Audience mapping - drawing on your own internal expertise. Audience strategy conference, 26 May 2016

AUDIENCE MAPPING – DRAWING ON YOUR EXPERTISE 1

Clair

Grant-Salmon

May 2016Clair

Grant-Salmon

May 2016

Audience mapping -

drawing on your own

internal expertise

Clair Grant-Salmon

Audience development manager, IIED


Clair

Grant-Salmon

May 2016Today

• What audience development

means at IIED

• Steps/tools that IIED use for

audience mapping

• Work through an example

• Continued success


Clair

Grant-Salmon

May 2016About IIED

IIED is a policy and action research

organisation promoting sustainable

development

We are based in London and work on

five continents with some of the

world’s most vulnerable people to

strengthen their voice in decision

making


Clair

Grant-Salmon

May 2016

Our mission

To build a fairer, more sustainable world

using evidence, action and influence in

partnership with others


Clair

Grant-Salmon

May 2016Can we discuss disseminating

my research report?


Clair

Grant-Salmon

May 2016

What are you trying to achieve

and who are you talking to?

Thinking carefully about audiences at the

beginning of a project and choosing the right

channel for presenting information is critical to

ensuring maximum impact

Audience

ImpactContent


Clair

Grant-Salmon

May 2016

What goes into our audience

development strategy?

Planning from the start

Audience mapping

Systems and processes

M&E

CRM


Clair

Grant-Salmon

May 2016Year of Urban 2016• Raise awareness of IIED’s Urban programme of work, and

the strength of our analysis and understanding of the issues

facing urban development today

• Increase our audience for engagement on urban issues more

widely – particularly in the Humanitarian sector and amongst

the development agenda setters of the future

Audience Message Method

In-country policy makers We believe the following key themes are absent from global

discussions this year - we would welcome your input &

engagement in this debate

One 2 one discussions,

Targeted policy briefs

Impact Piece

In-country partners Join us, to help raise the profile of important issues on Urban

development that remain low down the agenda

Invitations to blog, to contribute ideas

Invitations to speak at events hosted by us – IIED

put forward names for speaking opportunities for

partners

Feedback from meetings and workshops that we

can collate & share through blogs

Wider Urban audience IIED & partners provide robust information and academic

publications on the top issues affecting sustainable urban

development today.

Social media, sharing links to key publications,

retrospectives across IIED’s work (E&U), mailings,

regular channels


Clair

Grant-Salmon

May 2016

What is

audience development?• Effective communications with

existing and new audiences

• Quality not quantity

• Communicating relevant, timely, simple messages of value

• Building up trust and credibility so that audiences seek our help

• Avoiding audiences who are not interested in our work


Clair

Grant-Salmon

May 2016Identifying audiences

Create a

long list

• Influence

• Knowledge

• Expertise

• Control

• Relevant

Analyse and prioritise

• Power

• Importance

• Interest

• Function

• Similarities

Share and review

• Overview

• Resources

• Relationships

• Gaps

• Engage


Clair

Grant-Salmon

May 2016Power/interest matrixPo

wer

/in

flu

ence

of

aud

ien

ces

Interest of audiences


Clair

Grant-Salmon

May 2016Power/interest matrixPo

wer

/in

flu

ence

of

aud

ien

ces

Interest of audiences

Subjects

Keep satisfied

• engage/ consult

• increase level of

interest

The crowd

Keep informed - via

general comms, e.g.

newsletter, website

• increase level

• of interest

Key players

Keep close

• focus efforts to

engage regularly

• involve in decision

making/governance

Context setters

Keep talking

• encourage 2 way

communications

e.g. social media

• potential supporters


Clair

Grant-Salmon

May 2016Energy/commitment matrixA

ud

ien

ces’

nat

ura

l en

ergy

for

com

mu

nic

atin

g

Commitment of stakeholders


Clair

Grant-Salmon

May 2016Energy/commitment matrixA

ud

ien

ces’

nat

ura

l en

ergy

for

com

mu

nic

atin

g

Commitment of stakeholders

Champions

NurtureThe same high energy as your

Blockers but committed to your

change. Look after these

stakeholders when you find

them

Blockers

Watch closelyTheir high energy makes them likely to

communicate widely, influence

effectively and act vigorously. Their

low commitment to your change affects

what they say and do, which makes

them likely to end up standing in your

way

Sleepers

Minimal effortThey are not really committed to your

change and don’t have the energy to

do anything about it Unless you know

this is because they don’t understand

what is coming you don’t need to exert

too much time or effort looking after

them.

Preachers

Keep informed These are committed to your

change and also may talk a lot,

but their low energy means they

are unlikely to take much other

action


Clair

Grant-Salmon

May 2016Exercise: Audience mapping

for your project

1. Get into groups

2. Briefly frame your organisation, project,

and goals

3. List the different audiences

4. Choose a matrix and map your audiences

5. Share with the group


Clair

Grant-Salmon

May 2016Strategic communications

Now you know who your audiences are

apply your knowledge and data.

Understand more about –

• Information requirements

• Frequency of communication

• Channel of communication

• Can use audience personas for this


Clair

Grant-Salmon

May 2016Building a communications

framework

Priority Audience (and info needs)

Message Channel Resources Assumptions


Clair

Grant-Salmon

May 2016Continued success

• Effectively manage your audiences throughout your campaign/project

• Build relationships and trust

• Provide them with the information they want and need

• Measure what works and what doesn’t

• Share what you learn

Visit the CharityComms website

to view slides from past events,

see what events we have

coming up and to check out

what else we do:

www.charitycomms.org.uk

Audience strategy:understanding and connecting

with stakeholders

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26 May 2016

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Audience mapping - drawing on your own internal expertise. Audience strategy conference, 26 May 2016