Analyzing your Audience

There are different methods to analyzing our audience on social media as mentioned in lesson #4; below are guidelines that I have used to analyze the audience for motherhood and parenting blog.

Analyzing the audience:

  • Identify the target audience: Who the audience are? Where are they communicating? What are they discussing? For example, my blog is about motherhood and parenting, my targeted audience are parents, psychologist and educators. After identifying my audience, I have set a Google alert to notify me when articles are being posted that contain keywords such as: children and parenting, raising children, how to be a great mom. On twitter I followed influencers in my area of interest, these influencers post on regular basis. On Facebook I have chosen to join Facebook pages that has a high number of members to learn what type of topics that engage them and who are the active members on these pages. On Instagram i have kept my eye on the most active hashtags that discusses childhood & family topics. Implanting this detailed research guided me to have a great understanding what are the topics that interest people to talk about it in my blog.
  • Understanding the industry: using specific keywords search related to childhood & family in Twitter search, Google alert, Facebook, YouTube and Instagram helped me to understand clearly my industry, how tough it is? What topics engaged followers more than others? This understanding played a great role in the way I choose my contents.
  • Learn about my competitor: by doing quick search on the same social media tools mentioned above, I was able to identify my competitors, how they are perceived by their audience and what tools they are using. This step was very beneficial as I was able to determine my competitor’s weaknesses in order to use it for my advantage.

Successful online campaign:

#worldstoughestjob: A campaign that went viral in 2014, when a American Greetings Card store and Mullen made an uplifting video ad for Mother’s Day that offered a fake job. They posted it online, printed it in newspapers, and then held real interviews with a dozen unsuspecting people looking to take the position of Director of Operations. What made this job so interesting? Unlimited hours, no breaks, no time off, and no pay were just a few of the crazy requirements for the job. By the end of the video, the interviewees realize the job they are applying for is what many people feel is the most important job – being a Mom. In the last few seconds of the video, it reaches out to the audience saying, “This Mother’s Day, you might want to make her a card.” Steps For Viral Campaign Success: #WorldsToughestJob Videos (2014, June 12). Retrieved from http://www.pagemodo.com/blog/3-steps-viral-campaign-success-worldstoughestjob-videos/

 toughest job

References:

https://blog.hootsuite.com/how-to-create-a-social-media-marketing-plan/

http://ccol.algonquincollege.com/com0014/lesson-3/lesson-content/\

http://www.pagemodo.com/blog/3-steps-viral-campaign-success-worldstoughestjob-videos/

https://www.youtube.com/watch?annotation_id=annotation_3941651401&feature=iv&src_vid=MWcJZ210AaM&v=NDmHcTLdKGk

COM0014: Blog # 3 – LEGO And Its Target Audience

It’s December already, Black Friday and Cyber Monday came and went,  and I haven’t even started thinking about Christmas gifts yet. What do I get my boys?  There’s always LEGO right?  LEGO is usually a sure bet for parents and kids alike.

According to LEGO “the company today provides toys, experiences and teaching materials for children in more than 130 countries.” LEGO markets to its target audience by leveraging its key brand values – creativity, imagination, fun, learning and caring.

LEGO  also targets  parents by emphasizing great quality,  evoking nostalgia (most of us have fond and distinct LEGO memories from our childhood),   and playing on the emotions of bonding with our kids.

LEGO’s Let’s Build campaign is a great example of showcasing  the fun, enthusiasm and pure joy of creating something together – “Because the things we build together, live forever”.

But that’s not all. There is also a small but important part of LEGO’s target audience that has nothing to do with kids. These are the adult fans of LEGO (AFOLs). According to the case study  in Groundswell by Li and Bernoff, the AFOLs are responsible for 5 % – 10 % of LEGO’s billion dollar plus business. LEGO began marketing to them by creating a program called LEGO Ambassadors. This program builds relationships  with the  AFOLs and it helps LEGO learn what’s going on  in the highly connected AFOL world. LEGO ambassadors get information from the company on product releases and then share that information to their own personal networks, both in person and on-line.   By limiting the number of ambassadors (approx. 25)  LEGO creates competition, energizing its fans to step up and become spokespeople for the company.  The ambassadors are paid in LEGO bricks, a type of compensation that is cheap for LEGO yet highly valued by this target audience.

Do you have a favourite LEGO campaign?

Note: This post originally appeared on www.sociallyengaged.ca