Social Media for Producers

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Slow Build Example

#MakingAMurderer

Brand Challenges

-Low awareness -Breaking through

Why is Instagram becoming less cool?

More Ads

Branding Good News

-Content is King, especially on Social Media -Your brand is a Content Creator. -Video Content (aka TV & Film) is particularly influential

Social Media Branding Bad News

-It's crowded.Really crowded. -It's real time and can be high risk. -It works both ways.

Characteristics of Social Media

-Not just connection but in real time around common themes -Allows like minds to find each other and form communities -Allows complete opposites to clash and form debate (some civil, some not so much) -Not just about technology or a platform--new way of life

Four Types of Social Networks

-Publishing -Sharing -Discussing -Networking

Trends that fueled social media

-Web 2.0 -Improved and increased broadband internet access -Increased adoption of smartphone, and other personal mobile connection technology - Influx of quality video content -Increased time spent across these new devices -Launch of key social platforms and features -Development of social networking as a habit, necessity

Crowdfunding Types

1) Donation-based: backer gets only gratitude for support 2) Reward-based: perks; giving an item for the contribution 3) Investment-based: equity investment or loan/lending investment. The backer gets return on interest from the loan

Features of Social Media

1. Web 2.0 based sites and apps 2. Featuring user-generated content 3. Allows individuals or groups to create user-specific profiles 4. Facilitates creation of social networks by connecting profiles to other users

A Brand Can Be

A Person A Company A Product

Brand

A characteristic, distinctive, or particular type of something. Not what you say, but what others say about you. It is what people feel about you, your product, the service you provide, or your organization.

Twitter

A microblog that limits user's updates to 140 characters or less.

Google+

A social media platform backed by one of the biggest brands on earth (Google) but can't seem to catch on, despite automatically signing up and connecting users once they use their email service.

Influencer

A social media users who can reach a significant audience and drive awareness about a trend, topic, company

HootSuite

A widely used Social Media Management Platform with over 14 million global users allowing them to monitor multiple social media accounts across platforms in one aggregated view.

What guides your strategy (Where your brand needs to go)

Brand and audience

Paid Media

Brand pays to leverage a channel

Social Media Management Tools

Buffer Google Analytics HootSuite Simply Measured SnapRetail SocialFlow Spredfast SproutSocial Sysomos TweetDeck

Owned Media Role

Build for longer term relationships with existing potential customers and earned media

Early Forms of Communication

Cavepaints & Stone Carvings (30,000 BCE) Carrier Pigeons (776 BCE) Marathon Man (530 BCE) First Daily Newspaper (1650) Telegraph (1840) Telephone (1876) Radio Signal (1902) Television Broadcast (1927) Internet (1969) World Wide Web (1994) Instant Messaging (1997) Blogging (1999) Facebook (2004) Twitter (2006)

Owned Media

Channel a brand controls

Guest Speaker: Lindsey McFail

Clark University Georgetown University Socially Seen The Maury Show Essence

Paid Media Challenges

Clutter Declining response rate Poor Credibility

Owned Media Benefits

Control Cost Efficiency Longevity Versatility Niche Audiences

Brand Building

Developing a sound Social Media Strategy and allowing for co-creation from audience, landscape

Paid Media Example

Display Ads Paid Search Sponsorship

Mark Zuckerberg

Harvard student who launched one of the world's most popular social networks, known as The Facebook when he launched in 2004.

Brand Statement

I am a [DESCRIPTION OF ROLE/MISSION] who brings [ATTRIBUTE/BENEFIT], [ATTRIBUTE BENEFIT], and [ATTRIBUTE/BENEFIT] to [TARGET AUDIENCE OF WORK]. Example: I am an advocate who brings creative thinking, empathy, and proactive leadership to solve problems for my team and for my clients.

Paid Media Benefits

In Demand Immediacy Scale Control

What makes your brand different

Is it authentic? Are you clear about what you offer vs competition What are your key brand identifiers

Instagram

It was focused on sharing photographs when it launched in 2010, and has recently extended its video capabilities from just 15 seconds to a full minute.

YouTube

It was founded by three former PayPal employees, purchased by Google in 2006 for $1.65 million, and today is the third most visited site in the US.

Smartphone

Key drivers behind the ease of creating the incessant demand for accessing content today.

Vine Stars

King Keraun Harris Simone Sheppard

The foundation of your marketing strategy

Know thyself - What defines you - The unique value you provide To ensure everything you do has a positive impact on your brand

Earned Media Role

Listen and Respond (Often the result of a well executed and well coordinated owned and paid media)

Innovations or acquisitions made by Facebook in the last 3 years.

Live, Emotions, WhatsApp, Instagram

Clearly Define Your Brand

Logo Tagline Visuals Consistency Statement

First "breaking news story on Twitter where the picture was posted to the site prior to the story What's the nickname of the pilot?

Miracle on The Hudson. "Sully"

Earned Media Benefits

Most Credible Key role in most sales Transparent and lives on

Hootsuite

Most widely used social media management platform 14 million+ global users, 7.7 million mobile downloads Originally launched in 2008 as "BrightKit" to manage multiple Twitter accounts In 2009 they crowdsourced ideas for a new name from users! Expanded to include Facebook and LinkedIn in 2009 Also covers Imstagram, Pinterest, YouTube, and Google+

Paid Media Challenges

No control Can be negative Hard to measure

Owned Media Challenges

No guarantee Company communication not trusted Takes time to scale

The Water Cooler

Real Time. Ex. Scandal

Paid Media Role

Shift from foundation to a catalyst that feeds owned and creates earned media

Evan Speigel, Bobby Murphy, and Reggie Brown were all students at this university when they created Snapchat in 2011.

Stanford University

Facebook

The "Social Network" that has over 1.6 billion monthly active users worldwide and was founded in 2004

50%

The % of YouTube views that come from mobile devices

Examples of Social Media Living On

The Newsroom w/Will McAvoy (2012-2014) Dirty Dancing (30 years later)

Targeting

The importance of clearly defining your key audience as well as contributing and tapping into existing communities (supporters, audiences, inspiration,etc.)

Content Marketing

The new and required role of video and photography in social media consistent with your brand image, strategy, and objectives

Crowdsourcing

The process of leveraging your online community to assist in services, content, and ideas for your business. i.e. posting a casting call on your social media account, collecting ideas for a new name to replace your Working Title, or recruiting help translating your script from English to Spanish

Snapchat

The social media app that makes "communicating more of a game by letting people send annotated selfies and short videos," and was also recently reported to have surpassed Twitter in daily active users with an estimated 150 million using the service every day.

Introduction

The stage of the Social Media Life Cycle that is primarily focused on rolling out the service to new users. Through networking, users also invite their friends and followers to use the service. At this stage, the new social media product is often being used as a communications tool rather than for commercial purposes like business networking or sales promotion

Maturity

The stage of the Social Media Life Cycle, where the rate of new user registrations may begin to slow while existing users may start to migrate away from the platform.

Keep it all (KIA) All or Nothing (AoN)

Two basic models for crowdfunding. One allows the user to retain any funds raised while the other only pays out if the established financial goal is reached.

Owned Media Examples

Website Mobile Site Blog Twitter account

Social Media Functions

Websites and apps that enable users to 1) create and generate content and/or 2) participate in social networking.

Earned Media

When customers become the channel

Earned Media Examples

Word of Mouth (WOM) Buzz Viral

WOMM

Word of Mouth Marketing

Examples of Social Media Networks with a Live video or Broadcast feature.

YouTube, Twitch, Facebook, Periscope, (Snapchat)

Three Things You Must Know

Your Brand Your Audience Your Platform

Proactively Managing Your Brand

Your followers must know 1) Who you are 2) What to expect from you 3) What's in it for them 4) What you stand for/against

Social Curation

collaborative sharing of Web content organized around one or more particular themes or topics

Crowdfunding

the practice of funding a project or venture by raising many small amounts of money from a large number of people, typically via the Internet.


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