SES Chicago Business Case Birks

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SES Chicago Business Case Birks

  1. 1. From Bricks to Bytes Taking a Luxury Brick & Mortar Brand Online
  2. 2. Birks & Mayors  Old Luxury Brand  Online Revenue = 2%  4 x Online Brands
  3. 3. Online Goals  Increase Brand Awareness  Double Online Rev (Apr. ‘11)  Target Users 25-40  Build Online Brand Loyalty
  4. 4. Approaches  SEM: SEO & PPC o Increase Brand Awareness o Double Revenues (Apr. ‘11) k  Social Media o Increase Brand Awareness o Target Users 25-40 o Build Brand Loyalty
  5. 5. PPC - 3 Markets  Birks  Mayors  Gold Exchange o Birks o Mayors
  6. 6. PPC - 3 Markets  Revenue  Conversion Rates  Competition o Search Volume o Avg. CPC
  7. 7. PPC - 3 Markets  Birks – 68%  Mayors – 25%  Gold Exchange – 8% o Birks o Mayors
  8. 8. SEO - 5 Sites  Birks x 2  Mayors  Gold Exchange x 2
  9. 9. SEO - 3 Elements  Indexation  Site Authority  Rankings
  10. 10. SEO - Indexation  Inventory: Categories & Items  Duplicate Content  Titles & Meta Descriptions
  11. 11. Authority & Backlinks  Merge Birks Sites o Birks.com o BirksUSA.com  User IP Address  PPC: Quality Score
  12. 12. SMO - 3 Goals  Target Users 25-40  Bridge Brand Conflict  Build Online Brand Loyalty
  13. 13. SMO - Content Strategy  Engage Users 25-40  Change Brand Perceptions  Generate Backlinks
  14. 14. SMO - Facebook Connect  Registration & Login o Access Real User Data  Choice of FB Features o Like Button, Share This, etc… k  Social Graph
  15. 15. SMO - Facebook Connect  Like / Share Content  Like / Share Inventory  Spread Brand Virally  User Data
  16. 16. Questions? CT Moore CTMoore@nvisolutions www.nvisolutions.com @nvi

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