communication insights from audience behavior dean browell connectva social media for nonprofits...
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RICHMOND LONDON PARIS SINGAPORE
Communication Insights from Audience Behavior
ConnectVA Social Media For Nonprofits Conference 2015
Dean Browell, PhD – Executive Vice Presidentdean@feedbackagency.com
My Perspective
I Know Your Pain
But First:Housekeeping
But First:Housekeeping
• “Social Media” = “New Media” = “Emerging Media”
• To everyone else it’s just, “The Internet”
• Social Media is also far more than Facebook and Twitter
• Consider all the places user-generated content exists
• We have found conversations being held over more than 10 years
taking the GMAT in France - trust me, there’s more there than you
think
• It is not a matter of if but rather, how different generations use social media;
for every teen on Twitter there’s a baby boomer on a car forum
Behavior Matters
Behavior Matters
• Behavior can help you prioritize your resources
• We often begin with our people but in the need to make quick
decisions we start extrapolating out quickly, making, at times
accidentally, wildly wrong assumptions…
• Let me give you an example:
• How many of you have read general articles on Twitter?
• Now how many of you have read an article on Twitter use in
rural Virginia?
• How about even just the difference between rural and urban
Twitter use?
Also… Geography Matters:People Matter Within It
• Search is incredibly influenced by location
• And a big note on the examples and trends you’re about to see:
• These are all VERY specific to a particular region of the
country
• These examples are majorly influenced by the cultures,
history, demographics, etc. of their populations and
geographies
And Finally… Mobile Matters:In Some Ways, It’s All Mobile Behavior
• Access and service
• For many channels, desktop is the minority
• What one mobile device means in communicating to your circles
• Rural vs Urban: Fight myths, because logic works better
• At times the fastest computer
• Expectations sometimes higher in rural areas
• Consider how community grows differently
http://www.mapsofwor http://www.carolleethompson.com/PF-InTheEyesOfTheWatermen.jpg ld.com/projection-maps/maps/world-robinson-3d-greyscale-enlarged.jpg http://www.mapsofworld.com/projection-maps/maps/world-robinson-3d-greyscale-enlarged.jpg
• We need to be honest with ourselves…
• A study of latex-free condom use
revealed public channels yielded
unexpected surprises in online chatter:
• The use of Yahoo Answers for
males in England
• Females discussing latex
allergies - and unbeknownst to
SKYN, taking over their
Rethinking Touchpoints:First and Second Impressions
SKYNCondoms
Twitter Ecosystem(s)No two alike…
• Picture it: a CEO enters the room and asks,
“We need to be on Twitter…
…put our new maternity campaign on there.”
• Waterside tourist-driven area served by a
community hospital
• Research showed the hospital should only use
Twitter for emergency services… why?
• Key Insight: Community development, even
online, is heavily influenced by geography; not all
Twitter communities are created equal
MaternityTwitter
http://www.best-prepaid-cell-phone-plans.com/images/verizon-local-prepay-coverage-map.jpg http://www.best-prepaid-cell-phone-plans.com/images/verizon-local-prepay-coverage-map.jpg http://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&docid=KBlHCJuXR4ayAM&tbnid=sjPXR5JLhixwEM:&ved=0CAUQjRw&url=http%3A%2F%2Fwww.outerbanks.com%2Freal-estate.html&ei=QUn7U6v6NpCdygSD_IDICQ&bvm=bv.73612305,d.aWw&psig=AFQjCNG1AJSLWAXyYJ1Kfrq-vcBf5MttCA&ust=1409063604069022
Longtime lack of robust cell / data coverage= no organized local Twitter community
But tourists brought their Twitter behavior with them - so there were Tweets from the area, just posted from rental WiFi hotspots
Observations:Examples + Trends
• From Google Maps, about a facility that was purchased and
completely over-hauled in the 5 years prior; this
was the ONLY review…
• Key Insight: Maps matter!
GoogleMaps
“Please stay away at all cost! Most of the help must of received there teaching at ADOLF HITLER school of health care! Nurses aids social workers beyond rude! I wouldn't wish this place on my worst enemy.”
- Gary, Google Maps
Hashtag Life:Listen Carefully
• Hashtags are a fun way to communicate -
but their main purpose is actually to
categorize
• Categorize for searches, info, and even for
quick-glances (if only in humor)
• But leveraging our behavioral listening we
can receive guidance on whether to use
hashtags - who is using them? Why?
• Why search.Twitter.com (Advanced Search)
is a far more powerful friend
#RVA#Wbgva
Thinking About Behavior:Channels
Facebook: Timeline, Paper, and Beyond
Twitter: RealTime, Respond, Repeat
Instagram: Visual Friends, Geo-Powered
LinkedIn: NonProfit Secret Weapon
Closing:Listening First, Listening Well
Closing:Listening First, Listening Well
• Study your audiences
• Geographic differences
• Demographic differences
• Pain points, wins, needs
• Compare what you and competitors doing
• Overlaying the latter on the former - what opportunities are you currently missing?
• Smart Strategy
• Monitor Smart
• Tune outreach to be specific, targeted
• Find out what you’re doing that’s truly moving the needle
Q&A
Thank you!
Twitter.com/feedbackagencyFacebook.com/feedbackfb
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