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    Social Media Academy Training Deck Social Media Academy Training Deck Presentation Transcript

    • How to integrate social media into Food & Drink PR campaigns
    • Agenda 1. Tactics & tools – Social media outreach (blogs, Twitter, social networks, forums, podcasts) – Video – Widgets – SEO PR 2. Online PR strategy – Creative campaigns – Amplification 3. Reputation management – Online press office – SEO PR 4. Measurement & evaluation to demonstrate ROI
    • My background
    • My background
    • My background
    • My background
    • My background
    • Tactics & tools
    • Blogs
    • Overview • Matured - blogging has now matured as a phenomenon to cross all consumer interest areas • Extensive - vibrant communities can be found collecting around vast ranges of topics • Culture - blogger outreach carries with it different expectancies in regards to form of communications than traditional media
    • Consumer
    • B2B
    • Regional
    • Opportunity • ‘Link etiquette’ of the blogging world encourages quick viral dissemination of well-targeted stories and engaging content • SEO - this ‘link etiquette’ is also responsible for blogs faring extremely well in search returns – ranking highly in Google – As a result, blog posts can be extremely visible and influential – Impacting consumer opinion – Driving mainstream coverage • Brand advocates - the highly focused nature of blogs – with bloggers becoming passionate opinion formers on very specific topics – offers distinct opportunity to encourage strong advocates of a product or service
    • Blogger outreach
    • Preparation • It is vital to know who you’re pitching to. Specifically this includes: Reading the site’s about page Reading the last week or so of posts or news stories If possible, finding a specific, concrete example and URL that proves why the editor would be interested in writing about the campaign? If not a URL, the site should be very specific to your client/campaign
    • Digging Deeper It’s essential that you ask yourself… Are you going after an active blogger or a fair-weather blogger? • If your blogger is very active online, chances are he or she has received a pitch before and will at least know the drill. If not, he or she may still be a good target, but you may have to explain the process a little more in-depth. Is the blogger is interacting only in the blogging community or if are they active elsewhere? • Twitter? Facebook? Flickr? MySpace?
    • More Digging How does the blogger interact online? • Is he or she cynical or critical? Is he or she part of a community that is characteristically anti-PR? Search for terms… Pitch Public Relations PR Marketing Flack Your client or the client’s product Client competitors
    • Blog Pitching - Ethics Transparency • Honesty of Relationship: You say who you're speaking for • Honesty of Identity: You never obscure your identity Specifics • No monetary exchanges • Commitment to represent blogger and client • No dodgy dealings, bribery • No pestering • No anonymous posting or commenting • No spamming
    • Step One: The Pre-pitch What it does: • Ensures that a blogger is interested in hearing from PR Why it’s important: • One disgruntled blogger has the power to tarnish the reputation of the agency and client with the click of a button
    • Step One: The Pre-pitch Includes: • Short introduction of who you are and what you do • Opt-in clause of participation • A hint of what might be in store • Chance to be placed on a ‘Do Not Pitch’ list Does not include: • Press releases • Hard sells • Attachments • Unsolicited advice or information
    • Step Two: Relationship Establishment What it does: • Ensures that the blogger understands your objectives and that you understand theirs Why it’s important: • Each blogger is different - some want to review products, some want Google juice, some want advertising, some don’t know what they want… This gives us all a chance to start off on the same page.
    • Step Three: The Pitch & Maintenance What it does: • Keeps an ongoing conversation with the blogger Why it’s important: • The blogger will be much more likely to take your other pitches if they know you
    • Step Three: The Pitch & Maintenance What it includes: • Knowing what’s going on in the blogger’s life • Thinking before you pitch • Short, to the point, correspondence • Follow-up • Personality
    • Case study - Beck’s Canvas
    • Case study - Beck’s Canvas Key Outputs • Over 120 pieces of online coverage achieved • 40,148,733 unique users • £257,000 equivalent online media value • ROI – 9:1
    • Case study – Hotel Chocolat
    • Case study – Hotel Chocolat • Objective to build buzz and excitement around new range of Easter Eggs and Hampers • Detailed discovery process to find most influential UK Foodie bloggers and chocoholics • Priority list of 50 contacts finalised • One-to-one communications commenced with all 50 • Taste-tests of Hotel Chocolat products offered for review • Extremely positive response • 100% follow through on product sampling to editorial review
    • Blogger events
    • Overview • Blogger events can be run in a very similar way to media events • These can either be run in tandem with mainstream media events or independently • Successful blogger events tend to adopt very tailored methods of syncing specific elements of an event to bloggers’ personal tastes
    • Opportunity • With bloggers currently not invited to a large number of events, they offer a powerful means by which to build strong relationships and brand advocates • Face-to-face time allows impact to be made far beyond that possible during normal email communications • Following blogger events, bloggers frequently post detailed and well-branded reviews and posts
    • Case study - Smirnoff • Popular London ‘Blogger Meet- up’ event sponsored by Smirnoff • Two Smirnoff ‘mixologists’ placed at bar • Profile book designed with detailed background information on all of the blogger invitees • Special cocktail design for each blogger: for example Fake Plastic Noodles received a cocktail infused with twisted lemon skins for noodles
    • Case study - V-Jam • ‘V-Jam’ social media day created, with 60 frequent flyers, airline staff and bloggers participating • Focus set of come up with concepts on how social media can improve the flying experience • Virgin Atlantic’s Vtravelled.com, was developed as an output – an online travel community where people can organise and share travel plans with friends and family
    • Twitter
    • Overview • UK lead - over the past year Twitter has grown hugely in the UK to overtake the US in terms of take-up • Extensive - the similarity to texts and the brief, quick nature of posts have resonated strongly with UK consumers, now spanning many demographic groups and interest areas • Complements blogging - Twitter now has found a place alongside blogging, where it is used to share quick views and opinions. Blogging instead is used for more detailed descriptions and analysis
    • Regional
    • Opportunity • Influential hubs - the culture of people on Twitter ‘following’ others that they find interesting has created a number of very influential hubs • ‘Twitter Elite’ now hold considerable sway, with their posts being seen by thousands of people instantly • Viral - the medium, like blogging, also lends itself extremely well to quick dissemination of news. If a person following a Twitter user likes a post, they can ‘ReTweet’ further increasing the audience base that the message reaches
    • Twitter – Why? • Build relationships • Humanise/Catharsis • Share information • Gather information • Showcase expertise • Job hunting
    • How does it work? 1. I update 3. I can check the updates that are directed at me (@) 2. It shows up in my 4. As I update, the more news feed my name shows up and and my I can expand my followers’ followers news feed
    • The Twitter Dashboard • Following • Followers • Updates • Twitter Tip • @Replies • Direct Messages • Favourites • Search • Trends
    • Twitter, PR and Journalism • Sense of community • Secret club mentality • Way to connect • Inside information
    • Etiquette Do not: • Follow indiscriminately • Pitch out in the open • Use only for self-promotion Do: • Keep engaged daily • Move outside your circle • Follow people at a steady pace
    • Twitter Credibility Scale
    • Twitter Tools – things to know • Hashtags – A way to track and distinguish conversations by inserting # in front of a pre-determined term • RT (Retweet) – Pass along a Tweet of someone else’s and give credit “RT @mseasons Check out this site!” • DM (Direct message) – A private message to another Twitter user. Can only be sent if the user is following you • Long URLs – Can be shortened using services like Tiny.cc to help avoid going over the 140 character limit. • Pictures – Use TwitPic.com to share photos easily on Twitter • Username – Can be changed at any time without losing your followers, replies or account
    • Twitter Tools - Digsby • Updates stream to your desktop • You don’t ever have to miss an @ reply • You can update your status, return direct messages and reply to other users • You never have to visit Twitter.com • It’s also possible to incorporate your email, Facebook and IM clients
    • Case study – Pizza Hut • Pizza Hut has recently hired a dedicated intern to run its Twitter page • Before recruiting the position, the Twitter page had 3,000 followers • Now has 17,000 • 13,000 following • 574 updates • High volume of interaction with followers, discussing pizzas, meals and offers
    • Social networks
    • • Targeted ads – displays ads solely on users meeting the demographic profile requested • Partner campaigns - special pages are designed to hold communities around specific topics • Traditional PR activity - Facebook is a notoriously hard environment to engage directly with consumer as a result of its closed nature (you have to be friends with someone to see their full details) • Facebook groups - the most accessible way to engage with communities of people on Facebook– either by setting one up or through engagement in groups already existing
    • Case study – Pizza Hut • Official Pizza Hut fan page incorporates a number of different functions • Links directly to Pizza Hut booking system, allowing fans to: – Find a restaurant – Book a table • Prominent offers promotion • ‘Events’ feature used to promote offers to all fans • 54,000 fans
    • Case study – Road to V
    • Case study – O2
    • • Drop in users - MySpace’s user base in recent years has dropped significantly as a result of the rise of Facebook and Bebo • Music - the profile now of MySpace users is now very music-focused • Targeted ads - much like on Facebook, targeted ads can be run on MySpace, set to appear only on profile pages of users that fit within a certain demographic profile • Open - MySpace is based on a far more open environment than Facebook, and therefore enables far more extensive engagement
    • Case study – Road to V
    • • What is it? – Photo storage and photo sharing community • How does it work? – Users upload photos, tag them and/or submit them to groups • Importance of tagging – Allows search functionality – SEO visibility through Google and Google Image
    • • DIY - an open social network platform that allows you to easily create your own social network • Flexibility - this can be designed to focus upon any topic imaginable • Numbers - currently over 1 million individual networks have been created on Ning – by companies and individuals alike • Functionality - Ning easily incorporates all of the features commonly available today on social networks – including multimedia content, and easy sharing of opinion and views
    • Opportunity • Control- Ning offers complete control over who can join a social network and what they can do when they are part of it • Moderation - constraints can thus be placed on the age of participants • Targeted - opportunity to create niche networks that are designed to complement other marketing initiatives
    • Social bookmarking • Distribution - A powerful way for stories to disseminate online • Tags - Users ‘tag’ stories they find interesting • Easy access - The URL for the story is saved on the web, for easy future finding (online bookmarking)
    • Social bookmarking • Online influence - Very popular with news hungry web geeks • Community - People follow friends ‘feeds’, and are kept up-to-date with stories they find interesting • Comments – People comment and share views on stories • Traffic – can be a major source of traffic to websites online
    • Social bookmarking • User-generated news website • No editor • Ranking of stories decided by community • A central group of a 1000 or so users command great influence • Major traffic driver online • SEO boost
    • Forums
    • Overview • Well-established - forum communities were the first form of social media to take-off on the web • Community - completely driven by community posts • ‘Forum Master’ - oversees content moderation • Threads - are either initiated by the Forum Master or by the user community • Consumer research – very popular with consumers when researching complex topics or making purchasing decisions • Opinion-formers –most forums provide information on the activity of its users: – Number of posts – Number of threads
    • Opportunity & constraints • Seeding – in the not too distant past, forums were a popular medium for viral marketers • Legal constrictions – changes in European law two years ago, however, severely curtailed this activity, making it illegal to act under false pretence when marketing online • Forum thread sponsorship – The main opportunity for active forum engagement is by contacting a Forum Webmaster to organise a sponsored thread
    • Podcasts
    • Overview • Podcasts are very much a social media equivalent to radio – Blogs:journalism – Podcasts:radio • RSS technology utilised to download straight to your iPod – Lead to podcasts being consumer on the go at times convenient to the listener • Podcasts can now be found covering all interest areas and industry sectors
    • Opportunity • Opportunity exists to pitch in stories and content just as with radio – Interviews – Guest speaker slots • As it is still a relatively new medium, podcast producers do not receive as many approaches from PRs – leading to increased opportunity
    • Video
    • Overview • Engagement - video offers tremendous opportunity to engage audience groups online • Media thirst – traditional media sites are constantly trying to compete with the BBC’s extensive libraries of content • PR opportunity – creates opportunity for high-profile story placement • Creative extension – opportunity to add further depth to a story
    • Video-sharing • Large and varied – more than just YouTube. Sites such as Dailymotion, Videojug, Metacafe, Blinkx and many others also have large communities • Easy sharing – ‘embedded players’ are now offered by all video-sharing sites making it easy to pass content to journalists • Viral spread – it is also very easy for consumers to share video content – meaning videos can spread very quickly online (e.g. recent London fire)
    • Communities • Social networks – more than just video posting • Shared interests – people connect to other users who like similar content, or post videos they like • Channels – YouTube channels create audience bases that are informed when new content is uploaded • Comments – people post comments and views on videos. Star ratings are a powerful determination of ranking in YouTube and whether it achieves the all-important feature on the front- page
    • Video production • Affordable quality – the explosion of video consumption online has brought with it a reduction in the expectancy of video quality and resolution • Script writer – finding a good script writer is a very valuable exercise. Substantially reduces expensive to and fro • Production – hiring a video producers is extremely important – more often that not they will manage the whole project, including editing • Budget – costs can be in the hundreds, depending on the scope of work • Length – it is best if videos do not shoot past 1 minute in length online – further reducing production costs
    • Video seeding • Audience reach – do use other video-sharing sites in addition to YouTube. You can easily find extensive lists of them online • Relevance – particularly ensure your video is posted on sites with relevant focus and audience bases • Web tools – there are a number of tools that can be used to post a video simultaneously to many video-sharing sites at once – massively reducing admin time (e.g. http://heyspread.com/) • Monitoring – such sites also enable easy reporting of total views and comment activity across the video-sharing sites used
    • SEO • SEO – when posting videos on video- sharing sites, you have complete control over the copy and content that runs alongside the video • Keywords – by researching appropriate keywords, it is possible to ensure the video ranks well in relevant search engine returns • URL links – use of relevant URLs and ‘anchor text’ ensures that popular videos provide an SEO boost to your website • Traffic – Popular sites such as YouTube can be key drivers of traffic online
    • Moderation • Hugely active sites such as YouTube so attract a large number of ‘spammers’ – people posting inappropriate links and content in comments to capture people’s attention • Popular videos can also attract abusive comment as a means to scandalise and shock • When it is your own video post, it is possible to control the following: – Removal of inappropriate comments – Complete removal of ability to comment
    • Case study – Beck’s
    • Case study – Beck’s
    • Case study – Beck’s
    • Case study – Beck’s
    • Case study – Ramada Encore
    • Case study – Ramada Encore Key Outputs • 12 pieces of national online coverage • 78 actively generated pieces of coverage across influential blog titles • Stimulated over 20 million impressions
    • Case study – Virgin Mobile
    • Case study – Virgin Mobile Key Outputs • 105 pieces of online coverage • Over 20 million impressions • Over 95% of placements mentioned Virgin Mobile • Over 89% of placements linked to or embedded the 30 Peas video • Over 87% linked to virginmobilepeople.com/30p
    • Widgets
    • Overview • Interactive web tools that can be ‘embedded’ on websites and downloaded to desktops • Engagement – great means by which to actively engage consumers • Rich information – powerful way to display rich and varied information • Content – work for all means of different content, from video to games • Stand-out – as this is still a a largely unexplored area by the PR industry generally, substantial opportunity exists to catch online influencers’ attention
    • Case study – Burger King
    • Case study – Burger King • Facebook application developed by Burger King • Designed to target Facebook’s primary user base – 18-24 year olds • Clever play on Facebook ‘friends’ network, whereby you can win a Whopper if you delete 10 friends • ‘So successful, Facebook had to shut it down’
    • Case study – BBC 5Live
    • Online PR strategy
    • Objectives Increasing the number Raising brand Search engine ranking of links from quality awareness online boost websites Increasing customer Website traffic acquisition & sales
    • Online PR tactics Blogger outreach Twitter promotion Audience mapping Online media promotion • Content pitching • Client Twitter feed set-up • Guest blog posts • Post drafting • Blogger events • Twitter feed promotion Social network Social bookmarking Forums Podcasts promotion • Thread sponsorship • Production • Facebook groups • Interview pitching • MySpace profile recruitment • Niche networks • Ning Video production Video promotion SEO PR Widgets • Script writing • Search engine optimisation • Press release optimisation • Production • Filming & production • Seeding • Syndication • Promotion • Editing • Measurement & reporting Online monitoring Online PR measurement • Online media buying value • Search engine visibility • Web analytics • Social media metrics
    • Creative campaigns
    • Creative development • At the core of social media strategy is traditional PR – Must be new – Must be sufficiently interesting for someone to want to take their own personal time to talk about it – Relevance is highly important • Simplicity is vital – Online influencers are extremely time poor – Key messaging must come through instantly • Attention-grabbing works – Humour – Innovation – Risqué (great example is Diesel 30 year anniversary campaign)
    • Story development • Get to the core of the story – Describe it in one sentence • Build associations from this base • Relevance is key • Focus first on this before considering appropriate social media platforms – Platforms should fall naturally from creative concept • Think BIG – Creative implementation online is far, far cheaper that offline – There are some very competitively priced development suppliers out there
    • Use the full palette • Never before have so many tools been available, so easily, to PRs • Bring the story to life as much as possible • The further you go the stronger the message, the reach, the impact • Video is enormously powerful
    • Two-way • The key feature that differentiates social media from traditional media is its facility for two-way dialogue • This brings with it a number of important advantages: – More powerful engagement • Improved recall – Active involvement – Participative for both parties • Make this principle core to a social media campaign
    • Competition mechanics • Incentivise people to participate • Make prizes relevant to resonate • Competitions have long been a core strand of consumer PR campaigns – Social media offers far more flexible, creative mechanics • You have to think why would some get involved?
    • Case study – Hotel Chocolat
    • Language & tone • ‘PR speak’ just does not work – Avoid exaggeration – people can spot it, and do not need to put up with it – Is it really ‘the world’s leading’? • Be human – Chatty, simple language works best – Avoid jargon at all costs • Be friendly – Relationships can be formed very quickly online • Be open – People are largely very understanding. If issues arise be up-front and open and maintain dialogue • Transparency – Always state your intention – Always state who you are representing
    • Mechanicals • Make it easy to share – URL links – Social media ‘share’ buttons • Be mindful of people’s inboxes – Make full use of online tools and sharing sites to distribute content – YouSendIt
    • Amplification
    • Overview • Extend – online PR can work very well as a means to ‘amplify’ or add further depth to a planned PR/marketing/advertising campaign • Advertising – ‘amplification’ is very much a buzz term in the ad world. Represents a means by which to take the core ad message out to a wider audience base • Media fragmentation – the fragmentation of consumer media has made it impossible for advertising to reach as large groups of people as before • Word-of-mouth – at its core lies the ability to stimulate word-of- mouth and viral spread of key marketing messages • Social media – the two-way, personal nature of the medium perfectly complements the prime objective of any advertising initiative
    • Implementation • Core messaging – creative scope is focused upon taking campaign messaging and applying them to the online medium • Interaction & depth – tools such as video and widgets enable softer elements to be added to a campaign – increasing levels of engagement • Assets – content produced to-date as part of the campaign can prove extremely valuable
    • Implementation - timeline • Anticipation – one core focus for amplification strategy is building momentum ahead of a campaign launch – Early glimpses of assets – Smaller campaigns to support major push • Extension – an additional focus commonly is then extending interest and intrigue past the main launch dates – Interactive elements – Competitions
    • Opportunity • Extend current client PR campaigns – opportunity to pitch in amplification projects onto current client campaigns • Extend other client marketing initiatives – opportunity to begin further supporting other agency initiatives • Slot in aside current retained PR agencies – opportunity to get to the client table without a full re-pitch. A foot in the door • Partnerships – scope to partner with advertising and media agencies
    • Case study – Sony Bravia
    • Case study – Sony Bravia
    • Case study – Compare the Market
    • Case study – Compare the Market • Dedicated micro-site hosts multitude of digital assets linked to the mainstream advertising campaign • Video clips include full TV ads, together with special features only available online • Varied range of downloads available, from music tracks, audio speeches, movies to wallpaper art • Directs traffic very neatly to camparethemarket.com, driving 100% in visits • Cost per acquisition reduced by 73%
    • Case study – Compare the Market • 550,000 fans chose to interact on the Facebook fan page • Badge of pride selected by large majority of fans, uploaded on individual profile pages • Large number of image uploads of customised pictures of fictional character Mr. Orlov, and starting petitions to get cuddly toys made • Large number of comments and ‘likes’ visible on Mr. Orlov’s status updates
    • Case study – Compare the Market • Over 25,000 followers • Following over 27,000 • Almost 2,000 updates • Quirky status updates and comedy news creates a stand-out theme that has proved popular • Lots of direct interaction with followers
    • Case study – Creme Egg
    • Case study – Creme Egg • Online campaign to support TV ad campaign • Target audience of 16-24 year olds • DM packs utilised to target people who participated in previous year’s campaign, directing traffic to following: – Microsite • Game • Video content • Blog – Bebo – Facebook – YouTube Channel • All interactive elements, designed to encourage engagement with ad concept and collateral
    • Case study – Creme Egg • 10% increase in number of unique visitors YOY • 41% increase in average dwell time YOY • Double the number of average visits per user YOY • 54% of visitor played ‘The Great Eggscape’ game
    • Reputation management
    • Online press office
    • Online monitoring • Many options – there are now a large number of monitoring services on offer • Consultancy – value for clients is in the consultancy offered in addition to raw stats: – Flagging crises before flaring – Prioritisation of articles for reaction – Insight to inform PR planning and campaign creative
    • Managing comments • Commenting is a necessary element of the two-way nature of social media • Once you start the dialogue, it is important to remain involved – Reply to comments – Engage in conversation • However, the more impersonal nature of online communications can cause people to sometimes be more offensive – Keep a watchful eye for inappropriate comment or spam • If this occurs on your uploaded content or site, this can be mitigated with removal as necessary – Ensure this is an appropriate action • YouTube allows comments to be disabled
    • Managing comments - prioritisation • The proliferation of sites and commentators can be mind boggling and very difficult to manage • Priority is key • Not all sites similar sway • Some comment at best will only require a watchful eye to check if it spreads further – In such circumstances, engaging is a waste of resources and may only fuel the fire
    • SEO PR
    • SEO PR • Google is very much the window through which people access everything online • Online PR and social media outreach directly impact: 1. Brand website rankings 2. Journalist and consumer endorsement rankings • Online PR and social media outreach can also be utilised to minimise the impact of damaging articles ranking highly – Hotel Chocolat example
    • Implementation - keywords • Keywords – keyword phrases are selected that are most important to the client for driving relevant traffic to their website • Input – first check if client has list of priority keywords. Their online marketing department will definitely have focus areas • Keyword generation – otherwise, there are numerous free, or paid-for, keyword generator tools • Focus – build focused list of up to five keywords to focus upon
    • Implementation - drafting • Careful drafting – PR collateral is fused subtly with keyword phrases • Extend use – opportunity to extend use of press releases and other collateral already being produced for a client • Focused content – otherwise, focused collateral can be created around keyword areas • Anchor links – appropriate URL links to the client site are placed behind keywords • Link choice – work with online marketing department to select most appropriate URLs
    • Implementation - syndication • Syndication wires – PR collateral is posted on SEO PR wires (PRWeb, Source Wire, Real Wire) • Mechanical costs – Each post costs around £100 (varies across wires) • Targeted – collateral is syndicated across sites relevant to the content and keywords • Link creation – each syndicated piece of coverage contains keywords and URL links to clients site
    • Online PR support • Dual benefit – more traditional online PR activity also has a direct impact on search • Top web real estate – achieving coverage on high ranking sites, such as BBC Online & Guardian Online, which includes URL links, creates substantial SEO boosts for a client • PR-dependent – PR is the only mechanism by which to achieve this • Relevant content – PR-generated articles linking to a client are likely to include relevant keyword phrases, further increasing effects
    • Measurement & evaluation
    • Social media metrics • Unique user statistics in social media are impossible to acquire across the board • A blogger will have to provide information personally • Therefore, does not support overall campaign measurement • Different social media platforms require different metrics
    • Social media metrics • Blogs • Number of actively generated posts • Number of virally generated posts • Tone of posts • Key messages • BlogScore • Number of comments • URL links • ‘Anchor text’
    • Social media metrics • Twitter • Number of actively generated Tweets • Number of Retweets • Tone of posts • Key messages • TwitterScore • URL links
    • Social media metrics • Forums • ForumScore • Tone • Key messaging • Podcasts • Number of listeners • Tone • Key messaging
    • Social media metrics • Video • Number of views • Stars • Favourites • Comments – Tone • Social networks • Members/ friends • Level of active engagement – Comments – Uploads
    • Search engine impact • Ranking of actively generated posts in search returns • Assess ranking of negative articles in search returns • Pre and post activity keyword search returns analysed • Work with SEO agency/online marketing department • Online PR/social media campaigning will not be the only influence on search returns • Note the Google PageRank of coverage generated
    • Traffic Utilise web analytics to track the following: 1. Site visits encouraged as a direct result of online PR activity 2. Uplift in traffic levels 3. Conversion of traffic to sales (or other important marketing metrics, for example sign-up)