Measurement and Tracking Awareness December 2012

Transcription

1 Measurement and Tracking Awareness December

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 December Media spend for December was $18,438. November was $16,350; December 2011 was $17,383 Ads ran online Mobility Management, Life In Action, New Mobility, PN Magazine, Quest, Sports N Spokes, APTA Buyers Guide, Facebook, Google Ad Network Facebook 215 new fans (11,753 total); 640 click throughs to the webs (NMEDA and NMAM); 1.2 million impressions NMEDA Twitter 909 new followers (9,682 total), 125 tweets were sent 1, social media impressions (+253,156), 4,423 interactions 10,070 visits to the NMEDA web, 6,004 visits to the Dealer Locator 2,422 people vid the NMAM web 8 blogs were created for NMEDA.com and social media; topics included parking disability, adaptive cooking, Veterans cost of living benefits Created and sent out consumer enewsletter 17% open rate Created graphics for NMEDA conference 3

4 Summary for Decmber National Mobility Awareness Month Updates Web look has been overhauled Dealer kit is being printed Mike Savicki Navy Veteran, athlete over 70 gold medals, advocate and entrepreneur 45 years old, C6 7 quadriplegic David Lowell Marine Corp Veteran, engineer, member of NJ Commission for Spinal Cord Research. Spinal cord injury, T-12 paraplegic Josh Dueck From BC, Canada, first sit-skier to complete a back flip on snow Winter Paralympics Game silver medalist 31 years old, spinal cord injury skiing in 2004 Ashley Lauren Fisher Model, co-founder of Discovery Through Design, restaurateur spinal cord injury diving into shallow water 4

5 Web Visitor Numbers on NMEDA.com Average for 9 months Avg. Base Dec July Aug. Sept. Oct. Nov. Dec. Jan. Feb. Mar. April May Goal Total 12,880 11,492 9,483 11,495 13,323 14,695 10,583 10,070 13,400 Unique 10,320 9,240 7,679 9,278 10,906 11,921 8,439 7, Total to Dealer Locator Unique to Dealer Locator 7,029 5,137 6,941 8,827 9,361 9,291 6,636 6,004 7,310 5,259 4,236 4,045 5,076 5,470 5,455 3,909 3,515 5,470 Bounce Rates Avg. Base Dec July Aug. Sept. Oct. Nov. Dec. Jan. Feb. Mar. April May Goal Paid 52% 60% 61% 51% 50% 49% 46% 48% 45% Non- Paid 39% 59% 59% 61% 60% 61% 60% 58% 35% 5

6 Web Visitor Numbers on NMAM Average for three months Avg. Base Mar. April May Goal to NMAM 347,288 82,780 Unique to NMAM Total to Dealer Locator Unique to Dealer Locator 521,434 58,950 43,055 49,515 27,798 31,970 6

7 Overall Traffic for December 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 Unique Site Traffic 7,679 9,278 10,906 11,921 8,439 7,941 Total Net 4,505 5,091 5,715 6,414 4,994 5,358 Unique Net Traffic 3,648 4,202 4,678 5,203 4,058 4,225 Total Traffic to Dealer Locator 6,941 8,527 9,361 9,291 6,636 6,004 Net Dealer Locator Traffic 3,485 4,291 5,470 5,455 3,909 3,328 Unique Dealer Locator 4,045 5,076 4,661 4,738 4,534 3,515 Unique Net Dealer Locator Traffic 2,031 2,035 2,724 2,782 1,907 1,948 7

8 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

9 Top Dealer Locator Click Throughs to Dealer Webs October! Mobility Works 83 Ride-Away 60 United Access 38 Superior Van & Mobility 37 Ability Center 33 VCI Mobility 29 Mobility Vans 24 Adaptive Driving Access 24 Better Life Mobility 23 Team Adaptive 22 Mobility Freedom 22 November! Mobility Works 115 Ride-Away 76 VCI Mobility 50 Ability Center 46 Superior Van & Mobility 40 United Access 38 Nor-Cal Mobility 35 Carolina Mobility Sales 26 Siebert Mobility 21 Illderton Conversion 21 Mobility Freedom 20 December! Mobility Works 90 Ride-Away 56 Ability Center 32 United Access 31 Mobility Freedom 29 Superior Van & Mobility 28 M.C. Mobility Systems 23 Auto Assist 23 Better Life Mobility 19 VCI Mobility 19 Nor-Cal Mobility 18 9

10 Dealer Locator Click Throughs Avg. Dec 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 2,478 2,244 2,650 2,609 2,753 2,179 1,691 4,310 1,339 1,087 1,270 1,374 1,671 1,614 1,290 Number of Directions that were Clicked On

11 NMEDA Traffic Sources for December NMEDA.com Referring Site Detail facebook.com google.com members.nmeda.com 207 chryslerautomobility.com 141 gmmobility 102 t.co 96 bdindependence.com 56 braunability 53 mobilityworks.com 48 google.ca - 42 Search Engine Detail google.com (non-paid) 2,685 bing.com 268 yahoo.com 226 aol.com 51 ask.com 28 11

12 NMEDA Traffic Sources for December MobilityAwarenessMonth.com Referring Site Detail facebook.com 194 nmeda.com 128 google.com quest.mda.org - 47 m.facebook.com 44 t.co 43 ildertonvans.com 36 youtube.com 28 pinterest.com - 18 Search Engine Detail google (non-paid) 826 bing 56 yahoo 37 aol

13 Web Traffic Sources 13 NMEDA.com Dec July Aug. Sept. Oct.. Nov. Dec. Jan. Feb. March. April May June Direct 1, % 1, % 2, % 2, % 2, % 1, % 2, % Ref. Sites 2, % 2, % 3, % 4, % 4, % 2, % 2, % Search Engine Non- Paid 2, % 4, % 4, % 4, % 5, % 4, % 3, % Search Engine Paid 4, % % 1, % 2, % 2, % 2, % 1, %

14 Top Non Paid Keywords for November: NMEDA.com Not Provided are from people who are logged in as Gmail/Google+ users 14

15 Paid Traffic Paid Search Traffic July Aug. Sept. Oct. Nov. Dec. Site Traffic - Total / Unique 885 / 722 1,423 / 1,104 2,072 / 1,568 2,273 / 1,551 2,063 / 1,431 1,884 / 1,308 Site Net Traffic - Total / Unique 343 / / / 732 1,141 / 778 1,110 / / 678 Dealer Locator Traffic - Total / Unique 631 / 532 1,356 / 1,099 1,030 / / / / 470 Dealer Locator Traffic Net - Total / Unique 237 / / / / / /

16 Facebook Statistics for December Facebook fan 11,753 (+215) 640 Click-throughs to NMEDA & NMAM 16

17 Twitter Statistics for December 9,179 followers (+909); 125 new tweets on twitter.com/nmedacom 4,423 interactions 17