2. The central integrated externally oriented concept of how we will achieve our objectives Arenas – where will we be active? Vehicles – how will we get there? Staging – What will be the speed and sequence? Economic logic – how will we obtain our returns? Differentiators – How will we win in the market place
3. Who is your target audience? What does the market look like?
4. Persona Tell us who the users are ... what they like to do ... why they might use/buy/create/visit ... how the brand/product fits into the context of their life ... Focus on the activities people do, and the context in which they do them.
5. Background Name Age Occupation School Leisure activities, recreational interests, aspirations Characteristics Tools Ability Access points Goals What are they trying to achieve Why are they trying to achieve this? Project Engagement What is the relationship to brand/product What triggers the interaction? What similar brands might they use? Create a persona
6. Who is your target audience? What does the market look like? Where is the audience? Resource audit
7.
8.
9. Who is your target audience? What does the market look like? Where is the audience? Resource audit Timeframe, roles and responsibilities, integration,succession
10.
11. Who is your target audience? What does the market look like? Why will they care? Value proposition Where is the audience? Resource audit ROI Benefits Timeframe, roles and responsibilities, integration,succession
12. Who is your target audience? What does the market look like? Why will they care? Value proposition Where is the audience? Resource audit ROI Benefits Timeframe, roles and responsibilities, integration,succession
13.
14. Concept Best way to deliver the message … Which platform suits this best … How much activity/interaction would be required to achieve results … What would be the most creative way of doing this … How the audience will find it …
15. Expectations Consider core factors regarding how the audience will get involved and what we’re asking them to contribute including: Identity – by contributing, what will this say about your audience? Is it positive, negative? Connections – how are you building connections? Voice with audience; brand with audience; audience with audience Daily engagement – what reason are you giving your audience to come back regularly? Reengagement – if not daily, why would your audience reengage?
16. Behaviours Consider the behaviours of the audience including: Barriers – have you removed all barriers to contributing? Commitment – have you scaled the level of commitment required? Value – are you giving back something of equal value to the intended response? Interest – can the audience find something targeted specifically to their interests?
17. Motivators Consider the audience’s motivators including: Ego – can you leverage your audience’s motivation for status? Feedback – how will the audience receive feedback to their response? Influence – how will the contributions of others stimulate further response? Exclusivity – are you offering a unique point of view or opportunity? Closure – what will the audience be able to take away at the end?
22. Mandi Bateson | Digital Director | @mab397 e: mbateson@hillandknowlton.com.au b: http://mab397.wordpress.com t: 02 9286 1277
Editor's Notes
Who is your target audience? = technographic profileConfidential information? Restrictions?
Vehicles = which platform, how to have a presence in that platform, what are you going to say to them? Are you the voice or will you give people something to talk about?Traffic!
Staging = do you have time to start something from scratch? FB page – 6 weeks and $20K Involvement and interaction
Social CRM, awareness, link to point of purchase, track through codeT
Try not to use a discount (impact on ROI) or a competition – rules, engaging the wrong audience
