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Digital Audience Design & Development WorkshopWinnipeg, Manitoba
May 21, 2015
• Session 1: The Digital Audience & the Power of the Niche
• Session 2: Personas & Audience Design
LUNCH
• Session 3: Audience Development & Journey Design
• Session 4: Analytics & the Audience Journey
Digital Audience Design & Development Workshop
Goals
• To learn more about the nature & possibilities of the digital audience
• To better understand & design YOUR audience through their:
Niches
Personas
Journeys
Roles
Digital Audience Design & Development Workshop
Digital Audience & the Power of the NicheDigital Audience Design & Development Workshop
On Screen Manitoba
May 21, 2015
Session 1: Power of the Niche
• Who is the digital audience?
• What roles can they play?
• What are their general characteristics?
• Getting specific with the power of the niche
• Exercise walkthrough
Who is the digital audience?Some CANADIAN stats:
• Highest time on desktop computers in the world (36.7 hours/month)
• Most average monthly visits (90)
• Canadians love online video (73% compared to 64% in US)
• Smartphone & tablet video viewing up 22% over 2014
• About 32% use their smartphone and 35% use their tablet while watching TV
http://www.comscore.com/Insights/Presentations-and-Whitepapers/2015/2015-Canada-Digital-Future-in-Focus
Who is the digital audience?
Digital natives vs immigrants:
Born before or after 1980
Who is the digital audience?
Roles (Goals):
• Spectator
Who is the digital audience?
Roles (Goals):
• Spectator
• Customer
Who is the digital audience?
Roles (Goals):
• Spectator
• Customer
• Publicist
Who is the digital audience?
Roles (Goals):
• Spectator
• Customer
• Publicist
• Community
Who is the digital audience?
Roles (Goals):
• Spectator
• Customer
• Publicist
• Community
• Collaborator
Who is the digital audience?
Roles (Goals):
• Spectator
• Customer
• Publicist
• Community
• Collaborator
• Patron/investor
Who is the digital audience?
General characteristics:
• Insatiable & impatient
Who is the digital audience?
General characteristics:
• Insatiable & impatient
• Social
Who is the digital audience?
General characteristics:
• Insatiable & impatient
• Social
• Hyperconnected
Who is the digital audience?
General characteristics:
• Insatiable & impatient
• Social
• Hyperconnected
• Multi-tasking
Who is the digital audience?
General characteristics:
• Insatiable & impatient
• Social
• Hyperconnected
• Multi-tasking
• Empowered
Who is the digital audience?
General characteristics:
• Insatiable & impatient
• Social
• Hyperconnected
• Multi-tasking
• Empowered
• Monetizable
Who is the digital audience?
General characteristics:
• Insatiable & impatient
• Social
• Hyperconnected
• Multi-tasking
• Empowered
• Monetizable
• Fragmented
Power of the niche
• Fragmentation & segmentation
• Mass vs niche (media, market, audience)
• Power in specificity & global niches
• Easier to target
• Easier to plan and affect the audience journey
• “Go small to get big”
Power of the niche
Identifying YOUR niche(s)
• Current (best) fans/customers (qualitative & quantitative)
• “Competitors”
• External market research (social media, keyword research, media kits &industry research sites & tools)
Power of the niche
Identifying YOUR niche(s)
Power of the niche
Identifying YOUR niche(s)
Power of the niche
Identifying YOUR niche(s)
Power of the niche
Identifying YOUR niche(s)
Power of the niche
Identifying YOUR niche(s)
Power of the nicheSample Project:
Modern Dark Fairy Tale Web Series
Book Lovers
Genre fiction fans
Genre romance fiction fans
Paranormal romance fiction fans
Paranormal romance fanfic writers & fans
You can find me at:
Annelise Larson
@veriatweet
www.veria.ca
