How we helped Dreams of a Life FROM BUZZ TO BUSINESS
<ul><li>Demanding box office target </li></ul><ul><li>Tight release schedule </li></ul><ul><li>London-centric film </li></...
<ul><li>Hit stretch target by > 50% </li></ul><ul><li>Momentum from 4 weeks before release </li></ul><ul><li>Film showed a...
71,000 Views | 313 Likes | 72 Comments 1. TREAT EACH CHANNEL DIFFERENTLY 3,960 Likes | 648 Actions | 199 Comments 1,233 Fo...
<ul><li>Early activity a catalyst </li></ul><ul><li>Avoid empty rooms </li></ul><ul><li>Learn from early adopters </li></u...
<ul><li>Listen to what they want </li></ul><ul><li>Identify commercial opportunities </li></ul><ul><li>Complex activity li...
<ul><li>Hunt for new audiences </li></ul><ul><li>Retain budget to fine tune activity </li></ul><ul><li>Use what works </li...
<ul><li>Comments need replies </li></ul><ul><li>Media needs promotion </li></ul>5. IT ’S SOCIAL AND MEDIA <ul><li>It still...
<ul><li>Listen across social media </li></ul><ul><li>Measure performance in real-time </li></ul><ul><li>Develop robust act...
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Trufflenet presentation facebook seminar

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Presentation given at BFI's seminar on social movie marketing on 20 Jan 2012. Given by Matthew Cain Director of Intelligence at Trufflenet.

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  • Each is important and has a unique role – social media not a single box .com provided longer form comments | Twitter better for quick reviews Vimoe helped reach US audience We reviewed 1 film from each distributor here and all had a Facebook page 4/9 didn’t have website in Google top 10
  • Largest number of followers not critical to success. Of current top 10 @ UK Box Office, the film with most Facebook likes has proportionately least talking about it (Puss in Boots If the film is not released in the UK first, use the foreign audience as advocates to convince Brits to go and see it If the digital experience doesn’t match the PR hype then The Works and Soda Pictures previously had problems with unofficial pages creating confusion
  • Audience demand for screenings top conversation prompt in week 2 Demand It provided a meaningful activity to channel interest / excitement (other apps available) Data helped provide a clearer commercial edge to cinemas
  • Identifying influencers helped the premiere move to bigger screen Flexible budgets meant that low ranking in YouTube search could be fixed Q&amp;As worked better than anything else – so we did more of them My Dog Tulip advertising Facebook, Twitter and YouTube feed
  • Users have an expectation of engagement Don’t expect users to find your page / feed / channel Don’t forget you’re promoting a film!
  • Users have an expectation of engagement Don’t expect users to find your page / feed / channel Don’t forget you’re promoting a film!
  • Trufflenet presentation facebook seminar

    1. 1. How we helped Dreams of a Life FROM BUZZ TO BUSINESS
    2. 2. <ul><li>Demanding box office target </li></ul><ul><li>Tight release schedule </li></ul><ul><li>London-centric film </li></ul><ul><li>Christmas release for ‘haunting’ film </li></ul>CHALLENGE Image courtesy of Dogwoof
    3. 3. <ul><li>Hit stretch target by > 50% </li></ul><ul><li>Momentum from 4 weeks before release </li></ul><ul><li>Film showed across UK </li></ul><ul><li>Film captured public imagination </li></ul>EXCEEDING EXPECTATIONS Image courtesy of http://dreamsofalife.com/pressogwoof Image courtesy of http://www.facebook.com/DreamsofaLife How did we do it?
    4. 4. 71,000 Views | 313 Likes | 72 Comments 1. TREAT EACH CHANNEL DIFFERENTLY 3,960 Likes | 648 Actions | 199 Comments 1,233 Followers | 1,723 Tweets | 199 Comments 116,000 Views | 263 Likes| 8 Comments 2,000 Likes | 348 Shares | 172 Comments
    5. 5. <ul><li>Early activity a catalyst </li></ul><ul><li>Avoid empty rooms </li></ul><ul><li>Learn from early adopters </li></ul>2. MOMENTUM NOT BUILT IN A DAY
    6. 6. <ul><li>Listen to what they want </li></ul><ul><li>Identify commercial opportunities </li></ul><ul><li>Complex activity likely to lead to a higher recall </li></ul>3. GIVE AUDIENCES MEANINGFUL ROLE Image courtesy of Dogwoof
    7. 7. <ul><li>Hunt for new audiences </li></ul><ul><li>Retain budget to fine tune activity </li></ul><ul><li>Use what works </li></ul>4. FLEXIBLE & FAST IS KEY
    8. 8. <ul><li>Comments need replies </li></ul><ul><li>Media needs promotion </li></ul>5. IT ’S SOCIAL AND MEDIA <ul><li>It still needs to work </li></ul>Image courtesy of Dogwoof
    9. 9. <ul><li>Listen across social media </li></ul><ul><li>Measure performance in real-time </li></ul><ul><li>Develop robust actionable conclusions </li></ul><ul><li>Understand sentiment and influence </li></ul><ul><li>Act quickly </li></ul>CONCLUSIONS Image courtesy of Dogwoof

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