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FRACTURED AUDIENCE - Power to the Pixel presentation 2008

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Alex Johnson
Alex Johnson

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 … 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
While with Sally Potter I took this –
To this –
Then I worked at an interactive ad agency with these TV, film, brand & publishing clients - as an experience planner
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
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.
We’ve gone from this - UNIFIED, SINGULAR, SLOW, LIMITED ENCOUNTER & MESSAGING, PERSON-FIRST COMMUNICATION EXPERIENCES To this…
DAUGHTER (16) DAD (50) MOM (45) 7am 1pm 11pm 5pm 7pm 9pm 9am 3pm DAY IN THE LIFE – MEDIA MIX: INFORMATION, CONSUMPTION & MESSAGING
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
Surprising stats FEMALE GAMER BOOM MATURE, FEMALE, OBSESSED AGEING SOCIAL NETWORKS GROWING, MULTIPLE, MATURING, NICHE/PERSONAL ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],(Technorati - State of the blogosphere survey 2008) (Consumer Electronics Association – Gaming Technology study 2006, Casual Games Association report 2007, AOL study) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],(Rapleaf SNS age study 2008, ComScore) ,[object Object],[object Object],[object Object],(Neilson)
MORE ACCURATE REPRESENTATION OF DIGITAL USAGE
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
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
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
PSYCHOGRAPHICS: BEHAVIOR/CONSUMPTION: SO THEY: SUCCESS: JOSS WHEDON: DR HORRIBLE ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
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: ,[object Object],[object Object],[object Object],[object Object]
OFFLINE GALLERY / IMPLIED UGC EXPERIENCE TYPICAL FLASH SITE / UGC “SWEDE” EXPERIENCE OFFERING PARALELL EXPERIENCES: GONDRY’S BE KIND, REWIND CASUAL ENT ENTHUSIAST ARTISTIC INFLUENCER
The advantage you have over the studio.

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FRACTURED AUDIENCE - Power to the Pixel presentation 2008

  • 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 –
  • 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.
  • 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.
  • 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.
  • 16.
  • 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.