Social Media Metrics

Jan 20, 2015

1. twitter and instagram for your theater

-sean wycliffe, dealflicks 2. strategies for submission success

through social outreach -jon gann, dc shorts 3. social media metrics: a case study -chris collier, renew theaters 4. q&a

agenda

twitter & instragram for your theater

S e a n W y c l i f f e C E O / C o - f o u n d e r

D e a l f l i c k s

my background

9 strategies to utilize twitter for your

theater

#1: build an awesome profile

1 . P r o f i l e p i c t u r e

2 . B a c k g r o u n d i m a g e

3 . H e a d e r I m a g e

#2: follow certain groups

Following will lead to following back

Follow your customers!

Follow influential people in the industry

Follow users nearby who are interested in movies

following your customers

1. Create a spreadsheet of your users email addresses.

2. Create a new Gmail account.

3. Upload the emails as contacts in this new Gmail account.

4. Use Twitter’s Discover/Find Friends tool to follow these users.

following your customers

following your customers

#3: find the best timing for tweets

8am-7pm on weekdays gets a 30% higher interaction rate

Schedule weekend tweets if possible (weekend gets 17% higher engagement)

Run a free Tweriod.com report to find out when you’ll get the most exposure

tweriod report

hootsuite for scheduling

hootsuite for scheduling

#4: stick to 110 characters

According to Social Media Examiner, tweets that are shorter (at around 110 characters) will have a 17% higher engagement rate.

If you leave space on your tweets, that space can be used by others to retweet and include their own comments.

#5: Tweet with Images

Increase retweets by up to 150% with image tweets.

#6: hashtags and mentions

Use trending #Hashtags to get more exposure

@mention influencers in the industry on tweets to get favorites and retweets and build relationships

#7: respond to any replies/mentions

Anytime you’re mentioned, try to reply/favorite the tweet

Anytime someone’s replies to you, try to reply/favorite the tweet

Often users will talk about your theater without mentioning you, use Topsy.com to track this so you can respond

TOPSY.com

#8: use Bitly to shorten and track links

#8: use Bitly to shorten and track links

#9: tweet often and have fun!

Try to incorporate tweeting into your everyday life

Have fun with some of your tweets, express your thoughts and feelings

Tweets have a short life, so push them out and don’t worry too much :)

17 strategies to utilize instagram for your

theater

#1: Connect your facebook account

Connect your Facebook account

Cross-post selected images to your Facebook page with a hashtag that aligns with your campaign or brand image to help people who don’t know you’re on Instagram to find you there.

#2 Balance Fun Images With Pictures From Your theater

#3 Debut Videos

#4: grow your following

Use relevant, popular hashtags.

Engage by following others and liking their photos.

Find the brands and people you enjoy and can learn from in your followers and follow them back.

Follow your already established followers from other social media platforms.

#5: create a regular posting plan

“You don’t need to post on Instagram every day.

The ‘feed speed’ on Instagram is still mostly laid back. If you start posting a lot, you might saturate your followers’ feeds, and you don’t want to force yourself into the noise too often.

Decide what you have ready to post and create a schedule to help you remember what to post when and to track what is working once you get going.

#6: Inspire Potential Customers

#7: Juxtapose Use of Filter Types and No-Filter Images

#8: Kickstart Instagram Efforts With a Change in

Perspective Share a distinctive view of the world.

Cultivate a unique visual sense.

Capture things that are interesting to the brand and to the core target customer.

Train your eye to focus on what makes a great, provocative, engaging image.

Entrust your Instagram presence to someone in the organization who understands how to align images with the interests of your target customer.

#9: Embed Instagram Video in Your Blog or

Website

Since you never know who will see your shares on a social networking platform,embed your Instagram video in your blog or website to extend the reach of your content.

#10: Market Your Theater Using Trends

F i n d a t r e n d i n g h a s h t a g t h a t ’ s

r e l e v a n t t o y o u r m a r k e t i n g

s t r a t e g y a n d p a r t i c i p a t e w i t h

i m a g e s f r o m y o u r b r a n d .

#11: Optimize Your Profile

#12: Reward Your Followers

Reward your followers with discount codes and promos.

Deliver perks to your followers so they will make viewing your feed content a priority.

#13: Showcase Photos of Employees

Showing your employees at work gives a behind-the-scenes view of your theater.

It’s a way to celebrate staff and show them how much they’re valued.

Acknowledge staff members’ skill sets, successes and milestones on Instagram.

A great example is Beaucoup Bakery, which shares pictures of their staff with the hashtag #beaucrew.

#13: Showcase Photos of Employees

#14: Treat Your Followers to a Visual Experience

#15: Video Important Brand Moments

Share unique branded experiences, highlight brand advocates, co-create content with audiences, preview products, highlight a specific cause, extend the brand’s persona via video, preview upcoming events by adding visual context, share important news, drive promotional awareness, leverage Instagram video for promotion

Capture your theater’s important moments in 15-second videos and share them with your followers so they feel included.

#16: Show Something Upcoming

Use Instagram to give your followers a first look at or sneak preview of an event, a product or news feature.

#17: Show Everyone You’re Having Fun! :)

too much work? Dealflicks is now offering FREE Facebook and Twitter management to our partners as a perk.

Daily posts and interactions.

If you’re a partner, see me or contact your account manager for info.

If you’re not a partner, let me or anyone on Dealflicks team know you’d like to find out more.

STRATEGIES FOR

SUBMISSION SUCCESS THROUGH SOCIAL OUTREACH

A NEW APPROACH TO REACHING FILMMAKERSAND ACQUIRING SUBMISSIONS

GOALS

1. Acquire more submissions

2. Increase Festival awareness among

filmmakers

3. Reduce fee waiver requests

4. Decrease workload and expenses

5. Unify data collection and analysis

6. Increase revenues

STEP 1:

NEW WAIVER PROGRAM

In an effort to reduce the number of waivers granted, and inccrease our social messaging,

we tested the premise:

If we invest in a film,

then the filmmaker should invest in us.

FORM REQUEST

Standard contact info (name, film title, etc.)

Twitter/Instagram/Facebook usernames/links

Qualifying questions: Why do you believe your film is a

good fit with our audience?

APPROVAL

• MONDAY: Filmmaker followed and added to Twitter list (2014 Film Entrants)

• Instructions sent to create 5 messages tagged with #2014DCShortsFilmFestival

• FRIDAY: Hashtag is searched and messages verified. Waiver code sent.

SOCIAL RESULTS

The 122 filmmakers who completed the process generated 366 Twitter messages with a potential reach (208) of 76,128 people, and 244 Facebook posts with a potential reach (360) to 87,840 people.

We increased our messaging without additional outreach, we gained 134 new social followers directly (filmmakers), and 220+ indirectly.

STEP 2:

FILM ENTRANT OUTREACH

In an effort to increase social response:

Will filmmakers resend our messaging?

What type and how many messages

will it take for a film entrant to retweet or share a post.

FORM & RESEARCH

On our own submission form, we request usernames for Twitter/Instagram/Facebook

For other platforms (FilmFreeway, ReelPort, FestHome, etc.), interns research the web for

social usernames. 70% success rate.

MESSAGING

@username Thanks for sending YOUR FILM to #dcshorts15. dcshorts.com/festival Good luck and tell your friends: Deadline 4/30! [PHOTO]

@username Can’t wait to review YOUR FILM for #dcshorts15. dcshorts.com/festival Good luck! [PHOTO]

Schedule 4-6 per day through Latergram.me and Hootsuite/BufferApp

ANTICIPATED RESULTS

With 1,200 entries, we expect to send out 1,800 messages (1,000 Twitter and 800 Instagram)

Twitter reach: 1,000 x 208 = 208,000

Instagram reach: 800 x 122 = 97,600

Direct new followers: 700 Instagram, 700 Twitter

Indirect new followers: 2,300 combined

Social Media Metrics: A Case Study

CHRIS COLLIER

ASSOCIATE DIRECTOR, RENEW THEATERS

FOUR DISTINCT ACCOUNTS + USERS

HOW DO WE MEASURE

?

3 x Shares/Retweets

+ 2 x Comments/Replies + 2 x Link Clicks + Likes/Favorites + Picture Clicks

5 NE METRIC TO RULE THEM ALL

# of Posts Per Week

3 x Shares/Retweets

+ 2 x Comments/Replies + 2 x Link Clicks + Likes/Favorites + Picture Clicks

5

CONCLUSIONS

LOCAL NEWS MATTERS MOST

CONCLUSIONS

KEEP ANSWERING THE SAME QUESTIONS

METRICS ARE ONLY AS GOOD AS YOUR DATA

CONCLUSIONS

APPLY FORMULA TO OTHER DATA SETS

CONCLUSIONS

3 x Shares/Retweets

+ 2 x Comments/Replies + 2 x Link Clicks + Likes/Favorites + Picture Clicks

5 NE METRIC TO RULE THEM ALL

Q&A