An interactive seminar by Inner Ear

Fringe 2012: Digital Audience

Development

Digital Audience Development

This session will explore

how to find, engage and build a relationship

with your audience using readily available

social media services

•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

Digital Audience Development

Inner Ear

•Creative content communications

‣Digital media production (create content)

‣Social media engagement (communicate content)

‣Training and consultancy (advice on using content)

Inner Ear

•Our audience development projects include:

‣Walking Heads (audio walking tours)

‣YMFS (youth music community)

‣Radio Magnetic (alternative music internet radio)

‣T Break (promotion of emerging talent)

•Question: what defines a brand?

‣Logo

‣Mission statement

‣Actions

‣Values

‣Emotional response

‣Relationship with audience

Define your organisation values

• Ensure your brand is portrayed online

• Use consistent branding across social media profiles:

‣Username

‣Pictures

‣Background images

‣Personality

‣Links

Define your organisation values

Locate your audience

Question: where can you find your audience online?

Locate your audience

• Setup searches in Twitter

•Monitor conversations on Facebook pages

•Watch what your contemporaries are doing

• Join specialist communities

• Setup Google Alerts

Create content

Question: what content do you already have?

•Make use of existing content

‣Website copy

‣Blog posts

‣Event listings

‣Programmes and brochures

Create content

• Base new content on existing material

‣Make podcasts for Soundcloud

‣Videos for YouTube

‣Presentations for Slideshare

‣Documents for Issuu

Create content

Participate in discussion with potential audience members

Subscribe to and join...

Comment and discuss

Channels Blogs Pages

How to use a social media platform

to enhance your presence and

engage your audience

Case Study: Soundcloud

• Join groups

• Like pages

• Sign up to forums

• Participate in specialist communities

•Compliment and be constructive

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

Engage with communities

• 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.

Invite participation

Respond and reward

Question: should you give stock responses to criticism?

Question: where should you respond to criticism?

• 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

Respond and reward

Respond and reward

Use your communication channels to

find out what your audience wants...

... and give* it to them

(*or sell it to them)

•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

Build lasting relationships

Reference and resources• 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

• @adeery

Contact• Inner Ear Ltd.

• 16 Argyle Court, 1103 Argyle Street, G3 8ND

• 0141 226 8808

• www.innerear.co.uk

‣ anny@innerear.co.uk

‣ dougal@innerear.co.uk

‣ @innerearuk