fromanalysisto engagement: targeted communication · local contacts, objectives) • virtual teams...
TRANSCRIPT
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From analysis toengagement:targeted
communication
29.09.2016 SusanneMarxProject Development, Project Management,MarketingConsulting
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Outline
• Plantthemostpromisingseeds
• Objective• LimitedResources• Knowledge• Targetgroup• Tools
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MarketingConsulting
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Interreg Projects– Communicationspecifics
• Variousindustries• Cross-organisational(differentexperience,image,localcontacts,objectives)• Virtualteams• Differentcountries• Variousstakeholders(B2B,B2C,Institutions,internal...)• Timelimited• Changingcommunicationtargetsandcontent:projectinformation(moreintangible),resultinformation(moretangible)
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Your communication strategy
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ProjectObjective
CommunicationObjective AUDIENCE Message Tool
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What is anaudience?
• „Theassembled spectators or listenersatapublicevent suchas aplay,film,concert,or meeting.“(en.oxforddictionaries.com)
• Doyou agree?
• „Assembled“– always agroup?• Lookor listenonly?• Inpublic?
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InCommunication:Audience =Targetgroup
• examples from communication strategy template–personas(archetypical representatives):
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Why should we know the target audience?
• Modelof communication
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Sender Encoding Signalormessage Decoding Receiver
Feedback
Noise
Fill, C.(1995)MarketingCommunications
Thebetter we know the receiver, thebetter we can encode the message.
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Challenges inmulti-national „encoding“
• https://generic.wordpress.soton.ac.uk/ethnographicencounters/2015/08/02/why-is-ethnography-important-for-language-learners- ethnography- and-intercultural-learning/pest-pet-or-appetizer/ (accessed 26Sep2016)
• https://s-media-cache-ak0.pinimg.com/o riginals/ed /80/ae/ed80ae85f4ae55dd248a8b9eb18c73db.jpg (accessed 26Sep2016)
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Whyshouldweknowthetargetaudience?• Projectcommunicationmodel
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Müller, R.(2007)ManagingCommunication, inTurner, J.,Handbook of Project Management,4thed.
Layer
Motivation
Interpretation
Understanding
Frequencyandmedia
Transfer
Sendercommunication schedule,internal/external needs,...
dev of content,data,depth of info
social context to achievedesired reaction
urgency,severity
sent by selected media
Receiverlevel of comfortwith
information,waitor act
updateof understanding
assessed appropriatenesse.g. language,phrasing
assessed appropriateness,media,frequency
information received
Thebetter we know thereceiver context, the betterwe can encode the message.
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Targeted communication:segmentation
• Mass marketà to identifiable sub-units(target groups)• Why:limitedresources,greatest effect to meet needs of target group andprovide them abenefit• 7.5billion peopleonearth• 85million people inEUBalticSea region (BSRProgrammeintotalabout280million EUR=3.30EURperperson)• Increasing fragmentation ofmedia (e.g.inGermanynow1600magazines –aplusof 500since 1997)
• Increasingopportunties for targeted campaigns
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Targeted communication:segmentation
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Determinesegment variables
DetermineSegments
Developsegmentprofiles
Estimateattractivity
Choosesegment
• Process
adapted from Kotler, Bliemel, MarketingManagement
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SegmentationConsumerMarket
• Geographic (Region,Language,Density of population)• Demographic (age,gender,income,profession,family size,lifecycle)• Psychographic (life stylee.g.conservative,openminded,personalitye.g.sociable,ambitious)• Behavioural
• Events(Wedding,Birthday)• Usage (first timeusers,heavyusers)• Attitude(positive,negative,irrelevant)
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adapted from Kotler, Bliemel, MarketingManagement
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Segmentation IndustrialMarket
• Demo-/geographic (size of company,sector,region)• Operative(technology,user status,customer competency)• Procurementstructures (power,existing relations,purchase criteria,e.g.quality,price,service)• Situationspecific (urgency,tailored solutions,size of purchase)• Humanaspects (risk attitude,supplier loyalty)
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adapted from Kotler, Bliemel, MarketingManagement
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VideoExample
• McDonalds• https://www.youtube.com/watch?v=RcRFBVIvJHw
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Activity:Lookatyour target group
• How could you segment them?• Dothe segments have the sameimportance for your project?• Whoare importantmultipliers?• Is the list „complete“?• Canyou communicatewith allof them?
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Segmentation for small groups/individuals
• What reaction doIwant from them?• What is theirmotivation?(that willhelp to define the right messages(beneficiary,loss?)• Defineknowledge:aware or notaware?• Active opposition to active support:map the current and desired levelof commitment
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Assessing commitment
• Away to compare the statusand importanceof individualsor small groups and developastrategy how to communicatewith them to reach adesiredcommitment level
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Steps to gain Commitment
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McElroy, Mills(2007)
If your project is influencedby many single people -recommended reading:• McElroy and Mills(2007)inTurner,R.,ed.Gower
Handbookof ProjectManagement,4thed.• Eskerod andHuemann (2014)inTurner,R.,ed.Gower
Handbookof ProjectManagement,5thed.
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Example onthe print out
• fictionary buildingproject:abridge incity ABC
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Activity:Analysis
• Lookatthe target group atyour table:• For your project:Choose 1subgroup/person• Make anentry onthe printed paper
• What doyou want from them?• What doyou know about their motivation?What benefit does your projectprovide them?• What doyou know about their current knowledge?• Canyou fill intheir position?What information are you lacking?
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Where to findinformation?
• Marktresearch• Primarydata
• Own research data e.g.Interviews,tests,onlinesurveys,questionaires,focusgroups,observational research• Very precise to what you want to know,butexpensiveand resource intense• If you planto do:shareJ
• Secondary data• Government Statistics,Industry statistics,general household surveys,consumer panels (e.g.DENielsen,GfK)• Moreaffordable,butless specific• If you found something relevant:shareJ
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Industry specific studies
• Example tourism
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Where to findinformation?
• Quantitative/qualitative• representative research vs.qualitativeinsights
• engagementof the target group from anearly stage on• try to connect:followtheir channels,participate inmeetings,linkedin,use poll functionduringwebinar etc.• what informationdoyour partners have regionally• https://www.google.de/trends/• https://www.google.de/adwords/globaladvertiser/marketfinder.html
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Audience Research– to choose the right tools
• ExampleMediaUsageGermanStudies(best4p)• AxelSpringer,BauerMediaGroup,Gruner+JahrundHubertBurdaMedia• 30.000people• about 110industry segments• Media: über180magazines,allnationalnewspapers,TV,Radio,citylight,cinema,digitalmedia e.g.200Appsand 300mobilewebsites• over 150Statementsonattitudes• Onlinedata
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https://online.mds6.de/mdso6/b4p.php
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Audience Research– to choose the right tools• ExampleMediaUsageGermanStudies(AWAAllensbacherMarkt- undWerbeträger-Analyse)
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http://www.ifd-allensbach.de/fileadmin/AWA/AWA_Praesentationen/2016/AWA_2016_Schneller_Medien.pdf
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InformationinArticles
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Changing Patternsof MediaUse Across Cultures:AChallenge for LongitudinalResearchU.HASEBRINK, K.-B. JENSEN, H.vandenBULCK,S.HOLIG,P.MAESEELE
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InformationinArticles
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TheMediaLandscapes of European AudiencesRASMUSHELLESJACOBØRMENCASPERRADILKLAUSBRUHN JENSENInternational Journal of Communication 9(2015)
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Activity – InformationSearch
• Lookagain atthe target group atyour table:• Discuss atyour table,what information you lack!• Canyou share knowledge onthe target groups?• Arethey organised inprofessionalorganisations (these dooften providestudies)?• Arethere studies available to gain more insights?• Doother projects planto conduct target group research?• Identify potentialways to get intouch and learn more about the target group
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Activity:Presentation Groupfindings
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From Analysisto Engagement
• Examplemuseumproject:how to engage the target group beyondcommunication
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Your communication strategy
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ProjectObjective
CommunicationObjective AUDIENCE Message Tool Time Responsibility
Measurement &Feedback
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Theuse of segmentation
• Lookatmotivation /benefit• What doyou want to achievewith the target group (reaction)• Stories/Pictures/Video/Mulitmedia/InfoCharts•à properencoding
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Choose the appropriate tools
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When
• Timing• Frequency
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Googlead
Newsletter1
Newsletter2
Event
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Who:clear responsiblities
• Define responsibilitiesbetweenyou and your partners to exploitexperiencesand contacts of your network• Consider languages incommunciation• Setup processes to manageknowledgeand learning (trackinteractionsand results)
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Example:cross-border google campaign
• Experiences frommy project• very good to measure (e.g.download voucher)and toshare experiences• languages!• big differences inad-cost (Germany=high,Poland&BalticStates=low)• steady management necessary
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Thebenefit of sharing...
• Exchangewith peers fromother projects and the programme• Overlapping target groups – together greater impact• Contacts – relationshipmanagement• Studies• Best-practices or failures• Questions• ...
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Questions?
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SusanneMarxProjectDevelopmentProjectManagementMarketingConsulting