Defining Awareness Goals
Defining Awareness Goals
7. Defining Awareness Goals
UX Facilitation Overview06:29 2
Brand Attributes, Customer Profiles, & Business Goals18:21 3
The Facilitation Framework13:30 4
Introducing The Client: SmartFeed03:45 5
Alignment Exercise06:41 6
Creating an Agenda07:22 7
Defining Awareness Goals20:28 8
Establishing Efficiency Goals22:34
Defining Awareness Goals
So let's talk about how do we get people to hear about us in 10 minutes here? And we want to go, boom, boom, boom, boom, boom. Throw out as many ideas as possible. You're, you know just Parent groups Parent groups. That's an awesome one. Thank you. Schools Schools, how specifically, like, just like give me mechanics. We have a lot of options for schools, PTA Doing what with a PTA? Getting them to endorse or recommend Endorsement from the PTA there you go. In the newsletter. and And events How so in the newsletter? There are sort of advertising type of spots where they can recommend different services. Private schools allow this? or public schools, any school? Any school. So You may have to buy it. Okay. So school newsletters. Got it. What else? From a friend Friends, so referral. Boom. What else? [Girl in Audience] Teachers Teachers? How so be more specific? Like in teacher meetings, usually parents will ask, if they have any suggestions for ...
good apps and Okay Teachers, would then recommended Would there be more formalized program? Like, how pharmaceutical companies, bribe doctors with meal (laughs) T teacher incentives let's call them that, or teacher awareness. [Blonde Woman With Scarf]different types of teachers too. There's the, they're the classroom teachers. Then they're also the computer teachers and even the school counselors. Okay. There are a lot of resources Teachers and school team, school fac staff Administrators. There's a lot of focus on sort of digital citizenship in schools right now Okay So this could be a component of that. Okay. So the school ad I'll call it school admin, there's a reason we could go more like have more of them broken out by role to prioritize it. But I think in this case scenario is good enough to generalize in teachers in general administration. Sure. Parents though, I'm gonna keep coming back to it. Ways to reach parents, whether it's, afterschool activities and advertising at the recreational center where parents are looking for things to do for kids. So reaching parents by advertising to them. And how do you advertise to them in afterschool activities? In our town, for example, in Mill Valley, there's a network of things that happen after school Soccer and there's a little newsletter that goes out. Yeah. So spreading gossip during soccer, soccer, T shirts, T shirts, T shirts, official sponsorship sponsor, sponsor soccer, well actually like giving t-shirts to parents. Oh yeah. Or just email placements in some of their big communications. What are some of those? Well, every association, every sports association Sports association At Boy Scouts, girl Scouts association, similar to buying placements in PTA you buy them with parent supported organizations. And media is just ,is a big one. [Other Woman On Dias]Social media? I was thinking of more traditional media, like Give me an example. Mommy blogs with big readership. That's a good one. Great Mommy blogs. Or parenting magazine. Parenting magazine. or Tech Crunch could write about us. That would be good too. (laughs) Did you hear that Tech Crunch? (laughs) Cool. Let's talk about some that are mechanically less, that are a little bit more organic or that are a little bit more built into the product. So ,you know how like Dropbox gives you, you know free storage. If you recommend a friend, Lyft will give you $5 off. If you tweet it, Right Like let's talk about awareness within Social, social channels for sharing and referral programs. And it's a referral program let's call it sharing and referrals. Of some sort, also let's talk about, some really basic ones, the website, the main website, how do we convert people? There is the website, there is a blog and kind of, articles or expertise or blog Being found when people want to search about me. Yeah. Yup. Yup. So that's SEO SEO specifically. We, we could buy ads SEM SEM and the question is, what do we want to focus? And when, anything else like Chris, anyone? Other ones for awareness? just I'm big on the referral You are big on referral, good. Anything that can get existing Referral parents document and, give the disclaimer of, wow, this really works for me. Well, I'll chime in and say Testimonials. Testimonials I'll chime in as a, as a, as a, as a, as a, a participant. The awareness from the product it's sell for like the brand, like just the, how you execute. So the brand I'll call it the brand. That's a weird one. Sorry. I, you know what Brand identity and brand identity specifically and swag. You know whatever, like stickers, like the basic stuff. You're not a real startup till you have a sticker on your laptop. (laughs) That's a rule here in the, in the about he's like Chris is like, yeah. Yeah, that's not gonna get me a funded. Or a tee shirt. It's a symbolic thing just for culturally. Alright, so let's do some desirability. So desirability, this also do-ability is also obtain-ability. So I use obtain-ability also, if you want it to, so it's dot D-O-T if you want to remember it, do-ability desirability is more obliteration, but it's okay. Either or. The point is how much you want it and how much, and is it possible? So let's do that. So parent groups, one to 10, 10 being yes. Really want it. You guys weigh in on it. 10, nine, five. How much do you want? Parent groups? Nine Nine. Excellent. Is this relative? [Other Woman On Dias] What do you mean by parent group? Is it like your peers? SMC Okay Like an official places where parents go to get information on how to Its like the PTA, it might be endorsement for it. It might be similar to that one. It's it's a lot of fragmented networks to go through, but it's like SMC or trying to go through. She means like mothers, clubs, Groups, let's call it groups. Palo Alto mother's club, or, Yeah It's not a bad one. That's a grassroots approach. It's a good one. So nine anybody wanna weigh against that? And they can say, no, I think that's not a nine. That's a five. Is it relative right now? Or just independent Relative to you? This is Okay. So they can all be nines. They could all be tens. Okay. You might want everything. Most of the time, what do everybody wants? Everything. Everything. Well, and I think like our millennial mom with the two and four year old is probably going to rely heavily on parent groups and sharing and information from that. Whereas Christina, with older kids may Might not. Yeah, but she'll get something else. But It's you you forget about the parent con the context of what you want desirability of the executives in the room with the team members. So endorsement from PTA 10 10 school newsletter? Reading the school newsletter? Yeah. Yeah. Seven. I didn't hear too much. You guys can just call them up, for referral? Should we be thinking about how hard it is to do these things, or just That's the next exercise. That's the next one. This is desire, in your heart of hearts. It could be unrealistic. Most of these, when I'm on this side of the table, I put everything I would like for Apple to have a song there, smartphones in the box Jesus that's not even up there. That's what I would desire. Wait, what does that mean? What does that mean? Just a smartphone, with an embedded app already on there. So you wanna be Right there with weather emails, smart feed, those are the things That might be so basically let's call that OEM that might actually be easier with Android, with Android than with Apple. Apple, doesn't do that very much So it's not obtainable, but what would desire that? I would. So that's a 10 zero. Gotchu. Yeah. That's great. So I add that to the bottom. Yeah. So I think referrals is huge. That's a 10 plus 10. You can only got a 10, but I'll give you a 10. I'll give you a with a plus. You cannot go to 11? No you cannot go 11 It won't matter actually that much. A teacher awareness. Yes. That's lower for me. [Other Woman On Dias]I'm gonna give that a six I don't go to my teachers often. What do you see, what do you give it? I was gonna go nine 9 6 Solomon baby in the middle. Wait bad metaphor in this context. So cut the baby in the middle. So six to 10, six to nine. Give it an eight, seven, seven. I feel like we're at an auction right now. It is an auction, sold to the young lady in the scarf. Yes Soccer sponsorship. I think you do start to see and pay attention to that. And the later elementary school years. So I'm gonna give that a nine. Excellent. Anybody. I am go go lower Seven eight She's trying to get me back. (laughs) Email placements, in parenting. I think it's kind of this, well, no, this is more, this is more blogs, is that the, is that the blog Email placement is like newsletters? This is similar to this school newsletter. This is like parent groups Seven to nine. Yeah, nine. Mommy blogs and media I think in mainstream media. All of that. I think that would be 10. Okay. Cool. Thank you. Although, I would separate mainstream media from blogs, just from of our experience. it's separated now this is just mommy blogs. There is so no mainstream media up here I'd separate mainstream media and call like parenting magazine is a much different thing than got it. It's already separate. This is only, we don't even have mainstream media. Let's see that out for now. Since we didn't have it at the beginning Tech Crunch [Blonde Woman]for different reasons, that would be great for series A. Got it. So let's give that a Sharing referrals, which we, I think have twice. That's how that's how big it is. It's 20. (laughs) Website itself I mean website for it. Yeah, you need that. The blog. Yeah. I'll give that a nine. It's not as important, but it needs to be there at some point. I guess SEO is a 10. I think people are trying to figure this thing out. And in general this means just make content, have good practices. So let's keep it at that without getting too complex about SEO. SEM buying Facebook maybe, maybe Google. So let's give that a nine. Testimonials. That's a Brand identity, and swag, like it being solid and good. Nine It it's it's really between an eight and a nine. I would be the only one advocating for it. Let's go with eight. Yeah. It, it helps. It's not necessarily the end all. It's a weird equation. OEM? You really desired that. So let's give that a 10. Yeah. Yeah. Alright. So now let's talk about obtainability. So can you send me, how much time was it that just past?, 10. Got it. So I'm gonna need a time check for three more. You like one, two, three, four, five. Let's do two minutes here. Two minutes here. And two minutes to add it up, give me six or five. Give me five to round it off. So we are here and noon is our break? Deep? we are going for 12:30. Okay, good. Plenty of time. So we got plenty of time, yeah. So we might make it, I want to make it to one user story. Maybe not, but let's see. Alright, cool. So let's go really fast on this one obtainability is political will, budget. You wanted to talk about prioritization? Political will, budget and time, in terms of these things to do awareness and promotion. So parent groups, how obtainable is it? It's just a highly fragmented space. So it's a big one. It's a big space. There's a lot of work to do in it. That's You said, sorry. 10 is 10 is you can totally do it in your sleep. You have the time, the money, the budget. You can do it like full power that This is an eight. I mean, this is like, you gotta know you're gonna have curators in the market. We're gonna use them to go to theirs and we're gonna flip it on and put it on a newsletter. Okay great, so eight. That's a nine. Sorry. We have to consider this. They're easy to find Its relevant to the timeframe that exists Yes So any long lead time items become the, it's a zero. Well, in my assess that's really low, but yeah. So Chris is right. So here's the issue. This happens commonly. I just let it go because that will happen in the other prioritization tools. But the reality is what he's saying is true. This could be a relatively easy thing to do, but how much time do you have on aggregate? So like really look at all the different things. Is this the first thing that you need to do? or is there other things here that you might need to do first? So that can be, so you have three real mechanisms, how desired it is. That's what you want it to be. How obtainable, how realistic is it? And when, the timeframe. So for example, this is easy to do, but it might be a long or a medium term thing. Does that make sense? Which is what he just said. That you're right now, it's not as much as it's focus as some of the other things. I think. Yes, but that's not applicable to this one is actually pretty quick. So I would say to do the parenting groups is not a hard, long wait time or hard to do. Cool. Alright. So eight. So sh an endorsement from the PTA? That is hard. That is a one. Whoa. Let's give it a two I am telling you it's really hard. Okay It's just hard yeah. It's super fragmented and no motivation. No motivation for it. School newsletter? Also hard You can pay for it. I don't know. It depends on the school I think But there's thousands of schools and they are It's a one off process you are calling school by school set of seven, five is like halfway between one and Five Five Cool. Easier than endorsements. Referrals? Like that's the one everybody wants getting parents to refer each other. Is that obtainable? Yeah. I think that's a nine. I mean, the premise is you've built a good product that's worth referring. So are we going to believe in that. And we have mechanisms? So a nine. Okay, great teacher awareness. It's hard. Three for me, in my experience it's hard. If anybody else knows how to crack that code, I'd love it. If you can make it a seven I would like that answer. I wonder if it's possible to get independent teacher and individual teacher. Cause I feel like sometimes when I hear your thoughts, it's much more about, you can never move a whole group of them. Right? And so maybe there's a different approach. So let's give that a five. I mean, that could be solved a little bit under the brand or under the testimonials under other kinds of aspects of it. But what you're talking about is what he said, which is more at a, at a body, as a body of teachers. Soccer sponsorship. Easy. You just buy it. Cool. Cool. Give me scores, give me scores by the way, email placement and parent newsletter newsgroups, et cetera, email newsletters. What's that? Nine, Eight, Five, eight. Great. Thank you. Call them out faster. Mommy blog number? seven Seven Tech Crunch. How easy is it? How obtainable is Tech Crunch? four, five, Four Sharing and referrals. Getting people to share it with each other. We already should be a nine again. Nine again. Great. The website. Getting your website done. That reflects. 10 It's in our control. 10. Yeah, I'll give it a nine too confident on that one. (laughs) harder than anything. Now I'm joking. I'm just being devil's advocate. Horrible. I hate devil's advocates. Blog a nine. [Blonde Woman In Scarf]Eight It's very easy to do, but it's hard to get people to read and engage with The challenge is to maintain the cadence and to make it strategically relevant. So yeah, doing it, putting it up, putting some posts. Fine. Yeah let's call it an eight. Let's call it a comeback. SEO. It's hard. It's hard. It's basics. A lot of it is content, but let's give it six SEM. That's easier. Eight Eight Testimonials getting some testimonials out to people. what's shouldn't be hard. It shouldn't be hard once you have them so eight, seven, six, eight, eight. All right. Brand identity and a swag. Give that a seven, eight, eight. Great. OEM. A one I'll give it a two Let's give it some hope. I'll give it a two. Alright, so let's talk about short term or long term sure Apple's watching this right now if you're watching this and you'd like to add on your Android platform based device. Parent groups, give me a short, medium, long. So this is what short is 30 days usually medium is 60, unless you're non-profit double these or triple these long is 90. So that's what those terms are usually. So parenting. Short. Okay. Endorsement from PTA long School newsletter medium medium referral short short Teacher awareness long Long soccer sponsorship medium, medium. medium, email placement and parenting types of publications or email lists. Sorry, maybe medium Medium mommy blogs, parenting blogs. Magazines [Brunette Woman With Scarf]depends on what you're paying for it or not paying for it, but I think probably short. short. Cool. Thank you very much. Tech crunch, [Brunette Woman With Scarf]long lead, medium long, Medium sharing referrals. Short website, short blog Medium, Medium SEO medium SEM short, short testimonials short short. Brand identity and shwag medium. That takes time to build. OEM. Okay long. (laughs) Alright. Who's good at math, everybody call it out together. 17. 13, Boom Awesome. Aw You're good. You guys are so good. You can tell you guys got MBAs. I don't even have to, I can just hear him. Okay. So anything above a 15 and short term gets circled as a priority. So Chris, you wanted to know kind of some prioritization schemas here we go. So referral mommy blog, the website and referrals again, the second instance of referrals, SEM and testimonials, boom. So parent groups, referrals, mommy blogs and blogs, sharing and referrals again, the website buying some ads on Facebook and otherwise and other places. And then testimonials does that sound like an early strategy for awareness? Like the things you're doing. Sounds about accurate, right? Again, if the team, this is a, this is a simple exercise. It, if what comes out of it seems like it's probably spot on. I mean, again, it's just to get everybody in the room to agree. Did you guys notice that the people who are designers, I didn't do anything. I kind of pulled him pulled a little bit. I didn't even add, like I just use crowdsourcing cause I don't wanna think what numbers add up to. And I'm pretty bad at it too. So I just don't do it. Anyhow, but this is an exercise that could be done more granularly by the team themselves, repeatedly. So like you could use this to prioritize on a constant basis. This is not a, this is not a, there's many other ways to prioritize. This is an early stage way of prioritizing because now you have these components that you can prioritize the task inside those. Yeah. Sorry what if there was a situation where like SEO had added up to be 20, so it's really high ranking on the total, but it's a medium, do you start to plant the seeds for the longer lead computations? This is the list order. You can sort this by the by number and by term. So you can have all the short-terms sorted in hang and ranking. It gives you a direct roadmap and you wanted a roadmap. This gives you a roadmap. And it's used like that. I use this all the time for myself and for my business that I'm doing. And it works, it works powerfully, but it's about consensus with the team cause everybody was in the room.
Ratings and Reviews
Great example of how to work with the client in order to avoid infinite corrections during the design process.