social media marketing strategy for independent filmmakers
DESCRIPTION
TRANSCRIPT
- Social MediaMarketing Strategyfor Independent FilmmakersJ. Brad WilkeSeattle International Film FestivalFeature Film Programmer@jbwilke
- What Were Up AgainstFeature films made in 2012: 4,044Theatrical releases: 677DVD releases: 1553Day and Date releases: ~ 60Market size (theatrical): $10,835,000,000Market size (home): $18,000,000,000Avg. studio marketing budget (per film): $32,000,000Avg. indie marketing budget: ~ shoestring and tape
- Competitive Analysis
- Marketplace RealityReal numbers from a real film
- Core StrategiesAudience engagementTransmedia storytellingDigital content managementPre-distribution / Post-distribution mindsets
- Workflow OverviewCoreStrategiesFilmmakingTeamSocialMarketingLeadDigitalContentProducer
- Audience EngagementFacebook (primary social channel)Twitter (real-time social channel)o Manage via HootsuitePinterest (digital content curator)Instagram (screening and party photo feed)o Manage via StatigramTumblr (directors diary)YouTube (ancillary content)
- Transmedia StorytellingExtend and expand your films story universe:Deleted scenesBehind-the-scenesIn-character social media presence (Twitter)Backstory blogsGIF collectionsEaster eggs (hidden gems for real fans)Microfilms (think Hotel Chevalier)
- Digital Content ManagementTrack and manage files in the cloud:Premium Wordpress themes for websiteDropbox or Minbox for file managemento Images, video clips, documents, schedules, etc.Google Drive for co-created documents
- Pre-distribution / Post-distributionMarketing MindsetsPre-Distribution:o Focus on experimentationo Interact and engage with individualso Build fanbase city by cityo Find your true fans (key influencers) Post-Distributiono Hone your message and platformso Interact and engage with groupso Maintain and deepen fanbaseo Empower your true fans
- General Tactics-Behind-the-scenes videos (one/week)-Filmmaker Tumblr (multiple/week)-Character backstory (via video, blog, etc.)-Immersive story experience (web elementsreflect and expand on film universe)-Sync content calendar to film festival run-Pre-distribution and post-distribution content-Live streams of film festival Q&As, etc.-Twitter Q&A / Reddit AMAs
- Success Metrics-Social shares and interactions- Engagement rate = interactions / total platform audience-Festival attendance- Ticket sales and attendance-Theatrical ticket sales-VOD rentals/downloads-DVD rentals/sales
- Additional ToolsHootsuite: manage Twitter and FacebookaccountsPagemodo: customize Facebook presenceMentionMapp: discover Twitter influencersTweriod: determine best times to tweetFeedly: find relevant content to shareCrowdbooster: integrated social marketingmanagement ($9/month)Google Analytics
- Final NotesEstablish social platform presence todayEngage and interact with your audienceShare relevant contentSupport your fellow indiesExperiment with new platforms and toolsEmpower your true fansHave a plan, but be ready for anything