SlideShare a Scribd company logo
1 of 21
The Great Gatsby UK: review and insights
• Aim: review of current Great Gatsby
social activity in the UK
• Insights: comparing data supplied by
Crimson Hexagon, Radian6 and
Socialbakers to see how to improve
performance
• Campaign: use insights around
performance to improve Word of Mouth
buzz, and sustain Share of Voice
• ROI: key is to explain why this would
positively impact on ROI where key
conversion objective is ticket sales
My aim is not simply
to report activity on
Gatsby but to look at
how could improve
performance, to
guide future
campaigns - focus on
how to achieve ROI
The Great Gatsby UK: review and insights
• Conversion insight The correlation between the volume of tweets
and ticket sales.
• By volume Social media comments are tightly correlated to
opening-weekend box office. By looking at the volume of tweets
expressing ‘intent to view’ was a 98% correlation to sales. (Crimson
Hexagon)
• By sentiment 70+% ‘positives’—favourable comments about a
movie or its trailer—bodes well for a film's opening. Large %
‘neutrals’ is predictive of poor sales. (Fizziology)
The Great Gatsby UK: cross channel metrics by SOV
* While FB is the only UK-centric social channel, Radian6 filters for UK only users for Twitter
and YT.
Gatsby ‘s cross-channel
buzz compares well with
the big summer
blockbusters .The trend
shows similar pattern of
opening weekend buzz. and
then decline.
Time period: Apr 28th
– May
28th
The Great Gatsby UK: cross channel metrics WOM
Opening on
Thursday 15th
Note % female to
male audience
breakdown from
the US
The Great Gatsby UK: top influencers
The Great Gatsby UK: sentiment tells us?
UK sentiment data
for 14 May - 28 May
(Radian6)
The Great Gatsby: US shows rise in ‘Neutral’
Great Gatsby UK: performance by post type on FB
More use of video?
Coincides with win a trip to New
York comp
Photos rule
Great Gatsby UK: by % engagement on FB
Note decline in post
engagement rate despite
comp
Great Gatsby UK: engagement on Tumblr
Fan art on Tumblr
Great Gatsby UK: engagement on YouTube
Florence + The Machine "Over The Love" For The Great Gatsby Soundtrack
featured on Jay-Z YT channel was most popular on
Gatsby FB page.
YouTube delivers organic results
by delivering your content only to
people who searched for it (assuming
you tagged and categorized it
correctly).
So, post a video
and the analytics that trickle in will
show you who your niche is, letting you
know where to send your limited
marketing bling.
Lessons for next campaign from Gatsby?
Lessons for next campaign: #listening
Improved listening, both
manual and automated,
to find out what will
appeal to fans, and to
discover who those
fans are in advance, so
can create appealing
content.
Lessons for next campaign: #responding
Plus tactically seek to
respond to user
questions, to grow
sense of community -
and identify creative
‘ugc’ opportunities
Just 5 replies
Lessons for next campaign: #topic-segmentation
Segment out the film’s
attraction to fans on a
topic :
(i) Music soundtrack
(ii) Actors
(iii) Clothing & jewellery
(iv) Fitzgerald fans
Lessons for next campaign: #topic-segmentation
For the Men in
Black Facebook
page, little fan
engagement,
but anything
featuring Will
Smith would
stand out.
Lessons for next campaign: #topic-segmentation
On May 17 (two
weeks before
opening) we
created a meme
featuring Will in
one of the most
quoted lines from
our Trailer/TV
Spots
Lessons for next campaign: #segmenting
Connected with use of
influencer marketing,
basic analysis shows
film actor fans; 3D film &
Bollywood actor fans;
independent cinema -
reach out to segmented
audience via sponsored
stories and topic relevant
FB Pages;
Lessons for next campaign: #influencers
Approach used with Harry
Potter theme park
in US - find out who audience
segment influencers
are - give them exclusive
sneak preview material
- disseminate to their fans
Lessons for next campaign: #topic-segmentation
Music - make
more use of
music videos on
YouTube from
soundtrack to
reach potential
fans; plus fun
music postcards
Lessons for next campaign: #measuring impact

More Related Content

What's hot

Social Media Strategy- Miami Dolphins
Social Media Strategy- Miami DolphinsSocial Media Strategy- Miami Dolphins
Social Media Strategy- Miami DolphinsUniversity of Florida
 
Native Advertising 101: Clearing up the Murkiness - WTF Native NYC, 11/3/15
Native Advertising 101: Clearing up the Murkiness - WTF Native NYC, 11/3/15Native Advertising 101: Clearing up the Murkiness - WTF Native NYC, 11/3/15
Native Advertising 101: Clearing up the Murkiness - WTF Native NYC, 11/3/15Digiday
 
Social Media Metrics
Social Media MetricsSocial Media Metrics
Social Media MetricsAna Brambilla
 
Ways understand fans II. - Facebook
Ways understand fans II. - FacebookWays understand fans II. - Facebook
Ways understand fans II. - FacebookJosef Šlerka
 
Miami Dolphins Social Media Strategy
Miami Dolphins Social Media Strategy Miami Dolphins Social Media Strategy
Miami Dolphins Social Media Strategy John Townsend
 
Social Media Management Project - PDF
Social Media Management Project - PDFSocial Media Management Project - PDF
Social Media Management Project - PDFcnrspr
 
Time inc. uk creds deck nov 2016
Time inc. uk creds deck nov 2016Time inc. uk creds deck nov 2016
Time inc. uk creds deck nov 2016Wossname
 

What's hot (8)

Social Media Strategy- Miami Dolphins
Social Media Strategy- Miami DolphinsSocial Media Strategy- Miami Dolphins
Social Media Strategy- Miami Dolphins
 
Native Advertising 101: Clearing up the Murkiness - WTF Native NYC, 11/3/15
Native Advertising 101: Clearing up the Murkiness - WTF Native NYC, 11/3/15Native Advertising 101: Clearing up the Murkiness - WTF Native NYC, 11/3/15
Native Advertising 101: Clearing up the Murkiness - WTF Native NYC, 11/3/15
 
Social Media Metrics
Social Media MetricsSocial Media Metrics
Social Media Metrics
 
Ways understand fans II. - Facebook
Ways understand fans II. - FacebookWays understand fans II. - Facebook
Ways understand fans II. - Facebook
 
Miami Dolphins Social Media Strategy
Miami Dolphins Social Media Strategy Miami Dolphins Social Media Strategy
Miami Dolphins Social Media Strategy
 
Digital Media Report Nov 2016
Digital Media Report Nov 2016Digital Media Report Nov 2016
Digital Media Report Nov 2016
 
Social Media Management Project - PDF
Social Media Management Project - PDFSocial Media Management Project - PDF
Social Media Management Project - PDF
 
Time inc. uk creds deck nov 2016
Time inc. uk creds deck nov 2016Time inc. uk creds deck nov 2016
Time inc. uk creds deck nov 2016
 

Similar to The Great Gatsby social marketing

Get a Clearer Picture of Your Target Audience with Facebook Topic Data
Get a Clearer Picture of Your Target Audience with Facebook Topic DataGet a Clearer Picture of Your Target Audience with Facebook Topic Data
Get a Clearer Picture of Your Target Audience with Facebook Topic DataDataSift
 
Lady Gaga Social Media Plan
Lady Gaga Social Media PlanLady Gaga Social Media Plan
Lady Gaga Social Media PlanCole Kraft
 
Bossip: Social Media Plan
Bossip: Social Media PlanBossip: Social Media Plan
Bossip: Social Media PlanDevyn Rorie
 
What's your social media strategy?
What's your social media strategy?What's your social media strategy?
What's your social media strategy?Kim Pittaway
 
Lady gaga born this way
Lady gaga born this way Lady gaga born this way
Lady gaga born this way jwright61
 
What's Your Social Media Strategy: IRMA 2011
What's Your Social Media Strategy: IRMA 2011What's Your Social Media Strategy: IRMA 2011
What's Your Social Media Strategy: IRMA 2011Kim Pittaway
 
Business of Digital: Social media strategy
Business of Digital: Social media strategyBusiness of Digital: Social media strategy
Business of Digital: Social media strategyKim Pittaway
 
Lady Gaga's Social Media Strategy
Lady Gaga's Social Media Strategy Lady Gaga's Social Media Strategy
Lady Gaga's Social Media Strategy Antonella Amoruso
 
How to Increase Scripted Hispanic Show's rating through the implementation of...
How to Increase Scripted Hispanic Show's rating through the implementation of...How to Increase Scripted Hispanic Show's rating through the implementation of...
How to Increase Scripted Hispanic Show's rating through the implementation of...Paola Alliegro
 
8 Things Your CEO Needs to Know Right Now About Social Media Tourism Trends i...
8 Things Your CEO Needs to Know Right Now About Social Media Tourism Trends i...8 Things Your CEO Needs to Know Right Now About Social Media Tourism Trends i...
8 Things Your CEO Needs to Know Right Now About Social Media Tourism Trends i...Chad Wiebesick
 
Defining my target audience
Defining my target audienceDefining my target audience
Defining my target audienceSarahMillard14
 
Audience research copy
Audience research copyAudience research copy
Audience research copyKieranCrook
 
PUR 3622 Project 1
PUR 3622 Project 1PUR 3622 Project 1
PUR 3622 Project 1Gabriel Diaz
 
The Media & Entertainment Industry
The Media & Entertainment IndustryThe Media & Entertainment Industry
The Media & Entertainment IndustryShareDocView.com
 
How the travel industry uses Instagram to maximize engagement and drive websi...
How the travel industry uses Instagram to maximize engagement and drive websi...How the travel industry uses Instagram to maximize engagement and drive websi...
How the travel industry uses Instagram to maximize engagement and drive websi...Amanda Sands
 
Social Media Strategy for Grind
Social Media Strategy for GrindSocial Media Strategy for Grind
Social Media Strategy for GrindFaith Paris
 

Similar to The Great Gatsby social marketing (20)

Get a Clearer Picture of Your Target Audience with Facebook Topic Data
Get a Clearer Picture of Your Target Audience with Facebook Topic DataGet a Clearer Picture of Your Target Audience with Facebook Topic Data
Get a Clearer Picture of Your Target Audience with Facebook Topic Data
 
Lady Gaga Social Media Plan
Lady Gaga Social Media PlanLady Gaga Social Media Plan
Lady Gaga Social Media Plan
 
Bossip: Social Media Plan
Bossip: Social Media PlanBossip: Social Media Plan
Bossip: Social Media Plan
 
Final project pdf
Final project pdfFinal project pdf
Final project pdf
 
CheikenBAFinal
CheikenBAFinalCheikenBAFinal
CheikenBAFinal
 
What's your social media strategy?
What's your social media strategy?What's your social media strategy?
What's your social media strategy?
 
Lady gaga born this way
Lady gaga born this way Lady gaga born this way
Lady gaga born this way
 
What's Your Social Media Strategy: IRMA 2011
What's Your Social Media Strategy: IRMA 2011What's Your Social Media Strategy: IRMA 2011
What's Your Social Media Strategy: IRMA 2011
 
#VoteLove
#VoteLove#VoteLove
#VoteLove
 
Business of Digital: Social media strategy
Business of Digital: Social media strategyBusiness of Digital: Social media strategy
Business of Digital: Social media strategy
 
Lady Gaga's Social Media Strategy
Lady Gaga's Social Media Strategy Lady Gaga's Social Media Strategy
Lady Gaga's Social Media Strategy
 
How to Increase Scripted Hispanic Show's rating through the implementation of...
How to Increase Scripted Hispanic Show's rating through the implementation of...How to Increase Scripted Hispanic Show's rating through the implementation of...
How to Increase Scripted Hispanic Show's rating through the implementation of...
 
8 Things Your CEO Needs to Know Right Now About Social Media Tourism Trends i...
8 Things Your CEO Needs to Know Right Now About Social Media Tourism Trends i...8 Things Your CEO Needs to Know Right Now About Social Media Tourism Trends i...
8 Things Your CEO Needs to Know Right Now About Social Media Tourism Trends i...
 
Defining my target audience
Defining my target audienceDefining my target audience
Defining my target audience
 
Audience research copy
Audience research copyAudience research copy
Audience research copy
 
PUR 3622 Project 1
PUR 3622 Project 1PUR 3622 Project 1
PUR 3622 Project 1
 
The Media & Entertainment Industry
The Media & Entertainment IndustryThe Media & Entertainment Industry
The Media & Entertainment Industry
 
5 Proven Strategies To Get More News Feed Love
5 Proven Strategies To Get More News Feed Love5 Proven Strategies To Get More News Feed Love
5 Proven Strategies To Get More News Feed Love
 
How the travel industry uses Instagram to maximize engagement and drive websi...
How the travel industry uses Instagram to maximize engagement and drive websi...How the travel industry uses Instagram to maximize engagement and drive websi...
How the travel industry uses Instagram to maximize engagement and drive websi...
 
Social Media Strategy for Grind
Social Media Strategy for GrindSocial Media Strategy for Grind
Social Media Strategy for Grind
 

Recently uploaded

原版1:1复刻卡尔加里大学毕业证UC毕业证留信学历认证
原版1:1复刻卡尔加里大学毕业证UC毕业证留信学历认证原版1:1复刻卡尔加里大学毕业证UC毕业证留信学历认证
原版1:1复刻卡尔加里大学毕业证UC毕业证留信学历认证gwhohjj
 
Zoom In Game for ice breaking in a training
Zoom In Game for ice breaking in a trainingZoom In Game for ice breaking in a training
Zoom In Game for ice breaking in a trainingRafik ABDI
 
Aesthetic Design Inspiration by Slidesgo.pptx
Aesthetic Design Inspiration by Slidesgo.pptxAesthetic Design Inspiration by Slidesgo.pptx
Aesthetic Design Inspiration by Slidesgo.pptxsayemalkadripial4
 
Amil Baba in Pakistan Kala jadu Expert Amil baba Black magic Specialist in Is...
Amil Baba in Pakistan Kala jadu Expert Amil baba Black magic Specialist in Is...Amil Baba in Pakistan Kala jadu Expert Amil baba Black magic Specialist in Is...
Amil Baba in Pakistan Kala jadu Expert Amil baba Black magic Specialist in Is...Amil Baba Company
 
NO,1 Amil baba in Lahore Astrologer in Karachi amil baba in pakistan amil bab...
NO,1 Amil baba in Lahore Astrologer in Karachi amil baba in pakistan amil bab...NO,1 Amil baba in Lahore Astrologer in Karachi amil baba in pakistan amil bab...
NO,1 Amil baba in Lahore Astrologer in Karachi amil baba in pakistan amil bab...Amil Baba Company
 
Call Girls In Moti Bagh (8377877756 )-Genuine Rate Girls Service
Call Girls In Moti Bagh (8377877756 )-Genuine Rate Girls ServiceCall Girls In Moti Bagh (8377877756 )-Genuine Rate Girls Service
Call Girls In Moti Bagh (8377877756 )-Genuine Rate Girls Servicedollysharma2066
 
在线办理曼大毕业证曼尼托巴大学毕业证成绩单留信学历认证
在线办理曼大毕业证曼尼托巴大学毕业证成绩单留信学历认证在线办理曼大毕业证曼尼托巴大学毕业证成绩单留信学历认证
在线办理曼大毕业证曼尼托巴大学毕业证成绩单留信学历认证nhjeo1gg
 
The Fine Line Between Honest and Evil Comics by Salty Vixen
The Fine Line Between Honest and Evil Comics by Salty VixenThe Fine Line Between Honest and Evil Comics by Salty Vixen
The Fine Line Between Honest and Evil Comics by Salty VixenSalty Vixen Stories & More
 
Call Girl Contact Number Andheri WhatsApp:+91-9833363713
Call Girl Contact Number Andheri WhatsApp:+91-9833363713Call Girl Contact Number Andheri WhatsApp:+91-9833363713
Call Girl Contact Number Andheri WhatsApp:+91-9833363713Sonam Pathan
 
Call Girls Near Taurus Sarovar Portico Hotel New Delhi 9873777170
Call Girls Near Taurus Sarovar Portico Hotel New Delhi 9873777170Call Girls Near Taurus Sarovar Portico Hotel New Delhi 9873777170
Call Girls Near Taurus Sarovar Portico Hotel New Delhi 9873777170Sonam Pathan
 
Biswanath Byam Samiti Open Quiz 2022 by Qui9 Grand Finale
Biswanath Byam Samiti Open Quiz 2022 by Qui9 Grand FinaleBiswanath Byam Samiti Open Quiz 2022 by Qui9 Grand Finale
Biswanath Byam Samiti Open Quiz 2022 by Qui9 Grand FinaleQui9 (Ultimate Quizzing)
 
Amil baba in Pakistan amil baba Karachi amil baba in pakistan amil baba in la...
Amil baba in Pakistan amil baba Karachi amil baba in pakistan amil baba in la...Amil baba in Pakistan amil baba Karachi amil baba in pakistan amil baba in la...
Amil baba in Pakistan amil baba Karachi amil baba in pakistan amil baba in la...Amil Baba Company
 
Gripping Adult Web Series You Can't Afford to Miss
Gripping Adult Web Series You Can't Afford to MissGripping Adult Web Series You Can't Afford to Miss
Gripping Adult Web Series You Can't Afford to Missget joys
 
Call Girls in Faridabad 9000000000 Faridabad Escorts Service
Call Girls in Faridabad 9000000000 Faridabad Escorts ServiceCall Girls in Faridabad 9000000000 Faridabad Escorts Service
Call Girls in Faridabad 9000000000 Faridabad Escorts ServiceTina Ji
 
Call Girls Near The Corus Hotel New Delhi 9873777170
Call Girls Near The Corus Hotel New Delhi 9873777170Call Girls Near The Corus Hotel New Delhi 9873777170
Call Girls Near The Corus Hotel New Delhi 9873777170Sonam Pathan
 
(伦敦大学毕业证学位证成绩单-PDF版)
(伦敦大学毕业证学位证成绩单-PDF版)(伦敦大学毕业证学位证成绩单-PDF版)
(伦敦大学毕业证学位证成绩单-PDF版)twfkn8xj
 
NO1 Certified kala ilam Expert In Peshwar Kala Jadu Specialist In Peshwar Kal...
NO1 Certified kala ilam Expert In Peshwar Kala Jadu Specialist In Peshwar Kal...NO1 Certified kala ilam Expert In Peshwar Kala Jadu Specialist In Peshwar Kal...
NO1 Certified kala ilam Expert In Peshwar Kala Jadu Specialist In Peshwar Kal...Amil Baba Dawood bangali
 
NO1 WorldWide Amil Baba In Karachi Kala Jadu In Karachi Amil baba In Karachi ...
NO1 WorldWide Amil Baba In Karachi Kala Jadu In Karachi Amil baba In Karachi ...NO1 WorldWide Amil Baba In Karachi Kala Jadu In Karachi Amil baba In Karachi ...
NO1 WorldWide Amil Baba In Karachi Kala Jadu In Karachi Amil baba In Karachi ...Amil Baba Dawood bangali
 
GRADE 7 NEW PPT ENGLISH 1 [Autosaved].pp
GRADE 7 NEW PPT ENGLISH 1 [Autosaved].ppGRADE 7 NEW PPT ENGLISH 1 [Autosaved].pp
GRADE 7 NEW PPT ENGLISH 1 [Autosaved].ppJasmineLinogon
 

Recently uploaded (20)

原版1:1复刻卡尔加里大学毕业证UC毕业证留信学历认证
原版1:1复刻卡尔加里大学毕业证UC毕业证留信学历认证原版1:1复刻卡尔加里大学毕业证UC毕业证留信学历认证
原版1:1复刻卡尔加里大学毕业证UC毕业证留信学历认证
 
Zoom In Game for ice breaking in a training
Zoom In Game for ice breaking in a trainingZoom In Game for ice breaking in a training
Zoom In Game for ice breaking in a training
 
Call Girls Koti 7001305949 all area service COD available Any Time
Call Girls Koti 7001305949 all area service COD available Any TimeCall Girls Koti 7001305949 all area service COD available Any Time
Call Girls Koti 7001305949 all area service COD available Any Time
 
Aesthetic Design Inspiration by Slidesgo.pptx
Aesthetic Design Inspiration by Slidesgo.pptxAesthetic Design Inspiration by Slidesgo.pptx
Aesthetic Design Inspiration by Slidesgo.pptx
 
Amil Baba in Pakistan Kala jadu Expert Amil baba Black magic Specialist in Is...
Amil Baba in Pakistan Kala jadu Expert Amil baba Black magic Specialist in Is...Amil Baba in Pakistan Kala jadu Expert Amil baba Black magic Specialist in Is...
Amil Baba in Pakistan Kala jadu Expert Amil baba Black magic Specialist in Is...
 
NO,1 Amil baba in Lahore Astrologer in Karachi amil baba in pakistan amil bab...
NO,1 Amil baba in Lahore Astrologer in Karachi amil baba in pakistan amil bab...NO,1 Amil baba in Lahore Astrologer in Karachi amil baba in pakistan amil bab...
NO,1 Amil baba in Lahore Astrologer in Karachi amil baba in pakistan amil bab...
 
Call Girls In Moti Bagh (8377877756 )-Genuine Rate Girls Service
Call Girls In Moti Bagh (8377877756 )-Genuine Rate Girls ServiceCall Girls In Moti Bagh (8377877756 )-Genuine Rate Girls Service
Call Girls In Moti Bagh (8377877756 )-Genuine Rate Girls Service
 
在线办理曼大毕业证曼尼托巴大学毕业证成绩单留信学历认证
在线办理曼大毕业证曼尼托巴大学毕业证成绩单留信学历认证在线办理曼大毕业证曼尼托巴大学毕业证成绩单留信学历认证
在线办理曼大毕业证曼尼托巴大学毕业证成绩单留信学历认证
 
The Fine Line Between Honest and Evil Comics by Salty Vixen
The Fine Line Between Honest and Evil Comics by Salty VixenThe Fine Line Between Honest and Evil Comics by Salty Vixen
The Fine Line Between Honest and Evil Comics by Salty Vixen
 
Call Girl Contact Number Andheri WhatsApp:+91-9833363713
Call Girl Contact Number Andheri WhatsApp:+91-9833363713Call Girl Contact Number Andheri WhatsApp:+91-9833363713
Call Girl Contact Number Andheri WhatsApp:+91-9833363713
 
Call Girls Near Taurus Sarovar Portico Hotel New Delhi 9873777170
Call Girls Near Taurus Sarovar Portico Hotel New Delhi 9873777170Call Girls Near Taurus Sarovar Portico Hotel New Delhi 9873777170
Call Girls Near Taurus Sarovar Portico Hotel New Delhi 9873777170
 
Biswanath Byam Samiti Open Quiz 2022 by Qui9 Grand Finale
Biswanath Byam Samiti Open Quiz 2022 by Qui9 Grand FinaleBiswanath Byam Samiti Open Quiz 2022 by Qui9 Grand Finale
Biswanath Byam Samiti Open Quiz 2022 by Qui9 Grand Finale
 
Amil baba in Pakistan amil baba Karachi amil baba in pakistan amil baba in la...
Amil baba in Pakistan amil baba Karachi amil baba in pakistan amil baba in la...Amil baba in Pakistan amil baba Karachi amil baba in pakistan amil baba in la...
Amil baba in Pakistan amil baba Karachi amil baba in pakistan amil baba in la...
 
Gripping Adult Web Series You Can't Afford to Miss
Gripping Adult Web Series You Can't Afford to MissGripping Adult Web Series You Can't Afford to Miss
Gripping Adult Web Series You Can't Afford to Miss
 
Call Girls in Faridabad 9000000000 Faridabad Escorts Service
Call Girls in Faridabad 9000000000 Faridabad Escorts ServiceCall Girls in Faridabad 9000000000 Faridabad Escorts Service
Call Girls in Faridabad 9000000000 Faridabad Escorts Service
 
Call Girls Near The Corus Hotel New Delhi 9873777170
Call Girls Near The Corus Hotel New Delhi 9873777170Call Girls Near The Corus Hotel New Delhi 9873777170
Call Girls Near The Corus Hotel New Delhi 9873777170
 
(伦敦大学毕业证学位证成绩单-PDF版)
(伦敦大学毕业证学位证成绩单-PDF版)(伦敦大学毕业证学位证成绩单-PDF版)
(伦敦大学毕业证学位证成绩单-PDF版)
 
NO1 Certified kala ilam Expert In Peshwar Kala Jadu Specialist In Peshwar Kal...
NO1 Certified kala ilam Expert In Peshwar Kala Jadu Specialist In Peshwar Kal...NO1 Certified kala ilam Expert In Peshwar Kala Jadu Specialist In Peshwar Kal...
NO1 Certified kala ilam Expert In Peshwar Kala Jadu Specialist In Peshwar Kal...
 
NO1 WorldWide Amil Baba In Karachi Kala Jadu In Karachi Amil baba In Karachi ...
NO1 WorldWide Amil Baba In Karachi Kala Jadu In Karachi Amil baba In Karachi ...NO1 WorldWide Amil Baba In Karachi Kala Jadu In Karachi Amil baba In Karachi ...
NO1 WorldWide Amil Baba In Karachi Kala Jadu In Karachi Amil baba In Karachi ...
 
GRADE 7 NEW PPT ENGLISH 1 [Autosaved].pp
GRADE 7 NEW PPT ENGLISH 1 [Autosaved].ppGRADE 7 NEW PPT ENGLISH 1 [Autosaved].pp
GRADE 7 NEW PPT ENGLISH 1 [Autosaved].pp
 

The Great Gatsby social marketing

  • 1. The Great Gatsby UK: review and insights • Aim: review of current Great Gatsby social activity in the UK • Insights: comparing data supplied by Crimson Hexagon, Radian6 and Socialbakers to see how to improve performance • Campaign: use insights around performance to improve Word of Mouth buzz, and sustain Share of Voice • ROI: key is to explain why this would positively impact on ROI where key conversion objective is ticket sales My aim is not simply to report activity on Gatsby but to look at how could improve performance, to guide future campaigns - focus on how to achieve ROI
  • 2. The Great Gatsby UK: review and insights • Conversion insight The correlation between the volume of tweets and ticket sales. • By volume Social media comments are tightly correlated to opening-weekend box office. By looking at the volume of tweets expressing ‘intent to view’ was a 98% correlation to sales. (Crimson Hexagon) • By sentiment 70+% ‘positives’—favourable comments about a movie or its trailer—bodes well for a film's opening. Large % ‘neutrals’ is predictive of poor sales. (Fizziology)
  • 3. The Great Gatsby UK: cross channel metrics by SOV * While FB is the only UK-centric social channel, Radian6 filters for UK only users for Twitter and YT. Gatsby ‘s cross-channel buzz compares well with the big summer blockbusters .The trend shows similar pattern of opening weekend buzz. and then decline. Time period: Apr 28th – May 28th
  • 4. The Great Gatsby UK: cross channel metrics WOM Opening on Thursday 15th Note % female to male audience breakdown from the US
  • 5. The Great Gatsby UK: top influencers
  • 6. The Great Gatsby UK: sentiment tells us? UK sentiment data for 14 May - 28 May (Radian6)
  • 7. The Great Gatsby: US shows rise in ‘Neutral’
  • 8. Great Gatsby UK: performance by post type on FB More use of video? Coincides with win a trip to New York comp Photos rule
  • 9. Great Gatsby UK: by % engagement on FB Note decline in post engagement rate despite comp
  • 10. Great Gatsby UK: engagement on Tumblr Fan art on Tumblr
  • 11. Great Gatsby UK: engagement on YouTube Florence + The Machine "Over The Love" For The Great Gatsby Soundtrack featured on Jay-Z YT channel was most popular on Gatsby FB page. YouTube delivers organic results by delivering your content only to people who searched for it (assuming you tagged and categorized it correctly). So, post a video and the analytics that trickle in will show you who your niche is, letting you know where to send your limited marketing bling.
  • 12. Lessons for next campaign from Gatsby?
  • 13. Lessons for next campaign: #listening Improved listening, both manual and automated, to find out what will appeal to fans, and to discover who those fans are in advance, so can create appealing content.
  • 14. Lessons for next campaign: #responding Plus tactically seek to respond to user questions, to grow sense of community - and identify creative ‘ugc’ opportunities Just 5 replies
  • 15. Lessons for next campaign: #topic-segmentation Segment out the film’s attraction to fans on a topic : (i) Music soundtrack (ii) Actors (iii) Clothing & jewellery (iv) Fitzgerald fans
  • 16. Lessons for next campaign: #topic-segmentation For the Men in Black Facebook page, little fan engagement, but anything featuring Will Smith would stand out.
  • 17. Lessons for next campaign: #topic-segmentation On May 17 (two weeks before opening) we created a meme featuring Will in one of the most quoted lines from our Trailer/TV Spots
  • 18. Lessons for next campaign: #segmenting Connected with use of influencer marketing, basic analysis shows film actor fans; 3D film & Bollywood actor fans; independent cinema - reach out to segmented audience via sponsored stories and topic relevant FB Pages;
  • 19. Lessons for next campaign: #influencers Approach used with Harry Potter theme park in US - find out who audience segment influencers are - give them exclusive sneak preview material - disseminate to their fans
  • 20. Lessons for next campaign: #topic-segmentation Music - make more use of music videos on YouTube from soundtrack to reach potential fans; plus fun music postcards
  • 21. Lessons for next campaign: #measuring impact

Editor's Notes

  1. Time period: Apr 28 th – May 28 th : excludes hashtag for accurate keyword comparison (a) Fast and Furious (UK launch 17 th May) total posts: 102,712; top day May 16 th with 16,773 posts. (b) Star Trek (UK launch 9 th May) total posts: 148505; top day May 8 th with 12,268 posts. (c) The Great Gatsby (UK launch 16 th May) total posts 110,656; top day May 16 th with 9,568 posts.
  2. Gatsby peak of 9,424 on 16 th May in UK; down by a third to 3260 posts by Sunday 26 th , just under number of 3,324 where it was on Weds May 8 th : so taking 2.5 weeks to rise, peak and decline. IOW - 3 key weekends, before launch, launch weekend, after launch weekend. It’s a typical online marketing problem where see a peak in interest and then sudden drop-off – requires building a community around a themed set of content. (the moviepilot.com movie fan community is one way to solve that problem).
  3. The top influencers for 16 th May film opening day - data show news media (Guardian/Sky) and fashion (Vogue/Asos) and music (Florence Welch of Florence and the Machine).
  4. Sentiment data: 14 th – 28 th May Just over 71K posts (cross channel) – of which 75% were positive, and less than 10% negative. This suggests that was a positive opening two weeks by % positivity as scored above 70% level.
  5. Note the rise in ‘Neutral’ sentiment in US from 16 May, after opening on Fri 10 May. This is not so positive a sign of performance.
  6. (1) The most popular form of content is meme type photo. (2) The spike in engagement on 22 May is around competition with Holiday to NYC – my suggestion of having smaller prizes instead on next slide! (3) The featured picture belongs to the top engaging Facebook post:- Likes:3 870 Comments:121 Shares:610 Engagement Rate: 11,0859  %
  7. What about running a weekly competition, with winner every Fri eve; starting week before launch week; and continuing for 3 weeks? Also can target competitions on different fan sites, and top bloggers, to meet their relevant interests: music; actor etc Success calculated in terms of reach (shared on FB via newsfeed and on FP page), #entries, #mentions in posts.
  8. Top ‘Liked’ Tumblr – official image with quote “He looked at her the way all women want to be looked at by a man” with 997 notes/Likes. Note that ‘Fan art’ contributions on Tumblr scored above that level consistently.
  9. Gatsby Youtube channel – stats from 24 May Soundtrack videos: 4,229,068 – though top music video on FB Page is not in this list - Lana De Ray’s performance of ‘Young and Beautiful’ posted from another video channel (b) Trailers: 298,807 (c) TV Spots: 219,286
  10. My next set of slides will consider what results mean for next Warner Bros UK campaign? As there is a lot of reporting data but question again (1) what would are recommendations be from a measurement perspective and (2) what they’d change/improve to sustain Share of Voice, and to improve Word of Mouth for a new campaign?
  11. First clear tactic would be greater listening of what fans want, and find out who ‘they’ are as a result – you have a product, find out who customers are and how to reach them with compelling calls to action, measure success through engagement and sharing – ie: social/community marketing by discovering top bloggers and official fan websites – also use of FB sponsored stories to target, and YT analytics to discover through analytics
  12. Another tactic currently absent: response rate to fans to build community Response rate on Twitter was 77 questions, from 22 Apr to 27 May, with just 5 recorded replies. - Benefit of improved response?: Track % of greater involvement with user-generated art work for Tumblr plus greater participation in competition if queries about entry: helps Call to Action fulfilment
  13. Break audience down into attractive parts to different audiences – marketing connected with how film is part of how consumers express themselves: Actor – eg Bollywood actor Amitabh Bachchan - appeal to UK Asian population Music: Jay-Z more obvious Vogue - fashionistas
  14. However, is also possible to find viral promotional material that crosses over different audiences, as Sony found out with Men in Black 3
  15. In the first 48 hours, this photo meme generated 68.7K+ ‘likes’, 2K+ ‘comments’ and 6.8K+ ‘shares’ In the first week, this generated 142K+ ‘likes’, 3.7K+ ‘comments’ and 13.4K+ ‘shares’ It hit a chord, distilled the humour and the characters into one cameo moment; part of what those effective moments are is mix of art and science; part about listening for clues, what I call #thinslicing
  16. Greater use of music soundtrack to engage with fans – popular theme, e.g. Sony’s silent disco video for Walkman marketing last year was highly popular video, creative and at same time easy to relate to.
  17. Track influencer success through reach and comments count, using tools such as Klout for Lana Del ray – as shown above Approach with material – and measure unique views, reach and engagement – important to decide how correlates with ticket sales at end of day, of course too
  18. Ideally want the same intimacy and understanding have with 1-2-1 on social media as have with 1-2-many, so need to understand what works at scale that likely to catch the popular mood IOW:-)
  19. Easiest mistake just to measure non-financial impact. Aim is to show how social & community marketing connects with financial impact It’s about showing how measures of activity connect with each other – the Crimson Hexagon correlation on volume of intent to watch tweets And figuring out how best to deliver by looking at both the needle movers like competitions and the segmentation of audiences.