media desk belgium - film marketing in the age of social media
DESCRIPTION
Presentation hold on 5th December 2013 in Leuven. Social media has completely transformed the way film marketing is conducted. This introduces the 5-step process to successfully promote a film in a digital environment.TRANSCRIPT
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MEDIA Desk Belgium Film Marketing in the Age of Social Media 5th December 2013
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© Mathias Noschis alphapanda.com
Mathias Noschis• Career start in independent film in Switzerland and
the South Caucasus • International experience in advertising, PR and
social media for Toy Story 3, Black Swan, The A-Team, Alice in Wonderland...
• Today working with independent producers and tutoring for training programmes and workshops
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Why should producers care about film marketing?
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Multiplication of distribution channels and strategies• Multiplication of festivals • Theatrical is seen as a “loss leader” • Opportunities to break distribution windows • Development of VOD • Even more with short films
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Anticipate the needs of the distributors• Prepare promotional assets during production • Make sure you agree on strategy • Be in a stronger position to negotiate
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Social networks require time• A successful social media strategy lasts for the
whole lifecycle • The community should be active at the time of
release
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Audience
Pre-production Production Festivals Release
Traditional Film Marketing
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Pre-production Production Festivals Release
FansAudience
ViralGuerilla
SocialMedia
PublicRelations
CreativePartnerships
Film marketing in the age of social media
Advertising
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Building a Community
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A 5 step process
1. Research
2. Choice of network
3. Promotional activities
4. Community management
5. Monitoring
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1. Researching the audience
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5 tips for effective research• Allow enough time (minimum 2 whole days) • Use keywords in search engines • Explore through Facebook ads • Create a database of contacts and pages • Be surprised!
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2. Choosing the right social network
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Alternatives
• Facebook • Twitter • Blog / Tumblr • Mailing list • Existing community
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Ask yourself 5 questions• What existing networks do I have? • What are the demographics of my targets? • What are my territories and languages? • How much time can I dedicate to this? • What do I like to do?
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3. Promotional Activities
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Call to action
Making the audience aware of the film is NOT enough! !
You need a call to action! !
Possible calls to action: • Buy my DVD • Go to the cinema • Like my fan page • Subscribe to my mailing list
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Advertising - Definition
Calling public attention to a film through the procurement of the placement of a piece of media real-estate within any given media.
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Advertising - Facebook ads
Principle: • Identify target audience in demographic terms • Bid for pay-per-click • Set a maximum spend per day
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Publicity / PR - Definition
Creating an image of a product or service in the eyes of the public, mainly through media coverage.
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Publicity / PR - Activities
• Film Premiere • Press Junket / Interview • Press Kit / EPK • Press / Multimedia Screening • Negotiation of placement • Competition
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Creative Partnerships - Definition
An association with one or more product, service or organisation in order to implement cross-promotional activities
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Creative Partnerships - Typologies
• Media partnerships • Commercial partnerships
• Product Placement • Marketing Alliances • Competitions
• Non-commercial partnerships • Educational partnerships
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suggestions for non commercial partnerships• Get involved with clubs or associations for
competitions • Find a media partner to document the
production of your film • Create educational material for an existing
organisation
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Viral Marketing - Definition
The rapid adoption of a product or passing on of an offer to friends and family through word-of-mouth (or word-of-mouse) networks
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Infiltration - Definition
The act of existing group, forums, communities, blogs or pages to initiate a discussion around a specific topic.
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4. Managing the community
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Community management
A bit like being a good party host, but in an online capacity
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4 tips for successful community management• Listen to your community • Plan regular updates • Encourage word-of-mouth • Organise competitions
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5. Monitoring
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4 questions answered by effective monitoring• Which activities are working? • Which websites are talking about the film? • What is my audience talking about? • What is their opinion on the campaign?
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A 5 step process
1. Research
2. Choice of network
3. Community building
4. Community management
5. Monitoring
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DOs• Do start your marketing effort well in advance • Do allow a budget for marketing • Do spend time researching your audience • Do use your fans as brand ambassadors • Do measure the effectiveness through monitoring
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DON’Ts• Don’t target your primary audience • Don’t start on all social networks • Don’t think a great film is enough • Don’t rely purely on innovative activities • Don’t leave it die at the end
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Additional Resources
Selling Your Film without Selling Your Soul www.sellingyourfilm.com Blogs: • www.shericandler.com • www.pmdforhire.com • www.movieviral.com
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Questions?
www.alphapanda.com [email protected] LinkedIn: Mathias Noschis Twitter: @FilmMktg
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