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Cross media planning & how to target your audience using person types

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Cross media planning for C4I, session 2
Example of Koen Carlier and audience needs

Veröffentlicht in: Business, News & Politik, Seele & Geist
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Cross media planning & how to target your audience using person types

  1. 1. Media seminar pt 2 September 25th, 2013 Reach Interest Participate Maintain Advocate
  2. 2. Problem statement ! ! ! ! ! X ! i + ! i ! ! ! Teach Build Maintain ! ?
  3. 3. Media sessions ! ! ! What do we know? ! What do ! we see? What do we do? ! ! 1 Inform 2 Dialogue 3 Form
  4. 4. From the presentations Variety media usage: ! • radio (Africa, AUS) • tv/show dvd • Fb, Tw, Lin (NL) • magazine (UG) • dvd (MAL) • YouTube • 4 websites (D) ! • movies (US) New: • clips • online teaching kit • book summaries • newspaper
  5. 5. From the presentations National strategies: • media connections (NL) • political leaders (UG) • hubs (US) • clips (all) • dvd (MAL) • real committent: pay/email address
  6. 6. From the presentations Challenges: • Short movies/clips • Stories (Rvd. Henk Poot, Koen Carlier) • Fb: pages/groups <> friends • Which websites? • Traffic • MR newspaper <> online possibilities !
  7. 7. Media sessions What do we know? 1 Inform (yesterday) Presentations ! What do we see? 2 Dialogue (today) X-media plan ! What do we do? 3 Form (today) X-media canvas
  8. 8. How do you ! reach your audience ! and activate them?
  9. 9. Take away Advocate Maintain Participate Interest Reach
  10. 10. Take away Advocate Maintain Participate Interest Reach
  11. 11. Take away Advocate Maintain Participate Interest Reach Why israel.org
  12. 12. Take away Advocate Maintain Participate Interest Reach Why israel.org C4 israel .org
  13. 13. Take away Advocate Maintain ... Participate Interest Reach Why israel.org C4 israel .org ...
  14. 14. Why explicit strategy? intu ition habit plan gut feeling always worked works in static context ex perien ce check adjust required for changing context
  15. 15. Why explicit strategy? • Every decision guided by biz res • Firms develop proprietary metho’s and are innovative in their combi of metho’s • Enterprisewide access to res data and findings Visionairies Standardised Decision Makers Intuitive Decision Makers • Some dec based on biz res • Firms use tried-and-true metho’s, excluding others that might be appropriate (trap/bias???) • Limited enterprise-wide data and findings • Most dec based on past exp or instinct • Dec supported with limited qual. res
  16. 16. A cross media plan ! for all your communication ! will help you know ! how to be effective.
  17. 17. X-media plan Reach Interest Participate Maintain Advocate Where & How reach target audience? Location? Offline/Online? Intermediary? (Opinion) leader?
  18. 18. X-media plan Reach Interest Participate Maintain Advocate Where & How reach target audience? Location? Offline/Online? What does your audience need? Intermediary? (Opinion) leader? Help? Question? Manifest/Latent? Attractive? Profile?
  19. 19. X-media plan Reach Interest Participate Maintain Advocate Where & How reach target audience? Location? Offline/Online? What does your audience need? Intermediary? (Opinion) leader? Help? Question? Manifest/Latent? Attractive? Profile? How can you engage? / How can I act? Useful? Incentive? ‘What’s in for him?’
  20. 20. X-media plan Reach Interest Participate Maintain Advocate Where & How reach target audience? What does your audience need? Location? Offline/Online? Intermediary? (Opinion) leader? Help? Means? How can you engage? / How can I act? Useful? Incentive? How keep and build ‘What’s in for him?’ relationship? Question? Manifest/Latent? Attractive? Profile? Preferred media platform? Confirmation of choice?
  21. 21. X-media plan Reach Interest Participate Maintain Advocate Where & How reach target audience? Location? Offline/Online? What does your audience need? Intermediary? (Opinion) leader? Help? How can you engage? / How can I act? How will you equip me to advocate? Type of action? Assignment? Useful? Channel? Incentive? Information? How keep and build ‘What’s in for him?’ relationship? Question? Manifest/Latent? Attractive? Profile? Preferred media platform? Confirmation of choice?
  22. 22. X-media plan Where & How reach target audience? Location? Offline/Online? Intermediary? (Opinion) leader? Reach Interest Participate Maintain Advocate a. n k NOT me di Th i How will you equip Th i n k : me to advocate? How can you s n c e’s ne How die engage? / e d • yo u r au Type of action? can I act? What does youra t y o u a i m f o r Assignment? • wh audience Useful? Channel? need? on v i nce yo u cIncentive? How keep Information? • how and build ‘What’s h efor him?’ yo u in lp relationship? • ow Help? h Question? Manifest/Latent? Attractive? Profile? Preferred media platform? Confirmation of choice?
  23. 23. How do they cross ! your media? ! (Different to what you might expect…)
  24. 24. X-media plan Reach Interest Participate Maintain Advocate ... ... John (theologian) Why israel.org Chris (christian) ... ... C4I Whyisrael teaching.or
  25. 25. X-media plan Reach Interest Participate Maintain Advocate ... ... John (theologian) X Why israel.org Chris (christian) ... ... C4I Whyisrael teaching.or
  26. 26. X-media plan Reach Interest Participate Maintain Advocate ... ... John (theologian) Why israel.org Chris (christian) ... ... C4I Whyisrael teaching.or
  27. 27. X-media plan Reach Interest Participate Maintain Advocate ... ... John (theologian) Why israel.org Chris (christian) ... ... C4I Whyisrael teaching.or
  28. 28. Let’s practice this ! based on our own knowledge ! and experience.
  29. 29. X-media plan Reach Interest Participate Maintain Advocate IM/DM Info about interests Form on website Download Free offer Follow-up Rally Matt update with progamme (youth leader) Profile 25 never visited Israel no knowledge about I potentially critical interest: social justice socially busy, little time youth programme social justice ad ! need: usable content for his youth group tour update with progamme youth activities youth leader conference meeting other youth leaders ... ... personal contact young people making iliyah Matt can share experiences: • website • Fb • YT
  30. 30. How ! do you know ! your target audience?
  31. 31. How to define your target audience? John (theologian) Christine (biz woman) Mary-Ann (doctor) Eddy (gardener) Competitive 15% Spontanious 30% Humanistic 15% ers 70 + Build ers BabyBoom 50 + 35+ Gen Op i n io n G ro u p le ade rs le ade r s Po l i t ic i a ns Jo u r n a l i s t s CEO’s X 20 + Gen Methodical 40% Y ! ! me ds ien r ch &f ur fam ch tc. + be lu q ts c ac r spo
  32. 32. Engage: profiles John (theologian) Chris (christian) Media profile Media profile John, 43, Bible teacher Christine, 35, Media planner architect firm Indonesia Sweden Interest: New Testament Interest: culture, traveling, fashion Israel standpoint: neutral Israel standpoint: critical Uses desktop, mobile Uses laptop, tablet, smartphone Reads local newspaper, theological magazine Reads online news, Twitter, Economist
  33. 33. Engage: generations
  34. 34. Engage ‘r target group Fast • What’s in for me? • Effective? • Bottom line? • Helpful: logical oversight. Leader (What?) Artisan (Why?) Rational • How does it work exactly? • Proof for this promise? • Helpful: more details. • Why should I NOW be involved? • Convenient? • Helpful: help me decide. Emotional Guardian (How?) Slow Idealist (Who?) • Others involved? • Sustainable? • Helpful: expert view / experiences of others
  35. 35. Meet their needs Fast Leader (What?) Artisan (Why?) Rational Emotional Guardian (How?) Slow Idealist (Who?)
  36. 36. Meet their needs Koen/Approach successful? Proof. Success rate. Fast Leader (What?) Artisan (Why?) Rational Emotional Guardian (How?) Slow Idealist (Who?)
  37. 37. Meet their needs Koen/Approach successful? Proof. Success rate. Fast Leader (What?) Artisan (Why?) Rational My help urgently needed? Why? How can I easily contribute? Emotional Guardian (How?) Slow Idealist (Who?)
  38. 38. Meet their needs Koen/Approach successful? Proof. Success rate. Fast Leader (What?) Artisan (Why?) Rational My help urgently needed? Why? How can I easily contribute? Emotional Guardian (How?) Idealist (Who?) Slow Who are these people? Identification. How can I help?
  39. 39. Meet their needs Koen/Approach successful? Proof. Success rate. Fast Leader (What?) Artisan (Why?) Rational How does aliyah work exactly? Efficient? How are gifts used? My help urgently needed? Why? How can I easily contribute? Emotional Guardian (How?) Idealist (Who?) Slow Who are these people? Identification. How can I help?
  40. 40. Meet their needs Koen/Approach successful? Proof. Success rate. Fast Leader (What?) Artisan (Why?) Rational How does aliyah work exactly? Efficient? How are gifts used? My help urgently needed? Why? How can I easily contribute? Emotional Guardian (How?) Idealist (Who?) Slow Who are these people? Identification. How can I help?
  41. 41. X-media plan Audience John (theologian) Christine (biz woman) Mary-Ann (doctor) Eddy (gardener) Leader (What?) So, how are you going to reach audience and build from here? Artisan (Why?) Guardia n (How?) Reach > Interest > Participate > Maintain > Advocate Idealist (Who?) Op ini on leaders Group leaders Polit ician s Jo ur n al is ts CEO’s What method (mix) will you use to define and get to know your audience? 70 + Builders s 50 + BabyBoomer 35+ Gen X 20 + Gen Y What media work for your audience and for you? What help do you need from HQ to help you set up and execute you Xmedia plan?
  42. 42. Problem statement ! ! ! ! ! X ! i + ! i ! ! ! Teach Build Maintain ! ?
  43. 43. In conclusion ! + ! i ! i Engage your ! followers & friends ! ! Understand them and ! meet their needs ! ! Offer fitting content ! ! Use the media ! they already use

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