Inspired by the SF Film Society chief's call to filmmakers to share and learn from each other, we want to share our marketing know-how with other indie makers and entrepreneurs. Here's a simple social media strategy deck with commentary that folks can use to craft and plan their social media strategy. Join our mailing list (http://bigflipdocumentary.us6.list-manage.com/subscribe?u=8d16523da0&id=d6941bd3f5) or go to our website (http://bigflipdocumentary.com/) to learn more about our documentary on breadwinner wives and their families.

1. Social
Media
Strategy
Paving the way to
Crowdfunding
May 2013
Pre-Crowdfunding Campaign
May 2013
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2. WHAT’S OUR ULTIMATE GOAL?
PAVE THE WAY TO A SUCCESSFUL CROWDFUNDING
We want to identify and engage with audiences for the Big Flip,
and rally their support for getting the Big Flip made.
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I try to be as focused and clear as possible. If I find myself juggling many disparate goals, that usually
means I need to prioritize, and clarify what I want to accomplish by the end of the campaign.

3. WHAT ARE OUR KEY SOCIAL MEDIA
AUDIENCE CIRCLES?
1
WOMEN OF INFLUENCE
Career-driven professionals and breadwinner wives
who pay attention to “women in leadership” topics
Why should they care?
To thrive at work, women have to thrive at home. Their
husbands, their children, and their marriages must thrive.
That’s what the Big Flip is about.
2
STAY-AT-HOME DADS
Men who have embraced their roles as stay-at-home dads,
and are connected to other SAHDs
Why should they care?
The Big Flip wants to profile positive new archetypes of the
Modern Husband and Modern Dad—and overturn the
stereotypes of Mr. Mom and the Bumbling Dad
3
WORKING PARENTS
Working moms and dads—especially in dual-income
families—striving to be good parents while holding a job
Why should they care?
What if one parent—maybe the husband—stayed home
with the kids, by choice or by economic force? The Big Flip
shows families the pros and cons of such a switch.
4
INDIE FILMMAKERS
Eager to be successful in the new era of indie filmmaking
where entrepreneurial skills are just as important as creative
Why should they care?
The Big Flip’s core team are seasoned marketing pros who
are openly sharing strategic tools and tips that other
filmmakers can use and learn from.
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While part of our social media mission is to discover and identify our target audience communities, we
don’t want to start blind! So we began with some hypotheses. Some of these are based on early
experiences—in talking to my circle of friends and peers about the project, I noticed that professional,
career women are the most passionate.
We understand that, as we progress on our social media journey, we’ll be learning and refining our
understanding of our audiences and their care-abouts. When we started, we didn’t have a good beat
on why the filmmaker community would care about us—until we read about Ted Hope’s “Artist to
Entrepreneur” initiatives at the SF Film Society. That’s when we realize our marketing know-how is an
asset we can share.
Note—make sure your audience definitions are “find-able” and “action-able” from a social media
targeting perspective.

4. WHAT SOCIAL MEDIA PLATFORMS
SHOULD WE FOCUS ON?
CONVERSATION / ENGAGEMENT OUTREACH / EYEBALLS / DRAW IN
ALL AUDIENCES
1
WOMEN OF
INFLUENCE
2
STAY-AT-HOME DADS
3
WORKING PARENTS
4
INDIE FILMMAKERS
Big Flip Blog
Email list
PR
Google+
LinkedIn Groups
Blogs: breadwinner wives, leadership
SlideShare
Professional organizations: e.g. 85 Broads
Twitter: #femalebreadwinners,
#breadwinnerwives, #womenleaders
Blogs: daddy bloggers
Facebook
Twitter: #SAHDs, #househusbands
Meetup: daddy groups
Facebook
Meetup: parent groups
Blogs: parenting-focused
Flickr: children/family-cooking pix
Vimeo Twitter: #indiefilm
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Be thoughtful about which social media platforms make the most sense for your audiences. For us, we
realize that it’s not going to be the hippest and sexiest places like Tumblr and Pinterest! We knew early
on that LinkedIn was going to be key. An unexpected platform for us is SlideShare, as we never
thought of it as a social media channel but just a tool for hosting and sharing our keynote
presentations. To our surprise, our keynote deck there got 4000+ views. One of our best allies in the
breadwinner wife leadership circle, Jenny Garrett, came to us through SlideShare.

5. WHAT’S OUR ROLLOUT STRATEGY?
MAY JULYJUNE
PHASE 1—LAY THE GROUNDWORK
Build the network—explore, identify and
create a network of potential supporters
Build relationships and create
awareness—show up, contribute, and get
on the radar of audiences
PHASE 2—ROLLING THUNDER TO
CROWDFUNDING LAUNCH
Engage champions—convert them into
active stakeholders in the Big Flip’s success
Create anticipation—generate buzz and
stoke excitement for crowdfunding launch
PHASE 3—CROWDFUNDING LAUNCH
Start with a
bang!
Start strong,
start with
energy
Fuel the
momentum
Leverage
early
supporters to
extend reach
and spread
their fervor
Push
beyond
goal
Mid/late
campaign
push to
exceed goals
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Whenever we feel tempted to rush this, we remember this—we have to create and bring our own
supporters to our crowdfunding platform. Whether it’s Indiegogo or Kickstarter, they’re just a funding
mechanism—like Visa or American Express. People aren’t just hanging out on those platforms looking
for projects to put their money in. We have to bring the people there ourselves.
We think of this process like dating. Don’t rush it. Romance it. Choreograph the dance. If we’re not
willing to invest time and creativity to woo and wow our potential partners and supporters, show them
some love and respect, why should they invest in us?

6. WHAT’S AN EDITORIAL CALENDAR (CONTENT STRATEGY)
THAT WILL SUPPORT OUR ROLLOUT STRATEGY?
PHASE 1—LAY THE GROUNDWORK
Build the network, create relationships and generate
awareness
PHASE 2—ROLLING THUNDER
Engage champions and create anticipation
PHASE 3—CROWDFUNDING
Start strong, fuel momentum,
and push beyond goal
w/o May 6 w/o May 13 w/o May 20 w/o May 27 w/o Jun 3 w/o Jun 10 w/o Jun 17 w/o Jun 24 w/o Jul 1 w/o Jul 8 w/o Jul 15 w/o Jul 22
• Family 1—
VIDEO
• Biomimicry
design
thought-
starters—
TEXT &
SKETCHES
• Family 2—
VIDEO
• “Open
source”
strategy
tools
• What we
learned in
LA—
PHOTO-
ESSAY
(In Portland
for Sunflower
Festival shoot)
• Portland
field update
—PHOTO
SNAPSHOT
• Family 3—
VIDEO
• Expert
Interview 1
—VIDEO
• Bread-
winner
wives
roundtable
—VIDEO
• The
Modern
Wife/Mom
Gallery—
PHOTO-
ESSAY
(New website
launch?)
• Design/
branding
ideas—
TEXT &
GRAPHICS
• Family 4—
VIDEO
• Share
crowd-
funding
reward
ideas with
community,
and get
feedback?
• Stay-at-
home-Dads’
roundtable
—VIDEO
• The Modern
Husband/
Dad Gallery
—PHOTO-
ESSAY
• Family 5—
VIDEO
• Leak
crowd-
funding
reward
photos (e.g.
posters,
books) to
key
influencers?
• Expert
Interview 2
—divorce
lawyer—
VIDEO
• Talking to
the Modern
Family—
POSTERS &
AD-LIKE
IDEAS
• Family 6—
VIDEO
• Pitch/sizzle
video
“sneak
peek” and
Google+
hangout for
key
influencers?
• Leak key
pages of
“think
piece” to
key
influencers?
**LAUNCH**
• Pitch/sizzle
video
• Big Flip
core team
“love
letter”
video
• Buzz-
worthy
“badges of
honor/
thanks” for
funders
• PR!
• High-
design
editorial
“think
piece”
(early
learnings,
design
thought-
starters,
photo
gallery of
new Men-
at-Home
archetypes)
MAY JULYJUNE
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This is where the rubber hits the road. This is where we put in stakes, set goals and deadlines for us to
meet, and realize how much work we need to do! It’s not all going to pan out smoothly, we know.
Things will get pushed around. But at least, we have an idea of where we want to go and how to get
there. This allows us to aim high, take a deep breath, leap, and see where we land!

7. Platforms Engagement Strategy Success means... Who’s responsible
Blog/Tumblr
Flickr
Vimeo
LinkedIn
SlideShare
Facebook
Bloggers
Twitter
YouTube
Google+
PR opps
Email list
BOARD
TACTICS
CONTENT
REPOSITORY
CREATE
DIALOGUE
OUTREACH/
CONTENT
PUSH
Purpose/Role
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We ended up not using this page, as it was starting to get too granular and not very useful for our very
small team. But we left it here for larger teams who may find this useful for clear delegation of tasks.
In our role as indie entrepreneurs, we realize that not all the tools from our trade are going to be useful.
Some of them are just overkill for what we need. The key is to use the tools when they’re sharpening
our thinking and focusing our efforts—and to stop when we feel like we’re just doing “busy work” that’s
no longer helping us move forward.

8. Come visit us at
BigFlipDocumentary.com
for more tools and information—
or just to say hello!
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