The Great Gatsby social marketing
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The document provides a review and insights into social media performance of the movie "The Great Gatsby" in the UK. It analyzes data from various social media monitoring platforms to understand what drove engagement and ticket sales. Key lessons for future campaigns include improving listening to fans, responding to build community, segmenting content by topics like music and actors, and measuring the impact of influencer marketing. The aim is to guide marketing strategies to better achieve return on investment objectives.
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The Great Gatsby social marketing
- 1. The Great Gatsby UK: review and insights • Aim: review of current Great Gatsby social activity in the UK • Insights: comparing data supplied by Crimson Hexagon, Radian6 and Socialbakers to see how to improve performance • Campaign: use insights around performance to improve Word of Mouth buzz, and sustain Share of Voice • ROI: key is to explain why this would positively impact on ROI where key conversion objective is ticket sales My aim is not simply to report activity on Gatsby but to look at how could improve performance, to guide future campaigns - focus on how to achieve ROI
- 2. The Great Gatsby UK: review and insights • Conversion insight The correlation between the volume of tweets and ticket sales. • By volume Social media comments are tightly correlated to opening-weekend box office. By looking at the volume of tweets expressing ‘intent to view’ was a 98% correlation to sales. (Crimson Hexagon) • By sentiment 70+% ‘positives’—favourable comments about a movie or its trailer—bodes well for a film's opening. Large % ‘neutrals’ is predictive of poor sales. (Fizziology)
- 3. The Great Gatsby UK: cross channel metrics by SOV * While FB is the only UK-centric social channel, Radian6 filters for UK only users for Twitter and YT. Gatsby ‘s cross-channel buzz compares well with the big summer blockbusters .The trend shows similar pattern of opening weekend buzz. and then decline. Time period: Apr 28th – May 28th
- 4. The Great Gatsby UK: cross channel metrics WOM Opening on Thursday 15th Note % female to male audience breakdown from the US
- 5. The Great Gatsby UK: top influencers
- 6. The Great Gatsby UK: sentiment tells us? UK sentiment data for 14 May - 28 May (Radian6)
- 7. The Great Gatsby: US shows rise in ‘Neutral’
- 8. Great Gatsby UK: performance by post type on FB More use of video? Coincides with win a trip to New York comp Photos rule
- 9. Great Gatsby UK: by % engagement on FB Note decline in post engagement rate despite comp
- 10. Great Gatsby UK: engagement on Tumblr Fan art on Tumblr
- 11. Great Gatsby UK: engagement on YouTube Florence + The Machine "Over The Love" For The Great Gatsby Soundtrack featured on Jay-Z YT channel was most popular on Gatsby FB page. YouTube delivers organic results by delivering your content only to people who searched for it (assuming you tagged and categorized it correctly). So, post a video and the analytics that trickle in will show you who your niche is, letting you know where to send your limited marketing bling.
- 12. Lessons for next campaign from Gatsby?
- 13. Lessons for next campaign: #listening Improved listening, both manual and automated, to find out what will appeal to fans, and to discover who those fans are in advance, so can create appealing content.
- 14. Lessons for next campaign: #responding Plus tactically seek to respond to user questions, to grow sense of community - and identify creative ‘ugc’ opportunities Just 5 replies
- 15. Lessons for next campaign: #topic-segmentation Segment out the film’s attraction to fans on a topic : (i) Music soundtrack (ii) Actors (iii) Clothing & jewellery (iv) Fitzgerald fans
- 16. Lessons for next campaign: #topic-segmentation For the Men in Black Facebook page, little fan engagement, but anything featuring Will Smith would stand out.
- 17. Lessons for next campaign: #topic-segmentation On May 17 (two weeks before opening) we created a meme featuring Will in one of the most quoted lines from our Trailer/TV Spots
- 18. Lessons for next campaign: #segmenting Connected with use of influencer marketing, basic analysis shows film actor fans; 3D film & Bollywood actor fans; independent cinema - reach out to segmented audience via sponsored stories and topic relevant FB Pages;
- 19. Lessons for next campaign: #influencers Approach used with Harry Potter theme park in US - find out who audience segment influencers are - give them exclusive sneak preview material - disseminate to their fans
- 20. Lessons for next campaign: #topic-segmentation Music - make more use of music videos on YouTube from soundtrack to reach potential fans; plus fun music postcards
- 21. Lessons for next campaign: #measuring impact
Notas do Editor
- Time period: Apr 28 th – May 28 th : excludes hashtag for accurate keyword comparison (a) Fast and Furious (UK launch 17 th May) total posts: 102,712; top day May 16 th with 16,773 posts. (b) Star Trek (UK launch 9 th May) total posts: 148505; top day May 8 th with 12,268 posts. (c) The Great Gatsby (UK launch 16 th May) total posts 110,656; top day May 16 th with 9,568 posts.
- Gatsby peak of 9,424 on 16 th May in UK; down by a third to 3260 posts by Sunday 26 th , just under number of 3,324 where it was on Weds May 8 th : so taking 2.5 weeks to rise, peak and decline. IOW - 3 key weekends, before launch, launch weekend, after launch weekend. It’s a typical online marketing problem where see a peak in interest and then sudden drop-off – requires building a community around a themed set of content. (the moviepilot.com movie fan community is one way to solve that problem).
- The top influencers for 16 th May film opening day - data show news media (Guardian/Sky) and fashion (Vogue/Asos) and music (Florence Welch of Florence and the Machine).
- Sentiment data: 14 th – 28 th May Just over 71K posts (cross channel) – of which 75% were positive, and less than 10% negative. This suggests that was a positive opening two weeks by % positivity as scored above 70% level.
- Note the rise in ‘Neutral’ sentiment in US from 16 May, after opening on Fri 10 May. This is not so positive a sign of performance.
- (1) The most popular form of content is meme type photo. (2) The spike in engagement on 22 May is around competition with Holiday to NYC – my suggestion of having smaller prizes instead on next slide! (3) The featured picture belongs to the top engaging Facebook post:- Likes:3 870 Comments:121 Shares:610 Engagement Rate: 11,0859 %
- What about running a weekly competition, with winner every Fri eve; starting week before launch week; and continuing for 3 weeks? Also can target competitions on different fan sites, and top bloggers, to meet their relevant interests: music; actor etc Success calculated in terms of reach (shared on FB via newsfeed and on FP page), #entries, #mentions in posts.
- Top ‘Liked’ Tumblr – official image with quote “He looked at her the way all women want to be looked at by a man” with 997 notes/Likes. Note that ‘Fan art’ contributions on Tumblr scored above that level consistently.
- Gatsby Youtube channel – stats from 24 May Soundtrack videos: 4,229,068 – though top music video on FB Page is not in this list - Lana De Ray’s performance of ‘Young and Beautiful’ posted from another video channel (b) Trailers: 298,807 (c) TV Spots: 219,286
- My next set of slides will consider what results mean for next Warner Bros UK campaign? As there is a lot of reporting data but question again (1) what would are recommendations be from a measurement perspective and (2) what they’d change/improve to sustain Share of Voice, and to improve Word of Mouth for a new campaign?
- First clear tactic would be greater listening of what fans want, and find out who ‘they’ are as a result – you have a product, find out who customers are and how to reach them with compelling calls to action, measure success through engagement and sharing – ie: social/community marketing by discovering top bloggers and official fan websites – also use of FB sponsored stories to target, and YT analytics to discover through analytics
- Another tactic currently absent: response rate to fans to build community Response rate on Twitter was 77 questions, from 22 Apr to 27 May, with just 5 recorded replies. - Benefit of improved response?: Track % of greater involvement with user-generated art work for Tumblr plus greater participation in competition if queries about entry: helps Call to Action fulfilment
- Break audience down into attractive parts to different audiences – marketing connected with how film is part of how consumers express themselves: Actor – eg Bollywood actor Amitabh Bachchan - appeal to UK Asian population Music: Jay-Z more obvious Vogue - fashionistas
- However, is also possible to find viral promotional material that crosses over different audiences, as Sony found out with Men in Black 3
- In the first 48 hours, this photo meme generated 68.7K+ ‘likes’, 2K+ ‘comments’ and 6.8K+ ‘shares’ In the first week, this generated 142K+ ‘likes’, 3.7K+ ‘comments’ and 13.4K+ ‘shares’ It hit a chord, distilled the humour and the characters into one cameo moment; part of what those effective moments are is mix of art and science; part about listening for clues, what I call #thinslicing
- Greater use of music soundtrack to engage with fans – popular theme, e.g. Sony’s silent disco video for Walkman marketing last year was highly popular video, creative and at same time easy to relate to.
- Track influencer success through reach and comments count, using tools such as Klout for Lana Del ray – as shown above Approach with material – and measure unique views, reach and engagement – important to decide how correlates with ticket sales at end of day, of course too
- Ideally want the same intimacy and understanding have with 1-2-1 on social media as have with 1-2-many, so need to understand what works at scale that likely to catch the popular mood IOW:-)
- Easiest mistake just to measure non-financial impact. Aim is to show how social & community marketing connects with financial impact It’s about showing how measures of activity connect with each other – the Crimson Hexagon correlation on volume of intent to watch tweets And figuring out how best to deliver by looking at both the needle movers like competitions and the segmentation of audiences.