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.
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
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
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
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
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
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
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
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
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
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
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.
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
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
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
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/