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2010.09.30 - video & media - if3 Europe, Annecy - SWiTCH

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  • 1.  
  • 2. Video & Media : How to promote your movie... and your brand ?
  • 3. Summary
    • Context
    • How to make your action sports movie more bankable ?
    • Spreading the good word !
    • Definitions
    • How to promote your video ?
    • Conclusion
  • 4. Context
    • Paradox :
    • - Brands are fond of action sports movies to promote themselves
    • - The public is inundated with images, but he loves it.
    • DVD sales  & TV channels broadcast less action sports show or footage
    •  How to make action sports movies more attractive?
    © Guillaume Lahure – Skipass.com – 09.19.2010
  • 5. How to make your video bankable ? 1/2
    • Problem : The public does not feel concerned by action sports movies
    • "Tell me and I'll forget; show me and I may remember; involve me and I'll understand" = People will always remember how you made them feel !
    • To remember :
    • - Telling a story with characters, drama, goals, etc. ;
    • - « Start your project with a pen and paper ».
  • 6. How to make your video bankable ? 2/2
    • Problem : People are increasingly zappers ( especially if they watch a video online !)
    • To remember :
    • - Shorter is better !
    • - Technology serves the story and not vice versa.
  • 7. Spreading the good word !
    • 1st step : Making the movie...
    • 2 nd step : ... And spreading it !
    • Focus on social media : Shift happens !
  • 8. Definitions
    • Viral marketing ≠ Word of mouth
    • Marketing Buzz : shorter effects, conversion rate for purchase or increase brand awareness is less greater and less enduring than a viral marketing operation
    • Marketing 2.0 or one-to-one marketing : conversation and exchange are in the heart of the relationship between consumers and brands
    • Social media : Set of services for developing conversations and social interactions on the Internet .
  • 9. How to promote your video ? 1/5
    • 4 steps of a social media strategy :
    • 5 rules to respect :
            • 1. Listen
            • 2. Engage
            • 3. Be real
            • 4. Be respectful
            • 5. Have fun !
  • 10. How to promote your video ? 2/5
    • On average, 50% of the hearing is conducted in the first 2 weeks (over a period of 3 months).
  • 11. How to promote your video ? 3/5
    • Chaîne vs chaîne by Hervé Doulat, 2007 (1628Films)
    • A few weeks to produce the movie
    • 6 months of promotion on hundreds of social media
    • Results : viewed over 450,000 times !
    • To remember :
    • - Creating a buzz is very far from just waving a magic wand !
    • - At least, half of the budget should be devoted to promoting the film .
    • - Following the specialized forums help the director to collect customer
    • feedback and improve his work.
  • 12.
    • A classic PR strategy to ensure that the “above-the-line” medias relay the phenomenon
    • The appearance in an offline media is the lever that will extend the spread of a video
    • Contact the influential actors on the web that can boost the visibility of your video / brand : - Opinion leaders / influencers
    • - Blog plateforms
    • - News websites (e.g. : fubiz, chauffeurdebuzz, etc..)
    • A strategy of two-way traffic :
    How to promote your video ? 4/5 Bottom Up Top Down
  • 13. How to promote your video ? 5/5
    • The future of action sports movies may integrate immediate interactions with the audience
    • Shoot the Bear by Tipp-Ex, Sept. 2010
  • 14. Conclusion
    • Action sports movies are still an excellent promotional tool for brands
    • More efforts should be made to promote movies
    •   Social media are a fantastic opportunity : free, fast, targeted, feedback, measurable ROI
    • But it’s time consuming and the rules are different !
    • « Forget thinking outside the box. Forget the box.
    • Where brands needs to go today, there is no box ! »
    • Bill Tikos – Publisher, Founder & CEO of The Cool Hunter and Access Agency
  • 15. Sources
    • Marketing & Communication Studies & Books :
    • « 2010 Social Media Marketing Industry Report » by SocialMediaExaminer.com & 2010 Michael A. Stelzner
    • Les secrets du marketing viral by Seth Godin
    • Tribus - Nous avons besoin de Vous pour nous mener by Seth Godin
    • Engage!: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web by Brian Solis
    • Le guide de l'influence. Communication, Média, Internet, Opinion by Vincent Ducruey
    • Internet marketing 2010 L'odyssée du Marketing Interactif by Julia Jouffroy, Guillaume Ber & Martin Tissier
    • Le e-marketing à l'heure du web 2.0 by Catherine Viot
    • « What the f**k is social media now ? » by Marta Kagan for Espresso - http://www.brandinfiltration.com/
    • Zappos lessons: Building a Customer-Focused Culture by Tony Hseih
    • Les clés de la réussite d’une bonne vidéo virale de la conception à la diffusion, Livre Blanc 2009, Pinkanova
    • Online Presentations & Websites :
    • http://www.tubemogul.com/
    • http://www.x-tremevideo.com/
    • http://www.zapiks.fr/
    • http://www.skipass.com/
    • http://www.pvscompany.com/
    • http://poorboyz.com/
    • http://prisonvalley.arte.tv/?lang=fr
    • http://fr.academic.ru/dic.nsf/frwiki/988425#Distribution
    • http://www.marketing20.fr/buzz-marketing/internet-et-le-succes-en-salle-dun-film/
    • http://www.marketing20.fr/buzz-marketing/case-study-la-strategie-web-de-terminator-salvation/
    • http://www.switchconsulting.fr/index.php/les-cles-de-la-reussite-dune-bonne-video-virale-de-la-conception-a-la-diffusion
    • http://www.flickr.com/photos/freshpeel/4119488617/lightbox/
    • http://fr.wikipedia.org/wiki/Avatar_(film,_2009)
    • Frédéric Cavazza - http://www.mediassociaux.com/2009/06/29/une-definition-des-medias-sociaux/
    • http://www.switchconsulting.fr/index.php/une-definition-des-medias-sociaux
    • http://www.switchconsulting.fr/index.php/shoot-the-bear-or-dont
    • http://www.switchconsulting.fr/index.php/application-web-les-statistiques-des-medias-sociaux-en-temps-reel
    • http://www.switchconsulting.fr/index.php/le-saviez-vous-ou-internet-en-chiffres-et-en-images
    • Camille Jourdain - http://www.camillejourdain.fr/
    • Interviews :
    • Hervé Doulat – www.1628films.com
    • Guillaume Desmurs – www.editions-inverse.fr/
    • Sébastien Laugier – www.phileas-images.com
    • M. Bruno – www.agencecurieuse.fr
    • Société de production Le Taillefer - www.le-taillefer.com
  • 16. FOLLOW US ON

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