A Group Audit by: Gillian Davis Preston Mayfield Subanti Mortuza Antonio Pizano Derrick Allen Kai Chan
Overview of MSV Established in 1982 Aims to prevent violence against women 5 Programs Currently: “Allies” Support Network “Men At work” Indiv. Prevention Program “Safer Communities” Facilitator Training Program “Because We Have Daughters” Self-Dev. Program http://www.youtube.com/watch?v=hh- 7tcfIXLA&feature=share&list=ULhh-7tcfIXLA “Tactics and Choices” Compulsory Workshop
Target Audience Husbands and Fathers Civic Organizations Churches Educators Therapists Mens Groups Doctors Social Media Network Employers
Marketing Objectives Maximize Visibility to Audience Search Engine Optimization Social Media Channels Increase Traffic and User Engagement Promote MSV through website, social media, blogs, etc… Implement Sustainable Marketing Plan Develop a structured social media calendar
S.W.O.T. Strengths Supporting Strong Cause Support from other Organizations and Community Diversity of Programs Weaknesses Low visitors to website Low quality inbound links Social Media Activity
S.W.O.T. continued… Opportunities Increase social media use in order to reduce costs and boost awareness No major competitors Maximize website via SEO tools Threats Losing target audience as a result of low activity Competitors could take advantage of SEO and Social Media opportunities
Digital Audit Homepage Evaluation Basic and Clean Easy to Navigate Few HTML links Global Navigation Links are working and direct Category & Subcategory Content Pages Adequate use of key words and brand name on website Content on website can be indexed Facebook & Twitter Likes an Followers low on these channels Tweets and posts do not happen on a structured schedule
Channel Data Analysis www.menstoppingviolence.org Information is good Organization and strategy of distribution could use improvement Channel not SEO optimized Facebook (Community Communication) IMC Same consistent information throughout channels. Youtube is lacking information to link to MSV.
IMC Linkedin – great presence for thought and business leaders. Google Plus – local pages and business information “Share-This” sharing tools to promote social media presence. Integrate social media plugins > redirect actions/website links.
SEO Social Bookmarking – Digg and Delicious Meta tags and description (errors with search engine website description) Geolocal apps & Mobile website to build presence
SEO Optimize with tags Combine articles and blogs within the website Strive for good backlink sourcesHOOTSUITE Monitor feeds related to MSV and violence. Share their knowledge and experience. Be a thought leader and actively speak to others to build audience. Engage in conversations with hashtags Look at competitors tweets.
Search Engine Optimization Low Social Media Activity leads to: Low SEO rankings More reference’s increase SEO rankings Diluted within other Anti-Violence Groups
Results Facebook: Post every 4 days (Approx.) 2453 likes and 456 people “talking about” and 109 likes Comments- Employees, and followers Twitter: Linked with Twitter Irregular 866 followers YouTube: 5 videos, 8 subscribers, 1287 views Instagram: No account
Calendar Facebook Twitter Instagram YouTubeSunday * *Monday Post Tweet * *Tuesday Tweet * *Wednesday Post Tweet * *Thursday Tweet * *Friday Post Tweet * *Saturday * **Indicates that social media channel should be usedwhenever there is an opportunity.
Recommendations Increase Activity on Social Media Channels More Tweets, Posts, and Videos Increase Inbound links: High Quality inbound links increase Domain Authority and overall popularity.