Measureable social media goals that tie to company objectives are one of the most important pieces of the process. A successful program requires immediacy, speedy decisions and responses, and commitment from management.
Situation
Superpages.com, one of the nation’s largest local search engines, and Inceptor are sister companies of SuperMedia LLC. Superpages.com had its coupons buried within its business listings, so they weren’t readily available for consumers. Coupon redemption grew 27 percent in 2009, so we wanted to better expose these coupons and increase the reach to consumers.
Challenges
Superpages.com has 20+ million listings and serves the entire United States. Buried within these business listings were thousands of coupons and deals that our clients added to promote our services and products. The reach of these coupons needed to be increased and made readily accessible to eager consumers.
Solution
Watching trends in the coupons and deals space, our team identified that social media would increase traffic and push valuable content to consumers. Our team developed a network of Twitter accounts to expose these coupons and deals to the social media audience. The network covered the entire scope of consumers – 72 city-specific accounts to cover Superpages.com’s major markets, and 50 state-specific accounts to cover all other areas.
We created the necessary behind-the-scenes services and feeds to publish these accounts using best practices for Twitter. The tweets were then strategically optimized for location-specific searches by tagging the physical locations (latitude and longitude) of each of the businesses offering coupons. The tweets linked back to each business’ profile on Superpages.com to drive traffic. All linking was tested for compatibility with Superpages.com Web analytics and click tracking.
Results
Valuable coupons from Superpages.com business listings were pushed out – in an automated and scalable method – to the growing number of consumers searching in the social media space.
The links in the coupon tweets saw an average of 2,000 clicks per day. The tweets also generated 60,000 visits to those business profiles on Superpages.com each month, delivering traffic to the site and its clients.2
1Inmar’s 2009 Annual Coupon Report 2SuperMedia Case Study: January 2010 – September 2010
