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?
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
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
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
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