Online/Offline Engagement
•
1 like•212 views
Audiences are not created equal, nor are their communication preferences. So how can you bridge this digital divide in stakeholder relations? We arm you with a few examples and tools of the trade to engage your audiences online and off.
Recommended
More Related Content
What's hot
What's hot (19)
Viewers also liked
Viewers also liked (14)
Similar to Online/Offline Engagement
Similar to Online/Offline Engagement (20)
More from Red Sky Strategic Communication
More from Red Sky Strategic Communication (8)
Recently uploaded
Recently uploaded (20)
Online/Offline Engagement
- 1. STAKEHOLDER COMMUNICATIONS Online + Offline Engagement
- 2. (today is not) ABOUT US AMANDA WATSON AMBER BROECKEL Senior Account Executive Account Executive
- 3. THE GROUNDWORK Online + Offline Engagement IDENTIFY CHANNELS ON WHICH TO ENGAGE DETERMINE YOUR MESSAGE ESTABLISH YOUR AUDIENCE
- 6. Understanding your audience is the most important part of every communications campaign. SERIOUSLY, DON’T FORGET THIS.
- 7. ESTABLISHING YOUR AUDIENCE • Not doing market research • Making assumptions about your audience • Audience target too broad • Not tying your audience to your goals • The wrong target market Common mistakes
- 8. ESTABLISHING YOUR AUDIENCE • Who are your existing customers? • Who would you like to capture (potential customers)? Think forward
- 9. ESTABLISHING YOUR AUDIENCE • Demographics - Age - Marital Status - Socio-Economic Status - Ethnic Background - Income - Religion - Location Develop a customer “persona”
- 10. What is the burning pain or desire?
- 11. ESTABLISHING YOUR AUDIENCE • Psychographics - Hobbies - Values - Motivations - Lifestyle Develop a customer “persona”
- 13. ESTABLISHING YOUR AUDIENCE Customer Persona Examples Likes to cook PsychographicDemographic Passionate about local Millennial Single West-Ender Career driven $35-$40K per year Plans purchases Loves to travel
- 14. Online and Offline Market Research/ Audience Identification Tools ESTABLISHING YOUR AUDIENCE • Survey Monkey • Focus Groups • Man-On-The-Street Surveys
- 15. DEVELOP A CUSTOMER PROFILE ONLINE: Surveys
- 16. DEVELOP A CUSTOMER PROFILE OFFLINE: Man-On-The-Street + Focus Groups
- 18. ESTABLISHING YOUR MESSAGE What are you communicating about? • Product • Service • Issue
- 20. Where does your message make sense?
- 24. IDENTIFYING YOUR CHANNELS Panels, Salons Image source: Trailhead Boise Instagram
- 25. Community Insight Sessions, Town Halls IDENTIFYING YOUR CHANNELS
- 26. IDENTIFYING YOUR CHANNELS Events (of all sorts)
- 27. IDENTIFYING YOUR CHANNELS Traditional Earned Media
- 28. IDENTIFYING YOUR CHANNELS Word-of-Mouth/ Grassroots Image source: h5p://852cmd.com/wp-‐content/uploads/2014/01/word-‐of-‐mouth-‐markeCng.png
- 30. Street Teams IDENTIFYING YOUR CHANNELS
- 31. IDENTIFYING YOUR CHANNELS Webinars Image source: h5p://icsatoday.org/wp-‐content/uploads/2013/05/Webinar.jpg
- 33. Pinterest IDENTIFYING YOUR CHANNELS Image source: Pinterest
- 34. IDENTIFYING YOUR CHANNELS Periscope Image source: Periscope
- 35. IDENTIFYING YOUR CHANNELS Instagram Image source: h5p://i.telegraph.co.uk/mulCmedia/archive/02787/instagram_2787001b.jpg
- 36. IDENTIFYING YOUR CHANNELS LinkedIn Image source: LinkedIn
- 37. IDENTIFYING YOUR CHANNELS Facebook Image source: Facebook
- 38. IDENTIFYING YOUR CHANNELS Twitter Image source: Twi5er
- 39. IDENTIFYING YOUR CHANNELS YouTube Image source: YouTube
- 40. IDENTIFYING YOUR CHANNELS NextDoor Image source: h5p://allthingsd.com/files/2013/04/nextdoor.jpg
- 41. IDENTIFYING YOUR CHANNELS Blog/ Content Marketing Image source: h5ps://www.odoo.com/apps/modules/8.0/portal_blog/blog.jpg
- 42. IDENTIFYING YOUR CHANNELS Landing Page/ Website Image source: Weebly
- 43. IDENTIFYING YOUR CHANNELS TripAdvisor Image source: TripAdvisor
- 44. IDENTIFYING YOUR CHANNELS Snapchat Image source: Snapchat
- 45. IDENTIFYING YOUR CHANNELS EventBrite Image source: Eventbrite
- 46. IDENTIFYING YOUR CHANNELS Yelp Image source: Yelp
- 48. IDENTIFYING YOUR CHANNELS • Using the wrong channels • Using too many channels • Not allocating resources to management • Not doing research • Communicating too frequently or infrequently Common mistakes Image source: h5p://www.cdrking.com/apanel/modules/products/images/large/1845_4.jpg
- 50. Compare the channels IDENTIFYING YOUR CHANNELS Image Source: Pew research, 2013
- 53. Image source: Sprout Social
- 54. Image source: Sprout Social
- 55. Image source: Sprout Social
- 56. Image Source: Pew 2013
- 57. IDENTIFYING YOUR CHANNELS Yelp Image Source: Yelp
- 58. IDENTIFYING YOUR CHANNELS Yelp Image Source: Yelp
- 59. IDENTIFYING YOUR CHANNELS Each to his or her own
- 60. IDENTIFYING YOUR CHANNELS Customer Persona Examples Likes to cook PsychographicDemographic Passionate about local Millennial Single West-Ender Career driven $35-$40K per year Pinterest Local events Plans purchases LinkedIn Yelp SnapChat Local events + NextDoor Loves to travel Periscope
- 61. PUTTING IT TO PRACTICE
- 62. PUTTING IT TO PRACTICE Online + Offline Engagement ROCI MT HOME SCHOOL DISTRICT CTA/ CWI
- 63. CTA/ CWI
- 64. CWI/CTA: Audience Identification PUTTING IT TO PRACTICE POSTING ONLINE EARNED MEDIA FLYERS COLLEGE STUDENTS WEST END NEIGHBORS Image source: h5p://hlaspringfield.org/wp-‐content/uploads/2013/11/neighborhood.jpg
- 65. CWI/ CTA: Offline Engagement PUTTING IT TO PRACTICE COMMUNITY INSIGHT EVENT EARNED MEDIA FLYERS
- 66. CWI/ CTA: Online Engagement PUTTING IT TO PRACTICE ONLINE SURVEY + LANDING PAGE ONLINE EVENT POSTINGS FLYERS
- 67. CWI/ CTA: Results PUTTING IT TO PRACTICE POSTING ONLINE EARNED MEDIA FLYERS 400
- 69. Mountain Home School District: Audience Identification PUTTING IT TO PRACTICE POSTING ONLINE EARNED MEDIA FLYERS TEACHERS PARENTS BUSINESS + COMMUNITY LEADERS
- 70. Mountain Home School District : Online Engagement PUTTING IT TO PRACTICE VIDEO + LANDING PAGE GRASSROOTS SOCIAL MEDIA FLYERS
- 71. PUTTING IT TO PRACTICE SCHOOL TOURS + OPEN HOUSES DIRECT MAIL Mountain Home School District : Offline Engagement EARNED MEDIA
- 72. Mountain Home School District: Results PUTTING IT TO PRACTICE POSTING ONLINE EARNED MEDIA FLYERS Mountain Home School District Levy Votes Yes No 73.78% 26.22%
- 73. ROCI
- 74. ROCI: Audience Identification PUTTING IT TO PRACTICE POSTING ONLINE EARNED MEDIA FLYERS POLICY- MAKERS EDUCATION GROUPS SCHOOL DISTRICTS
- 75. ROCI: Online Engagement PUTTING IT TO PRACTICE POSTING ONLINE EARNED MEDIA FLYERS WEBINAR INFOGRAPHIC
- 76. ROCI: Offline Engagement PUTTING IT TO PRACTICE POSTING ONLINE EARNED MEDIA FLYERS CONFERENCE CALL PANEL DISCUSSION
- 77. ROCI: Results PUTTING IT TO PRACTICE POSTING ONLINE EARNED MEDIA FLYERS • 31 registrants, 5 live participants • Varied audience (media, legislators, interest groups) • 20 participants • Legislator only audience • Lively discussion • 35 attendees • Varied audience (media, legislators, interest groups) • Lively discussion
- 78. QUESTIONS?