A brief introduction to the idea of using social media and the internet to tell stories through the medium of film and television. The slides are a collection of ideas and references that are useful for anyone working with narrative, storytelling and writing for various mediums. Andrew McAvinchey with slides and links from many sources including Stephanie Spiro who provided the slides on Twitter use

1. Introduction to the
Practical Use of Social
Media
Presented by
Andrew McAvinchey
For Screen Training Ireland
11/4/2012

2. Andrew McAvinchey
Twitter: @amcavinchey
Skype: amcavinchey
http://ie.linkedin.com/in/mcavinchey
2 04/11/2012

3. The Goal
My goal today:
To provide the some of the social media skills necessary for
you to tailor a particular solution to a particular problem in the
production of content for distribution to mass global
audiences.
Note: I do not intend to provide a generic solution to social
media use… Because there is none… unfortunately!
3 04/11/2012

4. WHAT ARE YOUR GOALS FOR SOCIAL MEDIA?
Start with what does social media mean for you?
do you have a twitter account?
do you have a Facebook account?
do you have a LinkedIn account?
do you have a blog?
4 04/11/2012

5. What to expect from the
course…
This course will focus on:
The Zen guide to social media use
The snapshot: avoiding the use of everything, and finding focus for social
media
Popular social media platforms: Twitter, LinkedIn, Blogs and Facebook
Social Media 101: setting up accounts
Social Media 102: building a following
Production Tools 1: Social Media for Research
Production Tools 2: Social Media for Storytelling
Targeting audiences and collaboration
Case Studies
Transmedia production: what is it and how can it help me?
Social Media Strategy: Introduction
Measurement and continuous engagement
New Social Media platforms for storytellers
5 04/11/2012

6. Plus some surprises…
6 04/11/2012

7. The Challenge of Social Media
and Content Production
Fragmented markets
Piracy
Disruptions to the value chain
Variety of business models - Linear distribution models are
sometimes no longer valid
Expected price point of zero for many forms of digital
content including web and mobile
services, films, music, games, entertainment and even
applications & software products
7 04/11/2012

8. Practice, Practice, All is
Coming
99% Practice, 1% Theory
- Sri K Pattabhi Jois, Founder of Ashtanga Yoga Institute
8 04/11/2012

9. Digital Technology
9 04/11/2012

10. 10 04/11/2012

11. Digital habits are
changing…
11 04/11/2012

12. Experiments in Social
Media
12 04/11/2012

13. The best social media work is done with a
scientific approach.
Experiments in digital marketing are useful for:
• Audience development
• Audience identification
• Niche audience marketing
• Brand development
• Story development
• Research
11/4/2012

14. SOCIAL MEDIA IS AN
EVOLVING PROCESS
Twitter is an organic process that happens over time, so
DON‟T give up if it's not working immediately.
FACEBOOK and other social media platforms cannot be
measured by LIKES alone. There are more important
things in the world than to be LIKED.
One person sharing one link with two of their friends is
VIRAL. That‟s all.
11/4/2012

15. www.wander.ie

19. Narrative
Community
Data GOLD

21. The Snapshot

22. Good overview
Mashable guide to social media filmmaking:
11/4/2012

23. WHERE TO START?
Take a guess…
But make sure it‟s informed…
http://youtu.be/4AN4_N5N52U
11/4/2012

24. Social Media Landscape
2012
http://www.freshnetworks.com/blog/
11/4/2012

25. The Opportunity
There are no limits!
You create the opportunities.
11/4/2012

26. Connect for value
Connect clients with customers
Connect people with value
Connect markets with products
Connect markets with services
Connect data with value
Connect data with cash
Connect business with revenue
Connect communities with brands
11/4/2012

27. Blurred lines:
Ads, PR and Marketing…
“People influence people. Nothing
influences people more than a
recommendation from a trusted friend.
A trusted referral influences people
more than the best broadcast
message. A trusted referral is the Holy
Grail of advertising.” - Mark
Zuckerber, Facebook
11/4/2012

28. The integrated
digital agency model
PR
Promotions
Advertising
Direct
Marketing
Digital
11/4/2012

29. The correct mindset for Social
Media Communication
Reputation: IMAGE:
What others say about What you say about
You, your content, Yourself as a
your brand brand or service
Reputatio
n
11/4/2012

30. Old vs. New
The Message
11/4/2012

31. Old vs. New
11/4/2012

32. Changes
Changes in Changes in Changes in
technology media trust
ONE WAY Message Monologue +
CONTROL
DIALOGUE, FEEDBACK AND
CONSUMER INTERACTION
Authentic
Conversations Relationships Connections
Engagement
11/4/2012

33. Create Conversations
The new role for content creators is to create
Conversations not Messages
As well as building a story, you are also building your
brand
You can consider your brand the public face of your
narrative
Your brand‟s reputation is developed by creating and
maintaining conversations that engage and build your
brand
11/4/2012

34. Why?
Conversations create community
Communities surrender Data
Data means value.
VALUE: data, brand reputation, being involved in the
conversation about your content
Create TRIBES – see Seth Godin…
11/4/2012

35. Storytelling
In Social Media
11/4/2012

36. truth
We‟re all looking for the truth in one form or another.
“our” truth is who we are
Truth doesn‟t necessarily mean facts
Narrative is how we keep the truth intact. Narrative is how
we put order on the chaos and keep ourselves from going
nuts.

37. narrative
The term „narrative‟ has been used interchangeably with
„storytelling‟.
narrative does not include view point.
Narrative survives the narrator because it appeals to
shared core beliefs between the storyteller and listener
Narrative encourages „retelling‟ -
communication, collaboration and reflection

38. coherence
Correspondence of truth to coherence rather than facts
remains as attractive in the virtual world as it is in the real
world.

39. Belief in narrative
Belief systems (narrative) lower the fear of loss of control
and chaos.
Loss of identity vs. Survival
In a narrative, all knowledge is tempered with beliefs and
values of the listener. All knowledge is tacit
A narrator can control belief.

40. community
Shared understanding of what is coherent in the narrative
creates communities
Self identification with archetypes and belief in a narrative
is a psychological need- a survival mechanism
This links straight to the heart.
If you control narrative you control community

41. The Fall of The Egyptian
Empire

42. How?
Inside- Out Outside-
BRIEF In
What can I produce What are people
and what do I want to interested in?
say? Production
Develop relevant
Construct a message content or products
Distribution that give me a role
Buy Media
Earn Media
Tell your story OUTCOME Be part of the story
11/4/2012

43. Think about…
The media channels you use
Is this new news?
Will my audience care?
Is it true or credible?
The consumer- who are they?
What are the audience talking about already?
What will the experts and Key Influencers think?
Will there be a backlash?
Why should they care?
Can I capture data and permissions?
11/4/2012

44. Keep going…
Once you have started the conversation, keep
going, change and adapt. Evolve with the conversation.
ALWAYS MEASURE!
11/4/2012

45. Summary
Predicting the future
Being Informed
The Blurred lines of PR &
Digital
Your message vs. your
reputation
Working from the Outside
In
The importance of
continuous engagement
11/4/2012

46. The long tail
11/4/2012

47. http://www.hitrecord.org/ 11/4/2012

48. Youtube and Storyful collaborate to curate reliable content (with reliable journalists)
11/4/2012

49. THE FUTURE OF STORYTELLING
http://latd.com/2012/08/15/what-audiences-want-study-uncovers-
possible-futures-for-storytelling/ 11/4/2012

50. Niche and Global
NICHE: reaching a global community
with a global village mentality. WATCH
VIDEO>>>
In three years, The Guild, a homemade
comedy series about gamers playing a
World of Warcraft-like virtual role-playing
game, has gone from cute one-off to full-
fledged phenomenon. The show's run so
FELICIA DAY: far has garnered an estimated 65 million
THE GUILD views, and has even spawned its own
comic book.
“in the world of the web, even a niche audience could be millions of
people. Felicia Day engaged her cult following and created The
Guild‟s 5+ minute episodes herself, her way, marketing it organically
by cultivating an accessible, honest brand, and tapping in to her
enormous social media network.” Fast Company Magazine
11/4/2012

51. Social Media 101
Setting Up Accounts
11/4/2012

52. TWITTER
FOLLOW YOUR
INTERESTS

53. Twitter Overview
Courtesy of @stephspiro

54. “Start thinking about Twitter as a new form of online
communication in a new shape, and also a platform
for listening to the communication of others in new
ways.” -Mashable Twitter Guide

55. Why Twitter?
Twitter is a micro-blogging tool that allows you to communicate in 140
characters or less.
It‟s an easy-access way to interact with anyone around the world in real-time.
On Twitter you can follow your interests, cultivate new relationships, connect
and speak with anyone, spread the news, share links, etc.

56. Just sign in and follow your interests at www.twitter.com.

57. Simple Twitter Definitions:
Handle - This is the name you choose to identify yourself on Twitter. For example, my Twitter handle is @amcavinchey
Following - You can choose to follow people on Twitter by visiting their profile and clicking “follow.” This is how you customize your
Twitterfeed.
Twitterfeed - Although we‟re all on the same site, everyone‟s Twitterfeed looks different. We customize our real-time newsfeed (or
Twitterfeed) by choosing who to follow so their tweets turn up in our „feed. Our „feed becomes visible when we log on to the site and click
“home.” You can see a collection of your own tweets by clicking on “profile.”
Hashtags -Hashtags look like this (#) and they‟re used to tag themes in a tweet, to make them easier to find, highlighting the word
with the #hashtag. If you click on a highlighted hashtag, you‟ll see a newsfeed, in real-time, of that theme or word. For example: A
common hashtag theme is #FollowFriday. Another example: If you‟re tweeting about movies, you may want to use the hashtag, #film.
@reply - This is how you respond to someone directly, mention, or credit them in a tweet. You should check your @replies to see if
people are mentioning you. (A direct message, or “DM” is a private message that you can send to a person who is following you.)

58. Additional Resources
*ESSENTIAL READING: Mashable‟s Twitter Guide
provides comprehensive and easy-to-follow
instructions: http://mashable.com/guidebook/twitter/
Twitter in Plain English (a video):
http://www.youtube.com/watch?v=ddO9idmax0o&feature=player_embedded
Follow Your Interests. Discover Your World. Twitter.
http://www.youtube.com/watch?v=4AN4_N5N52U

59. Remember: Twitter is intuitive, but it takes some time
to get the hang of it. Don‟t give up. Explore! You
never know who you might connect with. Start by
following people with similar interests. Then look at
who they‟re following and see if you want to follow
them too. Twitter is social and interactive, so you
should contribute to the conversation, retweet, thank
others for retweeting you, share links and ideas, and
enjoy the flow of news, tidbits, talks, and real “tweets”
in real-time.

60. Social Media 102
Building a Following

61. Twitter Demo Account
• @burlosocial
• 20+ people to follow
• More lists...

62. More lists...
• GREAT LIST (Flavorwire's Top 10 People to follow in
FILM):http://www.flavorwire.com/82825/the-followables-10-film-critics-you-should-
follow-on-twitter
• Best Film people to follow (another AWESOME
LIST):http://www.tribecafilm.com/tribecaonline/future-of-
film/15_Twitter_Feeds_Every_Documentary_Filmmaker_Should_Follow.html#.UJKZ
YkIrzww
• Another great list:http://movies.yahoo.com/news/sxsw-2011-best-people-twitter-
20110312-170700-009.html

63. Now set up your own

64. Practical Exercise:
RESEARCH
• Research the following
using only TWITTER:
1. Transmedia Definition
2. Top 5 transmedia
producers
3. Audience numbers
http://thecapitol.pn/
following HUNGER
GAMES on twitter

65. The Hunger Games
• According to Danielle
DePalma, social media
strategist for The Hunger
Games: between
Facebook, Twitter, YouT
ube and Tumbler, The
Hunger Games has
more than 6-and-a-half-
million followers.
• SEE THIS LINK:

66. The Hunger Games Social
Media
1. PLAY TO YOUR BASE: FANS COME FIRST. AND SECOND. AND THIRD.
2. BE A SOCIAL BUTTERFLY: EXPLOIT EACH SOCIAL MEDIA PLATFORM FOR ITS UNIQUE QUALITIES
e.g. Facebook Fan invites, Twitter partnerships for poster puzzles, fansites
3. THE SOURCE -- IN THIS CASE, SUZANNE COLLINS‟ BOOK -- IS YOUR BIBLE (e.g. create 'District
Identities)
4. CAST A WIDE NET: EVERYONE IS ON TEAM "HUNGER GAMES"
5. TEASE JUDICIOUSLY
6. TURN TRADITIONAL ADVERTISING INTO A SERIES OF SOCIAL MEDIA EVENTS e.g. Josh Hutcherson
appeared on Good Morning America to introduce the first trailer.
7. CROSS-POLLINATE SOCIAL MEDIA PLATFORMS
8. TWEAK (AND TWEET) CONSTANTLY
9. EMPLOY APPS AND GAMES TO SUSTAIN POST-RELEASE MOMENTUM
10. PLAY THE LONG GAME: THIS IS ONLY THE BEGINNING
11/4/2012

67. GIRLS
• 4 million viewers in
Season 1 in U.S.
market and growing
rapidly
• How do they use
social media?
@hannahHorvath
• Watch video>>
7582 followers

68. OPERATION
TRANSFORMATION
• Using Facebook and Twitter effectively in Ireland

69. Other great Case Studies
• Undroppable
• Felicia Day's The Guild
• Louis C.K.
• Connected the Movie: TIFFANY SHLAIN
• (& Let It Ripple) ... CLOUD FILMMAKING....see article
• Four Eyed Monsters

70. Sundance Social Media
2012
• Do use Facebook, Twitter, Fansites and blogs to promote
• Don't autopost from one to the other!
• More tips... click here...

71. Twitter summary
• Twitter is for NETWORKING and engaging
• No two Twitter 'feeds are alike but we're all jacked in
to the same global network.
• You find and create your niche community out of this
larger community.
• Twitter is for poking around and it provides incredible
access to all kinds of like-minded people all over the
world
• For more resources:
http://theviralmedialab.org/5491/2001/10/twitter-
tutorial/

72. Social Media 103

73. Over 500 Million Active Users
July
Worldwide 2010
500
M
Internationalisation
Open Registration
2007 2008

74. Over 1.64m Active users in
Ireland
• Over 2/3 of the Irish online population now using Facebook
regularly
1.64+
2008 2009
Source: Facebook internal data, june 2010
Note: Active users are registered users who have logged on to Facebook at least once in the last 30

75. Over 1.64m Active users in
Ireland
Daily
176 minutes 17 visits 58% daily
Average minutes per user Average visits per user Active users log in
(monthly) (monthly) (daily)
Source: ComScore November 2009 & Facebook Internal Data, Worldwide, June 2010

76. Facebook Demographics Ireland
Gender Age
Source: Total active audience Facebook internal data March
2009

77. Facebook Today - Ireland
Huge Growth and Engagement
1.64m monthly active Users in Ireland
Over 2.325 billion monthly page
views
Over 73% penetration of the online population
Over 58% of users return to the site daily
119 Average number of friends on Facebook in
Ireland
Over 378k users access Facebook on mobile in
Ireland
83% of users come back to Facebook every week

78. Target your audience

79. Target specific audiences
Country Age
Workplace
School Interests
Music Celebrities
Political View
Movies Gender
City Books
College TV Shows
Relationship
Town

80. Reaching mass & targeted audiences
All Irish 18-45 Married
Women Women in Women
Ireland 16-44 in
Ireland
709,000 577,000 105,000
*Facebook Ad Platform data Jan 2010, subject to market fluctuations

81. 2 dedicated Ad positions
Homepag
e Ad
Ad Space
Unit

82. Premium Ad formats
Encourage users to interact & share your advertising
Like ad Event ad
Polling ad
Video Commenting ad

83. Premium Ad formats
Encourage users to interact & share your advertising
Like ad Polling ad

84. ASU’s deliver targeted response
Multiple advertisers drive responses & conversions

85. Know Facebook
• Get to know the Edgerank Algorithm that Facebook
uses to decide which of your posts will appear in fans'
newsfeeds. That means going heavy on the photos &
video, posting new content when fans are most likely
to see it (not just when it's most convenient for you--
use Hootsuite's message scheduler for
scheduling), and asking friends & family to
"like, share, comment" on new content in order to
seed the affinity score.

86. More tips
• Create a Facebook page
• Fill out info tab
• Share the page
• Consider ads
• Like other similar pages
• Advertise your Facebook page on posters etc
• Post content!

87. Facebook Pages

88. Facebook Pages – content ‘Hub’ for FMCG brands
• Create unique dialogue between brand & audience
Drive Fans & Post Develop deeper
Create a 2-way
directly into their relationship with
dialogue
Newsfeeds consumers

89. Community and Social Media
Listening &
Getting Talking
Feedback
Connecting Selling
Andrew McAvinchey WebElevate
04/11/2012 89
Programme

90. Social Media 104
• LinkedIn
• Tumblr

91. The 6 Golden Rules
1. Be a person.
2. Join the conversation.
3. Try transmedia (expanding your stories over
multiple platforms.)
4. Fish where the fish are (especially for marketing
and distribution)
5. Don’t sell something people can’t buy. e.g “3
weeks till our film is on iTunes!,” - give them
something to do while they wait!
6. Ask your audience. locations, screenings,
character development, story development....

92. MEASUREMENT AND
FEEDBACK
Analytical tools:
• Facebook Insights
• Google Analytics
• www.buddymedia.com (Salesforce)

93. Handy tools
• Desktop: Tweetdeck
• Android phone: Twitter app
• iPad: Tweetbot (it's a paid for app - but is the
business)
• Also use Hootsuite for the craic. Very like
Tweetdeck, but looks prettier. Good for combining
Facebook and multiple twitter accounts

94. The future
• search: social: syndication - the three s's
• outside in vs. inside out advertising- ads contain apps
• Cowbird
• Pinterest
• Diigo/Delicious
• Web video platforms
• Collaborative/Cloud Filmmaking : http://bigthink.com/ideas/44637
• Amazon!?