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

Facebook

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