a talk for the ages*
audiences move. now rearrange the message
to reach and resonate for results.

*in 25 minutes

#AlaPRS...
blasphemy!

it’s not all about content

#AlaPRSA

@cloudspark
the formula

audience + content + channel + timing

#AlaPRSA

@cloudspark
audience shifts
go deeper than demographics

#AlaPRSA

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

#AlaPRSA

@cloudspark
did you know?
 36% of the nation’s young adults ages 18 to 31—
Millennials – live in their parents’ home, the highest
sha...
target audience women ages 65+ in
birmingham who own homes
310 million

1.3 million

5 million
215,000

26,700
14,130
5,00...
personalize with more confidence

psychographics

#AlaPRSA

@cloudspark
target audience women ages 65+ in
birmingham who own homes
5,000
baby boomers
social profiles
news consumption

church aff...
generational lens
 civics
 ~45 million, ages 69-89

 boomers
 75 million, ages 50-68

 x-ers
 43 million, ages 32-49...
demographics - millennials





#AlaPRSA

born 1981-2000 (ages 14-34)
100 million
most diverse, educated, cared for, a...
psychographics - millennials








#AlaPRSA

two working parents (50% have divorced parents)
no failing grades a...
v.a.b.b. differences
civics

boomers

gen x

millennials

outlook

practical

optimistic

skeptical

hopeful

work ethic

...
content shifts
get beyond words

#AlaPRSA

@cloudspark
shift the lens

“we can't talk about what [our company]
wants to talk about. we have to talk about
what people want to tal...
visual matters
 90% of info enters the brain visually
 the recall rate of visual is 9x higher than text only
 visual co...
infographics

#AlaPRSA

@cloudspark
channel shifts
no remote needed

#AlaPRSA

@cloudspark
social networking

#AlaPRSA

@cloudspark
social mixing

#AlaPRSA

@cloudspark
getting news

#AlaPRSA

@cloudspark
it’s a shift not a trend

mobile

#AlaPRSA

@cloudspark
mobile

#AlaPRSA

@cloudspark
phone vs tablet
we won’t even mention phablets

#AlaPRSA

@cloudspark
timing shifts
24/7/365

#AlaPRSA

@cloudspark
fomo

@cloudspark
facebook

primetime: wednesday at 1-4pm
#AlaPRSA

@cloudspark
twitter

primetime: monday thru thursday 1-4pm
#AlaPRSA

@cloudspark
linkedin

primetime: tuesday thru thursday 7-9am
#AlaPRSA

@cloudspark
g+

primetime: business mornings

#AlaPRSA

@cloudspark
tumblr

primetime: sundays and
monday thru thursday evenings

#AlaPRSA

@cloudspark
pinterest

primetime: saturday morning and
weekday evening and nights

#AlaPRSA

@cloudspark
5 things you can do
learn >> apply

#AlaPRSA

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

#AlaPRSA

@cloudspark
cx journey mapping

decide

convert

evaluate
react
search
@cloudspark
2. (re)define the audience

#AlaPRSA

@cloudspark
3. rethink the newsroom

#AlaPRSA

@cloudspark
4. make it mobile

#AlaPRSA

@cloudspark
5. be smarter
pew.org
poynter.org
toprank.com
u.s. census
gallup
your own surveys
use the data

#AlaPRSA

@cloudspark
ask me anything

i might just answer

@cloudspark
thank you.
jenny schmitt
@cloudspark
jschmitt(at)cloudspark(dot)com
linkedin.com/jennyrebeccaschmitt
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A Talk for the Ages - Shifts and Trends in Audiences, Content, Channels and Timing

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A rapid review of the key shifts that communicators in marketing and PR need to understand and apply. Key shifts in audiences, content, channels (including mobile and social media), and timing. Key insights include psychographics along with best times to post on Facebook, Twitter, LinkedIn, Pinterest, Tumblr, Google+ and more.
Presented to PRSA Alabama, January 2014.

Published in: Marketing, Technology, Business
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A Talk for the Ages - Shifts and Trends in Audiences, Content, Channels and Timing

  1. 1. a talk for the ages* audiences move. now rearrange the message to reach and resonate for results. *in 25 minutes #AlaPRSA @cloudspark
  2. 2. blasphemy! it’s not all about content #AlaPRSA @cloudspark
  3. 3. the formula audience + content + channel + timing #AlaPRSA @cloudspark
  4. 4. audience shifts go deeper than demographics #AlaPRSA @cloudspark
  5. 5. challenge what you think you know how often have you defined your audience? #AlaPRSA @cloudspark
  6. 6. did you know?  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. #AlaPRSA @cloudspark
  7. 7. target audience women ages 65+ in birmingham who own homes 310 million 1.3 million 5 million 215,000 26,700 14,130 5,000 #AlaPRSA @cloudspark
  8. 8. personalize with more confidence psychographics #AlaPRSA @cloudspark
  9. 9. target audience women ages 65+ in birmingham who own homes 5,000 baby boomers social profiles news consumption church affiliation empty nesters better personalization #AlaPRSA @cloudspark
  10. 10. generational lens  civics  ~45 million, ages 69-89  boomers  75 million, ages 50-68  x-ers  43 million, ages 32-49  millennials  100 million, ages 14-31 #AlaPRSA @cloudspark
  11. 11. demographics - millennials     #AlaPRSA born 1981-2000 (ages 14-34) 100 million most diverse, educated, cared for, and medicated require structure, guidance and opportunity @cloudspark
  12. 12. psychographics - millennials         #AlaPRSA 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” @cloudspark
  13. 13. v.a.b.b. differences 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 13
  14. 14. content shifts get beyond words #AlaPRSA @cloudspark
  15. 15. shift the lens “we can't talk about what [our company] wants to talk about. we have to talk about what people want to talk about." #AlaPRSA @cloudspark
  16. 16. visual matters  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 #AlaPRSA @cloudspark
  17. 17. infographics #AlaPRSA @cloudspark
  18. 18. channel shifts no remote needed #AlaPRSA @cloudspark
  19. 19. social networking #AlaPRSA @cloudspark
  20. 20. social mixing #AlaPRSA @cloudspark
  21. 21. getting news #AlaPRSA @cloudspark
  22. 22. it’s a shift not a trend mobile #AlaPRSA @cloudspark
  23. 23. mobile #AlaPRSA @cloudspark
  24. 24. phone vs tablet we won’t even mention phablets #AlaPRSA @cloudspark
  25. 25. timing shifts 24/7/365 #AlaPRSA @cloudspark
  26. 26. fomo @cloudspark
  27. 27. facebook primetime: wednesday at 1-4pm #AlaPRSA @cloudspark
  28. 28. twitter primetime: monday thru thursday 1-4pm #AlaPRSA @cloudspark
  29. 29. linkedin primetime: tuesday thru thursday 7-9am #AlaPRSA @cloudspark
  30. 30. g+ primetime: business mornings #AlaPRSA @cloudspark
  31. 31. tumblr primetime: sundays and monday thru thursday evenings #AlaPRSA @cloudspark
  32. 32. pinterest primetime: saturday morning and weekday evening and nights #AlaPRSA @cloudspark
  33. 33. 5 things you can do learn >> apply #AlaPRSA @cloudspark
  34. 34. 1. review the formula audience + content + channel + timing #AlaPRSA @cloudspark
  35. 35. cx journey mapping decide convert evaluate react search @cloudspark
  36. 36. 2. (re)define the audience #AlaPRSA @cloudspark
  37. 37. 3. rethink the newsroom #AlaPRSA @cloudspark
  38. 38. 4. make it mobile #AlaPRSA @cloudspark
  39. 39. 5. be smarter pew.org poynter.org toprank.com u.s. census gallup your own surveys use the data #AlaPRSA @cloudspark
  40. 40. ask me anything i might just answer @cloudspark
  41. 41. thank you. jenny schmitt @cloudspark jschmitt(at)cloudspark(dot)com linkedin.com/jennyrebeccaschmitt
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