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mappingvoices.org

mappingvoices.org. An Analytics Report Melissa de Andrade; Kristan Binczewski; Pam Fleischer; Sarah Greenberg; Jasper Zee March 2012. Introduction to Mapping Voices for Equality (MOVE) . Organization looking to promote healthy living Healthy Eating Increasing Physical Activity

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mappingvoices.org

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  1. mappingvoices.org An Analytics Report Melissa de Andrade; Kristan Binczewski; Pam Fleischer; Sarah Greenberg; Jasper Zee March 2012

  2. Introduction to Mapping Voices for Equality (MOVE) • Organization looking to promote healthy living • Healthy Eating • Increasing Physical Activity • Creating Tobacco-Free Areas • Showcases digital stories produced by community members • Features an interactive map highlighting areas that promote healthy living

  3. Analytics Overview • Site Launched 10/20/2011 • Low traffic - only 4,923 visits since then • High customer engagement - Average Time on Site 8:25 • 89.54% of visits from the United States • Large amounts of Direct Traffic - infers word-of-mouth marketing • Greatest search engine presence on Google • Top referral traffic from Facebook and Digital Aid

  4. Analytics Summary • Traffic is highly centralized around Washington state • Visitors are interacting with MOVE's highly engaging website - maps and videos • Low traffic may be due to: • Lack of social-media presence • Localized advertising • Inadequate Search Engine Optimization (SEO)

  5. Referral Traffic Sources

  6. Visitor Flow

  7. February 8th 2012 • Largest traffic day since Launch - 128 hits • Puget Sound Food Network (PSFN) shared "Matter of Taste" video via Twitter and Facebook, driving traffic as a result • Social-media push by PSFN caused a spike in traffic • Feb. 8th visitors were non-typical Mapping Voices visitors • More likely to be first-time visitors • Less likely to spend time on site • Much higher bounce rates - 20% increase

  8. Site Recommendations: Search Engine Optimization • Currently, MOVE is receiving traffic mainly from branded keywords • Recommend increasing variety and breadth of keywords • Target specific (long-tail) keywords that drive traffic to MOVE • Google Webmasters and SEO Starters Guide will serve as excellent free tools to begin SEO optimization

  9. Site Recommendations: Search Engine Marketing • Improve presence through increased marketing with search engine ads on Google • MOVE receives the most traffic through Google, so it is an ideal search engine to target • Google Adwords serves as an effective advertising tool that will direct traffic to MOVE • Suggest targeting location-based key words such as "King County" for best results

  10. Site Recommendations: Social Media Strategy • Promote connections between mappingvoices.org, their Facebook page, and their Vimeo channel. • Decide if they want to use Vimeo or Youtube as their outlet for distributing videos • Analytics for one account will provide less fragmented data and better insight • Consolidating videos on one site will provide a better snapshot for viewer interest and discussion

  11. Conclusion • As a visibility strategy, channel integration will promote participation and engagement. Currently, MOVE broadcasts on 3 channels; mappingvoices.org, Vimeo, and Facebook • Consider SEO and SEM strategies to drive traffic to mappingvoices.org in order to raise awareness for their cause • MOVE should consider establishing a presence on Twitter to reach a larger audience. • MOVE should have a clear call-to-action as an integral part of their website

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