pub355: discoverability: understanding your audience
DESCRIPTION
An audience-centric approach to marketing communications and campaigns is important. This deck looks at the lessons of Clay Shirky's Here Comes Everybody, The Open Brand and the Cluetrain Manifesto and how understanding your audience is the first part of building a marketing message. A 7-Sentence Framework for marketing planning is introduced.TRANSCRIPT
Discoverability: Understanding Your Audience
40% participation and group 40% individual20% test
Assignment ScheduleSept 21: Open Brand (group, in class) 5%Sept 21: Cluetrain quiz (indiv, in class) 5%Sept 28: Persona (group, in class) 15% w/Peer reviewOct 5: Social Media (indiv, in class) 5%Oct 12: Pitch (indiv, due Oct 18) 15%Oct 19: PR headline/summary (indiv, in class) 5%Nov 2: Scenario game (group, in class) 10%Nov 9: Prep time for group presentationNov 16: Group presentations, in class 15% w/Peer reviewNov 30: Test (indiv) 20%(Peer review/participation = remaining 5%)
Marketing Trade Books
Author Publisher Community
S
Reviewed by Agent/Publisher
Reviewed by Editorial Board
Presented to Sales & Marketing
MS to Design
Galleys or review copies to Sales & Marketing, Key Buyers, Media
Final book to Stores
MS b/w ED and AU
Cover & Layout to ED, AU, Sales & Marketing
Cover & Layout, Catalogue Copy presented to Reps, Key Buyers
Cover, cat copy to vendors, pub www
Reviewed by Media, Stores
Reviewed by Readers: GoodReads, Amazon, www
Reviewed by Award Boards
WOM (Author to Reader, Reader to Reader, Bookstore to Reader, Book Clubs, SMM, Email)
Recommendation Engines
If yes, then ...
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Community Discussion, UGC, FanFiction
Marketing Is ...
I just read this great book ...
What makes it great?
Do I like that?
Do we share the same tastes?
Do I like this enough to do X?
Principles of an Effective Communications Message
1. Audience
2. Truth
3. Positive Tone
4. Minimalist
5.Promise (What could be)
Planning Your Marketing Message
I just read this great book ...
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1. Audience: Who is it for?2. Hook: What makes it great? (elevator pitch)3. So What: Why should people care?4. Goals: Will they care enough to do X? 5. Strategy: How will I nudge them to do X?6. Tools: What tactics, technology or tools will I use? 7. Metrics: How will I know if it is working?
7-Sentence Marketing Playbook
1. Audience: Who is it for?2. Hook: What makes it great?3. So What: Why should people care?
• Personas are character sketches of individual audience members that define who the product/content is for.
• Think of it as “Playing Barbies” or G.I. Joe
• Personas are sounding boards. They move you away from what the project team wants and towards what the persona wants.
• Ideally, a project will have both primary personas – common user types that are important to the business success of the project – and secondary personas – user types that are very different from primary users but whose needs still need to be addressed for the success of the project. This helps to ensure that all user needs are outlined. i.e., a primary user might be the book reader while the secondary is a media reviewer.
• Personas are also used to make a better product that is more relevant to the audience.
Developing Personas
Persona Worksheet
• Name & Title
• Basics: Demographics (age/life stage, gender, location), psychographics, likes or dislikes, leader or follower (adoption curve)
• Professional & persona background: Employment, leisure, hobbies
• Quote: Encapsulate the persona’s attitude towards the product or service
• Consumer experience: How do they currently interact with brands, Social Technographics Ladder—comfort with online activities
• Top 3 Favourites: Websites, stores, experiences
• Goals: What do they want to do? Motivations or desired outcomes?
• I need / I want: What do they need or want in relation to the above goals?
• Charlene Li and Josh Bernoff introduced Social Technographics in an April 2007 report:
Many companies approach social computing as a list of technologies to be deployed as needed – a blog here, a podcast there – to achieve a marketing goal. But a more coherent approach is to start with your target audience and determine what kind of relationship you want to build with them, based on what they are ready for.
Technographics (Pyschographics + Technology)
This matches what we’ve been talking about in earlier study units.
• It’s not about the tools, it’s how we use them.
• Markets are conversations and successful marketing campaigns are about conversation, collaboration and community.
• Clay Shirky in Here Comes Everybody talks about: sharing, collaboration, conversation, collective action.
• Open Brand iCitizen Motivations are competence (I can), collectivism (I connect), cultural change (I am) and celebrity (I matter).
• Important to understand these theories as we look at the 7 Sentence Plan because when we are talking about audience, we are not talking demographics, but rather motivations.
• It’s not about Facebook but what Facebook allows us to do.
The Lessons Are the Same
7-Sentence Marketing Playbook
1. Audience: Who is it for?2. Hook: What makes it great?3. So What: Why should people care?* Positioning: How will I represent this in a way that resonates with my audience?4. Goals: Will they care enough to do X? 5. Strategy: How will I nudge them to do X?6. Tools: What tactics, technology or tools will I use? 7. Metrics: How will I know if it is working?
Assignments: email to [email protected]
1. In groups: Review the persona worksheet and create a persona for Louise Penny’s new novel The Beautiful Mystery.
2.Remember to look at the Amazon.ca copy for this title and Louise Penny’s website. DUE end of class
3.Provide the names of people in your group and student numbers.
Required ReadingDarren Barefoot and Julie Szabo, "Chapter 2: Get Social Media Ready," and “Chapter 3: Flagging a Ride: Finding the Right Bloggers and Communities,” Friends With Benefits, 22 - 61.Optional ReadingBoxcar Marketing, "How To Develop An Online Marketing Strategy: The 7-Sentence Marketing Plan," http://www.boxcarmarketing.com/blog/item/how-to-develop-an-online-marketing-strategy-the-7-sentence-marketing-plan/_________________________________________________________________________Required ReadingEloqua Social Media Playbook: It’s not the tools, it’s how you use them. Some are outdated (2009), read it anyway.http://media.eloqua.com/documents/Eloqua_Social_Media_Playbook_Public.pdfBoxcar Marketing, "Defining Your Target Audience with Personas," http://www.boxcarmarketing.com/blog/defining-your-target-audience-with-personas/Forrester, “Social Technographics: Conversationalists get onto the ladder,” http://forrester.typepad.com/groundswell/2010/01/conversationalists-get-onto-the-ladder.htmlForrester, “Social Technographics: Conversationalists Profile Tool,” http://empowered.forrester.com/tool_consumer.html
