4. 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.
5. 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
10. Does Social Media Presence translate into fundraising participants and funds?
Funds Raised - Fall 2011
Number of Walk 1800000
1600000
Participants - Fall 2011 1400000
1200000
16000 1000000
14000
12000 800000
10000 Funds
Number of 600000
8000 400000 Raised -
6000 Walk
4000 200000 Fall
2000 Participants 0
0 2011
- Fall 2011
AFSP - $98,000
ALZ - $1.7 million
AHA - $1.5 million
AFSP-809
ALZ - 8,000
AHA - 15,000
11. • Social Media vs Funds
• Call to Action – DONATE!
• Passionate Participants
12. Keywords and Phrases
Organic Competitors
Target Audience
Outside Influence
Other Channels
13. Research tools
Statistical Data Analysis
Key Content Keywords/Phrases
Organic terms/phrases
Driving Traffic
14. 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
15. 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.
16. 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
18. 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
19. 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
Facebook 478 Likes / 49 Talking *
Twitter 134 Followers **
* 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
20. Add a Call to Action
Fix URL Issue
Encourage Involvement
Add Quality Content
Editor's Notes
Goal of Project The goal of this project is to give AFSP an overall view of their social media presence and their top competitor’s social media presence. By comparing the results of the audit, we will then make recommendations to AFSP regarding how to better improve their social media presence. We hope these recommendations will ultimately result in donation increases.
We conducted a digital audit of the American Foundation for Suicide Prevention Metro Atlanta chapter and their top 2 competitors.Using criteria provided by AFSP, we determined the top competitors to be, American Heart Association, and the Alzheimer’s Association. Our digital audit consists of comparing social media reach, site functionality, site content, and site conversion of the Atlanta chapters of AFSP and its top competitors.
This part of the audit examines how many people these organization are reaching through their social media presence. By using SiteAnalytics.com, we found how many unique visitors are visiting the national websites per month. We feel this is important information since the more people that visit the national website, the more will likely visit the local chapter's site.The American Foundation for Suicide Prevention national website has an average 25, 083 unique visitors a month, while the American Heart Association national website has an average of 472,995 visitors and the Alzheimer’s Association has an average of 593,421 visitors.
AFSP and its competitors local Atlanta chapter are reaching people through Facebook and Twitter. The best takeaway from this slide is that AFSP has a little more than 10% of those who “like” them on Facebook going on and sharing their content; whereas the Alzheimer’s Association has less than 1% doing the same. This is great in the fact that AFSP has active members – The more content that is shared, the more likely your fan’s friends will also like the organization.
By using Twitter Analytics tools, we were able to find twitter statistics on AFSP and competitors. Right now, AFSP is tweeting approximately 1.2 times per day, but unfortunately this is not translating into followers gained. Twitter followers gained appear to be more random, since there is not a set average of gained followers. The goal for AFSP’s twitter should be to get their followers to “retweet their information.” Just like with Facebook, we believe the more your followers “tweet out” your content to their followers, the more will start following AFSP. It is also important to note that the Atlanta Alzheimer’s Association goes beyond the social media reach of website, facebook, and twitter. They have a very active YouTube account, Linked In group page, and Wordpress blog.
This part of the audit analyzes whether the local chapter’s website content caters to their marketing objectives which is to raise awareness, recruit volunteers, and increase donations. The AFSP website does address all the objectives; however the information is not prominent. Though on the homepage, the online volunteer application is small and can be easily missed. In addition, the link to donate funds or sign up for a walk is accessible in the "Future Events" tab. It is located in the middle of the article below the page fold, meaning visitor must scroll down to see it. It is easily missed and website visitors have to actively search to donate directly to the local chapter.
Finally, we examine whether social media presence convertsto number of individuals participating and the donations raised in the organization’s main fundraiser – the local walk. As you can see, the American Heart Association had the most participants in their Fall 2011 walk, and the Alzheimer’s Association raised the most money.
By comparing these results, we realize that social media presence, though not an all inclusive reason, may impact the amount of fundraiser participants and money donations. The Alzheimer's Association raised the most funds through their walk and also has the most active and expansive social media presence of the three organizations. In every social media platform there is a call to action - Donate! This efforts pay off in the fact that they raised $1.7 million dollars during one walk. The good thing is that like the Alzheimer’s Assocation, AFSP has passionate, loyal participants that are individually raising a lot of funds. Each participant raised approximately $110each, so we can assume that for every one person that joins the walk, donations will raise by $110. If AFSP increased its social presence, we believe there would be an increase in fundraiser participants which in turn would increase donations.
Summary – AFPS’s social media presence is growing, but there is room to grow even more.We believe the following recommendations are relatively easy changes that could result in a larger social media presence. Add a Call to Action to all social media spaces. Make sure this aligns with your markeitng objectives and makes donating and volunteering very easy to do. Fix the URL. Again, the URL only works when typed in with the www. And most website users are accustomed to eliminating www. Encourage Involvement – Start a Blog, one can be started for free on wordpress.com, Ask fundraiser participants to review your services on sites like Yelp, Get individuals to “check in” on Facebook when they are participating in your eventsAdd Quality Content – publish more content and include top keywords – the more quality content you have the better search engine ranking you will haveWe have enjoyed working on this project, and we will hope this information and recommendations will help AFSP to increase their social media presence. Thank you for your time.
