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Moviesand tv social_marianthomas (nxpowerlite)


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A quick overview from Summer 2011 on how movie and tv studios use social media to promote their products.

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Moviesand tv social_marianthomas (nxpowerlite)

  1. 1. Movies & TV Goes SocialHow film and television studiosuse social media in theirmarketing effortsCreated & Presented by Marian Thomas for Stradella Road
  2. 2. Agenda1. Social media & entertainment2. How do entertainment companies use social3. Social media sites and examples4. Editorial partners5. Metrics that matter6. Social media checklist
  3. 3. Social Media & Entertainment
  4. 4. How do you entertainment companiesuse social media Location Based Video: Trailers Contests & Photos Loyalty & Clips Sweeps Programs Offline Events Premiere Showtimes and Tune in (flash mobs, Coverage Tickets Messagingscreenings, etc) Games and Polls Apps
  5. 5. Social sites for today’s discussion• Facebook #1 social site• Twitter information network• Youtube social video sharing• GooglePlus multilingual social, skews male• Foursquare location based social for mobile• Reddit social news, skews male• Quora information network/Q&A site• Pinterest virtual pinboard, skews female• Instagram photo sharing social for mobile• Tumbler microblogging social
  6. 6. Facebook• #1 social networking site• Social advocacy at scale• 900M active users worldwide• 50%+ users access from mobile device
  7. 7. Facebook Glossary• Like Clicking Like is a way to give positive feedback and connect with things you care about.• News feed/Feeds Your news feed is the ongoing list of updates on your home page that shows you whats new with the friends and pages you follow.• Notifications Notifications are email, onsite, or mobile updates about activity on Facebook.• Page Pages allow businesses, brands, and celebrities to connect with people on Facebook. Admins can post information and news feed updates to people who like. TV shows and Movies have their own pages.
  8. 8. Facebook Glossary: Continued• Subscribe Subscribe is a way to hear from people you’re interested in, even if you’re not friends. The Subscribe button is also a way to fine-tune your news feed to…• Tagging A tag links a person, page, or place to something you post, like a status update or a photo. For example, you can tag a photo to say who’s in the photo or…• Timeline/Profile Your timeline is your collection of the photos, stories, and experiences that tell your story. Your profile (timeline) is a complete picture of yourself on Facebook.• Wall Your Wall is the space on your profile where you
  9. 9. Movies on Facebook
  10. 10. Posts fromproduction
  11. 11. Various types of posts Photos Video: Trailers & Clips Contests & Sweeps Location Based Loyalty Programs Offline Events (flash mobs, screenings, etc) Premiere Coverage Showtimes and Tickets Tune in Messaging Polls Games and Apps
  12. 12. Various types of posts
  13. 13. TV Shows on Facebook
  14. 14. Posts fromproduction
  15. 15. Various types of posts
  16. 16. Various types of posts
  17. 17. Not just the “likes” and the “posts” onthe fan page…it’s also about the“feeds”
  18. 18. Facebook: Top Films and Shows with “Likes” Films 2012 Shows 2012 “Likes” on Facebook “Likes” on Facebook Twilight Saga 34.8M Two and a Half Men 28.5M The Hunger Games 6.8M Big Bang Theory 22.8M The Amazing Spiderman 4.6M NCIS 16.4M TED 3.1M Criminal Minds 12.6M Madagascar 3 2.9M Gossip Girl 12.2M MIB3 2M True Blood 10.6M The Vow 1.9M American Idol 9.6M Dr. Seuss Lorax 1.8M So You Think You Can Dance 7.3M The Dark Knight Rises 1.7M X-Factor 5.5M Think like a man 1.5M Mentalist 4.6MSnow White and the Huntsmen 1.2M Game of Thrones 3.8M 21 Jump Street 862K Breaking Bad 3.2M Total Recall 307K Mad Men 2.1M 0 10,000,000 20,000,000 30,000,000 40,000,000 0 10,000,000 20,000,000 30,000,000
  19. 19. Twitter• An information network• Each Tweet is 140 characters long• 340 Million Tweets daily• 140,000,000+ active users
  20. 20. Twitter GlossaryTwitter users have developed short-form syntax to make the most of 140characters. Here are the fundamentals.• Mention: Once youve signed up and chosen a Twitter username, you and others can mention an account in your Tweets by preceding it with the @ symbol, eg: "Glad your shipment arrived @janesmith!”• Retweet: When you see a Tweet by another user that you want to share, click Retweet below it to forward it to your followers instantly.• Message: If you want to privately Tweet to a particular user whos already following you, start your Tweet with DM or D to direct-message them, eg: "DM @joesmith234 what is your order number?”• Hashtag: Users often prepend # to words in their Tweets to categorize them for others eg: "Check out our new products for the Fall #fallsale" Think of hashtags as the theme of your Tweet. Users can then click on a hashtag to see other similarly- themed tweets and find yours in search.
  21. 21. Movies on Twitter
  22. 22. Movie Tweets
  23. 23. Movie Tweets
  24. 24. TV Shows on Twitter
  25. 25. TV Shows on Twitter
  26. 26. TV Show Tweets
  27. 27. TV Show Tweets
  28. 28. Twitter Followers for Movies & TV Shows Films 2012 Shows 2012 “Followers” on Twitter “Followers” on Twitter Twilight Saga 990K Gossip Girl 1.6M Hunger Games 591K Big Bang Theory 784K TED 426K American Idol 638K Step Up 58K The Voice 600KThink Like a Man 53K True Blood 470K The Vow 48K Game of Thrones 429K Hobbit 33K Glee Project 282K 0 200,000 400,000 600,000 800,0001,000,000 1,200,000 0 500,000 1,000,000 1,500,000 2,000,000
  29. 29. YouTube• Social video-sharing website• Reaches 130M in the U.S.• 44% of YouTube’s users are aged between 12 and 34• Videos – 3B+ hours of video watched monthly – 829K+ videos uploaded daily – 100M social action weekly – 50% of videos rated or include comments• Traffic from mobile tripled in 2011
  30. 30. Movies & TV Shows on YouTube
  31. 31. Google Plus• Multilingual social networking• Reaches 26M+ a month• 4th largest social networking site• 67% of Google+ users are male
  32. 32. Google Plus
  33. 33. FourSquare• location-based social networking website for mobile (geo-local)• Tag line: Keep up with friends. Discover new places. Get deals and discounts• 20M+ worldwide• 2.5B+ check-ins, with millions more every day• 1M+ businesses using the Merchant Platform
  34. 34. Using Local with FourSquare*These programs are paid
  35. 35. Reddit• Social news• Reddit doesnt tell its users what to care about• Reaches 6M+ monthly• Skews heavy male
  36. 36. Reaching Males in SocialEnvironment
  37. 37. Quora• information network/question and answer site• fast growing but reach is still small• Great for complex stories and characters
  38. 38. Answering Questions & ExpandingAudience Interest
  39. 39. Pinterest• Pinterest is a Virtual Pinboard• Reaches over 12M+ users• Skews more female• 97% of the site’s Facebook “likes” are by females• It is the fastest site in history to break through the 10 million unique visitor mark
  40. 40. Reaching Women with Pinterest
  41. 41. Reaching Women with Pinterest
  42. 42. Instagram• Social photo sharing program and app• Tagline: Fast beautiful photo sharing• 30M registered users in the 18 months since it launched• 1 billion+ photos uploaded• 5 million+ photos per day• 575 likes per second
  43. 43. Movies & TV Shows on Instagram
  44. 44. Feeds from Instagram
  45. 45. Tumblr• Microblogging social platform• 68 Million Blogs• 30 Billion posts• Reaches 26M monthly More than photos and videos and limited text….
  46. 46. Deeper Content with Tumbler Blogs
  47. 47. Deeper Content with Tumbler Blogs
  48. 48. Get Glue• entertainment-based social networking for mobile• It’s the most popular TV app with over 2 million downloads• It encourages fans to “check in” and let friends know what they are watching• Provides a forum for
  49. 49. Editorial partners are social too!
  50. 50. Facebook & Twitter Feeds fromPublishers
  51. 51. What are the metrics that matter?1. How many people are you reaching?2. How much has the audience growth over a period of time?3. Who is the audience?4. What actions or content are most appealing?5. What are people saying?
  52. 52. What are the metrics that matter? Users/Reac Views Shares h (video) Interest Activity Comments
  53. 53. High Level Report Examples: Facebook & Twitter
  54. 54. Report Example: Trailer Views
  55. 55. Social Media Checklist Social Media Best Social Media Sites Editorial Partners Practices PORTALS (Yahoo! Movies& Facebook - #1 social site TV, MSN Movies & TV, AOL Be authentic. Don’t be pushy. Moviefone & HuffPost, Rotten Twitter - information network Tomatoes and Fandango Post relevant content. Know your audience. ENTERTAINMENT (EW, E! Online, NYTimes, LA Post regularly but don’t over YouTube - social video sharing Times, MTV, The A.V. Club (For post TV),, and Zap2It GooglePlus - multilingual (TV) Provide measureable goals. social, skews male Monitor WOM GENRE (IGN, SlashFilm, Ain’t It Foursquare- location based Cool Get proper support for your social for mobile News, Machinima, Newsarama content and Wired Reddit- social news, skews Allow for feedback male Quora- information Don’t get hung up on one idea network/Q&A site or way of doing things Pinterest- virtual pinboard, skews female Instagram- photo sharing social for mobile Tumbler - microblogging social
  56. 56. Thank you 1110 Stradella Road Los Angeles CA 90077 t: (424) 832 3976 e: @StradellaRoad