1. From Bricks to Bytes
Taking a Luxury Brick &
Mortar Brand Online

2. Birks & Mayors
 Old Luxury Brand
 Online Revenue = 2%
 4 x Online Brands

3. Online Goals
 Increase Brand Awareness
 Double Online Rev (Apr. ‘11)
 Target Users 25-40
 Build Online Brand Loyalty

4. Approaches
 SEM: SEO & PPC
o Increase Brand Awareness
o Double Revenues (Apr. ‘11)
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 Social Media
o Increase Brand Awareness
o Target Users 25-40
o Build Brand Loyalty

5. PPC - 3 Markets
 Birks
 Mayors
 Gold Exchange
o Birks
o Mayors

6. PPC - 3 Markets
 Revenue
 Conversion Rates
 Competition
o Search Volume
o Avg. CPC

7. PPC - 3 Markets
 Birks – 68%
 Mayors – 25%
 Gold Exchange – 8%
o Birks
o Mayors

8. SEO - 5 Sites
 Birks x 2
 Mayors
 Gold Exchange x 2

9. SEO - 3 Elements
 Indexation
 Site Authority
 Rankings

10. SEO - Indexation
 Inventory: Categories & Items
 Duplicate Content
 Titles & Meta Descriptions

11. Authority & Backlinks
 Merge Birks Sites
o Birks.com
o BirksUSA.com
 User IP Address
 PPC: Quality Score

12. SMO - 3 Goals
 Target Users 25-40
 Bridge Brand Conflict
 Build Online Brand Loyalty

13. SMO - Content Strategy
 Engage Users 25-40
 Change Brand Perceptions
 Generate Backlinks

14. SMO - Facebook Connect
 Registration & Login
o Access Real User Data
 Choice of FB Features
o Like Button, Share This, etc…
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 Social Graph

15. SMO - Facebook Connect
 Like / Share Content
 Like / Share Inventory
 Spread Brand Virally
 User Data

16. Questions?
CT Moore
CTMoore@nvisolutions
www.nvisolutions.com
@nvi