cross media planning & how to target your audience using person types

Media seminar pt 2 September 25th, 2013

Reach Interest Participate Maintain Advocate

!!!!!!!

Teach Build Maintain

Problem statement

+!i !X!?!

i

!!!!!!!

1 Inform 2 Dialogue 3 Form

Media sessions

What do we know?

What do we see?

What do we do?

From the presentations!

• tv/show dvd • magazine (UG) • YouTube !

New: • online teaching kit • book summaries

Variety media usage: • radio (Africa, AUS) • Fb, Tw, Lin (NL) • dvd (MAL) • 4 websites (D) • movies (US) • clips • newspaper

National strategies: • media connections (NL) • political leaders (UG) • hubs (US) • clips (all) • dvd (MAL) • real committent: pay/email address

From the presentations

Challenges: • Short movies/clips • Stories (Rvd. Henk Poot, Koen Carlier) • Fb: pages/groups <> friends • Which websites? • Traffic • MR newspaper <> online possibilities !

From the presentations

1 Inform (yesterday) Presentations !

2 Dialogue (today) X-media plan !

3 Form (today) X-media canvas

Media sessionsWhat do

we know?

What do we see?

What do we do?

How do you !reach your audience !and activate them?

Take away

Interest

MaintainAdvocate

Participate

Reach

Take away

Interest

MaintainAdvocate

Participate

ReachWhy israel.org

Take away

Interest

MaintainAdvocate

Participate

ReachWhy israel.org

C4 israel.org

Take away

Interest

MaintainAdvocate

Participate

ReachWhy israel.org

C4 israel.org

... ...

habit

Why explicit strategy?

gut feeling

intu ition

always worked

plan

check

works in static context required for changing context

adjust

ex perien ce

Why explicit strategy?

Standardised Decision Makers

Visionairies

Intuitive Decision Makers

• Every decision guided by biz res • Firms develop proprietary metho’s and are innovative in their combi of metho’s • Enterprisewide access to res data and findings

• Some dec based on biz res • Firms use tried-and-true metho’s, excluding others that might be appropriate (trap/bias???) • Limited enterprise-wide data and findings

• Most dec based on past exp or instinct • Dec supported with limited qual. res

A cross media plan !for all your communication !will help you know !how to be effective.

Reach

X-media planInterest Maintain AdvocateParticipate

Where & How reach target audience?

Location? Offline/Online? Intermediary?

(Opinion) leader?

Reach




(Opinion) leader?

What does your audience

need?

Help? Question?

Manifest/Latent? Attractive?

Profile?

Reach




(Opinion) leader?

How can you engage? / How

can I act?What does your audience

need?

Help? Question?


Profile?

Useful? Incentive?

‘What’s in for him?’

Reach




(Opinion) leader? Means?



need?

Help? Question?


Profile?

Useful? Incentive?


Preferred media platform?

Confirmation of choice?

How keep and build

relationship?

Reach




(Opinion) leader?



need?

Help? Question?


Profile?



How keep and build

relationship?

How will you equip me to advocate?

Type of action? Assignment?

Channel? Information?

Useful? Incentive?


Reach




(Opinion) leader?



need?

Help? Question?


Profile?



How keep and build

relationship?

How will you equip me to advocate?

Type of action? Assignment?

Channel? Information?

Useful? Incentive?


Think NOT media.

Think:

• your audience’s needs

• what you aim for

• how you convince

• how you help

How do they cross !your media? !(Different to what you might expect…)

Chris (christian)

Reach


... ...

Whyisrael teaching.or

... ...

Why israel.org

C4I

John (theologian)

Chris (christian)

Reach


... ...


... ...

Why israel.org

C4I

X

John (theologian)

John (theologian)

Reach


... ...


... ...

Why israel.org

C4I

Chris (christian)

Why israel.org

C4I

... ...

John (theologian)


... ...

Chris (christian)

Reach


Let’s practice this !based on our own knowledge !and experience.

youth leader conference

Reach


Matt (youth leader)

Profile 25

never visited Israel no knowledge about I

potentially critical interest: social justice

socially busy, little time !need:

usable content for his youth group

social justice ad

young people making iliyah

youth programme

youth activities

tour

meeting other youth leaders

update with progamme

update with progamme

... ...

personal contact

Matt can share experiences: • website • Fb • YT

IM/DM Info about interests Form on website

Download Free offer Follow-up

Rally

How !do you know !your target audience?

John (theologian)Christine (biz woman)

Eddy (gardener)Mary-Ann (doctor)

70 + Builders

Spontanious 30%

Competitive 15%

Humanistic 15%

Methodical 40%50 + BabyBoomers

35+ Gen X

20 + Gen Y

me!!

fam & friends

acq + ch

urch

Opinion leaders

sports club etc.

Group leaders

CEO’s

PoliticiansJournalists

How to define your target audience?

John (theologian) Chris (christian)

Engage: profiles

Media profile

John, 43, Bible teacher

Indonesia

Interest: New Testament

Israel standpoint: neutral

Uses desktop, mobile

Reads local newspaper, theological magazine

Media profile

Christine, 35, Media planner architect firm

Sweden

Interest: culture, traveling, fashion

Israel standpoint: critical

Uses laptop, tablet, smartphone

Reads online news, Twitter, Economist

Engage: generations

Fast

Slow

Rational Emotional• How does it work exactly?

• Proof for this promise? • Helpful: more details.

• Others involved? • Sustainable? • Helpful: expert view / experiences of others

• Why should I NOW be involved? • Convenient? • Helpful: help me decide.

• What’s in for me? • Effective? • Bottom line?

• Helpful: logical oversight.Artisan (Why?)

Idealist (Who?)

Leader (What?)

Guardian (How?)

Engage ‘r target group

Meet their needs

Fast

Slow

Rational Emotional

Artisan (Why?)

Idealist (Who?)

Leader (What?)

Guardian (How?)

Slow

Emotional

Artisan (Why?)

Idealist (Who?)

Guardian (How?)

Meet their needs

Fast

Rational

Leader (What?)

Koen/Approach successful?

Proof. Success rate.

Slow

Rational

Idealist (Who?)

Leader (What?)

Guardian (How?)

Fast

Emotional

Artisan (Why?)

My help urgently needed? Why? How can

I easily contribute?

Meet their needsKoen/Approach

successful? Proof. Success rate.

Fast

Rational

Artisan (Why?)

Leader (What?)

Guardian (How?)





Meet their needs

Who are these people? Identification.

How can I help?

Idealist (Who?)

Slow

Emotional

Fast

Emotional

Artisan (Why?)

Idealist (Who?)

Leader (What?)






How can I help?

Meet their needs

Rational

Guardian (How?)

How does aliyah work exactly? Efficient?

How are gifts used?

Slow

Fast

Slow

Rational Emotional

Artisan (Why?)

Idealist (Who?)

Leader (What?)

Guardian (How?)






How can I help?

How does aliyah work exactly? Efficient?

How are gifts used?

Meet their needs

Reach > Interest > Participate > Maintain > Advocate

X-media plan

Artisan (Why?)

Idealist (Who?)

Leader (What?)

Guardian

(How?)

So, how are you going to reach

audience and build from here?

What method (mix) will you use to

define and get to know your audience?

Audience

Opinion leadersGroup leaders

CEO’sPoliticians

Journalists

70 + Builders

50 + BabyBoomers

35+ Gen X

20 + Gen Y

John (theologian)Christine (biz woman)

Eddy (gardener)

Mary-Ann (doctor)

What media work for your audience and

for you?

What help do you need from HQ to help you set up and execute you X-

media plan?

!!!!!!!

Teach Build Maintain

+!i !X!?!

iProblem statement

In conclusion

!+!i

Engage your !followers & friends !!Understand them and !meet their needs !!Offer fitting content !!Use the media !they already use

!i

cross media planning & how to target your audience using person types

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