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The ills and frills of social media

The ills and frills of social media Matt Kapko

As president of worldwide digital marketing for Sony Pictures Entertainment, Dwight Caines has worked on more than 200 film campaigns. He's heralded numerous strategies that have paid off for the studio through the years. Yet, he's also the first to admit that everyone in the business is still learning and trying best to keep up with the rapidly changing toolset at their disposal.

In an interview with iMedia, Caines discussed the power of social media and the dilemmas it can quickly bring to bear.

Dwight Caines will be the recipient of this year's iMedia Visionary Marketer Award at the Entertainment Summit on June 25 in Beverly Hills, Calif.

iMedia: How have your primary responsibilities changed over the years at Sony Pictures Entertainment?

Dwight Caines: I now have a kind of dotted line management oversight over a team called Image Works Interactive. They were formerly called Sony Pictures Digital, and this is the team that supports us in-house and allows us to leverage all of our movie, TV, and home entertainment brands in the digital space. It's as if we have an in-house agency, but essentially in this relationship they're really integrated into my team of marketers and creatives, so we have a real buy-in from everybody that's working on the products.

Generally, what I'm trying to do -- and I think this is the hardest part -- is to bring people together for some of the larger, more strategic conversations around what we do in this space, how we comply in this space, and how we innovate.

iMedia: Are you intricately involved in the marketing blitz and run-up to every major motion picture release? Can you give an example of what that work entails for a senior executive such as yourself?

Caines: It's always been interesting to me because I've often heard digital marketers at other studios, or even people who wanted to be in business with us, talk about the digital team not having a seat at the table. And for us, I've never experienced that. So in every senior marketing meeting, every early meeting with filmmakers, I'm at the table. We look at this as just an extension of the marketing team.

One of the interesting things about digital is if we were to do nothing, the medium allows us to measure how some of the other marketing efforts are resonating with consumers. So, for example, organic search might spike when something happens in the publicity world, or online chatter might grow and the sentiment might move from neutral to positive. Site traffic will often grow when other media runs. If we did nothing, we'd still be measuring very closely how consumers were reacting to our material, but the fact is we're launching many, many engagement opportunities on each campaign.

So I'd say my team is deeply integrated -- there's sort of a publicity and an outreach angle to what we do, there's a creative angle to what we do, there's a research and business intelligence angle to what we do. It's a deeply integrated team with the rest of marketing.

iMedia: What's the all-time most innovative and clever campaign you've seen so far?

Caines: It's hard for me, after working on some 200-odd campaigns, to really isolate one, only because there are different levels of success with each. Frankly, some campaigns are designed to maintain a particular positioning among consumers. Some are designed to change their perspective. And so it's really hard to isolate a campaign and say this one worked better than that one.

iMedia: OK. How about this: What's the one campaign that you wish you were behind?

Caines: Nothing comes to mind right now, but I will say that I try to be a student of marketing and watch what other people do. I'm always looking at other peoples' media that runs and how well they've integrated the call-to-action from, say, broadcast to digital to a print interaction. And I always respect when people do that really well. Because attention is so fragmented, what we're trying to do is just build deep immersion as many ways as we can.

I did love the Jack in the Box hang-in-there campaign that just recently ran that launched in the Super Bowl where Jack was in a coma. It was just an interesting, fun narrative they created for a brand.

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iMedia: Where can a movie campaign be damaged by digital marketing efforts?

Caines: I think the biggest thing is really about how quickly word of mouth spreads. Even if there was a marketing effort or just an event that happened, word of mouth used to be me calling a friend, seeing a friend, or emailing a friend and talking to them. And now social media -- the phenomenon of microblogging, and updating your status, and talking to friends in real-time instantaneously -- is the thing that, when it works for you, it's phenomenal. But when it's working against you, it can be one of the most difficult things to overcome. That's why it's important to understand how the medium works.

All the measurement that we do ensures we can tell whether a sentiment that's developing or traveling is isolated to a group, a site, or a message, or whether that's the prevailing thought. We've never really had a campaign that we've launched that's backfired. We've never put something out and had it become viral in a way we weren't meaning for it to. I attribute that to the level of research and buzz monitoring we do before we create content.

If we understand where the strength in a film property is before we ever build anything, we're going to have much more success than if we respond to something emotionally and launch before we're ready. The great thing about buzz online is that before Twitter and microblogging really took off, the last guy who spoke online was typically the opinion that led the way. When you read, you're reading the last thing that was said, and then you're reading the past. So one of the things that we always seek to do is put content out in the world that generates the kinds of discussions that work for us.

When we find the message boards where people are favorable and they're talking about clips or particular scenes, give them more of the same and make those voices become louder than the other voices. We invest in it, but spend a lot of time and lot of care in understanding consumer perception before we ever go. Buzz is really hard to turn around and control, but it's the thing that, when it works for you, it's very cost effective, pretty low tech, and an important part of every campaign.

iMedia: How do you keep digital from destroying or harming a movie campaign's larger goals?

Caines: Preventing the harm is about understanding what the most important topics are for discussion. Rather than seeding discussion, it's about feeding content, feeding the video that generates the most positive discussion. It's a little bit of a science. The other thing that we do as well is throw some media into the mix so that consumers aren't left to form their opinions. Rich media can deliver pieces of content and an array of content that reach people where they're living on the web in a way that can be influential for us.

iMedia: Leaks have become a problem for all media. How can a consumer know when a leak is actually a leak and not a marketing stunt? Moreover, how does a film studio overcome leaks? How can you spin it into a positive?

Caines: Every device now provides the means to distribute word of mouth beyond its core phone capability or email capability. Because of that, movie sets become less secure. You hear about things happening, and sometimes you say, "Well how did people find that out? Wasn't that said behind closed doors?" The only way to manage leaks is to try to have consumers tune into conversations with you directly.

Like many of the other studios, we have a twitter.com/sonypictures account where we invite consumers to follow us. We try to make sure that the news that breaks is as real-time as possible. When you look at some of the followers of @sonypictures, they include some of the online journalists, webmasters, and other movie studios. And what happens is those folks become marketeers for our message. So something that is inaccurate, when we want to fix that news, we have tools at our disposal to get the correct news out as quickly and efficiently as possible. The same technology that can often turn on you is the same technology we rely on to sort of control how conversations are happening.

iMedia: What do you see as the most important and useful interactive marketing tools available to movie marketers today? Is there anything that you're looking forward to down the line?

Caines: As it relates to the continued development of social media, this is something really new because of the way people seem to be taking ownership of our brands. There are certainly intellectual property, trademark, and copyright issues that we all have to deal with, but if we can get beyond those, we can really enable consumers to share our brands in a way that satisfies them, doesn't feel like marketing, and at the same time, benefits us.

I really think social media has become somewhat of a killer app for us. And speaking of applications, I think we're still trying to figure out the best way to use applications. There was a period of time where we were all creating embeddable content, and I feel like there are too many choices for consumers. So we have to rely on getting into the communities that they're socializing in and making sure that they feel a real connection to our brands -- real relevance to our brands. We're still trying to refine. I'm looking forward to whatever Web 3.0 brings us, and we'll continue to work on the things we've been doing in the past.

Matt Kapko is the deputy editor at iMedia Connection.

Matt Kapko has been covering mobile since 2006, before it became cool. He is a relentless journalist and consultant that specializes in the converged space of mobile, digital marketing and advertising, entertainment and media. Eye on Media, a...

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Commenter: Greg Padley

2009, April 24

Great piece Matt. I especially like Mr. Caines reply to "most innovative campaign." The answers reinforce the fact that marketing is business man! Sure it's creative and fun, but it's business. You can't say "this is the best campaign" without understanding the business logic behind it. Sure you can like it but that dosen't make it the best. http://5691gerg.com/?p=180