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18 Νοε 2013 (πριν από 3 χρόνια και 6 μήνες)

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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

o
Healthy Eating

o
Increasing Physical Activity

o
Creating Tobacco
-
Free Areas



Showcases digital stories produced by community
members



Features an interactive map highlighting areas that
promote healthy living





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

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:

o
Lack of social
-
media presence

o
Localized advertising

o
Inadequate Search Engine Optimization (SEO)



Referral Traffic Sources


Visitor Flow


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


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

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

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


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
hav
e a clear call
-
to
-
action as an integral
part of their website