Cathay Social Media Training, Prantik

transcript

Hello@happymarketer.com

mailto:Hello@happymarketer.com

May 13th 2013

And is social media being used tocelebrate this centennial movie

event?

You Bet!

In fact ‘digital’ is revolutionizing not just

the way movies are made & launched but also

the way they are distributed & consumed!Lets look at some localexamples!

Ms. Shilpa Krishnan30 year old Singaporean Brand Marketer at P&G

Passionate about film making!

3 Years ago she began herindependent film producFon company

She began with 4-‐5 short sub-‐10min films 3 years ago…

AMer gaining some experience, in 2011 she produced her 1st feature film

Needless to say her equipment was ‘digital’

She found her editor & music directoronline via Facebook in Dubai!

& guess what social media helped herconnect to a Bollywood singer, who

kindly sang the Ftle track for her for free!

Her trailers were distributed via YouTube & Vimeo

We, at Happy Marketer helped develop her web assets!

All behind-‐the-‐scene sFlls & promo interviews were marketed via Facebook

We used digital & social media markeFngto promote her screenings at The Art House

The screening ‘moments’ & audience reviewsvery captured & shared via digital channels….

Following the offline screening, the moviehad a global premiere via an online

movie distribuFon channel!

The global premiere screening newsspread far & wide across conFnentsthanks to cost-‐effecFve social media!

….and thanks to that Shilpa & her crewgot covered by tradiFonal media in Singapore

& overseas!

That’s not all folks,the news spread as from Singapore

to Bangladesh to Hollywood!

…and today she has a DVD distribution

contract from Hollywood as well

A passionate dream

Budding talent & lots

of effort

Digital equipment | social network connectivity

crowd sourcing | digital marketing & launch

7 short films + 1 x 2 hour feature film

Global media coverage & 3 International Film Festivals

Crowdsourced funding for film-‐making!

The power of digital is immense &it should not be undermined!

A simple wall post image liked by 800; 106 comments & shared 982 Fmes;

What do you thinkmakes digital this powerful &

popular?

We saw how digital influencesthe movie making & launching

process,but how about movie

distribution & consumption?

But these are all not available inSingapore right, so are there

any homegrown local options?

Movie streaming withcrowd-sourced, translated

subtitles

Licensed Bollywood movie streaming integrated with

social media

Not only does it show me which of my friends have

watched movies but gives me incentives to spread the

word!

So is ‘digital & social media’a competitive threat to

Cathay’s business?

Can this potentialcompetitive threat be converted

to a ‘competitive advantage’?

You Bet!

For that we need to dig deep& first understand how and why

thedigital & social revolution is

underway!

http://vimeo.com/38134755

http://www.youtube.com/watch?v=fGaVFRzTTP4

What are some of the trends you observe?

Off-line & online integration Localized

Personalized

Social

Crowd-sourced

Data-driven

Prantik MazumdarPartner, Happy Marketerprantik@happymarketer.com

The role & impact of social media in cinema, leisure & hospitality marketing

mailto:david@happymarketer.com

If I were to ask you, how is Singapore feeling today? Sad? Happy? Ok? What would you say??

http://www.singmood.com/

And how was Singapore feeling during the Budget & Valentines month?

Valentines Day!

Let’s see what are Singaporeans are searching for right now?......

http://www.google.com.sg/trends/

And what are they tweeting as we speak??

03:14

http://trendsmap.com/local/sg/singapore

Some fun social & mobile trivia!

1. What is the mobile penetration of Singapore?

2. What is the smartphone penetration of Singapore?

3. What is the most expensive iPhone/iPad app?

4. How many of you’ll use a mobile device while watching TV?

5. Which country has the highest per capita usage of Facebook by time?

6. Which is the fastest growing user segment on Facebook in Singapore?

We have moved into areal-time information era

People are searching & communicatingthrough real time, social & location-aware mechanism

What sparked this change??

The advent of Web 2.0 has transformed & revolutionized the Internet…

Web 2.0 encompasses services & applicaFonsthat facilitate a two-‐way process tocommunicate, share and collaborate

Its much more than just Facebook, LinkedIn & Twitter…

Everyone can be a creator, critic & collector!

Social media allows the same consumer to be a producer & your

On a lighter note, today we even have aprescribed social media diet;)

The Internet has democratizedinformation flow.

People & Consumers have thepower & choice to communicate, critique, discuss, share, transact through various

social & location-aware mobile tools

Brands & companies need to innovate& offer new, relevant ways to live, work & play

A bit about myself…..

Currently a Partner @ Happy Marketer

Previously, worked with another digital brand management firm

Started my career in the Civil Service – at IESingapore

Majored in Comp Engg in NUS & minor in Technopreneurship

Had won in the TEC category atStartup@Singapore in 2004

Love cricket & a believer in social media

www.linkedin.com/in/pranFkmazumdar@pranmaz

http://www.linkedin.com/in/prantikmazumdar

http://www.twitter.com/pranmaz

Today’s agenda…..

1. The evolution of media & marketing

2. Are Asia & Sg ready to embrace social media?

3. The role & influence of digital on cinema, leisure & entertainment marketing

4. Social Media ROI – What should you measure?

67 Million iPads sold in 2 years since launch!

24 years 5 years 3 years

67 Million Units sold in…..

In the last 700 years, since the advent of print media, marketing has evolved across many

different media and devices and is progressively moving

towards in-bound, content based, non-intrusive ideas

Activity 1: Design an marketing campaign for Cathay Cinema Singapore across the following channels• Print• Radio• TV• Email• Mobile• Display• Social Media

One annual mega promotion

to increase the awareness & footfall at Cathay Cinemas

http://vimeo.com/39557378

Source: www.thomascrompton.com

Smartphone Penetration in APAC…..

• Singapore – 70%

• Australia – 37%

• Hong Kong – 35%

• USA – 31%

Mobile Web Trends are ratherunique in Asia

Mobile Web Usage Trends…..

• Globally 8.9% of web traffic comes from mobile

• In Asia, that number stands at 14% - Japan : 47% - Urban China : 43% - Singapore : 35% - HK : 16%

• In many other Asian countries, most mobile Internet users never use a desktop/PC - India : 59% - Indonesia : 44% - Thailand : 32%

Smartphones, mobile web, mobile apps are transforming

Now, lets see how mobile is transforming our habits

The convergence of mobile & social is creating a wave of opportunities in the domains of entertainment, gaming, commerce, deals……

Activity 2: Outline 5 interesting features that a Cathay smartphone & iPad app should have?

http://youtu.be/9c6W4CCU9M4

So where & how exactly does

“digital marketing” fit in &

influence marketing?

Traditionally the consumer decision making process has been linear and simplistic…….

…but with the advent of digital & social media, the model has evolved to be

Source: McKinsey & HBR 2010

…and in this new loop model, online marketing helps marketers achieve a good mix of objectives…..

….and there’s different forms of digital marketing channels & media to cater to

Brand marketers must distinguish between the differentkinds of digital media available & their

What are the cool, new,

relevant Facebook updates?

Key Features

1. Cover Photo & Profile Photo

2. Milestones

3. PinPosts & Highlights

4. Private Messages

5. Admin Panel & Analytics

6 Asian countries in the Global

Top 20

Singapore’s Facebook Demographic

The largest Singapore FanPage on FB is an Entertainment channel!

What are some of the other great examples of Fan Pages &

What about local retail & entertainment Fanpages?

Singapore Top 10 Retail & Entertainment PagesProperty Total Fans People Talking

AboutCheck-‐ins

Marina Bay Sands 95114 10640 1,005,486

ION Orchard 47228 899 173,120

313@Somerset 10986 194 95,149

Orchard Central 9045 214 975

City Square Mall 8429 52 -‐

Tampines 1 8170 281 37,173

Parkway Parade 7427 436 38,543

Cathay Cineleisure 4898 38 -‐

United Square 4450 42 12,818

Tiong Bahru Plaza 3838 43 17,070

Singapore has 2.6M active users on Facebook & yet fan

So how well is Cathay doingon social media?

It has 3 Facebook Properties…..

Any reason why the need for multiple social media

Can we incorporate our rich heritage on the Facebook

…and better integrate our web properties with social

Best Practices – Starhub BeEntertained

Best Practices – Rotten Tomatoes

Activity 3: Outline 5 changes or improvements that you would make to Cathay’s social media & web assets?

But does all this Social Media activity actually work & show

So, what should be my Social Media MarketingStrategy?

Community Setup & Growth

Community Engagement

Community Enticement

Community Participation

Online Monitoring

User-GeneratedContent

Social Media Marketing Strategy

The activities and events that typically into campaign planning exercises……

• Facebook Fans Strategy• Facebook MediaBuy & CPC Advertising• Online & Traditional PR

• Facebook Application Contest• Facebook Wall Content Strategy• Facebook Photos & Videos

• Traditional PR Activities• Promotions & Fan Meetups• Roadshows & Events

Community Growth

Community Engagement

Community Participation

Brand Engagement

September 2009 – September 2010

From Tongue Twisters, Sing-‐a-‐long, Trivia’s…

Wall Strategy (December)

Total likes 680 (average 7)

Overall highest – 70 likes

Total comments 720 (average 8)

Overall highest – 63 comments

A TRIBUTE TO EARTH DAY(April 22, 2010)

The theme for April is Environmental Awareness. Cheers is launching an applicaFon that serves as an awareness on how to maintain the balance of a pond’s eco-‐system which will make healthy water for fish and other living community in a

pond.

Go Wild Over Football w/ CheersJune 1 to July 9, 2010Extended Fll July 12th

Wall

World Cup

SPAIN scored the 1st and only goal of the

Trivia on

Photo

June 2010 interacFon went to > 100 interacFons.

March’s highest interacFon

March

Month InteracFon Comments Like June 496 249 241 May 373 162 205 April 365 190 170 March 500 296 193

Customer Service

Promotion & Contests

Social Commerce

Activity 4: Outline & discuss 5 ways that you can leverage on digital technology & social media to improve

Live-tweeting?

Hashtag-basedcontests?

Check-in contests& promos?

iPad integrationwith luxury seats?

Customized pre-rollads?

The Offline vs. Online battle?

How do I split my spends?

Source: Mashable

Hello@happymarketer.comSource: Economist

Which one takes the lead

&How do we synergize

both?

Offline marketing boostsonline effect by 40%

What prompts users to search onlinefor a particular product/service?

• TV ads – 44%• Word of Mouth – 41%• Print ads – 35%• Radio – 23%• Billboard – 13%

Source: eConsultancy & iProspect

http://youtu.be/vSXmonu_7jc

Activity 5: Outline & discuss 5 ways that you can create interesting offline-online integrated campaigns for Cathay cinema

Sponsored2nd screens?

PromotedMemorabilia?

Pre-movie launchparties for Fans?

ExclusiveSneak Previews as social

media rewards?

Post-moviehang out F&B bars?

There needs to be a balance

Between quantitative &

Qualitative metrics!

Activity 6: Think of 3 creative ideas where you can use digital & social media data to monitor & add value to your

SentimentAnalysis for brands?

Social CRM &Loyalty Programs?

Real-time emotions& feedback postmovies/visits?

TheatreMiles?

My Movie Journal?

Hope you’ve enjoyed the session.For anything else

just drop me a tweet@pranmaz

Or call me at +6590695123

http://www.twitter.com/pranmaz

Cathay Social Media Training, Prantik

Entertainment & Humor