using content segmentation in social media to make an impact
DESCRIPTION
One of two sessions from CKSyme.org at the 2012 Montana Nonprofit Association Conference. How to identify stakeholder personas and design content for each on social media channels.TRANSCRIPT
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Using Content Segmentation
inSocial MediaTo Make An
Impact
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Know Your
Goals
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Goal Objective
Strategies Tasks
Marketing Success
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KnowYour
Audience
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Persona NameDEMOGRAPHICS:• Gender• Age Range• Income (Consider a spouse’s income, if
relevant)• Urbanicity (Is your persona urban,
suburban, or rural?)• Volunteer/giving stats
SOCIOTECHNOGRAPHICS:• How much time do they spend online?• What channels do they use?• What is their online role? ( social
technographics ladder groups) http://empowered.forrester.com/tool_consumer.html Inactive, spectator, joiner, collector, critic, creator
You can find this
information by
administerin
g
online surveys o
f
your target
audience.
Shout-out to Hubspot
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Persona NameNEEDS:• Pain points• Common challenges
HOW WE HELP:• How we solve their challenges• What do we offer that they can
connect with?
STAKEHOLDER GROUP:• Core advocate, influencer, fan, friend,
public?
Shout-out to Hubspot
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Persona NameREAL QUOTES:• Include a few real quotes –
taken during your interviews – that represent your persona well. This will make it easier for staff & volunteers to relate to and understand your persona.
COMMON OBJECTIONS:• Identify the most common
objections your persona will raise during the giving and participating processes.
Identifying common objections will help your team be better prepared during their conversations.
Shout-out to Hubspot
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Persona NameMARKETING MESSAGING:• How should you describe
your solution to your persona?
ELEVATOR PITCH:• Make describing your
solution simple and consistent across everyone in your organization.
Establishing your messaging prepares your
entire organization to convey the same
message.
Including a real
photo from
Creative
Commons or
iStockphoto
helps everyone
envision the
same person.Shout-out to Hubspot
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Sample Sally
DEMOGRAPHICS:• Skews female• Age 30-45• Married, children 8 & 10• Dual HH Income: $140,000• Suburban• Currently gives regularly to one organization, irregularly to 2-4, does not attend events.
SOCIOTECHNOGRAPHICS:• Spends 1-2/hrs. day online• Facebook, Pinterest• Joiner/Spectator – shops online, gives
online, reads, likes causes on FBShout-out to Hubspot
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Sample SallyNEEDS:• Pain points: family time pressure,
splitting time between family and causes, budgeting
• Common challenges: desires more volunteer opps, wants to find causes where she can make a difference. Would like to involve family.
HOW WE HELP:• How we solve their challenges• What do we offer that they can
connect with?
STAKEHOLDER GROUP: Friend
Shout-out to Hubspot
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Sample SallyREAL QUOTES:• “It’s been difficult finding time to read
everything online I’d like to know. I wish I had time to volunteer”
• “I want to be able to pass a spirit of volunteering on to my kids. I wish more charities had opportunities for families to volunteer.”
COMMON OBJECTIONS:• Charities always need large amounts of
money for big causes. Not enough small opportunities.
• I don’t want to add more places to go to my already-filled schedule.
Shout-out to Hubspot
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Tool Matrix What problem does it solve?
Strength? Weakness?
Ways to segment?
Time, resources, people?
Are our people already there?
Blogs or message board
YouTube/Vimeo
Google +
Others
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Loyalty is the goldenticket
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Conversation-Building
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Crowdsourcing
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Value-Adding
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PeopleDoing
itRight
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