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FLICS '13 Annual Meeting - Social Media Strategy for Film Commissions
1. Developing Your Social Media Strategy
An Insanely Simple
Overview for FLICS
Member Film Offices
November 4, 2013
2. 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
3. Should I write all this down?
This PowerPoint available online at:
slideshare.com/ExcelPR
4. Regardless of whether you love it or hate it,
there are things you can do today to leverage
social media for PR and marketing.
6. 3 Questions
1. 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?
11. Facebook Basics
3 Types of Facebook Pages
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)
12. 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)
13. 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
14. 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
15. 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
16. 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“)
•
•
5.
Create and maintain a social media
editorial calendar (remember the
‘rule of thirds’)
Repackage/repurpose/recycle
Cross promote on all marketing
collateral (handles and hashtags
on business cards, event booths,
etc.)