cinemas pathé gaumont

LES CINÉMAS GAUMONT PATHÉ & WILDFIRE Thibault Picard & Henri Nekmouche January 17, 2014

is Google’s enterprise social media solution WILDFIRE

Source: http://creativecommons.org/licenses/by/2.0/

Account management

Product support

Strategic services

Ongoing education

Onboarding

Partner with

SOCIAL MEDIA EXPERTS


Messages& Pages& Ads&

Analy-cs&Governance&

Support&Strategic&

Wildfire joins the DoubleClick stack DOUBLECLICK’S SOCIAL SOLUTION

Agenda

Changing consumer behaviors & the importance of

SOCIAL

&Current situation & opportunities on social for

LES CINÉMAS GAUMONT PATHÉ

&Teaming up with WILDFIRE


Changing consumer behaviors & the importance of

SOCIAL


Meet MAX DAMAGNEZ


&

The second screen has become Max’s

FIRST SCREEN

other people in France use a social network each month

23.7M Max and

Source: Social Networking Reaches Nearly 1 in 4 Around the World, eMarketer, June 2013

Max is always connected, participating &

SHARING

Max’s zero moment of truth happens

ONLINE

Remarkable & shareable experiences becomes the next person’s

ZMOT


Social is the venue of your target audience - a strong social presence is crucial in order to stay

RELEVANT

Sources: Gen C YouTube audience study, Google / IPSOS / NowWhat, March 2013 & The Power of Gen C – Connecting with your best customers, YouTube, 2014


The current

SITUATION

Opportunities on social for Les Cinémas Gaumont Pathé

HOW TO GROW ENGAGEMENT

1) Build relationships by participating & by adding value

2) Make your quality content shareable

3) Humanize the Les Cinémas Gaumont Pathé brand

4) Build brand value by creating remarkable experiences


HOW TO GROW THE COMMUNITY

1) Social data & Attribution

2) Social ads

Opportunity #1:

ENGAGEMENT


Why care? Users engaged socially with film content are 6x more likely to

PURCHASE TICKETS

Sources: ShareThis, July 2013 http://creativecommons.org/licenses/by/2.0/

Source: http://creativecommons.org/licenses/by-sa/2.0/

ATTENTION IS Content is not the scarcity anymore

Build relationships by participating & by adding value


1

In order to drive relationship building & engagement you need to

PARTICIPATE

Source: Key Lessons for Success on YouTube, Pixability, 2013

The key is to participate without intruding, and to connect by adding

VALUE


Make your quality content shareable


2

Discovery is largely influenced by social – branding & earned media opportunities is why you should focus on

SHAREABLE CONTENT

People do things to express their

IDENTITY


People share stuff that is new, interesting & reflect of the things they want their friends to know they


STAND FOR

Humanize the Les Cinémas Gaumont Pathé brand


3

Source: http://twitter.com/tescomobile

:&&

Tesco Mobile UK is the extreme example of how a brand can become more

HUMAN


Grow advocacy and engagement by breaking the

FOURTH WALL


&

Build brand value by creating remarkable experiences


4

Branding increases the value of performance – it makes consumers favor your

BRAND

Brand loyal consumers are more vocal, tolerant & profitable – the key is to create a

CONNECTION


“People will forget what you said, people will forget what you did, but people will never forget

how you made them feel.” - Maya Angelou&


The promises a brand makes and keeps is what makes it

VALUABLE


It’s hard to be inspiring but think about

VOLVO TRUCKS


Great brands don’t build audiences – they build

COMMUNITIES


Opportunity #2:

GROWTH POTENTIAL


Trailer related search trends predicted opening weekend revenue with

94% ACCURACY

Source: Google, June 2013 “Quantifying Movie Magic with Google Search”

Harvard PhD students showed that social can play a critical role for movie

PERFORMANCE

Sources: http://online.wsj.com/article/SB10000872396390443343704577553270169103822.html & YouTube.com

Use data to understand who engaged with your

TRAILER

Use data to understand what they thought about your

TRAILER

Leverage data to allocate your budgets better with

ATTRIBUTION MODELS


Burberry announces their new line of sunglasses in a Google+ post

How would you distribute credit to Max’s

TOUCH POINTS?

Source: http://creativecommons.org/licenses/by/2.0/ Source: http://creativecommons.org/licenses/by/2.0/


Do you distribute all the credit to the

LAST INTERACTION?


Or do you distribute credit according to attribution

MODELS?

Facebook post

Display ad on CNN.com

Google+ post

Organic search

Website


TrueView ad on YouTube



Maybe with a focus on Max’s first

INTERACTIONS? Facebook post

Display ad on CNN.com

Google+ post Organic

search Website

TrueView ad on YouTube

Teaming up with

WILDFIRE

Unified Data & Content

Social Marketing Paid Digital Channels

Search Display Mobile Video

Web Properties

Website Microsite Landing Page

BRIDGE THE DIGITAL DIVIDE Build a holistic strategy with Google and


PAID, OWNED & EARNED Amplify your


OWNED MEDIA PAID MEDIA

EARNED MEDIA

SOCIAL PROPERTIES YouTube brand gadgets Facebook apps Microsites Iframe options for websites Mobile friendly versions available as well

SHARING Mentions Shares Reposts Reviews Retweets

ADVERTISING Social media ads

Analytics

Messages Pages

Workflows

Deliver the right content, to the right user, at the right time – across networks & devices through one

integrated platform

Post, monitor and respond to your audience across social networks

Create content at scale & drive engagement with access to 60+ templates

Full service creative development & production for

YouTube brand channels, Facebook pages & microsites

STRA

TEG

IC S

UPP

ORT

60% reduction in cost

70% decrease in turn around time

SAVE TIME AND COSTS The Wildfire marketing suite makes it easy to create high impact owned media that

Sources: Wildfire internal data & http://creativecommons.org/licenses/by/2.0/

Analytics

Ads

% Promotions

STRA

TEG

IC S

UPP

ORT

Full service social ads offering to amplify your social media efforts & drive awareness to your

destination

Seamlessly integrates DoubleClick to view your consumer’s digital journey across paid, owned &

earned

Workflows

Google Confidential and Proprietary

SOCIAL ADS Grow your paid social audience through

Analytics

Ads

% Promotions

STRA

TEG

IC S

UPP

ORT

Collaborate across stakeholders but maintain control with defined roles & permissions

Measure revenue generated from your social efforts in real time & track your consumer’s digital

journey & path to purchase

Messages Pages

Workflows

SIMPLE Measuring your ROI from social page and message links becomes

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THANK YOU!


Thibault Picard & Henri Nekmouche January 17, 2013

cinemas pathé gaumont

Entertainment & Humor