audience engagement 2.0 daniel maxson. what is the project? drive news based behavior encourage...
TRANSCRIPT
Audience Engagement 2.0
Daniel Maxson
What Is The Project?
• Drive news based behavior• Encourage volunteerism against hunger in the
Champaign-Urbana metro area
Who is the Client?
• WILL– Mission• WILL enriches people’s lives through programs that
educate, entertain, inspire, and empower
– Vision• WILL will be the model for public media, engaging our
communities and audiences in media, programs and services that support a healthy democracy and culture.
Show Me Results!
• TV Storyboard execution• Radio execution• Online execution
Big Idea
• We can fit volunteering into any schedule or budget.
TV Execution
TV Execution
Online Execution
Radio Execution
• 00:15• Wish you could volunteer but you never have
time? <name> can help. Visit our website at <url> and find opportunities that fit in your schedule and budget. There is no commitment required and we have tasks that fit in even the most hectic schedule. Visit <url> today to learn how to volunteer on your terms.
Radio Execution
• 00:15• Think you don’t have time to volunteer? Think
again. At <name> we find volunteer tasks that can fit into any schedule and budget. There is no commitment required. Visit <url> today to learn how you can fit volunteering into your life.
Radio Execution
• 00:15• Who has time to volunteer between working
two jobs? Everyone. At <name> we find quick, easy volunteer tasks so you can help feed the community while still having time for yourself. There is no commitment involved, so visit <url> to learn what you can do to help fight hunger.
Tell Me Why
• Research• Strategy
Research
• Secondary– Two distinct motivations for volunteering• Personal• Altruistic
– Long-term volunteers want more feedback– Provided framework for thinking about volunteers
among our audience
Research
• Primary– Conducted seven interviews– Target was “long-term” volunteers– Some were leaders, others were followers– Some found by referral, others by CUVolunteer
Research
• Primary – Insights– Volunteering is a “personal commitment”• Motivation is internal
– Diverse reasons for volunteering– Reasons for not volunteering• Not enough time• Fear of obligation
Strategy
• SWOT• Positioning• Unique Selling Point
SWOT
• Broken down by stakeholder– GroundCntrl– Illinois Public Media– The project itself
GroundCntrl
• Strengths– Strongest metric tracking available on the market
for web-based activity organization– “Mission” completion requires tangible evidence – Users can upload content
GroundCntrl
• Weaknesses– Still in beta stage– Recently rebranded from “Common Deeds”– Heavily marketed to project managers as opposed
to project participants
GroundCntrl
• Opportunities– New niche– Interest in location-based badges demonstrated
by predecessors like Foursquare
GroundCntrl
• Threats– Success highly dependent on user buy-in and
sustained interest
WILL – Illinois Public Media
• Strengths– Well-established in local community– History of driving audience engagement– Recognized and trusted
WILL – Illinois Public Media
• Weaknesses– Poor web presence– Conflicted on target audience– Poor social media focus
WILL – Illinois Public Media
• Opportunities– Audience uses radio as a significant source of
news– Loyal audience
WILL – Illinois Public Media
• Threats– Political backlash if controversial subjects are
brought up
The Project
• Strengths– It serves a need identified by last semester’s
student researchers– GroundCtrl provides the means to track success– WILL is already a respected part of its community
The Project
• Weaknesses– Diverse stakeholders– No monetization strategy– Key visionary players
The Project
• Opportunities– Receptive audience
The Project
• Threats– Interface design may discourage use
Strategy
• Objective– Our objective for this campaign will be shaped by
the needs of our partner organizations. Abstractly, we want people to use our service as a way to fit volunteering into their lives in spite of any obstacles to regular volunteering.
Positioning Statement
For people inclined to volunteer in Champaign-Urbana, this product will provide a centralized platform to discover timely opportunities to serve their community’s needs. Users will be able to track their activity, and reap rewards for achieving pre-set milestones. The system will be available online and via a mobile app.
Target Audience
• Casual volunteers• Home-owner• College-educated• Employed• Married with children
Competition
• CUVolunteer– Already serves as a virtually comprehensive source
of volunteer opportunities in the Champaign-Urbana area
– Planning to cooperate with them
Competition
• Groundcrew– Already offers mobile location-based tasks– Does not provide automated feedback– Is not tied into reporting
Points of Differentiation
• Automated feedback process for volunteer• Mobile application• “Social network”
But Is It Sustainable?
• Conditionally, yes– Cost-benefit– Not all-purpose– Visionaries– Buy-in
Questions?
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