engaging a diverse audience
DESCRIPTION
TRANSCRIPT
Using Social Media to Engage a Diverse
AudiencePresented by Tyler Clark
at The Sixth Annual Nonprofit Summit
The Problem
In the moment The aftermath
Agenda
• Identify – Develop personas to focus your message
• Understand – Where is your audience and why?
• Target – Craft your campaign to match
Identify
Develop personas representing the types of people you want to connect to.
Focus your message to align with their perspective.
Segment
• Define your segments
• Not every organization cares about the same types of people…
• Donors, Volunteers, Activists – who do you want to connect with?
Personas
• Within the segments, develop personas
• Start with 3 personas within your most desired segment
• Age? Gender? Family? Job? Income? Education?
Profile #1
Profile #2
Profile #3
Go Deeper
• Start with demographics, but don’t end there
• What are their values and beliefs?
• What motivates them to share?
Understand
Determine where your audience is spending time and why.
Ensure you are focusing your efforts in the right places.
Reality Check
• Take the personas to your next board meeting or membership committee
• Ask for feedback
• Ensure you’re on the right track
Rationale
• Based on what you know or project, why would they care about your organization?
• What would they get from it?
Natural Habitat
• Where are they spending their time?
• Likely, Facebook
• Possibly, LinkedIn for professionals
• Also, Twitter for younger, more educated
What Are They Doing?
• Why do they use social media?
• To be connected
• To gather information
• For entertainment
• For career & business purposes
How To Find Out?
• Run a paper survey at your next local event
• Ask some questions of your existing fans & followers
• Create an online survey & send to email list
Target
Craft your campaign to match what you've learned. Plan a content calendar to ensure each message
has maximum impact and a consistent voice.
Plan
• Create a content calendar
• Plan 4 months out – high level
• Plan 4 weeks out – detail
• Ensure your topics and audiences are all addressed
Content-Based Strategy
Spread the Word Socially
Share Relevant 3rd-Party Links
Calls to Action
• Find the right voice for each audience
• Align your appeal to their values
Corporate
“Become a corporate sponsor for our annual dinner & show your support for those in need.”
Religious
“Remember Proverbs 22:9–He who is generous will be blessed, for he gives some of his food to the poor.”
More aggressive?
“Proverbs 28:27–He who gives to the poor will never want, but he who shuts his eyes will have many curses.”
Socialites
“This year’s gala will have you swing dancing to the accompaniment of a national touring act!”
Tips on Tone
• Be personable
• Self deprecating
• Avoid polarizing
• Top Tens
Your Challenge
By the end of the week, profile 10-12 Facebook fans, and group them into just 3 personas.
