How to be MIP's most social

1. Cannes, France http://www.miptv.com http://mipcom.com 11/18/2014 How to be MIP’s most social Best practices & tips

2. How to be MIP’s Most Social Overview Level 1: Getting started • Why? • How to tweet • How to bring value Level 2: Being heard, with limited spend • Twitter chats • Cover all platforms • Social networking IRL: events, tweetwalls & more Level 3: Investing in success • Forward planning & pre-show buzz • Getting creative & engaging with the community

3. Level 1: Getting started Why? Quite simply, to get noticed! Interest in MIP Markets naturally soars during shows, and more and more of that interest is on social media. For example, we see: - 5-6 times more social media mentions (30,000+) during a show than we usually get in an entire month - 4 times more MIPBlog pageviews than usual - 4 times more YouTube views than usual Furthermore, unlike onsite comms, social media also reaches those who aren’t at the show… You can take advantage of that surge in interest. How? Find out in the next 8 slides!

4. Level 1: Getting started How to tweet (& why) Tweeting (and posting on Facebook) is one of the easiest ways to communicate, especially during an event. If you get it right — by publishing content others will want to share — you will stand out from the crowd. But first: • Create your accounts; make their names as similar & easily-retainable as possible • Communicate account names on ALL marketing collateral (print, slides, etc.) • Ensure someone’s looking after those accounts! Replying is just as important as posting • Choose a hashtag & stick to it. It will then become recognised, and maybe even trend! • Use the official hashtags: #MIPCOM #MIPTV #MIPJunior etc. — or you may not get noticed!

5. Level 1: Getting started How to bring value Just saying what you’re doing at MIP is not enough. Everyone has something to sell! Bring value — be it with funny, informative or surprising content — and people will engage. Feel free to make up your own hashtags… as long as you’re using the official ones too! DO DON’T - Just push your show/company… (…push something worth sharing!) - Use too many hashtags: 1 for your topic & 1 for #MIPCOM / #MIPTV is fine - Post too often (examples hidden to protect the ‘innocent’!)

6. Level 2: Being heard, with limited spend Twitter chats Relativity Media and All3media organised Twitter and Facebook Q&As from MIPCOM 2013. Whilst the latter attracted hundreds of questions in just 15 minutes for the stars of crime series Midsomer Murders, the former saw CEO Ryan Kavanaugh come straight out of his keynote to chat online with followers, both of Relativity Media and of media partners The Wrap, via the #RelativityatMIPCOM hashtag. Relativity Media were also the first MIP Market speakers to provide MIP’s social media team with pre-keynote teaser posters (above left), in order to build buzz ahead of Kavanaugh’s session. Another best practice to be copied!

7. Level 2: Being heard, with limited spend Cover all platforms Twitter and Facebook are great. But why not try Vine, Instagram, flickr or YouTube too? - More platforms = greater potential audience - But beware of the tool trap: only set up on platforms you know you can maintain long-term - If resources limited, choose your platform depending on target audience and/or IP

8. Level 2: Being heard, with limited spend Social networking IRL: events, tweetwalls & more Events are obviously a key opportunity to meet your commmunity in real life. So why not organise something fun and memorable? Tweet Ups, cocktails and games are all easy and cheap to set up. Also, to encourage interaction, set up a Tweetwall* on your stand! Initiatives like these saw a 131% increase of Red Touch Media’s total marketing reach at MIPCOM 2013. *Cost 2-3000 euros, but cheaper options becoming available

9. Level 3: Invest in success Forward planning & pre-show buzz The best social media activations require pre-show planning and investment. But the results are truly worth it! - Create a gif tumblr with your show’s images, cf. ITV’s Schitt’s Creek, below & here (but always hat-tip the original: The MIP Experience!) - Ask MIP-goers to take part in a quiz & reveal results onsite (All3media) - Pre-tease the shows you’ll be revealing at MIP on YouTube/Vine/Instagram

10. Level 3: Invest in success Be creative & engage with the community! Investing even a little can yield great results: - Our own Red Carpet competition got 40+ submissions & nearly 100 interactions in just a few weeks. Facebook competition apps can now cost as little as €1500 off the shelf - Leverage your IP! At MIPCOM 2014, ITV equipped nearly 50 contacts with mobile phones to chronicle their Cannes adventures — just like in its “Secret life of Teens” show — for #secretlifeofmipcom

11. Top 5 tips 1. Know your objectives and targets: elaborate your strategy first, then create the appropriate context to implement it, IP by IP if necessary 2. Plan ahead: getting noticed first is a good way to get noticed  3. Don’t be afraid to be creative and fun: play games with your community! 4. Think cross-platform: make yourself easily contactable by clearly displaying your social identifiers on all marketing materials, especially print/offline 5. You don’t have to invest massively to get massively noticed!

12. This report was compiled by MIP Markets’ James Martin (social media manager) and Pierre Ziemniak (community manager). Click on their names to email them any MIP social media queries; or you can reach them via MIP Markets’ social media presences (below right). And be sure to connect with our most social clients! Company Twitter Facebook ITV Studios @itvstudios www.facebook.com/itv Red Touch Media @RedTouchMedia www.facebook.com/redtouchmedia Relativity Media @relativitymedia www.facebook.com/relativitymedia All3media @all3media www.facebook.com/All3Media Canada Media Fund @CMF_FMC www.facebook.com/cmf.fmc Our websites To follow us: http://www.miptv.com http://www.mipcom.com http://feeds.feedburner.com/mipworld/ABNF http://twitter.com/mip http://youtube.com/mipmarkets http://facebook.com/mipmarkets http://linkd.in/mipmarkets http://flickr.com/photos/mipmarkets To download our MIPTV / MIPCOM app: http://bit.ly/mymipapp About the Author This report is brought to you by MIPTV/MIPCOM MIPTV & MIPCOM are the world’s leading content markets for creating, co-producing, buying, selling, financing, and distributing entertainment & TV programs across all platforms. MIPTV & MIPCOM respectively take place every April and October, each bringing together over 12,000 professionals from 100 countries.