Real world results of WSI social velocity evaluation.

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
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5
9/
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