The future of the film and audiovisual industry will be digital. To make this transformation, "Be Digital" offers workshops on the sector's digitalisation to professionals. They will be given by Sandrine Tezzo, an expert in communication on social networks.
In partnership with Amplo, Wallimage, Media Desk Belgium and Moonday, Be Digital is free for film and audiovisual professionals.
What is your background?
I've been in the digital business for about ten years. I already had a professional background in communications and public relations when I realised the rapid development of digital while living and working in Canada. There was an opportunity to be seized! I trained in this sense and then worked in a Social Media Agency, and then in a Creative Agency where my role was to guide the creatives concerning these new platforms, they had not yet mastered.
That's when I realised that everything "Analytics" made sense. There's no point in creating content to look pretty. You have to understand the audience and the numbers and have objectives. So I then moved to a media agency where I specialised in Paid Social, i.e. buying on social networks. I spent quite a few years there because I liked it.
Later on, I went into business for myself. Today, I do a lot of consulting and training, both in schools and in companies.
You are now involved in specialised workshops for film and audiovisual professionals.
I am very excited about this new project! Of course, whatever the sector, the way of thinking remains the same. You ask yourself the same questions. You then adapt the strategy to your industry and your objectives. This is where the specificities of the film industry come into play: it is primarily a B2B sector, which makes communication quite specific. Posting on social networks in this context is like throwing a bottle into the sea, so it is essential to learn to fish far from the shore!
As a preview, what are the three tips you could give us for good communication on social networks?
It's more like three questions to ask yourself:
1. First, we need to know why we are communicating?
What are our objectives? For each communication, each post, each publication that we put online, we must ask ourselves the question, "why am I doing it? If we can't answer this question, there's no point in publishing.
2. To whom do we want to communicate our information?
Once you know why, you need to know who you want to reach? We think that by launching a publication on Facebook, Instagram or LinkedIn, everyone will see it and read it. No, this is a false belief. Not all platforms are suitable for all audiences. Moreover, behind these platforms are commercial algorithms that can alter your visibility, so you need to master them.
3. So, how can I get the most out of the algorithms that govern my communication platforms?
Knowing the algorithms means understanding the DNA of a platform. Once you master them, you have gold between your fingers and a much better chance of achieving your goals.
And if I may add something, we must stop believing that social networks are miraculous. Communicating on social networks is not magic. It is an essential part of communication, but it cannot be limited. It has to be part of a global strategy.
These three questions are the basis of all good communication. If you cannot answer one of them, then the first module of the training can certainly be beneficial.
Who is this training course aimed at?
It is free of charge and is aimed at all film and audiovisual professionals: technicians, producers, distributors, festivals... whatever their level.
Each session will be divided into two parts, a theoretical part and then a question and answer time, where participants can share their most recent jobs with the rest of the group to receive practical analysis.
What if participants want to go further?
Depending on the success of the first module, Be Digital will come back with "level 2" supported by other industry partners. I am also available for a more in-depth analysis of the overall digital strategy of each participant.
Calendar of the first "Be Digital" module
Dates: 13 and 25 January and 8 February.
Time: 10:30 for the French session, 16:30 for the English session