cinemas pathé gaumont
TRANSCRIPT
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Account management
Product support
Strategic services
Ongoing education
Onboarding
Partner with
SOCIAL MEDIA EXPERTS
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Messages& Pages& Ads&
Analy-cs&Governance&
Support&Strategic&
Wildfire joins the DoubleClick stack DOUBLECLICK’S SOCIAL SOLUTION
Agenda
Changing consumer behaviors & the importance of
SOCIAL
&Current situation & opportunities on social for
LES CINÉMAS GAUMONT PATHÉ
&Teaming up with WILDFIRE
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Changing consumer behaviors & the importance of
SOCIAL
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other people in France use a social network each month
23.7M Max and
Source: Social Networking Reaches Nearly 1 in 4 Around the World, eMarketer, June 2013
Remarkable & shareable experiences becomes the next person’s
ZMOT
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Social is the venue of your target audience - a strong social presence is crucial in order to stay
RELEVANT
Sources: Gen C YouTube audience study, Google / IPSOS / NowWhat, March 2013 & The Power of Gen C – Connecting with your best customers, YouTube, 2014
Opportunities on social for Les Cinémas Gaumont Pathé
HOW TO GROW ENGAGEMENT
1) Build relationships by participating & by adding value
2) Make your quality content shareable
3) Humanize the Les Cinémas Gaumont Pathé brand
4) Build brand value by creating remarkable experiences
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HOW TO GROW THE COMMUNITY
1) Social data & Attribution
2) Social ads
Why care? Users engaged socially with film content are 6x more likely to
PURCHASE TICKETS
Sources: ShareThis, July 2013 http://creativecommons.org/licenses/by/2.0/
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ATTENTION IS Content is not the scarcity anymore
Build relationships by participating & by adding value
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1
In order to drive relationship building & engagement you need to
PARTICIPATE
Source: Key Lessons for Success on YouTube, Pixability, 2013
The key is to participate without intruding, and to connect by adding
VALUE
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Discovery is largely influenced by social – branding & earned media opportunities is why you should focus on
SHAREABLE CONTENT
People share stuff that is new, interesting & reflect of the things they want their friends to know they
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STAND FOR
Source: http://twitter.com/tescomobile
:&&
Tesco Mobile UK is the extreme example of how a brand can become more
HUMAN
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Grow advocacy and engagement by breaking the
FOURTH WALL
Build brand value by creating remarkable experiences
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4
Brand loyal consumers are more vocal, tolerant & profitable – the key is to create a
CONNECTION
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“People will forget what you said, people will forget what you did, but people will never forget
how you made them feel.” - Maya Angelou&
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The promises a brand makes and keeps is what makes it
VALUABLE
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It’s hard to be inspiring but think about
VOLVO TRUCKS
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Great brands don’t build audiences – they build
COMMUNITIES
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Trailer related search trends predicted opening weekend revenue with
94% ACCURACY
Source: Google, June 2013 “Quantifying Movie Magic with Google Search”
Harvard PhD students showed that social can play a critical role for movie
PERFORMANCE
Sources: http://online.wsj.com/article/SB10000872396390443343704577553270169103822.html & YouTube.com
Leverage data to allocate your budgets better with
ATTRIBUTION MODELS
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How would you distribute credit to Max’s
TOUCH POINTS?
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Burberry announces their new line of sunglasses in a Google+ post
Do you distribute all the credit to the
LAST INTERACTION?
Burberry announces their new line of sunglasses in a Google+ post
Or do you distribute credit according to attribution
MODELS?
Facebook post
Display ad on CNN.com
Google+ post
Organic search
Website
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TrueView ad on YouTube
Burberry announces their new line of sunglasses in a Google+ post
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Maybe with a focus on Max’s first
INTERACTIONS? Facebook post
Display ad on CNN.com
Google+ post Organic
search Website
TrueView ad on YouTube
Unified Data & Content
Social Marketing Paid Digital Channels
Search Display Mobile Video
Web Properties
Website Microsite Landing Page
BRIDGE THE DIGITAL DIVIDE Build a holistic strategy with Google and
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PAID, OWNED & EARNED Amplify your
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OWNED MEDIA PAID MEDIA
EARNED MEDIA
SOCIAL PROPERTIES YouTube brand gadgets Facebook apps Microsites Iframe options for websites Mobile friendly versions available as well
SHARING Mentions Shares Reposts Reviews Retweets
ADVERTISING Social media ads
Analytics
Messages Pages
Workflows
Deliver the right content, to the right user, at the right time – across networks & devices through one
integrated platform
Post, monitor and respond to your audience across social networks
Create content at scale & drive engagement with access to 60+ templates
Full service creative development & production for
YouTube brand channels, Facebook pages & microsites
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60% reduction in cost
70% decrease in turn around time
SAVE TIME AND COSTS The Wildfire marketing suite makes it easy to create high impact owned media that
Sources: Wildfire internal data & http://creativecommons.org/licenses/by/2.0/
Analytics
Ads
% Promotions
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Full service social ads offering to amplify your social media efforts & drive awareness to your
destination
Seamlessly integrates DoubleClick to view your consumer’s digital journey across paid, owned &
earned
Workflows
Analytics
Ads
% Promotions
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TEG
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UPP
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Collaborate across stakeholders but maintain control with defined roles & permissions
Measure revenue generated from your social efforts in real time & track your consumer’s digital
journey & path to purchase
Messages Pages
Workflows
SIMPLE Measuring your ROI from social page and message links becomes
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