FLICS '13 Annual Meeting - Social Media Strategy for Film Commissions

Developing Your Social Media Strategy

An Insanely Simple

Overview for FLICS

Member Film Offices

November 4, 2013

Who is this guy?

Erik Deutsch (pronounced "Doitch" - not "Douche")

Principal, ExcelPR Group• Represented FilmL.A. '05-'08 • Currently represent California Film

Commission

Instructor, UCLA Extension • UCLAx425 "Best Practices in

Social Media for Communications Professionals"

erikd@excelpr.com

@ErikDeutsch

This PowerPoint available online at:

slideshare.com/ExcelPR

Should I write all this down?

Regardless of whether you love it or hate it, there are things you can do today to leverage social media for PR and marketing.

Focus on Achieving Core Objectives

3 Questions1. Is your audience using social media?

(if so, where?)

2. Do they want to engage with your organization using social media? (consider your level of affinity and/or utility)

3. Will such engagement help you achieve bottom line objectives?

There’s no shame

Social media for the sake of social media isn’t a strategy.

Key Platforms

conversationprism.com

Key Platforms: The CMO’s Guide

Facebook Basics

1. Personal Profiles

2. Groups

3. Brand Pages

• Ongoing shift to a ‘paid’ platform (e.g., sponsored posts) • Not all posts are created equal (Edgerank algorythm) • Use brand page analytics (Facebook Insights)

3 Types of Facebook Pages

3 Types of ‘Social’ Content

1. Marketing-focused (promotional)

2. Useful (provides utility or entertainment)

3. Engaging (ask/answer questions; become part of the discussion)

The “I Hate Social Media” Plan

• I don't get it

• I don't see how it can

help us achieve our

objectives

• I don't have the

staff/resources/experti

se to maintain a social

media presence

1. Protect Your Brand/Online Identity– Reserve “handles”/custom URLs – Knowem.com

2. Find where your "peeps" hangout online – Location managers, producers, studio execs., government officials, etc.– Monitor industry influencers and the competition (find and follow/like them

online, hashtags, etc.)– Don’t forget Google Alerts http://www.google.com/alerts

3. Optimize your website for mobile

– Mobile version (coded or via plugin) or responsive design

The “I Love Social Media” Plan

• I understand how it will help

us achieve our objectives

• I have sufficient

staff/resources/expertise to

maintain a social media

presence

1. Do everything in the "I Hate Social Media" Plan

2. Build out your social media profiles (about/bio, avatar, keywords, links)

3. Set up a monitoring and content dashboard

4. Develop social content (“Feed the Beast“)

• Create and maintain a social media editorial calendar (remember the ‘rule of thirds’)

• Repackage/repurpose/recycle

5. Cross promote on all marketing collateral (handles and hashtags on business cards, event booths, etc.)

This PowerPoint available online at:

slideshare.com/ExcelPR