How Online Marketing Drives Offline Success

How Online Marketing Drives Offline Success Social Media is key for businesses small and large when using the Internet to drive success to their brick and mortar businesses. 53% of people on Twitter suggest companies and or products in their Tweets with 48% delivering on their intention to buy. Blogs Case Study: The Crème Brûlée Cart The Crème Brûlée Cart uses Twitter to let locals in San Francisco know where it will be and when. Through Twitter, this offline business has amassed 12,000 followers, 224 Yelp reviews, and a 4.5 star rating on Yelp. SMALL BUSINESS Twitter 61% use social media to identify Case Study: Joie De Vivre Hotels Through a combination of Twitter and Facebook, JDV Hotels has offered followers and fans special room rates, leading to over 1,000 room nights booked in less than a year. and attract new customers. 61% of companies use social media for customer engagement. Facebook 75% of small businesses Social Media adoption by small have a company page on businesses has doubled from a social networking site. 12% to 24% in the last year. Only 6% of businesses feel that social media has hurt their image more than helped. Local businesses use Geographical Targeting online to bring more business to their brick and mortar locations. 20% of searches on Google are location specific. Bing Maps LOCAL BUSINESS Bing Maps interior views, launched in 2010, provides users with immer- sive 360-degree panoramas of local businesses interiors. Google Places There are more than 4 million business listings on Google Places. Yelp 21% OTHER Of the 4 million reviews on Yelp, they are broken up as follows: 7% ENTERTAINMENT 7% LOCAL SERVICES 8% FITNESS 23% SHOPPING 34% RESTAURANTS In 2010, more businesses began advertising on hyper-local group buying sites like Groupon, to increase customers and offline sales. Tippr Case Study: Stone Korean Kitchen This restaurant sold 2600 groupons in one day and saw a packed house for 2 months during both lunch and dinner. This groupon success also led to a growth in Yelp reviews, giving the company 90 The average daily deal costs $30 with an average discount of 57% GROUP BUSINESS more reviews in 3 months. ONE DAY .iving Social SALE Groupon On average, 1155 people purchase a group deal on Groupon daily. Of the businesses that have used Groupon: 95% were satisfied with their experience, 95% would use it again, and 96% would recommend it to other businesses. Case Study: Dr. Irena Vaksman, Dentist Groupon brought this San Francisco dentist 320 new patients, taking the young 5 month old busi- ness into the black. Businesses are also using "traditional" means of advertising online, including banner ads on high trafficked web pages. Banner Ads Conversion rates for B2B ads average 2.8%. The best banner ad response rates come from 300x250 ads positioned in the top right corner of a webpage. Case Study: Quaker Oats Quaker's Go Humans Go campaign began online with a banner ad on Yahoo's home page. By placing this ad on Yahoo, Quaker was able to reach 156 Banner ad spending will be 20.9% of all advertising dollars spent in 2010. million users in the US when the campaign went live. Quaker has more than 70 million impressions each time the ad ran, search volume on Quaker Oats increased 28%, and the short-term sales impact to the brand was more than $1.2million. LOOK! BUSINESS The average CTR for banner ads is ~0.25%. AKISSmetrics Sources: http://www.rhsmith.umd.edu/news/releases/2010/021610.aspx/ http://www.grouponworks.com/why-groupon http://paulbutler.org/archives/groupon-math-data-scraping-to-estimate-revenue/ http://www.adexchanger.com/data-nugget/data-nugget-banner-ad-spending -will-be-20-9-of-internet-ad-spending-this-year/ https://sites.google.com/a/pressatgoogle.com/googleplaces/metrics http://techcrunch.com/2010/07/17/how-social-media-drives-new-business-six-case-studies/ http://advertising.yahoo.com/industry-knowledge/quaker-case-study.html http://www.bing.com/community/site_blogs/b/maps/default.aspx https://sites.google.com/a/pressatgoogle.com/googleplaces/metrics