Social promotions for TV and Movie Producersapril 2011


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An overview of social platforms and how they can be utilised to develop audience interest and generate active consumer engagement. Presented at Market Leaders Wales on April 26th 2011.

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Social promotions for TV and Movie Producersapril 2011

  1. 1. Social Promotions presented by John Lyons from Brandmovers Europe The digital engagement specialists
  2. 2. About Us Engaging consumers through digital interactions Brandmovers is a digital engagement and social media specialist with offices in the UK and USA, and clients across the globe in various sectors. Measurable, efficient and engaging, our campaigns are designed to attract and delight your most valuable customers. From initial concept and design to post promotion analysis, Brandmovers will provide you with the tools to launch your most successful programs. Our clients include:
  3. 3. The Results <ul><li>Social Promotions Work! 1150% - average tell-a-friend lift </li></ul><ul><li>1750% - visibility lift from social content </li></ul><ul><ul><li>36.8% - average opt-in rate </li></ul></ul><ul><ul><li>286% - ROI on social ads compared to PPC </li></ul></ul><ul><ul><li>3:37 – average time on our promotions </li></ul></ul><ul><li>Online promotions can more than double or triple opt-in rates compared to other online marketing efforts </li></ul><ul><li>Online promotions outperform traditional banner and paid search advertising because they deliver measurable results </li></ul><ul><li>Online promotions are natural lead generators that seamlessly integrate with viral and social networking applications to extend brand reach </li></ul><ul><li>Social campaigns generate receptive and loyal consumer bases which offer tangible brand communication value </li></ul>
  4. 4. Social Media <ul><li>Millions of people use social media every day, and detailed user profiling allows for highly targeted branded message delivery to core consumer demographics. </li></ul><ul><li>We develop applications that run within networks such as Facebook, MySpace, Twitter, Foursquare and GetGlue. We also use social media platforms and micro-blogging sites to generate and drive traffic to consumer campaigns. </li></ul><ul><li>Platform communication tools can be utilised to drive viral communications through integrated communications to friends, published updates and share features. </li></ul>
  5. 5. Social Platforms: Facebook Pages <ul><li>Facebook Pages </li></ul><ul><li>Facebook opt-ins have been shown to have a greater shelf-life than email opt-ins, as users are less ‘mobile’ on social networks (moving ISPs and/or jobs leads to a fall-off of valid email addresses) and the communication is less likely to lead to opting out than the email equivalent. </li></ul><ul><li>Pages provide a suite of marketing tools, access to users, social advertising and Insight reporting which other options simply cannot provide. </li></ul><ul><li>Facebook Page Tabs </li></ul><ul><li>A custom Tab can deliver advanced bespoke tools, including virtual gifts (similar to an e-card, but posted directly to a friend’s wall). </li></ul><ul><li>A branded tab functions much like an in-Facebook microsite, and could include: </li></ul><ul><li>• Video </li></ul><ul><li>• Live Twitter feed </li></ul><ul><li>• Opt-in to email database (if desired) </li></ul><ul><li>• Links to external channels and nodes </li></ul>
  6. 6. Social Platforms: Facebook Groups & Profiles <ul><li>Facebook Profiles </li></ul><ul><li>Facebook Profiles are intended for individual users, and have none of the marketing and reporting tools which would come with a Page. </li></ul><ul><li>They have a benefit in extending reach, creating a multi-user management profile (though this is not strictly necessary) or for create fake profiles to support guerrilla viral marketing. </li></ul><ul><li>Facebook Groups </li></ul><ul><li>Once the key brand and marketing tool on Facebook, groups have been redesigned as collective hubs for small groups of enthusiasts or interest groups. The broadcast tools do not provide the visibility of those native to Pages, and the reporting is not as powerful. </li></ul><ul><li>Both of these options have been used in the past, but we would strongly recommend building any campaigns around Pages. </li></ul>
  7. 7. Social Platforms: Facebook Applications <ul><li>Facebook Applications </li></ul><ul><li>Facebook applications are delivered within the Facebook platform, but are in fact separate entities and run on third-party technology. They do provide one-click access to user opt-in, a wide range of demographic data and the key social sharing tools. </li></ul><ul><li>There are no longer financial restraints or approval requirements on commercial applications, and within reason whatever is possible for a digital promotion could be transposed into the Facebook network. </li></ul><ul><li>Facebook Connect </li></ul><ul><li>Facebook Connect offers external access to Facebook data and tools from a dedicated site or microsite, making it possible for users to login to a promotional site with their Facebook credentials and then have one click access to social sharing, invite and other communication tools. </li></ul>
  8. 8. Social Platforms: Facebook Advertising <ul><li>Facebook Advertising </li></ul><ul><li>Facebook’s Social Ads platform is more than just the most targeted online advertising service the Internet has ever seen, it’s also an incredibly powerful research tool. </li></ul><ul><li>Before we even begin brainstorming a promotional concept, we will use the ad platform to determine a series of target demographics and research the interests which are most likely to attract the audience to our promotion. </li></ul><ul><li>This gives us a good indication of the potential audience universe, not just on facebook but indicatively online, and thus influences the overall approach. </li></ul><ul><li>We also use targeted social ads to seed a promotion, bringing in specific users who will then be engaged and incentivised to generate organic social and viral growth. </li></ul>
  9. 9. Social Platforms: Twitter <ul><li>Twitter </li></ul><ul><li>Twitter is a fantastic way to drive traffic, but most importantly to build relationships. Our strategy is typically to reach out to relevant influencers to generate support and visibility. </li></ul><ul><li>It is less structured than Facebook, and so the value of a follower is somewhat lower, but the scope for engagement and specifically for outreach is far higher. </li></ul><ul><li>It serves as an excellent digital PR platform, and can be integrated within wider reaching or more situated promotions to good effect. </li></ul><ul><li>We post regular updates, driving foot-fall to our other assets, and post on-message content to generate debate and follow-up. We also use this channel to provide a rapid response touch point with the promotion. </li></ul>
  10. 10. Social Platforms: YouTube <ul><li>YouTube </li></ul><ul><li>YouTube search stats have continued to grow, showing the platform to be a key destination and lead-off point. </li></ul><ul><li>YouTube channels provide a fine structure to deliver ongoing content, clips and trailers, whilst the social nature of the platform provides many routes to a piece of content through intelligent tagging and seeding. </li></ul><ul><li>Depending upon a creative concept, we seek to export content to drive interest in a promotion. This could be video grabs of humorous / controversial elements within a game or “exports” of dynamic video pieces. </li></ul>
  11. 11. Social Platforms: GetGlue <ul><li>GetGlue </li></ul><ul><li>Get Glue is widely expected to be the social application breakthrough of 2011, and whilst it is primarily an early adopter tool at present we feel it is beneficial to ensure a positive presence. </li></ul><ul><li>It is a user-generated network of contextual connections between movies, celebrities, musicians and topics similar to the classic ‘you might also like’ feature developed by Amazon. Put simply, if a movie is “Pirates of the Caribbean meets Zoolander” the network provides tools to allow those connections to be made, opening up the connection to fans of the other titles. </li></ul><ul><li>There are other contextual platforms, most notably Miso, and in all cases we would seek to ensure that a title is listed and correctly connected to ensure maximum leverage. </li></ul>
  12. 12. Social Platforms: FourSquare / Geolocation <ul><li>FourSquare </li></ul><ul><li>Foursquare is the primary location-based social network, rewarding users who engage with real world locations with virtual points, badges and ‘mayorships’. </li></ul><ul><li>Users can check-in to a location, leave a tip or share a contextual message with their network using most smartphone handsets. </li></ul><ul><li>Seen as the key new network in 2010, the platform has grown to approximately 300,000 dedicated users in the UK. However, geographical reach tends towards the large metropolitan centres of London, Manchester etc. </li></ul><ul><li>Other Platforms </li></ul><ul><li>GoWalla is the longest established competitor, and maintains a stronger presence in the US than here. The real challenge will come from Facebook Places, which is built into the existing Facebook application used by over 3,000,000 in the UK – but to date </li></ul><ul><li>with little or no real uptake. This is expected to change once the ‘deals’ feature rolls out in 2011. </li></ul>
  13. 13. Social Outreach & Management <ul><li>We can help present the best face to your target audience, by seeking out key influencers and users within the demographic profile and providing engaging content to generate loyalty and consumer acquisition. </li></ul><ul><li>Tried and tested methodology ensures you get the best return on investment from Facebook, Twitter, YouTube, Foursquare or other contextual networks. </li></ul><ul><li>Reporting and tracking provides key insights, so that new initiatives can be developed around actual stats to generate real growth. </li></ul><ul><li>There are a number of free and paid-for platforms which can be used to assist the process. </li></ul>
  14. 14. Social Promotions <ul><li>Our suite of ready-to-roll social solutions make it possible for you to generate viable online visibility, grow your loyal consumer base and drive sales. </li></ul><ul><li>Opt-in exclusive content: encourage facebook users to LIKE your page with fan-only deals </li></ul><ul><li>Bespoke landing page with social sharing facilities </li></ul><ul><li>F-commerce for sales and booking direct on your Facebook page </li></ul><ul><li>Email or site opt-in tabs </li></ul><ul><li>Daily updates, news or Twitterfeeds direct on your facebook page </li></ul><ul><li>Targeted social ad campaigns: high ROI from low investment requirements </li></ul><ul><li>Custom content and promotions </li></ul>
  15. 15. Online Prize Draws <ul><li>Prize draw programs range from HTML branded registration/entry sites to integrated Facebook Page applications. </li></ul><ul><li>Visitors register their information for a chance to win relevant prizes and may pass through several rounds of creative before registration. </li></ul><ul><li>Instant win overlays can be bolted on to the Draws with winners seeded daily, weekly monthly, or even hourly. Allows for multiple prize levels and layers. </li></ul>
  16. 16. Instant Win Games <ul><li>An engaging digital experience offering everyone a chance to win…. Every time they play! </li></ul><ul><li>A digital game piece is randomized on every server hit with winning combinations possible on every play. </li></ul><ul><li>Everybody Can Win games create excitement because players see there’s always a real chance to win. </li></ul>
  17. 17. Advergames <ul><li>Games can be used to front a consumer promotion by providing an on-brand experience that rewards users for their skill, knowledge or simple participation. </li></ul><ul><li>Players can win based purely on skill, positioning on a leader board or a more traditional prize draw or instant win engine. </li></ul><ul><li>Advergames also provide a great way to drive traffic to promotions and generate consumer awareness and loyalty. </li></ul>
  18. 18. User Generated Content (UGC) <ul><li>User Generated Content or “UGC” is leveraged via our online platform that allows users to upload their pictures or videos to a promotional website where they may be viewed and judged by others as part of an online promotion. </li></ul><ul><li>Brandmovers puts safety measures in place for user generated content promotions such as a holding cache for pictures/videos to be held for pre-screening. </li></ul><ul><li>A voting community may also be incorporated into the photo sharing contest that allows other users and visitors to the site a chance to vote and rank their favorite pictures. </li></ul><ul><li>Can be integrated within Social Networking sites such as Facebook, MySpace and Bebo. </li></ul>
  19. 19. Consumer VIP Clubs <ul><li>A branded micro-site or super-charged Facebook Page that serves as a virtual community for engaged consumers to interact online </li></ul><ul><li>VIP club sites appeal to the brand’s most loyal customers </li></ul><ul><li>VIP club sites can feature: Blogs, Forums, Downloads/Wallpapers/Fun Stuff, Member Only Offers, Promotion Links, Tell-A-Friend Links, and more </li></ul><ul><li>Seamlessly integrates with promotional and e-marketing efforts. </li></ul><ul><li>Services Available: </li></ul><ul><li>E-Mail Marketing Services </li></ul><ul><li>E-Mail List Management (opt-in / opt out) </li></ul><ul><li>Custom Templates for monthly blasts, birthdays and anniversaries </li></ul>
  20. 20. Mobile Promotions <ul><li>Mobile Promotions allow you to connect directly with your consumers and customers on their hand held mobile devices. </li></ul><ul><li>Reach consumers at POS, at events or in-store and drive them to action. Brandmovers provides SMS gateway service, creative execution, data capture, secure short codes, program development and iPhone applications. </li></ul><ul><li>Use mobile promotions to deliver any of the following programs: </li></ul><ul><ul><li>Sweepstakes Entry </li></ul></ul><ul><ul><li>Instant Win Games </li></ul></ul><ul><ul><li>Trivia Contests </li></ul></ul><ul><ul><li>Mobile Coupons </li></ul></ul><ul><ul><li>Brand News and Offerings </li></ul></ul>
  21. 21. Contact Information <ul><li>John Lyons </li></ul><ul><li>Director </li></ul><ul><li>Brandmovers Europe Ltd. </li></ul><ul><li>Tel 0844 2474 120 </li></ul><ul><li>Fax 0844 2474 130 </li></ul><ul><li>[email_address] </li></ul><ul><li>@johnnieego </li></ul><ul><li> </li></ul><ul><li> </li></ul>