Marketing Documentaries in the Age of Social Media
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Made at IDFA in Amsterdam on 23rd November 2016, this presentation shows the 6 steps to take to promote a documentary through social networks.
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Marketing Documentaries in the Age of Social Media
- 2. © Mathias Noschis www.alphapanda.com Mathias Noschis • Career start in independent film in Switzerland and the South Caucasus • InternaOonal experience in adverOsing, PR and social media for Toy Story 3, Black Swan, Piranha 3D, Let me in… • Today working with independent producers and tutoring for training programmes and workshops • Clients: Fox, Warner, EFA, EuroVoD, Under the Milky Way + indies
- 3. © Mathias Noschis alphapanda.com © Mathias Noschis www.alphapanda.com A six step process
- 5. © Mathias Noschis alphapanda.com © Mathias Noschis www.alphapanda.com Setting a goal
- 6. © Mathias Noschis www.alphapanda.com Possible answers • Because everyone needs a Facebook page! • Increase the box office of the film • Create a buzz in the industry • Change the world
- 7. © Mathias Noschis www.alphapanda.com Decisions to make • The film vs. the director/company • Scale (global/EN vs. local/naOonal language) • Start date • Which social network(s) • Budget
- 8. © Mathias Noschis alphapanda.com © Mathias Noschis www.alphapanda.com Assessing the social potential
- 9. © Mathias Noschis www.alphapanda.com Which film for social media? Main criteria: • Fame of the protagonists • IdenOfiable target or niche targets • Elements that create passion • Genre
- 10. © Mathias Noschis alphapanda.com © Mathias Noschis www.alphapanda.com Targeting
- 11. © Mathias Noschis www.alphapanda.com Target audience • Primary target: • Demographics: age, gender, educaOon, income • Secondary targets: • Larger group • Market niches (place, interest, themes, demographics)
- 14. © Mathias Noschis www.alphapanda.com Social media targeting • More specific • More clustered • More specialised
- 15. © Mathias Noschis alphapanda.com © Mathias Noschis www.alphapanda.com Positioning
- 18. © Mathias Noschis www.alphapanda.com Promote a film vs. an experience? Content: • Two hours in a cinema/at home vs. • Many months of interacOon and debates Audience: • Interested in some elements of the film vs. • Real passionate people Role: • Viewers vs. • Ambassadors for the film
- 19. © Mathias Noschis alphapanda.com © Mathias Noschis www.alphapanda.com Building the community
- 20. © Mathias Noschis www.alphapanda.com Money vs. Time Strategy 1: Money • AdverOse intensively Strategy 2: Time • Research where your audience is • Start a conversaOon and drive them to your page • Use them as ambassadors
- 21. © Mathias Noschis www.alphapanda.com Outreach • IdenOfy keywords related to the film • Research those keywords and build a database • Contact them with the right content: • Be newsworthy - the info should be relevant now • Adapt the message to the receiver • Give real content
- 22. © Mathias Noschis alphapanda.com © Mathias Noschis www.alphapanda.com Managing the community
- 23. © Mathias Noschis www.alphapanda.com Type of updates • PromoOonal material (sOlls, videos, red carpet) • Quotes (from the film, about similar topics, for birthdays) • External links to arOcles, retweets • Fun facts • InspiraOon • CompeOOons, interacOve updates • Cross-promoOon
- 24. © Mathias Noschis www.alphapanda.com © Mathias Noschis alphapanda.com The Small Print All informaOon included in this document is confidenOal and intended solely for the use of the individual or enOty to whom it is addressed. All materials are protected by copyright laws, and may not be reproduced, republished, distributed, transmieed, displayed, broadcast or otherwise exploited in any manner without the express prior wrieen permission of Alphapanda Ltd.