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2010.09.30 - video & media - if3 Europe, Annecy - SWiTCH


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2010.09.30 - video & media - if3 Europe, Annecy - SWiTCH

  1. 2. Video & Media : How to promote your movie... and your brand ?
  2. 3. Summary <ul><li>Context </li></ul><ul><li>How to make your action sports movie more bankable ? </li></ul><ul><li>Spreading the good word ! </li></ul><ul><li>Definitions </li></ul><ul><li>How to promote your video ? </li></ul><ul><li>Conclusion </li></ul>
  3. 4. Context <ul><li>Paradox : </li></ul><ul><li>- Brands are fond of action sports movies to promote themselves </li></ul><ul><li>- The public is inundated with images, but he loves it. </li></ul><ul><li>DVD sales  & TV channels broadcast less action sports show or footage </li></ul><ul><li> How to make action sports movies more attractive? </li></ul>© Guillaume Lahure – – 09.19.2010
  4. 5. How to make your video bankable ? 1/2 <ul><li>Problem : The public does not feel concerned by action sports movies </li></ul><ul><li>&quot;Tell me and I'll forget; show me and I may remember; involve me and I'll understand&quot; = People will always remember how you made them feel ! </li></ul><ul><li>To remember : </li></ul><ul><li>- Telling a story with characters, drama, goals, etc. ; </li></ul><ul><li>- « Start your project with a pen and paper ». </li></ul>
  5. 6. How to make your video bankable ? 2/2 <ul><li>Problem : People are increasingly zappers ( especially if they watch a video online !) </li></ul><ul><li>To remember : </li></ul><ul><li>- Shorter is better ! </li></ul><ul><li>- Technology serves the story and not vice versa. </li></ul>
  6. 7. Spreading the good word ! <ul><li>1st step : Making the movie... </li></ul><ul><li>2 nd step : ... And spreading it ! </li></ul><ul><li>Focus on social media : Shift happens ! </li></ul>
  7. 8. Definitions <ul><li>Viral marketing ≠ Word of mouth </li></ul><ul><li>Marketing Buzz : shorter effects, conversion rate for purchase or increase brand awareness is less greater and less enduring than a viral marketing operation </li></ul><ul><li>Marketing 2.0 or one-to-one marketing : conversation and exchange are in the heart of the relationship between consumers and brands </li></ul><ul><li>Social media : Set of services for developing conversations and social interactions on the Internet . </li></ul>
  8. 9. How to promote your video ? 1/5 <ul><li>4 steps of a social media strategy : </li></ul><ul><li>5 rules to respect : </li></ul><ul><ul><ul><ul><ul><li>1. Listen </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>2. Engage </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>3. Be real </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>4. Be respectful </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>5. Have fun ! </li></ul></ul></ul></ul></ul>
  9. 10. How to promote your video ? 2/5 <ul><li>On average, 50% of the hearing is conducted in the first 2 weeks (over a period of 3 months). </li></ul>
  10. 11. How to promote your video ? 3/5 <ul><li>Chaîne vs chaîne by Hervé Doulat, 2007 (1628Films) </li></ul><ul><li>A few weeks to produce the movie </li></ul><ul><li>6 months of promotion on hundreds of social media </li></ul><ul><li>Results : viewed over 450,000 times ! </li></ul><ul><li>To remember : </li></ul><ul><li>- Creating a buzz is very far from just waving a magic wand ! </li></ul><ul><li>- At least, half of the budget should be devoted to promoting the film . </li></ul><ul><li>- Following the specialized forums help the director to collect customer </li></ul><ul><li> feedback and improve his work. </li></ul>
  11. 12. <ul><li>A classic PR strategy to ensure that the “above-the-line” medias relay the phenomenon </li></ul><ul><li>The appearance in an offline media is the lever that will extend the spread of a video </li></ul><ul><li>Contact the influential actors on the web that can boost the visibility of your video / brand : - Opinion leaders / influencers </li></ul><ul><li>- Blog plateforms </li></ul><ul><li>- News websites (e.g. : fubiz, chauffeurdebuzz, etc..) </li></ul><ul><li>A strategy of two-way traffic : </li></ul>How to promote your video ? 4/5 Bottom Up Top Down
  12. 13. How to promote your video ? 5/5 <ul><li>The future of action sports movies may integrate immediate interactions with the audience </li></ul><ul><li>Shoot the Bear by Tipp-Ex, Sept. 2010 </li></ul>
  13. 14. Conclusion <ul><li>Action sports movies are still an excellent promotional tool for brands </li></ul><ul><li>More efforts should be made to promote movies </li></ul><ul><li>  Social media are a fantastic opportunity : free, fast, targeted, feedback, measurable ROI </li></ul><ul><li>But it’s time consuming and the rules are different ! </li></ul><ul><li>« Forget thinking outside the box. Forget the box. </li></ul><ul><li>Where brands needs to go today, there is no box ! » </li></ul><ul><li>Bill Tikos – Publisher, Founder & CEO of The Cool Hunter and Access Agency </li></ul>
  14. 15. Sources <ul><li>Marketing & Communication Studies & Books : </li></ul><ul><li>« 2010 Social Media Marketing Industry Report » by & 2010 Michael A. Stelzner </li></ul><ul><li>Les secrets du marketing viral by Seth Godin </li></ul><ul><li>Tribus - Nous avons besoin de Vous pour nous mener by Seth Godin </li></ul><ul><li>Engage!: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web by Brian Solis </li></ul><ul><li>Le guide de l'influence. Communication, Média, Internet, Opinion by Vincent Ducruey </li></ul><ul><li>Internet marketing 2010 L'odyssée du Marketing Interactif by Julia Jouffroy, Guillaume Ber & Martin Tissier </li></ul><ul><li>Le e-marketing à l'heure du web 2.0 by Catherine Viot </li></ul><ul><li>« What the f**k is social media now ? » by Marta Kagan for Espresso - </li></ul><ul><li>Zappos lessons: Building a Customer-Focused Culture by Tony Hseih </li></ul><ul><li>Les clés de la réussite d’une bonne vidéo virale de la conception à la diffusion, Livre Blanc 2009, Pinkanova </li></ul><ul><li>Online Presentations & Websites : </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>,_2009) </li></ul><ul><li>Frédéric Cavazza - </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>Camille Jourdain - </li></ul><ul><li>Interviews : </li></ul><ul><li>Hervé Doulat – </li></ul><ul><li>Guillaume Desmurs – </li></ul><ul><li>Sébastien Laugier – </li></ul><ul><li>M. Bruno – </li></ul><ul><li>Société de production Le Taillefer - </li></ul>
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