How digital audiences think
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1. The document discusses how digital audiences consume content, focusing on two modes: "Inform Me" where audiences search for specific information, and "Stimulate Me" where they discover new content through platforms like Facebook and Twitter. 2. It dispels the myth that audiences spend time browsing a single website, finding that they instead switch between trusted platforms until exhausted. 3. The BFI's audience strategy focuses on acquiring new audiences with shareable, search-optimized content and increasing retention through email, social media and converting audiences into members or subscribers.
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How digital audiences think
- 1. @athytn
- 3. @athytn 1 Who Am I? 2 BFI.org.uk & BFI Player 3 Digital audiences -where, what, how 4 #1 myth of audiences 5 The psychology of sharing 6 BFI Audience Strategy
- 7. 1. WHO AM I? @athytn
- 8. Anthony Thornton Head of Digital Content< BFI An audience-growth expert behind NME and Marie Claire UK WHO AM I? @athytn
- 9. @athytn NME #1 Marie Claire #1 BFI #1 COMPETITORS
- 10. 2. BFI.org.uk & BFI PLAYER @athytn
- 14. @athytn
- 17. Mobile now #1 in UK (December 2016) @athytn
- 18. How is the audience’s digital time spent? @athytn
- 19. @athytn
- 20. How do audiences think about content? @athytn
- 22. I know what I want v I don’t know what I want @athytn
- 24. INFORM ME I need to know… I am seeking to discover something It is problem-solving, seeking answers @athytn
- 26. INFORM ME CONTENT Straight-forward and immediate. Answering the needs of audiences @athytn
- 27. STIMULATE ME Fill my time I want to be distracted Audiences use trusted platforms to discover content @athytn
- 29. DISCOVERY Audiences pick the platforms that will stimu;ate and entertain them @athytn
- 31. STIMULATE ME CONTENT Needs to be engaging, surprising. Needs to be ‘sold’ on the website and on social media @athytn
- 33. How publishers (frequently) think users spend time on their websites @athytn
- 34. Visit homepage Browse to find something interesting Engage Find something else interesting on the site @athytn
- 35. How audiences actually spend their time @athytn
- 36. Choose platform to find stimulus Browse Find something @athytn
- 38. Repeat until platform is exhausted Move to second platform @athytn
- 40. 62% of visitors only visit one page @athytn
- 41. 95% of visits don’t arrive via the homepage @athytn
- 42. 5. THE PSYCHOLOGY OF SHARING @athytn
- 43. Why do people share? Self-awareness Self-identification Self-expression @athytn
- 44. The most powerful expressions are where people self-identify as part of a niche. The smaller the niche the more powerful the identification @athytn
- 45. People don’t belong to a single niche Self-expression is assembled from multiple niches People ‘wear’ an identity briefly, share it and move on @athytn
- 46. I am… @athytn
- 47. …a 40-something, father of a 3-year-old boy and a 7-year- old girl, ‘60s music fan, arthouse film fan, born in Wales, Londoner, university graduate, glass-wearing, non- sporty, overly-wordy bloke who remembers the ‘90s… @athytn
- 49. Target Audiences: Film fan New to specialist film New enthusiast Established enthusiast @athytn
- 50. Target Audiences: Film fan Watch mainstream movies at home and go to the cinema with friends, they are intrigued by the history of cinema but don’t know where to start with specialist film @athytn
- 51. Target Audiences: New to specialist film Discerning, open-minded film fans who actively seek out more specialist cinema @athytn
- 52. Target Audiences: New enthusiast Possesses plentiful knowledge of cinema and have seen many key works @athytn
- 53. Target Audiences: Established enthusiast Cinephiles who know what they want and where to find it @athytn
- 54. Film fan New to specialised film New enthusiast Established enthusiast Take audiences on a journey into film
- 55. Acquisition How do I get people through the door cost- effectively? Retention How do I keep people coming back for more? Conversion How do I get people to do appropriate actions successfully? Sharing
- 56. ARCS STRATEGY Optimise Acquisition • Create content people want • Make our content visible in search engines (Search Engine Optimisation) • Create Shareable Content Increase Retention • Improve sign- ups and utilise channels for content promotion: • Email • Facebook • Twitter Drive Conversion • Watch a film • Become a BFI Member • Take out S&S Subscription • Buy a ticket • Submit a Film Fund application Set clear objectives and targets: Test, Learn, Adjust
- 57. SUMMARY 1 Think like the audience 2 Mobile first 3 Find what are people searching for – publish and optimise Inform Me content @athytn
- 58. 4 Go to where the audiences are 5 Optimise Stimulate Me content for social 6 Optimise the opportunity for audiences to share @athytn
- 59. THANK YOU
Editor's Notes
- Number one in the competitive for all of these, BFI overtook the tate 6 months ago
- In 2012 we were getting 550k visits a month, Now we get 2 million visits a month. The target was +25%
- In 2013 we launched BFI Player, a video on demand service which meant that for the first time you could see the films we were discussing comprised of classic films and new releases. In 2014 we launched Britain on Film, containing over 5,000 films from the BFI National Archive and UK regional archives. This could be an entire presentation on its own. Suffice to say it has been and continues to be incredibly successful. In 2015 we launched the BFI Player’s subscription service. Subscribers have an unlimited access to over 400 classics of cinema. It is programmed to integrate with the cultural programme.
- Example – Email, Facebook, (Instagram)
- Example – Email, Facebook, (Instagram)
- Example – Email, Facebook, (Instagram)
- Example – Email, Facebook, (Instagram)
- Remember Facebook shares
- Remember Facebook shares
- Remember Facebook shares
- This is distinct fr Film fans – Watch mainstream movies at home and go to the cinema with friends, they are intrigued by the history of cinema but don’t know where to start with specialist film New to specialist film – Discerning, open-minded film fans who actively seek out more specialist cinema New Enthusiast – Possesses plentiful knowledge of cinema and have seen many key works Established Enthusiasts – Specialist film fans who know what they want and where to find itom the BoF audience strategy
- This is distinct fr Film fans – Watch mainstream movies at home and go to the cinema with friends, they are intrigued by the history of cinema but don’t know where to start with specialist film New to specialist film – Discerning, open-minded film fans who actively seek out more specialist cinema New Enthusiast – Possesses plentiful knowledge of cinema and have seen many key works Established Enthusiasts – Specialist film fans who know what they want and where to find itom the BoF audience strategy
- This is distinct fr Film fans – Watch mainstream movies at home and go to the cinema with friends, they are intrigued by the history of cinema but don’t know where to start with specialist film New to specialist film – Discerning, open-minded film fans who actively seek out more specialist cinema New Enthusiast – Possesses plentiful knowledge of cinema and have seen many key works Established Enthusiasts – Specialist film fans who know what they want and where to find itom the BoF audience strategy
- This is distinct fr Film fans – Watch mainstream movies at home and go to the cinema with friends, they are intrigued by the history of cinema but don’t know where to start with specialist film New to specialist film – Discerning, open-minded film fans who actively seek out more specialist cinema New Enthusiast – Possesses plentiful knowledge of cinema and have seen many key works Established Enthusiasts – Specialist film fans who know what they want and where to find itom the BoF audience strategy
- This is distinct fr Film fans – Watch mainstream movies at home and go to the cinema with friends, they are intrigued by the history of cinema but don’t know where to start with specialist film New to specialist film – Discerning, open-minded film fans who actively seek out more specialist cinema New Enthusiast – Possesses plentiful knowledge of cinema and have seen many key works Established Enthusiasts – Specialist film fans who know what they want and where to find itom the BoF audience strategy
- We create words, pictures, features and short-form video that reflects and promotes the BFI’s overarching cultural calendar, gives it additional context and is, where possible, evergreen. We provide diverse content for differing levels of passion and give new opportunities and pathways to help people on this journey into film
- (e.g. Watch a film on the player/ Sign up for membership/buy a ticket/submit a film fund application)