Partnership Against Domestic Violence

Teen Scene

Lauren TowersZane Harris

Courtney SayersMitch HansenSara Wardlow

Overview• PADV is the largest nonprofit domestic violence

organization in Georgia

• PADV is working to end domestic violence by:o Offering safety and shelter for battered women and childreno Restoring power and self-sufficiency to survivorso Educating the public on the dynamics of domestic violence

Teen Scene Initiative• Target audience:

o teenagers ages 16 to 24 with a focus on preventing and ending teen dating violence

• Long-tail

Goals

• Identify the social media channels that the target audience uses most

• Find ways to increase the reach of PADV’s message through social media

Hypotheses• High content development but low outside

engagement o few mention/retweets for their Twitter Page.

• NACDV links to other brands and creates content tailored for Twitter. o 3,144 on Twitter and a 10%+ mention rate

Hypotheses

• No engagement between the PADV Facebook and Twitter o interested users not aware of the Teen Scene initiative.

• Teens are spending the majority of their time on social media networks not blogs o Most efforts should be put toward social media efforts

Competitor Audit: NCADV

• Large online presence.• Similar target audience.• Highly ranked in Google search using

overlapping keywords.

Smikiclas’ Digital Audit Color Codes

• Green = Keep going, but look for areas to improve.

• Yellow = Pauses and assess. Adjust based on priorities.

• Red = Stop and fill gaps. Change direction based on budget / objectives.

NCADV Reach & Conversion

• Not the traditional funnel model.• Second level sees a lot of organic growth.• Score = GREEN

NCADV Tweets to Mentions % of Previous Level Tweets 1133 - Followers 3144 277.49% Mentions 118 3.75%

NCADV Architecture• Clean-looking website with basic navigation.• Load times are somewhat high for each page at

2-3 seconds.• Very small social media link icons. Can easily be

overlooked.• Score = YELLOW

NCADV Content• Inconsistent posting, but overall high number.• May not have a SM calendar in place.• No YouTube channel or video content at all.• Score = YELLOW

17-Oct 18-Oct 19-Oct 20-Oct 21-Oct 22-Oct 23-Oct0

5

10

15

20

25

NCADV 7-Day Tweet Totals

Tweets

NCADV Integration

• Only website has links to SM channels.

• No Twitter link on Facebook.• No Facebook link on Twitter.• Score = RED

Channel Data Analysis

What we analyzed:- PADV main website;- PADV Facebook;- Teen Scene Twitter;- Teen Scene Facebook;- Teen Scene Blog;- Teen Scene MySpace;- NCADV main website; and- NCADV Facebook.

PADV Social Media DataFacebookPADV: 3,357 likes · 95 talking about PADV Teen Scene: 184 likes · 3 talking about this Twitter@PADVAtlanta (last Tweet 4 hours prior)1,018 Tweets | 241 Following | 453 Followers@PADVTeenScene (last Tweet 2/25/12)68 Tweets | 33 Following | 184 Followers YouTubeLast Activity: Dec. 7, 2011Subscribers: 4Video Views: 2,817

How SEO Fits Into the Picture

• What is SEO?

• How does SEO work?

• Why should you care about SEO?o Linkso Decayo FreshRank

SEO Channel DataPADV Website• Google Backlinks: 37• Tweets about site: 21• Delicious bookmarks: 0 • StumbleUpon Stumbles: 1• Compete.com traffic analysis: 772 Unique

Monthly Visitors

SEO Channel DataPADV Facebook• Google Backlinks: 24• Delicious bookmarks: 0• StumbleUpon Stumbles: 0

SEO Channel DataPADV TEEN SCENE

FacebookGoogle Backlinks: 7Delicious bookmarks: 0 StumbleUpon Stumbles: 0

 Twitter

Google Backlinks: 6Delicious bookmarks: 0StumbleUpon Stumbles:0

 

BlogGoogle Backlinks: 5Delicious bookmarks: 0StumbleUpon Stumbles: 0

 

MySpaceGoogle Backlinks: 1Delicious bookmarks: 0StumbleUpon Stumbles: 0

Competitor SEO Channel Data

NCADV WebsiteGoogle backlinks: 521Tweets about site: 390Delicious bookmarks: 0StumbleUpon Stumbles: 1,091Compete.com traffic analysis: 19,924 unique monthly visitors

 NCADV Facebook

Google backlinks: 20Delicious bookmarks: 0 StumbleUpon Stumbles: 0

Other important data

Top SEO competitors: • domesticviolence.org• nyscadv.org• helpguide.org• thehotline.org

Top Pay-Per-Click competitors:• joyfullheartfoundation.org• womenslaw.org• loveisrespect.org

Social Search Engine and Geolocal Channel

Analysis• PADV.org can be found on StumbleUpon, but with

only 1 single Stumble • NCADV.org has 1,091 Stumbles• PADV is not found on geolocal channels and

mobile apps such as Yelp, Foursquare, CitySearch etc. and there have been 0 Facebook check-ins

SEO related recommendations

• NCADV’s national presence, calls to action & inclusion on different types of sites fosters high backlinks & increases traffic/followers

• Clear calls to action being added will link in traffic between the PADV sites and social media channels

• Teen Scene can learn from success of PADV’s regular interaction, content sharing and facilitation of backlinks, but should do so with the improvements recommended to improve both channels

Observations

Target Audience is Empowered through Social Media

• Almost 96% of U.S. Adults have a Facebook page.

• PADV’s Teen Scene Twitter page has extremely low interaction as they have only tweeted 68 times since establishing their Twitter account in early February of 2010. The last tweet posted by PADV’s Teen Scene was over 8 months ago.

• Comments and posts made from followers should create great conversation topics, thus increase viewings, but they have disregarded the interaction.

• Delicate identifying information and exact organization locations are private and reasonably more difficult to publicize due to critical content matter.

• Blogging is a more comfortable for posting

information related to domestic violence.

Hub and Spokes Model

Recommendations

• Media outreach • Instagram• Increase the amounts of specific mentions

• Use a Social Media Calendar

  Monday Tuesday Wednesday Thursday Friday Saturday

Facebook Post link   Post link   Post link Post link

Twitter 2 tweets Retweet Reply to tweets 2 tweets Retweet Reply to tweets

BlogSpot   Post blog   Comment on other blogs

   

Instagram Post inspirational quote or picture

Post inspirational quote or picture

Post inspirational quote or picture

Post inspirational quote or picture

Post inspirational quote or picture

Post inspirational quote or picture

• Update their social media • Interrelate all social media channels • Use Hootsuite• Geolocal channels should be set up and used for

Events

The End!Sources

• commonsensemedia.org/sites/default/files/research/socialmediasociallife-final-061812.pdf• compete.com• Dover, Danny, and Erik Dafforn. Search Engine Optimization Secrets: Do What You Never

Thought Possible with SEO. Indianapolis, IN: Wiley, 2011. Print.• Esposito, J. (2011, June 27). Social Media Stats for the C-Suite. Retrieved from

Socialmediatoday.com: http://socialmediatoday.com/jeffesposito/310611/30-social-media-stats-c-suite

• Inbound Links Report for http://www.padv.org. (2012). Retrieved from Backlinkwatch.com: http://www.backlinkwatch.com/index.php

• ncadv.org/• searchengineland.com/guide/what-is-seo• seomoz.org/beginners-guide-to-seo• socialmediaexplorer.com/social-media-marketing/6-components-of-a-successful-digital-

marketing-audit/• socialmention.com/search?q=NCADV&t=all&btnG=Search• Tuten, Tracy L., and Michael R. Solomon. Social Media Marketing. Boston: Pearson, 2013. Print.