Published on March 6, 2014
How to be MIP’s most social Best practices & tips Cannes, France 3/6/2014 http://www.miptv.com http://mipcom.com
Create specific content for key IPs ITV Studios ITV Studios’ social media strategy at MIPCOM 2013 involved creating content specifically for three key IPs — Breathless, Tricked and Thunderbirds — and communicating with it before, during and after the show. It was perhaps Thunderbirds that most caught MIPCOM-goers imaginations: throughout the week, ITV Studios leaked specially-prepared photos of Cannes with hints that Gerry Anderson’s legendary Thunderbirds ships had touched down on the Croisette: Clients quickly shared the images via Twitter & beyond… A perfect tease for the series reboot… which won’t be out until 2015!
Create specific content for key IPs ITV Studios ITV Studios’ Digital Marketing Manager Jo Hutchinson’s team began by working out what they wanted people to be saying, and when – be it before, during, and after the show. ITV’s MIPCOM 2013 objective was to reach as many buyers as possible. Each show had its own objectives: - For period drama Breathless, the priority was to show talent through maximum buzz, notably via daily videos - For magic show Tricked, the objective was to demonstrate the novelty of the format itself. A pre-tease campaign, “Magic goes under cover” was launched, and magician Ben Hanlin performed tricks on the Croisette, including throwing a buyers phone into the sea! - Finally, Thunderbirds had to get the right people talking about it: kids buyers. Tips: - Elaborate your strategy first, then create the appropriate context to implement it - Each show/IP is unique: create the appropriate context to promote it - Numbers don’t really matter: it’s the quality of conversations that counts - Targeting is key: buyers are the most receptive people to quality content. They need to be addressed specifically. - Post-MIP, always follow-up with contacts made in Cannes.
Be creative and fun Red Touch Media Red Touch Media went all out at MIPCOM 2013, notably on Twitter and flickr, with photos of their onsite events — squirrel included! — and fun ideas like a “wheel of swag” that delegates could spin to see what goodies they’d walk away with. Perhaps the best sharers MIPCOM 2013. Hats off! These initiatives resulted in a 131% increase of Red Touch Media’s total marketing reach. Tips: - Use your imagination! You don’t need to be big to draw attention. Instead of a billboard, why not use a squirrel to promote your stand? - Customise your stand with fun elements like games, giveaway goodies, etc. - Be present on many platforms: Facebook, Twitter, of course, but also Flickr, YouTube, Instagram, Vine… - Budget permitting, book some space outside the Palais for your night events.
Engage in online conversation Relativity Media and All3media Relativity Media and All3media organised Twitter and Facebook Q&As live from Cannes at MIPCOM 2013. Whilst the latter attracted hundreds of questions in just 15 minutes for the stars of crime series Midsomer Murders, the former saw CEO Ryan Kavanaugh come straight out of his keynote to chat online with followers, both of Relativity Media and of media partners The Wrap, via the #RelativityatMIPCOM hashtag. Relativity Media were also the first MIP Market speakers to provide MIP’s social media team with pre-keynote teaser posters (below), in order to build buzz ahead of Kavanaugh’s session. Another best practice to be copied! Tips: - Find a media partner (in this case, The Wrap) - Create content to promote event - Be attentive to online conversations during event - Engage with your fans and followers - Ask your stars and CEOs to answer questions directly
Brand your social presence EyeOnCanada, Endemol, Xilam & ProMexico Last but not least, it’s crucial to make your company easily contactable on social networks. Canada Media Fund was one of the most buzzing companies at MIPCOM 2013, at least for one reason: they created a specific hashtag, which should be the first thing to do for any MIPTV or MIPCOM attendee! Many more have followed suite… Tips: - Find a catchy & short hashtag - Ensure your social identifiers – hashtags, Twitter & Facebook accounts - are clearly displayed on all marketing collateral, especially offline (posters, slides, etc.)
Top 5 tips - Know your objectives and targets: elaborate your strategy first, then create the appropriate context to implement it - Each IP is unique: create the right context to promote it - Don’t be afraid to be creative and fun: customise your stand, play games with your clients… - Engage with your fans and followers directly on social media, e.g. via a Twitter Q&A session - Make yourself easily contactable by clearly displaying your social identifiers on all marketing materials.
About the Author This report was compiled by MIP Markets’ James Martin (social media manager) and Pierre Ziemniak (community manager). Click on their names to email them any MIP social media queries; or you can reach them via MIP Markets’ social media presences (below right). And be sure to connect with our most social clients! Company Twitter Facebook @itvstudios www.facebook.com/itv @RedTouchMedia www.facebook.com/redtouchmedia @relativitymedia www.facebook.com/relativitymedia All3media @all3media www.facebook.com/All3Media EyeOnCanada @EyeOnCda www.facebook.com/EyeOnCanada Follow some of MIP’s most social clients here: ITV Studios Red Touch Media Relativity Media This report is brought to you by MIPTV/MIPCOM MIPTV & MIPCOM are the world’s leading content markets for creating, co-producing, buying, selling, financing, and distributing entertainment & TV programs across all platforms. Our websites http://www.miptv.com http://www.mipcom.com To follow us: http://facebook.com/mipmarkets http://twitter.com/mip http://linkd.in/mipmarkets http://youtube.com/mipmarkets MIPTV & MIPCOM respectively take place every April and October, each bringing together over 12,000 professionals from 100 countries. http://feeds.feedburner.com/mipworld/ABNF http://flickr.com/photos/mipmarkets To download our MIPTV / MIPCOM app: http://bit.ly/mymipapp
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