Audience Engagement 2.0
description
Transcript of Audience Engagement 2.0
Audience Engagement 2.0
Daniel Maxson
What Is The Project?
• Drive news based behavior• Encourage volunteerism against hunger in the
Champaign-Urbana metro area
Who is the Client?
• WILL– Mission• WILL enriches people’s lives through programs that
educate, entertain, inspire, and empower– Vision• WILL will be the model for public media, engaging our
communities and audiences in media, programs and services that support a healthy democracy and culture.
Show Me Results!
• TV Storyboard execution• Radio execution• Online execution
Big Idea
• We can fit volunteering into any schedule or budget.
TV Execution
TV Execution
Online Execution
Radio Execution
• 00:15• Wish you could volunteer but you never have
time? <name> can help. Visit our website at <url> and find opportunities that fit in your schedule and budget. There is no commitment required and we have tasks that fit in even the most hectic schedule. Visit <url> today to learn how to volunteer on your terms.
Radio Execution
• 00:15• Think you don’t have time to volunteer? Think
again. At <name> we find volunteer tasks that can fit into any schedule and budget. There is no commitment required. Visit <url> today to learn how you can fit volunteering into your life.
Radio Execution
• 00:15• Who has time to volunteer between working
two jobs? Everyone. At <name> we find quick, easy volunteer tasks so you can help feed the community while still having time for yourself. There is no commitment involved, so visit <url> to learn what you can do to help fight hunger.
Tell Me Why
• Research• Strategy
Research
• Secondary– Two distinct motivations for volunteering• Personal• Altruistic
– Long-term volunteers want more feedback– Provided framework for thinking about volunteers
among our audience
Research
• Primary– Conducted seven interviews– Target was “long-term” volunteers– Some were leaders, others were followers– Some found by referral, others by CUVolunteer
Research
• Primary – Insights– Volunteering is a “personal commitment”• Motivation is internal
– Diverse reasons for volunteering– Reasons for not volunteering• Not enough time• Fear of obligation
Strategy
• SWOT• Positioning• Unique Selling Point
SWOT
• Broken down by stakeholder– GroundCntrl– Illinois Public Media– The project itself
GroundCntrl
• Strengths– Strongest metric tracking available on the market
for web-based activity organization– “Mission” completion requires tangible evidence – Users can upload content
GroundCntrl
• Weaknesses– Still in beta stage– Recently rebranded from “Common Deeds”– Heavily marketed to project managers as opposed
to project participants
GroundCntrl
• Opportunities– New niche– Interest in location-based badges demonstrated
by predecessors like Foursquare
GroundCntrl
• Threats– Success highly dependent on user buy-in and
sustained interest
WILL – Illinois Public Media
• Strengths– Well-established in local community– History of driving audience engagement– Recognized and trusted
WILL – Illinois Public Media
• Weaknesses– Poor web presence– Conflicted on target audience– Poor social media focus
WILL – Illinois Public Media
• Opportunities– Audience uses radio as a significant source of
news– Loyal audience
WILL – Illinois Public Media
• Threats– Political backlash if controversial subjects are
brought up
The Project
• Strengths– It serves a need identified by last semester’s
student researchers– GroundCtrl provides the means to track success– WILL is already a respected part of its community
The Project
• Weaknesses– Diverse stakeholders– No monetization strategy– Key visionary players
The Project
• Opportunities– Receptive audience
The Project
• Threats– Interface design may discourage use
Strategy
• Objective– Our objective for this campaign will be shaped by
the needs of our partner organizations. Abstractly, we want people to use our service as a way to fit volunteering into their lives in spite of any obstacles to regular volunteering.
Positioning Statement
For people inclined to volunteer in Champaign-Urbana, this product will provide a centralized platform to discover timely opportunities to serve their community’s needs. Users will be able to track their activity, and reap rewards for achieving pre-set milestones. The system will be available online and via a mobile app.
Target Audience
• Casual volunteers• Home-owner• College-educated• Employed• Married with children
Competition
• CUVolunteer– Already serves as a virtually comprehensive source
of volunteer opportunities in the Champaign-Urbana area
– Planning to cooperate with them
Competition
• Groundcrew– Already offers mobile location-based tasks– Does not provide automated feedback– Is not tied into reporting
Points of Differentiation
• Automated feedback process for volunteer• Mobile application• “Social network”
But Is It Sustainable?
• Conditionally, yes– Cost-benefit– Not all-purpose– Visionaries– Buy-in
Questions?
?