Cathay Social Media Training, Prantik

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Cathay Social Media Training, Prantik

  1. 1. Hello@happymarketer.com
  2. 2. May  13th  2013 Hello@happymarketer.com
  3. 3. And is social media being used to celebrate this centennial movie event? You  Bet! Hello@happymarketer.com
  4. 4. Hello@happymarketer.com
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  6. 6. In fact ‘digital’ is revolutionizing not justthe way movies are made & launched but also the way they are distributed & Lets  look  at  some  local consumed! examples! Hello@happymarketer.com
  7. 7. Ms.  Shilpa  Krishnan 30  year  old  Singaporean  Brand  Marketer  at  P&GPassionate  about  film  making! Hello@happymarketer.com
  8. 8. 3  Years  ago  she  began  herindependent  film  producFon  company Hello@happymarketer.com
  9. 9. She  began  with  4-­‐5  short  sub-­‐10min  films  3  years  ago… Hello@happymarketer.com
  10. 10. AMer  gaining  some  experience,  in  2011  she  produced  her  1st  feature  film Hello@happymarketer.com
  11. 11. Needless  to  say  her  equipment  was  ‘digital’ Hello@happymarketer.com
  12. 12. She  found  her  editor  &  music  director online  via  Facebook  in  Dubai! Hello@happymarketer.com
  13. 13. &  guess  what  social  media  helped  her connect  to  a  Bollywood  singer,  whokindly  sang  the  Ftle  track  for  her  for  free! Hello@happymarketer.com
  14. 14. Her  trailers  were  distributed   via  YouTube  &  Vimeo Hello@happymarketer.com
  15. 15. We,  at  Happy  Marketer  helped   develop  her  web  assets!   Hello@happymarketer.com
  16. 16. All  behind-­‐the-­‐scene  sFlls  &  promo  interviews  were  marketed  via  Facebook Hello@happymarketer.com
  17. 17. We  used  digital  &  social  media  markeFngto  promote  her  screenings  at  The  Art  House Hello@happymarketer.com
  18. 18. The  screening  ‘moments’  &  audience  reviewsvery  captured  &  shared  via  digital  channels…. Hello@happymarketer.com
  19. 19. Following  the  offline  screening,  the  movie had  a  global  premiere  via  an  online movie  distribuFon  channel! Hello@happymarketer.com
  20. 20. The  global  premiere  screening  news spread  far  &  wide  across  conFnentsthanks  to  cost-­‐effecFve  social  media! Hello@happymarketer.com
  21. 21. ….and  thanks  to  that  Shilpa  &  her  crewgot  covered  by  tradiFonal  media  in  Singapore &  overseas! Hello@happymarketer.com
  22. 22. That’s not all folks,the news spread as from Singapore to Bangladesh to Hollywood! Hello@happymarketer.com
  23. 23. …and today she has a DVD distributioncontract from Hollywood as well Hello@happymarketer.com
  24. 24. Global media coverage & 3 International Film Festivals Digital equipment | social network connectivitycrowd sourcing | digital marketing & launch 7 short films + 1 x 2 hour feature film A passionate Budding dream talent & lots of effort Hello@happymarketer.com
  25. 25. Crowdsourced  funding   for  film-­‐making! Hello@happymarketer.com
  26. 26. The power of digital is immense & it should not be undermined! Hello@happymarketer.com
  27. 27. A  simple  wall  post  image  liked  by  800;   106  comments  &  shared  982  Fmes;   Hello@happymarketer.com
  28. 28. What do you thinkmakes digital this powerful & popular? Hello@happymarketer.com
  29. 29. Hello@happymarketer.com
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  31. 31. We saw how digital influencesthe movie making & launching process, but how about movie distribution & consumption? Hello@happymarketer.com
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  35. 35. But these are all not available in Singapore right, so are there any homegrown local options? Hello@happymarketer.com
  36. 36. Movie streaming withcrowd-sourced, translated subtitles Hello@happymarketer.com
  37. 37. Licensed Bollywood moviestreaming integrated with social media Hello@happymarketer.com
  38. 38. Not only does it show me which of my friends havewatched movies but gives me incentives to spread the word! Hello@happymarketer.com
  39. 39. So is ‘digital & social media’ a competitive threat to Cathay’s business? Hello@happymarketer.com
  40. 40. Can this potentialcompetitive threat be converted to a ‘competitive advantage’? You  Bet! Hello@happymarketer.com
  41. 41. For that we need to dig deep& first understand how and why the digital & social revolution is underway! Hello@happymarketer.com
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  46. 46. What are some of thetrends you observe? Crowd-sourced Off-line & online integration Localized Personalized Data-driven Social Hello@happymarketer.com
  47. 47. The role & impact ofsocial media incinema, leisure &hospitality marketingPrantik MazumdarPartner, Happy Marketerprantik@happymarketer.com Hello@happymarketer.com
  48. 48. If I were to ask you, how is Singapore feeling today?Sad? Happy? Ok? What would you say?? Hello@happymarketer.com
  49. 49. And how was Singapore feeling during the Budget& Valentines month? Valentines Day! Hello@happymarketer.com
  50. 50. Let’s see what are Singaporeans aresearching for right now?...... Hello@happymarketer.com
  51. 51. And what are they tweeting as we speak?? 03:14 Hello@happymarketer.com
  52. 52. Some fun social & mobile trivia!1. What is the mobile penetration of Singapore?2. What is the smartphone penetration of Singapore?3. What is the most expensive iPhone/iPad app?4. How many of you’ll use a mobile device while watching TV?5. Which country has the highest per capita usage of Facebook by time?6. Which is the fastest growing user segment on Facebook in Singapore? Hello@happymarketer.com
  53. 53. We have moved into a real-time information era People are searching & communicatingthrough real time, social & location-aware mechanism What sparked this change?? Hello@happymarketer.com
  54. 54. The advent of Web 2.0 has transformed& revolutionized the Internet… Web  2.0  encompasses  services  &  applicaFons that  facilitate  a  two-­‐way  process  to communicate,  share  and  collaborate Hello@happymarketer.com
  55. 55. Its much more than just Facebook, LinkedIn &Twitter… Hello@happymarketer.com
  56. 56. Everyone can be a creator, critic &collector! Hello@happymarketer.com
  57. 57. Hello@happymarketer.com
  58. 58. Hello@happymarketer.com
  59. 59. Social media allows the sameconsumer to be a producer & your Hello@happymarketer.com
  60. 60. On a lighter note, today we even have aprescribed social media diet;) Hello@happymarketer.com
  61. 61. Hello@happymarketer.com
  62. 62. The Internet has democratized information flow. People & Consumers have the power & choice to communicate, critique, discuss, share, transact through various social & location-aware mobile tools Brands & companies need to innovate& offer new, relevant ways to live, work & play Hello@happymarketer.com
  63. 63. A bit about myself….. Currently a Partner @ Happy Marketer Previously, worked with another digital brand management firm Started my career in the Civil Service – at IESingapore Majored in Comp Engg in NUS & minor in Technopreneurship Had won in the TEC category at Startup@Singapore in 2004 Love cricket & a believer in social media www.linkedin.com/in/pranFkmazumdar @pranmaz Hello@happymarketer.com
  64. 64. Today’s agenda….. 1. The evolution of media & marketing 2. Are Asia & Sg ready to embrace social media? 3. The role & influence of digital on cinema, leisure & entertainment marketing 4. Social Media ROI – What should you measure? Hello@happymarketer.com
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  87. 87. 67  Million  iPads  sold  in   2  years  since  launch! Hello@happymarketer.com
  88. 88. 67  Million  Units  sold  in…..24  years 5  years 3  years Hello@happymarketer.com
  89. 89. In the last 700 years, since the advent of print media, marketing has evolved across many different media and devices and is progressively movingtowards in-bound, content based, non-intrusive ideas Hello@happymarketer.com
  90. 90. Activity 1: Design an marketing campaignfor Cathay Cinema Singapore across thefollowing channels •    Print •    Radio One annual mega •    TV promotion •    Email to increase the awareness & footfall at Cathay Cinemas •    Mobile •    Display •    Social  Media Hello@happymarketer.com
  91. 91. Hello@happymarketer.com
  92. 92. Today’s agenda….. 1. The evolution of media & marketing 2. Are Asia & Sg ready to embrace social media? 3. The role & influence of digital on cinema, leisure & entertainment marketing 4. Social Media ROI – What should you measure? Hello@happymarketer.com
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  94. 94. Source:  www.thomascrompton.com Hello@happymarketer.com
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  98. 98. Smartphone Penetration in APAC….. • Singapore – 70% • Australia – 37% • Hong Kong – 35% • USA – 31% Hello@happymarketer.com
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  107. 107. Mobile Web Trends are rather unique in Asia Hello@happymarketer.com
  108. 108. Mobile Web Usage Trends….. • Globally 8.9% of web traffic comes from mobile • In Asia, that number stands at 14% - Japan : 47% - Urban China : 43% - Singapore : 35% - HK : 16% • In many other Asian countries, most mobile Internet users never use a desktop/PC - India : 59% - Indonesia : 44% - Thailand : 32% Hello@happymarketer.com
  109. 109. Smartphones, mobile web,mobile apps are transforming Hello@happymarketer.com
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  116. 116. Now, lets see how mobile is transforming our habits Hello@happymarketer.com
  117. 117. The convergence of mobile & social is creating awave of opportunities in the domains ofentertainment, gaming, commerce, deals…… Hello@happymarketer.com
  118. 118. The convergence of mobile & social is creating awave of opportunities in the domains ofentertainment, gaming, commerce, deals…… Hello@happymarketer.com
  119. 119. Activity 2: Outline 5 interesting featuresthat a Cathay smartphone & iPad appshould have? Hello@happymarketer.com
  120. 120. Hello@happymarketer.com
  121. 121. Today’s agenda….. 1. The evolution of media & marketing 2. Are Asia & Sg ready to embrace social media? 3. The role & influence of digital on cinema, leisure & entertainment marketing 4. Social Media ROI – What should you measure? Hello@happymarketer.com
  122. 122. Hello@happymarketer.com
  123. 123. So where & how exactly does“digital marketing” fit in & influence marketing? Hello@happymarketer.com
  124. 124. Traditionally the consumer decisionmaking process has been linear andsimplistic……. Hello@happymarketer.com
  125. 125. …but with the advent of digital & social media, the model has evolved to beSource: McKinsey & HBR 2010 Hello@happymarketer.com
  126. 126. …and in this new loop model, onlinemarketing helps marketers achieve agood mix of objectives….. Hello@happymarketer.com
  127. 127. ….and there’s different forms of digitalmarketing channels & media to cater to Hello@happymarketer.com
  128. 128. Brand marketers must distinguishbetween the differentkinds of digital media available & their Hello@happymarketer.com
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  131. 131. What are the cool, new,relevant Facebook updates? Hello@happymarketer.com
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  134. 134. Key Features 1. Cover Photo & Profile Photo 2. Milestones 3. PinPosts & Highlights 4. Private Messages 5. Admin Panel & Analytics Hello@happymarketer.com
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  136. 136. 6 Asiancountries in the Global Top 20 Hello@happymarketer.com
  137. 137. Singapore’s Facebook Demographic Hello@happymarketer.com
  138. 138. Singapore’s Facebook Demographic Hello@happymarketer.com
  139. 139. Singapore’s Facebook Demographic Hello@happymarketer.com
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  143. 143. The largest Singapore FanPage on FB is an Entertainment channel! Hello@happymarketer.com
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  145. 145. What are some of the othergreat examples of Fan Pages & Hello@happymarketer.com
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  150. 150. What about local retail &entertainment Fanpages? Hello@happymarketer.com
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  155. 155. Singapore Top 10 Retail & Entertainment Pages Property Total  Fans People  Talking   Check-­‐ins About Marina  Bay  Sands 95114 10640 1,005,486 ION  Orchard 47228 899 173,120 313@Somerset 10986 194 95,149 Orchard  Central 9045 214 975 City  Square  Mall 8429 52 -­‐ Tampines  1 8170 281 37,173 Parkway  Parade 7427 436 38,543 Cathay  Cineleisure 4898 38 -­‐ United  Square 4450 42 12,818 Tiong  Bahru  Plaza 3838 43 17,070 Hello@happymarketer.com
  156. 156. Singapore has 2.6M activeusers on Facebook & yet fan Hello@happymarketer.com
  157. 157. So how well is Cathay doing on social media? Hello@happymarketer.com
  158. 158. It has 3 Facebook Properties….. Hello@happymarketer.com
  159. 159. Any reason why the needfor multiple social media Hello@happymarketer.com
  160. 160. Can we incorporate our richheritage on the Facebook Hello@happymarketer.com
  161. 161. …and better integrate ourweb properties with social Hello@happymarketer.com
  162. 162. …and better integrate ourweb properties with social Hello@happymarketer.com
  163. 163. Best Practices – StarhubBeEntertained Hello@happymarketer.com
  164. 164. Best Practices – RottenTomatoes Hello@happymarketer.com
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  166. 166. Activity 3: Outline 5 changes orimprovements that you would make toCathay’s social media & web assets? Hello@happymarketer.com
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  168. 168. But does all this Social Mediaactivity actually work & show Hello@happymarketer.com
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  175. 175. So, what should be my Social Media Marketing Strategy? Hello@happymarketer.com
  176. 176. Social Media Marketing Strategy Community Setup & Growth Community Engagement Online User-Generated Monitoring Content Community Enticement Community Participation Hello@happymarketer.com
  177. 177. The activities and events that typicallyinto campaign planning exercises…… • Facebook Fans Strategy Community • Facebook MediaBuy & CPC Advertising Growth • Online & Traditional PR • Facebook Application Contest Community • Facebook Wall Content Strategy Engagement • Facebook Photos & Videos • Traditional PR Activities Community Participation • Promotions & Fan Meetups • Roadshows & Events Hello@happymarketer.com
  178. 178. BrandEngagement Hello@happymarketer.com
  179. 179. September 2009 – September 2010 Hello@happymarketer.com
  180. 180. Wall  Strategy  (December) From  Tongue  Twisters,   Sing-­‐a-­‐long,  Trivia’s… Hello@happymarketer.com
  181. 181. Total  comments  720   (average  8) Overall  highest  –  63   comments Total  likes  680   (average  7) Overall  highest  –  70   Hello@happymarketer.com
  182. 182. A  TRIBUTE  TO   EARTH  DAY (April  22,   2010)          The  theme  for  April  is  Environmental  Awareness.    Cheers  is  launching  an  applicaFon  that  serves  as  an  awareness  on  how  to  maintain   the  balance  of  a  pond’s  eco-­‐system   which  will  make  healthy  water  for  fish  and  other  living  community  in  a   pond.   Hello@happymarketer.com
  183. 183. Go  Wild  Over   Football   w/  Cheers June  1  to  July  9,  2010 Extended  Fll  July  12th Hello@happymarketer.com
  184. 184. Wall   Hello@happymarketer.com
  185. 185. World  Cup  SPAIN  scored  the  1st  and  only  goal  of  the   Hello@happymarketer.com
  186. 186. Trivia  on  Photo   Hello@happymarketer.com
  187. 187. June  2010  interacFon  went  to    >  100  interacFons.  March’s  highest  interacFon   Month InteracFon   Comments Like  June 496 249 241  May 373 162 205  April 365 190 170    March 500 296 193 March   Hello@happymarketer.com
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  193. 193. Customer Service Hello@happymarketer.com
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  196. 196. Promotion & Contests Hello@happymarketer.com
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  199. 199. SocialCommerce Hello@happymarketer.com
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  202. 202. Activity 4: Outline & discuss 5 ways thatyou can leverage on digital technology &social media to improve Hello@happymarketer.com
  203. 203. Customized pre-Live-tweeting? roll ads? Check-in contests & promos? Hashtag-based contests? iPad integration with luxury seats? Hello@happymarketer.com
  204. 204. The Offline vs. Online battle? Hello@happymarketer.com
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  207. 207. How do I split my spends? Source: Mashable Hello@happymarketer.com
  208. 208. Source: EconomistHello@happymarketer.com
  209. 209. Which one takes the lead &How do we synergize both? Hello@happymarketer.com
  210. 210. Offline marketing boosts online effect by 40% What prompts users to search online for a particular product/service? • TV ads – 44% • Word of Mouth – 41% • Print ads – 35% • Radio – 23% • Billboard – 13% Source: eConsultancy & Hello@happymarketer.com
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  214. 214. Activity 5: Outline & discuss 5 ways thatyou can create interesting offline-onlineintegrated campaigns for Cathay cinema Hello@happymarketer.com
  215. 215. Sponsored 2nd screens? Post-movie hang out F&B bars?Pre-movie launchparties for Fans? Promoted Memorabilia? Exclusive Sneak Previews as social media rewards? Hello@happymarketer.com
  216. 216. Today’s agenda….. 1. The evolution of media & marketing 2. Are Asia & Sg ready to embrace social media? 3. The role & influence of digital on cinema, leisure & entertainment marketing 4. Social Media ROI – What should you measure? Hello@happymarketer.com
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  234. 234. There needs to be a balanceBetween quantitative & Qualitative metrics! Hello@happymarketer.com
  235. 235. Activity 6: Think of 3 creative ideaswhere you can use digital & social mediadata to monitor & add value to your Hello@happymarketer.com
  236. 236. Sentiment Analysis for brands? My Movie Journal?Real-time emotions & feedback post movies/visits? Social CRM & Loyalty Programs? Theatre Miles? Hello@happymarketer.com
  237. 237. Hope you’ve enjoyed the session. For anything else just drop me a tweet @pranmaz Or call me at +6590695123 Hello@happymarketer.com

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