webdox - community building through marketing

Webdox Community building through marketing 7th May 2014

Who am I?

Schedule for today

• Film marketing & social media • Identifying the audience(s) • Understanding the participatory audience • Researching the audience

Film marketing & social media

Audience

Pre-production Production Festivals Release

Traditional Film Marketing

FansAudience

Film marketing in the age of social media

FansAudience

ViralGuerilla

SocialMedia

PublicRelations

CreativePartnerships

Advertising

FansAudience

ViralGuerilla

SocialMedia

PublicRelations

CreativePartnerships

Advertising

Building a community

1. Research

2. Choice of network

3. Promotional activities

4. Community management

5. Monitoring

26/09/2013 © Mathias Noschis alphapanda.com

Identifying the audience(s)

Target Audience

Primary target

Secondarytarget Secondary

target

Secondarytargets

Tant qu’il pleut en Amérique (2013)

Primary target: • 35+, M/F 50%/50%, urban !

Secondary targets: • Schools • African communities • Rastafaris • Travel and Africa lovers • Expats in Switzerland

Evolution of the target audience

What is the experience you are offering the audience(s) at each stage of the lifecycle of your doc?

Bastards (2014)

British documentary about a Moroccan mother fighting in court for her illegitimate child to be recognised. !

3 different experiences at 3 different stages: • Film • Crowd-funding campaign • Social media campaign

Bastards - FilmPrimary target: • Female 35+ !

Secondary targets: • Male 35+ • Mothers • Feminist groups / women's groups • International development

professionals • Women's rights activists • Human rights activists

!• Chidren's rights activists • Muslim groups • Arab diaspora, lovers of Morocco • Law students, people interested in

the justice system • Western expats in Morocco/other

Arab countries

Bastards - Film

Female35+

Male 35+

Feminists &Women’s rights

Human &kids’ rights

Muslims& Arab World

Bastards - Crowd-funding

Parents35+

Muslims& Arab World

Personalcontacts

Bastards - Social media

Muslims& Arab World

Personalcontacts

The participatory audience

The impact of participatory experience on the audience• Research conducted for the Stockholm

Academy of Dramatic Arts (SADA) • Exploring the impact of participatory experience • Based on interviews with former participants of

LARPs and ARGs • Development of measurement tools

Impact

In participatory experiences, the impact happens primarily on an interpersonal level

Resistance

Participants feel an inherent resistance before taking part in a participatory experience and before openly communicating about it

Initiation

The motivation, the behaviour and the impact are different for first-timers compared to experienced participants

The emotional and psychological impact peaks right after the experience and fades after a few weeks

Smart tools to research your audience

Exploring the field through Facebook ads• Planning a fake Facebook ad campaign allows

to compare target groups and to identify trends • A powerful tool to challenge preconceptions

Bastards (2014)How many women aged 35+ in the UK and interested in…

13,200

106,000

500,000

86,000 64,000

100,000

200,000

300,000

400,000

500,000

600,000

… children's rights

… feminism … women's rights

… human rights

… Amnesty International

Youth sports projectHow many Flemish-speaking Belgian males, aged 13-22 are interested in…

260,000

98,000 114,000

50,000

100,000

150,000

200,000

250,000

300,000

… video games … cycling … basketball

4 rules for effective research• Allow enough time (minimum 2 whole days) • Identify your territories • Use keywords in search engines • Create a database of contacts and pages Be ready to be surprised!

I am Femen (2014)Documentary about one of the members of the Ukrainian feminist group Femen !

Strategy: • Keywords: feminism, Femen, Pussy Riots, Ukraine • Territories: Switzerland, France, Ukraine, Russia, English speaking

world • Database variables: Language (EN/FR/RU), Category (Film/Political/

Feminist), Type (Site/Blog/Community) !

Results: • Knowledge, Database, Ideas

Building a community

1. Research

2. Choice of network

3. Promotional activities

4. Community management

5. Monitoring

Mathias Noschis mathias@alphapanda.com @FilmMktg

The Small Print

All information included in this document is confidential and intended solely for the use of the individual or entity to whom it is addressed. All materials are protected by copyright laws, and may not be reproduced, republished, distributed, transmitted, displayed, broadcast or otherwise exploited in any manner without the express prior written permission of Alphapanda Ltd.

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