DKHLT 2012 Team Day - Raising Your Profile - Part 3

Your audience

© Freestyle Interactive – www.freestyleinteractive.co.uk

Put your audience at the heart of your strategy

Audience


Don‟t jump straight into tactics

“But I want to be on Facebook”


Put audience at the centre
• In the digital age, it isn‟t what you say about yourself – it‟s what your
audience says about you!

• Your audience should dictate all of your digital assets –
content, blogs, website, Twitter, Facebook, search optimisation

• Whatever you do in the digital age – always think:

“HOW WILL THIS AFFECT MY
AUDIENCE?”
Will it be good? bad? useful? controversial? worth looking at? sell my
product?

Understanding your audience
• The 4 W‟s are crucial whenever you are considering your audience:

WHO?
Who are they? (Age, Job, Interests, Wage, Location)

WHAT?
What do they want? (Advice? Opinion? Copy or Visual? Entertaining?)

WHERE?
Where do they sit in the digital world? (Facebook? Forums? Newspapers?
Google?)

WHEN?
When do they use the digital world? (Internet habits? Seasonal? Only when
they have a problem?)


Put content at the heart of your strategy!

CONTENT


What does good a good Tweet look like?

• LIVE: Using Twitter to report live from British Swimming Trials – providing
fans with insight, so they share the experience.

• APPROPRIATE HASHTAG: Uses the right hashtag “#bgchamps” so tweets
are more likely to receive greater engagement and easily found

• INVOLVE OTHERS: Doesn‟t just talk about herself. Not only talks about
others – but makes effort to use their Twitter handle – more likely to be RTd

• SUPPORTING CONTENT: Make the most of the situation! Keri-Anne also
tweets a photo of her view – visuals always add to engagement!


What does a good Facebook update look like?
• CONTENT: What does your
audience want? You might not be
interested in your equipment, but
your fans may be!
• VISUAL: Again, visuals are
always better. Share photos and
videos. The more personal &
„behind the scenes‟ the better!
• ASK: Don‟t talk AT your fans – talk
with them. Ask them what they
think, hold conversations.
• LENGTH: Short is better. Make a
statement, ask a question, post a
photo.


Facebook timelines – Coca Cola


Facebook timelines – Old Spice


What does a good blog post look like?
• 200-600 WORDS: Never more! Blogs
are supposed to be short.

• TONE: Think about Audience. Diary-like
entries make fans feel special. Keep it
casual!

• CONTENT: This is a great article
because it has so much:
– Relevant and live from the trials
– Includes a photo so it isn‟t a boring
chunk of text
– Talks about multiple things e.g.
music choice, training meals, the
Twitter hashtag, how she deals with
nerves.


What does good video look like?
• Video
– Short! 20secs-3 minutes. NO
MORE!

– 10 second rule - users will turn
off if you don‟t explain why they
should watch in first 10 seconds

– Video from an iPhone is FINE!
Feels more authentic.

– Always think about audience!
What do THEY want?


What do good images look like?
• Images
– Think about audience! What do
THEY want?

– Use apps like Instagram to make
your photos more attractive and
engage in new communities

– Don‟t worry about being too
professional on Social
Media, the content trumps the
quality.


Bringing it all together


The process

• What is my product?
Strategy • What do I want to achieve?

• Who are they?
Audience • Where are they?
• What do they want?

• What content do I have?
Content • What content can I generate?

• Which channels best fit
Channel my strategy, audience
and content?

Seed
content


BE STRATEGIC!

Don’t do everything! Use what you have and think
about:
- Time
- Resources
- Effort


Measuring success


Why measure?

• How do we know if it‟s working?

• How do we learn?

• How do we improve?

• Measuring‟s easy!


The content cycle

Decide on
goals

Develop
Measure, learn
content

Seed content


Monitoring websites and blogs
• Your sites - Google Analytics
– www.google.com/analytics

• Other sites
– Google Insights for search http://www.google.com/insights/search/
– Google Trends for websites http://trends.google.com/websites
– http://www.alexa.com/


Facebook Insights


• www.twitter.com

www.twentyfeet.com www.hootsuite.com

Conclusion

Strategy

Audience

Content

Channel

Measure, learn, improve

Repeat!


DKHLT 2012 Team Day - Raising Your Profile - Part 3

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