Marketing Documentaries in the Age of Social Media

©MathiasNoschiswww.alphapanda.com

MARKETINGDOCUMENTARIESINTHEAGEOFSOCIALMEDIA

MATHIASNOSCHISIDFAINDUSTRYSESSIONS23NOVEMBER2016

http://www.alphapanda.com


MathiasNoschis

• CareerstartinindependentfilminSwitzerlandandtheSouthCaucasus

• InternaOonalexperienceinadverOsing,PRandsocialmediaforToyStory3,BlackSwan,Piranha3D,Letmein…

• Todayworkingwithindependentproducersandtutoringfortrainingprogrammesandworkshops

• Clients:Fox,Warner,EFA,EuroVoD,UndertheMilkyWay+indies


© Mathias Noschis alphapanda.com©MathiasNoschiswww.alphapanda.com

Asixstepprocess



SETAGOAL1

ASSESSTHESOCIALPOTENTIAL2

IDENTIFYTHETARGETS3

DEFINEAPOSITIONING4

BUILDTHECOMMUNITY5

MANAGETHECOMMUNITY6



Settingagoal



Possibleanswers

• BecauseeveryoneneedsaFacebookpage!• Increasetheboxofficeofthefilm• Createabuzzintheindustry• Changetheworld



Decisionstomake

• Thefilmvs.thedirector/company• Scale(global/ENvs.local/naOonallanguage)• Startdate• Whichsocialnetwork(s)• Budget



Assessingthesocialpotential



Whichfilmforsocialmedia?

Maincriteria:• Fameoftheprotagonists• IdenOfiabletargetornichetargets• Elementsthatcreatepassion• Genre



Targeting



Targetaudience

• Primarytarget:• Demographics:age,gender,educaOon,income

• Secondarytargets:• Largergroup• Marketniches(place,interest,themes,demographics)



Targetaudience

Primarytarget

Secondarytarget

Secondarytarget

Secondarytarget



ExploringthefieldthroughFacebookads

• PlanningafakeFacebookadcampaignallowstocomparetargetgroupsandtoidenOfytrends

• ApowerfultooltochallengepreconcepOons



Socialmediatargeting

• Morespecific• Moreclustered• Morespecialised



Positioning



Positioning

IdenOfythethreestrongesthookstoaeracttheprimarytargetaudienceandcombinethemintoaposiOoningstatement.



3hooks



Promoteafilmvs.anexperience?

Content:• Twohoursinacinema/athomevs.• ManymonthsofinteracOonanddebates

Audience:• Interestedinsomeelementsofthefilmvs.• Realpassionatepeople

Role:• Viewersvs.• Ambassadorsforthefilm



Buildingthecommunity



Moneyvs.Time

Strategy1:Money• AdverOseintensively

Strategy2:Time• Researchwhereyouraudienceis• StartaconversaOonanddrivethemtoyourpage• Usethemasambassadors



Outreach

• IdenOfykeywordsrelatedtothefilm• Researchthosekeywordsandbuildadatabase• Contactthemwiththerightcontent:• Benewsworthy-theinfoshouldberelevantnow• Adaptthemessagetothereceiver• Giverealcontent



Managingthecommunity



Typeofupdates

• PromoOonalmaterial(sOlls,videos,redcarpet)• Quotes(fromthefilm,aboutsimilartopics,forbirthdays)• ExternallinkstoarOcles,retweets• Funfacts• InspiraOon• CompeOOons,interacOveupdates• Cross-promoOon


©MathiasNoschiswww.alphapanda.com© Mathias Noschis alphapanda.com

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Marketing Documentaries in the Age of Social Media

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