Stakeholder analysis
In order to get a clear overall picture of all online target groups on the one hand and to determine the influence of each target group on the online domain on the other hand, it is useful to make a stakeholder analysis (see figure 1). A stakeholder analysis provides direct insight into the actors of your online field and the (internal/external) importance they attach to your online channels. Based on the stakeholder analysis, you can prioritize your online target groups.
Stakeholder analysis
Personas
In order to also get a good picture of the wishes and requirements of your online target groups, list to data further detailing is required. For each stakeholder, you create a persona. A persona is a personification of the target group. It is a fictitious person who most closely resembles the target group. In addition to personal characteristics, a persona describes his or her leisure activities and areas of interest, online use and behavior and any information and communication wishes with regard to your organization. Figure 2 shows an example of a persona. If all goes well, you have collected sufficient information in the first part to set up a usable persona.
Persona
Figure 2: Persona
Online Goals, Objectives and KPIs
After you have determined for whom you want to deploy online, you can start to determine the online goals per target group. As a framework, we often use the customer lifecycle model for external target groups, for internal target groups we use 4 quadrants to which online can contribute.