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ONLINE PRESENCE ANALYSIS DIGITAL MARKETING AND ONLINE PRESENCE ANALYSIS Online marketing is an integral part of a comprehensive integrated marketing plan. CFM realizes you have to be wherever people are searching for your business, service or brand. Adults now habitually turn to online sources to engage with a brand, find contact information and seek credibility. The components of Social Media, Search Engine Optimization, Search Engine Marketing, and Online Reputation Management have become crucial aspects of taking control of your brand’s digital landscape. CFM conducts an online audit consisting of the components referenced above in the laid out as such: Social media – the social media presence of Captain Zoom is inconsistent at best. There is no customization of the Facebook page or Twitter profile. The Facebook page has 2,854 fans and there are 57 followers on Twitter to date. The social platforms have not been utilized to their proper capacity, as there is only content surrounding promotions being pushed out at irregular intervals. Captain Zoom is a brand that evokes a feeling of nostalgia and tradition. The fans are reaching out to the social media profile to engage and share their own stories of the role Captain Zoom played in their birthday tradition. There have been about 55 posts to the Facebook page recently and those customers have not been responded to. These are interactions brands are trying to achieve everyday on social media and Captain Zoom resounds so strongly with those who have experienced the tradition, it is happening organically but not being capitalized upon. The Facebook post(s) about baby names of the year is just the type of content Captain Zoom should be sharing but this should be combined with a myriad of sharing from past clients and educating about the rich history of the brand. The voice of the social media needs to be consistent with the brand feel and exude a silliness that is infectious and, quite frankly, similar to how the elf on the shelf page is run. Borderline annoying for parents and irresistible for children. Captain Zoom has a large database of email addresses that should be used for Facebook ad targeting for two purposes: driving page likes and sale conversion for a residual purchase. The page likes will then translate to more engagement and provide direction on future content because of the nostalgia shared. ONLINE PRESENCE ANALYSIS A newsletter sign-up form on the Facebook page is recommended as well as an eventual Facebook store integration to reduce friction in purchase and have the potential customer commit as quickly as possible. Twitter will prove to be a fun experience because you can share more often and experiment with content as well as drop into conversations of those already speaking highly of the brand. Twitter will allow further opportunities for branding with a suggested hashtag that can be tracked for watching the evolution of staying top of mind. Twitter also allows a platform for reaching out to targeted influencers to fish for brand advocates. We can then cultivate those relationships and offer them the same nostalgia but reach a larger audience. We will be able to segment targeted groups from mommy influencers to singers and actors. That’s the beauty of Twitter; there is no barrier to entry and brands can quickly engage anyone. SEO - Search Engine Optimization is only recommended at a basic level to ensure best practices are covered and other digital traffic is most successful. CFM includes an SEO essentials program with every website we design so these high-priority items will be addressed. It is recommended the website is optimized both for branded keywords due to the generations of users but also other phrases along the lines of: custom birthday song customizable birthday song personal birthday song personalized birthday song unique birthday song birthday songs for kids The complete keyword suggestions are generated during the SEO essentials implementation process. A large-scale SEO campaign is not suggested because of the national scale of Captain Zoom and time and expense involved when factoring in the margins. Blogging – Captain Zoom does not currently maintain a blog or have a steady flow of information readily available to potential and residual clients. With a fun brand like Captain Zoom; a blog would be a natural fit to continually keep patrons updated on either the character of Captain Zoom or the brand itself. ONLINE PRESENCE ANALYSIS Simply based on the fun, light-hearted nature of the character of Captain Zoom, a character-based adventure blog is highly recommended. These blogs, or short stories, ultimately providing catchy content and interaction points for the younger audience and providing brand assurance for the generation purchasing the product. The blogs can primarily be text-based but the potential to create comic-themed content should be a goal as well as video blogging since Captain Zoom is a cartoon. It could also house children’s activities such as coloring sheet. The full direction of Captain Zoom and his adventures would be outlined in the strategy platform generated by the creative director. Blogging is a great way to reach out to other communities and find crosspromotional opportunities as well as enchance organic SEO without launching a national campaign. Analytics Utilization - Google analytics and webmaster tools must be connected to the website which is included as part of the SEO essentials program. Any available data will be utilized as a place to set benchmarks throughout the campaign. Analytics provided by Captain Zoom also allows more understanding of how to retarget existing clients and how to best generate the website wireframe for conversion. Social analytics will be gathered from Twitter, Facebook and Hootsuite and will show such information as follower and engagement growth as well as other conversion points as outlined once other information is able to be analyzed and specific goals as directed by the client. Mobile Optimization – over 60% of users shop for items using a mobile device. It is paramount that the Captain Zoom brand utilize this opportunity to capture those shopping online with their phones and have not only a responsive web design but also a Mobile optimized website that pushes traffic through the sales funnel in a seamless manner. The goal is to minimize buyer confusion by presenting fewer options with the primary focus of converting a sale. If the traffic does not lead in a sale, Captain Zoom should attempt to gather information from the visitor such as email address or phone number for future marketing efforts. ONLINE PRESENCE ANALYSIS The mobile functionality is determined by looking at analytics and seeing where customers land most often so those features are clear and concise. Pay-per-click Advertising – PPC and display advertising are not recommended at this time as there are many other ways to use what information is already in existence such as social channels and the email database to boost sales and stay top of mind. However, as CFM gets a better gauge of performance of these higher-priority items, a specific recommendation will be made if we feel it fits into the longer-term campaign and overall success of the Captain Zoom brand. Lead Generation – This section is not going to be fully developed until later phases as Captain Zoom is best suited to use current data to retarget prior customers, possibly incentivize them, but mostly remind them of a great product they previously invested in. Online Review Status – the Captain Zoom brand does not have any online reviews readily found outside of customer testimonials on their own website. While this is an effective method of reassuring buyers who have already arrived at your website and pushing them further into the decision-making process; it does not speak to those who are unfamiliar with the brand. Online reviews are your brand’s credit score essentially and you want to build a strong relationship of trust throughout the entire process. Facebook reviews are going to be the easiest way to begin the process as we have seen people already looking to Facebook to engage the Captain Zoom brand. These clients are the ones that are already online and typically willing to share their experiences. Google is the preferred method of gaining reviews but seeing how Captain Zoom does not have a local presence, the time to develop it would not be immediately beneficial. Furthermore, the nostalgia associated with Captain Zoom lends itself to social marketing so the efforts should first include capturing the captive Facebook audience.