S

Social Media for Creatives

© 2013. BNDMAND. All Rights Reserved.

How to successfully get more work and visibility for your

career

Presented at the Stanislavski Institute, Sao Paulo Brazil

Technology S Good Internet Access

S Media Device (such as laptop, smartphone, iPad or Tablet)

S Open mind

Course

Topics

S Facebook

S Twitter

S Social Media Strategy

Social Media

At the minimum, you should

be on at least two social media

sites

Twitter should be one of them

Social media allows you to

engage, share,

collaborate and research.

Marketing and Social Media

together allow you to:

1. Drive traffic to your website

2. Manage your brand online

• Identity

• Reputation

3. Engage with people you want

to work with

4. Build a large, global fan base

5. Build trustworthiness

Before we build a strategy, lets take a look at each of the social

media platforms.

•What do they do?

•How do I join?

•How do I build my online brand?

Facebook

There are more than 800 million people using Facebook every day.

This platform offers more than just a way to stay connected to friends

and family; it is an essential tool in the B2B (business to business)

marketing toolbox.

Facebook allows your business to be available to people on a trusted,

popular platform, where prospects can see “real” people (their friends,

family or colleagues) interacting with you and your brand.

To set up your Facebook Page, just

follow these steps:

#1: Log into Facebook

If you do not have a personal profile

set up on Facebook, do that first at

www.facebook.com.

Even if you don’t want a personal

profile, I highly recommend that you

create one rather than creating a

“business-only” Facebook Page

because of the limitations you will

encounter.

Then you can create a ‘fan’ page.

Create a the Page using

YOUR NAME and a unique

password.

Once you have logged into

your personal account, you

are going to create your

Business Page (your Brand).

Your Business Page will be

“tied” to your personal profile,

but they are completely

separate. No one can see

your personal information

from your Page. No one can

even see the name of the

administrator of the Page.

#2: Create a Page While

Logged in as Your Profile

Go to

www.facebook.com/pages/creat

e.php. Take a look at the main

categories of the Pages and

decide which one fits your

business. Click on one of the

boxes to select that main

category for your brand and

browse through the categories in

the drop-down menus to see

which one fits best.

Do not select Local Business or Place unless you have a physical storefront that your customers come to, because

Facebook will automatically turn your Page into a Place as well. You don’t want people coming to “check in” to your

home office.

#3: Choose Your Category from the

Drop-down Menu and Name Your Page

The categories are not always perfect, but

for the most part, they aren’t critical.

Categories may be more important for

local businesses as they are more visible

in Facebook’s Graph Search, which is

rolling out. But the categories aren’t as

important for other Pages currently.

Tips to Know

The name of your Page will be

whatever you put into the box just

under the Category menu.

Having keywords in your Page title can

be a good idea because the keywords

help your Page to come up in Facebook

search.

You have a limit of 70 characters for

your Page name.

Facebook also insists on capitalizing

the first word of the Page name and

you cannot create the Page with

unusual capitalizations.

You will be able to change your Page

name up until the point you have 200

fans (or likes).

Select the box next to “I agree to

Facebook Pages Terms” and click Get

Started.

#4: Add Your Profile Picture

The profile picture is the image

that appears next to every post

that goes into the news feed

from your Page. The ideal size

for a profile photo is 180 pixels

by 180 pixels, but it can be

larger with different dimensions.

You will be able to adjust the

viewable portion of the profile

picture by mousing over the

photo and clicking Edit Profile

Picture and then Edit

Thumbnail.

Make sure you select an image that best represents yourself. Just like with headshots, you need a professional,

clean image to promote on your page.

#5: Add Your Basic About

Information

The About Page has several large

sections to talk about your wonderful

brand. It is indexed in Google, so you

will want to make sure it is very

descriptive and keyword-rich.

The basic About is the field that will

appear directly on your timeline just

under your cover photo. You only have

155 characters.

Make sure to link to your website is in

this field, so people can easily find your

website. You can also add other

websites such as, Twitter or other social

sites by clicking on the Add Another

Site link.

Congratulations! You now have your Business

Page set up! But there are still a few things

you need to do. Facebook will take you

through a series of steps automatically (not all

of which need to be done).

#6: Like Your Own Page

Facebook prompts you to like your own Page, which is a good idea but it

isn’t required.

#7: Do Not Invite Your Email Contacts Yet

Facebook then takes you to the place where

you can invite your email contacts. Do not do

this until your Page is updated a bit more. And

I personally don’t like using Facebook’s

feature to accomplish this. Create your own

email message instead and send it directly

from whatever email service you use.

#8: Share Something

Facebook prompts you to share your first

status update. Again, you can decide to do

this now or skip it. It is a good idea to have

many status updates on your timeline before

you start inviting people to like your Page so

they can see the types of things you are going

to be sharing.

#9: Add a Cover Photo

No page is complete without

a good cover photo. Your

cover photo has to be a

minimum of 399 pixels wide

(most standard photos are

fine) and works best if it is

sized to 851 pixels wide by

315 pixels high. If you do use

a standard photo, you will be

able to position it to fit in the

space, but some area of the

photo at the top or bottom will

be hidden.

Remember to keep it professional. I would suggest a photo still of a recent film shoot/set you were on, or a recent

scene from a play. Again, show your work and keep it creative and engaging. This, like your profile picture, can be

changed anytime and would be a good way to show you are constantly working on new projects.

#10: Add to Your About Page

Even though you added the small

blurb about your brand, you also

should include more on your

About Page, since it is a chance

for you to talk about what your

brand can do for others. Click the

Edit Page and Update info menu

selections from your admin panel

at the top of your Page.

It’s a good idea to highlight

all of the good things about

your brand and list the

websites where people can

find you.

#11: Review Your Permissions

Go into Edit Page, then Manage

Permissions from the admin panel

and review how your permissions

are set up. In general, they are set

up decently for a new Page, but

you can change them.

The message button is on by

default, which means that people

can send your Page messages,

but you also have to make sure

you monitor and watch for

messages there. If you are

overwhelmed by the thought of

another inbox, ensure you are

making it easy for people to

contact you in a different way.

Tips to Know

The new timeline offers more branding

options so you can capture the eye of a

potential casting director, producer or director

and get them on your page.

Remember to always ask yourself ‘Do these

images, posts and likes help my brand’s

likeability?’ ‘Is it interesting, engaging, useful

content?’

Remember that Facebook’s Edgerank

(Facebook’s algorithm that personalizes

users’ newsfeeds and inserts posts it thinks

will interest you) rewards pages in the

newsfeed based on the number of

interactions a page receives. An interaction

can be defined as a summary of ‘Likes,’

posts, or comments about the page.

To show up in as many users’ top newsfeeds

as possible, your content must be fresh,

engaging, current and compelling.

You can subscribe to and organize lists for

different topics or influencers, which is key to

spread your brand across social media.

Final Thoughts:

I don’t recommend paying for Facebook Ads or Promoted Posts on Facebook. It’s costly and most likely will not gain you more followers or fans.

It’s best to create great content and organically grow your Facebook page with loyal followers who will truly be your biggest fans.

Also, keep your profile clean and professional, especially if your privacy settings are set to ‘public’. Remember, today anyone can find you, anywhere, anytime – this includes potential employers…

Twitter

Why Twitter Matters?

What Twitter does quite simply is to merge a number of interesting trends in

social software usage—personal blogging, lightweight presence indicators, and

IM status messages—into a fascinating blend of envisioning and permanence,

both public and private.

The big “P” word in technology these days is “participatory.” But I’m increasingly

convinced that a more important “P” word is “presence.” In a world where we’re

seldom able to spend significant amounts of time with the people we care about

(due not only to geographic dispersion, but also the realities of daily work and

school commitments), having a mobile, lightweight method for both keeping

people updated on what you’re doing and staying aware of what others are

doing is powerful.

In terms of Twitter brand

management, your Focus relates

to on-brand messaging. First

thing's first--you can't be known

for 100 things. The process, then,

begins when you narrow it down

with three essential questions:

What is your ideal customer?

Who are they?

What do they value?

Next is Consistency.

Consistency means both timing

and frequency relative to your

brand-related topics of interest.

Third is Resonance, the way of

measuring the reach of your "on

brand" content to the audience

you're aiming to attract.

#1: Set Up Your Twitter Account

Go to www.twitter.com. You should always try to secure Twitter accounts for your real name

(or stage name) to ensure no-one else grabs them.

Should you consider having multiple accounts? Twitter can be time-consuming. This is why

it’s easier to have one main account. But if you have different conversations with different

audiences, it makes sense to have different Twitter accounts.

Two common reasons

for having multiple

Twitter accounts are to:

1. Separate

professional and

personal tweets

2. Tweet in different

languages

#2: Choose Your Twitter Name

Here are some guidelines to help you choose

your Twitter name:

•Your Twitter name is limited to a maximum of

15 characters.

•Although Twitter names are not case-

sensitive, Twitter will save the name exactly as

you enter it when you create your Twitter

profile. So although you can create your profile

with “JohnSmith” and be listed as

@JohnSmith, your Twitter fans will be able to

find you by using @johnsmith.

•Avoid names with numbers, uncommon

abbreviations and names that are difficult to

remember. Keep mobile users in mind and

avoid underscores, which require extra steps

to type in on mobile phones. (even though I

didn’t )Keywords. A Twitter name with a keyword may work well for you if you make it obvious who you are. But for most

people, a keyword Twitter name is also associated with spammers and those who push unwanted sales pitches.

#3: Upload Your Picture

It’s important to change the default

picture to show others you are a real

person and not a spambot and you can

get a little creative to show your

personality.

You may want to use the same picture

on all of your social media profiles (this

is key). This creates stronger online

branding as people will notice the same

photo on different social media

platforms.

#4: Use Your Best Link

You only have one active link on your

Twitter profile. And before choosing

this link, you need to give some

thought to your overall online web

marketing strategy. Why are you

online? Where do you want to lead

your Twitter followers? For most

people, the link you have on your

Twitter profile will go to your website or

blog. This link can easily be changed.

You should also give some thought to

the exact page your Twitter visitors will

land on when they click the link on

your Twitter profile.

#5: Write an Interesting

Twitter Bio

It’s important to tell your

Twitter followers who you are

and what you’ll be tweeting

about. You only have 160

characters to do this in your

Twitter bio.

It’s usually best to write short

sentences to engage the

people who read your bio.

But you should also weave in

a few important keywords

relevant to the people you

want to meet on Twitter.

Keywords will help the right

people find you.

Tips to Know

Twitter changed their account

profiles so you can visually tell the

story of your brand.

New profile header images allow for

larger images (much like Facebook’s

Timeline cover image) to let you tell

people about your brand.

Photo streams allow you to highlight

images you have posted with your

tweets.

Mobile apps have allowed Twitter to

move beyond the desktop.

Go to @connect at the top of the

menu bar and see who has RT,

favorited and followed your tweets

and say thank you.

#6: Create an Engaging Header

Image

This is the centerpiece of your

Twitter Account. It serves as the

backdrop for your information

including:

•Profile image

•Username

•Twitter account name

•Twitter bio

•Location

•Web link

NOTE: You can add words to your images

such as time-sensitive information,

announcements and #hashtags you follow.

This is a great time to review and rewrite your Twitter bio to provide ease contact information.

Tips to Know

5 Tips on creating a successful

header image that really promotes

your brand:

1. Use a single photo that shows who you are.

This can be an image of a show you did, or

a casual shot of you on the set. Show your

talents.

2. Use a single photo that inspires your

community. Help people see the benefits of

working with you.

3. Use a single photo that includes your profile

picture (this takes a little planning and

creativity).

4. Create a collage of images that support

your brand. This allows you to show many

different images and is useful if your photos

are too small to be used as a single image.

5. Use graphics to create a background that

supports your profile image, which works

really well if you use a logo.

#7: Create and Upload

Your Header Image

•Recommended image

size: 1252 pixels wide by

626 pixels high

•Your image must be

larger than 700 pixels

wide for image quality

•File must be under 5MB

•Twitter automatically

adds the gray shading

(gradient) on the lower

half of the image.

To upload your image

click on the gear menu

(top) and click Settings.

On the Account page, click Design.

On the Design page, scroll

down to the Customize Your

Own area. Then click on the

Change Header button

Use the browse window to

locate the header image file

on your computer and click

open. Twitter uploads the

selected file from your

computer and installs it as

your header image. This

process takes a few seconds.

When it’s finished, Twitter

displays the confirmation

message.

Next click Me (menu at top) to

view your profile with the new

header image. Then check on

your mobile devices to make

sure it looks great

everywhere.

Final Thoughts:

Becoming someone’s follower on Twitter accomplishes four goals:

1. You identify Twitter accounts that will be relevant and interesting to you, your brand and your industry.

2. You let people know that you’re on Twitter, and encourage them to follow you back.

3. You associate yourself with a specific group of industry experts and thought leaders, and demonstrate your interest in the space.

4. Twitter is a great platform for engagement, so once you follow someone on Twitter you can work on starting a conversation.

Finding Your Lists:

Find your Lists on Twitter by heading to your main profile page and clicking on the "Lists" option on the

left-hand side, or chose the cog wheel on the top.

Creating Twitter Lists

Lists You Subscribe To:

From here you can view lists you're subscribed to, either ones you created previously or other

people's lists you follow.

Lists You’re a Member Of:

You can also view other people's lists that you are a member of.

Creating a New List:

Simply hit the "Create List" button to start a new Twitter list.

New List Details:

You now need to name your new list, give it a description (this is optional) and decide

whether you want the list to be private, so only you can see it, or public, so other people

can view and subscribe.

Populating Your New List:

Once you've created your new list, Twitter will give you the option to add members. Search by

username, brand name and first or last name.

Finding Accounts:

If you do a keyword search from the previous screen, Twitter will default to "People" results.

Scan the results. If you see an account you'd like to add to your list, click on the person-shaped icon,

then select "Add or remove from lists."

Adding Accounts to Your List:

You then need to check the box of the list you'd like to add that account to.

Viewing Your List:

You can view your newly created list from the "Lists" option on the left-hand side of your profile page, or by

clicking the gear icon at the top-right of your Twitter screen and selecting "Lists.”

From the list page you can view tweets from members of the list, a full rundown of which Twitter accounts

are included in the list and any subscribers. These different views can be accessed from the menu tabs on

the left-hand side of the screen.

Removing Accounts from Your List:

To remove an account from the list, click on the account’s person-shaped icon, then selct “Add or remove

from the lists.” Uncheck them from the list.

Sharing Your List:

Finally, if you want to share your list, there’s currently no shortcut option or button. You simply need to

copy the list’s Twitter URL.

Examples of Industry Lists:

These are some of my lists

Step 2: A Sound Strategy

At the heart of all successful marketing lies a

sound strategy.

First you must understand how social media

works, then how to implement it into your

marketing strategy.

Second you must set your social media goals and

objectives to maximize your output in the most

efficient timeframe.

Who Should I Follow? •Stakeholders – those who have an

interest in your brand

•Fans

•Local community

•Industry-specific media and

journalist

•Venues

•Organizations

You will build up these relationships

gradually, organically by posting

relevant, timely and quality content.

How Do You Develop Your Social Media

Strategy?

#1: Start with Targeted

Research

1. Locate your target audience

•Casting Directors

•Directors/Producers

•Agents

•Organizations & Industry

2. Assess their social activities

•Notice their posts on key

events, happenings, notices

and opinions

3. Listen to what is being said,

key conversations and

influencers

•RT (retweet) appropriately

with your own comments to

add to an ongoing

conversation, share and

follow

How Do You Develop Your Social Media

Strategy?

#2: Make Connections

1. Create a list of contacts and

content

• Subscribe to Industry

Blogs

• Make a list of

influencers

2. Make connections through

conversation

• Action your research

• Participate in Online

Communities and

Forums

• Build your relationship

through ‘following’ and

‘liking’

How Do You Develop Your Social Media

Strategy?

#3: Measure & Improve

1. Strengthen Relationships

• Create good content

and be consistent with

connections

2. Measure Results

• Are your postings

getting you results?

• What is your intentions?

3. Analyze, Adapt and Improve

• Ask, Request, Help your

followers and evaluate

the measure of this

engagement’s worth

and value to your brand

Tips to Know

Things to consider:

1. Use social media for

information and sharing

2. Don’t use it to hard-sell (this

means asking for auditions or

submissions)

3. Use in real time

4. Consistent frequency of

postings

5. Be aware of negative reviews

and address within 24 hours

6. Adapt your messaging to your

campaign strategy

Facebook

Specific

Strategy

S Make sure to put a

Facebook ‘Like box’ on

your website

S Optimization- number of

likes, updates and

activity from fans

S Differentiate your

personal Facebook

profile from your fan

profile and keep them

separate

Twitter

Specific

Strategy

S Quality Content over

Quantity

S Regular and Consistent

S Style guide – chek yor

speling and gramr

S Twitter is more friendly

and relaxed, rather than

business-y

S 140 characters max –

greatest engagement is

1-40 characters

Your focus is what content

resonates, making it your own

by imparting your voice and

curation activity, and and

pressing "send." That's it.

In this way, your focus is on

becoming an expert in your field,

not in becoming a social media

expert.

Using the three pillars and right

tools can help drive those

results and turn your Twitter

brand building experience into a

lasting, valuable endeavor.

Tips to Know

What Kind of Messaging Works Best on

Twitter?

1. Emotional tweets – people are apt to

respond more to these types of tweets.

Keep it positive.

2. Quoted tweets – Quotes are really

popular and get shared.

3. Picture tweets – pictures will always see

greater engagement.

4. Video tweets – Vine is the new buzz (:07

of video) and is a creative way to

create/share original content.

5. Please ‘retweet’ tweets – using the word

‘please’ will get you more engagement.

6. Sharing ‘article tweets – this should be

the most common type of tweet; anything

you find interesting should be shared.

7. Conversational tweets - if someone RT

or favorites one of your tweets, thank

them – this is conversation.

Social Media

Road MapHow to Plan. Post. Measure.

Create your social media plan

and execute engaging content

in less than :30 minutes per

day.

The Journey

S Get A Map – it is filled with

adventure and curves and U-

turns, but with a plan you will

know better where you are

going.

S Start the Car – you must take

action for it to work and make it

part of your everyday routine.

S The Open Road – Don’t let the

unfamiliarity of social media

impede you from making it work

for you.

S Embrace the Journey – have

a healthy balance of planned

destinations and flexibility to

learn new things.

Daily Theme Calendar

Day Task

Monday Listen & Learn | Share resources

Tuesday Build relationships and ask questions

Wednesday Share blog post | Highlight relevant research

Thursday Summarize responses to questions

Friday Curate good reads/likes from the week

Saturday Scheduled reminders for events

Work out some ideas of what you might focus on each day. Plan themes around your target audience’s needs. You

don’t have to post content everyday…

Daily Schedules

Efficiency, planning and proper time management is key to a successful social media strategy.

Task Today I will Do These Things Time

1 Listen for keywords related to my

product/brand

15 min

2 Post new video to YouTube 15 min

3 Share articles about new play/film

production on Facebook Wall

10 min

Date: Monday

Theme: Share Resources

Tips to Know

Ideas for your social media management

plan:

Twitter: respond to your @replies and direct

messages (DMs). Tweet and TR newsworthy

information. Ask open-ended questions.

Facebook: Post status updates with

comments and links to articles. Respond to

any comments on your wall. “Like,” share, and

comment on articles.

Blogs: Write an informative and inspiring blog

post. Reply to any comments on your blog.

Comment on other blogs.

Pinterest: Pin images to your boards that

reflects your persona. Leave a comment on

other people’s pins. Follow other Pinterest

users or boards in your niche.

Measure & Define

Defining metrics for success is an essential element of a social media

strategy.

Focus on measuring quantitative data:

•Number of unique visitors to your blog

•Number of fans and followers

•Number of retweets (RT), repins, shares, likes

•Nubmer of comments on your blog

•Number of RSS subscribers (Really Simple Syndication) for feeds

•Number of mentions and @replies

•Number of page views

Did You Meet Your Objective?

Final Thoughts

Which Social Media Channels should I follow?

In short: All of them – all social channels are fertile

ground for generating leads. The key is not to put all of

your proverbial eggs in one basket.

Your brand needs as much exposure as possible on all

the social channels you can effectively manage.

Gold Rules of Social Media

Marketing

1. Don’t take yourself too seriously – be social and your brand likeable.

2. You must have good content and a solid image – without well produced,

engaging content, any and all tactics you employ will most likely fail.

3. You will need a strong call-to-action – be clear about what you want your

audience to do after consuming your content or engaging with your

brand.

4. Always add value – put yourself in your fans/follower’s shoes and ask if

you find what you are offering of any value from their perspective. If not,

kill it and start over.

5. Never forget that social is a two-way street – no one likes being talked

‘at’. Yes broadcast your message, but keep the lines of communication

open in both directions. Mix up your messaging and use a combination of

content.

S

May the Force be with you.

© 2013. BNDMAND. All Rights Reserved.