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INTRO TO DIGITAL MARKETING FOR INDEPENDENT FILMLeipzig, 02. February 2015
AGENDA
(10 mins) Introductions: You, Me and Razorfish
(1hour) Presentation: Digital Marketing for Independent Film
(15mins) Quick Question / Discussion Round (gerne auch auf Deutsch!)
(30mins) Inspiration Part: Emerging Digital Storytelling Media
(30mins) Final Question / Discussion Round (gerne auch auf Deutsch!)
What will we do today?
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WHO AM I?
I’M WYNDHAM
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CONCRETE JUNGLE
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BERLIN DREAMS
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DIGITAL STRATEGIST @RAZORFISH BERLIN[here for tomorrow]
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/DIGITAL NATIVE
/NEW MEDIA EVANGELIST
/#TECHFORGOOD
/#CHANGETHEFACE
WE CREATE TRANSFORMATIONAL DIGITAL BRAND EXPERIENCES. The Razorfish Mission Check out our website.
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WHAT ARE YOU EXPECTING FROM THE NEXT TWO HOURS?
THIS IS WHAT I PICKED UP ON…
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YouTube clip vs. Short Film vs. Feature
Film as cultural badge (music video).
But aren’t only young people online?
Digital media on a GLOBAL scale??
Online TV formats
Docu in India?
What is the boundary between public & private?
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LET’S GET TO THE BEEF.
BACK THEN WAS ALL LIKE:
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NEW DIGITAL WORLD, NEW (AND MORE CHALLENGING) ENVIRONMENT FOR SUCCESS.
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*Paul Isakson, 2009
The Future of Marketing is
not about doing things and
saying things to people.*
*Paul Isakson, 2009
The Future of Marketing is
not about doing things with and
for people.*
The Future of Marketing is about doing
things with and for people.*
*Paul Isakson, 2009
HOW WILL WE (ATTEMPT) TO TACKLE THIS PUZZLE WITH
DIGITAL MARKETING PRINCIPLES IN THE NEXT 2 HOURS?
1.You
2.Your Project
3.Audience
4.Content
5. Goals & Evaluation
1. YOUYou are the brand. You are the key to success. You want your name to come up first in the credits, right?
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WHAT UNIQUE ASPECT REPRESENTS WHO YOU ARE?
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=
“Windschinken”“Wynd-ham”
I POSITION MYSELF AS A DIGITAL STRATEGIST, PLUS I PLAY UP MY AMERICAN/INTERNATIONAL WIT.
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I’m a director of blood & gore films, that don’t
bother about fitting into any “mainstream”
category.
Storybook fantasies and absurd design make my
art direction one of a kind.
My films are about relationships, dialogue, passion & dreaming…
and normally with just one scene.
Adam Stockhausen, Art Director for Wes Anderson films
Quentin Tarantino
Roman Polanski
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WHO ARE YOU?
YOU=BRAND FILMS=PRODUCTS
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AND WHERE DO WE GO TO LOOK FOR BRANDS AND PRODUCTS THESE DAYS??
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HOW DO I GET THERE?
MY “ECOSYSTEM” OF DIGITAL
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Let’s illustrate how important being connected online is.
EmailWebsit
eFoursqu
are
Snap chat
YouTube
Soundcloud
Phone/Whatsapp
Blog
LINKING IS CRUCIAL; SHARING CULTURE
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Let’s take your email as an example.
GmailWebsit
e
Blog
Foursquare
Snap chat
Phone/Whatsapp
YouTube
Soundcloud
LIKE IT OR NOT, GOOGLE, AND THE REST OF THE INTERNET ARE KEEPING TABS ON YOU.
THE QUESTION IS IF YOU PLAY ALONG OR NOT.
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LEARNINGS.
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You are the BRAND,
commit to it!
Link profiles and make
content easily sharable & searchable.
It’s a people business, and
what the world can find about
you online matters.
2. YOUR PROJECTThe backbone. The focus. And the starting point for your digital marketing objectives.
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LET’S ASSUME YOUR FILM IS THE BEST SHIT EVER.
DOESN’T HELP MUCH IF NO ONE KNOWS ABOUT IT…
AND IT’S NOT EASY…
36 Source: Entertainment Media Partners & Cultural Weekly
AND IT’S NOT EASY…
37 Source: Entertainment Media Partners & Cultural Weekly
2013 IN UK: 13 FILMS RELEASED… PER WEEK.
38 Source: BFI
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I CAN’T BE THE JUDGE…
…BUT THE CREATIVE ELEMENTS OF YOUR PROJECT ARE A STARTING POINT FOR DIGITAL CONTENT CREATION.
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Is the TITLE catchy/memorable?
Are the KEY IMAGES distinct?
Are you making EXTRA CONTENT?
Is you CAST & CREW talking about the project on
social media?
Is there great MUSIC that defines the mood of your
film?
Are there LOCATIONS or ELEMENTS in the script which
could be used for cross promotion or collaboration?
LEARNINGS.
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Sure, a great film is
important.
Use what you’ve already
got as a starting point for marketing.
3. AUDIENCEWho is your audience, where can you find them online and how to best engage them?
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THIS IS PROBABLY THE HARDEST PART OF MARKETING (EVEN WHEN IT COMES TO BIG BRANDS).
1. LEVERAGE DIGITAL MEDIA 2. EARLY, ACTIVE AUDIENCE ENGAGEMENTGuiding Principles
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OPEN SOURCE PRODUCTION (THINK LIKE A FAN)Strategy to build audience while making the film.
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THINK LIKE A FAN.
• Audience Responding: reply to almost every message that was received on Facebook, Twitter, Email, etc. This helps show you growing Fan base that you care about them, and creates a dialogue.
• Frequent Blogging: keep their interest up by giving them lots of content. (150 entries in 70 weeks of production)
• Video Extras: 88 minutes of extra video content that would interest their audience, but wouldn’t make it in the film.
• Pre-Order Opportunity: the money part, letting fans invest in the film by pre-ordering it.
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What the team (only two people) did to build the audience during production.
Source: http://www.indiegamethemovie.com/news/2012/11/1/indie-game-case-study-tech-audience.html
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Key Tools:
WHILE RESEARCHING AND PRODUCING THE FILM, THEY DISCOVERED THEIR AUDIENCE, KEPT IN TOUCH WITH THEM AND ENGAGED THEM ONLINE.
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IN THE END, ONLY 42% OF TIME WAS ACTUALLY SPENT ON THE FILM.
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WHAT THAT MEANT IN THE NUMBERS?
• 10,286 IGTM-related emails were written or replied to
• 13,783 Tweets were sent off from @indiegamemovie
• 182 blog posts were made on IndieGameTheMovie.com
• 88 minutes of extra video web content was published prior to release, resulting in over 1.3 million views.
• 51 Updates were given to Kickstarter Backers
• 2,784 emails were support/fan emails personally responded to after the June 12th release.
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Over the 33 months of production and distribution.
Source: http://www.indiegamethemovie.com/news/2012/11/1/indie-game-case-study-tech-audience.html
A LOT OF
EXTRA
WORK!
YEAH, THE FILM ACTUALLY WAS AWESOME… IT MADE IT TO SUNDANCE.
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BUT BY THEN THEY WERE ALREADY READY TO DISTRIBUTE.• The film had raised over $ 150,000 in pre-orders.
• Received over 3,000+ detailed screening requests
• Accumulated a fanbase/mailing list of 30,000 people.
53 Source: http://www.indiegamethemovie.com/news/2012/11/1/indie-game-case-study-tech-audience.html
LEARNINGS.
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Successful audience
engagement online takes dedication,
effort and time!
Again, content is key. Your
audience needs constant
reminders you exist.
Using a variety of methods in combination
works.
4. CONTENTWhat are people going to engage with online? (And hopefully that engagement accomplishes your goals.)
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GREAT (DIGITAL) MARKETING IDENTIFIES THE UNIQUE CHARACTER OF THE “THING” AND TELLS AN ENGAGING STORY ABOUT IT THROUGH DIGITAL CONTENT.
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CASE STUDY: SUCCESSFUL DIGITAL CONTENT
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TIMING +MULTIPLIER +INTEREST +DISTRIBUTIONA formula for successful digital content.
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TIMING +MULTIPLIER +INTEREST +DISTRIBUTIONCan you time your action around something important?
zB. Shortly before the launch of Greek independent film: ΚΩΛΟΠΑΙΔΑ
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TIMING +MULTIPLIER +INTEREST +DISTRIBUTIONIs there someone or something connected to the project that has a large following online, who can „multiply“ the buzz?
zB. Music in the film was composed and sung by an up and coming band in Athens.
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TIMING +MULTIPLIER +INTEREST +DISTRIBUTIONWhat is interesting for your audience, and can be genuine in connection with the multiplier?
zB. A kick-ass music video.
61Source: http://www.youtube.com/watch?v=6fukEiGMq2I Source (FILM TRAILER): http://www.youtube.com/watch?v=QVsIXh7bztg Source (FACEBOOK): https://www.facebook.com/pages/ΚΩΛΟΠΑΙΔΑ/155535871133189
TIMING +MULTIPLIER +INTEREST +DISTRIBUTIONPut yourself out there, and see if anyone else wants to share the content!
zB. MTV Greece played the music video, and it got 38,000 views on YouTube.
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OR APPLY A NEW TECH, AND KEEP IT REALLY SIMPLE!Wolverine Vine Trailer
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64 Source: www.vine.co/v/bDExaiMjJ1F
WHERE DOES ALL THIS GREAT CONTENT GO?
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66 Source: Brian Solis
?!?!?!?!?!?!?!?!?!
BUT WHAT SHOULD I USE WHEN?
Establishing yourself as a filmmaker
Engaging your audience
Market a film project
Fundraise
• Website/Online portfolio
• Xing/Linkedin
• Vimeo/YouTube
• Database of Audience!
• Private/Professional separation is dead, especially if you’re a creative.
• Your private social presences are gold: link all your social platforms together, and share content between feeds.
• Facebook Fan Page
• Twitter (Good for B2B!)
• Blog
• Emailings
• Film Website
• Facebook Fanpage
• Vine
• Paid Media (Facebook promoted posts/ads, Promoted Tweets, Google Ads)
Kickstarter
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An overview of possible platforms and when they are valuable.
DON’T FORGET! YOUR TALENT, AND THE CREATIVE TALENTS INVOLVED IN YOUR FILM ARE ALSO CONTENT CREATORS.
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LEARNINGS.
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Not all online platforms are
right. Do research and decide which ones to attack
& optimize.
Remember the elements of
success: timing,
multiplier, interest &
distribution.
Cast & crew are also content creators for
your marketing.
5. GOALS & EVALUATIONWhat do you want to achieve, and did it actually happen?
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TAKE THINGS ONE STEP AT A TIME… IT MAY SEEM LIKE A LOT, BUT JUST A SMALL ADJUSTMENT CAN GO A LONG WAY.
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73 Source: J. Brad Wilke (Slideshare)
EVALUATION
1. Were my goal(s) met?
2. Did something unexpected happen?
3. Positive/Negatives? Pros/Cons?
4. Efficiency. Was the time & money invested worth the output?
And the great thing is, with digital you can actually MEASURE this! Have you ever tried figuring out how many people buy a ticket after seeing a film poster?
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After all is done, how was the performance?
TOOLS TO EVALUATE SUCCESS
Google Analytics • It’s free, it’s user friendly and it helps you measure everything! Use it. Google Alerts • Another Google freebie allowing you to listen in to the web, getting notified whenever anyone mentions your key words. Bitly • Brilliantly useful tool to shorten links and then track their activity. Facebook Insights • Handy statistical and analytical tools provided within Facebook to measure your page’s success. YouTube Analytics • If videos are part of your strategy, YouTube also has some nifty in-built analytics. Plugg.io • This is a useful catch-all Twitter management system, designed for people with more than one Twitter account who are focused
on generating steady content and building followers. You need to pay for it, but it could be worth it if you’re focusing on Twitter as an outlet.
Tweetdeck • Again, this app can be useful if you are managing multiple Twitter and Facebook accounts. Peer Index • This app actually rewards you for all the effort you put in using the tools above and helps to track your influence in a digital
social age. Instagram • This snappy app will help you to craft beautiful shots direct from an iPhone camera. The stats are not up to much, but there’s a
highly engaged community online who appreciate the visual and you can accumulate followers quite quickly and wow your peers with classy images which is all good.
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An incomplete list of digital tools.
Source: http://www.independentcinemaoffice.org.uk/training/digitalmarketing
ADJUST. TRY AGAIN. MISTAKES WILL BE MADE.
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REVIEW:
1.You
2.Your Project
3.Audience
4.Content
5. Goals & Evaluation
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LET’S GET INSPIRED.
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FRAGEN?
@WYNDHAMMEAD
@WYNDHAM
WYNDHAM.MEAD
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Danke!
