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Niel Robertson of Trada presented on how PR can help marketers can ad buying decisions. Check out Trada Reviews here: http://www.trada.com/trada-reviews/
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PR 2.0
• Old-School Activities– Writing press releases
– Follow up calls
– Pitching to Tier 1 publications
• Old-school PR Measurements– Readership
– Pass-along rate
– Mentions
Who Has the Highest Pass-Along Rate?
Which Has the Most Impact
• New York Times
• Tech Crunch
• CNet
• Mashable
• GigaOm
• Search Engine Watch
• Search Engine Land
Visits vs Conversions
Tech Crunch
New York Times
Search Engine Land
Cnet
Mashable
GigaOm
Search Engine Watch
Visits Conversions
• New Activities– Finding influencers– Amplifying messages– Analyze time/value of PR activities– Creating your own readership
• New PR Measurements– Clicks (Unique Visitors)– Conversions – Bounce Rate– Retweets
Where Are My Leads Coming From?
Find Mavens and Influencers
Where Are My Visitors Coming From?
Amplify
How to Deconstruct Bit.ly Traffic
Did it Convert?
13 Conversions!
Data Driven Ad Buys
The Daily Crowdsource
GigaOm Search Engine Land
Clicks (Visitors) 10 106 102
Conversions 2 1 1
CR 50% 1% 1%
CPM $15 $25 $20
CTR 0.5% 1% 1.5%
CPC $0.50 $2.50 $1.33
CPA $6 $250 $133
What about volume?
You Are Your Own Best PR