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Audience Engagement and Content Strategy for Transmedia Storytellers

Audience Engagement and Content Strategy for Transmedia Storytellers

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Published by Robert Pratten
This document explains how to identify your audience, how to measure engagement and how this informs your content strategy. Intended for transmedia storytellers and cross-platform experiences.
This document explains how to identify your audience, how to measure engagement and how this informs your content strategy. Intended for transmedia storytellers and cross-platform experiences.

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Published by: Robert Pratten on Aug 28, 2010
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08/20/2014

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“There is no social without content, but the

skills needed in social content have to go
beyond copywriting because they require
creating interactive and personal
conversations”

Razorfish, 2010 Outlook Report
Transmedia storytelling is a social experience.

The target audience for this document is primarily, but certainly not
exclusively, independent filmmakers transitioning to transmedia storytelling.
The goal is to help you identify the right content to deliver to the right
audiences.

To do this I explain:
how to identify your audience
what “engagement” means and how to measure it
how to be selective with your content in order to optimize your time &
money.
If you enjoy this document and find it useful, please feel free to share widely.
Live, love and prosper.
Robert Pratten
Founder, TransmediaStoryteller.com
Page 3 of 19
www.transmediastoryteller.com
1 AUDIENCES: INDENTIFYING AND UNDERSTANDING THEM
For the most part, I’m going to assume that your project is being driven by a creative idea that’s dear to

you; rather than assume you have consumers for whom you need to find a creative idea.
So who’s your audience?
There’s a good blog post1

There are two steps to recognizing your audience:

by Dennis Peters that provides a guide for filmmakers on how to find an
audience once their movie is complete. But here I’m going to assume you have a transmedia idea and
it’s not yet started or at least not yet complete.

identify who they are – Section 1.1
understand what turns them on – Section 1.2
In taking these two steps you’ll be able to offer the right content, to the right people at the right time.
1.1 IDENTIFYING YOUR AUDIENCE

Below is a list of considerations for scoping your audience. Going through the list below you will be able to identify (and discount) appropriate platforms, when your audience might be viewing or interacting, how big an audience you have and where you might approach them. You should do this:

(a) through the lens of your project’s themes, genre and characters
(b) with a particular question in mind2

Note that the objective isn’t just to make an exhaustive list of audience characteristics but to prompt you to make better decisions. For any particular decision you may find some data points don’t apply. Here’s the list:

(say, regarding business models and likely touchpoints)so as
to save you a lot of time and effort.
Socio-economic
Age & gender
Income and occupation
Places where they live (small town/big town/urban/rural) and types of neighborhood
(rich/poor/aspiring/hip)
Price vs time sensitivity
1h t t p ://ww w.h ea vy b a g med ia . co m/b lo g/2 010/ 04/0 6/h o w -t o -fin d -a u d ien c e- fo r- film
2 I’m assuming that you’re following my 5-stage iterative approach to developing transmedia – which you can read
here:h ttp :// ww w.sl id esh a r e. n et/Zen Fil ms /tra n sm ed ia -a n d -in d ep en d en t - film ma k er s

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