Georgetown University MPS-PR/CC Hello Cupcake Digital Strategy Plan

1.
Hello
Cupcake
Digital
Strategy:
30-­‐Minute-­‐A-­‐Day
Recipe
for
Success
May
4,2011
Georgetown
University
Prepared
By:
Tess
Alberts
Shinett
Bogan
Tabitha
Brackens
Caroline
Gould
Laura
Wilson

2. TABLE
OF
CONTENTS
A.
Executive
Summary
B.
Background
a.
Organization
b.
Industry
c.
Competitive
Landscape
Analysis
d.
Situation
Analysis
(SWOT)
C.
Branding
&
Target
Audience
D.
Goals
&
Strategy
E.
Tactical
Recommendations
a.
Website
i.
Competitive
Domain
Analysis
ii.
SEO
iii.
Website
Usability
b.
Email
c.
Social
Media
i.
Facebook
ii.
Twitter
d.
Reputation
management
e.
Mobile
i.
Mobile
Website
ii.
Location
Based
Marketing
iii.
QR
Codes
F.
30
Minutes
A
Day
G.
Budget
&
Measuring
Success
I.
Appendix
a.
Digital
Glossary
b.
Case
Studies
c.
Cupcake
Awareness
&
Brand
Research
Survey
d.
HelloCupcakeOnline
Usability
Testing
2

3. EXECUTIVE
SUMMARY
When
it
comes
to
marketing
communications
in
2011,
companies
are
turning
their
focus
to
the
digital
realm.
The
following
plan
serves
as
a
roadmap
or
in
this
case,
“recipe”
to
success
in
the
online
space.
From
our
previous
discussions
with
you,
we
are
aware
that
you
are
skeptical
to
fully
engage
online
with
your
existing
and
potential
customers
since
you
are
not
sure
you
see
the
benefit.
Additionally,
your
time
is
very
limited
and
these
tasks
often
take
back
seat
to
running
your
company.
However,
we
hope
this
plan
will
give
you
a
better
understanding
of
the
importance
of
online
communication.
Katie
Paine,
CEO
of
KDPaine
&
Partners,
a
NH-­‐based
company
that
provides
customized
research
that
measures
public
relationships
and
brand
image
and
acclaimed
measurement
expert,
recently
posted
key
findings
from
an
annual
communications
report
that
put
numbers
behind
this
shift
in
media
relations
and
professionals'
role
in
listening
to
and
taking
part
in
the
conversation.
• Social
media
is
winning
over
the
skeptics.
In
2008
just
66
percent
of
respondents
said
that
blogs
and
social
media
have
enhanced
the
practice
of
PR.
By
this
year,
81%
agreed
that
it
had
enhanced
the
practice.
• Another
dramatic
shift
found
this
year
was
in
the
credibility
of
social
media.
While
the
majority
gives
traditional
news
media
higher
credibility
scores,
this
year
fully
half
of
respondents
now
expect
blogs
and
social
media
to
be
honest,
tell
the
truth
and
advocate
for
a
transparent
and
ethical
culture,
up
from
just
40%
a
year
ago.
• People
seem
to
accept
the
fact
that
social
media
encourages
two-­‐way
conversations.
One
respondent
suggested
that
"new
media
enables
companies
to
quickly
learn
what
publics
and
consumer
are
saying
about
their
goods
and
services.
And
that
they
enabled
communications
"without
gatekeepers."
In
the
pages
that
follow,
we
have
provided
more
information
about
the
importance
of
online
communication
and
visibility,
as
well
as
specific
tasks
for
you
to
accomplish
to
establish
yourself
in
the
online
space.
We
have
tried
to
prioritize
our
recommendations
by
identifying
“urgent,”
“essential,”
and
“suggested”
recommendations
when
possible.
We
are
grateful
for
the
opportunity
to
participate
in
this
project,
and
hope
that
we
may
have
the
opportunity
to
work
with
Hello
Cupcake
on
this
exciting
and
challenging
assignment.
We
look
forward
to
discussing
our
thoughts
on
how
to
leverage
digital
media
to
build
awareness
for
Hello
Cupcake,
inspire
brand
loyalty
and
motivate
purchase.
3

4. BACKGROUND
Organization
Hello
Cupcake
was
established
in
2008
by
Penny
Karas.
Hello
Cupcake
is
a
fast-­‐growing
boutique
cupcake
shop
offering
a
variety
of
gourmet
cupcakes
in
an
artfully
designed
space.
Hello
Cupcake
currently
has
one
location
in
DuPont
Circle
in
Washington,
D.C.
and
is
opening
an
additional
location
this
spring
in
Capitol
Hill.
This
year,
Hello
Cupcake
will
be
breaking
into
nationwide
delivery.
In
2010
company
had
gross
revenues
of
$1.3MM.
Penny
Karas
learned
to
cook
from
her
Greek
mother,
aunts
and
cousins.
Penny
prides
herself
on
making
everything
from
scratch
.
Penny
brings
the
"Greek
Mother"
philosophy
to
everything
they
do
at
Hello
Cupcake,
from
the
high-­‐quality
baked
goods,
to
the
sparkling
clean,
charming
and
inviting
environment,
to
the
friendly
and
helpful
staff.
Industry
For
the
past
decade,
cupcakes
have
become
a
pop
culture
trend
in
the
culinary
world.
The
trend
started
in
Los
Angeles
and
New
York.
In
Los
Angeles,
Sprinkles,
which
bills
itself
as
the
first
cupcake
bakery,
has
expanded
from
its
base
in
Beverly
Hills
to
over
twenty
locations
today.
Magnolia
Bakery
in
Manhattan
was
immortalized
in
Sex
and
the
City.
Before
we
knew
it,
cupcakes
were
the
new
black.
"Owning
a
cupcake
bakery
is
the
career
fantasy
of
our
times,"
declared
Vogue
magazine.
And
now,
if
industry
experts
are
to
be
believed,
having
a
cupcake
bakery
in
your
area
will
make
house
prices
rocket.
The
current
recession,
which
started
in
late
2007,
laid
the
groundwork
for
the
recent
proliferation
of
cupcake
stores
in
American
cities.
Lots
of
people
know
how
to
make
really
tasty
cupcakes,
which
are
simple
products
with
cheap
basic
ingredients.
Baking
cupcakes
doesn't
require
a
large
amount
of
capital
investment,
and
it's
relatively
easy
to
scale
up
without
hiring
lots
of
workers.
It
takes
about
as
much
labor
to
produce
three
dozen
cupcakes
as
it
does
to
make
one
dozen.
Meanwhile,
storefronts
in
heavily
trafficked
areas
became
cheaper
with
the
decimation
of
local
retail.
And
so
in
the
past
year,
casual
baking
has
turned
into
an
urban
industry.
Hundreds
of
bakeries
devoted
to
cupcakes
have
popped
up
Washington
D.C.
and
across
the
United
States
over
the
last
decade.
As
it
becomes
an
increasingly
crowded
marketplace
it
becomes
more
imperative
for
individual
bakeries
to
differentiate
themselves
and
make
their
mark
in
the
industry.
4

5.
SITUATION
ANALYSIS
(SWOT)
The
SWOT
analysis
below
identifies
Hello
Cupcake’s
organizational
strengths
and
weaknesses
as
well
as
outside
threats
and
opportunities
that
can
be
expounded
upon.
Strengths
Weaknesses
·∙
Ingredients
are
fresh
and
local
·∙
Brand
differentiation
is
unclear
in
a
·∙
Loyal
customer
base
competitive
environment
·∙
Penny
has
an
interesting
story
·∙
Company
relies
too
heavily
on
traditional
·∙
Cupcake
classes
are
unique
media
·∙
Lack
of
time
makes
it
difficult
to
raise
awareness
of
company
and
the
product
via
online
community
Opportunities
Threats
·∙
Social
media
platforms
can
act
as
free
·∙
Without
online
engagement
and
online
advertisement
optimization,
the
company
can
get
lost
in
·∙
Engaging
with
the
online
community
can
this
crowded
marketplace.
lead
to
more
in-­‐store
customers
·∙
Online
engagement
allows
company
to
target
niche
markets
(vegans,
gluten-­‐free
eaters,
etc.)
·∙
Increasing
online
visibility
can
lead
to
awareness
5

6.
COMPETITIVE
LANDSCAPE
ANALYSIS
The
company
dominating
the
market
share
is
without
doubt
Georgetown
Cupcake,
a
cupcakery
located
in
the
Georgetown
neighborhood
of
Washington,
D.C.
Sisters
Katherine
Kallinis
and
Sophie
LaMontagne
opened
the
shop
in
February
2008.
The
owners
have
a
similar
story
to
Penny
Karas:
Growing
up
in
Toronto,
Katherine
and
Sophie
learned
baking
from
their
Greek
grandmother.
As
kids,
their
grandmother
allowed
them
to
use
leftover
cake
batter
to
make
miniature
cakes,
such
as
cupcakes.
Before
opening
the
shop,
LaMontagne
was
working
for
a
venture
capital
firm,
and
Kallinis
worked
for
Gucci.
The
sisters
financed
the
shop
using
their
own
life
savings,
along
with
a
small
business
loan.
Their
mother
and
employee,
Elain
Kallinis,
also
helps
run
the
shop.
During
winter
and
spring
of
2010,
TLC
filmed
a
reality
series
at
Georgetown
Cupcake,
shadowing
the
sisters,
telling
their
story,
and
aspects
of
running
a
small
business.
The
six-­‐part
series,
titled
DC
Cupcakes,
aired
on
Fridays
in
July
2010
and
their
second
season
is
currently
airing.
Kallinis
and
LaMontagne
have
appeared
as
guests
on
numerous
other
television
shows,
including
the
Martha
Stewart
Show,
Rachel
Ray
show,
and
NBC's
Today
Show.
The
shop
sells
an
average
of
5,000
cupcakes
daily.
Each
day,
Georgetown
Cupcake
gives
away
100
free
cupcakes,
at
each
location;
they
announce
the
free,
not-­‐on-­‐the-­‐menu
flavor
on
Facebook
and
Twitter,
and
give
them
out
to
the
first
100
customers
who
request
them.
Reviews
are
always
positive,
with
the
exception
of
people
complaining
about
the
long
lines-­‐
yet
they
still
wait
in
them.
6

7.
Another
popular
cupcakery
is
Red
Velvet.
The
first
store
opened
in
December
2008
and
since
then
they
have
set
up
a
satellite
location
in
the
Dupont
Circle
store
of
their
sister
company,
TangySweet,
as
well
as
a
store
in
Tucson,
Arizona
and
have
plans
to
open
two
additional
stores
in
Northern
Virginia
in
the
next
year.
Red
Velvet
uses
ingredients
from
local
farms
as
much
as
possible
and
aim
to
minimize
waste
by
donating
their
leftover
cupcakes
to
area
shelters
and
nonprofit
organizations.
baked
&
wired
get
baked
Baked
&
Wired:
Although
not
just
a
cupcake
bakery
(offers
a
variety
of
baked
goods),
there
is
quite
a
bit
of
online
chatter
about
Baked
&
Wired’s
cupcakes
being
superior
to
Georgetown
Cupcake.
For
Baked
&
Wired,
quality
is
far
more
important
than
quantity
and
by
baking
in
small
amounts;
they
are
able
to
assure
the
customer
that
their
products
are
the
best.
Having
only
one
store
allows
them
to
focus
on
quality
rather
than
production.
New
to
the
Washington,
DC
scene,
but
one
of
the
first
in
the
cupcake
market
is
Sprinkles.
In
2002,
,Candace
Nelson,
33,
and
her
husband
Charles
Nelson,
38,
both
investment
bankers,
visited
Candace's
sister
in
New
York
and
tried
the
cupcakes
at
Magnolia
Bakery.
Candace
believed
that
it
was
"time
for
cupcakes
to
stop
being
the
backup
dancer
to
cakes",
while
Nelson
remembered,
"I
get
the
cupcake
thing;
cupcakes
are
awesome.
But
we
were
like,
'The
cupcakes
aren't
that
great.
They
could
be
so
much
better
and
really
could
taste
a
lot
better'".
They
took
it
upon
themselves
to
create
a
better
cupcake;
over
the
next
two
years,
they
developed
over
20
cupcake
recipes.
7

8. Company
Website
Twitter
Facebook
Other
Online
Tools/Additional
Comments
Hello
Cupcake
Serves
as
an
online
N/A
3,160
fans
brochure;
not
very
interactive.
Has
link
to
Facebook
page.
The
url
may
not
be
easy
to
remember.
Still
has
a
Valentine’s
day
class
offering
on
homepage
in
May.
Georgetown
Has
picture
of
two
21,551
people
106,152
Store
owners’
personal
Cupcake
sisters
right
on
the
front
following;
fans
Twitter
account
is
also
page,
shows
multiple
1,218
Tweets
linked
to
the
company
pictures
of
the
shop;
website:
personalizes
offers
online
ordering
customers’
experience
and
includes
widgets
to
even
more
Facebook
and
Twitter
accounts.
Red
Velvet
No
idea
of
what
the
444
people
2,145
fans
store
is
like;
looks
like
following;
259
you
only
buy
online.
No
Tweets
link
to
Facebook
or
Twitter
on
website.
Sprinkles
It’s
very
informative
and
49,685
people
268,745
has
a
nice
design,
but
following;
fans
lacks
a
personal
connection
like
the
Georgetown
Cupcakes
owners
have
capitalized
on.
It
does
have
widgets
that
link
to
its
Facebook
and
Twitter
pages.
Baked
&
Website
has
been
under
2,
811
people
1,768
fans
Word
Press
blog
serves
as
Wired
construction
for
quite
following;
website
some
time;
store
uses
a
1,046
Tweets
Word
Press
blog
instead;
looks
low-­‐
budget
and
lacks
professional
feel
8

9. Target
Audience
Good
communications
planning
calls
for
the
identification
of
Hello
Cupcake’s
target
audience
before
developing
a
goal
and
strategy
to
maximize
Hello
Cupcake’s
online
presence.
We
have
defined
Hello
Cupcake’s
target
audience
by
creating
buyer
personas
to
help
you
understand
buying
behaviors.
A
persona
is
a
“fake”
member
of
your
target
market.
It
is
the
collective
summary
of
a
group
of
people
who
share
similar
interests,
demographics
and
worldviews.
Personas
help
you
put
a
name
and
a
face
on
impersonal
statistics
and
focus
your
strategy
around
what
specific
wants
and
needs
each
group
faces.
Developing
personas
for
each
type
of
consumer
can
help
you
better
serve
those
types
of
clients.
By
identifying
where
your
client
is
spending
time
online,
you
will
be
able
to
mirror
their
behavior.
By
actively
encouraging
current
and
prospective
customers
to
connect
via
social
media,
you
can
send
them
updates
regarding
new
products,
special
offers
or
events
that
will
drive
interest.
Why
do
this?
When
many
people
sit
down
to
think
about
their
target
market,
they
start
with
the
general
public.
When
you
start
to
look
at
each
individual
persona
story
you
create
relevant
communication
tactics
that
are
tailored
to
each
of
your
target
markets
based
upon
how
they
communicate
online.
We
have
created
personas
for
the
following
target
markets:
• Fit
&
Stylish
Student
• Chic
Working
Woman
• Savvy
Career
Mom
• Upscale
Mature
Woman
9

10.
10

11.
11

12.
12

13.
13

14. BRANDING
Every
product,
business
or
service
needs
a
Unique
Selling
Proposition
that
will
make
it
stand
out
from
the
competition.
A
brand
is
the
essence
or
promise
that
a
product,
service
or
company
will
deliver
or
be
experienced
by
a
buyer.
Hello
Cupcake’s
brand
is
the
world’s
overall
perception
of
the
bakery.
A
great
brand
engages
us
and
instills
trust
and
loyalty
within
us.
Conversely,
a
weak
brand
fails
to
grab
our
attention
and
break
through
the
crowded
marketplace.
The
essence
of
branding
is
sending
a
message
that
speaks
directly
to
your
target
audience.
That
is
why
it
is
so
important
to
clearly
understand
who
that
audience
is,
what
it
is
that
the
audience
wants
and
how
your
company
can
satisfy
that
want
better
than
any
other
competitor.
As
an
increasing
amount
of
cupcake
bakeries
continue
to
open
across
Washington
D.C.
it
becomes
extraordinarily
important
that
Hello
Cupcake
determine
what
exactly
it
is
offering
buyers
that
no
other
cupcake
bakery
can
truly
offer
them.
We
highly
recommend
that
Hello
Cupcake
take
steps
to
determine
its
USP
prior
to
implementing
any
strategic
digital
communications
plan.
Here
are
five
steps
to
determine
your
USP.
1.
List
the
features
and
benefits
that
are
unique
about
your
product
or
service.
Do
a
Google
search
and
compare
your
features
and
benefits
with
your
direct
competitors.
Identify
the
benefits
what
sets
you
apart.
2.
Decide
what
emotional
need
is
being
specifically
met
by
your
product
or
service.
Think
about
this
from
your
customer's
perspective
and
add
it
to
your
list.
3.
Identify
aspects
of
your
product
or
service
that
your
competitors
cannot
imitate.
Put
a
star
beside
anything
that
cannot
be
easily
duplicated,
reproduced,
or
copied.
4.
Create
phrases
about
your
unique
product
or
service
that
are
short,
clear,
and
concise.
Use
the
words
from
steps
1-­‐3
that
you
singled
out.
Be
sure
they
can
be
easily
communicated
to
and
understood
by
your
customers.
5.
Answering
your
customer's
primary
question:
"What's
in
it
for
me?"
Make
it
to
the
point
and
state
it
as
a
benefit
to
the
customer.
Examples
of
this
are:
• Domino's
Pizza:
"You
get
fresh,
hot
pizza
delivered
to
your
door
in
30-­‐minutes
or
less…or
it's
free."
• Target:
"Expect
more.
Pay
less."
• U.S.
Peace
Corp:
"The
toughest
job
you'll
ever
love."
• FedEx:
"When
your
package
absolutely,
positively
has
to
get
there
overnight."
14

15.
15

16.
Goal
&
Strategy
16

17. GOAL
To
leverage
digital
media
to
build
awareness
for
Hello
Cupcake,
inspire
brand
loyalty
and
motivate
purchase.
STRATEGY
We
have
created
a
4-­‐step
strategy
to
strengthen
Hello
Cupcake’s
current
online
presence.
We
recommend
that
Hello
Cupcake
take
the
following
approach
in
implementing
our
tactical
recommendations:
1.LISTEN-­‐
Before
you
can
actually
dive
into
the
digital
environment
you
need
to
evaluate
and
assess
how
people
are
talking
about
Hello
Cupcake
online.
2.Engage-­‐
Cultivate
lasting
relationships
and
build
brand
loyalty
with
consumers
by
getting
people
to
interact
with
your
brand
online.
3.
Act-­‐
Lead
customers
towards
taking
an
action
or
purchase.
4.Pass
It
On-­‐
The
final
step
is
to
have
satisfied
customers
tell
other
people
how
much
they
like
your
business,
products,
or
service.
17

18.
RECOMMENDATIONS
18

19.
WEBSITE
OPTIMIZATION
The purpose of Hello Cupcake’s website is to make it simple and easy for customers to
find your bakery, research and connect with Hello Cupcake and eventually purchase
cupcakes online. Creating a strong online presence and offering current and potential
new customers multiple ways to stay in touch is vital in today’s digitally connected
world.
Your website should serve as your communications and marketing “home base.” This
is where you want people to begin when contacting Hello Cupcake for the very first
time. Potential new customers will form their entire first impression of you based upon
your website.
Your website is also your “contact information” that you want your current customers
to pass along to their friends, family, or colleagues that may be interested in Hello
Cupcake. It is important that your website makes a memorable impression and
provides those visiting your site with the information that they need.
The first place that many of us turn when we have a question or are looking for an
answer is to a search engine like Google. In order to be found when someone is
looking for you or asking a question related to Hello Cupcake you must have a website
that you update regularly, that others link to, and that involves itself in the conversation
online.
We
want
the
Hello
Cupcake
website
to
be
found
online
when
people
are
searching
for
the
brand
itself
or
relevant
phrases.
How
can
we
ensure
this?
Through
implementing
the
tactics
we
outlined
throughout
this
section.
19

20. Competitive
Domain
Analysis
An overview analysis of Hello Cupcake’s website compared to three of its local
competitors shows that the Hello Cupcake website has significant room for
improvement. Overall, the Sprinkles website www.Sprinkles.com scored highest in
every category.
20

21. SEARCH
ENGINE
OPTIMIZATION
The
term
“search
engine
optimization”
is
the
art
and
science
of
making
web
pages
attractive
to
the
search
engines.
Why
is
optimizing
your
website
for
search
engine
visibility
important?
A
2008
study
by
the
search
engine
marketing
firm
iProspect
found
that
49%
of
people
look
at
only
the
first
page
of
results
and
if
they
don’t
find
what
they
are
looking
for
on
the
first
page,
they’ll
change
their
search
terms
or
search
engine.
That
means
that
you
must
optimize
your
site
for
the
search
engines
using
a
variety
of
tactics
that
we’ll
out
line
below
so
that
your
site
appears
on
the
first
page
when
someone
searches
for
those
terms.
A
heat
map
shows
where
the
greatest
amount
of
clicks
are
on
the
first
page
of
Google’s
search
engine
return
page.
URL
HelloCupcakeOnline.com
is
not
an
ideal
keyword-­‐rich
URL
for
the
company.
Choosing
a
keyword-­‐rich
URL
is
important
not
only
for
search
engine
optimization
but
also
from
a
usability
standpoint.
When
a
company
uses
a
keyword-­‐rich
URL
it
helps
the
user
immediately
know
what
that
site
is
about.
Although
the
URL
HelloCupcakeOnline.com
is
the
company’s
brand
name,
it
is
not
easy
to
remember
and
could
be
easily
improved
by
exchanging
the
word
“online”
with
“DC”.
Suggested Recommendation: It appears that the URL HelloCupcakeDC.com
is available. This is a better choice for a URL than HelloCupcakeOnline.com
because it tells both the user and the search engine that the site is about the
specific bakery in DC.
21

22.
Page
Title
The
page
title
is
the
first
of
several
critical
pieces
of
real
estate
within
each
of
your
websites’
individual
content
pages.
The
page
titles
are
usually
a
good
indicator
to
tell
whether
or
not
a
site
has
been
optimized
for
search
engines.
A
title
tag
is
an
important
meta
tag
that
is
located
at
the
top
of
each
web
page
.
The
title
tag
should
contain
highly
searched
relevant
keywords.
The
title
should
not
be
too
long
or
contain
too
many
characters
or
the
reader
(and
the
search
engine)
may
not
get
to
see
the
entire
title
tag.
Some
web
designers/developers
prefer
to
create
a
generic
page
title
and
then
repeat
it
verbatim
or
in
some
variation
through
an
entire
website.
This
is
a
missed
opportunity
because
the
page
title
is
the
first
item
Google
looks
at
when
indexing
a
site’s
content
page
to
determine
the
page’s
relevance
to
the
keyword’s
found
within
the
particular
page’s
content.
A
page’s
title
also
becomes
the
clickable
link
that
Google
displays
within
its
search
results.
By
having
a
title
that
describes
the
content
on
the
page
using
targeted
keywords
Hello
Cupcake
is
both
increasing
the
likelihood
that
a
user
clicks
on
the
site
and
increasing
the
site’s
value
in
the
eyes
of
Google.
There
are
several
problems
with
the
title
tags
on
the
HelloCupcakeOnline.com
website.
The
title
tags
are
not
keyword
rich
and
they
are
not
unique
to
each
individual
page’s
content.
Currently
there
are
4
duplicate
page
titles
on
the
HelloCupcakeOnline.com
website.
Urgent Recommendation: The title tags on the Hello Cupcake website must
each be changed to include relevant keywords and reflect each individual pages
content. It is very important that this be done.
22

23. Meta
Description
A
META
description
is
another
valuable
piece
of
real
estate
within
each
individual
content
page
of
Hello
Cupcake’s
website.
The
META
description
field
is
found
in
your
site’s
HTML
source
code.
The
meta
description
is
a
brief
description
of
the
overall
website
which
is
created
by
the
website
owner.
Search
engines
sometimes
use
meta
descriptions
to
display
them
in
the
search
result
listing.
While
accurate
meta
descriptions
can
improve
the
number
of
people
who
“clickthrough”
they
won't
necessarily
impact
your
site’s
ranking
within
search
results.
It
is
a
common
problem
during
the
web
design
process
to
not
include
META
description
fields
on
your
web
pages.
Developers
tend
to
focus
on
the
design
of
the
site
and
do
not
necessarily
pay
intention
to
content
optimization
or
usability.
The
meta
description
should
employ
the
keywords
intelligently
(recommendations
follow
later),
but
also
create
a
compelling
and
attention
grabbing
description
that
a
searcher
will
want
to
click.
The
description
should
optimally
be
between
150-­‐160
characters.
The
Hello
Cupcake
website
has
the
same
meta
description
on
each
page.
This
is
a
lost
opportunity
to
grab
the
readers
attention
or
tell
the
reader
what
the
site
is
about.
It
is
very
important
to
differentiate
the
meta
descriptions
for
each
page
within
the
site.
By
using
identical
descriptions
on
every
page
of
its
site
it
is
not
helpful
to
the
reader
and
search
engine’s
do
not
like
this
because
it
does
not
accurately
depict
what
the
content
is
on
the
page.
Hello
Cupcake
should
strive
to
create
meta
descriptions
that
accurately
describe
each
specific
page
on
the
site.
Current
Meta
Description
on
every
page
of
HelloCupcakeOnline.com
Urgent Recommendation: If you don't have time to create a description for every
single page, it is recommended to try to prioritize the content on your website. You
can start by creating a meta description for the most critical or important URLs that
are on your site like your home page and popular and frequently visited pages.
23

24. Alt
Tags
An
alt
tag
is
an
HTML
tag
that
provides
“alternative
text”
when
non-­‐textual
elements,
which
are
typically
images,
cannot
be
displayed.
There
appear
to
be
no
alt
tags
on
the
images
on
Hello
Cupcake’s
website.
Alt
tags
are
important
not
only
for
search
engines
to
know
what
kind
of
content
is
on
the
site,
but
is
also
extremely
important
for
visually
impaired
readers
who
are
visiting
your
site
and
are
relying
on
the
alt
tags
to
know
what
is
in
the
image.
It
appears
that
no
keyword
research
has
been
performed
or
applied
on
any
alt
tags
on
the
site.
Essential Recommendation: It is recommended that Hello Cupcake add alt tags to
the nontextual elements on the website. This is an easy fix and one that can be very
valuable from an SEO standpoint. Alt tags should always describe what is in the picture
but it is recommended to use keywords in the alt tags.
Example: “Photo_of_Hello_Cupcake_Custom_Cupcakes”
24

25. Pages
on
the
Website
We
analyzed
every
page
on
the
HellpCupcakeOnline.com
website
for
a
better
idea
of
what
can
be
improved
on
the
website.
We
analyzed
the
following
pages
on
the
site:
http://www.hellocupcakeonline.com/index.html
http://www.hellocupcakeonline.com/flavors.html
http://www.hellocupcakeonline.com/catering.html
http://www.hellocupcakeonline.com/anatomy.html
http://www.hellocupcakeonline.com/about.html
http://hellocupcakeonline.com/news/
http://hellocupcakeonline.com/news/classes/
Each
page
on
the
Hello
Cupcake
website
has
the
same
title
tags
and
the
same
meta
descriptions.
More
importantly
the
content
on
the
pages
is
sparse
and
does
not
provide
enough
depth
on
each
topic.
In
general
it
is
difficult
to
find
what
you’re
looking
for
on
the
website.
Website
Content
Your
site
must
feature
content
that
not
only
attracts
and
engages
humans,
but
also
registers
optimally
with
search
engines
and
the
“spiders
or
robots”
they
use
to
crawl
and
index
your
website.
Appealing
to
both
spiders
and
humans
is
not
easy.
The
spiders
are
driven
by
logic
and
algorithms,
and
humans
by
emotion
and
personal
preferences
and
needs.
We
highly
recommend
adding
more
content
to
the
site
specifically
about
unique
differentiators
of
Hello
Cupcake
such
as
its
online
classes,
catering
of
large
scale
corporate
events,
and
custom
cupcakes.
We
also
recommend
adding
more
pictures
to
the
website
specifically
regarding
corporate
events
and
weddings
that
Hello
Cupcake
has
catered.
Urgent Recommendation: More content and more pictures on the website that is
frequently updated. Your website is not an online brochure for the bakery it is an
information hub through which customers will judge your store. Your website must
have the relevant and interesting information about the store that your customers
and potential customers are looking for.
25

26. Keyword
Research
Hello
Cupcake
should
target
keywords
that
have
a
high
local
monthly
search
volume
and
less
optimized
competition.
I
would
recommend
Hello
Cupcake
optimizing
for
the
search
phrases
“Cupcakes
in
DC,”
“Cupcakes
DC,”
“Best
Cupcakes
,”
and
“Cupcakes
wedding”
These
are
the
keywords
that
are
highlighted
below.
Hello
Cupcake
should
also
focus
on
niche
keyword
phrases
for
some
of
their
gourmet
cupcake
flavors
such
as
“pumpkin
cupcakes”
that
may
have
the
greatest
chance
to
appear
on
the
first
page
and
also
may
create
the
opportunity
for
an
online
sale.
Hello
Cupcake
is
not
appearing
in
the
first
10
rankings
for
any
of
the
generic
search
terms
that
we
believe
would
be
a
good
fit
for
the
company.
We
think
that
taking
steps
we
previously
listed
in
the
last
section
such
as
changing
the
title
tags,
meta
descriptions,
and
using
keyword
rich
content
on
its
site
will
also
help
them
rank
higher
in
the
SERP
listings.
Another
way
to
improve
Hello
Cupcake’s
rankings
is
to
include
a
geographic
modifier
such
as
“DC”
or
more
specific
like
“Dupont”
or
“Capital
Hill”
in
the
keyword
to
help
narrow
down
the
competition.
Optimized
Keywords
Local
Monthly
Search
Volume
Competition
Competition
Hello
Cupcake
22,200
254,000
24,200
Cupcakes
in
DC
49,500
8,350
418
DC
cupcakes
49,500
464,000
30,700
Cupcakes
DC
49,500
32,800
625
Cupcakery
49,500
518,000
53,500
Cupcake
decorating
33,100
573,000
33,700
Birthday
cupcake
33,100
854,000
74,600
Best
cupcakes
27,100
315,000
11,200
Cupcake
bakeries
27,100
70,000
21,000
Cupcake
cakes
27,100
153,000
10,200
Baby
shower
cupcakes
27,100
441,000
45,900
Pumpkin
cupcakes
27,100
121,000
10,000
Wedding
cupcakes
22,200
881,000
63,800
Cupcakes
wedding
22,200
181,000
14,300
26

27.
Google
Analytics
Google
Analytics
is
a
free
tool
that
shows
you
how
people
found
your
website,
how
and
what
they
explored
on
the
site,
and
how
you
can
enhance
their
visitor
experience
on
your
website.
Currently
there
is
not
analytics
tracking
on
your
website.
This
is
a
huge
wasted
opportunity
for
Hello
Cupcake.
Without
tracking
data
on
the
website
you
have
no
idea
how
effective
the
site
actually
is.
It
is
imperative
that
Hello
Cupcake
sign-­‐up
for
a
Google
Analytics
account
and
deploy
this
on
the
website
which
can
be
done
by
adding
a
simple
block
of
code
on
the
website.
With
the
information
provided
through
Google
Analytics,
you
can
improve
your
website
return
on
investment,
increase
conversions,
and
ultimately
increase
new
customer
acquisition
through
the
website.
Urgent Recommendation: It is extremely important to track who is visiting your
website and what they are looking for on the site. We highly recommend that you
sign up for a free Google Analytics account and ask your web developer to deploy
this on the site right away.
27

28.
WEBSITE
USABILITY
Currently
the
website
is
not
user
friendly.
It
is
somewhat
difficult
to
find
what
you
are
looking
for
on
the
site
because
information
is
not
clearly
labeled.
There
appears
to
be
three
different
menus
on
the
site
which
is
also
very
confusing
to
the
user.
The
Hello
Cupcake
website
could
benefit
from
an
updated
navigation
bar
at
the
top
of
the
page
that
more
clearly
indentifies
what
each
section
contains.
This
navigation
bar
should
be
consistent
throughout
browsing
the
entirety
of
the
website.
There
is
also
no
user
generated
content
on
the
website.
Hello
Cupcake
should
be
seeking
user
input
and
allowing
comments
and
interaction
on
the
site.
User
generated
comments
seem
much
more
believable
and
authentic
than
testimonials
that
could
be
canned
or
made-­‐up.
The
website
should
also
incorporate
Hello
Cupcake’s
social
media
accounts
throughout
the
site.
Essential Recommendations: Update the website so that there is only one navigation
bar on the website.
-Incorporate Hello Cupcake’s social media accounts throughout the site.
-Allow user generated content on the site.
28

29.
MOCKUP
OF
HELLOCUPCAKE
WEBSITE
Above
is
an
example
of
how
Hello
Cupcake
may
want
to
consider
redesigning
their
website.
This
updated
design
allows
for
one
navigation
bar
at
the
top
of
the
website
that
is
clearly
labeled,
incorporates
Hello
Cupcake’s
social
media
accounts
so
that
the
user
is
able
to
find
other
ways
to
stay
in
touch
with
Hello
Cupcake
and
also
displays
pictures
more
prominently
on
the
homepage.
29

30.
LINK
BUILDING
&
BLOGGER
OUTREACH
Search
engines
give
sites
with
good
inbound
and
outbound
links
a
higher
ranking
so
it
is
important
that
Hello
Cupcake
finds
relevant
sites
that
are
willing
to
link
to
it.
First
and
foremost,
Hello
Cupcake
must
have
great
content
that
these
sites
might
be
interested
in
linking
to.
Hello
Cupcake
must
ask
itself
the
question
"Why
would
anyone
want
to
link
to
us?"
Right
now
the
quality
and
content
of
the
site
must
be
improved
before
starting
a
link
building
campaign.
Inbound
links
also
help
to
build
trust
amongst
potential
customers
and
potential
visitors
of
your
website.
If
someone
sees
that
a
popular
site
links
to
you
then
they
may
be
more
likely
to
believe
that
what
you
have
on
your
site
is
of
value
to
them.
Once
the
content
of
the
site
is
improved,
Hello
Cupcake
has
numerous
promising
opportunities
for
link
building
on
its
site.
Play
Nice
and
Share
the
‘Link
Love’.
It
is
very
important
for
your
website
that
you
make
those
linking
connections.
The
goal
of
search
engine
algorithms
is
determining
relevancy
and
value.
The
prevailing
theory
is
that
search
engines
will
assume
your
site
has
more
value
and
relevancy
if
other
sites
link
to
yours,
so
go
out
there
and
make
some
friends!
When
linking
to
your
site,
link
from
a
key
phrase,
not
always
your
bakery
name.
Instead
of
linking
from
“Hello
Cupcake,”
link
from
“
best
gourmet
cupcakes
in
DC.”
Search
engines
will
reward
you
for
this.
Think
of
search
engine
optimization
like
a
popularity
contest.
When
you
have
others
who
like
you
(link
to
your
site)
your
popularity
improves
(the
more
highly
ranked
your
site
becomes).
Links
to
your
site
are
the
3rd
party
vote
in
the
popularity
contest.
Generally,
the
more
people
“voting”
for
you
the
better.
But
don’t
think
that
all
links
are
created
equal.
Links
from
pages
that
have
tons
of
outbound
links
are
not
as
valuable
as
a
link
from
a
page
that
is
choosy
about
who
it
links
to.
You
want
links
from
higher
authority
sites
that
are
picky
about
who
they
will
endorse.
Remember
this
is
like
a
popularity
contest.
Getting
attention
(a
link)
from
the
‘snobby
prom
queen’
who
doesn’t
like
just
anyone
means
more.
30

31.
Blogger
Outreach
One
way
to
gain
inbound
links
to
Hello
Cupcake’s
website
is
through
what
it
is
commonly
referred
to
as
“blogger
outreach.”
This
is
somewhat
similar
to
traditional
media
relations
in
that
you
are
engaging
with
writers
that
create
content
online
and
whose
readers
may
be
interested
in
Hello
Cupcake.
Blogger
Outreach
Strategy:
To
engage
with
blogs/bloggers
that
have
readers
with
an
interest
in
cupcakes,
which
in
result
will
lead
to
elevated
awareness
of
the
brand
and
its
products,
particularly
in
niche
markets.
Recommendation
1:
Reach
out
to
Vegan
Bloggers
and
invite
them
to
try
Hello
Cupcake’s
vegan
cupcakes
• DC
Vegan
Blog
is
the
primary
source
for
all
things
Vegan
in
Washington
DC
and
around
the
World
• Competitor
Sprinkles
was
recently
featured
on
DC
Vegan
Blog:
A
blogger
posted
her
experience
at
Sprinkles
and
eating
a
vegan
cupcake,
which
“Unlike
their
nearest
cupcake
competitor,
Sprinkles
offers
a
vegan
cupcake
for
the
tired,
the
poor,
the
huddled
masses
yearning
to
eat
cruelty-­‐
free.”
• Sticky
Fingers
is
often
featured
on
the
blog
Recommendation
2:
Reach
out
to
Gluten-­‐Free
Bloggers
and
invite
them
to
try
Hello
Cupcake’s
gluten-­‐free
cupcakes
• DC
Gluties
Blog
is
a
very
popular
blog
for
Gluten-­‐Free
eaters
in
the
DC
area
• DC
Gluties
reached
out
to
Penny
in
2008
and
asked
for
her
gluten-­‐
free
flavors
and
gave
them
a
positive
review.
Penny
should
engage
with
her
again
(since
it’s
been
three
years
since
her
last
mention
of
Hello
Cupcake)
and
let
them
experience
the
store
and
urge
them
to
blog
about
it.
• DC
Gluties
has
a
personal
relationship
with
the
owners
of
Georgetown
Cupcake
after
they
reached
out
to
her
for
advice
on
gluten-­‐free
baking
tips
and
how
to
prevent
cross-­‐
contamination
31

32. Recommendation
3:
Reach
out
to
Capitol
Hill
Bloggers
and
invite
them
to
the
new
store
opening
• The
Hill
is
Home
Blog
is
the
most
popular
blog
for
Capitol
Hill
• The
announcement
of
the
Capitol
Hill
store
was
announced
on
the
blog
in
a
post
entitled
“Hello
Cupcake
to
Open
on
Barracks
Row”
back
in
June
2010,
but
no
updates
since
then.
Recommendation
4:
Reach
out
to
General
Food
in
DC
Blogs
• Dining
in
DC
is
a
popular
food
blog
for
the
DC
area
and
Hello
Cupcake’s
1
&
2
year
anniversary
free
cupcake
specials
were
mentioned
on
the
blog,
but
that
is
it.
Penny
should
encourage
Lisa
Shapiro
(founder
and
also
a
Washington
Examiner
food
critic)
• DC
Foodies
is
another
popular
blog
for
the
DC
area.
Hello
Cupcake
was
only
mentioned
once
back
in
2008
and
it
was
the
announcement
of
their
opening.
• Washingtonian’s
“Best
Bites
Blog”
is
another
popular
food
blog
in
DC
that
commonly
covers
stories
about
cupcake
bakeries
and
may
be
interested
in
Hello
Cupcake.
32

33.
Example
Blogger
Outreach
Email
Ann
Limpert,
Editor
of
Washingtonian
“Best
Bites
Blog”
Hi
Ann,
Hope
all
is
well
with
you.
I
am
the
press
representative
for
Hello
Cupcake,
a
bakery
located
off
of
Connecticut
Avenue
in
Dupont
Circle.
You
may
remember
us
when
you
covered
our
grand
opening
in
2008.
I
have
followed
your
recent
articles
regarding
cupcakes
in
DC
and
it
would
be
great
to
continue
to
work
with
you
on
new
coverage
in
Washingtonian’s
Best
Bites
Blog
for
Hello
Cupcake.
As
you
may
know
Hello
Cupcake
is
opening
up
a
new
shop
on
Capital
Hill.
We
are
thrilled
to
be
opening
an
additional
location
and
are
looking
forward
to
sharing
our
cupcakes
in
our
new
neighborhood.
At
Hello
Cupcake
we
pride
ourselves
in
making
our
gourmet
cupcakes
fresh
and
from
scratch,
all-­‐day,
everyday
in
our
shops.
We
use
the
highest
quality,
fresh,
seasonal
and
local
ingredients
available.
We
currently
boast
over
50
flavors
ranging
from
the
simple
to
the
sublime,
along
with
seasonal
and
holiday
selections.
I’d
like
to
cordially
invite
you
to
Hello
Cupcake’s
opening
bash
on
Thursday,
May
19
from
5
p.m.
–
8
p.m.
During
this
time,
Hello
Cupcake
will
open
its
doors
to
members
of
the
media
to
taste
each
and
every
cupcake
that
Hello
Cupcake
has
to
offer.
We
challenge
you
to
determine
which
one
suits
you
best.
Would
you
be
interested
in
sending
a
Washingtonian
reporter
and/or
photographer
to
cover
this
event?
Additionally,
would
you
consider
linking
to
our
page
(www.hellocupcakeonline.com)
in
an
article?
All
my
best,
Carly
Cupcake
Carly
Cupcake
Press Representative
Hello Cupcake
www.HelloCupcakeOnline.com
33

34.
EMAIL
MARKETING
Email
marketing
is
one
of
the
most
powerful
and
effective
marketing
tools
available
to
businesses
today.
If
you’re
trusted
by
your
subscribers
and
provide
valuable
information,
they
will
look
forward
to
receiving
your
emails
and
are
more
likely
to
open,
click
through,
share,
and
convert
on
your
emails
into
purchases
in
your
store
or
online.
Email
marketing
is
highly
effective
for
a
variety
of
reasons:
• It
allows
targeting
• It
is
data
driven
-­‐
educate
and
inform
your
customers
• It
allows
for
more
frequent
customer
contact,
which
translates
into
higher
revenues.
• It
builds
relationships,
loyalty
and
trust
and
name
recognition
• It
supports
sales
through
other
channels
-­‐
pushing
clients
to
your
website
and
pulling
information
from
them
• It's
immediate
and
can
generate
quick
results
• With
a
"Forward
Email"
link
you
could
increase
your
customer
base
two-­‐fold
Hello
Cupcake
is
missing
an
opportunity
to
connect
with
it’s
customers
via
email.
Each
time
Hello
Cupcake
has
an
event
or
is
offering
a
special,
cupcake
customers
should
be
notified
through
all
digital
channels
including
email.
Urgent Recommendation:
Keep
your
customers
updated
via
email.
A
simple
email
blast
showing
a
special
or
seasonal
event
is
easy
to
put
together
and
highly
effective.
This
is
especially
important
to
do
this
around
holidays
such
as
Mother’s
Day,
Valentine’s
Day,
Halloween,
or
Christmas
when
people
are
highly
interested
in
purchasing
cupcakes.
This
may
be
a
significant
online
revenue
driver
once
Hello
Cupcake
begins
to
sell
cupcakes
online.
34

35. Sample
Email
Blast:
Below
is
a
sample
of
an
email
blast
that
Hello
Cupcake
might
send
out
to
alert
its
customers
of
an
upcoming
seasonal
special.
We
also
included
a
button
where
fans
can
click
to
link
back
to
the
HelloCupcakeOnline.com
website
so
that
they
can
purchase
cupcakes
on
the
site.
35

36.
TWITTER
Using
Twitter
to
market
yourself
or
your
business
requires
a
bit
more
thought
than
simply
following
and
retweeting.
Before
you
start
tweeting
away
at
random,
take
some
time
to
do
your
research
properly.
By
now
you
have
a
thorough
understanding
of
your
target
audience
so
maximizing
your
use
of
twitter
is
now
a
case
of
identifying
the
key
influencers
and
authority
figures
in
your
industry
.
You’ll
find
that
some
players
(e.g.
competitors)
in
your
market
are
much
more
advanced
than
others.
These
power
tweeters
are
probably
picking
up
incremental
business
from
Twitter
as
a
result.
To
find
your
key
influencers
on
twitter
you’ll
have
to
do
searches
for
keywords
in
bios
(try
TweepSearch.com),
for
what
people
actually
tweet
about
(check
out
Twazzup.com
andHashtags.org)
and
even
their
usernames
(Twitter
Search).
Once
you
have
a
list
of
influential
users,
you
have
defined
your
targets
and
we
can
Tweet
on.
Gaining
a
big
following
is
important,
but
having
30,000
random
followers
is
nowhere
as
effective
as
being
connected
with
the
right
ones.
Twitter
is
about
spreading
information
and
getting
others
to
pass
it
on
to
their
networks
(retweets).
A
handful
of
influential
tweeters
spreading
your
message
will
have
a
powerful
impact,
both
in
terms
of
stirring
up
interest
and
for
credibility.
An
added
benefit
of
social
mentions
on
Twitter
is
that
search
engines
like
Google
are
crawling
through
all
global
tweets
on
a
daily
basis
and
it
will
help
your
ranking
and
SEO.
When
the
strategy
is
in
place
it’s
time
have
a
tactical
look
at
your
Twitter
activities.
Here
Are
Some
Key
Steps
to
take
in
Improving
Hello
Cupcake
on
Twitter:
• Get
your
Twitter
profile
in
shape
with
a
full
bio
and/or
company
description
• Target
the
influencers
in
your
industry,
both
customers
and
competition.
Do
searches
to
find
their
Twitter
handles
and
start
following
them.
• Link
your
Twitter
account
to
another
social
platform
where
visitors
can
start
a
conversation.
This
could
be
a
Facebook
Page
or
your
blog
which
allows
people
to
comment
on
posts.
36

37. • Create
tweets
that
travel-­‐-­‐A
well
crafted
tweet
that
is
entertaining,
educational
or
remarkable
is
likely
to
take
off
in
the
Twittersphere.
It’s
a
fact
that
people
will
share
things
that
make
them
look
good
so
give
your
followers
a
compelling
reason
to
spread
your
Brand.
• Identify
and
share
quality
content
every
day.
Be
the
first
person
to
share
a
well
written
article
and
you
will
be
retweeted.
• Be
sure
to
utilize
hashtags
whenever
possible,
such
as
#HelloCupcake
or
#cupcakes
–
Twitter
users
carry
out
searches
on
these
terms
24/7
so
it
increases
your
chances
of
being
retweeted.
• Encourage
your
website
visitors
to
follow
you
on
Twitter.
Make
it
very
obvious
to
first-­‐time
visitors
what
your
Twitter
username
is
and
invite
them
to
engage
with
you.
Monitor
and
measure
your
success
Make
the
effort
to
follow
up
and
see
what
is
working
and
what
isn’t.
Avoid
making
Twitter
a
big
waste
of
your
time
by
consistently
following
up
on
your
results.
Most
tweeters
will
judge
their
success
by
the
amount
of
followers
they
have.
While
this
number
does
play
a
part
in
attracting
new
followers,
there
are
plenty
more
metrics
to
look
at:
• Listings:
how
many
lists
are
you
included
on
• Retweets,:
and
retweets
of
the
retweets
• Potential
reach
from
those
retweets
(who
retweeted)
• Website
traffic
as
a
result
of
Twitter
(check
Google
Analytics)
• What
Twitter
users
has
your
company
Twitter
account
added
to
its
own
lists?
• Some
useful
tools
for
monitoring
and
measuring
are
Twitter’s
own
search
function
as
well
as
Social
Mention,
Trackur
and
Radian6.
There
are
plenty
more
tools
out
there,
new
ones
seem
to
be
popping
up
every
day
so
keep
your
finger
on
the
Twitter
pulse
and
try
out
new
tools
as
they
come
out.
37

38.
Influential
Twitterers
Here
is
a
list
of
influential
twitterers
that
Hello
Cupcake
may
want
to
engage
with
online.
You
can
start
engaging
with
someone
on
twitter
by
first
“following
them”
and
then
starting
a
conversation
with
them.
You
may
want
to
tweet
something
to
them
that
he/she
may
be
interested
in
or
reply
to
something
that
he/she
has
tweeted
on
twitter.
DC
region:
http://twitter.com/DCist_Updates
|
24,648
http://twitter.com/pqliving
|
822
http://twitter.com/TheGeorgetownr
|
1,084
http://twitter.com/borderstan
|
2,161
http://twitter.com/BtchesWhoBrunch
|
1,103
http://twitter.com/nycnell
|
1,740
http://twitter.com/metrocurean
|
6,504
http://twitter.com/washingtondc
|
11,531
http://twitter.com/welovedc
|
11,543
http://twitter.com/365thingstododc
|
1,254
Food
Bloggers:
http://twitter.com/bakingaddiction
|
5,505
http://twitter.com/EatThisNotThat
|
73,122
http://twitter.com/Delishcom
|
5,037
http://twitter.com/Barry_Estabrook
|
3,
827
|
CA
http://twitter.com/CeliacChick
|1,981
http://twitter.com/glutenfreegirl
|
52,708
http://twitter.com/wellsphere
|
2,475
http://twitter.com/racheltepper
|746
Male
Blogger:
http://twitter.com/mansguidetolove
|
10,408
38

39. FACEBOOK
There
are
over
56
million
women
on
Facebook
in
the
United
States
(source:
Mashable.com).
This
means
one
very
important
thing:
if
you
have
a
brand,
product
or
company
that
targets
women,
Facebook
is
essential.
Hello
Cupcake
has
all
three.
Hello
Cupcake
has
already
created
a
Facebook
presence,
however,
there
is
an
opportunity
to
boost
its
current
presence
and
increase
engagement
with
customers
online
to
foster
interest,
loyalty
and
acquire
referrals
to
new
customers.
QUALITY
Remember
that
women
are
bombarded
by
marketing
messages
all
day,
every
day.
On
the
surface,
Facebook
is
no
different
than
the
“real
world”
.
Constantly
being
pitched
to
and
spammed
is
annoying.
The
main
difference
between
Facebook
and
the
“real
world”
is
that
on
Facebook,
fans
can
“hide”
your
marketing
message
much
more
easily
than
they
can
avoid
the
billboard
on
the
way
to
work.
As
a
result,
you
are
going
to
have
to
try
your
best
to
connect
with
them.
On
Facebook,
quality
rises
to
the
top
more
often
than
not.
CREATE
A
CONNECTION
For
starters
lets
take
a
look
at
what
Dove
has
done
on
Facebook.
Dove
is
one
of
the
few
brands
that
seems
to
grasp
the
fact
that
on
Facebook,
content
really
is
queen
and
that
brands
must
deliberately
create
an
emotional
connection
with
their
fans.
This
is
a
great
strategy
to
emulate
because
in
order
to
reach
women
on
Facebook,
you
are
going
to
have
to
connect
with
them
by
providing
content
that
women
can
relate
to.
Something
that
ignites
a
reaction
like
“Wow,
that’s
me!”
will
encourage
women
not
only
to
respond
to
your
messages,
but
actually
remember
them.
Making
an
emotional
connection
is
one
of
the
best
ways
to
motivate
women
to
use
your
brand
or
service.
For
example,
Hello
Cupcake
can
pose
questions
to
their
followers
such
as:
·∙
What
do
cupcakes
mean
to
them?
The
Branding
Section
provides
“faces”
for
Hello
Cupcake’s
customers.
These
persons
serve
as
a
guide
for
developing
messages.
Additionally,
by
looking
at
the
personas
we
can
see
how
Facebook
is
a
perfect
fit
for
engaging
with
Hello
Cupcake’s
key
public.
o
Bring
in
brand
personas
and
post
reflective
messages
§
All
busy
women—a
quick
indulgence
they
deserve
39

40. §
They
all
are
social;
like
being
around
other
people;
interested
in
food,
dinner
parties—cupcakes
are
a
perfect
fit
§
Like
to
be
doing
something
“different”
and
always
like
to
be
busy
and
productive—Cupcake
classes
·∙
Urgent Recommendation: Respond
to
all
(or
as
many
as
possible)
Facebook
posts
and
mentions.
Currently,
there
is
virtually
no
engagement
or
response
from
Hello
Cupacke
to
customers
who
reach
out
on
Facebook.
Several
customers
are
saying
great
things
about
the
brand,
yet
we
are
not
thanking
or
encouraging
them.
PROVIDE
UTILITY
Utility
should
be
synonymous
with
your
brand.
It
will
allow
you
to
create
a
relationship
with
your
fans.
Create
a
series
of
posts
that
your
fans
can
look
forward
to
on
a
daily
or
weekly
basis
—
something
they
will
feel
a
real
connection
to
and
will
teach
them
something
they
can
use.
If
you
run
a
fashion
web
site,
for
example,
provide
a
piece
of
advice
from
a
designer
every
Friday
–-­‐
it
will
make
it
much
harder
for
your
fans
to
block
your
updates
if
they
have
something
to
look
forward
to.
Suggested Recommendation: Penny’s baking tips. Send weekly recipe and
baking, and icing tips to customers.
Essential Recommendation: Issue rewards for FourSquare and Facebook
places checkin. (See section on Location Based Marketing)
40