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

Facebook

• 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

Twitter

• Primary audience engagement channel (5,300+ Followers)

• Retweet relevant partner content

• Clearinghouse for sponsor content

• Customer service channel

Instagram

• #SIFF2012• Crowdsource user-

generated media from events and screenings

• Pull best content and feature on other Facebook and Twitter

Pinterest

• #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?