A Talk for the Ages - Shifts and Trends in Audiences, Content, Channels and Timing

a talk for the ages* audiences move. now rearrange the message

to reach and resonate for results.

*in 25 minutes

#AlaPRSA @cloudspark

it’s not all about content

blasphemy!


audience + content + channel + timing

the formula


audience shifts go deeper than demographics


challenge what you think you know how often have you defined your audience?


36% of the nation’s young adults ages 18 to 31—Millennials – live in their parents’ home, the highest share in at least four decades.

a record 40% of all households w/ children <18 include mothers who are either the sole or primary source of income for the family.

did you know?


target audience women ages 65+ in birmingham who own homes

310 million

5 million 1.3 million

215,000 26,700

14,130

5,000


psychographics

personalize with more confidence


target audience women ages 65+ in birmingham who own homes

5,000

baby boomers social profiles

news consumption

church affiliation

empty nesters

better personalization


civics

~45 million, ages 69-89

boomers

75 million, ages 50-68

x-ers


millennials


generational lens


born 1981-2000 (ages 14-34)

100 million

most diverse, educated, cared for, and medicated

require structure, guidance and opportunity

demographics - millennials


two working parents (50% have divorced parents)

no failing grades and no losing teams

group matters

google is always available

never miss anything

real-time means RIGHT NOW

stunted adult development

“traditional with a modern twist”

psychographics - millennials


13

civics boomers gen x millennials

outlook practical optimistic skeptical hopeful

work ethic dedicated driven balanced determined

authority respectful love/hate unimpressed polite

lead by hierarchy consensus competence pulling

together

relationships personal

sacrifice

personal

gratification

reluctant to

commit inclusive

turnoffs vulgarity political

incorrectness hype, cliché waiting

provide stability personal

challenge feedback structure

v.a.b.b. differences

content shifts

get beyond words


“we can't talk about what [our company] wants to talk about. we have to talk about

what people want to talk about."

shift the lens


90% of info enters the brain visually

the recall rate of visual is 9x higher than text only

visual content is more likely to be shared than text only

visual activates different areas of the brain than text

visual matters


infographics


channel shifts

no remote needed


social networking


social mixing


getting news


mobile

it’s a shift not a trend


mobile


http://pewinternet.org/Reports/2013/Smartphone-Ownership-2013/Findings.aspx

phone vs tablet

we won’t even mention phablets


timing shifts 24/7/365


fomo

@cloudspark

primetime: wednesday at 1-4pm

facebook


primetime: monday thru thursday 1-4pm

twitter


primetime: tuesday thru thursday 7-9am

linkedin


primetime: business mornings

g+


tumblr

primetime: sundays and

monday thru thursday evenings


pinterest

primetime: saturday morning and

weekday evening and nights


5 things you can do learn >> apply


1. review the formula audience + content + channel + timing


cx journey mapping

search

react

evaluate

decide convert

@cloudspark

2. (re)define the audience


3. rethink the newsroom


4. make it mobile


5. be smarter pew.org

poynter.org

toprank.com

u.s. census

gallup

your own surveys

use the data


i might just answer

ask me anything

@cloudspark

thank you.

jenny schmitt @cloudspark

jschmitt(at)cloudspark(dot)com linkedin.com/jennyrebeccaschmitt

A Talk for the Ages - Shifts and Trends in Audiences, Content, Channels and Timing

Marketing

nations young adults

highest share

parents home

households w children