Emily Kimbell
Damir Dobric
Patrisia DeRussy
AFSP vs. Competitors
•Social Media Reach •Website Functionality •Website Content •Social Media Conversion
National Website
0
200000
400000
600000
800000
AFSP -
25,083
AHA -
472,995
Alz -
593,421
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.
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
AFSP
AHA ALZ
AFSP
AHA
Does Social Media Presence translate into fundraising participants and funds?
0 2000 4000 6000 8000
10000 12000 14000 16000
Number of Walk
Participants - Fall 2011
Number of
Walk
Participants
- Fall 2011 0
200000
400000
600000
800000
1000000
1200000
1400000
1600000
1800000
Funds Raised - Fall 2011
Funds
Raised -
Fall
2011
• Social Media vs Funds
• Call to Action – DONATE!
• Passionate Participants
Keywords and Phrases
Organic Competitors
Target Audience
Outside Influence
Other Channels
Research tools
Statistical Data Analysis
Key Content Keywords/Phrases
Organic terms/phrases
Driving Traffic
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
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.
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
Share/Social Search Engines
Geolocal 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
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
Facebook 478 Likes / 49 Talking *
Twitter 134 Followers **
Add a Call to Action
Fix URL Issue
Encourage Involvement
Add Quality Content