Social media marketing presentation

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Social media marketing presentation

  1. 1. Course Project Sabrina DAHMANE Stephen EMARIN Antoine KRAUZE Joffrey MEYER
  2. 2.  Company : UltraStar Cinema
  3. 3.  Name of the company: UltraStar University Village Riverside  Localization: 1201 University Avenue - Riverside, California 92507  Status: Private company  Number of UltraStar theatres: 15 cinemas (California + Arizona)
  4. 4.  UltraStar Cinemas is a movie chain with theatres in California and Arizona  It is the first movie chain to have all pure digital movies showings in every theater  In 2009, the UltraStar theatre in Surprise, Arizona with its 22 D-BOX Motion Controlled seats was among the first to present motion-enhanced theatrical films
  5. 5.  Only stressed on the Riverside UltraStar theatre in the University Village  Located right in the centre of all the student residences such as the IV or the University Village Towers Student Apartments  The breadth of its strategic domain concerns Riverside, especially UC Riverside. To be more precise, this represents a perimeter of about 2 miles
  6. 6.  Attract new customers  Establish customer loyalty for the new and the previous customers  Make them discover and buy derivatives such as food or posters
  7. 7. • Communication • Collaboration • Education • Entertainment
  8. 8.  No real communication to customers  Everything has to be done  Effectiveness measured by followers and subscribers  The most effective tool will be Facebook
  9. 9.  Creation of a team specialized in social media  Communication with co-workers thanks to an intranet  Effective internal communication to avoid mistakes
  10. 10.  Less important pillar in our case  The expertise can’t be shared
  11. 11.  Most important pillar in our case !  Use it well because it is our strength  The customers expect to have fun  Articulate our strategy around it
  12. 12.  Audience  Concept  Competition  Execution  Social Media  Sales viability
  13. 13.  Step 1: Identify the global audience ◦ Market: Everyone between 5YO to 99YO ◦ Audience: Due to localization, students between 18 YO and 25YO  Step 2: look further into your audience ◦ Different groups of students  different types of movies!!!
  14. 14.  Different groups imply different: ◦ Attitudes ◦ Values ◦ Beliefs ◦ Needs ◦ Preferences
  15. 15.  Some example of groups and what they imply: ◦ Jocks:  Action movies, thrillers  Like to be with other dudes  Like to eat during movies ◦ Girls:  Chick flicks, romance, comedy, animated movies  Like to be with other girls
  16. 16.  Some example of groups and what they imply: ◦ Geeks:  Sci-fi, horror movies  Like to eat popcorn and drink sodas ◦ Skaters:  Comedy, real life comedies (like Jackass)  Like to eat
  17. 17.  Need to make some surveys to know more about the audience to adapt the offer ◦ What they like to eat ◦ Special prices or coupons for groups ◦ Advertise on buying tickets online to reduce waiting time  Very large audience  difficulties to choose one concept only  Don’t forget the other persons such as families or couples  Need to adapt!
  18. 18.  No special concept because of the large audience  Be as large as possible to touch every archetypes ◦ Create contests to win special prizes such as photo contests or video contests about your favorite movie ◦ Promote the sweets and candy shop inside the theatre
  19. 19.  No other theatres around implies no direct competition  Indirect competition: Illegal movie downloading
  20. 20.  Social Media Presence Goals: o Specific o Measurable o Attainable o Relevant o Time Bound o Evaluate
  21. 21.  Increase unique visitors to the website  Increase blog/newsletter subscriptions  Increase facebook fans by X members  Increase Twitter mentions  Increase interactions on FB page
  22. 22.  To increase notoriety  To keep consumers in touch with every news.  Create a close relationship with consumers  To share directly with the consumers the promotions  To promote movies  To be the platform to all the other websites (Youtube Channel/Twitter/...)
  23. 23.  For every updates and news (share informations about movies)  To stay more closer of the consumers  To share links to Facebook, Youtube, and official website  Allow to answer to the consumer questions and concerns quickly
  24. 24. Create a channel to share :  videos,  trailers,  programs,  events,  To illustrate the informations on Facebook or Twitter and share links on these websites.
  25. 25.  Once the audience is satisfied, they will tell their friends to come back  More people means more chance to sell food or posters  Viability is ensured by: ◦ the discounts and coupons ◦ the fact that it is the only theatre around (auto-viability) if we care about and listen to the advises and comments of customers!
  26. 26. Thank you for your attention. If you have any question, please ask!

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