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ROI Calculation for PR Efforts

Jan 25, 2015

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Richard Burrell

Colorado Governors Conference on Tourism 2012, Steamboat Springs
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Page 1: ROI Calculation for PR Efforts

CLICK TO ADD SUBTITLENEW MEDIA VALUATION

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Page 2: ROI Calculation for PR Efforts

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THE CHALLENGE

What measurement/metrics strategy should be employed to capture the true value of online media coverage?

Page 3: ROI Calculation for PR Efforts

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METRICS

• Earned Media• Press Contacts

• Fam Trips• Articles

Page 4: ROI Calculation for PR Efforts

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METRICS

Search Demand

Page 5: ROI Calculation for PR Efforts

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ROI FOR DIGITAL

This is the Reach & Audience which doesn’t reflect the return. ROI Demands Crossing the Leap of Faith.

Page 6: ROI Calculation for PR Efforts

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Page 7: ROI Calculation for PR Efforts

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MOST TRAFFIC IS ORGANIC/DIRECT

Often > 75% Of Traffic

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MOST ORGANIC IS BRAND> 80% is Branded Keyword

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MOST ORGANIC IS BRAND

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Page 11: ROI Calculation for PR Efforts

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MOST CONVERSION IS BRAND

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MOST ORGANIC IS BRAND

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MOST CONVERSIONS ARE BRAND

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DOWNSTREAM IS ORGANIC

Traffic from you to Industry Partners is mostly from Organic, Direct

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BRAND CONVERTS TARGET

Traffic by State

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BRAND CONVERTS TARGET

Higher Conversions by TX by Far

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FACEBOOK BY AUDIENCE

PR Can drive Engagement

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FACEBOOK BY ENGAGEMENT

PR Can drive Engagement

Page 19: ROI Calculation for PR Efforts

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FACEBOOK BY ENGAGEMENT

PR Can drive Engagement

Page 20: ROI Calculation for PR Efforts

CLICK TO ADD SUBTITLE

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FACEBOOK BY ENGAGEMENT

PR Can drive Engagement

Page 21: ROI Calculation for PR Efforts

CLICK TO ADD SUBTITLE

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FACEBOOK BY ENGAGEMENT

PR Can drive Engagement

Page 22: ROI Calculation for PR Efforts

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FACEBOOK BY ENGAGEMENT

PR Can drive Engagement