Audience Engagement Through Social Media (SIFF2012)
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Transcript of Audience Engagement Through Social Media (SIFF2012)
#SIFF2012 a multi-channel approach to
audience engagement through social media
Primary Channels Secondary Channels
SIFF2012 Social Media Goals
• Increase reach across all social media channels (Likes, Followers, initial presence)
• Achieve 3 million+ page views on SIFF website during course of 2012 festival
• Increase individual ticket sales by 15% over 2011 festival
• Increase visibility, mindshare and overall audience engagement
SIFF2012 Social Media Workflow
• Staff submit proposed primary channel content to Brad via email
• Brad programs content into editorial calendar as received
• Content posted according to calendar • Secondary channel content posted by
approved staff according to published guidelines
• End-user interactions highly encouraged for all SIFF staff, volunteers and supporters
SIFF2012 Social Media Guidelines
• Remember the hashtag: #siff2012• Be yourself• Practice discretion• Share, repost and retweet• Listen to our audience
• Primary audience messaging channel (12,000+ Likes)
• Listening post• Sponsored posts• Launch pad for major
announcements, SIFFtv, etc.
• Customer service channel
• Use Bitly for everything
• Primary audience engagement channel (5,300+ Followers)
• Retweet relevant partner content
• Clearinghouse for sponsor content
• Customer service channel
• #SIFF2012• Crowdsource user-
generated media from events and screenings
• Pull best content and feature on other Facebook and Twitter
• #SIFF2012• Two boards: film
posters from current Festival and Seattle movie locations
• Drive people to re-pin and follow our content
Tumblr
• #SIFF2012• Sandbox for the
programmers to pull back the curtain for the audience
• Audience = hardcore film fans, industry and other festivals
Channel Target Audience Frequency Tone Tactics Tools
Facebook General public 3x per day Casual, candid, affable
Behind the scenes, ongoing
stories, icebreakers
Mentions, shares, likes, mobile app
integration, analytics
Twitter General public 6x per day Breezy, familiar, spontaneous
Quotes, real-time updates,
pics
Mentions, retweets, Bitly,
mobile app integration,
hashtags, analytics
YouTubeSIFFtv followers, SIFF
members, media, influencers
1x per dayDescriptive, expressive,
specific
SIFFtv posts, trailers,
influencer reviews
Comments, likes, shares
InstagramSIFF members,
ticket/pass holders, influencers
Unlimited N/A Campaign tie-ins, contests
hashtags, geotags, FB album reposts
Flickr SIFF members, media, industry and volunteers Unlimited
Descriptive, expressive,
specific
Reprints, community
building Photo tags,
groups, analytics
Pinterest SIFF members, influencers Unlimited Brief, breezy
Sponsor tie-ins, audience
assignmentsBoards, tags,
collages
Tumblr Filmmakers, media, industry, influencers 1x per day Conversational,
opinionatedPeek behind the
programming curtain
Follows, reposts, shares
SIFF2012 Best Practices (so far)
• Audiences like: • pictures and videos• quizzes and contests, etc.• something to share• occasional off-topic content• quick responses to questions• getting the inside scoop
• Audiences don’t like:• creating original content• being sold stuff (too often and out of context)• misinformation
Questions?