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 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 Showcases digital stories produced by community members Features an interactive map highlighting areas that promote healthy living Features an interactive map highlighting areas that promote healthy living

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

Analytics Summary Traffic is highly centralized around Washington state Traffic is highly centralized around Washington state Visitors are interacting with MOVE's highly engaging website - maps and videos Visitors are interacting with MOVE's highly engaging website - maps and videos Low traffic may be due to: 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 hits Largest traffic day since Launch hits Puget Sound Food Network (PSFN) shared "Matter of Taste" video via Twitter and Facebook, driving traffic as a result 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 Social-media push by PSFN caused a spike in traffic Feb. 8th visitors were non-typical Mapping Voices visitors Feb. 8th visitors were non-typical Mapping Voices visitors More likely to be first-time visitors More likely to be first-time visitors Less likely to spend time on site Less likely to spend time on site Much higher bounce rates - 20% increase Much higher bounce rates - 20% increase

Site Recommendations: Search Engine Optimization Currently, MOVE is receiving traffic mainly from branded keywords Currently, MOVE is receiving traffic mainly from branded keywords Recommend increasing variety and breadth of keywords Recommend increasing variety and breadth of keywords Target specific (long-tail) keywords that drive traffic to MOVE 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 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 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 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 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 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. 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 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 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 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 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 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 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 MOVE should have a clear call-to-action as an integral part of their website