film and festivals workshop
TRANSCRIPT
HOW CAN CULTURAL
CINEMAS AND FILM
FESTIVALS MAXIMIZE THE
POTENTIAL OF DIGITAL TO
ENGAGE AUDIENCES?
MATTHEW CAIN
THE ANSWER
“How can cultural cinemas and film festivals
maximize the potential of digital to engage
audiences?”
Discover
insightsSpark
activity
Respond &
react
HOW TO . . .
Analyse social media
conversations;
Translate data into
strategy;
Deal with criticism
Measure success
AGENDA
DISCOVERING INSIGHTS
Managed
process
Informative
Not engaging
Demonstrated
impact
SPARKING ACTIVITY
Reaching
beyond the
usual suspects
How to reach
key prospects
Generating
online buzz
Managing
response
RESPOND & REACT
Identifying
communities of
interest
Tweaking
marketing on the fly
Sharing the story
and curating
experiences
Empathising with
audiences
ANALYSE SOCIAL MEDIA
CONVERSATIONS
BASIC: YOUR IMPACT
Measure
Complexity
Listen
SILVER: YOU + AUDIENCE
Number of „actions‟
Clicks, views, shares,
likes
Day, time, place
Media impact
Other
content
GOLD: OBSERVE THE ECOSYSTEM
New
audiences
Strength of feeling
Intention and
frequency
Interests and activities
„Influence‟
DATA INTO STRATEGY
MAKING VALUE FROM DATA
Plan
ImplementMeasure
Evolve
DEVELOPING HYPOTHESES
The audience is
They will be interested because
We will reach them
through
We want them to
DECISIONS YOU CAN MAKE
Where?
How
many?
Interests
Who?
When?
Strategy
Messages
Content
type
Language
Audience
Tactics Evaluation
Share of
voice
Penetration
Engagement
Actions
Unprompted
FIVE GOLDEN RULES
Don‟t wait
Collect data over time
Know what you can do differently
Only measure what you can change
Act & iterate, don‟t wait & prove
DEALING WITH
CRITICISM
WHAT YOU SHOULD KNOW
Don‟t be blind-sided
See past the tone
Use your community
Be human
It is the real world
ADOPTING A POLICY
„Trolls‟
„Rager‟
„Misguided‟
„Unhappy customer‟
Monitor
Fix the
facts
Assessment
Fix the
problem
Evaluation Considerations
Transparency
Timeliness
Tone
Influence
Thanks to USAF
MEASURE SUCCESS
Are we reaching the right audiences?
Is the impact significant?
Is it having the desired effect?
What could we do differently?
To what extent would it change the outcome?
KEY OUTCOMES
THE RIGHT MEASURES
What you
understand
What the data
explains
What you can
explain
COMMUNICATING THE FINDINGS
Do people understand what you are measuring?
Is it consistent with expectations?
Can you communicate it clearly, authoritatively
and in a timely fashion?
Can you explain what to do with it?
CONTACT DETAILS
Trufflenet
12 Suffolk Street
London
SW1Y 4HG
T: +44 (0) 20 7812 6565
www.trufflenet.com
Matthew Cain
@mcaino
07764 747858