Social Velocity Evaluation Case Study

543 views

Published on

Real world results of WSI social velocity evaluation.

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
543
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
1
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Social Velocity Evaluation Case Study

  1. 1. B2B CASE STUDY: THE POMA COMPANIES BACKGROUND The Poma Companies offer commercial fleet fueling and lubrication options and environmental compliance assistance. They have a commitment to customer service and “green” endeavors. The company is based in California and focuses on being the “complete fuel and lubricants partner” for companies in that state. GOALS 1. Use the Social Velocity Engine to generate traffic and leads. 2. Increase commercial refueling and lubrication business and environmental compliance customers. STRATEGY The campaign featured the standard elements of a Social Velocity Evaluation with an A/B Fidget test, a buzz blog post, a custom blog with articles, and a customized landing page with email capture. As the campaign progressed, however, the landing page based on the company’s general offer generated almost no leads despite receiving substantial traffic. The campaign was reevaluated, and the landing page was rewritten several times to determine if changing the messaging of the page (the company’s offer, a special discount, or a “green” perspective) might better engage the visitor and thereby increase the lead generation. RESULTS The landing page that was based on the Poma Companies as a sponsor of the 1 Thing For Green environmental movement generated the best outcome, with a more than 1,600% increase over the initial page’s lead generation results. Overall, 25% of the traffic generated by the campaign was organic. The top three sources of traffic to the Poma Companies homepage were Yovia links, and the campaign continues to produce organic traffic today despite the cessation of the ad spend. Clicks Summary: All Channels 450 400 350 300 250 Organic Data 200 Paid Data 150 100 50 0 13 9 15 9 17 9 19 9 21 9 23 9 25 9 27 9 29 9 /1 9 /3 9 /5 9 /7 9 /9 9 /1 0 9 /1 09 /1 09 /1 09 09 9/ 00 9/ 00 9/ 00 9/ 00 9/ 00 9/ 00 9/ 00 9/ 00 9/ 00 10 00 10 00 10 00 10 00 10 00 1 0 /2 0 1 0 /2 0 1 0 /2 0 1 0 /2 0 20 /2 /2 /2 /2 /2 /2 /2 /2 /2 /2 /2 /2 /2 /2 7/ 11 1 3 5 9/ All materials copyright © 2007-2009, Yovia LLC. All rights reserved.

×