STAKEHOLDER COMMUNICATIONS Online + Offline Engagement
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
STAKEHOLDER COMMUNICATIONS Online + Offline Engagement
(today is not)
ABOUT US
AMANDA WATSON AMBER BROECKEL
Senior Account Executive
Account Executive
THE GROUNDWORK Online + Offline Engagement
IDENTIFY CHANNELS ON WHICH TO ENGAGE
DETERMINE YOUR MESSAGE
ESTABLISH YOUR AUDIENCE
ESTABLISHING YOUR AUDIENCE
Understanding your audience is the most important part of every communications campaign.
SERIOUSLY, DON’T
FORGET THIS.
ESTABLISHING YOUR AUDIENCE
• Not doing market research • Making assumptions about your
audience • Audience target too broad • Not tying your audience to your
goals • The wrong target market
Common mistakes
ESTABLISHING YOUR AUDIENCE
• Who are your existing customers? • Who would you like to capture (potential
customers)?
Think forward
ESTABLISHING YOUR AUDIENCE
• Demographics - Age - Marital Status - Socio-Economic Status - Ethnic Background - Income - Religion - Location
Develop a customer “persona”
What is the burning pain or desire?
ESTABLISHING YOUR AUDIENCE
• Psychographics - Hobbies - Values - Motivations - Lifestyle
Develop a customer “persona”
ESTABLISHING YOUR AUDIENCE Customer Persona Examples
Likes to cook
Psychographic Demographic
Passionate about local
Millennial
Single
West-Ender
Career driven
$35-$40K per year
Plans purchases
Loves to travel
Online and Offline Market Research/ Audience Identification Tools ESTABLISHING YOUR AUDIENCE
• Survey Monkey • Focus Groups • Man-On-The-Street
Surveys
DEVELOP A CUSTOMER PROFILE ONLINE: Surveys
DEVELOP A CUSTOMER PROFILE OFFLINE: Man-On-The-Street + Focus Groups
ESTABLISHING YOUR MESSAGE
ESTABLISHING YOUR MESSAGE What are you communicating about?
• Product • Service • Issue
Where does your message make sense?
ENGAGING YOUR AUDIENCE
Review your options.
IDENTIFYING YOUR CHANNELS Panels, Salons
Image source: Trailhead Boise Instagram
Community Insight Sessions, Town Halls IDENTIFYING YOUR CHANNELS
IDENTIFYING YOUR CHANNELS Events (of all sorts)
IDENTIFYING YOUR CHANNELS Traditional Earned Media
IDENTIFYING YOUR CHANNELS Word-of-Mouth/ Grassroots
Image source: h5p://852cmd.com/wp-‐content/uploads/2014/01/word-‐of-‐mouth-‐markeCng.png
IDENTIFYING YOUR CHANNELS Newsletters
Street Teams IDENTIFYING YOUR CHANNELS
IDENTIFYING YOUR CHANNELS Webinars
Image source: h5p://icsatoday.org/wp-‐content/uploads/2013/05/Webinar.jpg
IDENTIFYING YOUR CHANNELS Guerilla
Pinterest IDENTIFYING YOUR CHANNELS
Image source: Pinterest
IDENTIFYING YOUR CHANNELS Periscope
Image source: Periscope
IDENTIFYING YOUR CHANNELS Instagram
Image source: h5p://i.telegraph.co.uk/mulCmedia/archive/02787/instagram_2787001b.jpg
IDENTIFYING YOUR CHANNELS LinkedIn
Image source: LinkedIn
IDENTIFYING YOUR CHANNELS Facebook
Image source: Facebook
IDENTIFYING YOUR CHANNELS Twitter
Image source: Twi5er
IDENTIFYING YOUR CHANNELS YouTube
Image source: YouTube
IDENTIFYING YOUR CHANNELS NextDoor
Image source: h5p://allthingsd.com/files/2013/04/nextdoor.jpg
IDENTIFYING YOUR CHANNELS Blog/ Content Marketing
Image source: h5ps://www.odoo.com/apps/modules/8.0/portal_blog/blog.jpg
IDENTIFYING YOUR CHANNELS Landing Page/ Website
Image source: Weebly
IDENTIFYING YOUR CHANNELS TripAdvisor
Image source: TripAdvisor
IDENTIFYING YOUR CHANNELS Snapchat
Image source: Snapchat
IDENTIFYING YOUR CHANNELS EventBrite
Image source: Eventbrite
IDENTIFYING YOUR CHANNELS Yelp
Image source: Yelp
Where do you belong?
IDENTIFYING YOUR CHANNELS
• Using the wrong channels • Using too many channels • Not allocating resources to
management • Not doing research • Communicating too frequently or
infrequently
Common mistakes
Image source: h5p://www.cdrking.com/apanel/modules/products/images/large/1845_4.jpg
Dive into the data.
Compare the channels IDENTIFYING YOUR CHANNELS
Image Source: Pew research, 2013
Image source: Sprout Social
Image source: Sprout Social
Image source: Sprout Social
Image Source: Pew 2013
IDENTIFYING YOUR CHANNELS Yelp
Image Source: Yelp
IDENTIFYING YOUR CHANNELS Yelp
Image Source: Yelp
IDENTIFYING YOUR CHANNELS Each to his or her own
IDENTIFYING YOUR CHANNELS Customer Persona Examples
Likes to cook
Psychographic Demographic
Passionate about local
Millennial
Single
West-Ender
Career driven
$35-$40K per year
Local events
Plans purchases
Yelp
SnapChat
Local events + NextDoor
Loves to travel Periscope
PUTTING IT TO PRACTICE
PUTTING IT TO PRACTICE Online + Offline Engagement
ROCI MT HOME SCHOOL DISTRICT
CTA/ CWI
CTA/ CWI
CWI/CTA: Audience Identification PUTTING IT TO PRACTICE
POSTING ONLINE
EARNED MEDIA
FLYERS
COLLEGE STUDENTS
WEST END
NEIGHBORS
Image source: h5p://hlaspringfield.org/wp-‐content/uploads/2013/11/neighborhood.jpg
CWI/ CTA: Offline Engagement PUTTING IT TO PRACTICE
COMMUNITY INSIGHT EVENT
EARNED MEDIA
FLYERS
CWI/ CTA: Online Engagement PUTTING IT TO PRACTICE
ONLINE SURVEY
+ LANDING
PAGE
ONLINE EVENT
POSTINGS
FLYERS
CWI/ CTA: Results PUTTING IT TO PRACTICE
POSTING ONLINE
EARNED MEDIA
FLYERS 400
Mountain Home School District
Mountain Home School District: Audience Identification PUTTING IT TO PRACTICE
POSTING ONLINE
EARNED MEDIA
FLYERS
TEACHERS PARENTS BUSINESS + COMMUNITY
LEADERS
Mountain Home School District : Online Engagement PUTTING IT TO PRACTICE
VIDEO +
LANDING PAGE
GRASSROOTS SOCIAL MEDIA
FLYERS
PUTTING IT TO PRACTICE
SCHOOL TOURS +
OPEN HOUSES
DIRECT MAIL
Mountain Home School District : Offline Engagement
EARNED MEDIA
Mountain Home School District: Results PUTTING IT TO PRACTICE
POSTING ONLINE
EARNED MEDIA
FLYERS
Mountain Home School District Levy Votes
Yes
No
73.78%
26.22%
ROCI
ROCI: Audience Identification PUTTING IT TO PRACTICE
POSTING ONLINE
EARNED MEDIA
FLYERS
POLICY- MAKERS
EDUCATION GROUPS
SCHOOL DISTRICTS
ROCI: Online Engagement PUTTING IT TO PRACTICE
POSTING ONLINE
EARNED MEDIA
FLYERS
WEBINAR INFOGRAPHIC
ROCI: Offline Engagement PUTTING IT TO PRACTICE
POSTING ONLINE
EARNED MEDIA
FLYERS
CONFERENCE CALL
PANEL DISCUSSION
ROCI: Results PUTTING IT TO PRACTICE
POSTING ONLINE
EARNED MEDIA
FLYERS
• 31 registrants, 5 live participants • Varied audience (media, legislators,
interest groups)
• 20 participants • Legislator only audience • Lively discussion
• 35 attendees • Varied audience (media, legislators,
interest groups) • Lively discussion
QUESTIONS?
Related Documents
