Trish McEvoy - Digital Strategy Consulting Project
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Trish McEvoy - Digital Strategy Consulting Project

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Digital strategy consulting project for Trish McEvoy, a luxury cosmetics company. Competitor analysis, recommendations on content management, social media and website metrics, SEO, and website ...

Digital strategy consulting project for Trish McEvoy, a luxury cosmetics company. Competitor analysis, recommendations on content management, social media and website metrics, SEO, and website applications.

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Trish McEvoy - Digital Strategy Consulting Project Trish McEvoy - Digital Strategy Consulting Project Presentation Transcript

  • web presence
  • Reach
  • Interact
  • Delight
  • Engage
  • web presenceReach Delight Interact Engage
  • !"#$#%"%&()*+$#,!"#"$%&(%)*&++,& !"#$#%"%&()*+$#,-./".01&2*&+2+& Phase 1 Phase 2 Reach & Interact Delight & Engage Social Media TrishMcEvoy.com Initiatives: Initiatives: Facebook Ratings and Reviews Twitter My Beauty Advisor YouTube Tutorial Central Blog Planner Builder E-mail Virtual Makeover
  • !"#$#%"%&()*+$#,!"#"$%&(%)*&++,& Phase 1 Reach & Interact Social Media Initiatives: Facebook Twitter YouTube Blog E-mail
  • Social Media: Permeate their online repertoirePhase 1 Blog E-mail Reach & Interact }! Social Media Attention Interaction
  • Current Presence Regional fan group Members: 922 General fan group Members: 234 Event planning group (Boston-based) Members: 91 Makeup artist-specific group (Atlanta-based) Members: 25Phase 1 Reach & Interact Social Media
  • Current Presence Discussion Board: •!-*."+/)01+"2%3)& •!4/&3"#$#%02/)05& •!6.0#)*##"%#3050#)& Wall Posts: •!78",8/#9& •!:+"2%3)1+*/&0 •!:8*##0+1+*/&0 •!-%)%+0;+/&<&/,<$#,s Phase 1 Reach & Interact Social Media
  • Competitor Analysis3%.0%&4.%56&=>BG>@F& 3%.0%&4.%56&H>B=>@F& 3%.0%&4.%56&F>=?>@F&78998:50$6&=H=C?AE&& 78998:50$6&BBCAHB&& 78998:50$6&GCBGH&&705;"5/<16E1"&)&>L009 705;"5/<16&B1"&)J0.0+K 705;"5/<16B1"&)>2*I3%.0%&4.%56&B@>BG>@F 3%.0%&4.%56&=>D>@A& 3%.0%&4.%56&=>=?>@A&78998:50$6BC=@A 78998:50$6&B=CAA= 78998:50$6&BCDAB&&705;"5/<16B1"&)>L009 705;"5/<16B1"&)>2*I 705;"5/<16&E1"&)&>5"#)<Phase 1 Reach & Interact Social Media
  • Competitor Analysis 3%.0%&4.%56&G>B>@A& 3%.0%&4.%56&?>A>@A& 3%.0%&4.%56&?>=E>@A& 78998:50$6&DC=H@& 78998:50$6&GDD&& 78998:50$6&B?CAE?&& 705;"5/<16E1"&)&>L009 705;"5/<16B1"&)>2*I 705;"5/<16=1"&)&>L0093%.0%&4.%56&?>=G>@A& 3%.0%&4.%56&F>D>@A& 3%.0%&4.%56&F>=H>@A78998:50$6&BACDFF&& 78998:50$6&H?CHH@&& 78998:50$6BC@@@JA>=HK&705;"5/<16&B1"&)>2*I 705;"5/<16&E1"&)&>L009 705;"5/<16B1"&)>2*IPhase 1 Reach & Interact Social Media
  • Competitor Analysis 7./$&& !8/#/V%0 (5*&<T"U P*#3"50 M*90%1-"+0.0+ 7"TT/7+"L# RNS( -*#& 70#0Q) P*%+*M0+3/0+ 4/"+ (<%O05%+* MN! @ G@C@@@ B@@C@@@ BG@C@@@ =@@C@@@ =G@C@@@ E@@C@@@Phase 1 Reach & Interact Social Media
  • Usage BreakdownStatus Updates•!:+0&&WM*,*X/#0&*#2T8",& &•!Y%")0&Z+"5Z"%#20+ •!R0L1+"2%3)&*#23"8803$"#& •!:+"5"$"#&*#22/&3"%#)& •!!"#)0&)& •!!*88&)"1*+$3/1*$"# •!Y%0&$"#&W3"51*#I[+08*)02*#2,0#0+*8 Phase 1 Reach & Interact Social Media
  • Usage BreakdownPhoto•!70</#2[)<0[&30#0&,*880+/0& •!O&0+[&%T5/02*118/3*$"#1/3)%+0& •!O&0+[&%T5/021+"2%3)%&*,01/3)%+0& •!R0L1+"2%3)& •!R0L3"8803$"#& Phase 1 Reach & Interact Social Media
  • Usage BreakdownVideo •!="%80>.9&?>@58$6&3"51*#I & &1"#&"+02*#2%&0+&%T5/02 •!A08@"<%&05?>5:$6&%&0+&%T5/02 & •!B5:&<8995<C8/$6&3"#301)./20"& & •!70</#2[)<0[&30#0& •!"#$%$&!()*+,(!-*+.+/$! !Phase 1 Reach & Interact Social Media
  • Usage BreakdownDiscussion Board •!-*."+/)01+"2%3) •!-*."+/)03"8803$"# •!70&)1+"2%3)Z"+3"#2/$"# •!6U10+/0#30&L/)<1+"2%3) •!:+"2%3)%&*,0$1& •!4/&3"#$#%021+"2%3)& •!:+"2%3)/#,+02/0#)3"#30+#& •!]0#0+*8C/#&1/+*$"#*8 Phase 1 Reach & Interact Social Media
  • Usage BreakdownPolls•!-*."+/)01+"2%3) •!-*."+/)03"8803$"# •!:+"2%3))+/./* •!]0#0+*8C/#&1/+*$"#*8 Phase 1 Reach & Interact Social Media
  • Usage BreakdownEvents •!^#[()"+06.0#)& •!M*90".0+& •!M00))<0Z"%#20+ •!R0L3"8803$"#+080*&0& •!!<*+/)I0.0#)& Phase 1 Reach & Interact Social Media
  • Usage BreakdownPromotions•!_/,<[/#."8.050#)%&0+1*+$3/1*$"# •!(%T5/)1<")"&*#2./20"& •!:+"2%3),/.0*L*I& •!P0.08&"Z1+/X0&& Phase 1 Reach & Interact Social Media
  • Metrics Tools •!7.<5D88E6&)+*39#%5T0+"ZZ*#&C#%5T0+ & *#2)I10"Z/#)0+*3$"#&C205",+*1</31+"Q80 "ZZ*#& •!7.<5D88E&!@$6&)+*39L<"38/39&"#I"%+*2& & L/)<+0*8$50205",+*1</31+"Q8/#, •!7.<5D88E&F5G><8/W./0L)+0#2&Z"+90IL"+2& 50#$"#02/#&)*)%&%12*)0& •!7.<5D88E&H8D>95W./0LZ*#1*,0%12*)0&/# & +0*8$50Z"+V%/39+0&1"#&0C&0#2%12*)0& "#[)<0[,"Phase 1 Reach & Interact Social Media
  • Current Presence 16 real-time tweets Content: 0(*12!342%$)#4,!($56! •!:+"2%3)+0./0L& •!6.0#)*##"%#3050#)& •!:+"2%3)2/&3"%#)& Phase 1 Reach & Interact Social Media
  • Competitor Analysis3%.0%&4.%56&?>=D>@F& 3%.0%&4.%56&B=>BF>@F& 3%.0%&4.%56&B>BG>@A78998:50$6&=CHG?&& 78998:50$6&GCBF=&& 78998:50$6&=C?=H&&705;"5/<16&B)L00)>2*I 705;"5/<16E)L00)&>2*I 705;"5/<16B1"&)>5"#)<3%.0%&4.%56&=>B?>@A 3%.0%&4.%56&E>BA>@A 3%.0%&4.%56&F>=H>@A78998:50$6&ECBG? 78998:50$6&=CFDH&& 78998:50$6&BC@@@JA>=HK&705;"5/<16E)L00)&>L009 705;"5/<16G)L00)&>L009 705;"5/<16H)L00)&>2*I Phase 1 Reach & Interact Social Media
  • Competitor Analysis 78998:50$&& RNS( P*#3"50 (<%O05%+* -"88"L0+& 70#0Q) (5*&<T"U @ BC@@@ =C@@@ EC@@@ HC@@@ GC@@@ DC@@@Phase 1 Reach & Interact Social Media
  • Usage Breakdown :+"2%3)N##"%#3050#)& :+"2%3):+"5"$"#& P/#9&)"")<0+("3/*8M02/* !"51*#IR0L&Phase 1 Reach & Interact Social Media
  • Usage Breakdown -*#]+*$)%20 -*#S0&1"#&0& :"&/$.0S0./0L& 6.0#)N##"%#3050#)&Phase 1 Reach & Interact Social Media
  • Metrics Tools •!=:>I506&)+*39#%5T0+"ZZ"88"L0+&C & +0)L00)&C*#2#*)%+0"ZZ002T*39` •!=:>I50&35.0<)6&&%T&3+/T0)")+0#2&/#S(( & +0*20+ •!=05/@>$C<W)+0#2&"#;L/0+".0+$50CL/)< 8/&)"Z+08*)02)L00)&J3*#*&9)"Z"88"L )L/0+0+K •!H8/>I506&)+*39)+0#2&/#+0*8$50CZ"+ & 3"51*#I*#23"510$)"+& •!=:55C56&1"&))L00)&*#2+0&1"#2)" & *%2/0#30Z+"55"T/801<"#0C./0L)+0#2& Z+"55"T/801<"#0Phase 1 Reach & Interact Social Media
  • Current Presence Product Tutorials Product ReviewsPhase 1 Reach & Interact Social Media
  • Competitor Analysis3%.0%&4.%56&B@>==>@G& 3%.0%&4.%56&D>B?>@D& 3%.0%&4.%56&A>BA>@D 3%.0%&4.%56&LM2NM+N3"D$<0>D50$6&BCHFG&& 3"D$<0>D50$6&FF@&& 3"D$<0>D50$6&BBCHHA 3"D$<0>D50$6&ECH@GJK98.@$6&? JK98.@$6BB JK98.@$6F JK98.@$6D? 3%.0%&4.%56&A>A>@F 3%.0%&4.%56&D>=A>@A 3%.0%&4.%56&F>=H>@A 3"D$<0>D50$6&ED= 3"D$<0>D50$6&ED 3"D$<0>D50$6&=@@JA>=HK& JK98.@$6? JK98.@$6= JK98.@$6B>L009Phase 1 Reach & Interact Social Media
  • Competitor Analysis 3"D$<0>D50$&& P*#3"50 RNS( (5*&<T"U (%T&3+/T0+& MN! 7"TT/7+"L# !8/#/V%0 @ =C@@@ HC@@@ DC@@@ FC@@@ B@C@@@ B=C@@@ BHC@@@Phase 1 Reach & Interact Social Media
  • Usage Breakdown Tutorials: Product Specific Tutorials: Get the Look New Collections Behind-the-ScenesPhase 1 Reach & Interact Social Media
  • Usage Breakdown Charity Initiatives TV Press Advertisements ReviewsPhase 1 Reach & Interact Social Media
  • Metrics Tools •!O8"="D56&#%5T0+"Z&%T&3+/T0+&C & 3<*##08./0L&C./20"./0L&C+*$#,&C V%*8/)*$.0Z002T*39` •!O8"="D5&P/$>#)%6&)+*39&./0L&".0+ $50C,0",+*1</38"3*$"#"Z./0L0+&)" &)*)0[80.08` •!Q88#95&R>@586&9001)+*39"Z./20"& Z+"5*8818*a"+5&)<*)/#38%20 3"51*#I#*50C&%T&3+/T0)"%12*)0&/# S((+0*20+`Phase 1 Reach & Interact Social Media
  • Current Presence •!:+"2%3)+03"550#2*$"#& •!:+"2%3)+0./0L& •!(L001&)*90& •!6.0#)& Phase 1 Reach & Interact Social Media
  • Competitor Analysis 3%.0%&4.%56&E>B@>@A JK@.%5@6&4*/8I Content: •!!/$:50$6&3"#&%50+V%0&$"#&C3"518*/#)&C1+*/&0 & •!S5."%1&2+26&</&)"+I80&&"#&/#Z*&</"#*#2T0*%)I & •!A50$K5<C?5$6&Z*&</"#CT0*%)IC3080T+/)I#0L& & •!T5?>5:$6&")<0+L0T&/)0&*#21%T8/3*$"#& & •!F>/E$6&")<0+&"3/*8502/*3"#)0#) & •!!"51*#I#0L& •!:"88& •!3>@5D.06&&"3/*8502/*8/#9&*#2*%)<"+T/",+*1<I &Phase 1 Reach & Interact Social Media
  • Strategy Beauty Blogs Corporate BlogPhase 1 Reach & Interact Social Media
  • Metrics Tools •!3>%5U5%506&)+*392*/8I1*,0./0L&C%#/V%0 & ./&/)"+&C,0"8"3*$"#&)*$&$3&C*#2"#8/#0 %&0+&` •!3%.%V8"/%506&)+*39./&/)"+*3$./)IC&0*+3< & 0#,/#0L*+&C90IL"+2*#*8I&/& •!V8WUU5/%$W)+*39*88T8",3"550#)&/#+0*8 $50C,0)S((*#205*/8%12*)0& •!=05/@K5@>.6&3"51*+0T8",50#$"#&"Z & 3"51*#I.0+&%&3"510$)"+&".0+$50 •!=:55C56&1"&))L00)&*#2+0&1"#2)" & *%2/0#30Z+"55"T/801<"#0C./0L)+0#2& Z+"55"T/801<"#0Phase 1 Reach & Interact Social Media
  • Usage •!705;"5/<16&7/L0098I & •!T5<>K>5/%$6&b1)[/#8/&) & The Newsletter •!V8/%5/%6&_"8/&$3*#23"#&/&)0#)*3$./)I".0+./0L •!^#[()"+06.0#)& •!!"+1"+*)078", •!-*30T""91*,0 •!;L/0+1*,0 •!c"%;%T01*,0 Phase 1 Reach & Interact Social Media
  • Metrics •!3"D$<0>D50$6"1$#,/#*#2"1$#,"%) & Subject Line 1 •!XK5/&T.%5$6&b10#0205*/8>S030/.0205*/8 &;+/&<]0)&("3/*8We"/#%&b#8/#0f •!V9><EY=)08"#)&T.%5$6&!8/3902"#8/#9&>b10#0205*/8 •!H"9C?.0>.%5&=5$C/#6&b1$5/X0&%Td03)8/#0& & XK5/&T.%56&@`?G V9><EY=)08"#)&T.%56@`DH !8/39[;<+"%,<S*)0 Subject Line 2!*88/#,N88;+/&<00&Wg0h+0b#8/#0f (%Td03)P/#0= (%Td03)P/#0B b10#S*)0 XK5/&T.%56&@`F= V9><EY=)08"#)&T.%56@`D? @ @`= @`H @`D @`F B Phase 1 Reach & Interact Social Media
  • Promotional Strategy •!-8/0+& •!;*+,0)02*2& •!;*+,0)+08*)02,+"%1& •!b1)[/#8/&) •!;L00)T*39& •!70*%)I)L/0+0+& •!70*%)IT8",& •!S0./0L0+T8",& •!:+"2%3)./20"& Phase 1 Reach & Interact Social Media
  • Weekly Social Media ReportMedia Metric Success Report Competitor Report •!-*30T""9 •!-*30T""9N2& •!-*30T""9P0U/3"# •!-*30T""9M"T/80 •!;L/0+ •!;L/0+(0*+3< •!;+0#2/&$3 •!M"#/0+ •!;L00$0 •!c"%;%T0 & •!]"",80i/20" •!(/)050)0+ •!()*)!"%#)0+ •!!"`550#)& •!;+0#2102/* •!(%T&3+/T0+& & •!b10#S*)0& •!!8/39[;<+"%,<S*)0& •!M%8$.*+/*)0;0&$#,
  • !"#$#%"%&()*+$#,-./".01&2*&+2+& Phase 2 Delight & Engage TrishMcEvoy.com Initiatives: Ratings and Reviews My Beauty Advisor Tutorial Central Planner Builder Virtual Makeover
  • Website Initiatives: Be on the cutting edge }! Ratings and Reviews My Beauty Advisor Shareability Tutorial Central Planner Builder Virtual Makeover BuyabilityPhase 2 Delight & Engage TrishMcEvoy.Com
  • Ratings & Reviews Features •!G&)*++*$#, •!!"550#)T"U !?50.#5&T5?>5:! •!("+)3"550#)&W •!M"&)Z*."+*T80 380%&S16& !8"&0&)5*)3< •!P0*&)Z*."+*T80 Q>#>&&*/2"#7+,+2!89(:!;<<9! S*$#,W! •!S0./0L0+1+"Q80 ^8".0)</&1+"2%3)fNj0+*8*)0#/,<)L"+9/#,"+"%)"# •!i/0LT0&)/#3*)0,"+I )<0)"L#C^9#"L^#0.0+<*.0)"L"++I*T"%)5"+#/#,[ *j0+0I0&`^2"#h)9#"LL<*)^h22"L/)<"%)5I0I0 T+/,<)0#0+C)<*#9&)")</&8/805*,/3L*#2^*8L*I&8""9 L088[+0&)02f •!(<*+0"L#+0./0L& •!()+0#,)<0#021+"2%3)3"#Q20#30 •!(<*+0Z*."+/)01+"2%3)& •!^#3+0*&021+"2%3)9#"L802,0 Phase 2 Delight & Engage TrishMcEvoy.Com
  • My Beauty Advisor _"LL"%82I"%T0&) Features •!S0*8*2./&"+Q,%+0 20&3+/T0I"%+&9/# •!Y%0&$"##*/+0& )I10l •!40+5*)"8",/3*83"#2/$"#& •!!"5180U/"#)I10 •!-*3/*8&)+%3)%+0 Skin Type: !<039*88)<*)*118I •!6I0*#2<*/+3"8"+ !!R"+5*8 •!:0+&"#*8&)I80 !!b/8I •!(103/Q31+"2%3)&+03"550#202 !!!"5T/#*$"# !!N3#0[1+"#0 !!N,/#, •!70*%)I10+&"#*8/)I)0&) •!k#"L&0U*3)8IL<*)h&+/,<)Z"+<0+ •!!"51*+0L/)<Z+/0#2& •!b#0&)"1&<"1 Phase 2 Delight & Engage TrishMcEvoy.Com
  • Tutorial Central Carolina’s Cat Eye Features •!!"51*#I[&1"#&"+02)%)"+/*8& =)>$&U8/%)Z$&:>//506&& •!:+"2%3)[&103/Q302%3*$"# !*+"8/#*S"&&/ •!(0*&"#*88""9& •!R0L3"8803$"#[/#&1/+028""9& ;%)"+/*8./20" ()01[TI[&)01/#&)+%3$"#& •!70&)"Z%&0+[&%T5/02)%)"+/*8& :+/#) •!c"%;%T03"#)0&) (<*+0 •!:+"5")02*3+"&&502/* (<"L;+/&<I"%+T0&)Z*30C &%T5/)I"%+"L#)%)"+/*8f •!R".08)I"Z8""9& •!6U3/)02)",0)8""9 •!(<"L3*&0"L#L"+9 •!R0020U*3)1+"2%3) Phase 2 Delight & Engage TrishMcEvoy.Com
  • Planner Builder Gigi’s Planner Features •!i/&%*8/#)0+Z*30 •!S0*818*##0+ •!S0*85*90%13"51"#0#)& •!:+"2%3)+03"550#2*$"#& •!Y%0&$"##*/+0S0&1"#&0& •!:0+&"#*83<*+*3)0+/&$3& •!()I80 •!-*."+/)0)%)"+/*8& •!(<"L3*&0"L#18*##0+ •!40&/+0&Q#/&<021+"2%3) •!(<*+01+"2%3)1+0Z0+0#30& •!:+/20/#*1%+3<*&0&<0mT%/8)n Phase 2 Delight & Engage TrishMcEvoy.Com
  • Virtual Makeover Features •!O18"*21<")""+3<""&05"208 •!i/&%*8/#)0+Z*30 •!M*90%15/++"+*#2.*#/)I •!:+"2%3)&T0/#,*118/02 •!:+"2%3)02%3*$"#%1"#*118/3*$"# •!i/0L Eyeliner •!M*90".0+/#)0+Z*30 F@$!&$G4$)!E$4C#>!AHE3)I>#4,!/)*4?$D! •!^#1+"2%3)./0L •!:+"2%3)+03"550#2*$"#& Eyeshadow •!-/#*81+"2%3) =>3?$!$@$2(3&*%!AB#>3CD! •!M*90%1*118/3*$"#"#2+*L2"L# =>3?$!$@$2(3&*%!A.*E3?D! •!:+"2%3)8/&) •!-+/0#2"1/#/"#& •!k#"L&<"L1+"2%3)L/888""9 •!:+"Q801/3)%+0& •!-+/0#2*11+".*8 Phase 2 Delight & Engage TrishMcEvoy.Com
  • Staying on the cutting edge The Next Big Things •!M"T/80N118/3*$"#& •!M[!"550+30 •!P/Z0&)+0*5N118/3*$"#& •!;7Nf Staying in the Know •!S5."%1& •!78",&*#25*,*X/#0& •!S%#L*I)+0#2& •!&X/9>/5&H.0E5C/#& •!78",&*#25*,*X/#0& •!!"#Z0+0#30& •!405",+*1</3S01"+)& Phase 2 Delight & Engage TrishMcEvoy.Com
  • Search Engine Optimization Track Keywords •!;+*393+/$3*8/#2%&)+I90IL"+2& •!V8UK5%5W90IL"+2&L</3< 80*25"&)10"180)"3"51*#I *#23"510$)"+L0T&/)0& •!38<>.9&H5@>.&S>D95&U.<086& & 5"&)/51"+)*#)90IL"+2&Z"+ I"%+/#2%&)+I •!;+*391"1%8*+90IL"+2& •!Q88#95&=05/@$6&Q#21"1%8*+ 90IL"+2&L/)</#205",+*1</3 Optimize Search Results •!XKCU>[5&<8/%5/%6&L0T&/)0)0U)*#2_;MP •!A"0<).$5&E51:80@$6&1*I[10+[38/39Z"+$Q02TI3"#)0#)"1$5/X*$"# &Phase 2 Delight & Engage TrishMcEvoy.Com
  • Website Metrics Tools •!X/9>/5&A"0<).$5$6&".0+$50C+*#9 V%*#$$0& •!V8UK5%56&L0T)+*o3.0+&%& & 3"510$)"+& •!Q88#95&A.#5&T./E6&]"",80+*#9/#,Z"+ & 3+/$3*890IL"+2& •!3).05=)>$6&$50&*L0T&/)0Z0*)%+0 L*&&<*+02C%&0+205",+*1</3& •!T.C/#$&./@&T5?>5:$6&*.0+*,0+*$#,&C & +*#9TI+*$#,CV%*8/)*$.0Z002T*39 •!Q88#95&=05/@$6&L0T)+*o3".0+$50 & L/)<./&/)"+,0"8"3*$"#205",+*1</3&Phase 2 Delight & Engage TrishMcEvoy.Com
  • Monthly Website Report Metric Success Report Competitor Report ]"",80;+0#2& !"510)0]"",80:*,0S*#9S*$#,&pS0./0L& (<*+0;</&b#8/#0:%+3<*&0&
  • Social Media Website Ratings and Reviews My Beauty Advisor Tutorial Central Blog Planner Builder E-mail Virtual Makeover
  • Reach InteractDelight Engage
  • Thank You!