Who is our target audience POPREBEL & IOH & EarthOS

inge · July 17, 2019, 4:58pm

We want people who visit our platform to sign-up and share their stories with us. But we need to know who we are talking to. And to do this, I need your help.

Who would we want most?

To illustrate why it is important to have a very clearly defined target audience, let me copy-paste this nice example from quickspout: One of the biggest mistakes that budding personal branders make is trying to appeal to everyone. Think about the game of darts: You have to aim in order to hit the board. (If you let your darts go without aiming them, you probably won’t be very popular.) If you hit the board, you score. And if your aim is very good and you hit the bull’s eye, even better!

What I want to do, before we continue and run into things like this, is to create “personas” - detailed descriptions of who we are talking to. For both me and @anon82932460 this will make it much easier to create campaigns which have the desired results. For me in terms of texts and editorials, for Filip in terms of who to target online.

Here’s an example I made two years ago for a “green blockchain” startup, sharing it as an example:

So, ideally, we have - per project - 6 (six) personas, which means 12 (twelve) in total.

We’d need to answer these questions:

Location
Age
Income
Job title
Challenges
Hobbies & Interests
what do they read
who is their community - where do they feel home
Priorities
Family
what they like about Edgeryders
Language
STORY
Social media activity

A little while ago I created a list of Facebook pages I imagined would be interesting to Edgeryders overall, but this differs per project, and I think re POPREBEL - since we’re really trying to target outside of our own bubbles - this is significantly different. But anyway, for inspiration (and perhaps useful tool). The numbers behind it are the FB id’s, meaning that if you’d type in facebook.com you can add the number behind it and it takes you to that page.

Targeting:

Freelancers, artists, free-minded people, activists, future-oriented, techies.

People who believe the state cannot/willnot/isnot provide a pension plan/elderly care worthy
People who will be affected by the lack of elderly care

Resident of:

Czechia
Poland
Serbia

Has been to/Likes:

Christiana
https://www.facebook.com/pages/Christiana-Copenhagen/1307140192696442
https://www.facebook.com/pages/Freetown-Christiania/108104659217600
Redirecting...

Likes Pages:

GENERAL
wired 19440638720
verge 193742123995472
Edgeryders 290379807658377
fuckupnights 121578058031288
upwork 698360806920942
fansoffreelancer 353386506511
ImpactHubGlobal 394823610574611

POLAND
outrid3rs 1226182820808696
InstytutAdamaMickiewicza 132249453484007
wachlarzpl 1462105517420650
grynaszstudio 226778220816736
zakladmakerspace 614172775323585
pracowniamiejska 1419844174938785
SDNPoland 237763239681763
portalkomunalny 629635557163835
cikpoznan 141620009240246
miejscespotkan 249296008586784
funkrk 790358937730315 (fuck up nights Krakow)
FUN.Trojmiasto 323885291141245 (Gdanks)
FUN.Warszawa 421836684634332
FUNPoznan 1427254490918509

SERBIA
fondb92 150960415003837
kcgrad 357294840726
Praksa-Makerspace-Belgrade 905875172768264
Dirižabl 654290577999586
artspacekvaka22 1495956874067483
kvartum 357085351082471
fmkdigitalart 302781923147550
OKKTV 252175131914234
protobgd 163506170473909
seecult 153604421331891
umetnobil 929939480456709
EugsterBelgrade 1765969073636338
HaklabBeograd 340968655938812
RailsGirlsBeograd 641928042500594
jsbelgrade 661163417352352
ubuntusrbija 173032179422872

CZECHIA
FUNprague 537567503040806
PrusaLab 353598318439891
fablabbrno 611307922387297
impacthubbrno 560389974056740
Prototypbrno 604608026289060
futlab.cc 1313802525386693
CentrumDruku3d 176589912511120
impacthubpraha 158158938269
CestaUspesnych 635771569832591
artsmanagement 161035855771
storyTLRS 898156036915278
vzletna 688074548203952
PONK.space 378087869267980
2ndhandedflowers 1884419095146628
textile.mountain 319946128814879
czechzerowaste 533021720195213

TECH:

PrusaLab 353598318439891
fablabbrno 611307922387297
impacthubbrno 560389974056740
Prototypbrno 604608026289060
futlab.cc 1313802525386693
CentrumDruku3d 176589912511120
impacthubpraha 158158938269
fondb92 150960415003837
kcgrad 357294840726
Praksa-Makerspace-Belgrade 905875172768264
EugsterBelgrade 1765969073636338
HaklabBeograd 340968655938812
RailsGirlsBeograd 641928042500594
jsbelgrade 661163417352352
ubuntusrbija 173032179422872
zakladmakerspace 614172775323585
pracowniamiejska 1419844174938785
SDNPoland 237763239681763

SOCIAL:
2ndhandedflowers 1884419095146628
textile.mountain 319946128814879
czechzerowaste 533021720195213
OKKTV 252175131914234
funkrk 790358937730315 (fuck up nights Krakow)
FUN.Trojmiasto 323885291141245 (Gdanks)
FUN.Warszawa 421836684634332
FUNPoznan 1427254490918509
outrid3rs 1226182820808696
portalkomunalny 629635557163835
cikpoznan 141620009240246
miejscespotkan 249296008586784

ARTS:
artspacekvaka22 1495956874067483
kvartum 357085351082471
fmkdigitalart 302781923147550
OKKTV 252175131914234
protobgd 163506170473909
seecult 153604421331891
CestaUspesnych 635771569832591
artsmanagement 161035855771
storyTLRS 898156036915278
vzletna 688074548203952
InstytutAdamaMickiewicza 132249453484007
wachlarzpl 1462105517420650
grynaszstudio 226778220816736

Occupation:

Freelancer (?)

Artist
Journalist/Blogger
Programmer
Developer
Graphic Designer

AND NOW THE IMPORTANT STUFF

dear people in the projects, this is what I’d need from you:

Anything, anything, that you can think of is important to the target audience that YOU have in mind for the project, share it here in the comments. I will make this an important part of our call next Tuesday (23 July). But before that, please help in creating our personas.

FYI: This is not only for targeting ads (Filip’s forte), this is extremely important for me to have when I am crafting the messaging: I need to know what people like and what they don’t, what they may respond to, and what not. The word hacker is interesting to a certain community, but absolutely appalling to another.

Tagging @noemi @natalia_skoczylas @hugi @alberto @nadia @johncoate @hugi @MariaEuler @amelia @matthias @katjab @RobvanKranenburg @Heshanij @mirkopresser @marina @noemi @nadia @natalia_skoczylas @Jan @amelia @matthias @natalia_skoczylas @Jirka_Kocian @Richard @anon82932460 @ilaria
(who am I forgetting?)

anon82932460 · July 17, 2019, 5:23pm

Nice analysis @inge

Regarding targeting, I’ve added that in my marketing analysis which is available here (with general topic themes, as they are the base to research who and how to target).

Information that’s in the document above is based on my analysis of people who already like Edgeryders and their friends (here I had an opportunity to use briefly Brandwatch for this, before my client canceled his subscription ). This tool is excellent to get actual data of people that you want to target instead of guessing and assuming. Minus point is that its expensive, it’s about 800$ per month.

For getting more ideas on the target audience, we can dig by hand into people who like Edgeryders and see what they like. Here we can expand that by analyzing search terms on Google, to get a more complete persona as people on Facebook use Google as well. I did this before for clients, and it proved to be quite effective.

inge · July 17, 2019, 6:45pm

I think this is useful, but we do have different audiences per project

we can dig by hand into people who like Edgeryders and see what they like. Here we can expand that by analyzing search terms on Google, to get a more complete persona as people on Facebook use Google as well.

Also, it’s not just Edgeryder audiences we’re looking at, especially with POPREBEL we need to go outside of our “usual suspects”. So, who are they, and what is important in their lives?

This is why I am advocating for different personas per different projects.

anon82932460 · July 17, 2019, 7:52pm

Analyzing edgeryders audience gives an idea of the profile of people we should be after, expanded with similar interests. We should use the same approach for both projects.

noemi · July 18, 2019, 9:35am

Very much like this idea of Personas as a way to understand deeper the targeting issue,
We will think about it even though honestly it is scary how it all works: so in theory we will be able to reach all those who liked certain fb pages.

I am thinking of the Polish disempowered women who have joined POPREBEL, whom @natalia_skoczylas got in touch with on a facebook group: they all have touching life stories and in fact are disempowered materially and psychologically, but their minds are learning minds, very smart and connected to their realities. Would you say their commonalities (say, level of education and social interests) can be mapped in this way that Inge describes, Natalia?

Nskocz · July 18, 2019, 1:59pm

This is interesting, and for sure these would be middle class women (like the ones I spoke to), but if some of them turned out to vote conservative, that would be a break-through. Normally in Poland in the professions you mentioned conservative thinking is not very common, but it does exist. Another layer: would conservative women hang around the internet at all? And what would be their behavior?

It’s easy to pick men who complain and troll and express more radical ideas online, while women I see would engage in a rather constructive discussion - in this particular group, about anything that has to do with a female body. Hard to see them voting PiS, but I might be really wrong. And, populist voters are mostly in villages. In Czech and Poland, the same. Are these women online? And if so, where? This is super hard to tell for me, I hope to get some clues from the work our connectors are doing.

inge · July 18, 2019, 2:36pm

Oh this was totally before in knew POPREBELs target group, before I was hired - it was only based on my idea of who edgeryders target audience overall could be

But I think you are hinting at something important. Is there data on this that we could perhaps access? Like surveys of voter preferences and demographics?

Richard · July 23, 2019, 1:46pm

Dear all

For POPREBEL we want to speak to anyone in our target countries, whether they are populist, anti-populist or indifferent. We don’t want to focus on a particular target audience per se. However, what @natalia_skoczylas said is particularly important here: some of the people whom we want to reach (conservative women, older people, people in the countryside) are probably less likely to be active on the Internet. But this only becomes apparent once we can see patterns of participation on the platform, although - even then - we can only infer a participant’s age, gender or place of residence from what they write. So, I suppose that the personas we need to identify will emerge over time by virtue of their not being present on the platform.

nadia · July 23, 2019, 2:42pm

For Poprebel:
Parents with young children (toddlers)
Parents with Pre-teens
Parents with young adult children.
Babyboomers
Pensioners

For IOH:
Basically anyone following Abeba
https://twitter.com/Abebab/followers

noemi · July 29, 2019, 10:02am

I don’t know where to put it, but some feedback we’re getting:

More feedback for the general project narrative:

'By the way, the language you use in relation to Populists might be perceived as divisive or demeaning.

Different sides of political spectrum will have different definitions of populism. If you want to encourage participation of all sides, I suggest rephrasing those things or removing populism use in your official guidelines’