CHAPTER 6 EVALUATION
6.2 C ONTROLLED E XPERIMENT A AND I NTERVIEW FOR SME
6.2.3 Results of Controlled Experiment A
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Mingshifang
C, female, 20-30, MIS Mingshifang is a tea company that has physical store and multi-channel online shop including yahoo, rakuten, their official target site and Facebook fan page. Mingshifang also constantly hold small campaign on their own fan page.
D, female, 20-30, college of management
Wonder Workshop
E, male, 20-30, MIS “Wonder Workshop” is a SME that focus on customization design. They are experienced in online new media and spend quite amount of time and strength to elevate their own brands through new media channel.
F, female, 20-30, MIS
RIBOSOME
G, female, 20-30, MIS “RIBOSOME” is a website designer company. “RIBOSOME” combines including SEO, social integration services. They are familiar with modern techniques to help SMEs to promote their websites.
H, male, 20-30, MIS
6.2.3 Results of Controlled Experiment A
The result of the result can divided into two parts:
(1) The insight from Interview
(2) Proof to proposition 1-1, 1-2: Proposition 1 is that the inlink and the keyword service can make difference for web visibility. We wait for about two days (so that we can check the original version’s web visibility on keywords), and we put on the revised version for testing the change of web visibility.
Insight from interview:
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The average time of interview is about 30-40 minutes. Below are the insights collecting from four groups of SMEs (See Table 6.2.4).
We conclude the three insights from the SME:
(1) Acquisition is the biggest value provided:
Acquisition is our strongest part and also what the SMEs really want to take the value out of it. SMEs have high interests keep asking question and mechanism behind our services.
(2) Keyword service should further include the data of user queries:
Though SMEs is convinced that long tail keywords works, the search engine is a long-lasting effort and hard to show the effort as quick as other new media like Facebook.
(3) Inlink service can be more valuable if add more filter to make higher connection with campaign:
Though inlink service is a good source that SMEs can take use of, the effect will be even better if there are multiple filters and data so that SMEs can play and feel. And it will also the willingness of SMEs to try and use the inlink building service.
Table 6.2.4 Campaign ID 1 for web visibility increase on keywords changing Company
Name Dimension Insights
Vocals
Present Status
“For search engine, we focused on keyword like music but generate little traffic. In our total traffic to official site, almost 80% of Facebook, inlink like about 20% and search engine only one or two person per month.”
Value provided
“Image is the big plus to the SME, since SMEs need to do differentiation.”
“In Acquisition, development, and retention, the new media service seems to more focus on
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“It’s a good technique for SMEs to know better for search engine, but will be better if there are a module providing data to show people will actually enter those long tail keywords.
Inlink service
“It’s good to know there are some inlink that they can promote campaign, but it might be too many efforts for the SMEs to do all the contact.
It will be great if it can have more filters or something like one button to send e-mail that ask their willingness to link to our campaigns.”
Mingshifang
Present Status
“The target customers are woman above age 30.
The online channel and physical channel actually do not have the same group of people.
The physical channel’s customer actually shows more loyalty on their products.”
Value provided
“Acquisition is the best value created for SME, since it is important to acquire more people and create money”
Keyword service
“What is valuable is that keyword service can provide real-time keyword advice”
Inlink service
“It might be take some money and time which SMEs don’t have much to focus on products.
We think it is quite satisfying to buy some advertisement from Facebook inlink advertisement service”
Wonder Workshop
Present Status
“We conduct most of our strategy by mimicking our competitors. Most of our interaction is developed on Facebook, but we find that the post itself that customer will want interact is the content of it, even you buy lots of advertisement ”
Value provided
“Image may not be the most important to us and we have a multi-image designers since we’re customization design company”
“The best thing the platform provides to SMEs is that it gives strong support to acquire new
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customers and some developments through the campaign.”
Keyword service
“The long tail keyword service is that We will want to try and use and they also think it’s great to build long tail pages, but we think it’s easier to interact in Facebook so that they will have inlink service needs more filtering like different types of website (blogs, new, platform, etc.) or the website that has different topics. But overall it’s good to have more promotion list when they’re out of promotion source.”
RIBOSOME
Present Status
“Not actually acquiring business from website, but it uses the list of SMEs to check if they need website design service”, “Consider search engine as a long-lasting effort and can generate traffic steadily”
Value provided
“Acquisition and development customers are the value provided by the engagement site”
Keyword
“It’s good to have a list of promotion source, but the effectiveness still has to be proven.”
Result for Proposition 1-1:
As we mention in 6.3.1, we have four individual brand alliance-based campaigns.
By using the engagement’s keyword service, the SMEs choose their targeted long-tail keywords and optimize them through the process described in 6.2.1. In
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the following table we’re going to show you the web visibility changing because of the change of focus on different keywords. (See Table 6.2.5 and more in Appendix A)
Table 6.2.5 Campaign ID 1 for web visibility increase on keywords changing (fitness is the score from 4.4.2, 1 is best fit for the keywords and 0 is the worst)
Campaign title Engagement site recommended keywords (Fitness 0-1)
Revised long tail keyword:
拓印麻布袋/圖騰戒指
Before keywords revised:
(Inside the parenthesis is the rank of google search result page for the specific keyword) Ranking for SME-choose
keywords
Ranking for engagement site recommended keywords
Ranking for SME-revised long tail keywords
Ranking for engagement site recommended keywords
Ranking for SME-revised long tail keywords
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As we can see in table 6.3.1, we divide keywords into three groups including SME-choose keywords, engagement site recommended keywords, SME-revised long tail keywords. These keywords have been permutation combination to search in google and show the rank of them. Also, we add 台北意象 as a term within the search query which is extend from assumption 1 that 台北意象 is an engagement site popular enough that customer will search things with site name-台北意象. We only check for the first 10 pages for keywords and if out of 10 pages the experiment considered the keyword to be not found.
From figure 6.3.4, the number of keywords that appear in top 10 google search result pages increase significantly after the adjusting process from SME.
The numbers of keywords that show up in Google’s search result increase average over 100% after revising campaign description. The web visibility toward customers thus can prove to improve significantly from google search result page.
Figure 6.3.4 Number of keywords that let the campaign appears in top 10 pages of google search result
Campaign ID 4 after revise Campaign ID 4 before revise Campaign ID 3 after revise Campaign ID 3 before revise Campaign ID 2 after revise Campaign ID 2 before revise Campaign ID 1 after revise Campaign ID 1 before revise
Number of keywords appear in top 10 pages of google search result
Number of keywords that let the campaign appear in top 10
pages of google search result
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Result for Proposition 1-2:
Alexa is one of the most popular global ranking and tracking website traffic service which was founded in 1996 and acquired by amazon in 1999. Alexa ranks sites primarily through tracking a sample set of internet traffic across the countries. In this research we use the Alexa global rank to help SMEs to evaluate the web visibility they can get if they successfully acquire the site to promote their campaign. For example, in the benchmark of our website that is owned by us, with rank 10,569,854 and has monthly average 634. In the experiment A, for each campaign, in the suggested link that engagement site provided to promote the campaign have the following rank as Table 6.2.6 which show that most links we pick up may have larger visitors per month than 634 visitors. Thus, we can see that through building the link can actually increase the web visibility.
Table 6.2.6 Campaign with image-related inlink site
Campaign
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551
4
Related-image inlink:
MOMIGO-網誌 1,103 31
Browsing per post for recent 5 post: 176
Unrelated-image inlink:
HelloCities- 品 味 城 市
491,576 - -
Benchmark
台北意象網站
10,569,854 -
Browsing session per month in year 2014: 634