BFFS National Conference training session: Social Networking
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BFFS National Conference training session: Social Networking

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A presentation given at the BFFS National Conference for Community Cinemas about the use of social networking to engage with audiences and other community exhibitors

A presentation given at the BFFS National Conference for Community Cinemas about the use of social networking to engage with audiences and other community exhibitors

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BFFS National Conference training session: Social Networking BFFS National Conference training session: Social Networking Presentation Transcript

  • Social Networking Getting to know your audience and getting to know each other...BFFS National Conference 2012, 22nd - 23rd September, Institut Francais, London. Presentation by Brad Scott and Bryony Forde
  • What are you doing now?• Established organisation with established social networking presence?• Established organisation yet to get started on social networks? – Why? Don’t see the use; audience don’t use them; already have enough members...?• Established club with accounts set up but suffering from neglect?• New organisation used social networking from beginning?• New organisation yet to find time for it?BFFS National Conference 2012, 22nd - 23rd September, Institut Francais, London. Presentation by Brad Scott and Bryony Forde
  • Why social networking?• You need to be where people are• Can’t assume that people will actively visit your website• Push stuff at them• Engage people• Never stopBFFS National Conference 2012, 22nd - 23rd September, Institut Francais, London. Presentation by Brad Scott and Bryony Forde
  • Channels• Email• Blog• Facebook• Twitter• Flickr (Group/Tag)• YouTube• RSSBFFS National Conference 2012, 22nd - 23rd September, Institut Francais, London. Presentation by Brad Scott and Bryony Forde
  • Cynical? What you can gain from social networking• Traditional uses: advertising screenings, the organisation in general or special events• Have you thought of... – Making connections with other film societies/community cinemas, filmmakers? – Making connections with local and national press and publications or bloggers? – Getting chatting to film critics/actors/distributors? – Making connections with local shops/restaurants/venues?BFFS National Conference 2012, 22nd - 23rd September, Institut Francais, London. Presentation by Brad Scott and Bryony Forde
  • Case study: Newcastle Community Cinema An extract from the Best Marketing & Publicity winning application“One particular coup was born of a Twitter conversation with theLA based film writer Ryan Levin. Ryan had originally been a TVwriter for hit medical sitcom Scrubs, but through chatting with himit emerged he had completed his first feature film, a horrorcomedy exec produced by no less than John Landis, subtly titledSome Guy Who Kills People. After several tweets, Ryan graciouslyallowed us to premiere his new film, its first showing in the UK.Not only that, he even sent us a to-camera introduction to hisfilm, specially recorded for us. This caused a few waves for uslocally and further afield, and again served to market NCC as acinema that can land exclusives and premieres.” BFFS National Conference 2012, 22nd - 23rd September, Institut Francais, London. Presentation by Brad Scott and Bryony Forde
  • Case Study: Otley Film SocietyMy first contact with the Director was via twitter . After that, a mixture of twitter[DMs], texts and emails worked fine as a complete way of maintaining contact. He alsoput me in contact with Leeds Young Authors, which led to a live performance/Q&Abeing possible following the film.Both Dogwoof and We Are Poets websites then advertised the screening, but WAPalso tweeted about it regularly, which meant that an even wider audience wasinformed.I did all the normal stuff – posters and fliers and local press article in advance – but Ialso used twitter, which meant that followers like Minicine were able to retweet andspread the word even wider. I also have the Otley Film Society Twitter account linkedto my personal Facebook page, so everything gets instantly copied there to make sureall my personal contacts are covered as well.There were certainly new faces in the audience,I had directly targeted the local poetry society,school teachers [by phone], and even IlkleyLiterature Festival.
  • Case Study: Otley Film SocietyI find twitter a great way to keep in touch with what’s happening elsewhere – at theNational Media Museam, Cine Yorkshire, local film societies and cinemas, and ofcourse BFFS, BFI, ICO etc.Because the vast majority of the OFS audience comes from Otley itself, one of themost useful contacts I’ve made and maintained is with a journalist from the localweekly paper.My advice to any other society would be to utilise all the social media opportunitiesyou can, but don’t do that at the expense of maintaining traditional contacts and usingtraditional media.Ideally, you need to have several members of the committee involved, rather thandoing it all yourself – a situation I still somehow haven’t quite managed to engineer . . BFFS National Conference 2012, 22nd - 23rd September, Institut Francais, London. Presentation by Brad Scott and Bryony Forde
  • Case study: Otley Film SocietyBFFS National Conference 2012, 22nd - 23rd September, Institut Francais, London. Presentation by Brad Scott and Bryony Forde
  • Not convinced?• Having an active social network will help you – Engage with a (somewhat) younger demographic (why not recruit a student to set up your networks?!) – Create a sense of ownership within your audience, make it a place where they can feed back or make requests. – Look more attractive to potential sponsorsBFFS National Conference 2012, 22nd - 23rd September, Institut Francais, London. Presentation by Brad Scott and Bryony Forde
  • DemographicsBFFS National Conference 2012, 22nd - 23rd September, Institut Francais, London. Presentation by Brad Scott and Bryony Forde
  • DemographicsBFFS National Conference 2012, 22nd - 23rd September, Institut Francais, London. Presentation by Brad Scott and Bryony Forde
  • DemographicsFacebook: Forest Row Film SocietyBFFS National Conference 2012, 22nd - 23rd September, Institut Francais, London. Presentation by Brad Scott and Bryony Forde
  • More statistics• 55% of Twitter users are 35 or older.• 65% of Facebook users are 35 or older.• Forest Row: 126 of the 172 FB Likes give their location: 43% are in Forest Row, and 14% are within an hours driveBFFS National Conference 2012, 22nd - 23rd September, Institut Francais, London. Presentation by Brad Scott and Bryony Forde
  • Different channels, different usersBFFS National Conference 2012, 22nd - 23rd September, Institut Francais, London. Presentation by Brad Scott and Bryony Forde
  • Hints and tipsAdvertise your FB/TW profile• On printed programme• In every email• On posters• On website (ideally every page)• On FB/TW!• Cross promote every channelBFFS National Conference 2012, 22nd - 23rd September, Institut Francais, London. Presentation by Brad Scott and Bryony Forde
  • Slow BuildForest Row Film Society:• Facebook: Started 2009; 172 Likes• Twitter: Started March 2009; 460 followers; 882 tweets• Email: Started 2004; 302 on mailing listBFFS National Conference 2012, 22nd - 23rd September, Institut Francais, London. Presentation by Brad Scott and Bryony Forde
  • Hints and tips• Ask questions... – What would you like to see? – What did you think of the film?• Not just about the film society• Make sure committee members/volunteers are engaged and will contribute to the conversation – wider audience will then join inBFFS National Conference 2012, 22nd - 23rd September, Institut Francais, London. Presentation by Brad Scott and Bryony Forde
  • Hints and tips• When people ask questions or engage, respond!• Be consistent with your message – especially if more than one person runs your networks• Be consistent with your style – across websites, twitter, facebook and your printed materials - this creates a recognisable brand.BFFS National Conference 2012, 22nd - 23rd September, Institut Francais, London. Presentation by Brad Scott and Bryony Forde
  • Consistency... TwitterPrinted leaflet Website BFFS National Conference 2012, 22nd - 23rd September, Institut Francais, London. Presentation by Brad Scott and Bryony Forde
  • Hints and tips• Promote other events. They’ll (hopefully!) do the same.• Engage with other organisations in your community/locality to share audiences and create partnerships.• Interesting films on in local cinemas• Film news, eg Cannes winnersBFFS National Conference 2012, 22nd - 23rd September, Institut Francais, London. Presentation by Brad Scott and Bryony Forde
  • Hints and tips Different tone for each channelBFFS National Conference 2012, 22nd - 23rd September, Institut Francais, London. Presentation by Brad Scott and Bryony Forde
  • Different tone for each channelBFFS National Conference 2012, 22nd - 23rd September, Institut Francais, London. Presentation by Brad Scott and Bryony Forde
  • Different tone for each channelBFFS National Conference 2012, 22nd - 23rd September, Institut Francais, London. Presentation by Brad Scott and Bryony Forde
  • Different tone for each channel EmailBFFS National Conference 2012, 22nd - 23rd September, Institut Francais, London. Presentation by Brad Scott and Bryony Forde
  • Which auto tweets as...BFFS National Conference 2012, 22nd - 23rd September, Institut Francais, London. Presentation by Brad Scott and Bryony Forde
  • Facebook vs TwitterFacebook TwitterMore audience Chance to engage withled, advertising critics, distributors, filmmakscreenings, leaving ers, press directly as well asfeedback, asking questions. your audience.Older demographic Younger demographicBFFS National Conference 2012, 22nd - 23rd September, Institut Francais, London. Presentation by Brad Scott and Bryony Forde
  • FacebookEvent promotion• Facebook is a stream so single posts are not enough• Post multiple times before a film: – Trailer – Link to good review – Link to page on your site – Include review quotes in textBFFS National Conference 2012, 22nd - 23rd September, Institut Francais, London. Presentation by Brad Scott and Bryony Forde
  • But it’s more than promo• Engagement• Dialogue• Feedback• Develop a relationshipBFFS National Conference 2012, 22nd - 23rd September, Institut Francais, London. Presentation by Brad Scott and Bryony Forde
  • Link to blog posts with questionBFFS National Conference 2012, 22nd - 23rd September, Institut Francais, London. Presentation by Brad Scott and Bryony Forde
  • Other means of previewing filmsBFFS National Conference 2012, 22nd - 23rd September, Institut Francais, London. Presentation by Brad Scott and Bryony Forde
  • Post scores, elicit commentsBFFS National Conference 2012, 22nd - 23rd September, Institut Francais, London. Presentation by Brad Scott and Bryony Forde
  • Engagement from other FSBFFS National Conference 2012, 22nd - 23rd September, Institut Francais, London. Presentation by Brad Scott and Bryony Forde
  • Engaging toneBFFS National Conference 2012, 22nd - 23rd September, Institut Francais, London. Presentation by Brad Scott and Bryony Forde
  • Film quizBFFS National Conference 2012, 22nd - 23rd September, Institut Francais, London. Presentation by Brad Scott and Bryony Forde
  • Local newsBFFS National Conference 2012, 22nd - 23rd September, Institut Francais, London. Presentation by Brad Scott and Bryony Forde
  • BFFS National Conference 2012, 22nd - 23rd September, Institut Francais, London. Presentation by Brad Scott and Bryony Forde
  • Twitter• 140 characters• Addresses• RT (via)• Hashtags• Links + URL shorteners• DM• PrivacyBFFS National Conference 2012, 22nd - 23rd September, Institut Francais, London. Presentation by Brad Scott and Bryony Forde
  • Good RTBFFS National Conference 2012, 22nd - 23rd September, Institut Francais, London. Presentation by Brad Scott and Bryony Forde
  • Somewhat dense RTBFFS National Conference 2012, 22nd - 23rd September, Institut Francais, London. Presentation by Brad Scott and Bryony Forde
  • HashtagBFFS National Conference 2012, 22nd - 23rd September, Institut Francais, London. Presentation by Brad Scott and Bryony Forde
  • Mention other users in tweetsBFFS National Conference 2012, 22nd - 23rd September, Institut Francais, London. Presentation by Brad Scott and Bryony Forde
  • Because it is nice to see thisBFFS National Conference 2012, 22nd - 23rd September, Institut Francais, London. Presentation by Brad Scott and Bryony Forde
  • And then you can do thisBFFS National Conference 2012, 22nd - 23rd September, Institut Francais, London. Presentation by Brad Scott and Bryony Forde
  • AutoshortenedBFFS National Conference 2012, 22nd - 23rd September, Institut Francais, London. Presentation by Brad Scott and Bryony Forde
  • Follow FridayBFFS National Conference 2012, 22nd - 23rd September, Institut Francais, London. Presentation by Brad Scott and Bryony Forde
  • Are you talking to me?BFFS National Conference 2012, 22nd - 23rd September, Institut Francais, London. Presentation by Brad Scott and Bryony Forde
  • Not just a link...BFFS National Conference 2012, 22nd - 23rd September, Institut Francais, London. Presentation by Brad Scott and Bryony Forde
  • What is?BFFS National Conference 2012, 22nd - 23rd September, Institut Francais, London. Presentation by Brad Scott and Bryony Forde
  • How do I tell you?BFFS National Conference 2012, 22nd - 23rd September, Institut Francais, London. Presentation by Brad Scott and Bryony Forde
  • Where?BFFS National Conference 2012, 22nd - 23rd September, Institut Francais, London. Presentation by Brad Scott and Bryony Forde
  • Spot on, and with keywordsBFFS National Conference 2012, 22nd - 23rd September, Institut Francais, London. Presentation by Brad Scott and Bryony Forde
  • HootsuiteBFFS National Conference 2012, 22nd - 23rd September, Institut Francais, London. Presentation by Brad Scott and Bryony Forde
  • Click activityBFFS National Conference 2012, 22nd - 23rd September, Institut Francais, London. Presentation by Brad Scott and Bryony Forde
  • What works?BFFS National Conference 2012, 22nd - 23rd September, Institut Francais, London. Presentation by Brad Scott and Bryony Forde
  • Have you thought about...• Competitions – Enter by retweeting, commenting, liking. Ups the interaction• Youtube – Trailers and interviews about films in your programme, create an account and people can subscribe.BFFS National Conference 2012, 22nd - 23rd September, Institut Francais, London. Presentation by Brad Scott and Bryony Forde
  • Have you thought about...BFFS National Conference 2012, 22nd - 23rd September, Institut Francais, London. Presentation by Brad Scott and Bryony Forde
  • Reservations?• “Our audience is mostly quite old or uninterested in this sort of thing”• “We are a rural community, we can tell our audience about screenings as they’re just down the road”• “We have a full membership – we don’t need it”• “We set up a page but our audience didn’t engage with it”BFFS National Conference 2012, 22nd - 23rd September, Institut Francais, London. Presentation by Brad Scott and Bryony Forde
  • Think outside the traditional marketing box.• Think of the future, older audiences can only get older – engage the younger folks sooner rather than later• Engage with other rural communities• Don’t get complacent• Look further than your audience – use it to engage with other film clubs.BFFS National Conference 2012, 22nd - 23rd September, Institut Francais, London. Presentation by Brad Scott and Bryony Forde
  • Talk to each other!