Daily Resource Feed 02/16/2012

  • Webcast and white paper from Omniture on what customers do, not what they say. 

    Tags: mr, market research, omniture, cb, consumer behavior, webcast, white paper

  • Hollywood uses social media to promote movies and to study consumer reactions. 

    Tags: smm, movies, hollywood, Twitter, The Vow, Facebook, chp5

    • Two years ago the film industry was largely perplexed by social media and how they would affect its business. Today, studios are embracing not just Twitter and Facebook but also more obscure sites like Instagram and We Heart It, adding them to traditional research and marketing tools such as comment cards at test screenings.
    • Just this year, they’ve been credited with lifting the box-office performance of “The Vow,” early February’s teen adventure “Chronicle” and January’s low-budget horror sensation “The Devil Inside.” All of them were red hot on social networks and performed better on their opening weekends than predicted by traditional research based on telephone surveys.
    • “If you have thousands of people talking about your movie, don’t you want to know what they’re saying?” said Ben Carlson, president of research firm Fizziolo.gy. “The leap people are starting to make is that social media is actually reflective of what audiences think about your movie.”
    • Caines wanted to capitalize on the online frenzy and accelerated a campaign to keep the fans talking. In addition to bringing Tatum to Sony’s Culver City lot to shoot more video greetings, he had staffers pose questions and respond to comments on Twitter, post digital greeting cards called “VOWchers” on the movie’s Facebook page, and upload photos to the picture-sharing site Instagram.

      The studio even posted regular messages about “The Vow” on a page devoted to one of Tatum’s old movies, “Dear John,” another romantic drama, with more than 5 million Facebook fans.

    • The effort helped spur the online chatter to a roar. In the week before it opened, “The Vow” generated more digital media buzz than any film since November’s “The Twilight Saga: Breaking Dawn — Part 1,” according to Fizziolo.gy. A record-setting 92% of the comments were deemed positive.
    • Sony still spent tens of millions of dollars — most of its advertising budget — on traditional platforms like TV ads. Skeptics of social media say there’s not yet any evidence that digital marketing can get the millions of fans needed for a big opening weekend excited in the same way as a 30-second TV spot during “The Voice” or “CSI.” Studios still rely on television commercials to reach mass audiences even as viewers are increasingly using their DVRs to skip the promos.
    • Several movies coming out this year are looking to stoke excitement on social networks. For its adaptation of the bestselling young adult trilogy “The Hunger Games,” Lionsgate used Facebook to announce casting for 24 key characters in the movie. For July’s “The Amazing Spider-Man,” Sony Pictures organized a Web and Twitter campaign around special screenings of scenes from the movie, held in 13 cities around the world Feb. 6.
    • Tatum, who has more than 800,000 Twitter followers and 500,000 Facebook fans, pays a digital guru to manage his accounts and speak for him online, and says he was doubtful when Sony first asked him to shoot the “Sweet Nothings” greetings.
  • Tags: pinterest

Posted from Diigo. The rest of SocialMedia&Marketing group favorite links are here.


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