Building an audience strategy from the ground up. Audience strategy conference, 26 May 2016
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Transcript of Building an audience strategy from the ground up. Audience strategy conference, 26 May 2016
BUILDING AN AUDIENCE STRATEGY FROM THE GROUND UP
AL SCOTT, ANTHONY NOLAN
An arbitrary number of tips that any communicator really must know!
FROM THE WEB
WHY AN AUDIENCE STRATEGY?
GIVE / RAISE MONEY
VOLUNTEER
CAMPAIGN
RAISE AWARENESS
DONATE CORD
DONATE STEM CELLS
PATIENT SERVICES
RESEARCH
STEM CELL PROVISION
INFLUENCE
RAISE AWARENESS
DO THIS
GET THIS
FOCUS ON WHAT WE’RE GIVING
1. DEFINE YOUR AUDIENCES
NOT EVERYONE WANTS TO SUPPORT
CHARITIES
2. DON’T (JUST) RELY ON DEMOGRAPHICS
• What shape does your support take?• Volunteering• Individual giving• Fundraising events• Legacies• Campaigners• Stem cell donation
• What shape do your supporters take?• Male• Female• Young • Old• Rich• Poor• All of the above
3. WHAT DO YOU KNOW ABOUT THEM?
TO GET UNDER THE SKIN OF OUR AUDIENCE SO WE CAN...
• Explore their current life and lifestyle (social, professional, familial)
• Understand outlooks, values, beliefs, as well as key sources of pleasure but also fears and frustrations
• Identify key differences between ages in relation to lifestyles and attitudes
• Understand key brands that are relevant to them and how they engage with them
3. WHAT DO YOU KNOW ABOUT THEM?
• More self aware + aware of cultural norms and pressures
• Multi-faceted persona
• Oriented towards others
• Reflective
• Driven by internal emotions
• Find reassurance in cultural norms
• In control
• Achievers
• Self-oriented
• Driven by external pressures
4. BE BRAND CONSISTENTTONE – VISUAL – LANGUAGE – EXPERIENCE – RESPONSE – SERVICE – VALUES - BEHAVIOURS
4. BE BRAND CONSISTENTTONE – VISUAL – LANGUAGE – EXPERIENCE – RESPONSE – SERVICE – VALUES - BEHAVIOURS
5. TALK AND LISTEN TO YOUR SUPPORTERS
6. TEST CREATIVE TO UNDERSTAND MOTIVATIONS
Authentic Fake
7. MEASURE WHAT YOU CAN CHANGE
Blog KPIS:1. Increase audience size2. Increase new sessions to 60% per month3. Increase Facebook referrals4. Publish at least 1 new blog a week5. Positive audience feedback
“Absolutely brilliant… what a brave, open and intellectual young lady Emma is”
Amazing Emma and Billie, I hope this gets a lot of attention xx
8. PERFORM A COMMS AUDIT
• What’s going out?
• Who’s it going to?
• How often is it going?
• When did it last go?
• Is it any good?
• What do we need to do different?
9. DELIVER THE RIGHT CONTENT AT THE RIGHT TIME
Individuals who buy products
Cord mums
Families and friends of patients
Register individuals incomplete
Organis-ations who give money
Register individuals
Patients
Campaigners
Awareness raisers
Volunteers
Individuals who raise
money
Individuals who give money
Marrow
10. FIND THE RIGHT MOUTHPEICE
• Campaign aimed at young men
• Used online gaming theme
• Dedicated platform >90% male
• 120,000 users per month• Influencer with 300,000+
followersElement KPI Result
Twitch HPTO impressions 75,000 79,773
Twitch HPTO clicks 1,125 1825Twitch HPTO CTR 1.50% 2.3%Email signups 200 334
Average click rate 1st email 15% 16.3%Landing page visits (total) 12,000 28,695
Sign ups to the register 50 249
11. DEVELOP CLEAR SUPPORTER JOURNEYS
DISPLAY AD TWITCH PAGE
EMAIL 2
EMAIL 3
LANDING PAGE
EMAIL 1JOIN REGISTER/ SUPPORT
SIGN UP
TO RECAP1. DEFINE YOUR AUDIENCE
2. GO DEEPER THAN DEMOGRAPHICS
3. LOOK AT WHAT YOU KNOW ABOUT THEM
4. BE BRAND CONSISTENT
5. TALK AND LISTEN TO YOUR SUPPORTERS
6. TEST CREATIVE TO UNDERSTAND MOTIVES
7. MEASURE WHAT YOU CAN CHANGE
8. PERFORM A COMMS AUDIT
9. DELIVER THE RIGHT CONTENT AT THE RIGHT TIME
10. FIND THE RIGHT MOUTHPIECE
11. DEVELOP CLEAR SUPPORTER JOURNEYS
THANKS!
email me: [email protected]
Visit the CharityComms website
to view slides from past events,
see what events we have
coming up and to check out
what else we do:
www.charitycomms.org.uk
Audience strategy:understanding and connecting
with stakeholders
Sponsored by
Conference
26 May 2016
London
#CCaudienceWiFi: RRPN1
Password: kmrhja12