FRACTURED AUDIENCE - Power to the Pixel presentation 2008

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)

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

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

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

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.

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FRACTURED AUDIENCE - Power to the Pixel presentation 2008

by Alex Johnson on Nov 05, 2008

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FRACTURED AUDIENCE - Power to the Pixel presentation 2008 — Presentation Transcript