Film Marketing and Distribution Seminar

Internet Film Marketing & Distribution Ralphie Boy Studios, NYC Allen Chou President Passion River Films 416 Main Street, Metuchen, NJ 08840 [email_address] 03-19-09

Session Goals
Understand how consumers use the internet for product and service discoveries
Optimize your website for search engines
Social networking via internet
Viral marketing
Spend less money on “traditional” advertising

Challenge

What are your customers looking for?
Specific subject
Screening
Talent
Anything related to your project
You or your film?

Test your “search” visibility Can you be found using your keywords?

What if no one knows your:
Name?
Film?
Talent?

Solution Get Found Using Search Engine Marketing Strategies

“ Advertising is a wasted pool of resources” The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly (Hardcover) by David Meerman Scott (Author)

Traditional Marketing
Direct Response
Mail Marketing
Off-Line Publicity (print, radio, & tv)
Yellow Pages - Phone Books
Promotions

Non-Traditional Marketing
Internet Marketing Strategies
Social Networking
Social Media Marketing
Search Engine Optimization

Terms we’ll be using:
SEO – search engine optimization
SEM- search engine marketing
SMO- social media optimization
SMM- social media marketer
SES – search engine strategies
SERP – search engines results page
Organic Search – natural listings on the SERP (non paid)
Links- hyperlinks to your site
Anchor Text – words used in the hyperlink
Title Text- the words at the very top of the web page
Keywords - relevant words you want to rank in SERP

Social Media Marketing will generate traffic from:
Networking sites
Social bookmarks
Video Communities
Photo Communities
Blogs
Content Creation Sites
Wiki’s

Outrageous!

Major Benefits of SEM
Traffic to your site
Links to your site
Page rank lift
SERP lift
Develop relationships
Create Buzz
Make sales

Choose the right path

No Black Hat Techniques:
Spam
Keyword Stuffing & Cloaking
Link Farms
Illegal Activity
Using Bots

Who’s your customer?

Understand your customer
Where do they work, live, play?
What are their needs?
Married? Children?
What social class are they in?
How old?
Gender?
Religion?
What languages do they speak & read?
Interests?
What films do they rent, buy?

Once you ID your customer
Target their groups
Participate with their communities
Become part of their community of “friends”

Getting Started

Content is King!

Keyword Research
What is user intent?
Building a keyword list that will help get your “content” found (website, video, & images)
Start with your basic keyword list
Use a keyword tool (keyword discovery, google adwords, wordtracker)
Generate new related keywords and long tail keywords
Divide complete list into groups
Prioritize groups and select top 10 keyword phrase for your site (2 words or more)
Create new content

Word Tracker Keyword Tool

Google keyword tool

Keyword Discovery - keyword tool

Hair Removal Laser Hair popular Facial area New York Men

Cost Equipment Pictures & Video Specific Location

Long Tail Keywords Gay Men

Hair Removal Keyword List
Laser Hair Removal
Facial laser Hair removal
Permanent Hair Removal
Laser Hair Removal Pictures
Laser Hair Removal Equipment
Mens Hair Removal
Gay Mens Hair Removal
Laser Hair Removal Manhattan
Laser Hair Removal NY

Create Content
3 U’s – Useful, Updated, Unique (Seth Godin)
Place content on your site, blog, & everywhere else applicable
Content is KING!

Define Silos (Groups)
Create a marketing plan for each silo
Target silos based on keywords
If silo is competitive or has a lot of “noise”, try
tier 2 keywords
- Incorporate keywords onto website and content developed

Hair Removal Silos
Beauty
Spa
NYC Community
Women, Men, Gay Men
Medical

Summary of keyword research strategies
ID customers and their search patterns
Develop keyword list and long tail phrases
ID silos and groups
Develop content creation strategies

Next- get your content into website

Content must be placed on a site with a clear strategy IT NEEDS OPTIMIZATION!

Search Engine Optimization Search engine optimization (SEO) is the process of improving the volume and quality of traffic to a web site from search engines via "natural" ("organic" or "algorithmic") search results. Usually, the earlier a site is presented in the search results, or the higher it "ranks," the more searchers will visit that site. As an Internet marketing strategy, SEO considers how search engines work and what people search for. Optimizing a website primarily involves editing its content and HTML coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines. Definition by Wikipedia.

SEO- my simple explanation
Content placed on your site will affect SERP
Having good relevant content is the baseline for getting traffic to your site
Good content is not enough- you must engage in SEM

Title Tags
Create unique title tags for each page using your keyword phrases
Position is weighted for importance and relevance
65 characters max
Should accurately reflect page content
Contain main keywords

Title Text Very Important! Title Text

Page Content
Use keywords in bold headlines
Use keywords in anchor text (hyperlinks)
Write paragraphs
Surround images and video with content
Create & add new content- constantly!

Placing keywords on your page Keywords Keywords with Anchor Text

Image only sites are difficult to get indexed in search engines
Don’t create a site or page entirely on Flash or images
Search Engines can’t see images
Difficult to show up on SERP, because there’s no “content”

Link Building
Link Building (get links from sites read by your audience)
Links affect your page rank & position on SERP
Search traffic comes mostly from: Google, Yahoo, then MSN

Video & Image Optimization
Optimize video & images
Title, description, & keywords are key
Use keywords in filenames
Place relevant keywords around image & video on page
Add meta data
Avoid Flash & pop players

Google search for “Basketball Video” Anchor Text Content Video Surrounded By Text More Anchor Text

SEO - Summary
Unique title tags for each page using keywords
Increase keyword density on pages
Create new content– constantly
Optimize video & images
Anchor text with keywords & cross link
Don’t create a site entirely on Flash or images
Incorporate a link building campaign

Local Search
Google Local
Yahoo Local
Internet Yellow Pages (IYP)
True Local
Data Aggregators
More…

Google Local

Google search results for “medical spa cherry hill, nj” *Note Reviews Available

Yahoo Local

Note: Reviews Avail Local search for: Medical Spa, Cherry Hill, NJ

“ True Local” (local search engine)

Data Aggregator

Local Search Summary
Add your company to local search engines
Add to all IYP’s
Add to data aggregators
Find above by searching “local search tips” in SEO websites
Include your full address on bottom of website

Social Media Marketing Social Networking

SMM Goals
Branding
Traffic
Generate links
New contacts (not just clients, but people that can help with indirect sales)
Generate sales
Authority building
Identify influencers & authorities for your targets

SMM success based on: Creativity and Quality of Content!

Where will the traffic come from?

Content Creation Sites
Wikipedia, Wikihow, etc…
Squidoo
Blogs
Yahoo Answers,
Article Directories
And there’s more…

Wikipedia External links Keyword Content

Author credit available at bottom

Squidoo
Create unique “lens” (pages)
Can drive a lot of traffic
Add images onto your lens
Need to update lens for effectiveness

Squidoo You write content Popularity User Driven

Blogs
Use WordPress & optimize with SEO plugin
Blogger is good, but you can’t port site
Establish RSS feed
Set up social bookmarks (digg, delicious, etc...)

Yahoo Answers
Is anybody asking any questions about your topic?
Ask your own questions to create a dialog about your topic
Questions and Answers can be indexed for over 1 year
Great opportunity to ‘gently’ leave your “signature”

Article Marketing
Create keyword rich articles for distribution to article directories
Bookmark “published” articles
Enjoy traffic & links from your articles that have propagated to other sites!

Can Yahoo Answers help you?

See any opportunities?

Free Website Hosting
Create different content sites to drive traffic to your main site
Freeservers.com
Tripod.com
Angelfire.com
Geocities.com

Social Bookmarking
Users save a page via a bookmarking site
Notes & tags are added to each site
Now people can discover sites by tags, keywords, network, & popularity

Digg
User driven popularity
Massive traffic to your site
Greatest benefit is new links, not necessarily immediate sales
Favors larger, trusted sites
Tough to get your submission HOT

Digg Voting topics

Delicious & Furl (Diigo)
Social bookmarking site for yourself & for others to discover
Must spend time to create a great post or site to get popular
Can generate some nice links and traffic
Research tags to find related sites that can help cross promote your site
Your friends, family, and co-workers should bookmark your site (use keywords)

# of users bookmarking this site tags

User’s bookmarks Can see user’s bookmarks & tags

StumbleUpon
User driven popularity
Users vote thumbs up or down
Can drive large volumes of traffic, even more than Digg & Reddit
Videos and images work very well
Set up account & stumble your site

voting See next comments

Other Social Bookmark Sites
Reddit (similar to Digg, but on a lesser scale)
Mixx (similar to Reddit, but on a lesser scale)
Propeller (easier to “win” vs. Digg & Redditt)
Learn what posts are successful
Make the right relationships to help “seed” the posts

Twitter
The latest rage
A form of micro-blogging
Ability to connect with a lot of people
Can drive large traffic to your site
Can be used for promotions

followers message Bio & Url

YouTube
Ability to generate massive awareness
Video should include beginning and ending slates with cta
Optimize descriptions and content
Include url in description
Use target keywords
Choose target keywords in Tags
Label clip using target keywords
Upload other clips and change keywords
Optimize profile
Ratings and votes are important socially, as well with SERP
Participate with comments & responses, including Bad reviews

Massive Views Content Not Optimized Massive Ratings Deep comments

Other Video Sites:
Metacafe
Google video
MySpace TV

Video Site Marketing Goals:
SERP listing
Re-direct viewers to your target URL
Clear call-to-actions (on video and text)
Create response videos
Participate in responses for your video upload and related videos
Get high views AND ratings
Get links to your upload on video site

Flickr
Get found in image search
Optimize images with target keyword descriptions
Use keywords for file name & tags
Find related discussion groups & participate
Search by topic, location

tags discuss

Social Networking
LinkedIn
MySpace
FaceBook
Ning
Groups, Forums & Mailing Lists

LinkedIn
Set up a profile & start introducing yourself
Optimize your profile
Connect with people with like interests
People will also find you
Create a group
Can generate nice traffic to your site
Participate in Q&A section

MySpace
Set up page
Get friends
Create call-to-action to your website
Distribute viral campaigns to your friends
Participate in forums

Set up page
Get friends
Join Groups
Create Events
Private Message influencers & authorities
FaceBook

Ning.com
Create a social network
Find a social network to participate in (location, industry, interests, etc…)

Groups, Forums, & Mailing Lists
Newspaper Forums
Craig’s List (community, discussion, etc…)
Yahoo! Groups
Google Groups
Freecycle.org
Meetup.com
Industry specific sites
Newsletter blasts from industry sites (some organizations have 100,000’s of subscribers)

Social User Reviews
Join the community & participate
Write reviews & add friends
Build a solid reputation
Be careful if “self-reviewing” – be honest
Amazon.com (review similar products & include link to your product)
Yelp.com
Yahoo Answers
Google Answers
YouTube
Fickr

On-Line Publicity Strategies
Journalists are bombarded with hundreds of press releases per day
On-line Press releases are often read by consumers
Press releases are distributed via RSS
Getting your story “picked up” & re-written onto a site is best
Indexed as “News” on search engines, so date & time sensitive
Don’t send releases at the end of the week

Submitting a Press Release via Wire Service
Releases distributed on the internet should be SEO
Use wire services: PRweb, PRNewsire, & dozens of free wire services
Some services are expensive
Writing services available

Make Your Press Releases Interesting and Unique
Integrate traditional & non-traditonal promotions
Contests
Give-aways
Exclusive interviews
Don’t forget to focus on your keywords!

Blogs
Measure Chatter (Blog Pulse, Technorati, Google Blog Search)
Contact target bloggers- influencial writers
Offer to ‘contribute’ to their blog & their readers
Remember posts on a highly ranked blog can potentially RSS to 10,000’s of readers per day

Google Alerts
Sign up & monitor your keywords, including your name, film, & competitors
Participate immediately if your name shows up in a forum, review, or other social site– especially for damage control

Website Analytics
Track your progress.
Where is your traffic coming from?
What keywords were you found with?
Long Tail & 80/20 rule
Create content based on your entry point keywords & “search box” info

Viral Marketing
Not easy- Most ideas or campaigns fail
Need a variety of campaigns
Widgets
Flash Games
Animation
Select clips from movie
Sneak previews to influencial bloggers
Ideas need to incorporate “Friend Forwarding” messages

Viral Marketing Campaigns
The Ramp (BMW)
Saw II (Valentines Flash Video)
Cloverfield (film release)
The Office (ring tones)
Brokeback Mountain (postcard message)

Recommend websites:
www. SearchEngineWatch .com
http://searchengineland.com/

Hope is not a strategy

A Special Thank You to our Host: If you need help with post production & color correction services, call Dino at: 917-338-7806

Thanks to my co-teacher: If you need help marketing, distributing, or selling your film, call Josh Levin today at: 212-300-6086

For more tips on marketing & distribution your film, join our newsletter at: www.MarketMyMovie.com

Need Distribution?
DVD distribution to retailers
Netflix & Blockbuster Video sales
Public and Academic Library sales
Broadcast Licensing
Foreign Licensing and sales
Access to affordable DVD replication, packaging, and fulfillment services
Passion River Films can help you with: For more info, call or click today at: 732-321-0711 - www.PassionRiver.com

Thank You!

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Film Marketing and Distribution Seminar

by MarketMyMovie on Mar 31, 2009

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Film Marketing and Distribution Seminar — Presentation Transcript