{"id":8519,"date":"2022-11-14T20:33:58","date_gmt":"2022-11-14T13:33:58","guid":{"rendered":"http:\/\/63724259927d347d1fc8d09e"},"modified":"2023-02-23T17:20:37","modified_gmt":"2023-02-23T10:20:37","slug":"apa-key-performance-indicator-dari-digital-pr","status":"publish","type":"post","link":"https:\/\/mediabuffet.co\/id\/education\/apa-key-performance-indicator-dari-digital-pr\/","title":{"rendered":"Apa Key Performance Indicator dari Digital PR?"},"content":{"rendered":"<p>Aktivitas Public Relation (PR) tradisional memiliki banyak Key Performance Indicator (KPI) dan bergantung pada obyektif yang ditentukan. Namun tujuannya adalah untuk meningkatkan <em>brand awareness<\/em>. Lalu apa KPI dari digital PR?<\/p>\n<p>Seperti yang pernah dibahas pada artikel sebelumnya, <a href=\"https:\/\/mediabuffet.co\/id\/education\/sejarah-digital-pr-ketika-public-relations-menjadi-digital\/\">digital PR<\/a> merupakan aktivitas PR tradisional yang terintegrasi dengan strategi digital marketing. Selain untuk meningkatkan brand presence dan brand awareness di ranah daring, digital PR juga memiliki manfaat untuk meningkatkan ranking Search Engine Result Page (SERP) website brand\/perusahaan di Google, dan menyediakan informasi penting yang bisa mendorong penambahan <em>lead<\/em> atau <em>potensial customers<\/em>.<\/p>\n<p>Baik PR tradisional maupun digital PR sama-sama memiliki tujuan memberikan impact atau pengaruh pada kampanye yang dijalankan melalui aktivitas PR.<\/p>\n<p>Jika pada PR tradisional, impact yang diharapkan adalah publikasi media, maka pada digital PR bisa lebih banyak lagi.<\/p>\n<p>Sebagai digital PR agency, Media Buffet menentukan Key Performance Indicator untuk kampanye sebuah brand dengan melihat impact yang dihasilkan, antara lain melalui:<\/p>\n<div id=\"toc_container\" class=\"no_bullets\"><p class=\"toc_title\">Daftar Isi:<\/p><ul class=\"toc_list\"><li><a href=\"#KPI_Digital_PR\"><span class=\"toc_number toc_depth_1\">1<\/span> KPI Digital PR<\/a><ul><li><a href=\"#Brand_mention\"><span class=\"toc_number toc_depth_2\">1.1<\/span> Brand mention<\/a><\/li><li><a href=\"#Media_publications\"><span class=\"toc_number toc_depth_2\">1.2<\/span> Media publications<\/a><\/li><li><a href=\"#Website_traffic\"><span class=\"toc_number toc_depth_2\">1.3<\/span> Website traffic<\/a><\/li><li><a href=\"#Keyword_ranking\"><span class=\"toc_number toc_depth_2\">1.4<\/span> Keyword ranking<\/a><\/li><li><a href=\"#Social_shares_and_engagement\"><span class=\"toc_number toc_depth_2\">1.5<\/span> Social shares and engagement<\/a><\/li><\/ul><\/li><\/ul><\/div>\n<h2><span id=\"KPI_Digital_PR\"><strong>KPI Digital PR<\/strong><\/span><\/h2>\n<h3><span id=\"Brand_mention\"><strong>Brand mention<\/strong><\/span><\/h3>\n<p>Ini berkaitan dengan seberapa banyak brand muncul atau disinggung dalam artikel, diskusi online, percakapan atau timeline media sosial. <a href=\"https:\/\/www.inc.com\/logan-chierotti\/harvard-professor-says-95-of-purchasing-decisions-are-subconscious.html\">,<u>Gerald Zaltman<\/u><\/a> dalam bukunya &#8220;How Customers Think: Essential Insights into the Mind of the Market\u201d menyebut jka 95 persen keputusan konsumen dalam memilih dan membeli suatu produk adalah karena pengaruh alam bawah sadar mereka.<\/p>\n<p>Menurutnya, semakin sering calon konsumen mendengar, membaca, dan melihat sebuah brand maka semakin besar ia akan tertarik untuk membeli brand tersebut. Media Buffet menggunakan tools social listening Brand 24 dalam memonitoring percakapan di media sosial tentang brand yang sedang dikampanyekan.<\/p>\n<h3><span id=\"Media_publications\"><strong>Media publications <\/strong><\/span><\/h3>\n<p>Sama seperti PR tradisional, publikasi di media massa juga menjadi Key Performance Indicator penting dalam digital PR. Untuk setiap kampanye online yang dijalankan, Media Buffet selalu melakukan media monitoring. Salah satunya dengan tools Google Alert, untuk mengukur seberapa banyak media online yang tertarik dengan kampanye tersebut.<\/p>\n<h3><span id=\"Website_traffic\"><strong>Website traffic<\/strong><\/span><\/h3>\n<p>Ketika menjalankan sebuah kampanye digital PR, salah satu tujuannya adalah mendorong traffic atau kunjungan ke website milik brand. Semakin tinggi angka organic traffic yang dihasilkan bisa menjadi indikator kesuksesan kampanye tersebut. Website traffic bisa meningkatkan <em>lead<\/em> dan <em>potential customers<\/em>.<\/p>\n<h3><span id=\"Keyword_ranking\"><strong>Keyword ranking <\/strong><\/span><\/h3>\n<p>Aktivitas digital PR tak bisa dilepaskan dari penentuan target keyword atau kata kunci. Keyword yang merupakan bagian dari <a href=\"https:\/\/mediabuffet.co\/id\/post\/5-kesalahan-seo-yang-sering-terjadi\/\" target=\"_blank\" rel=\"noopener\"><u>Search Engine Optimization (SEO)<\/u><\/a> adalah cara untuk memahami audience behaviour di internet. Indikator yang juga digunakan Media Buffet untuk menentukan sebuah kampanye adalah dengan melihat apakah keyword yang diselipkan dalam sebuah artikel di website milik brand muncul di halaman pertama Google.<\/p>\n<h3><span id=\"Social_shares_and_engagement\"><strong>Social shares and engagement<\/strong><\/span><\/h3>\n<p>Sejak media sosial masif digunakan oleh pengguna internet di seluruh dunia muncul istilah <em>social currency<\/em> atau mata uang sosial. <a href=\"https:\/\/www.forbes.com\/sites\/theyec\/2020\/03\/03\/the-importance-of-social-currency\/?sh=38fd27511678\">,<u>Forbes<\/u><\/a> mendefinisikan <em>social currency<\/em> sebagai popularitas di media sosial yang kemudian memunculkan istilah viral atau <em>trending topic<\/em>. Semakin popular sebuah brand di media sosial maka akan semakin tinggi nilainya di mata konsumen.<\/p>\n<p>Ketika menjalankan kampanye digital PR, Media Buffet juga mengukur seberapa banyak kampanye tersebut dibagikan melalui media sosial, berapa banyak follower bertambah, dan berapa \u2018like\u2019 yang dihasilkan. Tolak ukurnya kemudian bisa menjadi lebih dalam lagi. Seperti apakah kampanye yang dijalankan ini memunculkan sentimen positif atau negatif.<\/p>","protected":false},"excerpt":{"rendered":"<p>Aktivitas Public Relation (PR) tradisional memiliki banyak Key Performance Indicator (KPI). Lalu apa KPI dari digital PR?<\/p>","protected":false},"author":5,"featured_media":9072,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[117],"tags":[119,120,271,122],"class_list":["post-8519","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-education","tag-digital-marketing","tag-digital-pr","tag-kpi","tag-public-relations"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v20.5 (Yoast SEO v20.5) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Apa Key Performance Indicator dari Digital PR? - Media Buffet: Beyond Public Relations Agency<\/title>\n<meta name=\"description\" content=\"Aktivitas Public Relation (PR) tradisional memiliki banyak Key Performance Indicator (KPI). 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