(better than they know themselves)

Presented by: Christopher Tarantino,

MEP CMCP

@epimetra

Why am I here?

CHRISTOPHER TARANTINO, MEP CMCP

• CEO – EPICENTER MEDIA & TRAINING

• DIGITAL COMMUNICATIONS SPECIALIST – FEMA

• SUBJECT MATTER EXPERT – NATIONAL DISASTER PREP. TRAINING CTR.

• CHAIR – IAEM EMERGING TECHNOLOGY CAUCUS

@epimetra

Why are you here?

@epimetra

“By the time you

hear the THUNDER,

it’s too late to build

THE ARK.”-UNKNOWN

@epimetraInformation flows are relative to incident

@epimetraReduce the “RED SLICE”

What we know we

know

What we don't know

we don't know

What we know we

don't know

MOST

DANGEROUS

Strong decision-making

is your biggest asset

in an incident.

@epimetraHow well do you

know YOUR audience?

Most communicators WAIT too long to identify:

Stakeholders

Target audiences

Influencers & Partners

How communications fits into pre-planning

Spread of information in community

Start by identifying

your GOALS, then

you’ll better

understand your

target audience(s)!

@epimetraInformation is everywhere

Research

Demographics

Technographics

Psychographics

Historical Experience

Past incidents

Partnerships

Targeted Analyses

(incident-specific)

@epimetraStep 1: Demographics

Where most audience analyses start ( and end )

Gender

Age

Race/Ethnicity

Socioeconomic info

Level of Education

Annual Income

Family Status

Location

Superficial (if not paired with other analyses)

42 y/o Male

Caucasian

College graduate

$50k – 95k annual income

Married, no children

Suburban living

@epimetraDemographic Toolbox

Get Creative!

Open data

Census.gov

GIS/Mapping layers

Local, County, State

records

City-data.com

Facebook Ads

WolframAlpha

Nielsen / PRIZM

@epimetraStep 2: Technographics

Segmentation of

audience based on

proficiency & media/tech.

use patterns

Closely influenced by

demographic triggers

Leads us to choosing

certain communications

platforms & alert/warning

methodologies over others

Limited overall technology proficiency

Checks social networks once/twice weekly

Responds well to imagery

Owns smartphone & has Internet access

@epimetra

Everett Rogers (1962)

Diffusion of Innovation

@epimetraDiffusion Groups

Inn

ova

tors

Tech geeks/nerds

Trailblazers, risk-takers

Responds to:

•The word “new”

•Being first

Ea

rly

Ad

op

ters

Visionaries

Socialites

Connected

Responds to:

•Evangelists

•Opinion leadership

Ea

rly

Ma

jori

tyPragmatic

Critical

Responds to:

•Tested application

•Larger user bases

Late

Ma

jori

ty

Spectators

Skeptical

Responds to:

•Majority opinion

•Bandwagon thinking

Lag

ga

rds

Skeptics

Risk-averse, Inactive

Responds to:

•Obsolescence

•Force

•No alternative

@epimetra

The same curve used to illustrate technology adoption canalso be used to show adoption of ideas & progression of information over time

It’s about two things: TRUST & RISK

Diffusion of Innovation

@epimetraStep 3: Psychographics

This is the WHY – the “glue” that pieces together demographics & technographics

Motivators

Connections

Attitudes/Beliefs

Tendencies

Level of trust

Community participation

Values

Social class & lifestyle

Opinions

Values family & small groups of friends

Trusts Channel #3 News

Active participant in government

CERT Volunteer

Identifies as a “prepper”

@epimetraThe “Hierarchy of Effects”

Usually applied to advertising/marketing – can also be used

to customize messaging & “sell” ideas persuasively!

Awareness Knowledge Liking (+/-) Preference Conviction “Purchase”

@epimetra

“The price of

LIGHT is less than the

cost of darkness.”

-ARTHUR C. NIELSEN

@epimetraInformation

spreads differently

Old-School• Word-of-mouth

• Phone

• Radio & television

• Press releases

• Traditional media

• Field Observers

.

@epimetraInformation

spreads differently

Old-School

Hierarchical information

flow (top-down)

Permission-centric

(“need-to-know”)

Limited audience

Geographically-focused

Polished / Poised

@epimetraInformation

spreads differently

Old-School New-School• Word-of-mouth

• Blogs

• Websites

• Social media

• Phone & internal messaging

• Radio & television

• Press releases

• Text messages

• Mobile apps

• Sensors

• GIS/Mapping

• “Citizen Journalists”

Hierarchical information

flow (top-down)

Permission-centric

(“need-to-know”)

Limited audience

Geographically-focused

Polished / Poised

@epimetraInformation

spreads differently

Old-School

Hierarchical information

flow (top-down)

Permission-centric

(“need-to-know”)

Limited audience

Geographically-focused

Polished / Poised

New-School

Decentralized

Influencer-driven

Global audience

Raw / Transparent

Distributed information

networks

Influence, correct &

inform each other

Varying levels of

trust/credibility

@epimetraAudience analyses as

a roadmap

Choose engagement

strategies, tools & timing

Provide relevant/timely

information

Leverage influencers &

media to benefit goals

Evaluate current public

info management

Understand progression

of disaster information

Image: clipartpanda.com

@epimetraKeys to Success

Holistic audience profiling is key

Good data leads to better outcomes

Be realistic about basic human

behavior & tendencies

Start with your goals & objectives

Share information with partners

Engage in “market” research

(or work with firms that do)

Test your assumptions often

Ima

ge

: c

lkr.

co

m

@epimetra

“Not everything that COUNTS

can be counted….

…and not everything that

CAN be counted counts.

-ALBERT EINSTEIN

@epimetra

Q&A SessionASK ANYTHING YOU’D LIKE!

@epimetraChristopher Tarantino, MEP CMCP

christophertarantino.ceo

CEO – Epicenter Media & Trainingctarantino@epimetra.com@Tarantino4me | (585) 210-3011

THANK YOU!