FLICS '13 Annual Meeting - Social Media Strategy for Film Commissions
18
Developing Your Social Media Strategy An Insanely Simple Overview for FLICS Member Film Offices November 4, 2013
-
Upload
excelpr-group -
Category
Social Media
-
view
96 -
download
0
Transcript of FLICS '13 Annual Meeting - Social Media Strategy for Film Commissions
Developing Your Social Media Strategy
An Insanely Simple
Overview for FLICS
Member Film Offices
November 4, 2013
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
This PowerPoint available online at:
slideshare.com/ExcelPR
Should I write all this down?
Regardless of whether you love it or hate it, there are things you can do today to leverage social media for PR and marketing.
Focus on Achieving Core Objectives
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?
There’s no shame
Social media for the sake of social media isn’t a strategy.
Key Platforms
Key Platforms: The CMO’s Guide
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
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)
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
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
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
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.)
This PowerPoint available online at:
slideshare.com/ExcelPR
