Segmenting your audience: a key part of behaviour change

social marketing segment

Like most people, I love being right. It might even be a small part of why I got into the field of Communications and PR. There’s no right or wrong in Communications, you can be right all the time as long as you think about what people want and need to hear, and what they will respond to.

I remember when I was about 12 my mother told me that not everything was black and white. I knew that, but back then I just wanted everyone to come around to my way of thinking! My version of life’s right and wrongs.

But as I grew older, and definitely wiser, I stopped thinking so much about being like everyone else and more about why people think and act differently.

Why what I say about an issue to one person might really resonate, but to another it’s complete nonsense.

This is the challenge of communicating about social policy issues, about decisions and actions that affect, at some point in time, everyone’s life. We can’t craft a message that will work for everybody. We can’t explain the intricacies of a decision, the ins and outs of how a public program works, or the reasons for more or less funding in one set of Talking Points.

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The movement to connect socially

Is SOCIAL the new buzz word? We hear a lot about social good, social change, social media, social marketing, social business, corporate social responsibility, social entrepreneurship! How is your organization keeping up with the movement to connect socially?

While connecting through social media and marketing can be as easy as writing a few blog posts, posting your events on facebook or writing interesting snippets of commentary on twitter, the fact is, there’s much more to it! And consumers of social media and marketing are often just as savvy as the ‘experts’ transmitting the message. So how do you get edge in your social strategies? Continue reading