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Brendan Nelson Digital Strategy
Citation preview
Digital StrategyMarketing Movies in a Wired World
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Contents
What is digital strategy?
1
Creating your strategy
2
Making it happen
3
3
What is digital strategy?
4
digital strategy
5
“You didn’t have a strategy”
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Strategy vs Plan
• Strategy comes first: before the plan
• Strategy takes unforeseen events into account
• Strategy can contain multiple plans
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digital strategy
An adaptable plan that will keep us focused on our goal – no matter what happens
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digital strategy
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Digital, once upon a time
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And today…
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digital strategy
Anything arising from audience use of technology that we can influence,
track and measure
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digital strategy
An adaptable plan that will keep us focused on our goal – no matter what happens
Anything arising from audience use of technology that we can influence,
track and measure
13
Creating your strategy
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So you’re making a movie…
Q: When should you start thinking about digital strategy?
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So you’re making a movie…
Q: When should you start thinking about digital strategy?
A: As soon as possible
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What you need to consider
AUDIENCE
HOOKS
ASSETS
PROPERTIES
ACTIVITY
OUTCOMES
• Who will watch the movie?
• Where can you find them?
• Can they be segmented?
• Who to engage first?
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What you need to consider
AUDIENCE
HOOKS
ASSETS
PROPERTIES
ACTIVITY
OUTCOMES
• What will draw people in?
• Theme, source material?
• Cast, location, genre?
• Historical events?
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What you need to consider
AUDIENCE
HOOKS
ASSETS
PROPERTIES
ACTIVITY
OUTCOMES
• What can you use?
• Trailers, behind-the-scenes?
• In-world media?
• Interactive content?
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What you need to consider
AUDIENCE
HOOKS
ASSETS
PROPERTIES
ACTIVITY
OUTCOMES
• Websites
• Social media profiles
• Who can you influence?
• Where will you send people?
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What you need to consider
AUDIENCE
HOOKS
ASSETS
PROPERTIES
ACTIVITY
OUTCOMES
• What will you do and when?
• Who will do it?
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What you need to consider
AUDIENCE
HOOKS
ASSETS
PROPERTIES
ACTIVITY
OUTCOMES
• What will you achieve?
• Focus on hardcore fans?
• Build audience database?
• Promote cinematic release?
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What you need to consider
AUDIENCE
HOOKS
ASSETS
PROPERTIES
ACTIVITY
OUTCOMES
Look for the connections between these areas…
…each one influences the other
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Making it happen
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This is where it’s more like a plan
“No plan survives contact with the enemy”
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This is where it’s more like a plan
“No plan survives contact with the enemy”
No plan survives contact with reality
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Getting the plan in place
• Synchronise with production schedule– When is script locked down?– When does principal photography end?– When will the rough cut be finished?– When’s the premiere?
• These dates won’t affect the substance of your digital strategy, but they are critical to its execution
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1. Set up digital properties
• Create website• Set up Twitter account, Facebook page, Tumblr etc
• Think about naming strategies– Do you need to abbreviate or shorten your movie title?– What if your title changes?
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2. Roles & Responsibilities
• Who is doing what?• Who has the passwords?
• Be very clear about who is in charge of what– Dangerous when two people update a blog at the same time– Even more dangerous when everyone thinks “someone else will do it”
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3. Tone of Voice
• How should your digital voice sound?• How should you communicate?
• If someone is rude about your trailer in the YouTube comments, would you:– Be abusive / insulting in response– Ignore them– Be sharp, witty but polite
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4. Think about the Links
• Do your profiles, properties & sites link to one another?• Where are you driving people?
• Avoid playing “link tennis”, e.g. with YouTube linking to Facebook linking back to YouTube
• What’s your main property – your website? Your Facebook page?
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5. Measurement
• What data will you gather?• How will you report and share it?
• What are the Key Performance Indicators (or KPIs)• What will you do with the data?
– Web traffic– YouTube views– Facebook friends– Twitter followers– Email addresses
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6. Unexpected events
• How will you change your plan if unexpected events happen?• Is there a Plan B? Plan C? Plan X?
• Things to consider:– Delay in shooting schedule– Competing studio working on similar film– News event forces release delay– Internet audience response makes you change some ideas (e.g.
Snakes On A Plane)– Things going better or worse than expected
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To recap
Creating your strategy
1. Audience
2. Hooks
3. Assets
4. Properties
5. Activity
6. Outcomes
Executing your strategy
1. Set up properties
2. Roles & Responsibilities
3. Tone of Voice
4. Think about the Links
5. Measurement
6. Unexpected Events
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Thank you!
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