Module 3: Enhancing Touchpoints with Contagious Content and Community Conversation Unit 3: Campaign Challenges for Community Excitement
To get started with your initial thought process, check out these free hashtag generator tools some of which provide an AI-based photo search: • Hootsuite • Inflact • Flick • Sistrix • Tagsfinder • RiteTag AUDIENCE PERSONAS (SLIDE #3) Next, we examine the targeted audience for our initial concept (Slide #1) and hashtag title (Slide #2) drafts beginning with an assessment of our business segment personas. Specifically, which of your personas are most likely to personally engage in a lighthearted engagement exercise defined at this point? Your ideal selection of targeted personas is not likely to coincide with all of those used
in your drama minifilm exercise. As you recall, choosing audiences for storytelling entailed a search of common struggles . Getting audiences to “like you” for mid- funnel engagement works best when communities are excited . This will likely lead to differences in persona selections than those used in your storytelling exercise (e.g., those appreciating lighthearted fun vs. expressions of empathy). For example, one persona selected for the fitness center storytelling called the Forever Durables was described as:
“conscious of injuries, heart rate, and maintaining high stamina for active lifestyles. Some recognize aging effects on reduced agility and overall performance. They are open to personal training advice.”
It's not readily evident that this persona will be receptive to a light-hearted exercise.
Honed Athletes Productivity Boosters Motivation #1: Optimal Performance Motivation #2: Conspicuous Physiques Forever Durables Extreme Sports Enthusiasts Chiseled Sculptures Maximizers Boot Campers Alphas
Targeted personas from business segment list. i.e., persona(s) that: • Resonate with the entertaining side of your brand • Relate to and/or can perform the challenge • Reflect key brand messaging and values for as many segments as is feasible
Work out to hone sports skills. Regimental in following scripted routines for sports
Conscious of injuries, heart rate &
High dedicated athletes focused on intense training. Known for grueling & customized workouts. Focused on pushing their limits & fine-tuning skills required for extreme sports excellence.
High stress working professionals,
Deeply admire their muscle refinements. Their sculpted bodies reflect their penchant for perfection, precision & excellence. Fitness centers
Pumped up body builders curious to observe and anxious to demonstrate their extreme strength. Fitness requires validation of extreme muscle development and
Goal oriented fitness fanatics that equate body building with discipline. Fitness revolves around tests of endurance and measurements of
Strong and dominant fitness buffs who exude confidence. Important in their muscular development is evidence of intimidation & superiority often flaunted through provocative body art.
maintaining high stamina for active lifestyles. Some recognize aging effects on reduced agility & overall performance. Open to personal training advice.
students & household providers that depend on exercise to boost energy levels, mental acuity & endurance. Many focus on cardio performance.
One of four selected segments
excellence. Emphasize measuring progress in endurance, strength & coordination skills.
progress that validate their hard-working natures.
validate their dedication to conditioning.
evidence of superhuman capabilities.
Danger Zones Mid-Life Kickers Motivation #3: Weight Management Confidence Builders Uber Health Conscious
Motivation #4: Socializing
Healthy Bonders
Class Energized
Collective Motivators
Minglers
Coerced to workout under doctor’s orders. Exercise is intended to be a dutiful way of life that avoids life threatening occurrences of diabetes, heart disease and other consequences of obesity.
Weight conscious individuals optimistic and determined to live up to resolutions for improving attractiveness and stamina. They thrive on compliments for dramatic weight loss and other evidence of youthfulness.
Individuals who faithfully workout to maintain a healthy lifestyle. Important to them is a balance of work and life where exercise affirms their desire to look good, feel good and live long.
Active adults seeking ways to prolong their youthful aspirations while experiencing the euphoric effects of rigorous exercise. Some workout to maintain muscle agility and a strong metabolism.
These dedicated exercisers use workouts as a social outlet. They regularly bond with like minded health fanatics that share their diet discoveries, workout routines and shapely improvements.
Workout class participants that enjoy aerobics, dance and other high impact sessions that get the juices flowing. Important to them is an engaging class where participants feed off each others’ energy.
Socializers that find gym life as a healthy way to meet and potentially join up with others. Some find enjoyment in meeting others with similar workout routines or who offer personal training advice.
Friendships where the gym supports goal achievements and busy routine escapes. Important to them is a motivational buddy that helps maintain goal progression or life restoration after setbacks.
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