film's cool presentation digital strategy
DESCRIPTION
Brendan Nelson Digital StrategyTRANSCRIPT
![Page 1: Film's Cool presentation Digital Strategy](https://reader036.vdocuments.mx/reader036/viewer/2022062616/54b362484a7959ca198b459b/html5/thumbnails/1.jpg)
Digital StrategyMarketing Movies in a Wired World
![Page 2: Film's Cool presentation Digital Strategy](https://reader036.vdocuments.mx/reader036/viewer/2022062616/54b362484a7959ca198b459b/html5/thumbnails/2.jpg)
2
Contents
What is digital strategy?
1
Creating your strategy
2
Making it happen
3
![Page 3: Film's Cool presentation Digital Strategy](https://reader036.vdocuments.mx/reader036/viewer/2022062616/54b362484a7959ca198b459b/html5/thumbnails/3.jpg)
3
What is digital strategy?
![Page 4: Film's Cool presentation Digital Strategy](https://reader036.vdocuments.mx/reader036/viewer/2022062616/54b362484a7959ca198b459b/html5/thumbnails/4.jpg)
4
digital strategy
![Page 5: Film's Cool presentation Digital Strategy](https://reader036.vdocuments.mx/reader036/viewer/2022062616/54b362484a7959ca198b459b/html5/thumbnails/5.jpg)
5
“You didn’t have a strategy”
![Page 6: Film's Cool presentation Digital Strategy](https://reader036.vdocuments.mx/reader036/viewer/2022062616/54b362484a7959ca198b459b/html5/thumbnails/6.jpg)
6
Strategy vs Plan
• Strategy comes first: before the plan
• Strategy takes unforeseen events into account
• Strategy can contain multiple plans
![Page 7: Film's Cool presentation Digital Strategy](https://reader036.vdocuments.mx/reader036/viewer/2022062616/54b362484a7959ca198b459b/html5/thumbnails/7.jpg)
7
digital strategy
An adaptable plan that will keep us focused on our goal – no matter what happens
![Page 8: Film's Cool presentation Digital Strategy](https://reader036.vdocuments.mx/reader036/viewer/2022062616/54b362484a7959ca198b459b/html5/thumbnails/8.jpg)
8
digital strategy
![Page 9: Film's Cool presentation Digital Strategy](https://reader036.vdocuments.mx/reader036/viewer/2022062616/54b362484a7959ca198b459b/html5/thumbnails/9.jpg)
9
Digital, once upon a time
![Page 10: Film's Cool presentation Digital Strategy](https://reader036.vdocuments.mx/reader036/viewer/2022062616/54b362484a7959ca198b459b/html5/thumbnails/10.jpg)
10
And today…
![Page 11: Film's Cool presentation Digital Strategy](https://reader036.vdocuments.mx/reader036/viewer/2022062616/54b362484a7959ca198b459b/html5/thumbnails/11.jpg)
11
digital strategy
Anything arising from audience use of technology that we can influence,
track and measure
![Page 12: Film's Cool presentation Digital Strategy](https://reader036.vdocuments.mx/reader036/viewer/2022062616/54b362484a7959ca198b459b/html5/thumbnails/12.jpg)
12
digital strategy
An adaptable plan that will keep us focused on our goal – no matter what happens
Anything arising from audience use of technology that we can influence,
track and measure
![Page 13: Film's Cool presentation Digital Strategy](https://reader036.vdocuments.mx/reader036/viewer/2022062616/54b362484a7959ca198b459b/html5/thumbnails/13.jpg)
13
Creating your strategy
![Page 14: Film's Cool presentation Digital Strategy](https://reader036.vdocuments.mx/reader036/viewer/2022062616/54b362484a7959ca198b459b/html5/thumbnails/14.jpg)
14
So you’re making a movie…
Q: When should you start thinking about digital strategy?
![Page 15: Film's Cool presentation Digital Strategy](https://reader036.vdocuments.mx/reader036/viewer/2022062616/54b362484a7959ca198b459b/html5/thumbnails/15.jpg)
15
So you’re making a movie…
Q: When should you start thinking about digital strategy?
A: As soon as possible
![Page 16: Film's Cool presentation Digital Strategy](https://reader036.vdocuments.mx/reader036/viewer/2022062616/54b362484a7959ca198b459b/html5/thumbnails/16.jpg)
16
What you need to consider
AUDIENCE
HOOKS
ASSETS
PROPERTIES
ACTIVITY
OUTCOMES
• Who will watch the movie?
• Where can you find them?
• Can they be segmented?
• Who to engage first?
![Page 17: Film's Cool presentation Digital Strategy](https://reader036.vdocuments.mx/reader036/viewer/2022062616/54b362484a7959ca198b459b/html5/thumbnails/17.jpg)
17
What you need to consider
AUDIENCE
HOOKS
ASSETS
PROPERTIES
ACTIVITY
OUTCOMES
• What will draw people in?
• Theme, source material?
• Cast, location, genre?
• Historical events?
![Page 18: Film's Cool presentation Digital Strategy](https://reader036.vdocuments.mx/reader036/viewer/2022062616/54b362484a7959ca198b459b/html5/thumbnails/18.jpg)
18
What you need to consider
AUDIENCE
HOOKS
ASSETS
PROPERTIES
ACTIVITY
OUTCOMES
• What can you use?
• Trailers, behind-the-scenes?
• In-world media?
• Interactive content?
![Page 19: Film's Cool presentation Digital Strategy](https://reader036.vdocuments.mx/reader036/viewer/2022062616/54b362484a7959ca198b459b/html5/thumbnails/19.jpg)
19
What you need to consider
AUDIENCE
HOOKS
ASSETS
PROPERTIES
ACTIVITY
OUTCOMES
• Websites
• Social media profiles
• Who can you influence?
• Where will you send people?
![Page 20: Film's Cool presentation Digital Strategy](https://reader036.vdocuments.mx/reader036/viewer/2022062616/54b362484a7959ca198b459b/html5/thumbnails/20.jpg)
20
What you need to consider
AUDIENCE
HOOKS
ASSETS
PROPERTIES
ACTIVITY
OUTCOMES
• What will you do and when?
• Who will do it?
![Page 21: Film's Cool presentation Digital Strategy](https://reader036.vdocuments.mx/reader036/viewer/2022062616/54b362484a7959ca198b459b/html5/thumbnails/21.jpg)
21
What you need to consider
AUDIENCE
HOOKS
ASSETS
PROPERTIES
ACTIVITY
OUTCOMES
• What will you achieve?
• Focus on hardcore fans?
• Build audience database?
• Promote cinematic release?
![Page 22: Film's Cool presentation Digital Strategy](https://reader036.vdocuments.mx/reader036/viewer/2022062616/54b362484a7959ca198b459b/html5/thumbnails/22.jpg)
22
What you need to consider
AUDIENCE
HOOKS
ASSETS
PROPERTIES
ACTIVITY
OUTCOMES
Look for the connections between these areas…
…each one influences the other
![Page 23: Film's Cool presentation Digital Strategy](https://reader036.vdocuments.mx/reader036/viewer/2022062616/54b362484a7959ca198b459b/html5/thumbnails/23.jpg)
23
Making it happen
![Page 24: Film's Cool presentation Digital Strategy](https://reader036.vdocuments.mx/reader036/viewer/2022062616/54b362484a7959ca198b459b/html5/thumbnails/24.jpg)
24
This is where it’s more like a plan
“No plan survives contact with the enemy”
![Page 25: Film's Cool presentation Digital Strategy](https://reader036.vdocuments.mx/reader036/viewer/2022062616/54b362484a7959ca198b459b/html5/thumbnails/25.jpg)
25
This is where it’s more like a plan
“No plan survives contact with the enemy”
No plan survives contact with reality
![Page 26: Film's Cool presentation Digital Strategy](https://reader036.vdocuments.mx/reader036/viewer/2022062616/54b362484a7959ca198b459b/html5/thumbnails/26.jpg)
26
Getting the plan in place
• Synchronise with production schedule– When is script locked down?– When does principal photography end?– When will the rough cut be finished?– When’s the premiere?
• These dates won’t affect the substance of your digital strategy, but they are critical to its execution
![Page 27: Film's Cool presentation Digital Strategy](https://reader036.vdocuments.mx/reader036/viewer/2022062616/54b362484a7959ca198b459b/html5/thumbnails/27.jpg)
27
1. Set up digital properties
• Create website• Set up Twitter account, Facebook page, Tumblr etc
• Think about naming strategies– Do you need to abbreviate or shorten your movie title?– What if your title changes?
![Page 28: Film's Cool presentation Digital Strategy](https://reader036.vdocuments.mx/reader036/viewer/2022062616/54b362484a7959ca198b459b/html5/thumbnails/28.jpg)
28
2. Roles & Responsibilities
• Who is doing what?• Who has the passwords?
• Be very clear about who is in charge of what– Dangerous when two people update a blog at the same time– Even more dangerous when everyone thinks “someone else will do it”
![Page 29: Film's Cool presentation Digital Strategy](https://reader036.vdocuments.mx/reader036/viewer/2022062616/54b362484a7959ca198b459b/html5/thumbnails/29.jpg)
29
3. Tone of Voice
• How should your digital voice sound?• How should you communicate?
• If someone is rude about your trailer in the YouTube comments, would you:– Be abusive / insulting in response– Ignore them– Be sharp, witty but polite
![Page 30: Film's Cool presentation Digital Strategy](https://reader036.vdocuments.mx/reader036/viewer/2022062616/54b362484a7959ca198b459b/html5/thumbnails/30.jpg)
30
4. Think about the Links
• Do your profiles, properties & sites link to one another?• Where are you driving people?
• Avoid playing “link tennis”, e.g. with YouTube linking to Facebook linking back to YouTube
• What’s your main property – your website? Your Facebook page?
![Page 31: Film's Cool presentation Digital Strategy](https://reader036.vdocuments.mx/reader036/viewer/2022062616/54b362484a7959ca198b459b/html5/thumbnails/31.jpg)
31
5. Measurement
• What data will you gather?• How will you report and share it?
• What are the Key Performance Indicators (or KPIs)• What will you do with the data?
– Web traffic– YouTube views– Facebook friends– Twitter followers– Email addresses
![Page 32: Film's Cool presentation Digital Strategy](https://reader036.vdocuments.mx/reader036/viewer/2022062616/54b362484a7959ca198b459b/html5/thumbnails/32.jpg)
32
6. Unexpected events
• How will you change your plan if unexpected events happen?• Is there a Plan B? Plan C? Plan X?
• Things to consider:– Delay in shooting schedule– Competing studio working on similar film– News event forces release delay– Internet audience response makes you change some ideas (e.g.
Snakes On A Plane)– Things going better or worse than expected
![Page 33: Film's Cool presentation Digital Strategy](https://reader036.vdocuments.mx/reader036/viewer/2022062616/54b362484a7959ca198b459b/html5/thumbnails/33.jpg)
33
To recap
Creating your strategy
1. Audience
2. Hooks
3. Assets
4. Properties
5. Activity
6. Outcomes
Executing your strategy
1. Set up properties
2. Roles & Responsibilities
3. Tone of Voice
4. Think about the Links
5. Measurement
6. Unexpected Events
![Page 34: Film's Cool presentation Digital Strategy](https://reader036.vdocuments.mx/reader036/viewer/2022062616/54b362484a7959ca198b459b/html5/thumbnails/34.jpg)
34
Thank you!