1. Presented by
Yuka Horiguchi
Pallavi Singla
Guided by
Prof. Blodwen
Tarter
Assessing the digital marketing and e-commerce for Friends
of the Sea Otter
Email marketing E-commerce Privacy Secondary Research
Social media SEO Website Personal interviews

2. Do you know,
Male 4-5 feet long / Female 2-3 feet long
Male 50-100lbs/ Female 30-70lbs
Lavy, you are the same size with my dad!
Source : www.seaotters.org/faqs

3. Is there anyone who has
over 1 million hairs per square
inch?
Source : www.seaotters.org/faqs

4. Sea Otters eat 25%-30% of their body
weight in each day.
If you were sea otter, you need to eat…..
Source : www.seaotters.org/faqs

5. Company introduction
Friends of Sea Otter
• Non-profit organization
• Founded in 1968
• Based in Carmel, California
• Protecting sea otters and their habitats through education, research,
and policy decisions
• Increasing awareness about sea otters and their conservation issues
• Able to donate money or buy merchandise through website
Source: Friends of sea otter official website

6. Scope of presentation
• Target market for FSO
• Assessing the website and auditing it
• Primary research results
• Social media analyzed
• Email marketing
• Search engine optimization
• Competition
• Conclusions and recommendations

7. Target market

8. Identifying the target?
• Being an non profit to create
awareness and attract
donations, FSO targets
– Every age group from 18 years
of age onwards through their
website
– Target groups like classes in
schools like elementary schools
grade 6 where the kids
collected donation and FSO in
turn sent them booklets and
other merchandize.
– Target groups of animal lovers
like whale society or residents
of san diego sea area.
Target
Every age
group
Groups
like
classes
Animal or
sea lover
groups
Animal
loving
individuals
Source : personal interview with Frank Reynolds, FSO
Visitors on the website (11/2/14 – 12/2/14) : Source - Google analytics (FSO

9. Identifying the target?
45.85%
54.15%
GenderAge
FSO targets people to donate as well as help
in spreading a word about the same.
Remember their mission?
•Here the age of 55 and above are the people
who donate
•The 18-34 are people who generally spread
the word
•35-54 are the people who are a mix
Recommended to :
Create personas like
55-64 years old male inclined
towards fitness
25-34 years old female, loves to
travel and active on facebook
Match personas to those who
will donate and those who will
help in viral marketing
Source : personal interview with Frank Reynolds, FSO
Visitors on the website (11/2/14 – 12/2/14) : Source - Google analytics (FSO

10. Auditing the website and e-commerce

11. Auditing the website
• Infrastructure :
– HostGator is their hosting vendor and their contract mentions just about the basic technology used and the
price (nominal) they will charge per month.
– They however do not have the scalability clause which is one of the recommendations.
– On an average IE : 5.45 s, Chrome : 6.9s, Android 6.22 s, average : 6.72 for US.
– More than half visitors leave the website within 10 seconds. What have we offered them?
– Speed is an issue in terms of experts too () but not visitors ()
• First byte time is 975ms instead of standard 90ms
• Scope to work further on compressing images
• Standard cache program missing causing higher processing time
Source : personal interview with Frank Reynolds, FSO
Visitors on the website (11/2/14 – 12/2/14) : Source - Google analytics (FSO)

12. Home page : above the fold
www.seaotters.org

13. Website : User experience
• Website :
• According to the primary research conducted amongst 32 respondents :
• User experience is driven by Speed of the website followed by look and appearance and ease
to understand the language of the website primarily (Results of multiple regression)
• Visitors rank the primary driver best but appearance / looks not really appreciated by visitors
P-value
Intercept 0.9857
Speed 0.0034
Look/ appearance 0.0209
Ease to understand 0.0474
Experience Speed Appearance Ease to u’stand
Mean 3.67 4.09 3.54 3.74
Source : primary research

14. First impression of website to respondents
• Lovely pictures specially the aquarium in
the background
• Lovely logo
• Easy to scroll
• Videos are nice to have
• Nothing exciting
• Unconvincing mission statement
• Messy home page
• Too many fonts on the first page
• Too big font under pictures make it
difficult to read
• Relationship of sea otters to disney
package/photo contest?
• Why don’t they have clear motto stated?
• Why frozen navigation bar?
Source : primary research

15. Our review
• Appearance :
– Good use of pictures , videos, attractive logo
– Loose the big font under the pictures as it is
not possible to read, use the space effectively
– To have consistent fonts on the home page
• Content :
– Good navigation titles
– To have a message above the fold to convey
the aim
– Definitely need breadcrumbs
– FAQs section to be renamed : facts
Source : primary research I www.seaotters.org

16. Our review
• Functionality and task flows :
– The donate button redirects to razoo.com in a new tab
• According to the primary research, people had issues with donating to a new site
• An easier recommendation : have own payment
• Actionable : A message to pop-up like,
– “You are being redirected to razzo.com from FSO website.
– Add a line about credential of razoo.com like razoo.com is a non profit site which
collects donations for 2500 other non profit organizations
– Razoo.com is a trusted partner of FSO”
• The page holds review of people under the fold; to have them above
– Merchandize is sold through zazzle.com : in the same tab
– Mobile friendly website
– So is the case with FAQ page
• Redirecting to other websites or pdf documents in the same tab should be
abandoned.
• In fact PDF documents can be incorporated on the webpage
Source : www.seaotters.org

17. Our review
• No search option
– There is limited content; you may not have it
– It is actually easier to develop it at this time
– Helps connect more and more information
• Interactive elements :
– Good to have 2 places to sign up for newsletter
– Chiclets let you like or retweet from the page
itself
– On signing up the newsletter
• To confirm with a message, “Thank you for your
interest, you will receive an email shortly”.
• Must send them a newsletter, send the last one.
• These are people interested in you, don’t loose
them
Source : www.seaotters.org

18. Social media

19. Social Media Usage - Facebook & Twitter-
Facebook
• 4,901 total Fans
• Uploads a post in two/three days
• Facebook traffic driven: 1.5 %
• Facebook driven viewers stay at website for 2.2 min average
• Each post obtains 5 comments, 209 likes, and 30 shares in average
• There are almost six different contents
– Fun fact, Fun photo, Quotation, Article link, Announcement, and Otter cam
Fan Demographics People who engaged with post
Sources: Google Analytic, Facebook analytic page

20. Social Media Usages-Facebook
Posts’ Contents and Engagement Rate
Article Link
31%
Quotation
23%
Fun Photo
15%
Fun Fact
15%
Announcement
8%
Link to
Otter live
camera
8%
Number of posts
Experts’ quotes
(October 15th to November 15th ) Engagement rate by types of post
0
50
100
150
200
250
300
350
400
Share
Comments
Like
• Experts’ quotes is the most engaged contents
• Link to otter webcam is unpopular
• Like > Share > Comments
• Article link was most frequently posted
Source: Friends of the sea otter Facebook page

21. Social Media Usages-Facebook
Links & Landing page
Links mentioned in the
posts
Total posts Total
engagements
chicagosuntimes.com 1 521
seaotters.org/ottercam 2 269
Santacruzesentine.com 2 193
News.sciencemag.org 1 186
• Less engagements than another link
But Landing page is relevant to the link & contents
 Landing page
Source: Simplymeasured.com

22. Recommendation for Facebook usage
• Make the contents more interactive
– (Ex, include question so that viewers can answer)
• May add some “Call to action” message in landing page
• May need to include more FSO’s website link in Expert’s quotes, fun
fact, and fun photo posts

23. Social media usages
Twitter
Twitter
• 1,117 followers
• Has tweeted 532 tweets since March 2011
• Frequency: Once in 2.5 days
• Twitter traffic driven: Only 0.4%
• Twitter traffic driven viewers stay at website for 8 min average
• 80% of posts include photos
Sources: Google Analytic, Twitter

24. Social media usages- Twitter
Contents of the Tweets
Awareness
campaign
Fun fact
Quotes
Otter cam
Report
Protest
Retweet
other's
tweet
Introduce
video
• 35% of Tweets are about otter cam
 Otter cam
 Experts’
quotes
Source: Friends of sea otter Twitter page

25. Social Media Usages-Twitter
Engagement rate by Topic
0
20
40
60
80
100
120
Favorite
RT
• Most frequent topic, Otter Cam, is less
engaged
• Experts’ quotes is most popular topic
• One of competitors, Seaotter.com tweets
4 times more frequent
• Tweets more frequent
(Even Re-tweet )
• Conduct tests
Sources: Friends of the sea otter & seaotter.com twitter page

26. Email marketing

27. Email marketing
• The CRM tool used by FSO is email
marketing
• Outsourced to salsalabs.com
• Only members receive their emails
(Donate to become member)
• Emails sent with pictures of otters and
information
• Contain to the point content
Email Total sent
Open
count
Open rate Clicked CTR
Click open
rate
Unsubscri
be
1 (Gift) 2487 563 22.6 68 2.7 12.1 2
2(Disney) 2487 542 21.8 36 1.4 6.6 10
3(Pic) 2484 859 34.6 55 2.2 6.4 9
4(contest) 2496 669 26.8 16 0.6 2.4 10
Source : www.salsalabs.com

28. Email marketing
• An automated email is sent to people who donate
• Every email is sent to all the members which is
leading to such small percentage of CTR
– There is a need to club target personas with the data of
members. Accordingly content can be created for emails for
different groups : Customize
• Eg: younger audience gets more facts and numbers and actions
taken
• Elder audience gets more reading material which is informative
• Males get more content/action oriented and females get more
pictures oriented emails
• Sending photo contest emails to everyone one the list does not
make sense
• Include privacy policy
• Need a clear call to action button
• Do not redirect to many pages
• Most emails are not personalized

29. Search engine optimization

30. Search engine optimization
As organic search is the key driver of
traffic to the website, it becomes
important to cash this channel
49.76
30.84
1.82
1.49
16.09
Google search Direct Yahoo search
Bing search Others
Source : personal interview with Frank Reynolds, FSO
Visitors on the website (11/2/14 – 12/2/14) : Source - Google analytics (FSO

31. Key words and performance : FSO
40,000
12,000
8,000
2,500 1,600 1,300 600 500 500 400
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
45,000
sea otter sea otters otters otter cabrillo
marine
aquarium
sea otter
facts
otter cam sea otter
habitat
seaotter facts about
sea otters
Impressions
6.4 7
8.6
12
5.2
9.5
7.7
2.8
6.7 7.8
Average position
0.0027
0.0092
0.002 0.002 0
0.0269
0.02
0
0.01 0.0125 CTR
Source : personal interview with Frank Reynolds, FSO
Visitors on the website (11/2/14 – 12/2/14) : Source - Google analytics (FSO

32. Links on search pages : Position and Click through rate
Average position CTR
31(71.97%) 0.0095
26(60.23%) 0.0213
58(133.55%) 0.0091
96(224.32%) 0.0068
74(172.97%) 0.0113
120(284.36%) 0.0047
66(152.60%) 0.075
110(256.26%) 0.0138
99(231.45%) 0.0092
8.4(17.52%) 0.0273
43 1.32
http://www.seaotters.org/
http://www.seaotters.org/checkoff/
http://www.seaotters.org/blog/
http://www.seaotters.org/Friends%20of%20the%2
0Sea%20Otter.kmz
http://www.seaotters.org/kids-drawing/
http://www.seaotters.org/photo-contest/
http://www.seaotters.org/otterspotting/
http://www.seaotters.org/nootterzone/
http://www.seaotters.org/ourteam/
http://www.seaotters.org/information/uploads/20
13/02/FSO-Sea-Otter-Fact-Sheet_Final.pdf
Average
The home page average
position is 31.
Search engine optimization is
definitely not being targeted
here
Absence of a search option also
contributes to lacking in this
feature. It get difficult to guess
what people are looking for.
•Key phrase in title
•Tag in header
•At least 3 times in the body
•Use strong tags around
keyword
•Use keyword in url
•Descriptive keyword filled
names of images
•Meta tags
•Use keywords in twitter and fb
Source : personal interview with Frank Reynolds, FSO
Visitors on the website (11/2/14 – 12/2/14) : Source - Google analytics (FSO

33. Competition

34. Competition
Sources: The FSO, seaooter.com, TOP facebook, twitter, offical webpages
The FSO Seaotter.com The Otter Project
Year 1968 2012 1998
Place Carmel, CA Santa Cruz, CA Monterey, CA
Website
Transaction
Donation (Razoo.com)
Merchandise (Zazzle.com)
Merchandise *Own payment system
(All proceeds support sea
otter’s protection)
Donation *Own payment system
Merchandise
Social media Facebook: 4,902 likes
Twitter: 1,118 followers
Facebook: 21,269 likes
Twitter: 2,271 followers
Facebook: 3,913 likes
Twitter: 1,211 followers
What they
do
Federal environmental
policy
State environmental
policy
Water quality
Litigation
Education
Research
Raising awareness about
California's threatened sea
otters
Water quality

35. Conclusions and Recommendations
• Things to keep
• Targeting groups and enthusiasts
– Website
• Pictures and videos
• Team page
• Contact us page
• Navigation titles
• Newsletter sign-up
• Logo
• Mobile optimized design
• Chiclets
– Social media
• Continue with the posts on facebook
• Experts’ quotes to increase
• News and other information
• Pictures
– Email
• To the point content
• Un-subscribe option
• Information with pictures
– Relevant promotions like holiday packages to be
bought
• Things to change:
• Create personas for the target market and
match that with the database to create more
customized content for emails and facebook
– Website
• Improve speed
• Loose big font / use consistent font
• Above the fold mission
• A document highlighting where donations
go
• Use breadcrumbs
• Rename FAQ page
• Use pops when redirecting to other pages
• Do not use other links in same tab
– Social media
• Involve people more by including discussion
topics and use customized content
• Use more links to website
• Increate frequency of tweets
– Email
• Email with clear call to action and privacy
policy with personalization
• Follow the Search engine optimization tactics
• Learn from competition

36. Primary recommendations
• SEO : use SEO tools and reach more and more people
• Social media : engage people with more relevant posts (quotes) and
retweet (use research/personas/database)
• Email marketing : Personalize and customize emails to get the most out
of it specially with promotional events going on.
• Website : Work on the redirecting function first and then on look and
appearance

37. Thank You
Do you have any
questions for us?