Building Incentives into a Social Media Campaign

In a November 14th, 2011 post to imediaconection, Keith Pape writes (knowledgeably and in-depth) about building incentives into a social media campaign.

Here's an introductory excerpt: "Building in incentives is done in phases... Each phase is distinct and signifies a different level of engagement and depth of commitment by the consumer to the brand, thereby encouraging participation in a different way."

The phases of social sharing that Keith Pape identifies - from the entry level (e.g., getting a new user to click on a click-to-play video) to the higher levels (encouraging the core audience to go out and engage the masses) - must be understood by every microbudget filmmaker seeking to market a film online.