MKT5SMS - Semester 1: Officeworks Twitter and SEO Analysis Report

This report provides a comprehensive analysis of Officeworks' marketing strategies, specifically focusing on its Twitter presence and Search Engine Optimization (SEO) efforts. The analysis begins with a SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis of Officeworks' Twitter page, evaluating aspects such as its design, content frequency, customer engagement, and potential threats like negative comments and reduced customer interest. Following the Twitter analysis, the report delves into an SEO overview of the Officeworks website, assessing its keyword strategy, customer communication, and website ranking. The report highlights the strengths, such as efficient website optimization and effective keyword usage, while also pointing out weaknesses in communication quality and potential threats like low website ranking. The report concludes by referencing the provided sources and emphasizing the importance of these marketing strategies for Officeworks' overall business success.

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MKT5SMS
[Type the document subtitle]
4/19/2020
student name

MKT5SMS 1
Contents
Twitter page- SWOT analysis....................................................................................................2
Strength..................................................................................................................................2
Weakness................................................................................................................................2
Opportunities..........................................................................................................................2
Threats....................................................................................................................................3
SEO overview............................................................................................................................4
Strength..................................................................................................................................4
Weakness................................................................................................................................4
Opportunities..........................................................................................................................4
Threats....................................................................................................................................5
References..................................................................................................................................6

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Twitter page- SWOT analysis
Officeworks is one of the leading suppliers of Australia offering products and solutions for
offices, business and home and also education considering the economical prices to the
customer. Understanding the two marketing strategy of the company, the company Twitter
account reflect various strengths and weaknesses.
Strength
 Well-designed Twitter page, this reflects an attractive and convenient Twitter page for
the customers.
 New product information, The Company use info graphic way in order to offer new
products to the customers.
 Use of post and images, the company use info graphic pictures and post with efficient
use of words and marketing messages (twitter, 2020)
Weakness
 Not very frequent post, the post or communication is not frequent through Twitter
page, as the last Tweet was on fourth February.
 Limited activeness of customer, It has been identified that the customers are not very
active on company’s Twitter page as the likes and comments are very low as compare
to other companies.
Opportunities
 Use of attractive advertisement videos
 Use of more creative and meaningful content in order to engage potential customers

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 Use of existing customer satisfactory feedbacks to tweet, so as to reflect happy
customer and frequently offering solution to the queries asked by the customer
(newsagencyblog, 2015).
Threats
 Negative comments, it is one of the major threat when it comes to go public for the
company in a social media platform like Twitter.
 Lack of customer interest, Twitter is more like two way communication and in case
the customer interest is reduced in the Twitter page it may not be easy for the
company to sustain such pages and attract new customers.

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SEO overview
 Search engine optimisation is one of the marketing strategies used by the company to
enhance quantity and quality of website traffic in order to enhance the website
visibility for the customers. This can be overview or evaluated while understanding
the quality of communication, keywords strategy of the company, review website
ranking. Analysing the Officeworks website, SEO overview of office works reflect
Strength
 Optimisation of website is very efficient
 Affective use of keywords, reflect effective keyword strategy. For example essential,
run your business.
 Efficient customer communication, this reflects that the company has able to
efficiently communicate with the customer while offering recommended products,
bestselling products as per the customer feedback, offering the latest catalogue,
helping the companies to complete office fit out projects (officeworks, 2020).
Weakness
 Quality of communication, this reflects in office works SEO strategy as the qualities
of communication with the customers are not attractive.
 Large number of keywords, this reflect large time for the customers for crawling the
website.
Opportunities
 Use of artificial intelligence, it is important to increase purchase decision of the
customer by offering various technological advancement through attractive keywords
and use of artificial intelligence to attract new customers (officeworks, 2020).

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Threats
 Inability to lead generation level, this is one of the threat to company as this reflect
low return on investment
 Lower review website ranking, this reflect threat of less new customers attracted

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References
newsagencyblog, 2015. officeworks-strategy-explained. [Online] Available at:
https://www.newsagencyblog.com.au/2015/01/28/officeworks-strategy-explained/.
officeworks, 2020. au. [Online] Available at: https://www.officeworks.com.au/.
officeworks, 2020. campaigns/whats-new? [Online] Available at:
https://www.officeworks.com.au/campaigns/whats-new?cm_sp=all:mega-menu:whats-new#/.
twitter, 2020. home. [Online] Available at: https://twitter.com/officeworks?lang=en.