FRACTURED AUDIENCE … how to find & appeal to it Prepared by Alex Johnson For Power to the Pixel Digital Distribution & Film Innovation Forum, London 22 Oct 2008 www.alexjohnsononline.com

While with Sally Potter I took this –

To this –

Then I worked at an interactive ad agency with these TV, film, brand & publishing clients - as an experience planner

HOW A FULL SERVICE INTERACTIVE AGENCY WORKS PLANNING CREATIVE MEDIA PUBLICITY SOCIAL MEDIA AUDIENCE INSIGHT WAYS TO USE DIGITAL /ENVIRONMENT – VISUAL & PROJECT BASED PAID: ONLINE “REAL ESTATE” INFLUENCING EDITORAL WITH ACCESS TO TALENT, ASSET OR IDEA/HOOK BLOGS, FORUMS, SOCIAL NETWORKS: CONVERSATION

So what drives a campaign? Users are targeted through one approach or a combination, according to what’s most relevant to the audience. But what’s relevant has changed… As tech has grown, more content, heightened speed, multi-channel messaging, global communication and time shifting has fragmented audiences into interconnected niches.

We’ve gone from this - UNIFIED, SINGULAR, SLOW, LIMITED ENCOUNTER & MESSAGING, PERSON-FIRST COMMUNICATION EXPERIENCES To this…

DAUGHTER (16) DAD (50) MOM (45) 7am 1pm 11pm 5pm 7pm 9pm 9am 3pm DAY IN THE LIFE – MEDIA MIX: INFORMATION, CONSUMPTION & MESSAGING

SAMPLE OF DEFINED EXAMPLES ONLINE LURKER RESEARCHER (45) Likes: Competitions, forums, long video DIGITAL NATIVE (7) Likes: Everything, virtual worlds, avatars, all screens the same CREATIVE COMMUNICATOR (16) Likes: IM, music life-streaming, mash-up, personalization, celebrity MILLENIAL (14) Likes: Being a broadcaster, gossip, documenting, fame CASUAL ENTERTAINMENT ENTHUSIAST (18) Likes: sarcasm, short video, music, sports. extended worlds HEALTHFUL COLLEGIATE (19) Likes: Quizzes, how-tos, social causes ARTISTIC INFLUENCER (20) Likes: Niche social Networks, ad campaigns, DIY YOUNG MEDIA MAVEN (25) Likes: start-ups, blogging, politics FEISTY FANGIRL (28) Likes: vlogs, webisodes HIPSTER FASHIONISTA (30) Likes: Smart editorial, guides, opinion URBAN PROFESSIONAL (35) Likes: Cultural info, patronage, shopping BLOGGER MOM (40) Likes: sharing, reassurance FORTIES FANBOY 45 years old Likes: ARGs, wikis, Organising info CASUAL GAMER (55) Likes: Puzzles, long computer sessions EARLY TECH ADOPTER (50) Likes: Gadgets, info, bragging, news

Surprising stats FEMALE GAMER BOOM MATURE, FEMALE, OBSESSED AGEING SOCIAL NETWORKS GROWING, MULTIPLE, MATURING, NICHE/PERSONAL BLOGGING HITS MAINSTREAM MATURE, EDUCATED, AFFLUENT, PARENTS, EVERYWHERE Only 9% (female) & 15% (male) are 18-24 70% have degrees 4/10 earn $75k+ 44% parents 2/3 male (Technorati - State of the blogosphere survey 2008) (Consumer Electronics Association – Gaming Technology study 2006, Casual Games Association report 2007, AOL study) Average age of a gamer 30 65% (female) & 35%(male) 25-34 play video games Casual, multiplayer & role playing not console Women ¾ players online Female gamers 40+ spend most hours p/w - 9 hours SN grew 25% globally 07-08 Each person 2-3 SNS More women & 14-24 on Myspace, Facebook More men & 25-34 on LinkedIn, Flickr MySpace older, 68% are 25+, 40% 35-54 Each site different niche: Myspace broadest, Facebook college, Xanga youngest. Niche & personal (Ning) growing (Rapleaf SNS age study 2008, ComScore) IMPACT OF SOCIAL MEDIA 78% Trust WOM above other forms marketing Trailers & recommendation top reasons for viewing film (Neilson)

BLOGGING HITS MAINSTREAM

MATURE, EDUCATED, AFFLUENT, PARENTS, EVERYWHERE

Only 9% (female) & 15% (male) are 18-24

70% have degrees

4/10 earn $75k+

44% parents

2/3 male

Average age of a gamer 30

65% (female) & 35%(male)

25-34 play video games

Casual, multiplayer & role playing not console

Women ¾ players online

Female gamers 40+ spend most hours p/w - 9 hours

SN grew 25% globally 07-08

Each person 2-3 SNS

More women & 14-24 on Myspace, Facebook

More men & 25-34 on LinkedIn, Flickr

MySpace older, 68% are 25+, 40% 35-54

Each site different niche: Myspace broadest, Facebook college, Xanga youngest. Niche & personal (Ning) growing

IMPACT OF SOCIAL MEDIA

78% Trust WOM above other forms marketing

Trailers & recommendation top reasons for viewing film

MORE ACCURATE REPRESENTATION OF DIGITAL USAGE

Q) But how? I have no money. A) It’s all FREE 1. READ & TRANSLATE 2. COMBINE MEASUREMENT TOOLS 4. SPY 5. ASK 6. PARTICIPATE 3. INITIATE QUALITATIVE QUANTATIVE

So how can defining this help you? Putting your trailer online or creating an informational website is not enough. You need to give your audience an experience / reason to talk. But to cut through the clutter of messaging & reach them you need to understand: What they want (emotion) When (Where they are) What impact they have on others

So how can defining this help you?

Putting your trailer online or creating an informational website is not enough. You need to give your audience an experience / reason to talk.

But to cut through the clutter of messaging & reach them you need to understand:

What they want (emotion)

When (Where they are)

What impact they have on others

WHAT YOU SHOULD KNOW ABOUT YOUR AUDIENCE Media consumption Psychographics Demographics Triggers Cultural habits Behavior On-site Off-site Offline Event Rite of passage Holiday age area Long term beliefs Current attitudes Political Cultural Social-ogical Purchase intent N° movies seen Genre preference Retire-ment Grad-uation Channel When Where Device WOM Friends Motive Time spent Search Print TV OOH Online EFFECT CONTENT APPROACH Econ- omical SARAH

PSYCHOGRAPHICS: BEHAVIOR/CONSUMPTION: SO THEY: SUCCESS: JOSS WHEDON: DR HORRIBLE Links in = page views iTunes number 1 Expect ownership Want personal touch, be kept involved Savvy to web: Appreciates smart & unique ideas, wants an experience Move on quickly Release details on fan site first Personal call to action from Joss & family Immediate feedback loop via twitter Cast actor tapped into online communities - The Guild Eventised content – 3 acts over a week Kept call to action simple, changed over time - ELE Main site just distribution mechanism, gave fans tools Careful about what copy/content on what platform Watched, responded, changed – lyrics for singalong Cultural blogs, editorial, micro/video blogging, webisodes Vocal online

Links in = page views

iTunes number 1

Expect ownership

Want personal touch, be kept involved

Savvy to web: Appreciates smart & unique ideas, wants an experience

Move on quickly

Release details on fan site first

Personal call to action from Joss & family

Immediate feedback loop via twitter

Cast actor tapped into online communities - The Guild

Eventised content – 3 acts over a week

Kept call to action simple, changed over time - ELE

Main site just distribution mechanism, gave fans tools

Careful about what copy/content on what platform

Watched, responded, changed – lyrics for singalong

Cultural blogs, editorial, micro/video blogging, webisodes

Vocal online

NYC AD AGENCY BUZZ INDUSTRY BLOGS ENTERTAINMENT BLOGS EARLY ADOPTER WOM MAINSTREAM CULTURE EXTREME NICHE MAINSTREAM PERIOD DRESSED FLASH MOBS / BUSINESS CARDS ON COMMUTES IN-CHARACTER TWEETS STAGED SUBWAY CARS IT’S NOT ABOUT THE NUMBERS / USING INFLUENCERS: MAD MEN MOCK AD AGE PAPER RESULTS: S1 915k to S2 1.95m viewers 18-49 22%+ 25-54 25%+ 83% awareness on Who Wants to be a Millionaire

S1 915k to S2 1.95m viewers

18-49 22%+

25-54 25%+

83% awareness on Who Wants to be a Millionaire

OFFLINE GALLERY / IMPLIED UGC EXPERIENCE TYPICAL FLASH SITE / UGC “SWEDE” EXPERIENCE OFFERING PARALELL EXPERIENCES: GONDRY’S BE KIND, REWIND CASUAL ENT ENTHUSIAST ARTISTIC INFLUENCER

The advantage you have over the studio.