1 Social-Media Marketing Case Study: MassiveImpact Background MassiveImpact provides solutions for companies that want to advertise on mobile devices on a cost-per-action (CPA) basis (“advertisers”) and/or monetize their mobile websites and applications (“publishers”). MI hired The Cline Group to use social-media marketing to increase the number of qualified leads and website conversions from potential advertisers and publishers, who would then be referred to MI’s sales team. This case study shows the results that TCG had gained for MI since the start of our campaign in December 2012. Executive Summary of Results TCG used social media to increase visits to the website from qualified leads by 894% The total number of website conversions and direct leads from social media combined increased by 217% The Cline Group’s Strategy Create and/or optimize social-media profiles on LinkedIn, Twitter, Quora, Google+, and Facebook Optimize the website to draw more attention to the social-media buttons, which had been stuck in the bottom of the footer, to increase the followings of those channels Research and identify potential advertisers and publishers as well as relevant journalists and influencers in the mobile, online advertising, and website-publishing industries Increase social followings using paid advertising as well as the best non-paid practices for each network Interact with the targeted media outlets and influencers as well as potential advertisers and publishers Create visual, interesting content that will be aimed to be spread by MI’s followers on social media Send traffic to MI’s landing pages and refer direct leads of potential advertisers and publishers to MI Success Metrics TCG gauged results through two methods (depending on the context): Interested parties online were given a URL for the advertiser or publisher landing page on MI’s website, and the number of visitors who completed an inquiry form was tracked in Google Analytics. One form- submission to MI equaled one website conversion TCG obtained contact details from people who were interested in speaking with MI directly and then gave the information to MI. One referral equaled one lead
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Social-Media Marketing Case Study: MassiveImpact
Background MassiveImpact provides solutions for companies that want to advertise on mobile devices on a cost-per-action (CPA) basis (“advertisers”) and/or monetize their mobile websites and applications (“publishers”). MI hired The Cline Group to use social-media marketing to increase the number of qualified leads and website conversions from potential advertisers and publishers, who would then be referred to MI’s sales team. This case study shows the results that TCG had gained for MI since the start of our campaign in December 2012.
Executive Summary of Results
TCG used social media to increase visits to the website from qualified leads by 894%
The total number of website conversions and direct leads from social media combined increased by 217%
The Cline Group’s Strategy
Create and/or optimize social-media profiles on LinkedIn, Twitter, Quora, Google+, and Facebook
Optimize the website to draw more attention to the social-media buttons, which had been stuck in the bottom of the footer, to increase the followings of those channels
Research and identify potential advertisers and publishers as well as relevant journalists and influencers in the mobile, online advertising, and website-publishing industries
Increase social followings using paid advertising as well as the best non-paid practices for each network
Interact with the targeted media outlets and influencers as well as potential advertisers and publishers
Create visual, interesting content that will be aimed to be spread by MI’s followers on social media
Send traffic to MI’s landing pages and refer direct leads of potential advertisers and publishers to MI
Success Metrics TCG gauged results through two methods (depending on the context):
Interested parties online were given a URL for the advertiser or publisher landing page on MI’s website, and the number of visitors who completed an inquiry form was tracked in Google Analytics. One form-submission to MI equaled one website conversion
TCG obtained contact details from people who were interested in speaking with MI directly and then gave the information to MI. One referral equaled one lead
For TCG’s campaign-measurement methods, we totaled and combined the numbers of website conversions and direct referrals each month over the time that is covered by this case study.
Our Tactics Content Creation TCG, for example, created and promoted an original infographic across social-media channels:
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LinkedIn
Created and optimized a profile to act as someone at the company:
Posted news about MI from and encouraging people to follow its company page
Participated in LinkedIn Questions (discontinued after January 2013) in relevant topics and sectors by answering inquiries authoritatively and referring people to MI’s website:
Posted questions and commenting in threads in relevant LinkedIn Groups and referring people to MI’s website when appropriate:
Interacted with prospects over LinkedIn Messages and then referring direct leads to MI:
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Twitter
Optimized MI’s profile:
Built a follower base quickly by following the followers of mobile-related accounts and then unfollowing them if they do not follow back after two days
Interacted with the identified influencers so that they will retweet, reply to, and favorite MI’s tweets:
Results and Analysis Social-Media Traffic to MI’s Website
November 2012 is the benchmark before TCG began our work
May 2013 April 2013
March 2013
February 2013
January 2013
December 2012
November 2012
Visits By Social Media Source
LinkedIn 926 824 172 53 135 58 64
Quora 70 62 71 95 70 61 29
Facebook 132 14 7 4 24 7 32
Twitter 29 48 90 17 24 11 1
Google+ 13 39 31 6 3 1 0
Other 2
Forums 0 0 3 6
Total Social Traffic to the Blog
80
Total 1252 987 374 181 256 138 126
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MI Website Conversions and Direct Leads
November 2012 is the benchmark before TCG began our work. The first five rows are website conversions, and the sixth row is leads referred to MI through direct communication on social outlets:
Conversions By Social Media Source
May 2013
April 2013
March 2013
February 2013
January 2013
December 2012
November 2012
LinkedIn 6 7 2 1 1 0 2
Quora 2 2 4 4 2 3 4
Facebook 4 0 0 0 0 1 0
Twitter 0 0 1 0 0 0 0
Google+ 1 1 0 0 0 0 0
Direct Leads Referred 6 12 10 13 16 8
Total 19 22 17 18 19 12 6
MI Social-Media Followings
November 2012 is the benchmark before TCG began our work
Social Media Followings May 2013
April 2013
March 2013
February 2013
January 2013
December 2012
November 2012
Facebook Likes 10060 1160 116 104 92 82 67
Twitter Followers 8697 6923 6191 3555 2082 692 97
Google+ Followers 94 58 48 37 26 10 0
MI LinkedIn Page Followers
182 148 125 116 100 84 63
Google+ Community Members
84 69 48 29 16 0 0
Overall Analysis
TCG used social media to increase visits to the website from qualified leads by 894%
The total number of website conversions and direct leads from social media increased by 217%
