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FRACTURED AUDIENCE - Power to the Pixel presentation 2008
FRACTURED AUDIENCE - Power to the Pixel presentation 2008
FRACTURED AUDIENCE - Power to the Pixel presentation 2008
FRACTURED AUDIENCE - Power to the Pixel presentation 2008
FRACTURED AUDIENCE - Power to the Pixel presentation 2008
FRACTURED AUDIENCE - Power to the Pixel presentation 2008
FRACTURED AUDIENCE - Power to the Pixel presentation 2008
FRACTURED AUDIENCE - Power to the Pixel presentation 2008
FRACTURED AUDIENCE - Power to the Pixel presentation 2008
FRACTURED AUDIENCE - Power to the Pixel presentation 2008
FRACTURED AUDIENCE - Power to the Pixel presentation 2008
FRACTURED AUDIENCE - Power to the Pixel presentation 2008
FRACTURED AUDIENCE - Power to the Pixel presentation 2008
FRACTURED AUDIENCE - Power to the Pixel presentation 2008
FRACTURED AUDIENCE - Power to the Pixel presentation 2008
FRACTURED AUDIENCE - Power to the Pixel presentation 2008
FRACTURED AUDIENCE - Power to the Pixel presentation 2008
FRACTURED AUDIENCE - Power to the Pixel presentation 2008
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FRACTURED AUDIENCE - Power to the Pixel presentation 2008

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15 minute presentation I gave on how to find & appeal to fractured audience, at Power to the Pixel 2008, a digital distribution & film innovation forum …

15 minute presentation I gave on how to find & appeal to fractured audience, at Power to the Pixel 2008, a digital distribution & film innovation forum
http://powertothepixel.com/ For the video please go to http://workbookproject.com/category/motive/

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    • 1. 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
    • 2. While with Sally Potter I took this –
    • 3. To this –
    • 4. Then I worked at an interactive ad agency with these TV, film, brand & publishing clients - as an experience planner
    • 5. 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
    • 6. 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.
    • 7. We’ve gone from this - UNIFIED, SINGULAR, SLOW, LIMITED ENCOUNTER & MESSAGING, PERSON-FIRST COMMUNICATION EXPERIENCES To this…
    • 8. DAUGHTER (16) DAD (50) MOM (45) 7am 1pm 11pm 5pm 7pm 9pm 9am 3pm DAY IN THE LIFE – MEDIA MIX: INFORMATION, CONSUMPTION & MESSAGING
    • 9. 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
    • 10. Surprising stats FEMALE GAMER BOOM MATURE, FEMALE, OBSESSED AGEING SOCIAL NETWORKS GROWING, MULTIPLE, MATURING, NICHE/PERSONAL <ul><li>BLOGGING HITS MAINSTREAM </li></ul><ul><li>MATURE, EDUCATED, AFFLUENT, PARENTS, EVERYWHERE </li></ul><ul><li>Only 9% (female) & 15% (male) are 18-24 </li></ul><ul><li>70% have degrees </li></ul><ul><li>4/10 earn $75k+ </li></ul><ul><li>44% parents </li></ul><ul><li>2/3 male </li></ul>(Technorati - State of the blogosphere survey 2008) (Consumer Electronics Association – Gaming Technology study 2006, Casual Games Association report 2007, AOL study) <ul><li>Average age of a gamer 30 </li></ul><ul><li>65% (female) & 35%(male) </li></ul><ul><li>25-34 play video games </li></ul><ul><li>Casual, multiplayer & role playing not console </li></ul><ul><li>Women ¾ players online </li></ul><ul><li>Female gamers 40+ spend most hours p/w - 9 hours </li></ul><ul><li>SN grew 25% globally 07-08 </li></ul><ul><li>Each person 2-3 SNS </li></ul><ul><li>More women & 14-24 on Myspace, Facebook </li></ul><ul><li>More men & 25-34 on LinkedIn, Flickr </li></ul><ul><li>MySpace older, 68% are 25+, 40% 35-54 </li></ul><ul><li>Each site different niche: Myspace broadest, Facebook college, Xanga youngest. Niche & personal (Ning) growing </li></ul>(Rapleaf SNS age study 2008, ComScore) <ul><li>IMPACT OF SOCIAL MEDIA </li></ul><ul><li>78% Trust WOM above other forms marketing </li></ul><ul><li>Trailers & recommendation top reasons for viewing film </li></ul>(Neilson)
    • 11. MORE ACCURATE REPRESENTATION OF DIGITAL USAGE
    • 12. 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
    • 13. <ul><li>So how can defining this help you? </li></ul><ul><li>Putting your trailer online or creating an informational website is not enough. You need to give your audience an experience / reason to talk. </li></ul><ul><li>But to cut through the clutter of messaging & reach them you need to understand: </li></ul><ul><li>What they want (emotion) </li></ul><ul><li>When (Where they are) </li></ul><ul><li>What impact they have on others </li></ul>
    • 14. 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
    • 15. PSYCHOGRAPHICS: BEHAVIOR/CONSUMPTION: SO THEY: SUCCESS: JOSS WHEDON: DR HORRIBLE <ul><li>Links in = page views </li></ul><ul><li>iTunes number 1 </li></ul><ul><li>Expect ownership </li></ul><ul><li>Want personal touch, be kept involved </li></ul><ul><li>Savvy to web: Appreciates smart & unique ideas, wants an experience </li></ul><ul><li>Move on quickly </li></ul><ul><li>Release details on fan site first </li></ul><ul><li>Personal call to action from Joss & family </li></ul><ul><li>Immediate feedback loop via twitter </li></ul><ul><li>Cast actor tapped into online communities - The Guild </li></ul><ul><li>Eventised content – 3 acts over a week </li></ul><ul><li>Kept call to action simple, changed over time - ELE </li></ul><ul><li>Main site just distribution mechanism, gave fans tools </li></ul><ul><li>Careful about what copy/content on what platform </li></ul><ul><li>Watched, responded, changed – lyrics for singalong </li></ul><ul><li>Cultural blogs, editorial, micro/video blogging, webisodes </li></ul><ul><li>Vocal online </li></ul>
    • 16. 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: <ul><li>S1 915k to S2 1.95m viewers </li></ul><ul><li>18-49 22%+ </li></ul><ul><li>25-54 25%+ </li></ul><ul><li>83% awareness on Who Wants to be a Millionaire </li></ul>
    • 17. OFFLINE GALLERY / IMPLIED UGC EXPERIENCE TYPICAL FLASH SITE / UGC “SWEDE” EXPERIENCE OFFERING PARALELL EXPERIENCES: GONDRY’S BE KIND, REWIND CASUAL ENT ENTHUSIAST ARTISTIC INFLUENCER
    • 18. The advantage you have over the studio.

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