FROM BUZZ TO BUSINESSHow we helped Dreams of a Life
CHALLENGE• Demanding box office  target• Tight release schedule• London-centric film• Christmas release for    Image court...
EXCEEDING EXPECTATIONS• Hit stretch target by > 50%• Momentum from 4 weeks  before release• Film showed across UK         ...
1. TREAT EACH CHANNEL DIFFERENTLY         116,000 Views | 263 Likes| 8 Comments         71,000 Views | 313 Likes | 72 Comm...
2. MOMENTUM NOT BUILT IN A DAY• Early activity a catalyst• Avoid empty rooms• Learn from early adopters
3. GIVE AUDIENCES MEANINGFUL ROLE• Listen to what they want• Identify commercial  opportunities• Complex activity likely t...
4. FLEXIBLE & FAST IS KEY• Hunt for new audiences• Retain budget to fine tune activity• Use what works
5. IT’S SOCIAL AND MEDIA• Comments need replies• Media needs promotion      Image courtesy of Dogwoof• It still needs to w...
CONCLUSIONS1.   Listen across social media2.   Measure performance in real-time3.   Develop robust actionable conclusions4...
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Social media insights to craft film marketing_Trufflenet

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A presentation by Matthew Cain, Trufflenet to a BFI seminar. Provides insights on how listening to social media can craft marketing for a film.

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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&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!
  • Social media insights to craft film marketing_Trufflenet

    1. 1. FROM BUZZ TO BUSINESSHow we helped Dreams of a Life
    2. 2. CHALLENGE• Demanding box office target• Tight release schedule• London-centric film• Christmas release for Image courtesy of Dogwoof ‘haunting’ film
    3. 3. EXCEEDING EXPECTATIONS• Hit stretch target by > 50%• Momentum from 4 weeks before release• Film showed across UK Image courtesy of http://www.facebook.com/DreamsofaLife• Film captured public Image courtesy of http://dreamsofalife.com/pressogwoof imagination How did we do it?
    4. 4. 1. TREAT EACH CHANNEL DIFFERENTLY 116,000 Views | 263 Likes| 8 Comments 71,000 Views | 313 Likes | 72 Comments 3,960 Likes | 648 Actions | 199 Comments 1,233 Followers | 1,723 Tweets | 199 Comments 2,000 Likes | 348 Shares | 172 Comments
    5. 5. 2. MOMENTUM NOT BUILT IN A DAY• Early activity a catalyst• Avoid empty rooms• Learn from early adopters
    6. 6. 3. GIVE AUDIENCES MEANINGFUL ROLE• Listen to what they want• Identify commercial opportunities• Complex activity likely to lead to a higher recall Image courtesy of Dogwoof
    7. 7. 4. FLEXIBLE & FAST IS KEY• Hunt for new audiences• Retain budget to fine tune activity• Use what works
    8. 8. 5. IT’S SOCIAL AND MEDIA• Comments need replies• Media needs promotion Image courtesy of Dogwoof• It still needs to work
    9. 9. CONCLUSIONS1. Listen across social media2. Measure performance in real-time3. Develop robust actionable conclusions4. Understand sentiment and influence5. Act quickly Image courtesy of Dogwoof

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