Maximising social media ICO presentation

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How can cultural cinemas and film festivals maximize the potential of digital to engage audiences? ICO presentation by Matthew Cain, Trufflenet, September 2012

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Maximising social media ICO presentation

  1. 1. HOW CAN CULTURALCINEMAS AND FILMFESTIVALS MAXIMIZE THEPOTENTIAL OF DIGITAL TOENGAGE AUDIENCES?MATTHEW CAIN
  2. 2. THE ANSWER“How can cultural cinemas and film festivalsmaximize the potential of digital to engageaudiences?” Discover Spark Respond & insights activity react
  3. 3. HOW TO . . . Analyse social media conversations; Translate data into strategy; AGENDA Deal with criticism Measure success
  4. 4. DISCOVERING INSIGHTS Managedprocess Informative Not engaging Demonstratedimpact
  5. 5. SPARKING ACTIVITY Reachingbeyond theusual suspects How to reachkey prospects Generatingonline buzz Managingresponse
  6. 6. RESPOND & REACT Identifyingcommunities ofinterest Tweakingmarketing on the fly Sharing the storyand curatingexperiences Empathising withaudiences
  7. 7. ANALYSE SOCIAL MEDIA CONVERSATIONS
  8. 8. BASIC: YOUR IMPACTMeasure Listen Complexity
  9. 9. SILVER: YOU + AUDIENCE Number of „actions‟ Other content Clicks, views, shares, likes Day, time, place Media impact
  10. 10. GOLD: OBSERVE THE ECOSYSTEM Strength of feeling New audiences Intention andfrequency Interests and activities „Influence‟
  11. 11. DATA INTO STRATEGY
  12. 12. MAKING VALUE FROM DATAEvolve PlanMeasure Implement
  13. 13. DEVELOPING HYPOTHESES Theaudience is They will be interested because We will reach them through We want them to
  14. 14. DECISIONS YOU CAN MAKE Strategy Tactics EvaluationWhere? Messages Share of voice How Content many? type PenetrationInterests Language Engagement Who? Audience ActionsWhen? Unprompted
  15. 15. FIVE GOLDEN RULESDon‟t waitCollect data over timeKnow what you can do differentlyOnly measure what you can changeAct & iterate, don‟t wait & prove
  16. 16. DEALING WITH CRITICISM
  17. 17. WHAT YOU SHOULD KNOWDon‟t be blind-sidedSee past the toneUse your communityBe humanIt is the real world
  18. 18. ADOPTING A POLICYAssessment Evaluation Considerations „Trolls‟ Transparency Monitor „Rager‟ Timeliness Fix the„Misguided‟ facts Tone „Unhappy Fix the customer‟ problem InfluenceThanks to USAF
  19. 19. MEASURE SUCCESS
  20. 20. KEY OUTCOMESAre we reaching the right audiences?Is the impact significant?Is it having the desired effect? What could we do differently? To what extent would it change the outcome?
  21. 21. THE RIGHT MEASURES What youunderstand What the dataexplains What you canexplain
  22. 22. COMMUNICATING THE FINDINGS Do people understand what you are measuring? Is it consistent with expectations? Can you communicate it clearly, authoritativelyand in a timely fashion? Can you explain what to do with it?
  23. 23. CONTACT DETAILSTrufflenet Matthew Cain12 Suffolk StreetLondonSW1Y 4HG@mcainoT: +44 (0) 20 7812 6565 07764 747858E: info@trufflenet.comwww.trufflenet.com

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