COM 0014 – Blog Post 3 – Target Audiences (Johanne Albert)
As we learned in lesson 3, knowing and understanding our target audience is crucial. Most importantly, the lack of time invested in researching your audience will most likely lead to a mediocre social media strategy. Knowing who is interested in your content and why, as well as establishing the demographics and psychographics of the audience will help in knowing how to best engage with them and how to gain more followers and influencers on social media.
I’ve recently started to volunteer with Ancoura, a non -for profit charity in Ottawa. Ancoura provides a nurturing and fulfilling environment for adults living with a mental illness, through stable, affordable housing and a supportive community. I’ve chosen to assess their target audience in efforts to help them leverage their social media outreach.
The target audience for Ancoura is mainly potential donors, local organizations and government influencers. Because they are a charity that does not don’t fit into a set government fundraising system, they fundraise every year to cover major expenses, reach out to individuals, churches, organizations, and businesses trying to set some types of relationships that can give them the funding to continue its work. I believe if we have a better understanding of the audience, and work on growing their social media, eventually Ancoura will be more known to the local public and therefore more potential donors and influencers will be interested in the cause.
The issue right now is that Ancoura’s social media account followers are low, mainly because of the nature of a charity (no funding to pay a communications staff, so it is run on ad-hoc basis by volunteers). There are very few followers on their Twitter (74) and their Facebook page has 109 likes. This makes it harder to assess their audience, however in knowing what they need (more donations, and more knowledge about them in the area); I was still able to identify the key target audience.
1 – potential donors
2 – local organizations
3 – government influencers
For each of the above, the demographics and psychographics are different:
1) Potential donors:
Demographics: mid to high level disposable income, 25 – 40 years old, active on social media with a university or college degree.
Psychographics: They use social media actively and are interested in the mental health cause. Hobbies include volunteering,
They are mostly women and followers (they will most likely share and read our social media but are not key influencers).
2) Local organizations
Demographics: local NCR organizations and charities, mid to high level disposable income, ages vary between 18 – 55.
Psychographics: They use social media actively, have a good number of followers themselves and are interested in the mental health cause.
They are mostly medium level influencers (can help in spreading the news).
Demographics : local MPs, City Councillors and individuals involved in high level policy (local, municipal, procincial and national). High level disposable income, 35 – 65 years old, active on social media with a university or college degree.
Psychographics: They use social media actively and are interested in the mental health cause.
They are mostly high level influencers (can help share the news to more VIP individuals).
Getting to know the community
- What are the main issues the different groups are dealing with?
– One of the bigger issues is that influencers are busy, and its hard to get their attention on social media if we do not have a set social media plan/strategy. Furthermore, the knowledge of the charity itself is still not that popular therefore working on a communications plan and strategy to disseminate in the NCR region will be key prior to even starting any relations with influencers.
- Who are your potential partners and competitors within these groups?
Partners: current donors – individuals and organizations (United Way,Ontario Trillium Foundation, Saint Patrick Basilica, etc.)
Competitors : charities and organizations that have a similar mission to Ancoura’s (Salus Ottawa)
Tools and strategies
The most important thing first of all is to have a set calendar for social messages to have a better presence online. Then, it is to search for the target audience mentioned above who are already present on social media and target them individually to help us gain more followers. Only once our work to get more followers (Twitter) and likes (Facebook page) will we be better able to analyze our audience and start thinking of a strategy for the key influencers.