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©MathiasNoschiswww.alphapanda.com
MARKETINGDOCUMENTARIESINTHEAGEOFSOCIALMEDIA
MATHIASNOSCHISIDFAINDUSTRYSESSIONS23NOVEMBER2016
©MathiasNoschiswww.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
©MathiasNoschiswww.alphapanda.com
SETAGOAL1
ASSESSTHESOCIALPOTENTIAL2
IDENTIFYTHETARGETS3
DEFINEAPOSITIONING4
BUILDTHECOMMUNITY5
MANAGETHECOMMUNITY6
© Mathias Noschis alphapanda.com©MathiasNoschiswww.alphapanda.com
Settingagoal
©MathiasNoschiswww.alphapanda.com
Possibleanswers
• BecauseeveryoneneedsaFacebookpage!• Increasetheboxofficeofthefilm• Createabuzzintheindustry• Changetheworld
©MathiasNoschiswww.alphapanda.com
Decisionstomake
• Thefilmvs.thedirector/company• Scale(global/ENvs.local/naOonallanguage)• Startdate• Whichsocialnetwork(s)• Budget
© Mathias Noschis alphapanda.com©MathiasNoschiswww.alphapanda.com
Assessingthesocialpotential
©MathiasNoschiswww.alphapanda.com
Whichfilmforsocialmedia?
Maincriteria:• Fameoftheprotagonists• IdenOfiabletargetornichetargets• Elementsthatcreatepassion• Genre
© Mathias Noschis alphapanda.com©MathiasNoschiswww.alphapanda.com
Targeting
©MathiasNoschiswww.alphapanda.com
Targetaudience
• Primarytarget:• Demographics:age,gender,educaOon,income
• Secondarytargets:• Largergroup• Marketniches(place,interest,themes,demographics)
©MathiasNoschiswww.alphapanda.com
Targetaudience
Primarytarget
Secondarytarget
Secondarytarget
Secondarytarget
©MathiasNoschiswww.alphapanda.com
ExploringthefieldthroughFacebookads
• PlanningafakeFacebookadcampaignallowstocomparetargetgroupsandtoidenOfytrends
• ApowerfultooltochallengepreconcepOons
©MathiasNoschiswww.alphapanda.com
Socialmediatargeting
• Morespecific• Moreclustered• Morespecialised
© Mathias Noschis alphapanda.com©MathiasNoschiswww.alphapanda.com
Positioning
©MathiasNoschiswww.alphapanda.com
Positioning
IdenOfythethreestrongesthookstoaeracttheprimarytargetaudienceandcombinethemintoaposiOoningstatement.
©MathiasNoschiswww.alphapanda.com
Promoteafilmvs.anexperience?
Content:• Twohoursinacinema/athomevs.• ManymonthsofinteracOonanddebates
Audience:• Interestedinsomeelementsofthefilmvs.• Realpassionatepeople
Role:• Viewersvs.• Ambassadorsforthefilm
© Mathias Noschis alphapanda.com©MathiasNoschiswww.alphapanda.com
Buildingthecommunity
©MathiasNoschiswww.alphapanda.com
Moneyvs.Time
Strategy1:Money• AdverOseintensively
Strategy2:Time• Researchwhereyouraudienceis• StartaconversaOonanddrivethemtoyourpage• Usethemasambassadors
©MathiasNoschiswww.alphapanda.com
Outreach
• IdenOfykeywordsrelatedtothefilm• Researchthosekeywordsandbuildadatabase• Contactthemwiththerightcontent:• Benewsworthy-theinfoshouldberelevantnow• Adaptthemessagetothereceiver• Giverealcontent
© Mathias Noschis alphapanda.com©MathiasNoschiswww.alphapanda.com
Managingthecommunity
©MathiasNoschiswww.alphapanda.com
Typeofupdates
• PromoOonalmaterial(sOlls,videos,redcarpet)• Quotes(fromthefilm,aboutsimilartopics,forbirthdays)• ExternallinkstoarOcles,retweets• Funfacts• InspiraOon• CompeOOons,interacOveupdates• Cross-promoOon
©MathiasNoschiswww.alphapanda.com© Mathias Noschis alphapanda.com
TheSmallPrint
AllinformaOonincludedinthisdocumentisconfidenOalandintendedsolelyfortheuseoftheindividualorenOtytowhomitisaddressed.Allmaterialsareprotectedbycopyrightlaws,andmaynotbereproduced,republished,distributed,transmieed,displayed,broadcastorotherwiseexploitedinanymannerwithouttheexpresspriorwrieenpermissionofAlphapandaLtd.