Kenyatta Cheese, Creative Director of Everybody at Once , a consulting agency for audience development, helps brands across media, entertain...

Kenyatta Cheese: In World of Memes and Diehard Fans, the Audience Has an Audience [PSFK 2015]

Kenyatta CheeseKenyatta Cheese, Creative Director of Everybody at Once, a consulting agency for audience development, helps brands across media, entertainment and sports understand how to capture an audience and inspire it to grow. At PSFK 2015, Cheese explains why and how people are using content to have a conversation with one another.

“In a networked environment, the audience has an audience,” Cheese begins. The idea that the audience who you’re talking to aren’t just your followers or your viewers, but the people they’re going to talk to in turn is central to the brand strategy.

In order to reach the largest amount of viewers and have the greatest impact, brands need to have a sound knowledge of who their fans are and the platforms where they operate. These people share their favorite moments, clips and brand stories to the people they’re connected to across the digital space, ultimately controlling the content created and deliverables.

Cheese leaves the audience with three major takeaways to understanding your audience:

Tiny Moments Are Big Seeds of Exploration – It’s not just one line of dialogue, but it’s the dialogue that comes after it. Fans are turning their favorite TV and movie moments into more shareable formats on Tumblr, Imgur, LiveJournal and reddit.

Fans are Meeting the Demand for New Content by Recombining Old Content – People want to share content they enjoy with other people, though not necessarily make money from it.

It’s Less About the Content and More About People’s Need To Connect To One Another – Content enables political, humorous and socially relevant ideas to spread through conversation.

Everybody At Once | @Kenyatta 
PSFK 2015

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