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Amcham digital marketing audit

Luong Dieu Phuong
Luong Dieu Phuong

The digital marketing report summarizes key metrics and recommendations across AMCHAM Finland's homepage, SEO, social media, and usability. For the homepage, it recommends consolidating the two website versions and checking security. For SEO, it provides analytics on keyword rankings and recommendations to optimize titles, descriptions, and headers. For social media, it evaluates the profiles, engagement rates, and recommends a content marketing plan. For usability, it identifies 5 heuristic issues and recommends fixes to improve the user experience.

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Digital Marketing Report 2015 AMCHAM FINLAND Prepared by: Phoebe Luong
TABLE OF CONTENT Homepage 3 SEO 4 Social Media 6 Usability 8
Homepage Notice There are two homepages at the moment: www.amchamfinland.com vs www.amcham.fi Google for www.amchamfinland.com: This site may be hacked Action items 1 website version for 2 address Check sites security in Google Webmasters tools
SEO The SEO report presents indicators ranking positions in Google search engine for both domain names Domain name amchamfinland.com has better target key- words. However, page description is too long and does not contain necessary target keywords. Website(s) should be optimized with setting titles for images and header tags. Action items: Target keywords: International business expansion, busi- ness forum New page description: The biggest Northern Europe's business forum for Finnish companies' international busi- ness expansion Header: A 21st century business forum Image keyword inclusive file name: /images/ finnish_business_international_business_expansion.jpg
Highlights for www.amchamfinland.com Highlights for www.amcham.fi Keywords Rating "Amcham Finland, Business, Network, ROI, Global Investor Program, Launchpad USA, Launchpad, Kristiina, Helenius, Finland, Nordics, New North, Forum, Chamber of Commerce, " Rich Content Rating A total of 14 of keywords are mentioned on the site. Description Rating Northern Europe's international business hub composed of companies united by a will to develop the Finnish business environment. Members share a global Web Formatting Rating Of all 47 images on this webpage, 0 had titles set. This website had a total of 0 header tags used. Keywords Rating "amcham, finland, business, nordics, baltics, hub, region, growth, net- work, networks, northern, Europe, International, Global, community, chamber, Helsinki, Russia, " Rich Content Rating A total of 18 of keywords are mentioned on the site. Description Rating Northern Europe's international business hub composed of companies united by a will to develop the Finnish business environment. Members share a global Web Formatting Rating Of all 44 images on this webpage, 0 had titles set. This website had a total of 0 header tags used. SEO
Social media report lists social networks that Amcham Finland owns and other imposters profiles through Google search. The report also evaluate post frequency and highlights actions to be taken for these channels. Overall, profiles are set up professionally and align with Amcham Finlands company vision and mission Engagement rates are low Action items A strategic content marketing plan detailing post frequency and increasing owned media to improve users engagement: editorial calendar, content calendar, blogging plan. Monthly analysis on social media effects Social Media
Social network Page status Frequency Branding check Twitter Official page high frequency, low en- gagement photo is cut Linkedin Company page low frequency good Group discussion launchpad USA NA NA Launchpad USA showcase page no update NA Youtube Official page nearest video: 3 months ago, highest view: 1756 needs to be updated Foursquare ? NA NA Facebook ? NA NA Google + Official page same as Youtube; 5 fol- lowers and 5940 views ok Social Media
The study presents a common list of heuristic features that affect user experience at Amcham Finland webpage. Number Heuristic Link Action Items 1 Picture is cut into half http:// amchamfinland.com/ Check image width box 2 Low resolution picture http:// amchamfinland.com/ Image quality 3 Unclear text http:// amchamfinland.com/ members/ Adjust text font/ Blur background image 4 List of text which hard to read http:// amchamfinland.com/ Add logos 5 Obsolete event calendar http:// amchamfinland.com/ portfolio/global- investor-breakfast/ Update the event calendar Usability Study

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Amcham digital marketing audit

  • 1. Digital Marketing Report 2015 AMCHAM FINLAND Prepared by: Phoebe Luong
  • 2. TABLE OF CONTENT Homepage 3 SEO 4 Social Media 6 Usability 8
  • 3. Homepage Notice There are two homepages at the moment: www.amchamfinland.com vs www.amcham.fi Google for www.amchamfinland.com: This site may be hacked Action items 1 website version for 2 address Check sites security in Google Webmasters tools
  • 4. SEO The SEO report presents indicators ranking positions in Google search engine for both domain names Domain name amchamfinland.com has better target key- words. However, page description is too long and does not contain necessary target keywords. Website(s) should be optimized with setting titles for images and header tags. Action items: Target keywords: International business expansion, busi- ness forum New page description: The biggest Northern Europe's business forum for Finnish companies' international busi- ness expansion Header: A 21st century business forum Image keyword inclusive file name: /images/ finnish_business_international_business_expansion.jpg
  • 5. Highlights for www.amchamfinland.com Highlights for www.amcham.fi Keywords Rating "Amcham Finland, Business, Network, ROI, Global Investor Program, Launchpad USA, Launchpad, Kristiina, Helenius, Finland, Nordics, New North, Forum, Chamber of Commerce, " Rich Content Rating A total of 14 of keywords are mentioned on the site. Description Rating Northern Europe's international business hub composed of companies united by a will to develop the Finnish business environment. Members share a global Web Formatting Rating Of all 47 images on this webpage, 0 had titles set. This website had a total of 0 header tags used. Keywords Rating "amcham, finland, business, nordics, baltics, hub, region, growth, net- work, networks, northern, Europe, International, Global, community, chamber, Helsinki, Russia, " Rich Content Rating A total of 18 of keywords are mentioned on the site. Description Rating Northern Europe's international business hub composed of companies united by a will to develop the Finnish business environment. Members share a global Web Formatting Rating Of all 44 images on this webpage, 0 had titles set. This website had a total of 0 header tags used. SEO
  • 6. Social media report lists social networks that Amcham Finland owns and other imposters profiles through Google search. The report also evaluate post frequency and highlights actions to be taken for these channels. Overall, profiles are set up professionally and align with Amcham Finlands company vision and mission Engagement rates are low Action items A strategic content marketing plan detailing post frequency and increasing owned media to improve users engagement: editorial calendar, content calendar, blogging plan. Monthly analysis on social media effects Social Media
  • 7. Social network Page status Frequency Branding check Twitter Official page high frequency, low en- gagement photo is cut Linkedin Company page low frequency good Group discussion launchpad USA NA NA Launchpad USA showcase page no update NA Youtube Official page nearest video: 3 months ago, highest view: 1756 needs to be updated Foursquare ? NA NA Facebook ? NA NA Google + Official page same as Youtube; 5 fol- lowers and 5940 views ok Social Media
  • 8. The study presents a common list of heuristic features that affect user experience at Amcham Finland webpage. Number Heuristic Link Action Items 1 Picture is cut into half http:// amchamfinland.com/ Check image width box 2 Low resolution picture http:// amchamfinland.com/ Image quality 3 Unclear text http:// amchamfinland.com/ members/ Adjust text font/ Blur background image 4 List of text which hard to read http:// amchamfinland.com/ Add logos 5 Obsolete event calendar http:// amchamfinland.com/ portfolio/global- investor-breakfast/ Update the event calendar Usability Study