AFSP - Digital Audit
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Transcript of AFSP - Digital Audit
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
0100000200000300000400000500000600000700000
Unique Website Visitors
Unique Website Visitors
◦ 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.
◦ 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
02000400060008000
10000120001400016000
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
200000400000600000800000
10000001200000140000016000001800000
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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