Using Content Segmentation in Social Media to Make an Impact

Using Content Segmentation

inSocial MediaTo Make An

Impact

Know Your

Goals

Goal Objective

Strategies Tasks

Marketing Success

KnowYour

Audience

Persona NameDEMOGRAPHICS:• Gender• Age Range• Income (Consider a spouse’s income, if

relevant)• Urbanicity (Is your persona urban,

suburban, or rural?)• Volunteer/giving stats

SOCIOTECHNOGRAPHICS:• How much time do they spend online?• What channels do they use?• What is their online role? ( social

technographics ladder groups) http://empowered.forrester.com/tool_consumer.html Inactive, spectator, joiner, collector, critic, creator

You can find this

information by

administerin

g

online surveys o

f

your target

audience.

Shout-out to Hubspot

Persona NameNEEDS:• Pain points• Common challenges

HOW WE HELP:• How we solve their challenges• What do we offer that they can

connect with?

STAKEHOLDER GROUP:• Core advocate, influencer, fan, friend,

public?

Shout-out to Hubspot

Persona NameREAL QUOTES:• Include a few real quotes –

taken during your interviews – that represent your persona well. This will make it easier for staff & volunteers to relate to and understand your persona.

COMMON OBJECTIONS:• Identify the most common

objections your persona will raise during the giving and participating processes.

Identifying common objections will help your team be better prepared during their conversations.

Shout-out to Hubspot

Persona NameMARKETING MESSAGING:• How should you describe

your solution to your persona?

ELEVATOR PITCH:• Make describing your

solution simple and consistent across everyone in your organization.

Establishing your messaging prepares your

entire organization to convey the same

message.

Including a real

photo from

Creative

Commons or

iStockphoto

helps everyone

envision the

same person.Shout-out to Hubspot

Sample Sally

DEMOGRAPHICS:• Skews female• Age 30-45• Married, children 8 & 10• Dual HH Income: $140,000• Suburban• Currently gives regularly to one organization, irregularly to 2-4, does not attend events.

SOCIOTECHNOGRAPHICS:• Spends 1-2/hrs. day online• Facebook, Pinterest• Joiner/Spectator – shops online, gives

online, reads, likes causes on FBShout-out to Hubspot

Sample SallyNEEDS:• Pain points: family time pressure,

splitting time between family and causes, budgeting

• Common challenges: desires more volunteer opps, wants to find causes where she can make a difference. Would like to involve family.

HOW WE HELP:• How we solve their challenges• What do we offer that they can

connect with?

STAKEHOLDER GROUP: Friend

Shout-out to Hubspot

Sample SallyREAL QUOTES:• “It’s been difficult finding time to read

everything online I’d like to know. I wish I had time to volunteer”

• “I want to be able to pass a spirit of volunteering on to my kids. I wish more charities had opportunities for families to volunteer.”

COMMON OBJECTIONS:• Charities always need large amounts of

money for big causes. Not enough small opportunities.

• I don’t want to add more places to go to my already-filled schedule.

Shout-out to Hubspot

Tool Matrix What problem does it solve?

Strength? Weakness?

Ways to segment?

Time, resources, people?

Are our people already there?

Facebook

Twitter

Blogs or message board

YouTube/Vimeo

Google +

Pinterest

Others

Loyalty is the goldenticket

Conversation-Building

Crowdsourcing

Value-Adding

PeopleDoing

itRight

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