This document appears to be a presentation about using digital tools like Google Ad Planner, Google Trends, Google Keyword Tool, and Google Analytics to help inform a more data-driven approach to traditional public relations planning. It discusses defining audiences, creating messaging and content, and putting a value on natural search results using these online tools, and provides an example of comparing Virgin Media Business and BT Business keyword rankings. The presentation concludes with noting the benefits of combining traditional PR approaches with digital analytics.

1. escherman
What has ever done
for PR?
Presenter: Andrew Bruce Smith
Thursday, 2 December 2010

2. Doubleclick Ad Planner
Google Trends and Insights
Google Keyword Tool
Google Analytics
Thursday, 2 December 2010

3. A database of intentions
Doubleclick Ad Planner
Google Trends and Insights
Google Keyword Tool
Google Analytics
Thursday, 2 December 2010

4. +
Traditional PR planning?
Thursday, 2 December 2010

5. “Why aren’t we number one
on Google?”
Thursday, 2 December 2010

6. Traditional PR approach
Define audience
Create media plan
Create messaging
Do PR
Analyse Coverage
Report
(Post campaign survey?)
Thursday, 2 December 2010

7. Traditional PR approach
Define audience
Create media plan
Create messaging
Do PR
Analyse Coverage
Report
(Post campaign survey?)
Thursday, 2 December 2010

8. Define Audience: Google Ad Planner
Thursday, 2 December 2010

9. Messaging and content:
Google Keyword Tool, Google Insights
Thursday, 2 December 2010

10. Putting A Value on Natural Search
2433 clickthroughs
69 click
per day. Worth £6.7K!
throughs
per day
1472 clickthroughs. Cost: £191
Worth £4K. CPC: £2.77
Thursday, 2 December 2010

11. Live SEO exercise
Virgin Media Business vs BT Business
Key words:
Fibre optic network
Cloud computing
Bandwidth
Multiple channel customer service
Remote working
Business bandwidth
Thursday, 2 December 2010

12. END
Thursday, 2 December 2010