film and festivals workshop

HOW CAN CULTURAL

CINEMAS AND FILM

FESTIVALS MAXIMIZE THE

POTENTIAL OF DIGITAL TO

ENGAGE AUDIENCES?

MATTHEW CAIN

THE ANSWER

“How can cultural cinemas and film festivals

maximize the potential of digital to engage

audiences?”

Discover

insightsSpark

activity

Respond &

react

HOW TO . . .

Analyse social media

conversations;

Translate data into

strategy;

Deal with criticism

Measure success

AGENDA

DISCOVERING INSIGHTS

Managed

process

Informative

Not engaging

Demonstrated

impact

SPARKING ACTIVITY

Reaching

beyond the

usual suspects

How to reach

key prospects

Generating

online buzz

Managing

response

RESPOND & REACT

Identifying

communities of

interest

Tweaking

marketing on the fly

Sharing the story

and curating

experiences

Empathising with

audiences

ANALYSE SOCIAL MEDIA

CONVERSATIONS

BASIC: YOUR IMPACT

Measure

Complexity

Listen

SILVER: YOU + AUDIENCE

Number of „actions‟

Clicks, views, shares,

likes

Day, time, place

Media impact

Other

content

GOLD: OBSERVE THE ECOSYSTEM

New

audiences

Strength of feeling

Intention and

frequency

Interests and activities

„Influence‟

DATA INTO STRATEGY

MAKING VALUE FROM DATA

Plan

ImplementMeasure

Evolve

DEVELOPING HYPOTHESES

The audience is

They will be interested because

We will reach them

through

We want them to

DECISIONS YOU CAN MAKE

Where?

How

many?

Interests

Who?

When?

Strategy

Messages

Content

type

Language

Audience

Tactics Evaluation

Share of

voice

Penetration

Engagement

Actions

Unprompted

FIVE GOLDEN RULES

Don‟t wait

Collect data over time

Know what you can do differently

Only measure what you can change

Act & iterate, don‟t wait & prove

DEALING WITH

CRITICISM

WHAT YOU SHOULD KNOW

Don‟t be blind-sided

See past the tone

Use your community

Be human

It is the real world

ADOPTING A POLICY

„Trolls‟

„Rager‟

„Misguided‟

„Unhappy customer‟

Monitor

Fix the

facts

Assessment

Fix the

problem

Evaluation Considerations

Transparency

Timeliness

Tone

Influence

Thanks to USAF

MEASURE SUCCESS

Are 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?

KEY OUTCOMES

THE RIGHT MEASURES

What you

understand

What the data

explains

What you can

explain

COMMUNICATING THE FINDINGS

Do people understand what you are measuring?

Is it consistent with expectations?

Can you communicate it clearly, authoritatively

and in a timely fashion?

Can you explain what to do with it?

CONTACT DETAILS

Trufflenet

12 Suffolk Street

London

SW1Y 4HG

T: +44 (0) 20 7812 6565

E: info@trufflenet.com

www.trufflenet.com

Matthew Cain

@mcaino

07764 747858