If you have any questions regarding implementing the tools mentioned in this post, or would like a demonstration or code examples, please contact peter@mombo.com
Mombo.com recently released its analytics API, making our box-office opinion and analytics data available to developers and services. Since then dozens of applications have begun building upon the API, extending the value of crowd-sourced movie reviews to thousands of new users.
At Mombo.com, we believe in the power of our data and want to engage with entertainment applications and companies to help them harness the value. We have provided a few examples blow to help companies understand how easy it is to get started, and start gathering more intelligence around box-office movies.
1. Monitor public opinion before and after the release of the movie
Mombo.com is built on an analysis engine that can identify whether tweets about movies are positive, negative, or mixed emotions. This allows a studio marketing representative to easily gauge the reactions to pre-release marketing and success of the movie while in the box office.
As the Mombo.com API provides a cumulative score of public opinion, sortable feeds of positive negavtive, and mixed tweets, along with the volume of tweets, a marketing manager could easily:
- Track public opinion over time and compare to a marketing schedule.
- Build lists of positive tweets to quickly re-tweet.
- Observe the velocity/volume of tweets pre-release and in theaters.
To give a real world example. If I am in marketing at New Line Cinema and wanted to monitor Going The Distance, I would have seen:
- The movie got better ratings after release - GOOD
- Nearly 85% of tweets were positive - GOOD
- Tweet volume rose dramatically post release - GOOD
Ultimately, studios can easily create dashboards to monitor opinion and gauge success.
2. Identifying your vocal audience
As the Mombo.com API tracks users as well, studios can easily a) see who is talking the most, while b) measure the impact those users have on their audience. This allows a studio to easily identify the most active members of their audience.
For example, if I am Sony Pictures (@SonyPictures) and want to track the movie Takers (@takersmovie), I could easily determine:
- Who tweeted the most about Takers, both positive and negative
- Which people tweeted before seeing the movie, then after?
- Did their sentiment change after seeing the movie
- Who might be good candidates for marketing in our next release?
Also, the Mombo.com API can tell you which tweets were "re-tweeted" the most. This is a key statistic, as it allows you to measure which users on Twitter can get the most reaction out of their audience.
3. Observe the most popular links around each movie
Another key component to the Mombo.com API is the ability to see which links are the most popular surrounding each movie, or all movies at a whole. This allows a marketing representative to a) understand which content creates the most activity around a movie while b) understanding the users who generate the most links.
For example, if I am Columbia Pictures - a division of Sony (@SonyPictures) - and am monitoring the movie The Social Network, I would see that Film Comment Review: The Social Network got:
- 14 tweets last week
- 212 tweets total
This provides excellent data on what type of content people find interesting along with possible advertising destinations. Typically, a hypothesis might be that a trailer would be the most active content consumed, but given the long editorial aspect of this link, this provides food for thought for marketing teams.
Moreover, Sony Pictures marketing could track the tweeters of each of those links and better understand which users like to actively share content around movies, and measure the frequency of which people share links.
4. Understand the "speak" of movies
The Mombo.com API also empowers marketing teams to go beyond with the content. by being able to easily gather content, sorted by positive and negative sentiment, marketing teams can show how people speak, when they speak about movies. Meaning, what words or phrases do people include in their tweets about movies.
This is exciting because it allows a marketing team to understand how people are describing movies and expressing opinions to their social networks.
For example, if I am Lions Gate Movies (@lionsgatemovies) and monitoring The Last Exorcism, I would be able easily determine:
- What terms do people most include when expressing a positive opinion about the movie?
- What words do people most often mention, when stating a negative opinion about the movie
Thus, if I am a marketing manager, and want to run an AdWords campaign around the movie, I can now exactly which words express positive emotions to my audience, and which express negative.
Getting started with the Mombo.com API
If you have interest in integrating tools mentioned in this post for your marketing, please send an email to peter@mombo.com and we can help you get set up right away. We can also provide your company with demonstrations, code samples, along with advanced reporting to fit your needs.
