Cinemas Pathé Gaumont


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Cinemas Pathé Gaumont

  1. 1. LES CINÉMAS GAUMONT PATHÉ & WILDFIRE Thibault Picard & Henri Nekmouche January 17, 2014
  2. 2. WILDFIRE is Google’s enterprise social media solution
  3. 3. Partner with Account management SOCIAL MEDIA EXPERTS Product support Onboarding Strategic services Ongoing education Source:
  4. 4. Wildfire joins the DoubleClick stack DOUBLECLICK’S SOCIAL SOLUTION Messages& Pages& Governance& Strategic& Ads& Analy-cs& Support& Source:
  5. 5. Agenda ance of & the import haviors consumer be Changing SOCIAL l for ities on socia pportun situation & o MONT PATHÉ Current G AU S CINÉMAS LE & & ith Teaming up w WILDFIRE Source:
  6. 6. Changing consumer behaviors & the importance of SOCIAL Source:
  7. 7. Meet MAX DAMAGNEZ Source:
  8. 8. The second screen has become Max’s FIRST SCREEN
  9. 9. Max and 23.7M other people in France use a social network each month Source: Social Networking Reaches Nearly 1 in 4 Around the World, eMarketer, June 2013
  10. 10. Max is always connected, participating & SHARING
  11. 11. Max’s zero moment of truth happens ONLINE
  12. 12. Remarkable & shareable experiences becomes the next person’s ZMOT Source:
  13. 13. Social is the venue of your target audience - a strong social presence is crucial in order to stay RELEVANT Sources: Gen C YouTube audience study, Google / IPSOS / NowWhat, March 2013 & The Power of Gen C – Connecting with your best customers, YouTube, 2014
  14. 14. The current SITUATION Source:
  15. 15. aumont Pathé Les Cinémas G s on social for Opportunitie ENT ENGAGEM ROW lue HOW TO G by adding va ting & s by participaeable tionship 1) Build relar quality content shar ont Pathé brand 2) Make you the Les Cinémas Gaum arkable experiences 3) Humanize d value by creating rem 4) Build bran TY COMMUNI W THE W TO GRO HO ion ta & Attribut 1) Social da s 2) Social ad Source:
  16. 16. Opportunity #1: ENGAGEMENT Source:
  17. 17. Why care? Users engaged socially with film content are 6x more likely to PURCHASE TICKETS Sources: ShareThis, July 2013
  18. 18. Content is not the scarcity anymore ATTENTION IS Source:
  19. 19. 1 Build relationships by participating & by adding value Source:
  20. 20. In order to drive relationship building & engagement you need to PARTICIPATE Source: Key Lessons for Success on YouTube, Pixability, 2013
  21. 21. The key is to participate without intruding, and to connect by adding VALUE Source:
  22. 22. Source:
  23. 23. 2 Make your quality content shareable Source:
  24. 24. Discovery is largely influenced by social – branding & earned media opportunities is why you should focus on SHAREABLE CONTENT
  25. 25. People do things to express their IDENTITY Source:
  26. 26. People share stuff that is new, interesting & reflect of the things they want their friends to know they STAND FOR Source:
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  28. 28. Source:
  29. 29. 3 Humanize the Les Cinémas Gaumont Pathé brand Source:
  30. 30. Tesco Mobile UK is the extreme example of how a brand can become more HUMAN Source:
  31. 31. Grow advocacy and engagement by breaking the FOURTH WALL Source:
  32. 32. Source: &
  33. 33. 4 Build brand value by creating remarkable experiences Source:
  34. 34. Branding increases the value of performance – it makes consumers favor your BRAND
  35. 35. Brand loyal consumers are more vocal, tolerant & profitable – the key is to create a CONNECTION Source:
  36. 36. “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” - Maya Angelou& Source:
  37. 37. The promises a brand makes and keeps is what makes it VALUABLE Source:
  38. 38. It’s hard to be inspiring but think about VOLVO TRUCKS Source:
  39. 39. Great brands don’t build audiences – they build COMMUNITIES Source:
  40. 40. Opportunity #2: GROWTH POTENTIAL Source:
  41. 41. Trailer related search trends predicted opening weekend revenue with 94% ACCURACY Source: Google, June 2013 “Quantifying Movie Magic with Google Search”
  42. 42. Harvard PhD students showed that social can play a critical role for movie PERFORMANCE Sources: &
  43. 43. Use data to understand who engaged with your TRAILER
  44. 44. Use data to understand what they thought about your TRAILER
  45. 45. Leverage data to allocate your budgets better with ATTRIBUTION MODELS Source:
  46. 46. Burberry announces their new line of sunglasses in a Google+ post
  47. 47. Burberry announces their new line of sunglasses in a Google+ post
  48. 48. Burberry announces their new line of sunglasses in a Google+ post
  49. 49. Burberry announces their new line of sunglasses in a Google+ post
  50. 50. Burberry announces their new line of sunglasses in a Google+ post
  51. 51. Burberry announces their new line of sunglasses in a Google+ post
  52. 52. How would you distribute credit to Max’s TOUCH POINTS? Source: Source:
  53. 53. Do you distribute all the credit to the LAST INTERACTION? Burberry announces their new line of sunglasses in a Google+ post
  54. 54. Or do you distribute credit according to attribution MODELS? Display ad on Facebook post Website Organic search TrueView ad on YouTube Google+ post Burberry announces their new line of sunglasses in a Google+ post Source:
  55. 55. Maybe with a focus on Max’s first Facebook post Display ad on INTERACTIONS? TrueView ad on YouTube Burberry announces Google+ Organic post their new line of sunglassessearch in a Google+ post Website Source:
  56. 56. Teaming up with WILDFIRE
  57. 57. Build a holistic strategy with Google and BRIDGE THE DIGITAL DIVIDE Paid Digital Channels Search Display Mobile Web Properties Social Marketing Website Video Microsite Landing Page Unified Data & Content Source:
  58. 58. Amplify your PAID, OWNED & EARNED OWNED MEDIA SOCIAL PROPERTIES YouTube brand gadgets Facebook apps Microsites Iframe options for websites PAID MEDIA ADVERTISING Social media ads EARNED MEDIA Mobile friendly versions available as well SHARING Mentions Shares Reposts Reviews Retweets Source:
  59. 59. STRATEGIC SUPPORT Deliver the right content, to the right user, at the right time – across networks & devices through one integrated platform Post, monitor and respond to your audience across social networks Messages Pages Create content at scale & drive engagement with access to 60+ templates Full service creative development & production for YouTube brand channels, Facebook pages & microsites Analytics Workflows
  60. 60. The Wildfire marketing suite makes it easy to create high impact owned media that SAVE TIME AND COSTS 60% reduction in cost 70% decrease in turn around time Sources: Wildfire internal data &
  61. 61. STRATEGIC SUPPORT % Ads Analytics Workflows Promotions Full service social ads offering to amplify your social media efforts & drive awareness to your destination Seamlessly integrates DoubleClick to view your consumer’s digital journey across paid, owned & earned
  62. 62. Grow your paid social audience through SOCIAL ADS Google Confidential and Proprietary
  63. 63. STRATEGIC SUPPORT % Messages Pages Ads Promotions Collaborate across stakeholders but maintain control with defined roles & permissions Analytics Workflows Measure revenue generated from your social efforts in real time & track your consumer’s digital journey & path to purchase
  64. 64. Measuring your ROI from social page and message links becomes SIMPLE
  65. 65. Source: THANK YOU! Thibault Picard & Henri Nekmouche January 17, 2013