Maximizing the Micro-Moment

July 1, 2015 Jamie Balkin Sophia Barnhart Michela Ferullo

How to best anticipate, engage in, and reflect upon the moments leading up to consumer actions

Micro-Moments Explained

Across the globe, and in particular the United States, more Google searches take place on mobile devices than any other platform. The rise of smart devices – phones, tablets, wearables -- unveils a new territory for marketers to examine consumer behavior down to the millisecond. The micro-moment, coined by Google, occurs “when people reflexively turn to a device — increasingly a smartphone — to act on a need to learn something, do something, discover something, watch something, or buy something.” The opportunity here for content marketers unfolds when they position themselves in the most relevant channels. To be at the forefront of the consumer’s thought process, they must establish themselves within channels that are highly trafficked, easily digested, and smoothly linked to other content or purchase options. The importance of seizing these micro-moments is the value added before the consumer even realizes their need, resulting in real-time relevance and enhanced consumer loyalty.

Four Types of Micro-Moments

I-WANT-TO-KNOW

I-WANT-TO-DO

I-WANT-TO-GO

I-WANT-TO-BUY

65% of online consumers look up more information

now versus online a few years ago

66% of smartphone users turn to their phones to look up

something they saw in a TV commercial

100M+ hours of “How to” content have been

watched on YouTube so far this year

91% of smartphone users turn to their phones for ideas while doing a task

2X increase in “near me” search engine requests

in the past year

82% of smartphone users use a search engine when

looking for a local business

82% of smartphone

users consult their phones while in a store

deciding what to buy

29% increase in mobile rates this past

year

Before the Moment

Establishing a proper online presence before the need arises

While Lionbridge is well-known as the world’s leading language service provider, Lionbridge onDemand must distinguish itself as the leading product of its class--a quality

one-stop shop. In doing so, we must anticipate the needs that can be specifically met by onDemand’s services.

Lionbridge onDemand must make its name heard through engaging marketing content and calculative keywords that will promote our rankings through Search Engine Optimization. When consumers follow their micro-moments to initiate a relevant search, it’s imperative that Lionbridge onDemand is a prevalent result. As we utilize SEO strategies to position ourselves within micro-moment channels, more and more consumers will come to recognize the ease of our flat-rate prices for our many services

Anticipating the Need

Problems: ● The onDemand portal does not show up when

searching translation, localization or globalization services

● onDemand is overshadowed in search engine results by Lionbridge o Needs to be more direction leading towards

the onDemand home page ● Many of our current SEO keywords are too broad

o Need to create more terms specific to onDemand that will also direct to our web page

Solutions: ● Establish more effective and common keywords

when creating the Lionbridge onDemand website o Utilize tools such as SEO Book or

WordTracker to find best keywords

Keywords + SEO “It’s not always about getting visitors to your site, but getting the right visitors”

Popular keywords only make up 30% of searches performed on the web. The remaining 70% lie in what’s called the “Long Tail Search” Long Tail contains hundreds, of millions, of unique searches that may be conducted a few times in any given day, but when taken together comprise majority of the world search volume. Search marketers have learned that long tail keywords often convert better because they catch people later in the buying/conversion cycle. For example, a person searching for translation services is probably browsing and not ready to buy, but someone searching for best price and service for chinese translation practically has their wallet out.

Demand of Long Tail Keywords

More Mobile Friendly

Mobile optimization and micro-moments are mutually inclusive. If you want to maximize the micro-moments your business is currently missing, follow these three simple steps:

1. Get to know your target market. 2. Know where that target market spontaneously spends time. 3. Create mobile-friendly content that lives there.

Ways to utilize mobile micro-moments:

● Create podcasts for the drive home. ● Write e-books that audiences can download as they wait in

line. ● Post how-to video snippets or animations to elicit purchases

or help consumers comparison shop. ● Craft newsletters that are delivered when consumers request

them (e.g., breaks, lunchtime, etc.).

During the Moment

Capitalizing on the moments as they happen

Example

By anticipating the process of this customer’s micro-moments we can position ourselves into the channels that will lead to the ultimate purchase decision. By engaging within these channels we can better target the needs the customer will have and understand how we can address them.

Looking at a Micro-Moment Scenario

● Digital marketing services:

● Testing: “I need to test my device/software at X time in X locale...”

Micro Service Moments

“ What languages should I translate my documents

into?”

Meeting needs within micro-moments with each of onDemand’s services

I-Want-to-Grow

I-Want-To-Learn

“I just developed this

great app... how should I

globalize?”

“Who knows of any

translation services for

videos?”

I-Want-To-Try I-Want-To-Know

“I need my graphic (EPS, AI, PSD) files

translated immediately...”

“I need to test my

device/software at X

time in X locale...”

I-Want-To-Find “I need an ‘easy’ agency (‘in a box’) to help me be

global ready...”

I-Want-To-Buy

A key component of maximizing the potential of micro-moments is joining and engaging in conversations within those moments. We must first define the moment in which the context of the search takes place and the behaviors and expectations surrounding it. By monitoring and participating in these conversations via social media, we can place ourselves within the channels that will lead to further actions. Thus, we should dedicate our efforts to “being in the moment” -- comprehensively and consistently -- by marketing less and engaging more. Asking and answering questions, as well as creating a sense of trust through a relatable persona are key actions when engaging consumers through social media. Metrics of social media engagement are easy to attain and should be used to monitor progress as conversations are started and built upon. Measures including amplification rate (# shares per post), and conversation rate (# audience comments per post) allow us to gain a better understanding of our audience and the micro-moments that are best to position ourselves in.

Join the Conversation 52% Have praised a brand on social

media 35%

Have complained about a brand

on social media 59% Said the brand

responded to their complaint, question or

praise

51% Said that the

response gave them a somewhat more

or much more favorable view of

the brand

According to Hubspot, 92% of marketers in 2014 claimed that social media marketing was important for their business, with 80% indicating their efforts increased traffic to their websites. And according to Social Media Examiner, 97% of marketers are currently participating in social media—but 85% of participants aren’t sure what social media tools are the best to use.

Engaging on Social Media

By promptly responding to this “I-need-a-service” moment, we are bringing awareness to our services and immediately

offering a solution to the consumer’s need. Engaging in conversation by asking questions will allow us to learn more

about Sadi’s needs and her future micro-moments.

After the Moment

Measuring and improving upon current efforts

Current Social Media Efforts: Twitter Analysis: Handle: @onDemand_LIOX [June 1- June 30] Followers: 133 Following: 255 Accomplishments

● Consistent hourly/daily posting of relevant material

● Mentions from other companies such as Brand Quarterly + EContent Magazine

Areas Needing Improvement

● Not getting nearly enough clicks ● Need to increase following ● Need to engage in conversation with

other Tweeters about services ● Create more relevant + specific

hashtags unique to Lionbridge onDemand

Current Social Media Efforts: Facebook

Analysis: Handle: LionbridgeonDemand [June 1- June 30] Page Likes: 196

Accomplishments ● Consistent daily posting of relevant material ● Hit over 1K reach on certain posts ● Creating more relevant pop culture content +

a wider range of topics

Areas Needing Improvement ● Emphasis on real-time posts relating to trending

topics ● Utilize SEO keywords to increase click-through-

rate ● Need to ask questions to prompt conversations

Current Social Media Efforts: Mobile Site

Our mobile site is not optimized to fit to a mobile screen; it’s too zoomed in, making it challenging and frustrating to navigate

Currently, we rank second in the smart

search when ‘Lionbridge’ is typed into Safari on a

mobile device

In Conclusion Actions to Consider

Search Engine: ● Implementing SEO

keywords ● Tracking social media

engagement metrics ● Optimize mobile-friendly

site ● Focusing content copy to

invite conversation starters

Twitter: ● Use more widespread and relevant hashtags, unique to

Lionbridge onDemand ● Daily measurements and analytics of engagement ● Increase following through interactions ● Engage in more conversations

Facebook: ● Increased amount of posts and blogs related to trending topics ● Utilizing hashtags to increase widespread of posts and page ● Ask more questions to our followers to help encourage

participation ● Encourage more sharing from company employees