SWAMP SALON
SOCIAL MEDIA for FILMMAKERS
Presented by: Grace Rodriguez, AYN Brand
grace@aynbrand.com | 713.568.6835 twitter: aynbrand | gracerodriguez blog.aynbrand

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

WHAT ARE WEB 2.0 & SOCIAL MEDIA?
grace@aynbrand.com | 713.568.6835 twitter: aynbrand | gracerodriguez blog.aynbrand
Tag Cloud: Luca Cremonini/Markus Angermeier

WHAT IS WEB 2.0?
Web 1.0 was Commerce.
Web 2.0 is People.
- Ross Mayfield, CEO if Socialtext
The term \"Web 2.0\" 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

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

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

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

wordle.net
BRANDING 2.0 : ONLINE PRESENCE
grace@aynbrand.com | 713.568.6835 twitter: aynbrand | gracerodriguez blog.aynbrand

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

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

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

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

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

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

HOME, OUTPOSTS, LINKS
Image courtesy of Brian Solis
grace@aynbrand.com | 713.568.6835 twitter: aynbrand | gracerodriguez blog.aynbrand

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

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

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

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

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

wordle.net
DISTRIBUTION : SHARE!
grace@aynbrand.com | 713.568.6835 twitter: aynbrand | gracerodriguez blog.aynbrand

TUBEMOGUL : ONE VIDEO SHARING
SITE TO RULE THEM ALL!
grace@aynbrand.com | 713.568.6835 twitter: aynbrand | gracerodriguez blog.aynbrand

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

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

wordle.net
ENGAGE AUDIENCES
grace@aynbrand.com | 713.568.6835 twitter: aynbrand | gracerodriguez blog.aynbrand

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

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

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

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

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

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

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

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

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

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

THANK YOU!
Grace Rodriguez
President, AYN Brand
grace@aynbrand.com | 713.568.6835
twitter: gracerodriguez | facebook: grace rodriguez