American Foundation for Suicide Prevention

Emily KimbellDamir DobricPatrisia DeRussy

Digital AuditAFSP vs. Competitors

•Social Media Reach•Website Functionality•Website Content•Social Media Conversion

National Website

Social Media Reach

AFSP - 25,083

AHA -472,995

Alz - 593,421

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Unique Website Visitors

Unique Website Visitors

Facebook

◦ AFSP 478 likes 49 “talking” This means that approximately 10.25% of those who “like”

the organization are actively sharing their Facebook content.

◦ AHA 1,015 likes

◦ Alz 4,261 likes 39 “talking” This means that approximately .92% of those who “like” the

organization are actively sharing their Facebook content.

Twitter

◦ AFSP 134 followers @AFSP_Atl tweets approximately 1.2 times per day. Average gain of 0 followers per day

◦ AHA 311 followers @AtlantaHeart tweets approximately .4 times per day. Average gain of 1 follower per day

◦ Alz 3,801 followers @AlzGA tweets approximately 2.9 times per day. Average gain of 2 followers per day

Website FunctionalityAFSP

AHA ALZ

AFSPWebsite Content

AHA

Does Social Media Presence translate into fundraising participants and funds?

Conversion

AHA

- 15,

000

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Number of Walk Participants - Fall

2011

Number of Walk Partic-ipants - Fall 2011

AFSP

- $9

8,00

0

AHA

- $1.

5 m

illio

n

ALZ

- $1.

7 m

illio

n0

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Funds Raised - Fall 2011

Funds Raised - Fall 2011

• Social Media vs Funds• Call to Action – DONATE!• Passionate Participants

Results

Keywords and Phrases Organic Competitors Target Audience Outside Influence Other Channels

Channels Data Analysis

Research tools

Statistical Data Analysis

Key Content Keywords/Phrases

Organic terms/phrases

Driving Traffic

Keywords and Phrases

Closest Organic Competitors

Competitor’s Strategy

Study top three competitors ◦ Improve on Techniques◦ Social Media Channels

Competition for keywords

Free Keyword Analysis

Purchase Detailed Statistical Data

Organic Competitors

AFSP Target Audience Marketing efforts should be

concentrated on: ◦ Female 60% / Male 40%.◦ Less affluent adults. (income based)◦ Very educated adults.◦ No kids.◦ Age group 35 to 44.

Target Audience

Top 3 Suicide Prevention Blogs: ◦ San Francisco Suicide Prevention ◦ The National Action Alliance for Suicide Prevention◦ The Virginia Suicide Prevention Coalition

Blogs associated with AFSP◦ Out of Darkness Overnight Blog◦ Wikipedia◦ Huffington Post◦ eHow◦ Ask.com◦ Journal of Medical Association◦ Medicine Net◦ CBS News◦ Center for Disease Control◦ USA Today

Convert First time visitor to a lifelong contributors

Outside Influencers

Share/Social Search Engines

Geolocal Channels

Other Channels

Utilizing Search Engine Optimization (SEO) can attract more website visitors interested in helping meet AFSP Metro Atlanta’s marketing objectives:

Content – High quality publishing increases search engine ranking Keywords – Include throughout social platforms, channels, & website

tags, title and URL Off-Site Optimization – Improve visibility of “linkwheels” and

“backlinks” from all related sites, increasing search engine ranking

Utilize (SEO) to further increase community awareness, funds, volunteers, and donors

How SEO fits in the picture?

AFSP Metro Atlanta’s Marketing Objectives - to educate those at risk of suicide and raise funds, volunteers, and donors for their annual local community events

* 12% Facebook Likes increase since beginning of 2012

** 41% Twitter Follower increase since beginning of 2012

Facebook and Twitter posts/tweets predominantly from staff Recommend increased tagging on Facebook and Twitter to encourage

more online participation

Results are in alignment with marketing objectives-while still room for improvement between AFSP and their outreach

Results Overall

Facebook 478 Likes / 49 Talking *

Twitter 134 Followers **

Add a Call to Action

Fix URL Issue

Encourage Involvement

Add Quality Content

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