Posts Tagged ‘Pinterest’

Top 5 Local Ad Stats of the Week: SoMoConf Takeaways

Friday, August 22, 2014

As many of you know, we hosted the Social + Mobile: Show Me the Money! Conference alongside the Local Media Association and Borrell Associates this week.  With an agenda featuring social and mobile powerhouses like Facebook, Instagram, Pinterest, LinkedIn, YP, ESPN and others, the insights were powerful.

In addition to hearing from these social and mobile pros, we also got to hear about some money making strategies and case studies from local media organizations that have successfully navigated the social and mobile landscape.  From mobile apps to social media management, local media professionals are finding a variety of innovative ways to solve the SMB’s marketing woes.

While it wasn’t easy, here are our top 5 takeaways from the event:

  • Not all social media metrics are insightful. For instance, engagement might not mean performance because when looking at article shares on LinkedIn, people actually share articles before they read them. (LinkedIn)
  • Marketing mix matters a lot.  One case study showed that by allocating 16% instead of just 1% of an awareness building campaign budget to mobile, one cell phone developer would have increased overall campaign performance by 12%. (Mobile Marketing Association)
  • The average consumer spends around $500 during the holiday season and there is already a huge opportunity to capture ad dollars during this time of year. (Bing)
  • Digital engagement is almost completely uncorrelated to offline sales. (Facebook)
  • When looking at 10K mobile campaigns, there was a 2x increase in click-through rate (CTR) on campaigns that were geo-targeted. (Thrive Analytics, SMG Local Spectrum)

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

SoMoConf Speaker Spotlight: Beth Lawton, Founder, Canoe Media Services

Monday, August 11, 2014

For today’s Social + Mobile: Show Me the Money! speaker spotlight, we caught up with Beth Lawton, executive director at LION Publishers, a group for local online independent news publishers and founder of Canoe Media Services, a consulting firm focused on social media and content marketing for businesses.

Beth Lawton, Founder, Canoe Media Services

Previously, Beth was a regional editor for Patch.com, digital media manager for the Newspaper Association of American, the founding online editor of MKEonline.com (Milwaukee Journal Sentinel) and more. She is a graduate of the Medill School of Journalism at Northwestern University.

Here is what she had to say about her SoMoConf session titled, “Using Social to Build & Engage Your Audience”:

What are the key topics you’ll discuss during your session?
I’m looking forward to talking about some of the newer social networks — some of those that might be “under the radar” for the news companies — and how thinking creatively can yield interesting, productive audience results.

What about your session are you most excited about?
I’m excited about getting questions — I love hearing audience members bring up new ideas for everyone’s benefit and the brainstorming-out-loud aspect of it.

Why is it important that attendees not miss your session?
Social media is still important for audience development and revenue, but there’s no doubt it’s getting more complex every day. Attending this session will help editors and advertising professionals stay on top of the latest information about organic social media reach and more.

What is your favorite social network and why?
I use different social networks for very different reasons. Pinterest has been useful with interior design and event planning, but I can keep up with my family and friends and stumble across interesting news through Facebook.

We are just 9 days away from SoMoConf so click here to learn more or register now!

Top 5 Local Ad Stats of the Week: In-Store Purchases

Friday, July 25, 2014

Despite the growth of e-commerce and online shopping, in-store purchases still reign supreme. For that reason, according to a BIA/Kelsey study, SMBs voted in-person interactions as “excellent” lead sources more than any other lead source, except for calls, which received a comparable amount of votes.

The Internet and other digital technologies have transformed the way consumers make purchases – and that’s not because they can make these purchases online. Instead, these technologies are giving consumers the ability to conduct extensive research that allows them to be more informed about the products or services, price and availability.

Here are some stats that show how in-store purchases are still driving local commerce and the digital technologies that are helping facilitate these transactions:

  • Two-thirds of total local purchases (65.9%) are still being purchased in-person. (BIA/Kelsey)
  • Digital currently influences 36% of in-store sales, a figure forecasted to rise to 50% by the end of 2014. (Deloitte)
  • Nearly 80% of local searches on mobile devices turned into purchases, with nearly 90% of those purchases made in a physical store. (comScore/Neustar Localeze/15 Miles)
  • Four out of five Yelp users visit Yelp.com before spending money, and 93% say that visiting Yelp leads to a local purchase. (Nielsen)
  • 21% of Pinterest users, 30% of Facebook users and 17% of Twitter users said that they have bought an item in-store after sharing or “favoriting” an item. (Vision Critical)

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

SoMoConf to Provide Local Media with Latest on Social and Mobile Opportunities

Wednesday, July 9, 2014

As digital advertising spend continues to chip away at traditional media spend, many local media organizations are looking for new sources of revenue and ways to serve their clients. Social and mobile solutions provide these organizations with a variety of new opportunities to expand their product line and help SMBs attract new customers.

We are excited to partner with Borrell Associates and the Local Media Association for the upcoming “Social + Mobile: Show Me the Money!” conference, taking place August 20th-21st in Chicago.

At this year’s event, we’ll hear from the heaviest hitters in social and mobile, digital agencies and clients on the best ways to make money from these platforms.  The event also promises superb networking by bringing together professionals from three leading local media organizations, along with a variety of receptions and other ways to get to know one another.

Notable speakers will include:

  • Ted Zagat, Ads, Facebook
  • Lutz Finger, Director Data Science & Data Engineering, LinkedIn
  • Joel Meek, Head of Partner Online Sales & Operations, Pinterest
  • PJ MacGregor, Brand Development Lead, Instagram
  • Greg Stuart, Global CEO, Mobile Marketing Association
  • Luke Edson, VP of National Markets, YP
  • And many more…

So if you work for a local media organization and you want to learn what your colleagues are doing to grow digital revenues, SoMoConf is for you. You’re bound to make some new connections and leave with fresh ideas on how to drive sales.  Click here to learn more.

SoMoConf Speakers to Uncover the ROI in Social Media Advertising

Wednesday, July 2, 2014

Not every ad works. Despite the tremendous adoption of social media, ads on these platforms aren’t guaranteed to drive engagement. Fortunately, at this year’s Social + Mobile: Show Me the Money! event,  we are bringing together speakers that will share best practices and success stories on ways to sell, monetize and drive advertiser results on social media.

Among the attendees will be representatives from the world’s largest social media networks including Facebook, Pinterest, Instagram and LinkedIn.  These reps will highlight their current advertising offerings and offer counsel on how to get the most out of their platforms.

We are excited to once again partner with Borrell Associates and the Local Media Association for this event, which is scheduled for August 20-21 in Chicago. Check out this video with messages from each of our organizations about what to expect:

As mentioned, we’ve booked some influential speakers who include:

  • Ted Zagat, Ads, Facebook
  • Lutz Finger, Director Data Science & Data Engineering, LinkedIn
  • Joel Meek, Head of Partner Online Sales & Operations, Pinterest
  • PJ MacGregor, Brand Development Lead, Instagram
  • Greg Stuart, Global CEO, Mobile Marketing Association
  • And many more…

We are less than 2 months away and look forward to seeing you there.  Register here or for more information, click here.

SoMoConf to Feature Instagram, Facebook, Google+, Pinterest and YP

Thursday, June 19, 2014

The top social media platforms – Instagram, Facebook, Google+ and Pinterest – have made impressive strides in their advertising offerings over the past year. So have the leading local directory providers such as YP. That’s why we’re very excited to hear the latest updates from these major players in the social and mobile space at Social + Mobile: Show Me the Money!, in Chicago, August 20-21.

Both social media and local search have become integral to many consumers’ daily lives. From advertising a local business on YP to posting a sponsored story on Facebook, these tools have the ability to attract the eyeballs of a massive number of consumers – making them great places to advertise.

Just take a look at the average monthly active users for each platform:

  • Facebook: 1.23 billion
  • Google+: 540 Million
  • Instagram: 150 million
  • YP: 75 million
  • Pinterest: 70 million

Come hear representatives of these companies discuss how they are working to make advertising on these channels easier and more effective. While at the event, we will also walk-through case-studies of social and mobile strategies that are driving results.

Check out the agenda to learn more. Through June 30, use the code “SocMob100″ while registering to receive $100 off the ticket price.

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 cars.com, careerbuilder.com, 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.