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
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