Cathay Social Media Training, Prantik

May
13th
2013

Hello@happymarketer.com

And is social media being used to
celebrate this centennial movie
event?
You
Bet!


In fact ‘digital’ is revolutionizing not
just
the way movies are made & launched
but also
the way they are distributed &
Lets
look
at
some
local
consumed!
examples!


Ms.
Shilpa
Krishnan
30
year
old
Singaporean
Brand
Marketer
at
P&G

Passionate
about
ﬁlm
making!


3
Years
ago
she
began
her
independent
ﬁlm
producFon
company


She
began
with
4-‐5
short

sub-‐10min
ﬁlms
3
years
ago…


AMer
gaining
some
experience,

in
2011
she
produced
her
1st
feature
ﬁlm


Needless
to
say
her

equipment
was
‘digital’


She
found
her
editor
&
music
director
online
via
Facebook
in
Dubai!


&
guess
what
social
media
helped
her
connect
to
a
Bollywood
singer,
who
kindly
sang
the
Ftle
track
for
her
for
free!


Her
trailers
were
distributed

via
YouTube
&
Vimeo


We,
at
Happy
Marketer
helped

develop
her
web
assets!


All
behind-‐the-‐scene
sFlls
&

promo
interviews
were
marketed
via
Facebook


We
used
digital
&
social
media
markeFng
to
promote
her
screenings
at
The
Art
House


The
screening
‘moments’
&
audience
reviews
very
captured
&
shared
via
digital
channels….


Following
the
oﬄine
screening,
the
movie
had
a
global
premiere
via
an
online
movie
distribuFon
channel!


The
global
premiere
screening
news
spread
far
&
wide
across
conFnents
thanks
to
cost-‐eﬀecFve
social
media!


….and
thanks
to
that
Shilpa
&
her
crew
got
covered
by
tradiFonal
media
in
Singapore
&
overseas!


That’s not all folks,
the news spread as from Singapore
to Bangladesh to Hollywood!


…and today she has a DVD
distribution
contract from Hollywood as well


Global media coverage &
3 International Film Festivals

Digital equipment | social network
connectivity
crowd sourcing | digital marketing
& launch
7 short ﬁlms +
1 x 2 hour feature ﬁlm

A passionate Budding
dream talent & lots
of effort


Crowdsourced
funding

for
ﬁlm-‐making!


The power of digital is immense &
it should not be undermined!


A
simple
wall
post
image
liked
by
800;

106
comments
&
shared
982
Fmes;


What do you think
makes digital this powerful &
popular?


We saw how digital inﬂuences
the movie making & launching
process,
but how about movie
distribution & consumption?


But these are all not available in
Singapore right, so are there
any homegrown local options?


Movie streaming with
crowd-sourced, translated
subtitles


Licensed Bollywood movie
streaming integrated with
social media


Not only does it show me
which of my friends have
watched movies but gives me
incentives to spread the
word!


So is ‘digital & social media’
a competitive threat to
Cathay’s business?


Can this potential
competitive threat be converted
to a ‘competitive advantage’?

You
Bet!


For that we need to dig deep
& ﬁrst understand how and why
the
digital & social revolution is
underway!


What are some of the
trends you observe?
Crowd-sourced

Off-line & online
integration Localized

Personalized Data-driven

Social


The role & impact of
social media in
cinema, leisure &
hospitality marketing
Prantik Mazumdar
Partner, Happy Marketer
prantik@happymarketer.com


If I were to ask you, how is Singapore feeling today?
Sad? Happy? Ok? What would you say??


And how was Singapore feeling during the Budget
& Valentines month?
Valentines Day!


Let’s see what are Singaporeans are
searching for right now?......


And what are they tweeting as we speak??

03:14


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?

We have moved into a
real-time information era

People are searching & communicating
through real time, social & location-aware mechanism

What sparked this change??


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


Its much more than just Facebook, LinkedIn &
Twitter…


Everyone can be a creator, critic &
collector!


Social media allows the same
consumer to be a producer & your


On a lighter note, today we even have a
prescribed social media diet;)


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


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

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?


67
Million
iPads
sold
in

2
years
since
launch!


67
Million
Units
sold
in…..

24
years 5
years 3
years


In the last 700 years, since the advent
of print media, marketing has evolved across many
different media and devices and is progressively
moving
towards in-bound, content based, non-intrusive ideas


Activity 1: Design an marketing campaign
for Cathay Cinema Singapore across the
following channels
•

Print
•

Radio One annual mega
•

TV promotion
•

Email to increase the awareness
& footfall at Cathay Cinemas
•

Mobile
•

Display
•

Social
Media

Source:
www.thomascrompton.com

Smartphone Penetration in APAC…..

• Singapore – 70%

• Australia – 37%

• Hong Kong – 35%

• USA – 31%


Mobile Web Trends are rather
unique in Asia


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%


Smartphones, mobile web,
mobile apps are transforming


Now, lets see how mobile is
transforming our habits


The convergence of mobile & social is creating a
wave of opportunities in the domains of
entertainment, gaming, commerce, deals……


Activity 2: Outline 5 interesting features
that a Cathay smartphone & iPad app
should have?


So where & how
exactly does
“digital marketing” ﬁt
in &
inﬂuence marketing?

Traditionally the consumer decision
making process has been linear and
simplistic…….


…but with the advent of digital & social
media, the model has evolved to be

Source: McKinsey & HBR 2010


…and in this new loop model, online
marketing helps marketers achieve a
good mix of objectives…..


….and there’s different forms of digital
marketing channels & media to cater to


Brand marketers must distinguish
between the different
kinds of digital media available & their


What are the cool,
new,
relevant Facebook
updates?

Key Features

1. Cover Photo & Proﬁle Photo

2. Milestones

3. PinPosts & Highlights

4. Private Messages

5. Admin Panel & Analytics


6 Asian
countries in
the Global
Top 20


Singapore’s Facebook Demographic


The largest Singapore FanPage on FB is an
Entertainment channel!


What are some of the other
great examples of Fan Pages &


What about local retail &
entertainment Fanpages?


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


Singapore has 2.6M active
users on Facebook & yet fan


So how well is Cathay doing
on social media?


It has 3 Facebook Properties…..


Any reason why the need
for multiple social media


Can we incorporate our rich
heritage on the Facebook


…and better integrate our
web properties with social


Best Practices – Starhub
BeEntertained


Best Practices – Rotten
Tomatoes


Activity 3: Outline 5 changes or
improvements that you would make to
Cathay’s social media & web assets?


But does all this Social Media
activity actually work & show


So, what should be my
Social Media
Marketing
Strategy?

Social Media Marketing Strategy

Community
Setup & Growth

Community
Engagement
Online User-Generated
Monitoring Content
Community
Enticement

Community
Participation


The activities and events that typically
into 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


Brand
Engagement


September 2009 – September 2010


Wall
Strategy

(December)
From
Tongue
Twisters,

Sing-‐a-‐long,
Trivia’s…


Total
comments
720

(average
8)
Overall
highest
–
63

comments

Total
likes
680

(average
7)
Overall
highest
–
70


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.


Go
Wild
Over

Football

w/
Cheers
June
1
to
July
9,
2010
Extended
Fll
July
12th


Wall


World
Cup

SPAIN
scored
the
1st
and
only
goal
of
the


Trivia
on

Photo


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

Customer
Service


Promotion & Contests


Social
Commerce


Activity 4: Outline & discuss 5 ways that
you can leverage on digital technology &
social media to improve


Customized pre-
Live-tweeting? roll
ads?

Check-in contests
& promos?
Hashtag-based
contests?

iPad integration
with luxury seats?


The Ofﬂine vs. Online
battle?


How do I split my
spends?

Source: Mashable

Source: Economist

Which one takes the
lead
&
How do we synergize
both?

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 &

Activity 5: Outline & discuss 5 ways that
you can create interesting ofﬂine-online
integrated campaigns for Cathay cinema


Sponsored
2nd screens?
Post-movie
hang out F&B bars?

Pre-movie launch
parties for Fans? Promoted
Memorabilia?

Exclusive
Sneak Previews as social
media rewards?


There needs to be a
balance
Between quantitative
&
Qualitative metrics!

Activity 6: Think of 3 creative ideas
where you can use digital & social media
data to monitor & add value to your


Sentiment
Analysis for brands?
My Movie
Journal?

Real-time emotions
& feedback post
movies/visits? Social CRM &
Loyalty Programs?

Theatre
Miles?


Hope you’ve enjoyed the session.
For anything else
just drop me a tweet
@pranmaz

Or call me at +6590695123


Cathay Social Media Training, Prantik

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