6. In fact ‘digital’ is revolutionizing not
just
the way movies are made & launched
but also
the way they are distributed &
Lets
look
at
some
local
consumed!
examples!
Hello@happymarketer.com
7. Ms.
Shilpa
Krishnan
30
year
old
Singaporean
Brand
Marketer
at
P&G
Passionate
about
film
making!
Hello@happymarketer.com
8. 3
Years
ago
she
began
her
independent
film
producFon
company
Hello@happymarketer.com
9. She
began
with
4-‐5
short
sub-‐10min
films
3
years
ago…
Hello@happymarketer.com
10. AMer
gaining
some
experience,
in
2011
she
produced
her
1st
feature
film
Hello@happymarketer.com
11. Needless
to
say
her
equipment
was
‘digital’
Hello@happymarketer.com
12. She
found
her
editor
&
music
director
online
via
Facebook
in
Dubai!
Hello@happymarketer.com
13. &
guess
what
social
media
helped
her
connect
to
a
Bollywood
singer,
who
kindly
sang
the
Ftle
track
for
her
for
free!
Hello@happymarketer.com
14. Her
trailers
were
distributed
via
YouTube
&
Vimeo
Hello@happymarketer.com
15. We,
at
Happy
Marketer
helped
develop
her
web
assets!
Hello@happymarketer.com
17. We
used
digital
&
social
media
markeFng
to
promote
her
screenings
at
The
Art
House
Hello@happymarketer.com
18. The
screening
‘moments’
&
audience
reviews
very
captured
&
shared
via
digital
channels….
Hello@happymarketer.com
19. Following
the
offline
screening,
the
movie
had
a
global
premiere
via
an
online
movie
distribuFon
channel!
Hello@happymarketer.com
20. The
global
premiere
screening
news
spread
far
&
wide
across
conFnents
thanks
to
cost-‐effecFve
social
media!
Hello@happymarketer.com
21. ….and
thanks
to
that
Shilpa
&
her
crew
got
covered
by
tradiFonal
media
in
Singapore
&
overseas!
Hello@happymarketer.com
22. That’s not all folks,
the news spread as from Singapore
to Bangladesh to Hollywood!
Hello@happymarketer.com
23. …and today she has a DVD
distribution
contract from Hollywood as well
Hello@happymarketer.com
24. Global media coverage &
3 International Film Festivals
Digital equipment | social network
connectivity
crowd sourcing | digital marketing
& launch
7 short films +
1 x 2 hour feature film
A passionate Budding
dream talent & lots
of effort
Hello@happymarketer.com
46. What are some of the
trends you observe?
Crowd-sourced
Off-line & online
integration Localized
Personalized Data-driven
Social
Hello@happymarketer.com
47. The role & impact of
social media in
cinema, leisure &
hospitality marketing
Prantik Mazumdar
Partner, Happy Marketer
prantik@happymarketer.com
Hello@happymarketer.com
48. If I were to ask you, how is Singapore feeling today?
Sad? Happy? Ok? What would you say??
Hello@happymarketer.com
49. And how was Singapore feeling during the Budget
& Valentines month?
Valentines Day!
Hello@happymarketer.com
50. Let’s see what are Singaporeans are
searching for right now?......
Hello@happymarketer.com
51. And what are they tweeting as we speak??
03:14
Hello@happymarketer.com
52. 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?
Hello@happymarketer.com
53. We have moved into a
real-time information era
People are searching & communicating
through real time, social & location-aware mechanism
What sparked this change??
Hello@happymarketer.com
54. The advent of Web 2.0 has transformed
& revolutionized the Internet…
Web
2.0
encompasses
services
&
applicaFons
that
facilitate
a
two-‐way
process
to
communicate,
share
and
collaborate
Hello@happymarketer.com
55. Its much more than just Facebook, LinkedIn &
Twitter…
Hello@happymarketer.com
56. Everyone can be a creator, critic &
collector!
Hello@happymarketer.com
62. The Internet has democratized
information flow.
People & Consumers have the
power & 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
Hello@happymarketer.com
63. 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 at
Startup@Singapore in 2004
Love cricket & a believer in social media
www.linkedin.com/in/pranFkmazumdar
@pranmaz
Hello@happymarketer.com
64. 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?
Hello@happymarketer.com
87. 67
Million
iPads
sold
in
2
years
since
launch!
Hello@happymarketer.com
88. 67
Million
Units
sold
in…..
24
years 5
years 3
years
Hello@happymarketer.com
89. 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
Hello@happymarketer.com
90. Activity 1: Design an marketing campaign
for Cathay Cinema Singapore across the
following channels
•
Print
•
Radio One annual mega
•
TV promotion
•
Email to increase the awareness
& footfall at Cathay Cinemas
•
Mobile
•
Display
•
Social
Media
Hello@happymarketer.com
92. 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?
Hello@happymarketer.com
107. Mobile Web Trends are rather
unique in Asia
Hello@happymarketer.com
108. 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%
Hello@happymarketer.com
116. Now, lets see how mobile is
transforming our habits
Hello@happymarketer.com
117. The convergence of mobile & social is creating a
wave of opportunities in the domains of
entertainment, gaming, commerce, deals……
Hello@happymarketer.com
118. The convergence of mobile & social is creating a
wave of opportunities in the domains of
entertainment, gaming, commerce, deals……
Hello@happymarketer.com
119. Activity 2: Outline 5 interesting features
that a Cathay smartphone & iPad app
should have?
Hello@happymarketer.com
121. 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?
Hello@happymarketer.com
175. So, what should be my
Social Media
Marketing
Strategy?
Hello@happymarketer.com
176. Social Media Marketing Strategy
Community
Setup & Growth
Community
Engagement
Online User-Generated
Monitoring Content
Community
Enticement
Community
Participation
Hello@happymarketer.com
177. The activities and events that typically
into campaign planning exercises……
• Facebook Fans Strategy
Community • Facebook MediaBuy & CPC Advertising
Growth • Online & Traditional PR
• Facebook Application Contest
Community
• Facebook Wall Content Strategy
Engagement
• Facebook Photos & Videos
• Traditional PR Activities
Community
Participation
• Promotions & Fan Meetups
• Roadshows & Events
Hello@happymarketer.com
182. 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.
Hello@happymarketer.com
183. Go
Wild
Over
Football
w/
Cheers
June
1
to
July
9,
2010
Extended
Fll
July
12th
Hello@happymarketer.com
187. June
2010
interacFon
went
to
>
100
interacFons.
March’s
highest
interacFon
Month InteracFon
Comments Like
June 496 249 241
May 373 162 205
April 365 190 170
March 500 296 193
March
Hello@happymarketer.com
209. Which one takes the
lead
&
How do we synergize
both?
Hello@happymarketer.com
210. Offline marketing boosts
online effect by 40%
What prompts users to search online
for a particular product/service?
• TV ads
– 44%
• Word of Mouth – 41%
• Print ads
– 35%
• Radio
– 23%
• Billboard
– 13%
Source: eConsultancy &
Hello@happymarketer.com
214. Activity 5: Outline & discuss 5 ways that
you can create interesting offline-online
integrated campaigns for Cathay cinema
Hello@happymarketer.com
215. Sponsored
2nd screens?
Post-movie
hang out F&B bars?
Pre-movie launch
parties for Fans? Promoted
Memorabilia?
Exclusive
Sneak Previews as social
media rewards?
Hello@happymarketer.com
216. 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?
Hello@happymarketer.com
234. There needs to be a
balance
Between quantitative
&
Qualitative metrics!
Hello@happymarketer.com
235. Activity 6: Think of 3 creative ideas
where you can use digital & social media
data to monitor & add value to your
Hello@happymarketer.com
236. Sentiment
Analysis for brands?
My Movie
Journal?
Real-time emotions
& feedback post
movies/visits? Social CRM &
Loyalty Programs?
Theatre
Miles?
Hello@happymarketer.com
237. Hope you’ve enjoyed the session.
For anything else
just drop me a tweet
@pranmaz
Or call me at +6590695123
Hello@happymarketer.com