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PSG Digital and E-commerce Strategy Analyses

I developed an analysis of Paris Saint Germain's digital marketing and e-commerce strategy, as the club works on this strategy and has been standing out in this model to add revenue to the club.
WEBSITE HAS OBJECTIVE NAVIGATION (MOBILE FIRST) AND THAT FACILITATES THE CONVERSION TO E-COMMERCE, has up to three ways to reach the virtual store. It’s complies well with the aspect of linking and pagination, present a design and a differentiated navigation experience. Its follow the same visual identity between brand site and e-commerce.

WEBSITE
Website has a best navigation structure and design, with a lot of content. Supported to Ericsson. Great Highlights categorization hierarchy. Make good use of the club's visual identity and aspirational photos. Mobile First, with a mobile or responsive site.
E-COMMERCE
The e-commerce with design focused on brand experience. Usability and navigation starting by categories, with less focus on products, offers a variety of product categories, and the aim of navigation and design. The platform owns the team. Works with language in English and French. Major failure by the site not be responsive or mobile. Mobile First, with a mobile or responsive site.

Analysis developed without commercial interest, with the purpose of studying and academic, in order to share the model of evaluation of digital maturity of the clubs. It does not represent the club's vision and has no confidential information, all are data open.

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PSG Digital and E-commerce Strategy Analyses

  1. 1. Case Analyses and Strategy Analysis developed without commercial interest, with the purpose of studying and academic, in order to share the model of evaluation of digital maturity of the clubs. It does not represent the club's vision and has no confidential information, all are data open.
  2. 2. com.br
  3. 3. com.br
  4. 4. VS com.br
  5. 5. com.br
  6. 6. 1º PSG Compared to the sites of rivals like Lyonnais and Monaco, PSG has the best access number, with great number visits, but the kpis results index of bounce rate (50%), visit in pages (3,5) and time of visit (2:53), is not good when you compare with the others clubs. Neymar effects- take a look the results started Aug 17, increased a lot. Similar Werb: 12/2016 Olympique Lyonnais Monaco Neymar effects Neymar effects com.br
  7. 7. 3º PSG Compared to the websites of rivals in France, PSG has the thirty highest score in SEO, far from the Monaco and Lyonnais. Tools: neilpatel.com/ com.br
  8. 8. 2º PSG Compared to the websites of rivals in France, PSG has the second highest score in SEO, very close from the Lyonnais, better than Monaco. Tools: neilpatel.com/ com.br
  9. 9. Tools: neilpatel.com/ com.br Tools: google trends
  10. 10. com.br Tools: google trends In Brazil the mentions related to PSG grew in 2017, approaching Brazilian clubs like Corinthians and Flamengo.
  11. 11. com.br Tools: Buzzsumo
  12. 12. com.br Tools: Buzzsumo
  13. 13. This button for converting access to e- commerce, great featured. In the central part of the website there is the same content. MEDIUM Focus on news content, without any carousel header. Big website with many articles and blocks content. Featured on TV button. Where to change the language? Because there are many users with English, Portuguese and German language. HOT com.br
  14. 14. Highlighted area to navigate to other pages: Ticket and Website. In the central visualization this is the highlight for the products and launches department. HOTMEDIUM Fixed menu with all options of department and skus, easy navigation. With header focused on launching products. Unlike the website it has options of languages. com.br
  15. 15. has up to three ways to reach the virtual store. It’s complies well with the aspect of linking and pagination, present a design and a differentiated navigation experience. Its follow the same visual identity between brand site and e-commerce. com.br
  16. 16. Website has a best navigation structure and design, with a lot of content. Supported to Ericsson. Great Highlights categorization hierarchy. Make good use of the club's visual identity and aspirational photos. Mobile First, with a mobile or responsive site. The e-commerce with design focused on brand experience. Usability and navigation starting by categories, with less focus on products, offers a variety of product categories, and the aim of navigation and design. The platform owns the team. Works with language in English and French. Major failure by the site not be responsive or mobile. Mobile First, with a mobile or responsive site AVAREGE VISITS BOUNCE RATE Not a mobile or responsive site Not a mobile or responsive site It is not easy to change the language of the site, content with single and fixed prominence. Few promotions and no freight benefits. com.br
  17. 17. 5Million MOUNTH USERS DESKTOP AND MOBILE +30 Million UVS/YEAR AVERAGE 86% 14%17% OF THE AUDIENCE OF THE REAL SOCIETY IS ADVISED OF SOCIAL NETWORKS +47M USERS +31M +5,4M +9,87M+564Mil +47M +30MYear followers com.br
  18. 18. 2 Takeaways WEBSITE AND E-COMMERCE PLATFORM PSG Website PSG Shop www.PSG.frcom.br
  19. 19. 2.5M 719K Unique Users Shop Bounce Rate Conversion 568K Conversion To Shop (-Bounce) 5M Website Ticket Avarege 85,00 Conversion Sales Avarege 3% Sales Final Avarege ($ mounth) 1,45M 17K Conversion Final % Bounce Rate (50%) very high, with conversion to e-commerce medium, with 12% of total access. This impacts the final outcome of sales. % Bounce Rate (21%) medium, access number can be improved according to investment media (4%) and website conversion for e-commerce. Website E-commerce com.br
  20. 20. Conversion Website, Stadium Awareness Knowledge Frequency Loyalty and Recurrence Clusters Involvement com.br
  21. 21. 2016-02-22 Key Strategy Digital Media Develop: • Reforce the Digital and Website Strategy in others countries. • Target understanding (digital social listening and behavior) • Investment requirements (Metrics, KPIs & Optmization). Develop: • Improve a social media strategy for e-commerce conversion. • Increase conversion contact points for e-commerce. Extend: • Digital Brand metrics to increase category & Brand awareness (penetration through digital football). • New Digital Social Media Strategy, need to increase the followers number. E-commerce & E-retail Brand Equity com.br
  22. 22. 4. HOW TO BRING TRAFFIC TO THE SITE STRATEGY Brand Awareness Media Performance 3. EVOLVING TOOL MAINTENANCE Tools + intelligence Business = Results Planning Development Action Check com.br
  23. 23. Consumer Experience Content Football Product Finder News Club Tickets Match Online Purchase 1 Awareness 2 Experience 3 Engagement 4 Loyalty Website Mobile AppCall Center Shop Online / Call Center Marketing Communication Customer Info / Insight Call to Action Call to Action Repurchase 4 Purchase Stages in E-Commerce PSG.fr +47M +30MYEAR FOLLOWERS com.br
  24. 24. Automated Purchase Process 2016-02-22 Convenience experience Consumer loyalty and purchase guaranteed com.br
  25. 25. Resume Experience in the Digital Marketing and communication • 9 years experience in Digital Marketing. Leading innovation projects, business and marketing strategy. • Digital Management: analytics metrics, social media planning, social monitoring, social optimization, SEO/SEM, brand content, lead management, content production, marketing automation (IBM Watson), business intelligence. • Expertise at development digital strategies of e-commerce, social media, SEM, display, programmatic, paid media and control of budget and investment based on strategic KPIs. • Skills: team work, organization and productivity, good relationship, very creative. Specialties: - Digital Marketing and Communication - Category Management: Consumer Goods - Branding (Local and Global Campaign) - Social Media Strategy - E-Business Strategy (E-commerce) and E-Retail (Market Place) - Digital Innovation Projects - Media Performance and Programmatic Experience in Sports: • Organized Volvo Ocean Race 2015 Team SCA in Brazil. • Work with marketing actions: Palmeiras, Santos and Coritiba. • First Elderly Run in Brazil 2014 - Copacabana. • Sponsorship team ABC Football (RN) 2010 - Brand Biofral. • Owner of the first social media with focus in sports 2015: Sportt. 29 anos São Paulo Brazil com.br
  26. 26. www.sportt.com.br | www.rafaleitao.comcom.br Analysis developed without commercial interest, with the purpose of studying and academic, in order to share the model of evaluation of digital maturity of the clubs. It does not represent the club's vision and has no confidential information, all are open data.

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