Wildfire is Google's enterprise social media solution that allows companies to create and manage social media presences. It offers tools for posts, pages, ads and analytics across networks. Les Cinémas Gaumont Pathé is considering partnering with Wildfire to build their social strategy and take advantage of changing consumer behaviors and the importance of social media. They will focus on engagement by participating and adding value, making shareable content, humanizing their brand, and creating remarkable experiences. Wildfire's suite can help by integrating paid, owned and earned media to save time and costs.
4. Wildfire joins the DoubleClick stack
DOUBLECLICK’S SOCIAL SOLUTION
Messages&
Pages&
Governance&
Strategic&
Ads&
Analy-cs&
Support&
Source: http://creativecommons.org/licenses/by/2.0/
5. Agenda
ance of
& the import
haviors
consumer be
Changing
SOCIAL
l for
ities on socia
pportun
situation & o MONT PATHÉ
Current
G AU
S CINÉMAS
LE
&
&
ith
Teaming up w
WILDFIRE
Source: http://creativecommons.org/licenses/by/2.0/
9. Max and
23.7M
other people in France use a
social network each month
Source: Social Networking Reaches Nearly 1 in 4 Around the World, eMarketer, June 2013
12. Remarkable & shareable experiences
becomes the next person’s
ZMOT
Source: http://creativecommons.org/licenses/by/2.0/
13. 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
15. aumont Pathé
Les Cinémas G
s on social for
Opportunitie
ENT
ENGAGEM
ROW
lue
HOW TO G
by adding va
ting &
s by participaeable
tionship
1) Build relar quality content shar ont Pathé brand
2) Make you the Les Cinémas Gaum arkable experiences
3) Humanize d value by creating rem
4) Build bran
TY
COMMUNI
W THE
W TO GRO
HO
ion
ta & Attribut
1) Social da s
2) Social ad
Source: http://creativecommons.org/licenses/by/2.0/
17. 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/
18. Content is not the scarcity anymore
ATTENTION IS
Source: http://creativecommons.org/licenses/by-sa/2.0/
19. 1 Build relationships by participating & by adding value
Source: http://creativecommons.org/licenses/by/2.0/
20. In order to drive relationship building & engagement you need to
PARTICIPATE
Source: Key Lessons for Success on YouTube, Pixability, 2013
21. The key is to participate without intruding, and to connect by adding
VALUE
Source: http://creativecommons.org/licenses/by/2.0/
23. 2
Make your quality content shareable
Source: http://creativecommons.org/licenses/by/2.0/
24. Discovery is largely influenced by social – branding & earned media opportunities is why you should focus on
SHAREABLE CONTENT
25. People do things to express their
IDENTITY
Source: http://creativecommons.org/licenses/by/2.0/
26. People share stuff that is new, interesting & reflect
of the things they want their friends to know they
STAND FOR
Source: http://creativecommons.org/licenses/by/2.0/
35. Brand loyal consumers are more vocal, tolerant & profitable – the key is to create a
CONNECTION
Source: http://creativecommons.org/licenses/by/2.0/
36. “People will forget what you said, people will
forget what you did, but people will never forget
how you made them feel.” - Maya Angelou&
Source: http://creativecommons.org/licenses/by/2.0/
37. The promises a brand makes and keeps is what makes it
VALUABLE
Source: http://creativecommons.org/licenses/by/2.0/
38. It’s hard to be inspiring but think about
VOLVO TRUCKS
Source: http://creativecommons.org/licenses/by/2.0/
39. Great brands don’t build audiences – they build
COMMUNITIES
Source: http://creativecommons.org/licenses/by/2.0/
41. Trailer related search trends predicted opening weekend revenue with
94% ACCURACY
Source: Google, June 2013
“Quantifying Movie Magic with Google Search”
42. Harvard PhD students showed that social can play a critical role for movie
PERFORMANCE
Sources: http://online.wsj.com/article/SB10000872396390443343704577553270169103822.html
& YouTube.com
43. Use data to understand who engaged with your
TRAILER
44. Use data to understand what they thought about your
TRAILER
45. Leverage data to allocate your budgets better with
ATTRIBUTION MODELS
Source: http://creativecommons.org/licenses/by/2.0/
52. How would you distribute credit to Max’s
TOUCH POINTS?
Source: http://creativecommons.org/licenses/by/2.0/
Source: http://creativecommons.org/licenses/by/2.0/
53. Do you distribute all the credit to the
LAST INTERACTION?
Burberry announces
their new line of
sunglasses in a
Google+ post
54. Or do you distribute credit according to attribution
MODELS?
Display ad on
CNN.com
Facebook post
Website
Organic
search
TrueView ad on
YouTube
Google+
post
Burberry announces
their new line of
sunglasses in a
Google+ post
Source: http://creativecommons.org/licenses/by/2.0/
55. Maybe with a focus on Max’s first
Facebook post
Display ad on
CNN.com
INTERACTIONS?
TrueView ad on
YouTube
Burberry announces
Google+
Organic
post
their new line of
sunglassessearch
in a
Google+ post
Website
Source: http://creativecommons.org/licenses/by/2.0/
57. Build a holistic strategy with Google and
BRIDGE THE DIGITAL DIVIDE
Paid Digital Channels
Search
Display
Mobile
Web Properties
Social Marketing
Website
Video
Microsite
Landing Page
Unified Data & Content
Source: http://creativecommons.org/licenses/by-sa/2.0/
58. Amplify your
PAID, OWNED & EARNED
OWNED MEDIA
SOCIAL PROPERTIES
YouTube brand gadgets
Facebook apps
Microsites
Iframe options for websites
PAID MEDIA
ADVERTISING
Social media ads
EARNED MEDIA
Mobile friendly versions available as well
SHARING
Mentions
Shares
Reposts
Reviews
Retweets
Source: http://creativecommons.org/licenses/by-sa/2.0/
59. STRATEGIC SUPPORT
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
Messages
Pages
Create content at scale & drive engagement with
access to 60+ templates
Full service creative development & production for
YouTube brand channels, Facebook pages &
microsites
Analytics
Workflows
60. The Wildfire marketing suite makes it easy to create high impact owned media that
SAVE TIME AND COSTS
60% reduction in cost
70% decrease in turn around time
Sources: Wildfire internal data
& http://creativecommons.org/licenses/by/2.0/
62. Grow your paid social audience through
SOCIAL ADS
Google Confidential and Proprietary
63. STRATEGIC SUPPORT
%
Messages
Pages
Ads
Promotions
Collaborate across stakeholders but maintain
control with defined roles & permissions
Analytics
Workflows
Measure revenue generated from your social
efforts in real time & track your consumer’s digital
journey & path to purchase
64. Measuring your ROI from social page and message links becomes
SIMPLE
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