Visit oostende trm e-commerce PDF

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Ecom samenvatting assignment 5487 Visit Oostende...

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Academic year 2020-2021

E-COMMERCE Assignment

Tourism I Howest I 2020-2021

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ASSIGNMENT E-COMMERCE 2020-2021 PROJECT GOAL:

In the course of this semester, you will make a group report where the topics that you learn in the theoretical lessons, the online courses of Google DMA and the guest lecture from Oostende can be applied to a case study in the tourism sector. CLIENT BRIEF:

The client for this project is the city of Oostende, and the marketing manager is Pieter Hens. You can find his coordinates below. Mr. Pieter Hens will give a guest lecture about the city marketing of Oostende and the touristic department, and afterwards he will describe what he expects from you. The focus will be on the subject of food.

MAIN FOCUS

 Through what media channels can the city of Oostende attract visitors about topic food o Tik tok? o Facebook? o YouTube? o Snapchat? o Inststories? o ….  make a SWOT analysis for each channel o what languages should be used? o tone of voice? o what kind of content?  Therefore you make first an analysis of the existing communication of 3 or 4 other cities (depending on the number of students in your group) o city of Oostende (student 1) o a comparable city in Belgium or abroad (student 2) o a comparable city in Belgium or abroad (student 3) o a comparable city abroad (student 4) o Describe what city you have chosen, and motivate your choice o Each group has to choose a different city: you communicate through an assignment on Leho your proposal to me (remember: first come, first served) o what should you analyze?  see the checklist below

Tourism I Howest I 2020-2021

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once your proposal is approved, you can work on this topic

Tourism I Howest I 2020-2021

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WHAT & WHEN TO HAND IN?

 Individual part o a digital version of the report in LEHO o Friday 14 th December 2020  Group part? o presentation on Leho o in the week of 14 th December

EVALUATION CRITERIA

 correct assessment of the problem        

looking up relevant data about the client and the competitors sharp analysis of everything the client shows online: website, social media, etc .... analysis and interpretation of the digital data provided by the client use of relevant online tools (see checklist) so not only a screenshot, but also thoughtful conclusions relevant conclusions that align with the research question from our client quality of your recommendations (rather than the quantity) layout of your report quality of used images

POINTS

 individual report o one city o 70%  group presentation o presentation with recommendations for Oostende o 30%

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CHECKLIST

Topic

To do’ do’ss

1) web usability & content str strategy ategy

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2) Social media

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analyze their social media compare the number of followers for each account, and give your general impression  Facebook  Instagram  You Tube  Twitter  Tik Tok  Pinterest  other….

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Make some more in-depth statistics of the various Facebook posts of the last 3 months: - analyze - categorize: photos, videos, news, promotions,… - quantify - show both tables and gr graphs aphs (see presentation on leho: examples of last year) Conclusion - interpret these statistics, - and give some useful advice.

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3 a) SEO

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Tourism I Howest I 2020-2021

is their website user friendly? in what languages is it available? check the content of the different languages. (change the settings of google language in English and compare, and check also the location of your browser) what is the quality of the pictures? (do they use alt tags for their pictures?) tool: AdResults what about the ‘copy’: easy or complex? So what is the tone of voice? is it business language or casual? what are the CTA’s ?  buttons social media  book a trip… is it a responsive website? compare usability with different - browsers: safari, chrome, firefox,… - tools: ipad, tablet, smartphone, …. You can use: http://responsivedesignchecker.com/ or you can use Chrome, and click on the right button: inspect

Analyze their SEO: visit Oostende compare key words in Dutch but also in English, and compare the differences Start by checking different key words on Google, and compare the rankings. Give some advice about their SEO strategy where possible. Check whether they use a Google business page or not, and whether it is up to date? Are the meta title and the meta description in the browser?

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3b) SEA Google Adwords

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Competition (group work)

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4) Conclusions group work

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Presentation for the client group work

Tourism I Howest I 2020-2021

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Do they use ALT tags with their visuals? you can use the e-scan (https://www.hetinternetookuwzaak.be/doe-de-e-scan/ ) Use at least one of the following free online tools:  seo site check up  woorank  Alexa  MOZ  seomofo Do you see any Google AdWords campaigns for the moment? just Google some relevant key words, and check whether you see any sponsored results (show some printscreens) What are the ideal keywords to promote your city? Make a proposal for keywords for a Google ad campaign. You can use the Google key word planner (self-study Google), or SEMRUSH Compare the results with 1 similar city (Oostende) Steal with your eyes: try to find the best elements from the competition, and propose which one(s) could be implemented (you don’t have to make the detailed analysis, just a brief comparison) You can use the tool: similarweb formulate your conclusions, and bear in mind what kind of advice our client would like to hear from you Food O: check social media Facebook: calculate the overall engag engagement ement rate (from all posts cumulative, use an excel table): number of interactions (shares + comments ) /number of likes and: Number of likes/number of views make a specific campaign for our client o define target audience , tone of voice and content o define a budget & time period (and explain why) o choose a photo/video & write a good ‘copy’ o please make print screens for each part of the journey To give you some inspiration: o Typing errors o Broken links o SEO optimization o Errors with the scaling of visuals on mobile devices compared to a pc. o Wrong meta titles or meta tags o Bad quality of pictures o etc….. the presentation is in December focus on the comparison with the other city’s focus on your personal advice focus on o right tone of voice given the target audience o right content given the target audience

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