After asking around for social media stories we got an interesting case study from Mayank Dhingra who is looking after the social media marketing for five short films by director Onir. Mayank and his team have used social platforms like facebook, twitter & blogging within their outreach strategy. This is what Mayank has to say about how they went about using the new media and what their experience and insight has been.
This is a unique project because of its
1. Idea/Concept: The idea is to make five short films on socially relevant topics, release them for screenings/festivals independently and later make them into a regular feature film.
2. Financing: Anticlock films is putting 50% of the total cost involved and remaining 50% is being raised from the audience.
3. Audience Involvement: We are actively involving people who care about these causes to help us in spreading the word and contributing in whichever way they can.
On using Social Media…
Keeping in mind that we were marketing independent short films based on different issues, we decided to have a few independent (film specific) web properties like blogs, facebook pages which can be used to connect with people who believe in the same cause. Here we would also share developments about the short films. We are in the process of building a website for the feature film which will also serve as the primary web property.
We spend a lot of time and effort on promoting our blogs and facebook pages. A few things that work for us are:
* Cross linking and cross promoting a films blog, facebook page on our other blogs, pages.
* Giving out links of blogs during interviews with mainstream media like newspapers.
* Encouraging people to embed Abhimanyu (one of the five films) badge and/or Abhimanyu appeal video on their blogs/sites.
Facebook pages seem to work better for us as compared to Facebook Groups. We find that people love to know the tiny details and daily updates about the films. It’s very important to involve the cast/crew members into your social media efforts as people love to interact with them and it brings a lot of momentum to the campaign. Sharing updates regularly helps in sustaining audience interest. We also invite our contributors and volunteers to write testimonials on how they got to know about us and what made them contribute or volunteer. These testimonials are regularly published on our blogs.
It’s amazing how the online word of mouth travels! We’ve got contributors from more than 17 cities from across the world. This wouldn’t have been possible without social media. To measure the online reach, we created a new email id to contact us about donations, volunteering etc. and put it up across all our web properties. To our surprise, we started getting mails about contributions, interviews from people who none of us knew directly.
To make the process of contributing easy, we have set up widgets on our blogs which people can use to contribute. We’ve so far raised more than $1000 from it. Our online activities have got us mentions in all major newspapers like HT, DNA and more. We have a section on our blog and facebook page to share media/press mentions.
On running contests…
We ran a ‘name the film’ contest on facebook and got a pretty good response. We have planned a few more contests/campaigns which we will be announcing soon.
On some stats…
Abhimanyu’s facebook page has about active 1000 fans and Omar’s page (Omar is another one of the five films) has about active 1100 fans. We get hundreds of interactions in the form of ‘comments’ and ‘likes’ per week.
Abhimanyu Blog is updated almost daily (81 posts so far), it has received about 4500 hits and is increasingly getting more comments. It also has link backs from many popular sites/blogs.
Our Twitter account is also regularly updated (about 1000 updates) and we’ve got about 200 odd friends there. Our tweets get replied to and re-tweeted regularly.”
As we can see social media efforts have been fairly successful in marketing films with a social cause. It has also led to fund raising. So take a look at your social media outreach. Does this case study give you new insights? Do you have any thoughts that you want to share?
Let us know (support AT deskaway DOT com) how you are promoting your business with social media. We will have it profiled here!