This week I had the pleasure of attending a webinar entitled, “Tweet this! Using Twitter and Social Media to Promote your Project and Yourself,” which was organized and moderated for StudioDaily.com by Film & Video Magazine’s Editor-in-Chief Bryant Frazer, and featured Mike Monello, co-founder and executive creative director at Campfire Media and co-producer of “The Blair Witch Project,” Erik Proulx, freelance creative director, copywriter, employment activist, social entrepreneur at Please Feed the Animals, and director of the short documentary film, “Lemonade,” Ian Schafer, CEO of Deep Focus, and Paul Klinke and Tobin Nageotte, co-founders of thirtysevenclick, and producers of the independent comedic short “Moustachette.”
My fellow UCF buddy Mike Monello was first-up, and although I had a pretty good idea of what the marketing approach for “Blair Witch” consisted of based on a report I wrote in 2006 (see my Marketing Case Study: ‘The Blair Witch Project’), Mike clarified a lot of details in his informative, play-by-play account, which is marketing rocket fuel for any content producers seeking to achieve real success now, just as it was ten years ago.
Ian Shafer’s contributions, qualified by years of extraordinary, engagement-focused service to major film studios and entertainment properties, were very instructive on the differences and strengths of various social media communities, on ways companies and individuals can develop their brands using social networking, and solid reasons for doing so.
Erik Proulx next related his experiences after losing his advertising industry job, launching his website to help others in similar circumstances gather and commiserate, and then becoming inspired by the personal stories of many of his colleagues. By pushing the opportunities that came his way, seizing upon the idea of creating a film showcasing individuals’ inspirational stories, and then leveraging social media to facilitate numerous, mission-critical aspects of the filmmaking process, Erik is now contemplating the next steps for his impressive project.
Finally, Paul Klinke and Tobin Nageotte cracked open their social media playbook and raced through the process of detailing how they have brilliantly used a suite of tools, including MySpace, Facebook, Flickr, Vimeo and Twitter to activate a base of thousands of fans across 15 countries, and though their film is ultra-low-budget and has yet to debut, they have achieved greater social media networking results than most major film releases. Their thoughtful social media strategies have led to what I believe will soon be acknowledged as “Best Practice” tactics, and they were very forthcoming in highlighting their approaches, and the thoughts behind them.
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