1. INTRODUCTION TO SOCIAL FILM
MARKETING AND DISTRIBUTION
Wolfgang Gumpelmaier, November 2011
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2. INTRODUCTION
Wolfgang Gumpelmaier
•Social Media Consultant
•Blogger: Social Film Marketing (german)
•Speaker, Trainer, Webinar-Host
•Social Film Marketing on Facebook
(bilingual: english/german)
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3. WHAT IS SOCIAL MEDIA?
Wikipedia:
... are media for social interaction, using highly accessible
and scalable communication techniques.
... is the use of web-based and mobile technologies to
turn communication into interactive dialogue.
... Social media take on many different forms, including
magazines, Internet forums, weblogs, social blogs,
microblogging, wikis, podcasts, photographs or pictures,
video, rating and social bookmarking.
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4. WHAT IS SOCIAL MEDIA?
Matias Roskos, socialnetworkingstrategien.de:
„Das Social Web ist kein Marketing-Kanal.
Das Social Web ist ein Kommunikationsraum.
Und Social Media sind die einzelnen
Bausteine im Internet, die dem Social Web
seinen technischen Rahmen geben.“
(= „The Social Web is not a marketing-channel. It‘s about
communication. And Social Media are the individual components
on the Internet that define the Social Web‘s technical frame.“)
Source: The Conversation Prism
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5. WHAT IS SOCIAL MEDIA?
VIDEO: Social Media Revolution
Source: „Playbutton“: Iconarchive
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6. WHY SOCIAL MEDIA?
Quelle: Social Media Count
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7. WHY SOCIAL MEDIA?
• more visitors on your own website
• stimulate customers‘ interests
• sell more products
• customer become advertisers
(recommendation, word-of-mouth)
• broad range
• direct customer contact
• etc. Source: Social Mojo
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8. RECENT TRENDS
• 90% of consumers trust peer
recommendation
• 50% of mobile Internet traffic in the UK
is for Facebook
• Social networks and blogs: nearly a
quarter of total time spent on the
Internet
• Nearly 40% of social media users
access social media content from their
mobile phone
• Age +55: fastest growth
Source: Nielsen Social Media
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9. RECENT TRENDS
Source: Community 102
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10. IMPORTANT TOOLS
Facebook‘s statistic:
•More than 800 million active users
•More than 50% of our active users log on to
Facebook in any given day
•Average user has 130 friends
•Average user is connected to 80 community
pages, groups and events
•More than 350 million active users currently
access Facebook through their mobile devices
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11. IMPORTANT TOOLS
Quelle: Community 102
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12. IMPORTANT TOOLS
profile types:
•private profile
•official page (fanpage)
•groups (public/closed)
•community pages
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13. IMPORTANT TOOLS
basic features:
•status updates
•like
•comment
•share
•mention (@)
•tagging
•video/photos
•events
•questions
•search
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14. IMPORTANT TOOLS
create a page
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15. IMPORTANT TOOLS
official pages:
•businesses (no persons)
•design/individual menus
•adding apps
•monitoring/statistics
•multiple administrators
•change username
•ads and more
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16. IMPORTANT TOOLS
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17. IMPORTANT TOOLS
Source: Community 102
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18. IMPORTANT TOOLS
why twitter?
•quick information
•up-to-date news
•interactive communication
•networking
•influencers (journalists, blogger etc.)
•multiplicator
•targeted search
•etc. Source: #filmin140
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19. IMPORTANT TOOLS
basic features:
•compact info •mentions (@)
•webinterface •retweets (RT)
•messages with 140 •hashtags (#)
characters •lists
•direct messages (DM) •sent
•follower/following •favorites
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20. IMPORTANT TOOLS
TweetDeck: •pictures, videos
•filteroption
•twitter •trends + search
management
•URL-shortener
•friends + new •multiple social
followers
media accounts
•DM + mentions (facebook,
•scheduling tweets foursquare etc.)
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21. IMPORTANT TOOLS
Wikipedia:
„A blog (...) is a type of website or part
of a website supposed to be updated
with new content from time to time.
Blogs are usually maintained by an
individual with regular entries of
commentary, descriptions of events, or
other material such as graphics or Source: Irrational Realm,
Children of srikandi
video. Entries are commonly displayed
in reverse-chronological order.“
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22. IMPORTANT TOOLS
•launched in 2005
•2nd largest search engine
•48 hours video uploads per minute
•3 billions views every day
•800 million unique users/month
•YouTube mobile 13% of daily views
•52% of 18 to 34 year olds recommend
videos to their friends regularly
Source: google Blog
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23. IMPORTANT TOOLS
Source: The Movie Bit
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24. IMPORTANT TOOLS
Source: ununi.tv
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25. OTHER TOOLS
•business networks: Xing, LinkedIn
•photo-/videosharing: YouTube, Vimeo
•location based services: Google Places, Foursquare
•social bookmarking: Delicious, Digg
•presentations: Slideshare, Scribd, Prezi
•collaboration: DropBox, Google Docs
•etc.
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26. TRIBES
Seth Godin:
„The point is: you can find Ukrainian
folk dancers and connect with them.
Cause you wanna be connected.“
VIDEO: Seth Godin - Tribes
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27. LONG TAIL
Chris Anderson:
„Our culture and economy is
shifting away from a focus on a
relatively small number of
"hits" (mainstream products and
markets) at the head of the
demand curve and toward a
huge number of niches in the
tail.“
Source: The Long Tail
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28. ON THE ONE HAND...
traditional windows:
•theatrical
•DVD
•pay-TV
•free-to-air-TV
Source: Netzpiloten
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29. ON THE OTHER HAND...
•Home Entertainment
•Mobile Devices
•Hybrid Distribution
•Online TV, VoD, p2p
•Broadband
•3D and Digital Cinema
•Gaming Consoles & Set-Top
•Crowdsourcing & Crowdfunding
Source: Faceparty by RichardAM
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30. ONLINE VIDEO
Source: Nielsen Source: Business Insider
Source: Nielsen
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31. FACE THE FACTS!
People consume films
whenever, however, whereever they want!
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32. HOW CAN I USE IT?
•Filmproduction
•Filmfinancing
•Filmmarketing
•Filmdistribution
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33. PRODUCTION
Source: We are the Strange
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34. PRODUCTION
Source: Iron Sky
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35. PRODUCTION
Source: Bud Spencer Movie
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36. FINANCING
Source: The Age of Stupid
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37. FINANCING
Source: Buy a credit
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38. FINANCING
Source: A Year Without Rent
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39. FINANCING
Source: IndieGoGo
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40. FINANCING
Source: mySherpas.com
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41. MARKETING
Source: Twilight Fankette
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42. MARKETING
Source: YouTube
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43. MARKETING
Source: Monster UK
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44. MARKETING
Source: The Hobbit Blog
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45. MARKETING
Source: NBC
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46. MARKETING
Source: HBO
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47. MARKETING
Source: The Dark Knight Rises
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48. DISTRIBUTION
Source: Open Indie Source: Crowd Controls
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49. DISTRIBUTION
Source: Eventful
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50. DISTRIBUTION
Source: VODO
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51. DISTRIBUTION
Source: Facebook
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52. DISTRIBUTION
Source: Flicklaunch
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53. DISTRIBUTION
Source: Stonehenge Productions
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54. DISTRIBUTION
Source: Beatcrave
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55. DISTRIBUTION
Source: Netflix, Cinovu, realeyz
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56. GOTTA SHARE
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57. WORKSHOP
•introduction
•strategy
•tools
•content
•monitoring
•tips
•questions
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58. STRATEGY
•Define target audiences/users
•Find target audiences/users
•Analyse target audiences/users
•Become resource for target
audiences/users
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59. WHICH CHANNELS?
Quelle: Community 102
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60. WHICH CHANNELS?
Source: simpyzesty
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61. WHICH CHANNELS?
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62. CONTENT
OWN:
EXTERNAL:
•News (from website/blog)
•Events •Industry News
•Calls •Press Clippings
•New Members •Links to other platforms
•Projects/Productions •RSS, Alerts (keyword-
based)
•Service
•Twitter, Facebook
•Games/Offers/Promos
•Slideshows
•etc.
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63. CONTENT
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64. SOCIAL MEDIA MONITORING
Source: Social Media Monitoring. Soll man es machen? (Echtzeitgeist)
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65. SOCIAL MEDIA MONITORING
•Social Mention
•Klout
•Google Alerts
•TwitterGrader
•Platform Statistics
(Facebook, YouTube etc.)
•HyperAlert
•Bit.ly
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66. TIPS & RESOURCES
•Find your audience
•Learn (from) Social Media
•Learn from others
•Plan your campaign
•selling your film without selling
•Start small, then grow your activites your soul (the film collaborative,
•Don‘t expect too much Sheri Candler, Jon Reiss)
•Be active
•Webdocs - Survival Guide for
•Be creative Online Filmmakers
•Be authentic
•Monitor your activities •FilmCourage
•Stay up to date Source: MySiteWay.com
•Show your expertise
•Incorporate into daily routine
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67. THANK YOU
FOR YOUR ATTENTION!
•eMail: wolfgang@socialfilmmarketing.com
•Web: http://www.socialfilmmarketing.com
•Facebook: http://www.facebook.com/socialfilmmarketing
•Twitter: http://www.twitter.com/gumpelmaier
•Slides: http://www.slideshare.net/gumpelmaier
•Delicious: http://www.delicious.com/gumpel
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