Ipf Marketing Guide

HOW TO BUILD AN AUDIENCE FOR YOUR WEB SERIES: Market, Motivate and Mo i!
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Julie Giles
A Publication of the Independent Production Fund
How to Build an Audience for Your Web Series: Market, Motivate and Mobilize
Publication date May 2 !! Written by: Julie Giles www.greenhatdigital.com Editor: Andra Sheffer Graphic Design/ ayout: !elen "rancic #ersion $.% & 'opyright (%$$ )ndependent "roduction *und All right reser+ed. ,o part of this boo- may be reproduced or transmitted in any form or by an means. electronic. mechanical. photocopying. recording. or otherwise. without the prior written permission of the publisher. 'ontact info/ipf.ca ,otice of iability. 0he information in this boo- is distributed on an 1as is2 basis. without warranty. While e+ery precaution has been ta-en in the preparation of this boo-. neither the author nor the publisher shall ha+e any liability to any person or entity with respect to any liability. loss. or damage caused or alleged to be caused directly or indirectly by the instructions contained in this boo- or any materials or products described therein. ,ational ibrary of 'anada 'ataloguing in "ublication Data 3ain entry under title: !ow to 4uild an Audience for your Web Series: 3ar-et. 3oti+ate and 3obili5e )ssued also in *rench under title: 'omment b6tir un auditoire pour une webs7rie: 'ommercialiser. 3oti+er. 3obiliser. )S4, 89:;%;8:9<9=:;%;9 "ublished in 'anada by:
Inde#endent $rod%&tion F%nd

( 'arlton St.. Suite $9%8 0oronto. @ntario 3>4 $J? info/ipf.ca =(%%. boul Saint; aurent. 4ureau >%? 3ontr7al. Au7bec !(W (B( fipinfo/ipf.ca
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Content'
About t'e Aut'or About t'e "P$ "ntroduction How to use t'is *uide Marketin* strate*y Your -arketin* #lan Audience develo#-ent Build your website 0r*anic searc' -arketin* 2ontent -arketin* Social -edia -arketin* You3ube Publicity and #ro-otions 2o--unity develo#-ent 4-ail -arketin* Advertisin* Sc'edule Bud*et A##endi5 A: 2ontent ty#es A##endi5 B: ) ways to #ro-ote your You3ube c'annel and videos A##endi5 2: Perfor-ance Metrics 6esources and links ! !1 2, (! ) ), +( , ,( ,+ ,. 1 1! 12 1( ( ( ) + , . /
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A o%t t(e A%t(or

Julie Giles is a mar-eter. publicist. producer and filmma-er. @nline since the early days of dial;up. her eCpertise is both wide and deep. including content mar-eting. seo. social media. email mar-eting. +ideo mar-eting. and publicity and promotions. Julie is 'hief 3adhatter at Green!A0 Digital. a 0oronto;based digital mar-eting agency. *ollow her on 0witter /greenhatdigital.
A o%t t(e I$F

0he )ndependent "roduction *und D)"*E was established in $88$ by 3aclean !unter imited with an endowment now +alued at F?>3. )t is mandated to support the production of 'anadian drama series and to encourage professional de+elopment and training for the tele+ision industry. )n the past (% years. the )"* has in+ested F>( 3 in the production of (>% 'anadian tele+ision drama series. )n (%$%. it launched a new funding program to support drama series created for digital platforms. 0he *und is GcertifiedG by the 'B0' as an independent production fund. eligible to recei+e 4DH D4roadcast Distribution Hnderta-ingE contributions. )t is incorporated federally as a corporation without share capital and has been granted charitable status. 0he 4oard of Directors which represents the industry ma-es all funding decisions. 0he *und is administered by offices in 0oronto and 3ontreal.
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Introd%&tion
0he recent eCplosion in the production of web series around the world has gi+en audiences an impressi+e range of content to eCplore online and on other digital platforms. 0here are series for e+ery taste and e+ery demographic. 0heir audiences may be global. or may be targeted and niche. Iet. producers of this wealth of content share a challenge: how to let potential +iewers -now that they eCist. 0he )ndependent "roduction *und. which began to finance web drama series in (%$%. Dafter (% years of funding tele+ision drama seriesE. was ama5ed by the Juality and di+ersity of material presented to them by both traditional tele+ision producers and new media producers. A lot of commitment and passion went into the production of their series. 4ut. we all soon recogni5ed that Kust as much commitment and labour and creati+ity and s-ill must go into mar-eting and promoting the web series. o+er long periods of time. ,o one really reali5ed Kust what that could entail. if done right. And who should do it. And when it should be done. And how. And what resources eCist. And how to use them. And for how long. 0raditional "B and promotional techniJues would not do the Kob. How to Build an Audience for your Web Series: Market, Motivate & Mobilize is our attempt to answer these Juestions. )t pro+ides practical. hands;on ad+ice and strategies to attract audiences to web series and websites. and to inspire audiences to become communities of interest. who in turn can become the best mar-eters you can get. 0here are not many eCperienced people in this field. Julie Giles is an eCception. She is a digital entertainment specialist with years of eCperience. who has agreed to share her +ast -nowledge of the art and science of digital mar-eting. 0he )ndependent "roduction *und is a pri+ate *oundation mandated to fund 'anadian drama series produced for any platform. and to support professional de+elopment of the production industry. )t pro+ides a web series dashboard for all the series that it funds. As producers learn to optimi5e their mar-eting -nowledge. audiences will grow. and hopefully. fame and fortune will followL Andra S'effer 45ecutive 7irector "nde#endent Production $und
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Ho) to %'e t(i' *%ide

How to Build an Audience for your Web Series: Market, Motivate & Mobilize is a comprehensi+e wor-boo- for web series creators interested in building their audiences and reach +ia online. mobile and social media platforms. )t has been designed to pro+ide a practical framewor- to direct your worfrom idea to production. launch and beyond. Each section addresses an essential aspect of di*ital -arketin* and pro+ides specific tactics for building an engaged and loyal audience. Whether you are interested in establishing a Iou0ube presence. building a +ideo;enhanced website. or engaging 0witter and *aceboo- followers. the guide will ta-e you through the necessary steps. Sample budget. resources. lin-s and timelines are all included allowing you to de+elop your -arketin* #lan by platform and chapter. or by following the month;by;month schedule at the end of the guide. 0he tas-s suggested here are applicable to a broad range of web series. and to most creati+e producers. 4ut -eep in mind that you may need to do other things depending on your obKecti+es and your niche. )t s also possible that some of the tas-s mentioned here. which may be necessary for other producers. may not be appropriate to your goals.
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Marketin* 'trate*+
A good mar-eting strategy begins with a thorough understanding of your #roduct, your *oals and your audience& Start with defined goals. Mnow what your want from your web series abo+e all. )s your goal to: N N N N N N aunch your careerO 0a-e your web series to 0#O 4uild a large audienceO 4uild a long;term. sustainable fan baseO 3a-e money D+ia funding. ad+ertising. sponsorship. etc.EO !a+e an impact on the world or create changeO
Mnowing your goal will define w'at success -eans to you and your tea-. Defined goals will also help when you ha+e to ma-e hard choices about where to allocate precious resources. @nce you ha+e decided what your goals are. youll need to take stock of your web series. )s the wor- goodO Will it hold up to the harshness of the ultra;competiti+e mar-etplaceO Whats the one thing that ma-es it both different and compellingO Are there starsO )s there an irresistible story in the ma-ing ofO )s your series shoc-ing or contro+ersial in any wayO What ma-e it 1the only one2 of its -indO Answering these Juestions and others will help you to clearly define and differentiate your brand. Audience identification should start as early in the process as possible. W'o -akes u# your core audience8 DA core audience might include one or more niche audiences ;; people with a uniJue shared interest or preferenceE. )s there a secondary audience that shares some of the same interests as your core audienceO Who are theyO Enlist your co;producers and ad+isors to help brainstorm audience profiles. )t is difficult to mar-et to your audience if you dont -now who that audience is. Hnderstanding your competition. capitali5ing on trends and -nowing your mar-eting channels can further define your mar-eting strategy and help you to clearly define and differentiate your brand. 'onsider the following:
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N W'at wave are you ridin*8 3a-e a list of trends that can power your success. 'an you ride more than one trend at a timeO N W'o s'ares t'e landsca#e8 Who are your competitorsO What similar entertainment products come first. second. and third in the mind of the audienceO Design a strategy to become number one or two. @r. become the first in a new category DTwilig t did this by combining two genres: +ampire and teen litE. N How will you s#read t'e word8 )s your messaging as uniJue as your productO !ow will your audience learn about youO !ow can you 1enroll2 them to help spread the word about your wor-O Where should you put your mar-eting resourcesO N How do you earn fan loyalty8 What would turn off a fanO )s there a way to introduce super fans to new members of your audienceO @r to you. your cast and crewO What cool things can your organi5e that will ma-e your fans feel specialO We li+e in a world where everyt'in* is -arketin* and -arketin* is everyt'in*. 0he least amount of friction between who you are. what you produce. and what you mar-et will gi+e rise to an authentic and honest approach that can be Pwinning for both you and your audience.
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Yo%r ,arketin* #!an

Iour mar-eting plan should be specific and detailed and include a step;by; step set of actions for you and your team to follow. 4elow is a recommended eight;step system to build and eCecute your mar-eting plan: S34P !: De+elop your audience profileDsE. S34P 2: 'learly define and differentiate your brand. S34P (: Design and deploy a content;dri+en website. S34P ): 'hoose your mar-eting channels. 0his can include traditional Dad+ertising. direct mail. publicity. etc.E and non;traditional Dblogger outreach. social media. etc.E channels. S34P +: 4uild an integrated campaign fueled by four core mar-eting strategies: content mar-eting. organic search mar-eting. social media and publicity. S34P ,: Establish budgets. Allocate your money ;; and your time. S34P 1: Define timelines with milestones. tas-s and responsibilities. S34P .: 3easure e+erythingQ be willing to adapt and e+ol+e. )f a tactic doesnt wor-. either ma-e changes or try a different course of action altogether.
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A%dien&e deve!o#,ent
When you build an audience. you dont ha+e to buy peoples attention ;; they gi+e it to you. 0his is a huge ad+antage as it allows e+en small independents to build an audience for their wor-. 0raditionally. broadcasters ha+e been the intermediaries between producer and audience. As such. they ha+e been responsible for dri+ing 1eyeballs2 to screens Dusually +ia mass ad+ertising and "B campaignsE. With the ad+ent of the web. this traditional form of mar-eting has changed. ,ow that producers ha+e a direct relationship with their audience it is less about the big spend and more about creati+ity and passion. 0o de+elop an audience for your show. your need to 1pull2 people using a combination of 1inbound -arketin*2 techniJues. which include content mar-eting. organic search mar-eting. social media. and publicity and "B. @nce you ha+e people coming to your website. then it becomes all about connectin* to your audience and ma-ing them feel li-e they are part of something special. )t is this 1eCperiential2 aspect that ma-es a web series uniJue to mar-et. 0here are three ways to build an engaged and loyal audience: by building a large followingQ by building a communityQ or by putting together a combination of the two. 3ost of this guide will focus on how to build a lar*e followin*& 0his in+ol+es creating great content. engaging with as many people as possible. getting co+erage in top blogs. and maCimi5ing you profile in online searches.
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B%i!d +o%r )e 'ite

Iour website is the showcase for your web series and the cornerstone for all your mar-eting acti+ities. As you design a site for your show. there are se+eral things to -eep in mind. *irst. put your web series front and centre. Iour +ideo player should be prominent and appear alongside a memorable tagline that introduces +isitors to the show and eCplains Din as few words as possibleE how it is different and compelling. Second. +isitors should straightaway -now what other content they can find and w'at t'ey can do on the site. 0he main website na+igation should be clear and easy to understand Dno creati+e titles. hereE while features such as the newsletter sign;up should be positioned where +isitors typically eCpect them to be Dtop right sidebarE. astly. your website should connect visitors to your social media channels and pro+ide ways for them to interact with you ;; as well as each other. 0he site should wor- for search engines Dno bro-en lin-s. slow loading. ghost pages or duplicate contentE and be accessible to anyone using any de+ice Ddes-top computer. mobile. tabletE or browser D)E. *irefoC. @peraE. )nKect your website with lots of personality ... and youre ready to goL
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!& Select a uni9ue do-ain na-e

Ensure that your site has a uniJue domain name. 'laim your .ca. .com and/ or .t+ address. A .com address is the most common domain although not the only option. 3any successful online brands ha+e used non;traditional domains to ma-e themsel+es memorable Dfor eCample. music ser+ice ast.fmE. 3ost hosting pro+iders offer domains for free along with their monthly or annual pac-ages. Alternati+ely. you can purchase your domain through a ser+ice li-e 3yDomain. "rotect your brand by buying as many domain +ariations as you can afford. 0he best domain names are short and easy to remember. *or additional characteristics of a good domain. read this blog post on Daily 4log 0ips.
2& 2'oose a 'ostin* service

0here are lots of good. affordable website hosting plans a+ailable. 4ecause your mandate is to first reach a 'anadian audience. it s better to host your website on a ser+er located in 'anada. *or an eCplanation why. watch this +ideo from 3att 'utts of Google Webmaster !elps. Do your research before your hand o+er your money. Iou want a ser+ice that is fast. secure and has great ser+er 1uptime2. )f you plan on hosting your own +ideo. you may want to consider a cloud hosting plan so as to minimi5e down time if you start getting traffic spi-es.
(& Set:u# a landin* #a*e
As soon as you ha+e the green light Dand after you+e registered your domain name and selected your hosting pro+iderE. the first thing you want to do is create a temporary landing page with the goal of collecting email or 0witter addresses. Iour landing page should be simple and focused solely on capturing addresses. Iou can design your own or use a launch page ser+ice li-e aunchBoc-. Hse the code pro+ided by your email pro+ider to set;up your opt;in email subscription boC.
)& Select a 2MS #latfor4efore you design and build your website. select a '3S platform. 'ontent 3anagement Systems D'3SE ha+e re+olutioni5ed the world of web design. allowing anyone to create. publish. and manage content online. 0he three maKor content management systems are Drupal. Joomla and Word"ress. 3ost web designers or de+elopers will ha+e a preference for one or the other. 3a-e sure that you are comfortable with their recommendation by testing the platform ahead of time. )f youre planning to do most of your updates yourself. then Word"ress is by far the most user;friendly of the three. Good Web "ractices has an eCcellent article eCplaining why you might choose one '3S o+er another.
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+& 2'oose a t'e-e or te-#late
With the proliferation of ready;made themes and templates. its no longer imperati+e to hire a designer for your website. 0his ma-es it much more affordable to design and build an attracti+e website. )f you re using Word"ress as your '3S. there are a large number of free and premium themes to style your website. @nce you ha+e Word"ress installed on your host ser+er. then it is only a matter of 1s-inning2 your site with the theme of your choice. 0heme*orest has a number of affordable premium themes. )f youre a web series producer. loo- for a theme with a DbigE +ideo player built into the homepage layout.
,& Hire a desi*ner;develo#er

3any themes now come with highly customi5able bac-ends that you can twea- in order to gi+e your website a more uniJue loo-. Depending on your theme Dand budgetE. you may still want to hire a designer/de+eloper to customi5e your website for that fully 1branded2 feel.
1& 7esi*n your site for #eo#le

Hsability Dthe people side of web designE is both art and science. Sites with good usability tend to ha+e se+eral things in common: a clear and simple na+igation system. a search function. strong support for the brand. and easily scannable content. 0he subKect of web design is huge and cant be co+ered in depth here. )nstead. we suggest you +isit an ac-nowledged design resource. such as Smashing 3aga5ine or WebDesignerWall for tips and inspiration. 0he alternati+e is to hire a designer/de+eloper.
.& But dont for*et t'e searc' en*ines

Design your site for people but dont forget about the search engines. Search engines Dli-e peopleE want to see content that is well organi5ed and downloads Juic-ly. 0heir main goal is to 1crawl2 and indeC your site. Dont bloc- the search 1bots2 by using eCcessi+e Ka+ascript. splash pages or *lash files.
/& 7ecide on a navi*ation style and layout

3a-e it easy for people to na+igate your site. Decide where on the page you want your main na+igation to go: the top Dhori5ontalE. side D+erticalE or both. 0he na+igation should pro+ide an o+er+iew of what the site has to offer and how its organi5ed. "eople are creatures of habit. Hse classical layouts that +isitors will easily recogni5e. !ere is one place where it pays not to be too creati+e.
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! & 7esi*n t'e #erfect 'o-e#a*e

Effecti+e design draws the attention of +isitors to important elements. "lace your web series front and centre on your website and 1abo+e the fold2 so that it can be seen right away and without ha+ing to scroll down the page. Ensure that your important lin-s. images and teCt are also 1abo+e the fold2. 4le-ents to include <above t'e fold=: N 'ompany or show logo N 'ompany or show name N 0agline Da memorable one sentence summaryE N 3ain and sub;na+igation N #ideo player Dif youre producing a web seriesE N BSS and email subscription options N BSS and social media buttons/icons N @n;site search boC 4le-ents to add <below t'e fold=: N Sidebar content Dblogroll. tag cloud. widgets. etc...E N 'ontent promos Dlatest or most popular newsE N *eature promos Dlatest episodeE N Social media widgets D*aceboo- or 0witter feedsE N *ooter information Dsub;na+igation. pri+acy and copyright infoE
!!& Add a blo*

4logs play an important function by -eeping your audience engaged and by helping your search engine optimi5ation DseoE. )f you are using a '3S such as Word"ress. Drupal or Joomla. then a blog is a built;in feature. )f you ha+e a static site. you can use Word"ress to add a blog feature. Do not use an off;site platform such as 4logger or Word"ress.com to host your blog. Ioull gain nothing from the added benefits that a blog can bring such as increased traffic and enhanced seo. 0ry and stay away from 0umblr as well. 4ecause 0umblr ma-es it easy to copy content from one blog to another Dre;bloggingE and lac-s uniJue title tags for pages. it does not ran- well with Google and other search engines.
!2& Build your site fro- a blue#rint

4efore you build your website. organi5e your content Dyour pagesE into a wireframe or screen blueprint. Doing this first can sa+e time as you hash out the details of the site s architecture. functionality. and content prior to actually starting the build. Wireframes can be eCecuted with pen and paper or with special tools. *or an o+er+iew of the wireframe process and a comprehensi+e list of resources. +isit Smashing 3aga5ine.
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!(& Burn your 6SS feed wit' $eedBurner

As soon as your website is built. one of the first things you want to do is burn your BSS DBeal Simple SyndicationE feed with *eed4urner. 0o create a *eed4urner account. youll first need to ha+e a Google account. *ollow the instructions included in this W" beginner post to burn your feed. 3anually add a redirect from your original feed to your new *eed4urner feed. or install the *eed4urner *eedSmith plugin to do this automatically. 0here are se+eral ad+antages to using *eed4urner. @ne of the main ad+antages is that it lets +isitors sign;up to recei+e your news feed by email. 0his is important as many people are still unfamiliar with feedreaders and whats in+ol+ed in subscribing to an BSS feed. @ther ad+antages: *eed4urner allows you to find out how many people are subscribed to your feed. )t automatically 1pings2 the search engines to let them -now when new content has been added. And. if you change your blog. you can easily port your new feed to your *eed4urner account without interruption.
!)& Add an e-ail subscri#tion bo5

Encourage email subscriptions on your website by adding an opt;in email subscription boC. "lace it 1abo+e the fold2 in the upper;right corner of the page. 0he boC should appear on your homepage as well as on the top ten pages of your website Dincluding your blogE. When creating your email subscription boC. as- only for the information you absolutely need Di.e. an email addressE. )f you absolutely ha+e to collect more information. design a two;step sign;up process. )n addition to ha+ing a subscription boC on your website pages. you may also want to consider adding a call;to;action and a lin- to your sign;up page at the bottom of e+ery blog post.
!+& 4nable social s'arin*

Enable social sharing on your website so that your content can be easily shared by your +isitors. )f youre using Word"ress. there are hundreds of social sharing plugins to choose from. Add0his is one of the more popular plugins. 3ashable has a good 1how to2 post on adding social sharing buttons to your website. 0o learn more about how the digital landscape is being reshaped by social sharing. read this blog post from Edelman "B: 1Why social sharing is bigger than *aceboo- and 0witter2.
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!,& Add a $acebook <>ike= bo5

@ne of the easiest ways to eCtend the reach of your website is to add a *aceboo- 1 i-e2 4oC. 0he 1 i-e2 boC widget can be customi5ed and added to your sites sidebar. Grab the embed code from *aceboo- Share. 0he 1 i-e2 boC allows you to acJuire new fans for your *aceboo- page without them ha+ing to lea+e your website. )t also helps to build your social proof by showing your fan count.
!1& Add your 3witter streaAnother way to eCtend the reach of your website is to add a 0witter badge. 0he 0witter badge shows your real;time 0witter stream and pro+ides a linto your 0witter account. As with the *aceboo- 1 i-e2 boC. the 0witter badge helps build social proof. )f you plan to use this feature. Kust ma-e sure that your account is acti+e.
!.& Add a row of social -edia icons

Add a row of social media icons Dor buttonsE to your sidebar and then linthe images to your most important social media channels D*aceboo-. *lic-r. 0witter. Iou0ube. etc.E. 3a-e sure that your buttons are 1abo+e the fold2 and large enough to be +isible. 0here are numerous plugins that let you add and customi5e this feature. Dont forget to include your BSS feed Dthe famous orange buttonE in your 1social2 row.
!/& Add a toolbar

Adding a toolbar to your website can help encourage on;site acti+ity and interacti+ity. 0oolbars typically sit at the bottom of the browser and pro+ide a number of useful tools such as site search. translation. li+e;chat and more. "opular toolbars include the 3eebo 4ar and Wibiya 0oolbar. 0he only downside of toolbars is that they can slow the load time of your website. )f you are planning to add one. do your research and optimi5e your cache. 3ore on this in the @rganic Search 3ar-eting section.
2 & ?se feedback to discover #roble-s

Embed feedbac- widgets to disco+er problems and to find out from your +isitors what is and isnt wor-ing with your website. 0here are two main types of feedbac- widgets: sur+ey tools that pop a little Juestion up from the bottom corner of the screen. and li+e;chat tools. which let you engage in a con+ersation. Add a sur+ey widget D@lar-. M)SSinsightsE or a li+e; chat widget DSnapEngageE to your site for insights into points of confusion that you might not ha+e thought of.
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2!& Make your site -obile friendly

Strengthen your ability to reach your audience anytime and anywhere by ma-ing your website mobile friendly. 0here are se+eral plugins a+ailable Dfor Word"ressE to help 1mobili5e2 your site. including the Word"ress 3obile "ac-. 3obify. 3ofuse and W"0ouch.
Bottom Line:
!ollow establis ed "best #ractices$ w en it co%es to t e design of your website& W en in doubt ire a designer'develo#er but re%e%ber to %ake sure t at you can andle u#dates yourself and t at you are able to %anage t e (MS t ey reco%%end& Add a blog to %ake your website dyna%ic and to el# wit searc engine o#ti%ization& )ink to your social %edia c annels and encourage on*site activity t roug widgets and ot er "sticky$ features&
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Or*ani& 'ear&( ,arketin*

A big part of finding an audience is ma-ing sure that they can find you during an online search. Search engine optimi5ation or seo is one of the strategies used to accomplish this. Seo can pro+ide you with a distinct advanta*e if only for the fact that most people either neglect or ignore this side of the mar-eting eJuation. 0he primary goal of organic search mar-eting is to put you on the short list of best answers to a searcherRs Juestion. Search engine listings come two ways: paid and organic. @rganic searc' listin*s are the free listings that dominate search engine results pages Dalso -now as SEB"sE. )n Google. these are the results on the left side of the page. "aid listings. sponsored results and pay;per;clic-. are typically on the right sight of the page and appear as a few spots at the top of the page. @rganic search mar-eting 1pulls2 people to your website by highlighting content that is rele+ant to what they are loo-ing for. Search traffic deli+ers +isitors who are acti+ely searching for informationQ who may ha+e heard of your show from friends or family membersQ or who ha+e a passionate interest in your themes and topics.
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22& 7evelo# a list of or*anic keywords

0he first step in a search mar-eting strategy is to de+elop a list of -eywords. @rganic -eywords are those -eywords Dand phrasesE that appear naturally on your website and contribute to the search engine ran-ing of the page. Meywords come in two types: head terms and long tail terms Dor broad terms and narrow termsE. !ead terms are single words li-e 10#2 or 1webisode2Q long tail terms are multi;word phrases li-e 10# series angel cast2 or 1webisodes for -ids2. ong tail terms comprise 9%S of all search Jueries. )f you -now your audience. you will probably ha+e a general idea of what words and phrases they might be using to search for your theme. genre or topic. genre. 0he more closely you can target highly specific phrases that are being used by your audience. the better youll be able to match their information needs to your content plan. 0here are se+eral free tools that you can use to de+elop a -eyword list: Google Suggest. Google AdWords Meyword 0ool. Wordstreams *ree Meyword 0ool and Wordtrac-ers *ree Meyword 0ool. 0hese tools generate -eywords and -eyword +ariations based on search Jueries performed by real people. Hse Google AdWords to further refine your list by loo-ing for -eyword phrases that are popular with searchers but not that popular with webmasters. 0hese are often referred to as competiti+e -eywords. Ioull want to generate a short list of long tail terms and a longer list of head terms. Hse your -eywords on pages. in posts and to identify images. De+elop a broader and deeper list of -eywords for use on your weblog. @r loo- for a browser eCtension. such as Seo 4logger. so your can search for -eywords 1on the go2. !a+e one or two target -eywords in mind before you start writing your website copy. A general rule of thumb is to use tail terms when optimi5ing web pages with specific content. and head terms when optimi5ing web pages with more general content Dfor eCample. your homepageE. Select -eywords that are consistent with the content of each page. as well as with the o+erall theme of your website. Befine your -eyword selection. on a regular basis. by re+iewing your analytics program and ma-ing changes based on what terms people are using to find your website.
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2(& Arc'itect your site for searc'

A good site structure helps people na+igate your website. )t also helps search engines find and indeC your content. Good site structure should: N >ook like a #yra-id. Iour site structure should loo- li-e a reasonably balanced pyramid. ,o section should be more than twice as large as any other section. Iour site should neither be too wide Dtoo many main sectionsE nor too deep Dtoo many sub;sectionsE. Hse pen and paper or an online mapping tool li-e Gliffy to map your site. N 0r*anize your content. Iour site structure should organi5e your content and logically group it into sections. Iou wouldnt eCpect to find your show episodes in your 1About2 section. ,either will the search engines. N @a-e your content. Each page on your website should ha+e a uniJue HB . Each HB should describe the content of that page. yet it should be as short as possible. )nclude important -eywords in your HB if possible. N >ink your content. )ncrease your siteRs ran-;ability by building a fluid internal lin- structure. 0o deep di+e into intelligent site structure for better seo. +isit Ioast.com.
2)& 0#ti-ize your web #a*es for searc'

When optimi5ing your web pages for search. there are two factors to consider ;; the structural Dsuch as file names and title tagsE and the written Dprimarily the web page copyE. *or a complete analysis of on;page optimi5ation factors. read 1"erfecting Meyword 0argeting and @n;"age @ptimi5ation2 from Seomo5. 0o eCecute on basic page optimi5ation. follow these steps: N 3itle ta*s& 0itle tags are the most important element on the page. Search engines use the teCt within the title tag to determine what the content of the page is about. imit your title tag to <> characters or less Dsearch engines wont display moreE. 4e mindful to create uniJue title tags for each page of your website. )f you are using a '3S li-e Word"ress. you can install a plugin that lets you customi5e your title tags. meta descriptions and -eywords. N $iles na-es& )f youre using a '3S. your file name will be automatically generated from the title of your page or post. Iou may want to edit the file name so that it is shorter and includes a -eyword. Word"ress and other '3S include tools that help with this.
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N Meta descri#tion ta*s& 3eta description tags summari5e what your Web page content is about and are displayed in 4@ D as part of the information people see on a search engine results page. Write a brief yet informati+e description about your content. including the -eyword or phrase used in the title tag. N Meta keyword ta*s& Although most search engines ignore this tag. some still use it in their ran-ing algorithms DIahooLE. Meywords and phrases contained in your meta -eywords tag wor- in tandem with the meta description tag to describe the content of your Webpage. Generate a short list of no more than $% -eywords or phrases to add. N Header ta*s& 3ain topics and ideas can be placed within header tags. 0hey alter the format of the teCt in the Web browser and tell the search engines that these -eywords and phrases are important. !eader tags are arranged in preset le+els of importance from T!$U to T!<U. 0eCt included in an T!$U tag appears larger than other teCt on the page. !eader tags can be used anywhere within the body of the teCt. N Body co#y& Iour written copy should include -eywords. 0here is no hard and fast rule regarding -eyword density Dnumber of times a -eyword is repeated within a section of copyE although two to three times for a short page and three to four times for a long page seems about right. 4old/ strong and italic/emphasis tags seem to carry some weight and should be used to emphasi5e the targeted term at least once. N "-a*es& Search engine spiders cannot read images present on your pages. 0herefore you must use TaltU image tags to describe your images. )f youre using a 'B3. you can add TaltU tags once your image has been uploaded. 0he TaltU tag should describe the image and be no more than two to fi+e words long. 3a-e sure that your image has a 1real2 name Dfor eCample. 1my;name.Kpg2 rather than 1%%f=>ffg.Kg2E and add a title to describe the image. 0he title can be a bit longer than the TaltU tag and read li-e a sentence. Bele+ant captions under or near images. or related teCt in the paragraph before or after images will further help the search engines and may produce a slightly higher ran-ing in the SEB"s.
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2+& 0#ti-ize your blo* for searc'
)f youre using Word"ress as your '3S or as your blogging software. there are some specific steps youll need to ta-e to ma-e your site/blog more findable: N ?#date t'e #er-alink structure. changing the default setting for www.abcwebseries.com/OpV$(? to episodes/thefirst. 'lic- on 'ustom U add the following code: '+category+'+#ostna%e+' *or more information on the subKect of permalin-s. +isit the Word"ress 'odeC. N "-#rove your sites load ti-e. Site speed Dhow Juic-ly your website loadsE is now an official ran-ing factor for Google. oad times can become an issue if you ha+e a lot of plugins running or are streaming +ideo from your site. @ne way to ensure faster load times is to optimi5e your cache. Wouldnt you -now it. theres a plugin for this. too ;; W? 0otal 'ache. *or bac-ground information on site speed. read this post. 1Site speed is now a ran-ing factor2. by Joost de #al- . 0his +ideo eCplains how to install and configure W? 0otal 'ache. ,ote: 0his is not for the technical newbie. 0al- to your programmer or as- for assistance. N Add an AM> site-a#. Sitemaps tell Google what pages are on your website and offer an easy way for the search 1bots2 to crawl and indeC your site. Download and install the Google W3 Sitemaps plugin to automatically generate a sitemap. or loo- for an seo plugin Dsuch as the Word"ress Seo "luginE. which comes with a build;in sitemap generator. Ioull need to configure your .htaccess files in order for the plugin to worso read the instructions first. *or more on sitemaps and their importance. +isit Google Webmaster 'entral. 0o eCplore seo optimi5ation for Word"ress in depth read 1Word"ress Seo: 0he Definiti+e Guide 0o !igher Ban-ings *or Iour 4log2 by Joost de #al-. *or instructions on how to optimi5e Drupal. 3agento and Joomla. refer to the following: Joost de #al- has a guide to 3agento SeoQ the Joomla website pro+ides an eCtensi+e list of seo resources and tutorials for the platformQ #olacci has produced an e;boo-. 1Drupal < Search Engine @ptimi5ation2. for those using the Drupal platform. 3a-e your HB s seo;friendly by the permalin-s from this: http:// this: http://www.abcwebseries.com/ 'ustomi5e "ermalin- Structure and
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2,& 2reate and install a video site-a#
Hnfortunately. Google cant read *lash +ery well Dalthough it is tryingE. and as a result. most +ideo content is in+isible to Google s search crawlers. 0herefore. the best way to ha+e your +ideo appear in Googles blended search results is to submit your +ideo using a +ideo sitemap. 0his is similar to an W3 sitemap. but is formatted specifically for +ideo. and only contains information about your +ideo content. )t is submitted using Google s Webmaster 0ools. )f you ha+e a lot of +ideo content on your website Dwhich we hope you doE then it is important that you submit a +ideo sitemap. 0he +ideo sitemap pro+ides information to Google including: location tag. thumbnail location. title and description. content location. player location. @ther data that can be included in +ideo sitemaps include: +ideo duration. eCpiration date. publication date and restriction tag
21& 2reate an account wit' Boo*le Web-aster 3ools

Google Webmaster 0ools pro+ides you with detailed reports about your sites +isibility on Google. such as when you are getting =%= errors Dpages not being foundE. and who is lin-ing to your site. )ts also a good place to +erify that your W3 sitemap has been submitted correctly and that your pages are being indeCed.
2.& ?se an analytics tool

)t is +itally important that you -now who is coming to your site and what they are doing while they are there. 0here are a number of free tools a+ailable that trac- Kust this sort of information. Google Analytics is the most common analytics tool and the one we will tal- about here. )n addition to Google Analytics. there are se+eral new free real;time analytics tools Dsuch as 'lic-y and WoopraE that are well worth a try. 0o set;up and install Google Analytics. youll reJuire a Google account. Watch this 0ubetorial. 1Getting started with Google Analytics2. which shows you how to create an account and grab your trac-ing code. Ioull need to add the trac-ing code to e+ery page on your website that you want to trac-. Alternati+ely. you can copy and paste your trac-ing code into the footer of your '3S website or weblog for trac-ing across all pages.
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2/& 4stablis' conversion *oals and funnels in Boo*le Analytics

'on+ersion goals are the actions you want your site +isitors to ta-e when they +isit your website. ECamples of con+ersion goals are: account sign; ups. email newsletter sign;ups. BSS subscriptions. and +ideo plays. 0o get started with goals and funnels. eCamine your website and ma-e a list of all of the actions youd li-e to trac-. )f the actions are based on a seJuence of steps. youll need to set;up whats -nown as a funnel. Add these goals and funnels to your Google Analytics account. 0o learn how to set;up goals and funnels. read this guide to goals and funnels or watch this +ideo tutorial. )f you want to ta-e a loo- at some of the more ad+anced goals that you can trac-. Web Analytics World has posted an article. 1$% 3ust 0rac- Goals2. *or a comprehensi+e. in;depth. blow;by;blow eCamination of web analytics. subscribe to A+inash Maush-i-s eCcellent Web Analytics 4log.
( & Boost your searc' rankin*s wit' editorial content

in-s to your website from other sites gi+e your audience a way to find you. in-s from other sites gi+e search engine spiders a trail to follow to find and indeC your pages. in-s are also 1+otes2 for your site and factor into search engine algorithms. which determine where you appear on the SEB"s. in- popularity is determined by the number and Juality of websites that linto you Dalso -nown as bac- lin-sE. A lin- from a high;Juality website Dfor eCample. T e ,ew -ork Ti%esE is worth more in the search engine algorithms than a lin- from a low;Juality website. At the moment. linpopularity is still an important ran-ing factor. 4ut. it may be diminished as social media becomes a more popular way to share lin-s. *ollow blogs such as Search Engine Journal. Search Engine Watch or Seomo5 Daily Seo 4log to -eep on top of changes at the big three search engines: Google. 4ing and IahooL @ne of the best ways to build bac- lin-s to your website is through editorial co+erage. 0herefore. you want to ensure that you ha+e articles and re+iews appearing online as well as in print publications. @ne of the best ways to get editorial co+erage is to ha+e a good mar-eting 1hoo-2 or angle and to get your content in front of as many rele+ant webmasters and bloggers as possible.
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0o find rele+ant websites or weblogs. create Google Alerts for themes. topics. genres or people related to your show. oo- for bloggers who are writing about your topic Dor who may ha+e written about other web seriesE. *ollow their blog. comment on something they ha+e written and add a linto your website. As- bloggers to add you to their blogrollQ offer to add them to yours. Iou can also build bac- lin-s by submitting your HB to industry directories. Hse social boo-mar-ing sites such as del.icio.us. digg. miCC. reddit Dand hundreds of othersE as well as news aggregators li-e sJuidoo. hubpages. 5imbio and weebly to get authority lin-s to your website. Dont forget to as- all your in+estors. sponsors and partners for a lin-. @rgani5e a lin- eCchange with other web series producers...or other bloggers wor-ing in the same genre. *or additional lin- building tips. read this post on Seo3o5.
(!& Boost your searc' rankin*s wit' social -edia

in-s from social networ-s such as *aceboo- and 0witter are now one of the factors that determine your ran- in search engine results. 0he effects of social media lin-s on ran- are still relati+ely small. howe+er. most seo eCperts agree that o+er time social media lin-s will become more and more important in determining where you are listed on a SEB". Although no one but the mathematicians at the search engines -now eCactly which factors carry more weight. seo eCperts speculate that the following social media factors are li-ely to influence your ran-ing: N Auantity of fans and followers N *ollowers to following ratio N Auality and importance of fans and followers 0o encourage lin-s +ia social media: N Submit and promote your content on -ey social media networ-s. such as *aceboo-. 0witter and Iou0ube. N De+elop relationships with authoritati+e social media users. N *ind creati+e ways to encourage others to share your content.
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(2& Annotate i-#ortant events in Boo*le Analytics

When you get traffic spi-es Dfrom a blog post. press co+erage. +ideo upload etc.E add an annotation note into Google Analytics so that you can remember the reason for the surge the neCt time you login. ,ot only is this good for historical trac-ing. but deeper analysis of the data during these spi-es can point to mar-eting opportunities. Adding annotations is easy. 'lic- the small gray drawer handle below the monthly traffic chart to open the notes panel. or clic- directly on a node Dblue dotE in the chart. *or further instructions and some good suggestions about the types of e+ents to record. read this post on ma-ing notes with Google Analytics.
((& Add custo- re#orts to your Boo*le Analytics das'board

Set;up custom reports so you can get a Juic- o+er+iew of your most important metrics at a glance. 0he first step in setting;up a custom report is to figure out what you want to report on ;; perhaps pic- your top > M")s DMey "erformance )ndicatorsE ;; and create a report for each. Add the report to your dashboard. 0his sa+es the setup and structure of your report 1Juery2 so that you can access the data from one o+er+iew screen whene+er you need to produce a report.
()& 6un re*ular seo c'ecks

3a-e sure that your website is performing at its best by running regular seo chec-s using Google Webmaster 0ools. 0o perform Kust such a chec-. follow the steps as outlined in Search Engine ands 18 step seo chec-;up using Google Webmaster tools2.
Bottom Line:
Searc engine o#ti%ization is t e one t ing t at %ost #roducers neglect or ignore so even if you .ust do t e basics youre still a ead& T e best and /uickest way to i%#rove your searc engine rank is to install a blog and #roduce a regular sc edule of o#ti%ized content& Ta# into t e #ower of keywords by incor#orating t e% into your social %edia, video %arketing and #ublicity strategies& Seo is a #rocess& ( eck 0oogle Analytics regularly and %ake c anges to your keyword strategy as you go& (onsider using a tool like SeoMoz to el# %anage and refine your organic searc %arketing&
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Content ,arketin*
Joe "uli55i. the co;author of the boo- 1Get 'ontent. Get 'ustomers2. says that content mar-eting is 1the art of communicating without selling2. !a+ing editorial content Din addition to your awesome web series contentE is imperati+e if you plan on kee#in* your audience interested in your proKect o+er the long term. 'ontent 1pulls2 people to your website. )t deli+ers direct traffic Dthe most +aluable -indE when it is shared. included in a tweet. posted to a boo-mar-ing site. or embedded in a blog post. 0o build a following for your web series. youll need to de+elop editorial content that complements your t'e-es and to#ics. and appeals to your target audience. 'ontent can be teCt or image;based. audio. +ideo or transmedia. *or a comprehensi+e list of content types. please refer to AppendiC A at the end of this guide.
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(+& 2'oose your nic'e
4y the time you+e reach this stage. you will ha+e done a lot of research and ha+e a +ery clear picture of who your target audience is and what topics they are interested in. !opefully. your interests and passions match those of your target audience as it will be much easier for you to find a true connection with them. and less of a chore to do the research. Iour organic -eyword research DP(=E will ha+e pro+ided insights into words and phrases that your audience is using to search online. At this point. you may want to use Google )nsights to find out Kust how popular your topic is and where DgeographicallyE there may be poc-ets of intense interest. Just remember. you dont need a topic that e+eryone is searching. Kust one that resonates with your audience. When de+eloping your editorial strategy. loo- for any content 1gaps2 that you can fill. )s there a way that you can become the 1only2O !eed the ad+ise of blogger Darren Bowse D"ro4loggerE and aim to become a big fish in a small content pond rather than a small fish in a big content pond. )n+est time in research. Hse All0op.com to find hea+ily traffic-ed blogs co+ering your subKect area. Bun a topic search using Addict;o;matic to find teCt. images. and +ideo content and to see what is being said Dright nowE on 0witter. See whats ma-ing news in Google ,ews. 0opiC. IahooL ,ews and 4log "ulse Damong othersE. 4oo-mar- your research. Hse Google Alerts. *astflip and other tools to search for less hea+ily traffic-ed or local websites and weblogs. Set;up an account with 0witter and search for -eywords and phrases related to your subKect. Sa+e these searches. watching for trending topics. Do this online but also -eep an eye on 0#. newspapers and maga5ines for hot trends that you can ride.
(,& 7evelo# an editorial #lan

With your research completed. follow these steps to de+elop an editorial plan: N 3ake a content inventory. 3a-e a list of all the content you ha+e on hand. @nce youre finished doing this. youll ha+e a clear idea of the strengths and wea-nesses in your current content assets and where you may ha+e gaps: areas where you lac- content.
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N 3'ink about w'at youd like to create. Write down all your content ideas being as specific or generic as you li-e. 0hin- about what you can ha+e fun with as well as what you can use to inform. educate or entertain. N Ai- to 'ave a *ood -i5 of content& What types of content will you offerO Short articlesO ong articlesO "rofilesO Editorial piecesO ,ew itemsO Audio podcasts. etc.O Bemember that you dont ha+e to create e+ery piece of content yourself. Hse a miC of original and curated content. "ull blog content from +ideos someone else has made. a *lic-r feed of photos. etc. Hse news stories to populate your *aceboo- feed. 0witter feed or as inspiration for a blog post. N Bet your co--unity to contribute& Solicit posts from your cast and crew. guest bloggers. partners. etc. *ind out if there are opportunities to incorporate user;generated content into your editorial plan. Set the tone for community contributions based on your interests and the characteristics of your proKect. N 6e:#ur#ose your content& Be+iew your editorial plan with an eye to re; purposing your content in multiple ways on multiple platforms and in multiple channels. *or eCample. a photo can be posted to *lic-r. sent to 0witter. pulled into the sidebar of your website. shared on *aceboo-. included with an audio podcast. added to an e;boo-. etc.
(1& >ink your editorial #lan to outco-es

3a-e each piece of your editorial plan count by tying it to specific outcomes. Jay 4aer eCplains how to do this on his weblog 1'on+ince X 'on+ert2. !e also pro+ides a wor-sheet to guide you through the steps. Iou can download the doc here or copy and paste the following outline into a Word or ECcel document and then 1fill in the blan-s2 based on your plan: N N N N N N N N *ormat of content Description of content 4udget D0ime. Energy and 3oneyE Who will be interested in this contentO What Juestions does this content answer for themO What -eywords will be used to find itO What do you want the audience to do after consuming it Dcall;to;actionEO 0hree success metrics.
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(.& 7evelo# an editorial calendar

An editorial calendar is a way to organi5e your ideas and de+elop a publishing schedule. !a+e an editorial calendar planned out. with responsibilities and deadlines. for the first siC wee-s of your proKect and refresh it at the beginning of e+ery month. 0he Junta =( blog has se+eral good articles on content publishing. including this one on how to de+elop an editorial calendar and this one. which tal-s about how to set;up a long;term publishing schedule. ,ote: 4oth are business;focused but can be modified to non;business goals.
(/& Hire a PM7

At this point. you might want to ta-e stoc- of your human resources and hire a "3D or "roducer of 3ar-eting and Distribution to ta-e o+er responsibilities for your mar-eting strategy and eCecution. Although this role is relati+ely new. it does fill an important s-ills gap and is Juite popular within the independent film industry. 0ypically. the "3D is responsible for de+eloping the mar-eting strategy and producing content assets. including photography. behind;the;scenes footage and inter+iews. 0he "D3 de+elops and manages all social media channels ;; your *aceboo- *an page. *lic-r page. 0witter streams. and Iou0ube channel ;; and is responsible for influencer outreach and audience de+elopment. 0he role may also handle seo. publicity. li+e e+ents. cross; promotions and partnerships. And. be your de;facto community manager.
) & Build your ori*inal content assets

Assign someone from the crew or hire a "3D to build your original content assets. 0he best time to do this is during production when there is lots of acti+ity on set and the cast and crew are accessible. Beturn to your editorial plan and ta-e stoc- of what assets you want to produce. At minimum. youll want to ta-e photos. produce +ideo clips. and do talent inter+iews.
)!& 45ecute on your content strate*y

Dont wait for the start of production ;; or worse ;; for your launch before planning and eCecuting on your content strategy. Iou can start blogging or tweeting almost as soon as your production has the green light and you+e identified your content niche. 4e consistent. )ts better to do a small 1something2 e+eryday then to ha+e a flurry of content followed by big gaps in your editorial calendar.
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)2& Start blo**in*

4logging is probably the most o+er eCamined aspect of social media DneCt to 0witterE so we wont go into great detail here. 0he basics: blogging helps in two waysQ first by dri+ing traffic to your site and second by helping your seo. 4log to ha+e a con+ersation with your audience. )n addition to writing and posting your own material. as- for input and comments. 3iC things up by offering insights into your process. inter+iews with your collaborators. and commentary on the web series industry in general. @nce production and post;production starts. wor- your on;set stories and post;production progress into your editorial plan. *or eCpert ad+ice on blogs and blogging. subscribe to "roblogger DDarren BowseE. 'opyblogger D4rian 'lar-E or 'hris 4rogan. )f youre new to blogging. you may want to first read "robloggers guide to blogging for beginners. *or those of you with prior eCperience. Darren Bowse D"robloggerE has an eCcellent ?$ day series of posts. featuring daily tas-s to impro+e your blogging s-ills.
Bottom Line:
1now your target audience& 2ive dee# into your sub.ect area& 1now w o your co%#etition is and look for content "ga#s$ t at you can fill& Tie your editorial #lan to s#ecific outco%es and %ake sure t at eac and every #iece of content is o#ti%ized for searc and includes a call*to*action& Hire a 3M2 to take over res#onsibility for #roducing your editorial assets and for develo#ing and e4ecuting your content strategy& At %ini%u%, %ake sure t at you take # otos, #roduce video cli#s, and do talent interviews& 5nclude a blog in your editorial #lan to el# drive traffic and i%#rove your c ances of being found in t e searc engines&
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So&ia! ,edia ,arketin*

Social media is the brand new tool in the digital mar-eting tool-it. Social media mar-eting builds awareness. promotes your wor-. helps with seo. and allows you to communicate directly with your fans Damong other thingsE. Social media 1pulls2 people to your website. dri+ing a lot of traffic through content lin-s. )nitially. this type of traffic is of lesser +alue ;; people see an interesting item and clic- through to 1chec- it out2 but don t stay +ery long. 4ut. as you build relations'i#s this traffic can become much more +aluable as one;time +isitors return and are con+erted to fans. Social media strategies ta-e many -ont's to i-#le-ent and are part of an ongoing effort that includes seo. search. community de+elopment. etc. Social media is not a sil+er bullet ;; and does not pro+ide instant results. )t reJuires consistency and perse+erance as well as an eye for opportunity. 0here are hundreds if not thousands of social networ-s. *ind which networ-s your audience prefers. participate in the networ-s they participate in. and use those networ-s to grow your audience base.
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)(& 2lai- your social network accounts

A+oid ha+ing your brand hiKac-ed by setting;up accounts with important social networ-s. Do the maKors ;; *aceboo-. *lic-r. 0witter and Iou0ube ;; right away. Iou may also want to set;up accounts with niche social networ-s that are important to your audience. Hse a free ser+ice li-e Mnow Em or 'hec- Hsernames to chec- on the a+ailability of your username across hundreds of social media networ-s. 'reate accounts with +ideo sharing sites or use 0ubemogul. a +ideo distribution ser+ice that allows you to maintain profiles on multiple +ideo sharing sites. 3a-e sure your username is consistent across all your channels Dfor eCample. faceboo-.com/yourbrandname or twitter.com/ yourbrandnameE.
))& Set:u# a 3witter account

Iou can start 1tweeting2 as soon as your proKect has the green light. Just ma-e sure that you ha+e a landing page in place so that any traffic you dri+e there can sign;up to your email newsletter. 'ustomi5e your basic 0witter account by doing the following: N 7esi*n a branded back*round. 0his article by Smashing 3aga5ine includes e+erything you need to -now about how to design a stunning 0witter bac-ground. ,ote: *or screen resolutions of $(:% piCels. you are limited to roughly $%: piCels for the core part of your bac-ground design and messaging. N Set:u# your #rofile. Add a short description of your web series Dyour taglineE in the bio section. )nclude one or more -eywords in your tagline as this will help people to find you +ia 0witter search. N 2'an*e your avatar. Beplace the default 0witter 1egg2 with a personal photo. image or logo ASA". ,obody trusts accounts with a generic a+atar. !a+ing a distincti+e image is also important as many people use the a+atar to Juic-ly scan their stream for their fa+orite 0witter feeds. N Add your ?6>. Add your HB and ma-e it acti+e Dhttp://...E so that people can lin- through to your website. 3a-e sure that you ha+e a landing page in place that is collecting email addresses. Iou may want to ha+e multiple 0witter accounts ;; one for yourself and one for your proKect Dnot to mention character accounts if this is part of your creati+e strategyE. Just ma-e sure that you ha+e the human capacity to manage more than one account and follow the steps abo+e to customi5e.
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)f you ha+e to choose between a personal and proKect account. you may want to choose personal: people;oriented 0witter accounts tend to do better o+erall than 1brand2 accounts. )f youre sharing a proKect account with another person and ha+e a personal account. say so in the bio. Iou may also want to add your initials to tweets so that followers can identify who is doing the tweeting. 0witter is one of those things that you only master by doing. )f. howe+er you do want acJuire some Juic- tips on 0witter success before starting. read this post from Social 3edia ECplorer.
)+& 7efine your 3witter style

0here are three main styles of 0witter communication. Decide which style feels most natural to you and then Kump into the stream: N 2reators. "eople who share content they+e written or produced. )deally. this is youL Iour Web series gi+es you a great starting point to engage in con+ersation. or at the +ery least. is something to tal- about and share with others. N 2urators. "eople who subscribe to lots of rele+ant content and then share it with others. Share content that resonates with your audience. A good strategy is to send your followers to content that you+e curated on other social media channels. N 2'atterbo5es. 0hese are people who engage in con+ersation for the maKority of their stream. Ioull want to include some 1chat2 in your stream so that your followers -now youre human. Iou can also use this style to de+elop creati+e story lines and bac-stories. or for character accounts. 3witter ti#: Bemember when tweeting to lea+e about (% characters at the end of your tweets to let people re;tweet without ha+ing to edit your message.
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),& Build your 3witter followin*

0here are se+eral ways to build a following on 0witter. 0he best strategy is to focus on sharing Juality content that will grow your following organically. *ocus on AHA )0I of followers not AHA,0)0I of followers. 0o build your 0witter following: N $ollow ot'er #eo#le& 0arget people who are part of the niche you are interested in. who tweet about your topic. who offer good information. or who are members of your industry: festi+als. distributors. other producers. Kournalists. etc. 3ost people within your community will follow you bacbut dont eCpect a high rate of return from well;-nown influencers or celebrities. N 2'eck out w'o your followers are followin*. 0hey are li-ely interested in similar topics. and are a natural eCtension to your eCisting networ-. 0his can be a +ery time consuming process so do it in small chun-s or use 0witters built in 1Who to follow2 tool. N Partici#ate in tweet c'ats. 0arget your core audience. 0his is an eCcellent way to gain a lot of high;Juality followers +ery fast. *or the definiti+e 0witter 'hat schedule browse this Google doc. N ?se 3witter searc'. *ind -eywords or phrases that relate to the audience you are trying to reach using 0witter search. Sa+e your search Juery so that you can browse through the 0witter stream and follow people who are 1tweeting2 about your topic. N Browse directories and lists. *ind 0witter users by industry or interest using directories such as 3r. 0weet. 0wellow and twibs. Iou can also browse through 0witter lists to find people or use a third;party tool such as istorious. N Social influence tools. A raft of social influence tools ha+e hit the mar-et claiming to measure online influence. Some of the better -nown tools. include Mlout. "eer)ndeC. 0witterGrader and 0witaly5er. 0hese tools can help you identify influencers but some of the ran-ings are a bit iffy so use common sense when going for the follow. 0he Mlout blog posts lists of influencers by niche Dfor eCample. 1chefs with -lout2. 1moms with -lout2. etc.E which may be helpful to your research.
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)1& Mana*e your 3witter followin*

@rgani5e your followers into lists. 4y doing this. you can easily sort your 0witter stream and 5ero;in on your most important followers. Bead this 3ashable post on how to use 0witter lists or +isit the 0witter help center. Dont automatically follow e+eryone. )f you do. youll become a target for spammers and youll get a lot of unfocused followers. BeKect people or don t follow bac- people who are not part of your niche or your industry. Hn;follow those people who are not following you and get rid of inacti+e accounts by using a tool li-e *riend or *ollow or Be*ollow. 0ools li-e ,earby tweets will allow you to geo;target followers for local messaging.
).& Mana*e, sc'edule and track your tweets

0here are numerous free and paid tools that can help you manage your 0witter account. including 'o0weet. !ootsuite and 0weetdec- Dto name Kust a fewE. Bemember that 0witter is a 1social2 tool and is best used to build and nurture relationships. Dont treat it as a broadcast channel. )n other words. dont automate your account and try and be present daily ;; e+en if its only for a short time. Iou may want to loo- into mobile +ersions of the more popular 0witter tools. 3any people seem to find if easier to tweet 1on the go2 from their smart phone or tablet than from their des-top. When to tweet is sometimes an issue so we ll briefly touch on it here. 4asically. you want to schedule your tweets for when your audience is most acti+e online. As a general rule of thumb. if youre trying to reach as wide an audience as possible. start your tweets at 8 am "S0 so that you hit the start of the wor- day on the west coastQ lunchtime on the east coastQ and the end of the wor- day in Europe. 3witter ti#: According to blogger. Dan Yarella. Saturdays and Sundays are amongst the highest days for 0witter clic-;through rates. *or more tips on when Dwee-ends and afternoonsE and how often to tweet follow his blog or read $? 0a-eaways from 0he Science of 0iming Webinar.
)/& Mana*e your 3witter conversations

Stay on top of rele+ant con+ersations by setting;up a -eyword search in your fa+orite 0witter client. Go bac- to your organic -eywords list and pic- a few -eywords or phrases to trac- Dplus any brand and genre;related terms that you thin- might be usefulE. Do a search for the termDsE and sa+e the results. Befer bac- to the sa+ed search and watch as con+ersations ta-e place in real;time. Be;tweet items of interest. or Kump in and engage with people.
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3witter ti#: Iou may want to in+estigate the creati+e possibilities of li+e streaming apps such as 0witca m or +ideo micro;blogs. such as 4ubble0weet. robo.to and 0wit#id.
+ & 2reate a $acebook fan #a*e

'reate a *aceboo- fan page for your wor-. A fan page lets you grow as big as you want. send updates to an unlimited number of people. and -eeps the focus on your web series. *aceboo- is also a great place to share +ideo. 0he social networ- is now the third largest +ideo site after Google/Iou0ube and IahooL Becent data from Dan Yarella also shows that *aceboo- is better for +ideo mar-eting than 0witter. *aceboo- is an ama5ing tool for audience de+elopment. Just -eep in mind that it is not that great at dri+ing website traffic or building important relationships with influencers or within communities. Hse *aceboo- to build awareness for your wor-. 0here are two ways to create fan page. )f you ha+e a personal account login. find the create a page lin- and then select your type of fan page DEntertainmentE and category D0# showE. Since the rollout of *aceboo-s 1new2 page design. you are now able to modify your category in 14asic )nformation2. Iou can also create a page without ha+ing a personal account from the *aceboo- homepage. and you now ha+e the option to 1login as2 your page. 0he new page layout is all about photos. 3a-e sure that you ha+e a profile picture that 1pops2 by ta-ing ad+antage of the maCimum image dimensions: $:% C >=% piCels. Iou may want to add your website address to the photo or ta-e ad+antage of the layout of the photo gallery to further promote your website or brand. 3ashable has three photo galleries of creati+e layouts. which you can see here. here and here. *ill out your 14asic )nformation2 completely. Add -eyword;rich teCt into your 1Description2 and 1"lot @utline2. Add lin-s to your website and other social media channels. Ensure that the lin-s to your 1"hotos2 and 1#ideo2 are acti+e in the sidebar. Hnfortunately. the new page layout is not as good as old design for mar-eting. Iou may ha+e to test different landing pages. wall updates. etc. before you hit on what wor-s best for your proKect. Dont forget to add +ideo. 0here are a number of +ideo apps for *aceboo-. "lease re+iew this list from BeelSeo for either free. one;time purchase or subscription options.
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+!& 7esi*n a $acebook landin* #a*e

Design a custom landing page to encourage more people to 1li-e2 you or to highlight your latest +ideo content. !ere are some eCamples of inspired *aceboo- landing tabs to get you thin-ing creati+ely. 0o send non;fans to your *aceboo- landing page. youll need to create a custom tab in i*rames and then set your options so that non;fans are sent to the new landing page tab rather than to the main wall. 0o set your options: N 'lic- the 13anage "ermissions2 lin- in 1Edit "age2. N 0hen change the 1Default anding 0ab2 to the custom tab Dcreated abo+eE )f your fan page was created before the change to the new design then you can still use *43 D*aceboo- 3ar-;Hp anguageE to create your landing page. *or those of you who are setting;up new pages. follow the instructions contained in this two;part post D"art $ and "art (E on how to build with i*rames.
+2& Add an e-ail a##

Add an email app so that fans ha+e the option to sign;up for your e; newsletter from your *aceboo- fan page. 3ail'himp and 'onstant 'ontact ha+e built *aceboo- apps that add an opt;in subscription form tab to your page. *urther promote your newsletter subscription landing page by including a lin- in your updates.
+(& $ind your friends

Hpload your personal database Dfamily. friends. cast. crew. etc.E to *aceboo- or to a compatible third;party ser+ice D!ot3ail. Iahoo 3ail. S-ype. etc.E and in+ite your closest friends and family to 1li-e2 your page. Hse these people to build your initial fan base of twenty;fi+e so that you grab a branded HB . Gradually eCpand your in+itation circle by in+iting your cast. crew and industry 1friends2. )f you are logged into *aceboo- as a person Drather than a pageE. youll ha+e to 1friend2 people first before in+iting them to your page. Dont send an in+ite 1blast2. Spread out your in+itations o+er se+eral days so that you ha+e a steady stream of acti+ity. Iou dont want to get >% 1li-es2 one day and then nothing.
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+)& Set:u# a branded ?6>

0o claim your page and acJuired a branded HB Dsometime called a +anity HB E. youll need to ha+e an established fan base of at least (> fans. As soon as you reach this number. go to http://www.faceboo-.com/username/ and choose your HB . Meep your page name short and accurate as it cant be changed once its been created.
++& Brow your fan base

Employ the following tactics to grow your *aceboo- fan base: N 3ar*et t'e ri*'t de-o*ra#'ics. *aceboo- s-ews female and younger so if your target audience is male and older. this may not be the best place to eCpend a lot of time or energy. Do your online research and -now how best to tap into *aceboo-s huge user base. N Bet influencers workin* for you. !ire or offer an incenti+e to influencers who are also members of your core audience. !a+e them in+ite their friends and reward them with merchandise. site +isits. wal-;on parts or anything of +alue. )f you can get (% people to in+ite $%% or (%% people each. you can ramp;up your numbers rather Juic-ly. N Pro-ote your $acebook #a*e. Set;up a specific mar-eting campaign to promote your *aceboo- page. "romote +ia online communities. forums. websites. email lists...anywhere you ha+e a presence. 'ross;promote your page +ia other social media channels such as 0witter. N 0ffer e5clusive content. e+erage your fan base by offering eCclusi+e content. @ffer to unloc- a special 1pri5e2 if the page hits a certain number of fans. N Pay for fans. Iou may ha+e to buy your way in either through hiring influencers or by running *aceboo- ads. 3ore on this in the Ad+ertising section.
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+,& >evera*e your content to *et fans

*aceboo- Dli-e GoogleE 1shapes2 what updates people see in their newsfeed. 0he more fans engage with your updates D i-e/'omment/ShareE. the more li-ely it will be that that content ends up in their 10op ,ews2. 0herefore you need to remind fans on a regular basis to i-e/'omment/ Share your content. *aceboo- +alues shared +ideos. photos. lin-s and status updates Din that orderE so you want to ensure that you are uploading and sharing +ideo and photo content on a regular basis and not Kust posting your latest idea. 0o learn more about how to le+erage *aceboo-s EdgeBan- algorithm. read this article by Scott 3eldrum. 0here are a large number of third;party apps that can help you add content to your *aceboo- page. 0est them out to see which wor-s best for your proKect. Set;up your wall to display updates by page admins and by fans. And. encourage your fans to add +ideos. photos and lin-s. 0ry and update your page at least three to four times a wee-. 'onsider posting updates on the wee-end when *aceboo- traffic is often at its highest. *or further insight into when and what to post. see this infograph by Dan Yarella.
+1& 6es#ond to fans

"ro+iding Juality content is Kust one aspect of building a good *aceboo- fan page. Another critical aspect is engagement. 4y acti+ely responding to your fansR comments. Juestions. suggestions. ideas. etc.. you show that you are someone who cares. listens and ta-es action to engage your community. 0he most successful *aceboo- pages are ones where the admins and the fans are acti+ely engaged in the art of communication.
Bottom Line:
Heed Aeso#s advise to develo# strong social %edia c o#s& W at t is translates into is: "t e early bird catc es t e wor%$ &&& start early in your #ro.ect to build your social %edia #resence &&& and "slow and steady wins t e race$ &&& be consistent6 doing "so%et ing$ s%all every day is far better t an doing a lot of so%et ing one day and t en not ing t e ne4t&
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Yo%T% e
)f youre loo-ing for any -ind of substantial audience for your web series then you must ha+e a Iou0ube channel. 0he Iou0ube audience is ginormous. eCceeding 2 billion views a day. 0hats nearly double the prime;time audience of all three maKor H.S. broadcast networ-s combined. 0he Iou0ube user base has a broad age range. from $: year;old s-ateboarders to cat;lo+ing grandparents. and is e+enly di+ided between women and men. And these users come from all o+er the world. 0he a+erage person spends !+ -inutes a day on Iou0ube. *ifty;one percent of Iou0ube users +isit the site wee-ly Dor more freJuentlyE and fifty; two percent of $: to ?=;year;old +isitors share +ideos with their friends and colleagues.Z )n addition to being the lar*est video #latfor- on the web. Iou0ube is also the second largest search engine Dafter GoogleE and an important social media networ-. ZWebsite 3onitoring 4log: Iou0ube *acts X *igures
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+.& ?se You3ube to 'el# *et found

#ideo earns a lot of search engine 1Kuice2. )n fact. *orrester Besearch found that +ideos were fifty;three times more li-ely than traditional web pages to recei+e an organic first;page ran-ing in Google. So. from a practical seo perspecti+e. its important that you upload your +ideo to Iou0ube. Iou0ube. in addition to being a +ideo platform. is a +ery popular search engine in its own right. *or many demographics. Iou0ube is their search engine of choice. At the ris- of sounding repetiti+e. its important to ha+e a presence here.
+/& ?se You3ube keywords
Su**est
to
find
or*anic
Iou0ube Suggest is an enhanced search function Dnot unlin- Google SuggestE. which doubles as an eCcellent +ideo mar-eting -eyword suggestion tool. 0he feature uses predicti+e teCt to display popular Juery suggestions Din order of search +olumeE in the Iou0ube search boC. With Iou0ube Suggest. you can gain insight into how users are searching Iou0ube. Hsing this -nowledge. you can eCtrapolate -eywords and phrases to use in your +ideo titles. descriptions and tags. @ptimi5ing your +ideo for search will increase the chances of it being found by your target audience. As with traditional seo. youre much more li-ely to see results if you target 1long tail2 search terms.
, & 2usto-ize 2'annel
your
You3ube
0o set;up a Iou0ube channel. you will need to ha+e a Google account. og in then follow these steps to customi5e your channel: N My 2'annel. 'lic- on the four main tabs in the 13y 'hannel2 section. Hnder 1Settings2 add the title of your channel and choose 1Director Account2 as your 1'hannel 0ype2. Add your most important tags Dyour -eywordsE under 1'hannel 0ags2. )n 10hemes and 'olors2 chose a theme that matches your brand or create a new theme. Hpload a bac-ground image that is (%%% C ((%% piCels. Iou0ube will center your bac-ground image behind your channel content so design your bac-ground image so that your logo and messaging appears Kust to the left and right of the 8<% piCel center column. Add the modules that you want to appear in your layout. Hnder 1#ideos and "laylists2 ma-e sure to chec- off 1"laylists2 Dmore on that laterE and choose a featured +ideo... your trailer. for eCample.
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N Account Settin*s. Hnder 1Account Settings2 add a picture. your website address and a -eyword;rich description. Add your HB at the start of the description. Dont forget to include the 1http://...2 so that the lin- is acti+e. Hnder 1)nterests2 add a list of $% to (% -eywords. Hnder 1*a+orite 3o+ies X Shows2 etc. add titles of mo+ies. shows. music and boo-s that share similar -eywords or similar genres to your proKect. N Activity S'arin*& 'onnect your Iou0ube account to *aceboo-. 0witter and other important social media channels as desired. N Mana*e Account& )f you dont want to ha+e ads displayed with your uploaded +ideos. ma-e sure to chec- off 1Do not allow ad+ertisements2. You3ube ti#: )f you plan to produce more than one web series. you may want to ha+e a Iou0ube channel for your production company rather than for your show. Hpload all your +ideo to this channel and then organi5e each show into a playlist. 0his is a good strategy when you ha+e lots of new content that would benefit from the proCimity of older. hea+ily traffic-ed +ideo.
,!& 0#ti-ize your You3ube c'annel for searc'

Iou0ube search wor-s on a slightly different algorithm than the maKor search engines. Besults Dand where you appear on the search results pageE are based on a combination of -eywords. bac- lin-s. channel +iews. +ideo +iews. ratings. comments. etc. 0o optimi5e your channel and assure a good ran-ing in the results page. youll need to: N Pick a descri#tive title. )nclude descripti+e -eywords in your title. N Add relevant ta*s. Hse Iou0ube Suggest to find and add rele+ant tags. N Build e5ternal links. Iou0ube infers how 1rele+ant2 a resource your channel is by loo-ing at the number of inbound lin-s there are. N Build internal links. 0his also helps with rele+ancy. 0here are two ways to do this: the first is by posting a +ideo response to a popular +ideo. 0he second is to get your +ideo added to a popular playlist or to include your +ideo in one of your own playlists. N 4ncoura*e ratin*s. Add an annotation near the end of your +ideo reminding +iews to rate your +ideo. N 4ncoura*e co--ents. 'omments add indeCed content to your page as well as a lin- to your +ideo. which appears on your commenters page.
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,2& 3i-e your video u#loads
Iou0ubes cloc- starts tic-ing from the moment you upload your +ideo. 0he 1first day2 on Iou0ube starts at midnight 'alifornia time. and ends (= hours later. 0herefore. a +ideos first day isnt the (= hour period after it is made public. or e+en uploaded. )f you upload at $(:%$ A3 Iou0ube time. you ha+e the full (= hours to build your stats. 0his is important if you are trying to maCimi5e your number of daily +iews to enhance the +iral character of your +ideo.
,(& 0#ti-ize your video for searc'

0o optimi5e your +ideo and increase your chances of it turning;up near the top of a Iou0ube search. youll need to: N Write a descri#tive title. Ensure that the title includes your most important -eyword or -eyword phrase. Iour +ideo title can be up to $%% characters long. including spaces D$> wordsE. As in website seo. -eywords that are close to the front of the title carry more weight. )f you want to include the name of your series. put it at the end of the title Dthats unless your brand name includes a -eywordE. N Write a *ood descri#tion& 0he description should be -eyword;rich and as detailed as possible. Add your HB at the start of your description. followed by a hard return. 0his way people will be able to see the lin- to your website e+en if the description is mostly hidden. Dont forget to include the 1http://...2 so that the lin- is li+e. Iour description can be up to >.%%% characters long. including spaces D:%% wordsE. Iour description is the neCt;best indicator of the +ideoRs content. right behind the title. N Add keyword:ric' ta*s. 0ags should be as detailed as possible and include -eywords from your title and description. 0ags should relate to the content of your +ideo. 0ags can include: -eywords. brand names. genres. topics. etc. Iou only ha+e $(% characters so dont use natural language phrases and waste tag space on words li-e 1and2 or 1to2.
,)& Add a call:to:action

0a-e ad+antage of Iou0ubeRs caption and annotation features to add a call; to;action near the end of your +ideo. With captions and annotations you can add notes. subtitles. descriptions. and lin-s directly o+er the top of the +ideo. Iou might want to use annotations to as- +iewers to rate your current episode or watch the neCt. Hse these features Kudiciously so that you dont interrupt or spoil the users +iewing eCperience.
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,+& Add your video to a #laylist

"laylists are a fantastic ways to guide new +iewers through your content the way you prefer them to eCperience it. A well organi5ed playlist can also help +iewers disco+er older +ideos they might ha+e missed or highlight your greatest hits. "laylists also help your Iou0ube ran- as they are indeCed separately from indi+idual +ideos. 0his means you double your chances of a +ideo being found through search if you ha+e it in a playlist. "lus. as we saw abo+e. adding a +ideo to a playlist helps build internal lin-s. which Google seems to li-e. Hse "laylists to promote your channel. ,egotiate internal lin-s with other Iou0ube "roducers in the spirit of 1Add me to yours and )ll add you to mine. Iou can also add curated +ideo to your playlist to ma-e your channel more 1stic-y2. 3ore on this at 0he ,eCt Web.
,,& ?#load and #ro-ote
)n order to maCimi5e your daily +iews. youll need to promote your +ideo after it has been uploaded Dand within the first (= hoursE. ,otify your fans that you+e uploaded a new +ideo +ia 0witter. *aceboo-. and other social media channelsQ email bloggers Dand traditional media outletsE that co+er your genre or topic. See AppendiC 4 for ?: more ways to promote your Iou0ube channel.
,1& Bet nu-bers& Bet featured&

0he 1@n the Bise2 program lets users +ote on which +ideos are featured on the Iou0ube home page. )f your channel is rapidly growing its subscriber base but hasnt Juite reached $%%.%%% +iews. its a great candidate to recei+e this -ind of broader recognition. )f your channel has been around for a while and consistently puts out content that reaches people. it has a chance of being featured on Iou0ubes 1*eatured 'hannels2 section.
,.& 4-bed #layer
t'e
You3ube
)f youre loo-ing to build as large a following as possible. we recommend using Iou0ube as the de facto player on your website. Iou can also post new +ideos from your Iou0ube channel or playlist to your *aceboo- fan page automatically using a *aceboo- app li-e 'ueler. )n addition to Iou0ube. there are other high;Juality +ideo platforms with competiti+e features or speciali5ed mar-ets. Hse alternati+e players Dsuch as #imeo or 4lip.t+E if there is a distinct ad+antage to your proKect from networ-ing or promotional acti+ities.
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,/& >earn "nsi*'ts
fro-
You3ube
Iou0ubes analytics feature is Juite robust and pro+ides information that can help you with future mar-eting acti+ities. #iew your referral headers to find out which websites are sending you the most +iews and then tailor your mar-eting efforts accordingly. *or eCample. if *aceboo- is your largest referrer. ma-e it your first and highest priority. Dont assume that the top referrer on your most recent +ideo is the top referrer for all your other clips. 0op referrers are +ery li-ely to change from +ideo to +ideo. Ioull need to re+iew insights for each and e+ery +ideo.
1 & A##ly #artner
to
beco-e
You3ube
When you reach a certain amount of traffic Dusually thousands of +iewsE. you can apply to become a Iou0ube partner. "artners get a share of re+enue from ads that run on their +ideos. and more control of their channels design. )n order to Jualify as a Iou0ube partner. your +ideos need to attract a certain number of +iews. and youll need to post regularly. Hnfortunately. the eCact number of +iews you need and the post freJuency reJuirements arent clearly defined by Iou0ube. Iou can learn more about Iou0ube "artner Jualifications on the Iou0ube website.
Bottom Line:
-ouTube is t e largest video #latfor% on t e 5nternet& 5f your goal is to build a large following for your web series t en t is is t e #lace to be& Make sure your video as a fig ting c ance by o#ti%izing it for -ouTube searc & )earn as %uc as you can about video %arketing and a##ly your newfound skills to furt er i%#rove t e c ances of your video being found& S are your video content and encourage ot ers to s are it too& Host your e#isodes on -ouTube and s are via your website and social %edia c annels to ca#ture views and build audience nu%bers&
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$% !i&it+ and #ro,otion'

'reating 1bu552 is important for building awareness and antici#ation for your wor-. 4u55 can be defined as anything which ma-es people tal- about your proKect. 0his is sometimes referred to as free publicity. "ublicity is dependent on getting editorial co+erage in traditional media outlets Dnewspapers. maga5ines. radio. t+E as well as non;traditional media outlets Dweblogs. websitesE. 0o do this. youll ha+e to search out and find 1influencers2 who will help support and champion your proKect. 0he s-ills that you brought to content. search and social also apply here ;; consistency. persistence and an eye for o##ortunity.
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1!& $ind online influencers

Start early in the proKect to find and connect with influential people who lo+e your wor-. )nfluencers are the people your audience listens to. 0hey may include opinion leaders Dpolitical. go+ernment. business leadersE. eCperts Dacademics. analysts. acti+istsE. columnists DKournalists. commentators. critics. bloggersE. trendsetters and creators Dcelebrities. actors. artists. musiciansE and connectors Donline networ-ers. business networ-s. leaders of community groups. etc.E. Start your outreach with top;tier influencers as they are easiest to find. Meep in mind. howe+er. that they will also be the hardest to reach and engage. All0op.com. Guy Mawasa-is news aggregation site. can help you find influential bloggers co+ering your subKect area. Go to the sites listed in All0op and ta-e note of the editorial contact. See who is listed on their blog roll. 'lic- through to see their contacts. eCpand your list and repeat. Ioull want to identify at least twice as many influencers Dif not three timesE as you are actually planning to send something to. Ioull end up remo+ing some for +arious reasons. Whate+er you do. donRt throw away any of the research you do because you ne+er -now when youRll need it for future proKects. Hse influencers to build awareness for your web series +ia editorial co+erage and bac- lin-s. 4efore heading in with a pitch. build a relationship with the person. When you do 1pitch2 your story. ma-e sure that it is newsworthy. Iou may want to solicit re+iews from influencers. 4efore you do. ma-e sure that the 1fit2 is right by following the indi+iduals blog.
12& $ind influencers wit' Boo*le

0a-e one or more of your -eywords and search 1inward2 from the most general to the most specific terms. oo- for influencers who may ha+e written on your topic in the past. 'onduct a secondary search of your competitors Dthis could be other Web series. 0# shows. films. etc.E by coupling keyword 7 co%#any na%e or keyword 7 #ro.ect na%e. Meep in mind that the search results you see are not uni+ersal. 0hey are determined by your geographic location. So. if youre searching from a 'anadian )" address you will see 'anadian results first. 0o find results for geographic areas other than 'anada use Google Ad+anced search.
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1(& $ind influencers wit' 3witter

0witter is the place to build longterm relationships with influential people. 0here are a number of third;party applications that can help you to find influencers on 0witter. 'onsider adding *ollowerWon- to your list of tools. Befer to the 1Hltimate !ow;0o: *ind. ,etwor- With X )nfluence "eople +ia Social 3edia Guide2 for more tools and techniJues for finding influencers on 0witter.
1)& $ollow influencers
Dont pitch bloggers Dor other influencersE without first following their blog or 0witter feed. Get to -now what topics they co+er. Some influential bloggers. li-e i5 Shannon 3iller of Giga@3. are +ery specific about how they want to be pitched. )f you ha+e any doubts about how to approach a blogger. asfirst. )ts A WAIS a good idea to introduce yourself and your proKect before heading in for the hard sell. And -eep in mind when you do 1pitch2 your story to always thin- of it from the perspecti+e of the writer and what he/she will get from co+ering your story.
1+& 2raft an e-ail <#itc'=

4efore sending an email to an influencer. thin- about the intent of the message and 1whats in it2 for them. Iour message should be short and include a strong hoo- Dor angleE and some sort of 1as-2. 3a-e sure that you include a lin- to your online press room so that the writer can publish an item without ha+ing to do further follow;up with you. 0ry to be enthusiastic and let your personality shine through in your correspondence. *or tips on how to reach out to webmasters and other online influencers. watch this eCcellent +ideo by 0om 'ritchlow. head of search mar-eting. at Distilled.
1,& Build a #ress roo4uild a press room on your website so that Kournalists and bloggers can easily find your mar-eting materials. 0he press room should include the following: N Press kit. 0ypically a downloadable "D* that includes your series tag line. synopsis Dshort T $%% words and long T >%% wordsEQ cast X crew creditsQ biosQ producer/director statementDsEQ production informationQ and a feature story. Be;post this information to your 1About2 section so it can be easily copied and pasted into a blog post or article.
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N Press releases. "ost !03 +ersions of your press release in date order Dmost recent firstE. Dont post press releases as "D* files. 3a-e it easy for Kournalists to copy and paste your teCt. @ptimi5e your press releases for search to get an eCtra boost. N "-a*es. )nclude a selection of high res Dfor printE and low;res images Dfor WebE as well as -ey art. portraits or behind;the;scenes shots. N 3railer& @ffer a downloadable +ersion of your trailer that can be used as 14;roll2 for 0# news items or inter+iews. 3a-e sure that your trailer is also a+ailable as an embedded +ersion on Iou0ube or other popular +ideo platforms. N 2ontact info. )nclude full contact information Demail. phone and s-ypeE for your. your spo-esperson or "B representati+e.
11& Write a #ress release

0he press release is almost ;; but not Juite dead. Generic press releases are o- for 1the wire2 but dont send them to your A;list bloggers or A;list publications. )f you goal is a feature story. send a personal letter that tells the writer or editor why you thin- your story merits co+erage and how it fits into their audience interests. !a+e your generic press release written and ready to send as bac-;up or to your 4;list of bloggers and publications. 0o impro+e 1open2 rates follow these guidelines: N Pit'y not #itc'y. Stic- to the point and dont try to 1stuff2 your release with unnecessary information. Wor- your -ey points into your headline and sub;head and repeat the points in your opening paragraph. 3ost Kournalists dont read past the headlines so dont bury your story in a secondary paragraph. N Scannable not readable. "eople today ha+e short attention spans. 0hey scan headlines and s-im through paragraphs. clic-ing on hyperlin-s as they go. Meep your press release short and to the point Done written page or lessE. Beplace paragraphs and pages with bullet points and lists of resources or appro+ed Juotes. 4anish the hyperbolic boilerplate and instead lin- out to additional information about your company and your partners.
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1.& Send your #ress release

0he best distribution method for your press release is +ia your own lists. Hpload your list of 4;list bloggers and websites to a hosted email ser+ice such as 3ail'himp or 'onstant 'ontact. 0his way you can trac- who has opened your press release. Send your press release +ia a wire ser+ice. 0ypically you wont get a lot of pic-;up but sometime it can help get you into larger news aggregators such as Google ,ews. 0o sa+e money. only write to the minimum number of words demanded by the wire ser+ice. and include a lin- to a full +ersion of your press release on your website. Iou can also send your press release +ia free and paid online press release distribution ser+ices such as "BWeb. Just dont eCpect much pic-;up from legit media or Juality blogs. 0he only plus of sending a press release +ia a distribution ser+ice is that it pro+ides another inbound lin- to your website. astly dont forget to post a copy of the press release on your website and share +ia your social media channels.
1/& Hire a #ublicist

!ire a publicist to gi+e your web series an eCtra promotional push close to the launch. 4e strategic when hiring. )f you+e already de+eloped relationships with A;list bloggers Dwhich you should ha+eE and ha+e good contacts with the trades then you don t need a publicist to get you co+erage here. )nstead loo- for a publicist that has good contacts in your subKect area and ha+e them focus their efforts on these outlets. 0he best strategy is to get your story off the entertainment pages and into the sections that your core audience reads.
. & "nclude industry:s#ecific blo*s

3a-e sure that you get to -now the bloggers and Kournalists co+ering your industry. including the people at )ndie )ntertube. ,ewtee+ee. Slebisodes. 0ubefilter and WebSeries0oday Dto name Kust a fewE. A news item or re+iew on an industry blog can sometimes result in pic-;up from more mainstream media.
.!& Screen your series at festivals

*esti+als are a great way to create 1bu552 for your web series. Speciality festi+als include A Web*est and the ,ew 3edia *ilm *esti+al but dont forget to loo- for traditional film festi+als with Gnew mediaG categories. *or a list of festi+als that accept web series. +isit Slebisodes.
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.2& Sub-it your series to awards #ro*ra-s

Get recogni5ed for your eCtraordinary achie+ement and artistic eCcellence. Submit your web series to prestigious awards programs such as 0he Shorty Awards. 0he Streamy Awards or 0he Webby Awards. "ublici5e any wins to industry and local media. Bide trending news by ha+ing a generic press release written and ready to go.
.(& Sub-it your content to <cool= websites

)f you ha+e uniJue or unusual content Dor a really good story to tellE. consider submitting to high traffic 1cool2 trending sites li-e 4oing4oing. aughing SJuid. ,eatorama. ,otcot. WaCy.org. and We 3a-e 3oney ,ot Art.
.)& Sub-it your content to social news sites

Submit your content to social news sites such as Digg. 3iCC. Beddit and Sphinn to gi+e your traffic a bump. Social news sites feature user;submitted stories that are ran-ed by users based on popularity. Each social news site has a different audience and naturally li-es different types of content. *or a list of social news sites categori5ed by niche. +isit SJuare@a- or do a Google search using social news 7 keyword or social news site 7 keyword. See what types of content are being consistently +oted up and try to shape your own ideas to fit the desired format. Although not as influential as they once were. social news sites can be important sources of information for niche audiences as well as yet another bac- lin- to your website.
.+& Sub-it your video to Stu-ble?#on Cideo

StumbleHpon #ideo is a new section of the StumbleHpon website. )t aggregates boo-mar-ed +ideos and shuffles them so users can watch one +ideo after another and +ote on them through their StumbleHpon account. #ideos are organi5ed into channels and users can see what +ideos others 1stumblers2 ha+e +oted on and shared. 0he ser+ice supports +ideos from Iou0ube. Google #ideo. 3ySpace. 3etacafe. 'ollege!umor. *unny or Die. #imeo. Dailymotion. #eoh and +bs.t+ +ideos. 0o submit your +ideo. youll need to sign up for an account and then download and install the browser toolbar. @nce youR+e done this. direct your browser to the +ideo youRd li-e to add to StumbleHponRs database and clicthe G) li-e itG button on the toolbar. )f your +ideo hasnRt already been added to the database. a small window will pop up. IouRll be as-ed to decide whether the content is Safe *or Wor-. and to assign it a topic and tags. and add a re+iew.
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1Stumble2 your own +ideos. As- friends. fans and members of your community to re+iew and 1stumble2 your content. 3a-e sure you ha+e a StumbleHpon button on your +ideo posts and channels.
.,& Sub-it your video to ot'er video reco--endation services

Submit your +ideo to other +ideo recommendation ser+ices such as "opscreen. Short*orm and BeduC. Some of these sites are getting significant traffic. BeduC. for eCample. has some (%%.%%% +isitors a month.
.1& Sub-it your content to 2licker

Submit your show to 'lic-er 1the 0# Guide for the )nternet age2. 0he site now has more than $ million 0# episodes. mo+ies and web series in its database and a growing base of ( million;plus monthly +isitors. 3a-e sure that you add the 'lic-er chec-;in or 'lic-r widget to your website. 'lic-er has a growing social networ- that allows friends to share fa+ourites and see what their friends are watching.
..& Add your video to video searc' en*ines and searc' sites
0here are a number of dedicated search tools and websites. which search for +ideos. Some of them. such as Google #ideo Search search across multiple sitesQ others. such as Ioutube. will search only for their own uploaded content. #isit BeelSeo for a list of +ideo search sites. 'hecthat your +ideo is indeCed and if not submit your site. Iou may also want to chec-;out 0opsy. a new search engine that surfaces hot +ideos that are being shared +ia 0witter.
./& Add your video to video s'arin* sites

0here are more than ?%% +ideo sharing sites on the )nternet ;; from Iou0ube and Iahoo #ideo to W0* !umor and 3otor Sports 0ube. Add your +ideo to the biggest and most important sites and to niche sites rele+ant to your core audience.
/ & 7istribute your video wit' 3ubeMo*ul

0ube3ogul is a +ideo ad+ertising and analytics platform. )t is also a great way to distribute your site to multiple +ideo and social networ-ing sites. 0ube3ogul users can also le+erage 0ube3ogul Destinations to easily distribute to custom sites as well as encode and create BSS feeds to syndicate +ideo anywhere. *or a list of other multiple +ideo sharing sites. +isit BeelSeo.
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Co,,%nit+ deve!o#,ent
Earlier. we loo-ed at audience de+elopment and some of the ways to grow a following using content. social media and publicity. )n some situations. you may find that your following wants to become -ore involved with your proKect ;; and with each other. #oilaL Iou could ha+e a community on your hands. According to author and consultant Bichard 3illington. the easiest way to understand the difference between a following and a community is thus: a following is an audience that interacts with you. A co--unity is an audience t'at interacts wit' eac' ot'er&
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/!& Dnow your core audience

Mnow your core audience and where they congregate online. Join their communities and become and acti+e participant. Mnow who to target as potential community members. )n particular. you want to find people who are casual internet users as youll ha+e a better chance of getting them interested and in+ol+ed in what you do. !ea+y internet users are too busy to get in+ol+ed. while influencers are too preoccupied with building their own networ-s to care. *ind potential community members in: N $an co--unities. *an communities are a good place to start your outreach. Search boo-. music. film and 0# sites that focus on comparable topics or genres. N @ic'e co--unities. Hse 4ig;4oards and 4oardtrac-er to find popular forums and message boards in your niche. Join and get to -now people. *or a comprehensi+e list of community sites. refer to Shara Marasic s @nline 'ommunity/Social 3edia SH"EB list. N Blo**ers. ,ot influential bloggers. but people with a blog about your topic. oo- for people who are so passionate about the topic that they are willing to spend time writing about it. N 2o--ents. "eople that comment on blogs are great to contact. 0heyre interested. -now the tools and ha+e the time to spare. 3ost news sites allow people to add their comments to news stories. Dont be afraid to approach anyone who eCpresses a strong option about your subKect. N Book reviewers. "eople that re+iew boo-s about your genre are becoming more approachable. #isit Ama5on. e4ay and other sites to find potential members. N $acebook, >inked"n and ot'er social networks. earn how to search for people by interest. D3ore on this in the Social 3edia sectionE. N "ndustry blo*s and -a*azines. 0a-e note of whos writing about your industry. Google their names. Do the same with 1 etters to the Editor2 and comments contributors. N 4vent. Attend e+ents or con+entions that appeal to your niche audience. 4etter yet get a booth or host a panel. 'ollect names. *ollow;up.
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/2& 7ecide w'at ty#e of co--unity you want to 'ost

Different types of communities eCist both in the face;to;face world and in the +irtual world. 4roadly spea-ing there are fi+e different types of communities: "nterest& 'ommunities of people who share the same interest or passion. Action& 'ommunities of people trying to bring about change. Place& 'ommunities of people brought together by geography. Practice& 'ommunities of people in the same profession or who underta-e the same acti+ities. N 2ircu-stance& 'ommunities of people brought together by eCternal e+ents/situations. N N N N 'ommunities of interest are the most popular -ind of communities to build. 4ut. they are also the most difficult as you are competing for peoples mental 1down2 time against e+ery other media product out there. 4roaden your scope by thin-ing about ways that you can de+elop a non interest; based community. Documentary film producers. for eCample. ha+e been +ery successful at building communities around actionQ while software de+elopers ha+e build large communities of practice.
/(& Hire a co--unity -ana*er

'ommunity managers ha+e speciali5ed -nowledge on how to grow and manage a community. 0ypically. they are eCperienced communicators who -now how to listen. 0hey are responsible for building awareness of your proKect through non;mar-eting efforts. finding opportunities to connect in and out of the community. Within the community. they are responsible for connecting people and facilitating con+ersation. 0he community manager may or may not be the same person who is responsible for social media outreach.
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/)& Start your co--unity outreac'

'ommunity de+elopment should start as soon as you ha+e the green light to mo+e ahead with your proKect. )t ta-es a long time and consistent effort to find and nurture relationships. Iour goal should be to build a small group of true fans in the first year and then grow the numbers from there. Meep your outreach manageable by aiming to contact fi+e people a day. And. with this approach you wont be able to use the eCcuse that you dont ha+e timeL As- e+eryone on your personal list to recommend people they thin- would li-e to become in+ol+ed in your community. 0a-e heed ,@0 to approach: N A:list blo**ers. 0oo busy to bother with your community. *ocus on the people that comment on their blogs instead. N Eournalists. Same as abo+e. Some Kournalists troll large communities loo-ing for story ideas or leads. N 2ast and crew. 4ring them in only if you ha+e a good fan base. N 45istin* online co--unities. Dont mass in+ite members of pre;eCisting online communities. #ery bad netiJuette.
/+& 7evelo# aut'ority
Dont Kust promote your proKect. Koin the con+ersation. 'ontribute something of +alue before eCpecting something in return. Spend at least four months building relationships before you start 1selling2 your ideas. Ioull feel less pressured to ma-e friends Juic-ly and the interactions will be more meaningful. 3a-e sure to stay in+ol+ed with the communities that you Koin. e+en when you dont ha+e proKect news to share.
/,& Build a #lace for your co--unity

0here are a number of free tools a+ailable that allow you to build a place for your community. 0hey range from the simple ;; mailing lists. forums and *aceboo- groups ;; to the more compleC. such as ,ing sites and branded social networ-s. Start small. Start simple. @nly when you ha+e a growing community should you thin- about integrating it into your website. N $acebook Brou#s. 0he new *aceboo- groups are designated spaces where small groups of friends can share information. 4y default they are closed communities. 3a-e sure you unloc- this feature before starting your outreach. 3embers can participate in bac-;and;forth )3 con+ersations +ia group chat. )t is all eCplained here. As with anything *aceboo-. approach with caution. *aceboo- ma-e freJuent changes to its interface. often without warning. And. it owns your content.
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N $oru-s& Iou can easily add a forum to your Word"ress website +ia 44"ress. Simple"ress or #anilla *orums. *orums are sometimes called 1message boards2 as they act much li-e a message board in an office or school. Iou post a message on the board and come bac- an hour. a day. or a wee- later to see if anyone has responded to it. N @in*&co-. ,ing.com lets you build your own pri+ate;label social networ-. Each ning has a central group page and pro+ides blogging and social networ-ing tools for each member so they can build their own presence and brand. Web Series ,etwor- is a social networ- for web series producers Dand fansE built on the ,ing platform. N Website& )f youre using Word"ress as your '3S. there are se+eral free plugins a+ailable that let you add a social networ- to your website. 0hese range from simple plugins that allow you to set;up user profiles to more compleC plugins. such as 4uddy"ress. which are essentially social networ-s 1in a boC2. *or more robust solutions. you may want to loo- to a for;pay platform such as Get Satisfaction .
/1& 4ncoura*e co--unity #artici#ation

Encourage participation in your community by gi+ing e+eryone the opportunity to be in+ol+ed. 4uild strong relationships between members. )ntroduce yourself to members ;; and members to each other. earn how to facilitate con+ersation within the community: when to as- leading Juestions. when to email people pri+ately. when to post publicly. and when to let the con+ersation flow.
/.& Write about ot'ers to build relations'i#s

Hse the :%/(% approach to building relationships by writing about others :%S of the time and yourself (%S of the time. Each wee- select one of your most acti+e members and inter+iew them for your blog. )nter+iews encourage others to participate more so they can be inter+iewed. too. )nter+iews also let you target specific people. Iou can inter+iew people who you want to participate more. or who you want to Koin your community.
//& Build <buzz= wit'in t'e co--unity

Get the members of your online community eCcited and in+ol+ed by ma-ing cool things happen. @ffer eCclusi+e discounts. Arrange for community members to send Juestions to your cast members and get replies. !ost eCclusi+e e+ents. such as online chats or tweet;ups.
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& Bet your cast and crew involved
Get your cast and crew Dor de+elopment teamE in+ol+ed in building your online community. Some of the ways you can do this are: N "nterview t'e-. "eople li-e to feel important. )nter+iew cast and crew for the blog. 0hen get them to inter+iew other people in the crew or in the community. N "ntroduce t'e-. )ntroduce them to the community. 0al- about them in the community. 0hey may get curious about what is being said and they might then be inclined to Koin. N Bive t'e- a colu-n. 3a-e a cast or crew member responsible for producing a wee-ly column. imit the run of the column to ? or = wee-s so that it doesnt seem too onerous a tas-. Who -nowsO 0hey may enKoy contributing and as- to continue.
! !& ?se social networks strate*ically

0he large social networ-s such as *aceboo- and 0witter are places where you can de+elop big followings. !owe+er. they are not that effecti+e as community building tools because they are not designed to get your friends and followers tal-ing to each other. 0he eCception to this is 0witter chat. 0witter chats are great for building community ;; and can be eCciting eCperiences. too. *or tips and tric-s on how you can start and run your own 0witter chat. read this post by 3ashable. !ost a 0witter chat then archi+e it on your website to help grow your community.
! 2& Bet #eo#le involved wit' your website

E+en if youre not building a dedicated fan community. there are still plenty of ways to get people more in+ol+ed with your website. )f you re on Word"ress. there are se+eral free plugins that can help build community functions into your website. *or details read ,oupe.coms 14uilding 'ommunity Sites with Word"ress: $> "lugins to Get Iou Started2 or 3ashables $% Word"ress plugins post. @ther tools that encourage people to get more in+ol+ed with your website include newsgroups Dalso -nown as 1listser+es2E and chat. @ne of the easiest ways to add a chat feature to your website is +ia a toolbar that sits at the bottom of the browser. 0wo of the most popular toolbars are the 3eebo 4ar and Wibiya 0oolbar.
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Bottom line
8o%e wasnt built in a day& -our co%%unity is %uc t e sa%e& 5t re/uires ti%e 9and a ealt y dose of #ersistence: to build a strong co%%unity& !ind #ros#ective %e%bers a%ong casual internet users w o are #assionate about your sub.ect& Build your co%%unity one #erson at a ti%e& 0ive t e% a #lace on your website w ere t ey can ang out and %eet one anot er& 1ee# t e% e4cited and involved by %aking cool t ings a##en.
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E,ai! ,arketin*
Email mar-eting may feel a bit old and fussy in this era of real;time interactions. 4ut in reality. it is a fantastic tool for buildin* your brand and kee#in* your fans returnin* episode after episode. 0odays third;party email pro+iders let you create professional loo-ing e; newsletters for neCt to nothing and integrate with most social media networ-s through an open A").
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! (& Set:u# an account wit' a 'osted e-ail #rovider
)f you plan to send bul- email. youll need to create an account with a hosted email pro+ider. Such ser+ices allow you to design. send and trac!03 and plain teCt campaigns. Se+eral of these ser+ices also offer additional features such as social share and AB codes. 0here are many eCcellent paid third;party ser+ices a+ailable. including 'onstant 'ontact. 'ampaign 3onitor. 3ail 'himp and #ertical Besponse. 3ail 'himp is probably the most user;friendly of all and its *BEE until you reach a certain list si5e.
! )& Build your e-ail list

Add an opt;in subscription email boC to your website. weblog. *aceboo- fan page. etc. Grow your list with social media. !ost an online e+ent Dchat. panel. etc.E and include an email list subscription as part of the sign;up process. As- people you meet at e+ents. if you can add them your list.
! +& Make your e-ail newsletter uni9ue

Hse ready;made templates or design your own branded email newsletter. @ffer content that fans cant get anywhere else on the website +ia your e; newsletter. Hse T3ergeU tags to personali5e and customi5e your e; newsletter. Add a share functionality. allowing subscribers to share your e; newsletter with their social networ-. As- people to forward and share your email to others in the email copy.
! ,& Set:u# a #ublis'in* sc'edule

Set;up a publishing schedule Dmonthly. bi;monthly or wee-lyE and stic- to it. Send 1hot2 updates when you ha+e brea-ing news Dfor eCample. maKor press co+erage. an award. etc.E. 4uild a seJuence of autoresponders to 1build up2 to your launch or to -eep fans engaged with your show. Iou can also use this strategy to 1ping2 your fans on their birthdays or other important days.
! 1& 0ffer -obile subscri#tions

3ail'himp and other ser+ices will automatically generate a mobile;friendly +ersion of your email campaign to send to your mobile subscribers. Bemind your fans of this +ia *aceboo- and 0witter updates.
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! .& Have fun wit' F6 codes

Generate a AB code that includes a lin- to your e;newsletter sign;up page. Add the code to any print design Dfor eCample. posters or flyersE and post them around town or where your audience might hang out. AB codes can also be added to 0;shirts. mugs or e+en your business card.
! /& Make t'e -ost of unsubscribes

When someone unsubscribes from your list. ta-e the time to get feedbacfrom them about why and what could be impro+ed. Who -nows. you might win them bac- or con+ert them into a super fan.
!! & Pro-ote your e-ail subscri#tion

"romote email subscription sign;ups by encouraging followers to sign;up for future email updates. )nclude a shortened lin- to your subscription page Dusing bit.ly or a similar ser+iceE so that it can be trac-ed. Gi+e your 0witter followers a taste of your content. Automatically send your email updates to your 0witter account.
Bottom line:
;%ail isnt .ust for %o% and dad& 5t s still one of t e best way to reac anyone w o as a .ob 9ye#, t ats w en t ey fli# fro% c at to %ore conventional for%s of co%%unication:& ;%ail is a great ve icle for #ro%otions, breaking news and rewarding fans& <se autores#onders to kee# fans co%ing back after t e first e#isode&
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Adverti'in*
0he rise of social networ-s has opened;up a number of low:cost advertisin* options. 0hese types of campaigns are affordable yet effecti+e and can include display ads on community websites. *aceboo- ads. or StumbleHpon disco+ery ads. Hse ad+ertising to: N 4uild awareness among your core audience. N "rime the social media pump and dri+e geo;specific niche audiences to become 1fans2. N Dri+e traffic to your website around important e+ents such as your launch. N 0est the +iability of complementary audiences prior to launching a full; blown social media campaign.
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!!!& Advertise wit' nic'e sites

Ad+ertise with niche websites or weblogs. 0hese types of partnerships deli+er the best results and produce 1added +alue2 as you can usually le+erage your buy to include editorial co+erage. bac-lin-s. and more. 0he basics of display ad+ertising are freJuency and reach. 'onsider doing a test campaign o+er a two to four wee- period and if the results are good commit to a longer run. ,egotiate for placement. ma-ing sure that your display ad appears 1abo+e the fold2. Set;up a goal in Google Analytics to trac- results.
!!2& 6un a $acebook ad ca-#ai*n

Dri+e fan acJuisition rates with a *aceboo- ad campaign. 0arget your campaign to specific demographics. geo;locations and 1interests2. 3a-e sure that your image is eye;catching and not too detailed as the actual si5e of the ad is Juite small. 0ry as-ing a pro+ocati+e or leading Juestion in your copy to tantali5e your core audience. 4rea- your o+erall campaign into smaller 1bits2 and schedule each campaign o+er a three to fi+e day period with a F>% to F9> ceiling. Bepeat using different criteria and trac- results. "ay for impressions rather than clic-s. *aceboo- ad campaigns are most effecti+e when they are dri+ing people to your fan page Drather than your websiteE.
!!(& 6un a Stu-ble?#on ca-#ai*n

StumbleHpon "aid Disco+ery can be #EBI effecti+e for dri+ing traffic to your website or Iou0ube +ideo channel. Sites that are part of the "aid Disco+ery program are integrated into the stream of sites that StumbleHpon users are 1stumbling2 to based on their interests. Iour website is the ad. meaning you control $%%S of the engagement. StumbleHpon ads are cumulati+e. meaning the more users li-e your site. the more people will see your ad ;; dri+ing additional earned media. ECpect to spend between F$%% to F(%% for a short three to four day campaign. and upwards of F$.%%% for longer campaigns.
!!)&
3a#
into
You3ubes
Pro-oted
Cideos
#ro*raIou0ubes "romoted #ideos program is li-e Adwords for Iou0ube. "artners can run campaigns for their +ideos that will gi+e them eCposure across Iou0ube. As with Adwords. you pay only for actual clic-s through to your +ideo.
Bottom Line:
Advertising is a great way to #ri%e t e social %edia #u%# and drive geo* s#ecific nic e audiences to your c annels& <se cost*effective social %edia advertising and %easure, %easure, %easure to know its effectiveness&
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S&(ed%!e
Mont' G! $. Select a uniJue domain name.www.globalproKe.com (. 'hoose a hosting ser+ice.e-onomi-webhost >%%34.>G4 trafi$%?. Set;up an account with a hosted email pro+ider.mail chimp ?. Set;up a landing page $%=. 4uild your email list ((. De+elop a list of organic -eywords ?>. 'hoose your niche ?<. De+elop an editorial plan ?9. in- your editorial plan to outcomes =?. 'laim your social networ- account 9$. *ind online influencers 9=. *ollow influencers 8$. Mnow your core audience Mont' G2 =.Select a '3S platform >. 'hoose a theme or template <. !ire a designer/de+eloper 8. Decide on a na+igation style and layout (?. Architect your site for search $$. Add a blog $(. 4uild your site from a blueprint $?. 4urn your BSS feed $=. Add an email subscription boC $>. Enable social sharing $:. Add a row of social media icons ($. 3a-e your site mobile friendly (=. @ptimi5e your web pages for search (>. @ptimi5e your blog for search (9. 'reate an account with Google Webmaster 0ools (:. Hse an analytics tool ==. Set;up a 0witter account =>. Define your 0witter style Mont' G( ?:. De+elop an editorial calendar =(. Start blogging (8. Establish con+ersion goals and funnels in Google Analytics ?8. !ire a "3D 8?. !ire a community manager =%. 4uild your original content assets =<. 4uild your 0witter following 8=. Start your community outreach
"nde#endent Production $und % www&i#f&ca % "age <>
Mont' G) $9. Add your 0witter stream ?%. 4oost your search ran- with editorial content ?$. 4oost your search ran- with social media ?(. Annotate important e+ents in Google Analytics ??. Add custom reports to your Google Analytics dashboard =9. 3anage your 0witter following =:. 3anage. schedule and trac- your tweets =8. 3anage your 0witter con+ersations >%. 'reate a *aceboo- fan page >$. Design a landing page >(. Add an email app >?. *ind your friends >=. Set;up a branded HB >>. Grow your fan base 8>. 4uild a place for your community Mont' G+ $<. Add a *aceboo- 1 i-e2 boC ><. e+erage your content to get fans >9. Bespond to fans 9<. 4uild a press room 9>. 'raft an email 1pitch2 89. Encourage community participation 88. 4uild 1bu552 within the community $%%. Get your cast and crew in+ol+ed $%<. Write and send your email newsletter $$(. Bun a *aceboo- ad campaign Mont' G, (<. 'reate and install a +ideo sitemap >8. Hse Iou0ube Suggest to find organic -eywords <%. 'ustomi5e your Iou0ube channel <$. @ptimi5e your Iou0ube channel for search <(. 0ime your +ideo uploads <?. @ptimi5e your +ideo for search <>. Add your +ideo to a playlist <<. Hpload and promote your +ideo 99. Write a press release 98. !ire a publicist $$%. "romote your email subscription
"nde#endent Production $und % www&i#f&ca % "age <<
Mont' G1 <9. Get numbers. Get featured <:. Embed the Iou0ube player 9:. Send your press release :=. Submit your content to social news sites :>. Submit your +ideo to StumbleHpon +ideo :<. Submit your +ideo to other +ideo recommendation ser+ices :9. Submit your content to 'lic-er ::. Add your +ideo to +ideo search engines and search sites :8. Add your +ideo to +ideo sharing sites 8%. Distribute your +ideo with 0ube3ogul $$$. Ad+ertise with niche sites $$?. Bun a StumbleHpon campaign Mont' G. $8. Add a toolbar (%. Hse feedbac- to disco+er problems ?=. Bun regular seo chec-s <8. earn from Iou0ube )nsights 9%. Apply to become a Iou0ube partner :$. Screen your series at festi+als :(. Submit your series to award programs :?. Submit your content to 1cool2 websites $%(. Get people in+ol+ed with your website $$=. 0ap into Iou0ubes "romoted #ideos "rogram [ and -eep on going[L
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B%d*et
4e sure to include cost centres in your budget for labour. facilities and ser+ices that you will need to underta-e your mar-eting campaign ;; and resist the temptation to dig into these when you start to go o+er;budget during productionL *ollowing is an eCample of the basic costs and allocations for the mar-eting of a web series:
"te>abour J $ees: 3ar-eting 'onsultant Z depends on whether they are pro+iding a few hours of consulting or whether they are on;side to assist with proKect eCecution "3D Z depends on responsibilities and length of engagement Social media or community manager Z depends on responsibilities and length of engagementQ some tas-s may be part of "3D responsibilities
2ost H6an*eI
F>% ; F$>% per hour F>%% ; F>.%%%
F>% ; F$%% per hour F>.%%% ; F$%.%%% F?% ; F>% per hour F?.%%% ; F>.%%%
Marketin* J P6 Materials: Graphic design D-ey artE Graphic design DmiscE "ress -it "osters. postcards. stic-ers. t;shirts and other promotional items 0railer/E"M F$.%%% ; F?.%%% F>%% ; F$.%%% F% ; F$%% F$.%%% ; F>.%%% F%
Publicity;Pro-otions: "ublicist D,ationalE Z depends on whether tas- is farmed out or is part of "3D responsibilities F% ; F>.%%%
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"te"ublicist DAffinityE Z responsible for niche "B #iral mar-eting teams Z *aceboo- promo teams
2ost H6an*eI
F$.>%% ; F?.%%% F% ; F(.%%%
Website: Website design/de+elopment Web hosting Email pro+ider @ther accounts Z !ootSuite. Social Sprout. etc. F$.%%% ; F=.%%% F$$% / year F$(% / year F$(% ; F(=% / year
Advertisin*:
F>%% ; F(.%%%
>aunc' #arty;events:
F% ; F>.%%%
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A##endi- A: Content t+#e'

3e5t:based N Website pages N Weblog posts N Email messages N Email newsletters N Status and 0witter updates N 0estimonials/Juotes/re+iews N "ress releases N Social boo-mar-s N Wi-is N 4oo-s. e;boo-s. comic boo-s N Digital maga5ines and paper.li newspapers "-a*e:based N "hotos Dproduction stills. head shots. behind;the;scene. -ey art. etc.E N Drawings Dstory boards. s-etches. illustrationsE N 3aps and )nfographs N )cons and a+atars N i"hone and i"ad wallpapers Audio N Soundtrac-s N 3usic Doriginal and licensedE N "odcasts Dinter+iews. monologues. musicE Cideo N Web series episodes N Animations N 3usic +ideos and 1shorts2 N 0railers N )nter+iews. behind;the;scenes and how to +ideo 3rans-edia N 3obile applications N @nline games N *aceboo- applications and other widgets N AB codes 4vents N 0witter chats N i+e or recorded S-ype chats and AXAs N *an con+entions and conferences
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A##endi- B: ./ )a+' to #ro,ote +o%r Yo%T% e &(anne! and video'

$. Embed your +ideos on your website (. Embed your +ideos on your weblog ?. Embed your +ideos in your email updates =. Embed your +ideos on online forums >. Embed your +ideos on community and ,ing sites <. Embed your +ideo and create a uniJue landing page for new *aceboo- fans 9. Embed your Iou0ube +ideos on your *aceboo- profile :. Embed your Iou0ube +ideos on your *aceboo- *an page 8. in- your Iou0ube channel to your website $%. in- your Iou0ube channel to your weblog $$. in- your Iou0ube channel to 0witter $(. in- your Iou0ube channel to *aceboo$?. in- your Iou0ube channel to in-ed)n $=. Add a lin- to your Iou0ube channel in all your outgoing emails $>. Get your +ideos featured on Iou0ube $<. Hse StumbleHpon "aid Disco+ery to promote your channel $9. Hse Google Adwords to promote your channel $:. Get 0;shirts printed with your channel HB $8. Get 0;shirts printed with a AB code containing your channel HB (%. 'reate a Iou0ube +ideo promoting your other +ideos ($. Ad+ertise your Iou0ube channel on other websites and weblogs ((. Digg your +ideos (?. Stumble your +ideos (=. i-e and Share your +ideos on *aceboo(>. 0weet your +ideos (<. Add your channel HB to 0witter (9. As- others to re;tweet your +ideos (:. 4log about your +ideos (8. Do a re+iew of your +ideos ?%. As- others to re+iew your +ideos ?$. Do an inter+iew with the producer/director and embed in your 1About2 page. ?(. 'ross promote your +ideos ??. 0ag your Iou0ube +ideos ?=. 4uy targeted Iou0ube +iews ?>. 4uy targeted Iou0ube channel subscribers ?<. Add a 1subscribe to2 Iou0ube button to your weblog or website ?9. Add your Iou0ube +ideo to a +ideo directories and search engines ?:. Shoot and post a +ideo response to a popular +ideo ?8. Shoot and post a parody +ideo as a response to a popular +ideo =%. Shoot a music +ideo. co+ering a popular songQ post as a response
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A##endi- C: $er0or,an&e Metri&'

N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N N "age+iews HniJue +isitors Bepeat +isitors 'omments and trac-bac-s Don weblogE 0ags/ratings/ran-ings 0ime spent on website A+erage length of +isit #ideo plays Dif self;hostingE Downloads Dif offering 1downloadable2 content such as "D* filesE )nternational audience: number of countries where people engage with your content Subscribers to BSS feed Subscribers to mailing list )nbound lin-s "age ranSEB" ran*aceboo- fans ,ew *aceboo- fans Acti+e *aceboo- fans i-es/comments/shares on *aceboo0witter followers Appearances on 0witter lists Be;tweets and direct messages 3entions on 0witter Mlout score "lays on Iou0ube 'hannel subscribers on Iou0ube i-es/comments/shares on Iou0ube #ideo responses on Iou0ube 0weets. re;tweets. lists StumbleHpon re+iews 4log mentions or re+iews 3entions or re+iews on community sites. forums. message boards ,umber of credible professionals in entertainment. Kournalism. mar-eting. and other related industries who support your wor- Dmaintain a collection of Juotes from these indi+idualsE 'omments about your wor- on multiple social networ-s Dpositi+e or negati+eE. plays. profile +iews. and friends *esti+al screenings )ndustry awards *ans choice awards 4rand recognition and brand;specific searches
N N N N N
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Re'o%r&e' and !ink'

4logging 'hris 4rogan: !ow to blog almost e+ery day 'opyblogger: >% 'ant;*ail 0echniJues for *inding Great 4log 0opics i5 Strauss ;; http://www.li5strauss.com/ "roblogger: !ow to choose a niche topic for your blog Search Engine "eople: !ow 0o Get 4log "ost )deas 'ommunity De+elopment 'ommunity Spar- ;; http://www.communityspar-.com/ Giga@m: 4uilding @nline 'ommunity 4ric- by #irtual 4ric@nline 'ommunity Beport ;; http://www.onlinecommunityreport.com/ 'ontent 3ar-eting Junta=( blog ;; http://blog.Kunta=(.com/ Smart 4logs: *rom SWSW !ow !4@ Meeps 0rue 4lood *ans 0hirsty *or 3ore 'on+ersion X Analytics SiC Be+isions: Google analytics in depth: goals and funnels 0he 'on+ersion Scientist ;; http://con+ersionscientist.com Iou0ube: !ow to create Google analytics con+ersion goals Web Analytics World: $% must trac- Google analytics goals Demographics 0ech'runch: Why Women Bule 0he )nternet E3ail Email 3ar-eting Beports ;; http://www.email;mar-eting;reports.com/ *acebooAll *aceboo- ;; http://www.allfaceboo-.com/ Dan Yarella: 0he *aceboo- 3ar-eting 4oo- ;; http://dan5arrella.com/boo-s )nside *aceboo- ;; http://www.insidefaceboo-.com/ )nfluence X "ersuasion 0he Daily Seo 4log: An illustrated guide to the science of influence and persuasion 3ar-eting @nline 3ar-eting 4log ;; http://www.topran-blog.com/ Seth Godins 4log: !ow to get traffic for your blog SiC "iCels of Separation ;; http://www.twistimage.com/ 0he /M)SSmetrics 3ar-eting 4log ;; http://blog.-issmetrics.com/
"nde#endent Production $und % www&i#f&ca % "age 9?
Search 3ar-eting i3edia 'onnection: Bules for beating Google at Seo Search Engine Journal ;; http://www.searchengineKournal.com/ Search Engine Watch ;; http://searchenginewatch.com/ SE@3o5 Daily ;; http://www.seomo5.org/blog Social 3edia Dan Yarella: 0he Social 3edia Scientist ;; http://dan5arrella.com/ 3ashable ;; http://mashable.com Smart4log on Social 3edia ;; http://smartblogs.com/socialmedia/ 0he 'on+ersion "rism ;; http://www.thecon+ersationprism.com/ 0witter Alltop 0witter ;; http://twitter.alltop.com/ 0wi0ip: 0witter 0ips ;; http://www.twitip.com/ Hsability AlertboC by Jacob ,eilsen ;; http://www.useit.com/alertboC/ Iou0ube Giga@m: $$ Iou0ube 0ips *rom Iou0ube ECperts i3edia 'onnection: 8 new rules for Iou0ube mar-eting #ideo X Web series 'hristopher Sharpe: !ow to 4uild an Audience for a Web Series 'hristopher Sharpe: e+eling Hp ; 4uilding an Audience is Mind of i-e "laying a #ideo Game Giga@3 #ideo ;; http://gigaom.com/+ideo/ Giga@m: Want 0o Get Iour Web Series Sponsored: $% 0hings 0o 0hin- About )diotScreen: 3ar-eting the )nternet Web Series: > Steps for Success ost Bemote ;; http://www.lostremote.com/ paper.li: 0he Pwebserieschat Daily BeelSE@ #ideo 3ar-eting ;; http://www.reelseo.com/ Slebisodes: When X !ow to aunch a Web Series Web Series ,etwor-: Jen Dawson on 3ar-eting Web Series ,etwor-: Aleem !ossain 0al-s About !is 3ar-eting "rocess Web Series ,etwor-: 'hris Wilt5 on 3ar-eting !is Web Series Web #ideo SE@ and 3ar-eting ,ews ;; http://www.+ideoseonews.com/ Will #ideo for *ood ;; http://will+ideoforfood.com/
"nde#endent Production $und % www&i#f&ca % "age 9=

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HOW TO BUILD AN AUDIENCE FOR YOUR WEB SERIES: Market, Motivate and Mo i!

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A o%t t(e A%t(or

A o%t t(e I$F

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Ho) to %'e t(i' *%ide

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Yo%r ,arketin* #!an

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B%i!d +o%r )e 'ite

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!& Select a uni9ue do-ain na-e

2& 2'oose a 'ostin* service

(& Set:u# a landin* #a*e

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+& 2'oose a t'e-e or te-#late

,& Hire a desi*ner;develo#er

1& 7esi*n your site for #eo#le

.& But dont for*et t'e searc' en*ines

/& 7ecide on a navi*ation style and layout

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! & 7esi*n t'e #erfect 'o-e#a*e

!!& Add a blo*

!2& Build your site fro- a blue#rint

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!(& Burn your 6SS feed wit' $eedBurner

!)& Add an e-ail subscri#tion bo5

!+& 4nable social s'arin*

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!,& Add a $acebook <>ike= bo5

!.& Add a row of social -edia icons

!/& Add a toolbar

2 & ?se feedback to discover #roble-s

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2!& Make your site -obile friendly

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Or*ani& 'ear&( ,arketin*

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22& 7evelo# a list of or*anic keywords

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2(& Arc'itect your site for searc'

2)& 0#ti-ize your web #a*es for searc'

"nde#endent Production $und % www&i#f&ca % "age $8

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2+& 0#ti-ize your blo* for searc'

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2,& 2reate and install a video site-a#

21& 2reate an account wit' Boo*le Web-aster 3ools

2.& ?se an analytics tool

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2/& 4stablis' conversion *oals and funnels in Boo*le Analytics

( & Boost your searc' rankin*s wit' editorial content

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(!& Boost your searc' rankin*s wit' social -edia

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(2& Annotate i-#ortant events in Boo*le Analytics

((& Add custo- re#orts to your Boo*le Analytics das'board

()& 6un re*ular seo c'ecks

.& But dont foret t'e searc' enines

! & 7esin t'e #erfect 'o-e#ae

Orani& 'ear&( ,arketin

2/& 4stablis' conversion oals and funnels in Boole Analytics

)1& Manae your 3witter followin

+!& 7esin a $acebook landin #a*e

+,& >everae your content to et fans