2. In this workshop you will learn how to
create a social media strategy that
matches your organisation's goals
and resources. You will take away
new ideas and a clear plan for
moving forward with your next
campaign.
3. Since informing the public is often
regarded as the first step effecting
change, raising awareness is often
the first activity any advocacy
group engages in.
13. Geography
• National
• Regional
• Local
• Urban
• Rural
Socio-
Demography
• Age
• Sex
• Income
• Occupation
• Education
Psychography
• Lifestyle
• Attitudes
• Preferences
• Interests
Behavioural
• Relevant
behaviour
• Duration of
behaviour
• Readiness
to change
14. Normally an organisation has too many
segments it would like to reach.
Targeting is about choosing which ones
to prioritise.
Segmenting and prioritising audiences
improves reach, enhances relevance and
helps put your resources to the best
possible use.
15. Influencers Are Message Catalysts!
They are people, sometimes
celebrities or influential figures in
your sector, sometimes ordinary
citizens who are passionate about
what you do and have a lot of
connections on social networks,
with the power to amplify your
message.
19. Do they represent your values?
Celebrities and well-known
public figures can bring
tremendous attention to
your campaigns, provided
they are talking about
things that matter to your
audience.
20.
21.
22.
23. Once you’ve identified your audience
map this information to social media
behaviour
• How can I reach my audience?
• Where do they hang out online?
• What are they reading/sharing?
33. Pre-testing communication materials will
help ensure the audience understands the
message in the intended way and prevents
wasting campaign resources.
Test with focus groups,
through online surveys
and discussion groups.
34. When Oxfam International wanted to create a
message that would encourage people to
pressure their governments to invest in
education in developing countries, they used
evidence that shows that education reduces
poverty levels to develop this message:
“Basic education helps break the cycle of
poverty”
However, when they tested this message on
focus group audiences they found it did not
motivate them to act. Instead they found that
this simpler message received a much
stronger response:
“Education is every child’s right”
35.
36.
37. • Well-designed content
• Include hyper-links to campaign
• Include deadlines
• Encourage forwarding to others
• Collect e-mail addresses
• Provide opt-out function for those
who want to be removed from list
38. A podcast is a digital audio or video file that can be saved for playback
on a portable media device or computer