PR Genome: Moving Beyond Awareness – Hacking the Future of PR

June 24, 2015

Jesse Soleil – EVP, Global Director of PNConnect, Porter Novelli

PR GENOME SERIES: MOVING BEYOND AWARENESS –HACKING THE FUTURE OF PR

Hacking PR?

PESO

What “Shared” Represents

“Moms”

“Samsung” “Singapore Banking”

Social Audiences Are Transient

Human Behavior and Social Relationships

• Brands are often social narcissistsReal relationship building via social looks like this

• Awareness – He/She’s interesting

• Engagement – buy you a drink/have a conversation?

• Convert – go on a date • Advocacy – tell your

friends how happy you are

The Customer Journey

Awareness Engagement Conversion Advocacy> > >

Human Behavior

• Audience– What they want to to see/watch/read/play/use?– Where they want to see/watch/read/play/use?– What we want them to do. – What we want them to do next.– What we really want them to do.– What we really really want them to do.

Measuring Success viaAnalytics and Measurement

KPIs KPIs KPIs KPIs

Awareness Engagement Conversion Advocacy> > >

THE CUSTOMER JOURNEY

PS

ONon

OE

P S

E

Channels• Broadcast• Social (Primary)• Search

O

Channels• Website• Blog• Content Hub• Social (Secondary)

Channels• Website• eCommerce• CRM• Email

Channels• Social• CRM• Website• Blog

Content Ecosystem

Earned Content Example

• J&J x NYT

Hint: Goes in engagement

#1 Way to Discovery

Content Decay

Engagement

• Where do you end up when it is time to engage?

• Earned Content• Owned Content• Curated Content KPIs

Engagement

O

Channels• Website• Blog• Content Hub• Social (Secondary)

Building Awareness

• How do people discover content?– Sharable?– Targeted?– Interesting?– Shaped like a hook?– Paid?

KPIs

Awareness

PS

E

Channels• One to Many• Social (Primary)• Search

Conversion

• Yes sales – digital channels easier to measure outcomes

• Sales are NOT the only conversion measure

KPIs

Conversion

NonOO

Channels• Website• eCommerce• CRM• Email

Advocacy

• Community management REALLY lives in advocacy

• Success hinges on small “i” influence

• Don’t assume big “I” influence just like a traditional broadcast channel– Influencers work even better if

they know what your desired outcomes are

KPIs

E

P S

Channels• Social• CRM• Website• Blog

Advocacy

Measuring for Success

• Describing value• We often just look at KPIs for each phase – Awareness – likes, impressions, reach, sentiment– Engagement – shares, retweets, comments

• Not what created momentum and what didn’t– What awareness content drove audiences to engage,

What engagement content created the most conversion, what conversion experiences built the most advocacy?

• This is the essence of content optimization

Disney Parks Blog Disney VacationsSocial

Awareness Engagement Conversion Advocacy> > >

Organic Advocacy

Views (video)Time on PageTime on SiteBounce

CommentsSharesReachRe-Tweets

Vacations Booked = $$$CRM

ImpressionsReachSentiment

KPIs

Search

Earned

What Awareness Content Drove Engagement?

What Engagement Content Drove Conversion?

What Conversion Content Drove Advocacy?

What Advocacy Content Drove Awareness?

Theme Park Example

Awareness Engagement Conversion Advocacy> > >

Insurance Co. Example

Lifetime Value of a Customer

• Imagine knowing the lifetime value of a customer on day one – Example: Insurance company value is $200/mo

ave * 5 years ave = $12,000 per lifetime– If we drive 174 quotes in four months from a

single trackable channel via Merkle @ 174 * $12,000 = $2.08M/ration of online quote to close• Still unmeasurable channels, but we’re getting there

Value of Journey

KPIs KPIs KPIs KPIs

Awareness Engagement Conversion Advocacy> > >

THE CUSTOMER JOURNEYValue• CPC• Social• SEO

Value• 2 min visitor• 15 min visitor• 30 min visitor• 45 min visitor

Value• Revenues• Email addresses• CRM activity

Value• Social• Content

Lifetime Value

$12,000

$2 to $300

Channel EngagementValue

$.25 to $30

Channel AwarenessValue

Advocates

$???

Direct Marketing vs Indirect Marketing

• Direct marketing – low conversion rates, a numbers game

• Indirect marketing (via content) – content acts as a “conditioning agent” the longer the time with it, the higher the likelihood of conversion

• Content qualifies customers!

Measurement is the Key

• First time in history we can truly describe the impact of our work on businesses!

• PR budgets have often been smaller than marketing budgets, until now

• Take the lead, be the hero, and show everyone how valuable we are

• Budgets and responsibility will increase proportionally

• Win the argument for “who owns social”

Thank You!

Jesse SoleilEVP, Global Director of PNConnect, Porter [email protected]: 212.601.8157