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Digital strategy consulting project for Trish McEvoy, a luxury cosmetics company. Competitor analysis, recommendations on content management, social media and website metrics, SEO, and website applications.
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web presence
Reach
Interact
Delight
Engage
web presence
Reach
Interact
Delight
Engage
Reach & Interact
Phase 1
Delight & Engage
Phase 2
Social Media TrishMcEvoy.com
!"#$#%"%&'()*+$#,'!"#"$%&'(%)*&'++,& !"#$#%"%&'()*+$#,'-./".01&2*&'+2+&
Initiatives: Facebook
Twitter YouTube
Blog E-mail
Initiatives: Ratings and Reviews My Beauty Advisor
Tutorial Central Planner Builder
Virtual Makeover
Reach & Interact
Phase 1
Social Media
!"#$#%"%&'()*+$#,'!"#"$%&'(%)*&'++,&
Initiatives: Facebook
Twitter YouTube
Blog E-mail
}!Social Media: Permeate their online repertoire
Reach & Interact Phase 1 Social Media
Blog
E-mail Interaction
Attention
Reach & Interact Phase 1 Social Media
Current Presence
Regional fan group
Members: 922
General fan group
Members: 234
Event planning group
(Boston-based) Members: 91
Makeup artist-specific
group (Atlanta-based) Members: 25
Reach & Interact Phase 1 Social Media
Current Presence
Discussion Board: •!'-*."+/)0'1+"2%3)&'
•!'4/&3"#$#%02'/)05&'
•!'6.0#)'*##"%#3050#)&'
Wall Posts: •!'78",'8/#9&'
•!':+"2%3)'1+*/&0'
•!':8*##0+'1+*/&0'
•!'-%)%+0';+/&<'&/,<$#,s
Reach & Interact Phase 1 Social Media
Competitor Analysis
3%.0%&4.%56&=>=?>@A&
78998:50$6&BCDAB&&
705;"5/<16&E'1"&)&>5"#)<'
3%.0%&4.%56&F>=?>@F&
78998:50$6&GCBGH&&
705;"5/<16'B'1"&)>2*I'
3%.0%&4.%56&H>B=>@F&
78998:50$6&BBCAHB&&
705;"5/<16&B'1"&)'J0.0+K'
3%.0%&4.%56&B@>BG>@F'
78998:50$6'BC=@A''
705;"5/<16'B'1"&)>L009'
3%.0%&4.%56&=>D>@A&
78998:50$6&B=CAA=''
705;"5/<16'B'1"&)>2*I'
3%.0%&4.%56&=>BG>@F&
78998:50$6&=H=C?AE&&
705;"5/<16'E'1"&)&>L009'
Reach & Interact Phase 1 Social Media
Competitor Analysis
3%.0%&4.%56&?>=G>@A&
78998:50$6&BACDFF&&
705;"5/<16&B'1"&)>2*I'
3%.0%&4.%56&?>A>@A&
78998:50$6&GDD&&
705;"5/<16'B'1"&)>2*I'
3%.0%&4.%56&F>=H>@A'
78998:50$6'BC@@@'JA>=HK&
705;"5/<16'B'1"&)>2*I'
3%.0%&4.%56&F>D>@A&
78998:50$6&H?CHH@&&
705;"5/<16&E'1"&)&>L009'
3%.0%&4.%56&?>=E>@A&
78998:50$6&B?CAE?&&
705;"5/<16'='1"&)&>L009'
3%.0%&4.%56&G>B>@A&
78998:50$6&DC=H@&
705;"5/<16'E'1"&)&>L009'
Reach & Interact Phase 1 Social Media
Competitor Analysis
@' G@C@@@' B@@C@@@' BG@C@@@' =@@C@@@' =G@C@@@' E@@C@@@'
MN!''
(<%'O05%+*'
4/"+''
P*%+*'M0+3/0+'
70#0Q)''
RNS(''
7"TT/'7+"L#''
M*90%1'-"+0.0+''
P*#3"50''
(5*&<T"U''
!8/#/V%0''
7./$&&
-*#&''
Reach & Interact Phase 1 Social Media
Usage Breakdown
Status Updates •!&:+0&&W'M*,*X/#0&'*#2'T8",&'
•!'Y%")0&'Z+"5'Z"%#20+'
•!'R0L'1+"2%3)&'*#2'3"8803$"#&'
•!':+"5"$"#&'*#2'2/&3"%#)&'
•!'!"#)0&)&'
•!'!*88&')"'1*+$3/1*$"#'
•!'Y%0&$"#&W'3"51*#I[+08*)02'*#2',0#0+*8'
Reach & Interact Phase 1 Social Media
Usage Breakdown
Photo'
•!'70</#2[)<0[&30#0&',*880+/0&'
•!'O&0+[&%T5/\02'*118/3*$"#'1/3)%+0&'
•!'O&0+[&%T5/\02'1+"2%3)'%&*,0'1/3)%+0&''
•!'R0L'1+"2%3)&'
•!'R0L'3"8803$"#&'
Reach & Interact Phase 1 Social Media
Usage Breakdown
Video'
•!&="%80>.9&?>@58$6&3"51*#I'
&1"#&"+02'*#2'%&0+'&%T5/\02'
•!&A08@"<%&05?>5:$6&%&0+'&%T5/\02'
•!&B5:&<8995<C8/$6&3"#301)'./20"&'
•!'70</#2[)<0[&30#0&'
•!!"#$%$&!'()*+,(!-*+.+/$!
Reach & Interact Phase 1 Social Media
Usage Breakdown
Discussion Board'
•!'-*."+/)0'1+"2%3)'
•!'-*."+/)0'3"8803$"#'
•!'70&)'1+"2%3)'Z"+'3"#2/$"#'
•!'6U10+/0#30&'L/)<'1+"2%3)'
•!':+"2%3)'%&*,0'$1&'
•!'4/&3"#$#%02'1+"2%3)&'
•!':+"2%3)'/#,+02/0#)'3"#30+#&'
•!']0#0+*8C'/#&1/+*$"#*8'
Reach & Interact Phase 1 Social Media
Usage Breakdown
Polls'•!'-*."+/)0'1+"2%3)'
•!'-*."+/)0'3"8803$"#'
•!':+"2%3)')+/./*''
•!']0#0+*8C'/#&1/+*$"#*8'
Reach & Interact Phase 1 Social Media
Usage Breakdown
Events'•!'^#[()"+0'6.0#)&'
•!'M*90".0+&'
•!'M00)')<0'Z"%#20+'
•!'R0L'3"8803$"#'+080*&0&'
•!'!<*+/)I'0.0#)&'
Reach & Interact Phase 1 Social Media
Usage Breakdown
Promotions'•!'_/,<[/#."8.050#)'%&0+'1*+$3/1*$"#'
•!'(%T5/)'1<")"&'*#2'./20"&'
•!':+"2%3)',/.0*L*I&'
•!'P0.08&'"Z'1+/X0&&
Reach & Interact Phase 1 Social Media
Metrics
Tools'•!&7.<5D88E6&)+*39'#%5T0+'"Z'Z*#&C'#%5T0+'
*#2')I10'"Z'/#)0+*3$"#&C'205",+*1</3'1+"Q80'
"Z'Z*#&'
•!&7.<5D88E&!@$6&)+*39'L<"'38/39&'"#'I"%+'*2&'
L/)<'+0*8'$50'205",+*1</3'1+"Q8/#,'
•!'7.<5D88E&F5G><8/W'./0L')+0#2&'Z"+'90IL"+2&'
50#$"#02'/#'&)*)%&'%12*)0&'
•!&7.<5D88E&H8D>95W'./0L'Z*#'1*,0'%12*)0&'/#'
+0*8'$50'Z"+'V%/39'+0&1"#&0C'&0#2'%12*)0&'
"#[)<0[,"'
Reach & Interact Phase 1 Social Media
Current Presence
Content: •!':+"2%3)'+0./0L&'
•!'6.0#)'*##"%#3050#)&'
•!':+"2%3)'2/&3"%#)&'
16 real-time tweets 0(*12!342%$)#4,!'($56!
Reach & Interact Phase 1 Social Media
Competitor Analysis
3%.0%&4.%56&?>=D>@F&
78998:50$6&=CHG?&&
705;"5/<16&B')L00)>2*I'
3%.0%&4.%56&B=>BF>@F&
78998:50$6&GCBF=&&
705;"5/<16'E')L00)&>2*I'
3%.0%&4.%56&E>BA>@A'
78998:50$6&=CFDH&&
705;"5/<16'G')L00)&>L009'
3%.0%&4.%56&B>BG>@A'
78998:50$6&=C?=H&&
705;"5/<16'B'1"&)>5"#)<'
3%.0%&4.%56&=>B?>@A'
78998:50$6&ECBG?'
705;"5/<16'E')L00)&>L009'
3%.0%&4.%56&F>=H>@A'
78998:50$6&BC@@@'JA>=HK&
705;"5/<16'H')L00)&>2*I'
Reach & Interact Phase 1 Social Media
Competitor Analysis
@' BC@@@' =C@@@' EC@@@' HC@@@' GC@@@' DC@@@'
(5*&<T"U''
70#0Q)''
(<%'O05%+*''
P*#3"50''
RNS(''
78998:50$&&
-"88"L0+&''
Reach & Interact Phase 1 Social Media
Usage Breakdown
:+"2%3)':+"5"$"#&'
P/#9&')"'")<0+'("3/*8'M02/*'
!"51*#I'R0L&'
:+"2%3)'N##"%#3050#)&'
Reach & Interact Phase 1 Social Media
Usage Breakdown
-*#']+*$)%20'
-*#'S0&1"#&0&'
6.0#)'N##"%#3050#)&'
:"&/$.0'S0./0L&'
Reach & Interact Phase 1 Social Media
Metrics
Tools'•!&=:>I506&)+*39'#%5T0+'"Z'Z"88"L0+&C'
+0)L00)&C'*#2'#*)%+0'"Z'Z002T*39`''
•!&=:>I50&35.0<)6&&%T&3+/T0')"')+0#2&'/#'S(('
+0*20+'
•!'=05/@>$C<W')+0#2&'"#';L/\0+'".0+'$50C'L/)<'
8/&)'"Z'+08*)02')L00)&'J3*#'*&9')"'Z"88"L'
)L/\0+0+K'
•!&H8/>I506&)+*39')+0#2&'/#'+0*8'$50C'Z"+'
3"51*#I'*#2'3"510$)"+&'
•!&=:55C56&1"&)')L00)&'*#2'+0&1"#2')"'
*%2/0#30'Z+"5'5"T/80'1<"#0C'./0L')+0#2&'
Z+"5'5"T/80'1<"#0'''
Reach & Interact Phase 1 Social Media
Current Presence
Product Tutorials Product Reviews
Reach & Interact Phase 1 Social Media
Competitor Analysis
3%.0%&4.%56&B@>==>@G&
3"D$<0>D50$6&BCHFG&&
JK98.@$6&?'
3%.0%&4.%56&D>B?>@D&
3"D$<0>D50$6&FF@&&
JK98.@$6'BB'
3%.0%&4.%56&A>A>@F'
3"D$<0>D50$6&ED='
JK98.@$6'?'
3%.0%&4.%56&A>BA>@D'
3"D$<0>D50$6&BBCHHA'
JK98.@$6'F'
3%.0%&4.%56&LM2NM+N'
3"D$<0>D50$6&ECH@G'
JK98.@$6'D?'
3%.0%&4.%56&F>=H>@A'
3"D$<0>D50$6&=@@'JA>=HK&
JK98.@$6'B>L009'
3%.0%&4.%56&D>=A>@A'
3"D$<0>D50$6&ED'
JK98.@$6'='
Reach & Interact Phase 1 Social Media
Competitor Analysis
@' =C@@@' HC@@@' DC@@@' FC@@@' B@C@@@' B=C@@@' BHC@@@'
!8/#/V%0''
7"TT/'7+"L#''
MN!''
(5*&<T"U''
RNS(''
P*#3"50''
3"D$<0>D50$&&
(%T&3+/T0+&''
Reach & Interact Phase 1 Social Media
Usage Breakdown
Tutorials: Product Specific Tutorials: Get the Look
New Collections Behind-the-Scenes
Reach & Interact Phase 1 Social Media
Usage Breakdown
Charity Initiatives TV Press
Advertisements Reviews
Reach & Interact Phase 1 Social Media
Metrics
Tools'•!&O8"="D56&#%5T0+'"Z'&%T&3+/T0+&C'
3<*##08'./0L&C'./20"'./0L&C'+*$#,&C'
V%*8/)*$.0'Z002T*39`'
•!'O8"="D5&P/$>#)%6&)+*39&'./0L&'".0+'
$50C',0",+*1</3'8"3*$"#'"Z'./0L0+&')"'
&)*)0[80.08`'
•!'Q88#95&R>@586&9001')+*39'"Z'./20"&'
Z+"5'*88'18*a"+5&')<*)'/#38%20'
3"51*#I'#*50C'&%T&3+/T0')"'%12*)0&'/#'
S(('+0*20+̀ '
Reach & Interact Phase 1 Social Media
Current Presence
•!':+"2%3)'+03"550#2*$"#&'
•!':+"2%3)'+0./0L&'
•!'(L001&)*90&'
•!'6.0#)&'
Reach & Interact Phase 1 Social Media
Competitor Analysis
•!&!/$:50$6&3"#&%50+'V%0&$"#&C'3"518*/#)&C'1+*/&0'
•!&S5."%1&2+26&</&)"+I'80&&"#&'/#'Z*&</"#'*#2'T0*%)I'
•!&A50$K5<C?5$6&Z*&</"#C'T0*%)IC'3080T+/)I'#0L&'
•!&T5?>5:$6&")<0+'L0T&/)0&'*#2'1%T8/3*$"#&'
•!&F>/E$6&")<0+'&"3/*8'502/*'3"#)0#)'
•!'!"51*#I'#0L&'
•!':"88&'
•!&3>@5D.06&&"3/*8'502/*'8/#9&'*#2'*%)<"+'T/",+*1<I'
Content:
3%.0%&4.%56&E>B@>@A''
JK@.%5@6&4*/8I'
Reach & Interact Phase 1 Social Media
Strategy Beauty Blogs
Corporate Blog
Reach & Interact Phase 1 Social Media
Metrics
Tools'•!&3>%5U5%506&)+*39'2*/8I'1*,0'./0L&C'%#/V%0'
./&/)"+&C',0"8"3*$"#'&)*$&$3&C'*#2'"#8/#0'
%&0+&`'
•!&3%.%V8"/%506&)+*39'./&/)"+'*3$./)IC'&0*+3<'
0#,/#0'L*+&C'90IL"+2'*#*8I&/&'
•!'V8WUU5/%$W')+*39'*88'T8",'3"550#)&'/#'+0*8'
$50C',0)'S(('*#2'05*/8'%12*)0&'
•!&=05/@K5@>.6&3"51*+0'T8",'50#$"#&'"Z'
3"51*#I'.0+&%&'3"510$)"+&'".0+'$50'
•!&=:55C56&1"&)')L00)&'*#2'+0&1"#2')"'
*%2/0#30'Z+"5'5"T/80'1<"#0C'./0L')+0#2&'
Z+"5'5"T/80'1<"#0'''
Reach & Interact Phase 1 Social Media
Usage
•!&705;"5/<16&7/L0098I'
•!&T5<>K>5/%$6&b1)[/#'8/&)'
•!'V8/%5/%6&_"8/&$3'*#2'3"#&/&)0#)'*3$./)I'".0+./0L'
•!'^#[()"+0'6.0#)&'
•!'!"+1"+*)0'78",'
•!'-*30T""9'1*,0'
•!';L/\0+'1*,0'
•!'c"%;%T0'1*,0'
The Newsletter
Reach & Interact Phase 1 Social Media
Metrics
•!&3"D$<0>D50$6'"1$#,'/#'*#2'"1$#,'"%)'
•!&XK5/&T.%5$6&b10#02'05*/8>S030/.02'05*/8'
•!'V9><EY=)08"#)&T.%5$6&!8/3902'"#'8/#9&>b10#02'05*/8'
•!&H"9C?.0>.%5&=5$C/#6&b1$5/X0'&%Td03)'8/#0&'
;+/&<']0)&'("3/*8W'e"/#'%&'b#8/#0f'
Subject Line 1
!*88/#,'N88';+/&<0\0&W'g0h+0'b#8/#0f'
Subject Line 2
XK5/&T.%56&@`?G'
V9><EY=)08"#)&T.%56'@`DH'
XK5/&T.%56&@`F='
V9><EY=)08"#)&T.%56'@`D?'@' @`=' @`H' @`D' @`F' B'
b10#'S*)0'
!8/39[;<+"%,<'S*)0'
(%Td03)'P/#0'='
(%Td03)'P/#0'B'
Reach & Interact Phase 1 Social Media
Promotional Strategy
•!';*+,0)02'*2&'
•!';*+,0)'+08*)02',+"%1&'
•!';L00)T*39&'
•!'70*%)I')L/\0+0+&'
•!'b1)[/#'8/&)'
•!'70*%)I'T8",&'
•!'S0./0L0+'T8",&'
•!':+"2%3)'./20"&'
•!'-8/0+&'
Weekly Social Media Report Success Report Competitor Report
•!&(%T&3+/T0+&'
•!'b10#'S*)0&'
•!'!8/39[;<+"%,<'S*)0&'
•!'M%8$.*+/*)0';0&$#,'
Media
•!'(/)050)0+'
•!'()*)!"%#)0+'
•!'!"`550#)&'
•!';+0#2102/*'
•!&c"%;%T0'
•!']"",80'i/20"'
•!';L/\0+'
•!';L/\0+'(0*+3<'
•!';+0#2/&$3'
•!'M"#/\0+'
•!';L00$0'
•!'-*30T""9'
•!'-*30T""9'N2&'
•!'-*30T""9'P0U/3"#'
•!'-*30T""9'M"T/80'
Metric
Delight & Engage
Phase 2
TrishMcEvoy.com
!"#$#%"%&'()*+$#,'-./".01&2*&'+2+&
Initiatives: Ratings and Reviews My Beauty Advisor
Tutorial Central Planner Builder
Virtual Makeover
Delight & Engage Phase 2 TrishMcEvoy.Com
Website Initiatives: Be on the cutting edge
Ratings and Reviews
My Beauty Advisor
Tutorial Central
Planner Builder
Virtual Makeover
}!Buyability
Shareability
Delight & Engage Phase 2 TrishMcEvoy.Com
Ratings & Reviews
•! G'&)*+'+*$#,'
•!'!"550#)'T"U'
•!'("+)'3"550#)&W'
•!'M"&)'Z*."+*T80'
•!'P0*&)'Z*."+*T80'
•!'S0./0L0+'1+"Q80'
•!'i/0L'T0&)'/#'3*)0,"+I''
Features'
•!'()+0#,)<0#02'1+"2%3)'3"#Q20#30'
•!'^#3+0*&02'1+"2%3)'9#"L802,0'
•!'(<*+0'"L#'+0./0L&'
•!'(<*+0'Z*."+/)0'1+"2%3)&'
!?50.#5&T5?>5:!
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L088[+0&)02f''
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380%&S16& !8"&0&)'5*)3<'
Delight & Engage Phase 2 TrishMcEvoy.Com
My Beauty Advisor
•! S0*8'*2./&"+'Q,%+0'
•!'Y%0&$"##*/+0&'
•!'40+5*)"8",/3*8'3"#2/$"#&'
•!'!"5180U/"#')I10'
•!'-*3/*8'&)+%3)%+0'
•!'6I0'*#2'<*/+'3"8"+'
•!':0+&"#*8'&)I80'
•!'(103/Q3'1+"2%3)&'+03"550#202'
Features'
•!'k#"L&'0U*3)8I'L<*)h&'+/,<)'Z"+'<0+'
•!'b#0'&)"1'&<"1'
•!'70*%)I'10+&"#*8/)I')0&)'
•!'!"51*+0'L/)<'Z+/0#2&'
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)I10l'
Skin Type: !!'R"+5*8'
!!'b/8I'
!!'!"5T/#*$"#'
!!'N3#0[1+"#0'
!!'N,/#,''
!<039'*88')<*)'*118I'
Delight & Engage Phase 2 TrishMcEvoy.Com
Tutorial Central
•! !"51*#I[&1"#&"+02')%)"+/*8&'
•!':+"2%3)[&103/Q3'02%3*$"#''
•!'(0*&"#*8'8""9&'
•!'R0L'3"8803$"#[/#&1/+02'8""9&'
•!'70&)'"Z'%&0+[&%T5/\02')%)"+/*8&'
•!'c"%;%T0'3"#)0&)'
•!':+"5")02'*3+"&&'502/*'
Features'
•!'6U3/)02')"',0)'8""9'
•!'R002'0U*3)'1+"2%3)'
•!'R".08)I'"Z'8""9&'
•!'(<"L3*&0'"L#'L"+9'
Carolina’s Cat Eye
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:+/#)'
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&%T5/)'I"%+'"L#')%)"+/*8f'
Delight & Engage Phase 2 TrishMcEvoy.Com
Planner Builder
•! i/&%*8'/#)0+Z*30'
•!'S0*8'18*##0+'
•!'S0*8'5*90%1'3"51"#0#)&'
•!':+"2%3)'+03"550#2*$"#&'
•!'Y%0&$"##*/+0'S0&1"#&0&'
•!':0+&"#*8'3<*+*3)0+/&$3&'
•!'()I80'
•!'-*."+/)0')%)"+/*8&'
Features'
•!'40&/+0&'Q#/&<02'1+"2%3)'
•!':+/20'/#'*'1%+3<*&0'&<0'mT%/8)n'•!'(<"L3*&0'"L#'18*##0+'
•!'(<*+0'1+"2%3)'1+0Z0+0#30&'
Gigi’s Planner
Delight & Engage Phase 2 TrishMcEvoy.Com
Virtual Makeover
•!'O18"*2'1<")"'"+'3<""&0'5"208''
•!'i/&%*8'/#)0+Z*30'
•!'M*90%1'5/++"+'*#2'.*#/)I''
•!':+"2%3)&'T0/#,'*118/02'
•!':+"2%3)'02%3*$"#'%1"#'*118/3*$"#'
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