Archives: social media

I’ve long been a loud advocate of the power of social media and digital marketing if used in the right way. The biggest issue that I try to drive home to all of my clients, however, is the simple truth that social media is – and must be seen as – an investment for your business.

It costs money in terms of resources, but it also costs far more in terms of time – the time it takes to develop a social media strategy, to build an audience of friends, fans and followers and to maintain that tribe of people in a way that makes them feel valued by both the brand and the people behind the brand.

Which is why I was so disheartened to see this article on Mashable.com this week on time-saving tips for Twitter.  While I agree that there are ways to increase your productivity by developing processes and systems to optimise you and your company’s time on social media sites, I was taken aback to read this (under Number 3):

Another way to fit tweeting into your schedule is to develop tweets in bulk and schedule them to go out later.

Leyl Master Black, mashable.com

This is possibly the single most misleading piece of advice that is bandied around about Twitter. Scheduling Tweets isn’t conversation, it’s broadcasting.  Social media is specifically that: social. It’s about interaction, conversation and community, not about broadcasting your “message”1 – that’s what traditional media and paid-for advertising is for.

If you only take one thing away from this blog over however many weeks, months and years it exists and you subscribe, let it be this: don’t schedule your Tweets. If you’re not prepared to invest the time to be part of the conversation with your tribe around your brand, then this form of online marketing isn’t for you.

Most importantly, remember that not being on Twitter, or Facebook, or LinkedIn, or Tumblr, or Blogger, or WordPress or any other social media, blogging or online marketing site doesn’t automatically make you “un-hip” or “out-of-the-loop”. If it’s not right for you, your audience or your budget, then not being on them makes you a far savvier marketer than anyone who’s simply using them as just another broadcasting platform.

I’m getting down off my soapbox now.

1. whatever that may be: sales, social good, charitable [↩]

This week’s Lowdown – part of The Production Office Live – is focused on email marketing:

TOOLS

If you’re going to be marketing your content and products to your email list you first of all need a tool to help you do it. By far the most popular are MailChimp, which starts from free and scales up, and Aweber, which is a paid service, but offers much more in terms of functionality and interaction with other programmes.

Both are good choices, but like most programmes of this ilk – and there are many – it mostly boils down to your budget and what you want to do with your emails. Take a look at them both (and others) and see what you think.

BUILDING YOUR LIST

We all have an email list, we just call it our address book. Most of us don’t like to think of sending marketing messages to our friends, and that’s why there are all sorts of protections in place (in the UK at least) for holding people’s data.  Everyone you send a marketing email to MUST have consented to receiving them, either by giving you their address on a sign-up form or expressly agreeing in another manner.

There are many ways to capture email addresses and many examples of good practice. The two most common ways are through your project website – check out dontlethimin.com for a good example of Opt-In email forms – or by offering something in exchange – see Seth Godin’s offer of the first four chapters of Permission Marketing.

As we talked about previously with Crowdfunding, you have to be able to offer value to your list through your email. Which brings us to…

TIPS

54% of people who unsubscribe from email lists do so because they either receive the emails too frequently or because the content is too boring or repetitive. You need to make any marketing emails you send out interesting, informative and relevant. As soon as you lose those three things from your emails, you will start to lose subscribers quicker than you gained them.

Another great tip is the use of social media connections. Adding “Share” buttons from the major social media sites on the ‘net increases click-through by 55% – a huge advantage over all those emailers out there who aren’t leveraging social media in this way.

More than likely, you subscribe to several email marketing lists and the best way to learn what works and what doesn’t is simply to look through your inbox. Some of your emails will be out-and-out marketing, some will be sharing and some will seem to be neither. Look carefully at all of them and work out for yourself what you like, don’t like and how you could do it differently to promote yourself, your film or your products.

I hope this is all useful to your quest to gain more from your online marketing. Have any other tips about email marketing, or your own success story? Post them in the comments section below.

A Twitter buddy of mine this week posed the following question:

Would you use [product placement] to fund / part finance a film?

Followed closely by this Tweet, which makes no secret which way he’s leaning.

All this is, of course, highly appropriate just now with the UK about to start allowing product placement for the first time.1

I do think product placement has a place in helping to fund the TV and film industry over here. Apart from anything else, who are we to turn down sources of funding to get things made – not just for us but, potentially, more and better off-the-wall, risky TV drama and other formats it may help fund?

The issue for me always comes with the compromise that a filmmaker or an artist has to accept in order to allow for product placement.  If you have to change elements of your script to accommodate a product you need to take a long, hard look at the reasons behind it and not fool yourself that it’s a “creative” decision.

That’s not to say all changes in the name of placement are a bad thing2 but I would always shy away from placement-based rewrites that affected anything more than a passing glance or irrelevant detail.

The key decider for any product placement-based changes has to be this: if someone were offering you the same sum of money without a product to push, would you make the changes they’re suggesting just because they’re giving you the cash?

If the answer’s “yes” then either a) they’re surprisingly good story analysts and you struck luck or b) you’re a sell-out and I wish you a long and happy career.  Just don’t fool yourself into thinking you’re making great art as you pander to the the money-men’s whims.

It’s entirely possible to incorporate product placement in a creative and ethical way, but we should all beware of those people who will become slaves to the product, rather than serving their story.

1. The BBC have got a great article on it and its perceived impact here [↩]
2. you wouldn’t see a huge amount of harm in switching a character’s car from a Ford to a Seat, for instance, as long as it says the same things about his life, social status etc [↩]

Mashable.com carried this article yesterday. The intro sums it up perfectly:

Good, smart, fun and relevant content should be at the core of any social media strategy. Great content should reflect your brand and give people a reason to stay engaged.

Frank Marquardt, Mashable.com