WHAT IS AUDIENCE DEVELOPMENT, ANYWAY?

1. … So, What is Audience Development,
Anyway?

2. Sofia Jasmine Booth
@sofiajasmine
Hi.

3. A Story

4. Digital natives were the original Aud Dev pioneers.

5. It started with content – and it was organic.
YouTube Creator Playbook, built by YouTube Next Lab

6. Then, it was about optimizing for algorithms and leveraging
other platforms.

7. The C-Suite was listening.

8. But the equation was more complicated than digital influencer
+ brand = viral content.

9. So, here we are today.

10. Audience Development, grown up

11. Stop chasing scale - it’s about strategic growth.
• What are the KPIs that matter for your business? How can you create
competitive differentiation without being #1 for reach?
• How do your marketing funnels speak to those KPIs?
• Where does your audience eat, play, live, share? [Remember the digital
native model!]

12. There’s no room for arbitrary decisions.
• Our marketplace is saturated. (If there’s no value in being on Snapchat,
don’t be on Snapchat.)

13. What’s the relationship between audience and ROI?
• Have a seat at the table with sales. Monetization + growth should be
operating in sync.
• What’s the value of an interaction?

14. To win, think “user mood states.”
• We can’t be platform agnostic.
• Personalization is the key. (Our digital natives know this!)

15. Remember: authenticity + integrity first – and an eye
towards innovation.
• If you build it and believe in it, they will come.

16. Everyone should be thinking about aud dev in your org.
• 360-degree perspective on growth for your business
• Alignment of marketing, content strategy, and analytics teams

17. Q&A?
Let’s chat.