Creating, Managing & Reporting on Campaigns

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Modified on: Fri, 9 Dec, 2022 at 3:58 PM

The Cision Communications Cloud offers holistic, multi-channel campaign management. You can group Influencers, Activities (Social Posts, Email Distributions, PR Web Distributions, and other communications), News Coverage, and Google Analytics Traffic into a campaign for easier management and analysis.

The elements that can be added to your Campaigns depend on your contract with Cision. If you have News monitoring, you will have the option to add monitored News articles to your Campaigns. If you do not have News monitoring, you will not see the ability to add News articles to the Campaign. If you are not sure whether your account has News monitoring, reach out to your Cision Account Executive.

To create or view an existing Campaign,

1. Click Campaigns
2. Click My Campaigns

Creating Your First Campaign

The first time you visit the My Campaigns area, you will be prompted to get started by clicking the New Campaign button

Enter a name for your Campaign (required)

1. Enter any relevant notes you would like to associate with the Campaign
2. The Keyword Auto Assign option gives you the ability to automatically assign related coverage from your My Coverage monitored News to the campaign. To use this option, click on the arrow. Learn more about Auto Assigning news to a campaign in the subsequent sections of this document. NOTE: You will not see the Auto Assign option if you do not have News monitoring.
3. Click the Save button

You will be taken to the Campaign Performance Page described below.

The Campaign Performance Page

The Campaign Performance Page will allow you to toggle between campaigns to analyse performance. Note that you will not have any data reported on this page until you associate Influencers, Activities, News Coverage, and Google Analytics Traffic with the Campaign. On this page, you can expect to see the following areas:

1. A list of the Campaigns you have created
2. A summary of the totals for each aspect of your Campaign (Influencers, Activities, News Coverage, Google Analytics Traffic). NOTE: If you do not have News monitoring, you will not see the Total Mentions, Potential Audience, Traffic Generated, Goal Completions, and Revenue Generated.
3. Charts describing each aspect of your Campaign. Sections of charts in this overview include: Performance Overview, Influencers, Outlets, News, Activities, Email. NOTE: You will not see the News charts if you do not have News monitoring.
4. Run a report describing your Campaign status or results
5. Ability to create new Campaigns

Adding Activities and Influencers to a Campaign

Email Distributions, Social Posts, PR Web Distributions, and Activities can easily be associated with your Campaign.  To begin adding to your Campaign in this way,

1. Click Campaigns
2. Click My Activities

Adding New Activities to a Campaign

If you have not yet created the Email Distribution, Social Post, or Activity, click the Create New button and select the appropriate interaction, communication, or pitch.

For any interaction you select, you will be guided through the process of creating the post, distribution, or activity. As part of this process, the final confirmation screen for each of these interactions will give you the opportunity to associate the interaction with a campaign. 

Adding Existing Activities to a Campaign

Adding Activities Individually or in Bulk

You can add existing Activities to Campaigns either individually or in bulk using the following process.

To add existing activities,

1. Apply filters, if desired, to more efficiently find the Activities you want to add.
2. Select the Activities that you want to add to Campaigns. Click the checkbox for any individual Activities to which you want to add to the Campaigns. Click the top checkbox to select all Activities.
3. Click the Add to Campaign button.
4. Select the Campaigns from the drop down to which you want to add the Activities.  If any of the Activities you have selected are already part of Campaigns, the system will ask whether you want to Append, Replace, or Remove the current Campaign selections.

Individual Activities

Individual Activities can be added using the Campaign column.

To add Activities individually using this column,

1. Find the Activity that you want to add to Campaigns.
2. Click the upside-down triangle beside the Add to Campaigns option in the Campaign column
3. Use the drop-down menu to select Campaigns to which you would like to add the Activities

When you return to the Campaign Performance Page, you will see both the Influencers and Activities sections at the top of the Campaigns Overview page are updated. Additionally, you will find that the Influencers, Outlets, Activities, and Email sections of charts have been populated with data describing your Activities.

The following areas of the Campaigns Overview page are updated when Activites are added:

1. Influencers Engaged includes the total number of Media Contacts to which Activities were distributed or sent.
2. Activities Created reflects the number of Email Distributions, Social Posts, PR Web Distributions, and Activities that have been added to the Campaign
3. The Influencers Section shows Contacts (with which you have logged Activities) by Media Type of their Publication and by the Subjects (Beat) that they cover. The View All button located at the bottom of this section will show all of the Campaign’s Influencers.
4. The Outlets Section describes Outlet information associated with your Activities. Outlet information is reported in these charts for Outlets directly associated with an Activity and for Outlets associated with Campaigns media contacts. In this section, you will see a breakdown of Outlets by Media Type and by their Subject (Beat). The View All button located at the bottom of this section will show all of the Campaign’s Outlets.
5. The Activities Section reflects interactions logged with the Campaign by Type and Status. The View All button located at the bottom of this section will show all of the Campaign’s Activities.
6. The Email Section describes Campaign email statistics by Open Rate and Click Rate.  The View All button located at the bottom of this section will show all of the Campaign’s Emails.

Auto Assigning News to a Campaign

You can automatically add monitored News coverage to your campaign to reflect the news pick you receive as a result of your PR efforts. The Auto-Assign option will allow you to add keywords to the campaign. The keywords will then automatically bring in coverage from your My Coverage monitored news that matches your added keywords. NOTE: You will not see options for adding News to your Campaigns if you do not have News monitoring.

You have two options for adding keywords to auto-assign news: either when the campaign is created or after the campaign has already been created.

If you are ready to add keywords when you create your campaign, click the arrow in the Auto-Assign section. 

If you want to add keywords after creating the Campaign, click the pencil icon next to the Campaign name.

1. Both of these options for adding keywords will open a screen that you can use to enter the keywords. Before adding keywords, it is important to note that campaign keywords can only bring in coverage that has already entered your Cision Communications Cloud through your monitoring keywords. Click here to learn more about your monitoring keywords.
2. Hover over the “i” icon to get more information about each field in the form.
3. Enter your core search term(s) in the “Contains ALL the following keywords”.   Core search terms are words or phrases that have to be present in every article to make them relevant. If you enter multiple words or phrases in the “Contains ALL the following keywords”, notice that the system will insert a Boolean “AND” which means that all entered words or phrases in this field must be present in the article for it to be brought in by the search.
4. Enter qualifying terms in the “Contains ONE OR MORE of the following keywords field. Qualifiers are terms that “qualify” your search and provide more information about the context in which your key search terms are relevant. The presence of qualifier terms helps ensure that the mentions of your core search terms are relevant to your specific. One or more of your qualifier terms needs to be present in a clip for that clip to be retrieved.
5. Add exclusion words and phrases in the “Contains NONE of the following keywords” field. When an exclusion term is present, that takes precedence over everything else. Even if all of your core search terms and qualifiers are found in a clip, if it contains any one of your exclusion terms it will not be brought into a campaign.
6. Assign a Start and End date (both required) for the auto-assign feature to start and end running. While the Start date will default to the current date, it can be changed to a future date. (NOTE: You can set the Start Date as a past date which will cause the Campaign to retroactively bring in coverage from the News tab of your system. The option to backdate the Start of the Campaign is helpful if you are creating the Campaign after news coverage has already begun.
7. If you are creating the Campaign in advance of any new coverage, you can set the Start date to a time when you anticipate the Campaign coverage to begin appearing. This is advantageous because you likely won’t want loosely related coverage that mentions your keywords to be counted in the charts prior to the beginning of the Campaign.  Assigning an end date is similarly beneficial in eliminating loosely related coverage from the Campaign overview).
8. Click Save.
9. The Total Mentions and Potential Audience panels of the Campaign Analysis page will automatically update when news is found by your added keywords.

Manually Adding News Coverage to a Campaign

1. You can manually add News to your campaign even if you are using the Auto-Assign news feature. To manually add news,
2. Click News
3. Click My Coverage to filter through News Coverage from the Past 30 Days or a Saved Search
4. Click on Search to find targeted coverage that meets specific criteria that you establish
5. Once you find the coverage that is relevant to your campaign, you can add it individually or in bulk. 

To add an individual clip to a campaign,

1. Click on the news item you want to add within the results panel.
2. Click the Add to Campaign button in the news item profile pane.
3. To find the desired campaigns to which you want to add, either scroll through the list or type the name of the campaign in the search box.
4. Select the Campaigns to which you want to add the clip by clicking in their checkbox.
5. Click SaveTo add clips in bulk to a campaign:

1. Check all of the clips that you would like to add to the campaign
2. Click the Add to Campaign button
3. Select the Campaign to which you want to add the clip
4. Click Save
5. 

When you return to the Campaign Performance Page, you will see both the Mentions and Potential Audience updated at the top of the Campaigns Overview page. Additionally, the News and Web Traffic vs Total Mentions charts will be updated. 

The following areas of the Campaigns Overview page are updated when News is added:

1. Total Mentions includes the total number of news clips added to the Campaign
2. Potential Audience reflects the total reach for all clips added to the Campaign
3. Web Traffic vs Total Mentions shows the number of news clips by date that have mentioned Campaign relevant terms. If any of the news clips associated with the Campaign have referred web traffic to your Google Analytics tracked site(s), a second series will be present web traffic by date.
4. The News Section shows New clips associated with the Campaign by Sentiment Over Time as well as Top Articles by largest volume of Reach. The View All News button at the bottom of this section can be used to see all News associated with the Campaign.

Google Analytics Associated with a Campaign

1. If any of coverage that you have added to your campaign has driven traffic to the website that you are monitoring with your connected Google Analytics account, you will see the traffic reported on the Campaign Performance Page.  The traffic generated, goal completions, and revenue generated sections of the page are all related to traffic tracked by Google Analytics.
2. Traffic Generated: The number of people who came to your website from the outlet.
3. Goal Completions: The number of referrals who completed an action on your website that you’re tracking in Google Analytics.
4. Revenue: Revenue earned from referrals to your website from the Outlet as defined in your Google Analytics account.

Understanding Campaign Charts

1. The Campaign Performance Page will display a variety of charts describing your campaign attributes and efforts. 
2. Web Traffic vs Total Mentions Chart: shows the number of news clips by date that have mentioned Campaign relevant terms. If any of the news clips associated with the Campaign have referred web traffic to your Google Analytics tracked site(s), a second series will be present web traffic by date. The callout annotations at the bottom of the chart indicate Activities (interactions) you have created so you can compare your efforts with the pickup and traffic you are receiving as a result of those efforts. This chart can be populated by traffic to a Google Analytics or an Adobe Analytics tracked site.
3. Influencers Charts: View a breakdown of the Influencers associated with your campaign by the Media Type of their Outlet. This section will also show you the Subjects or Beats covered by the Influencers. Outlets are added to campaign with Activities. Click the View All Outlets button to see a list of the Media Influencers associated with the Campaign.
4. Outlet Charts: View a breakdown of the Outlets associated with your campaign by the Media Type. This section will also show you the Subjects or Beats covered by the Outlets. Influencers are added to campaign with Activities. Click the View All Outlets button to see a list of the Media Outlets associated with the Campaign.
5. Activities Charts: The charts enable you to see a share of your Activities by Type and Status. Click the View All Activities button to see a list of your Activities that have been assigned to that campaign.
6. News Chart: Examine your news coverage related to a Campaign by sentiment (tone) and date using the Sentiment Over Time chart. The Top Articles will show the clips included in your Campaign that have the greatest reach.
7. Email Charts: View opened and link click rates for emails associated with the Campaign.

Reporting on a Campaign

1. You can create a file-based report (.PDF or .DOC) to report on your Campaign.
2. To initiate the process of creating a report, click the Download button in the upper right-hand corner.
3. Use the form to specify the content of your report.
4. Select file format for your report by clicking either PDF or DOC
5. Enter the desired title of your report
6. Choose whether your report should have a cover page. Notice that the Upload button will enable you to include an image such as your logo or that of your client on the cover page.
7. Specify whether your report should include a summary and the data that should be included in the report. The summary page will list totals for your campaign (influencers, activities, news mentions, reach and Google Analytics results) on a separate page of the report. Uncheck any chart data that you do not wish to include.
8. Click Download to generate the report.

Following is an example portion of a Campaign report.

Deleting a Campaign

1. If you would like to delete a Campaign out of the system when you are fished take the following steps:
2. NOTE: If a campaign has any Activities assigned to it, you will not be able to delete it.  Please contact our support team for assistance on this issue or disassociate any activity from that campaign.
3. Select the Campaign from the left-hand side of the screen that you would like to delete
   • Select the Trash icon next to that Campaign
   • You will get a pop up confirming the deletion