#MarketingMinds Chat- Measuring PR Campaigns
This week in #MarketingMinds, Meltwater was fortunate enough to be graced with the presence of a number of PR pros who assembled on @Meltwater to chat about our theme of the week- Measuring PR Campaigns.
Q1. How do you measure the success of your PR campaigns and benchmark against competitors? @kate_hamilton expressed the need for SMART objectives that drive business outcomes. In addition to this, @tcajayant explained that classifying PR into two parts: Social and Traditional Media helps ensure objectives are set for both. One tip given was to ensure we use the same metrics across our brand and competitive benchmarking to ensure consistency. As @AdotIdotspace pointed out, word of mouth (WOM) is an important metric to measure, however this is sometimes neglected. @PeterLingua suggested we start by tracking hashtags or keywords. Media monitoring tools, such as Meltwater Buzz and Meltwater News can help us do just that, with the added benefit of diving deeper into the data beyond WOM mentions using sentiment analysis. Q2. Name your top 3 PR goals. Increasing brand awareness, lead generation and change in behaviour through conversion were common goals amongst participants. Furthermore, increased engagement, share of voice, brand endorsement and loyalty were also cited. Interestingly, recruitment branding was also mentioned as a top PR goal. It was suggested that marketing influences all aspects of the business with regards to perception, including as an employer. @taramomo agreed, stating employers are becoming more and more concerned about their image because they want top talent. Q3. What #PR tools/ platforms do you find most useful, why? Participants use different tools for different purposes. For example Twitter lists for contact management, Google analytics for website visits, Marketo for lead generation tracking and as mentioned above, media monitoring tools to track hashtag & keywords. @VJM_bytes explained using a matrix of tools & platforms enables us to cross check, thus verifying data and ensuring accuracy. Q4. How do you track ROI on your PR? It seems UTM codes are a favourite amongst PR professionals. A handful of participants spoke of attaching specific UTM codes to each link in hope of understanding how much revenue, conversions and key performance indicators PR efforts generated/ met. @usaginyunyu suggested comparing UTM coded links to see which performed better. The power of a sequence of numbers and letter is truly amazing, hey? Q5. What social metrics do you use to measure your successes? Common metrics specified included followers, engagement, website visits and total impressions form social media. The need for both qualitative & quantitative data was also mentioned. For example, understanding the sentiment around impressions and as @simonlp suggested, analysing actionable customer feedback, ideas or suggestions. #MarketingMinds chat will be back this Friday at 3PM UK time discussing blog strategy. We hope to see you all there!