1. Partnership Against
Domestic Violence
Teen Scene
Lauren Towers
Zane Harris
Courtney Sayers
Mitch Hansen
Sara Wardlow

2. 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 children
o Restoring power and self-sufficiency to survivors
o Educating the public on the dynamics of domestic violence

3. Teen Scene Initiative
• Target audience:
o teenagers ages 16 to 24 with a focus on preventing and ending
teen dating violence
• Long-tail

4. 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

5. 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

6. 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

7. Competitor Audit:
NCADV
• Large online presence.
• Similar target audience.
• Highly ranked in Google search using
overlapping keywords.

8. 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.

9. 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%

10. 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

11. 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
NCADV 7-Day Tweet Totals
25
20
15
10 Tweets
5
0
17-Oct 18-Oct 19-Oct 20-Oct 21-Oct 22-Oct 23-Oct

12. NCADV Integration
• Only website has links to SM channels.
• No Twitter link on Facebook.
• No Facebook link on Twitter.
• Score = RED

13. 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.

14. PADV Social Media Data
Facebook
PADV: 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
YouTube
Last Activity: Dec. 7, 2011
Subscribers: 4
Video Views: 2,817

15. How SEO Fits Into the
Picture
• What is SEO?

16. • How does SEO work?

17. • Why should you care about SEO?
o Links
o Decay
o FreshRank

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

19. SEO Channel Data
PADV Facebook
• Google Backlinks: 24
• Delicious bookmarks: 0
• StumbleUpon Stumbles: 0

20. SEO Channel Data
PADV TEEN SCENE
Facebook Blog
Google Backlinks: 7 Google Backlinks: 5
Delicious bookmarks: 0 Delicious bookmarks: 0
StumbleUpon Stumbles: 0 StumbleUpon Stumbles: 0
Twitter MySpace
Google Backlinks: 6 Google Backlinks: 1
Delicious bookmarks: 0 Delicious bookmarks: 0
StumbleUpon Stumbles:0 StumbleUpon Stumbles: 0

21. Competitor SEO Channel
Data
NCADV Website
Google backlinks: 521
Tweets about site: 390
Delicious bookmarks: 0
StumbleUpon Stumbles: 1,091
Compete.com traffic analysis: 19,924 unique monthly visitors
NCADV Facebook
Google backlinks: 20
Delicious bookmarks: 0
StumbleUpon Stumbles: 0

22. Other important data
Top SEO competitors: Top Pay-Per-Click competitors:
• domesticviolence.org • joyfullheartfoundation.org
• nyscadv.org • womenslaw.org
• helpguide.org • loveisrespect.org
• thehotline.org

23. 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

24. 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

25. Observations

26. Target Audience is
Empowered through
Social Media
• Almost 96% of U.S. Adults have a
Facebook page.

27. • 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.

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

29. • 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.

30. Hub and Spokes Model

31. Recommendations
• Media outreach
• Instagram
• Increase the amounts of specific mentions

32. • 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 Post Post Post Post Post
inspirational inspirational inspirational inspirational inspirational inspirational
quote or quote or quote or quote or quote or quote or
picture picture picture picture picture picture

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

34. 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.