Briefing For The FlashChatt App Project
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This document outlines a digital marketing project for a group to manage a Google Adwords campaign promoting the Flashchat app landing page. The goal is to optimize cost per click over 3 weeks. Each group will receive an $85 Adwords account. They are to activate search and display campaigns by December 2nd with a $4/day budget. The project schedule includes weekly performance dashboards and a final presentation. Individual assignments include analyzing the app's SEO, mobile user experience, and use of Facebook and Twitter marketing in Saudi Arabia.
Briefing For The FlashChatt App Project
- 1. Digital Marketing Project David Gracia
- 2. | Our Client
- 3. Digital Marketing Strategy Group Projects A B C All D E Session 9 Session 10
- 4. Digital Marketing Strategy Group Projects A B C All D E
- 5. | The Google Marketing Challenge Project Goal • The purpose of this exercise is to get a first-hand experience managing a Search Marketing campaign in Google Adwords. • Each group will be provided with a Google Adwords account and a budget of 85€ to invest during three weeks. All the teams will be “competing” to get traffic to the landing page: flashchatapp.com • The primary goal is to optimize the Cost Per Click, thus the team that gets the lowest average CPC will be the “winner”. Getting Started • Once you receive the user and password for your Adwords account go through the material you will find at the Adwords Help Center before getting started. • I strongly recommend you to use the free phone support of Google Adwords (900 800 624) where you will be assigned a personal assistant that will guide you step by step using the tool. • You should try both search marketing and display marketing campaigns but focus more on the first one. Project Kick-Off • All the teams should activate their campaigns today at 17:00. It is very important that you set a maximum daily budget of 4€ / day. • At the end of each week I will share with you all a dashboard with the performance of each team and some feedback about how to improve.
- 6. | Planning & Schedule Week 1 Week 2 Week 3 Week 4 Dec-2nd Dec-5th Dec-12th Nov-17th Dec-19th Marketing Campaign Phase I Marketing Campaign Phase II Marketing Campaign Phase III Post- Campaign Report Marketing Campaign Kick-Off Dashboard 2nd Week Final Presentation Dashboard 1st Week Dashboard 3rd Week
- 7. Digital Marketing Strategy Group Projects A B C All D E
- 8. | SEO Recommendations • Why is SEO important for this business • Competition Analysis • Identify the top 5 keywords for this business • Current positioning in Google for these KWs • Incremental traffic if we manage to be in the top 3 positions for these 5 keywords • Current Situation: KPI’s for SEO • Total traffic from SEO (SemRush.com) • Estimated cost of this traffic (SemRush.com) • Key competitors (SemRush.com) • Nr. of organic keywords (SemRush.com) • Nr. pages indexed in Google (SemRush.com • Page Rank or domain authority (moz.com) • Nr. of inbound links (moz.com) • ON-PAGE SEO Recommendations: • Title optimization • Content relevant for our 10 target keywords • Keyword density • Relevant images and videos • Duplicated content • Outbound links to other related pages • Structure of the URL • Meta-Keyword optimization • Alt-Text in images and videos • Broken links (brokenlinkcheck.com) • Web responsive for mobile devices • Page download speed (GooglePageSpeed) • OFF-PAGE SEO Recommendations: • Ideas to get more relevant inbound links • How to leverage social media for SEO • Final conclusions and recommendations Focus on the http://www.nexstreaming.com website for this exercise A
- 9. | Mobile User Experience • Why is User Experience Important • Analyze the Flashchat app user experience: • Functionalities • Information Architecture • Content • Design • Usability • Trustworthiness • User Interaction • Other factors you consider relevant • Mobile Analytics • Ask Carlos for metrics about the most common features used by customers and interpret these data • Adaptation to the Saudi Arabia market • What recommendation would you make to adapt this mobile app to your region? • Conclusions and final recommendations B, C
- 10. | Marketing in Facebook • Facebook Opportunities • Facebook in figures for the Arabia Saudi market • Creation of the Facebook Page: • Create the Facebook Page for FlashChat in the Saudi Arabia • Benchmark of best practices on Facebook of other similar businesses • Structure of the content in different tabs within the FB Page • Integration with other social networks • Building your audience: • Ideas of viral marketing to get the first fans • Proposal of paid advertising on Facebook • Engaging Your Audience • Which kind of content creates more engagement • What is the right frequency for posting and the best time to do it • What is the right mix between content and promotions • Facebook Insights (Analytics) D • Define the profile of your audience and how could you address new target customers with similar profile • Facebook Plugins • Recommendation of Facebook modules to be integrated within flashchatapp.com • Conclusions and final recommendations
- 11. | Marketing en Twitter • Opportunities in Twitter • Key figures and marketing opportunities of Twitter in Saudi Arabia • Creating Your Twitter Profile: • Create a corporate profile for FlashChat • Personalize it with the logo and look-and-feel of the company • Integrate with other social networks • Building Your Audience: • Ideas of viral marketing to get the first followers • Engaging Your Audience • Which kind of content creates more engagement • What is the right frequency for posting and the best time to do it • What is the right mix between content and promotions • Twitter Analytics • Define the profile of your audience and how could you address new target customers with similar profile • Conclusions and final recommendations E
- 12. Digital Marketing Project David Gracia