Paul Perez Ricky Yeung

Carolina Laskari Michael Matskovsky

MKT 4123 Prof. Marshall Sponder Spring 2015

Statement of Purpose

●  Introduction of Manetta’s

●  Why Analyze Manettaslic.com

●  Business Goals and KPI’s

●  Home Page Analysis

●  Analysis of Data & Recommendations

●  Implementation Timeline

●  Conclusion

Manetta’s Ristorante ●  Italian Cuisine

●  Opened in 1992

●  Long Island City, NY

●  Founded by Phyllis and Mario Manetta

●  Owned and operated by the Manetta family

Why Analyze Manetta’s?

Manetta’s is already a well-established business, however it’s social media presence is relatively weak, which is crucial for business nowadays. We would like to see how to improve that aspect of the business.

Business Goals and KPIs

ANALYTICS REQUEST TEMPLATE

1.Please outline your request summary Implement a digital marketing campaign

to increase awareness

2.Please outline the business question you are trying to answer?

How can we measure the success of the campaign

3.What Digital or Enterprise KBR is this related to? Traffic Sources, Backlinks

4.Please list the resulting action(s) you are likely to take from the data produced? Increase Traffic, Social Media Exposure

5.(Urgent - today, High - 2-3 days, Medium - 1 week, Low - 2 weeks) Medium - High

6.If you have an existing analytics tool login (you do) - please outline the reports that you think can assist with generating this data (list Google Analytics / ComScore).

Google Analytics, Square Space

7.Does this information already exist in one of the scheduled reports that you have access to?

Yes

Digital Marketing Plan Your Biz/Enterprise

1. Increase Revenue by 10% 2. Increase Traffic Timeframe 3. 6 months

Audiences 4. Domestic & International audience 5. Italian & Americans

6. Women & Men 7. Age 26-65

Location 8. New York

Tactics 9. Create Relevant Content 10. Implement more Facebook 11. Optimize Twitter Presence

12.Advertise Our Food on Instagram 13. Expand Pinterest Board Presence

Key Business Requirements (KBR) 14. Traffic Sources 15. Behavioral Pattern

Key Performance Indicators (KPI) 16. Backlinks 17. Page Views

Cycle of Improvement

Content of Manetta’s Cycle of Improvement

Enterprise Goals ●  Increase Revenue by 10% in the next 6 months

●  Increase referral traffic from Social Media by 300% over next 6 months

●  Increase search engine traffic by 100% over the next 1 year

●  Increase customers by 20% over the next 1 year

●  Increase average browsing sessions of prospective customers

Digital Goals Enterprise Goals Aligned Digital Goals

Increase Revenue by 10% in the next 6 months Increase Purchases through online marketing efforts

Increase referral traffic from Social Media by 300% over next 6 months Increase Social Media engagement

Increase search engine traffic by 100% over the next 1 year Increase Backlinks and Page Views

Increase customers by 20% over the next 1 year Increase website visibility

Increase average browsing sessions of prospective customers

Establish brand on Social Media such as Facebook, Twitter, Instagram and Pinterest

Data Analysis

Squarespace Analytics Monthly Activity Feb 8th - May 3rd

Sudden increase in activity is due to the facebook page for Manetta’s Ristorante backlinking the website along with MenuPages, Yelp and Urbanspoon.

Squarespace Analytics Weekly Visits/Page Views/Audience Size

The Sudden Increase in Activity.

Squarespace Analytics April 5th - Link to Website Hit Facebook

Squarespace Analytics Keyword Searches v.s. Backlinks

Success with backlinks already linked. Surprising to have Facebook so low.

Squarespace Analytics Most Viewed Pages User Experience Recommendations

Manettaslic.com Home Page

Manettalic.com Menu Page

Squarespace Analytics Platforms accessing Manettaslic.com

Being that the site is a responsive one, it has the ability to be picked up and viewed by mobile devices

Google Analytics The Splits between the new/returning vistors.

It’s a good thing to see that average session times and pages/session are not small.

Google Analytics

Google Analytics As expected, Most Search comes from the Northeast/Tri-

State area. Good to see people from other areas searching the site.

Google Analytics A more in-depth look at the search results and locations for the top 5 search locations, both organic and referred search.

Google Cheat Sheet • Where are the customers coming from?

Google Cheat Sheet • What keywords did visitors use to access your website?

Google Cheat Sheet • What site content does your audience like?

Google Cheat Sheet • Are users returning to the website?

Google Cheat Sheet • Where are users exiting your site?

Social Media Campaign

●  Increase Awareness

●  Increase Page Views

●  Increase Traffic

●  2-3 Original Posts a Day

●  3-6 Hour Intervals

●  Specials of the Day

●  Upcoming Holidays/Events

●  Happy Hour

●  Connect with Italian Chefs

●  Connect with Food Critics

Facebook ●  Continue to Post Photos

●  Promotional Flyers

●  Link to Instagram

●  Create Albums

●  Like This Page

●  Sponder’s Selfie Assessment

●  Create Discussion Section (Blog)

Clicks to website

●  Contest (Connect to Facebook)

o  Referral Discount o  Home Made Italian Dishes by Fans

●  Giveaways

●  Pictures of Events/Food/Drinks/The Restaurant

●  Promote Family Environment

●  Implement a new unique hashtag

Pinterest

●  Create Boards with Original Photos

●  Create Boards with Stock Photos

●  Boards for Events/Holidays

●  Allow customers to “Pin” their favorites

Youtube

●  Create a video tour of the restaurant

●  Videos of Signature dishes

●  Videos of cooking tutorials

●  Attract audience by providing an interactive experience

Tumblr ●  Create Blog posts regarding the history and interesting stories about the

restaurants ●  Showing certain popular recipes and holiday recommendations

●  Provide a more sentimental way of promoting, using emotions to appeal to

the prospective customers

Google+ ●  Anyone who uses Google services already has Google+

●  Better Google ranking when optimized well

●  Integrates with Google business listings

●  Accessible on Google Maps

Alternative Option; Programmtic ●  Buy ad space by going through ad exchanges

●  Talk to DSPs such as MediaMath, Turn, and The Trade Desk and try to

integrate with them ●  Do keyword targeting to try to increase our SEO presence

o  Focus on keywords like: italian restaurants, italian food, italian places hempstead

Key Takeaways & Next Steps Manettaslic.com key takeaway’s are:

•  Site experience is optimal on mobile & tablet devices •  Majority of the searches are coming from apple devices, both mobile and desktop. •  Unable to determine search terms in Google / Bing that directed to Manettaslic.com •  Majority of site visitors are using an English-language browser and they head

directly to the Dinner Menu •  The lack of social media explains the low site views and lack of backlinks.

Manettaslic.com next steps are:

•  Implement a social media live feed to encourage longer visits & repeat visits •  Consider implementing a short test-and-learn (~3 months) to see if website visitors are

receptive to a live Q&A feature on the site •  Properly enact a social media campaign to increase the number of site sessions.

What we learned in this project & in this class What we learned in this project:

•  Learned how to navigate through Google Analytics and see how it can relate to social media.

•  Learned the various new options in Google Analytics and which KPI’s were relevent to this specific type of site.

•  It is possible to see where searches are coming from, demographically, as well as the types of searches, organic and referred.

What we learned in this Class: •  We mainly learned the simplicity and complexity of Web Analytics, and how

companies usually don’t know how to properly use them. •  We were introduced to numerous platforms, Google Analytics, Adobe Analytics,

ComScore, as well as the concept of Programmatic Advertising. •  The information learned in lectures and taught to us through our Guest lectures has

been very informative.

Contact Us •  Paul Perez •  Digital Marketing, BBA •  Paul26Perez@Gmail.com

•  Carolina Laskari •  Digital Marketing, BBA •  claskari.cl@gmail.com

•  Ricky Yeung •  Digital Marketing, BBA •  Ricky320@gmail.com

•  Michael Matskovsky •  Digital Marketing, BBA •  Michaelmts@gmail.com

Note: Please state if you grant permission to share this project with future classes (Yes)