Audience - Independent Production Fund - Digital Marketing Workshop - Dec 2013

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This presentation breaks down the importance of knowing your digital audience, especially in regards to breaking down the individual niches that you should be targeting. Includes some suggested tools and an applied exercise.

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Audience - Independent Production Fund - Digital Marketing Workshop - Dec 2013

  1. 1. AUDIENCE (Who?) IPF Digital Marketing Workshop December 7, 2013
  2. 2. WHO is the digital audience? INSATIABLE (want what they want ANY time, EVERY where & on ALL devices) http://www.veria.ca/transmedia/interlude-brent-friedman
  3. 3. WHO is the digital audience? SOCIAL (want peer connection & validation) http://www.veria.ca/transmedia/interlude-brent-friedman
  4. 4. WHO is the digital audience? HYPERCONNECTED (SoLoMo – Social Local Mobile) http://www.veria.ca/transmedia/interlude-brent-friedman
  5. 5. WHO is the digital audience? MULTI-TASKING http://www.veria.ca/transmedia/interlude-brent-friedman
  6. 6. WHO is the digital audience? EMPOWERED (by choice & control) http://www.veria.ca/transmedia/interlude-brent-friedman
  7. 7. WHO is the digital audience? MONETIZABLE (custom content, frictionless experience) http://www.veria.ca/transmedia/interlude-brent-friedman
  8. 8. WHO is the digital audience? FRAGMENTED (by platform & by niche/segment) http://www.veria.ca/transmedia/interlude-brent-friedman
  9. 9. Audience FRAGMENTATION MASS media, market, audience
  10. 10. Audience FRAGMENTATION MASS media, market, audience • Blockbuster movies • TV soaps & sitcoms • Big stars • Big budgets • Big publicity & mass marketing machine
  11. 11. Audience FRAGMENTATION NICHE media, market, audience
  12. 12. Audience FRAGMENTATION NICHE media, market, audience • Specialty channel TV shows • Indie films • Web series • No stars • Low/no budget • No big publicity machine
  13. 13. Audience SEGMENTATION Identifying YOUR Niche(s) 1. Current (best) fans/customers (qualitative & quantitative) 2. Competitors 3. External market research (social media, keyword research & industry research sites & tools)
  14. 14. Audience SEGMENTATION Identifying YOUR Niche(s) http://www.pingdom.com
  15. 15. Audience SEGMENTATION Identifying YOUR Niche(s) http://www.statcan.gc.ca/
  16. 16. Audience SEGMENTATION Identifying YOUR Niche(s) http://www.pewinternet.org/Topics.aspx
  17. 17. Audience SEGMENTATION Identifying YOUR Niche(s) https://www.facebook.com/advertising/
  18. 18. Audience SEGMENTATION Identifying YOUR Niche(s) https://adwords.google.com/ko/KeywordPlanner/Home
  19. 19. Example of Audience Segmentation Project: ‘The Lizzie Bennett Diaries’ (a modern vlog retelling of Pride & Prejudice) Book lovers Romantic fiction Period romantic fiction Jane Austen fans Pride & Prejudice fans
  20. 20. WHO? Exercise Segment 3 NICHE audiences for your project. • Brainstorm topics/interests/genres • Be specific • Slice smaller & deeper as much as possible
  21. 21. Examples of Audience Segments • People who love magic (witches, wizards, fairies, ruby slippers) • People who love mutants (flying monkeys) • People who love green (Emerald City) • Shoe lovers & fetishists (ruby slippers) • Storm chasers (tornado) • Dog owners (Toto)
  22. 22. Audience Research Tools • http://royal.pingdom.com/2013/03/01/blog-readership- demographics-2013/ • http://royal.pingdom.com/2012/08/21/report-social- network-demographics-in-2012/ • http://www.statcan.gc.ca/start-debut-eng.html • http://www.pewinternet.org/Topics.aspx • https://www.facebook.com/advertising/ • https://adwords.google.com/ko/KeywordPlanner/Home
  23. 23. You can find me at: Annelise Larson annelise@veria.ca @veriatweet www.veria.ca Find this presentation at: http://www.slideshare.net/annelisedlarson/ipf-digital-marketingaudience-dec-2013

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