Nicollette is a digital marketing executive who helps develop social media strategies for film releases. She studied marketing and did an honors project on social media experiences. Nicollette runs her own social media consultancy alongside her full-time job. She discusses strategies for Facebook, Instagram, Snapchat and developing content for each platform. Nicollette also outlines tips for building a social media presence including defining your message, audience, platforms and content. She emphasizes the importance of engagement, testing content and being prepared.

1. A SPOTLIGHT ON SOCIAL MEDIA

2. NICOLLETTE - BACKGROUND
• Studied a Bachelor of Business double
majoring in Advertising and Marketing.
• First Class Honours in Marketing.
• Honours Project - “Shared Customer
Experiences in Social Media”.

3. NICOLLETTE – DIGITAL MARKETING
EXECUTIVE
• Helping to develop strong digital marketing and social media
strategies for our clients.
• Current marketing agency for 20th Century Fox NZ where we
help develop strategies and promotions for all of their new film
releases.
• My role includes working with the international social media
strategy and re-developing it for the New Zealand market.
• This includes using copy, imagery and visual materials to
create a solid brand story for each new film, over a number of
different social media platforms.

4. EXCITING RECENT RELEASES
DEADPOOL (Feb 2016)
Huge social campaign
with access to all
international content
X-MEN: APOCALYPSE
(May 2016)
New frontier with UGC
in our first Snapchat
campaign
ICE AGE: COLLISION
COURSE (July 2016)
Partnership with
Antarctica NZ and Ice
Age

5. NICOLLETTE – A SOCIAL NATIVE
• Social Media Consultancy based in Auckland, run alongside
my full time position.
• Working with small business owners to understand the power
of social media and its need in their marketing plans.
• Started from an Instagram account, in June 2014, that posted
social media tips.

6. SOCIAL MEDIA PLATFORMS

7. SOCIAL MEDIA IS…
“is the collective of online communications channels dedicated
to community-based input, interaction, content-sharing and
collaboration.”
WHATIS.TECHTARGET.COM- 2016

8. QUICK FACTS
91% of mobile Internet access is for social activities!
• Facebook – The current market leader. 23% of Facebook users check their account at
least 5 times a day.
• Instagram – A community of over 300 million users, sharing over 60 million photos per
day.
• Snapchat – Over 400 million snaps shared per day.
• YouTube – Over 1 billion users.
• Pinterest – More than 14 million articles are pinned a day.
SPROUT SOCIAL - 2016

9. SOCIAL MEDIA PLATFORMS
Facebook
Photos, videos, text +
links
71% of adult internet
users are on Facebook
77% of adult women
and 66% of adult men
High usage for 18-29
and 30-49 age groups
👩👨
Instagram
Photos + small videos
26% of adult internet
users are on Instagram
29% of adult women
and 22% of adult men
Over 2x the amount of
18-29 than 30-49
👩👨
Twitter
Text (140 characters)
23% of adult internet
users are on Twitter
24% of adult men and
21% of adult women
Higher usage in the 18-
29 over other age
groups
👨
SPROUT SOCIAL - 2016

10. SOCIAL MEDIA PLATFORMS
Pinterest
Images (associated with
a link)
28% of adult internet
users are on Pinterest
42% of adult women
and 13% of adult men
Very similar usage 18-
64 age groups
👩
Snapchat
Photos + Videos (for 10
seconds)
70% of adult women
and 30% of adult men
Under 25 age group the
largest users
👩
YouTube
Video
Very even split of male
vs. female users
Largest demographic of
users is 25-34
👩👨
SPROUT SOCIAL - 2016

11. WHY USE SOCIAL MEDIA?

12. WHY USE SOCIAL MEDIA?
• Online Reputation Management: To be active in building and
managing your reputation online.
• Build an Audience: To build a dedicated audience for your
current film and your future projects.
• Community Engagement: To be able to develop an engaged
community that inspires, encourages and collaborates.

13. What do the next four social media
success case studies have in common?

14. EXAMPLES OF SOCIAL MEDIA SUCCESSES
Kim
Kardashian
West
THE GROAN
@iPadLettering
Deadpool and
Ryan Reynolds
Hunt For The
Wilderpeople
THE NICHE THE BLOCKBUSTER THE CLOSE TO HOME

15. KIM KARDASHIAN WEST – THE GROAN
• A celebrity and social media superstar
aka. ’The undisputed queen of social
media'.
• Has a strong presence on Instagram,
Snapchat and Facebook, showing off
her extravagant every day life to her
millions of followers.
• Facebook – 28.8 million likes
• Instagram – 77.2 million followers

16. @IPADLETTERING – THE NICHE
• A calligraphy/typography artist located
in Auckland who found a niche
product/area on Instagram and went
about building a devoted community.
• Instagram – 25.5k followers
• Website - 5000+ session per week

17. DEADPOOL AND RYAN REYNOLDS – THE
BLOCKBUSTER
• Was the first real movie campaign of its
kind where the actor got so behind the
promotion of the film and created
endless amounts of additional content.
• Deadpool Movie Facebook Page – 6
million likes
• Ryan Reynolds Instagram – 5 million
followers

18. HUNT FOR THE WILDERPEOPLE – THE CLOSE
TO HOME
• A New Zealand film that is blowing up
all over the world and has continued
dominating their social media
campaign throughout the launch in
multiple countries.
• Facebook – 61,248 likes
• Instagram – 7,147 followers

19. Of those four examples, what do they have
in common?

20. ANSWER
All four examples:
• Know their audience and engage with them on a regular basis.
• Test and measure content.
• Learn from those engagements.
• Are prepared (i.e. with content in the bank).
Which I believe is the key to being successful on social
media.

21. BUILDING A SOCIAL MEDIA
PRESENCE

22. MESSAGE – THE WHAT
• Get specific.
• What makes your message
different and unique?
• In other words, why should
people consume your
content?
MY EXAMPLE
I want to be known as a
leader in my field of social
media marketing, for small
businesses and creatives
entrepreneurs.

23. REASON – THE WHY
• Dig deep.
• Get specific.
• Limit.
• Write them down.
MY EXAMPLE
• To generate new leads.
• To build brand
awareness.
• To build a loving and
supportive community.

24. AUDIENCE – THE WHO
• Get specific.
• Drill down.
• Keep drilling.
What social media platforms
are they active on?
MY EXAMPLE
• Small business owners.
• In their 30’s-40’s.
• Who have limited social
media/online
knowledge but who
know they WANT to be
there.

25. PLATFORMS – THE WHERE
• Based on where your audience
is active.
• Also influenced by the type of
content you will be using.
• Images – Instagram?
• Videos – YouTube?
• Quotes – Twitter?
• Mixture – Facebook?
MY EXAMPLE
• Facebook
• LinkedIn
• Instagram

26. CONTENT – THE SECOND WHAT
• You don’t need to reinvent
the wheel…. What content
do you already have access
to?
• Stills/Images
• Short clips/Video
• Quotes
MY EXAMPLE
• My own blog posts
• Sharing articles with my
comments attached
• Client testimonials
• Social media tips

27. PUT IT ALL TOGETHER AND YOU GET…
A well thought out, tailored and unique social media strategy!
Message Reason Audience Platforms Content

28. THE EXTRAS – SCHEDULING TOOLS
• Social media scheduling tools.
• Make your life a heck of a lot easier when you have other things
going on too, like your full time job!
• Free tool Hootsuite or natively on Facebook.

29. THE EXTRAS – SOCIAL MEDIA ADS
Facebook and Instagram Ads
• Start from $1 a day.
• Are EXTREMELY targeted.
• Measurable and trackable.
• Start and stop when you please.
• Pick the content that will work best (limits i.e. text).

30. THE EXTRAS – SOCIAL MEDIA AD EXAMPLES

31. THE HIGHS + LOWS

32. THE LOWS
• Understanding that it does take time and that you do have to
be patient.
• Understanding that there is no secret weapon or magic pill.
That what works for one person might not work for you.
• Understanding that you will need to put in the time, effort and
maybe a little bit of cash to be successful (as is the same with
life!).

33. THE HIGHS
But what happens if you get it right?
• Success like from our case studies.
• Achieving your social media goals, whether it be building an
audience, increasing sales or finding new leads.
• Having a community that supports you and that you can
communicate with and learn from.
• You’re able to build an engaged audience that want to see
what you produce.

34. REMEMBER – KEEP IN MIND – DON’T FORGET
The Don’ts:
• Don’t give up too early
• Don’t be scared of failing
• Don’t try to be everywhere
• Don’t overwhelm yourself

35. AND GOOD LUCK FOR THE
LAUNCH OF YOUR FILMS!