trufflenet presentation facebook seminar
DESCRIPTION
Presentation given at BFI's seminar on social movie marketing on 20 Jan 2012. Given by Matthew Cain Director of Intelligence at Trufflenet.TRANSCRIPT
How we helped Dreams of a Life
FROM BUZZ TO BUSINESSFROM BUZZ TO BUSINESS
CHALLENGECHALLENGE
• Demanding box office target
• Tight release schedule• London-centric film• Christmas release for
‘haunting’ filmImage courtesy of Dogwoof
EXCEEDING EXPECTATIONSEXCEEDING EXPECTATIONS
• Hit stretch target by > 50%• Momentum from 4 weeks
before release• Film showed across UK• Film captured public
imaginationImage courtesy of http://dreamsofalife.com/pressogwoof
Image courtesy of http://www.facebook.com/DreamsofaLife
How did we do it?How did we do it?
1. TREAT EACH CHANNEL DIFFERENTLY1. TREAT EACH CHANNEL DIFFERENTLY
71,000 Views | 313 Likes | 72 Comments
3,960 Likes | 648 Actions | 199 Comments
1,233 Followers | 1,723 Tweets | 199 Comments
116,000 Views | 263 Likes| 8 Comments
2,000 Likes | 348 Shares | 172 Comments 2,000 Likes | 348 Shares | 172 Comments
2. MOMENTUM NOT BUILT IN A DAY2. MOMENTUM NOT BUILT IN A DAY
• Early activity a catalyst• Avoid empty rooms• Learn from early adopters
3. GIVE AUDIENCES MEANINGFUL ROLE3. GIVE AUDIENCES MEANINGFUL ROLE
• Listen to what they want• Identify commercial
opportunities• Complex activity likely to
lead to a higher recall
Image courtesy of Dogwoof
4. FLEXIBLE & FAST IS KEY4. FLEXIBLE & FAST IS KEY
• Hunt for new audiences
• Retain budget to fine tune activity
• Use what works
5. IT5. IT’’S SOCIAL AND MEDIAS SOCIAL AND MEDIA
• Comments need replies
• Media needs promotion
• It still needs to workImage courtesy of Dogwoof
CONCLUSIONSCONCLUSIONS
1. Listen across social media2. Measure performance in real-time3. Develop robust actionable conclusions4. Understand sentiment and influence5. Act quickly
Image courtesy of Dogwoof