A presentation by Matthew Cain, Trufflenet to a BFI seminar. Provides insights on how listening to social media can craft marketing for a film.

1. FROM BUZZ TO BUSINESS
How we helped Dreams of a Life

2. CHALLENGE
• Demanding box office
target
• Tight release schedule
• London-centric film
• Christmas release for Image courtesy of Dogwoof
‘haunting’ film

3. EXCEEDING EXPECTATIONS
• Hit stretch target by > 50%
• Momentum from 4 weeks
before release
• Film showed across UK Image courtesy of http://www.facebook.com/DreamsofaLife
• Film captured public Image courtesy of http://dreamsofalife.com/pressogwoof
imagination
How did we do it?

4. 1. TREAT EACH CHANNEL DIFFERENTLY
116,000 Views | 263 Likes| 8 Comments
71,000 Views | 313 Likes | 72 Comments
3,960 Likes | 648 Actions | 199 Comments
1,233 Followers | 1,723 Tweets | 199 Comments
2,000 Likes | 348 Shares | 172 Comments

5. 2. MOMENTUM NOT BUILT IN A DAY
• Early activity a catalyst
• Avoid empty rooms
• Learn from early adopters

6. 3. GIVE AUDIENCES MEANINGFUL ROLE
• Listen to what they want
• Identify commercial
opportunities
• Complex activity likely to
lead to a higher recall
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7. 4. FLEXIBLE & FAST IS KEY
• Hunt for new audiences
• Retain budget to fine tune activity
• Use what works

8. 5. IT’S SOCIAL AND MEDIA
• Comments need replies
• Media needs promotion
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• It still needs to work

9. CONCLUSIONS
1. Listen across social media
2. Measure performance in real-time
3. Develop robust actionable conclusions
4. Understand sentiment and influence
5. Act quickly
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