(POSTPONED) Masterclass: Building Your Digital Audience

(POSTPONED) Masterclass: Building Your Digital Audience


Saturday, December 1, 2012 - 5:00pm to Sunday, December 2, 2012 - 1:00am


Centre for Digital Media --685 Great Northern Way , Vancouver , British Columbia (BC) Show on Google Maps

MasterClass with Annelise Larson & Special Guests

PLEASE NOTE: This masterclass has been postponed until further notice. We apologize for any inconvenience.

Who are you targeting with your product or content? Where is your audience online? How do you attract and engage them with your digital entertainment project? And, perhaps most importantly, how can you monetize them?

Building a loyal following in the increasingly crowded online world has never been more important or more daunting.

Join us for the Building Your Digital Audience masterclass, led by Annelise Larson from Veria Search Media Marketing with other experts in digital audience and marketplace who will share their experience and provide an informed context for the larger group discussion and exploration of these questions.

Participants will gain knowledge and tools to help identify and find, attract and build, and monetize their key digital audience(s). They will be led through applied exercises in using keyword research, online data, search engine optimization (SEO) and social media optimization (SMO). At the end of the day, the final synthesis and collective group wisdom will give all participants a deeper understanding of their digital audience and how to make them part of a viable online business model.



For details about registration and payment options go to:

Lead Presenter

Annelise Larson, Veria Search Media Marketing (Part of the Shift Media Group)

Annelise has been working in the field of digital marketing since 1995. Since 2009, Annelise has been collaborating with government organizations, producers and production companies in the Canadian film, television and interactive industries. Besides extensive teaching opportunities for this sector, she has also developed online marketing strategies for digital media products as diverse as social TV apps, transmedia experiences, webisode series, feature films, non-fiction television series and production companies themselves. She uses the power of authentic online language to help producers define, find, attract and engage their audiences and work toward strategic and sustainable business models that fit into our new "transmedia" world. Annelise also recently joined the Shift Media Group as Director of Digital Media & Marketing. Her company, Veria, along with the media companies Partners in Motion and Original Pictures, now form a national multimedia company aimed at creating opportunities, telling great stories and finding viable business models at the crossroads where traditional and digital meet.

Guest Speakers

Erica Hargreave, Founder & Creative Head, Ahimsa Media

Erica's early integration into the digital space and ability to develop stories interactively, led to the creation of one of the first digital / transmedia storytelling companies.  They have created digital characters for the non-profit and education sector, been the digital voice behind films and TV Series, taught at a number of post-secondary institutions, and most recently launched a new transmedia travel property, Roamancing. Over the years, Erica has written for TV, magazines, books, the web and the education sector.  She has worked as a creative producer for both TV and theater, directed, and even starred in her own TV Show.  Erica has also taught – both in the Community, and at Post Secondary and Grade School Institutions.  Thriving on challenges and the desire to solve problems, Erica has been focusing her storytelling on emerging, digital and social media for the past few years and has been loving it. She loves to share this passion with others and help them to bring their stories to life too.
Maija Leiva, Executive Producer, Parallax Film Productions

Parallax Film Productions tells the great stories of science and history to Canadian and international audiences in unique and innovative ways. Maija has worked with Parallax for more than ten years. She administers all aspects of development, production and post. She also implements finance plans for the successful completion of each project. What she loves best about her job is that there is always something new to discover. She is also the talent and passion behind the successful (and ongoing) social media campaign for Parallax’s Battle Castle, a factual television program about six great castle sieges throughout Medieval history that is currently airing in Canada on History Television and in the UK on Discovery UK. The show has garnered significant international attention for its transmedia and social media elements.

Proposed Schedule (subject to change)

9:00 -9:30 AMWelcome Warm-up & Introductions
9:30-10:15 AMPresentation: Identifying & Finding Your Digital Audience
10:15-11:00 AMApplied Exercise: Using Keyword Research & Online Audience Data
11:00-11:15 AMParticipants Present Out
11:15-11:30 AMCoffee Break
11:30 AM-12:00 PMGuest Speaker: Erica Hargreave, Case Study: Finding Your Niche (Roamancing)
12:00-12:10 PMMorning Wrap Up
12:10-1:00 PMLunch
1:00-2:00 PMPresentation: Attracting & Building Your Digital Audience
2:00-3:00 PMBreakout Group Exercise: Using Search Engine Optimization (SEO) & Social Media Optimization (SMO) Principles
3:00-3:15 PMParticipants Present Out
3:15-3:30 PMCoffee Break
3:30-4:00 PMGuest Speaker: Maija Leiv, Case Study: Following the Voices of Fans to Success (Battle Castle)
4:00-4:30 PMPresentation: Monetizing Your Digital Audience
4:30-5:00 PMFinal Synthesis Exercise
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