In the full report you can read case studies on
- AstraZeneca: Segmenting at a global level
- Dow Corning: A four-quadrant approach to segmentation
- Avaya: Segmenting by hierarchy and geography
- Royal Bank of Scotland: Segmentation from an HR perspective
- Intel: Segmenting by countries and business groups
amongst many others.
The Executive Summary (11 page pdf) includes interesting insights when you shape your message according to Engagement Type and Employee Demographics. For an example of the latter, here’s an interesting quote:
The implication, of course, is that if a significant portion of your organization’s workers are in their 40s, 50s, 60s or above it’s wise not to rely solely on electronic communication. But those 20-something employees are very interested in being communicated with electronically, especially if they can participate (think blogs, wikis and two-way video) the way they do outside work
The full report is AUD$845 (using the discount given at the back of the Summary); the Summary is free and I recommend you download it to get a ‘feeling’ for why segmenting your audience is such an important issue.
As Allan Jenkins and I noted in a recent ‘Chat‘, the days of ‘one size fits all’ messages are gone (or at least should be). If you are not segmenting your audience and taking into account their different needs and message handling capabilities, you are wasting your employees’ time (and your own) by transmitting the wrong message in the wrong way.
There’s also an audio file you can download and listen to as well.
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