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/

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 –

3. To 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

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

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

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.