Audience Data
Previously iii was not so active in using our audience reach data other than to evaluate event attendance. In this segment we learned what kind of data could be useful to us, how to collect it, and how we could use it to strengthen our relationship with our audience and boost our reach.
When it comes to online analytics, Richard’s advice was mainly to use the data from the big picture perspective, to target different large audience groups. In iii’s case, it turns out our online audience includes two large groups: one of women ages 30 and below, and another of men aged 30 to 50+. We could use this information to highlight programs and artists that would appeal to these audience groups. The challenge is to turn these numbers into a creative story, to refine it and throw it back to the audience.
Another useful source of data comes from our newsletters. Through Mailchimp, we can see how many people and even who opens our newsletters. It is possible for us to then follow up on professionals who are opening our newsletters for professional connections.
Something iii has neglected up till now is actively collecting qualitative data. Surveys are a useful tool for this but also simply asking new audiences how they found out about us would be very useful information. When we started trying this out, it turned out that most people find out about our public events through word of mouth, while others found our workshop program mostly through Facebook or instagram posts shared by friends.
PR Role
Iii’s team is quite small, which often means that job descriptions can overlap. We wanted to clarify the role of a PR person to help streamline our workflow. We did this by dividing communication tasks between the main PR person and the rest of the organizational team.
Executive board, members and programmers determine together:
-Who we are
-House rules/style/format
-Tone of voice
-Communication ambitions for the organization
PR person:
-Implements ambitions in communication plan
-Decided how to implement the communication plan in the allotted time.
-Determines platforms to use
-Identifies target groups to reach
-Has overview of the program
-Shares data with everyone monthly (PR should not be in charge of collecting audience report)
-Is in charge of volunteers, delegating work and setting deadlines.
-Gives regular evaluations with the PR team. Allows volunteers to pick and choose tasks based on what they like and what they are good at