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Online Visibility Assessment for SweetGreen
The document presents a comprehensive assessment of Sweetgreen's online visibility and marketing strategies, highlighting areas of improvement such as SEO optimization and user experience enhancements. Key recommendations include utilizing descriptive keywords, optimizing content across platforms, and enhancing mobile and social media engagement. The importance of user feedback and maintaining consistent branding across all channels is emphasized to strengthen the brand's presence.
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Online Visibility Assessment for SweetGreen
- 1. SOCIAL ANALYTICOM COMMUNICATIONS 1 Ecem AcarI Marjorie Chejin I Juliana Arias I Laura Barbier SOCIAL ANALYTICOM COMMUNICATIONS
- 2. SOCIAL ANALYTICOM COMMUNICATIONS 2 AGENDA About Sweetgreen OnlineVisibility Assessment Recommendations WHY DO WE LOVE WHAT WE DO?
- 3. SOCIAL ANALYTICOM COMMUNICATIONS 3 FRESH ORGANIC HEALTHY GREEN BRAND’S PERSONALITY MEETJESSICA 28 years old Georgetown Graduate student Healthy food habits Workout on a regular basis Smartphone user
- 4. SOCIAL ANALYTICOM COMMUNICATIONS 4 MEET BEN 45years old VP at Accenture Workaholic Obsessed with daily workout and healthy eating habits BRAND’S VISIBILITY
- 5. SOCIAL ANALYTICOM COMMUNICATIONS 5 JUST SWEETGREEN! YOUOWN THE SPACE ONLINE VISIBILITY
- 6. SOCIAL ANALYTICOM COMMUNICATIONS 6 PEOPLE ARENOT FINDING SWEETGREEN KEYWORD SEARCH VOLUME RANK RESULTS INANCHOR / INTITLE CHOPT RANK Healthy fast food 18,100 -- 131,000,000 663,000 -- Healthy restaurants 8,100 --- 95,300,000 2,170,000 -- Salad restaurants 2,900 187 180,000,000 12,200,000 4 Healthy fast food restaurants 1,900 -- 45,800,000 210,000 -- Salad Bar 4,400 -- 2,410,000 1,760,000 -- TECH AUDIT
- 7. SOCIAL ANALYTICOM COMMUNICATIONS 7 TECH AUDIT URL •Short • Descriptive TECHNOLOGY • HTML and JAVA LINKS • 757 Links from other websites • 10 Broken Links PAGE INDEXED • 2,260 CONTENT META TAGS Broad terms |Food| Healthy| TECH AUDITALT TAGS HEADINGS META DESCRIPTION
- 8. SOCIAL ANALYTICOM COMMUNICATIONS 8 NO SEOPOPULAR POWER BRAND COMPETE AGAINST ARTICLES KEYWORD: “HEALTHY FAST FOOD” WHAT WE HAVE & WHAT WE DON’T HAVE KEYWORD SEARCH VOLUME RANK RESULTS INANCHOR / INTITLE CHOPT RANK Healthy fast food 18,100 -- 131,000,000 663,000 -- DEFINE KEYWORDS OPTIMIZE BY INCLUDING: TITLE TAGS ALT TAGS HEADLINES. META DESCRPTION TEST WITH PAID ADS TO GET GOOD METRICS CONTINUE TESTING AND OPTIMIZING. THE RECIPE
- 9. SOCIAL ANALYTICOM COMMUNICATIONS 9 USER EXPERIENCE Clean Clear Attractive Trueto the brand Visual Easy to navigate UX DESIGN
- 10. SOCIAL ANALYTICOM COMMUNICATIONS 10 USER EXPERIENCE- WHAT TO IMPROVE? USER EXPERIENCE - WHAT TO IMPROVE?
- 11. SOCIAL ANALYTICOM COMMUNICATIONS 11 USER EXPERIENCE- CHECKLIST & MORE TO IMPROVE Let’s go to the website: www.sweetgreen.com ACCESIBILITY IDENTITY NAVIGATION CONTENT USER EXPERIENCE - CHECKLIST & MORE TO IMPROVE
- 12. SOCIAL ANALYTICOM COMMUNICATIONS 12 UX -A COUPLE OF OTHER SUGGESTIONS Seek user input and provide user generated content by incorporating testimonials Make it clear that you are a salad bar / healthy fast food on the home page Do NOT hide the blog Improve the font color/background contrasts Add beverages to your Menu Clarify the purpose of The Shop page might be confusing MOBILE
- 13. SOCIAL ANALYTICOM COMMUNICATIONS 13 SWEETGREEN HASA STRONG MOBILE PRESENCE Mobile Website App – Sweetgreen Rewards SERP’s
- 14. SOCIAL ANALYTICOM COMMUNICATIONS 14 4 stars 43kdownloads 1 in 5 customers use the app
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- 17. SOCIAL ANALYTICOM COMMUNICATIONS 17 SOCIAL MEDIA- A COUPLE OF OTHER SUGGESTIONS Listen to your audience Reward helpful or valuable users (Give shootouts) ANALYTICS (Test, measure, improve!) Promote your posts Address your presence in Wikipedia BLOG
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- 19. SOCIAL ANALYTICOM COMMUNICATIONS 19 LOCAL Appear ongoogle maps No specific website for each location Listed in Yahoo and Bing local (NY, D.C) RECOMMENDATIONS
- 20. SOCIAL ANALYTICOM COMMUNICATIONS 20 URGENT RECOMMENDATIONS Determinedescriptive keywords Paid Search to measure and own the space Optimize Create specific sites for each location Include descriptive tagline ESSENTIAL RECOMMENDATIONS Create content to increase engagement in social media Keywords and brand description should be the same in all your online and offline channels Boost and highlight reviews and include UGC and testimonials Be prepared for a possible crisis by establishing a protocol and anticipating scenareos
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