Brand Overview• Triton Digital• One stop resource for radio software, programming, and production• Target market is radio stations of all genres, formats and languages in the USA• Products include software used to stream music to millions at once, video solutions, e-mail subscription, news content, and database, engagement, and loyalty systems
Engagement engines• The Fish Atlanta• The system is fully hosted by Triton Digital. -All that is required for the station to utilize the system is a single piece of code included on the stations website. -Everything else is automatically handled.• With only a few dozen stations in the market, Tritons loyalty engines customers tend to be spread out, but rely heavily on the software to monitor and engage their audience
Social Media: Facebook• They post to their Facebook wall about 3-5 times a week on average.• Their Facebook wall shows that the communication that takes place on Facebook is mostly one way.• Only one single post which was spam• Because the product is business to business with a very narrow market, they cannot be expected to have a lot of likes and activity.• This does not necessarily mean that Triton is unable to get their message out; just that there is not an on-going conversation on Facebook.• The majority of posts have likes, which indicate (at the very least) that people read what Triton publishes.
Facebook• Facebooks page statistics show that the average follower of Tritons Facebook page is 25-44 years old.• Just 8 people (2% of followers) are talking about Triton Digital at the time of this writing.• According to Forrester, people of this age range are more likely to be creators, critics, and joiners than the average population (http://empowered.forrester.com).• The 2% that talk about Triton is lower that we would expect for followers that exhibit an above-average tendency to start and participate in online discussions.• This shows that Triton may have an opportunity to better energize its followers.
Social Media: Twitter• Because Triton Digital caters to a niche market it has a limited number of followers: only 325.• Coincidentally, this is only 20 away from the number of Facebook likes, which suggests that there is probably a significant overlap of people who follow @TritonDigital and like Triton Digital on Facebook.• According to TweetStats (http://www.tweetstats.com) Triton Digital posts about 32 tweets a month using both the HootSuite account and the web interface.
Twitter• Few people talk to or about Triton Digital.• A search for the term “TritonDigital” returns only 2 people who mention Triton. While all of these are in a response to one of Tritons tweets, none show a recommendation for the handle or company.• According to ReTweetRank (http://www.retweetrank.com) there have been 5 people to re-tweet a tweet by @TritonDigital in the past week, but only about 1 a week before that.• This indicates that people are listening, but they may not be engaged.
Twitter• Because of the suspected overlap between Facebook likers and Twitter followers, we can assume that the same age range applies for both. This indicates that the people who follow Triton on Twitter are on average, more of an influencer than the average population.• Because of this, there may be an opportunity to better engage the followers.• Overall, for a niche market Tritons twitter handle gets the word out, but does not actively engage its audience.
Blog• Topics tend to revolve around industry advice, and no topics could be found on Tritons own products and services. This shows that there may be an opportunity to increase traffic to the main website by pushing the product.• A survey of the 5 most recent blog posts shows that there were no replys• This means that while the blog may generate traffic, the people who read the blog are not engaged in a conversation with each other or the company. However, there is one Twitter retweet of a link to a blog post, indicating that people do at least read the blog.• The topics of the blog seem to be relevant and it appears with the information at hand that people do read the blog, but it suffers the same fate as the other social network sites: the audience is not engaged in a discussion.
Search Engines• Majority of people who find Tritons website find it through a search engine• The majority of search terms (7/10) include the term “triton”, but oddly enough, the term “triton” by itself is not in the top 10.• The query “triton digital” is by far the most popular search term used to find the site with 28% of the search traffic.• All of the search queries that included the term “triton” relate most closely to Triton Media. Unfortunately, because Triton Digital caters to a niche market, it is not popular enough to be one of the top listings for the query “Triton”. It, in fact, will fall about half-way though the fourth page for the preceding query.
Hub and Spoke Model• According to Alexa, all visitors visit only 4 sites immediately preceding a visit to tritondigital.com: Google (64%), streamtheworld.com (13%), Facebook (12%), and Yahoo (11%).• The site gets about 13,000 unique visitors a month according to a 6 month average of data taken from Quantcast (http://www.quantcast.com).• According to Alexa, Tritons website has a 31% bounce-back rate. This is troubling because it shows that 31% of the people who visited the site either did so in error or were not interested in what they saw.• The majority of inbound links come from Google by mostly search terms indicating a search for Triton Digital specifically.• There is significant traffic from streamtheworld.com (Tritons radio station streaming service), but these customers are not expected to bounce either. Stream the world is a corporate site – any radio streams it hosts are only available of its client sites. Unfortunately, due to the data, it is not evident which users are not staying on the site and why.
Hub and Spoke Model• The absence of twitter.com and ow.ly (the de-facto preferred url shortening service of Triton) from the clickstream indicates that little people find the website through twitter.• Also surprising is that tritonmedia.com, the parent companys website, is not on the clickstream for tritondigital.com. This is believed to be due to a small sample size or a limitation of the tracking algorithm.• While 109 sites link in to tritondigital.com, it is apparent from the Alexa stats that they do not generate very much traffic for the website.
SEO Results• Tritons goal for SEO is to be the first search result for every term from which people find the website. Figure 5 is a table of search terms and where Triton is displayed.• A search for the term “triton” on Google returns tritonmedia.com (the parent company) as result 43, but tritondigital.com is not within the top 150 results.
SEO Results• Overall, there is an opportunity with the SEO to improve the search rankings.• Triton Digital does not have a written search engine optimization strategy, so the strategy cannot be compared to the results.• However, a good goal would be to get tritonmedia.com and tritondigital.com on the first page of search results for the generic term “triton”.
Brand Recommendations• In order to gain more effectively communicate with the people who follow the brand, I have prepared recommendations for the companys social media marketing and SEO.
Facebook Recommendations Recommendations• Increase engagement• Change the post format• Reconsider the page URL
1. Engagement• Problem: The overall engagement is low• Solution: It can focus on asking questions and soliciting responses by people who read the posts. -For example, Triton can ask for a response to a blog post or ask a question about how people use their software. -No matter what the question, the goal should be energize and interact with its audience. -If the audience has a positive response through this interaction, it will benefit the company in two ways: 1. Primarily, the post will show up in others newsfeeds. 2. A positive experience could easily help retain existing customers and gain new ones.
2. Post Format• Problem: The post format, while convenient, could stand to be tweaked.• Solution: The basic rules of a Facebook post are different than that of a tweet. -Therefore, instead of reposting a tweet on the Facebook wall, it should be re-written to be more readable in the Facebook format. -Twitter handles and hashtags should be dropped, and the post can be expanded past 140 characters. -This will make the posts more readable and better engage the audience.
3. Page URL• Problem: Their current Facebook URL is http://www.facebook.com/tritondigital.richermedia• Solution: The page URL could be changed to http://www.facebook.com/tritondigital. -While this is only a minor issue, a user who initiates a direct request for the aforementioned URL will be kicked back to the generic Facebook landing page. -While the richer media tag is certainly an effective part of Tritons branding, it does not need to be in the URL. -At the very least, Triton should register the tritondigital URL on Facebook so that no-one else can take it.
Engagement• Problem: The overall engagement is low• Solution: Improve by interacting more and by showcasing the product more -The goal is to make the @tritondigital Twitter handle a source for industry news and tips. -It should be a handle that people want to subscribe to even if they have no interest in the product.
Lost Opportunity• Problem: Losing opportunities to push the product that Triton sells• Solution: Combining with a significant user base that does not yet subscribe to Tritons services -This will help to gain new clients by showing people that couldnt be reached before how Tritons service can make them more money.
Blog Recommendations• Change platforms• Add an RSS feed• Post case studies about the product
Platforms• Problem: The blog cannot be followed.• Solution: Changing platforms would give the blog an additional URL which could bring in people who may not find Triton otherwise. -Switching to an independent platform would also allow fellow bloggers to easily link and interact with you, as well as give you a wide user base of people who can comment.
RSS Feed• Problem: No RSS Feed• Solution: An RSS Feed is necessary so that interested readers can keep up with the blog posts automatically and with little effort. -The goal is the same as it is with the Twitter account: get as many followers as possible that are not currently customers. -The blog is more likely to have more followers if people can check up on it with little effort using a RSS service that they already use.
Product Information• Problem: No posted product information• Solution: Posting about case studies, new features, and product uses. -This can turn an interesting blog into a revenue stream.
Site Recommendations• The corporate website could use a SEO makeover.• The site features a number of static pages that offer limited information about Triton Media, but mainly serve as a conduit to get customers to the brands websites.• There are two opportunities for improvement: 1. Clean up the code 2. Add meta tags
Meta Tags• It is imperative that the website add the appropriate meta tags to the HTML header.• These meta tags let the search engine know what the site is about. This makes it easier to index, so a search engine sees it as more relevant.• This will increase the page rank which will put Triton higher in the search results for generic terms, particularly “triton”.
The End• Once Triton fine-tunes its Facebook page, Twitter handle, blog posts, and tritonmedia.com SEO, it will better connect with potential customers.