SoMoConf: Facebook Digital Engagement is Uncorrelated to Offline Sales

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The message from Ted Zagat of Facebook to advertisers is that clicks don’t matter.  In fact, he went on to say that if the objective is offline sales, digital engagement is completely uncorrelated to that sale and optimizing around likes, shares and clicks is actually not serving a client’s best interest.

Ted sighted a few stats to reinforce his point.  One of which came from a study done by Datalogix showing that of the people exposed to an ad on Facebook that went on to make an in-store purchase, 99% did not click on the ad.

Ted also talked about the much publicized 30 million active SMB pages – 1.5 million of which are active monthly advertisers – and the social powerhouse’s efforts to attract more advertisers.  One way they are doing that is by measuring what a consumer’s conversion path is across devices before making online purchases.

Citing one local plumber advertiser, Ted shared some high level results from a recent campaign the advertiser ran.  While plumbers are not the poster child for social media, one local plumber advertiser on Facebook saw an over 30x return on ad spend.

As consumers move back and forth between devices, it is critical for Facebook to offer ad solutions that reach consumers wherever they are accessing facebook, but with a mobile first mindset.  With 152 million people using Facebook in the U.S. each day, 127 million of those are accessing the site via mobile alone.  Furthermore, 22% of all mobile time spent in the U.S. is on Facebook and Instagram.

SoMoConf: Pinterest Working to Solve the Discovery Problem

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Joel Meek, head of partner online sales and operations at Pinterest, talked about striving to “help people discover things they love with the hope of inspiring them to do things in the real world.”  With 60 million monthly users and 75% of usage taking place on mobile devices, Pinterest uses feeds, categories and search capabilities to drive consumer discovery.

Joel talked about how Pinterest attempts to answer the questions that search is unable to.  While search is able to answer specific questions, it doesn’t answer questions that have no specific answer like, “Where will I travel next?”  According to Joel, this is where Pinterest comes in.

“Discovery permeates everything we do and happens every day,” Joel said. “But largely discovery has gone unsolved.”

With the emphasis on discovery, Pinterest is working to help brands and advertisers do the same for their products and services.  Joel shared the three steps to getting started and driving consumer interaction: create an engaging presence; inspire pinning from your website, app and emails; and promote content with promoted pins.

By organizing content via feeds, categories and search, Pinterest allows strong targeting for consumers at varying stages of the discovery process.  He described each as follows:

  • Feeds: I’m just browsing.
  • Categories: I want to do something specific.
  • Search: I am looking for something specific.

Interestingly, while women make up 70% of Pinterest’s user base, men are beginning to grow at a much higher rate than women. As users continue to grow, the opportunity will grow for advertisers to get discovered by millions of people looking for things to buy, plan and do.

SoMoConf: How to Create a “Thumb Stopping Visual Voice” on Instagram

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With Instagram users uploading around 60 million photos each day, the photo sharing tool creates a great way for advertisers to reach consumers.  PJ MacGregor, brand development lead at Instagram, talked some best practices for creating a “thumb stopping visual voice.”

Here are some of the high level tips PJ gave to the SoMoConf audience:

  • Exclusive content matters and people expect to see something new;
  • The bigger you get, the smaller you need to act;
  • Focus on imagery first;
  • Inspire the audience;
  • Show behind the scenes moments;
  • Identify self in an instant;
  • Be famous for something, but not everything;
  • Reliability is incredibly important on Instagram; and
  • There is a huge opportunity to ride pop-culture waves, making timing incredibly important.

In addition to these tips, PJ talked about how Instagram is much more than just photography.  Housing illustrations, sculptures, food, art, videos and much more, Instagram is a visual platform and is synonymous with visual communication.

SoMoConf: Not All Social Media Metrics are Insightful

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Lutz Finger runs a data science team at LinkedIn and talked about how, with the advent of social media, marketers are able to measure many things.  For that reason, not all metrics provide insight. In order to find the metrics that truly matter, Lutz discussed a three-pronged strategy that consists of asking the right questions, measuring the right things and learning from what is found.

He also talked about the disconnect between the consumer and the business when it comes to social content.  For instance, according to a study, the reason a customer likes a business’s Facebook page is for discounts, yet the main goal for the business is to educate about its products.  If the goal is to get real engagement that can lead to actual sales, the social content needs to align with what consumers want.

With views/clicks equating to reach, Lutz said that this metric isn’t all it is cracked up to be.  For one, more than half of traffic comes from bots and doesn’t show how it has actually impacted real world results.  In addition, he explained how engagement might not mean performance because when looking at article shares on LinkedIn, people actually share articles before they read them.

From the consumer’s perspective, some moments are better to reach them than others.  Lutz went into three components of a strong content strategy: reach, frequency, engagement.  While reach isn’t a perfect metric, without it there is no one to read the content.  In addition, frequency creates opportunities for consumers to interact and that creates the foundation for engagement.

In addition, Lutz provided a demo of the new Sales Navigator by LinkedIn, highlighting the tool’s ability to target and reach the right people at the right time for any given marketer’s message.  The tool helps a marketer be focused (reach the right people), be informed about consumer updates and be trusted by these prospects.

SoMoConf: YP’s Strategy for a Mobile “Home Run”

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In light of being in the baseball city of Chicago, Luke Edson, vice president of national markets at YP, gave a glimpse into YP’s mobile strategy through a variety of baseball metaphors.  In order for local media organization’s to score runs with mobile, Luke said that they simply need to “get in the game.”

“Fundamentally, local media organizations need to solve marketing problems,” Luke said. “Mobile can help do that.”

He talked about YP’s latest efforts with mobile and highlighted the progress they have seen.  Luke said that the consumer changed their business when they started moving to mobile devices. This is highlighted by the fact that YP brings in $400M in mobile related revenue and is the #26 ranked mobile web domain. Furthermore, YP search traffic is growing and 50% is already mobile.

He went around the bases, with each one representing a pillar of YP’s mobile strategy:

  • First Base: Bring value to consumers by being a consumer utility.
  • Second Base: Location and data is critical. YP sees 3.4 billion bid requests come through ad exchanges and feed that data into 150 million profiles with 20 million Points of Interest (POIs). Luke said that if you don’t solve the location part, you will get passed by.
  • Third Base: Leveraging insights to offer better mobile ad solutions is a must. YP’s MyBook allows them to collect consumer data on what consumers are searching for and what they are interested in.
  • Home Run: If all of the first three strategies are being executed, the home run is an advertiser ROI and, therefore publisher success.

SoMoConf: “ESPN is Social Fuel”

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When ESPN’s JonPaul Rexing, senior director of sales, asked the audience if they like sports, pretty much everyone raised their hand.  No surprise there, but what JonPaul said people like even more is “their” team, which is the idea behind ESPN’s local strategy.

“We do it [advertising] very aggressively, every new technology possible and marry them together,” JonPaul said.

When it comes to social media, the company offers advertisers a plethora of executions at the local level.  The range of social solutions was encapsulated in a video highlighting the social experience, which can found at

The company has just recently introduced this diverse range of social offerings and JonPaul wasn’t at liberty to share exact revenue figures.  However, because ESPN is “social fuel,” he expects social revenues to be seven figures next year.

When it comes to mobile, ESPN tried around 40 apps and was able to achieve some scale, but found they were too much to manage.  The company eliminated many of these apps and focused on just a few pillars of the sports world, all housed within the SportsCenter app.

By investing in just one app, ESPN bet on users personalizing their experience within the app by selecting their teams and location.  Now, the company is selling local mobile ads within the SportsCenter app, which has been a much easier sell than selling within the New York ESPN app, for example.

Overall, ESPN is extremely engaged in social and mobile advertising and continues to innovate by offering new advertising solutions without sacrificing cohesion throughout digital properties.

SoMoConf: The Mobile Opportunity is Bigger than You Think

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To kick off the Social + Mobile: Show Me the Money! conference, Greg Stuart, CEO of the Mobile Marketing Association (MMA), said that the mobile opportunity is much bigger than we think and has serious potential to change the local media landscape.

Greg shared a case study featuring data from a major cell phone’s awareness-building advertising campaign, which showed some interesting results.  The advertiser had a marketing mix of 92% TV, 1% print, 5% online and 1% mobile. According to MMA’s deep dive into the results, when it came to cost per impact, mobile had 2x the impact over TV.

“Mix matters and it matters a lot,” said Greg. “What is happening is that we know consumers are changing media habits but what are marketers going to do about it?”

He answered this question by describing how the cell phone maker should have allocated ad spend.  According to the research, the company should have put 16% of their ad spend in mobile, which would have resulted in a +12% increase in campaign performance.

The research helped to put some numbers behind just how big the mobile opportunity is.  In addition to the often discussed consumer shift to mobile, Greg summed up the mobile value opportunity in three concepts: personalization, pervasiveness and proximity. In other words, mobile is a personal device that many people use – especially in the U.S. – that allows for tremendous location targeting.

He closed by saying that local media organizations have a tremendous role in improving ad effectiveness in digital.  While mobile will continue to be a topic of discussion, the media companies that offer useful, targeted and engaging mobile campaigns will grow.

Local or National, Big or Small – Why You Need a Mobile Campaign Now

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Please join LSA and UpSnap for an exclusive webinar presentation next Thursday, August 28 from 2 pm – 3 pm EST.

eMarketer estimates that spending on mobile advertising will soar 83% to nearly $18 billion this year. Yet this year’s spending growth will raise mobile’s share of the ad market to only 9.8% despite consumers spending a quarter of their media time on mobile devices. The opportunity is clear and during this webinar, UpSnap will provide the strategies and tools you need to quickly launch successful results-driven mobile campaigns.

UpSnap provides highly-targeted, data-driven mobile advertising to attract the ideal audience for brands big and small. Combining first-party proprietary data and real-time analytics, UpSnap goes beyond location to deliver site agnostic and results-driven campaigns that produce qualified, engaged customers. UpSnap tailors each campaign to align with unique business goals, delivering the right customers for more meaningful exposure and better business results.

Spots are limited so reserve your seat today!

Infographic: Consumers Turning to Mobile & Various Combinations of Local Media in Last Mile

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Consumers are using vastly different combinations of local media to inform their purchasing decisions and mobile devices are changing the way consumers interact with local information.  According to our latest edition of the “Local Media Tracking Study” conducted by Burke, between 2012 and 2013, computer/laptop usage for searching for local products and services decreased while mobile phone/smartphone and netbook/tablets both increased.

The study includes interviews with 8,000 U.S. adults conducted online and by phone. The infographic shows that consumers are increasingly turning to mobile devices when seeking, discovering or considering local business information.  With that being said, businesses need to develop integrated advertising and marketing strategies that span across devices.

For more commentary on the study, check out our post on Search Engine Land or take a look at the infographic below:

Consumers Increasingly Turn to Mobile & Varied Media Combinations in Last Mile from Local Search Association

Ifbyphone Webinar Highlights: As Search Goes Mobile, Calls Become the New Clicks

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During last week’s webinar, Blair Symes and Angelo Tsakonas of Ifbyphone explained how marketers and agencies are using call tracking technology to optimize ROI from paid search. They talked about which PPC ads, search keywords, and landing pages generate calls and sales – and which don’t and talked about how to filter out bad calls and route good ones to the closest store, office, or agent to maximize sales.

In addition, they showed how to significantly improve marketing ROI from search by tracking, scoring, routing and managing calls in the same way as web conversions.  Here are a few takeaways from the webinar:

  • Search is going mobile and calls are the new clicks.
  • 276 million smartphones in the U.S. by 2017.
  • 50% of mobile searches have local intent.
  • 73 billion inbound sales calls expected from mobile search in 2018.
  • Marketers don’t know what sources make the phone ring.
  • Marketing and sales teams can’t control how inbound calls are routed, scored and managed to optimize conversions.
  • One Ifbyphone customer saw a 200% increase in call conversions by using local phone numbers in paid search campaigns.
  • Call tracking helps marketers understand exactly what marketing sources make the phone ring.
  • Around just 19% of inbound calls are actually high quality calls and/or new leads.

Check out the entire presentation below:

For access to all of our past webinars and a look at what’s to come, visit