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Enhancing Healthy Living Advocacy Through Digital Storytelling Analytics

Dive into the analytics report of Mapping Voices for Equality (MOVE) promoting healthy living through digital stories. Discover insights on site traffic, visitor behavior, and recommendations for SEO, SEM, and social media strategies.

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Enhancing Healthy Living Advocacy Through Digital Storytelling Analytics

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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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