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Online Presence - Coggle Diagram
Online Presence
Website
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Location of call-to-action (e.g. buy product, subscribe newsletter, share content)- interaction place btw external stakeholders and brand i.e. MUST BE DESIGNED FOR INTERACTIVITY
Design
Contact info, operation hours
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Impt functions, info- easily accesible e.g. checking package info, tracking parcel
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Prominent CTA (e.g. can create own team, design own popcorn, register on website, browse for gifts)
CONVERSION
Compelling
Show best of brand e.g. crisp visuals, concise copy
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Original
Share testimonials, case studies, work samples
Humanise brands- tell brand story e.g. "About Us" page (with pics, videos)
Navigable- hierarchy, route map (tells "where to go next?")
Versatile- brand's multidimensional nature e.g. include audio, visual, innovative content
Educational
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Tools- blogs, ebooks, infograhics
Reliable- consistent messaging (content), formatting (look + feel)
Simple- clear site structure, layout, path to CTA
Integrated
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Embed social share buttons, web-based content assets
Optimised- RDW, consistent messaging regardless platform/device; maintain brain integrity
Nurturing- CTA linking to actionable landing pages, email lead nurturing
Social media
Impact
Increase brand awareness- reach, empower messaging more efifciently
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Improve r/s- loyalty, trust...converts followers to advocates/influencers
Platform selection
Considerations
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Platform users, audiences? Does it fit with brand message, values?
Resonate with followers e.g. video streaming, music series
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2-way channel
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Increase lifespan of most popular content by appropriating it on other platforms- boosting longevity and visibility; coherence, leverage of content (e.g. take high performing IG post and repost it later on other platforms)
Mobile
Optimised for mobile viewing e.g. website, app
App development
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Rewards, rebate points that can be converted to shopping vouchers?
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1 unified msg over WEB, SOCIAL, MOBILE- coherent, integrated, consistent