Breakout Session 2: DIY Digital Marketing Jon Mason

Director/OwnerJollywise Media

So you want to market your own movie?So you want to market your own movie?

OVERVIEW

This presentation will leave you with a few top tips on DIY movie marketing.

Presence - How do I get fans or followers to see me?

Attraction - How do I get them to like me?

Engagement - And most importantly, what do I do with them once they’re there?

So you want to market your own movie?So you want to market your own movie?

WHY SOCIAL MEDIA?

Over the past three years there has been a huge growth in social media globally.

Facebook - 800 million active users and over 50% of those users logging in on any day.

YouTube - 800 million unique visitors per month view over 3 billion videos each day.

Twitter - 100 million users sharing 250 million tweets per day.

MORE CONNECTED THAN EVER BEFORE….

500 tweets per minute contain a YouTube link

150 years of YouTube videos are watched every day on Facebook.

So you want to market your own movie?So you want to market your own movie?

So you want to market your own movie?So you want to market your own movie?

TWITTER

Beginners often use twitter to share what they had for dinner or what they’re watching on TV. Who cares? Users on twitter want the latest real time information, they want to be the first to know, they want bragging rights.

If the message is right and the ground work has been done to set up your profile, twitter has the power to make your message reach hundreds of thousands of people.

BUILDING THE PRESENCE

What do you offer that’s different?

Why will users want to stalk you?

Keep your tone of voice personal.

Build up a history of tweets

So you want to market your own movie?So you want to market your own movie?

So you want to market your own movie?So you want to market your own movie?

TWITTER

ATTRACTING AND ENGAGING THE AUDIENCE

What makes a tweet great? Timing, length, questions, links for videos, pictures, more information, relevant hashtags.

Follow you, follow me. Twitter Culture.

Monitor keywords, hashtags and mentions. Engage your follows and nurture relationships.

Using twitter clients

Amplifying tweets

Keep listening and learning, stay personal, friendly, current, relevant, dive in and get involved.

So you want to market your own movie?So you want to market your own movie?

Don’t forget to be sensitive, twitters real time nature can mean a really quick backlash!

So you want to market your own movie?So you want to market your own movie?

So you want to market your own movie?So you want to market your own movie?

FACEBOOK

BUILDING THE PRESENCE

It’s quick and easy to set up a page on Facebook.

However it’s just as easy to leave that page looking unloved and dull or cluttered and spammy.

Discover your tone of voice, what content works well for your audience, competitor analysis

For movies think beyond release date to , building anticipation for launch, sharing reviews both fan and industry when exhibiting, sustaining the audiences interest for DVD release.

So you want to market your own movie?So you want to market your own movie?

So you want to market your own movie?So you want to market your own movie?

FACEBOOK

ATTRACTING THE AUDIENCE

Facebook Media, Sponsored Stories, Promoted Posts.

Related pages and likes.

Rewarding fans for their likes – competitions, exclusive offers and news.

So you want to market your own movie?So you want to market your own movie?

So you want to market your own movie?So you want to market your own movie?

FACEBOOK

ENGAGING THE AUDIENCE

Focus on publishing content to your Page that people will want to engage with and share with their friends.

Understand what your audience cares about by visiting page insights regularly to track which posts resonated with your audience and generated the most engagement.

Post succinct contentPosts between 100 and 250 characters (less than 3 lines of text) see about 60% more likes, comments and shares than posts greater than 250 characters.

Post photos and videosRich media tends to draw attention more than simple text. Posts including a photo album, a picture or a video generate about 180%, 120%, and 100% more engagement than the average post, respectively.

Post regularly

So you want to market your own movie?So you want to market your own movie?

So you want to market your own movie?So you want to market your own movie?

FACEBOOK

ENGAGING THE AUDIENCE

Ask for your fans’ opinion, ask questions using Questions

Try posting “fill in the blank” postsFill-in-the-blank posts generate about 90% more engagement than the average post.

Give your fans access to exclusive informationAs a reward for liking your Page, give fans access to exclusive, behind-the-scenes information to make them feel special.

Be timelyYour audience will be more likely to engage with your posts if you are talking about topics that are already top of mind for them, such as current events, holidays or news. For example, posts mentioning Independence Day on July 4th generated about 90% more engagement than all posts published on that day.

Localize your posts if they’re only relevant to a specific audience

So you want to market your own movie?So you want to market your own movie?

So you want to market your own movie?So you want to market your own movie?

So you want to market your own movie?So you want to market your own movie?

YOUTUBE

Discovery, PR and Seeding.

Earned, Owned and Bought.

Allow embedding

Use Annotations and playlists to aid discovery

Monitor insights to understand what content you should be seeding.

Content may not necessarily be about the film, try behind the scenes, funny relevant virals, interactive video experiences.

So you want to market your own movie?So you want to market your own movie?

http://www.youtube.com/user/apeswillrise

?feature=watch

Chimp Beats Human Intelligence Test

Ape with Machette

Chimp with AK47

So you want to market your own movie?So you want to market your own movie?

So you want to market your own movie?So you want to market your own movie?

THE TRADITIONAL WEBSITE

The brand hub.

A quick reference point – trailers, videos, downloads, release date.

Can sit along side social initiatives and be fully intergrated

Google search results

More detailed information, somewhere to point to and link to

Super fan point

Not everyone’s social

Email acquisition

Completely bespoke, show off your most important asset and what you want people to see.

So you want to market your own movie?So you want to market your own movie?

Helping independent film companies become intelligent buyers and users of digital marketing

#MKTGMOVIES