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Pub355: Discoverability: Understanding Your Audience
Pub355: Discoverability: Understanding Your Audience
Pub355: Discoverability: Understanding Your Audience
Pub355: Discoverability: Understanding Your Audience
Pub355: Discoverability: Understanding Your Audience
Pub355: Discoverability: Understanding Your Audience
Pub355: Discoverability: Understanding Your Audience
Pub355: Discoverability: Understanding Your Audience
Pub355: Discoverability: Understanding Your Audience
Pub355: Discoverability: Understanding Your Audience
Pub355: Discoverability: Understanding Your Audience
Pub355: Discoverability: Understanding Your Audience
Pub355: Discoverability: Understanding Your Audience
Pub355: Discoverability: Understanding Your Audience
Pub355: Discoverability: Understanding Your Audience
Pub355: Discoverability: Understanding Your Audience
Pub355: Discoverability: Understanding Your Audience
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Pub355: Discoverability: Understanding Your Audience

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An audience-centric approach to marketing communications and campaigns is important. This deck looks at the lessons of Clay Shirky's Here Comes Everybody, The Open Brand and the Cluetrain Manifesto …

An audience-centric approach to marketing communications and campaigns is important. This deck looks at the lessons of Clay Shirky's Here Comes Everybody, The Open Brand and the Cluetrain Manifesto and how understanding your audience is the first part of building a marketing message. A 7-Sentence Framework for marketing planning is introduced.

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  • 1. Discoverability: Understanding Your Audience40% participation and group40% individual20% test
  • 2. Assignment ScheduleSept 21: Open Brand (group, in class) 5%Sept 21: Cluetrain quiz (indiv, in class) 5%Sept 28: Persona (group, in class) 15% w/Peer reviewOct 5: Social Media (indiv, in class) 5%Oct 12: Pitch (indiv, due Oct 18) 15%Oct 19: PR headline/summary (indiv, in class) 5%Nov 2: Scenario game (group, in class) 10%Nov 9: Prep time for group presentationNov 16: Group presentations, in class 15% w/Peer reviewNov 30: Test (indiv) 20%(Peer review/participation = remaining 5%)
  • 3. Marketing Trade Books S Author Publisher Community
  • 4. If yes, then ... Reviewed by Agent/Publisher Reviewed by Media, Stores Reviewed by Editorial Board Presented to Sales & Marketing Reviewed by Readers: GoodReads, Amazon, www MS b/w ED and AU Reviewed by Award Boards MS to DesignCover & Layout to ED, AU, Sales & Marketing WOM (Author to Reader, Reader to Reader, Bookstore to Reader, Book Clubs, SMM, Email) Cover & Layout, Catalogue Copy presented to Reps, Key Buyers Recommendation Engines Cover, cat copy to vendors, pub www Galleys or review copies to Sales & Community Discussion, UGC, FanFiction Marketing, Key Buyers, Media Final book to Stores S
  • 5. Marketing Is ... I just read this great book ... What makes it great? Do I like that? Do we share the same tastes? Do I like this enough to do X?
  • 6. Principles of an Effective Communications Message1. Audience2. Truth3. Positive Tone4. Minimalist5.Promise (What could be)
  • 7. Planning Your Marketing Message I just read this great book ...1. Audience: Who is it for?2. Hook: What makes it great? (elevator pitch)3. So What: Why should people care?4. Goals: Will they care enough to do X? S5. Strategy: How will I nudge them to do X?6. Tools: What tactics, technology or tools will I use?7. Metrics: How will I know if it is working?
  • 8. 7-Sentence Marketing Playbook1. Audience: Who is it for?2. Hook: What makes it great?3. So What: Why should people care?
  • 9. Developing Personas• Personas are character sketches of individual audience members that define who the product/content is for.• Think of it as “Playing Barbies” or G.I. Joe• Personas are sounding boards. They move you away from what the project team wants and towards what the persona wants.• Ideally, a project will have both primary personas – common user types that are important to the business success of the project – and secondary personas – user types that are very different from primary users but whose needs still need to be addressed for the success of the project. This helps to ensure that all user needs are outlined. i.e., a primary user might be the book reader while the secondary is a media reviewer.• Personas are also used to make a better product that is more relevant to the audience.
  • 10. Persona Worksheet• Name & Title• Basics: Demographics (age/life stage, gender, location), psychographics, likes or dislikes, leader or follower (adoption curve)• Professional & persona background: Employment, leisure, hobbies• Quote: Encapsulate the persona’s attitude towards the product or service• Consumer experience: How do they currently interact with brands, Social Technographics Ladder—comfort with online activities• Top 3 Favourites: Websites, stores, experiences• Goals: What do they want to do? Motivations or desired outcomes?• I need / I want: What do they need or want in relation to the above goals?
  • 11. Technographics (Pyschographics + Technology) • Charlene Li and Josh Bernoff introduced Social Technographics in an April 2007 report: Many companies approach social computing as a list of technologies to be deployed as needed – a blog here, a podcast there – to achieve a marketing goal. But a more coherent approach is to start with your target audience and determine what kind of relationship you want to build with them, based on what they are ready for.
  • 12. The Lessons Are the SameThis matches what we’ve been talking about in earlier study units.• It’s not about the tools, it’s how we use them.• Markets are conversations and successful marketing campaigns are about conversation, collaboration and community.• Clay Shirky in Here Comes Everybody talks about: sharing, collaboration, conversation, collective action.• Open Brand iCitizen Motivations are competence (I can), collectivism (I connect), cultural change (I am) and celebrity (I matter).• Important to understand these theories as we look at the 7 Sentence Plan because when we are talking about audience, we are not talking demographics, but rather motivations.• It’s not about Facebook but what Facebook allows us to do.
  • 13. 7-Sentence Marketing Playbook1. Audience: Who is it for?2. Hook: What makes it great?3. So What: Why should people care?* Positioning: How will I represent this in a way thatresonates with my audience?4. Goals: Will they care enough to do X?5. Strategy: How will I nudge them to do X?6. Tools: What tactics, technology or tools will I use?7. Metrics: How will I know if it is working?
  • 14. Assignments: email to monique@boxcarmarketing.com1. In groups: Review the persona worksheet and create a persona for Louise Penny’s new novel The Beautiful Mystery.2.Remember to look at the Amazon.ca copy for this title and Louise Penny’s website. DUE end of class3.Provide the names of people in your group and student numbers.
  • 15. Required ReadingDarren Barefoot and Julie Szabo, "Chapter 2: Get Social Media Ready," and “Chapter3: Flagging a Ride: Finding the Right Bloggers and Communities,” Friends WithBenefits, 22 - 61.Optional ReadingBoxcar Marketing, "How To Develop An Online Marketing Strategy: The 7-SentenceMarketing Plan," http://www.boxcarmarketing.com/blog/item/how-to-develop-an-online-marketing-strategy-the-7-sentence-marketing-plan/_________________________________________________________________________Required ReadingEloqua Social Media Playbook: It’s not the tools, it’s how you use them. Some areoutdated (2009), read it anyway.http://media.eloqua.com/documents/Eloqua_Social_Media_Playbook_Public.pdfBoxcar Marketing, "Defining Your Target Audience with Personas," http://www.boxcarmarketing.com/blog/defining-your-target-audience-with-personas/Forrester, “Social Technographics: Conversationalists get onto the ladder,” http://forrester.typepad.com/groundswell/2010/01/conversationalists-get-onto-the-ladder.htmlForrester, “Social Technographics: Conversationalists Profile Tool,” http://empowered.forrester.com/tool_consumer.html
  • 16. Questions?Contact InfoMonique Sherrettmonique@boxcarmarkting.com604-732-6467

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