audience mapping - drawing on your own internal expertise. audience strategy conference, 26 may 2016
TRANSCRIPT
AUDIENCE MAPPING – DRAWING ON YOUR EXPERTISE 1
Clair
Grant-Salmon
May 2016Clair
Grant-Salmon
May 2016
Audience mapping -
drawing on your own
internal expertise
Clair Grant-Salmon
Audience development manager, IIED
AUDIENCE MAPPING – DRAWING ON YOUR EXPERTISE 2
Clair
Grant-Salmon
May 2016Today
• What audience development
means at IIED
• Steps/tools that IIED use for
audience mapping
• Work through an example
• Continued success
AUDIENCE MAPPING – DRAWING ON YOUR EXPERTISE 3
Clair
Grant-Salmon
May 2016About IIED
IIED is a policy and action research
organisation promoting sustainable
development
We are based in London and work on
five continents with some of the
world’s most vulnerable people to
strengthen their voice in decision
making
AUDIENCE MAPPING – DRAWING ON YOUR EXPERTISE 4
Clair
Grant-Salmon
May 2016
Our mission
To build a fairer, more sustainable world
using evidence, action and influence in
partnership with others
AUDIENCE MAPPING – DRAWING ON YOUR EXPERTISE 5
Clair
Grant-Salmon
May 2016Can we discuss disseminating
my research report?
AUDIENCE MAPPING – DRAWING ON YOUR EXPERTISE 6
Clair
Grant-Salmon
May 2016
What are you trying to achieve
and who are you talking to?
Thinking carefully about audiences at the
beginning of a project and choosing the right
channel for presenting information is critical to
ensuring maximum impact
Audience
ImpactContent
AUDIENCE MAPPING – DRAWING ON YOUR EXPERTISE 7
Clair
Grant-Salmon
May 2016
What goes into our audience
development strategy?
Planning from the start
Audience mapping
Systems and processes
M&E
CRM
AUDIENCE MAPPING – DRAWING ON YOUR EXPERTISE 8
Clair
Grant-Salmon
May 2016Year of Urban 2016• Raise awareness of IIED’s Urban programme of work, and
the strength of our analysis and understanding of the issues
facing urban development today
• Increase our audience for engagement on urban issues more
widely – particularly in the Humanitarian sector and amongst
the development agenda setters of the future
Audience Message Method
In-country policy makers We believe the following key themes are absent from global
discussions this year - we would welcome your input &
engagement in this debate
One 2 one discussions,
Targeted policy briefs
Impact Piece
In-country partners Join us, to help raise the profile of important issues on Urban
development that remain low down the agenda
Invitations to blog, to contribute ideas
Invitations to speak at events hosted by us – IIED
put forward names for speaking opportunities for
partners
Feedback from meetings and workshops that we
can collate & share through blogs
Wider Urban audience IIED & partners provide robust information and academic
publications on the top issues affecting sustainable urban
development today.
Social media, sharing links to key publications,
retrospectives across IIED’s work (E&U), mailings,
regular channels
AUDIENCE MAPPING – DRAWING ON YOUR EXPERTISE 9
Clair
Grant-Salmon
May 2016
What is
audience development?• Effective communications with
existing and new audiences
• Quality not quantity
• Communicating relevant, timely, simple messages of value
• Building up trust and credibility so that audiences seek our help
• Avoiding audiences who are not interested in our work
AUDIENCE MAPPING – DRAWING ON YOUR EXPERTISE 10
Clair
Grant-Salmon
May 2016Identifying audiences
Create a
long list
• Influence
• Knowledge
• Expertise
• Control
• Relevant
Analyse and prioritise
• Power
• Importance
• Interest
• Function
• Similarities
Share and review
• Overview
• Resources
• Relationships
• Gaps
• Engage
AUDIENCE MAPPING – DRAWING ON YOUR EXPERTISE 11
Clair
Grant-Salmon
May 2016Power/interest matrixPo
wer
/in
flu
ence
of
aud
ien
ces
Interest of audiences
AUDIENCE MAPPING – DRAWING ON YOUR EXPERTISE 12
Clair
Grant-Salmon
May 2016Power/interest matrixPo
wer
/in
flu
ence
of
aud
ien
ces
Interest of audiences
Subjects
Keep satisfied
• engage/ consult
• increase level of
interest
The crowd
Keep informed - via
general comms, e.g.
newsletter, website
• increase level
• of interest
Key players
Keep close
• focus efforts to
engage regularly
• involve in decision
making/governance
Context setters
Keep talking
• encourage 2 way
communications
e.g. social media
• potential supporters
AUDIENCE MAPPING – DRAWING ON YOUR EXPERTISE 13
Clair
Grant-Salmon
May 2016Energy/commitment matrixA
ud
ien
ces’
nat
ura
l en
ergy
for
com
mu
nic
atin
g
Commitment of stakeholders
AUDIENCE MAPPING – DRAWING ON YOUR EXPERTISE 14
Clair
Grant-Salmon
May 2016Energy/commitment matrixA
ud
ien
ces’
nat
ura
l en
ergy
for
com
mu
nic
atin
g
Commitment of stakeholders
Champions
NurtureThe same high energy as your
Blockers but committed to your
change. Look after these
stakeholders when you find
them
Blockers
Watch closelyTheir high energy makes them likely to
communicate widely, influence
effectively and act vigorously. Their
low commitment to your change affects
what they say and do, which makes
them likely to end up standing in your
way
Sleepers
Minimal effortThey are not really committed to your
change and don’t have the energy to
do anything about it Unless you know
this is because they don’t understand
what is coming you don’t need to exert
too much time or effort looking after
them.
Preachers
Keep informed These are committed to your
change and also may talk a lot,
but their low energy means they
are unlikely to take much other
action
AUDIENCE MAPPING – DRAWING ON YOUR EXPERTISE 15
Clair
Grant-Salmon
May 2016Exercise: Audience mapping
for your project
1. Get into groups
2. Briefly frame your organisation, project,
and goals
3. List the different audiences
4. Choose a matrix and map your audiences
5. Share with the group
AUDIENCE MAPPING – DRAWING ON YOUR EXPERTISE 16
Clair
Grant-Salmon
May 2016Strategic communications
Now you know who your audiences are
apply your knowledge and data.
Understand more about –
• Information requirements
• Frequency of communication
• Channel of communication
• Can use audience personas for this
AUDIENCE MAPPING – DRAWING ON YOUR EXPERTISE 17
Clair
Grant-Salmon
May 2016Building a communications
framework
Priority Audience (and info needs)
Message Channel Resources Assumptions
AUDIENCE MAPPING – DRAWING ON YOUR EXPERTISE 18
Clair
Grant-Salmon
May 2016Continued success
• Effectively manage your audiences throughout your campaign/project
• Build relationships and trust
• Provide them with the information they want and need
• Measure what works and what doesn’t
• Share what you learn
Visit the CharityComms website
to view slides from past events,
see what events we have
coming up and to check out
what else we do:
www.charitycomms.org.uk
Audience strategy:understanding and connecting
with stakeholders
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Conference
26 May 2016
London
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