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Creating Powerful Communications Strategies: CharityComms Seminar 19 January 2011<br />Research and Insight - the Foundati...
Research and insight - the foundation of an effective comms strategy<br />digital with a cause.<br />
Introducing us<br />Amanda Prosser<br />Director of digital agency Public Zone<br />Public/voluntary sector specialist<br ...
Today’s agenda<br />Why is research and insight so important?<br />How to do it<br />Play England case study<br />
Why bother with research and insight?<br />
Multiple benefits<br />Develop criteria to inform decision-making <br />Place the audience at the heart of your strategy<b...
Here’s a process you could follow…<br />digital with a cause.<br />
1. Identify and prioritise target audiences <br />One group or sub-categories?<br />Engaged or disengaged?<br />Ambassador...
2. Decide what questions to ask<br />What they currently think, feel or do?<br />What might motivate them to change or act...
3. Talk to people <br />Low cost methods<br /><ul><li>Survey monkey
Social media
Email database
Through partners
On the street
On the phone
In their homes
Feedback button</li></ul>Paid for<br /><ul><li>Omnibus surveys
Brand awareness tracking
Social media listening
Focus groups</li></li></ul><li>4. Watch them<br />Low cost<br />Internet café<br />In their homes<br />Social media observ...
5. Secondary research<br />Internet<br />Research organisations<br />(e.g. NatCen)<br />Libraries<br />Partner organisatio...
6. Competitor analysis<br />How are your competitors positioning themselves or their campaigns?<br />What tactics are they...
7. Google analytics<br />
8. Draw conclusions<br />Draw up audience pen pictures<br /><ul><li> Where are they on their journey with you?
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Importance of Research to Your Comms Strategy

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Transcript of "Importance of Research to Your Comms Strategy"

  1. 1. Creating Powerful Communications Strategies: CharityComms Seminar 19 January 2011<br />Research and Insight - the Foundation of an Effective Comms Strategy By Amanda Prosser, Director of communications agency, Public Zone Becky McLauchlan, Head of Communications and Campaigns, Play England <br />Find out more about CharityComms: www.charitycomms.org.uk<br />Sign up for the CharityComms eNews for all the latest charity communications news, views and resources: http://www.charitycomms.org.uk/about/enews.aspx<br />
  2. 2. Research and insight - the foundation of an effective comms strategy<br />digital with a cause.<br />
  3. 3. Introducing us<br />Amanda Prosser<br />Director of digital agency Public Zone<br />Public/voluntary sector specialist<br />Marcomms, PR, digital expertise<br />Becky McLauchlan<br />Charity comms specialist<br />Former Play England Head of Communications and Campaigns<br />
  4. 4. Today’s agenda<br />Why is research and insight so important?<br />How to do it<br />Play England case study<br />
  5. 5. Why bother with research and insight?<br />
  6. 6. Multiple benefits<br />Develop criteria to inform decision-making <br />Place the audience at the heart of your strategy<br />Establish a baseline <br />De-risk your approach<br />Gain unexpected insights<br />Convert detractors to supporters<br />
  7. 7. Here’s a process you could follow…<br />digital with a cause.<br />
  8. 8. 1. Identify and prioritise target audiences <br />One group or sub-categories?<br />Engaged or disengaged?<br />Ambassadors?<br />How does each group influence/connect with each other?<br />Hardest to reach vs easy targets<br />Are they new, existing, internal or external?<br />
  9. 9. 2. Decide what questions to ask<br />What they currently think, feel or do?<br />What might motivate them to change or act?<br />How aware of your organisation/cause are they?<br />What do they think of your organisation/cause?<br />What do they want from you?<br />How do you reach them? What media do they consume? consume?<br />
  10. 10. 3. Talk to people <br />Low cost methods<br /><ul><li>Survey monkey
  11. 11. Social media
  12. 12. Email database
  13. 13. Through partners
  14. 14. On the street
  15. 15. On the phone
  16. 16. In their homes
  17. 17. Feedback button</li></ul>Paid for<br /><ul><li>Omnibus surveys
  18. 18. Brand awareness tracking
  19. 19. Social media listening
  20. 20. Focus groups</li></li></ul><li>4. Watch them<br />Low cost<br />Internet café<br />In their homes<br />Social media observation<br />Internet forum observation<br />Higher cost<br />Immersive design<br />Usability labs<br />
  21. 21. 5. Secondary research<br />Internet<br />Research organisations<br />(e.g. NatCen)<br />Libraries<br />Partner organisations and peers<br />
  22. 22. 6. Competitor analysis<br />How are your competitors positioning themselves or their campaigns?<br />What tactics are they using?<br />How can you differentiate your organisation or your campaign?<br />
  23. 23. 7. Google analytics<br />
  24. 24. 8. Draw conclusions<br />Draw up audience pen pictures<br /><ul><li> Where are they on their journey with you?
  25. 25. What motivates them?
  26. 26. Communication channels
  27. 27. Messages/calls to action
  28. 28. Content </li></ul>Draw up criteria by which you can select the best approach or tools<br />Interpretation is key <br />
  29. 29. 9. Product development and testing<br />Test your messages<br />Multi-variant testing (email, web designs, branding)<br />Prototype testing in usability lab<br />Focus groups <br />Forum feedback<br />
  30. 30. Case study<br />Play England<br />A case study<br />digital with a cause.<br />
  31. 31. Need for change<br />Website out of date and unrepresentative<br />Missing social media opportunities<br />Large database under-utilised<br />Internal obstacles to progress<br />> Digital strategy<br />
  32. 32. Audience research<br />External agency<br />Emailed database to invite<br />Focus groups, telephone interviews<br />Qs: <br /><ul><li> Good/bad/missing?
  33. 33. How used?</li></li></ul><li>Insights<br />Resources valued but hard to find<br />Need for fast, up-to-date info<br />What Play England is and does <br />Weighty and inaccessible<br />Not playful!<br />
  34. 34. Staff research and insights<br />Define and prioritise audiences, work<br />Understand obstacles to progress<br />Resolve differences before project begins<br />
  35. 35. Response<br />Lead with resources – combined, tagged<br />What is delivered, not how it’s delivered <br />Horizontal links<br />Integrated social media, email<br />Internal changes: <br /><ul><li> CMS
  36. 36. CRM
  37. 37. project resourcing
  38. 38. print to digital</li></li></ul><li>Thank you for listening<br />digital with a cause.<br />
  39. 39. Creating Powerful Communications Strategies: CharityComms Seminar 19 January 2011<br />Find out more about CharityComms: www.charitycomms.org.uk<br />Sign up for the CharityComms eNews for all the latest charity communications news, views and resources: http://www.charitycomms.org.uk/about/enews.aspx<br />
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