MOTIVE: Fractured audience: how to find & appeal to it
Alex Johnson reports - A couple of weeks ago I took part in Power to the Pixel, a three day Digital Distribution & Film Innovation Forum in London. I gave a 15 minute presentation on the following issues: As technology shifts, audiences are evolving at a startling rate. Who are they, where are they, and what are they doing? How does the media producer keep up with and define their consumption habits and behaviour in order to create compelling interaction and relevant awareness for their work?
Below is the deck I presented:
I also recommend you check out the rest of the presentations on the Power to the Pixel website. Many thanks to Liz Rosenthal and her team for such a fantastic experience. Any questions or comments please post them below, thanks.
Alex Johnson is a NYC based Digital Strategist / Consultant. She started her career within the commercial & music video world (including Radical Media, Partizan, RHB) in London before moving on to head up online outreach & New Media initiatives at Sally Potter’s production company, Adventure Pictures. Alongside devising tactics for low budget feature film promotion & cross-media project development for Endemol, Channel 4 & the ENO, she conceived The Sp-ark Project, a social learning/creative archive platform, currently being used at the University of London. She then joined interactive marketing agency Deep Focus in LA as an Experience Planner (clients included New Line, Universal, HBO, Random House, Vitamin Water, Havaianas, Sundance Channel & The N) guiding thinking on audience insight, branding & strategic approach across Creative, Publicity & Media departments. Most recently she worked with Seize The Media on Myspace/Hammer project Beyond The Rave, an online film release/social game; is consulting for the IFP, guiding the organization’s rebrand & interactive re-launch, and is working with Lance Weiler to expand the open source Workbook Project. Speaking engagements include Open Knowledge Conference, Internet Week NYC, DIY Days LA, Filmmaker Forum & Power to the Pixel. Alex is also a filmmaker, co-founder of interactive theatre collective Me & Them http://ilovemeandthem.com and writes a brand, behavior & trends blog called Motive. More info at: alexjohnsononline.com
Leave a comment!