Tagged: Target audience

A picture is worth a thousand words & also a perfect content strategy

I absolutely love this image, it’s a great tip sheet about the essential elements required to make a great content strategy. More importantly it is broken down and compared to a favourite everyone can relate to.  From this infographic, it is clear that the meat a.k.a. the audience is most important part of the strategy. I enjoy that it describes that time needs be invested in it. It’s like cooking your meat to perfection whether it’s  medium or  well done, it requires attention and patience. Additionally the description of the condiments as voice and tone is brillant, such a great way to describe that every strategy needs to be customized. The mixing of content format (i.e., video, images, articles) gives a content strategy more appeal and ability to target audiences through different mediums.

http://www.intersectionconsulting.com/2011/5-content-strategy-ingredients/

Content Strategy: Hit The Sweet Spot With Your Readers [Infographic]

As a huge lover of all things sweet, especially chocolate, this infographic stood out for me. This image provides insightful information about different medium options to use when developing a content strategy. Additionally, statistics are provided to give perspective about the influence and success different platforms. I like that within the image, it is noted that several different tactics are used when executing a strategy. Although, this infographic appeals to many marketing professionals, as a public relations professional, there is important information that should be considered and explored when developing a strategy. For example, if you want to share news with your targeted audience about a charity event and you know companies that tweet get 106% more traffic than those who don’t. It would only make sense that a public relations professional incorporates Twitter  into their content strategy.

8 Step Social Media Strategy [Infographic]

This 8 step approach infographic presents the importance of working as a team within an organization to develop the perfect content strategy. I think that is a valid point. The argument that creating a cross functional team (i.e., graphic designers, marketers, IT, pr ) to develop a strategy is essential in ensuring successful strategy is implemented. Also mentioning the importance of listening before even developing a strategy is important to ensure you target your audience through the right tactic. Additionally highlighting the importance of an “objective” identifies there can be different approaches depending on the overall goal of the strategy (i.e., persuade, inform). The feature that enjoy most about this infographic is point #6-the importance of identifying you’re one thing. When developing a content strategy, I’m learning that is essential that a company clearly and quickly identifies how they will connect with their audience (tell a story)/make themselves memorable. Establishing how to connect to your audience through your content is crucial and will make a successful or unsuccessful content strategy.

Twitter and PR a match made in Heaven??

Since 2006,  Twitter has  500, 000, 000 active users. It is the fastest growing social media platform today. More importantly, it has become a viable advertising medium for businesses/brands/non-profits organizations to build their client base, increase community engagement and communicate with targeted audiences. Twitter has generated $139.5 million in ad sales in 2011, according to estimates from eMarketer. Ad revenues are expected to grow 86.3% to $259.9 million this year. Needless to say, companies are utilizing Twitter ads as a vehicle to reach out to their desired audiences. When you consider some of the most important goals in the public relations field: increasing communication and engagement with targeted audiences, Twitter ads can help achieve the above goals. To  review in more detail, there are three different advertising options to increase a Twitter’s account exposure: Promoted Tweets, Accounts and Trends.

A brief overview of the different advertising options:

Promoted Tweets

Simply allows your tweets to reach a larger targeted audience and increase your opportunity to engage current or new followers.

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An example of a Promoted Tweet on a Twitter feed

Promoted Accounts

Through this advertising option, your account is listed under the ‘Who to Follow’ tab. The promoted account is suggested to users who don’t currently follow the account, but may find it interesting. This option helps to expose an account to a wider audience.

Promoted Trends

This option, is by far the most extensive type of Twitter advertising. Promoted Trends is part of a campaign that designs a custom hashtag, which is listed under ‘Trends’ tab. In addition promoted tweets are also listed at the top of the trends list.

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An example of Promoted Trend

It is important to note that Promoted Tweets and Accounts can be customized with a set daily budget and allows you to target users based on location, gender, and by device. Promoted Trends is managed by Twitter ads specialists that develops a custom campaign to build exposure.The cost of Promoted Trends is estimated at $200, 000 per campaign. Additionally, all promoted Twitter advertising is marked as “promoted” next to the paid ad.

Twitter advertising allows self service options: setting a daily budget  for ads, the ability to stop ads and free analytics to measure effectiveness.

While there are obvious benefits of  Twitter ads such as, the ability to target audiences based on age, gender, geography, interests or by device there are other social media platforms that allow for better targeting customization. Another potential drawback to this option is that all paid Twitter ads are listed as promoted/paid content. This could act as deterrent for users or they become desensitized to the bombardment of advertisements and ignore featured ads.

Twitter advertising offers a new medium for  organizations/companies to target users in real-time and engage in two-way communication. It offers a new way to build relationships  and opportunity to target an audience that may not have easy to reach. Using Twitter advertising can help support  many public relations goals (i.e, a company responding to crisis, creating awareness about an event, sharing breaking news about a product/fundraising, reaching out news journalists). However, Twitter advertising should be one component of an overall social media strategy and other platforms should be used to target desired audiences.