2. Our Goal is to give you an understanding of what you need
to have in mind so you can thoughtfully engage members of
your production team tasked with strategizing, developing
and creating assets for Social Media.
9. Mission
Strategy
Tactics
Analysis
What the project is about.
What Content types you
want to explore.
How each platform does
(and doesn’t)
show those types.
Monthly. Frequency of Posting.
What you will actually post.
Analytics & Goals
Overall Goals
Social Content Strategy Basics
Production: Platform:
Your audience building goals.
10.
11. Mission
Strategy
Tactics
Analysis
To promote gender equity as
part of the Producers' Guild of
America's larger vision of
diversity.
To reach members and non-members,
discovery and outreach
• Reach New Members
• Inform about events
• Inform about issues
• Twitter (shareability)
• Facebook (portal for discussion)
Monthly: 6-15 posts
Weekly: 1-2 posts
Twitter: Twitter Analytics/ Followers
Facebook: Page Analytics, Likes
• Are we gaining followers?
• Are we getting shared?
• Are new people coming
• to our events?
Example: PGA WIN
Production: Platform:
• Link to relevant articles
• Promote our events
• Promote sponsor events
12.
13. Mission
Strategy
Tactics
Analysis
To reach out to existing castle
and medieval fanatics and
engage them with our program
To build a fan base prior to premiere
• Engage Influencers
• Provide educational content
• Provide entertaining content
• Tease the show/games
• Twitter (shareability)
• Facebook (portal for discussion)
• Flickr (display production shots)
• YouTube (narrative and fan
outreach videos)
First Phase: 4 months to air
Weekly: 2-3 posts per platform
Twitter: Twitter Analytics/ Followers
Facebook: Page Analytics, Likes
Webpage Traffic, YouTube Views
User Generated Content (UGC)
• Are we gaining followers?
• Are we getting shared?
• Chase between platforms
• Users at site/games
Example: Battle Castle
Production: Platform:
• Collaborate with medievilists.net
• Preview Videos for shows
• Promote game updates
• Post relevant lifestyle/history
links
14.
15. Mission
Strategy
Tactics
Analysis
To engage new fans and keep
old fans.
Audience building and positive buzz
prior to premiere with teen girls
and women age 25-35
• Provide engaging content
• Compliment other marketing
outreach
• Reach out to multiple demos.
• YouTube
• Instagram (6-14 girls)
• Pinterest (18-45 women)
• Facebook (portal)
• Twitter (outreach & updates)
First Phase: 6 months to premiere
Weekly: 1-2 posts per platform
Instagram: Followers, <3s, comments
Pinterest: Board followers, pins
YouTube: Views, Responses
User Generated Content, COMMENTS
• Are we gaining followers?
• Are we getting shared?
• Chase between platforms
• Online Chatter/Comments/Fic
Fictitious: Sixteen Candles Reboot
Production: Platform:
• Influencer remixes on Instagram,
YouTube
• Create boards of great 80s
styles on Pinterest
• Create memes of classic quotes
25. Facebook
Facebook Pages
What you post:
• Text/Video/Photo/Links
• Posts with Photos perform better
• Video (now has autoplay)
• Personal or Brand (Pages)
Why you might post:
• Portal for community building
• Outreach/Promotion
• Build Audience Reach
• Inspire Audience Dialoge
• Most used network
• Often, a first search for info
How you track your results:
• Likes
• Comments
Analytics:
• Counts on individual posts
• Page Analytics
• Third Party Analytics Applications
• Shares
• Followers
26. Twitter What you post:
• 140 character updates
• Photos/Videos
• Promoted/Boosted Posts
Why you might post:
• Promotion/Outreach
• Verification
• Build Audience Reach
• Real-Time Events
• Great for Discovery/Sharing*
How you track your results:
• Retweets
• Favorites
• Followers
• #HASHTAGS
Analytics:
• Counts on individual posts
• Twitter Analytics (Last Month)
• Third Party Analytics Applications
27. Instagram What you post:
• Images
• Filtered
• Short Video (10 seconds max)
• Limited Text
Why you might post:
• Top rated network in youth market
• Rates high with adults as well
• High Performing influencers
How you track your results:
• “<3”
• Comments
• Re-Grams
• Followers
Analytics:
• Counts on individual posts
28. Pinterest What you post:
• Images
• Beautifully staged
Why you might post:
• Women 18+ is primary demo
• Visually oriented production
• Fashion/DIY/Food are top shares
• How To - Images
• Discovery platform
How you track your results:
• “<3”
• Send
• Pins/Re-pins
• Followers
Analytics:
• Counts on individual posts
• Third Party Analytics Applications
29. What you post:
• Blog Posts
• Memes
• Images
Why you might post:
• Ease of sharing to other
platforms
• Longer post content
than other platforms
• Engage in comment
dialog
Track results:
• Reblogs
• Comments
• Followers
Analytics:
• Dashboard
• Referrals to
other sites
• Third Party
Applications
30. YouTube
Vimeo
Web Video Networks
What you post:
• Videos
• Ad Supported Series (YT)
• On-Demand (Vimeo)
Why you might post:
• Ease of sharing to other
platforms
• Longer post content
than other platforms
• Engage in dialog
Track results:
• Views
• Embeds
• Comments
• Up or Down Votes
• Followers
Analytics:
• Dashboard
• Google Analytics
• Third Party Apps
31. Linkedin
Google+
Professional Networks
- Linkedin -
What you post:
• Your Resume
• Professional Development Content
• Business Articles
• Professional Insights/Thought Leadership
Why you might post:
• Develop your professional network
• Demonstrate category expertise
• Engage new professional contacts
• Reach curious audiences
• Office/Work/Expertise Content
Track results:
• Comments on Posts
• Endorsements
• Recommendations
• Followers
Analytics:
• Linkedin Pro Dashboard
32. Linkedin
Google+
Professional Networks
What you post:
• Your Profile
• Informational Content
• Outreach Content
Why you might post:
• Reach curious audiences
• Niche Community circles
• Community development
• Hangouts
Track results:
• “+”
• Comments
• Recommendations
• Followers
Analytics:
• Google Profile Dashboard
• Google Analytics
33. Vine What you post:
• 6 second “clips”
• Series of “stitched” “clips”
Why you might post:
• Audience 13-25
• Tease a trailer or teaser
• Tease a film
• Create original content
How you track your results:
• Shares
• Loops
• Smiles
• Followers
• Comments
Analytics:
• Counts on individual posts
• Third Party Analytics Applications
34. Flickr
What you post:
• Pictures
• Video
• Descriptions
• Tags
Why you might post:
• Production shots or behind the scenes
• To provide a personal portfolio
How you track your results:
• Favorites
• Followers
• Comments
Analytics: Your Stats/Recent Activity
(Monthly)
35. Snapchat Reddit
Messenger Apps
Images and
Videos that
“expire”
after viewing
Currently
experimenting
with original
content
Forums that
are voted
to the front page
of their categories
(subreddits).
/funny /news
/leftshark
Antagonistic to Advertising
AMAs
(Ask Me Anything)
36. THANK YOU FOR COMING!
Later this spring James Percelay of Thinkmodo
will be giving a special lunch-hour lecture on Viral Content
for this and other sessions of this workshop.
If you have an idea for future workshops, questions or comments
please fill them out on the paper provided.
or email cburns@producersguild.org
