PR & Marketing Reporting : How to Capture KPIs [Infographic]
Everyone needs something to strive for to keep them on track. KPIs are a great way to make goals more tangible and to quantify what was up until now unquantifiable. When you (or your boss) are wondering if you’re doing a good job, KPIs are there to answer the question and nudge you to even greater heights.
Check out our infographic below on the keys to capturing KPIs.
What are some KPIs you could measure and how do some of Meltwater’s clients measure their PR & marketing efforts?
Content Marketer KPIs:
- Unique visitors to blog: number of people who visited content you’ve posted in a given time period
- Social shares of blog content: number of times content was shared on Facebook, Twitter, LinkedIn, etc.
- Average time on page for blog posts: a metric from Google Analytics which tracks the amount of time the average person spends on a page
- Blog traffic as a percentage of site traffic: the percentage of people who visit the website who land on a blog page
- Return visitors to blog: people coming to the blog who have previously been tagged as having been on the site
- Active coverage: coverage secured by the PR team
“I’m involved in digital and marketing, focusing particularly on brand and digital strategy. I need to be in the loop about everything that is happening within our brand to be able to achieve my goals. Understanding where we’re getting mentioned is a vital part of this. Drilling down into the data before Meltwater was particularly difficult” – Annabel O’Keeffe, Strategic Marketing and Channel Development Manager, Focus Ireland
- Share of voice: percentage of coverage compared to competitors
- Potential reach: sum of viewership for publications and websites your coverage is featured in
“One of the most useful features of Meltwater’s online media monitoring tool is the reach metric. We’re able to view reach for our target publications, rather than generic reach across any and every publication that mentions our company. This makes data much more relevant to us and our goals.” – Larissa Schneider-Kim, Media & Communications Officer, International Medical Corps
- Sentiment: tone of articles published
“Measurement is crucial for brands to justify why their campaigns are effective. Media monitoring helps my clients understand whether they are meeting their business goals. Using a range of metrics, I get a bigger picture of how the brands are performing. The more data sets the better as I can spot patterns and potential opportunities and threats” – Roxana Tintea, Planning & Insights Manager at Hill + Knowlton Strategies
“The more data sets the better”
Social media marketer KPIs:
- Total engagement: shares, comments, likes, retweets, replies, direct messages, etc.
- Engagement rate: the number of people who actively engaged with your posts (RTs, likes, etc) divided by your total number of followers per channel
- Mentions: number of times your company was mentioned by name on a social network – note if you had a crisis this might not be the best KPI.
- Sentiment: the tone of articles published and social media posts
- Average engagement per post: the number of times a random post will be shared, on average
“We use Meltwater to benchmark our successes and understand trends. The social media monitoring tool helps us make sense of social conversations. For example, what encourages our audience to share messages? It also enables us to understand whether we’ve been successful in changing attitudes and perceptions.” – Becca Peters, Time to Change