cathay social media training, prantik
Post on 17-Oct-2014
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And is social media being used tocelebrate this centennial movie
event?
You Bet!
In fact ‘digital’ is revolutionizing not just
the way movies are made & launched but also
the way they are distributed & consumed!Lets look at some localexamples!
Ms. Shilpa Krishnan30 year old Singaporean Brand Marketer at P&G
Passionate about film making!
3 Years ago she began herindependent film producFon company
She began with 4-‐5 short sub-‐10min films 3 years ago…
AMer gaining some experience, in 2011 she produced her 1st feature film
Needless to say her equipment was ‘digital’
She found her editor & music directoronline via Facebook in Dubai!
& guess what social media helped herconnect to a Bollywood singer, who
kindly sang the Ftle track for her for free!
Her trailers were distributed via YouTube & Vimeo
We, at Happy Marketer helped develop her web assets!
All behind-‐the-‐scene sFlls & promo interviews were marketed via Facebook
We used digital & social media markeFngto promote her screenings at The Art House
The screening ‘moments’ & audience reviewsvery captured & shared via digital channels….
Following the offline screening, the moviehad a global premiere via an online
movie distribuFon channel!
The global premiere screening newsspread far & wide across conFnentsthanks to cost-‐effecFve social media!
….and thanks to that Shilpa & her crewgot covered by tradiFonal media in Singapore
& overseas!
That’s not all folks,the news spread as from Singapore
to Bangladesh to Hollywood!
…and today she has a DVD distribution
contract from Hollywood as well
A passionate dream
Budding talent & lots
of effort
Digital equipment | social network connectivity
crowd sourcing | digital marketing & launch
7 short films + 1 x 2 hour feature film
Global media coverage & 3 International Film Festivals
Crowdsourced funding for film-‐making!
The power of digital is immense &it should not be undermined!
A simple wall post image liked by 800; 106 comments & shared 982 Fmes;
What do you thinkmakes digital this powerful &
popular?
We saw how digital influencesthe movie making & launching
process,but how about movie
distribution & consumption?
But these are all not available inSingapore right, so are there
any homegrown local options?
Movie streaming withcrowd-sourced, translated
subtitles
Licensed Bollywood movie streaming integrated with
social media
Not only does it show me which of my friends have
watched movies but gives me incentives to spread the
word!
So is ‘digital & social media’a competitive threat to
Cathay’s business?
Can this potentialcompetitive threat be converted
to a ‘competitive advantage’?
You Bet!
For that we need to dig deep& first understand how and why
thedigital & social revolution is
underway!
What are some of the trends you observe?
Off-line & online integration Localized
Personalized
Social
Crowd-sourced
Data-driven
Prantik MazumdarPartner, Happy [email protected]
The role & impact of social media in cinema, leisure & hospitality marketing
If I were to ask you, how is Singapore feeling today? Sad? Happy? Ok? What would you say??
And how was Singapore feeling during the Budget & Valentines month?
Valentines Day!
Let’s see what are Singaporeans are searching for right now?......
And what are they tweeting as we speak??
03:14
Some fun social & mobile trivia!
1. What is the mobile penetration of Singapore?
2. What is the smartphone penetration of Singapore?
3. What is the most expensive iPhone/iPad app?
4. How many of you’ll use a mobile device while watching TV?
5. Which country has the highest per capita usage of Facebook by time?
6. Which is the fastest growing user segment on Facebook in Singapore?
We have moved into areal-time information era
People are searching & communicatingthrough real time, social & location-aware mechanism
What sparked this change??
The advent of Web 2.0 has transformed & revolutionized the Internet…
Web 2.0 encompasses services & applicaFonsthat facilitate a two-‐way process tocommunicate, share and collaborate
Its much more than just Facebook, LinkedIn & Twitter…
Everyone can be a creator, critic & collector!
Social media allows the same consumer to be a producer & your
On a lighter note, today we even have aprescribed social media diet;)
The Internet has democratizedinformation flow.
People & Consumers have thepower & choice to communicate, critique, discuss, share, transact through various
social & location-aware mobile tools
Brands & companies need to innovate& offer new, relevant ways to live, work & play
A bit about myself…..
Currently a Partner @ Happy Marketer
Previously, worked with another digital brand management firm
Started my career in the Civil Service – at IESingapore
Majored in Comp Engg in NUS & minor in Technopreneurship
Had won in the TEC category atStartup@Singapore in 2004
Love cricket & a believer in social media
www.linkedin.com/in/pranFkmazumdar@pranmaz
Today’s agenda…..
1. The evolution of media & marketing
2. Are Asia & Sg ready to embrace social media?
3. The role & influence of digital on cinema, leisure & entertainment marketing
4. Social Media ROI – What should you measure?
67 Million iPads sold in 2 years since launch!
24 years 5 years 3 years
67 Million Units sold in…..
In the last 700 years, since the advent of print media, marketing has evolved across many
different media and devices and is progressively moving
towards in-bound, content based, non-intrusive ideas
Activity 1: Design an marketing campaign for Cathay Cinema Singapore across the following channels• Print• Radio• TV• Email• Mobile• Display• Social Media
One annual mega promotion
to increase the awareness & footfall at Cathay Cinemas
Today’s agenda…..
1. The evolution of media & marketing
2. Are Asia & Sg ready to embrace social media?
3. The role & influence of digital on cinema, leisure & entertainment marketing
4. Social Media ROI – What should you measure?
Smartphone Penetration in APAC…..
• Singapore – 70%
• Australia – 37%
• Hong Kong – 35%
• USA – 31%
Mobile Web Trends are ratherunique in Asia
Mobile Web Usage Trends…..
• Globally 8.9% of web traffic comes from mobile
• In Asia, that number stands at 14% - Japan : 47% - Urban China : 43% - Singapore : 35% - HK : 16%
• In many other Asian countries, most mobile Internet users never use a desktop/PC - India : 59% - Indonesia : 44% - Thailand : 32%
Smartphones, mobile web, mobile apps are transforming
Now, lets see how mobile is transforming our habits
The convergence of mobile & social is creating a wave of opportunities in the domains of entertainment, gaming, commerce, deals……
The convergence of mobile & social is creating a wave of opportunities in the domains of entertainment, gaming, commerce, deals……
Activity 2: Outline 5 interesting features that a Cathay smartphone & iPad app should have?
Today’s agenda…..
1. The evolution of media & marketing
2. Are Asia & Sg ready to embrace social media?
3. The role & influence of digital on cinema, leisure & entertainment marketing
4. Social Media ROI – What should you measure?
So where & how exactly does
“digital marketing” fit in &
influence marketing?
Traditionally the consumer decision making process has been linear and simplistic…….
…but with the advent of digital & social media, the model has evolved to be
Source: McKinsey & HBR 2010
…and in this new loop model, online marketing helps marketers achieve a good mix of objectives…..
….and there’s different forms of digital marketing channels & media to cater to
Brand marketers must distinguish between the differentkinds of digital media available & their
What are the cool, new,
relevant Facebook updates?
Key Features
1. Cover Photo & Profile Photo
2. Milestones
3. PinPosts & Highlights
4. Private Messages
5. Admin Panel & Analytics
6 Asian countries in the Global
Top 20
Singapore’s Facebook Demographic
Singapore’s Facebook Demographic
Singapore’s Facebook Demographic
The largest Singapore FanPage on FB is an Entertainment channel!
What are some of the other great examples of Fan Pages &
What about local retail & entertainment Fanpages?
Singapore Top 10 Retail & Entertainment PagesProperty Total Fans People Talking
AboutCheck-‐ins
Marina Bay Sands 95114 10640 1,005,486
ION Orchard 47228 899 173,120
313@Somerset 10986 194 95,149
Orchard Central 9045 214 975
City Square Mall 8429 52 -‐
Tampines 1 8170 281 37,173
Parkway Parade 7427 436 38,543
Cathay Cineleisure 4898 38 -‐
United Square 4450 42 12,818
Tiong Bahru Plaza 3838 43 17,070
Singapore has 2.6M active users on Facebook & yet fan
So how well is Cathay doingon social media?
Any reason why the need for multiple social media
Can we incorporate our rich heritage on the Facebook
…and better integrate our web properties with social
…and better integrate our web properties with social
Best Practices – Starhub BeEntertained
Best Practices – Rotten Tomatoes
Activity 3: Outline 5 changes or improvements that you would make to Cathay’s social media & web assets?
But does all this Social Media activity actually work & show
So, what should be my Social Media MarketingStrategy?
Community Setup & Growth
Community Engagement
Community Enticement
Community Participation
Online Monitoring
User-GeneratedContent
Social Media Marketing Strategy
The activities and events that typically into campaign planning exercises……
• Facebook Fans Strategy• Facebook MediaBuy & CPC Advertising• Online & Traditional PR
• Facebook Application Contest• Facebook Wall Content Strategy• Facebook Photos & Videos
• Traditional PR Activities• Promotions & Fan Meetups• Roadshows & Events
Community Growth
Community Engagement
Community Participation
From Tongue Twisters, Sing-‐a-‐long, Trivia’s…
Wall Strategy (December)
Total likes 680 (average 7)
Overall highest – 70 likes
Total comments 720 (average 8)
Overall highest – 63 comments
A TRIBUTE TO EARTH DAY(April 22, 2010)
The theme for April is Environmental Awareness. Cheers is launching an applicaFon that serves as an awareness on how to maintain the balance of a pond’s eco-‐system which will make healthy water for fish and other living community in a
pond.
Go Wild Over Football w/ CheersJune 1 to July 9, 2010Extended Fll July 12th
World Cup
SPAIN scored the 1st and only goal of the
June 2010 interacFon went to > 100 interacFons.
March’s highest interacFon
March
Month InteracFon Comments Like June 496 249 241 May 373 162 205 April 365 190 170 March 500 296 193
Activity 4: Outline & discuss 5 ways that you can leverage on digital technology & social media to improve
Live-tweeting?
Hashtag-basedcontests?
Check-in contests& promos?
iPad integrationwith luxury seats?
Customized pre-rollads?
How do I split my spends?
Source: Mashable
[email protected]: Economist
Which one takes the lead
&How do we synergize
both?
Offline marketing boostsonline effect by 40%
What prompts users to search onlinefor a particular product/service?
• TV ads – 44%• Word of Mouth – 41%• Print ads – 35%• Radio – 23%• Billboard – 13%
Source: eConsultancy & iProspect
Activity 5: Outline & discuss 5 ways that you can create interesting offline-online integrated campaigns for Cathay cinema
Sponsored2nd screens?
PromotedMemorabilia?
Pre-movie launchparties for Fans?
ExclusiveSneak Previews as social
media rewards?
Post-moviehang out F&B bars?
Today’s agenda…..
1. The evolution of media & marketing
2. Are Asia & Sg ready to embrace social media?
3. The role & influence of digital on cinema, leisure & entertainment marketing
4. Social Media ROI – What should you measure?
There needs to be a balance
Between quantitative &
Qualitative metrics!
Activity 6: Think of 3 creative ideas where you can use digital & social media data to monitor & add value to your
SentimentAnalysis for brands?
Social CRM &Loyalty Programs?
Real-time emotions& feedback postmovies/visits?
TheatreMiles?
My Movie Journal?
Hope you’ve enjoyed the session.For anything else
just drop me a tweet@pranmaz
Or call me at +6590695123