Posts Tagged ‘local’

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 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?

A New Type of New Year’s Resolution

Thursday, January 12th, 2012

by Andrea Corbo*

New Year’s Resolutions can get tiring. A lot of people don’t even bother making a resolution (I’m included in that list of people).  And usuallHappy New Yeary by the second week of January, resolutions have become false promises, half-hearted attempts at self improvement, and empty words. If you run a basic Google search for Resolutions 2012, you’ll find a ton of material, mostly talking about resolutions already lost and weight-oriented ideas. There’s even an app dedicated to success through habits – New Year’s Resolutions.

What about something different for a change? So, I ran a Google search for New Years’ Resolution 2012 for a good cause and came up with some other options.

The internet may be your best resource to help you find a resolution that means something to you. And if it means something to you, you’re more likely to stick to it! An easy way to start is to run a Google search for good causes, an issue you’re already interested in or volunteer opportunities. From there, you may develop ideas that lead to a worthy New Year’s Resolution.

How are you choosing to revamp your resolutions and create more meaningful intentions this year? Please share your thoughts with the readers of BurrellesLuce Fresh Ideas.


Bio: After receiving a B.A. in communications, and briefly working at a TV production studio, Andrea began volunteering abroad. This lead her to work in the non-profit world, where she was fortunate enough to learn about international education, women’s empowerment and social issues for the elderly, while traveling to over a dozen countries.  Since joining BurrellesLuce in 2011, Andrea is excited to share her thoughts and views on branding, social media, and communications with the growing Fresh Ideas audience, as well as her passion for cultural awareness, volunteerism, and sustainable efforts. Twitter: @AndreaCorbo; Facebook: BurrellesLuce; LinkedIn: BurrellesLuce 

PRSA-NJ Panel Discussion: PR Strategy Tools for Effective Online News

Thursday, October 27th, 2011

Colleen Flood*

Effective Online News

Earlier this week I had the opportunity to attend the PRSA-NJ panel discussion on Tools of the Trade:  Effective Online News sponsored by BurrellesLuce.  The event was held at the beautiful Monmouth University campus and had a great turnout of emerging journalists and up-and-coming publicists. 

The panel had one consistent message across the board for students and professionals in attendance: 

  • Know who you are pitching.
  • Know your news hook.
  • Be relevant, specific and succinct.

Judith Feeney —  digital editor for NJ Press Media,  Asbury Park Press (, Daily Record (, the Home News Tribune, and the Courier News — started the discussion by reminding us there are a vast number of new tools and a lot less time to get the job done.  She suggested that PR and media relations professionals need to become familiar with all of the tools out there.  Know who you are pitching and don’t blanket your pitch to multiple people.  Look at the type of material the publication and journalist produces and tailor your pitch accordingly.

Christopher Sheldon, the Long Branch editor of, a hyperlocal publication, said to make sure to include the who, what, where, when and why in the first paragraph.  If it’s not local to his area, he cannot write about it.  His audience is looking for community news.

Christy Potter Kass, assistant editor of The Alternative Press, agreed with Chris and said her publication is also hyperlocal and stories must tie into the values and interests of local readers.  She emphasized not to confuse hyperlocal publications with national publications.  When asked the definition of “hyperlocal,” Christy said the more local the story the better.  News must be about something going on in town or have a connection to the community.

Joan Bosisio, group vice president of Stern & Associates said that (with all the recent layoffs) PR people have an opportunity to help journalists, who are working on stories, do their jobs.  Journalists are now doing more than one job and by presenting them with not only the story, but the materials to help them write the story (e.g., video, spokespeople and social media) you make their job easier.

Kristine Brown oversees PR for St. Barnabas Health, the state’s largest hospital system.  She gave us some real life examples of crisis communications and advised that essential PR skills have not changed with all the new online tools available.  Kristine said you still need to know your audience, know your story, cultivate relationships with the media (this has helped her in time of crisis) and move at the same pace the news is moving.

As for journalists and PR professionals alike, essential skills include: spelling, grammar, and attention to detail. The ability to take your own photos, as a journalist, will also help prospective media professionals stand out.

How are you using online tools to help you connect with journalists and the media? As a member of the media, what other ways can PR and communications professionals work with you to get their stories out? Please leave your comments below on BurrellesLuce Fresh Ideas.


*Bio: Colleen Flood has been a sales consultant with BurrellesLuce for over 12 years and is eager to become a more integrated part of the social-public relations community. She primarily handles agency relations in the New York and New Jersey metro-area. She is not only passionate about work, but also about family, friends, and the Jersey Shore. Twitter: @cgflood LinkedIn: Colleen Flood Facebook: BurrellesLuce

In PR and the Media: August 22, 2011

Monday, August 22nd, 2011

Local TV Newscasts Expanding (NYT)
Rebounding after nearly three years of decline, local news stations are slowly adding staff back into their newsroom mix. But will this expansion be enough to revive the television industry?

StumbleUpon Delivers Half of U.S. Social Media Traffic (ReadWriteWeb)
While Facebook may have reached this milestone back in April 2010, StumbleUpon is proving it is also a force to be reckoned with – continually providing more referrals than Twitter.

Initiative to Marketers: Wake Up, Optimize Brand Content Online (Media Post)
“40% of customers now say they will not buy a brand if they can’t find the right information about it online,” according to a new consumer survey by Initiative, the Interpublic Group media agency.

Most Android Apps Sit Idle, Top-50 Apps Make Up 61% of All Usage, Nielsen Finds (BGR)
The first report by Nielsen, using software that directly measures consumers’ behavior rather than relying on surveys, finds that Android users spend almost double the amount of time using apps than browsing the mobile web.

The Evolution of Search Will Refine the Spectrum of Quality in Media (
Despite the evolution of technology and search functionality, search engines are not getting any better as more and more erroneous content is being pulled to the top of results. This post highlights five ways search engines can decrease spam and improve the quality of content.

Yes Virginia, There is a Company Brand in that Email

Wednesday, January 19th, 2011

by Rich Gallitelli*

Yes, Virginia - CBSWe just concluded yet another holiday season full of new widgets which most of us didn’t even dream about a generation ago.  Yet, despite all these technological advancements, I am still drawn to the famous editorial that appeared in the New York Sun way back in 1897. “Yes Virginia, there is a Santa Claus” is the famous line in Francis P. Church’s reply to young Virginia O’Hanlon’s question, a reply which has become the most reprinted editorial in history. 

The Sun was the main rival of the New York Times for more than half a century. Its famous masthead was featured in the Oscar-winning movie “The Godfather.”  It was even the first newspaper to hire a full-time fashion editor, Eleanor Hoyt Brainerd.  And its “Crime on the Waterfront” feature, by Sun writer Malcolm Johnson, won the Pulitzer Prize for local reporting and became the impetus for another Oscar-winning movie: 1954’s “On the Waterfront.”  But, what is most synonymous with The Sun, more than anything else accredited to the newspaper, was that charming, reassuring editorial.

“Yes Virginia, there is a Santa Claus” inspired among other things, a 1974 Emmy-winning animated television special, the Virginia O’Hanlon Scholarship from the The Studio School in New York City, Macy’s 2010 Christmas campaign, and the countless hearts of our inner-children. In effect, the editorial became synonymous with The Sun’s brand. And that got me to thinking… In this age of emails, tweets, blogs, and general interconnectedness, client services and their interactions with their clients have now become their company’s brand and how it is conveyed to others. 

In my previous blog post, I extolled the virtues of product knowledge.  And, while product knowledge does instill the trust between the client and the client services representative, how you answer your emails and the questions posed to you over the phone is just as important. The manner in which you convey your knowledge through your speech and grammatical tone promotes and broadens or hinders the appeal of the company brand. In essence, employees serve as brand ambassadors. If you are armed with product knowledge, take ownership of problems, and convey ideas politely – you can easily take on the challenges of today’s interconnected business world and exceed the expectations of clients. Now, think for a moment, how many times you have dealt with not just a rude representative, but a curt representative, an unsympathetic representative, or someone who passed you along to various individuals. How poorly did that affect your opinion of that company? Not a company you want to deal with, right?  Yep, I would be dreading that phone inquiry too!

Anne Sauvé of Anne Sauvé Marketing Communications has stated, “I’ve always believed in the sheer power of ‘living the brand’ internally, which is where effective employee communications can play such a powerful role.” She goes on to say, “No matter how good a job you do at building your brand in the marketplace, it will all fall apart if your employees are not engaged and part of that brand – without them you have no brand.”

Perception is reality.  And the reality is that a company’s client services is an extension of the company’s brand.  It is not the first line of defense; rather, it is the arm of diplomacy after the company’s marketing and sales efforts have taken hold. Today’s companies have to be more than what they offer. It may sound insignificant, but a half-hearted email or a lousy tone on the phone becomes the reality by which the company will be remembered.  Yes, we all have bad days and we all suffer from stress.  Yes, we even deal with a client or two that we can’t possibly please.  Hard to believe, isn’t it?  But, the client isn’t just going to remember the bad or rude employee; they are going to remember the bad or rude employee from “company X.”

So the next time you reply to an email or phone inquiry, remember, you are not just an employee; you are the company’s ambassador for its brand. Take an extra five minutes to go over that email that addresses a difficult problem.  That response and the manner in which it is written is the company’s solution, not yours, and embodies the company’s brand when the client reads it. In essence, the brand takes a journey through cyberspace to build itself up further in the marketplace.  The same thing applies when addressing the difficult problems on the phone.  Perception of how warm you are is the reality of how you are as a representative and how a company is as a whole.  Because, “Yes, Virginia” … as the ambassador for your company’s brand, your actions greatly affect how your clients feel about the company. Simply put, would you want to speak to you on the phone?


*Bio: Richard Gallitelli brought a wealth of sales and customer-service experience when he came to BurrellesLuce in 2007. His outstanding performance as a sales associate and personalized shopper for Neiman Marcus (he also has worked for Nordstrom) earned him a nomination by Boston magazine as “Best of Boston” sales associate for high-end retail fashion stores. Rich’s talents also won him praise and a profile in the book, “What Customers Like About You: Adding Emotional Value for Service Excellence and Competitive Advantage,” written by best-selling business author Dr. David Freemantle. Rich majored in English Literature at William Paterson University, and is a published poet and short-story writer. Facebook: BurrellesLuce Twitter: BurrellesLuce LinkedIn: BurrellesLuce