Digital Campaign Cafe 109
Amber Amaya, Adria Iraheta, Julia Henning, Lena Smith Social Media, SEO and Digital Strategy JOUR 446 Professor Carolyn Kim Fall 2013
1
Table of Contents Intro p. 3 Social Media p. 4 Social Listening p. 5 Objectives p. 6 Content Calendar p. 7 Analysis p. 14 Social Media Policy p. 32 SEO p. 34 Background p. 35 Page Analysis 36 Objectives p. 38 Keywords p. 40
Digital Analysis p. 48 Traffic Course p. 49 User Paths p. 50 Conclusion p. 52 Works Cited p. 54
2
Introduction Cafe 109 is a Christian non-profit coffee shop in downtown Fullerton, Calif. The cafe was founded by Scott Moffatt, a history professor at Biola University. As a new venue in downtown Fullerton, Cafe 109 competes with other well-established coffee shops. Since their grand opening in August 2013, Cafe 109 has been featured in various publications, including the Orange County Register, California State University, Fullerton's Daily Titan, Biola University's The Chimes, Inside Fullerton and several food blogs. OC Weekly also recognized the cafe for having the "Best Cronut in Orange County." When we approached Moffatt regarding the opportunity to work with Cafe 109's digital strategy, he expressed interest in gaining awareness among residents in Fullerton and in the surrounding communities. We partnered with him to create a campaign that harnessed the power of social media, search engine optimization and digital strategy to help Cafe 109 achieve this goal.
3
Social Media
4
Social Listening Upon taking on Cafe 109 as our client, we set up Hootsuite social listening for other similar coffee shops in Fullerton, Calif. The first tab we established was a “Cafe 109” search tab with the geocode for Fullerton, CA. This stream only ever had one hit, and it was on Instagram on Dec. 9, 2013. We wanted to pay attention to the conversation already going on surrounding the shop. Our second tab was for @GreenBlissCafe. When reviewing the social listening, we noticed that all of these posts were people checking in at the cafe. Our third tab was for keyword “Max Blooms Cafe Noir” and “Cafe Noir.” Most of the posts surrounding these phrases were also people checking in and tweeting about the bands playing at the coffee shop. The fourth tab was for @TheNightOwlFull. These were mostly people checking into the Cafe as well. The fifth search tab for “The Well Fullerton” had three hits overall about the different bands who were playing. Sixth, “McClain’s Coffeehouse” keyword had no posts during the time we were doing our campaign. Seventh, we had a tab for the search word, “Coffee” with the geocode for Fullerton, CA. Most of these posts were people stating that they needed coffee. These are the kind of people we recommend Cafe 109 strategically search for and respond to, asking people what their favorite drinks are and possibly offering discounts if they respond, interact with and begin following Cafe 109 on Twitter . While reviewing the social listening portion, we recognized the importance of a coffee shop 5
tweeting about bands that come and play and promotions for the week. We recommend Cafe 109 begin doing these things. Eighth, to understand the sentiment around larger coffee shops like Coffee Bean and Tea Leaf, we set up searches for those keywords, and for Starbucks within the Fullerton, CA geocode. We found that the larger brands had much greater followings of loyal customers who did not hesitate to interact with them on social media. We found that after setting up keyword searches for Jay’s Coffee, Veronese Gallery Cafe, Monkey Business Cafe, and Greenhouse Cafe within the Fullerton geocode, there was no interaction with those local Fullerton coffeeshops on social media. This is a good thing for Cafe 109. They are already making social media a priority for their establishment and this will help them with marketing later on. Cafe 109’s Social Media Standing and SMART Objectives When we first undertook Cafe 109 as a client, they had a Facebook fan page — and a Twitter page that they did not have the password for. We knew that Cafe 109 wanted to expand their followers. Therefore, we decided to partner with international relief organization Samaritan’s Purse’s Operation Christmas Child campaign. We decided to make Cafe 109 one of the Orange County drop off centers and organize a “shoe box sendoff” event to celebrate and present the boxes to a Samaritan’s Purse representative. Upon seeing their initial number of Facebook likes was 986 as of Nov. 8, 2013, and hearing that Moffat’s goal was to increase likes on the cafe’s page, we designed the following SMART objective for Facebook: Create a social media campaign that will increase the number of “likes” on Cafe 109’s Facebook fan page by 10% by the date of our event, Dec. 9, 2013. Therefore, we are looking to increase our followers by eight percent. To address Cafe 109’s Twitter issue, we created a new account, @Cafe_109. Moffatt’s goal was to make a Twitter account Cafe 109 could access and thus increase followers.
6
Therefore, our SMART objective was: “Create a Twitter account Cafe 109 has access to and follow customers as well as competitors to engage in social conversation surrounding our campaign and ultimately create a 100% increase in followers by the day of our event, Dec. 9, 2013.” In order to best market our partnership and ensure adequate attendance at our shoe box sendoff, we created a content calendar.
Nov-Dec 2013
Sun
Mon
Tue
Wed
Thu
Fri
Sat
17
18
19
20
21
22
23
Twitter Facebook: Tomorrow at (time), (band) will be playing worship music! What is your favorite hymn?
Facebook (1:00): National Drop of Week starts today! Twitter (3:00): National Drop of Week starts today!
Twitter (1:00) Facebook (3:15) Drink recomme ndation of the week: (include a pic of it)
Twitter Twitter (3p.m.) and (5:00 p.m.) Facebook Did you (5:00): know Café Tonight 109 is a from @Samarit 7p-11p is ansPurse our Operation student Christmas discount night! Stop Child drop by to off receive location? 10% off What’s in your your box? purchase Facebook with a (10:00 student I.D.
Twitter (11:00): This week is National Drop Off Week!
a.m.): Did you know Cafe 109 is a Samaritan s Purse
Twitter (1:00) Drink recomme ndation of the week:
Facebook (10:00 a.m.):Are you looking for your #OrangeCo unty Operation Christmas Child Drop off location? Bring it by Cafe 109! Twitter (10:00 a.m.): Are you looking for your #OrangeCo unty Operation Christmas Child Drop 7
24
25
Facebook Twitter (7:00 p.m.): (4:00) Tomorrow Facebook( night at 12:00):
(time), (band) will be playing worship music! What is your favorite hymn?
Tonight is worship night! Like this post if you plan on coming!
Keep those boxes coming #OUR# (pic) @Samarit ansPurse Facebook (10:00 a.m.): This week is National Drop Off Week! Keep those boxes coming. (pic)
Operation Christmas Child drop off location? What’s in your box?
26
27
28
Facebook 4:00 p.m.: Tomorrow from 7p-11p is our student discount night! Stop by to receive 10% off your purchase with a student I.D.
Twitter 3 p.m.: Tonight from 7-11 p.m., students with I.D. get 10% off their purchase @biolau @FullColl
Thanksgivi ng What are you #thankful for? All of us at CafĂŠ 109 are thankful for our loyal customers .
off location? Bring it by! @Samarita nsPurse
29 Twitter (3:00): #FF (customer who most recently engaged with you over Facebook or Twitter)
30 Twitter (10:00 a.m.): Are you looking for your #OrangeCo unty Operation Christmas Child Drop off location? @Samarita nsPurse Facebook (10:00 am.):Are 8
you looking for your #OrangeCo unty Operation Christmas Child Drop off location?
11:00 a.m.: Cafe 109 has collected (number) Operation Christmas Child boxes! @Samarit ansPurse (pic update) Facebook 10:00 a.m.: Cafe 109 has collected (number) Operation Christmas Child boxes! (pic update) 1
2
Facebook (7:00 p.m.): Twitter Tomorrow (4:00) night at Facebook(
(time), (band) will be playing worship music! What is your
3
Twitter (1:00) Facebook 12:00):Toni (3:15) ght is Drink worship recomme night! ndation of Invite your the week: friends! (include a pic of it)
4 Twitter 3 p.m.: Tonight from 7-11 p.m., students with I.D. get 10% off their purchase
5
6
Facebook Facebook 12:00pm: 3:00 p.m.: Like this The post if you #109CupC are ontest planning winners on coming are ___ to our and ____! Shoebox Congratul Sendoff ations! on Sunday! (picture of
7 Twitter 1:00 p.m.: Tomorrow is the last day we will be collecting @OCC_shoe boxes! Bring them by! @Samaritans Purse
9
favorite worship song? Twitter 1:00 p.m.: Get in the giving spirit this weekend with Cafe 109 at our @Samarit ansPurse #OCC Shoebox Sendoff!
8
9
Facebook Twitter (4:00 p.m.): (4:00) Tonight at Facebook( 7:00is our 12:00):Toni Shoebox ght is Sendoff! worship Can’t wait night! to see you Share this there!
post to invite your friends!
15
16
10
11
Twitter (1:00) Facebook (3:15) Drink recomme ndation of the week: (include a pic of it)
Twitter 3 p.m.: Tonight from 7-11 p.m., students with I.D. get 10% off their purchase @biolau @FullColl
17
18
12
winning cups). Twitter (3:00): #FF (customer who most recently engaged with you over Facebook or Twitter)
Facebook: Share this post if you plan on attending our Shoebox Sendoff tomorrow!
13
14
Twitter (3:00): #FF (customer who most recently engaged with you over Facebook or Twitter) 19
20
21
10
Facebook Twitter (7:00 p.m.): (4:00) Tomorrow Facebook( night at 12:00):Toni
(time), (band) will be playing worship music!
ght is worship night! Like this post if you plan on coming!
Twitter (1:00) Facebook (3:15) Drink recomme ndation of the week:
Twitter 3 p.m.: Tonight from 7-11 p.m., students with I.D. get 10% off their purchase
Twitter (3:00): #FF (customer who most recently engaged with you over Facebook or Twitter)
If you could create a new #cronut flavor, what would it be?
Due to the fact that we wanted this project to be sustainable long-term, we met with the employee in charge of social media, Isaiah Barker. We taught him how to use the content calendar and informed him of a few basic posting guidelines. First, we suggested not to use too many exclamation points in one post. Second, we recommended that he always tag people or organizations who were visiting Cafe 109. Third, we informed him that it is always best practice to retweet or respond to people who have the courage to interact with them on social media. “As tempting as it may be to “join the conversation” on social networks, Facebook and Twitter simply aren’t broadcast media. They’re engagement media, or listening networks,” according to Dave Kerpen (2011) in his book, Likeable Social Media (p.14). This was a point we tried to adequately convey to Barker. We chose that each post would go out strategically at the times stated via this infographic by socialmediatoday.com:
11
These times were mostly confirmed by the Cafe 109 Facebook statistics for ideal or peak posting times.
We also found that the most popular types of posts for Cafe 109 were photo uploads. Therefore, we suggested that Cafe 109 post photos as often as possible and include pictures in all of their 12
status updates.
We also found that when most people are on Cafe 109’s Facebook site, they tend to stay on the timeline, while very few venture to the information tab. Therefore, we decided to make updating our status and ensuring there was plenty of valuable information on the timeline our first priority after the Samaritan’s Purse Campaign. We chose to make most of our posts in the form of questions that encouraged engagement: “The question sends the impression that the author is genuinely interested in learning the answer and doesn’t presume to know it,” Kerpen said in his book (2011: 119).
Before we could run the social media campaign and begin engaging with Samaritan’s Purse and Operations Christmas Child in order to publicise this campaign, we wanted to make sure that Cafe 13
109’s social media pages were up to par and professional. In order to do this, we set new graphics and made sure our location was on each of the sites. After this was complete, we felt comfortable turning over the majority ofthe posing responsibilities to Cafe 109’s staff and publicising our public relations and social media campaign. Social Media Analysis After implementing our campaign and running the social media posts mostly on schedule, we found the following outcomes. Cafe 109 began by having very limited sentiment due to their lack of activity on social media. After the close of our campaign on Dec. 9, 2013, the general measured feeling surrounding or brand according to socialmention.com was 15 positive posts to every one negative post online. For such as small brand, we believe this sentiment is good. The people who are talking about Cafe 109 are 25% passionate about it, meaning that a quarter of those who talk about Cafe 109 online really care about what they are posting concerning our brand. Sadly, our reach is only 19% of it’s potential. We hope that as Cafe 109 becomes more established as a brand and actually interacts with its social media followers, the reach will increase as it is seen to be contributing quality content to the world of social media.
14
In the list below, we realized that the majority of the hashtags used with regard to Cafe 109 were hashtags being used for most of the coffee shops in Fullerton: #coffee and #Fullerton. Another common hashtag was one that was used on Instagram and Twitter: #TBT or Throw Back Thursday. We encouraged Cafe 109 to participate in trends such as these to gain exposure. Social Mention found that the majority of this information on social media surrounding our brand was based on 41 youtube posts that mention Cafe 109 because they were uploaded by local artists who had performed there, four Facebook posts about Cafe 109, and three Twitter and Flickr posts.
15
Facebook: While running our campaign, it was important to us to understand who we were reaching with our posts, and we were able to do so via Facebook Insights. The majority of the people we were reaching were college-aged, and a significant majority of those people were female. With our understanding of that age bracket, we decided it was important to post often with lively updates and pictures. Our assumptions were affirmed when we saw that most of our Facebook fans were from the United States; however, it was nice to see that there are people who have liked us from Morocco, Greece and even Egypt.
16
We found that after our campaigns, the people we were reaching with our posts basically mirrored the general age range and gender of the majority of our followers; however, people from the top countries we were reaching were from the United States, South Korea and Mexico rather than the U.S., Morocco and Greece.
17
After seeing the demographics of the people who were engaging with Cafe 109 on Facebook, we did not see any significant difference with regard to age and gender: the same general demographic was liking, commenting or sharing our posts. The majority of the people we engage on Facebook have also already liked us on Facebook. This doesn’t necessarily build the number of people who have liked us right away, but it gives Cafe 109 the opportunity to build a loyal following. The hope is that this following will begin sharing Cafe 109’s content. When this content is shared, Cafe 109 has the potential to build more customers.
18
The most interesting statistic was one that deviated greatly from the pattern we had previously seen of a high interaction with our primarily American, college-aged female. With the statistic of how many people checked into Facebook and stated Cafe 109 as their location, we saw that there was a 50-50 split between college aged-girls checking into the establishment and 25 to 34-year-old men. Most of these statistics were also based on people from La Mirada and Los Angeles, CA, rather than La Mirada, Fullerton and then Los Angeles. We honestly are unaware of how to account for this difference, other than to say that there is a mens group affiliated with a church that often uses Cafe 109 as a meeting place.
19
Our Total Time with the Cafe 109 Facebook
During our entire time working with Cafe 109, we increased their likes from 986 to 1,065. This is an 8% increase. Therefore we met and exceeded our SMART objective.
There was such a jump in likes on Cafe 109’s page due to a mobile device on Dec. 8th because the 8th was the night of our Operation Christmas Child Shoebox Sendoff. That night, in an effort to increase Cafe 109’s Facebook following, we held a raffle drawing at the cafe. Every person who liked Cafe 109 on Facebook with their computer, phone or Julia’s iPad was entered to win three of Cafe 109’s signature sodas and a dossoint. In this campaign, we took Kerpen’s advice: “Getting the like approval is essential for everyone but even more important for smaller businesses and new organizations, which can utilize such free social media and 20
word-of-mouth marketing to grow their fledgling companies. Don’t be afraid to ask anyone in your organization’s circle of influence to like you. Just don’t do it without creating value for whoever that audience is” (2011:56).
Before we ran this contest, Cafe 109 only had 1047 users. This contest increased Cafe 109’s followers by 17 people.
This entire Operation Christmas Child campaign was free and boosted our followers from 986 to 1065 — a 79-person increase. It was fairly inexpensive as well — only costing the price of the raffle tickets and sodas. The entire campaign was organic and our reach increased significantly because of the fact that we were consistently linking to a national brand and were ensuring that a post went out every day. We were also interacting with our followers — responding to their posts and
21
comments.
From the chart below, we noticed that the most popular way out followers engage with us is through likes and comments. Our customers rarely share our posts. This shows the significance of posting information our followers find valuable enough to re post.
22
Other activities such as mentioning Cafe 109, posting on the page and checking in on Facebook are done sporadically by followers.
Cafe 109’s post reach is also fairly sporadic with its most popular post being the picture of the worship night at the cafe that over 100 people attended.
23
Most people are driven to Cafe 109’s Facebook page via Google. This is important to note because it will help us know that most of our users use Google, which is beneficial knowledge while building the website. It is also good to note that we don’t necessarily need Google AdWords if Google is already driving all of the Cafe 109 traffic to our best site as of now.
24
The greatest moment — that which proved that all of this was true: people like events, people like other people they know, people like pictures… Twitter: We analyzed @Cafe_109’s Twitter followers on followerwonk.com and were able to make reccomendations as to the types of posts and frequency of posts. This is a screenshot of the Twitter account we set up:
According to the map below, the majority of Cafe 109’s Twitter followers are from Southern California. This is fitting since Cafe 109 is in Southern California.
25
According to the graph below, our followers are most active at 1:00 p.m. and again at 6:00 p.m. Therefore, Cafe 109’s Twitter updates should be scheduled for these times so that they show up at the top of our followers’ newsfeeds.
26
According to the graph below, we most actively post at 1:00 p.m. already; however, we are also very active at 8:00 p.m. Therefore, our posts miss our followers’ peak time at 6:00 p.m.
According to the graph below, most of Cafe 109’s followers have minimal social authority, which is like saying they have little Klout or social media influence. Therefore, Cafe 109 needs to be strategic about following people who have great social media influence. The brand needs to post content those influential users would see and deem valuable enough to interact with. Cafe 109 needs to engage their top two followers — @aubreyb and @biolau — so it can tap into their networks. This is not to say Cafe 109 ignores their other followers, but the brand must keep the most influential followers in mind if it wants to expand and affect social change.
27
According to the chart below, @Cafe_109 has a mainly equal number of male followers and female followers. This may not change the types of posts @Cafe_109 makes necessarily, but it is good for @Cafe_109 to have their greater audience in mind while crafting posts.
Again, it is good to know who Cafe 109’s most influential followers are on Twitter. Here, we can see that the majority of Cafe 109’s followers have less than 50 followers of their own, though some do have between 100 and 499 followers. Those with the most followers — 5,000 to 50, 000 — are @biolau, @aubreyb and @ThePearlOutlet.
28
“Those companies that talk at their customers are less likely to create followers, while those who engage consumers find they will be part of the conversation for life—and that’s part of the job of a marketer,” Kerpen (2011:65) said. That is why it is so important for Cafe 109 to actually engage with their followers on Twitter rather than just post updates.
From the graph below, we could see that most of Cafe 109’s followers are fairly active on Twitter. Most of them post weekly. This is valuable to know so that @Cafe_109 doesn’t Twitter-spam their followers, but is respectful to post once a day as per the majority of their followers.
29
All of @Cafe_109’s followers speak English. All of Cafe 109’s post should be in English.
According to the graph below, an equal number of Cafe 109’s followers post links as do not post links. Therefore, it is our recommendation that @Cafe_109 mix up their updates with pictures and links.
Almost 75 percent of Cafe 109’s followers are fond of retweeting other’s tweets. Therefore, @Cafe_109 has a good chance of being retweeted and perpetuating their brand for free over Twitter through maintaining interaction by tweeting to people, mentioning people in tweets and adding helpful and valuable content to the social media world.
30
Yelp “When you make the commitment to listen to and engage with your customers and prospects, it fosters a genuine sense of trust and loyalty between you and them, and among them,� Kerpen (2011:67) said. This is why it is so important to engage with people who are interacting with the Cafe 109 brand. This is why we recommend Cafe 109 respond to people who have commented on their Yelp profile and address their concerns with humility and grace. Proposed Social Media Policy For Cafe 109 Community Policy: Please remember that the Internet is visible to everyone, so be careful what you say. Please follow these guidelines on our social media sites: 1) Be polite and courteous to others. Just because you are hiding behind a computer screen doesn't mean you can treat people badly. Users in excessive violation of this will be banned from posting comments on Facebook, Twitter, Instagram, etc. 2) No spamming. All content of this nature will be removed automatically.This includes posting from fake accounts, promoting scam websites, and repeatedly posting the same content over and over to a point where it becomes disruptive to other users. 31
3) Be respectful. Our brand is centered around impacting the local community for Jesus Christ, so we want our social media sites to be a safe haven for those who are part of our family. Please refrain from vulgar language or inappropriate statements. Try to be edifying and uplifting in what you say to us and to others. 4) Give us feedback. We are here to listen. We want to hear your questions and concerns to better serve you in the future. Don’t be afraid to leave us tips or suggestions on how we can become a better provider for you. Employee Personal Usage of Social Media: As a representative of the Cafe 109 brand, you must adhere to all guidelines and suggestions as listed: 1) Be professional. When interacting with the public on our social media sites, keep in mind that you are representing the brand as a whole. It is of the utmost importance that you behave in a professional manner that reflects a positive image for Cafe 109. However, this does not mean you can’t have fun with it—go ahead and be personable! The key is to maintain personable relationships with the public while simultaneously maintaining a reputable brand image. 2) Listen. One of the main purposes of our social media sites is to hear from the public about any questions or concerns they may have. Keep an eye out for comments offering suggestions or complaints. Thank people for any compliments given and address complaints in a professional manner. This all will help Cafe 109 build a trustworthy relationship with its customers. 3) Be neutral. When posting as Cafe 109, make sure that you do not post things such as politically charged statements or anything that sounds opinionated. We do not endorse anything besides our spiritual beliefs. 4) Represent the brand well. With great power comes great responsibility. As an affiliate of Cafe 109, make sure your actions on personal social media sites reflect a positive and professional image for the brand. We will not tolerate any inappropriate behavior from our employees’ social media sites. Failure to adhere to this specific rule will result in disciplinary action and/or eventual termination.
32
Search Engine Optimization
33
Background There are a number of issues with Cafe 109’s website. It neglects the basic components of search engine optimization. Pages do not contain titles, descriptions or keyword metatags. Only one page has been indexed by Bing. The site’s content does not effectively engage users and define the cafe’s brand. There is no “About” section on the website. The homepage displays an ambiguous mission statement and the cafe’s “SAVOR SERVE SUPPORT” slogan, but offers little explanation of the cafe’s history and mission. Most of the cafe’s information is located on the “Events & Community” page. The site’s menu provides little information on coffee and food items. Cafe 109’s blog, which has the potential to engage user interest and activity, is not consistently updated. Moreover, there is little visual representation of the cafe on the website. The only photos available for users are located on the site’s “Events & Community” page. As a result, there is little insight into what makes Cafe 109 unique and no incentive for users to move from their computers to the cafe itself. 34
The website lacks a straightforward and intuitive structure. The home page scrolls down to reveal information on a current contest the cafe is running. However, this information could easily be neglected by users because the site does not effectively direct them to contest details. The home page contains a link to the cafe’s Facebook page, which essentially directs users away from their website and onto their Facebook page. Accessing Cafe 109’s website can be a challenge. The website’s domain name landed on a GoDaddy hosting site intermittently over the last several weeks. The reason for this malfunction is not clear. PAGE ANALYSIS The following analysis was completed on Cafe 109’s website as the project commenced. Our findings confirm that page title, description and keyword meta tags are not effectively used on the site. HOME
MENU
35
BLOG
EVENTS
36
Based on the deficiencies and possibilities of Cafe 109’s website, we recommend the following steps to create a consistent web presence and maximize search engine optimization. Objective 1: build a new website with pages that include appropriate SEO components — including page titles, descriptions and keywords — by Jan 1, 2014. ●
Strategy 1: secure domain name and hosting site ○
Tactic 1: determine domain name and hosting site preferences
○
Tactic 2: purchase domain name
We recommend that Cafe 109 reconsider their domain name. According to Scott Moffatt, the current domain name — www.cafe109-fullerton.com — was purchased becaused their preferred domain name — www.cafe109.com — was taken. Their preferred domain name is now available and we recommend that the Cafe purchase www.cafe109.com immediately. As the cafe establishes their brand and online presence, it is essential that they remain consistent across all web and social media platforms. The simple, straight forward domain name is strategic branding, according to a recent article from entrepreneur Tom Lowery in the Huffington Post. Lowery recommends that companies forego creative and complex domain names in favor of a name that is explicitly tied to their brand. www.cafe109.com would integrate seamlessly into the cafe’s brand and remain consistent with the cafe’s overall web presence.
37
●
Strategy 2: create and publish new content for each page (photos and text) ○
Tactic 1: determine pages to include on website
○
Tactic 2: arrange cafe photo session to produce photos for website
○
Tactic 3: create content for each page
○
Tactic 4: create content and graphic for 404 page that effectively keeps people on the site, maintains the brand and gives them a place to go
We recommend the following structure for the website:
38
●
Strategy 3: determine meta tag titles, descriptions, and keywords for each page ○
Tactic 1: determine title for each page (unique to every page)
○
Tactic 2: determine description for each page (two times as long as page title)
○
Tactic 3: brainstorm keywords for each page (include all relevant brand/company and industry words)
○
Tactic 4: verify value (CTR and CPC) of keywords
○
Tactic 5: implement meta tags in site’s HTML
We recommend the following titles, descriptions and keywords for Cafe 109’s web pages. We selected keywords based on their respective CPCs and CTRs. We recognize that some keywords — including “cafe 109” and “Fullerton” — yield little to no CPC or CTR value. However, these keywords are integral to the website because they distinguish Cafe 109 from their competitors. Keyword suggestions: HOME Title: “Cafe 109” Description: “Cafe 109 is an independently owned non-profit cafe in downtown Fullerton. Savor. Serve. Support.”
Keyword
CPC
CTR
Cafe 109
$0.00
0.00%
cafe
$0.35
0.06%
Fullerton
$0.00
0.00%
nonprofit
$0.02
1.07%
serve
$0.28
0.002%
savor
$0.00
0.00%
MENU Title: “On the Menu” Description: “Drop in for gourmet sandwiches, salads, espresso and doissants. We proudly brew 39
Rose Park Roaster Coffee.”
Keyword
CPC
CTR
Cafe 109
$0.00
0.00%
cafe
$0.35
0.06%
Fullerton
$0.00
0.00%
nonprofit
$0.02
1.07%
coffee
$0.68
0.19%
tea
$1.19
0.72%
doissant
$0.00
0.00%
breakfast
$0.11
0.10%
lunch
$0.38
0.10%
Rose Park Roaster
$0.00
0.00%
menu
$0.25
0.18%
WHO WE ARE / ABOUT CAFE 109 Title: “About Cafe 109” Description: “We are an independent non-profit Christian cafe in downtown Fullerton . We serve coffee and our community.”
Keyword
CPC
CTR
Cafe 109
$0.00
0.00%
cafe
$0.35
0.06%
Fullerton
$0.00
0.00%
nonprofit
$0.02
1.07%
evangelism
$0.00
0.00%
gospel
$0.27
1.25%
40
Jesus Christ
$0.13
0.44%
BLOG Title: “Around the Cafe” Description: “What’s going on behind the counter at Cafe 109? Catch a glimpse of the cafe in the community on our blog.”
Keyword
CPC
CTR
Cafe 109
$0.00
0.00%
cafe
$0.35
0.06%
Fullerton
$0.00
0.00%
nonprofit
$0.02
1.07%
blog
$0.12
0.25%
coffee
$0.68
0.19%
tea
$1.19
0.72%
PRESS Title: “Press” Description: “Cafe 109 has been featured in local media throughout Orange County. See what people are saying about the cafe in the press center.”
Keyword
CPC
CTR
Cafe 109
$0.00
0.00%
cafe
$0.35
0.06%
Fullerton
$0.00
0.00%
nonprofit
$0.02
1.07%
photo
$0.45
0.26%
press release
$0.48
0.17%
interview
$0.04
0.23% 41
press
$0.13
0.14%
review
$0.08
0.13%
CONTACT Title: “Connect with Us” Description: “Share your thoughts, suggestions, comments and concerns with us. We want to hear from you!”
Keyword
CPC
CTR
Cafe 109
$0.00
0.00%
cafe
$0.35
0.06%
Fullerton
$0.00
0.00%
nonprofit
$0.02
1.07%
Southern California
$0.09
0.29 %
coffee shop
$0.07
0.18 %
$0.12
0.74%
contact
$0.55
0.23%
EVENTS Title: “Events” Description: “What does Cafe 109 love more than coffee? Our community. Join us throughout the week as we come together.”
Keyword
CPC
CTR
Cafe 109
$0.00
0.00%
cafe
$0.35
0.06%
Fullerton
$0.00
0.00%
nonprofit
$0.02
1.07% 42
live music
$0.13
0.26%
community
$0.06
0.11%
music events CALENDAR Title: “This Month at Cafe 109” Description: “Mark your calendars with Cafe 109’s events you don’t want to miss.”
Keyword
CPC
CTR
Cafe 109
$0.00
0.00%
cafe
$0.35
0.06%
Fullerton
$0.00
0.00%
nonprofit
$0.02
1.07%
calendar
$0.14
0.46%
monthly calendar
$0.10
%1.25
schedule
$0.02
0.2%
WEEKLY EVENTS Title: “This Week at Cafe 109” Description: “What’s new at the cafe this week? Join us for live music, a study session or coffee break.”
Keyword
CPC
CTR
Cafe 109
$0.00
0.00%
cafe
$0.35
0.06%
Fullerton
$0.00
0.00%
nonprofit
$0.02
1.07% 43
students
$0.14
0.46%
live music
$0.075
0.16%
open mic
$0.07
11.11 %
discount
$0.09
0.14%
CONTESTS Title: “Cafe 109 Contests” Description: “Want to join the fun at Cafe 109? Enter one of our contests to win discounts or free food and drinks.”
Keyword
CPC
CTR
Cafe 109
$0.00
0.00%
cafe
$0.35
0.06%
Fullerton
$0.00
0.00%
nonprofit
$0.02
1.07%
coffee cup
$2.96
%.08
contest
$0.13
%0.50
●
Strategy 4: prepare website for search engine optimization and digital analysis with appropriate tools ○
Tactic 1: Create sitemap (XML-sitemaps.com) and upload file to site
○
Tactic 2: create robots.txt (http://www.mcanerin.com or http://www.frobee.com/robots-txt-check) and upload file to site
○
Tactic 3 : establish Google Analytics account for site
○
Tactic 4: establish Bing Webmaster Tools account for site
○
Tactic 5: establish Google Webmaster Tools account for site
Objective 2: Get 10 pages indexed by Google and Bing by March 1, 2014. ●
Strategy 1: Submit links to each page to Google and Bing 44
○
Tactic 1: Submit links to each page to Bing at http://www.bing.com/toolbox/submit-site-url
○
Tactic 2: Submit links to each page to Google at https://www.google.com/webmasters/tools/submit-url?pli=1
●
Strategy 2: Link out to viable sources to increase page rank ○
Tactic 1: Link out to Rose Park Roasters on menu page and in blog
○
Tactic 2: Link out to Samaritan’s Purse in content relating to the social media campaign and Operation Christmas Child event we held at Cafe 109.
○
Tactic 3: Approach Samaritan’s Purse to ask if they will link out to Cafe 109’s website in a brief post about the Cafe 109 event.
Objective 3: Get website users to click on the Cafe 109 menu within their first two page views within a month of the new site’s launch (by Feb. 1, 2014). ●
Strategy 1: Place the menu tab second on the navigation bar ○
●
Tactic: upload menu content to second tab on website
Strategy 2: Organize a social media campaign to create user paths directed at the menu page. ○
Tactic 1: create menu code clues and embed a code on the menu page
○
Tactic 2: create discount graphic for Facebook (10% off coffee) with menu code clues and post to Facebook
○
Tactic 2: create UTM for Facebook post and link
○
Tactic 3: include Facebook campaign postings in Cafe 109’s social media content calendar.
45
We are confident that our recommendations for Café 109 are in the best interest of the company. We desire to see the café’s brand grow and build a solid reputation amongst its customers. Our recommendations of building a new website, choosing a new domain name and investing in keywords will all help the cafe’s website and overall brand. An example of a business currently using SEO well is Sprinkles cupcakes, the world’s first cupcake bakery, based in Beverly Hills, Calif. Sprinkles’ website is clean and well organized. The site uses strategic titles and descriptions in each of its web pages and the site also uses valuable keywords. Currently, www.sprinkles.com holds a five out of ten on www.prchecker.info. In contrast, www.cafe109-fullerton.com is ranked zero out ten. It is our hope that as Café 109 implements our recommendations on its site, the cafe’s page rank will consistently rise to a decent score. We’d like to see the café eventually earn a score above three, which would be on the same level as Sprinkles. If Café 109 can even get a page rank of two, they would already be beating their Fullerton competition, like The Night Owl and Layer Cake Bakery.
46
Digital Analysis
47
We would recommend Café 109 track the traffic course and user paths of its website viewers. For now, we would not run reports on the demographic of our website visitors because we do not actually have a functional website and we have an understanding of the audience Cafe 109 is interacting with based of off our analytics in the social media section. Also, we do not recommend using Google Adwords for Cafe 109 at this time because of the cost of purchasing adwords. Because the cafe is still a new company, we recommend utilizing free advertising opportunities at this time. However, further down the road once the cafe starts making steady revenue, we would recommend purchasing one or two adwords in order to boost awareness about the cafe. Traffic Course We would recommend tracking Café 109’s traffic course because it will show how many people are visiting the Café 109 site from Facebook. This custom report will show the café the value of their efforts on Facebook. This report will also help determine if Facebook is even the best social media outlet for Café 109 to be investing its energies into. More importantly, the traffic course report will help determine if the café is receiving a decent return on investment concerning its social media efforts. We would recommend tracking the traffic course by creating a UTM for a link that would go in a Café 109 Facebook post. Then, we would recommend creating a custom report in Google Analytics that would trace the behavior of viewers who move from the Café 109 Facebook page to the Café 109 website. Custom UTM for the Traffic Course report: www.cafe109-fullerton.com/?utm_source=google&utm_medium=facebook&utm_term=cafe109%2 C%20menu&utm_campaign=Cafe%20109
48
User Paths We would also recommend Café 109 create a custom report to track user paths on its website. Because one of our objectives for the café’s website was to get visitors to click on the menu page within their second page view, running a custom report to track user paths would enable the café to see the current user paths that site visitors are already taking. A user path report from Google Analytics and a custom UTM would help the café determine what is currently happening on the site and it would give insight into how to better accomplish our objective of getting viewers to click on the menu. Custom UTM for the User Paths report: www.cafe109-fullerton.com/?utm_source=google&utm_medium=twitter&utm_term=cafe109%2C %20menu&utm_campaign=Cafe%20109
49
50
Conclusion
51
We enjoyed the public relations and social media campaign we ran on behalf of Cafe 109. We have made recommendations to the best of our abilities as we were informed by this class — Social Media, SEO and Digital Strategy. In summary, we suggest that Cafe 109 begin to pay great attention to consistency in three areas of their online presence. First, we recommend Cafe 109 be consistent in their online brand. Those who post on the website and on social media should do so in a uniform voice. The tone of all online interactions can be upbeat, but they must remain professional. Second, we suggest Cafe 109 be consistent in their web presence. This means that Cafe 109 needs to have one website and cancel their ownership of the current website that is now down. They need to post on their Facebook and Twitter on a regular basis. Third, we ask that Cafe 109 be consistent in their online interactions. They should consider posting valuable content and interacting with their followers and supporters of their brand. This involves social listening and clear objectives for the use of social media and the website. In all, we hope Cafe 109 will take into consideration our recommendations and be successful in all their brand and marketing endeavors.
52
Works Cited "Best Times to Post on Social Media [INFOGRAPHIC]." RSS. N.p., n.d. Web. 17 Dec. 2013. <http://socialmediatoday.com/brianna5mith/1453951/best-times-post-social-media-infographic>. Clay, Bruce, and Susan Esparza. Search engine optimization all-in-one for dummies. 2nd ed. Hoboken, N.J.: John Wiley & Sons, 2012. Print. "DePaul :: Brand Resources :: Social Media Guidelines." DePaul :: Brand Resources :: Social Media Guidelines. N.p., n.d. Web. 17 Dec. 2013. <http://brandresources.depaul.edu/vendor_guidelines/g_socialmedia.aspx>. "Facebook." Facebook. N.p., n.d. Web. 17 Dec. 2013. <https://www.facebook.com/login.php>. "Followerwonk: Twitter analytics, follower segmentation, social graph tracking, & more." Followerwonk: Twitter analytics, follower segmentation, social graph tracking, & more. N.p., n.d. Web. 14 Dec. 2013. <http://followerwonk.com/>. "Google Analytics." Google Analytics. N.p., n.d. Web. 17 Dec. 2013. <https://www.google.com/analytics/web/?hl=en#report/visitors-frequency-recency/a45881433w76 656794p79269015/>. Kerpen, Dave. Likeable social media: how to delight your customers, create an irresistible brand, and be generally amazing on facebook (& other social networks). New York: McGraw-Hill, 2011. Print. Lowery, Tom. "5 Tips for Choosing the Best Domain Name." The Huffington Post. TheHuffingtonPost.com, 3 Sept. 2013. Web. 17 Dec. 2013. <http://www.huffingtonpost.com/tom-lowery/5-tips-for-choosing-a-the_b_3859497.html>. Eagle Vision. Mckay, Morgan. Youtube. 13 Dec. 2013. Television. "Real Time Search - Social Mention." Real Time Search - Social Mention. N.p., n.d. Web. 17 Dec. 2013. <http://socialmention.com/>. 53
"Sprinkles Cupcakes - The Original Cupcake Bakery. Order cupcakes online for pickup, or have your gourmet cupcakes delivered via local cupcake delivery.." Sprinkles Cupcakes. N.p., n.d. Web. 17 Dec. 2013. <http://www.sprinkles.com/>.
54