Audience - Independent Production Fund - Digital Marketing Workshop - Dec 2013

AUDIENCE (Who?)IPF Digital Marketing Workshop

December 7, 2013

WHO is the digital audience?

INSATIABLE

(want what they want ANY time,

EVERY where & on ALL devices)http://www.veria.ca/transmedia/interlude-brent-friedman

WHO is the digital audience?

SOCIAL

(want peer connection & validation)http://www.veria.ca/transmedia/interlude-brent-friedman

WHO is the digital audience?

HYPERCONNECTED

(SoLoMo – Social Local Mobile)

http://www.veria.ca/transmedia/interlude-brent-friedman

WHO is the digital audience?

MULTI-TASKING

http://www.veria.ca/transmedia/interlude-brent-friedman

WHO is the digital audience?

EMPOWERED

(by choice & control)http://www.veria.ca/transmedia/interlude-brent-friedman

WHO is the digital audience?

MONETIZABLE

(custom content, frictionless experience)

http://www.veria.ca/transmedia/interlude-brent-friedman

WHO is the digital audience?

FRAGMENTED

(by platform & by niche/segment)http://www.veria.ca/transmedia/interlude-brent-friedman

Audience FRAGMENTATION

MASS media, market, audience

Audience FRAGMENTATION

MASS media, market, audience

• Blockbuster movies

• TV soaps & sitcoms

• Big stars

• Big budgets

• Big publicity & mass marketing machine

Audience FRAGMENTATION

NICHE media, market, audience

Audience FRAGMENTATION

NICHE media, market, audience

• Specialty channel TV shows

• Indie films

• Web series

• No stars

• Low/no budget

• No big publicity machine

Audience SEGMENTATION

Identifying YOUR Niche(s)

1. Current (best) fans/customers (qualitative & quantitative)

2. Competitors

3. External market research (social media, keyword research & industry research sites & tools)

Audience SEGMENTATION

Identifying YOUR Niche(s)

http://www.pingdom.com

Audience SEGMENTATION

Identifying YOUR Niche(s)

http://www.statcan.gc.ca/

Audience SEGMENTATION

Identifying YOUR Niche(s)

http://www.pewinternet.org/Topics.aspx

Audience SEGMENTATION

Identifying YOUR Niche(s)

https://www.facebook.com/advertising/

Audience SEGMENTATION

Identifying YOUR Niche(s)

https://adwords.google.com/ko/KeywordPlanner/Home

Example of Audience Segmentation

Project: ‘The Lizzie Bennett Diaries’

(a modern vlog retelling of Pride & Prejudice)

Book lovers

Romantic fiction

Period romantic fiction

Jane Austen fans

Pride & Prejudice fans

WHO? Exercise

Segment 3 NICHE audiences for your project.

• Brainstorm topics/interests/genres

• Be specific

• Slice smaller & deeper as much as possible

Examples of Audience Segments• People who love magic (witches, wizards, fairies, ruby slippers)

• People who love mutants (flying monkeys)

• People who love green (Emerald City)

• Shoe lovers & fetishists (ruby slippers)

• Storm chasers (tornado)

• Dog owners (Toto)

Audience Research Tools• http

://royal.pingdom.com/2013/03/01/blog-readership-demographics-2013/

• http://royal.pingdom.com/2012/08/21/report-social-network-demographics-in-2012/

• http://www.statcan.gc.ca/start-debut-eng.html

• http://www.pewinternet.org/Topics.aspx

• https://www.facebook.com/advertising/

• https://adwords.google.com/ko/KeywordPlanner/Home

You can find me at:

Annelise Larson

annelise@veria.ca

@veriatweet

www.veria.ca

Find this presentation at:

http://www.slideshare.net/annelisedlarson/ipf-digital-marketing-audience-dec-2013