Posts Tagged ‘conversion’


What is “SoLoMo” and Why It Matters

Friday, June 1st, 2012

SoLoMo is short for Social-Local-Mobile, referring to the amalgamation of social, local and mobile. It represents the growing trend of targeting consumers based on their current location and is typically designed to be shared via social networks.mobile social local

According to a presentation by Casey Knox at AREA203 Digital, businesses with 100 or more social media fans see an eight percent higher click-through rate and 125 percent higher conversion rates. Her presentation states that one in five searches has local intent and 80 percent of mobile internet users prefer ads locally relevant to them. She also states that 70 percent of all mobile searches result in action within one hour.  Those are some pretty power statistics.

If you’re still not convinced that you need to pay attention to the growing SoLoMo trend, a mobile commerce study performed by BIA/Kelsey indicates, by the year 2015, local search volume via smartphones and tablets will have exceeded that from desktops.  Personally, I’m not sure it will take that long.

In fact, Nielsen and NM Incite published an infographic entitled, “The Most Valuable Digital Customers,” last Fall that shows consumers’ social, local and mobile consumption habits and how these interrelate. Some statistics to note:

  • 66 percent of smartphone users say they access social media from somewhere other than home—at work, in the car, in airports, etc.
  • 38 percent of connected device owners looked up product info for an ad while watching TV on their smartphone or tablet.
  • 62 percent of U.S. adults online used their TV and internet at the same time.
  • 51 percent of social media users say they were influenced by standard web ads on social media sites that show which of their friends liked or followed the advertised brand.
  • Nearly all mobile internet users visit portals.

In a Search Engine Watch post, Lisa Buyer states it well, “Fish where the fish are. Taking your social PR message to the market works best when you take the message to the mobile market.” She goes on to state, “Publicizing events, news, and promotions to the mobile market becomes increasingly important for online marketers and brands. The social revolution is driving a paradigm shift in technology use and online public relations and social media campaigns need to go with the SoLoMo flow.”

The Localeze/15miles fifth annual comScore Local Search Usage Study was recently released and indicates the SoLoMo revolution has begun. As reported by Bulldog Reporter, Jeff Beard, president of Localeze, states “Marketers have a unique, unprecedented opportunity to capitalize on reaching consumers at the right time and in the right forum…”

It seems that SoLoMo can help you bring ultra-precise targeting of your campaigns—allowing you to reach the right people at the right time with the right offer. How are you taking advantage of social-local-mobile for your brand?

In PR and the Media: September 15, 2011

Thursday, September 15th, 2011

Near the 5-Inch Heels, Guerrillas on Four Wheels (NYTimes.com)
“EVERYONE was expecting New York Fashion Week to embrace mobile this fall. They just didn’t mean vehicles. Plastered with logos — and offering free food, cosmetics samples or mini-makeovers — cars and trucks sponsored by brands have become almost as ubiquitous during the past week’s events as five-inch heels.”

1st Female Editor Denies Influence of Gender (Maynard Institute)
“Jill Abramson, who last week became the first female editor of the New York Times in its 160-year history, said Sunday, ‘The idea that women journalists bring a different taste in stories or sensibility isn’t true.’ The statement was challenged by women who have studied the topic of women in journalism.

Shoppers Via Twitter Spend More, Online Behavior Impacts Retail (MediaPost)
“Shoppers who land on retail sites through Facebook or Twitter are less likely to make purchases. Their conversion rates average 1.2% and 0.5%, respectively. Per average order, however, they spend more than those who come through Google.”

UPDATE: Facebook Suggests Subscribing To Profiles (All Facebook)
“Facebook is suggesting that you subscribe to people’s public status updates and customize how much of their feeds you receive. The site is rolling out a new subscribe button that will enable you to receive in your news feed publicly visible status updates from people who aren’t yet on your friend list.”

Are Big Media’s Partnerships With Seattle ‘Indies’ the Future of Hyperlocal? (StreetFight)
“In the furiously expanding, highly competitive and often conflicted hyperlocal space, some pieces appear to be coming together. Just possibly, highly digital Seattle may be the birthplace for what has long eluded hyperlocal: a sustainable business model.”

The Marketer’s New Clothes

Tuesday, June 29th, 2010
Flickr Image: gfpeck
Flickr Image: gfpeck

First appeared on Social Media Marketing Magazine, June 24, 2010.

My friends and I have joked over the years about CEOs (who will remain nameless) taking on the persona of the “Emperor” in the Hans Christian Anderson tale, The Emperor’s New Clothes. It was all fun and games until we let a CFO friend in on the joke, who suggested that, perhaps, marketing and public relations professionals are the scoundrels in this analogy. Ouch! This seemed harsh, but it gave me pause to reflect and better educate my CFO friend on why we are not the scoundrels.

In the spirit of his DNA, the CFO only responded to the numbers. Not just any numbers, but those that impacted the bottom line of the business. Certainly, this was the beginning of a beautiful relationship. He opened my eyes to the importance of every activity driving the bottom line, and I opened his eyes to the importance of the customer experience. Without evaluation and measurement, it was hard to know where you’ve been, where you are, where you’re going, and the most efficient way to get there.

While he appreciated the metrics I was using to manage the department (the outputs and the outtakes) and pointed out that perhaps those were simply the bolts of invisible fabric, clothing my CEO (and organization) with those metrics would be just like sending him out into the crowd naked. This was a pointed lesson that took hold and has stayed with me throughout the years.

In this analogy, is social media the cloth, the crowd, or the golden thread?

Social media is the golden thread. It’s real and it’s quantifiable. It’s how you use it in the weave of your fabric that makes it an effective cover of your efforts.

In social media, one of the easiest metrics to quantify is the conversion of an unknown to a qualified prospect. While this is an important metric to the marketing department to understand how your campaigns are performing, it’s only when the conversion becomes a sale (or outcome equivalent) that it really matters to the organization as a whole. The same stands true with engagement. While engagement is important, we should all look for opportunities to listen and learn from our customers. Until there’s a marriage or the deal is closed, it’s really all ceremony.

The moral of the story?

  • Know the difference between metrics necessary to manage your department and those important to the business objectives of your organization.
  • Don’t allow your organization or CEO to be naked while pretending to be clothed.
  • As a matter of strategy, make sure your organization’s “suit” is made of only the finest fabric, woven with solid metrics that are visible to the crowds (investors and stakeholders).
  • Don’t invest your time or resources in anything—including and perhaps especially, social media—that doesn’t cover your organization as you venture out into the crowds.

In the final analysis, trust your eyes, and if something doesn’t look right, say so. Even if it isn’t a popular thing to do.

PR Camp – Delivering Strategies for Effective ROI and Achieving Success in Social Media Programs

Monday, November 23rd, 2009

Valerie Simon

ist2_4185175-measuring-your-successI spent Friday at PR Camp™ , a highly interactive “unconference,” with PR and marketing professionals from the agency, non-profit, and corporate worlds. Attendees ranged in experience from Gen-Y students to seasoned industry leaders. But as we discussed the challenges and opportunities social media offers those in the field of communications, everyone had the chance to serve as both a student and a teacher.

One of my favorite sessions was Delivering Strategies for Effective ROI and Achieving Success in Social Media Programs, a small group discussion led by PR Camp Counselor Janine Gianfredi, marketing manager, Google, Throughout the day, the importance of implementing a measurement program for social media efforts was emphasized, but this session helped to dissect the challenges of social media measurement.

Our group got off to a strong start, agreeing that the first steps include,

  • Defining the goals of your social media program
  • Making sure that those goals are tied to quantifiable business objectives
  • Understanding the challenges and goals of sales, service, product development, etc., and the impact your programs can have on each
  • Listening carefully to the current conversations so that you can develop a baseline.

Janine explained how her team found that measurement goals fell into two very different categories: conversion and engagement. While conversion goals are generally easy to quantify, engagement goals prove far more elusive. How do you measure the loyalty or enthusiasm of your fans, friends, followers, or subscribers? Do you have those brand evangelists who will share your story? In the event of a crisis, will your community support you? How do you measure the goodwill you are building?

Our group understood that is important to go beyond simply measuring the numbers of fans, followers and such. You must be able to filter through all of the irrelevant “noise” and look at comments, retweets, sentiment, demographics and more. David Berkowitz, senior director of emerging media and innovation at 360i, and another of the counselors for PR Camp, recently wrote a great post on 100 Ways to Measure Social Media.

The composition of our group, which include those from agencies, publishing, technology, healthcare, nonprofits and travel made it extremely apparent that there is no simple “one size fits all” solution to measuring ROI. (more…)