knowing your audience: communications research masterclass
TRANSCRIPT
Masterclass:Getting to know your audience
Overview
• Introduction• What is an audience?• How to question• Internal research• External research• Toolkit• Creating personas• Starting a strategy• Recap & final questions
What is an audience?
“The assembled spectators or listeners at a public event such as a play, film, concert, or meeting”
- Wikipedia
What is an audience?
“The assembled spectators or listeners at a public event such as a play, film, concert, or meeting”
- Wikipedia“My customers”
- -Grumpy CEO
People you want to talk or listen to- Hotwire Labs
Where can we listen to an audience?
So, what’s missing here?
YOU!
How to question
Questions to ask
What channels do you use?
Why do you love/hate us?
Who do you think our competition is?
What do you do before you like a brand?
What marketing activity really annoys you?
Who’s a figurehead in the business?
What is the experience like?
How do you ‘discover’ the business?
What emotions do you get from the brand?
What do you want to talk about?
What have you read about us?
Who influences you?
What does ‘new’ mean to you?
What’s our purpose?
What do you think customers think we stand for?What do you think we stand for?
Internal research
Internal research
Reports Staff interviews Customer interviews
Internal research
Reports Staff interviews Customer interviews
Internal research
Website and owned social channel data
Internal research
Website and owned social channel data
External research
External research
Med
ia tr
ends
Surv
eys
Search trendsSocial data
External research
Med
ia tr
ends
Surv
eys
Search trendsSocial data
Can identify
• Who has covered them before• Who is organically interested• Who is writing similar articles• Who is interested but not
aware• Who the competitors are• How the competitors fare• When coverage appears• Which journalists are most
interested• Which publications to target• The angle to take • Content ideas • Direction for messaging• Events to have a presence at
External research
Med
ia tr
ends
Surv
eys
Search trendsSocial data
Can identify
• How people find the client’s site
• What search terms they use• What search terms are being
used generally• How the client ranks against
these terms • Who is performing best in
search• Where the client ranks against
competitors• How search changes across
the year• Which topics to use on site • Keywords to be using in online
content
External research
Med
ia tr
ends
Surv
eys
Search trendsSocial data
Can identify
• Volume of online discussion• Sentiment of conversations• Social channels people use• Keyword clouds• Top topics among the online
community • How keywords are connected
to each other• Performance of client online• Benchmarking against
competitors • Who the influencers are• What influencers talk about• When to post content• What content to post and
where
External research
Med
ia tr
ends
Surv
eys
Search trendsSocial data
Can identify
• Answers to question you have• Statistically sound results• High volume of results at low
cost (from $0.10 per response)• Ability to slice and dice results
• Region• Age• Gender• Phone OS• Parent / non-parent• Etc.
Toolkit
Toolkit
answerthepublic.com
boardreader.com
echosec.net
google.com/analytics
adwords.google.com
consumerbarometer.com
analytics. or /analytics
followerwonk.com
iconosquare.com
yougov.com/profileslite
notey.com
topsy.com
Toolkit
radian6.com
pulsarplatform.com
lp.hotwirepr.com
searchmetrics.com
trendkite.com
Creating personas
Use your data
What channels do they have?
Who do they want as their audience?
What audience do they currently have?
What channels are their audience on?
What are their competitors doing?
Who are their competitors?
What are their business goals?
What other marketing activity are they doing?
Who are the spokespeople?
What is their website like?
How are they ranking on Google?
What does their audience think of them?
What does their audience talk about?
What coverage are they getting?
Who are their influencers?
What are their influencers talking about?
What do their influencers think of them?
What negatives surround them? Are their specific job roles or demographics that matter to them?
Personas, you’re doing it wrongSamantha is 30, married with 2 kids, has a dog called Colin and likes to drink white wine on Saturdays while watching the X Factor.
The right way to create personasCharactersNeeds
InterestsExperienceObjectives
CharactersNeedsInterests
ExperienceObjectives
Starting a strategy
Put your learning at the centre
Personas
Channels
Topics
Journeys
Goals
Generate new leads by creating meaningful relationships with potential customers online,
through content on Twitter and LinkedIn. Measured with link tracking and Salesforce.
Summarise
Generate new leads by creating meaningful relationships with potential customers online,
through content on Twitter and LinkedIn. Measured with link tracking and Salesforce.
Roll with it
Recap & questions
Recap & questions
• What is an audience?• How to question• Internal research• External research• Toolkit• Creating personas• Starting a strategy
