media desk belgium - film marketing in the age of social media

MEDIA Desk Belgium Film Marketing in the Age of Social Media 5th December 2013

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

Why should producers care about film marketing?

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

Anticipate the needs of the distributors• Prepare promotional assets during production • Make sure you agree on strategy • Be in a stronger position to negotiate

Social networks require time• A successful social media strategy lasts for the

whole lifecycle • The community should be active at the time of

release

Audience

Pre-production Production Festivals Release

Traditional Film Marketing

Pre-production Production Festivals Release

FansAudience

ViralGuerilla

SocialMedia

PublicRelations

CreativePartnerships

Film marketing in the age of social media

Advertising

Building a Community

A 5 step process

1. Research

2. Choice of network

3. Promotional activities

4. Community management

5. Monitoring

1. Researching the audience

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!

2. Choosing the right social network

Alternatives

• Facebook • Twitter • Blog / Tumblr • Mailing list • Existing community

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?

3. Promotional Activities

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

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.

Advertising - Facebook ads

Principle: • Identify target audience in demographic terms • Bid for pay-per-click • Set a maximum spend per day

Publicity / PR - Definition

Creating an image of a product or service in the eyes of the public, mainly through media coverage.

Publicity / PR - Activities

• Film Premiere • Press Junket / Interview • Press Kit / EPK • Press / Multimedia Screening • Negotiation of placement • Competition

Creative Partnerships - Definition

An association with one or more product, service or organisation in order to implement cross-promotional activities

Creative Partnerships - Typologies

• Media partnerships • Commercial partnerships

• Product Placement • Marketing Alliances • Competitions

• Non-commercial partnerships • Educational partnerships

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

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

Infiltration - Definition

The act of existing group, forums, communities, blogs or pages to initiate a discussion around a specific topic.

4. Managing the community

Community management

A bit like being a good party host, but in an online capacity

4 tips for successful community management• Listen to your community • Plan regular updates • Encourage word-of-mouth • Organise competitions

5. Monitoring

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?

A 5 step process

1. Research

2. Choice of network

3. Community building

4. Community management

5. Monitoring

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

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

Additional Resources

Selling Your Film without Selling Your Soul www.sellingyourfilm.com Blogs: • www.shericandler.com • www.pmdforhire.com • www.movieviral.com

Questions?

www.alphapanda.com mathias@alphapanda.com LinkedIn: Mathias Noschis Twitter: @FilmMktg

The Small Print

All information included in this document is confidential and intended solely for the use of the individual or entity to whom it is addressed. All materials are protected by copyright laws, and may not be reproduced, republished, distributed, transmitted, displayed, broadcast or otherwise exploited in any manner without the express prior written permission of Alphapanda Ltd.

media desk belgium - film marketing in the age of social media

audience mathias noschis

monitoring mathias noschis

day mathias noschis

workshops mathias noschis

mouse networks mathias

mathias noschis career

mailing list mathias

short lms mathias noschis

Business

revolution or evolution - social media adoption in belgium

€¦ · web viewbelgium. i. belgium. 7. belgium. 2....

gita society of belgium - skynet...

social media survey (belgium) results

overview market survey social media behaviour - belgium and...

differences between the netherlands and belgium on social...

social media coordinator @ the walt disney company belgium

international music festival, belgium -...

new belgium brewing - the forest...

cisco pdi help desk · products supported by pdi help desk...

the social media landscape in belgium

display media trading desk (dsp) - karthikeyan haldurai -...

uba belgium - social media session

service desk best practices -...

abacus desk seo and social media presentation

belgium │ media │ buy roularta · 1 equity research...

service desk and social media -- meet your users on their...

gita society of belgium - skynet...

media and information literacy policies in belgium...

through media appearances political parties claim and...