Author Archives: allthegroupwork

Social Media

Edge FB

So the first thing we notice is the lack of cover photo and the incorrectly sized profile picture. Both need to be readjusted to give the page a more professional feel.

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In addition 1,741 likes is not a great deal so working on increasing likes should be incorporated into their strategy. We know that likes on FB are not the be all and end all and often are not really indicative of the type of engagement that is going on however, it adds credibility for any new visitors.

Likes encourage more likes and endorse the brand on the platform. Posts inviting people to like should do the trick. A small incentive or prize could be offered.

The clickable link for their location is good but they are using Bing maps for some reason and their location or the address given is not searchable. Suggest switching to Google Maps and perhaps offering info on parking etc. for each store in terms of specific locations, times and additional services etc.

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Their from page about section could do with updating, describing themselves and their services a little more without having to click on the actual About section. Something like; ‘Ireland’s premier Running, Cycling and Swimming supply stores.’ Link to website should also be included.

The info on the official About page is good but could also do with some tweaking. They should emphasis their unique position as the largest store of this kind in Ireland. Again practical things like specifying which phone number is for which store is easy to do and makes things more user friendly. Maybe we should do a mock up of this entire page?

About section

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Also their Facebook link should be personalized and intuitive.

They have some great photos and Albums on their page and promote their offline activities well. They are involved in a lot of athletic community endeavours which is great – perhaps we should look into whether they are getting links from the associations?

photos

The only thing I would say is that they should perhaps date the albums as they seem to be involved in annual events and this would allow them to build a user friendly catalogue of their CSR activities.

On further investigation, they don’t seem to have associated links to their website or social platforms from affiliates. Currently they are involved with the Togher Christmas 5k run which is being run in conjunction with Cork Mental Health. There is mention of them on the registration page for the run but no link. register

In addition on the Cork Mental Health website it mentions the run but not The Edge. Tailored press releases should be sent to all affiliates in advance of organised events to ensure their involvement is sufficiently covered and links should be included to add to SEO.

mental health

In terms of content, I love their lunch time run -offline feeding online! However, actual participation is low and the message needs to be changed a little each time they post. You ca’tn post a carbon copy one after the other. The images are good but again maybe change it up a bit with a inspirational quote here and there, something about getting active? Or maybe something funny?

Need mock ups….. Thinking something like – Preparing for the Christmas 5K or just looking to loose a few pounds before the holiday season starts? Join us on our lunch time run!

What better way to beat the afternoon slump? Put down the chocolate and come for a run with us at lunchtime!

Repeat content - needs to be changed

If participation continues to be low perhaps a post the day before to remind people, or a private group message to known attendants? Maybe check days and times that suit the majority more to ensure maximum return for your efforts? Picture possibilities to generate interest? People can proudly share the image with their friends….again tagging is important here to build links and garner interest.

In term of other messages, I don’t see any follow up to replies. There are not many but they need to reply to those they get as you need to start somewhere and social is all about adding the more you put in the more you will get back over time. This is nice engagement here for example:

enagagement

Someone from the Edge should have popped in with a cheeky ‘Ah go on’ message and also could have promoted the lunch time runs to prepare. Could have created a bit of banter and targeted the new target market they are after – non competitive runners, swimmers and cyclists.

This post is way too long – it is informative but not suitable for FB – leave it to the blog and promote blog posts on FB with customised bitly/owly links.

way too long

I also noticed the following post that has a pretty poor response time. November 6th was a Wednesday, it should not take 5 days to get a response. Suggest that more than one person has responsibility for social – giving sole responsibility to one person is a sure fire way to fail. One person can oversee, direct and work but they need back up and coverage for timely responses within working hours at a minimum.

response time

If you have to reply late like this maybe aplogise casually, something ‘Like sorry folks, ironically I was stocking the new watches and lost track of time!’ Also, utilise the feature that allows you to reply to individual comments so you are not offering everyone a bulk answer with some irrelevant content. Oh and Tag people in response posts!

Maybe we could have a look at the other tabs they could offer as well…..they have an event tab which is pretty dismal – remove or populate.

events

Just to note RED.FM like their page and they run ads on the radio….could they get a link off them?

What other sport shops are doing on FB that they copy!

Some nice content on Victoria Cycles – social suitable. Ask people to share with friends that rely too much on their cars! Maybe use to promote bike to work scheme?

nice content

Another example of friendly content is something like this, also from Victoria Cycles.

Content

Chain Reaction Cycles have a link to their Instagram images – some nice image there promoting informative content.

Link to Instagram

Need to post more weighty, sharable content such as video like Chain Reaction tend to.

video

They also have a great selection of tabs. Their Bike Gallery Tab promotes engagement and takes advantage of user generated content.

Gallery tab - user

They run awesome competitions that are super easy to enter and attractive as a sharing item for interested friends.

competition

Their albums are nicely organised and again, note that there are 15 video – all adds weight to FB timeline appearances.

Albums and video

 

From Evans Cycles Crawley, I thought it was interesting to see how they dealt with online customer service and moderation of page. As The Edge want to expand their online sales (which we will be focusing on re: website design) they need to be prepared for dissatisfied customers.

bad response

 

Links to contact them – do not encourage customer to go into detail online. If giving general contact email assign an individual to deal with the issue. Strive for exemplary service and you might just get a follow up online.

In addition, it is never a bad idea to have some house rules for FB content. Having messages with expletive or highly negative content is unacceptable. The Edge can justify any comment removal if they already have rules in place. Its just good sense!

spam

 

Also – interesting that they have a nice jobs page on FB….

Jobs

 

Twitter – The Edge

Really sporadic posting, not verified, no about info, no lists……no point?

What do we think of suggesting that they concentrate on FB only? What content do they have that is suitable to Twitter? Maybe use for lunch time run. Lisa – I will ask you to fill us in on potential of Twitter for the Edge as you know Twitter better than I do! 🙂

Twitter

 

Victoria Cross Cycles do not use Twitter.

Chain Reaction use Twitter well – the main thing to take away from them is their casual, conversational tone that promotes interaction.

Chain Twitter

Evans use Twitter nicely. It is used as signposting for their offers and content. Some nice consistent engagement.

Evans twitter

 

What I really liked was the separate Twitter for customer service and help with find the right bike. Timely responses and additional assurance for the online buyer.

Ask Evans

SEO + Online PR + Website analytics

 

Search Engine Optimization

 

  1. The Edge Sports  http://www.theedge-sports.com
  2. The Edge Sport – Ford
  3. Indoor Sports Complex

1

 

Non of the company’s social media platforms has been mentioned.

However if we will check The Edge Sport in Cork we will get better results. As we can see at the first position we see The Edge Sport Shop in Cork City with all the pages they have which is giving the customer an idea of what they products are.  Next we can see The Edge Sport at following websites:

  1. Goldenpages.ie
  2. The Edge Sport Facebook Page
  3. Cork.yalwa.ie
  4. Google maps

 

2

In order to improve that we need to build more keywords into their website. When checked at  the source of the Edge website we can notice that their keywords are very poor.

3

In order to pick good key words we need to look at Google Adwords Keyword Tool which will help us find out what potential customers are looking for.

(I have to search more for that but just want to give you an idea what I thought about that)

4

The Edge Sport has very wide target market as they are not narrowed into only one discipline. Thanks to that we can choose more keywords and use that for our benefit.

So our keywords should be: – have to have a closer look on that:D

BLABLABLA

1.

2.

3.

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Page title as we can see in the source of the website, is –  Home – The Edge Sports : Bike – Run – Swim – Triathlon Shop – Cork.

This is good as there is everything written about the company’s products and services , as well as location and the name of the shop. All the keywords are used which also helps SEO. We could add just a small changes and add some more keywords.

Unfortunately the website description needs improvement.  It is very important to keep the description short (up to 150 words) as potential customers are not going to click on the description and read more. Everything has to be written without the need to click to read more.

 

5

For SEO purposes it is very important to tag any images that you have on your website. Especially company like The Edge Sport needs to remember about that as their products are very visual. Looking through their website I found out that most of the images are tagged.

7

Thanks to majgesticseo.com we are able to check where on other websites we can find link to The Edge Sport as well as how much traffic it brought to the landing page.

8

The Edge Sport has been involved in community very often as they sponsored athletes and are involved in sponsoring events. Next year they are going to be sponsoring a Blarney cycling team starting in January. They can use that to their advantage and simply ask all those organizations they are helping to put the link to The Edge Sport shop on their website.

Online PR

The Edge Sports are involved in many promotions. They also show their sustainability in that as they are involved in something each year.

For instance: Jan-Carrigaline 5mile, March-Mallow 10mile (sponsor in conjunction with SKINS), July- Headless Horseman Adventure Race, Aug-Blackwater Triathlon, Sept-Sandycove Islands Swim, Oct-Skibbereen Adventure Race, Also Half marathon Bandon, Cork City marathon.

Having such a great promotions  The Edge Sport should use that opportunity and perform an online PR. For instance they could post on their website and across their Social Media platforms each time they are involved in some organization and link back to them.

Currently there is no Online PR performance from The Edge Sport.

 

WEBSITE  ANALYTICS

In progresss…… 😀 sorry.

 

 

Burger King VS McDonalds

Facebook

Neither company uses Facebook to its full advantage. Content for both is far too focused on selling, with no follow up on posts that receive comments. You have to acknowledge replies with a like at the very least and should try to reward funny/quirky responses with a reply. This should also help to prolong the conversation and help with FB metrics, so that you pop up on your fans timeline more frequently!

With respect to FB, I feel that BK could garner a massive competitive edge by engaging with their customers more. They should be replying and asking more questions to get the two way communication that is the goal on social.

However, their first aim should be to schedule more time to monitor comments, remove spam, address genuine questions and handle inappropriate replies. The lack of engagement and spammy content on their page does not make for a professional image. If you are going to be involved in social you must allocate time for it and a ‘clean’ profile is the very minimum one expects.

I could not find a ‘House Rules’ policy so this should be drawn up and stated clearly, to create an expectation for posters. An example of the type of rules that could/should be enforced can be found here. In addition an in house resource should be created to track persistent spammers/troublemakers across social media. There are ban functions available and they should be enforced for continued negative contributions. Banning should be a last resort but doing so when applicable would cut down on the moderation time and ensure the best experience for other users.

A subscription to a social moderating tools such as Hootsuite or Sprout Social would help them track what is going on across all platforms and is not unfeasible for such a large corporation.

McDonalds have a dedicated Irish page which is something BK could strive for (the Irish are one of the most frequent FB users) but they would need to get a handle on their existing pages before expanding.

It may be an idea to have regional pages by continent, if they were to expand their presence.

As they post every day at a minimum, I would suggest incorporating some fun, non product related posts into their strategy. A perfect fit for them would be the free content created around internet memes. I have always been confused as to why a fast food company has not incorporated some of the popular ‘I can haz cheezeburger’ memes into their social media strategy, perhaps encouraging fans to upload their own.

As FB rules prevent you from using their features for competitions, this should be a purely fun pursuit. I would suggest piggybacking the internet culture of Caturday, or similar, making it a fun weekend pursuit for fans.

Twitter

BK and McD’s are both pretty good on Twitter but McD’s has a definite initial edge with the link to their Tweeps.

I love this personalization and I would suggest BK does the same. However, I would extend it across their entire social network, not just twitter. This would allow for a unified presence across all social channels and each team member could identify themselves with a little bio, stating the social medium(s) they are present on.

LinkedIn

BK’s Linkedin page is pretty horrendous, with dated content, broken links and just the one employee opening posted.

They can definitely take a page from McD’s book for their LinkedIn presence. They must back up their CSR claims with functional links and if they are going to post employee testimonials, they need more than one as currently, this just looks dismal.

They have some great CSR info on their website that could be linked to or incorporated into the page.

Instagram

Instragram seems to be a photo database for McD’s and BK and neither are utilizing this feature sufficiently. There is some great advice on how companies can use Instragram here and here.

I think Instragram could be a great way to not only store high quality photos but also to give folks a looks behind the scenes at BK, humanizing the brand and giving it more personality.

An example of this could be creating albums for each of their CSR activities, an album for their social team, front line staff and higher level staff. Promoting that BK is a fun place to work would be key here as this sort of engagement lends itself well to customer perception of the business.

Burger King VS Subway

WEBSITE & CSR

Burger King website, as well as Subway’s is very clear and easy to operate.

sb web

 

web. bk

CSR is very important and well highlighted in both companies.

CSR of Subway

 

However, Burger King put more attention to that. They have four separate pages created on their website in order to explain all of their CSR activities.

1....

1...

The first thing that Subway’s customers can see on their website is their Nutrition Plan. Subway is highlighting it very much, and all their content is very clearly underlining the idea of fresh and healthy food.

nutritional leadership sb

Burger King have the whole page about their – “Commitment to Food”, where we can find their nutrition report and their support of healthy lifestyle. However, Burger King is not underlining that enough! They have a great paragraph about that on their website, but it’s not as visible as it should.

2. (2)

 

2..

Nowadays people are trying to eat healthier, and they are more aware what they are eating. So that Burger King should present their Nutrition Report more. It should be more visible on their website, and it would be great to add it from time to time to the content on their social platforms( supporting sports, healthy lifestyle)

2.

 

TWITTER &FACEBOOK

Burger King have some great content on Facebook but they are not using it enough. There is also very little interaction on Facebook Page between them and their funs. No one is replying to the comments.

lack of interaction

Subway has a great interaction on Facebook. They are funny and they always interact with people.

_______________________________________________________________________________

 

Burger King’s Twitter is much better. They are funny, consistent, and their interaction with customers is much better. Also their content is slightly different than what they post on Facebook which is another plus.

Good twitter activity

Subway unfortunately is not that good on Twitter. They post every 2, 3 days, but it is all only about customer service. There is no funny content.

twitt. sb

CUSTOMER DATA BASE

Burger King ‘s Twitter has a link on their homepage to their email newsletter, which is great for email capture, email marketing and expanding customer data base.

Newsletter link

 

Facebook has a similar link but it is hidden in it’s About Page.

Subways great idea of using the cutomer’s data base. Subway send the Birthday offer to one of its customers . Then when the customer tweeted about it , Subway almost immediately responded and retweet that on their account!:))

great idea of using the customer data base

Burger King is using the e-mail notification, however maybe it’s a time to get customers phone numbers and using it just as Subway’s did.

 

Magdalena Bodziony

Social Media: Abrakebabra Verses BurgerKing

comparison

1a.   (3/5 Stars) – Universal Website site – Should detect I live in Ireland and not offer me delivery services or by default offer locations of franchises on another continent. http://www.bk.com. Perhaps an investment for making a site for Ireland i.e. http://www.bk.com/ie/

1b.   (4/5 Stars) – Irish website is nice, clear and easy to read. http://www.abrakebabra.com/

2a.    (4/5 Stars) – A good image content on Facebook, regularity in posts and comments. Although extremely pushy about the selling concept they should be more consciences about replies to customers and should make an effort to interact with others regularly on this site. https://www.facebook.com/Abrakebabra

2b.    (2/5 Stars) – Abrakebabra’s Facebook page has some good content and ideas but there is no regularity with posts. Not being able to answer regular queries or giving comments on Facebook is one of their major downfalls. https://www.facebook.com/burgerking

3a.    (3/5 Stars) – Burger King has a relatively good presence on Twitter with room for improvement. https://twitter.com/BurgerKing

3b.    (4/5 Stars) – Twitter is being used very well­- there tweets are regular and consistent, they reply and re-tweet regularly too. They also use this page to answer queries and give information to customers.https://twitter.com/Abrakebabra

4a.     (2/5 Stars) – Burger King has pretty much basic information on their Company and are not using LinkedIn to its optimum. They require constant updates and need to follow the golden rule of providing searchable information. http://www.linkedin.com/company/burger-king

4b.     (1/5 Stars) – Individual franchises of Abrakebabra may have their particular outlets advertised but no such Company LinkedIn profile unfortunately. Its Company page could include CSR (Corporate Social Responsibility) mission etc. . . .

5a.      (3/5 Stars) – Instagram is effectively used by Burger King for posting pictures but it could do with some informative content to gain a competitive edge. http://statigr.am/tag/burgerking

5b.      (1/5 Stars) –  Abrakababra’s presence on Instagram was short lived. They started on it on July 2012 and then suddenly stopped using it in May 2013. http://instagram.com/#abrakebabra

6a.      (1/5 Stars) –  YouTube Burger King Ireland has loads of room for improvement as there is little or nothing  as adverts and videos are concerned related to Ireland or the Irish public. http://www.youtube.com/user/bk

6b.     (3/5 Stars) – YouTube has some funny videos posted by employees and customers although video content is poor and only a few adverts. They surely have room for improvement.http://www.youtube.com/results?search_query=ABRAKEBABRA

After comparing and researching the two companies we can also see that Abrakebabra is very conscientious about its CSR mission and their involvement with the local communities. Over the last so many years they have shown repeated interest in supporting and sponsoring of GAA clubs across Ireland as well as many Basket Ball Clubs for example the Tralee Tigers, who won the All Ireland some years back. Abrakebabra provided the Club sponsorship by training of the team plus providing sports gear etc. Burger King on the other hand lacks there Social responsibility and however do not get involved with their local community, staying aloof and preferring to concentrate on the business only approach.

abrasponsers

Abrakebabra as a business offers a wide range of deals to entice as many customers as possible i.e. special student rates, late opening hours and Family deals etc. whereas Burger King prices and opening hours remain static all through the year.

McDonalds – an overview

Website

Predictably, McDonald’s have quite a nice and informative website. All the links work and there is a wealth of information on their products, services and their CSR policy.

Image

Their feedback form is incorporated into their site and is quite visible, unlike a lot of companies who bury their contact info.

Image

Image

Facebook (main page)

McDonalds have some nice engagement on their FB page, they do post promotional pictures in the main but they put a good twist on the comments that accompany them. It should be noted however that they rarely post an update to positive or negative replies.

Image

Image

Currently, there seems to be a bit of a campaign to keep McDonalds from building in Tecoma, Australia with persistent ‘STOP’ messages and other protest messages being posted under various pictures.

They do not reply to these, or other negative messages or follow up to remove spam.

Image

Facebook Ireland specific

There are quite a few likes on their FB Ireland page

Image

Their promotional content on this page isn’t as tailored as what is posted on their main page and they do not have the level of engagement here.

There is still some spam floating around too though.

Image

A nice touch however is their affiliation with the FAI, which is the type of localized community support that should be encouraged and documented on FB.

Screen Shot 2013-10-16 at 09.30.33

LinkedIn

McDonald’s have a nice LinkedIn page with a encouraging amount of ope positions listed.

I did find it interesting that they listed sustainability as their second specialty though. Maybe this is indicative of the type of pressure they are under to put a good face on their business?

Linkedin

They also have an promotional recruitment video and a single employee endorsement, they should really strive for more if they are going to display that feature.

Employment

Twitter

The first thing I noticed and really liked about the Twitter page was a the link to their Twitter Team which is included in the About info

Twitter

Their Team are dubbed Tweeps and that link brings you to a nice fun page with a mini bios and pictures of the team. It is a really nice touch.

Tweeps

There is also a handle, McDonaldsCorp, which is clever in that it offers some celebrations of different global holidays and also espouses their CSR.

YouTube (General, Corporate, UK)

They have a quite a bit of content spread across a number of different channels. Mostly ads and nothing really notable. Lots of views though and not as much negative feedback as other platforms.

Instagram

Instagram just seems to be a back up of the photos they post on FB.

Instagram

The do have quite number of followers though.

Subway as another competitor.

WEBSITE

Subway has very clear website. It’s very pretty, easy to read and operate.

subway website

On their website you can see their CSR which is the first thing you can see after going into the ‘about’ section.

CSR of Subway

First thing you can notice is how much they put attention at healthy food. Their food is still ‘fast food’but a healthy one.

Promotion of healthy lifestyle

FACEBOOK

At all media platforms Subway is using more or less the same images for their layout which is great and they are really catchy ones – green color which also remind customers about healthy content.

Subway's Facebook Page

At Subway at Facebook is doing very well. They show their support of the sports – and because of the healthy lifestyle that they want to promote, sport promotion and support is something that seems real and fit in very well.

Sport and healthy lifestyle promotion

They also put some funny and original content – which still heavily promote sport, healthy lifestyle and fresh food.

great content on facebook page        great content at facebook

PINTREST

We can find Subway here as well. Even though we can find lots of the same pictures just uploaded again and again. However they also upload some weight makeovers – again promoting the healthy lifestyle and applying that to their products.

subway on pintrest

TWITTER

The layout and information about Subway are very nicely done on Twitter. However it’s very easy to notice that they use Twitter MOSTLY ( only??) for customer service. When I scroll down through the tweets the only thing I could see was promotions, special offers and customer service. Dealing with customers queries is important , but maybe they should post also more funny , everyday life tweets and add some personality to their brand?

Twitter as a customer serving tool

Here is a very good idea of using the cutomer’s data base. Subway send the Birthday offer to one of its customers . Then when the customer tweeted about it , Subway almost immediately responded and retweet that on their account!:))

great idea of using the customer data base

LINKEDIN

We can find Subway at Linkedin as well, however they have only very very essential information there. They could have expand it a little bit more.

linkedin

Last but not least. The big affair at Subway. An article in The Daily Mail – this article was almost everywhere in media. Worth reading – fast and easy to read;) Enjoy:D

 

Magdalena Bodziony