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To help performers, producers, promoters and publicists make the most of their experience at the Edinburgh Festival Fringe, creative content communications company Inner Ear devised and delivered this interactive seminar on digital audience development. Outlining strategy and recommending tactics the seminar explores tips and techniques for engaging with your audience when promoting a show. Special guest Ben Fawkes from Soundcloud also presented a case study on how to use the platform to help promote shows.
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An interactive seminar by Inner Ear
Fringe 2012: Digital Audience
Development
Digital Audience Development
This session will explore
how to find, engage and build a relationship
with your audience using readily available
social media services
•Develop your audience with social media‣Define your brand values‣Locate your audience‣Create content‣Comment and discuss
‣Engage with communities‣ Invite participation‣Respond and reward‣Build lasting relationships
Digital Audience Development
Inner Ear
•Creative content communications
‣Digital media production (create content)
‣Social media engagement (communicate content)
‣Training and consultancy (advice on using content)
Inner Ear
•Our audience development projects include:
‣Walking Heads (audio walking tours)
‣YMFS (youth music community)
‣Radio Magnetic (alternative music internet radio)
‣T Break (promotion of emerging talent)
•Question: what defines a brand?
‣Logo
‣Mission statement
‣Actions
‣Values
‣Emotional response
‣Relationship with audience
Define your organisation values
• Ensure your brand is portrayed online
• Use consistent branding across social media profiles:
‣Username
‣Pictures
‣Background images
‣Personality
‣Links
Define your organisation values
Locate your audience
Question: where can you find your audience online?
Locate your audience
• Setup searches in Twitter
•Monitor conversations on Facebook pages
•Watch what your contemporaries are doing
• Join specialist communities
• Setup Google Alerts
Create content
Question: what content do you already have?
•Make use of existing content
‣Website copy
‣Blog posts
‣Event listings
‣Programmes and brochures
Create content
• Base new content on existing material
‣Make podcasts for Soundcloud
‣Videos for YouTube
‣Presentations for Slideshare
‣Documents for Issuu
Create content
Participate in discussion with potential audience members
Subscribe to and join...
Comment and discuss
Channels Blogs Pages
How to use a social media platform
to enhance your presence and
engage your audience
Case Study: Soundcloud
• Join groups
• Like pages
• Sign up to forums
• Participate in specialist communities
•Compliment and be constructive
Engage with communities
Whether you’re commenting on someone’s blog post,
or joining in the discussion in an online community...
ensure your profile has a common username,
your avatar uses your logo
and your signature links to your website
Engage with communities
• Run polls on your website
‣And share socially•Crowdsource ideas for new projects
‣Via Twitter, Facebook, LinkedIn, etc.•Hold and stream live events
‣StageIt, LiveStream, uStream, etc.
Invite participation
Respond and reward
Question: should you give stock responses to criticism?
Question: where should you respond to criticism?
• Follow your followers, and their friends•Answer questions•Give valued members greater access•Create a “friends” society•Offer bonuses, discounts and privileges•Allow people to belong to your brand
Respond and reward
Respond and reward
Use your communication channels to
find out what your audience wants...
... and give* it to them
(*or sell it to them)
•Use your mailing list and invite feedback• Listen to what your audience wants• But be confident about your brand•Don’t compromise too much•Maintain trust in your brand•Utilise your audience’s wisdom and wealth•Combine crowdsourcing and crowdfunding
Build lasting relationships
Reference and resources• http://www.slideshare.net/innerear
• http://www.issuu.com/innerear
• http://www.vimeo.com/innereartv
• http://www.facebook.com/innerearuk
• LinkedIn: Creative Content Communications
• Twitter: @innerearuk
• @adeery
Contact• Inner Ear Ltd.
• 16 Argyle Court, 1103 Argyle Street, G3 8ND
• 0141 226 8808
• www.innerear.co.uk
‣ @innerearuk