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 â The World is Flat (Thomas L. Friedman)
1.
Collective Intelligence â Crowdsourcing
2.
Content is King, Data is Key â Information Economy
3.
Itâs Everywhere â Virtual Mobility
4.
Rich User Experiences â 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.
īļBlogs: Wordpress, TypePad, Blogger
īļMicroblogs: Twitter, Jaiku, Tumblr
īļSocial Networks: Facebook, LinkedIn, MySpace
īļAggregators: FriendFeed, SocialThing, Youmeo
īļâWhite Labelâ Networks: Ning, KickApps, CollectiveX
īļCrowdsourcing: Wikipedia, PBWiki, Yelp, crowdSPRING
īļBookmarking: Delicious, StumbleUpon, Digg
īļPhoto: Flickr, SmugMug, Picasa, Photobucket
īļVideo: YouTube, Revver, Metacafe, Google Video, TubeMogul
īļLivecasting: Ustream, Justin.tv, Qik, Kyte
īļAudio/Music: imeem, Last.fm, Pandora, iLike
grace@aynbrand.com | 713.568.6835 twitter: aynbrand | gracerodriguez blog.aynbrand
6. WHAT IS THE DIFFERENCE?
âWeb 2.0â represents the next generation of
Internet companies and technology.
âSocial Mediaâ 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
âYour brand resides within the hearts and minds of
customers, clients, and prospects. It is the sum total
of their experiences and perceptions.â
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?
īļ
Image: How do you want to be
īļ
perceived?
Culture: Who/what resonates with you?
īļ
Positioning: How will you differentiate?
īļ
Outreach: How will you connect?
īļ
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
īŦ
content, including verbal, visual, and audio postings.
Community: Create an outreach strategy that engages
īŦ
the people you want to gather around your organization.
Home: Build a âhomeâ for your conversations, whether
īŦ
through a blog or CMS, that people can always return to
for more information and updates.
Outposts: Build social network outposts to communicate
īŦ
with others and share the way to your âhomeâ platform.
Design & Linkage: Reciprocally link your home and
īŦ
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 -
īļ
post insights, comments, kudos, questions, etc.
Read & Respond: Create a system to regularly
īļ
to follow and engage in the conversation.
īļ Google Alerts: Discover and monitor
mentions, topic/industry keywords
īļ Feedburner: Track the number of your blog
subscribers, monitor traffic spikes
īļ 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,
īļ
Group, & Events as needed
Customize to be consistent
īļ
with your brand
Populate it with your info:
īļ
bio, website, blog, email, etc
Enable Twitter application
īļ
Add to your aggregator
īļ
Add photos, video, etc.
īļ
Invite Friends
īļ
Join like-minded groups and
īļ
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, &
īļ
Events as needed
Customize to be consistent
īļ
with your brand
Populate it with your info:
īļ
bio, website, blog, email, etc
Add Twitter badge
īļ
Add to your aggregator
īļ
Add photos, video, etc.
īļ
Invite Friends
īļ
Join like-minded groups and
īļ
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
īļ
Populate it with your info:
īļ
bio, website, blog, email,
other profiles, etc
Invite & add contacts
īļ
Ask for Recommendations
īļ
Provide Recommendations
īļ
Create a Group for your fans
īļ
and/or industry associates
Invite people to join your
īļ
Group
Respond to questions and
īļ
comments in other groups
grace@aynbrand.com | 713.568.6835 twitter: aynbrand | gracerodriguez blog.aynbrand
19. TWITTER
Create a Profile
īļ
Populate it with your info:
īļ
bio, website, blog, email
Customize it to be consistent
īļ
with your brand
Invite friends to follow you
īļ
Seek relevant & like-minded
īļ
people to follow
Tweet
īļ
Retweet
īļ
Reply @
īļ
Give credit where it's due
īļ
grace@aynbrand.com | 713.568.6835 twitter: aynbrand | gracerodriguez blog.aynbrand
20. FLICKR
Create a Profile
īļ
Populate it with your info:
īļ
bio, website, blog, email, etc
Create a group for your fans
īļ
and/or genre
Invite friends
īļ
Search for like-minded
īļ
contacts to add
Photograph your work
īļ
Photograph Shows & Events
īļ
Upload & Tag them
īļ
Share: Twitter, Facebook
īļ
Embed the photos to your
īļ
blog and/or website
grace@aynbrand.com | 713.568.6835 twitter: aynbrand | gracerodriguez blog.aynbrand
24. YOUTUBE
Create a Director Profile
īļ
Populate it with your info:
īļ
bio, website, blog, email, etc
Create a Channel and invite
īļ
people to subscribe to it
Create a Group and invite
īļ
people to join it
Record yourself creating
īļ
Record events and shows
īļ
Upload and tag video clips
īļ
Share: Twitter, Facebook
īļ
Embed videos in your blog
īļ
and/or website
grace@aynbrand.com | 713.568.6835 twitter: aynbrand | gracerodriguez blog.aynbrand
26. ITâS 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 âlong tailâ 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 peopleâs time on the
īļ 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
īļ Club Penguin 4,347 0:32:47
a friendâs recommendation Flixster 3,662 0:04:09
Imeem 3,558 0:12:03
330 million online video viewers
īļ
Tagged.com 2,867 0:33:27
Twitter @ 1 million users and 3
īļ 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
īļ
Bebo 2,176 0:20:33
MySpace @ 110 million users
īļ hi5 2,025 0:23:34
41% of users read blogs Meetup.com 1,900 0:16:38
īļ
Buzznet.com 1,887 0:02:15
Source: Vanina Delobelle, PhD â 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
īļ 2.6 million users identified: 63% female, 36% male
īļ 17%<18 yrs | 52% 18-25 yrs | 21% 26-35 yrs | 5% 36-45 yrs | 5%>45 yrs
īļ 2.9 major social networking sites used on average
MySpace Users
īļ 11.3 million users identified: 63% female, 36% male
īļ 20%<18 yrs | 40% 18-25 yrs | 27% 26-35 yrs | 7% 36-45 yrs | 6%>45 yrs
īļ 2.4 major social networking sites used on average
LinkedIn Users:
īļ 0.8 million users identified: 38% female, 61% male
īļ 2%<18 yrs | 9% 18-25 yrs | 49% 26-35 yrs | 24% 36-45 yrs | 16%>45 yrs
īļ 3.2 major social networking sites used on average
Plaxo Users:
īļ 1.3 million users identified: 62% female, 37% male
īļ 16%<18 yrs | 39% 18-25 yrs | 24% 26-35 yrs | 10% 36-45 yrs | 11%>45 yrs
īļ 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.
īļ
Find where they visit and congregate.
īļ
Visit their sites and hubs.
īļ
Friend and follow them.
īļ
Engage them with meaningful,
īļ
valuable content and discussion.
Support your audiences interests and causes âĻ
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 âĻ
People volunteer a vast amount of information on
social networking sites. Through them you can discover:
Relevant Interests
īļ
Backgrounds and Experience
īļ
Affiliations and Professional Networks
īļ
Current and Past History of Industry Activity
īļ
Opportunities for Collaboration
īļ
grace@aynbrand.com | 713.568.6835 twitter: aynbrand | gracerodriguez blog.aynbrand
32. NOW SEARCH âĻ
Seek your audience and their haunting grounds via:
Google
īŦ
Social Networks (Facebook, MySpace, etc.)
īŦ
SocialMention
īŦ
IndieGoGo
īŦ
Massify
īŦ
Film-related websites
īŦ
Industry Directories
īŦ
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
īļ
Tips: Shortcuts, best practices
īļ
Techniques: How youâve achieved special and/or
īļ
unique results in your work
īļ Events: Shows, exhibits, openings, social, networking,
workshops, seminars, conferences, etc.
īļ 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.
īļ
īļ Share: Spread the wealth.
īļ Credit: Respect & acknowledge others when itâs due.
The ATM of Social Capital:
Authenticity
īļ
īļ Transparency
īļ 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
īļ
Massify
īļ
Social Networks
īļ
Email Newsletters
īļ
Blog Posts
īļ
Seek Funding via Online Tools
IndieGoGo
īļ
īļ Fundable
īļ ChipIn
īļ TipJoy
grace@aynbrand.com | 713.568.6835 twitter: aynbrand | gracerodriguez blog.aynbrand