(better than they know themselves)
Presented by: Christopher Tarantino,
MEP CMCP
@epimetra
Why am I here?
CHRISTOPHER TARANTINO, MEP CMCP
• CEO – EPICENTER MEDIA & TRAINING
• DIGITAL COMMUNICATIONS SPECIALIST – FEMA
• SUBJECT MATTER EXPERT – NATIONAL DISASTER PREP. TRAINING CTR.
• CHAIR – IAEM EMERGING TECHNOLOGY CAUCUS
@epimetra
Why are you here?
@epimetra
“By the time you
hear the THUNDER,
it’s too late to build
THE ARK.”-UNKNOWN
@epimetraInformation flows are relative to incident
@epimetraReduce the “RED SLICE”
What we know we
know
What we don't know
we don't know
What we know we
don't know
MOST
DANGEROUS
Strong decision-making
is your biggest asset
in an incident.
@epimetraHow well do you
know YOUR audience?
Most communicators WAIT too long to identify:
Stakeholders
Target audiences
Influencers & Partners
How communications fits into pre-planning
Spread of information in community
Start by identifying
your GOALS, then
you’ll better
understand your
target audience(s)!
@epimetraInformation is everywhere
Research
Demographics
Technographics
Psychographics
Historical Experience
Past incidents
Partnerships
Targeted Analyses
(incident-specific)
@epimetraStep 1: Demographics
Where most audience analyses start ( and end )
Gender
Age
Race/Ethnicity
Socioeconomic info
Level of Education
Annual Income
Family Status
Location
Superficial (if not paired with other analyses)
42 y/o Male
Caucasian
College graduate
$50k – 95k annual income
Married, no children
Suburban living
@epimetraDemographic Toolbox
Get Creative!
Open data
Census.gov
GIS/Mapping layers
Local, County, State
records
City-data.com
Facebook Ads
WolframAlpha
Nielsen / PRIZM
@epimetraStep 2: Technographics
Segmentation of
audience based on
proficiency & media/tech.
use patterns
Closely influenced by
demographic triggers
Leads us to choosing
certain communications
platforms & alert/warning
methodologies over others
Limited overall technology proficiency
Checks social networks once/twice weekly
Responds well to imagery
Owns smartphone & has Internet access
@epimetra
Everett Rogers (1962)
Diffusion of Innovation
@epimetraDiffusion Groups
Inn
ova
tors
Tech geeks/nerds
Trailblazers, risk-takers
Responds to:
•The word “new”
•Being first
Ea
rly
Ad
op
ters
Visionaries
Socialites
Connected
Responds to:
•Evangelists
•Opinion leadership
Ea
rly
Ma
jori
tyPragmatic
Critical
Responds to:
•Tested application
•Larger user bases
Late
Ma
jori
ty
Spectators
Skeptical
Responds to:
•Majority opinion
•Bandwagon thinking
Lag
ga
rds
Skeptics
Risk-averse, Inactive
Responds to:
•Obsolescence
•Force
•No alternative
@epimetra
The same curve used to illustrate technology adoption canalso be used to show adoption of ideas & progression of information over time
It’s about two things: TRUST & RISK
Diffusion of Innovation
@epimetraStep 3: Psychographics
This is the WHY – the “glue” that pieces together demographics & technographics
Motivators
Connections
Attitudes/Beliefs
Tendencies
Level of trust
Community participation
Values
Social class & lifestyle
Opinions
Values family & small groups of friends
Trusts Channel #3 News
Active participant in government
CERT Volunteer
Identifies as a “prepper”
@epimetraThe “Hierarchy of Effects”
Usually applied to advertising/marketing – can also be used
to customize messaging & “sell” ideas persuasively!
Awareness Knowledge Liking (+/-) Preference Conviction “Purchase”
@epimetra
“The price of
LIGHT is less than the
cost of darkness.”
-ARTHUR C. NIELSEN
@epimetraInformation
spreads differently
Old-School• Word-of-mouth
• Phone
• Radio & television
• Press releases
• Traditional media
• Field Observers
.
@epimetraInformation
spreads differently
Old-School
Hierarchical information
flow (top-down)
Permission-centric
(“need-to-know”)
Limited audience
Geographically-focused
Polished / Poised
@epimetraInformation
spreads differently
Old-School New-School• Word-of-mouth
• Blogs
• Websites
• Social media
• Phone & internal messaging
• Radio & television
• Press releases
• Text messages
• Mobile apps
• Sensors
• GIS/Mapping
• “Citizen Journalists”
Hierarchical information
flow (top-down)
Permission-centric
(“need-to-know”)
Limited audience
Geographically-focused
Polished / Poised
@epimetraInformation
spreads differently
Old-School
Hierarchical information
flow (top-down)
Permission-centric
(“need-to-know”)
Limited audience
Geographically-focused
Polished / Poised
New-School
Decentralized
Influencer-driven
Global audience
Raw / Transparent
Distributed information
networks
Influence, correct &
inform each other
Varying levels of
trust/credibility
@epimetraAudience analyses as
a roadmap
Choose engagement
strategies, tools & timing
Provide relevant/timely
information
Leverage influencers &
media to benefit goals
Evaluate current public
info management
Understand progression
of disaster information
Image: clipartpanda.com
@epimetraKeys to Success
Holistic audience profiling is key
Good data leads to better outcomes
Be realistic about basic human
behavior & tendencies
Start with your goals & objectives
Share information with partners
Engage in “market” research
(or work with firms that do)
Test your assumptions often
Ima
ge
: c
lkr.
co
m
@epimetra
“Not everything that COUNTS
can be counted….
…and not everything that
CAN be counted counts.
-ALBERT EINSTEIN
@epimetra
Q&A SessionASK ANYTHING YOU’D LIKE!
@epimetraChristopher Tarantino, MEP CMCP
christophertarantino.ceo
CEO – Epicenter Media & [email protected]@Tarantino4me | (585) 210-3011
THANK YOU!