Post on 16-Sep-2014
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May 13th 2013
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And is social media being used to celebrate this centennial movie event?
You Bet!
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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 local examples!
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Ms. Shilpa Krishnan 30 year old Singaporean Brand Marketer at P&G
Passionate about film making!
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3 Years ago she began her independent film producAon company
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She began with 4-‐5 short sub-‐10min films 3 years ago…
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AHer gaining some experience, in 2011 she produced her 1st feature film
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Needless to say her equipment was ‘digital’
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She found her editor & music director online via Facebook in Dubai!
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& guess what social media helped her connect to a Bollywood singer, who
kindly sang the Atle track for her for free!
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Her trailers were distributed via YouTube & Vimeo
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We, at Happy Marketer helped develop her web assets!
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All behind-‐the-‐scene sAlls & promo interviews were marketed via Facebook
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We used digital & social media markeAng to promote her screenings at The Art House
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The screening ‘moments’ & audience reviews very captured & shared via digital channels….
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Following the offline screening, the movie had a global premiere via an online
movie distribuAon channel!
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The global premiere screening news spread far & wide across conAnents thanks to cost-‐effecAve social media!
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….and thanks to that Shilpa & her crew got covered by tradiAonal media in Singapore
& overseas!
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That’s not all folks,���the news spread as from Singapore���
to Bangladesh to Hollywood!
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…and today she has a DVD distribution ���contract from Hollywood as well
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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
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Crowdsourced funding for film-‐making!
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The power of digital is immense & ���it should not be undermined!
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A simple wall post image liked by 800; 106 comments & shared 982 Ames;
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What do you think���makes digital this powerful & popular?
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We saw how digital influences���the movie making & launching process,���
but how about movie���distribution & consumption?
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But these are all not available in ���Singapore right, so are there���
any homegrown local options?
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Movie streaming with ���crowd-sourced, translated subtitles
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Licensed Bollywood movie streaming integrated with social media
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Not only does it show me which of my friends have watched movies but gives
me incentives to spread the word!
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So is ‘digital & social media’���a competitive threat to���
business?
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Can this potential���competitive threat be converted���
to a ‘competitive advantage’?
You Bet!
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For that we need to dig deep���& first understand how and why the���
digital & social revolution is underway!
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What are some of the ���trends you observe?
Off-line & online ���integration Localized
Personalized
Social
Crowd-sourced
Data-driven
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Prantik Mazumdar Partner, Happy Marketer prantik@happymarketer.com
The role & impact of social media marketing
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If I were to ask you, how is Singapore feeling today? Sad? Happy? Ok? What would you say??
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And how was Singapore feeling during the Budget & Valentines month?
Valentines Day!
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Let’s see what are Singaporeans are searching for right now?......
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And what are they tweeting as we speak??
03:14
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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?
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We have moved into a���real-time information era
���People are searching & communicating���
through real time, social & location-aware mechanism ���
What sparked this change??
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The advent of Web 2.0 has transformed & revolutionized the Internet…
Web 2.0 encompasses services & applicaAons that facilitate a two-‐way process to communicate, share and collaborate
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Its much more than just Facebook, LinkedIn & Twitter…
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Everyone can be a creator, critic & collector!
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Social media allows the same consumer to be a producer & your brand ambassador too!
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On a lighter note, today we even have a prescribed social media diet;)
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The Internet has democratized���information flow.
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People & Consumers have the���power & 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
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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 at���Startup@Singapore in 2004 Love cricket & a believer in social media
www.linkedin.com/in/pranAkmazumdar @pranmaz
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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 businesses 4. Social Media ROI – What should you measure? 5. 10 new Facebook launches!
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67 Million iPads sold in 2 years since launch!
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24 years 5 years 3 years
67 Million Units sold in…..
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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
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Activity 1: Design an marketing campaign for your business across the following channels
• Print • Radio • TV • Email • Mobile • Display • Social Media
One annual mega promotion���to increase the awareness ���
& footfall at your retail outlet
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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 businesses 4. Social Media ROI – What should you measure? 5. 10 new Facebook launches!
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Source: www.thomascrompton.com
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Smartphone Penetration in APAC…..
• Singapore – 70%
• Australia – 37%
• Hong Kong – 35% ��� • USA – 31%
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Mobile Web Trends are rather���unique in Asia
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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%
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Smartphones, mobile web, mobile apps are transforming our lives!
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Now, lets see how mobile is transforming our habits���
& behaviour on social media?
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The convergence of mobile & social is creating a wave of opportunities in the domains of entertainment, gaming, commerce, deals……
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The convergence of mobile & social is creating a wave of opportunities in the domains of entertainment, gaming, commerce, deals……
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Activity 2: Outline 5 interesting features that a smartphone & iPad app should have for your business?
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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 businesses 4. Social Media ROI – What should you measure? 5. 10 new Facebook launches!
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So where & how exactly does���“digital marketing” fit in & ���
influence marketing?
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Traditionally the consumer decision making process has been linear and simplistic…….
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…but with the advent of digital & social media, the model has evolved to be dynamic…..
Source: McKinsey & HBR 2010
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…and in this new loop model, online marketing helps marketers achieve a good mix of objectives…..
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….and there’s different forms of digital marketing channels & media to cater to the different phases…..
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Brand marketers must distinguish between the different kinds of digital media available & their utilities….
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What are the cool, new, ���relevant Facebook updates?
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Key Features
1. Cover Photo & Profile Photo ���2. Milestones 3. PinPosts & Highlights 4. Private Messages 5. Admin Panel & Analytics
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6 Asian countries in the Global
Top 20
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Singapore’s Facebook Demographic
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Singapore’s Facebook Demographic
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Singapore’s Facebook Demographic
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The largest Singapore FanPage on FB is an Entertainment channel!
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What are some of the other great examples of Fan Pages & ���
social media communities?
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What about local Fanpages?
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Singapore Top 10 Retail & Entertainment Pages Property Total Fans People Talking
About Check-‐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
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Singapore has 2.8 M active ���users on Facebook & yet fan bases &
activities are rather low���in this category!
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But does all this Social Media activity actually work & show business results?
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So, what should be my ���Social Media Marketing���
Strategy?
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Community Setup & Growth
Community Engagement
Community Enticement
Community Participation
Online Monitoring
User-Generated Content
Social Media Marketing Strategy
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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
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Brand ���Engagement
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September 2009 – September 2010
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From Tongue Twisters, Sing-‐a-‐long, Trivia’s…
Wall Strategy (December)
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Total likes 680 (average 7) Overall highest – 70 likes
Total comments 720 (average 8) Overall highest – 63 comments
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A TRIBUTE TO EARTH DAY (April 22, 2010)
The theme for April is Environmental Awareness. Cheers is launching an applica^on 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. An ECO FRIENDLY FUN ACTIVITY for users keep the balance in the eco-‐system to stop water pollu^on and act fast. Thus, we named the applica^on as the Cheers Act Fast Challenge.
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Go Wild Over Football w/ Cheers
June 1 to July 9, 2010 Extended ^ll July 12th
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Wall ac^vity just for the fans…
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World Cup Finals (July 11/12 SGT)
SPAIN scored the 1st and only goal of the World Cup 2010 at 4:57 am. 14 people was up, some cheered some wept using our wall…
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Trivia on Video
Photo Tagging
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June 2010 interac^on went to > 100 interac^ons. March’s highest interac^on was 65.
Avg. interac^on would be 35 per month.
March 2010
Month InteracAon Comments Like June 496 249 241 May 373 162 205 April 365 190 170 March 500 296 193
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Customer ���Service
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Promotion & Contests
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Social ���Commerce
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Activity 4: Outline & discuss 5 ways that you can leverage on digital technology & social media to improve a customers experience
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Live-tweeting?
Hashtag-based���contests?
Check-in contests���& promos?
iPad integration ���with luxury seats?
Customized pre-roll���ads?
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The Offline vs. Online battle?
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How do I split my spends?
Source: Mashable
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Which one takes the lead���& ���
How do we synergize both?
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Offline marketing boosts���online effect by 40%
What prompts users to search online���for a particular product/service? • TV ads – 44% • Word of Mouth – 41% • Print ads – 35% • Radio – 23% • Billboard – 13%
Source: eConsultancy & iProspect
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Activity 5: Outline & discuss 5 ways that you can create interesting offline-online integrated campaigns for your business that can help you monetize your business better?
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Sponsored���2nd screens?
Promoted���Memorabilia?
Pre-movie launch ���parties for Fans?
Exclusive���Sneak Previews as social���
media rewards?
Post-movie���hang out F&B bars?
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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? 5. 10 new Facebook launches!
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There needs to be a balance Between quantitative &
Qualitative metrics!
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Activity 6: Think of 3 creative ideas where you can use digital & social media data to monitor & add value to your customers
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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? 5. 10 new Facebook launches!
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Come 31st March 2012, ���Facebook introduced the ���
Timeline
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Post its IPO, Facebook is���working even harder ���
to roll out more marketing���features for brands!
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Timeline for Mobile
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Promoted Posts
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Faster & Lighter NaAve iOS App
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Facebook Mobile Ads
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Facebook AdExchange
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Phone & Email Targeted Ads
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Page Post Targeted Enhanced
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Scheduled, Unpublished, Editable Posts
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Sponsored Search Results
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LogOut Page Ads
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So, what are the steps���in creating a Facebook���
Fan Page?
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Hope you’ve enjoyed the session.���For anything else���
just drop me a tweet @pranmaz
Or call me at +6590695123