Digital Audience Development Workshop

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This discursive seminar explored how to find, engage and build a relationship with your audience using readily available social media services.

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  • Digital Audience Development Workshop

    1. 1. Digital Audience DevelopmentAn interactive workshop by Inner Ear
    2. 2. Digital Audience Development
    3. 3. Digital Audience Development
    4. 4. Digital Audience Development This session will explore
    5. 5. Digital Audience Development This session will explore how to find, engage and build a relationship
    6. 6. Digital Audience Development This session will explore how to find, engage and build a relationship with your audience using readily available
    7. 7. Digital Audience Development This session will explore how to find, engage and build a relationship with your audience using readily available social media services
    8. 8. Digital Audience Development
    9. 9. Digital Audience Development • Develop your audience with social media
    10. 10. Digital Audience Development • Develop your audience with social media ‣ Define your brand values
    11. 11. Digital Audience Development • Develop your audience with social media ‣ Define your brand values ‣ Locate your audience
    12. 12. Digital Audience Development • Develop your audience with social media ‣ Define your brand values ‣ Locate your audience ‣ Create content
    13. 13. Digital Audience Development • Develop your audience with social media ‣ Define your brand values ‣ Locate your audience ‣ Create content ‣ Comment and discuss
    14. 14. Digital Audience Development • Develop your audience with social media ‣ Define your brand values ‣ Locate your audience ‣ Create content ‣ Comment and discuss ‣ Engage with communities
    15. 15. Digital Audience Development • Develop your audience with social media ‣ Define your brand values ‣ Locate your audience ‣ Create content ‣ Comment and discuss ‣ Engage with communities ‣ Invite participation
    16. 16. Digital Audience Development • Develop your audience with social media ‣ Define your brand values ‣ Locate your audience ‣ Create content ‣ Comment and discuss ‣ Engage with communities ‣ Invite participation ‣ Respond and reward
    17. 17. Digital Audience Development • Develop your audience with social media ‣ Define your brand values ‣ Locate your audience ‣ Create content ‣ Comment and discuss ‣ Engage with communities ‣ Invite participation ‣ Respond and reward ‣ Build lasting relationships
    18. 18. Inner Ear
    19. 19. Inner Ear• Creative content communications
    20. 20. Inner Ear• Creative content communications ‣ Digital media production (create content)
    21. 21. Inner Ear• Creative content communications ‣ Digital media production (create content) ‣ Social media engagement (communicate content)
    22. 22. Inner Ear• Creative content communications ‣ Digital media production (create content) ‣ Social media engagement (communicate content) ‣ Training and consultancy
    23. 23. Inner Ear
    24. 24. Inner Ear• Produce audio, video, text (blog) and image content
    25. 25. Inner Ear• Produce audio, video, text (blog) and image content• Setup, manage and advise on publication and distribution of blogs, podcasts, videos and live streams
    26. 26. Inner Ear• Produce audio, video, text (blog) and image content• Setup, manage and advise on publication and distribution of blogs, podcasts, videos and live streams• Seed content through social media
    27. 27. Inner Ear• Produce audio, video, text (blog) and image content• Setup, manage and advise on publication and distribution of blogs, podcasts, videos and live streams• Seed content through social media• Consult on campaign planning, strategy, operations and tactics
    28. 28. Inner Ear
    29. 29. Inner Ear• Extensive content management experience
    30. 30. Inner Ear• Extensive content management experience ‣ Radio Magnetic (www.radiomagnetic.com)
    31. 31. Inner Ear• Extensive content management experience ‣ Radio Magnetic (www.radiomagnetic.com) ‣ Began online broadcast in March 2001
    32. 32. Inner Ear• Extensive content management experience ‣ Radio Magnetic (www.radiomagnetic.com) ‣ Began online broadcast in March 2001 ‣ UK’s longest running independent internet radio station
    33. 33. Inner Ear• Extensive content management experience ‣ Radio Magnetic (www.radiomagnetic.com) ‣ Began online broadcast in March 2001 ‣ UK’s longest running independent internet radio station ‣ Credibility with music and media
    34. 34. Inner Ear• Extensive content management experience ‣ Radio Magnetic (www.radiomagnetic.com) ‣ Began online broadcast in March 2001 ‣ UK’s longest running independent internet radio station ‣ Credibility with music and media ‣ “Shop window” proof of concept
    35. 35. Before we begin
    36. 36. Before we beginExercise: throughout this workshop, we encourage you to ask questions, visit the websites we reference, tweet ideas and feedback, interact with each other and share tips
    37. 37. Define your brand values
    38. 38. Define your brand values• Question: what defines a brand?
    39. 39. Define your brand values• Question: what defines a brand? ‣ Logo
    40. 40. Define your brand values• Question: what defines a brand? ‣ Logo ‣ Mission statement
    41. 41. Define your brand values• Question: what defines a brand? ‣ Logo ‣ Mission statement ‣ Actions
    42. 42. Define your brand values• Question: what defines a brand? ‣ Logo ‣ Mission statement ‣ Actions ‣ Values
    43. 43. Define your brand values• Question: what defines a brand? ‣ Logo ‣ Mission statement ‣ Actions ‣ Values ‣ Emotional response
    44. 44. Define your brand values• Question: what defines a brand? ‣ Logo ‣ Mission statement ‣ Actions ‣ Values ‣ Emotional response ‣ Relationship with audience
    45. 45. Define your brand values
    46. 46. Define your brand values• Ensure your brand is portrayed online
    47. 47. Define your brand values• Ensure your brand is portrayed online• Use consistent branding across social media profiles:
    48. 48. Define your brand values• Ensure your brand is portrayed online• Use consistent branding across social media profiles: ‣ Username
    49. 49. Define your brand values• Ensure your brand is portrayed online• Use consistent branding across social media profiles: ‣ Username ‣ Pictures
    50. 50. Define your brand values• Ensure your brand is portrayed online• Use consistent branding across social media profiles: ‣ Username ‣ Pictures ‣ Background images
    51. 51. Define your brand values• Ensure your brand is portrayed online• Use consistent branding across social media profiles: ‣ Username ‣ Pictures ‣ Background images ‣ Personality
    52. 52. Define your brand values• Ensure your brand is portrayed online• Use consistent branding across social media profiles: ‣ Username ‣ Pictures ‣ Background images ‣ Personality ‣ Links
    53. 53. Locate your audience
    54. 54. Locate your audienceQuestion: where can you find your audience online?
    55. 55. Locate your audienceQuestion: where can you find your audience online?
    56. 56. Locate your audience
    57. 57. Locate your audience• Setup searches in Twitter
    58. 58. Locate your audience• Setup searches in Twitter• Monitor conversations on Facebook pages
    59. 59. Locate your audience• Setup searches in Twitter• Monitor conversations on Facebook pages• Watch what your contemporaries are doing
    60. 60. Locate your audience• Setup searches in Twitter• Monitor conversations on Facebook pages• Watch what your contemporaries are doing• Join specialist communities
    61. 61. Locate your audience• Setup searches in Twitter• Monitor conversations on Facebook pages• Watch what your contemporaries are doing• Join specialist communities• Setup Google alerts
    62. 62. Locate your audience• Setup searches in Twitter• Monitor conversations on Facebook pages• Watch what your contemporaries are doing• Join specialist communities• Setup Google alerts
    63. 63. Locate your audience
    64. 64. Locate your audienceDemo: how to setup social media searches
    65. 65. Locate your audienceDemo: how to setup social media searches
    66. 66. Locate your audienceDemo: how to setup social media searches
    67. 67. Create content
    68. 68. Create contentQuestion: what content do you already have?
    69. 69. Create contentQuestion: what content do you already have?
    70. 70. Create content
    71. 71. Create content• Make use of existing content
    72. 72. Create content• Make use of existing content ‣ Website copy
    73. 73. Create content• Make use of existing content ‣ Website copy ‣ Blog posts
    74. 74. Create content• Make use of existing content ‣ Website copy ‣ Blog posts ‣ Event listings
    75. 75. Create content• Make use of existing content ‣ Website copy ‣ Blog posts ‣ Event listings ‣ Programmes and brochures
    76. 76. Create content• Make use of existing content ‣ Website copy ‣ Blog posts ‣ Event listings ‣ Programmes and brochures
    77. 77. Create content
    78. 78. Create content• Base new content on existing material
    79. 79. Create content• Base new content on existing material ‣ Make videos for YouTube
    80. 80. Create content• Base new content on existing material ‣ Make videos for YouTube ‣ Podcasts for Mixcloud
    81. 81. Create content• Base new content on existing material ‣ Make videos for YouTube ‣ Podcasts for Mixcloud ‣ Presentations for Slideshare
    82. 82. Create content• Base new content on existing material ‣ Make videos for YouTube ‣ Podcasts for Mixcloud ‣ Presentations for Slideshare ‣ Documents for Issuu
    83. 83. Create content• Base new content on existing material ‣ Make videos for YouTube ‣ Podcasts for Mixcloud ‣ Presentations for Slideshare ‣ Documents for Issuu
    84. 84. Comment and discuss
    85. 85. Comment and discussParticipate in discussion with potential audience members
    86. 86. Comment and discussParticipate in discussion with potential audience members Subscribe to and join...
    87. 87. Comment and discussParticipate in discussion with potential audience members Subscribe to and join... Blogs
    88. 88. Comment and discussParticipate in discussion with potential audience members Subscribe to and join... Blogs
    89. 89. Comment and discussParticipate in discussion with potential audience members Subscribe to and join... Blogs Channels
    90. 90. Comment and discussParticipate in discussion with potential audience members Subscribe to and join... Blogs Channels
    91. 91. Comment and discussParticipate in discussion with potential audience members Subscribe to and join... Blogs Channels Pages
    92. 92. Comment and discussParticipate in discussion with potential audience members Subscribe to and join... Blogs Channels Pages
    93. 93. Engage with communities
    94. 94. Engage with communities• Join groups
    95. 95. Engage with communities• Join groups• Like pages
    96. 96. Engage with communities• Join groups• Like pages• Sign up to forums
    97. 97. Engage with communities• Join groups• Like pages• Sign up to forums• Participate in specialist communities
    98. 98. Engage with communities• Join groups• Like pages• Sign up to forums• Participate in specialist communities• Compliment and be constructive
    99. 99. Engage with communities
    100. 100. Engage with communitiesWhether you’re commenting on someone’s blog post,
    101. 101. Engage with communitiesWhether you’re commenting on someone’s blog post,or joining in the discussion in an online community...
    102. 102. Engage with communitiesWhether you’re commenting on someone’s blog post,or joining in the discussion in an online community... ensure your profile has a common username,
    103. 103. Engage with communitiesWhether you’re commenting on someone’s blog post,or joining in the discussion in an online community... ensure your profile has a common username, your avatar uses your logo
    104. 104. Engage with communitiesWhether you’re commenting on someone’s blog post,or joining in the discussion in an online community... ensure your profile has a common username, your avatar uses your logo and your signature links to your website
    105. 105. Invite participation
    106. 106. Invite participation• Run polls on your website
    107. 107. Invite participation• Run polls on your website ‣ And share socially
    108. 108. Invite participation• Run polls on your website ‣ And share socially• Crowdsource ideas for new projects
    109. 109. Invite participation• Run polls on your website ‣ And share socially• Crowdsource ideas for new projects ‣ Via Twitter, Facebook, LinkedIn, etc.
    110. 110. Invite participation• Run polls on your website ‣ And share socially• Crowdsource ideas for new projects ‣ Via Twitter, Facebook, LinkedIn, etc.• Hold and stream live events
    111. 111. Invite participation• Run polls on your website ‣ And share socially• Crowdsource ideas for new projects ‣ Via Twitter, Facebook, LinkedIn, etc.• Hold and stream live events ‣ StageIt, LiveStream, uStream, etc.
    112. 112. Invite participation• Run polls on your website ‣ And share socially• Crowdsource ideas for new projects ‣ Via Twitter, Facebook, LinkedIn, etc.• Hold and stream live events ‣ StageIt, LiveStream, uStream, etc.
    113. 113. Locate your audience
    114. 114. Locate your audience Demo: explore interactive tools
    115. 115. Locate your audience Demo: explore interactive tools
    116. 116. Respond and reward
    117. 117. Respond and rewardQuestion: should you give stock responses to complaints?
    118. 118. Respond and rewardQuestion: should you give stock responses to complaints? Question: where should you respond to complaints?
    119. 119. Respond and rewardQuestion: should you give stock responses to complaints? Question: where should you respond to complaints?
    120. 120. Respond and reward
    121. 121. Respond and reward• Follow your followers, and their friends
    122. 122. Respond and reward• Follow your followers, and their friends• Answer questions
    123. 123. Respond and reward• Follow your followers, and their friends• Answer questions• Give valued members greater access
    124. 124. Respond and reward• Follow your followers, and their friends• Answer questions• Give valued members greater access• Create a “friends” society
    125. 125. Respond and reward• Follow your followers, and their friends• Answer questions• Give valued members greater access• Create a “friends” society• Offer bonuses, discounts and privileges
    126. 126. Respond and reward• Follow your followers, and their friends• Answer questions• Give valued members greater access• Create a “friends” society• Offer bonuses, discounts and privileges• Allow people to belong to your brand
    127. 127. Respond and reward
    128. 128. Respond and rewardUse your communication channels to
    129. 129. Respond and rewardUse your communication channels tofind out what your audience wants...
    130. 130. Respond and rewardUse your communication channels tofind out what your audience wants... ... and give* it to them
    131. 131. Respond and rewardUse your communication channels tofind out what your audience wants... ... and give* it to them (*or sell it to them)
    132. 132. Build lasting relationships
    133. 133. Build lasting relationships
    134. 134. Build lasting relationships• Use your mailing list and invite feedback
    135. 135. Build lasting relationships• Use your mailing list and invite feedback• Listen to what your audience wants
    136. 136. Build lasting relationships• Use your mailing list and invite feedback• Listen to what your audience wants• But be confident about your brand
    137. 137. Build lasting relationships• Use your mailing list and invite feedback• Listen to what your audience wants• But be confident about your brand• Don’t compromise too much
    138. 138. Build lasting relationships• Use your mailing list and invite feedback• Listen to what your audience wants• But be confident about your brand• Don’t compromise too much• Maintain trust in your brand
    139. 139. Build lasting relationships• Use your mailing list and invite feedback• Listen to what your audience wants• But be confident about your brand• Don’t compromise too much• Maintain trust in your brand• Utilise your audience’s wisdom and wealth
    140. 140. Build lasting relationships• Use your mailing list and invite feedback• Listen to what your audience wants• But be confident about your brand• Don’t compromise too much• Maintain trust in your brand• Utilise your audience’s wisdom and wealth• Combine crowdsourcing and crowdfunding
    141. 141. Build lasting relationships
    142. 142. Build lasting relationshipsEstablish a trusting relationship with your audience,
    143. 143. Build lasting relationshipsEstablish a trusting relationship with your audience, then make it possible for them to give you money...
    144. 144. Build lasting relationshipsEstablish a trusting relationship with your audience, then make it possible for them to give you money... ... and they will
    145. 145. Build lasting relationshipsEstablish a trusting relationship with your audience, then make it possible for them to give you money... ... and they will
    146. 146. Build lasting relationships
    147. 147. Build lasting relationships Demo: explore crowdfunding services
    148. 148. Build lasting relationships Demo: explore crowdfunding services
    149. 149. Case Studies
    150. 150. Case Studies• Hue And Cry: Music Club ‣ http://hueandcry.ning.com/• Radio Magnetic: Listeners as Participants ‣ http://radiomagnetic.com/• RSNO: Under 16s ‣ http://rsno-u26s.ning.com/• British Gas: Green Streets ‣ http://www.greenstreets.co.uk/
    151. 151. Reference and resources• http://www.delicious.com/innerear• http://www.slideshare.net/innerear• http://www.issuu.com/innerear• http://www.vimeo.com/innereartv• http://www.facebook.com/innerearuk• LinkedIn: Creative Content Communications• Twitter: @innerearuk
    152. 152. Contact• Inner Ear Ltd.• 16 Argyle Court, 1103 Argyle Street, G3 8ND• 0141 226 8808• www.innerear.co.uk ‣ dougal@innerear.co.uk ‣ andy@innerear.co.uk ‣ anny@innerear.co.uk

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