This is its journey through the Internet for the week.
Sixty visitors to our website have read the item. Ian saw it and knew it would interest Lucy, so the forwarded it to her. Rod printed it off to read later, knowing the firm's contact details and sales message were on the bottom of the printed copy. Serena called the firm to make an appointment.
Tariq, Sally and Dennis, socially shared it through their social networks, where another 117 people saw it. Three of those clicked the subscription button to be kept up to date via email and one scanned the QR code to have the firm's mobile website available. One called the firm for an appointment. Total views is now 177, new mobile subscribers 1, new newsletter subscribers 3, qualified sales leads 2.
Because we share content of this type with two other businesses, the item was also seen by 87 of their clients, with 7 social shares, 3 newsletter subscriptions and one more mobile download. One hit the 'contact us' button on the item and awaits a contact from us. Dez saw the co-branding we put on the mobile website for a client and contacted them as a result. They'll be happy - and we're happy because what they pay us for cobranding our mobile sites pays for our system. We had one more enquiry, too.
Paulo (who has 650 followers in Twitter). has gone a bit mad and retweeted the item twice. Dave (who has 1100 connections) picked it up as well and reposted it on LinkedIn.
The results from our microsites have been even better - because the item was automatically passed only to the sites with the type of information that interests visitors to them. Result - six new enewsletter subscribers, 12 social shares and forwards. Surprisingly, no enquiries this time.
The social networking of the item (the system integrates with Buffer to give superb management of SN campaigns and great data) has led to eight comments (Dave should follow up/interact as appropriate) and it'll be seen by our ever-growing social network. The constant refreshing of our content and targeting of it to appropriate users is really driving the use of our website.
One of the mobile sites we host is one we gave to a local school. They have a fantastic web of contacts in our area and are a route to hundreds or thousands of new customers for us.
They were quoted more than a thousand for this sort of functionality and they are as pleased as punch we gave it to them. It took us 20 minutes to build and set up (yes, it was a tough one) and they never stop singing our praises and have become a client themselves as a result. We also occasionally add 'our branded' content of relevance to their users.
Every time we do so we're in front of more than 2,000 local people who'd be good to have as customers. 260 views and 1 more enquiry.
They control the other content themselves. They also use our system for updating their website news, communicating with different stakeholders (each class, the PTA, governors, parents, academic staff and governors all have their own automated communication channels by email and mobile) and running their own newsletter. We did this in exchange for co-branding on their website, enewsletter and mobile sites. It significantly boosts our brand locally and proves social responsibility is important to us.
We have similar arrangements with local professional firms, businesses, charities and organisations in niche areas of operation for whom we provide niche content also.