Community to Cash: The Art of Building Social Media Marketing Campaigns that Drive Revenue
Webdox - Community Building through Marketing
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Transcript of Webdox - Community Building through Marketing
© Mathias Noschis alphapanda.com
Webdox Community building through marketing 7th May 2014
© Mathias Noschis alphapanda.com
Who am I?
© Mathias Noschis alphapanda.com
Schedule for today
• Film marketing & social media • Identifying the audience(s) • Understanding the participatory audience • Researching the audience
© Mathias Noschis alphapanda.com© Mathias Noschis alphapanda.com
Film marketing & social media
© Mathias Noschis alphapanda.com
Audience
Pre-production Production Festivals Release
Traditional Film Marketing
© Mathias Noschis alphapanda.com
FansAudience
Pre-production Production Festivals Release
Film marketing in the age of social media
© Mathias Noschis alphapanda.com
FansAudience
Pre-production Production Festivals Release
ViralGuerilla
SocialMedia
PublicRelations
CreativePartnerships
Film marketing in the age of social media
Advertising
© Mathias Noschis alphapanda.com
Pre-production Production Festivals Release
FansAudience
ViralGuerilla
SocialMedia
PublicRelations
CreativePartnerships
Film marketing in the age of social media
Advertising
© Mathias Noschis alphapanda.com
Building a community
1. Research
2. Choice of network
3. Promotional activities
4. Community management
5. Monitoring
26/09/2013 © Mathias Noschis alphapanda.com
Identifying the audience(s)
© Mathias Noschis alphapanda.com
Target Audience
Primary target
Secondarytarget Secondary
target
Secondarytargets
© Mathias Noschis alphapanda.com
Tant qu’il pleut en Amérique (2013)
Primary target: • 35+, M/F 50%/50%, urban !
Secondary targets: • Schools • African communities • Rastafaris • Travel and Africa lovers • Expats in Switzerland
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Evolution of the target audience
What is the experience you are offering the audience(s) at each stage of the lifecycle of your doc?
© Mathias Noschis alphapanda.com
Bastards (2014)
British documentary about a Moroccan mother fighting in court for her illegitimate child to be recognised. !
3 different experiences at 3 different stages: • Film • Crowd-funding campaign • Social media campaign
© Mathias Noschis alphapanda.com
Bastards - FilmPrimary target: • Female 35+ !
Secondary targets: • Male 35+ • Mothers • Feminist groups / women's groups • International development
professionals • Women's rights activists • Human rights activists
!
!• Chidren's rights activists • Muslim groups • Arab diaspora, lovers of Morocco • Law students, people interested in
the justice system • Western expats in Morocco/other
Arab countries
© Mathias Noschis alphapanda.com
Bastards - Film
Female35+
Male 35+
Feminists &Women’s rights
Human &kids’ rights
Muslims& Arab World
Law
© Mathias Noschis alphapanda.com
Bastards - Crowd-funding
Parents35+
Feminists &Women’s rights
Human &kids’ rights
Muslims& Arab World
Law
Personalcontacts
© Mathias Noschis alphapanda.com
Bastards - Social media
Feminists &Women’s rights
Human &kids’ rights
Muslims& Arab World
Law
Personalcontacts
© Mathias Noschis & Josephine Rydberg Lidén
The participatory audience
© Mathias Noschis & Josephine Rydberg Lidén
The impact of participatory experience on the audience• Research conducted for the Stockholm
Academy of Dramatic Arts (SADA) • Exploring the impact of participatory experience • Based on interviews with former participants of
LARPs and ARGs • Development of measurement tools
© Mathias Noschis & Josephine Rydberg Lidén7/6/2013 © Mathias Noschis & Josephine Rydberg Lidén
Impact
In participatory experiences, the impact happens primarily on an interpersonal level
© Mathias Noschis & Josephine Rydberg Lidén7/6/2013 © Mathias Noschis & Josephine Rydberg Lidén
Resistance
Participants feel an inherent resistance before taking part in a participatory experience and before openly communicating about it
© Mathias Noschis & Josephine Rydberg Lidén7/6/2013 © Mathias Noschis & Josephine Rydberg Lidén
Initiation
The motivation, the behaviour and the impact are different for first-timers compared to experienced participants
© Mathias Noschis & Josephine Rydberg Lidén7/6/2013 © Mathias Noschis & Josephine Rydberg Lidén
Exit
The emotional and psychological impact peaks right after the experience and fades after a few weeks
© Mathias Noschis alphapanda.com
Smart tools to research your audience
© Mathias Noschis alphapanda.com
Exploring the field through Facebook ads• Planning a fake Facebook ad campaign allows
to compare target groups and to identify trends • A powerful tool to challenge preconceptions
© Mathias Noschis alphapanda.com
Bastards (2014)How many women aged 35+ in the UK and interested in…
13,200
106,000
500,000
86,000 64,000
0
100,000
200,000
300,000
400,000
500,000
600,000
… children's rights
… feminism … women's rights
… human rights
… Amnesty International
© Mathias Noschis alphapanda.com
Youth sports projectHow many Flemish-speaking Belgian males, aged 13-22 are interested in…
260,000
98,000 114,000
0
50,000
100,000
150,000
200,000
250,000
300,000
… video games … cycling … basketball
© Mathias Noschis alphapanda.com
4 rules for effective research• Allow enough time (minimum 2 whole days) • Identify your territories • Use keywords in search engines • Create a database of contacts and pages Be ready to be surprised!
© Mathias Noschis alphapanda.com
I am Femen (2014)Documentary about one of the members of the Ukrainian feminist group Femen !
Strategy: • Keywords: feminism, Femen, Pussy Riots, Ukraine • Territories: Switzerland, France, Ukraine, Russia, English speaking
world • Database variables: Language (EN/FR/RU), Category (Film/Political/
Feminist), Type (Site/Blog/Community) !
Results: • Knowledge, Database, Ideas
© Mathias Noschis alphapanda.com
Building a community
1. Research
2. Choice of network
3. Promotional activities
4. Community management
5. Monitoring
© Mathias Noschis alphapanda.com© Mathias Noschis alphapanda.com
The Small Print
All information included in this document is confidential and intended solely for the use of the individual or entity to whom it is addressed. All materials are protected by copyright laws, and may not be reproduced, republished, distributed, transmitted, displayed, broadcast or otherwise exploited in any manner without the express prior written permission of Alphapanda Ltd.