Activating empathy is a gateway to new audiences
The five-step process Gaynet followed, in their own words:
Step 1: Get your audience’s pulse using social media
Step 2: Segment Your ‘Moveable Middle’ With Personas
Step 3: Tweak Your Messaging And Make It Make Sense
Step 4: Bring Your Own Elephant Into The Room
Step 5: Fail To Succeed But Test
Step 6: Monitor your messages
The way we communicate is never neutral; it constantly appeals to people’s emotions, and belief systems, which influence how individuals perceive a topic
Organise an audience analysis by sharing a questionnaire on your social media with basic questions concerning the topic you are campaigning on
Segment specific target groups in your audience by drawing different personas for the topic
Hold online focus groups and ask participants what they are able to understand from the campaign graphics and texts you have created
Testing with focus groups also helps bring on “early adopters” of a campaign and to spread the word
Evaluate your messages after they have gone live and monitor them to measure your impact