Big results
Big Blue developed 10 sophisticated social media audience personas for the United Nations System Staff College (UNSSC), in order to improve their digital engagement strategies across various platforms.
UNSSC social media audience persona development
Partner: UNSSC
Story
The UNSSC sought to refine their social media outreach and engagement by gaining a deeper understanding of their audience segments. They partnered with Big Blue to audit advanced analytics and direct insights from staff to create detailed personas that would guide their content and engagement strategies.
Approach
Big Blue started with a comprehensive analysis of the existing data sources provided by UNSSC, including social media insights, website analytics, and CRM data. To further refine the quantitative data, Big Blue conducted 4 individual interviews with key UNSSC staff members, gaining insights into their vision, audience trends, and content preferences. This qualitative data was crucial in understanding UNSSC’s diverse audience. Additionally, a group workshop was facilitated to align the UNSSC team’s internal understanding and expectations with the persona development process. The combination of this research and collaboration led to the creation of 10 detailed social media personas.
Results
The final deliverables to UNSSC included a detailed report with the characteristics and engagement strategies for each persona, a deck version for presentation purposes, illustrative visuals of the personas for internal and external communications, and a detailed Excel breakdown of persona attributes. These tools helped UNSSC with the insights needed to tailor their social media strategies effectively, resulting in more engaging and targeted communications across their digital channels.
