In her Brands-Only Summit presentation, Cineplex Entertainment's Justine Melman shares a case study on developing a corporate social media strategy. She explains the steps they took to identify, define, and launch a new (and improved) social media strategy.

1. SOCIALMEDIA.ORG/SUMMIT2016ORLANDOJANUARY 25–27, 2016
Cineplex’s new (and improved!)
social strategy
JUSTINE MELMAN
CINEPLEX ENTERTAINMENT

2. Cineplex’s New
(and Improved!)
Social Strategy

3. Owning Social
To be social media’s most
engaging and influential brand
for movie fans in Canada

4. In 2015, millions of
people will see a
movie in a Cineplex
theatre and then share
their thoughts and
feelings with their
peers and networks.

6. 0
100
200
300
400
500
600
700
Movie
Opens

8. #FanScreen
OWNABLE BEHAVIOUR
OWNABLE MOMENT
OWNABLE CONVERSATION

9. #FanScreen
#FanScreen

10. Lifecycle of a Film
EARLY BUZZ
TRAILER RELEASE
DIGITAL STORE
RELEASE
THEATRICAL
RELEASE OWNABLE MOMENT
PARTICIPATE
Have an active voice in the
organic conversation, curating
fan-generated content and
relevant owned content.
OWN
Capture the post-release
momentum, driving the
conversation with direct requests for
FGC and influencer activations.
REIGNITE
Leverage previous
FCG to renew
engagement.

11. How does it all
unfold?

12. Calls to Create

13. FanScreen Influencers

14. FanScreen Booth
Video and photo booth captures
fans’ reactions to films and
responses to calls to create.
Hashtags
#FanScreen plus the movie hashtag
builds program recognition and ties
to the larger conversation.
FanScreen Booth & Hashtags
#FanScreen +
#MazeRunner
#Sisters
#PaperTowns
#Spectre

15. FanScreen Community Hub
Social content
on the path-
to-purchase
can increase
conversion by
5-7%.

16. Reignite for the Cineplex Store
The conversation
continues when fans
have the chance to
rent or buy the film in
the Cineplex Store.

17. How are we
doing?

18. #FanScreen
#FanScreen
Launched
May 15th with
Pitch Perfect 2
Executed 21
campaigns in 8
months
Biggest
challenges have
been process
and analytics

19. Cineplex
mentions on
social are
168%
above goal

20. FanScreen
mentions
have grown
177%
since launch

21. Twitter
engagement
grew by
67% YoY

22. Facebook ER
is almost 3x
average for
vertical

23. #FanScreen Thank you!
Justine Melman
Executive Director, Digital Strategy
@justinemelman

24. Learn more about past and
upcoming events
SOCIALMEDIA.ORG/EVENTS
SOCIALMEDIA.ORG/SUMMIT2016ORLANDOJANUARY 25–27, 2016