Social Media for Producers
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.
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
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
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.