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Social media is an opportunity unfulfilled in Hollywood. It bears surprisingly little to no impact on the success of films and TV shows, according to a group of seven film studio executives speaking here at The Grill.

The social imprint of talent, while appreciated, rarely impacts the casting decisions made by these movie studio bigwigs. Working with actors who maintain large social presences is a plus, "but it certainly doesn't drive anything," says Sue Kroll, president of worldwide marketing and international distribution at Warner Bros. Pictures.

The most socially savvy actors in Hollywood will tweet something every day from the set or table readings "and it hasn't made a difference," Kroll adds. "If the combination of things is not right... it's not going to matter. You have to get the whole mix of it right, and [social media] alone is not enough."

Facebook and Twitter have been courting film and TV studios for years, but the rather frank assessment by Kroll and her colleagues suggests they've done little to effectively win over those calling the shots in this town. Social media's ability to lift the reach and engagement of TV shows doesn't appear to be as solid as the latest research from Twitter shows.

Magic Trumps Social Reach of Talent

"All of us are in the business of creating magic for people. That magic is so much more important than the social reach of talent," says Greg Silverman, president of creative development and worldwide production at Warner Bros.

Facebook and Twitter aren't the first or the only social networks trying to gain the interest of major entertainment studios, they just happen to be the two largest players doing so today. Few individuals understand why Hollywood is so reticent to embrace social media more than Chad Hurley and Chris DeWolfe, co-founders of YouTube and MySpace, respectively.

The pair are no longer involved in the companies that brought them fame and fortune, but their thoughts on the future of social media carried a unique perspective here.

Hurley, now the CEO of the video creation platform MixBit, says he's intrigued by the rise of anonymous sharing but he believes identity still serves a greater purpose online. The instances where identity might be holding someone back from sharing content are rare, he says.

"If you want to become famous, you share it with the world," says Hurley, explaining why MixBit decided to drop the capability to upload videos anonymously.

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Social Media Still Has Little Marketing Impact in Hollywood

I was so excited when Natanya Anderson agreed to be a guest on my podcast, All The Social Ladies. Natanya is the Director of Social Media and Digital Marketing at Whole Foods Market. She has been working with new media for over a decade, with a focus on both the strategy and execution for helping organizations change the way they communicate with customers. Natanyas finger is always on the pulse, and she is ready to respond to the constantly changing web and marketing landscapes. And when Natanya is not in the office, she loves to blog for the Austin Food Lovers Companion.

During this interview, Natanya shares her thoughts on agency vs. brand work, the importance of local store presence online, and how Whole Foods Market measures success.

Agency vs. Brand Side

Natanya has experience working on both the agency and brand side of marketing, and she has great insights from both environments. For Natanya, working in an agency allows you to work across many brands and verticals, giving you a broad view of how social and digital can be used. However, working on the brand side can give you a firm understanding of the minutiae that are vital to its success. She advises, If youre working for a brand, be cognizant of the bigger picture and work hard to understand this not just competitors, but cross-category also.

Local Store Presence

For Natanya, the foundation of social media today is to make people more knowledgeable, encourage consumers to choose you over competitors, and create loyal customers. Part of the Whole Foods Market strategy in achieving this is encouraging local stores to have their own social media presence. Why, you might ask? According to Natanya, a core value at Whole Foods Market is autonomy. Because each store fits in differently with its local community, it is important to allow this expression of culture at a local level. Its imperative to create value for customers, and so each store tells its local stories rather than brand stories. But they are not left alone in the dark if help is needed. Corporate teams support this structure and offer assistance in social media by sharing best practices, offering inspiration, giving guidance, and helping to determine what is sustainable and how to avoid clutter. And in return, staff should have passion for social and a desire to connect with others.

Measuring Success

Showcasing differentiation via customer connection and story-telling is an important goal for Natanya and her team. To do this, they focus on loyalty and maintaining an ongoing dialogue around the shared value of their customers between store visits. With approximately 1,500 people working on their local and corporate social media teams, there are always continued opportunities for growth. Therefore, measuring success is important. For Natanya, how you tie social media into other measures in your business is key but this is dependent on the systems already in place and how they can connect to show value. At Whole Foods Market, a year-round e-commerce model could potentially be used to measure the impact of social, but as an interim measure, their focus is on conversations. Customers are shopping weekly but having daily conversations online. This level of loyalty is an opportunity to demonstrate value to an organization of retained customers via social media customer service. Natanyas final piece of advice: Measure early and set up a system it shouldnt be a siloed after-thought.

Have you worked on the agency or brand side? What was your experience? What tools do you think are important in measuring success in social media? Please share in the comments section below.

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The Whole Story: Social Media Insights From Natanya Anderson

Posted: Wednesday, October 8, 2014 4:51 pm

CBC earns award for social marketing campaign By staff ofelia.hunter@aliceechonews.com Alice Echo-News Journal

Coastal Bend College is excited to announce that its Marketing & Public Relations Office was awarded a silver Medallion Award in social marketing by the National Council for Marketing and Public Relations (NCMPR), District 4, which includes community colleges in Arkansas, Colorado, New Mexico, Oklahoma, Texas and Wyoming. The award was presented at the NCMPR District 4 Conference in Oklahoma City on September 30.

The award winning social marketing (Facebook) campaign was for the colleges first ever Maymester held in May 2014. The campaign, which cost only $212.75, helped raise awareness of the course offerings and benefits of taking Maymester courses. Over 140 students enrolled in the Maymester, and the Facebook ad campaign garnered over 27,000 impressions during the 22 day campaign.

This award is particularly exciting for the college because it shows we are progressive and innovative when it comes to our marketing and advertising strategies. CBC loves to connect with our students and communities via social media, and we look forward to implementing more social marketing campaigns to spread the word about the great things happening here, said Monica Cruz, director of marketing and public relations.

Go to http://www.alicetx.com for the latest, breaking news

Posted in News on Wednesday, October 8, 2014 4:51 pm.

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CBC earns award for social marketing campaign

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