TABLE OF CONTENTS Concept Digital strategy Objectives - - PowerPoint PPT Presentation

TABLE OF CONTENTS

• • Concept
• • Digital strategy
• • Objectives
• • Project progress
• • Analysis
• • Most important lesson learnt

CONCEPT

• Amusing content that suits the lifestyle of a

student.

• Study places, tips, drinking games, memes, meal

recipes, restaurants, activities, clubs etc.

• Students between 16 – 26.
• Platform to connect and share ideas.
• Comments, discounts, reviews etc.

DIGITA TAL STRATEGY

• Internet scorecard
• Digital strategy
• Increase conversion → clickables

(‘’read more’’, ‘’register now’’, ‘’click here’’)

• Revenue streams
• advertising
• affiliate marketing

OBJECTIVES 100% ACHIEVED! ☺

PROJECT PROGRESS

• Week 1 → concept development + KPI’s
• Week 2 → digital strategy, competitors, social media
• Week 3 → keywords, personas
• Week 4 → marketing, web care, content website
• Week 5 → usability, uploading content
• Week 6 → website live
• Week 7 → Analysis visitor behaviour
• Week 8 → Analyse + optimize
• Week 9 → CRM + SEO
• Week 10 → achievements, details, checking

ANALY LYSIS

• Subscription into free

membership → Bounce rate from 61,54% to 46,38%.

• ‘’About us’’ and FAQ page to a

separate categories → 35 views increased.

• Click links which open another

tab → increased user duration with 1min55.

• Different landing pages

→ 3% decrease in bounce rate & 63 more views.

• Clarity about the subscription

(homepage +pop-up) → 3% decrease in bounce rate.

• Students in Amsterdam

Project

• Extensive content
• Clear overview
• Nice look & feel
• Focussed on different needs
• Lots of partnership & revenue possibilities

Strenghts

• Lots of MB’s
• Late start with adwords
• All money spent on one ad
• Design of the tips
• Different image sizes
• Different lettertype at the recipes

Weaknesses

SOCIAL MEDIA

• Instagram

→202 followers

• Facebook

→122 likes

• 85 posts
• Free giveaway
• Created a T

witter account this week (recommended by the book)

• No use of Linkedin

GOOGLE ANALYTICS

• To track visitors
• 556 visitors in total (from many countries)
• Mostly direct visitors
• Majority (72,5%) via mobile phones
• 14,5% returning visitors
• Gender and age
• Visitor behaviour

CRM

• Free giveaway
• Personal emails (direct email marketing)
• Discount voucher
• Flyer
• 45 members
• Loyalty
• Book → interact, engagement, quick in

reply

• Happy customers share this with others

SEO IMPROVEMENTS

• Providing our visitors and subscribers with

up to date content

• Plugin called YOAST SEO to alter the URL

structure

• ALT tags to every picture with important

key words

• Functional mobile site
• Monitoring our progress through Google

Analytics.

• Creation of sitemaps on several pages.

GOOGLE ADWORDS

• Started the process a bit too late (21st March)→ payment issues
• 103 clicks in total
• 5,4K views
• €18,39 costs
• 19 keywords → “What to do in Amsterdam”
• E.g. ‘’Cheap things to do in Amsterdam’’, ‘’Clubs in Amsterdam’’,

‘’Study places in Amsterdam’’ or ‘’restaurants Amsterdam’’.

FUTURE IDEAS

• More content → e.g. student jobs, gym
• More partnerships to create revenue
• Advertising for others
• Affiliate marketing
• More focus on Twitter
• More clickables on the homepage → decrease

bouncerate

IMPORTA TANT LESSONS LEARNT

• Amy
• Double check everything
• Start on time
• Be less of a perfectionist
• Ask for help on time
• Communication = key
• Noa
• Communication
• Work consistently
• Don’t give up
• Seek guidance elsewhere