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@juliedolak-blog
Digital Unicorns Take On Walt Disney World for Digital Innovation Day.
Recap from the Bloomin’ Brands digital team’s outing to Disney to test the MyMagicBand+ in March 2015. Proud to have been part of a great team always looking to improve the customer experience with technology!
Forrester Research projects U.S. consumers will spend $327 Billion online in 2016. With Google seeing over 3.5 Billion searches per day, that means every single query is worth ~$0.26.
SEONick.net
This past week I’ve followed the launch of a re-designed ESPN.com to track the changes I’ve been reading about for months.
Here’s ESPN’s take on their redesign: http://espn.go.com/espn/redesign/
According to ESPN, “In January, we had 94 million users, and 61 percent of you accessed us only on a mobile device.“
This explains the move to a responsive site - but more importantly, ESPN took a major step towards cleaning up the clutter and defining their value and place on the internet with this redesign. The site now extends a clearer focus towards its visitors and an aesthetic feel which supports those visitors in navigating towards desired behaviors. And while the responsive site might seem to deserve the credit - the true improvements really seem to have come in better design overall as ESPN works to deliver a seemingly endless array of sports content.
ESPN will always be a content-beast and as content has evolved from written, to image, to video, to social and beyond, their site team team had found ways to pile more content on top. Hats off to the folks behind the redesign for weeding through what I’m sure had to be a million different recommendations and boil everything down to - how can we improve experiences as visitors consume our content?
ESPN’s closing line on their site regarding the redesign says it all regarding their user-first approach to the new site however -- “Sooner rather than later, you won't notice any of that wizardry. We're hoping what you will notice is that you are more engaged and immersed than ever, getting exactly what you want, when you want it, wherever you are.”
Under Armour made a splash this week as they rolled out the latest version of their connected fitness app - Under Armour Record.
UA Record: "The definitive health and fitness network dedicated to helping you lead a healthier life. Track, analyze, and share your fitness activity with the world's first social network for athletes and fitness enthusiasts."
In playing around with the app this weekend - three items really stand out to me that will help make this app a success:
1. Connected fitness and nutrition data via API
2. Wide variety of athlete persona profiles to follow in-app
3. A dedicated social content strategy
Starting with the connected data capabilities, MyFitnessPal - the world's largest nutrition database - is a natural fit for a fitness app because what goes hand in hand with fitness and weight management? Nutrition.
The other fitness trackers available to connect are smart fits given Under Armour's distribution partners and indicate a deeper strategy powering the app - robust api capabilities to streamline your activity and fuel data into one centralized app.
Under Armour has also tapped its stable of sponsored athletes to not only use the app, but to feature different content, outfits, gear, etc. along the way. I'm following US Women's Soccer players, Tracks stars and snowboarders - hopefully they serve as some solid motivation for my own, I-work-at-a-desk-all-day-and-don't-want-secretary-ass, workouts.
Beyond that I am really impressed with Under Armour's strides towards a connected social content strategy extending from in-app to social media. They've always done a great job playing the female fitness empowerment angle with their I can, I will efforts, but the latest surge of content touches on all areas of fitness and nutrition and transcends the app, website and social - a longterm "win" for the brand.
I'm going to continue using the app over the coming weeks now that MyFitnessPal is connected to see how much use I can get out of it on a daily basis - as with all new apps, here's hoping it remains useful to organizing my activity.
PARIS. PRAGUE. AMSTERDAM: TRIP JOURNAL PART III
(Click here to read Part II)
Saturday opened phenomenally with a stroll through Paris' version of Greenwich Village, Montemarte. Paris was slow to move and chilly in the morning, so a 9 am stroll was a quick tuck through empty streets and easy to grab croissants. After picking up a feta and sundried tomato roll to start, I strolled Rue de Abesses until it was time for dessert, a chocolate croissant. Watching the sun rise against a Paris backdrop was both pleasant and extremely memorable. I was finally enchanted by the city so many people love. Then it was time to head to the airport and I was grateful that two days of metro riding had resulted in a seamless return to the airport. At the stop however, a final ticket was required to exit into the airport... after realizing I was out of options, ticketless and kioskless, I hopped a turnstile to the surprise of a Japanese tourist. If that had happened in the states, I would have been discovered by security! Instead, I breezed through to KLM departures and past the security checkpoint in seconds.
I napped at the airport and on the plane to Prague- a move of sheer fatigue and jetlag that resulted in leaving my favorite jacket behind at Charles de Gaulle. Perhaps the low point of the trip and a rookie mistake, loosing my coat at the airport was mostly sad because I loved that coat. Seriously, I loved that coat, so if Air France could find and mail it to me, I would be forever grateful. Efficient Prague transportion dropped me into a busy city center and after quickly checking into my hotel, I headed straight for the Christmas tree lighting in Old Town Square. It should stand to say that while downtown Prague feels older European, everything between the airport and downtown was simplistic, geometric and dull. Turning left twice from the hotel and finding myself in an allyway with young, old and many nationalities was pure chaos. At times I was pinned body to body as we waited for the square to open its gates and allow us Christmas market and tree access. At the time, I had no idea how the end of the crush would come, but I was shoved left, right and forward until I reached the tree. It was breathtaking and the markets were beautiful as well. If I returned, I would avoid the melee and arrive an hour or two after the lighting of the tree, when the square had begun to clear out. I opted to pick up a traditional piece of marzipan from one stand then walk through downtown. After awhile I wandered back into the center and north to Prague Beer Museum. The cash-only dive reminded me of Radio, Radio in Indianapolis. Hipster crowd, good beer, ridiculously cheap prices. First impressions on Prague is that it is filled with far friendlier people than Paris. The immediate downtown is far more walkable, making it very appealing as a destination. Coming from Paris, where a seemingly straight road on a map can result in disfragmented directions very quickly, I also found Prague fairly easy to navigate. I also felt safe- despite being crushed by the crowd waiting to get into the celebration, I never had the feel of insecurity and was glad to have left my trip's cast of shady characters behind in Paris. A flight and a pint of their heaviest beer later, I was ready for a solid night of sleep* in preparation for a busy day of walking on Sunday. *which became a three hour nap and four hours staring awake at the ceiling as jetlag won yet another battle on the trip. It turns out, Julie does not sleep very well in Europe.
PARIS. PRAGUE. AMSTERDAM: TRIP JOURNAL PART II
(Click here to read Part I)
Friday started early with a walk to the Basilica de Secouer and a stop for a prosciutto and cheese baguette along the way. The walk up the hill in Montemarte was my first experience of a Parisian morning - slowly ambling in the chilly air to re-open everything for the day- and I enjoyed the brisk walk northeast of my hotel. The view was my favorite of Paris and spread as if forever. The city is endless and the view from the a Basilica suggests so. From there I headed down to the metro and caught a shuttle to the Eiffel Tower and enjoyed an hour or so of walking along the Seine river in the shadow of Eiffel's monument. It was the most simple and yet best part of my trip. Paris felt like fall, a season that skips Florida, and strolling among colored leaves laying upon the ground was absolutely delightful. I sat on a bench for half an hour just people watching at the landmark until it was time to go inside. The thing I found out and had never known is the sheer amount of viewing opportunities the tower allows. I went to the top - which was windy and cold, but the second and first floors were also amazing views of the ever expanding city which is Paris. On the second floor there is an area where you can look down through the center of the tower at people walking below. It rivaled the John Hancock tower for a view, but again, I had never heard that the plexiglass lookout was a part of the monument. After the Tower I briefly got lost before taking a hunch and winding up in the middle of Christmas markets which had sprung up overnight. I enjoyed a turkey and egg crepe while strolling along and eventually found myself on the Champs Élysées in the middle of Black Friday shoppers and headed straight for the Arc de Triumphe. The street was filled with Black Friday shoppers but i imagine it wasn't the deals so much as a constant stream of traffic. Exhausted from walking for 8 straight hours I returned to my hotel for a power nap. Two magical hours later I awoke refreshed and ready to see the lights of Paris at night. I headed to see the Louvre pyramid - very cool, and then started walking towards an illuminated Eiffel Tower. My walk took me back through the Christmas markets which were still bustling. I decided to grab a sandwich from one of the many stalls and was impressed by how they scraped freshly melted cheese off of a giant round of the stuff right onto my sandwich. It was delicious, as was the Nutella banana crepe I picked up for dessert. After taking the sights of Paris at night in for awhile I returned to the hotel and called it a night.
Click here for Part III
PARIS. PRAGUE. AMSTERDAM: TRIP JOURNAL PART I
The first day, or night if you will, or travel went fairly smoothly. While connecting in Atlanta, a three minute delay arriving from Tampa caused the Delta app to message me suggesting I should rebook my next flight. Fortunately, I headed to the gate and was in fine shape to catch my plane into Paris... but thank you, Delta app, for the mini heart attack. Paris' gare du nord overwhelmed me immediately and I headed quickly out from the bums and military policeman tunnels out into daylight hoping to walk and quickly find my hotel. The struggle was real however and an hour of walking later I gave in and used a GPS to find my hotel address. After settling into the Hotel Des Arts I had to quickly head back out to take in the D'Orsay Museum with its later Thursday night hours. This time I was fortunate to have directions from the concierge and easily locked the appropriate metro location and line. It was great to stroll the museum at night and enjoy work by French masters, including Van Gogh and a limited exhibit of Sade. While the art was a mixture of grotesque and wild, the Sade exhibit was the highlight of my night at the museum. After returning to Montemarte, I located a local pub and enjoyed a few poorly ordered beverages. It was my first encounter with a non-English speaking Frenchman, but we got along just fine and each of the beers I ordered managed to turn up. At 3.50 euro for a mini pint, I was not impressed by French beer prices (or temperature), but it was an enjoyable evening of people watching all the same.
Loving the new Taco Bell ordering app. Great menu and product customization user experiences and very impressive marketing offer of a free Doritos Locos taco through the end of January with any order.
Definitely worth a download and an order when you’re looking for a meal this month.
Top Projects of 2014
It has been a full year since I joined the Bloomin' Brands digital services team after three seasons with the Tampa Bay Lightning.
In this year I've expanded my digital, production and project management skill set and stepped a bit outside of the traditional social media skill set which was the cornerstone of my prior career steps.
I've led design, user experience, SEO, site performance and Analytics projects for three major restaurant brands: Outback Steakhouse, Carrabba's Italian Grill and Bonefish Grill and wrangled external IT partners and agencies to compliment that success.
As is tradition, here's a look back now at my top projects of 2014:
1.) Online Ordering Marketing Recommendations based on best in class practices by industry peers
2.) Redesigns to Carrabba's and Outback online ordering sites including online payments pilot and user experience enhancements
3.) SEO content creation as well as site optimization and performance enhancements on Outback.com resulting in increases to organic search traffic
4.) Coupons and new product launches on Outback.com
5.) Site redesigns for Bonefish and Carrabbas
Recently completed and passed the Google Analytics "Mobile App Analytics Fundamentals" course.
Interesting to learn more about tracking and monetizing mobile apps with AdMob, Google Analytics, Google AdWords and Google Tag Manager.
Worthwhile to review reports and suggestions for analyzing data seen in mobile app reporting to make stronger marketing decisions that increase user frequency and revenue.
Check out the Wondersauce Case Study here for a closer look at the Carrabbas.com redesign.
"Carrabba's came to us to create a site experience that matched exactly what their diners were expecting when they came to their home on the web. We had to give users a sense of what the Carrabba's dining experience is while ensuring that they were never less than a click away from finding the nearest location or menu."
Check out the Wondersauce Case Study here for a closer look at the BonefishGrill.com redesign.
"Bonefish Grill tasked Wondersauce with creating an experience that improved the quality and efficiency of time spent on their site, with the ultimate goal of getting more diners into their restaurants. A video-led experience focused around menus, location, and reservations quickly surfaces all the information that curious diners are looking for – and creates an opportunity for conversion on every page."
Cool activation by Dominos to encourage online orders among NFL viewers -- a pre-game trivia contest on ESPN's Fantasy Football message boards to win free online ordering promo codes.
Very smart digital marketing piece by the pizza chain to capitalize on ESPN's tv-viewing audiences. A great step beyond social to engage fans with the pizza brand on game days.
Check it out by clicking here.
Following on the heels of the new Carrabbas.com launch earlier this month, the Bloomin' Brands team has rolled out a new site for Bonefish Grill.
It has been a busy past few months to say the least, but the project was an exciting one to work on because we launched a truly best in class website with an incredible user experience.
Here are my five favorite things about the new site:
1.) Use of parallaxes for scrolling images (see it here) - the first time I have seen this image treatment utilized in a non-editorial website. They really draw the reader down the page while still providing space for strong imagery.
2.) Looping video on the homepage (see it here) - non-annoying website videos? Just when you thought it couldn't be done, the Bonefish brand gets a huge win with a great use of video to immerse guests into the in-restaurant experience.
3.) Simplified navigation options to streamline visitor needs to make a reservation, find a location and view a menu. The noise has been reduced to user-data driven options.
4.) Real-time menu prices and interactive menu product sorting by subcategories and nutrition preferences. Pulling in menu prices also plays on organic search behavior -- visitors want price information for menu products, but few industry sites are supporting that demand.
5.) Responsive design on its mobile site - it's a first for the concept and a strong move into that realm at that. The simplified desktop navigation carries over to desktop and efficiently moves visitors towards on-the-go actions.
Loved this social promo for Outback.com's Click Thru Seating. Great use of mobile mock ups to convey a new process and its benefits for customers.
Thought Estee Lauder did a great job in owning their proprietary website in its announcement of Kendall Jenner as the new face of its brand. (Click here to view page)
The news drove a significant amount of social attention -- Facebook and Twitter trends -- which Estee Lauder capitalized on by directing traffic to a landing page featuring Kendall's recommended products.
It's incredibly easy in this age of social media for a brand to put all of its focus on social copy and paid posts, but the core of any brand's story online continues to be on its proprietary website.
Well done to the brand as well to leverage an association with a younger face by launching a new Tumblr page. That's a great way to build momentum for the new platform and do so in an authentic way through Kendall Jenner's brand.
From web to social and beyond, Estee Lauder really made a digital impact with this partnership announcement.
Exciting and busy week at BBI after launching a redesign to Carrabbas.com with Wondersauce.
This is the first responsive site for the concept and a great deal of SEO migration planning went into the project and the site is in great shape to create future gains in search traffic through content initiatives thanks to the work of Click Laboratory.
Thanks to a new google analytics set up with more advanced tracking and backend technical improvements aimed at connecting the dots between old, non-existent links and the appropriate destinations on the new site, week 1 for Carrabbas.com is off to a solid start.