flics '13 annual meeting - social media strategy for film commissions
TRANSCRIPT
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Developing Your Social Media Strategy
An Insanely Simple
Overview for FLICS
Member Film Offices
November 4, 2013
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Who is this guy?
Erik Deutsch (pronounced "Doitch" - not "Douche")
Principal, ExcelPR Group• Represented FilmL.A. '05-'08 • Currently represent California Film
Commission
Instructor, UCLA Extension • UCLAx425 "Best Practices in
Social Media for Communications Professionals"
@ErikDeutsch
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This PowerPoint available online at:
slideshare.com/ExcelPR
Should I write all this down?
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Regardless of whether you love it or hate it, there are things you can do today to leverage social media for PR and marketing.
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Focus on Achieving Core Objectives
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3 Questions1. Is your audience using social media?
(if so, where?)
2. Do they want to engage with your organization using social media? (consider your level of affinity and/or utility)
3. Will such engagement help you achieve bottom line objectives?
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There’s no shame
Social media for the sake of social media isn’t a strategy.
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Key Platforms
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Key Platforms: The CMO’s Guide
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Facebook Basics
1. Personal Profiles
2. Groups
3. Brand Pages
• Ongoing shift to a ‘paid’ platform (e.g., sponsored posts) • Not all posts are created equal (Edgerank algorythm) • Use brand page analytics (Facebook Insights)
3 Types of Facebook Pages
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3 Types of ‘Social’ Content
1. Marketing-focused (promotional)
2. Useful (provides utility or entertainment)
3. Engaging (ask/answer questions; become part of the discussion)
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The “I Hate Social Media” Plan
• I don't get it
• I don't see how it can
help us achieve our
objectives
• I don't have the
staff/resources/experti
se to maintain a social
media presence
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1. Protect Your Brand/Online Identity– Reserve “handles”/custom URLs – Knowem.com
2. Find where your "peeps" hangout online – Location managers, producers, studio execs., government officials, etc.– Monitor industry influencers and the competition (find and follow/like them
online, hashtags, etc.)– Don’t forget Google Alerts http://www.google.com/alerts
3. Optimize your website for mobile
– Mobile version (coded or via plugin) or responsive design
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The “I Love Social Media” Plan
• I understand how it will help
us achieve our objectives
• I have sufficient
staff/resources/expertise to
maintain a social media
presence
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1. Do everything in the "I Hate Social Media" Plan
2. Build out your social media profiles (about/bio, avatar, keywords, links)
3. Set up a monitoring and content dashboard
4. Develop social content (“Feed the Beast“)
• Create and maintain a social media editorial calendar (remember the ‘rule of thirds’)
• Repackage/repurpose/recycle
5. Cross promote on all marketing collateral (handles and hashtags on business cards, event booths, etc.)
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This PowerPoint available online at:
slideshare.com/ExcelPR
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