大型院线的社交媒体

　　AMC顾客及数字营销副总裁布伦特·库克专访

　　AMC was already a huge player in the world of exhibition before they were acquired by China’s Dalian Wanda Group in 2012. The result of the acquisition is that Wanda is now the biggest exhibitor in the world. Box-Office recently caught up with Brent Cooke from AMC to discuss how his

　　company uses social media to drive attendance in North America.

　　在2012年被中国大连万达集团收购前，AMC已经是影院界一大巨头。收购的结果是万达现今是世界上最大的院线。Box-Office近期采访了AMC的布伦特·库克，探讨该公司如何使用社交媒体推动北美的上座率。

　　When it comes to AMC’s social media strategy，do you allow managers at various locations to have some freedom or do you control social media closely

　　through the main office？ Why did you make the decision that you did？

　　说到AMC的社交媒体策略，你是允许不同区域的影院经理拥有一定的自由、还是通过总部来严格控制社交媒体？为什么你会做这样的决定？

　　While our social media posting is done at our Theatre Support Center (TSC)， our theatre managers have tremendous influence over social messaging in their markets. They are closest to our guests， our communities and our events， and we greatly value their input and insight. At the TSC we support localized social efforts from our managers， as well as distribute circuit-wide news and promotions.

　　尽管我们在影院支持中心（TSC）做社交媒体发布，但在我们的影院经理对其市场上的社交信息有重要的影响力。他们是最接近我们的顾客、社区、活动的，并且我们非常重视他们的反馈与见解。在TSC我们支持来自经理的本地化社交努力，同时也发布全院线的新闻与促销消息。

　　What kind of approach do you take to getting word out about AMC promotions on social media？ Is there one platform that you feel works best？

　　你会采用何种方式宣传AMC社交媒体的促销活动？有没有你觉得最适合的平台？

　　Through a number of different fronts， including more comfort and convenience， enhanced food and beverage，

　　targeted programming， premium sight and sound， and in this case， guest engagement and loyalty， we’re delivering a great movie-going experience that gets people excited about coming out to AMC and keeps them coming back again and again. A large part of that engagement with our guests is ensuring the platform we’re using fits the message， and vice-versa. Our messages and content are as varied as our guests preferences. As such， we engage our guest across a multitude of social platforms， including Facebook， Twitter， YouTube， Instagram， Tumblr and Pinterest.

　　通过一些不同的层面，包括更舒适与便利、改善食物与饮品、针对性的计划、优质的视听体验、在这种情况下，顾客的参与度与忠诚度，我们提供非凡的消费体验，吸引人们前来AMC，并持续往返光顾。与顾客的大量接触确保我们使用的平台符合这些信息，反之亦然。我们的信息和内容就像顾客喜好一样千姿百态。因此，我们吸引顾客会横跨多种社交平台，包括脸谱、推特、YouTube、Instagram、Tumblr和Pinterest。

　　Can you give our readers an example of a time when social media interaction really helped propel an event or promotion you were putting on？

　　你能否举一个例子，向读者展示社交媒体互动如何实在地推动你举办的活动或促销？

　　AMC is the guest experience leader， and targeted programming is one of

　　the key ways we’re delivering an amazing movie-going experience for our guests nationwide. Through our targeted programming strategy， we’re providing more titles and diverse content through our AMC Independent program to give more guests a reason to come out to the movies. As a way to support our AMCi program， we’ve recently launched a Facebook page and Twitter account (@AMC Independent) which engage with guests and spread the word about independent film. We’ve also recently launched a YouTube show， AMC Independent Spotlight， which is a weekly program that showcases independent films available at AMC locations. This is part of our commitment to bring quality films to our guests； even when the films lack large studio marketing budgets.

　　AMC在顾客体验上是领导者，我们之所以能为全国顾客提供惊人的观影体验，有针对性的规划是关键途径之一。通过针对性的规划策略，我们通过AMC独立节目提供更多佳作与多样化内容，给顾客更多理由前来观影。为支持我们的AMCi节目，我们近期推出了一个脸谱页面和推特账户（@AMCIndependent）与顾客互动，并宣传独立电影。我们近期也推出了一个《AMC独立影片聚焦》的YouTube秀，以每周一播的形式展介AMC影院的独立电影。我们的承诺之一是带给顾客高品质的电影；甚至在电影缺少大型工作室营销预算的情况下。

　　Is the reoneaspect of your business that you feel has been changed more than any other by social media？

　　你的业务中是否有哪一个方面令你觉得社交媒体带来的改变最大呢？

　　The influence is not singular in nature. The voice of our guest influences all aspects of our business， and there’s no doubt social media has amplified that voice. It allows us better access to our guests to share what we’re doing and what they can come see at AMC， and it allows our guests more opportunity to share their feedback with us. That engagement with our guests is a key aspect in helping us deliver the best possible movie-going experience.

　　影响本质上并非单线条的。顾客的声音影响我们业务的方方面面，毋庸置疑社交媒体放大了这个声音。这让我们更好地亲近顾客，分享我们的活动，介绍他们来AMC能观看的影片，同时也让顾客有更多机会与我们分享反馈意见。这种与顾客的双向接触是促进我们提供最佳观影体验的一个重要方面。

　　菲尔·康崔诺