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Social Media Marketing Strategy for Independent Filmmakers
 

Social Media Marketing Strategy for Independent Filmmakers

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    Social Media Marketing Strategy for Independent Filmmakers Social Media Marketing Strategy for Independent Filmmakers Presentation Transcript

    • Social MediaMarketing Strategyfor Independent FilmmakersJ. Brad WilkeSeattle International Film FestivalFeature Film Programmer@jbwilke
    • What We’re Up AgainstFeature films made in 2012: 4,044Theatrical releases: 677DVD releases: 1553Day and Date releases: ~ 60Market size (theatrical): $10,835,000,000Market size (home): $18,000,000,000Avg. studio marketing budget (per film): $32,000,000Avg. indie marketing budget: ~ shoestring and tape
    • Competitive Analysis
    • Marketplace RealityReal numbers from a real film
    • Core StrategiesAudience engagementTransmedia storytellingDigital content managementPre-distribution / Post-distribution mindsets
    • Workflow OverviewCoreStrategiesFilmmakingTeamSocialMarketingLeadDigitalContentProducer
    • Audience Engagement• Facebook (primary social channel)• Twitter (real-time social channel)o  Manage via Hootsuite• Pinterest (digital content curator)• Instagram (screening and party photo feed)o  Manage via Statigram• Tumblr (director’s diary)• YouTube (ancillary content)
    • Transmedia StorytellingExtend and expand your film’s story universe:• Deleted scenes• Behind-the-scenes• In-character social media presence (Twitter)• Backstory blogs• GIF collections• Easter eggs (hidden gems for real fans)• Microfilms (think Hotel Chevalier)
    • Digital Content ManagementTrack and manage files in the cloud:• Premium Wordpress themes for website• Dropbox or Minbox for file managemento  Images, video clips, documents, schedules, etc.• Google Drive for co-created documents
    • Pre-distribution / Post-distributionMarketing Mindsets• Pre-Distribution:o  Focus on experimentationo  Interact and engage with individualso  Build fanbase city by cityo  Find your “true fans” (key influencers)•  Post-Distributiono  Hone your message and platformso  Interact and engage with groupso  Maintain and deepen fanbaseo  Empower your “true fans”
    • General Tactics- Behind-the-scenes videos (one/week)- Filmmaker Tumblr (multiple/week)- Character backstory (via video, blog, etc.)- Immersive story experience (web elementsreflect and expand on film universe)- Sync content calendar to film festival run- Pre-distribution and post-distribution content- Live streams of film festival Q&As, etc.- Twitter Q&A / Reddit AMAs
    • Success Metrics- Social shares and interactions-  Engagement rate = interactions / total platform audience- Festival attendance-  Ticket sales and attendance- Theatrical ticket sales- VOD rentals/downloads- DVD rentals/sales
    • Additional Tools• Hootsuite: manage Twitter and Facebookaccounts• Pagemodo: customize Facebook presence• MentionMapp: discover Twitter influencers• Tweriod: determine best times to tweet• Feedly: find relevant content to share• Crowdbooster: integrated social marketingmanagement ($9/month)• Google Analytics
    • Final Notes• Establish social platform presence today• Engage and interact with your audience• Share relevant content• Support your fellow indies• Experiment with new platforms and tools• Empower your “true fans”• Have a plan, but be ready for anything