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Hello@happymarketer.com
May	
  13th	
  2013




                      Hello@happymarketer.com
And is social media being used to
 celebrate this centennial movie
             event?
           You	
  Bet!


                           Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
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
Ms.	
  Shilpa	
  Krishnan
  30	
  year	
  old	
  Singaporean	
  Brand	
  Marketer	
  at	
  P&G


Passionate	
  about	
  film	
  making!




                                                                       Hello@happymarketer.com
3	
  Years	
  ago	
  she	
  began	
  her
independent	
  film	
  producFon	
  company




                                         Hello@happymarketer.com
She	
  began	
  with	
  4-­‐5	
  short	
  
sub-­‐10min	
  films	
  3	
  years	
  ago…




                                               Hello@happymarketer.com
AMer	
  gaining	
  some	
  experience,	
  
in	
  2011	
  she	
  produced	
  her	
  1st	
  feature	
  film




                                                     Hello@happymarketer.com
Needless	
  to	
  say	
  her	
  
equipment	
  was	
  ‘digital’




                                     Hello@happymarketer.com
She	
  found	
  her	
  editor	
  &	
  music	
  director
       online	
  via	
  Facebook	
  in	
  Dubai!




                                                 Hello@happymarketer.com
&	
  guess	
  what	
  social	
  media	
  helped	
  her
    connect	
  to	
  a	
  Bollywood	
  singer,	
  who
kindly	
  sang	
  the	
  Ftle	
  track	
  for	
  her	
  for	
  free!




                                                           Hello@happymarketer.com
Her	
  trailers	
  were	
  distributed	
  
   via	
  YouTube	
  &	
  Vimeo




                                             Hello@happymarketer.com
We,	
  at	
  Happy	
  Marketer	
  helped	
  
  develop	
  her	
  web	
  assets!	
  




                                           Hello@happymarketer.com
All	
  behind-­‐the-­‐scene	
  sFlls	
  &	
  
promo	
  interviews	
  were	
  marketed	
  via	
  Facebook




                                               Hello@happymarketer.com
We	
  used	
  digital	
  &	
  social	
  media	
  markeFng
to	
  promote	
  her	
  screenings	
  at	
  The	
  Art	
  House




                                                     Hello@happymarketer.com
The	
  screening	
  ‘moments’	
  &	
  audience	
  reviews
very	
  captured	
  &	
  shared	
  via	
  digital	
  channels….




                                                    Hello@happymarketer.com
Following	
  the	
  offline	
  screening,	
  the	
  movie
    had	
  a	
  global	
  premiere	
  via	
  an	
  online
       movie	
  distribuFon	
  channel!




                                                 Hello@happymarketer.com
The	
  global	
  premiere	
  screening	
  news
 spread	
  far	
  &	
  wide	
  across	
  conFnents
thanks	
  to	
  cost-­‐effecFve	
  social	
  media!




                                             Hello@happymarketer.com
….and	
  thanks	
  to	
  that	
  Shilpa	
  &	
  her	
  crew
got	
  covered	
  by	
  tradiFonal	
  media	
  in	
  Singapore
                          &	
  overseas!




                                                   Hello@happymarketer.com
That’s not all folks,
the news spread as from Singapore
   to Bangladesh to Hollywood!




                         Hello@happymarketer.com
…and today she has a DVD
           distribution
contract from Hollywood as well




                         Hello@happymarketer.com
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
Crowdsourced	
  funding	
  
   for	
  film-­‐making!




                              Hello@happymarketer.com
The power of digital is immense &
  it should not be undermined!




                         Hello@happymarketer.com
A	
  simple	
  wall	
  post	
  image	
  liked	
  by	
  800;	
  
 106	
  comments	
  &	
  shared	
  982	
  Fmes;	
  




                                                        Hello@happymarketer.com
What do you think
makes digital this powerful &
          popular?




                        Hello@happymarketer.com
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We saw how digital influences
the movie making & launching
            process,
     but how about movie
 distribution & consumption?


                      Hello@happymarketer.com
Hello@happymarketer.com
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But these are all not available in
  Singapore right, so are there
 any homegrown local options?




                           Hello@happymarketer.com
Movie streaming with
crowd-sourced, translated
        subtitles




                     Hello@happymarketer.com
Licensed Bollywood movie
streaming integrated with
       social media




                     Hello@happymarketer.com
Not only does it show me
  which of my friends have
watched movies but gives me
  incentives to spread the
           word!




                      Hello@happymarketer.com
So is ‘digital & social media’
  a competitive threat to
     Cathay’s business?




                         Hello@happymarketer.com
Can this potential
competitive threat be converted
 to a ‘competitive advantage’?


           You	
  Bet!

                         Hello@happymarketer.com
For that we need to dig deep
& first understand how and why
               the
  digital & social revolution is
           underway!


                         Hello@happymarketer.com
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What are some of the
trends you observe?
                                     Crowd-sourced


  Off-line & online
    integration                Localized




 Personalized                       Data-driven

                      Social


                                           Hello@happymarketer.com
The role & impact of
social media in
cinema, leisure &
hospitality marketing
Prantik Mazumdar
Partner, Happy Marketer
prantik@happymarketer.com


                            Hello@happymarketer.com
If I were to ask you, how is Singapore feeling today?
Sad? Happy? Ok? What would you say??




                                         Hello@happymarketer.com
And how was Singapore feeling during the Budget
& Valentines month?
                              Valentines Day!




                                     Hello@happymarketer.com
Let’s see what are Singaporeans are
searching for right now?......




                                  Hello@happymarketer.com
And what are they tweeting as we speak??

                                      03:14




                                 Hello@happymarketer.com
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
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
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
Its much more than just Facebook, LinkedIn &
Twitter…




                                 Hello@happymarketer.com
Everyone can be a creator, critic &
collector!




                                      Hello@happymarketer.com
Hello@happymarketer.com
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Social media allows the same
consumer to be a producer & your




                           Hello@happymarketer.com
On a lighter note, today we even have a
prescribed social media diet;)




                                  Hello@happymarketer.com
Hello@happymarketer.com
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
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
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
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67	
  Million	
  iPads	
  sold	
  in	
  
 2	
  years	
  since	
  launch!




                                           Hello@happymarketer.com
67	
  Million	
  Units	
  sold	
  in…..




24	
  years                 5	
  years                  3	
  years

                                                        Hello@happymarketer.com
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
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
Hello@happymarketer.com
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
Hello@happymarketer.com
Source:	
  www.thomascrompton.com
                                    Hello@happymarketer.com
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Smartphone Penetration in APAC…..

   • Singapore – 70%

   • Australia – 37%

   • Hong Kong – 35%

   • USA – 31%




                                    Hello@happymarketer.com
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Mobile Web Trends are rather
       unique in Asia




                      Hello@happymarketer.com
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
Smartphones, mobile web,
mobile apps are transforming




                       Hello@happymarketer.com
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Now, lets see how mobile is
 transforming our habits




                      Hello@happymarketer.com
The convergence of mobile & social is creating a
wave of opportunities in the domains of
entertainment, gaming, commerce, deals……




                                       Hello@happymarketer.com
The convergence of mobile & social is creating a
wave of opportunities in the domains of
entertainment, gaming, commerce, deals……




                                       Hello@happymarketer.com
Activity 2: Outline 5 interesting features
that a Cathay smartphone & iPad app
should have?




                                  Hello@happymarketer.com
Hello@happymarketer.com
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
Hello@happymarketer.com
So where & how
     exactly does
“digital marketing” fit
          in &
 influence marketing?
                 Hello@happymarketer.com
Traditionally the consumer decision
making process has been linear and
simplistic…….




                                Hello@happymarketer.com
…but with the advent of digital & social
 media, the model has evolved to be




Source: McKinsey & HBR 2010

                                 Hello@happymarketer.com
…and in this new loop model, online
marketing helps marketers achieve a
good mix of objectives…..




                               Hello@happymarketer.com
….and there’s different forms of digital
marketing channels & media to cater to




                                Hello@happymarketer.com
Brand marketers must distinguish
between the different
kinds of digital media available & their




                                  Hello@happymarketer.com
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What are the cool,
       new,
relevant Facebook
     updates?
               Hello@happymarketer.com
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Key Features

 1. Cover Photo & Profile Photo

 2. Milestones

 3. PinPosts & Highlights

 4. Private Messages

 5. Admin Panel & Analytics


                                 Hello@happymarketer.com
Hello@happymarketer.com
6 Asian
countries in
 the Global
   Top 20



               Hello@happymarketer.com
Singapore’s Facebook Demographic




                               Hello@happymarketer.com
Singapore’s Facebook Demographic




                               Hello@happymarketer.com
Singapore’s Facebook Demographic




                               Hello@happymarketer.com
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The largest Singapore FanPage on FB is an
         Entertainment channel!




                                 Hello@happymarketer.com
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What are some of the other
great examples of Fan Pages &




                       Hello@happymarketer.com
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What about local retail &
entertainment Fanpages?




                     Hello@happymarketer.com
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Singapore Top 10 Retail & Entertainment Pages
             Property       Total	
  Fans   People	
  Talking	
      Check-­‐ins
                                               About
  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


                                                                    Hello@happymarketer.com
Singapore has 2.6M active
users on Facebook & yet fan




                      Hello@happymarketer.com
So how well is Cathay doing
     on social media?




                      Hello@happymarketer.com
It has 3 Facebook Properties…..




                                  Hello@happymarketer.com
Any reason why the need
for multiple social media




                     Hello@happymarketer.com
Can we incorporate our rich
heritage on the Facebook




                         Hello@happymarketer.com
…and better integrate our
web properties with social




                             Hello@happymarketer.com
…and better integrate our
web properties with social




                             Hello@happymarketer.com
Best Practices – Starhub
BeEntertained




                           Hello@happymarketer.com
Best Practices – Rotten
Tomatoes




                          Hello@happymarketer.com
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Activity 3: Outline 5 changes or
improvements that you would make to
Cathay’s social media & web assets?




                             Hello@happymarketer.com
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But does all this Social Media
activity actually work & show




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So, what should be my
     Social Media
      Marketing
      Strategy?
                Hello@happymarketer.com
Social Media Marketing Strategy

                   Community
                 Setup & Growth


                  Community
                  Engagement
     Online                        User-Generated
    Monitoring                        Content
                   Community
                   Enticement


                   Community
                   Participation



                                     Hello@happymarketer.com
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
Brand
Engagement



             Hello@happymarketer.com
September 2009 – September 2010

                              Hello@happymarketer.com
Wall	
  Strategy	
  
(December)
    From	
  Tongue	
  Twisters,	
  
       Sing-­‐a-­‐long,	
  Trivia’s…




                      Hello@happymarketer.com
Total	
  comments	
  720	
  
     (average	
  8)
 Overall	
  highest	
  –	
  63	
  
              comments


                      Total	
  likes	
  680	
  
                       (average	
  7)
                    Overall	
  highest	
  –	
  70	
  
                                           Hello@happymarketer.com
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
Go	
  Wild	
  Over	
  
  Football	
  
 w/	
  Cheers
  June	
  1	
  to	
  July	
  9,	
  2010
  Extended	
  Fll	
  July	
  12th




                                 Hello@happymarketer.com
Wall	
  




  Hello@happymarketer.com
World	
  Cup	
  

SPAIN	
  scored	
  the	
  1st	
  and	
  only	
  goal	
  of	
  the	
  




                                                    Hello@happymarketer.com
Trivia	
  on	
  




Photo	
  

                  Hello@happymarketer.com
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	
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Customer
 Service




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Promotion & Contests




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Social
Commerce




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Activity 4: Outline & discuss 5 ways that
you can leverage on digital technology &
social media to improve




                                 Hello@happymarketer.com
Customized pre-
Live-tweeting?                roll
                              ads?


  Check-in contests
  & promos?
                             Hashtag-based
                               contests?


                 iPad integration
                 with luxury seats?

                                      Hello@happymarketer.com
The Offline vs. Online
      battle?




                Hello@happymarketer.com
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How do I split my
    spends?




                   Source: Mashable
              Hello@happymarketer.com
Source: Economist
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Which one takes the
       lead
         &
How do we synergize
      both?
               Hello@happymarketer.com
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
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Activity 5: Outline & discuss 5 ways that
you can create interesting offline-online
integrated campaigns for Cathay cinema




                                 Hello@happymarketer.com
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
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
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Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
There needs to be a
       balance
Between quantitative
          &
 Qualitative metrics!
                Hello@happymarketer.com
Activity 6: Think of 3 creative ideas
where you can use digital & social media
data to monitor & add value to your




                                Hello@happymarketer.com
Sentiment
    Analysis for brands?
                               My Movie
                               Journal?

Real-time emotions
 & feedback post
  movies/visits?             Social CRM &
                           Loyalty Programs?

          Theatre
           Miles?

                                   Hello@happymarketer.com
Hope you’ve enjoyed the session.
       For anything else
     just drop me a tweet
           @pranmaz

   Or call me at +6590695123




                          Hello@happymarketer.com

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