Posts Tagged ‘Pinterest’

Top 5 Local Ad Stats of the Week: Social Media

Friday, March 28, 2014

Given the limited advertising budgets of SMBs, the reason more and more of them are starting to use social media as a marketing tool is the potential reach these platforms allow without the need to spend big.  These social outlets are becoming a popular way for brands and local businesses to connect with, inform and reward followers and fans.

In addition to organic reach, many of the most popular social media outlets (Facebook, Twitter, LinkedIn) offer paid advertising opportunities with the capability to target very specific audience segments.  These targeting capabilities are powerful on these platforms, especially when trying to reach local consumers.

Here are some compelling stats that show how the impact social media is having on consumers and local marketers:

  • Close to 6 in 10 global consumers say that friends’ social media posts influence their purchase choices. (IBM Institute for Business Value)
  • 56% of millennial local consumers said that they have interacted with social media in the past 6 months at some point in the purchase funnel. (BIA/Kelsey)
  • 94% of SMBs said they use social media for marketing and 61% said that social media helps them gain new customers. (LinkedIn)
  • Of online adults, 71% use Facebook, 18% use Twitter, 17% use Instagram, 21% use Pinterest and 22% use LinkedIn. (Pew Research)
  • Facebook has about 25 million active small business pages. (Facebook)

Be sure to check back next week for our next edition of Top 5 Local Ad Stats of the Week. Have a great weekend!

Gordon Borrell: Mobile – The New Path to Traditional Media

Friday, July 19, 2013

Gordon Borrell, CEO of Borrell Associates, is ranked in the top 2% among Gerson Lehrman Group’s 150,000 consultants worldwide and is quoted frequently in The Wall Street Journal, The New York Times, Ad Age, Forbes and other publications. He has appeared on CNN and other TV and radio programs discussing trends and forecasts for local media.

(This blog was originally posted today on Borrell Associates blog and is being republished with the author’s permission.)

Mobile marketing is big.  It’s so big it’s huge.  GINORMOUS, even.

That’s today’s relentless message.  And more or less, it’s wrong.

Gian Fulgoni, Chairman and Co-founder of comScore

The growth of mobile marketing may be occurring at a rapid clip, but more than 90% of businesses aren’t yet buying it.  And those who are, aren’t really spending that much.  Why?   Ask Gian Fulgoni, chairman and co-founder of comScore.

“When we looked at consumer (attitudes), mobile didn’t come up in the Top 10 tools that people listed in terms of things that helped them save money, save time or get new ideas of brands and products to buy,” Gian told me while prepping for his presentation Aug. 22 at the Social + Mobile: Show Me the Money! Conference in Chicago.  “I really thought it would, but it didn’t — yet.  Maybe it suggests that you’ve got to be somewhat careful in following the consumer’s path to new media.”

Saywhat?  Traditional and other digital media trumps mobile for saving money and saving time? That’s a radical thought.  But I think it’s spot-on, and Gian’s research offers a brilliant gem for those who are trying to incorporate mobile marketing into their media enterprises.  Traditional media is still quite powerful. After all, it commands 80% of all local marketing dollars. But in tandem with mobile media, it can be an even more powerful marketing tool for SMBs.

It’s not an either-or proposition.  That’s the big message.

In our overhyped world, research can provide the edge that helps media managers avoid the lemming-leap reaction of peers.  Gian’s observations from comScore’s massive research database provide terrific gems that we can all learn from. During our conversation, he kept tossing data grenades – like the fact that Pinterest is the fastest-growing independent site, ever, and that 80% of its users are females. What a perfect target audience for apparel, home furnishings or food.  I had never even considered that.

I’m looking forward to hearing Gian’s insights at the conference.  He opened our 2013 Local Online Advertising Conference in New York last March and blew the audience away with his insights on how interactive media, handled correctly, actually drove more usage of traditional media.  I have no doubt we’ll hear the same explosions during his presentation in Chicago.  Gian tends to light up the Twitter feed during any presentation he gives.  In this overhyped, confusing media world, his data grenades are sorely needed.

For information on the conference, click here.

UPDATED: Monetizing Social – How One Twitter Keywords Campaign Resulted in $54,000 in Sales for a Dream Local Client

Monday, July 1, 2013

Shannon Kinney, founder and client success officer of Dream Local Digital. (Photo By: Amy Wilton)

During her session at the upcoming Social + Mobile: Show Me the Money! conference, Shannon Kinney, founder and client success officer of Dream Local Digital, will be discussing several of the emerging trends in social media, new services and sites, and some of the latest enhancements to old favorites. Shannon has implemented hundreds of social media campaigns for her SMB clients and in this session she will share case studies including one Twitter keywords campaign that resulted in $54,000 in sales for a client.

The session will help companies seeking to expand social media offerings and will show how to monetize in a much bigger way.  In addition, Shannon will discuss some of the growing social outlets like Pinterest, Vine, Instagram, Snapchat and Google+.  According to Digital Marketing Ramblings, Google+ has 343 million users, Instagram has 130 million, Pinterest has 48.7 million, Vine has 13 million and Snapchat has five million.  Given these numbers, Shannon will discuss the huge opportunity for marketers to already start to make money with these venues.

Shannon has over 15 years of experience in the development of successful Internet products, sales and marketing strategies. She has worked on the teams developing successful Internet brands such as,, and over 60 online media properties for newspapers all over the U.S. and Canada. Prior to that, she spent over 10 years in media sales and sales management in Maine.

Join us in Chicago August 21-22 for this interesting session with Shannon and register today for #SoMoConf.  Also, check out the agenda to see all of the exciting sessions planned.  We look forward to seeing you there!

WSJ Survey: Small Business Owners See Pros of Social Media for Growth

Wednesday, February 13, 2013

Wall Street Journal

A recent survey from the Wall Street Journal and Vistage International shows that small businesses find value in social media, but are digging in to see which channels are worth the most investment. The survey, which asked 835 business owners how they view each social network as it pertains to their company’s growth, found that six out of 10 owners see value in the medium.

Likely because it’s focused on business networking, LinkedIn was said to be the most valuable social media channel among those surveyed: 41% of business owners singled it out as the top growth driver. Twitter came in with the lowest rating among those surveyed, with only 3% seeing it as the most valuable.

Some business owners attributed the finding to lower engagement on Twitter as opposed to Facebook or LinkedIn. With Twitter’s post restriction of 140 characters, small business owners said it can be difficult to convey messages while including links to drive website clicks and direct buys. Twitter’s interface for comments and replies is also less smooth than on other social networks, making it less likely for a user to answer a question or give feedback.

However, small business owners’ perceived usefulness of each social network does not necessarily track with how businesses are actually using them. For example, Twitter usage far exceeds its perceived potential, according to the WSJ survey.

Use vs. Usefulness

Due to the overall popularity of social media, small businesses may feel the need to be present on all the major channels. My advice is to always weigh the usefulness of each marketing medium based on the needs and customer makeup of the specific business. Each channel may not yield results for all businesses, so owners must continually reevaluate and shift focus to those that do.

Five Steps To Integrate Visual Content Into Your Social Media Strategy

Monday, September 17, 2012

In a column posted today on Marketing Land, I discuss the growing importance of visual content in a local business’ social media strategy.

In the past year, the unbelievable growth of visually focused sites like Instagram and Pinterest, the redesign of Facebook with the introduction of Timeline and the cover photo, and the rapid increase in use of smartphones with high-resolution cameras have highlighted changing consumer preferences in favor of images over text in the digital space.

In the piece, I offer five steps for local businesses to join the visual revolution online. Click here to read my full column.

Debating 2017: What Local Search Looks Like

Monday, April 23, 2012

Charles Laughlin presented Matt Booth from BIA/Kelsey and Matt Stover from SuperMedia predictions for 2017 and debated their potential reality.

In 2017, there is only one print directory per major market; in the five largest cities, there are only emergency services guides.

  • Booth: “There will still be at least two in most major markets … some markets that have four or five will go to two.”
  • Stover: “Theme over next four or five years is personalization … we’ll be delivering the content in whatever form they want.”

In 2017, AT&T, SuperMedia, Berry, and Dex One have combined; Yellowbook remains independent but sold to a private equity firm and renamed “Yellow.”

  • Stover: “All of these companies today are much more in the business today of helping small and medium businesses being successful … This [prediction] is a pretty limited or inside our industry view.  I would think much more creatively on where assets might wind up over the next five years.”

In 2017, Google will have built out a national sales channel.

  • Booth: “This without a doubt is going to happen, but whether it happens by 2017, I don’t know … But it’s absolutely this is going to happen.
  • Stover: “I suspect it’s not going to be a Google-owned channel, but it’s going to be the people who are best at connecting with local businesses.”

In 2017, publishers are the largest sellers of websites to SMBs by a wide margin

  • Booth:  “People that have the largest deployed sales forces in the country have the opportunity to take a large share of this type of business.”

In 2017, the proliferation of non-crawlable data has made search engines less dominant

  • Booth:  “There’s already examples of this happening … Instagram, Pinterest …  Search engines will still be important, but there’s going to be a whole ecosystem that exists outside the reach of web crawlers.”