The document discusses an old luxury brand's goals to increase its online presence and revenue. It aims to double its online revenue by April 2011 by increasing brand awareness, targeting users aged 25-40, and building online brand loyalty. To achieve this, it will use search engine marketing including search engine optimization and pay-per-click advertising, as well as social media marketing. Its SEM approach includes analyzing three of its markets, and its SEO approach involves optimizing five of its sites. Its social media goals are to target users aged 25-40, change brand perceptions, and build online loyalty through engaging content and the use of Facebook Connect features.

1. From Bricks to Bytes
Taking a Luxury Brick &
Mortar Brand Online

2. Birks & Mayors
 Old Luxury Brand
 Online Revenue = 2%
 4 x Online Brands

3. Online Goals
 Increase Brand Awareness
 Double Online Rev (Apr. ‘11)
 Target Users 25-40
 Build Online Brand Loyalty

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. PPC - 3 Markets
 Birks
 Mayors
 Gold Exchange
o Birks
o Mayors

6. PPC - 3 Markets
 Revenue
 Conversion Rates
 Competition
o Search Volume
o Avg. CPC

7. PPC - 3 Markets
 Birks – 68%
 Mayors – 25%
 Gold Exchange – 8%
o Birks
o Mayors

8. SEO - 5 Sites
 Birks x 2
 Mayors
 Gold Exchange x 2

9. SEO - 3 Elements
 Indexation
 Site Authority
 Rankings

10. SEO - Indexation
 Inventory: Categories & Items
 Duplicate Content
 Titles & Meta Descriptions

11. Authority & Backlinks
 Merge Birks Sites
o Birks.com
o BirksUSA.com
 User IP Address
 PPC: Quality Score

12. SMO - 3 Goals
 Target Users 25-40
 Bridge Brand Conflict
 Build Online Brand Loyalty

13. SMO - Content Strategy
 Engage Users 25-40
 Change Brand Perceptions
 Generate Backlinks

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. SMO - Facebook Connect
 Like / Share Content
 Like / Share Inventory
 Spread Brand Virally
 User Data

16. Questions?
CT Moore
CTMoore@nvisolutions
www.nvisolutions.com
@nvi