“Engagement” is often treated as a soft term in the world of PR measurement, thrown around by PR and marketing types to justify expensive campaigns when they can’t produce more measurable metrics like new leads, sales or revenue generated (aka genuine ROI).
Don’t dismiss engagement altogether, though. Engagement as the first step toward converting your audience into potential customers, and while it may be harder to quantify, it’s still very important. And yes, it can be measured. Here’s how:
First, determine your goals. If you don’t know what your goals for a given campaign are before you launch that campaign, you’re already dead in the water. Do you want to catch the attention of a market niche? See your brand all over the media? Decide in advance what you want to accomplish.
Know what success looks like. Once you’ve identified your goals, decide how you will know when you’ve achieved them. If your goal is a strong social media community, you might measure things like mentions and shares. If you want coverage by top influencers, decide what kind of coverage and by whom. You get the idea.
Set benchmarks and milestones. After you’ve outlined your high-level success metrics, break them down into smaller milestones so you can measure your progress against them. If your goal is a strong Facebook presence and one of your metrics is 10,000 fans in three months, you might set benchmarks for 1,000 fans at the end of the first month, 5,000 after the second month, etc.
Iterate as you go. If you find that you aren’t hitting the benchmarks you set in step 3 above, don’t panic. Take it as a sign that you need to adjust your strategic and tactical approaches, or that perhaps your original benchmarks were unrealistic. Measure your progress against your goals, success metrics, and milestones as you go, and you’ll always know if your approach is working or if you need to make mid-course adjustments in order to meet your goals.
Have you run a successful PR campaign, or several? How did you measure success?
If your press releases don’t include video, here’s a persuasive reason to start adding it to your media pitches pronto: according to Pressfeed’s 2012 Online Newsroom Survey, three out of four journalists say they want press releases to include video.
The survey also revealed that just 43% of PR professionals think video is important to journalists, and only 26% thought access images were important or very important to journalists.
The Pressfeed survey showed a number of disconnects between what PR pro’s think journalists want, and what journalists actually want. The main takeaway? Journalists are looking for more multimedia–on your website as well as in your press releases.
Yesterday we went to Bizcamp in Brussels with our team. Bizcamp is an unconference for entrepreneurs, meaning that most people that attend also contribute. I did a presentation related to Prezly. About how we approached things, about customer development, and about drawing out this process to understand it better.
People seem to like the presentation. Yesterday about 40 people saw it live, and now it is spreading online: today over 10.000 people saw it on Slideshare.
What the presentation is about:
As a startup, how do you find customers? How do you go from your initial idea that you love so much to a viable product that people want to pay to use?
The book ’The entrepreneur’s guide to customer development’ describes this process. Being visually oriented I couldn’t make much sense of it, so I decided to draw the book, creating 8 visual steps to customer discovery.
Prezly has a lot of Belgian communication and advertising agencies as a client that create a steady flow of press releases. Today, we launch Publist.be, a separate site that aggregates all the press releases of these agencies. A handy overview for all journalists and bloggers writing about the Belgian communication sector.