Using Social Media toEngage a Diverse Audience         Presented by Tyler Clark   at The Sixth Annual Nonprofit Summit
The ProblemIn the moment         The aftermath
Agenda•   Identify – Develop personas to focus    your message•   Understand – Where is your audience    and why?•   Targe...
Develop personas representing the types of         people you want to connect to.Focus your message to align with their pe...
Segment•   Define your segments•   Not every organization cares about the    same types of people…•   Donors, Volunteers, ...
Personas•   Within the segments, develop personas•   Start with 3 personas within your most    desired segment•   Age? Gen...
Profile #1
Profile #2
Profile #3
Go Deeper•   Start with demographics, but don’t end    there•   What are their values and beliefs?•   What motivates them ...
Determine where your audience is spending time and why. Ensure you are focusing your efforts in the right places.         ...
Reality Check•   Take the personas to your next board    meeting or membership committee•   Ask for feedback•   Ensure you...
Rationale•   Based on what you know or project, why    would they care about your    organization?•   What would they get ...
Natural Habitat•   Where are they spending their time?•   Likely, Facebook•   Possibly, LinkedIn for professionals•   Also...
What Are They Doing?•   Why do they use social media?•   To be connected•   To gather information•   For entertainment•   ...
How To Find Out?•   Run a paper survey at your next local    event•   Ask some questions of your existing    fans & follow...
Craft your campaign to match what youve learned.Plan a content calendar to ensure each message has      maximum impact and...
Plan•   Create a content calendar•   Plan 4 months out – high level•   Plan 4 weeks out – detail•   Ensure your topics and...
Content-Based Strategy
Spread the Word Socially
Share Relevant 3rd-Party         Links
Calls to Action•   Find the right voice for each audience•   Align your appeal to their values
Corporate“Become a corporate sponsor for our annualdinner & show your support for those in need.”
Religious“Remember Proverbs 22:9–He who is generouswill be blessed, for he gives some of his food tothe poor.”
More aggressive?“Proverbs 28:27–He who gives to the poor willnever want, but he who shuts his eyes will havemany curses.”
Socialites“This year’s gala will have you swing dancing tothe accompaniment of a national touring act!”
Tips on Tone•   Be personable•   Self deprecating•   Avoid polarizing•   Top Tens
Your ChallengeBy the end of the week, profile 10-12Facebook fans, and group them into just 3personas.
www.tsclark.comtyler@tsclark.com    330-397-2275
Engaging a diverse audience
Engaging a diverse audience
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  • Ask for input
  • If your biggest need is for this younger audience, spend some energy focusing on Twitter
  • Benjamin Franklin: By failing to prepare, you are preparing to fail.
  • Engaging a diverse audience

    1. 1. Using Social Media toEngage a Diverse Audience Presented by Tyler Clark at The Sixth Annual Nonprofit Summit
    2. 2. The ProblemIn the moment The aftermath
    3. 3. Agenda• Identify – Develop personas to focus your message• Understand – Where is your audience and why?• Target – Craft your campaign to match
    4. 4. Develop personas representing the types of people you want to connect to.Focus your message to align with their perspective. Identify
    5. 5. Segment• Define your segments• Not every organization cares about the same types of people…• Donors, Volunteers, Activists – who do you want to connect with?
    6. 6. Personas• Within the segments, develop personas• Start with 3 personas within your most desired segment• Age? Gender? Family? Job? Income? Education?
    7. 7. Profile #1
    8. 8. Profile #2
    9. 9. Profile #3
    10. 10. Go Deeper• Start with demographics, but don’t end there• What are their values and beliefs?• What motivates them to share?
    11. 11. Determine where your audience is spending time and why. Ensure you are focusing your efforts in the right places. Understand
    12. 12. Reality Check• Take the personas to your next board meeting or membership committee• Ask for feedback• Ensure you’re on the right track
    13. 13. Rationale• Based on what you know or project, why would they care about your organization?• What would they get from it?
    14. 14. Natural Habitat• Where are they spending their time?• Likely, Facebook• Possibly, LinkedIn for professionals• Also, Twitter for younger, more educated
    15. 15. What Are They Doing?• Why do they use social media?• To be connected• To gather information• For entertainment• For career & business purposes
    16. 16. How To Find Out?• Run a paper survey at your next local event• Ask some questions of your existing fans & followers• Create an online survey & send to email list
    17. 17. Craft your campaign to match what youve learned.Plan a content calendar to ensure each message has maximum impact and a consistent voice. Target
    18. 18. Plan• Create a content calendar• Plan 4 months out – high level• Plan 4 weeks out – detail• Ensure your topics and audiences are all addressed
    19. 19. Content-Based Strategy
    20. 20. Spread the Word Socially
    21. 21. Share Relevant 3rd-Party Links
    22. 22. Calls to Action• Find the right voice for each audience• Align your appeal to their values
    23. 23. Corporate“Become a corporate sponsor for our annualdinner & show your support for those in need.”
    24. 24. Religious“Remember Proverbs 22:9–He who is generouswill be blessed, for he gives some of his food tothe poor.”
    25. 25. More aggressive?“Proverbs 28:27–He who gives to the poor willnever want, but he who shuts his eyes will havemany curses.”
    26. 26. Socialites“This year’s gala will have you swing dancing tothe accompaniment of a national touring act!”
    27. 27. Tips on Tone• Be personable• Self deprecating• Avoid polarizing• Top Tens
    28. 28. Your ChallengeBy the end of the week, profile 10-12Facebook fans, and group them into just 3personas.
    29. 29. www.tsclark.comtyler@tsclark.com 330-397-2275

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