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...
Should I write all this down?

This PowerPoint available online at:

slideshare.com/ExcelPR
Regardless of whether you love it or hate it,
there are things you can do today to leverage
social media for PR and market...
Focus on Achieving
Core Objectives
3 Questions
1. Is your audience using social media?
(if so, where?)
2. Do they want to engage with your
organization using...
There’s no shame

Social media for the sake of social media isn’t a strategy.
Key Platforms
conversationprism.com
Key Platforms: The CMO’s Guide
Facebook Basics
3 Types of Facebook Pages
1. Personal Profiles
2. Groups
3. Brand Pages
• Ongoing shift to a ‘paid’ platfo...
3 Types of ‘Social’ Content
1. Marketing-focused
(promotional)
2. Useful (provides utility or
entertainment)
3. Engaging (...
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 hav...
1. Protect Your Brand/Online Identity
–
–

Reserve “handles”/custom URLs
Knowem.com

2. Find where your "peeps" hangout on...
The “I Love Social Media” Plan
•

I understand how it will help
us achieve our objectives

•

I have sufficient
staff/reso...
1.

Do everything in the "I Hate Social
Media" Plan

2.

Build out your social media profiles
(about/bio, avatar, keywords...
This PowerPoint available online at:

slideshare.com/ExcelPR
FLICS '13 Annual Meeting - Social Media Strategy for Film Commissions
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FLICS '13 Annual Meeting - Social Media Strategy for Film Commissions

  1. 1. Developing Your Social Media Strategy An Insanely Simple Overview for FLICS Member Film Offices November 4, 2013
  2. 2. 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" erikd@excelpr.com @ErikDeutsch
  3. 3. Should I write all this down? This PowerPoint available online at: slideshare.com/ExcelPR
  4. 4. Regardless of whether you love it or hate it, there are things you can do today to leverage social media for PR and marketing.
  5. 5. Focus on Achieving Core Objectives
  6. 6. 3 Questions 1. 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?
  7. 7. There’s no shame Social media for the sake of social media isn’t a strategy.
  8. 8. Key Platforms
  9. 9. conversationprism.com
  10. 10. Key Platforms: The CMO’s Guide
  11. 11. Facebook Basics 3 Types of Facebook Pages 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)
  12. 12. 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)
  13. 13. 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
  14. 14. 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
  15. 15. 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
  16. 16. 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“) • • 5. Create and maintain a social media editorial calendar (remember the ‘rule of thirds’) Repackage/repurpose/recycle Cross promote on all marketing collateral (handles and hashtags on business cards, event booths, etc.)
  17. 17. This PowerPoint available online at: slideshare.com/ExcelPR
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