Gini Dietrich

Measuring PR Results to the Bottom Line

By: Gini Dietrich | November 1, 2011 | 
68

It’s time for the last part of creating a digital program: Measurement.

The steps, as we use them for clients, are: Listen, assess, engage, measure, and refine/improve.

You can find the tools and tips for listening, assessing, and engaging herehere, and here.

There is a lot of discussion about return-on-engagement or influence being the right measurement tool.

But, as a business owner, I’m here to tell you that’s horse hockey.

Yes, there are things that are important to business growth, such as brand awareness, credibility, thought leadership, and even engagement and influence. And those aren’t wholly measurable to numbers. But, if you consider how you achieve those things, you can measure their effectiveness.

Unless your website is antiquated, the recommendations I’m about to make will work for any size business.

You need access to:

  1. Google analytics
  2. Clicky
  3. Customer relationship management (CRM) software (even if it’s just in Excel or Constant Contact)
  4. Content management system on your website or blog

With the exception of Clicky and the CRM you use, the other tools are free. We like to use the $59/year Clicky option because it gives us everything we need with a cherry on top.

Then you’re going to build your dashboard. It’s going to look similar to the following:

All of this information can be found in one of the four tools listed above.

For this particular client, we use email marketing, pay-per-click advertising, the response campaign, and content marketing. We measure what every, single person does when they come from one of those campaigns.

We track them through the process. Do they open a newsletter and click through different pages? Do they read and comment on the same article through the response campaign? Do they read and share the website content?

Once they view more than 10 pages, they become a hot lead and the sales team begins their follow-up.

Before that, we “force feed” content through email marketing (or lead nurturing) to get the prospects to the 10 pages.

This is the hardest part in the five-step digital program. It takes a real analytical mind to understand what the numbers mean, how to create goals in Google analytics, how to use the four tools together, what to track, and how to improve your reporting.

It will take you about 90 days to get your dashboard where you want it. But then it will all be automated and you can begin to show a real return-on-investment for your digital efforts.

Now you’re ready to begin your digital program. Of course, the last step is refine and improve, which doesn’t constitute an entire blog post. We look at the analytics every day and, every week, we refine the numbers to be sure we have an accurate accounting of the costs and benefits for every campaign we conduct.

About Gini Dietrich


Gini Dietrich is the founder and CEO of Arment Dietrich, an integrated marketing communications firm. She is the author of Spin Sucks, co-author of Marketing in the Round, and co-host of Inside PR. She also is the lead blogger at Spin Sucks and is the founder of Spin Sucks Pro.

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68 Comments on "Measuring PR Results to the Bottom Line"

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KenMueller
4 years 7 months ago

This makes my eyes glaze over. I think I need an in-depth tutorial for this one! But good stuff, nonetheless.

HowieSPM
4 years 7 months ago

@KenMueller I thought PR was just about chatter? The more the better.

ginidietrich
ginidietrich
4 years 7 months ago

@KenMueller No! It shouldn’t make your eyes glaze over! You need to know this stuff.

KenMueller
4 years 7 months ago

@ginidietrich hey, who won the frickin’ pumpkin contest?

ginidietrich
ginidietrich
4 years 7 months ago

@KenMueller I narrowed it down to three. The Facebook fans vote on them today. And why are you asking me? You know I’m just the shallow figurehead.

rustyspeidel
rustyspeidel
4 years 7 months ago

@ginidietrich@KenMueller Need to, maybe, but how all these tools work together is NOT straightforward, even as an IT person. They are weird, not easily integrated, and require some pretty dedicated focus to get to the bottom of. So if you don’t have an IT person or a client that does, you’re actually gonna probably bag it or struggle.

I personally think it takes a certain type of mind to understand it, seriously.

KenMueller
4 years 7 months ago

@rustyspeidel@ginidietrich agreed. i need to exercise that portion of my mind. And Gini, you are much more than a figurehead. You are like the Queen Mum. You are revered and adored.

ginidietrich
ginidietrich
4 years 7 months ago

@KenMueller@rustyspeidel I do make everyone kiss my ring when we meet.

KenMueller
4 years 7 months ago

@ginidietrich@rustyspeidel Ring? we have a different name for it where I come from…

ginidietrich
ginidietrich
4 years 7 months ago

@KenMueller LOL!!

Lisa Gerber
4 years 7 months ago

@KenMueller@ginidietrich@rustyspeidel ok, that was funny.

HowieSPM
4 years 7 months ago

@Lisa Gerber@KenMueller@ginidietrich@rustyspeidel did i miss a pumpkin contest? I come here every day how did that happen?

ginidietrich
ginidietrich
4 years 7 months ago

@HowieSPM It was on FB. That’s why you missed it.

HowieSPM
4 years 7 months ago
This is more proof of why this stuff needs to be reside in the IT department! I know it pisses people off when I say that but I hate silos and it is technology/tools which is what IT is about. There should be a cross discipline IT person who is the data miner. Who can have someone like @KenMueller or myself. Big picture people who have the vision but don’t like having to do the set up work. We need the data that is the output because we are the ones with the keen minds and insights to grasp what… Read more »
HowieSPM
4 years 7 months ago
This is more proof of why this stuff needs to be reside in the IT department! I know it pisses people off when I say that but I hate silos and it is technology/tools which is what IT is about. There should be a cross discipline IT person who is the data miner. Who can have someone like @KenMueller or myself come with a list of data/types and points we want. We are the big picture people who have the vision but don’t like having to do the set up work. We need the data that is the output because… Read more »
ginidietrich
ginidietrich
4 years 7 months ago

@HowieSPM You know I think there should be cross-discipline everything. But if you don’t have an IT department, or you’re working with clients who don’t have it, this stuff is very simple to understand. It just takes a little elbow grease.

rustyspeidel
rustyspeidel
4 years 7 months ago

@ginidietrich@HowieSPM um…no. it’s actually extremely confusing to understand.

ginidietrich
ginidietrich
4 years 7 months ago

@rustyspeidel@HowieSPM It’s not confusing at all!

HowieSPM
4 years 7 months ago

@ginidietrich@rustyspeidel the data isn’t confusing remember I freeze up when looking at the WordPress Control Panel. @Shonali thinks that is funny but have you ever seen that monster of a control panel.

I just want the print out with the data so @KenMueller and i can review then give you instructions on what we need you to do.

ginidietrich
ginidietrich
4 years 7 months ago

@HowieSPM@rustyspeidel@Shonali@KenMueller Oy.

rustyspeidel
rustyspeidel
4 years 7 months ago

@ginidietrich@HowieSPM@Shonali@KenMueller i really do find all the dashboard metrics mind-numbing.

ginidietrich
ginidietrich
4 years 7 months ago

@rustyspeidel I LOVE THEM!!!

Shonali
4 years 7 months ago

@HowieSPM I don’t know why you freeze up. It’s so simple! Actually, I know our (WUL) CP is a bit monstrous but that’s because I use the TinyMCE Advanced plugin (which is absolutely super). You should see some of the other dashboards I’ve been in.. @ginidietrich @rustyspeidel

KenMueller
4 years 7 months ago
@HowieSPM Even though you flattered me, I’m not sure I agree. But I probably need you to clarify. Ifyou’re talking about analytics and measurement, perhaps, but certainly not social media. I’ve worked with a few companies and organizations where IT has been put in charge of Social Media because it’s a tool and tech thing, and as a result, their Social Media is run in a culture of fear and wasted bandwidth, and therefore nothing gets done. I think there are very few cross-discipline IT people. I would also worry about IT being fully in charge of the “numbers” because… Read more »
adamtoporek
4 years 7 months ago

@KenMueller@HowieSPM Agree with Ken. IT people who understand business are gold, and even more rare.

HowieSPM
4 years 7 months ago
@adamtoporek@KenMueller I want IT to set up and implement but have no power over what is requested by each department. Each department should be dictating their needs and if that means an IT person in the department fine. The computer Technology is not the core competency of the marketing department. I guess here is the deal should i be paying a director of marketing to be setting this stuff up and implementing the technology when what I want is them harnessing and making decisions based on the data. If there is a capable IT person being paid less they get… Read more »
DanielMWood
4 years 7 months ago

Great article and great advice.I am always saddened when I see how little companies calculate how much they make from their campaigns.If you don’t know what works and what doesn’t, how do you know what you should do more of?

ginidietrich
ginidietrich
4 years 7 months ago

@DanielMWood Exactly! So many companies go on gut. We “think” this is working. Oy.

fernandez_byron
fernandez_byron
4 years 7 months ago

SHOW ME THE MONAYYYYY!!! ;D

ginidietrich
ginidietrich
4 years 7 months ago

@fernandez_byron LOL!

Nic_Cartwright
4 years 7 months ago

Awww – poor ‘refine and imporve’ – it’s been sat there for the past few weeks – patiently waiting it’s turn – 5th in line…. And now it finds out that it ‘doesn’t constitute an entire blog post’.

We – the members of ‘All Strands Deserve a Blog” league demand that ‘refine and improve’ get it’s own blog!!!

ginidietrich
ginidietrich
4 years 7 months ago

@Nic_Cartwright OK. YOU write the refine and improve blog post for me. Deal?

Nic_Cartwright
4 years 7 months ago

@ginidietrich Doh!!!

As only the spokesperson for the ASDAB (kind of like ABBA but more letters and fewer funky songs) – I am unable at this time to commit on behalf of the leadership group.

However, I will consult with the membership and return with an answer.

In the meantime – please review our membership articles – http://www.youtube.com/watch?v=-crgQGdpZR0&feature=relmfu

ginidietrich
ginidietrich
4 years 7 months ago

@Nic_Cartwright I happened to receive this response while on a conference call and I had to mute my line because I did, in fact, laugh out loud.

Nic_Cartwright
4 years 7 months ago

@ginidietrich Nice….. The best “tools” for Conference calls are the Star Wars sound effects on your I-Phone. R2D2 can often be passed off as ‘interference’…. – try it!!

Anyway – my membership group has voted and Blog Post “Refine and Improve” #1 is already en route to your Inbox awaiting refinement and improvement.

wabbitoid
4 years 7 months ago
Great stuff, thanks! I find that most of my clients aren’t ready for anything so comprehensive, so I usually do something a little more simple. Once a month (or more) we have a campaign that involves an event or a special of some kind. We can follow individuals through ConstantContact, but not from twitter, etc. No matter. They’re directed to a blog entry or page which we can track directly and then measure what we see against the attendence at the event or people redeeming the deal. That can easily be related to a solid bottom line once we look… Read more »
ginidietrich
ginidietrich
4 years 7 months ago

@wabbitoid I prefer to graduate our clients to something that shows how we’re really affecting their bottom line. We get bigger budgets because of it.

wabbitoid
4 years 7 months ago

@ginidietrich I can see how that’s what you have to do, but for those with no resources at all there are still ways of getting a sense of the bottom line. I think the point is that no one should buy the line that it’s imeasurable – you just might have to be creative.

adamtoporek
4 years 7 months ago

Be still my geekish heart. This is really strong Gini. I am going to need to absorb how you are getting all the pieces to interact to get your end result but I really like the emphasis on combining free/cheap tools to get powerful data. Are you exporting data to excel or using scripts?

PS. What is horse hockey? Is that the same as polo? 🙂

KenMueller
4 years 7 months ago

@adamtoporek i’ve often been referred to as a free/cheap tool…

HowieSPM
4 years 7 months ago

@KenMueller@adamtoporek ken in fact that was the response my mom gave at lunch about you!

ginidietrich
ginidietrich
4 years 7 months ago

@adamtoporek We export the data right now. It’s easier to manage that way.

Horse hockey is not the same as polo. It’s an entirely different sport

JGoldsborough
JGoldsborough
4 years 7 months ago

@sharonmostyn @ginidietrich When people click the link to this post, the song “Money” by Pink Floyd should start playing :).

sharonmostyn
sharonmostyn
4 years 7 months ago

@JGoldsborough Definitely! (And thanks for the earworm…I’ll be humming it all afternoon – LOL) cc @ginidietrich

TheJackB
4 years 7 months ago

Ok this is off topic but we don’t call it horse hockey. Only the peasants and amateur filmmakers who don’t understand editing use such a pedestrian term. It is Polo and there is nothing else like it.

Try it just one time and you’ll measure more than just PR differently.

ginidietrich
ginidietrich
4 years 7 months ago

@TheJackB HORSE HOCKEY!

TheJackB
4 years 7 months ago

@ginidietrich Listen lady who doesn’t use a script for her videos- don’t you go yelling at me. My voice is much louder. 😉

ginidietrich
ginidietrich
4 years 7 months ago

@TheJackB THIS IS ME YELLING AT YOU!!!

TheJackB
4 years 7 months ago

@ginidietrich That is effective. 😀

Lisa Gerber
4 years 7 months ago

@TheJackB That is so funny! as I was reading this, I said, out loud, “Gini just said horse hockey.”

TheJackB
4 years 7 months ago

@Lisa Gerber Ya know, those PETA people have no sense of humor. Better watch out or you’ll see a complaint filed about animal cruelty. They hate seeing horses on skates.

HowieSPM
4 years 7 months ago

@Lisa Gerber@TheJackB seriously @ginidietrich actually said Horse Hickey!

I decided I am contacting MTV and there HAS TO BE a Gini Dietrich episode for the new Beavis and Butthead.

PRHales
PRHales
4 years 7 months ago

This is great! I’m always looking for resources to share with small business owners and entrepreneurs, and the combination of low cost and ease of use of your guide is perfect. Thank you.

ginidietrich
ginidietrich
4 years 7 months ago

@PRHales You’re very welcome!

bdorman264
4 years 7 months ago

And that is why you get the big bucks, because you are smart like that……..

I’m just glad somebody is paying attention to this stuff.

ginidietrich
ginidietrich
4 years 7 months ago

@bdorman264 I love this stuff!

MadebyHandShow
MadebyHandShow
4 years 7 months ago

@chris_eh_young Hi Chris, I’m having a FB party in 8 mins – hope you can join in
http://t.co/7OhY6FiG

Chris_Eh_Young
Chris_Eh_Young
4 years 7 months ago

@MadebyHandShow I’ll drop by for a bit.

ginidietrich
ginidietrich
4 years 7 months ago

@ecenci Thanks!

ginidietrich
ginidietrich
4 years 7 months ago

@dereklothian I like talking your language!

ginidietrich
ginidietrich
4 years 7 months ago

@Chris_Eh_Young Right??

lisat2
lisat2
4 years 7 months ago

@ginidietrich Up to the usual mischief I see! +K on Skateboarding?! In stilettos maybe!

ginidietrich
ginidietrich
4 years 7 months ago

@SEOcopy Hiiii!

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