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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cksyme.org. Free to Amazon Prime

members

Contact:chris@cksyme.org

On Twitter @cksymeOn Facebook:

CKSyme.org.BozemanWebsite:

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