In Reel Time

Way To Blue is an international digital comms and social media agency for major/indie film studios and brands that want to entertain.

Come here for film campaign updates, shareables and insights at the pacey intersection of a real time, social web.

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With the winners now announced, we take a country-by-country perspective on how the Academy matched global social meda predictions. By looking at the predictions and aspirations of 7 countries, in their native language, we can reveal how each country predicted the ‘Big Four’ awards and how close they were to matching the Academy.
We also analysed conversation during the red carpet and award ceremony to see who were the king and queen of style in the all important fashion stakes.   High-res

With the winners now announced, we take a country-by-country perspective on how the Academy matched global social meda predictions. By looking at the predictions and aspirations of 7 countries, in their native language, we can reveal how each country predicted the ‘Big Four’ awards and how close they were to matching the Academy.

We also analysed conversation during the red carpet and award ceremony to see who were the king and queen of style in the all important fashion stakes.

 
Movies At The Big Game
Way To Blue is a global communications agency, specialising in Social and PR for the Entertainment Industry. Following the Superbowl yesterday, we analysed all English-language Twitter conversations about the film trailers created for the ad breaks this year, to see which trailers had the biggest impact and influence. Insights:
All trailers generated a huge amount of Twitter conversation. With around two tweets a second throughout Big Game Day
Fast and Furious 6 generated the highest level of social buzz and the highest increase of people stating they intended to watch the film after seeing the trailer.
All trailers lead to an increase in people saying they wanted to watch the movies and an increase in the volume of Facebook fans on the official film pages. Many of the ads included Twitter hashtags. Fast and Furious 6 and Iron Man 3 ads included a Facebook call to action.
The small print – our methodology
We used Sysomos and Topsy to aggregated and analyze Twitter conversation and compared data on game day to that of the previous day. Buzz volumes were calculated as a straight comparison of game day to that of the previous day; sentiment represents a percentage of all Twitter conversation that indicated a positive, negative or neutral inclination on Game Day; Propensity To View represents the percentage growth in conversations indicating a propensity to view each film from Game Day compared to the previous day, Facebook fan growth represents the increase of Likes each film page received on game day to that of the previous day. We’ve also added a gender breakdown.
 
Click here for the full image   High-res

 

Movies At The Big Game

Way To Blue is a global communications agency, specialising in Social and PR for the Entertainment Industry. Following the Superbowl yesterday, we analysed all English-language Twitter conversations about the film trailers created for the ad breaks this year, to see which trailers had the biggest impact and influence. Insights:

  • All trailers generated a huge amount of Twitter conversation. With around two tweets a second throughout Big Game Day
  • Fast and Furious 6 generated the highest level of social buzz and the highest increase of people stating they intended to watch the film after seeing the trailer.
  • All trailers lead to an increase in people saying they wanted to watch the movies and an increase in the volume of Facebook fans on the official film pages. Many of the ads included Twitter hashtags. Fast and Furious 6 and Iron Man 3 ads included a Facebook call to action.

The small print – our methodology

We used Sysomos and Topsy to aggregated and analyze Twitter conversation and compared data on game day to that of the previous day. Buzz volumes were calculated as a straight comparison of game day to that of the previous day; sentiment represents a percentage of all Twitter conversation that indicated a positive, negative or neutral inclination on Game Day; Propensity To View represents the percentage growth in conversations indicating a propensity to view each film from Game Day compared to the previous day, Facebook fan growth represents the increase of Likes each film page received on game day to that of the previous day. We’ve also added a gender breakdown.

 

Click here for the full image

From Oscar® Buzz to Box Office Bump

Oscar® nominations are a tried and tested route to box office success. But what role does social play in contributing to The Oscar® Bump? We look at which Oscar® nominees are generating the most buzz and what that means for box office sales.

 As a marketing tool, there isn’t much that beats an Oscar® nomination. Over the past five years, more than half of the box office sales for Best Picture winners have come after an Oscar® nomination.  Likewise, research suggests that a nomination for Best Actor or Best Actress increases box office revenue by nearly $1m.

 So what role does social play in driving the increased box office revenue for nominees? By focusing social media buzz around specific actors and movies, the Oscars® gives us a unique opportunity to begin to answer some of the universal questions that the industry has around the role and value of social platforms in movie marketing.

 We’ve analysed conversations around nominees for the Best Picture award to see how social media insight can help us segment, understand and engage social audiences. 

 Check back over the coming weeks as we will be closely monitoring social conversations around these films in the lead up to the Oscars® ceremony on 24th February. 

For further information, please contact the team at Way To Blue – info@waytoblue.com

See the infographic here: http://infogr.am/From-Buzz-to-Bump

Introducing Global Brand Pages from Facebook

Facebook has announced todaythat they are now offering an optional new page structure for brands with a global audience.

Welcome to ‘Global Pages’, offering brands, products and films the best of the both worlds.

With this new page structure, fans will either land on the ‘global’ version of a brand page, or be directed to the regional variant where all the conversation posts and content, including the cover photo are tailored to the local market.

The fan count and ‘people talking about this’ are now aggregated and centralised, so these numbers are consistent across all local variants of the brand page. Here’s an example. Search for ‘Frankenweenie’ on Facebook and you are directed to the appropriate page variant (UK in my case). You can switch your region manually and view local content (for France, Italy, Spain, etc) but in all cases you now see the global number of fans in this community and and the total number of people talking about this. Makes sense. Wherever you live around the world, you are part of the Frankenweenie fan community.  

What does that mean for brands?

It is likely that Facebook has taken this move to encourage brands and organizations to expand their regional marketing efforts. Research shows that local conversation posts reach a higher percentage of fans (up to five times more) compared to a global conversation post from a big corporate page. Driving better engagement is crucial for Facebook’s business model, as it helps to prove the worth of Facebook ads. More on that in a moment.

With global pages, you will see a higher number of fans, higher number of ‘people talking about this’ (which helps legitimise the brand page), but still with local content for the consumer and local insight for the brand. As the brand or product or film is essentially the same in all countries, it makes sense to gather all fans globally under one roof.

By aggregating the total fan count across the globe, brands can also worry less about their local fan count - now they will feel part of a much bigger community - and more about engagement and strong community management.

As a Facebook page manager, you will now have access to both global and local insights, which will allow more benchmarking and comparisons between markets.

Language targeted Facebook Ads

Another interesting feature for Global pages is the possibility of having not only geo-located Facebook ads, but also language targeted ads. Now we can run the same Facebook ad in multiple languages all directing to the same URL on Facebook.

So, to summarise the main points from this announcement

  • You can have a single Page-name (no more “Brand XY Germany”, “Brand XY Italy” etc.), which can be translated if necessary
  • Global Pages offer a consolidated total number of fans and number of ‘people talking about this’
  • Have a single vanity-URL which can be promoted consistently across all marketing materials, which will save time and money in localisation
  • Get both global & local page-insights
  • Have a single, locally translated result in all Facebook-searches for the brand, product or film title
  • Fans will be assigned a local page by IP-address and other profile-info, the global page serves as fallback.
  • Fans are able to manually switch to one particular local page (it’s not currently supported to “like” more than one local page at the same time).
  • Global pages are optional and available now! via

Please get in touch with us through @waytoblueuk or info@waytoblue.com to talk about this new opportunity and what it means for your brand.

Facebook and the bright mobile future

This week mobile is all the rage. Fact. Yesterday the iPhone 5 was finally unveiled. Earlier in the week the UK’s largest mobile operator Everything Everywhere unveiled a new consumer brand – “EE” – to coincide with the arrival of superfast mobile internet services on 4G. This product and service innovation is being driven by our hunger for mobile data, which is currently experiencing a year on year increase in demand of more than 250% in the UK alone.

Now Facebook is getting in on the act too.

Mark Zuckerberg has given his first interview since the Facebook IPO, back in May. Speaking at the TechCrunch Disrupt conference in San Francisco on Tuesday, the Facebook founder and CEO said that when it comes to his own social networking, he now does “everything” on his mobile.  He admitted to making some ‘big mistakes” with mobile strategy in the past, but his energy is now focused on improving the Facebook mobile experience and finding new ways to grow advertising revenue.

 If mobile is at the top of his priority list, making money from search is a very close second. We tuned in for the full half hour interview and here are some of the key take-outs.

Facebook usage on smartphones and tablets is growing rapidly. Mobile users spend a lot more time on Facebook and Zuckerberg claims they are more than twice as likely to use the service every day, compared to desktop only users.

The growth and primacy of the mobile channel is old news, but Facebook made the aforementioned “big mistake” when deciding to develop its services and apps on the big mobile platforms using HTML5.

The decision was taken because HTML5 delivers a consistent user experience, regardless of which device you are using to access Facebook. Unfortunately this benefit was far outweighed by the sluggish, unreliable service and slow data speeds. Developers were unable to significantly improve the mobile user experience or move quickly to grow advertising revenue on mobile devices.

Backing HTML5 as the preferred language for mobile development was a costly mistake for Facebook. Last week we reported that Twitter will earn around $130M from mobile advertising in the U.S. this year – more than double the revenue of Facebook, thanks to a more integrated mobile advertising solution driving higher click through rates than its rival.

So, Facebook has been forced to start over with mobile. The Apple (IOS) app has been rebuilt using ‘native code’ and now delivers a better user experience (it is much faster) and the android version is coming “very soon” These new apps will provide a much stronger base for future development.

In the interview Zuckerberg also claims that users are more likely to interact with mobile ads and so far they are performing better than Facebook ads on the desktop version of the site. Great news for advertisers and shareholders alike.

 So mobile is critical to the future of Facebook, but they wont be straying into the handset market anytime soon. Instead their strategy is all about deep integration into mobile devices and operating systems. With the new version of Apple’s IOS6 you will be able to share a photo on Facebook directly from the iPhone camera app and Facebook events will be synchronized with the iPhone calendar. As part of this strategy a Facebook phone simply “doesn’t make sense” according to Zuckerberg.

 Making money from search is another matter. Facebook already handles a billion search queries every day. The vast majority of this activity is people trying to find people, followed by searches for brands pages and apps.

Zuckerberg sees a massive future opportunity here, as – based on the knowledge it holds about social groups – there are very specific search queries that Facebook would be capable of answering, such as ‘tell me what sushi restaurants my friends have gone to and enjoyed a good experience in the past few months?’

Once again, good news for advertisers and shareholders at Facebook and a warning shot to Google, who have been integrating their products to improve the relevance of search results, based on deeper knowledge and social interaction.

 Zuckerberg praised some of the brand owners that he believes are getting the most value from Facebook’s open graph. Spotify, Nike+, Airbnb and Runkeeper have all used Facebook to increase their distribution and engagement amongst social groups.

 Knowing what your friends are listening too, where they are travelling to, or how far they have run today is the life-blood of Facebook and its commercial value. For brands, getting these messages in front of mobile users is critical. Zuckerberg is clear that Facebook is a “mobile company” now, so the big opportunity lies in developing content and services that are optimized for smartphones and tablets. Campaigns that are mobile by design.

This weeks top social stories

US politics, One Direction, clever stuff from the world of analytics, Twitpic of the week and why the film studios are hanging out on Google+.A quick round up of some stories in social that caught my attention this week

Barack Obama set a new world record on Twitter last night (well, for politics anyway), with more than 53,000 tweets per minute during his official nomination acceptance speech.  So far, his party is taking gold in the battle of engagement on Twitter with the Democratic National Convention generating a staggering 9 million tweets, more than twice the number generated from Mitt Romney’s Republican gathering last week.

The re-launched Dallas may have proved a big ratings and conversational hit for Channel 5 in the U.K. this week, but in the world of social, data really is the new oil. A New York based analytics firm has developed a smart algorithm enabling brands to serve low cost ads to potential new customers, based on conversation topics from their existing fans, in real time. The really clever part is the data crunching that works out the likely correlation between a brand and a conversation topic. This enables the brand to serve a relevant, timely ad to a potential new customer. This is impressive stuff and could breathe new life into the under-used ‘interest targeting’ tool that Facebook added to the Ad Manager suite just over a year ago.

Since the IPO, Facebook’s ad revenue model has taken quite a battering, mainly due to the low CTRs on Facebook ads. To add to these woes, a report from eMarketer this week suggests that Twitter is likely to earn almost twice the amount of mobile advertising revenue, compared to Facebook this year.  The main driver is the ‘promoted tweet’ product – a huge hit with brands that fits seamlessly into the user experience on mobile devices. Facebook was slower to market with a mobile advertising solution that is more conspicuous and less integrated into the newsfeed on smartphones and tablets

Adoring One Direction fans are helping to keep their favourite band members at the top of the twitpic charts this week with a picture of Niall Horan draped across a pool table reaching more than 15 millions people. Impressive stuff. Personally however, my favourite twitpic of the week is this not-so-innocent rail side poster ad. Genius pole placement.

But back to One Direction. At the MTV VMAs last night the band won an award in the brand new category ‘most share-worthy video’. Votes were collected using Twitter hash tags and voters could view the results in real time. This is the second time the broadcaster has used hash tags as a voting tool. The mechanic was previously used for the MTV Movie Awards in May where the ‘Best Hero’ category attracted almost one million votes via Twitter.

And finally, following in the footsteps of The Muppets and The Avengers, Disney in the U.S. will be using the Google+ platform to debut the trailer for Spielberg’s Lincoln next Thursday (13th September). The hangout will include the world premiere of the trailer, followed by a live chat with Steven Spielberg and Joseph Gordon-Levitt. Fans can apply to join the hangout by submitting a short video to YouTube. The hangout will also be broadcast live in Times Square and all the content will be made available on YouTube immediately afterwards.

With big social buzz around Lincoln already, this is a real coup for Google’s social platform and technology. They will be expecting the event to increase awareness, visibility and usage of Google+. It also marks the very first time that a studio has debuted a movie trailer on their social platform and assuming success, other studios are likely to follow suit.

An infographic showing which films tweeters are most willing on to win this year and which films are most talked about:
Midnight in Paris has the most vocal of fans with 19.2% of its total tweets in the past week expressing supporting sentiment for it to win at this year’s Oscars. 
The Artist dominating share of tweets might not be surprising. It is Hugo’s buzz position which is seemingly high considering it has the least support of tweets willing it on for honours.
  High-res

An infographic showing which films tweeters are most willing on to win this year and which films are most talked about:

  • Midnight in Paris has the most vocal of fans with 19.2% of its total tweets in the past week expressing supporting sentiment for it to win at this year’s Oscars. 
  • The Artist dominating share of tweets might not be surprising. It is Hugo’s buzz position which is seemingly high considering it has the least support of tweets willing it on for honours.