A Talk for the Ages - Shifts and Trends in Audiences, Content, Channels and Timing
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A rapid review of the key shifts that communicators in marketing and PR need to understand and apply. Key shifts in audiences, content, channels (including mobile and social media), and timing. Key insights include psychographics along with best times to post on Facebook, Twitter, LinkedIn, Pinterest, Tumblr, Google+ and more. Presented to PRSA Alabama, January 2014.
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A Talk for the Ages - Shifts and Trends in Audiences, Content, Channels and Timing
- 1. a talk for the ages* audiences move. now rearrange the message to reach and resonate for results. *in 25 minutes #AlaPRSA @cloudspark
- 2. blasphemy! it’s not all about content #AlaPRSA @cloudspark
- 3. the formula audience + content + channel + timing #AlaPRSA @cloudspark
- 4. audience shifts go deeper than demographics #AlaPRSA @cloudspark
- 5. challenge what you think you know how often have you defined your audience? #AlaPRSA @cloudspark
- 6. did you know? 36% of the nation’s young adults ages 18 to 31— Millennials – live in their parents’ home, the highest share in at least four decades. a record 40% of all households w/ children <18 include mothers who are either the sole or primary source of income for the family. #AlaPRSA @cloudspark
- 7. target audience women ages 65+ in birmingham who own homes 310 million 1.3 million 5 million 215,000 26,700 14,130 5,000 #AlaPRSA @cloudspark
- 8. personalize with more confidence psychographics #AlaPRSA @cloudspark
- 9. target audience women ages 65+ in birmingham who own homes 5,000 baby boomers social profiles news consumption church affiliation empty nesters better personalization #AlaPRSA @cloudspark
- 10. generational lens civics ~45 million, ages 69-89 boomers 75 million, ages 50-68 x-ers 43 million, ages 32-49 millennials 100 million, ages 14-31 #AlaPRSA @cloudspark
- 11. demographics - millennials #AlaPRSA born 1981-2000 (ages 14-34) 100 million most diverse, educated, cared for, and medicated require structure, guidance and opportunity @cloudspark
- 12. psychographics - millennials #AlaPRSA two working parents (50% have divorced parents) no failing grades and no losing teams group matters google is always available never miss anything real-time means RIGHT NOW stunted adult development “traditional with a modern twist” @cloudspark
- 13. v.a.b.b. differences civics boomers gen x millennials outlook practical optimistic skeptical hopeful work ethic dedicated driven balanced determined authority respectful love/hate unimpressed polite lead by hierarchy consensus competence pulling together relationships personal sacrifice personal gratification reluctant to commit inclusive turnoffs vulgarity political incorrectness hype, cliché waiting provide stability personal challenge feedback structure 13
- 14. content shifts get beyond words #AlaPRSA @cloudspark
- 15. shift the lens “we can't talk about what [our company] wants to talk about. we have to talk about what people want to talk about." #AlaPRSA @cloudspark
- 16. visual matters 90% of info enters the brain visually the recall rate of visual is 9x higher than text only visual content is more likely to be shared than text only visual activates different areas of the brain than text #AlaPRSA @cloudspark
- 18. channel shifts no remote needed #AlaPRSA @cloudspark
- 22. it’s a shift not a trend mobile #AlaPRSA @cloudspark
- 24. phone vs tablet we won’t even mention phablets #AlaPRSA @cloudspark
- 26. fomo @cloudspark
- 27. facebook primetime: wednesday at 1-4pm #AlaPRSA @cloudspark
- 28. twitter primetime: monday thru thursday 1-4pm #AlaPRSA @cloudspark
- 29. linkedin primetime: tuesday thru thursday 7-9am #AlaPRSA @cloudspark
- 31. tumblr primetime: sundays and monday thru thursday evenings #AlaPRSA @cloudspark
- 32. pinterest primetime: saturday morning and weekday evening and nights #AlaPRSA @cloudspark
- 33. 5 things you can do learn >> apply #AlaPRSA @cloudspark
- 34. 1. review the formula audience + content + channel + timing #AlaPRSA @cloudspark
- 36. 2. (re)define the audience #AlaPRSA @cloudspark
- 37. 3. rethink the newsroom #AlaPRSA @cloudspark
- 38. 4. make it mobile #AlaPRSA @cloudspark
- 39. 5. be smarter pew.org poynter.org toprank.com u.s. census gallup your own surveys use the data #AlaPRSA @cloudspark
- 40. ask me anything i might just answer @cloudspark