DIGITAL STRATEGY

A U D I E N C E

C H A N N E L S + V O I C E

R E S O U R C E S

A U D I E N C E

Primary: established customers (DINKs)

Secondary: design + tech professionals

Tertiary: aspiring customers

A U D I E N C E P E R S O N A S

established customers DINKs, professionals investing in first ‘home’, trendy, care about aesthetics, interested in fresh tech, probably dont work from home, cherish free time and hobbies, generally cultured and well educated

goal: create conversation, build brand awareness + trust

design + tech professionalsfrequent design/tech publications but not loyally, looking for inspiration,fresh info + products, absorbing info quickly and regularly

goal: become source for interesting news and inspiration

aspiring customersyounger, students/aspiring professionals, trendier than established customer, lower income, more active on social media, plannning + building their future

goal: ongoing conversation, building brand reputation with them

*These are initial assumptions about lifestyle, attitude, goals, media interests etc. The personas should be clearly defined through interviews/surveys/focus groups as the company grows.

C H A N N E L S + V O I C E

educational and informational but still clever and cool.

LINKED INRising content destination for educated professionals with high income.Posts should be at beginning or end of workday

TWITTER Used as a news source and mostly used in urban areas. Post during work hours. Post images to interest people (on FB too).

silly, cool, fresh, creative, clever, very social

FACEBOOK + INSTAGRAM + TUMBLR + VINEAspiring customers, younger, lower income. Doesn’t work well for immediate sales results so content should be trendy ‘lifestyle’ content. All3 are heavily/regularly used by younger people.

PINTERESTMostly food/drink and family related posts but is visual and growing. Used as a resource for (older/established) shoppers and designers.

TONE 2:

TONE 1:

TWITTER

YOUTUBE

INSTAGRAMTUMBLRVINE

LINKED IN

SILLYTONE

SMARTTONE

PINTERESTFACEBOOK

ESTABLISHED CUSTOMER

ASPIRING CUSTOMER

social media data: http://www.businessinsider.com/demographic-data-and-social-media-2014-2

creating good content: http://mashable.com/2014/10/10/create-good-content/

Guide to creating focused content: https://www.distilled.net/content-guide/

R E S O U R C E S