Online focus per target group (examples)

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The closer to the core, the more control you have
The further away from the core, the more reach you have
Communication Focus Model
Figure 6: Communication Focus Model

In this model, the central point is the homepage/own website and/or intranet and own social media channels. The next layer consists of all sites that are related to the organization and fall under the organization's control. Think of subsites or (temporary) campaign sites. The following three layers fall (partly) outside the organization's control:

Partner/intermediary sites; these are third-party websites that, for example, refer to your website (think of a travel agency that works with a regular car rental company).
Open platforms: by this we mean theme-specific blogs and platforms on which it is interesting for organisations to communicate and discuss certain subjects. The frequently used comparison sites also fall under this shell.
Social media: the last layer concerns social media, where communication about the organization takes place (centrally, by employees, or by others).
We can indicate for each of the prioritized lebanon phone data target groups where the focus lies. We do this by comparing objectives and media preferences as described in the persona. This way you determine online focus and you can deduce which resources you can use. Two examples:


Figure 7: Online focus per target group (examples)

Consequences and roadmap
You now know who you want to reach online and where you can do this online. But before you start planning all the necessary online activities, it is useful to first gain insight into the consequences of your plans.

Is the current technical infrastructure still sufficient? Is additional capacity needed to implement the plans? Is the level of knowledge up to standard (for example, to properly manage activities on social media)? Are new guidelines needed? Does content need to be rewritten? Do processes need to be changed (think of HR or CRM)? In any case, identify the consequences in the following areas.