Triton Digital provides radio software and services. The document analyzes Triton's social media presence and website, finding opportunities to increase engagement and improve search engine optimization. Recommendations include asking questions on Facebook posts, changing Twitter formats to showcase products more, adding an RSS feed and case studies to the blog, and cleaning up website code and adding meta tags to increase search rankings.

1. Michael Shilling
Matt Lilley
Peter Barrows

2. 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

3. 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 station's website.
-Everything else is automatically handled.
• With only a few dozen stations in the market, Triton's loyalty engine's
customers tend to be spread out, but rely heavily on the software to
monitor and engage their audience

4. 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.

5. Facebook
• Facebook's page statistics show that the average follower of Triton's
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 it's
followers.

6. 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.

7. 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 Triton's 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.

8. 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 Triton's twitter handle gets the word out, but
does not actively engage it's audience.

9. Blog
• Topics tend to revolve around industry advice, and no topics could be
found on Triton's 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.

10. Search Engines
• Majority of people who find Triton's 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.

11. 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, Triton's 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 (Triton's 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 it's client sites. Unfortunately, due to the data, it is not evident
which users are not staying on the site and why.

12. 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 company's 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.

13. SEO Results
• Triton's 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.

14. 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”.

15. Brand
Recommendations
• In order to gain more effectively communicate with the people who follow
the brand, I have prepared recommendations for the company's social
media marketing and SEO.

16. Facebook
Recommendations
Recommendations
• Increase engagement
• Change the post format
• Reconsider the page URL

17. 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
it's 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 other's newsfeeds.
2. A positive experience could easily help retain existing customers and gain
new ones.

18. 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.

19. 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 Triton's
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.

20. Twitter
Recommendations
• Increase engagement

21. 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.

22. 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 Triton's services
-This will help to gain new clients by showing people that couldn't be
reached before how Triton's service can make them more money.

23. Blog Recommendations
• Change platforms
• Add an RSS feed
• Post case studies about the product

24. 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.

25. 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.

26. 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.

27. 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
brand's websites.
• There are two opportunities for improvement:
1. Clean up the code
2. Add meta tags

28. Clean up codes
• TritonMedia.com is written in jQuery, a rapid development framework that
relies heavily on Javascript.
• While Javascript has it's purpose, there is little reason to use it on a static
page. It creates messy code that is hard for a search engine to decipher.
• Furthermore, in both Firefox (unknown version) and Waterfox 10.0.2, I had
consistent issues getting the page to load correctly. Each time I requested
the landing page, it would load blank until I refreshed, at which time it
displayed as it should.
• The page should be re-written in HTML 5 and CSS 3 using context-
appropriate tags, which will produce code that is easy to index and will fix
the issue I had.
• There should be no issue using a rapid-development framework, however it
should be one that mainly-takes place on the server side and is able to
generate clean code.

29. 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”.

30. The End
• Once Triton fine-tunes its Facebook page, Twitter handle, blog posts, and
tritonmedia.com SEO, it will better connect with potential customers.