Diese Präsentation wurde erfolgreich gemeldet.
Die SlideShare-Präsentation wird heruntergeladen. ×
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Wird geladen in …3
×

Hier ansehen

1 von 31 Anzeige
Anzeige

Weitere Verwandte Inhalte

Andere mochten auch (17)

Anzeige

Ähnlich wie Flick me (20)

Flick me

  1. 1. Marketing strategy august 29, 2011
  2. 2. Contents objective CHallenges APPROACH MARKETING STRATEGY SOCIAL STRATEGY ROLLOUT PLAN BIGGER IDEAS 2
  3. 3. OBJECTIVES 3
  4. 4. objectives Carve out a unique position through loyalty-based value proposition Drive acquisition (10,000 new users by 2012) Become the most loved entertainment community in the world 4
  5. 5. CHALLENGES 5
  6. 6. challenges on getting to 10,000 - Nobody has heard of the FlickMe brand or the unique marketplace differentiators - The product is awesome, but lacks a brand “personality” - No huge traditional media spend - Large players have a huge head start in acquiring users 6
  7. 7. challenges Hulu Netflix Amazon Instant Video iTunes Brands & Affiliates Popular site offering World’s largest online Offers large selection Offers limited selection of Beginning to roll free & premium access movie rental service of movies & shows to past shows & movies to out streaming sites to current shows & despite limited selection Prime members & on large, built-in music offering premium movies of shows & movies PPV basis customer base shows & movies Owned their own Large userbase, Deals with CBS, Deals with all of Cable affiliates & content, rolling out targeted at NBC & Universal are the top movie studios, media companies are social features to “bargain” type of building the library of massive distribution beginning to roll out boost growth, limited content vs quality, content, Amazon’s via iPhone/iPod/Apple their own licensed sites selection of largely selection isn’t vast userbase offers TV product success, with long & short form indie movie titles current, no social conversion cannot enter gaming content features advantage consoles 1mm registered users 25mm registered users 4mm registered users 200mm+ est registered users Ones to watch: Current network tv shows Past network & cable seasons Past network & cable shows Past network & cable shows Vudu Limited, largely indie movies Limited new movie releases Limited newer movie releases Ample newer movie releases HBOGo Monthly rate model Monthly rate model PPV model PPV model MAXGo Google TV 7
  8. 8. APPROACH 8
  9. 9. approach philosophy As a lean startup, we must optimize all owned and earned media channels prior to engaging in paid media efforts. Building strong community relationships and fostering a continued dialog with our target consumers will significantly impact all downstream lead generation, brand visibility & user retention efforts. 9
  10. 10. approach all marketing efforts must - Drive awareness & acquisition - Get people to spread the message - Clearly communicate the product benefit - Be attractive to brand partners & influencers - Lend themselves to earned media/press opportunities - Try to put a smile on users’ faces 10
  11. 11. approach WHAT IS FLICK ME? What do fans of entertainment want more than anything? To break down the barrier of Hollywood, interact with their favorite stars & talk about their favorite moments. The top films have millions of passionate social media fans regularly checking in, hungry for more interaction. Welcome to the place where you get rewarded for wanting to do just that... 11
  12. 12. MARKETING STRATEGY 12
  13. 13. MARKETING STRATEGY BRAND DIRECTION The Insight FlickMe isn’t just a collection of movies and features. It’s a social watching companion. It loves movies just like you do. In fact, it loves movies so much that it wants to give you stuff just for watching your favorite movies with your friends. The Big Idea There’s a reason it’s called FlickMe and not “MoviesReward”. It’s not just a nameless, faceless, functional experience. It’s fun and easy to like. FLICKME: WHERE MOVIES LOVE YOU BACK. 13
  14. 14. MARKETING strategy A comprehensive strategy will include owned, earned and paid media elements all working in conjunction to push the brand message. OWNED EARNED PAID An above the line campaign alone will not drive mainstream installs and engagement. The message needs to be socially reinforced by peers and credible, influential sources. SIGN-UPS Online influencers & social networks act as a SHARING WITH FRIENDS SHARING WITH FRIENDS viral launch pad to drive awareness beyond just the first generation of paid media views. Proper activation of influencers will be the key to driving massive adoption of new users. 14
  15. 15. MARKETING strategy OWNED EARNED PAID OWNED - Create content calendars & - Build relationships with industry - Utilize “pay for performance” optimize communication across PAID bloggers, tweeters & influentials to media vehicles to launch small media social media portals gain social media exposure around spends optimized for downstream press releases product conversion - Launch weekly e-newsletter to engage latent users to visit site & - Partner with emerging technologies - Activate external influencer make a purchase SIGN-UPS to bring “first to market” executions networks to spread promotions & & create industry media angles drive new user sign-ups - Optimize social platforms for fan conversion - Capitalize on organic news cycle - Incentivize social media growth to create relevant content & maintain through rolling contesting & creative - Optimize product for search credibility in the blogging community updates on product site & social relevance media portals 15
  16. 16. MARKETING strategy AWARENESS OWNED Each arm of the marketing effort will have specific KPIs leading to its own CONSIDERATION unique conversion funnel. 90% By carefully monitoring and testing SIGN-UPS CONVERSION these variables, we can gain insight into which messages & media LOYALTY 9% vehicles provide the best ROI for our objectives - be it user acquisition or building quick reach for promotions. 1% ADVOCACY 16
  17. 17. SOCIAL STRATEGY 17
  18. 18. social strategy the network effect 90% of consumers online trust recommendations from people they know. 81% receive purchase recommendations from friends on social networks. 74% of those who receive advice found it to be influential in their purchasing decision. 83% said they are interested in sharing information about their purchases with people they know. 18 * WOMMA, 2010
  19. 19. social strategy 19
  20. 20. social strategy USER ACTIVATION flow PROMOTION OPTIMIZATION CONVERSION 20
  21. 21. ROLLOUT PLAN 21
  22. 22. rollout plan PHASE 1: PHASE 2: PHASE 3: AWARENESS ENGAGEMENT PROMOTE CONVERSION MONTH 1 MONTHS 2 MONTH 3 MONTH 4 IDENTIFY CONCEPT INFLUENCER ENGAGEMENTS & BEGIN LAUNCH INCENTIVIZED INFLUENCER PROMOTIONS INFLUENCERS TO ONBOARDING TARGET RE-TARGET EXISTING SOCIAL PLATFORM FANS WITH 10,000 BEGIN PAID ACQUISITION SPENDS & SOCIAL PROMOTIONAL ASSETS BUILD SOCIAL MEDIA PLATFORM CONTESTING/PROMOTION PRESENCES & EMAIL “PAYOFF” FOR ANY TECH PARTNER PROMOTIONS TEMPLATE FINALIZE TECH & TRADE PARTNERSHIPS THROW BAY AREA SOCIAL EVENT TO CULMINATE IDENTIFY ATTEND & SPEAK AT BAY AREA TRADE & REACHING 10,000 SIGNUPS & FURTHER OUR BRAND IN THE TECHNOLOGY STARTUP EVENTS TECH COMMUNITY PARTNERS TO TARGET IMPLEMENT KEY MONITORING TOOLS USERS 1,500 4,500 8,500 22
  23. 23. BIGGER IDEAS 23
  24. 24. BIGGER IDEAS “LET’s FLICK” WATCH PARTY To drive sign-ups of FlickMe, we’ll set up a realtime viewing event for a selected movie a la turntable.fm for videos. We’ll pick an older but popular film in hopes of nabbing one of the film’s cast (or a YouTube influencer) as our watch party host. The host will mobilize fans to sign up to attend the party and will provide real-time incentives to viewers throughout the event. 24
  25. 25. BIGGER IDEAS “LET’s FLICK” WATCH PARTY The featured talent will host a livestream and ask viewers trivia during “commercial breaks” when we can sneak preview upcoming trailers for the studios. To maximize awareness, we’ll instruct viewers to tweet the #flickme hashtag to qualify for awards and the ongoing Twitter conversation stream. 25
  26. 26. BIGGER IDEAS VIRTUAL SCAVENGER HUNT To drive video views on FlickMe, we’ll set up a virtual scavenger hunt that will lead to a grand prize like a branded XBOX or iPad. We’ll release clues for the scavenger hunt through our social media channels: “Check-in to the Robert DeNiro movie where he plays a disgruntled father & ex-CIA operative. The first one.” The applications of this contest mechanism is are endless and will ensure people get hooked using the service while driving viral engagement and fan frenzy. 26
  27. 27. BIGGER IDEAS VIEWER VOTE PROMOTION Focused on driving a large number of organic social mentions, this promotion will pit two similar genre titles against each other in a social media face-off on the FlickMe.com homepage. Each title will earn one point per Tweet, email or Facebook like/ share earned and these totals will be reflected in real-time in a creative graphic. The winning title as of midnight will be featured at a discounted rate for the following 24 hour period via a code that is emailed out to registered members. 27
  28. 28. BIGGER IDEAS TRAILER BREAKDOWN Focused on building brand value in the community and creating more content for the FlickMe brand, we can have in-house staff or friends help create detailed breakdowns of movie trailers immediately as they are released or leaked. This will capitalize on the traffic as people search for the trailer online and will help bring new users under the social media umbrella for FlickMe to retarget. If successful, ultimately this series could be something we partner with a YouTube up-and-comer to produce each week. 28
  29. 29. BIGGER IDEAS VIRAL VIDEO SERIES Focused on building brand value in the community and creating more content for the FlickMe brand, we can have in-house staff or friends help create a series of funny videos to help promote the FlickMe brand. The underlying concept tying the films would be the referral program and how all movies would be better if they had deals like FlickMe. 29
  30. 30. BIGGER IDEAS VIRAL VIDEO SERIES Two teenagers are waiting in line outside a theater. The total? $40. One looks sheepishly into his pockets, pulls out a few dol- lars and says he doesn’t think he has enough money. The movie attendant points to a big sign that says: “Bring a friend and get 80% off your tickets.” The two friends hi-five and walk into the theater. The screen cuts to black and the voiceover/logo. “All movies would be better if they were like FlickMe.” 30
  31. 31. BIGGER IDEAS INFLUENCER SUMMIT Focused on enabling top-tier influencers to build an emotional connection with FlickMe, the Summit will facilitate authentic relationships and build massive brand value. Influencers will be given an opportunity to meet & greet with studio executives from some of FlickMe’s top partners and will get behind-the-scenes look at the companies, products, brands and entertainment partners that make up FlickMe. 31

×