AYN Brand : Web 2.0 & Social Media for Filmmakers

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AYN Brand presentation on Social Media for Filmmakers, created for SWAMP (http://swamp.org) to help independent filmmakers learn:

* What are Web 2.0 and Social Media?
* How can I use them to brand my company and myself and establish an online presence?
* How can I use them to develop projects and distribute content?
* How can I use them to engage audiences and create a loyal fan base?

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AYN Brand : Web 2.0 & Social Media for Filmmakers

  1. SWAMP SALON SOCIAL MEDIA for FILMMAKERS Presented by: Grace Rodriguez, AYN Brand grace@aynbrand.com | 713.568.6835 twitter: aynbrand | gracerodriguez blog.aynbrand
  2. SWAMP SALON SOCIAL MEDIA for FILMMAKERS This workshop will help you answer: 1. What are Web 2.0 and Social Media? 2. How do I use it to Build Online Presence? 3. How do I use it to Distribute Content? 4. How do I use it to Engage Audiences? grace@aynbrand.com | 713.568.6835 twitter: aynbrand | gracerodriguez blog.aynbrand
  3. WHAT ARE WEB 2.0 & SOCIAL MEDIA? grace@aynbrand.com | 713.568.6835 twitter: aynbrand | gracerodriguez blog.aynbrand Tag Cloud: Luca Cremonini/Markus Angermeier
  4. WHAT IS WEB 2.0? Web 1.0 was Commerce. Web 2.0 is People. - Ross Mayfield, CEO if Socialtext The term quot;Web 2.0quot; is widely credited to Tim O'Reilly: The Web as Platform – The World is Flat (Thomas L. Friedman) 1. Collective Intelligence – Crowdsourcing 2. Content is King, Data is Key – Information Economy 3. It’s Everywhere – Virtual Mobility 4. Rich User Experiences – Useful, Engaging, Community- 5. Oriented grace@aynbrand.com | 713.568.6835 twitter: aynbrand | gracerodriguez blog.aynbrand
  5. WHAT IS SOCIAL MEDIA? Social media is the use of electronic and Internet tools to share and discuss information and experiences with other people. Blogs: Wordpress, TypePad, Blogger Microblogs: Twitter, Jaiku, Tumblr Social Networks: Facebook, LinkedIn, MySpace Aggregators: FriendFeed, SocialThing, Youmeo “White Label” Networks: Ning, KickApps, CollectiveX Crowdsourcing: Wikipedia, PBWiki, Yelp, crowdSPRING Bookmarking: Delicious, StumbleUpon, Digg Photo: Flickr, SmugMug, Picasa, Photobucket Video: YouTube, Revver, Metacafe, Google Video, TubeMogul Livecasting: Ustream, Justin.tv, Qik, Kyte Audio/Music: imeem, Last.fm, Pandora, iLike grace@aynbrand.com | 713.568.6835 twitter: aynbrand | gracerodriguez blog.aynbrand
  6. WHAT IS THE DIFFERENCE? “Web 2.0” represents the next generation of Internet companies and technology. “Social Media” refers to the use of those tools to communicate with other people. Web 2.0 : Social Media :: TV/Cable : Broadcasts grace@aynbrand.com | 713.568.6835 twitter: aynbrand | gracerodriguez blog.aynbrand
  7. BRANDING 2.0 “Your brand resides within the hearts and minds of customers, clients, and prospects. It is the sum total of their experiences and perceptions.” Branding is developing an identity and culture around your brand that inspires, moves, and motivates people. Branding 2.0 is achieving this online, reaching people everywhere, all the time. grace@aynbrand.com | 713.568.6835 twitter: aynbrand | gracerodriguez blog.aynbrand
  8. wordle.net BRANDING 2.0 : ONLINE PRESENCE grace@aynbrand.com | 713.568.6835 twitter: aynbrand | gracerodriguez blog.aynbrand
  9. AS AN INDEPENDENT FILMMAKER, YOU ARE YOUR PRODUCT Treating our personalities as products reflects an increasingly competitive society in which the best way to stand out is to develop an engaging - and easily defined - image. - Jennine Lee-St.John, TIME grace@aynbrand.com | 713.568.6835 twitter: aynbrand | gracerodriguez blog.aynbrand
  10. PERSONAL BRANDING: SELLING YOURSELF IS NOT SELLING OUT Being good in business is the most fascinating kind of art. Making money is art and working is art and good business is the best art. - Andy Warhol grace@aynbrand.com | 713.568.6835 twitter: aynbrand | gracerodriguez blog.aynbrand
  11. BRAND YOU To start thinking like your own favorite brand manager, ask yourself the same question the brand managers at Nike, Coke, Pepsi, or the Body Shop ask themselves: What is it that my product or service does that makes it different? - Tom Peters, Fast Company grace@aynbrand.com | 713.568.6835 twitter: aynbrand | gracerodriguez blog.aynbrand
  12. DEVELOP YOUR STRATEGY Identity: Who are you?  Image: How do you want to be  perceived? Culture: Who/what resonates with you?  Positioning: How will you differentiate?  Outreach: How will you connect?  Align your Image, Efforts, and Activities with your mission/goals and BE CONSISTENT! grace@aynbrand.com | 713.568.6835 twitter: aynbrand | gracerodriguez blog.aynbrand
  13. BE SEEN: DEVELOP WEB PRESENCE Content: Create a meaningful, mission-driven mix of  content, including verbal, visual, and audio postings. Community: Create an outreach strategy that engages  the people you want to gather around your organization. Home: Build a “home” for your conversations, whether  through a blog or CMS, that people can always return to for more information and updates. Outposts: Build social network outposts to communicate  with others and share the way to your “home” platform. Design & Linkage: Reciprocally link your home and  outposts to communications, target audiences, community sites, industry sites, portals, blogs, etc. grace@aynbrand.com | 713.568.6835 twitter: aynbrand | gracerodriguez blog.aynbrand
  14. BE HEARD: ADVOCATE & PROMOTE Join the Conversation: Proactively participate -  post insights, comments, kudos, questions, etc. Read & Respond: Create a system to regularly  to follow and engage in the conversation.  Google Alerts: Discover and monitor mentions, topic/industry keywords  Feedburner: Track the number of your blog subscribers, monitor traffic spikes  Twitter Search/TweetBeep: Track mentions, retweets, topic/industry keywords grace@aynbrand.com | 713.568.6835 twitter: aynbrand | gracerodriguez blog.aynbrand
  15. HOME, OUTPOSTS, LINKS Image courtesy of Brian Solis grace@aynbrand.com | 713.568.6835 twitter: aynbrand | gracerodriguez blog.aynbrand
  16. FACEBOOK Create a Profile, Page,  Group, & Events as needed Customize to be consistent  with your brand Populate it with your info:  bio, website, blog, email, etc Enable Twitter application  Add to your aggregator  Add photos, video, etc.  Invite Friends  Join like-minded groups and  invite their members to add you & visit your Page/Group grace@aynbrand.com | 713.568.6835 twitter: aynbrand | gracerodriguez blog.aynbrand
  17. MYSPACE Create a Profile, Group, &  Events as needed Customize to be consistent  with your brand Populate it with your info:  bio, website, blog, email, etc Add Twitter badge  Add to your aggregator  Add photos, video, etc.  Invite Friends  Join like-minded groups and  invite their members to add you & visit your Page/Group grace@aynbrand.com | 713.568.6835 twitter: aynbrand | gracerodriguez blog.aynbrand
  18. LINKEDIN Create a Profile  Populate it with your info:  bio, website, blog, email, other profiles, etc Invite & add contacts  Ask for Recommendations  Provide Recommendations  Create a Group for your fans  and/or industry associates Invite people to join your  Group Respond to questions and  comments in other groups grace@aynbrand.com | 713.568.6835 twitter: aynbrand | gracerodriguez blog.aynbrand
  19. TWITTER Create a Profile  Populate it with your info:  bio, website, blog, email Customize it to be consistent  with your brand Invite friends to follow you  Seek relevant & like-minded  people to follow Tweet  Retweet  Reply @  Give credit where it's due  grace@aynbrand.com | 713.568.6835 twitter: aynbrand | gracerodriguez blog.aynbrand
  20. FLICKR Create a Profile  Populate it with your info:  bio, website, blog, email, etc Create a group for your fans  and/or genre Invite friends  Search for like-minded  contacts to add Photograph your work  Photograph Shows & Events  Upload & Tag them  Share: Twitter, Facebook  Embed the photos to your  blog and/or website grace@aynbrand.com | 713.568.6835 twitter: aynbrand | gracerodriguez blog.aynbrand
  21. wordle.net DISTRIBUTION : SHARE! grace@aynbrand.com | 713.568.6835 twitter: aynbrand | gracerodriguez blog.aynbrand
  22. TUBEMOGUL : ONE VIDEO SHARING SITE TO RULE THEM ALL! grace@aynbrand.com | 713.568.6835 twitter: aynbrand | gracerodriguez blog.aynbrand
  23. THE REST ... UPLOAD ... * Blip * Google Video * Metacafe * MySpace * Revver * Veoh * Viddler * Vimeo * Yahoo STREAMING ... * FlixWagon * Ustream * Justin.TV * Qik * Kyte grace@aynbrand.com | 713.568.6835 twitter: aynbrand | gracerodriguez blog.aynbrand
  24. YOUTUBE Create a Director Profile  Populate it with your info:  bio, website, blog, email, etc Create a Channel and invite  people to subscribe to it Create a Group and invite  people to join it Record yourself creating  Record events and shows  Upload and tag video clips  Share: Twitter, Facebook  Embed videos in your blog  and/or website grace@aynbrand.com | 713.568.6835 twitter: aynbrand | gracerodriguez blog.aynbrand
  25. wordle.net ENGAGE AUDIENCES grace@aynbrand.com | 713.568.6835 twitter: aynbrand | gracerodriguez blog.aynbrand
  26. IT’S A WHOLE NICHE WORLD The Rhapsody demand, however, keeps going. Not only is every one of Rhapsody's top 100,000 tracks streamed at least once each month, the same is true for its top 200,000, top 300,000, and top 400,000. As fast as Rhapsody adds tracks to its library, those songs find an audience, even if it's just a few people a month, somewhere in the country. This is the Long Tail. - Chris Anderson, Wired grace@aynbrand.com | 713.568.6835 twitter: aynbrand | gracerodriguez blog.aynbrand
  27. LONG TAIL : EVERY ONE COUNTS Web 2.0 significantly increases total value contributed/received by aggregating the “long tail” of smaller value donors. High $ value donors, Source: http://en.wikipedia.org/wiki/The_Long_Tail 20% Low $ value donors, Smaller Control Larger distribution distribution grace@aynbrand.com | 713.568.6835 twitter: aynbrand | gracerodriguez blog.aynbrand
  28. Top 20 Social Sites, 06/08 Users (000) Time/Person Myspace.com 59,482 2:19:38 THE NUMBERS Facebook 29,226 1:21:14 Classmates Online 15,451 0:08:30 LinkedIn 9,566 0:12:52 47% of people’s time on the  Windows Live Spaces 8,546 0:06:13 internet is spent on content; Reunion.com 7,481 0:04:43 33% on communicating AOL Hometown 5,539 0:01:53 91% of users are likely to act on  Club Penguin 4,347 0:32:47 a friend’s recommendation Flixster 3,662 0:04:09 Imeem 3,558 0:12:03 330 million online video viewers  Tagged.com 2,867 0:33:27 Twitter @ 1 million users and 3  AOL Community 2,818 0:35:58 million messages per day Last.fm 2,622 0:03:46 LinkedIn @ 19 million users Ning 2,271 0:06:57  Bebo 2,176 0:20:33 MySpace @ 110 million users  hi5 2,025 0:23:34 41% of users read blogs Meetup.com 1,900 0:16:38  Buzznet.com 1,887 0:02:15 Source: Vanina Delobelle, PhD – May 08 MyYearbook 1,749 1:00:10 Yahoo! 360° 1,655 0:07:51 grace@aynbrand.com | 713.568.6835 twitter: aynbrand | gracerodriguez blog.aynbrand
  29. TARGET YOUR OUTREACH Facebook Users  2.6 million users identified: 63% female, 36% male  17%<18 yrs | 52% 18-25 yrs | 21% 26-35 yrs | 5% 36-45 yrs | 5%>45 yrs  2.9 major social networking sites used on average MySpace Users  11.3 million users identified: 63% female, 36% male  20%<18 yrs | 40% 18-25 yrs | 27% 26-35 yrs | 7% 36-45 yrs | 6%>45 yrs  2.4 major social networking sites used on average LinkedIn Users:  0.8 million users identified: 38% female, 61% male  2%<18 yrs | 9% 18-25 yrs | 49% 26-35 yrs | 24% 36-45 yrs | 16%>45 yrs  3.2 major social networking sites used on average Plaxo Users:  1.3 million users identified: 62% female, 37% male  16%<18 yrs | 39% 18-25 yrs | 24% 26-35 yrs | 10% 36-45 yrs | 11%>45 yrs  3.6 major social networking sites used on average Source: Rapleaf grace@aynbrand.com | 713.568.6835 twitter: aynbrand | gracerodriguez blog.aynbrand
  30. GET TO KNOW YOUR AUDIENCE Identify who they really are.  Find where they visit and congregate.  Visit their sites and hubs.  Friend and follow them.  Engage them with meaningful,  valuable content and discussion. Support your audiences interests and causes … they just may return the favor. grace@aynbrand.com | 713.568.6835 twitter: aynbrand | gracerodriguez blog.aynbrand
  31. TARGET YOUR AUDIENCE Research target audiences and fans, festival curators, organizations, allies … People volunteer a vast amount of information on social networking sites. Through them you can discover: Relevant Interests  Backgrounds and Experience  Affiliations and Professional Networks  Current and Past History of Industry Activity  Opportunities for Collaboration  grace@aynbrand.com | 713.568.6835 twitter: aynbrand | gracerodriguez blog.aynbrand
  32. NOW SEARCH … Seek your audience and their haunting grounds via: Google  Social Networks (Facebook, MySpace, etc.)  SocialMention  IndieGoGo  Massify  Film-related websites  Industry Directories  grace@aynbrand.com | 713.568.6835 twitter: aynbrand | gracerodriguez blog.aynbrand
  33. BE A RESOURCE: SHARE! Develop authority within your field, build strong relationships, & increase your social capital by sharing: Information: Industry- and community-relevant news  Tips: Shortcuts, best practices  Techniques: How you’ve achieved special and/or  unique results in your work  Events: Shows, exhibits, openings, social, networking, workshops, seminars, conferences, etc.  Opportunities: Job openings, proposal/bid requests, grant applications, collaborative opportunities, etc. grace@aynbrand.com | 713.568.6835 twitter: aynbrand | gracerodriguez blog.aynbrand
  34. BANK ON GOOD RELATIONSHIPS Build Relationships with Meaning & Value Social Capital is just as important as financial capital: Build Value: Provide quality content.   Share: Spread the wealth.  Credit: Respect & acknowledge others when it’s due. The ATM of Social Capital: Authenticity   Transparency  Meaning grace@aynbrand.com | 713.568.6835 twitter: aynbrand | gracerodriguez blog.aynbrand
  35. WITHDRAWING FROM THE ATM: CROWDSOURCING Seek Talent and Teams by posting Calls to Action: IndieGoGo  Massify  Social Networks  Email Newsletters  Blog Posts  Seek Funding via Online Tools IndieGoGo   Fundable  ChipIn  TipJoy grace@aynbrand.com | 713.568.6835 twitter: aynbrand | gracerodriguez blog.aynbrand
  36. THANK YOU! Grace Rodriguez President, AYN Brand grace@aynbrand.com | 713.568.6835 twitter: gracerodriguez | facebook: grace rodriguez

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