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Web Series Audience Design
Who is the WEB SERIES
audience?
(characteristics)
GROWING
(more people watching
original digital video every year)
Who is the WEB SERIES audience?
(characteristics)
ON DEMAND
(want what they want ANY time,
EVERY where & on ALL devices)
Who is the WEB SERIES audience?
(characteristics)
SOCIAL
(want peer connection,
validation & shared experiences)
Who is the WEB SERIES audience?
(characteristics)
EMPOWERED
(by choice & control)
Who is the WEB SERIES audience?
(characteristics)
LOOKING FOR
SOMETHING DIFFERENT
(unique, innovative,
edgy, mobile)
Who is the WEB SERIES audience?
(characteristics)
FRAGMENTED
(by platform/device
& by niche/segment)
Who is the WEB SERIES audience?
(characteristics)
Who is the WEB SERIES
audience?
(behaviours/roles)
Who is the WEB SERIES audience?
(behaviours/roles)
• SPECTATOR
Who is the WEB SERIES audience?
(behaviours/roles)
• Spectator
•CUSTOMER
Who is the WEB SERIES audience?
(behaviours/roles)
• Spectator
•Customer
• PUBLICIST
Who is the WEB SERIES audience?
(behaviours/roles)
• Spectator
•Customer
• Publicist
•COMMUNITY
• Spectator
•Customer
• Publicist
•Community
• COLLABORATOR
Who is the WEB SERIES audience?
(behaviours/roles)
• Spectator
•Customer
• Publicist
•Community
• Collaborator
•PATRON/INVESTOR
Who is the WEB SERIES audience?
(behaviours/roles)
Who is MY audience?
•How do they behave?
•What do they like?
•What makes their hearts sing?
•Where are they?
•What technology do they use?
•How do they consume content?
Who is MY audience?
NOT
everyone
18-34
Who is MY audience?
Who is MY audience?
NICHE
Who is MY audience?
The power of niche audiences…
•Mass vs niche (media, market, audience)
•Power in specificity & global niches
•Easier (& more affordable) to target
•Easier to plan the audience journey
•Easier to make personal, passionate connections
•“Go small to get big”
Who is MY audience?
The smaller & more specific the niche the better
SEGMENT
SEGMENT
SEGMENT
SEGMENT
Who is MY audience?
Example Project: Modern Dark Fairy Tale Web Series
Book Lovers
Genre fiction fans
Genre romance fiction fans
Paranormal romance fiction fans
Paranormal romance fanfic writers & fans
How do I DESIGN my audience?
How do I DESIGN my audience?
Start with niche market research…
•Demographics & psychographics
•Who are the influencers?
•Where are the online communities?
•Where are the online conversations?
•Who is the online “competition”?
How do I DESIGN my audience?
Niche market research sources…social media
How do I DESIGN my audience?
Niche market research sources…social media
How do I DESIGN my audience?
Niche market research sources…keyword research
How do I DESIGN my audience?
Niche market research sources…industry research sites
How do I DESIGN my audience?
Niche market research sources…competitive intelligence
How do I DESIGN my audience?
Then build personas…put a face to the data
Example: Shy Sally – “I ship everything with a pulse !”
Project: Modern Dark Fairy Tale Web Series
Demographics
• 15 year old female
• Lives at home with parents
(middle class)
• City dweller
Identifiers
• Writes fanfic (2-3 stories per year uploaded to FanFic.net)
• Big content consumer (books & online video)
• Loves paranormal romance & fantasy stories
Information sources
and influences
• Friends
• GoodReads
• YouTube
• Netflix
• Goes everywhere
with smartphone
• Digital native
How do I DESIGN my audience?
Then build personas…put a face to the data
Example: Shy Sally – “I ship everything with a pulse !”
Values & Goals
• Wants to be writer
• Likes to collaborate with friends on
creative projects
• Is an academic high achiever
Pain Points
• Socially shy and a bit of a
techno-phobe, but loves online
community that speaks to her
passions (i.e. GoodReads &
FanFic.Net)
Project: Modern Dark Fairy Tale Web Series
How do I DESIGN my audience?
Then build personas…put a face to the data
Example: Shy Sally – “I ship everything with a pulse !”
Project: Modern Dark Fairy Tale Web Series
Persona Backstory
Sally is a grade 11 student in Vancouver who loves to read & write (esp
anything romantic). She is shy and not particularly tech savvy, except
when it comes to her smartphone which she uses for texting friends,
music & writing. She has a part time job tutoring & is thinking of taking
an English/Psych degree close to home at the UBC.
Audience Role(s)
Spectator, Community, Collaborator
How do I DESIGN my audience?
Then build personas…put a face to the data
Example: Shy Sally – “I ship everything with a pulse !”
Project: Modern Dark Fairy Tale Web Series
Marketing Message
Dark romance fills the air in these twisted classic fairy tales where witches, princesses
and fairies look like you and magic is just around the next street corner.
Elevator Pitch
Explore the world of dark fantasy and romance in these modern twisted fairy tales
and submit your own story for a chance to see it as part of season 2!
THANK YOU!
You can find me at:
annelise@veria.ca
@veriatweet
www.veria.ca
www.StorypreneursUnite.com

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Web Series Audience Design - StorypreneursUnite.com

  • 2. Who is the WEB SERIES audience? (characteristics)
  • 3. GROWING (more people watching original digital video every year) Who is the WEB SERIES audience? (characteristics)
  • 4. ON DEMAND (want what they want ANY time, EVERY where & on ALL devices) Who is the WEB SERIES audience? (characteristics)
  • 5. SOCIAL (want peer connection, validation & shared experiences) Who is the WEB SERIES audience? (characteristics)
  • 6. EMPOWERED (by choice & control) Who is the WEB SERIES audience? (characteristics)
  • 7. LOOKING FOR SOMETHING DIFFERENT (unique, innovative, edgy, mobile) Who is the WEB SERIES audience? (characteristics)
  • 8. FRAGMENTED (by platform/device & by niche/segment) Who is the WEB SERIES audience? (characteristics)
  • 9. Who is the WEB SERIES audience? (behaviours/roles)
  • 10. Who is the WEB SERIES audience? (behaviours/roles) • SPECTATOR
  • 11. Who is the WEB SERIES audience? (behaviours/roles) • Spectator •CUSTOMER
  • 12. Who is the WEB SERIES audience? (behaviours/roles) • Spectator •Customer • PUBLICIST
  • 13. Who is the WEB SERIES audience? (behaviours/roles) • Spectator •Customer • Publicist •COMMUNITY
  • 14. • Spectator •Customer • Publicist •Community • COLLABORATOR Who is the WEB SERIES audience? (behaviours/roles)
  • 15. • Spectator •Customer • Publicist •Community • Collaborator •PATRON/INVESTOR Who is the WEB SERIES audience? (behaviours/roles)
  • 16. Who is MY audience?
  • 17. •How do they behave? •What do they like? •What makes their hearts sing? •Where are they? •What technology do they use? •How do they consume content? Who is MY audience?
  • 19. Who is MY audience? NICHE
  • 20. Who is MY audience? The power of niche audiences… •Mass vs niche (media, market, audience) •Power in specificity & global niches •Easier (& more affordable) to target •Easier to plan the audience journey •Easier to make personal, passionate connections •“Go small to get big”
  • 21. Who is MY audience? The smaller & more specific the niche the better SEGMENT SEGMENT SEGMENT SEGMENT
  • 22. Who is MY audience? Example Project: Modern Dark Fairy Tale Web Series Book Lovers Genre fiction fans Genre romance fiction fans Paranormal romance fiction fans Paranormal romance fanfic writers & fans
  • 23. How do I DESIGN my audience?
  • 24. How do I DESIGN my audience? Start with niche market research… •Demographics & psychographics •Who are the influencers? •Where are the online communities? •Where are the online conversations? •Who is the online “competition”?
  • 25. How do I DESIGN my audience? Niche market research sources…social media
  • 26. How do I DESIGN my audience? Niche market research sources…social media
  • 27. How do I DESIGN my audience? Niche market research sources…keyword research
  • 28. How do I DESIGN my audience? Niche market research sources…industry research sites
  • 29. How do I DESIGN my audience? Niche market research sources…competitive intelligence
  • 30. How do I DESIGN my audience? Then build personas…put a face to the data Example: Shy Sally – “I ship everything with a pulse !” Project: Modern Dark Fairy Tale Web Series Demographics • 15 year old female • Lives at home with parents (middle class) • City dweller Identifiers • Writes fanfic (2-3 stories per year uploaded to FanFic.net) • Big content consumer (books & online video) • Loves paranormal romance & fantasy stories Information sources and influences • Friends • GoodReads • YouTube • Netflix • Goes everywhere with smartphone • Digital native
  • 31. How do I DESIGN my audience? Then build personas…put a face to the data Example: Shy Sally – “I ship everything with a pulse !” Values & Goals • Wants to be writer • Likes to collaborate with friends on creative projects • Is an academic high achiever Pain Points • Socially shy and a bit of a techno-phobe, but loves online community that speaks to her passions (i.e. GoodReads & FanFic.Net) Project: Modern Dark Fairy Tale Web Series
  • 32. How do I DESIGN my audience? Then build personas…put a face to the data Example: Shy Sally – “I ship everything with a pulse !” Project: Modern Dark Fairy Tale Web Series Persona Backstory Sally is a grade 11 student in Vancouver who loves to read & write (esp anything romantic). She is shy and not particularly tech savvy, except when it comes to her smartphone which she uses for texting friends, music & writing. She has a part time job tutoring & is thinking of taking an English/Psych degree close to home at the UBC. Audience Role(s) Spectator, Community, Collaborator
  • 33. How do I DESIGN my audience? Then build personas…put a face to the data Example: Shy Sally – “I ship everything with a pulse !” Project: Modern Dark Fairy Tale Web Series Marketing Message Dark romance fills the air in these twisted classic fairy tales where witches, princesses and fairies look like you and magic is just around the next street corner. Elevator Pitch Explore the world of dark fantasy and romance in these modern twisted fairy tales and submit your own story for a chance to see it as part of season 2!
  • 34. THANK YOU! You can find me at: annelise@veria.ca @veriatweet www.veria.ca www.StorypreneursUnite.com