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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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FRACTURED AUDIENCE - Power to the Pixel presentation 2008 Presentation Transcript

  • 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
    • 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)
  • 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.
    • 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
  • 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
    • 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
  • 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:
    • S1 915k to S2 1.95m viewers
    • 18-49 22%+
    • 25-54 25%+
    • 83% awareness on Who Wants to be a Millionaire
  • 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.