Why we segment publics How we identifying publics Methods for segmenting publics When it all goes pear shaped – the

internet got at it. Adopters and laggards

That’ what I do over breakfast on Monday Mornings:› Jefkins, F. ch 7› Tench, R. pp 194› Fill, C. ch 2 pp52-56

As part of your strategy.... Who should you talk to? If you know that.....(say Tench & Yeoman)

› Format (words, pictures?)› Tone (serious light-hearted)› Context (what are other news/issues at the time)› Repetition (cumulative effect – David Van)

Plus (says someone else) Media Message Language Message differentiation

Grunig› Active› Aware› Latent› Apathetic

(Grunig & Hunt ‘84 Grunig & Repper !992)

› Can we add... Form round issues

Freeman egged on by Will Hutton A large literature http://theclarityconcept.pbwiki.com/

Top down

Age Geography Sex Income .... Lets have a look...

http://www.upmystreet.com/

Media (NRS) By products/services By job By ........

User generated publics› Common interests (e.g. In Facebook, blogs,

Twitter)› By interests in subjects

https://adwords.google.com/select/KeywordToolExternal

Now – who to choose

Internal External Direct Opinion formers Influencers Wommers Socio-economic

Context relevant Different needs Different approaches

› Messages› Media› interactions

Level of Interest

Power A

Minimal effort

B

Keep informed

C

Keep satisfied

D

Key players

LOW

LOW HIGH

HIGH

Sources: › within organisations: hierarchy ; possession of

knowledge and skills; influence› for external stakeholders: control of strategic

resources; involvement in strategy implementation; possession of knowledge/ skills

Indicators:› within organisations: status; claim on resources;

representation; symbols› for external stakeholders: status; resource

dependence; negotiating arrangements; symbols (Johnson and Scholes, 2002, p. 213)

The two-step hypothesis - information and acceptance flows, via the media/opinion leaders, then to the general population

the trickle-down effect - products tend to be expensive at first, and therefore only accessible to the wealthy social strata - in time they become less expensive and are diffussed to lower and lower strata

The Everett Rogers Diffusion of innovations theory - for any given product category, there are five categories of product adopters:› Innovators – venturesome, educated, multiple info

sources;› Early adopters – social leaders, popular, educated;› Early majority – deliberate, many informal social

contacts;› Late majority – skeptical, traditional, lower socio-

economic status;› Laggards – neighbours and friends are main info sources,

fear of debt. Technology driven models - These are particularly

relevant to software diffusion. The rate of acceptance of technology is determined by factors such as ease of use and usefulness.

Why we segment publics How we identifying publics Methods for segmenting publics When it all goes pear shaped – the

internet got at it. Adopters and laggards