Presentation by Amandine Bula, Ferrol Jeromy, Wayne Lapasa, Yuliia Vasikovych. Seneca SoMe - Web Mining and Analytics (SMD203)

1. B-N Canadian – Social Strategy
SMD203 - Web Mining and Analytics
Amandine Bula, Ferrol Jeromy, Wayne Lapasa, Yuliia Vasikovych
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2. A G E N D A
1. Bailey Nelson – Background
2. Target Audience
3. Social Media Platforms
4. Objective
5. Organizational Structure
6. Website Analysis
7. Strategy
8. Social Media Team Structure
9. Social Media Integrations
10. Metrics
11. Recommendations
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3. B A I L E Y N E L S O N
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● Bailey Nelson is craft eyewear retailer coming from Bondi Beach in Australia
● They have 23 boutiques in Australia and 4 boutiques in New Zealand
● They strive to deliver fantastic eyewear frames at a reasonable price, backed up by great service
● Canadian e-commerce website (baileynelson.ca) and 7 reseller points in Canada
● First corporate store to open this spring in Vancouver
“Buying glasses should be one of life’s pleasures.”

4. Welcome to Bailey Nelson Canada
4https://www.youtube.com/watch?v=BVxkIN4DeD0

5. T A R G E T A U D I E N C E
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Millennials
• Male & Female customers
• 20 to 35 years old
• College or University Degree
• Students/Part-time workers & Full-time workers
• Middle class
• Single or in couple
• Urban, small to large city
• Behaviours: hipster, tech savvy, creative, outgoing, photography

6. Social Media Platforms (April 6, 2017)
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URL BaileyNelsonCDN baileynelsonca BaileyNelson_CA
Likes 174 - 1
Followers 177 252 7
Posts/Tweets 4 17 3
Frequency Random Daily Not updated
Type of Content Photo
Video
Photo Tweet with photo
Customer Service
Launched on March 23, 2017 March 23, 2017 March 24, 2017

7. O B J E C T I V E
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Leverage Social Media platforms to build
awareness for Bailey Nelson Canada with the
objective of:
- Increasing ecommerce sales
- Increasing in-store sales*
- Reaching 35 in-store visitors per day*
- Convert every 5 visitor into a sale*
*Locations to come: Robson (Spring 2017), Gastown (Spring 2017), Toronto (Fall 2017), Ottawa (TBC)

8. Organizational Structure
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CEO
Chief Marketing
Officer Chief People Officer Chief Financial Officer
Sales VP
VP of
Communications
AnalystContent Creator
Social Media
Manager

9. W E B S I T E A N A L Y S I S
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BaileyNelson.com
- Visually appealing: use of space and attractive pictures
- Clear “Call to Action”
- Ecommerce site created with Shopify
- Social Media buttons (Facebook, Twitter, Instagram)

10. W E B S I T E A N A L Y S I S
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Total Visits < 5000
Avg. Visit Duration 2:30 minutes
Pages per Visit 5.07
Bounce Rate 10.89%
Traffic Country Origin 91.2%
Traffic Source Direct 48.24% / Search 51,76%
SimilarWeb (Oct 16 - Mar 17)

11. W E B S I T E A N A L Y S I S
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SEMRush
Keywords bringing users to the website via Google SEO 58 keywords
Expected visits in the following month 4.7K Traffics
Backlinks (http://www.apoormansmillions.com/) 9

12. W E B S I T E A N A L Y S I S
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Nibble (Score: 6.5)
Optimum To improve
- Well written URL
- Headings
- Page Titles
- Mobile version
- Internal Links
- 404 page
- Registered domain
- No Analytics Solution
- 176 errors and 30 warnings on the 5 tested pages
- Not leveraging Social Media Platforms
- 3 pages without meta data description
- 287 words per page (Low)
- Different size & formats of image

13. S T R A T E G Y
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To build a strong social media team that will consist of content creator, analyst and social media
manager in order to track and measure online activity of the company
and run the community

14. Social Media Team Structure
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Analyst
Specialize in collecting and analysing
data (CTR, traffic, engagement rates,
conversations)
Responsible for setting the strategy
and planning of the campaign,
managing social media profiles,
communication with customers
Content creator
Focuses on creating content for
social media posts (photos, videos)
Social
Media
Manager

15. SOCIAL MEDIA Integrations
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- Publish useful posts such as how to stylize your eyewear with your outfits
- Encourage customers to leave product reviews
- Promote flash sales during the day
- Use Facebook Live feature to broadcast from different shops, ie. Grand opening of a new store
- Create Facebook event invites to followers as they continue to launch new store openings
- Implement product posts with web links in bio section to highlight specific product
- Carousel / Boomerang images
- Instagram stories
- Use knolling styled imagery to attract interest
- Re-post hash tagged images and give credit to IG user, build community following
- Curated content
- Useful articles, like how to find glasses that fit
- Include #MeandMyBaileys hashtag on profile page
- Retweet customer’s positive experiences
- Host a live Q&A chat to build product awareness and engagement

16. SOCIAL MEDIA Metrics
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• Facebook Insights
• Instagram Insights & IconoSquare
• Twitter Stats
Engagement, Site Traffic, Conversations, Sign-ups
• Sysomos
Overal Sentiments, Facebook, Twitter, Influencers

17. ONLINE SALES Metrics
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• Monthly Sales
• Average Order Size
• Average Margin
• Conversion Rate
• Shopping Cart
• Abandonment Rate
• Comparing online & in-store sales

18. WEBSITE Metrics
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Google Analytics
• Site Traffic
• Unique Visitors vs. Returning Visitors
• Time On Site
• Page Views Per Visit
• Traffic Source and Referrals

19. SOCIAL SALES Recommendations
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Snapchat Pinterest
Online Contests
Use platform to
tell more stories
Connecting with micro-influencers

20. RETAIL Recommendations
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● Free Wi-Fi
62% of businesses reported that customers spend more time in-store
Ask the customer to like the Facebook page to connect to the Wi-Fi
● Small Lounge Area
● Small trendy boutiques rather than inside malls
● Award discount for in-store visits
● Free services (small repairs, cleaning service, fabric tissues)

21. Thank You!
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