Hotel Chocolat's ecommerce site is a core part of the business and increasing visitors, conversions and sales is paramount. Online, though, activity can be bottlenecked by reputation issues that primarily affect the search engines: a crucial driver of traffic to the site.
Activity focuses on generating positive comments and recommendations so they appear on the first page of Google. Creative ideas are developed based on insights and trends found in online conversations. And all communications with influencers are embedded with keywords, keyphrases and embedded links to encourage visits and increase back links. Great product reviews are carefully positioned to add value by increasing recommendations and generating positive comments.