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Building Engaged
Audiences on Social Media
A Step-by-Step Guide for the Entertainment Industry
Editorial Manager, Owned Media
@dgodsall
David Godsall
• Step 1: Choose your channels
• Step 2: Harness your #fanpower
• Step 3: Get people engaged
• Step 4: Plan your launch campaign
• Step 5: Showtime!
5 steps to social media success
Step 1:
Choose
your
channels
What are you trying to accomplish?
To choose the right social media channels, first you need establish your
objectives and what you’re willing to invest to achieve them. Here are some
questions to get you started:
• Who is the target audience for your project? (Think both geographically and
demographically.)
• How much time do you have to devote to managing your social efforts?
• Do you plan to bolster the reach of your messages with paid social or will you be
relying on organic reach?
• Is someone on your team going to be dedicated to managing social media, or are
day-to-day responsibilities going to be divided among a group of people?
• 58% of the entire global adult
population is on Facebook
• 19% of entire global adult
population is on Twitter
• 21% of the entire global adult
population is on Instagram
• Globally, Snapchat has the most
users aged 16-24 (57%)
• Facebook has the most users
aged 55-64 (10.6%)
Who’s on what?
Top apps
• Thirteen of the top 15 fastest-
growing apps in the social
media and messaging
category globally have evolved
into multi-use mobile-social
content platforms that offer
chat as a feature.
• Chat app and social
networking app feature sets
are converging.
The fastest-growing apps
Social is video
• 8 billion videos are viewed on Facebook daily
• Facebook views are aided significantly by autoplay
Facebook vs. YouTube
2013 - 2015
Charlotte Zoller, Director of Social Media,
Pitchfork
“You can’t survive solely on YouTube anymore
because if you have the content, you have to go
where your viewers are. This is especially true for
Facebook right now, as they tweaked the algorithm
to no longer favor YouTube video links anymore.”
• 65% of Facebook’s ~4 billion daily video
views come from mobile
• In Q2 of 2015, the average YouTube session
on mobile was 40 minutes
• 36% of people watch long-form videos via
mobile every day
• 50% of YouTube views are on mobile
• 90% of Twitter video views are on mobile
All content is mobile content
Video consumption takes on new forms with Snapchat’s
disappearing video and the new looksey playfulness.
The fragmentation of social video
Tools and tactics
1. Search streams
Set up search streams in Hootsuite to track keywords or hashtags on Twitter or Instagram that
relate to your project. For example: the keywords “horror movies” or the hashtag “#indiefilm.”
2. Twitter lists
Create a Twitter list of all the accounts you’d like to keep tabs on. For example, a list of influencers
or other artists you’d like to collaborate with.
3. Get started with social ads
A little money can go a long way when advertising on social networks, thanks to highly specific
targeting capabilities. Twitter, Facebook, and Instagram, for example, allow you to set targeting
parameters for your ads based on location, demographics, behavior, or interests.
Step 2:
Harness
your
#fanpower
Crowdfunding
• More than 40,000 film projects have
been funded on Indiegogo since the
site’s 2008 launch at the Sundance Film
Festival.
• Facebook is the most effective channel
for driving traffic to crowdfunding sites
because of its video-friendly algorithm.
• Your chances of crowdfunding success
are far greater if you’ve built your social
media audience in advance.
Crowd-sourcing ideas
Twitter enables you to invite whoever
you want, so follow people inspire
you.
Leverage Instagram’s high
engagement rates to test your ideas
and get feedback.
Pinterest enables creatives to curate
and share inspiration.
Treat social media like a dinner-
party—the more interesting the
guest list, the better the
conversation.
-Stephen Hawking
“Mankind's greatest achievements have come
about by talking, and its greatest failures by not
talking. It doesn't have to be like this. Our
greatest hopes could become reality in the
future. With the technology at our disposal, the
possibilities are unbounded. All we need to do is
make sure we keep talking.”
Demonstrating demand
Anyone—from
independent
filmmakers or large
studios to individual
fans—can set up an
event on TUGG,
requesting a film be
brought to a local
theater near them.
Finding talent
• Straight Kill Films held an
online casting call for its
upcoming film.
• Anyone could submit an
audition via YouTube.
• Actors used Twitter,
Facebook, and Instagram
to promote their auditions
using the hashtag
#StraightKillAuditions.
• The campaign resulted in
almost 1,000 auditions.
Tools and tactics
1. Search streams
Set up streams for any specific hashtags you use during your crowdsourcing efforts and
engage with anyone supporting your campaign .
2. Link shorteners
Shorten the URL to your crowdfunding page (Ow.ly and Bit.ly are common services) and
use the shortened link in all of your social media posts.
3. Analytics
Create weekly reports using Hootsuite Analytics to track the number of clicks your link is
getting, and the activity around your hashtag.
Step 3: Get people engaged
Share your process
• Inviting fans behind the
scenes Helps build
excitement.
• Parts of your process
that may seem
mundane to you and
your fellow pros, but
your audience will love
any chance to peek
behind the curtain.
Celebrate your peers
• A strictly self-promotional social
strategy has limited reach.
• Fans want to connect with fellow fans.
• Sharing the work that inspires you
keeps your community engaged while
your next project is still in progress.
Connect your fans
• Hosting a regular chat creates a venue for
fans to connect.
• You’ll need a clever hashtag. Seed and
Spark uses #filmcurious, for example.
• Ask your followers to submit any
questions using the hashtag.
• RTs amplify the conversation, enabling
new fans to discover you and your
projects.
• Quora and Reddit are both great social
networks for hosting Q&A sessions.
Tools and tactics
1. Consistent content:
Create one high-value video per week, such as longer tutorials or progress videos, and
upload to YouTube or Facebook.
2. Incentivize sharing:
Offer to release something desirable—a trailer, sneak peek, or a bonus clip—after your post
gets a certain number of RTs, likes, or shares.
3. Build your list:
Run a sweepstakes contest for free using Hootsuite Campaigns. Your audience will be
entered to win in exchange for their contact information, which you can then use promote
your project via email.
Step 4: Plan
your launch
campaign
Assemble your social team
• Assign people to specific tasks, such as
replying to @mentions on Twitter or
comments on Facebook.
• Create a schedule for who will be handling
social on a daily (or hourly) basis.
• Divide channels between team members.
Get your content ready
• Your premier day content calendar
should contain your channel-by-
channel and hour-by-hour plan.
• Make sure all your visual assets are
created and approved in advance.
• Schedule messages in Hootsuite
ahead of premiere day so your team
can focus on real-time opportunities.
Prep a premiere-day surprise
To promote Unfriended, a “found footage”
horror film centered around the online
experiences of a group of high school students,
a campaign was launched across social media
including Facebook and Kik Messenger.
The audience was able
to have one-on-one
conversations with the
killer, receiving chilling
messages from her on
both platforms.
Tools and tactics
1. Teams
Use the Teams functionality within Hootsuite to delegate tasks to other people within one
shared platform, without sharing all of the passwords to your social networks.
2. Google Analytics
Setting up Google Analytics will help you track the number of visitors to your website via
social, and which networks that traffic came from.
3. Influencers
Prepare a list of media and other influential people in your field so you can proactively
engage on social and amplify relevant messages.
Step 5:
Showtime
Insta-premiere
• Your most passionate fans are
likely those following you on
Instagram—reward them with
something surprising.
• Try revealing any big
announcements in a photo-by-
photo showcase.
Lights, camera, Snap!
“It’s real-time
movie-making,
one clip at a time.”
-Casey Neistat,
Snapchat Stories Star
In the room where it happens
Not everyone gets in on
opening night!
• Ahead of every performance,
members of the Hamilton cast put
on a short, unique show for fans
waiting in line for a chance to get a
$10 last-minute ticket.
• The videos are shared on YouTube
and promoted on Twitter with the
hashtag #Ham4Ham.
• The most popular videos have
>200K views
Real-time social video
• Periscope and Meerkat are great channels
for sharing red carpet moments.
• By sharing live, real-world experiences via
these social video channels, you connect
your online and in-person audiences.
• Save these channels for big moments.
On with the show!
Blog.hootsuite.com
Editorial Manager, Owned Media
@dgodsall
David Godsall

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A 5-Step Guide to Social Media for the Entertainment Industry

  • 1. Building Engaged Audiences on Social Media A Step-by-Step Guide for the Entertainment Industry Editorial Manager, Owned Media @dgodsall David Godsall
  • 2. • Step 1: Choose your channels • Step 2: Harness your #fanpower • Step 3: Get people engaged • Step 4: Plan your launch campaign • Step 5: Showtime! 5 steps to social media success
  • 4. What are you trying to accomplish? To choose the right social media channels, first you need establish your objectives and what you’re willing to invest to achieve them. Here are some questions to get you started: • Who is the target audience for your project? (Think both geographically and demographically.) • How much time do you have to devote to managing your social efforts? • Do you plan to bolster the reach of your messages with paid social or will you be relying on organic reach? • Is someone on your team going to be dedicated to managing social media, or are day-to-day responsibilities going to be divided among a group of people?
  • 5. • 58% of the entire global adult population is on Facebook • 19% of entire global adult population is on Twitter • 21% of the entire global adult population is on Instagram • Globally, Snapchat has the most users aged 16-24 (57%) • Facebook has the most users aged 55-64 (10.6%) Who’s on what?
  • 7. • Thirteen of the top 15 fastest- growing apps in the social media and messaging category globally have evolved into multi-use mobile-social content platforms that offer chat as a feature. • Chat app and social networking app feature sets are converging. The fastest-growing apps
  • 9. • 8 billion videos are viewed on Facebook daily • Facebook views are aided significantly by autoplay Facebook vs. YouTube 2013 - 2015
  • 10. Charlotte Zoller, Director of Social Media, Pitchfork “You can’t survive solely on YouTube anymore because if you have the content, you have to go where your viewers are. This is especially true for Facebook right now, as they tweaked the algorithm to no longer favor YouTube video links anymore.”
  • 11. • 65% of Facebook’s ~4 billion daily video views come from mobile • In Q2 of 2015, the average YouTube session on mobile was 40 minutes • 36% of people watch long-form videos via mobile every day • 50% of YouTube views are on mobile • 90% of Twitter video views are on mobile All content is mobile content
  • 12. Video consumption takes on new forms with Snapchat’s disappearing video and the new looksey playfulness. The fragmentation of social video
  • 13. Tools and tactics 1. Search streams Set up search streams in Hootsuite to track keywords or hashtags on Twitter or Instagram that relate to your project. For example: the keywords “horror movies” or the hashtag “#indiefilm.” 2. Twitter lists Create a Twitter list of all the accounts you’d like to keep tabs on. For example, a list of influencers or other artists you’d like to collaborate with. 3. Get started with social ads A little money can go a long way when advertising on social networks, thanks to highly specific targeting capabilities. Twitter, Facebook, and Instagram, for example, allow you to set targeting parameters for your ads based on location, demographics, behavior, or interests.
  • 15. Crowdfunding • More than 40,000 film projects have been funded on Indiegogo since the site’s 2008 launch at the Sundance Film Festival. • Facebook is the most effective channel for driving traffic to crowdfunding sites because of its video-friendly algorithm. • Your chances of crowdfunding success are far greater if you’ve built your social media audience in advance.
  • 16. Crowd-sourcing ideas Twitter enables you to invite whoever you want, so follow people inspire you. Leverage Instagram’s high engagement rates to test your ideas and get feedback. Pinterest enables creatives to curate and share inspiration. Treat social media like a dinner- party—the more interesting the guest list, the better the conversation.
  • 17. -Stephen Hawking “Mankind's greatest achievements have come about by talking, and its greatest failures by not talking. It doesn't have to be like this. Our greatest hopes could become reality in the future. With the technology at our disposal, the possibilities are unbounded. All we need to do is make sure we keep talking.”
  • 18. Demonstrating demand Anyone—from independent filmmakers or large studios to individual fans—can set up an event on TUGG, requesting a film be brought to a local theater near them.
  • 19. Finding talent • Straight Kill Films held an online casting call for its upcoming film. • Anyone could submit an audition via YouTube. • Actors used Twitter, Facebook, and Instagram to promote their auditions using the hashtag #StraightKillAuditions. • The campaign resulted in almost 1,000 auditions.
  • 20. Tools and tactics 1. Search streams Set up streams for any specific hashtags you use during your crowdsourcing efforts and engage with anyone supporting your campaign . 2. Link shorteners Shorten the URL to your crowdfunding page (Ow.ly and Bit.ly are common services) and use the shortened link in all of your social media posts. 3. Analytics Create weekly reports using Hootsuite Analytics to track the number of clicks your link is getting, and the activity around your hashtag.
  • 21. Step 3: Get people engaged
  • 22. Share your process • Inviting fans behind the scenes Helps build excitement. • Parts of your process that may seem mundane to you and your fellow pros, but your audience will love any chance to peek behind the curtain.
  • 23. Celebrate your peers • A strictly self-promotional social strategy has limited reach. • Fans want to connect with fellow fans. • Sharing the work that inspires you keeps your community engaged while your next project is still in progress.
  • 24. Connect your fans • Hosting a regular chat creates a venue for fans to connect. • You’ll need a clever hashtag. Seed and Spark uses #filmcurious, for example. • Ask your followers to submit any questions using the hashtag. • RTs amplify the conversation, enabling new fans to discover you and your projects. • Quora and Reddit are both great social networks for hosting Q&A sessions.
  • 25. Tools and tactics 1. Consistent content: Create one high-value video per week, such as longer tutorials or progress videos, and upload to YouTube or Facebook. 2. Incentivize sharing: Offer to release something desirable—a trailer, sneak peek, or a bonus clip—after your post gets a certain number of RTs, likes, or shares. 3. Build your list: Run a sweepstakes contest for free using Hootsuite Campaigns. Your audience will be entered to win in exchange for their contact information, which you can then use promote your project via email.
  • 26. Step 4: Plan your launch campaign
  • 27. Assemble your social team • Assign people to specific tasks, such as replying to @mentions on Twitter or comments on Facebook. • Create a schedule for who will be handling social on a daily (or hourly) basis. • Divide channels between team members.
  • 28. Get your content ready • Your premier day content calendar should contain your channel-by- channel and hour-by-hour plan. • Make sure all your visual assets are created and approved in advance. • Schedule messages in Hootsuite ahead of premiere day so your team can focus on real-time opportunities.
  • 29. Prep a premiere-day surprise To promote Unfriended, a “found footage” horror film centered around the online experiences of a group of high school students, a campaign was launched across social media including Facebook and Kik Messenger. The audience was able to have one-on-one conversations with the killer, receiving chilling messages from her on both platforms.
  • 30. Tools and tactics 1. Teams Use the Teams functionality within Hootsuite to delegate tasks to other people within one shared platform, without sharing all of the passwords to your social networks. 2. Google Analytics Setting up Google Analytics will help you track the number of visitors to your website via social, and which networks that traffic came from. 3. Influencers Prepare a list of media and other influential people in your field so you can proactively engage on social and amplify relevant messages.
  • 32. Insta-premiere • Your most passionate fans are likely those following you on Instagram—reward them with something surprising. • Try revealing any big announcements in a photo-by- photo showcase.
  • 33. Lights, camera, Snap! “It’s real-time movie-making, one clip at a time.” -Casey Neistat, Snapchat Stories Star
  • 34. In the room where it happens Not everyone gets in on opening night! • Ahead of every performance, members of the Hamilton cast put on a short, unique show for fans waiting in line for a chance to get a $10 last-minute ticket. • The videos are shared on YouTube and promoted on Twitter with the hashtag #Ham4Ham. • The most popular videos have >200K views
  • 35. Real-time social video • Periscope and Meerkat are great channels for sharing red carpet moments. • By sharing live, real-world experiences via these social video channels, you connect your online and in-person audiences. • Save these channels for big moments.
  • 36. On with the show! Blog.hootsuite.com Editorial Manager, Owned Media @dgodsall David Godsall

Editor's Notes

  1. Treat social media like you would any other marketing campaign at the planning stages. You need to have clear objectives, you need to know who you’re trying to reach, you need a budget (time and money), and you need to understand what the tools can do for you.
  2. Let’s start with demographics. The big picture painted by these numbers is that the demographic distribution across both mainstream and emerging channels really is what you would intuitively figure. Maybe even more pronounced.
  3. Now let’s focus on mobile. When you compare total time to frequency of use, you see a lot of the same players, but in different orders. This frequency list really surprised me. The reason you see some unfamiliar apps is that this is a global list, and there are a lot of big markets in the world (China for instance) where people are reaching for their phones more frequently than Americans do. So what’s your WeChat strategy? Line? The big takeaway from this slide is that Facebook is still the dominant player.
  4. What are the shared attributes of the fastest-growing apps? They are multi-use content and chat platforms. People use them both for basic communication (1:1 or 1:many) and to share and discover content. Think of these as future traffic drivers. (Except for Instagram—no one has figured out how to efficiently drive traffic from Instagram.)
  5. With most audiences, when I talk about social video, people get nervous. Video is HARD! But you guys are a little different. Video is your strength, so you should be encouraged by these stats. Traffic Hours Years Snapchat! (This is actually an old stat, I think. They might be at 7 billion now.)
  6. How many of you have heard about the big Facebook vs. Google showdown that happened throughout 2015? By some measures, Facebook actually overtook YouTube in video views. That number is a bit suspect, though. Facebook counts at 3 seconds, where YouTube counts at 30.
  7. More than half of Facebook’s video views are mobile. (Zuckerberg story.) YouTube sessions are way longer than you would think. It’s not just kids who watch long-form content on their phones; it’s everyone.
  8. How many of you use Snapchat? How many use it every day? This audience probably doesn’t need to be told to take Snapchat seriously, but there’s still a lot of skepticism out there. If you are a Snapchat skeptic, the numbers should convince you. It’s rapidly catching up to Facebook and YouTube in video views.
  9. I’ve finished each of the steps with a slide on more detailed, tactical advice. You all have a pdf of the deck, so these might work better as takeaway notes, but I’ll cover them briefly here.
  10. How many of you have crowdfunded projects before? How many would call it a success? Crowdfunding opens some really interesting opportunities for independent artists—I don’t need to tell you guys that. This is Sundance! Indiegogo launched here in 2008. But the thing about crowdfunding is that YOU NEED A CROWD! Treat your Kickstarter or Indiegogo page like a landing page. You have to build your audience somewhere else, then drive to the page.
  11. I feel like I should have crowd-sourced better image ideas for this slide! For creative people who really use social well, the dinner party analogy makes sense. And Twitter is where it happens.
  12. This is kind of polyanna, but I really think it’s true. I hope he actually said it. Mark Twain, Winston Churchill, and Plato are up there.
  13. Have you guys heard of Tugg? There are other similar platforms out there. Was Lazer Team a festival film? Not sure. Last year, I think it was Me and Earl and the Dying Girl and Lazer Team who came out on top! Seriously, though, if you want to do something totally different and you want to demonstrate demand, you can build you niche audience on social and drive them to a platform like this.
  14. They got a big earned media boost in Canada for the project. I’m not sure how scaleable it is, but it’s an interesting concept.
  15. People love to peek behind the curtain. It doesn’t have to be Jon Favreau Instagramming Scarlett Johansen. But if you do happen to have a candid backstage moment with Scarlett, I would recommend Instagramming it.
  16. This slide speaks to the two-way nature of social media. It’s not just about your relationship with your fans; it’s about their relationship with each other as well.
  17. How many of you have ever hosted a Twitter chat? I’ll admit, this one is kind of an advanced tactic. It takes some social media dexterity. But it can go a long way toward creating real community around your projects.
  18. I’ll admit , I had to Google “best filmmakers on Snapchat.” So I found this guy. He might be better described as “best Snapchatter who also makes films.” The only person in the entertainment industry I follow is DJ Khaled. He’s a talented artists, but I’m not sure what you guys can learn from him.