User personas: Finding out who The Royal Marsden’s social media followers really are
We worked with The Royal Marsden NHS Foundation Trust to look beyond the insight and analytics data and find out who follows them on social media and why.
Expert insight from The Royal Marsden’s comms professionals helped us to shape the goals of the project and loosely define audience groups.
We spent time testing and implementing the best research techniques to reach The Royal Marsden’s social media audiences and find out more about them to create user personas.
“The changes we plan to make as a result of your work will make a big difference. Thanks for everything, hopefully I’ll get to work with you again.”
The Royal Marsden is a world leading cancer care centre in London, pioneering treatment and groundbreaking research.
They had a social media presence on Twitter, Facebook, and LinkedIn (and have since added Instagram).
We ran a survey and conducted insight interviews with the different audience groups that the team identified to find out about their needs, feelings and moments of truth.
NEEDS
There’s a reason that people choose to follow and engage with charities’ social media content: to meet their practical and emotional needs.
FEELINGS
Followers have feelings about an organisation that is influenced by its social media content.
MOMENTS OF TRUTH
These are the points in a follower’s relationship with a charity (or the issue the charity works on) when something significant happens.
Understanding these things about the audience groups in The Royal Marsden’s social media following is helping them to serve their community better.
Interesting findings
Some groups look for health information on social media and some never would.
A tone gap between how the brand tone of voice is described and how it’s perceived.
Some audience groups are better served by social media than others.
The audience groups used different platforms with a fairly clear distinction between health professionals and patient or family groups.
Services
Strategy
Insight research