COM0014 Blog 3 Target Audiences

Communicating effectively with your audience/customers is the cornerstone of any social media strategy; and working with diverse groups adds an additional layer of challenges to it. My company’s largest product line is Personality Dimensions – a personally assessment tool.  It is available in four languages, and is sold widely in international markets outside of Canada including: Hong Kong, Australia, and the USA.  When my company began development with the product, extensive cultural research was undertaken to make it as universally appealing as possible.  Having access to this research has made it easier for me understand our target demographics.

While there are geographic and cultural differences amongst our target demographics, there are a number of similarities between them.  Clients mostly work in social and human services, i.e. career development, HR management, family services, etc.  There is a fairly even split in age demographics, a little under half are baby-boomers, also a little under half are generation X.  This group is increasing in size, and moving into higher positions as the former are retiring.  There is also a growing trend of millennials entering as front-line workers.  About 85% of these groups combined are female, which does pose some challenges for me.  The group as a whole is widely educated, having at least a two-year college degree, and many have bachelor’s degrees as well. In Canada, Australia, and the USA, English is the most widely spoken, however other languages have a significant presence. In Hong Kong, Cantonese is most widely spoken, however most of our clients also speak English.

Maintaining a blog on Personality Dimensions has been instrumental in reaching out to the younger demographics in our client group.  I am able to reach out to different communities by posting on a variety of topics, feature guest bloggers, and get feedback through surveys.

In many communities, the advice of leaders and respected influencers does more than any kind of advertising can.  My biggest challenge now is how to reach out to these individuals to get an “endorsement.” Please comment below if you have gone down this road, and share how well it worked for you.

COM0014 – Target Audiences – Blog #3

Understanding how to communicate with your audience is key to any social media strategy; when your audience is made up of diverse groups, it makes for an interesting challenge. My company’s main product, Personality Dimensions is available in four different languages, and is sold widely in three international markets outside of Canada – Hong Kong, Australia, and the USA. Extensive research went in to the development of the product to make it as culturally universal as possible. Having this cultural research on hand means that the first step of understanding the target audience has already been completed.

Despite cultural and geographical differences, there are a lot of demographics in common amongst the target audience. Customers predominately work in the social service field – career development, family services, etc. Approximately 85% is female, which can be a bit of a challenge for me. There is currently a nearly even split in age demographics; half are baby-boomers, which is decreasing in size as they retire, and the other have are generation X, which is increasing in size, with more moving into leadership roles. Individuals who work in this field have at minimum a 2-year college degree in disciplines like career counselling, and social work; many also have bachelor’s degrees in a variety of liberal arts disciplines. In Canada, and the USA English the language predominately spoken, however it may not be an individual’s first language. In Hong Kong the language most spoken in this demographic is Cantonese, however English is almost as widely spoken.

The Personality Dimensions blog has been key in reaching out to this demographic. This allows me to reach out to the different communities individually by doing things like theming posts on relevant topics, inviting guest bloggers from their respective communities, and seeking feedback via survey to help better understand their needs and wants.

The next challenge is successfully reaching out to individuals who do not speak or read English. Translation of existing work is an option, but it is expensive and may not be relevant content. I plan on reaching out to leaders in the community who can write effectively in French, Spanish, and Traditional Chinese, but I would like to hear from others who have had success with this. Please comment below with your strategies and success stories.