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

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?

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?

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

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

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

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

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

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

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?

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”

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

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

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!

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

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

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

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

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

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 (hyper- links) Write paragraphs Surround images and video with content Create & add new content- constantly!

Use keywords in bold headlines

Use keywords in anchor text (hyper- links)

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”

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

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

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

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

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

IYP

“ 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

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

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, 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

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...)

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”

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!

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

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

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

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)

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

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

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

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

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

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

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

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

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

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

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

Set up page

Get friends

Join Groups

Create Events

Private Message influencers & authorities

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

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)

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

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

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

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!

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

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

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

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

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)

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/

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

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

Thank You!