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MEDIA Desk Belgium Film Marketing in the Age of Social Media 5th December 2013
© Mathias Noschis alphapanda.com
Mathias Noschis• Career start in independent film in Switzerland and
the South Caucasus • International experience in advertising, PR and
social media for Toy Story 3, Black Swan, The A-Team, Alice in Wonderland...
• Today working with independent producers and tutoring for training programmes and workshops
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Why should producers care about film marketing?
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Multiplication of distribution channels and strategies• Multiplication of festivals • Theatrical is seen as a “loss leader” • Opportunities to break distribution windows • Development of VOD • Even more with short films
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Anticipate the needs of the distributors• Prepare promotional assets during production • Make sure you agree on strategy • Be in a stronger position to negotiate
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Social networks require time• A successful social media strategy lasts for the
whole lifecycle • The community should be active at the time of
release
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Audience
Pre-production Production Festivals Release
Traditional Film Marketing
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Pre-production Production Festivals Release
FansAudience
ViralGuerilla
SocialMedia
PublicRelations
CreativePartnerships
Film marketing in the age of social media
Advertising
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Building a Community
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A 5 step process
1. Research
2. Choice of network
3. Promotional activities
4. Community management
5. Monitoring
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1. Researching the audience
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5 tips for effective research• Allow enough time (minimum 2 whole days) • Use keywords in search engines • Explore through Facebook ads • Create a database of contacts and pages • Be surprised!
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2. Choosing the right social network
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Alternatives
• Facebook • Twitter • Blog / Tumblr • Mailing list • Existing community
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Ask yourself 5 questions• What existing networks do I have? • What are the demographics of my targets? • What are my territories and languages? • How much time can I dedicate to this? • What do I like to do?
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3. Promotional Activities
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Call to action
Making the audience aware of the film is NOT enough! !
You need a call to action! !
Possible calls to action: • Buy my DVD • Go to the cinema • Like my fan page • Subscribe to my mailing list
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Advertising - Definition
Calling public attention to a film through the procurement of the placement of a piece of media real-estate within any given media.
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Advertising - Facebook ads
Principle: • Identify target audience in demographic terms • Bid for pay-per-click • Set a maximum spend per day
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Publicity / PR - Definition
Creating an image of a product or service in the eyes of the public, mainly through media coverage.
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Publicity / PR - Activities
• Film Premiere • Press Junket / Interview • Press Kit / EPK • Press / Multimedia Screening • Negotiation of placement • Competition
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Creative Partnerships - Definition
An association with one or more product, service or organisation in order to implement cross-promotional activities
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Creative Partnerships - Typologies
• Media partnerships • Commercial partnerships
• Product Placement • Marketing Alliances • Competitions
• Non-commercial partnerships • Educational partnerships
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suggestions for non commercial partnerships• Get involved with clubs or associations for
competitions • Find a media partner to document the
production of your film • Create educational material for an existing
organisation
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Viral Marketing - Definition
The rapid adoption of a product or passing on of an offer to friends and family through word-of-mouth (or word-of-mouse) networks
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Infiltration - Definition
The act of existing group, forums, communities, blogs or pages to initiate a discussion around a specific topic.
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4. Managing the community
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Community management
A bit like being a good party host, but in an online capacity
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4 tips for successful community management• Listen to your community • Plan regular updates • Encourage word-of-mouth • Organise competitions
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5. Monitoring
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4 questions answered by effective monitoring• Which activities are working? • Which websites are talking about the film? • What is my audience talking about? • What is their opinion on the campaign?
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A 5 step process
1. Research
2. Choice of network
3. Community building
4. Community management
5. Monitoring
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DOs• Do start your marketing effort well in advance • Do allow a budget for marketing • Do spend time researching your audience • Do use your fans as brand ambassadors • Do measure the effectiveness through monitoring
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DON’Ts• Don’t target your primary audience • Don’t start on all social networks • Don’t think a great film is enough • Don’t rely purely on innovative activities • Don’t leave it die at the end
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Additional Resources
Selling Your Film without Selling Your Soul www.sellingyourfilm.com Blogs: • www.shericandler.com • www.pmdforhire.com • www.movieviral.com
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Questions?
www.alphapanda.com [email protected] LinkedIn: Mathias Noschis Twitter: @FilmMktg
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