December 2011 Pitch for a Start-Up website service. Review of their current ad words campaigns, SEO, social media presence. Recommendations and Next steps. The identity of this client is masked to maintain confidentiality.

1. brooks & bolt communications
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Google AdWords & Social Media Report
Results, Analysis & Recommendations
Presented to:
BurnFish Ltd
December 2011
Confidential
brooks & bolt communications, llc
1278 Spectrum, Irvine, CA, 92618

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Dear Mary,
I am delighted to submit our assessment of results with respect to StudentSwapShop.com’s recent Social
Media and Google Ad Words campaign audit conducted in November/December 2011.
As you review the information in this document, please feel free to contact me should you or Steve have any
questions. In the meantime, I remain,
sincerely,
Alexandra Brooks
brooks & bolt communications, llc
1278 Spectrum, Irvine, CA, 92618

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Priority List
• Rectify Ad Words landing page issue – increase choice /
content on SSS web page.
• Landing Page for Facebook site.
• Agree and create a username and url for Facebook page.
• Hootsuite sign up (to schedule more regular and repetitive
postings)
• Link Facebook and Twitter accounts for joint communication.
• Agree parameters and protocol for Brooks & Bolt
Communications to engage, and post content on Twitter and
Facebook pages.
brooks & bolt communications, llc
1278 Spectrum, Irvine, CA, 92618

4. brooks & bolt communications
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Priority List (2)
• Identify target Facebook pages /twitter websites to post links
to direct traffic to SSS.com.
• Review website page title tags and optimize these with
webmaster.
• Review website metadata optimization, and keyword
inclusion.
• Investigate, and where possible repurpose content that can be
used to engage audiences across social and web platforms.
• Review layout of page: google.com, zaarly.com, ebay.com
brooks & bolt communications, llc
1278 Spectrum, Irvine, CA, 92618

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Getting Noticed
Content: Boost audience-interest and interactivity, graphical
customer proposition, landing page review.
SEO: Review title bar meta data, meta description / keywords,
increase in-bound urls.
Advertising: Keywords and Campaigns running.
Social Media: Content generation, regular updating, seeding.
brooks & bolt communications, llc
1278 Spectrum, Irvine, CA, 92618

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Social Media Metrics
Engagement metrics Web 2.0 Metrics
Site visits Posts
Unique visitors Tweets, Retweets, & @mentions
Visit frequency Facebook fans
Page views per visit Followers
Time on site Ratio: Following to Followers
Registrations Content views
Conversions Content uploads
Shared pages
Sentiment ratio
Page 1 search rankings
brooks & bolt communications, llc
1278 Spectrum, Irvine, CA, 92618

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Content Creation
Content is critical
Requires content planning
 Format: copy, video, photos, audio, competitions…
 Type: original versus repurposed
 Source: where did it originate from?
Requires approval
 Brand guidelines
 Legal issues
Must be engaging…
brooks & bolt communications, llc
1278 Spectrum, Irvine, CA, 92618

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Social Outreach
• Social Media is about listening and interacting vs. shouting
• Avoid spray & pay
• Think telephone vs. megaphone
• Engagement hurdles
• Need interesting and relevant content
• Balance self-focused content
• Avoid overt promotion (especially self)
Next steps:
• Engagement: Listening and interacting
• Content – need to agree guidelines
• Duties – operational plan for producing, posting, sharing
• Policy – legal issues, addressing comments/feedback etc.
brooks & bolt communications, llc
1278 Spectrum, Irvine, CA, 92618

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Meta Data – Example – Swap.com
 Swap books, trade CDs, movies and video games with other users for
free. List the books, music, movies and games you are trading and the
ones you want, and swap.com will instantly find all of the items that you
can receive for the items that you have. Best part, trading and swapping
on swap.com is completely free.
 Meta Description: Optimal Length for Search Engines roughly 155
Characters
brooks & bolt communications, llc
1278 Spectrum, Irvine, CA, 92618

10. brooks & bolt communications
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AdWords Analysis - Ideas
used books (180 competing websites)
used cds (26 cw)
swap books (2)
used dvds(34)
swap meets (18)
swap movies (2)
used video games (31)
used movies (8)
swap dvds (2)
others: used blu-rays
brooks & bolt communications, llc
1278 Spectrum, Irvine, CA, 92618