Digital Audience Development Workshop
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This workshop explores how to develop a digital audience using social media. It covers defining brand values, locating your target audience online, creating engaging content, commenting and discussing content with audiences, engaging with online communities, inviting audience participation, responding to and rewarding audiences, and building lasting relationships to develop a loyal following.
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Digital Audience Development Workshop
- 1. Digital Audience Development An interactive workshop by Inner Ear
- 4. Digital Audience Development This session will explore
- 5. Digital Audience Development This session will explore how to find, engage and build a relationship
- 6. Digital Audience Development This session will explore how to find, engage and build a relationship with your audience using readily available
- 7. Digital Audience Development This session will explore how to find, engage and build a relationship with your audience using readily available social media services
- 9. Digital Audience Development • Develop your audience with social media
- 10. Digital Audience Development • Develop your audience with social media ‣ Define your brand values
- 11. Digital Audience Development • Develop your audience with social media ‣ Define your brand values ‣ Locate your audience
- 12. Digital Audience Development • Develop your audience with social media ‣ Define your brand values ‣ Locate your audience ‣ Create content
- 13. Digital Audience Development • Develop your audience with social media ‣ Define your brand values ‣ Locate your audience ‣ Create content ‣ Comment and discuss
- 14. Digital Audience Development • Develop your audience with social media ‣ Define your brand values ‣ Locate your audience ‣ Create content ‣ Comment and discuss ‣ Engage with communities
- 15. Digital Audience Development • Develop your audience with social media ‣ Define your brand values ‣ Locate your audience ‣ Create content ‣ Comment and discuss ‣ Engage with communities ‣ Invite participation
- 16. Digital Audience Development • Develop your audience with social media ‣ Define your brand values ‣ Locate your audience ‣ Create content ‣ Comment and discuss ‣ Engage with communities ‣ Invite participation ‣ Respond and reward
- 17. Digital Audience Development • Develop your audience with social media ‣ Define your brand values ‣ Locate your audience ‣ Create content ‣ Comment and discuss ‣ Engage with communities ‣ Invite participation ‣ Respond and reward ‣ Build lasting relationships
- 18. Inner Ear
- 19. Inner Ear • Creative content communications
- 20. Inner Ear • Creative content communications ‣ Digital media production (create content)
- 21. Inner Ear • Creative content communications ‣ Digital media production (create content) ‣ Social media engagement (communicate content)
- 22. Inner Ear • Creative content communications ‣ Digital media production (create content) ‣ Social media engagement (communicate content) ‣ Training and consultancy
- 23. Inner Ear
- 24. Inner Ear • Produce audio, video, text (blog) and image content
- 25. Inner Ear • Produce audio, video, text (blog) and image content • Setup, manage and advise on publication and distribution of blogs, podcasts, videos and live streams
- 26. Inner Ear • Produce audio, video, text (blog) and image content • Setup, manage and advise on publication and distribution of blogs, podcasts, videos and live streams • Seed content through social media
- 27. Inner Ear • Produce audio, video, text (blog) and image content • Setup, manage and advise on publication and distribution of blogs, podcasts, videos and live streams • Seed content through social media • Consult on campaign planning, strategy, operations and tactics
- 28. Inner Ear
- 29. Inner Ear • Extensive content management experience
- 30. Inner Ear • Extensive content management experience ‣ Radio Magnetic (www.radiomagnetic.com)
- 31. Inner Ear • Extensive content management experience ‣ Radio Magnetic (www.radiomagnetic.com) ‣ Began online broadcast in March 2001
- 32. Inner Ear • Extensive content management experience ‣ Radio Magnetic (www.radiomagnetic.com) ‣ Began online broadcast in March 2001 ‣ UK’s longest running independent internet radio station
- 33. Inner Ear • Extensive content management experience ‣ Radio Magnetic (www.radiomagnetic.com) ‣ Began online broadcast in March 2001 ‣ UK’s longest running independent internet radio station ‣ Credibility with music and media
- 34. Inner Ear • Extensive content management experience ‣ Radio Magnetic (www.radiomagnetic.com) ‣ Began online broadcast in March 2001 ‣ UK’s longest running independent internet radio station ‣ Credibility with music and media ‣ “Shop window” proof of concept
- 35. Before we begin
- 36. Before we begin Exercise: throughout this workshop, we encourage you to ask questions, visit the websites we reference, tweet ideas and feedback, interact with each other and share tips
- 37. Define your brand values
- 38. Define your brand values • Question: what defines a brand?
- 39. Define your brand values • Question: what defines a brand? ‣ Logo
- 40. Define your brand values • Question: what defines a brand? ‣ Logo ‣ Mission statement
- 41. Define your brand values • Question: what defines a brand? ‣ Logo ‣ Mission statement ‣ Actions
- 42. Define your brand values • Question: what defines a brand? ‣ Logo ‣ Mission statement ‣ Actions ‣ Values
- 43. Define your brand values • Question: what defines a brand? ‣ Logo ‣ Mission statement ‣ Actions ‣ Values ‣ Emotional response
- 44. Define your brand values • Question: what defines a brand? ‣ Logo ‣ Mission statement ‣ Actions ‣ Values ‣ Emotional response ‣ Relationship with audience
- 45. Define your brand values
- 46. Define your brand values • Ensure your brand is portrayed online
- 47. Define your brand values • Ensure your brand is portrayed online • Use consistent branding across social media profiles:
- 48. Define your brand values • Ensure your brand is portrayed online • Use consistent branding across social media profiles: ‣ Username
- 49. Define your brand values • Ensure your brand is portrayed online • Use consistent branding across social media profiles: ‣ Username ‣ Pictures
- 50. Define your brand values • Ensure your brand is portrayed online • Use consistent branding across social media profiles: ‣ Username ‣ Pictures ‣ Background images
- 51. Define your brand values • Ensure your brand is portrayed online • Use consistent branding across social media profiles: ‣ Username ‣ Pictures ‣ Background images ‣ Personality
- 52. Define your brand values • Ensure your brand is portrayed online • Use consistent branding across social media profiles: ‣ Username ‣ Pictures ‣ Background images ‣ Personality ‣ Links
- 54. Locate your audience Question: where can you find your audience online?
- 55. Locate your audience Question: where can you find your audience online?
- 57. Locate your audience • Setup searches in Twitter
- 58. Locate your audience • Setup searches in Twitter • Monitor conversations on Facebook pages
- 59. Locate your audience • Setup searches in Twitter • Monitor conversations on Facebook pages • Watch what your contemporaries are doing
- 60. Locate your audience • Setup searches in Twitter • Monitor conversations on Facebook pages • Watch what your contemporaries are doing • Join specialist communities
- 61. Locate your audience • Setup searches in Twitter • Monitor conversations on Facebook pages • Watch what your contemporaries are doing • Join specialist communities • Setup Google alerts
- 62. Locate your audience • Setup searches in Twitter • Monitor conversations on Facebook pages • Watch what your contemporaries are doing • Join specialist communities • Setup Google alerts
- 64. Locate your audience Demo: how to setup social media searches
- 65. Locate your audience Demo: how to setup social media searches
- 66. Locate your audience Demo: how to setup social media searches
- 67. Create content
- 68. Create content Question: what content do you already have?
- 69. Create content Question: what content do you already have?
- 70. Create content
- 71. Create content • Make use of existing content
- 72. Create content • Make use of existing content ‣ Website copy
- 73. Create content • Make use of existing content ‣ Website copy ‣ Blog posts
- 74. Create content • Make use of existing content ‣ Website copy ‣ Blog posts ‣ Event listings
- 75. Create content • Make use of existing content ‣ Website copy ‣ Blog posts ‣ Event listings ‣ Programmes and brochures
- 76. Create content • Make use of existing content ‣ Website copy ‣ Blog posts ‣ Event listings ‣ Programmes and brochures
- 77. Create content
- 78. Create content • Base new content on existing material
- 79. Create content • Base new content on existing material ‣ Make videos for YouTube
- 80. Create content • Base new content on existing material ‣ Make videos for YouTube ‣ Podcasts for Mixcloud
- 81. Create content • Base new content on existing material ‣ Make videos for YouTube ‣ Podcasts for Mixcloud ‣ Presentations for Slideshare
- 82. Create content • Base new content on existing material ‣ Make videos for YouTube ‣ Podcasts for Mixcloud ‣ Presentations for Slideshare ‣ Documents for Issuu
- 83. Create content • Base new content on existing material ‣ Make videos for YouTube ‣ Podcasts for Mixcloud ‣ Presentations for Slideshare ‣ Documents for Issuu
- 85. Comment and discuss Participate in discussion with potential audience members
- 86. Comment and discuss Participate in discussion with potential audience members Subscribe to and join...
- 87. Comment and discuss Participate in discussion with potential audience members Subscribe to and join... Blogs
- 88. Comment and discuss Participate in discussion with potential audience members Subscribe to and join... Blogs
- 89. Comment and discuss Participate in discussion with potential audience members Subscribe to and join... Blogs Channels
- 90. Comment and discuss Participate in discussion with potential audience members Subscribe to and join... Blogs Channels
- 91. Comment and discuss Participate in discussion with potential audience members Subscribe to and join... Blogs Channels Pages
- 92. Comment and discuss Participate in discussion with potential audience members Subscribe to and join... Blogs Channels Pages
- 94. Engage with communities • Join groups
- 95. Engage with communities • Join groups • Like pages
- 96. Engage with communities • Join groups • Like pages • Sign up to forums
- 97. Engage with communities • Join groups • Like pages • Sign up to forums • Participate in specialist communities
- 98. Engage with communities • Join groups • Like pages • Sign up to forums • Participate in specialist communities • Compliment and be constructive
- 100. Engage with communities Whether you’re commenting on someone’s blog post,
- 101. Engage with communities Whether you’re commenting on someone’s blog post, or joining in the discussion in an online community...
- 102. Engage with communities Whether you’re commenting on someone’s blog post, or joining in the discussion in an online community... ensure your profile has a common username,
- 103. Engage with communities Whether you’re commenting on someone’s blog post, or joining in the discussion in an online community... ensure your profile has a common username, your avatar uses your logo
- 104. Engage with communities Whether you’re commenting on someone’s blog post, or joining in the discussion in an online community... ensure your profile has a common username, your avatar uses your logo and your signature links to your website
- 105. Invite participation
- 106. Invite participation • Run polls on your website
- 107. Invite participation • Run polls on your website ‣ And share socially
- 108. Invite participation • Run polls on your website ‣ And share socially • Crowdsource ideas for new projects
- 109. Invite participation • Run polls on your website ‣ And share socially • Crowdsource ideas for new projects ‣ Via Twitter, Facebook, LinkedIn, etc.
- 110. Invite participation • Run polls on your website ‣ And share socially • Crowdsource ideas for new projects ‣ Via Twitter, Facebook, LinkedIn, etc. • Hold and stream live events
- 111. Invite participation • Run polls on your website ‣ And share socially • Crowdsource ideas for new projects ‣ Via Twitter, Facebook, LinkedIn, etc. • Hold and stream live events ‣ StageIt, LiveStream, uStream, etc.
- 112. Invite participation • Run polls on your website ‣ And share socially • Crowdsource ideas for new projects ‣ Via Twitter, Facebook, LinkedIn, etc. • Hold and stream live events ‣ StageIt, LiveStream, uStream, etc.
- 113. Locate your audience
- 114. Locate your audience Demo: explore interactive tools
- 115. Locate your audience Demo: explore interactive tools
- 116. Respond and reward
- 117. Respond and reward Question: should you give stock responses to complaints?
- 118. Respond and reward Question: should you give stock responses to complaints? Question: where should you respond to complaints?
- 119. Respond and reward Question: should you give stock responses to complaints? Question: where should you respond to complaints?
- 120. Respond and reward
- 121. Respond and reward • Follow your followers, and their friends
- 122. Respond and reward • Follow your followers, and their friends • Answer questions
- 123. Respond and reward • Follow your followers, and their friends • Answer questions • Give valued members greater access
- 124. Respond and reward • Follow your followers, and their friends • Answer questions • Give valued members greater access • Create a “friends” society
- 125. Respond and reward • Follow your followers, and their friends • Answer questions • Give valued members greater access • Create a “friends” society • Offer bonuses, discounts and privileges
- 126. Respond and reward • Follow your followers, and their friends • Answer questions • Give valued members greater access • Create a “friends” society • Offer bonuses, discounts and privileges • Allow people to belong to your brand
- 127. Respond and reward
- 128. Respond and reward Use your communication channels to
- 129. Respond and reward Use your communication channels to find out what your audience wants...
- 130. Respond and reward Use your communication channels to find out what your audience wants... ... and give* it to them
- 131. Respond and reward Use your communication channels to find out what your audience wants... ... and give* it to them (*or sell it to them)
- 134. Build lasting relationships • Use your mailing list and invite feedback
- 135. Build lasting relationships • Use your mailing list and invite feedback • Listen to what your audience wants
- 136. Build lasting relationships • Use your mailing list and invite feedback • Listen to what your audience wants • But be confident about your brand
- 137. Build lasting relationships • Use your mailing list and invite feedback • Listen to what your audience wants • But be confident about your brand • Don’t compromise too much
- 138. Build lasting relationships • Use your mailing list and invite feedback • Listen to what your audience wants • But be confident about your brand • Don’t compromise too much • Maintain trust in your brand
- 139. Build lasting relationships • Use your mailing list and invite feedback • Listen to what your audience wants • But be confident about your brand • Don’t compromise too much • Maintain trust in your brand • Utilise your audience’s wisdom and wealth
- 140. Build lasting relationships • Use your mailing list and invite feedback • Listen to what your audience wants • But be confident about your brand • Don’t compromise too much • Maintain trust in your brand • Utilise your audience’s wisdom and wealth • Combine crowdsourcing and crowdfunding
- 142. Build lasting relationships Establish a trusting relationship with your audience,
- 143. Build lasting relationships Establish a trusting relationship with your audience, then make it possible for them to give you money...
- 144. Build lasting relationships Establish a trusting relationship with your audience, then make it possible for them to give you money... ... and they will
- 145. Build lasting relationships Establish a trusting relationship with your audience, then make it possible for them to give you money... ... and they will
- 147. Build lasting relationships Demo: explore crowdfunding services
- 148. Build lasting relationships Demo: explore crowdfunding services
- 149. Case Studies
- 150. Case Studies • Hue And Cry: Music Club ‣ http://hueandcry.ning.com/ • Radio Magnetic: Listeners as Participants ‣ http://radiomagnetic.com/ • RSNO: Under 16s ‣ http://rsno-u26s.ning.com/ • British Gas: Green Streets ‣ http://www.greenstreets.co.uk/
- 151. Reference and resources • http://www.delicious.com/innerear • http://www.slideshare.net/innerear • http://www.issuu.com/innerear • http://www.vimeo.com/innereartv • http://www.facebook.com/innerearuk • LinkedIn: Creative Content Communications • Twitter: @innerearuk
- 152. Contact • Inner Ear Ltd. • 16 Argyle Court, 1103 Argyle Street, G3 8ND • 0141 226 8808 • www.innerear.co.uk ‣ dougal@innerear.co.uk ‣ andy@innerear.co.uk ‣ anny@innerear.co.uk
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