MEDIA Desk Belgium - Film Marketing in the Age of Social Media

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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 …

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.

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  • 1. MEDIA Desk Belgium Film Marketing in the Age of Social Media 5th December 2013 © Mathias Noschis alphapanda.com
  • 2. 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 ATeam, Alice in Wonderland... Today working with independent producers and tutoring for training programmes and workshops © Mathias Noschis alphapanda.com
  • 3. Why should producers care about film marketing? © Mathias Noschis alphapanda.com
  • 4. 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 © Mathias Noschis alphapanda.com
  • 5. Anticipate the needs of the distributors • Prepare promotional assets during production • Make sure you agree on strategy • Be in a stronger position to negotiate © Mathias Noschis alphapanda.com
  • 6. Social networks require time • • A successful social media strategy lasts for the whole lifecycle The community should be active at the time of release © Mathias Noschis alphapanda.com
  • 7. Traditional Film Marketing Audience Preproduction © Mathias Noschis alphapanda.com Production Festivals Release
  • 8. Film marketing in the age of social media Creative Partnerships Public Relations Viral Guerilla Social Advertising Media Fans Audience Preproduction © Mathias Noschis alphapanda.com Production Festivals Release
  • 9. Building a Community © Mathias Noschis alphapanda.com
  • 10. © Mathias Noschis alphapanda.com
  • 11. A 5 step process 2. Choice of network 3. Promotional
 activities 1. Research 4. Community
 management 5. Monitoring © Mathias Noschis alphapanda.com
  • 12. 1. Researching the audience © Mathias Noschis alphapanda.com
  • 13. 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! © Mathias Noschis alphapanda.com
  • 14. 2. Choosing the right social network © Mathias Noschis alphapanda.com
  • 15. Alternatives • Facebook • Twitter • Blog / Tumblr • Mailing list • Existing community © Mathias Noschis alphapanda.com
  • 16. 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? © Mathias Noschis alphapanda.com
  • 17. 3. Promotional Activities © Mathias Noschis alphapanda.com
  • 18. 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 © Mathias Noschis alphapanda.com
  • 19. 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. © Mathias Noschis alphapanda.com
  • 20. Advertising - Facebook ads Principle: • Identify target audience in demographic terms • Bid for pay-per-click • Set a maximum spend per day © Mathias Noschis alphapanda.com
  • 21. Publicity / PR - Definition Creating an image of a product or service in the eyes of the public, mainly through media coverage. © Mathias Noschis alphapanda.com
  • 22. Publicity / PR - Activities • Film Premiere • Press Junket / Interview • Press Kit / EPK • Press / Multimedia Screening • Negotiation of placement • Competition © Mathias Noschis alphapanda.com
  • 23. Creative Partnerships Definition An association with one or more product, service or organisation in order to implement crosspromotional activities © Mathias Noschis alphapanda.com
  • 24. Creative Partnerships - Typologies • Media partnerships • Commercial partnerships • Product Placement • Marketing Alliances • Competitions • Non-commercial partnerships • Educational partnerships © Mathias Noschis alphapanda.com
  • 25. 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 © Mathias Noschis alphapanda.com
  • 26. Viral Marketing - Definition The rapid adoption of a product or passing on of an offer to friends and family through word-ofmouth (or word-of-mouse) networks © Mathias Noschis alphapanda.com
  • 27. Infiltration - Definition The act of existing group, forums, communities, blogs or pages to initiate a discussion around a specific topic. © Mathias Noschis alphapanda.com
  • 28. 4. Managing the community © Mathias Noschis alphapanda.com
  • 29. Community management A bit like being a good party host, but in an online capacity © Mathias Noschis alphapanda.com
  • 30. 4 tips for successful community management • Listen to your community • Plan regular updates • Encourage word-of-mouth • Organise competitions © Mathias Noschis alphapanda.com
  • 31. 5. Monitoring © Mathias Noschis alphapanda.com
  • 32. 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? © Mathias Noschis alphapanda.com
  • 33. A 5 step process 2. Choice of network 3. Community
 building 1. Research 4. Community
 management 5. Monitoring © Mathias Noschis alphapanda.com
  • 34. 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 © Mathias Noschis alphapanda.com
  • 35. 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 © Mathias Noschis alphapanda.com
  • 36. Additional Resources Selling Your Film without Selling Your Soul
 www.sellingyourfilm.com Blogs: • • • www.shericandler.com www.pmdforhire.com www.movieviral.com © Mathias Noschis alphapanda.com
  • 37. Questions? www.alphapanda.com mathias@alphapanda.com LinkedIn: Mathias Noschis Twitter: @FilmMktg © Mathias Noschis alphapanda.com
  • 38. 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. © Mathias Noschis alphapanda.com