Social business and
monitoring
Building Meaningful Relationships
@Cate
Presented by Cate Conroy
CEO, Concentric Content Ma...
Real world question
How can I help my company’s bottom line
without alienating my audience?
@Cate
Stop thinking in one dimension.
@Cate
Mistargeting
@Cate
Understand your audience
@Cate
“Audience”
@Cate
Now:
Wendy Working Mom
@Cate
“Audience”
@Cate
“Smiths”
1 Dimensional
Vs.
3 Dimensional
@Cate
Wendy Working Mom Vs. Smiths
How to get from one dimension to
three
1. Understand who they are.
2. Understand what they find valuable.
3. Measure how w...
Get uncomfortable
@Cate
Personas  Content
@Cate
• Psychographic
• Challenges
• Wants
• Needs
Content Topics
Need
Help getting everyone
organized
...
Content Title generators
@Cate
http://www.portent.com/tools/title-maker/
http://www.inboundnow.com/apps/kill-writers-block...
@Cate
How does this fit into our
marketing?
Personas  Content
@Cate
• Socialgraphics
• Platforms
• Medium
• Device
Content Format
Large images or GIFs.Pinterest on a...
Sales from social
3% 0%
97%
Facebook Twitter Pinterest
@Cate
@Cate
Canva.co
m
3D Persona + Journey
Visitor Lead Customer
Johnsons
(Working Moms)
Organizational
Checklists
Personalized
Coupons
How-to
W...
Ms. Smith’s Questions
@Cate
Types of evergreen content
• FAQs
• How To Guides
• Lists
• History posts
• Resources
• Reviews
@Cate
Evergreen content
• Evaluate existing content.
• Repeat what works.
• Rework what doesn’t.
@Cate
@Cate
How does this fit into our
marketing?
Get Your team on board.
@Cate
Get Your team on board
@Cate
=
Treat your co-worker like a customer
@Cate
Director of IT
• What does he or she need?
• What are his or her deep dark secrets?
@Cate
By 2017, CMOs will spend more on...
Stop thinking in one dimension.
@Cate
How can I help my company’s bottom line
without alienating my audience?
Questions?
@Cate
Cate Conroy
@Cate
Sources
• https://litmus.com/blog/mobile-opens-hit-
51-percent-android-claims-number-3-spot
• http://my.gartner.com/portal...
Upcoming SlideShare
Loading in …5
×

Change the way you view your Audience: One Dimensional vs. Three Dimensional

484 views

Published on

Build a relationship with your audience by changing the way you view them. Take your target audience personas from one dimensional to three dimensional.

Published in: Marketing, Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
484
On SlideShare
0
From Embeds
0
Number of Embeds
182
Actions
Shares
0
Downloads
5
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Change the way you view your Audience: One Dimensional vs. Three Dimensional

  1. 1. Social business and monitoring Building Meaningful Relationships @Cate Presented by Cate Conroy CEO, Concentric Content Marketing @Cate
  2. 2. Real world question How can I help my company’s bottom line without alienating my audience? @Cate
  3. 3. Stop thinking in one dimension. @Cate
  4. 4. Mistargeting @Cate
  5. 5. Understand your audience @Cate
  6. 6. “Audience” @Cate
  7. 7. Now: Wendy Working Mom @Cate
  8. 8. “Audience” @Cate “Smiths”
  9. 9. 1 Dimensional Vs. 3 Dimensional @Cate Wendy Working Mom Vs. Smiths
  10. 10. How to get from one dimension to three 1. Understand who they are. 2. Understand what they find valuable. 3. Measure how well you provide value. @Cate
  11. 11. Get uncomfortable @Cate
  12. 12. Personas  Content @Cate • Psychographic • Challenges • Wants • Needs Content Topics Need Help getting everyone organized 10 Checklists That Will Get Your Family Organized Schedule Hacks: Get More Done, Faster
  13. 13. Content Title generators @Cate http://www.portent.com/tools/title-maker/ http://www.inboundnow.com/apps/kill-writers-block/ http://www.hubspot.com/blog-topic-generator#/
  14. 14. @Cate How does this fit into our marketing?
  15. 15. Personas  Content @Cate • Socialgraphics • Platforms • Medium • Device Content Format Large images or GIFs.Pinterest on a mobile device. 
  16. 16. Sales from social 3% 0% 97% Facebook Twitter Pinterest @Cate
  17. 17. @Cate Canva.co m
  18. 18. 3D Persona + Journey Visitor Lead Customer Johnsons (Working Moms) Organizational Checklists Personalized Coupons How-to Workshops Murphys (Business Owners) Go green money saving tips Reminder to order holiday customer gifts Discounts on reoccurring purchases Smiths (Startup CEOs) Business Templates Business card coupons Timed reminders to refill needed items @Cate
  19. 19. Ms. Smith’s Questions @Cate
  20. 20. Types of evergreen content • FAQs • How To Guides • Lists • History posts • Resources • Reviews @Cate
  21. 21. Evergreen content • Evaluate existing content. • Repeat what works. • Rework what doesn’t. @Cate
  22. 22. @Cate How does this fit into our marketing?
  23. 23. Get Your team on board. @Cate
  24. 24. Get Your team on board @Cate =
  25. 25. Treat your co-worker like a customer @Cate
  26. 26. Director of IT • What does he or she need? • What are his or her deep dark secrets? @Cate By 2017, CMOs will spend more on IT than CIOs. - Gartner, 2012
  27. 27. Stop thinking in one dimension. @Cate How can I help my company’s bottom line without alienating my audience?
  28. 28. Questions? @Cate Cate Conroy @Cate
  29. 29. Sources • https://litmus.com/blog/mobile-opens-hit- 51-percent-android-claims-number-3-spot • http://my.gartner.com/portal/server.pt%3Fo pen%3D512%26objID%3D202%26mode %3D2%26PageID%3D5553%26ref%3Dw ebinar-rss%26resId%3D1871515 @Cate

×