Post on 25-Jun-2015
description
transcript
Digital Audit of Visual
Rehabilitation Services of Georgia
Alyx Roseman, David Schloegel, Jeff Hatfield, Joe Delvalle
Vision Rehabilitation Services
• Founded by Sarah Sentell Scott in 1983• Clients
o Macular degenerationo Diabetic retinopathyo Cataractso Glaucomao Birth Defects
• Services Offered:o Comprehensive low-vision evaluationso Instruction in a variety of daily living skillso Safe travelo Access technology training in magnification and speech software
programso Transition to vision loss counseling
Current Social Media Presence
• Primary Audienceo Visually impairedo Friends, family, supporters
• Secondary Audienceo Private donorso Corporate donors
Spooktacular Chase• http://www.spooktacularchase.com/• Race to See
o 100 runners 1st yearo 150 runners 2nd year
• Spooktacular Chase 2011o About 500 runners
• Spooktacular Chase 2012o $30,000 goalo Silent Auction
Objectives1. Develop a more lucrative and larger number of
donorso Bring VRSGA to the forefront of the vision impaired conversationso Appeal on a more personal and empathic levelo Tailor social media to both donors and clients
2. Increase participation in fundraising eventso Reach out to existing participants through Twitter and Facebooko Encourage a a stronger link between the event and VRSGAo Reach out to current newsletter recipients (575)
Increase social media following on existing sites: Twitter and Facebook
Competitor: CVI• Center for the Visually Impaired• Founded 50 years ago• Competitor and sister organization• Largest rehabilitation facility in the state• Differences between CVI and VRS
• Twitter• Facebook
VRS vs. CVI@VRSGA @CVIGA @Spooktacula
rRun
Tweets 3 434 53
Twitter Followers
9 165 23
Following on Twitter
8 93 25
Facebook Likes 17 540 126
“Talking about this” on Facebook
12
Site visits on Facebook
106
Competitor: NEI• National Eye Institute under the National Institute
of Health• Government entity: government funded• Largest vision rehabilitation center in the nation• Site receives 200,000 unique visits per month
(Quantcast)• Unique visitor count is 84,000 users (Quantcast)
VRS vs. NEI@VRSGA @NEHEP
(NEI)@SpooktacularRun
Tweets 3 293 53
Twitter Followers
9 323 23
Following on Twitter
8 81 25
Facebook Likes 17 257 126
“Talking about this” on Facebook
6
Digital Audit of Competitors
• Statistics of users on nei.nih.govo 63% of them are womeno Age range 35-65+ with 21% being between 35-44o 66% of them have no children living at home.o 54% of the average income is 100k-150ko 84,000 unique visitor users.
• The reasons they have high traffic is because:o Integration of social media websites on front page. (Facebook, Twitter,
RSS feed)o Easy to navigate website.
Digital Audit of Competitors (continue)
• Functionality of the website (nei.nih.gov)o High integration of Social media channels (in front, click through links)o Adjustable font size (for visually impaired) o Headlines with news and information about eye healtho Search bar with in site searching.
o All of these things should be implemented on the Vrsga.org website for more traffic and more click through
Search Engine Optimization
• Maximize user traffic
• Keywords
• Keep everything up-to-date
• Spooktacular Chase
ispionage.com semrush.com
Organic Online Competitors Through Shared Keywords
nih.gov virtua.org emorymedicine.org marltonrehab.org cviga.org
lighthouse.org unityrehab.org nih.gov virtua.org cviga.org
Top Organic Keywords
blind and low vision vision rehabilitation services blind low vision low vision services low vision blind
vision rehabilitation blind and low vision visual rehabilitation rehab visual low vision services
VRS Search Analytics
VRS Site Visitor Demographics
Vision Rehabilitation Services of Georgia
VRS Websit
e
Spooktacular Twitter
Spooktacular
Search
Engines
360 Cobb
(geolocal)
Hub and Spoke Model
VRS Social Media: Current State
• VRS has a weak position in both Facebook and Twitter
• The Spooktacular Chase has a stronger holdo Focuses on race trainingo Few references to VRS or vision rehabilitation
• 550 contacts on e-mailer list
Looking Forward• Encourage current clients to engage with VRS on
Twitter and Facebook
• Include links to VRS Facebook and Twitter in every email
• Tweet and post on each site daily, encouraging followers to engage in the posts
• Target the tweets and posts to donors and friends/family rather than clients
Looking Forward (cont.)
• Begin to edit Twitter and Facebook with current news reports, events, thoughts, etc. about vision impairment
• Reference the VRS Twitter/Facebook in every Spooktacular post
• Edit the Spooktacular Twitter as though Seemore the mascot is the author
Looking Forward (cont.)
• Include vision-specific benefits on the VRSGA website such as different color text and larger font
• Include headlines of recent events and news stories on the VRSGA homepage
• Expand the VRSGA website to include a search bar for quicker navigation