Digital marketing strategy Pat Bondiskey, Kody Cotrufello, Leigh McKenzie, Chris Hayden.
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Transcript of Digital marketing strategy Pat Bondiskey, Kody Cotrufello, Leigh McKenzie, Chris Hayden.
Project Objectives
Create a new mobile-friendly website
Improve social presence
• Create Instagram account
• Update Facebook & Twitter
• Update Yelp
Develop Google AdWords and Facebook Ads campaign
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New Mobile-Friendly Website
Integrated with Google Analytics
Responsive design for phones
Tracks clicks on phone & hours
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Website Google AnalyticsTotal Sessions, 15 October – 22 November
15 Oct - 18 Oct 19 Oct - 25 Oct 26 Oct - 1 Nov 2 Nov - 8 Nov 9 Nov - 15 Nov 16 Nov - 22 Nov0
50
100
150
200
250
300
350
400
57
159
196
367
244
142
Ages 18-24
63%
Mobile Visitors
55%
Goal conversions
81
Unique Visitors
905
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Hue on Instagram
• 10/1 - Hue has no existing presence on Instagram
• 10/25 - Created Hue’s profile with a goal of 200 followers
• 11/3 – Gained 324 followers Adjusted goal to 1000 followers
• 12/1 - 1090 Followers
Applause Rate: 32.75 (High of 70)Conversation Rate: 3.86 (High of 21)
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Hue on Facebook
• 10/1 - Began with 210 ‘Likes’Goal to reach 315 likes
• 11/3 - Reached 299 ‘Likes’ (41.39% increase)
Adjusted goal to 367, (+74.76% of initial Likes)
• 12/1 - 362 ‘Likes’ (72.38% increase)
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Hue on Twitter
• No posts since April 13, 2014• 10/1 - 15 Followers. Goal of 50
followers by project’s end• 11/3 - Reached 61 followers.
Adjusted goal to 150• 12/1 - 155 followers (933% gain)
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Facebook Ads
Reach Impressions Clicks CTR CPM CPC Actions ‘Likes’ Cost11,285 31,160 601 1.93
%$3.83 $0.20 712 92 $119.23
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Recommendations
• Continue posting on social media– Run another Instagram contest in January 2015– Cross post from Instagram to Facebook and Twitter
• Use Facebook advertising– Best demographic targeting– Most cost effective
• Start a petition for Diamond Dollars– Encourage Temple students to sign both in-store and online