Media Relations Blog
Dedicated to the world of media, public relations and marketing from TopRank Online Marketing.
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Measuring the ROI of Online Public Relations

Wednesday, July 1st, 2009

Measuring the return on investment from online marketing and PR efforts is essential as an indication of success as well as a feedback mechanism to guide subsequent efforts.

Determining the effectiveness of SEO for Public Relations starts with clearly identified objectives. Matching the purpose for the effort with specific metrics is essential.  For example, if improving brand visibility is a goal, then documenting brand mentions in connection with news & PR content at regular intervals can demonstrate the effect of content promotion and link building.

Online PR metrics and tools often include:

  • News wire service metrics (see screen capture below)
  • Web analytics for landing pages and web site
  • Google and Yahoo alerts
  • Monitor blog search engines (via RSS)
  • Press release landing page conversion tracking
  • Social media monitoring
  • Inbound links
  • Pickups on blogs
  • Pickups on other web sites & online publications
  • News and Standard Search Engine Rankings
  • Conversions: Less likely sales, more likely white paper downloads, webinar signups, newsletter subscriptions, demos, etc

PRSA 2008 Embracing Social Media and Deriving ROI

Monday, October 27th, 2008

Dr. Pepper Logo

Dr.Pepper and Guns N’ Roses, two things that couldn’t be further from each other -  yet Ketchum – has found a way to connect these. On behalf of Dr. Pepper, Ketchum launched a promotion, if Guns N’ Roses finally released their album Chinese Democracy, then Dr. Pepper would give everyone in the United States a free Dr. Pepper.

Guess what? Next month, Guns N’ Roses is releasing their much anticipated album. So what does this have to do with PR and Media Relations? Joanne Puckett, Vice President of Global Research for Ketchum and presenter of “Deriving ROI for Interactive Communications,” believes it relates due to the platform on which the promotion was sent. Ketchum realized that mass media is slowly declining, and that to create buzz around their client there needed to be an embrace of a new platform of communication enter Social Media.

By using social media to connect with an audience that may have never drank Dr. Pepper, Ketchum did something amazing. They connected two brands that probably would have never joined together, but by doing this they connected to a wider audience. This is proof that those who use social media are not just generation Y, but also generation X, baby boomers and everyone else in between. Dr. Peppers awareness has increased and they are now seeing an increase of 15% on their ROI. Ketchum embraced social media to derive a greater ROI for Dr. Pepper.

 
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