SlideShare ist ein Scribd-Unternehmen logo

Peter Drury - Audience Segmentation: Communicate With One to Reach Many

•
•
Social Media for Nonprofits
Social Media for Nonprofits
1 von 47
Audience Segmentation: Communicate With One to Reach Many Strategic Decision-Making Regarding Audiences, Stories & Tools for a Growing Nonprofit Organization
Kids, Water and… Who the Heck to Tell? What is our goal ? Who will help us get there ? How do we choose {tools, messages, and channels} when there are so many {bright, shiny objects} ?
logo
urban graphic
stats on migration
So, then … Who are we talking to ? How do they listen ? What are they seeking ?
Defining “Personas” Who must we reach? Who will naturally evangelize? For whom will the act of giving be transformational, not transactional? What motivates them to engage with us? What are they seeking?
Choose Three (Oops: We Chose Four) Sara Julia David Ned
final slide
Peter Drury - Audience Segmentation: Communicate With One to Reach Many
Peter Drury - Audience Segmentation: Communicate With One to Reach Many
Peter Drury - Audience Segmentation: Communicate With One to Reach Many
Peter Drury - Audience Segmentation: Communicate With One to Reach Many
Peter Drury - Audience Segmentation: Communicate With One to Reach Many

Empfohlen

Content as an Asset: Agencyside Back in the Black Workshop
Content as an Asset: Agencyside Back in the Black WorkshopContent as an Asset: Agencyside Back in the Black Workshop
Content as an Asset: Agencyside Back in the Black WorkshopSara Wachter-Boettcher
 
Kirsty Hulse: Audience Segmentation (To Stop Our Content Marketing Being Crap...
Kirsty Hulse: Audience Segmentation (To Stop Our Content Marketing Being Crap...Kirsty Hulse: Audience Segmentation (To Stop Our Content Marketing Being Crap...
Kirsty Hulse: Audience Segmentation (To Stop Our Content Marketing Being Crap...Stipso
 
Future of Visitor Audience segmentation
Future of Visitor Audience segmentationFuture of Visitor Audience segmentation
Future of Visitor Audience segmentationTallada Kishore
 
Earning Links Through Audience Segmentation Brighton SEO 2014
Earning Links Through Audience Segmentation Brighton SEO 2014Earning Links Through Audience Segmentation Brighton SEO 2014
Earning Links Through Audience Segmentation Brighton SEO 2014Kirsty Hulse
 
Usabilidad y diseno
Usabilidad y disenoUsabilidad y diseno
Usabilidad y disenoXosé María Cid
 
How to apply DEI lens to community engagement
How to apply DEI lens to community engagementHow to apply DEI lens to community engagement
How to apply DEI lens to community engagementMuryani Kasdani
 
Third Sector Digital Edge Presentation
Third Sector Digital Edge PresentationThird Sector Digital Edge Presentation
Third Sector Digital Edge PresentationKirsty Stephenson
 
Social Media for startups
Social Media for startupsSocial Media for startups
Social Media for startupsCity Unrulyversity
 

Empfohlen

Content as an Asset: Agencyside Back in the Black Workshop
Content as an Asset: Agencyside Back in the Black WorkshopContent as an Asset: Agencyside Back in the Black Workshop
Content as an Asset: Agencyside Back in the Black WorkshopSara Wachter-Boettcher
 
Kirsty Hulse: Audience Segmentation (To Stop Our Content Marketing Being Crap...
Kirsty Hulse: Audience Segmentation (To Stop Our Content Marketing Being Crap...Kirsty Hulse: Audience Segmentation (To Stop Our Content Marketing Being Crap...
Kirsty Hulse: Audience Segmentation (To Stop Our Content Marketing Being Crap...Stipso
 
Future of Visitor Audience segmentation
Future of Visitor Audience segmentationFuture of Visitor Audience segmentation
Future of Visitor Audience segmentationTallada Kishore
 
Earning Links Through Audience Segmentation Brighton SEO 2014
Earning Links Through Audience Segmentation Brighton SEO 2014Earning Links Through Audience Segmentation Brighton SEO 2014
Earning Links Through Audience Segmentation Brighton SEO 2014Kirsty Hulse
 
Usabilidad y diseno
Usabilidad y disenoUsabilidad y diseno
Usabilidad y disenoXosé María Cid
 
How to apply DEI lens to community engagement
How to apply DEI lens to community engagementHow to apply DEI lens to community engagement
How to apply DEI lens to community engagementMuryani Kasdani
 
Third Sector Digital Edge Presentation
Third Sector Digital Edge PresentationThird Sector Digital Edge Presentation
Third Sector Digital Edge PresentationKirsty Stephenson
 
Social Media for startups
Social Media for startupsSocial Media for startups
Social Media for startupsCity Unrulyversity
 
Marketing Your Church
Marketing Your ChurchMarketing Your Church
Marketing Your Churchguesta038d7
 
Politics 3-090618154946-phpapp01
Politics 3-090618154946-phpapp01Politics 3-090618154946-phpapp01
Politics 3-090618154946-phpapp01metternich
 
New media
New mediaNew media
New mediaMatteo Bergamini
 
Thought Leadership Leverage Manifesto
Thought Leadership Leverage ManifestoThought Leadership Leverage Manifesto
Thought Leadership Leverage ManifestoThoughtLeadership
 
Social Media Political Campaigns
Social Media Political CampaignsSocial Media Political Campaigns
Social Media Political Campaigns123socialmedia
 
Week 6
Week 6Week 6
Week 6RMIT University
 
Social media and your brand
Social media and your brandSocial media and your brand
Social media and your brandHeather Briggs
 
The Evolution of Marketing and Communication
The Evolution of Marketing and CommunicationThe Evolution of Marketing and Communication
The Evolution of Marketing and CommunicationTara Mahady
 
Publicis Sapient Sydney Field Guide
Publicis Sapient Sydney Field GuidePublicis Sapient Sydney Field Guide
Publicis Sapient Sydney Field GuidePublicis Sapient
 
Publicis Sapient Melbourne Field Guide
Publicis Sapient Melbourne Field GuidePublicis Sapient Melbourne Field Guide
Publicis Sapient Melbourne Field GuidePublicis Sapient
 
An introduction to Listen & learn Research
An introduction to Listen & learn Research An introduction to Listen & learn Research
An introduction to Listen & learn Research Jeremy Hollow
 
Data+Design
Data+DesignData+Design
Data+DesignAmanda Makulec
 
Information Outlook Journey Mapping Article - "Connecting People To Other Peo...
Information Outlook Journey Mapping Article - "Connecting People To Other Peo...Information Outlook Journey Mapping Article - "Connecting People To Other Peo...
Information Outlook Journey Mapping Article - "Connecting People To Other Peo...Riche Zamor
 
Toronto Public Relation is a Discipline of Depth
Toronto Public Relation is a Discipline of DepthToronto Public Relation is a Discipline of Depth
Toronto Public Relation is a Discipline of Depthrobinmethew
 
Rtf2012
Rtf2012Rtf2012
Rtf2012Daniel Edelshaim
 
Americorps
AmericorpsAmericorps
Americorpscsayers
 
DMA Behavioural marketing - If you got to know me - jonathan lyon - present...
DMA Behavioural marketing - If you got to know me - jonathan lyon - present...DMA Behavioural marketing - If you got to know me - jonathan lyon - present...
DMA Behavioural marketing - If you got to know me - jonathan lyon - present...DMA Email Marketing Council
 
Social Media Frameworks
Social Media FrameworksSocial Media Frameworks
Social Media FrameworksChris Snider
 
The Age of Relevance – Mark Curtis, Fjord
The Age of Relevance – Mark Curtis, FjordThe Age of Relevance – Mark Curtis, Fjord
The Age of Relevance – Mark Curtis, FjordAccenture Italia
 
New media VC
New media VCNew media VC
New media VCMatteo Bergamini
 
It's Not Too Late! 5 Steps to Close Out 2015 Strong with Year End Giving
It's Not Too Late! 5 Steps to Close Out 2015 Strong with Year End GivingIt's Not Too Late! 5 Steps to Close Out 2015 Strong with Year End Giving
It's Not Too Late! 5 Steps to Close Out 2015 Strong with Year End GivingSocial Media for Nonprofits
 
Community-Driven Programming: Creating a Culture of Community
Community-Driven Programming: Creating a Culture of CommunityCommunity-Driven Programming: Creating a Culture of Community
Community-Driven Programming: Creating a Culture of CommunitySocial Media for Nonprofits
 

Weitere ähnliche Inhalte

Ähnlich wie Peter Drury - Audience Segmentation: Communicate With One to Reach Many

Marketing Your Church
Marketing Your ChurchMarketing Your Church
Marketing Your Churchguesta038d7
 
Politics 3-090618154946-phpapp01
Politics 3-090618154946-phpapp01Politics 3-090618154946-phpapp01
Politics 3-090618154946-phpapp01metternich
 
Thought Leadership Leverage Manifesto
Thought Leadership Leverage ManifestoThought Leadership Leverage Manifesto
Thought Leadership Leverage ManifestoThoughtLeadership
 
Social Media Political Campaigns
Social Media Political CampaignsSocial Media Political Campaigns
Social Media Political Campaigns123socialmedia
 
Social media and your brand
Social media and your brandSocial media and your brand
Social media and your brandHeather Briggs
 
The Evolution of Marketing and Communication
The Evolution of Marketing and CommunicationThe Evolution of Marketing and Communication
The Evolution of Marketing and CommunicationTara Mahady
 
Publicis Sapient Sydney Field Guide
Publicis Sapient Sydney Field GuidePublicis Sapient Sydney Field Guide
Publicis Sapient Sydney Field GuidePublicis Sapient
 
Publicis Sapient Melbourne Field Guide
Publicis Sapient Melbourne Field GuidePublicis Sapient Melbourne Field Guide
Publicis Sapient Melbourne Field GuidePublicis Sapient
 
An introduction to Listen & learn Research
An introduction to Listen & learn Research An introduction to Listen & learn Research
An introduction to Listen & learn Research Jeremy Hollow
 
Information Outlook Journey Mapping Article - "Connecting People To Other Peo...
Information Outlook Journey Mapping Article - "Connecting People To Other Peo...Information Outlook Journey Mapping Article - "Connecting People To Other Peo...
Information Outlook Journey Mapping Article - "Connecting People To Other Peo...Riche Zamor
 
Toronto Public Relation is a Discipline of Depth
Toronto Public Relation is a Discipline of DepthToronto Public Relation is a Discipline of Depth
Toronto Public Relation is a Discipline of Depthrobinmethew
 
Americorps
AmericorpsAmericorps
Americorpscsayers
 
DMA Behavioural marketing - If you got to know me - jonathan lyon - present...
DMA Behavioural marketing - If you got to know me - jonathan lyon - present...DMA Behavioural marketing - If you got to know me - jonathan lyon - present...
DMA Behavioural marketing - If you got to know me - jonathan lyon - present...DMA Email Marketing Council
 
Social Media Frameworks
Social Media FrameworksSocial Media Frameworks
Social Media FrameworksChris Snider
 
The Age of Relevance – Mark Curtis, Fjord
The Age of Relevance – Mark Curtis, FjordThe Age of Relevance – Mark Curtis, Fjord
The Age of Relevance – Mark Curtis, FjordAccenture Italia
 

Ähnlich wie Peter Drury - Audience Segmentation: Communicate With One to Reach Many (20)

Marketing Your Church
Marketing Your ChurchMarketing Your Church
Marketing Your Church
 
Politics 3-090618154946-phpapp01
Politics 3-090618154946-phpapp01Politics 3-090618154946-phpapp01
Politics 3-090618154946-phpapp01
 
New media
New mediaNew media
New media
 
Thought Leadership Leverage Manifesto
Thought Leadership Leverage ManifestoThought Leadership Leverage Manifesto
Thought Leadership Leverage Manifesto
 
Social Media Political Campaigns
Social Media Political CampaignsSocial Media Political Campaigns
Social Media Political Campaigns
 
Week 6
Week 6Week 6
Week 6
 
Social media and your brand
Social media and your brandSocial media and your brand
Social media and your brand
 
The Evolution of Marketing and Communication
The Evolution of Marketing and CommunicationThe Evolution of Marketing and Communication
The Evolution of Marketing and Communication
 
Publicis Sapient Sydney Field Guide
Publicis Sapient Sydney Field GuidePublicis Sapient Sydney Field Guide
Publicis Sapient Sydney Field Guide
 
Publicis Sapient Melbourne Field Guide
Publicis Sapient Melbourne Field GuidePublicis Sapient Melbourne Field Guide
Publicis Sapient Melbourne Field Guide
 
An introduction to Listen & learn Research
An introduction to Listen & learn Research An introduction to Listen & learn Research
An introduction to Listen & learn Research
 
Data+Design
Data+DesignData+Design
Data+Design
 
Information Outlook Journey Mapping Article - "Connecting People To Other Peo...
Information Outlook Journey Mapping Article - "Connecting People To Other Peo...Information Outlook Journey Mapping Article - "Connecting People To Other Peo...
Information Outlook Journey Mapping Article - "Connecting People To Other Peo...
 
Toronto Public Relation is a Discipline of Depth
Toronto Public Relation is a Discipline of DepthToronto Public Relation is a Discipline of Depth
Toronto Public Relation is a Discipline of Depth
 
Rtf2012
Rtf2012Rtf2012
Rtf2012
 
Americorps
AmericorpsAmericorps
Americorps
 
DMA Behavioural marketing - If you got to know me - jonathan lyon - present...
DMA Behavioural marketing - If you got to know me - jonathan lyon - present...DMA Behavioural marketing - If you got to know me - jonathan lyon - present...
DMA Behavioural marketing - If you got to know me - jonathan lyon - present...
 
Social Media Frameworks
Social Media FrameworksSocial Media Frameworks
Social Media Frameworks
 
The Age of Relevance – Mark Curtis, Fjord
The Age of Relevance – Mark Curtis, FjordThe Age of Relevance – Mark Curtis, Fjord
The Age of Relevance – Mark Curtis, Fjord
 
New media VC
New media VCNew media VC
New media VC
 

Mehr von Social Media for Nonprofits

It's Not Too Late! 5 Steps to Close Out 2015 Strong with Year End Giving
It's Not Too Late! 5 Steps to Close Out 2015 Strong with Year End GivingIt's Not Too Late! 5 Steps to Close Out 2015 Strong with Year End Giving
It's Not Too Late! 5 Steps to Close Out 2015 Strong with Year End GivingSocial Media for Nonprofits
 
Community-Driven Programming: Creating a Culture of Community
Community-Driven Programming: Creating a Culture of CommunityCommunity-Driven Programming: Creating a Culture of Community
Community-Driven Programming: Creating a Culture of CommunitySocial Media for Nonprofits
 
Breaking Through: Get Parents and Other Busy People To Take Action!
Breaking Through: Get Parents and Other Busy People To Take Action!Breaking Through: Get Parents and Other Busy People To Take Action!
Breaking Through: Get Parents and Other Busy People To Take Action!Social Media for Nonprofits
 
5 Paths To Success With Mobile For Fundraising And Mobilization
5 Paths To Success With Mobile For Fundraising And Mobilization5 Paths To Success With Mobile For Fundraising And Mobilization
5 Paths To Success With Mobile For Fundraising And MobilizationSocial Media for Nonprofits
 
Cultivating Community: How to Build an Active and Engaged Group
Cultivating Community: How to Build an Active and Engaged GroupCultivating Community: How to Build an Active and Engaged Group
Cultivating Community: How to Build an Active and Engaged GroupSocial Media for Nonprofits
 
Tweet and Repeat: How Twitter Can Refill Your Drying Pipeline
Tweet and Repeat: How Twitter Can Refill Your Drying PipelineTweet and Repeat: How Twitter Can Refill Your Drying Pipeline
Tweet and Repeat: How Twitter Can Refill Your Drying PipelineSocial Media for Nonprofits
 
11 Steps to a Successful Nonprofit Social Media Strategy
11 Steps to a Successful Nonprofit Social Media Strategy11 Steps to a Successful Nonprofit Social Media Strategy
11 Steps to a Successful Nonprofit Social Media StrategySocial Media for Nonprofits
 
The Dog Ate My Grant Application! Crowdfunding for #GivingTuesday
The Dog Ate My Grant Application! Crowdfunding for #GivingTuesdayThe Dog Ate My Grant Application! Crowdfunding for #GivingTuesday
The Dog Ate My Grant Application! Crowdfunding for #GivingTuesdaySocial Media for Nonprofits
 
Get Mobile or Get Stuck! A Mobile Adoption Roadmap from the Nature Conservancy
Get Mobile or Get Stuck! A Mobile Adoption Roadmap from the Nature ConservancyGet Mobile or Get Stuck! A Mobile Adoption Roadmap from the Nature Conservancy
Get Mobile or Get Stuck! A Mobile Adoption Roadmap from the Nature ConservancySocial Media for Nonprofits
 
Strategic Storytelling for Social Impact Webinar
Strategic Storytelling for Social Impact WebinarStrategic Storytelling for Social Impact Webinar
Strategic Storytelling for Social Impact WebinarSocial Media for Nonprofits
 
Increasing Your Impact Through Social Media Collaboration with Peer Organizat...
Increasing Your Impact Through Social Media Collaboration with Peer Organizat...Increasing Your Impact Through Social Media Collaboration with Peer Organizat...
Increasing Your Impact Through Social Media Collaboration with Peer Organizat...Social Media for Nonprofits
 
WWFD – What Would Facebook Do: Using Facebook Ads to Test Your Messages
WWFD – What Would Facebook Do: Using Facebook Ads to Test Your MessagesWWFD – What Would Facebook Do: Using Facebook Ads to Test Your Messages
WWFD – What Would Facebook Do: Using Facebook Ads to Test Your MessagesSocial Media for Nonprofits
 
Hollywood Storytelling for Nonprofit Crowdfunding
Hollywood Storytelling for Nonprofit CrowdfundingHollywood Storytelling for Nonprofit Crowdfunding
Hollywood Storytelling for Nonprofit CrowdfundingSocial Media for Nonprofits
 
Leverage Your Influencers to Drive Social Media Engagement
Leverage Your Influencers to Drive Social Media EngagementLeverage Your Influencers to Drive Social Media Engagement
Leverage Your Influencers to Drive Social Media EngagementSocial Media for Nonprofits
 

Mehr von Social Media for Nonprofits (20)

It's Not Too Late! 5 Steps to Close Out 2015 Strong with Year End Giving
It's Not Too Late! 5 Steps to Close Out 2015 Strong with Year End GivingIt's Not Too Late! 5 Steps to Close Out 2015 Strong with Year End Giving
It's Not Too Late! 5 Steps to Close Out 2015 Strong with Year End Giving
 
Community-Driven Programming: Creating a Culture of Community
Community-Driven Programming: Creating a Culture of CommunityCommunity-Driven Programming: Creating a Culture of Community
Community-Driven Programming: Creating a Culture of Community
 
SMS for Success
SMS for SuccessSMS for Success
SMS for Success
 
Fundraising in 2016: A Millennial’s Voice
Fundraising in 2016: A Millennial’s VoiceFundraising in 2016: A Millennial’s Voice
Fundraising in 2016: A Millennial’s Voice
 
Breaking Through: Get Parents and Other Busy People To Take Action!
Breaking Through: Get Parents and Other Busy People To Take Action!Breaking Through: Get Parents and Other Busy People To Take Action!
Breaking Through: Get Parents and Other Busy People To Take Action!
 
The Power of Social Proof
The Power of Social ProofThe Power of Social Proof
The Power of Social Proof
 
5 Paths To Success With Mobile For Fundraising And Mobilization
5 Paths To Success With Mobile For Fundraising And Mobilization5 Paths To Success With Mobile For Fundraising And Mobilization
5 Paths To Success With Mobile For Fundraising And Mobilization
 
Fundraise with the King of Content: Video!
Fundraise with the King of Content: Video!Fundraise with the King of Content: Video!
Fundraise with the King of Content: Video!
 
Cultivating Community: How to Build an Active and Engaged Group
Cultivating Community: How to Build an Active and Engaged GroupCultivating Community: How to Build an Active and Engaged Group
Cultivating Community: How to Build an Active and Engaged Group
 
5 Proven Strategies To Get More News Feed Love
5 Proven Strategies To Get More News Feed Love5 Proven Strategies To Get More News Feed Love
5 Proven Strategies To Get More News Feed Love
 
Tweet and Repeat: How Twitter Can Refill Your Drying Pipeline
Tweet and Repeat: How Twitter Can Refill Your Drying PipelineTweet and Repeat: How Twitter Can Refill Your Drying Pipeline
Tweet and Repeat: How Twitter Can Refill Your Drying Pipeline
 
11 Steps to a Successful Nonprofit Social Media Strategy
11 Steps to a Successful Nonprofit Social Media Strategy11 Steps to a Successful Nonprofit Social Media Strategy
11 Steps to a Successful Nonprofit Social Media Strategy
 
Developing Online Engagement Campaigns
Developing Online Engagement CampaignsDeveloping Online Engagement Campaigns
Developing Online Engagement Campaigns
 
The Dog Ate My Grant Application! Crowdfunding for #GivingTuesday
The Dog Ate My Grant Application! Crowdfunding for #GivingTuesdayThe Dog Ate My Grant Application! Crowdfunding for #GivingTuesday
The Dog Ate My Grant Application! Crowdfunding for #GivingTuesday
 
Get Mobile or Get Stuck! A Mobile Adoption Roadmap from the Nature Conservancy
Get Mobile or Get Stuck! A Mobile Adoption Roadmap from the Nature ConservancyGet Mobile or Get Stuck! A Mobile Adoption Roadmap from the Nature Conservancy
Get Mobile or Get Stuck! A Mobile Adoption Roadmap from the Nature Conservancy
 
Strategic Storytelling for Social Impact Webinar
Strategic Storytelling for Social Impact WebinarStrategic Storytelling for Social Impact Webinar
Strategic Storytelling for Social Impact Webinar
 
Increasing Your Impact Through Social Media Collaboration with Peer Organizat...
Increasing Your Impact Through Social Media Collaboration with Peer Organizat...Increasing Your Impact Through Social Media Collaboration with Peer Organizat...
Increasing Your Impact Through Social Media Collaboration with Peer Organizat...
 
WWFD – What Would Facebook Do: Using Facebook Ads to Test Your Messages
WWFD – What Would Facebook Do: Using Facebook Ads to Test Your MessagesWWFD – What Would Facebook Do: Using Facebook Ads to Test Your Messages
WWFD – What Would Facebook Do: Using Facebook Ads to Test Your Messages
 
Hollywood Storytelling for Nonprofit Crowdfunding
Hollywood Storytelling for Nonprofit CrowdfundingHollywood Storytelling for Nonprofit Crowdfunding
Hollywood Storytelling for Nonprofit Crowdfunding
 
Leverage Your Influencers to Drive Social Media Engagement
Leverage Your Influencers to Drive Social Media EngagementLeverage Your Influencers to Drive Social Media Engagement
Leverage Your Influencers to Drive Social Media Engagement
 

Peter Drury - Audience Segmentation: Communicate With One to Reach Many

  • 1. Audience Segmentation: Communicate With One to Reach Many Strategic Decision-Making Regarding Audiences, Stories & Tools for a Growing Nonprofit Organization
  • 2. Kids, Water and… Who the Heck to Tell? What is our goal ? Who will help us get there ? How do we choose {tools, messages, and channels} when there are so many {bright, shiny objects} ?
  • 3.
  • 4.
  • 5.
  • 7.
  • 8.
  • 9.
  • 10.
  • 13.
  • 14.
  • 15.
  • 16.
  • 17.
  • 18.
  • 19.
  • 20.
  • 21.
  • 22.
  • 23.
  • 24.
  • 25.
  • 26.
  • 27. So, then … Who are we talking to ? How do they listen ? What are they seeking ?
  • 28. Defining “Personas” Who must we reach? Who will naturally evangelize? For whom will the act of giving be transformational, not transactional? What motivates them to engage with us? What are they seeking?
  • 29. Choose Three (Oops: We Chose Four) Sara Julia David Ned
  • 30.
  • 31.
  • 32.
  • 33.
  • 34.
  • 35.
  • 36.
  • 37.
  • 38.
  • 39.
  • 40.
  • 41.

Hinweis der Redaktion

  1. This is a river in central Kathmandu that, in 2003, I could see the bottom of and was considered fairly pristine…