / impression.tips/drinkdigital 3
Digital PR was born
from an SEO need.
We needed to
build links. So we
did.

@lauralhampton / @impressiontalk / impression.tips/drinkdigital 4

@lauralhampton / @impressiontalk / impression.tips/drinkdigital 5

@lauralhampton / @impressiontalk / impression.tips/drinkdigital 6
When every link is
a vote, you have to
get creative.
We started
investing more in
content.

@lauralhampton / @impressiontalk / impression.tips/drinkdigital
It’s an infographic.
Of infographics.
I thought I was a genius.

@lauralhampton / @impressiontalk / impression.tips/drinkdigital 8

@lauralhampton / @impressiontalk / impression.tips/drinkdigital 9
Meanwhile, PR
pros were
smashing it…
achieving
coverage and
raising
awareness

@lauralhampton / @impressiontalk / impression.tips/drinkdigital 10
We saw that.
We wanted that.

@lauralhampton / @impressiontalk / impression.tips/drinkdigital 11
SEO PR

@lauralhampton / @impressiontalk / impression.tips/drinkdigital 12

@lauralhampton / @impressiontalk / impression.tips/drinkdigital 13

@lauralhampton / @impressiontalk / impression.tips/drinkdigital 14
SEO
PRDigital
PR

@lauralhampton / @impressiontalk / impression.tips/drinkdigital 15
The closer our
services become,
the more we have
to compete with
SEOs and
traditional PRs

@lauralhampton / @impressiontalk / impression.tips/drinkdigital 16
SEO

@lauralhampton / @impressiontalk / impression.tips/drinkdigital 17
Owned Goals
● Number of links
● Quality of links (DR)
● Topical relevance of links (TF)
● Positioning of links (PR)
SEO

@lauralhampton / @impressiontalk / impression.tips/drinkdigital 18
Shared Goals
● Ranking improvements
● Traffic improvements
● Revenue growth
SEO

@lauralhampton / @impressiontalk / impression.tips/drinkdigital 19
Takeaway #1
We need to report on shared
goals as well as owned goals -
which means better
integration with SEO

@lauralhampton / @impressiontalk / impression.tips/drinkdigital 20
SEO PR

@lauralhampton / @impressiontalk / impression.tips/drinkdigital 21
PR

@lauralhampton / @impressiontalk / impression.tips/drinkdigital 22
SEO PR

@lauralhampton / @impressiontalk / impression.tips/drinkdigital 23

@lauralhampton / @impressiontalk / impression.tips/drinkdigital 24
The core benefit of
digital is that it’s
measurable and
tangible.
So reliance on these
metrics makes no
sense for us.

@lauralhampton / @impressiontalk / impression.tips/drinkdigital 25

@lauralhampton / @impressiontalk / impression.tips/drinkdigital 26
AWARENESS
Becomes traffic to core pages to
which you’ve been building links, or
volume of branded search traffic via
Google Search Console

@lauralhampton / @impressiontalk / impression.tips/drinkdigital 27
VISIBILITY
Becomes share of voice via STAT, or
number of ‘news’ results achieved in
the SERPs

@lauralhampton / @impressiontalk / impression.tips/drinkdigital 28
SENTIMENT
Is often measured using social media
listening tools, though this only really
works when your campaign has a
social aspect...

@lauralhampton / @impressiontalk / impression.tips/drinkdigital 29

@lauralhampton / @impressiontalk / impression.tips/drinkdigital 30
Takeaway #2
In order to differentiate from
traditional PRs, we need to be
willing to report on their
metrics but make it SMART

@lauralhampton / @impressiontalk / impression.tips/drinkdigital 31
Digital PR isn’t just a
combo of SEO and
PR… it’s a discipline
in its own right and
we need to evolve it
together

@lauralhampton / @impressiontalk / impression.tips/drinkdigital 32
User Focused
It’s not just about links
that are topically
relevant to us, but also
about what’s relevant
to them

@lauralhampton / @impressiontalk / impression.tips/drinkdigital 33
Circles of Focus
workshops allow us to
explore topical
focuses with our
clients and to
prioritise accordingly

@lauralhampton / @impressiontalk / impression.tips/drinkdigital 34
Make the most of
your assets
Asset-less PR is a
growing trend, but
think it through - are
you missing a benefit
without it?

@lauralhampton / @impressiontalk / impression.tips/drinkdigital 35
Funnel Campaigns
are all about
recognising the
top-of-funnel value
and encouraging
users through

@lauralhampton / @impressiontalk / impression.tips/drinkdigital 36
SEO PR
Dig
PR
PPC

@lauralhampton / @impressiontalk / impression.tips/drinkdigital 37
Trump Worm
Environmental Mobilisation
Environmentally Friendly Materials

@lauralhampton / @impressiontalk / impression.tips/drinkdigital 38
E-Passport Gate Delays Caused by Glasses
Other Considerations for Glasses Wearers
Eye Care Products

@lauralhampton / @impressiontalk / impression.tips/drinkdigital 39
Dream Job Spa Seekers
Spas Near Me
Discounted Spa Products

@lauralhampton / @impressiontalk / impression.tips/drinkdigital 40
Dream Job Spa Seekers
Spas Near Me
Discounted Spa Products
Vouchers for
entrants

@lauralhampton / @impressiontalk / impression.tips/drinkdigital 41
Tangible KPIs
relating to
audience building
(remarketing),
engagement and
final conversions

@lauralhampton / @impressiontalk / impression.tips/drinkdigital 42
Takeaway #3
Our discipline is evolving;
together, we get to decide
where we want it to go - be
measurable, tangible, provable

@lauralhampton / @impressiontalk / impression.tips/drinkdigital 43
How to get more from digital PR
1. Be better SEOs; report on owned goals as well as
shared goals - integration

@lauralhampton / @impressiontalk / impression.tips/drinkdigital 44
How to get more from digital PR
1. Be better SEOs; report on owned goals as well as
shared goals - integration
2. Be better PRs; report on the benefits beyond links,
but make it measurable

@lauralhampton / @impressiontalk / impression.tips/drinkdigital 45
How to get more from digital PR
1. Be better SEOs; report on owned goals as well as
shared goals - integration
2. Be better PRs; report on the benefits beyond links,
but make it measurable
3. Be better marketers; think multi-channel, think
integrated, think user first

@lauralhampton / @impressiontalk / impression.tips/drinkdigital 46
How to get more from digital PR
1. Be better SEOs; report on owned goals as well as
shared goals - integration
2. Be better PRs; report on the benefits beyond links,
but make it measurable
3. Be better marketers; think multi-channel, think
integrated, think user first
Our discipline is still evolving. We get to choose how.

Private and confidential 47
Laura Hampton
@lauralhampton
laura@impression.co.uk

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How to Get More from Digital PR - Laura Hampton - Drink Digital

1. @impressiontalk 1 HOW TO GET MORE FROM DIGITAL PR without mentioning AVE! @lauralhampton / @impressiontalk

2. @lauralhampton / @impressiontalk / impression.tips/drinkdigital 2 Laura Hampton @lauralhampton Head of Digital PR www.impression.co.uk

3. @lauralhampton / @impressiontalk / impression.tips/drinkdigital 3 Digital PR was born from an SEO need. We needed to build links. So we did.

4. @lauralhampton / @impressiontalk / impression.tips/drinkdigital 4

5. @lauralhampton / @impressiontalk / impression.tips/drinkdigital 5

6. @lauralhampton / @impressiontalk / impression.tips/drinkdigital 6 When every link is a vote, you have to get creative. We started investing more in content.

7. @lauralhampton / @impressiontalk / impression.tips/drinkdigital It’s an infographic. Of infographics. I thought I was a genius.

8. @lauralhampton / @impressiontalk / impression.tips/drinkdigital 8

9. @lauralhampton / @impressiontalk / impression.tips/drinkdigital 9 Meanwhile, PR pros were smashing it… achieving coverage and raising awareness

10. @lauralhampton / @impressiontalk / impression.tips/drinkdigital 10 We saw that. We wanted that.

11. @lauralhampton / @impressiontalk / impression.tips/drinkdigital 11 SEO PR

12. @lauralhampton / @impressiontalk / impression.tips/drinkdigital 12

13. @lauralhampton / @impressiontalk / impression.tips/drinkdigital 13

14. @lauralhampton / @impressiontalk / impression.tips/drinkdigital 14 SEO PRDigital PR

15. @lauralhampton / @impressiontalk / impression.tips/drinkdigital 15 The closer our services become, the more we have to compete with SEOs and traditional PRs

16. @lauralhampton / @impressiontalk / impression.tips/drinkdigital 16 SEO

17. @lauralhampton / @impressiontalk / impression.tips/drinkdigital 17 Owned Goals ● Number of links ● Quality of links (DR) ● Topical relevance of links (TF) ● Positioning of links (PR) SEO

18. @lauralhampton / @impressiontalk / impression.tips/drinkdigital 18 Shared Goals ● Ranking improvements ● Traffic improvements ● Revenue growth SEO

19. @lauralhampton / @impressiontalk / impression.tips/drinkdigital 19 Takeaway #1 We need to report on shared goals as well as owned goals - which means better integration with SEO

20. @lauralhampton / @impressiontalk / impression.tips/drinkdigital 20 SEO PR

21. @lauralhampton / @impressiontalk / impression.tips/drinkdigital 21 PR

22. @lauralhampton / @impressiontalk / impression.tips/drinkdigital 22 SEO PR

23. @lauralhampton / @impressiontalk / impression.tips/drinkdigital 23

24. @lauralhampton / @impressiontalk / impression.tips/drinkdigital 24 The core benefit of digital is that it’s measurable and tangible. So reliance on these metrics makes no sense for us.

25. @lauralhampton / @impressiontalk / impression.tips/drinkdigital 25

26. @lauralhampton / @impressiontalk / impression.tips/drinkdigital 26 AWARENESS Becomes traffic to core pages to which you’ve been building links, or volume of branded search traffic via Google Search Console

27. @lauralhampton / @impressiontalk / impression.tips/drinkdigital 27 VISIBILITY Becomes share of voice via STAT, or number of ‘news’ results achieved in the SERPs

28. @lauralhampton / @impressiontalk / impression.tips/drinkdigital 28 SENTIMENT Is often measured using social media listening tools, though this only really works when your campaign has a social aspect...

29. @lauralhampton / @impressiontalk / impression.tips/drinkdigital 29

30. @lauralhampton / @impressiontalk / impression.tips/drinkdigital 30 Takeaway #2 In order to differentiate from traditional PRs, we need to be willing to report on their metrics but make it SMART

31. @lauralhampton / @impressiontalk / impression.tips/drinkdigital 31 Digital PR isn’t just a combo of SEO and PR… it’s a discipline in its own right and we need to evolve it together

32. @lauralhampton / @impressiontalk / impression.tips/drinkdigital 32 User Focused It’s not just about links that are topically relevant to us, but also about what’s relevant to them

33. @lauralhampton / @impressiontalk / impression.tips/drinkdigital 33 Circles of Focus workshops allow us to explore topical focuses with our clients and to prioritise accordingly

34. @lauralhampton / @impressiontalk / impression.tips/drinkdigital 34 Make the most of your assets Asset-less PR is a growing trend, but think it through - are you missing a benefit without it?

35. @lauralhampton / @impressiontalk / impression.tips/drinkdigital 35 Funnel Campaigns are all about recognising the top-of-funnel value and encouraging users through

36. @lauralhampton / @impressiontalk / impression.tips/drinkdigital 36 SEO PR Dig PR PPC

37. @lauralhampton / @impressiontalk / impression.tips/drinkdigital 37 Trump Worm Environmental Mobilisation Environmentally Friendly Materials

38. @lauralhampton / @impressiontalk / impression.tips/drinkdigital 38 E-Passport Gate Delays Caused by Glasses Other Considerations for Glasses Wearers Eye Care Products

39. @lauralhampton / @impressiontalk / impression.tips/drinkdigital 39 Dream Job Spa Seekers Spas Near Me Discounted Spa Products

40. @lauralhampton / @impressiontalk / impression.tips/drinkdigital 40 Dream Job Spa Seekers Spas Near Me Discounted Spa Products Vouchers for entrants

41. @lauralhampton / @impressiontalk / impression.tips/drinkdigital 41 Tangible KPIs relating to audience building (remarketing), engagement and final conversions

42. @lauralhampton / @impressiontalk / impression.tips/drinkdigital 42 Takeaway #3 Our discipline is evolving; together, we get to decide where we want it to go - be measurable, tangible, provable

43. @lauralhampton / @impressiontalk / impression.tips/drinkdigital 43 How to get more from digital PR 1. Be better SEOs; report on owned goals as well as shared goals - integration

44. @lauralhampton / @impressiontalk / impression.tips/drinkdigital 44 How to get more from digital PR 1. Be better SEOs; report on owned goals as well as shared goals - integration 2. Be better PRs; report on the benefits beyond links, but make it measurable

45. @lauralhampton / @impressiontalk / impression.tips/drinkdigital 45 How to get more from digital PR 1. Be better SEOs; report on owned goals as well as shared goals - integration 2. Be better PRs; report on the benefits beyond links, but make it measurable 3. Be better marketers; think multi-channel, think integrated, think user first

46. @lauralhampton / @impressiontalk / impression.tips/drinkdigital 46 How to get more from digital PR 1. Be better SEOs; report on owned goals as well as shared goals - integration 2. Be better PRs; report on the benefits beyond links, but make it measurable 3. Be better marketers; think multi-channel, think integrated, think user first Our discipline is still evolving. We get to choose how.

47. Private and confidential 47 Laura Hampton @lauralhampton laura@impression.co.uk

How to Get More from Digital PR - Laura Hampton - Drink Digital

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