The aim of this presentation is to give a brief outline of the current state of Facebook, Twitter and Instagram and touch upon the big trend in social media right now… real-time marketing. In doing so we hope to provide a few tips to help those within the film, television, entertainment and brands PR industry.

1. THE CURRENT STATE OF FACEBOOK,
TWITTER AND INSTAGRAM

2. INTRODUCTION
The aim of this presentation is to give a brief outline of the current state of Facebook,
Twitter and Instagram and touch upon the big trend in social media right now… real-
time marketing. In doing so we hope to provide a few tips to help those within the
film, television, entertainment and brands PR industry.
The reason we’re starting with these three platforms, and not others, is because they
tend to be the main channels that our clients are looking to engage their customers
on. That is not to say that other sites aren’t just as beneficial, if not more so, and rest
assured that over the coming weeks we will be producing similar presentations on
platforms such as Tumblr and Pinterest.
We hope you find this SlideShare of use and if you have any thoughts or comments
then please do get in touch!

3. FACEBOOK
Facebook Pages are increasingly becoming a company’s second website and in many
instances replacing a website altogether, particularly within the film industry. As a
result people need to be made fully aware of a product’s Facebook presence in
simple, yet creative ways. The below from San Pellegrino – who have neatly added a
Facebook logo to the caps of their drinks – is a great example of this.

4. FACEBOOK
One of the most concerning trends at the moment is that the organic reach of a
Facebook Page’s content is continually decreasing. Just because a Facebook Page has
20,000 fans that doesn’t mean 20,000 people see a piece of content. In reality the
figure is more likely to be under 2,000. 1,500 pieces of content could enter a user’s
newsfeed in a given day, and so Facebook needs a way to decide what content a user
should and shouldn’t see. That means Facebook will punish content if it doesn’t
receive any engagement (likes, comments and shares).
Besides aiming to create content that receives more engagement (and therefore
boosting the likelihood that it will be seen), Facebook advertising is one way of
reaching more of your fans. If you decide to invest though you must be careful. There
have been reported instances of brands paying for adverts that are being seen by
spam accounts, not real people. Be sure to check the users who have ‘liked’ your Page
and make sure they are genuine.

5. FACEBOOK TIPS
TIP 1: To combat the decrease in organic
reach post images in your Page updates,
share articles, keep the text length of your
posts to around 90 characters, and use
emoticons. Believe it or not all techniques
have been found to increase the reach of
content. (N.B. Innocent Drinks are a great
example of a brand that understands content
– well worth a look at for inspiration.)
TIP 2: If you really want to know how
successful your Page is then judge
performance by your People Talking About
This (PTAT) score. This is the number of
people who are actually engaging in your
content, whether that be by liking a post or
commenting on your Page.

6. TWITTER
Twitter is an information network, not a social network. It is a great place for users to
find material relevant to their interests and with so many niche communities on the
platform you can begin to target conversations in a very detailed manner.
There are many features to Twitter
that are often picked up by users and
yet overlooked by companies. This
includes aspects such as one’s profile
designs, Twitter bio description or the
tone of voice used in content.
Mother’s Milk – a small coffee shop in
London – is a great example of an
account that understands its audience
and how Twitter works.

7. TWITTER
While Twitter is a good channel for
customer service – both positive and
negative – it is important to be as
personal as possible. Users don’t want
bland faceless responses to their tweets,
they want further conversations. Adding
character to tweets, rather than sending
a generic template response, can set
accounts apart. If O2 can do it then
anyone can.
80% of all users are active on mobile devices and as a result it is important to think
about how your content will appear in someone’s mobile newsfeed. Twitter is also
becoming more and more about images and videos so avoid sharing photos across
from Instagram or a link-based service as this will mean users have to go to a different
website to view an image. Instead images should be directly uploaded to Twitter or
through a management tool such as Buffer or Sprout Social.

8. TWITTER TIPS
TIP 1: People don’t always @mention your
brand when talking about you so make
sure you use software just as TweetDeck or
Hootsuite to search for key terms in order
to be part of relevant conversations
TIP 2: Take advantage of Twitter’s new
functionality that allows you to add four
images to one tweet, whilst being able to
tag in those featured in the photos.

9. INSTAGRAM
Instagram is all about user experiences. As a
result people are not used to seeing Instagram
content that is heavily branded with there also
being very little paid media on the platform.
Currently advertising is being rolled out with
select partners in the US, such as with Michael
Kors, but this has been a very slow process with
users commenting that it is intrusive and
irrelevant.
Content that a user can relate to will always be
the most successful on Instagram, particularly if
it taps into their experience of that given
product. If content can produce this then it
shows the customer that they are understood
and creates an emotional attachment
immediately. This is exactly what Herschel
Supply Co (the bag maker) have done.

10. INSTAGRAM
Instagram has added two new features in the past
year. Firstly the ability to create videos on the
platform, and secondly the ability to share images
to a select group of people you follow rather than
everyone (Instagram Direct).
Instagram is known for sharing images to your
followers, with video an added feature to the
platform in response to the rise of Vine – Twitter’s
video app. Therefore, in general, creating videos on
Instagram will never be more popular than posting
images. That said, video content can be used very
effectively to promote film or television content
(for example the Steve Jobs movie).
Similarly Instagram Direct, partly created as a
response to Snapchat, is not a feature that users
are familiar with and so hasn’t taken off.

11. INSTAGRAM TIPS
TIP 1: While general users have not really taken to it, Instagram Direct is a good tool if
you want to reach out to influencers on the platform as you can send private
messages to people who may not follow you. This feature can also be used to reward
fans and garner further engagement through competitions and challenges.
TIP 2: Like Twitter, users may not
directly tag you into their content,
however they may use hashtags to
reference your film or product. Make
sure you search these hashtags so you
don’t miss out on important
conversations that you could be having
with customers. Commenting and
liking these images is also a great way
to build a strong following.

12. Having looked at some of the channels available it is clear that the content being
posted is the most important part of any social media activity. Content marketing is
one of the key ways to combat Facebook’s decreasing organic reach and the huge
amount of noise that exists online. After Oreo’s infamous ‘Dunk in the dark’ tweet
during the Super Bowl in 2013 (see right) real-time social media content has become
the holy grail of social media marketing. When timed right content such as this can
help cut through all the conversations that are taking place and elevate your brand
above all others. If content is King, then context is Queen.
THE BIG TREND
NOTE: It is important that you don’t just jump on a
conversation for the sake of it. Make sure your
content won’t be viewed as out of place by other
social users by adding value to their online
experience, whether through humour, emotion or
information.

13. TIP 1: You can’t plan for a blackout during one of the largest shows on earth, but you
can identify popular events that will generate conversations and prepare content that
subtly involves your brand. Mother’s Day, Easter, the Football World Cup… all these
will be spoken about in great depth across social media so be prepared.
THE BIG TREND
TIP 2: It may sound obvious but…
listen to what people are saying
about a topic. This tweet from
Arby’s was sent in response to the
US musician Pharrell Williams
wearing a hat similar to the one in
their logo. It cut through all the
noise that other brands were
creating as it shows personality and creativity. Interestingly it was actually the fans of
Arby’s who were the first ones tweeting about Pharell’s hat. It meant that all Arby’s
needed to do was listen to what was being said and post it from their own account,
rather than having to have a whole team of creatives on stand-by!

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