digital marketing carluccio's

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CHELSEA GROUP 3 DIGITAL MARKERTING COURSEWORK

BY

BASSIMA JABER : 01019961 FEDERICA MAZZA : 01113834

JAMES VICTOR : 01133793 VICTORIA MATALLAH: 0113793

SISI LIU : 01089723 YIWEN ZHANG : 01103544

WORD COUNT 2560

Digital Marketing Evaluation and Recommendations

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Table of Contents Methodology ............................................................................................................................... 4 1 Situational Analysis ................................................................................................................ 4 1.1 Company ....................................................................................................................................... 4 1.2 Values and Objectives .............................................................................................................. 4 1.3 Customers .................................................................................................................................... 4 1.4 Graphical Customer Profile Representation .................................................................... 5

2 Current Digital Marketing Strategy & Evaluation ......................................................... 8 2.1 Online Advertising and Backlinks ....................................................................................... 8 2.2 Traffic Generation ..................................................................................................................... 9 2.3 Backlinks ...................................................................................................................................... 9 2.4 Carluccio’s Social Media Platform Performance ........................................................... 11 2.4.1 Instagram ................................................................................................................................ 11 2.5 YouTube ...................................................................................................................................... 15 2.4.2 Facebook ................................................................................................................................. 16 2.4.3 Twitter ..................................................................................................................................... 19 2.4.4 E-‐mail Strategy ...................................................................................................................... 19 2.5 Conclusion .................................................................................................................................. 20

3 Carluccio’s Digital Marketing Recommendations .................................................. 21 3.1 Social Platforms ....................................................................................................................... 22

3.1.1 Facebook ................................................................................................................................................ 22 3.1.2 Instagram ............................................................................................................................................... 22 3.1.3 YouTube ................................................................................................................................................. 23 3.1.4 Twitter ..................................................................................................................................................... 23

3.2 Emails .......................................................................................................................................... 23 3.3 SEO Strategy .............................................................................................................................. 23 3.3.1 Backlinks and Content Generation ............................................................................................ 23 3.3.2 Indexable Content ............................................................................................................................. 24 3.3.3 Google Adwords ................................................................................................................................. 24 3.4 Carluccio’s Android and iOS Application .................................................................................... 25

3.5 Other Recommendations ...................................................................................................... 25 4 Bibliography ......................................................................................................................... 27

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SITUATIONAL ANALYSIS

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Methodology This report incorporates a number of analytic tools. Alexa.com, YouGov and Similar Web to get insight analytics on the target audience, online advertising and current backlinks, such analytics are also supported with data from “Think with Google, Similarweb and SEMrush. Social media analytics were derived from Simply Measured, Klear, Similar Web, as well as the official social platforms.

1 Situational Analysis 1.1 Company Carluccio’s is an Italian chain restaurant founded by Antonio Carluccio and his wife in 1999. Today there are 45 of Carluccio’s restaurants around the UK, one in Abu Dhabi and Istanbul. Carluccio’s customers can try the “True flavours of italy” (Carluccio’s.com, 2015) enjoying breakfast, lunch or dinner. Customers can enjoy a menu filled with Italian dishes and can also purchase Italian products in store and online.

1.2 Values and Objectives An “Honestly Italian” and authentic experience is the key objective for Carluccio’s restaurants online and offline. Moreover, according to Carluccio’s website they aim at promoting the “sociability of meal times”, a typical Italian approach that considers meals as occasions to chat with friends enjoying a pleasant experience. (Carluccio’s, 2015)

1.3 Customers According to YouGov, Carluccio’s online target demographic profiles are young adults, English professional women between 25 and 39 years old, and according to Alexa.com 88.7% of Carluccio’s online target audience is located in United Kingdom, followed by 2.2% in United States (see section 1.4) The rest are located in overseas countries like Spain and are UK expats.

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1.4 Graphical Customer Profile Representation

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1.5 Competitors The websites “main organic competitors” are Zizzi.co.uk, Cote-restaraunts.co.uk and Strada.co.uk (SimilarWeb, 2015). However, competitors change with time as traffic generation increases.

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CURRENT DIGITAL MARKETING STRATEGY &

EVALUATION OF CURRENT DIGITAL MARKETING STRATEGY

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2 Current Digital Marketing Strategy & Evaluation

2.1 Online Advertising and Backlinks Carluccio’s online advertising, website traffic and third party promotional sources elevates the brands online image, therefore the evaluation of Carluccio’s current digital situation is crucial. The table below shows a comparison according to Similar Web of Carluccio’s main competition and website ranking.

Zizzi Cote

Carluccio’s

Strada

Country Rank UK

10,186

16,258

20,093

49,644

Category Rank “Food & Drink”

560

807

918

2318

Table 1- Source: Similar Web, 2015 Think with Google says that the customer journey to online purchase for medium sized, food and drink industry, in the UK is organic search and generic paid search, referrals, social and email. Lastly is brand paid search and direct search.

Figure 1 – Source Think with Google

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2.2 Traffic Generation Carluccio’s direct competitors in terms of website traffic is categorised through organic search, paid search, number of keywords used and backlinks. Organic search in the table 2 below refers to the relevance of the search terms that are not PPC ads (as Carluccio’s does no PPC advertising), and branding these searches increases website traffic through key words. Therefore, from Carluccio’s 42.5K organic searches there are 42.94% branded and related to 3.0k keywords. Organic keywords include “Carluccio’s”, “Carluccio”, “Covent garden restaurants”, and “Carluccio’s menu”. Restaurant Website Organic

search Paid Search

Key words

#Backlinks

Carluccio’s wwwcarluccio’s.com 42.5 K 0 0 1.7 K Cote

www.cote-restaurant.co.uk

86.1 K 0 0 2.1 K

Strada www.strada.co.uk 52.6 0 0 804 Zizzi www.zizzi.co.uk 226 K 1.1K 30 3.1 K Table 2- Source: SEM Rush, 2015

2.3 Backlinks Carluccio’s 1.7k backlinks falls behind Zizzi with 3.1k and Cote 2.1k. Figure 2 below shows Carluccio’s common backlinks. A 14.36% of the 1.7K for Carluccio’s organic search are due to website referrals and 355 referring IPS and common URLs. URLs include websites such as spaghetti and spinach balls: http://www.veggiebelly.com/2010. The sandwich project: http://iliveonyourvisits.com and more shown on the table below.

Figure 2- Carluccio’s backlinks (SEM Rush 2015) Cote-Restaraunts backlinks generate a large amount of traffic from websites linked to keywords such as “ Restaraunts near liverpool” and “Cote careers”.

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Figure 3 - Cote Backlinks (SEM Rush 2015) Zizzi has the highest number of backlink traffic arising from other websites such as “A weekend in Cambridge”, and “London 3 Restaurant Guide”

Figure 4 - Zizzi Backlinks (SEMrush)

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2.4 Carluccio’s Social Media Platform Performance

2.4.1 Instagram Carluccio’s Instagram is not very active. The page has no biography to tell people what the account is about (like Zizi does), nor does the profile have a link to the main website as it currently linking to the Facebook page. (Figure 5).

Figure 5: Carluccio’s versus Zizzi’s Instagram page Simply Measured (2015) says that Carluccio’s Instagram page has a lower activity rate compared to Zizzi. Carluccio’s rarely posts new photos and rarely uploads videos which makes their Instagram page look static and outdated. Thus, the level of engagement measured by the number of likes and comments of each post are much lower compared to Zizzi (Figures 6/7).

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Figure 6 : Carluccio’s Instagram activity report

Figure 7: Zizzi’s Instagram activity report It can be seen that Carluccio’s posts are not engaging (Figure 7). For instance, they sometimes post food and fresh ingredients to convey its main ‘Honestly Italian’ message, which usually gains more likes, but are less engaging compared to Zizzi. Instagram is used to boost their online product purchases by posting packaged products selling on their official website, but without links to the main shop to purchase such products so conversion into sales is less likely.

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Figure 8: Carluccio’s Instagram Screenshot However unlike Carluccio’s, Zizzi posts photos of happy-working chefs or staffs with interesting stories of what’s happening in the kitchen.

Figure 9: Zizzi’s Instagram Screenshot

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2.4.1.1 Instagram Hashtag Analysis Carluccio’s does not use hashtags as frequently compared to Zizzi (Figure 10).

Figure 10: Top Photo Tags comparison-Carluccio’s vs. Zizzi’s Figure 11 shows Carluccio’s new chicken saltimbocca dish with no hashtags, which reduces potential engagement and reach, resulting in only 103 likes. Whilst Jamie’s Italian (another competitor), a successful Italian chain in the UK (See Figure 7), uses hashtags on their posts and provides information of the dish and ingredients, includes their chefs, and promotional plans with attractive prices, resulting in gaining 539 likes.

Figure 11: example of Carluccio’s post

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Figure 12: example of Jamie’s Italian post

2.5 YouTube Carluccio’s YouTube channel has been left, and competitors have much better channels. Carluccio’s cafe channel (Figure 13) has more subscribers than Zizzi (See figure 9), but the newest video uploaded by Carluccio’s almost 3 years ago, shows Carcluccio’s currently is paying no attention on YouTube despite having a large subscriber base. Carluccio’s has not social links in the top right corner like Zizi does.

Figure 13: Carluccio’s YouTube Channel

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Figure 14: Zizzi’s YouTube Channel

2.4.2 Facebook Simply Measured showed that Carluccio’s Facebook fan page has 46.8K page fans, which is less than most of its competitors such as Zizzi’s Facebook page, which has 62.1K (Figure 15). 41.9% of Zizzi’s Facebook fans engage in the brands posts, but only 5.4% engage with Carluccio’s (Figure 16). Showing that Carluccio’s needs to be more engaging.

Figure 15: Total fans comparisons between Carluccio’s and Zizzi. Source: Simply measured report

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Figure 16: Total engagement comparison between Carluccio’s and Zizzi. Source: Simply measured report Carluccio’s is active on Facebook, according to Figure 17, photo posts are the main tool that generate most of the comments (53%), likes (37%), as well as shares (31%). However, only 7 videos are found in Carluccio’s Facebook page (Carluccio’s Facebook page, 2015), whereas its competitors Strada and Zizzi have more than 25 videos. (Strada & Zizzi Facebook Page, 2015).

Figure 17: Reasons for people engage in Carluccio’s Facebook page Sources: Simply measured report Like other Italian food brands, Carluccio’s also includes an App section in their Facebook homepage, which allows customers to book a table, check out the latest event and ‘join Carluccio’s family’ (Figure 18). However, these links show ‘content has expired’ when clicked on (Figure 19). This is not the case with competitors.

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Figure 18: Carluccio’s app section Figure 19: Content Error Caruccio’s Facebook profile is not up-to-date, nor does not follow the festive themes like their website (Figure 20). Zizi for example does do this (Figure 21). Finally, Carluccios’ never speaks about its main online objective: convey a message of “honestly Italian” dishes.

Figure 20: Carluccio’s Facebook Page

Figure 21: Zizzi’s Facebook Page

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2.4.3 Twitter Carluccio’s has 37.9k followers on Twitter (Carluccio’s Twitter, 2015). Zizzi only has 27.4k followers (Zizzi Twitter, 2015). Showing that Carluccio’s is more active on Twitter than Facebook arguably, or certainly more popular. In terms of engagement Carluccio’s gets 610 retweets per 100 tweets, whilst Zizzi has only 346 retweets per 100 tweets. (Klear, 2015) The Klear analytic tool shows that Carluccio’s tweets 11.3 tweets per day (shown in Figure 22), is against “the rule of the best practice for Twitter stating that for maximum impact tweeting must be around four times per day” (Rowles, 2014). Although Carluccio’s is very active on Twitter, it still not up-to-date, since again the Christmas theme is missing compared to its competitors.

Figure 22: Carluccio’s Twitter analytics. Souces: Klear tool

2.4.4 E-mail Strategy Carluccio’s e-mail strategy does not work as well as Zizzi. Simiar Web states that only 0.66% of traffic sources to the main website are from e-mail clicks. Where as Zizzi’s email generated traffic sources amount to 1.57%. Carluccio’s send email with the same graphics as the website and social media design. However their emails are very sales and promotion heavy. This practice is likely to decrease responses (Rowles 2014:128). In addition, the frequency of sending promotional e-mails to consumers is high being as, two of the similar promotional e-mails are sent within five days (Figure 23+24).

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Figure 23 +24 - Exactly same e-mail within 5 days

2.5 Conclusion Overall, from the analysis of Carluccio’s channels it has been emerged:

• An inconsistency with its main online objective (“Honestly Italian” dishes) • Many aspects in managing channels to improve

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3 Carluccio’s Digital Marketing Recommendations Recommendations are aimed at improve Carluccio’s online performance and reinforce its “Honestly Italian” message across all channels.

DIGITAL MARKETING RECOMENDATIONS

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3.1 Social Platforms

3.1.1 Facebook Carluccio’s should aim to send traffic to their online shop, as this will translate into sales. Increasing social media traffic to their websites through bookings and the shop, Carluccio’s can offer voucher codes through Woobox, allowing Carluccio’s to make competitions such as sweepstakes, instant wins and even photo contests encouraging more customer engagement. Facebook advertising can be used to target specific geo-demographics to focus advertising on prospective customers including their client base, 6.7 million, according to Facebook advertising panel. Carluccio’s can also change the appearance of their Facebook page to covey the “honestly Italian” message and to coincide with the seasonal periods including their cover photo and profile photo like in Figure 25. Carluccio’s should also fix the dead links on is 3rd party booking app. Based on the analysis above that Carluccio’s social media content is not very engaging. Carluccio’s should consider perhaps introducing competitions to get engagement levels higher.

3.1.2 Instagram Carluccio’s can take advantage of Instagram advertising as its integrated into Facebook’s adverts manager thus targeting a larger audience. Carluccio’s can also take advantage of the video advertising feature which is 30sec maximum and also boost website promotions, which advertises simultaneously on Facebook and Instagram to further increase traffic to the main website. The bio URL should be changed on the Instagram page to the main website rather than the Facebook page in order to drive even more traffic. Adding URLs of foods posted and specific hashtags (such as #HonestlyItalian) to

Figure 25 – Proposed Carluccio’s Facebook Page Design

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their posts will make the content more attractive and engaging and push traffic and sales to the online site or shop.

3.1.3 YouTube

For YouTube, Carluccio’s should add a header image, which they currently do not have. Social media links should be added accordingly to promote, share and engage with the videos. Videos of home cooking and other engaging scenarios should be posted regularly. Food which can be purchased from Carluccio’s online shop should have URL’s in the description to direct traffic to the online shop for purchasing. Google Adwords for videos can be utlilised to advertise the videos it uploads to its channel to a specific audience as identified (In Stream) (Section 1.4). This will drive potential customers to the YouTube channel as well as direct customers to make bookings or even purchase products from the online shop.

3.1.4 Twitter Carluccio’s Twitter profile graphics need to be altered to match the seasons to remain up to date similar to Facebook and YouTube. Their Twitter profile should be approached similarly to Instagram, by adding posts with descriptions, hashtags and links to their main site or shop. Testing Twitter promoted tweets is also advised. Finally, Carluccio’s should be more concise with their tweets, reducing its tweets per day from 12 to 4 approximately.

3.2 Emails Personalising Carluccio’s emails is recommended even if it’s a mail merge tag, which can lead to higher open rates. Currently Carluccio’s sends the same email to the same person twice in the space of 5 days; it is advised to only send this once in order not to annoy customers. In addition, Carluccio’s can create a group segment in their email program in which customers who are interested only in their shop receive updates on new food products and promotions.

3.3 SEO Strategy

3.3.1 Backlinks and Content Generation A food critic/blogger program can be introduced by providing discounts or vouchers for people who will review their food, on the condition of placing Carluccio’s URL and social media links on their website. Carluccio’s can also engage with online food blog citing their website as a source, this will allow them to develop quality backlinks. Furthermore, keeping a website up to date is important for SEO, it is recommended that Carluccio’s introduce in conjunction with YouTube, a page which shows recipes made by

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Antonio Carluccio. This will not only keep the website new constantly, but also improve the SEO ranking over time with the increase of viewership.

3.3.2 Indexable Content Carluccio’s main website has a very low level of text in it. According to site-analyzer.com Carluccio’s has a low 4.28%text to image ratio. This can therefore affect search engine spiders read through a website. This affects the SEO ranking of the Carluccio’s website and is therefore recommended that Carluccio’s use more text in their website in the form of blogs, or recipes.

3.3.3 Google Adwords Carluccio’s can take advantage of Google Adwords to do both display advertising as well as PPC advertising which according to “Think with Google” (figure 24/25/26) are the most significant online assists. Therefore it is recommended for Carluccio’s to begin PPC advertising and buy keywords which can be used to compete with that of the identified competitors. Recommended Google Adwords campaigns can be seen below.

3.3.4 Keyword Categories which can be used to target these PPC ads can include

Figure 26 – Image with text built in on website.

Figure 27/28/28 – Proposed Google Adword Adverts (PPC)

Figure 29 – Proposed Google Adword Adverts (PPC)

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3.4 Carluccio’s Android and iOS Application The Carluccio’s application would give its customers the chance to cook Italian dishes starting by the ingredients that they have in the fridge. The app displays a list of several ingredients that the users can choose from. After selecting them, the app will provide you with an Italian fresh and easy recipe. The app can suggest users some of the Carluccio’s products to buy online, which can be paired to the dishes cooked. For instance, a white wine will be recommended when users cook fish. IAB and Viggle survey showed that 50 percent of consumers surveyed had downloaded a restaurant-branded app on their mobile devices (James Dohnert, 2013).

3.5 Other Recommendations Shop Voucher A voucher can be provided to people eating in the restaurant to encourage more online sales, and example can be seen below.

References Bibliography

Figure 31 – Proposed restaurant voucher

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References Bibliography

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