Audience - Independent Production Fund - Digital Marketing Workshop - Dec 2013
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AUDIENCE (Who?)IPF Digital Marketing Workshop
December 7, 2013
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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
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WHO is the digital audience?
SOCIAL
(want peer connection & validation)http://www.veria.ca/transmedia/interlude-brent-friedman
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WHO is the digital audience?
HYPERCONNECTED
(SoLoMo – Social Local Mobile)
http://www.veria.ca/transmedia/interlude-brent-friedman
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WHO is the digital audience?
MULTI-TASKING
http://www.veria.ca/transmedia/interlude-brent-friedman
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WHO is the digital audience?
EMPOWERED
(by choice & control)http://www.veria.ca/transmedia/interlude-brent-friedman
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WHO is the digital audience?
MONETIZABLE
(custom content, frictionless experience)
http://www.veria.ca/transmedia/interlude-brent-friedman
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WHO is the digital audience?
FRAGMENTED
(by platform & by niche/segment)http://www.veria.ca/transmedia/interlude-brent-friedman
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Audience FRAGMENTATION
MASS media, market, audience
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Audience FRAGMENTATION
MASS media, market, audience
• Blockbuster movies
• TV soaps & sitcoms
• Big stars
• Big budgets
• Big publicity & mass marketing machine
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Audience FRAGMENTATION
NICHE media, market, audience
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Audience FRAGMENTATION
NICHE media, market, audience
• Specialty channel TV shows
• Indie films
• Web series
• No stars
• Low/no budget
• No big publicity machine
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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)
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Audience SEGMENTATION
Identifying YOUR Niche(s)
http://www.statcan.gc.ca/
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Audience SEGMENTATION
Identifying YOUR Niche(s)
http://www.pewinternet.org/Topics.aspx
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Audience SEGMENTATION
Identifying YOUR Niche(s)
https://www.facebook.com/advertising/
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Audience SEGMENTATION
Identifying YOUR Niche(s)
https://adwords.google.com/ko/KeywordPlanner/Home
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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
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WHO? Exercise
Segment 3 NICHE audiences for your project.
• Brainstorm topics/interests/genres
• Be specific
• Slice smaller & deeper as much as possible
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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)
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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
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You can find me at:
Annelise Larson
@veriatweet
www.veria.ca
Find this presentation at:
http://www.slideshare.net/annelisedlarson/ipf-digital-marketing-audience-dec-2013