1. Maximizing the Micro-Moment
July 1, 2015
Jamie Balkin
Sophia Barnhart
Michela Ferullo
How to best anticipate, engage in, and reflect upon the
moments leading up to consumer actions
2. Micro-Moments Explained
Across the globe, and in particular the United States, more Google searches
take place on mobile devices than any other platform. The rise of smart devices –
phones, tablets, wearables -- unveils a new territory for marketers to examine
consumer behavior down to the millisecond.
The micro-moment, coined by Google, occurs “when people reflexively turn to
a device — increasingly a smartphone — to act on a need to learn something,
do something, discover something, watch something, or buy something.”
The opportunity here for content marketers unfolds when they position themselves in the most relevant
channels. To be at the forefront of the consumer’s thought process, they must establish themselves
within channels that are highly trafficked, easily digested, and smoothly linked to other content
or purchase options.
The importance of seizing these micro-moments is the value added before the consumer even realizes their need,
resulting in real-time relevance and enhanced consumer loyalty.
3. Four Types of Micro-Moments
I-WANT-TO-KNOW I-WANT-TO-DO I-WANT-TO-GO I-WANT-TO-BUY
65% of online
consumers look up
more information
now versus online a
few years ago
66% of smartphone
users turn to their
phones to look up
something they saw in a
TV commercial
100M+ hours of “How
to” content have been
watched on YouTube so
far this year
91% of smartphone users
turn to their phones for
ideas while doing a task
2X increase in “near me”
search engine requests
in the past year
82% of smartphone users
use a search engine when
looking for a local business
82% of smartphone
users consult their
phones while in a store
deciding what to buy
29% increase in
mobile rates this past
year
5. While Lionbridge is well-known as the world’s leading language service provider,
Lionbridge onDemand must distinguish itself as the leading product of its class--a quality
one-stop shop. In doing so, we must anticipate the needs that can be specifically met by
onDemand’s services.
Lionbridge onDemand must make its name heard through engaging marketing content
and calculative keywords that will promote our rankings through Search Engine
Optimization. When consumers follow their micro-moments to initiate a relevant search,
it’s imperative that Lionbridge onDemand is a prevalent result. As we utilize SEO
strategies to position ourselves within micro-moment channels, more and more
consumers will come to recognize the ease of our flat-rate prices for our many services
Anticipating the Need
6. Problems:
● The onDemand portal does not show up when
searching translation, localization or globalization
services
● onDemand is overshadowed in search engine
results by Lionbridge
o Needs to be more direction leading towards
the onDemand home page
● Many of our current SEO keywords are too broad
o Need to create more terms specific to
onDemand that will also direct to our web
page
Solutions:
● Establish more effective and common keywords
when creating the Lionbridge onDemand website
o Utilize tools such as SEO Book or
WordTracker to find best keywords
Keywords + SEO “It’s not always about getting visitors to your site,
but getting the right visitors”
7. Popular keywords only make up 30% of searches performed
on the web. The remaining 70% lie in what’s called the
“Long Tail Search”
Long Tail contains hundreds, of millions, of unique searches
that may be conducted a few times in any given day, but
when taken together comprise majority of the world
search volume.
Search marketers have learned that long tail keywords
often convert better because they catch people later in the
buying/conversion cycle.
For example, a person searching for translation services is
probably browsing and not ready to buy, but someone
searching for best price and service for chinese translation
practically has their wallet out.
Demand of Long Tail Keywords
8. More Mobile Friendly
Mobile optimization and micro-moments are mutually inclusive.
If you want to maximize the micro-moments your business is
currently missing, follow these three simple steps:
1. Get to know your target market.
2. Know where that target market spontaneously spends time.
3. Create mobile-friendly content that lives there.
Ways to utilize mobile micro-moments:
● Create podcasts for the drive home.
● Write e-books that audiences can download as they wait in
line.
● Post how-to video snippets or animations to elicit purchases
or help consumers comparison shop.
● Craft newsletters that are delivered when consumers request
them (e.g., breaks, lunchtime, etc.).
10. Example
By anticipating the process of this
customer’s micro-moments we can
position ourselves into the channels
that will lead to the ultimate
purchase decision. By engaging
within these channels we can better
target the needs the customer will
have and understand how we can
address them.
Looking at a Micro-Moment Scenario
11. Micro Service Moments
“ What languages should I
translate my documents
into?”
Meeting needs within micro-moments with each of onDemand’s services
I-Want-to-Grow
I-Want-To-Learn
“I just developed this
great app... how should I
globalize?”
“Who knows of any
translation services for
videos?”
I-Want-To-Try I-Want-To-Know
“I need my graphic (EPS, AI, PSD) files
translated immediately...”
“I need to test my
device/software at X
time in X locale...”
I-Want-To-Find
“I need an ‘easy’ agency
(‘in a box’) to help me be
global ready...”
I-Want-To-Buy
12. A key component of maximizing the potential of micro-moments is joining and
engaging in conversations within those moments. We must first define the moment
in which the context of the search takes place and the behaviors and expectations
surrounding it. By monitoring and participating in these conversations via social
media, we can place ourselves within the channels that will lead to further actions.
Thus, we should dedicate our efforts to “being in the moment” -- comprehensively
and consistently -- by marketing less and engaging more. Asking and answering
questions, as well as creating a sense of trust through a relatable persona are key
actions when engaging consumers through social media.
Metrics of social media engagement are easy to attain and should be used to
monitor progress as conversations are started and built upon. Measures including
amplification rate (# shares per post), and conversation rate (# audience
comments per post) allow us to gain a better understanding of our audience and the
micro-moments that are best to position ourselves in.
Join the Conversation 52%
Have praised a
brand on social
media
35%
Have complained
about a brand
on social media59%
Said the brand
responded to their
complaint,
question or
praise
51%
Said that the
response gave them
a somewhat more
or much more
favorable view of
the brand
13. According to Hubspot, 92% of marketers in 2014 claimed
that social media marketing was important for their
business, with 80% indicating their efforts increased
traffic to their websites. And according to Social Media
Examiner, 97% of marketers are currently participating in
social media—but 85% of participants aren’t sure what
social media tools are the best to use.
Engaging on Social Media
By promptly responding to this “I-need-a-service” moment,
we are bringing awareness to our services and immediately
offering a solution to the consumer’s need. Engaging in
conversation by asking questions will allow us to learn more
about Sadi’s needs and her future micro-moments.
15. Current Social Media Efforts: Twitter
Analysis:
Handle: @onDemand_LIOX
[June 1- June 30]
Followers: 133 Following: 255
Accomplishments
● Consistent hourly/daily posting of
relevant material
● Mentions from other companies such
as Brand Quarterly + EContent
Magazine
Areas Needing Improvement
● Not getting nearly enough clicks
● Need to increase following
● Need to engage in conversation with
other Tweeters about services
● Create more relevant + specific
hashtags unique to Lionbridge
onDemand
16. Current Social Media Efforts: Facebook
Analysis:
Handle:
LionbridgeonDemand
[June 1- June 30]
Page Likes: 196
Accomplishments
● Consistent daily posting of relevant material
● Hit over 1K reach on certain posts
● Creating more relevant pop culture content +
a wider range of topics
Areas Needing Improvement
● Emphasis on real-time posts relating to trending
topics
● Utilize SEO keywords to increase click-through-
rate
● Need to ask questions to prompt conversations
17. Current Social Media Efforts: Mobile Site
Our mobile site is not
optimized to fit to a mobile
screen; it’s too zoomed in,
making it challenging and
frustrating to navigate
Currently, we rank
second in the smart
search when ‘Lionbridge’ is
typed into Safari on a
mobile device
18. In Conclusion
Actions to Consider
Search Engine:
● Implementing SEO
keywords
● Tracking social media
engagement metrics
● Optimize mobile-friendly
site
● Focusing content copy to
invite conversation starters
Twitter:
● Use more widespread and relevant hashtags, unique to
Lionbridge onDemand
● Daily measurements and analytics of engagement
● Increase following through interactions
● Engage in more conversations
Facebook:
● Increased amount of posts and blogs related to trending topics
● Utilizing hashtags to increase widespread of posts and page
● Ask more questions to our followers to help encourage
participation
● Encourage more sharing from company employees
