Measurement and Tracking Awareness May 2013

Transcription

1 Measurement and Tracking Awareness May

2 / Cooperative Awareness Program Goals OBJECTIVES MEASUREMENT BASELINE July -June GOALS Add value to NMEDA/QAP membership as a consumer preference. Monthly overall visitors to the web. (nmeda.com) 12,880 overall per month 13,400 overall per month Expand the customer base for mobility products. Unique visitors to overall web and specific landing pages. (nmeda.com) Baseline for monthly unique visitors is 10,320 10,750 unique per month Total to the dealer locator. Total unique to dealer locator. Add value to NMEDA/QAP through National Mobility Awareness Month Google analytics, dealer locator page tracking Google analytics, dealer locator page tracking Monthly overall visitors to NMAM. (mobilityawarenessmonth.com) 7,029 per month 7,310 overall per month 5,259 per month 5,470 unique per month 347,288 monthly visitors monthly visitors Expand the customer base for mobility products. Unique visitors to NMAM 521, ,650 Grow the quality of visitors to NMEDA.com Total web new visitors (better quality) x bounce rate reciprocal and measure of non-uniques. 95,566 New Visitors 66,354 Net Visitors Total new unique visitors 3,730 a month and total net visitors 5,225 a month. Increase dealer participation and communication to help strengthen the CAP program. Quarterly webinars, three monthly dealer calls, quarterly dealer visits, dealer reports, survey card return. Webinar attendance averaged 72 per quarter and ratings were 4.05 out of 5. Survey card return averaged 29 per month. Increase 8%, to 78 members per quarter. Increase survey card return to 35 per month. Note: Numbers and goals are based on the budget for 9 months of advertising, it does not include goals and numbers for the Mobility Awareness Campaign - which is 46% of the overall budget. 2

3 Summary for May Media spend for May was $18,784; April was $21,334; May was $31,850 Ads ran online on AbilityMagazine.com, Life in Action, New Mobility, Quest online, SpeciaLiving.com, CAOT, Paraplegia News online, Sports n Spokes online, Facebook and display ad package 1,074,616 visits to the NMAM web, 12,945 to NMEDA and 6,679 visits to the Dealer Locator Press release on the Mobility Industry Being Sound (tied in VPG announcement) was distributed on May 9 - viewed 1,897 times with 117,252,026 impressions Press release on NMEDA Being in Favor of Reinstating US Federal Transit Authority Waiver distributed on May 29 viewed 2,287 times with 114,484,599 impressions 3

4 Summary for May Facebook 3,603 new fans (24,651 total); 650,530 click-throughs to the webs (NMEDA and NMAM); 1.5 million impressions NMEDA Twitter 328 new followers (10,542 total), 354 tweets were sent Pinterest 22 boards, 3 community boards, 711 pins, 428 followers. Up 9% from March 1,946,573 total social media impressions, 10,785 interactions 2,065 media clips, 1,223,813,220 (1.2 billion) PR impressions vs. National Mobility Awareness Month Results Total Entries- 1,702 vs. 1,225 Web Visitors - 2,656,872 vs. 4,412, million / 66% increase Unique Visitors 1,433,680 vs. 1,977, million / 37% increase Page Views 15,706,292 vs. 13,490, million Votes Cast 1,291,171 vs. 1,949,686 83% increase Dealer participation members 4

5 Word On The Street 5

6 Daily Buzz Announcement June 7 Winners announced on the Daily Buzz morning TV show Aired in 175 DMS s and also streamed live NMAM had two three minute segments Sam Cook and Mike Savicki to speak about National Mobility Awareness Month and mobility solutions Winners to talk about winning and what mobility means to them Coverage map 6

7 Meet the NMAM Winners Abigail Carter Lexington, KY 33,022 votes Director of Outreach Services for the Lexington Rescue Mission Help people who struggle with poverty In a wheelchair for close to 30 years Jeff Scott, Victoria, BC 20,551 votes Director of Live It Love It Foundation adaptive adventure, kayaking, zip lining, rock climbing, etc. Injured in a snowboarding accident Steve Herbst Palatine, IL 37,716 votes Technology Manager for AllState Insurance Founding member of Gridiron Alliance not for profit organization seeking to improve the lives of catastrophically injured young athletes Paralyzed playing football in high school 7

8 Web Visitor Numbers on NMEDA.com Average for 9 months Avg. Base April July Aug. Sept. Oct. Nov. Dec. Jan. Feb. Mar. April May Goal Total Visits Unique Visits 12, , , ,320 96, ,180 9,483 11,495 13,323 14,695 10,583 10,070 13,355 44,117 16,571 26,174 12,945 13,400 7,679 9,278 10,906 11,921 8,439 7,941 10,211 40,752 12,677 20,771 10, Total Visits to Dealer Locator Unique Visits to Dealer Locator 7,029 74, N/A 5,259 54, N/A 6,941 8,827 9,361 9,291 6,636 6,004 7,861 22,684 9,550 14,814 6,679 7,310 4,045 5,076 5,470 5,455 3,909 3,515 4,511 17,557 5,512 10,588 3,493 5,470 Bounce Rates Avg. Base April July Aug. Sept. Oct. Nov. Dec. Jan. Feb. Mar. April May Goal Paid 52% 52% % 61% 51% 50% 49% 46% 48% 44% 47% 61% 59% 30% 45% Non- Paid 39% 53% % 59% 61% 60% 61% 60% 58% 54% 57% 65% 61% 63% 35% 8

9 Web Visitor Numbers on NMAM Average for three months Avg. Base March April May Goal Visits to NMAM 347,288 1,157,232 2,181,413 1,074,616 82,780 Unique Visits to NMAM Total Visits to Dealer Locator Unique Visits to Dealer Locator 521, , , ,251 58,950 43,055 9,550 14,814 6,679 49,515 27,798 5,512 10,588 3,493 31,970 Note: Dealer Locator visits are lower than as we are not sending voters to the Locator to get a promotion code, instead we are offering additional points for mobility questions answered correctly. 9

10 Overall Traffic for May July Aug. Sept. Oct. Nov. Dec. Jan. Feb. March April May Total Site Traffic 9,483 11,495 13,323 14,695 10,583 10,070 13,355 44,117 16,571 26,174 12,945 Unique Site Traffic 7,679 9,278 10,906 11,921 8,439 7,941 10,211 40,752 12,677 20,771 10,118 Total Net 4,505 5,091 5,715 6,414 4,994 5,358 6,936 34,120 6,553 11,487 5,087 Unique Net Traffic 3,648 4,202 4,678 5,203 4,058 4,225 5,305 51,517 5,013 9,116 3,976 Total Traffic to Dealer Locator 6,941 8,527 9,361 9,291 6,636 6,004 7,861 22,684 9,550 14,814 6,679 Net Dealer Locator Traffic 3,485 4,291 5,470 5,455 3,909 3,328 4,288 16,4112 4,979 9,126 3,999 Unique Dealer Locator 4,045 5,076 4,661 4,738 4,534 3,515 4,511 17,551 5,512 10,588 3,493 Unique Net Dealer Locator Traffic 2,031 2,035 2,724 2,782 1,907 1,948 2,574 13,137 3,366 6,618 2,168 10

11 Web Visitor Numbers Total Click Throughs on NMEDA IPR Subcommittee s Webs July Aug. Sept. Oct. Nov. Dec. Jan. Feb. March April May June Ability Center M.C. Mobility Systems Mobility Works Ride- Away Superior Van & Mobility

12 Top Dealer Locator Click Throughs to Member Webs March! Mobility Works 199 Superior Van & Mobility 87 Ride-Away 72 United Access 54 Ability Center 43 M.C. Mobility Systems 37 Advanced Mobility Systems of Texas 26 VCI Mobility 24 Mobility Freedom 20 Auto Mobility Sales 19 Freewheel Mobility 19 April! Mobility Works 194 Ride-Away 105 Superior Van & Mobility 80 United Access 62 Ability Center 55 VCI Mobility 34 M.C. Mobility Systems 27 A&J Mobility 27 Auto Assist 27 Mobility Freedom 23 Total Mobility Services 23 May! Mobility Works 126 Ride-Away 93 Ability Center 61 VCI Mobility 49 Superior Van & Mobility 47 United Access 47 Performance Mobility 38 Freewheel Mobility 35 Auto Assist 32 Total Mobility Services 28 Advance Mobility 26 12

13 Dealer Locator Click Throughs Avg. May July Aug. Sept. Oct. Nov. Dec. Jan. Feb. March April May Number of Zip Code Searches on the Dealer Locator Number of URL s that were Clicked Through 9,870 29,860 2,244 2,650 2,609 2,753 2,179 1,691 1,281 2,497 3,209 3,062 2,536 4,310 11,329 1,087 1,270 1,374 1,671 1,614 1,290 1,184 1,934 1,674 1,898 2,007 Number of Directions that were Clicked On

14 NMEDA Traffic Sources for May NMEDA.com Referring Site Detail mobilityawarenessmonth.com 561 facebook.com 357 chryslerautomobility.com members.nmeda.org 164 bdindependence.com 105 m.nmeda.com 87 braunability.com 75 google.com 73 gmmobility - 67 search.mywebsearch.com % Search Traffic 6,401Visits 23.9% Referral Traffic 3,099 Visits 26.6% Direct Traffic 3,442 Visits Search Engine Detail google.com (non-paid) 5,269 bing.com 493 yahoo.com 336 aol.com 106 ask.com 92 14

15 NMEDA Traffic Sources for May MobilityAwarenessMonth.com Referring Site Detail facebook.com 377,926 m.facebook.com 272,247 voteforbre.com 51,918 cfcw.com 9,120 t.co 8,902 us-mg6.mail.yahoo.com 2,959 nmeda.com 2,939 wfmz.com 2,814 helpspreadthis.org 2,414 us-mg5.mail.yahoo.com 2,37, 4.7% Search Traffic 50,984 Visits 75.4% Referral Traffic 810,727 Visits 19.7% Direct Traffic 212,028 Visits Search Engine Detail google.com (non-paid) 38,073 bing.com 5,470 yahoo.com 5,030 aol.com 875 ask.com

16 Web Traffic Sources 16 NMEDA.com May July Aug. Sept. Oct.. Nov. Dec. Jan. Feb. March April May June Direct Visits 16, % 1, % 2, % 2, % 2, % 1, % 2, % 3, % 6, % 5, % 9, % 3, % Ref. Sites 35, % 2, % 3, % 4, % 4, % 2, % 2, % 3, % 32, % 5, % 10, % 3, % Search Engine Non- Paid 10, % 4, % 4, % 4, % 5, % 4, % 3, % 5, % 4, % 6, % 5, % 6, % Search Engine Paid N/A % 1, % 2, % 2, % 2, % 1, % 1, % 1, % % 0 0.0% 0 0.0%

17 Top Non Paid Keywords for May: NMEDA.com Not Provided are from people who are logged in as Gmail/Google+ users 17

18 Paid Traffic Paid Search Traffic April Aug. Sept. Oct. Nov. Dec. Jan. Feb. March April May June Site Traffic - Total / Unique 194 / / 241 1,423 / 1,104 2,072 / 1,568 2,273 / 1,551 2,063 / 1,431 1,884 / 1,308 1,811/ 1,147 1,002 / / / 5 33 / 13 Site Net Traffic - Total / Unique 93 / / / / 732 1,141 / 778 1,110 / / / / / 2 22 / 2 23 / 8 Dealer Locator Traffic - Total / Unique Dealer Locator Traffic Net - Total / Unique 136 / N/A 1,356 / 1,099 1,030 / / N/A 671 / / / / / / / / / / / / 1 6 / 2 2 / / / 1 3 / 1 2 / 1 18

19 Facebook Statistics for May Facebook fan 24,651 (+3,603) 650,530 Click-throughs to NMEDA & NMAM 19

20 Twitter Statistics for May 10,542 followers (+328); 354 new tweets on twitter.com/nmedacom 20

21 Pinterest Statistics for May 711 (+39) Pins 428 (+9%) Followers 22 Boards 3 Community Boards Mobility Industry WAV s Solutions Inspiration Seniors Caregivers Veterans Adaptive Tools NMAM 21