fuze finding & building a digital audience
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FINDING & BUILDING YOUR DIGITAL AUDIENCEFUZE Conference
April 11, 2013
Canadian Digital Audience Snapshot
Comscore – Canada Digital Future in Focus 2013
Canadian Digital Audience Snapshot• 83% of population is online
• 41+ online hours per month (2nd highest worldwide) & most monthly pages and visits per visitor.
• 25 hours of online video viewed per month (also 2nd)
• Social networks continue to grow, Facebook leads, but Pinterest, Tumblr & Instagram growth exploded last year
• 724 billion digital display ad impressions in 2012
• Ecommerce totaled $22.3 billion dollars in Canada
Comscore – Canada Digital Future in Focus 2013
Integrated Marketing
SEPARATE
digital garnish
INTEGRATED
fully blended digital
Understanding the Digital Audience
• Who are they?
• What do they want?
• For your business:• IDENTIFYING• FINDING• BUILDING• ENGAGING
Who is the Digital Audience?
SOCIAL
(want peer connection & validation)
Who is the Digital Audience?
HYPERCONNECTED
(SoLoMo – Social Local Mobile)
Who is the Digital Audience?
MULTI-TASKING
Who is the Digital Audience?
INSATIABLE
(want what they want ANY time,
EVERY where & on ALL devices)
Who is the Digital Audience?
EMPOWERED
(by choice & control)
Who is the Digital Audience?
FRAGMENTED
(by platform & by niche/segment)
What do They Want?
• Personalization
• Seamless experience
• Added value
Understanding YOUR Digital Audience
• IDENTIFYING
• FINDING
• BUILDING
• ENGAGING
IDENTIFYING Your Digital Audience
Segmentation & Behaviour
(data sources)
• Current (best) customers
• Competitor analysis
• External market research
http://www.audiencetargeting.com/
IDENTIFYING Your Digital Audience
http://www.audiencetargeting.com/
IDENTIFYING Your Digital Audience
Eco-Aware Individuals: “acutely interested in learning more about top environmental issues...Not only do they read articles related to clean energy, but they read about hybrid vehicles. These people tend to be athletic and well-traveled, seeking goods and services related to environmentally sensitive outdoor sports and adventure travel.”
FINDING Your Digital Audience
Tracking Down the Segments
• Search engines
• Niche online communities
• Groups within social media
• Competitive/complimentary websites
BUILDING Your Digital Audience
Attracting New Online Customers
• Advertising
• Participating authentically in niche communities
• Being internet search friendly (esp. in using the language of your target niches)
BUILDING Your Digital Audience
https://adwords.google.com/o/KeywordTool
ENGAGING Your Digital Audience
Engagement Pyramid1%
Advocates
9% Casual Contributors
90% Lurkers
ENGAGING Your Digital Audience
Keeping Customers Involved
(give them reasons to return, share & act)
•Add value •Be relevant (content, proximity & timing)•Inform & entertain•Make things simple, convenient & easy•Create opportunities for audience contributions
•Listen & respond
ENGAGING Your Digital Audience
Many, Many Tools for Online Engagement
TOP 10 Digital Audience Do’s & Don’ts
1. DON’T make digital just a garnish.
2. DO be aware of the SoLoMo context.
3. DO use the power of segmentation & niche marketing.
4. DON’T be afraid to give up control.
5. DO provide original, personalized, quality content.
6. DO optimize for all relevant platforms and devices.
7. DO be a brand that is authentic, human & “flawsome.”
8. DO be seamlessly everywhere your audience is.
9. DO tweak messaging to fit each audience segment.
10. DON’T just observe – listen, learn, respond and evolve.
You can find me at:
Annelise Larson
@veriatweet
www.veria.ca