Published on February 20, 2014
Image Source Social Metrics Movie Marketers can’t afford to miss
Objective The objective of the presentation is to showcase how Simplify360 can help in monitoring online promotion of movies in all the three crucial phases; 1. Pre-release ; 2. On-release ; 3. Post-release
Phase One – Pre-release During the pre-release the major concern of the marketers is focused on the following three things; 1. 2. 3. 4. 5. Buzz – Trends and Sentiment ; Audience demographics; Content stats; Discovering Influencers PR Management
Audience Profiling– Pre-release The pre-release report will contain audience profiling which will give information about; Identifying the target audience segments for specific movies, genres, talent, etc. Benefit - To ensure that potential fans are reached by marketing efforts.
Audience Profiling– Data Points Buzz Location Buzz Gender Buzz Language Buzz by Age
Content Reports– Pre-release Identifying how fans are responding to the videos, movie previews, ads etc. Benefit – Marketers can adjust the content/messaging according to the response thereby making the content more shareable and relevant
Content Graphs– Data Points Check how your FB posts are doing What were your most popular Tweets?
Content Graphs– Data Points(1/2) Know when your community is most active Know what type of content Works best for you!
Buzz Trend– Pre-release For the campaign manager it is highly important to track the buzz trend going on about the movie; Benefit – Marketers can greatly enhance the contextual value of the content as they would know when the community is active thereby knowing when to push what type of content
Buzz trend Buzz Trend Hourly Buzz Trend Daily Buzz Trend
PR Management– Pre-release This will enable discover if there are any chances of PR crisis to occur; Benefit – Get early warning on what's being said about the film or about a scandal, all of which can be used to increase awareness or temper bad press.
BUZZ SENTIMENT 1. Brand Opinion 2. Buzz Time: Positive 3. Buzz Time: Negative 4. Buzz Time: Overall 5. Word Class: Positive 6. Word Class: Negative 7. Word Class: Neutral 8. Word Class: Overall
Discovering Influencers – Pre-release Know who are the users talking about your theme and targeting them accordingly; Benefit – Identify the core set of "influencers" for a movie/movie franchise to target them directly to get “word of mouth” out there.
Discovering influencers in Simplify360 Social media monitoring List out all the people who have mentioned your keywords on Twitter and Facebook. View details of the profiles. Order them with respect to their social Klout. Download the list on Excel sheet.
Phase Two – On-Release The release date is very crucial for campaign management, as it is the day when the conversations usually reaches their peak
Key Metrics to be reported – On-Release Reach of the campaign; Potential Impressions; Total Number of Unique users participating; Geographies with maximum online buzz; Trend Graph with overall buzz sentiment;
Phase Three – Post-Release The priorities in post-release change, now the campaign Manager is most interested in knowing the reviews of movie; Overall Sentiment of the buzz; Top 10 buzzwords being discussed; Frequency of conversations – Before the movie was about to start, during the movie, after the movie
SAMPLE REPRESENTATION – WE CAN SEE HOW THE CONVERSATIONS APPEARED 40 Trailer Launched Coverage by Media (Positive or Negative 35 Release Date 30 25 20 15 10 5 0 25 10:26 25 13:45 25 15:34 1st Feb 25 20:51 26 14:59 26 16:41 2nd Feb 27 14:21 27 16:05 3rd Feb 28 13:30 28 15:53 4h Feb 29 12:01 29 15:53 5th Feb 30 14:30 30 22:09 6th Feb TIME IN HH:MM FORMAT (IST)
COMPARISON WITH COMPETITORS - TWITTER TIME IN HH:MM FORMAT (IST)
COMPARISON WITH COMPETITORS - FACEBOOK TIME IN HH:MM FORMAT (IST)
ARE YOU LOOKING FOR A WORLD CLASS SOLUTION TO YOUR MOVIE MARKETING MEASUREMENT NEEDS..???
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