Measurement and Tracking Awareness August 2012

Transcription

1 Measurement and Tracking Awareness August

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 July Media spend for August was 12,850 (July was $12,640; August 2011 was $22,849) Facebook fan 10,711 new fans (386+ new); 2,170 click throughs to the webs (NMEDA and NMAM) NMEDA Twitter 8,605 followers remained the same, 69 tweets were sent 11,495 visits to the webs, 8,527 visits to the Dealer Locator 8 blogs were created and posted on Facebook and nmeda.com; topics included apps for people with disability, VA helping Veterans with mobility assistance and troubleshooting mobility equipment Miner and Cruz family vehicle give-away in IL and CT Created and sent out consumer enewsletter Separated webs Launched Association Management System 3

4 Summary for July 121 clips (print, online, broadcast, social media) Total circulation/audience = 352,178 Total AVE = $23,499 Ron Miner Event: WLS-TV - August 24 at 5pm news WLS-AM - August 25 "Drive Chicago with Paul Brian" (Dave and Ron called into the morning show) Pending: WLS-TV - reporter is scheduled to do an interview with Ron on September 12 for an in-depth story. Frankfort Station, Southtown Star, Patch.com (Frankfort) Alberto Cruz Event: WFSB-TV - August 28 at 6pm news Pending: The Chronicle and FOX CT 4

5 Web Visitor Numbers on NMEDA.com Average for 9 months Avg. Base Aug 2011 July Aug. Sept. Oct. Nov. Dec. Jan. Feb. Mar. April May Goal Total 12,880 17,115 9,483 11,495 13,400 Unique 10,320 13,374 7,679 9, Total to Dealer Locator Unique to Dealer Locator 7,029 11,643 6,941 8,827 7,310 5,259 9,241 4,045 5,076 5,470 Bounce Rates Avg. Base Aug 2011 July Aug. Sept. Oct. Nov. Dec. Jan. Feb. Mar. April May Goal Paid 52% 59% 61% 51% 45% Non- Paid 39% 51% 59% 61% 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 August Total Site Traffic 9,483 11,495 July Aug. Sept Oct. Nov. Dec. Jan. Feb. March April May Unique Site Traffic 7,679 9,278 Total Net 4,505 5,091 Unique Net Traffic 3,648 4,202 Total Traffic to Dealer Locator 6,941 8,527 Net Dealer Locator Traffic 3,485 4,291 Unique Dealer Locator 4,045 5,076 Unique Net Dealer Locator Traffic 2,031 2,035 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 June! Ride-Away 53" Mobility Works 44" Ability Center 25" HDS Vans - 23" Mobility Freedom 21" Auto Mobility Sales 20 " United Access 19" Superior Van & Mobility 15 " Advanced Mobility Systems of Texas 14" A & J Mobility 13" July! Mobility Works 69" Ride-Away 54" United Access 27" Superior Van & Mobility 23" Carolina Mobility Sales 20 " Advanced Mobility Systems 19 " Ability Center 18" MC Mobility Systems 17" Ilderton Van & Conversions 15" Auto Assist 14" " August! Mobility Works 64" Ride-Away 40" Ability Center 21" United Access 19" Superior Van & Mobility 19" Advanced Mobility Systems of Texas 17" AMS Vans 16 " Freewheel Mobility - 16" Mobility Transportation Systems 16" Oneness Mobility 16" " " " " 9

10 Dealer Locator Click Throughs Avg, Aug 2011 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 4,426 2,244 2,650 4,310 2,843 1,087 1,270 Number of Directions that were Clicked On

11 NMEDA Traffic Sources for August NMEDA.com Referring Site Detail facebook 758 google.com m.facebook.com 268 nmeda.com gmmobility.com chryslerautomobility.com members.nmeda.org - 93 mbusa.com - 89 Search Engine Detail google.com (non-paid) 3,581 bing.com 273 yahoo.com 219 aol.com 63 ask.com 51 11

12 NMEDA Traffic Sources for August MobilityAwarenessMonth.com Referring Site Detail facebook 868 m.facebook.com youtube.com google.com nmeda.com quest.mda.org - 78 t.co - 58 Search Engine Detail google (non-paid) 1,717 bing 91 yahoo 83 aol 21 images.google 7 ask

13 Web Traffic Sources 13 NMEDA.com Aug 2011 July Aug. Sept. Oct.. Nov. Dec. Jan. Feb. March. April May June Direct 1, % 1, % 2, % Referral Sites 2, % 2, % 3, % Search Engine Non-Paid 2, % 4, % 4, % Search Engine Paid 9, % % 1, %

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

15 Paid Traffic Paid Search Traffic July Aug Site Traffic - Total / Unique 885 / 722 1,423 / 1,104 Site Net Traffic - Total / Unique 343 / / 548 Dealer Locator Traffic - Total / Unique 631 / 532 1,356 / 1,099 Dealer Locator Traffic Net - Total / Unique 237 / /

16 Facebook Statistics for August Facebook fan 10,711 (+386) 758 Click-throughs to the NMEDA 868 Click-throughs to NMAM 16

17 Twitter Statistics for August 8,605 followers, 2,993 (69 new) tweets on twitter.com/nmedacom 17