Introduction to Social Film Marketing and Distribution
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This document provides an introduction to social film marketing and distribution. It begins with definitions of social media, highlighting how it enables interactive communication. Recent trends show growing social media usage, especially on mobile devices. Important social media tools for films include Facebook, Twitter, YouTube, and blogs. These platforms can be leveraged throughout the film process for production, financing, marketing, and distribution. The document concludes with tips on developing a social media strategy, creating engaging content, and monitoring efforts.
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Introduction to Social Film Marketing and Distribution
- 1. INTRODUCTION TO SOCIAL FILM MARKETING AND DISTRIBUTION Wolfgang Gumpelmaier, November 2011 1
- 2. INTRODUCTION Wolfgang Gumpelmaier •Social Media Consultant •Blogger: Social Film Marketing (german) •Speaker, Trainer, Webinar-Host •Social Film Marketing on Facebook (bilingual: english/german) 2
- 3. WHAT IS SOCIAL MEDIA? Wikipedia: ... are media for social interaction, using highly accessible and scalable communication techniques. ... is the use of web-based and mobile technologies to turn communication into interactive dialogue. ... Social media take on many different forms, including magazines, Internet forums, weblogs, social blogs, microblogging, wikis, podcasts, photographs or pictures, video, rating and social bookmarking. 3
- 4. WHAT IS SOCIAL MEDIA? Matias Roskos, socialnetworkingstrategien.de: „Das Social Web ist kein Marketing-Kanal. Das Social Web ist ein Kommunikationsraum. Und Social Media sind die einzelnen Bausteine im Internet, die dem Social Web seinen technischen Rahmen geben.“ (= „The Social Web is not a marketing-channel. It‘s about communication. And Social Media are the individual components on the Internet that define the Social Web‘s technical frame.“) Source: The Conversation Prism 4
- 5. WHAT IS SOCIAL MEDIA? VIDEO: Social Media Revolution Source: „Playbutton“: Iconarchive 5
- 6. WHY SOCIAL MEDIA? Quelle: Social Media Count 6
- 7. WHY SOCIAL MEDIA? • more visitors on your own website • stimulate customers‘ interests • sell more products • customer become advertisers (recommendation, word-of-mouth) • broad range • direct customer contact • etc. Source: Social Mojo 7
- 8. RECENT TRENDS • 90% of consumers trust peer recommendation • 50% of mobile Internet traffic in the UK is for Facebook • Social networks and blogs: nearly a quarter of total time spent on the Internet • Nearly 40% of social media users access social media content from their mobile phone • Age +55: fastest growth Source: Nielsen Social Media 8
- 9. RECENT TRENDS Source: Community 102 9
- 10. IMPORTANT TOOLS Facebook‘s statistic: •More than 800 million active users •More than 50% of our active users log on to Facebook in any given day •Average user has 130 friends •Average user is connected to 80 community pages, groups and events •More than 350 million active users currently access Facebook through their mobile devices 10
- 11. IMPORTANT TOOLS Quelle: Community 102 11
- 12. IMPORTANT TOOLS profile types: •private profile •official page (fanpage) •groups (public/closed) •community pages 12
- 13. IMPORTANT TOOLS basic features: •status updates •like •comment •share •mention (@) •tagging •video/photos •events •questions •search 13
- 14. IMPORTANT TOOLS create a page 14
- 15. IMPORTANT TOOLS official pages: •businesses (no persons) •design/individual menus •adding apps •monitoring/statistics •multiple administrators •change username •ads and more 15
- 16. IMPORTANT TOOLS 16
- 17. IMPORTANT TOOLS Source: Community 102 17
- 18. IMPORTANT TOOLS why twitter? •quick information •up-to-date news •interactive communication •networking •influencers (journalists, blogger etc.) •multiplicator •targeted search •etc. Source: #filmin140 18
- 19. IMPORTANT TOOLS basic features: •compact info •mentions (@) •webinterface •retweets (RT) •messages with 140 •hashtags (#) characters •lists •direct messages (DM) •sent •follower/following •favorites 19
- 20. IMPORTANT TOOLS TweetDeck: •pictures, videos •filteroption •twitter •trends + search management •URL-shortener •friends + new •multiple social followers media accounts •DM + mentions (facebook, •scheduling tweets foursquare etc.) 20
- 21. IMPORTANT TOOLS Wikipedia: „A blog (...) is a type of website or part of a website supposed to be updated with new content from time to time. Blogs are usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or Source: Irrational Realm, Children of srikandi video. Entries are commonly displayed in reverse-chronological order.“ 21
- 22. IMPORTANT TOOLS •launched in 2005 •2nd largest search engine •48 hours video uploads per minute •3 billions views every day •800 million unique users/month •YouTube mobile 13% of daily views •52% of 18 to 34 year olds recommend videos to their friends regularly Source: google Blog 22
- 23. IMPORTANT TOOLS Source: The Movie Bit 23
- 24. IMPORTANT TOOLS Source: ununi.tv 24
- 25. OTHER TOOLS •business networks: Xing, LinkedIn •photo-/videosharing: YouTube, Vimeo •location based services: Google Places, Foursquare •social bookmarking: Delicious, Digg •presentations: Slideshare, Scribd, Prezi •collaboration: DropBox, Google Docs •etc. 25
- 26. TRIBES Seth Godin: „The point is: you can find Ukrainian folk dancers and connect with them. Cause you wanna be connected.“ VIDEO: Seth Godin - Tribes 26
- 27. LONG TAIL Chris Anderson: „Our culture and economy is shifting away from a focus on a relatively small number of "hits" (mainstream products and markets) at the head of the demand curve and toward a huge number of niches in the tail.“ Source: The Long Tail 27
- 28. ON THE ONE HAND... traditional windows: •theatrical •DVD •pay-TV •free-to-air-TV Source: Netzpiloten 28
- 29. ON THE OTHER HAND... •Home Entertainment •Mobile Devices •Hybrid Distribution •Online TV, VoD, p2p •Broadband •3D and Digital Cinema •Gaming Consoles & Set-Top •Crowdsourcing & Crowdfunding Source: Faceparty by RichardAM 29
- 30. ONLINE VIDEO Source: Nielsen Source: Business Insider Source: Nielsen 30
- 31. FACE THE FACTS! People consume films whenever, however, whereever they want! 31
- 32. HOW CAN I USE IT? •Filmproduction •Filmfinancing •Filmmarketing •Filmdistribution 32
- 33. PRODUCTION Source: We are the Strange 33
- 34. PRODUCTION Source: Iron Sky 34
- 35. PRODUCTION Source: Bud Spencer Movie 35
- 36. FINANCING Source: The Age of Stupid 36
- 37. FINANCING Source: Buy a credit 37
- 38. FINANCING Source: A Year Without Rent 38
- 39. FINANCING Source: IndieGoGo 39
- 40. FINANCING Source: mySherpas.com 40
- 41. MARKETING Source: Twilight Fankette 41
- 42. MARKETING Source: YouTube 42
- 43. MARKETING Source: Monster UK 43
- 44. MARKETING Source: The Hobbit Blog 44
- 45. MARKETING Source: NBC 45
- 46. MARKETING Source: HBO 46
- 47. MARKETING Source: The Dark Knight Rises 47
- 48. DISTRIBUTION Source: Open Indie Source: Crowd Controls 48
- 49. DISTRIBUTION Source: Eventful 49
- 50. DISTRIBUTION Source: VODO 50
- 51. DISTRIBUTION Source: Facebook 51
- 52. DISTRIBUTION Source: Flicklaunch 52
- 53. DISTRIBUTION Source: Stonehenge Productions 53
- 54. DISTRIBUTION Source: Beatcrave 54
- 55. DISTRIBUTION Source: Netflix, Cinovu, realeyz 55
- 56. GOTTA SHARE 56
- 57. WORKSHOP •introduction •strategy •tools •content •monitoring •tips •questions 57
- 58. STRATEGY •Define target audiences/users •Find target audiences/users •Analyse target audiences/users •Become resource for target audiences/users 58
- 59. WHICH CHANNELS? Quelle: Community 102 59
- 60. WHICH CHANNELS? Source: simpyzesty 60
- 61. WHICH CHANNELS? 61
- 62. CONTENT OWN: EXTERNAL: •News (from website/blog) •Events •Industry News •Calls •Press Clippings •New Members •Links to other platforms •Projects/Productions •RSS, Alerts (keyword- based) •Service •Twitter, Facebook •Games/Offers/Promos •Slideshows •etc. 62
- 63. CONTENT 63
- 64. SOCIAL MEDIA MONITORING Source: Social Media Monitoring. Soll man es machen? (Echtzeitgeist) 64
- 65. SOCIAL MEDIA MONITORING •Social Mention •Klout •Google Alerts •TwitterGrader •Platform Statistics (Facebook, YouTube etc.) •HyperAlert •Bit.ly 65
- 66. TIPS & RESOURCES •Find your audience •Learn (from) Social Media •Learn from others •Plan your campaign •selling your film without selling •Start small, then grow your activites your soul (the film collaborative, •Don‘t expect too much Sheri Candler, Jon Reiss) •Be active •Webdocs - Survival Guide for •Be creative Online Filmmakers •Be authentic •Monitor your activities •FilmCourage •Stay up to date Source: MySiteWay.com •Show your expertise •Incorporate into daily routine 66
- 67. THANK YOU FOR YOUR ATTENTION! •eMail: wolfgang@socialfilmmarketing.com •Web: http://www.socialfilmmarketing.com •Facebook: http://www.facebook.com/socialfilmmarketing •Twitter: http://www.twitter.com/gumpelmaier •Slides: http://www.slideshare.net/gumpelmaier •Delicious: http://www.delicious.com/gumpel 67
Editor's Notes
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- In contrary to Web 2.0 it focusses on the social and society aspect of the Internet and the networking between people\n\n
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- SOCIAL MEDIA IS PART OF OUR DAILY LIVES! \n\nFrom PUSH to PULL: consumers shape the way they communicate with a company, a product, a film - interactive/on demand\nPush: before news were pushed to the customers, like in BANNER-Ads\n
- PEOPLE USE SOCIAL MEDIA - AND THEY TALK ABOUT YOU AND YOUR PRODUCT\n\n
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- 660,500 Facebook users on June 30/11, 33.0% penetration rate.\n The largest age group is currently 18 - 24 with total of 686 197 users\n On the graph below you can see that the biggest gain in the last 3 months was recorded by the age group of 25 - 34.\n In second place: 18 - 24\n
- The largest age group is currently 18 - 24 with total of 686 197 users\n On the graph below you can see that the biggest gain in the last 3 months was recorded by the age group of 25 - 34.\n In second place: 18 - 24\n
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- 300 million users 2011 WORLDWIDE\n80% mobile usage\n40% about products and services\n\n
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- My OFFER: FOLLOW ME AND I‘LL CONNECT YOU\n
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- GERMANY: Bewegtbilder (Internet): 68 % aller Onliner, 29 Prozent TV-Sendungen (on demand), live TV = 21 Prozent, growing: 14- bis 29-Jährigen (ARD/ZDF) \n\nOnline Video Penetration in USA, UK, France, Germany and Canada: over 80% \n69% of American adults watch or download online videos\nMUBI: 1,5 Million Users \n25% of Americans said they watched a short video on their phone\n20% of peak time donwstream internet traffic comes from Netflix (USA)\n
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- The Cosmonaut etc... \n
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- Foursquare Swarm Badge - cinemas at least 50 people\n\n
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- transmedia storytelling\n\n
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- Listen Learn Lead - \n
- AUSWAHL DER KANÄLE\n\n
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- Fanwagen\n\n
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- selling your film\nweb docs\n\n