By Sheri Candler

It is a question I was thinking deeply about because I encounter filmmakers and industry players all the time who say that they put up a Facebook page, opened a Twitter account, started a Youtube channel, but the people didn’t come, views didn’t go up and the sales didn’t happen.  So what’s the point? It doesn’t work, clearly. I know they opened those accounts because it is “the thing to do” and besides it was free which is totally budget friendly, but just opening up accounts with no time, commitment, team, strategy, budget to maintain and grow them and truly utilize what they are best at  is not going to work and I recommend to go ahead and close them. Seriously!

Yes, social media is the newest communication tool (really it isn’t that new, but some still think it is) and Americans in particular spend almost 80% of their time on the internet (30% are online globally), with 22% of their time on social networking sites and 21% of their time in internet searches (there are over a billion search queries on Google every day!). I’m sure you can find another way to communicate with these people though, perhaps visiting door to door or cold calling or throwing obscene amounts of money into advertising all over the place and crossing your fingers (works for Hollywood). You’ve got that kind of time and money, yes? Honestly, start now thinking about what tools you will be using instead.

artists rarely use social media correctly

Once I look at what is being done with these sites, I am hardly surprised that it isn’t working. Most artists do not have a commitment to building up strong ties with an audience, they do not use social tools for “listening” and researching what audiences respond to, they do not post regularly except for “please make it happen for us on Indiegogo,” “Vote for my film on (name some film contest site),” or “my film is now available on iTunes.” Basically the chatter is all “do something for me” which is really tedious to read (I would say every day, but they don’t usually post regularly). For many publicists, this is how the channels are used as well; here’s a press kit, write about my client except that instead of only reaching writers, they are broadcasting to everyone and rarely listening at all.

 I wrote some time back about how Facebook wasn’t a good sales medium and I still stand by that post though there have been changes at Facebook that affect showing up in a newsfeed and the use of landing pages. Facebook, of course, would have you believe that it is a good sales tool, after all they have the most to gain from perpetuating that idea  in the business community.

If all you are using social media for is sales, STOP. I release you from feeling the burden of using auto tweeting and sending that same message through all of your profiles. No longer should you hire outside companies to do it for you either and pretending to be you. If you have done this, you already know it doesn’t work. Stop paying companies to send 5 prewritten tweets a day about your film to their 60K+ followers. You will not find that it makes much difference if that is the only effort you are making. Stop making inquiries for “some of that social media stuff” so your trailer will “go viral.”

Here is what the tool is very best used for; name/brand recognition, trust and loyalty building, sustained interest, long term sales and that most indescribable feeling of connection that begins to permeate. This is really an emotional space and it is something I would think independent artists would understand, you express ideas and emotions in your own work, right? And you hope to convey that to other people and elicit some kind of emotion from them. I know you don’t usually start from “I’m making a product that’s going to sell” point of view so why do you use social sites that way?

I say indescribable because you can’t point to that one “campaign” that brought your work to someone’s attention, it is an ongoing process that sinks deeper than “a message” or tagline and begins to spread and lasts far longer because little pieces of your thoughts, your connections and projects leave footprints behind online; not just on Twitter and Facebook, but everywhere on the internet globally. Someone who stumbles across your efforts, even years later, can find you and evidence of your work. No ad campaign or newspaper clipping is going to allow for that. Many people point to Twitter streams and Facebook newsfeeds as being fleeting and they are, but you can make more, endlessly. Can you do that for little money with an ad in the Times (pick a city) or a magazine cover story? While you may feel like you reach more people in a short amount of time, there’s a new cover story tomorrow or next month about someone else. There are only so many covers to fill, only so many talk shows to be on, only so much space in the newspaper or magazine for ads. Should you ever use traditional media? Should you ever use advertising? Yes, of course, but now you can have one more tool to use that is available to anyone, anywhere. You can choose to use it or not, but make sure you understand how to use it correctly and commit to doing it, every day. Also come to terms with the fact that if you are choosing not to use it, you are totally dependent on having third parties promote your work. New artists emerge every day and very few companies are truly committed to anyone.

Without a commitment to developing a community of supporters by using social media, save your time and possibly money and find another tool. You won’t be successful here.

 

August 29th, 2012

Posted In: Marketing, Social Network Marketing, Uncategorized

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By Sheri Candler

This post was originally published on the Sundance Artists Services blog on March 26, 2012

To start with, I’d like to say that filmmakers should focus on the word social and less on the word marketing. This type of promotion is about relationship building and it is really difficult to build a relationship that starts from the premise that you are only there to sell something. Also, I take the position that all artists should be connecting directly with an audience not on a project-by-project basis, but on a personal one. Instead of starting over again for each project that is incredibly wasteful of time and money, you strive to keep building up the audience base for all of your work, really for you as an artist with a unique vision and a unique voice. No one else can tell the story the way you can. Even behind the scenes crew have a unique vision and unique talents. They should be sharing those with the world.

We all sell every day, we sell a concept of ourselves in how we speak to people, how we present ourselves and I think we inherently understand this. But before I want to do business with someone, I want to know I can trust them, and that I am not being used. I think many corporations still don’t get that about this medium yet. People don’t join your Facebook page to be your word of mouth sales force. Building up trust with your audience is paramount and you do that by giving first. You have to give something, and often for a long time, before you can ask. In fact, if you do this right, you won’t have to ask, they will ask you, they will offer to help.

Don’t attempt this begrudgingly or because everyone says it is something you are supposed to be doing. Start from the place that you are trying to find the people who would love what you do and you want to interact with them. Unless you are anthropophobic, this should be human nature, to connect with kindreds. There are people in the world who are like you and now you have this amazing tool to find them wherever they live in the world. Leave behind the notion that this is about numbers, this is only about sales, this is about buzz and think of it as a way to meet those who will love what you love. All of that other stuff is a by product of this. It will come, but it won’t come immediately and you need plenty of time to build up to that and it will take consistent effort daily.

I realize this is not the stance that most businesses take or understand. They want numbers, they want quantifiables. Utilization of social is no longer something that needs to be justifiable for business goals. Along with advertising, it is a business tool, increasingly a major one. Internet users expect to find you on social platforms whether or not you feel like that benefits the bottom line yet. It is and it will continue to do so.

Also note that this will not be your only tool when you are ready to start selling. Publicity, advertising, and email communication still very much have a place in your overall marketing efforts, but if you build a following consistently, your reliance on those more expensive tools will be minimized.

The key platforms for social network marketing:

I believe pretty much any site on the web is a social networking site. Any place where people can post links, comment, upload information, follow others has a social aspect to it. So those could be blogs, forums, publication websites (New York Times, WSJ), photo sites like Flickr or Instagram, video sites like Youtube and Vimeo, podcast sites like BlogTalk Radio, streaming sites like Ustream. I think people hear social networking and mostly think Facebook and Twitter, but really to be effective in reaching an audience, you have to know where they particularly hang out and it may be on Facebook and Twitter, but it also may be a LinkedIn group, or on Amazon, Meetup or certain blogs.

Any priority ranking to them?

It is hard to argue not being on Facebook since they have over 800 million users worldwide and 435 million are using Facebook from a mobile device. While 155 million of those users are from the US, 43 million are from India and the same from Indonesia. Other top countries are UK, Mexico, Brazil and Turkey.

Based on Alexa rankings, the top social networking sites for the US market are:

  1. Facebook
  2. Twitter
  3. LinkedIn
  4. MySpace
  5. Google Plus

But there are surprising ones in the top 15 such as: Tagged, deviantArt, Orkut, Ning and CafeMom. Don’t underestimate the power of Pinterest too.

It really depends on who your audience is and what they respond to, where they spend their online social time. You will have a mixture of sites, not just one and you will need to test which ones are giving you the most interaction. Maybe your audience really loves watching videos or they really love deep discussions at the end of blog posts. You will need to test what posts are popular and elicit interaction, even from your own website, which I will say you also need. You should never be totally dependent on a third party site. Just ask those who had free Ning sites instead of websites. When the free option went away, they risked losing their communities and had to pay to upgrade or start from scratch again. The same with Facebook and their EdgeRank algorithm. If Facebook deems that one of your fans doesn’t interact with your page enough, they remove it from their newsfeed, often unbeknownst to that fan. Since you haven’t been able to message them directly, there really isn’t a way to bring them back into awareness of your page barring spending money to advertise.

A website you own is the only true online real estate you can control. It is the central hub of all of your activity, everything else is just a spoke on that central hub. Collecting email addresses is also extremely important, but that is for another post.

There is no magic formula for being successful at social, everything has to be tested and the results will vary with each project.

Does it depend on the nature of the film?

No. The decision to be social really isn’t up for debate anymore. Americans spend 22% of their online time each day visiting social networking sites, 65% of all adult internet users have a social network account of some sort. This is not a fad that is going away, the upcoming generation doesn’t even know a time that social networking didn’t exist. It will get bigger, not smaller. Deciding which sites to spend time on will be determined by the kind of audience with which you need to connect.

What are key tips for social network marketing?

  1. Get a personal account going on the sites where you think your audience hangs out and start using it. I am astounded at agencies that sell social networking solutions and don’t have much of a presence themselves on social sites. How can you advise how to use them when you don’t personally do it for your own business? How can you handle someone else’s account when you don’t have one of your own? Every filmmaker hoping to connect with an audience needs an account.
  2. Start by listening first. This is best accomplished when you don’t need to build an audience by tomorrow, you know what I’m saying? If you have this pressing need to start connecting, people can sense it right away and they won’t interact. It is like the insurance guy who walks around a networking event handing out cards in order to meet a sales quota, not actually speaking to anyone other than a sales pitch. No one likes it in real life and they don’t like it online either. This is not a one-way message medium like advertising. If you want to speak, but not interact, just buy an ad. Listen first, determine how best to interact and then dive in.
  3. You are now a publisher. No way around this, it is just the way it is now. A new term for this is social business. A business that can collaborate, share insights and knowledge, and provide value to their audience is going to be way more profitable and sustainable than those who remain closed off from them. This means publishing content of some sort, either generated from your production or generated by your fans, but probably a mixture of both. It needs to be entertaining, insightful, worthy of discussion and sharing, and pulls the audience back for more again and again. We just entered an era of waaaay more work than we used to do. Not one piece of creative advertising, but hundreds of pieces in different mediums and across multiple channels that are meant to lead to discussion with the brand (yes, you are a brand) and with others also connected to that brand.

What are some key mistakes? Some “Don’ts”:

Waiting too late to start and using social only to self promote. Remember, self-promotion is about helping OTHER people. It sounds counterintuitive, but when you help others, THEY promote you. If they don’t, then you weren’t really helping (the help originated through clearly selfish motives) or you just haven’t connected with the right people.

A couple of examples of filmmakers who really get it right:

I hate to give the same examples as everyone else, but the best I’ve seen as far as sustainable interaction (meaning they aren’t clearly doing it just to promote their latest project and then drop out of sight again) are Kevin Smith and Edward Burns. They are consistent, they interact, they use multiple mediums, they don’t use social as a one-way shill mechanism and I don’t think they have an outside agency cultivating their communities.

I also really admire Tiffany Shlain, she has a great grasp of the power of social networking even though she advocates unplugging (gasp!) for a day each week. Her film, Connected, is about the power (and the curse) of the Internet to connect people, but Tiffany was doing this long before she made the film.

I know there are now more and more filmmakers building up their own audiences, but they may have only started in the last few years and they didn’t come out of the old machine so their followings aren’t as large as those examples. People like Gregory Bayne (Driven), Zak Forsman (Heart of Now), Kirby Ferguson (Everything’s a Remix), Jennifer Fox (My Reincarnation), Ava DuVernay (Middle of Nowhere) are all building up their own followings, not just around their films, but around themselves as artists. Even people like Hal Hartley and Abel Ferrara are now starting to embrace social networking and crowdfunding. I really hope to be able to list tons more doing this every year.

It is completely perplexing to me that those who already do have a following from the traditional machine, do not reach out, really have no idea who watches their films and have no interest in knowing. This mentality is not going to serve them well with the consumers coming up in the world today who are used to interacting, who expect to have a dialog. The only thing I can think is, well, no one is popular forever, no one retains power forever. There will always be a new crop coming up behind and I think indie filmmakers who are embracing this concept now are well positioned to be the new crop.

 

Sheri Candler, social network marketing strategist can be contacted at info@shericandler.com or sheri@thefilmcollaborative.org and found at SheriCandler.com

April 24th, 2012

Posted In: Marketing, Social Network Marketing, Uncategorized

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