online visibility assessment for sweetgreen
Post on 15-Jul-2015
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SOCIAL ANALYTICOM COMMUNICATIONS
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Ecem Acar I Marjorie Chejin I Juliana Arias I Laura Barbier
SOCIAL ANALYTICOM COMMUNICATIONS
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AGENDA
About Sweetgreen
Online Visibility
Assessment
Recommendations
WHY DO WE LOVE WHAT WE DO?
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FRESH
ORGANIC HEALTHY
GREEN
BRAND’S
PERSONALITY
MEET JESSICA
28 years old
Georgetown Graduate student
Healthy food habits
Workout on a regular basis
Smartphone user
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MEET BEN
45 years old
VP at Accenture
Workaholic
Obsessed with daily workout and healthy
eating habits
BRAND’S VISIBILITY
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JUST SWEETGREEN!
YOU OWN THE SPACE
ONLINE VISIBILITY
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PEOPLE ARE NOT FINDING SWEETGREEN
KEYWORD SEARCH
VOLUME
RANK RESULTS INANCHOR
/ INTITLE
CHOPT
RANK
Healthy fast
food
18,100 -- 131,000,000 663,000 --
Healthy
restaurants
8,100 --- 95,300,000 2,170,000 --
Salad
restaurants
2,900 187 180,000,000 12,200,000 4
Healthy fast
food
restaurants
1,900 -- 45,800,000 210,000 --
Salad Bar 4,400 -- 2,410,000 1,760,000 --
TECH AUDIT
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TECH AUDIT
URL• Short
• Descriptive
TECHNOLOGY• HTML and JAVA
LINKS• 757 Links from other
websites
• 10 Broken Links
PAGE INDEXED• 2,260
CONTENT META TAGSBroad terms
|Food| Healthy|
TECH AUDITALT TAGS HEADINGS
META
DESCRIPTION
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NO SEO POPULAR POWER BRANDCOMPETE
AGAINST
ARTICLES
KEYWORD: “HEALTHY FAST FOOD”
WHAT WE HAVE & WHAT WE DON’T HAVE
KEYWORD SEARCH
VOLUME
RANK RESULTS INANCHOR /
INTITLE
CHOPT
RANK
Healthy fast food 18,100 -- 131,000,000 663,000 --
DEFINE
KEYWORDS OPTIMIZE BY
INCLUDING: TITLE TAGS
ALT TAGS
HEADLINES.
META DESCRPTION
TEST WITH PAID
ADS TO GET
GOOD METRICS
CONTINUE
TESTING
AND
OPTIMIZING.
THE RECIPE
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USER EXPERIENCE
Clean
Clear
Attractive
True to the brand
Visual
Easy to navigate
UX DESIGN
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USER EXPERIENCE - WHAT TO IMPROVE?
USER EXPERIENCE - WHAT TO IMPROVE?
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USER EXPERIENCE - CHECKLIST & MORE TO IMPROVE
Let’s go to the website: www.sweetgreen.com
ACCESIBILITY IDENTITY
NAVIGATION CONTENT
USER EXPERIENCE - CHECKLIST & MORE TO IMPROVE
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UX - A COUPLE OF OTHER SUGGESTIONS
Seek user input and provide user generated content by incorporating testimonials
Make it clear that you are a salad bar / healthy fast food on the home page
Do NOT hide the blog
Improve the font color/background contrasts
Add beverages to your Menu
Clarify the purpose of The Shop page might be confusing
MOBILE
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SWEETGREEN HAS A STRONG MOBILE PRESENCE
Mobile Website
App – Sweetgreen Rewards
SERP’s
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4 stars
43k downloads
1 in 5 customers use the app
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SOCIAL MEDIA
SWEETGREEN IS EVERYWHERE
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SOCIAL MEDIA - A COUPLE OF OTHER SUGGESTIONS
Listen to your audience
Reward helpful or valuable users (Give
shootouts)
ANALYTICS (Test, measure, improve!)
Promote your posts
Address your presence in Wikipedia
BLOG
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LOCAL
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LOCAL
Appear on google maps
No specific website for each
location
Listed in Yahoo and Bing local
(NY, D.C)
RECOMMENDATIONS
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URGENT RECOMMENDATIONS
Determine descriptive keywords
Paid Search to measure and own the space
Optimize
Create specific sites for each location
Include descriptive tagline
ESSENTIAL RECOMMENDATIONS
Create content to increase engagement in social media
Keywords and brand description should be the same in all
your online and offline channels
Boost and highlight reviews and include UGC and
testimonials
Be prepared for a possible crisis by establishing a
protocol and anticipating scenareos
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Thank you!
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