1. Emmett Arnold
Andy Avin
Mitch Madaglia
Amber Peavy
Marco Restrepo

2. The primary way the Alzheimer’s Association
Georgia Chapter (AAGP) reaches out to people
and raises awareness is through e-mail
campaigns. AAGP has a database which collects
and stores email addresses from people who
have signed up for any of the events they have
hosted in the past two years. A majority of
these names come from annual walks by the
organization that take place all around
Georgia.

3.  Theorganization gets most of their feedback
from Facebook due to it’s older audience.
Twitter is used regularly but AAGP wishes to
increase its followers that are relevant to the
organization. Money is earned by public
donations.

4.  Alz.org
Google Page Rank: 7 (iSpionage)
 Monthly SEO Traffic Value: $284,262 (iSpionage)
 Estimated traffic value based on organic keywords in
Google, Bing, and Yahoo combined. The value is
derived from the equivalent PPC (pay-per-click,
http://www.netlingo.com/word/ppc.php ) dollars
had the company run PPC campaigns in all search
engines with their organic keywords.
 Number of first page organic Keywords in Google
: 788 (iSpionage)
 Number of first page organic Keywords in
Bing/Yahoo: 223 (iSpionage)
 PPC budget: $1,464-$2,298

5.  iSpionage  Social Mention
Last month clicks:
1,067-1,321Avg. Ad WalkTop 2 Hash tags
Position: 4  eldalz
 Google PPC Keywords:
982  Alzheimer
 Bing/Yahoo PPC  Top 3 Sources
Keywords: 10  Twitter
 Top 2 Keywords  YouTube
 Alzheimer’s

 Facebook

6.  InitialImpressions:
Very professional
 No sense of emotional appeal for family
 Cluttered homepage
 Too many leads without obvious significance
 Unguided experience, overall lack of
direction
 Why purple?

7.  Homepage Analysis:
Pros:
 Call to action visible above fold
 Uniform theme and color
 Immediate name recognition
 For the most part canonical URLs

8.  Cons:
 Confusing Global Navigation
 Clutter weakens expansion upon subcategories
 Eliminates link juices by having inconsistent URLs
 Doesn’t necessarily capitalize on all possible search
terms and link tabs. Some repeat when they could be
used to specify
 Ex: Alz | Join The Cause | Join The Causes

9. SWOT Analysis
Alzheimers’ Association Georgia Chapter: Increasing Donations Through Social Media
criteria examples Strengths Weaknesses criteria examples
Advantages of proposition? Disadvantages of proposition?
Capabilities? Gaps in capabilities?
Competitive advantages?
1. Existing Database of Previous 1. Weak Twitter Presence Lack of competitive strength?
USP's (unique selling points)? Donors to Contact 2. Builds Online Presence Reputation, presence and reach?
Resources, Assets, People? Financials?
Experience, knowledge, data?
2. Known Walking Events That Almost Entirely Around Own known vulnerabilities?
Financial reserves, likely returns? Take Place Annually Walking Events Timescales, deadlines and
Marketing - reach, distribution, pressures?
awareness?
3. Existing Facebook & Twitter 3. Website Does Not Appear Cashflow, start-up cash-drain?
Innovative aspects? Accounts Being Used Already When Searching More Continuity, supply chain
Location and geographical? robustness?
Price, value, quality?
4. Website Appears as #1 Hit Medically Specific Terms Effects on core activities,
Accreditations, qualifications, when Searching ‘Alzheimers’ 4. Website Is Cluttered With distraction?
certifications? Reliability of data, plan
Processes, systems, IT,
& related words Confusing Functionality & predictability?
communications? 5. Receives Both Corporate & Aesthetics Morale, commitment, leadership?
Cultural, attitudinal, behavioural? Accreditations, etc?
Management cover, succession?
Public Donations 5. Corporate $ > Public $ Processes and systems, etc?
Philosophy and values? Management cover, succession?
criteria examples Opportunities Threats criteria examples
Market developments? Political effects?
Competitors' vulnerabilities? Legislative effects?
Industry or lifestyle trends?
1. Use Twitter More Effectively 1. Cancer.org & Other Charities Environmental effects?
Technology development and to Build Awareness & Deliver That Raise Money Medicinally IT developments?
innovation? Competitor intentions - various?
Global influences?
Info 2. Becoming Irrelevant Due To Market demand?
New markets, vertical, horizontal? 2. Expand to Other Social Media Lack Of Innovation on Web New technologies, services, ideas?
Niche target markets? Vital contracts and partners?
Geographical, export, import?
Sites for Greater Footprint 3. Non Retention of Site Visitors Sustaining internal capabilities?
New USP's? 3. Increase Site Awareness From Search Engine Hits Obstacles faced?
Tactics: eg, surprise, major Insurmountable weaknesses?
contracts?
through Video Blogging 4. Seeming Less Engaged Due Loss of key staff?
Business and product development? 4. Appeal to Donors with a More To Lack Of Social Media Sustainable financial backing?
Information and research? Economy - home, abroad?
Partnerships, agencies, distribution?
Personal Message Enthusiasm Seasonality, weather effects?
Volumes, production, economies? 5. Send Periodic Updates to 5. Less Independence Due to
Seasonal, weather, fashion
influences?
Keep Donors’ Interest Corporate Backing
Between Events
www.businessballs.com/swotanalysisfreetemplate.htm.
© Alan Chapman 2005-08. Free PDF version of this tool and information about SWOT analysis methods are available at
This is a free resource from www.businessballs.com, which contains lots more useful tools, diagrams and materials. Not to be sold or published.

10. Competitive Analysis
Cancer.org www.alzfdn.org/ alzinfo.org alz.org
Traffic Rank: 11,454 668,800 368,031 23,967
Referring Domains: 76,622 2,744 1,588 33,659
External Backlinks: 1,550,641 13,190 19,756 454,794
High Impact Searches: quit smoking alzheimer's alzheimer's treatment alzheimer's
cancer alzheimer preserving your memory alzheimer
stop smoking alzheimers your memory alzheimers
american cancer societyalzheimer's association world almanac alzheimer's association
cancer society alzheimer's foundation alzheimer's disease alzheimer's disease
Bounce Percentage: 65.10% 40% 55.20% 48.50%
Avg. Time On Site (mm:ss): 3:07 2:41 3:48 3:31
Visits From Search Engines: 36.10% 32.50% 27.60% 16.90%
Page View Per User: 2.3 2.3 2.4 2.4
Demographics (Majority):
Gender: Female Female Female Female
Age: 45-65+ 45-65+ 45-64 45-65+
Education: Some Collge/College College College Some College/College
Has Children: No No Yes No
Browsing Location: Home Work Home Work
Clickstream from:
google.com 35.48% 35.94% 35.58% 25.20%
yahoo.com 3.19% - - 3.38%
facebook.com 2.00% - - 9.36%
wikipedia.org 1.03% - - -

11.  Update blog more often
 More meaningful content
 Celebrities
 Focus on women
 Reorganize site
 Less clutter
 Increase their presence on Twitter
 Expand to other highly marketable social media websites
 Increase the awareness of their website
 Offer more transparency for public donors
 Improve the main page of their website