The document outlines Whitestone's plan to improve their online presence and promote an upcoming film. Key elements included optimizing their website based on usability testing, launching a Facebook page and Twitter strategy to engage fans, live streaming film production to interact with fans, and developing a film promotion campaign site and launch. The results showed increased fan engagement and interactions across platforms. Whitestone's founder praised how the work helped take care of their brand and connect with fans.

2. Why Whitestone?
Whitestone is a great company with an
existing brand and great content. What they
needed help with was their presence online.
Their website was half-done, they had no
strategy in the social realm, and their most
important project ever is approaching.

3. The Plan
• Website - Usability Testing & Optimization
• Social Media - Facebook & Twitter Strategy
• Live Web Event
• Film Launch Campaign

4. Goals
• Increase overall effectiveness and usability of
Whitestone’s website
• Create a dominating presence in social media
• Promote the upcoming film through several
mediums
• Produce strategy for increased fan interaction

5. Deliverable #1
Usability Evaluation
& Optimization

6. Usability Evaluation
& Optimization
Test Plan
A usability test will be performed on
Whitestone’s main website in a controlled
environment. The goal is to determine any:
• Design Inconsistencies
• Navigation Errors
• Presentation Errors
• Control Usage Problems

7. Usability Evaluation
& Optimization
Participants
The participants' responsibilities will be to
attempt to complete a set of representative
task scenarios presented to them in as
efficient and timely a manner as possible. The
participants will be directed to provide honest
opinions regarding the usability of the
application, and to participate in post-session
subjective questionnaires and debriefing.
There will be (2) main demographics for this
test.

8. Usability Evaluation
& Optimization
Demographic 1
The first demographic will be one that is
characterized by NOT having any exposure to
Whitestone prior the test.
There will be at least (3) participants from
both demographics.

9. Usability Evaluation
& Optimization
Demographic 2
The second demographic will be Whitestone
fans, but have never visited the website.
There will be at least (3) participants from
both demographics.

10. Usability Evaluation
& Optimization

11. Usability Evaluation
& Optimization
Tasks
Task A
Find the twitter page of the person in charge
of all the music production.
Task B
Email Whitestone about getting involved in
their next shoot.
Task C
Identify how Whitestone goes about
storyboarding.

12. Usability Evaluation
& Optimization
Results- Task A
Goal: Connect Whitestone fans with Whitestone staff, preferably
through Twitter.
Task: Find the twitter page of the person in charge of all the music
production.
Average time spent: 2 minutes 7 seconds
Errors:
• User clicked on Twitter link in footer, which leads to main Twitter
page for @WhitestoneMP.
• User had a hard time navigating to the person specific page, where
the link was.
Suggested Solutions:
• List out individual twitter pages in footer.
• Make navigation to person specific page easier.

13. Usability Evaluation
& Optimization
Results- Task B
Goal: Connect aspiring filmmakers with Whitestone about getting
involved.
Task: Email Whitestone about getting involved in their next shoot.
Average time spent: 30 seconds
Feedback:
• User wanted to find the word ‘Contact’ or ‘Email’ in the navigation.
Suggested Solutions:
• Separate ‘About’ page and contact information into two different
pages.

14. Usability Evaluation
& Optimization
Results- Task C
Goal: Fans want to know the ins and out of how Whitestone makes
films.
Task: Identify how Whitestone goes about storyboarding.
Average time spent: 30 seconds
Errors:
• User clicked on blog, couldn’t find information.
• User instinct was to use search tool.
Suggested Solutions:
• Add more descriptive categories in blog section for ‘how we make
films’

15. Deliverable #2
SOCIAL MEDIA
STRATEGY

16. Social Media Strategy
Facebook Fan Page
Facebook is proving to be one of the most
valuable plots of virtual real estate today.
With over 500 million users and translations
in over 70 languages, people spend over 700
billion minutes on it each month.
For Whitestone, a small company that relies
heavily on fans for promotion, having a strong
presence on Facebook is a must.

17. Social Media Strategy
Facebook Fan Page
Initially, Whitestone only had a ‘group’ on
Facebook which is very limited in it’s
capabilities. I in turn built a Facebook Fan
Page, which is much more powerful and
flexible for viral marketing.

18. Social Media Strategy
Facebook Fan Page
One major advantage of a fan page is the
ability to have custom markup, called ‘FBML’,
which is simply HTML, CSS, Javascript, and a
few Facebook-specific tags.
The following are a few screenshots of the
FBML pages built for Whitestone.

21. Social Media Strategy
Facebook Fan Page
A key requirement for Whitestone is their
ability to measure the number of views of
their films. Instead of using Facebook’s built-
in video app, we opted to used Vimeo, since
their films are already hosted there, the
metrics are all in once place, and it’s high-
quality.
The ability to embed Vimeo films on their
Facebook Fan Page was a key ingredient to
this campaign.

22. Social Media Strategy

23. Social Media Strategy

24. Social Media Strategy
Facebook Fan Page
Another key ingredient to the Facebook
campaign was the renewed interaction with
Whitestone fans. The following actions were
taken to increase this activity:
• a response to each comment or question on
the ‘wall’
• Uploading all photos & tagging
• a ‘Photo of the Day’ feature

25. Social Media Strategy

26. Social Media Strategy

27. Social Media Strategy
Facebook Fan Page
The Facebook Fan Page launched Sunday,
August 8th, at 9pm. By noon the next day, we
were up to 200 fans.
As of September 6th, 4 weeks later, we’re up
1,264 fans.
The following are analytics as of September
6th.

28. 47% Male
51% Female
02% N/A

29. 1,257 Fans
14 Hidden From News Feed (1% hidden)

30. Comments + Wall Posts + Likes = Total Interactions

31. Social Media Strategy
Twitter
A major shift for Whitestone on Twitter was
the separation of @WhitestoneMP (the brand)
and Brandon (the founder). This is a natural
separation for growing companies, and a
strategic one.

32. Social Media Strategy
Twitter
Tweets from @Whitestonemp include
Whitestone-specific updates, articles and
thoughts on anything related to their current
film or the film industry
Tweets from @BrandMcCormick are more
personal, including family tweets, private life,
life outside the office

33. Social Media Strategy
Twitter
A follower of @WhitestoneMP is seeking film-
related news. By separating, we lower the risk
of unfollows when Brandon tweets about his
kids, etc. Those who WANT to know that can
follow his account as well.
The brand account will still be run by
Brandon. Keeping the brand account
personable is good. It will have a consistent
voice and point of view.

34. Deliverable #3
LIVE WEB EVENT

35. Live Web Event
Live on Set
A very unique and incredible way to have
Whitestone fans interact, was to create a way
for them to join the crew on set, while they
filmed.
In order to achieve this, a Ustream.tv account
was created, and we streamed 2 days live, a
week apart from each other. Fans were able
to watch and listen to the action, as well as
interact with Whitestone and each other
seamlessly via a chat room.

36. Live Web Event

37. Live Web Event
http://www.ustream.tv/recorded/9064318

38. Live Web Event
August 13th August 21st Difference
Start Time 9:33am 7:58am
End Time 6:36pm 6:27pm
Total
9 hours, 3 mins 11 hours, 25 mins + 2 hours, 22 mins
Broadcast
Time 10 days, 9 hrs, 36 7 days, 14 hrs, 44
Viewer Hours - 2 days, 19 hours, 8 mins
mins mins
Unique
338 365 + 27
Viewers
Total Viewers 657 647 -10
Average # of
28 16 -12
Viewers

39. Live Web Event
Thoughts on Broadcasts
• Increased interaction between fans on
second broadcast
• Fans enjoyed being talked to through web
cam rather than chatted with
• The more interaction, the better. Trivia game
went well.

40. Deliverable #4
FILM PROMOTION
CAMPAIGN

41. Film Promotion Campaign
StopTheCandyShop.com
-Acting as a strategic consultant for
Whitestone.
-Brand and site development by external
agencies.
-Launch aimed for Nov.8th, to coincide with
film premier at the Fox Theatre.

42. Quote from Whitestone
“I've always known the fundamentals of social media, and
basic uses of all these tools. However, once Alex entered
into our Whitestone culture and began to optimize and
creatively problem-solve our issues, I now see how vitally
important what he provides to the lifeblood of an
emerging culture like ours. His creativity, persistence and
commitment to excellence is both impressive and
incredibly humbling. He is taking care of our brand both
for us and our fans.”
-Brandon McCormick, Founder

43. Review
• Usability Test Performed
• Facebook Fan Page launched and strategy
implemented
• Live Web Stream performed, gaining more
fans

44. What’s Next
• Website optimized per usability results and
other issues found
• Film Promotion Campaign