Using ContentSegmentation      in Social Media To Make An   Impact
Know Your   Goals
Goal        ObjectiveStrategies      Tasks   Marketing Success
Know  YourAudience
Persona NameDEMOGRAPHICS:• Gender• Age Range• Income (Consider a spouse’s income, if  relevant)• Urbanicity (Is your perso...
Persona NameNEEDS:• Pain points• Common challengesHOW WE HELP:• How we solve their challenges• What do we offer that they ...
Persona NameREAL QUOTES:• Include a few real quotes –  taken during your interviews –  that represent your persona  well. ...
Persona NameMARKETING MESSAGING:• How should you describe  your solution to your  persona?ELEVATOR PITCH:• Make describing...
Sample SallyDEMOGRAPHICS:• Skews female• Age 30-45• Married, children 8 & 10• Dual HH Income: $140,000• Suburban• Currentl...
Sample SallyNEEDS:• Pain points: family time  pressure, splitting time between  family and causes, budgeting• Common chall...
Sample SallyREAL QUOTES:• “It’s been difficult finding time to read  everything online I’d like to know. I  wish I had tim...
Tool Matrix   What           Strength?   Ways to    Time,        Are our              problem        Weakness?   segment? ...
Conversation-Building
Value-Adding
PeopleDoing   it Right
Contact:                       chris@cksyme.org                      On Twitter @cksyme                         On Faceboo...
Using Content Segmentation in Social Media to Make an Impact
Using Content Segmentation in Social Media to Make an Impact
Using Content Segmentation in Social Media to Make an Impact
Using Content Segmentation in Social Media to Make an Impact
Using Content Segmentation in Social Media to Make an Impact
Using Content Segmentation in Social Media to Make an Impact
Using Content Segmentation in Social Media to Make an Impact
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Using Content Segmentation in Social Media to Make an Impact

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One of two sessions from CKSyme.org at the 2012 Montana Nonprofit Association Conference. How to identify stakeholder personas and design content for each on social media channels.

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Using Content Segmentation in Social Media to Make an Impact

  1. 1. Using ContentSegmentation in Social Media To Make An Impact
  2. 2. Know Your Goals
  3. 3. Goal ObjectiveStrategies Tasks Marketing Success
  4. 4. Know YourAudience
  5. 5. Persona NameDEMOGRAPHICS:• Gender• Age Range• Income (Consider a spouse’s income, if relevant)• Urbanicity (Is your persona urban, suburban, or rural?)• Volunteer/giving statsSOCIOTECHNOGRAPHICS:• How much time do they spend online?• What channels do they use?• What is their online role? ( social technographics ladder groups) http://empowered.forrester.com/tool_consumer. html Inactive, spectator, joiner, collector, critic, creator Shout-out to Hubspot
  6. 6. Persona NameNEEDS:• Pain points• Common challengesHOW WE HELP:• How we solve their challenges• What do we offer that they can connect with?STAKEHOLDER GROUP:• Core advocate, influencer, fan, friend, public? Shout-out to Hubspot
  7. 7. Persona NameREAL QUOTES:• Include a few real quotes – taken during your interviews – that represent your persona well. This will make it easier for staff & volunteers to relate to and understand your persona.COMMON OBJECTIONS:• Identify the most common objections your persona will raise during the giving and participating processes. Shout-out to Hubspot
  8. 8. Persona NameMARKETING MESSAGING:• How should you describe your solution to your persona?ELEVATOR PITCH:• Make describing your solution simple and consistent across everyone in your organization. Shout-out to Hubspot
  9. 9. Sample SallyDEMOGRAPHICS:• Skews female• Age 30-45• Married, children 8 & 10• Dual HH Income: $140,000• Suburban• Currently gives regularly to oneorganization, irregularly to 2-4, doesnot attend events. SOCIOTECHNOGRAPHICS:• Spends 1-2/hrs. day online• Facebook, Pinterest• Joiner/Spectator – shops online, gives online, reads, likes causes on FB Shout-out to Hubspot
  10. 10. Sample SallyNEEDS:• Pain points: family time pressure, splitting time between family and causes, budgeting• Common challenges: desires more volunteer opps, wants to find causes where she can make a difference. Would like to involve family.HOW WE HELP:• How we solve their challenges• What do we offer that they can connect with?STAKEHOLDER GROUP: Friend Shout-out to Hubspot
  11. 11. Sample SallyREAL QUOTES:• “It’s been difficult finding time to read everything online I’d like to know. I wish I had time to volunteer”• “I want to be able to pass a spirit of volunteering on to my kids. I wish more charities had opportunities for families to volunteer.”COMMON OBJECTIONS:• Charities always need large amounts of money for big causes. Not enough small opportunities.• I don’t want to add more places to go to my already-filled schedule. Shout-out to Hubspot
  12. 12. Tool Matrix What Strength? Ways to Time, Are our problem Weakness? segment? resources, people does it solve? people? already there?FacebookTwitterBlogs ormessageboardYouTube/VimeoGoogle +PinterestOthers
  13. 13. Conversation-Building
  14. 14. Value-Adding
  15. 15. PeopleDoing it Right
  16. 16. Contact: chris@cksyme.org On Twitter @cksyme On Facebook: CKSyme.org.Bozeman Website: Available now on www.cksyme.org Amazon.com orcksyme.org. Free to Amazon Prime members

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