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

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.

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