#TIFF13: A Social Media Recap

The 2013 Toronto International Film Festival has come to an end. It’s a bittersweet time knowing the work is done after a whirlwind 11 days plus the weeks leading up to Festival but also a relief knowing it’s over for another year.

This year was our strongest yet, with record attendance, and most number of tweets using the official Festival hashtag #TIFF13. We’ve been keeping track since the 2012 Festival ended last year, since then there have been over 220,000 tweets with #TIFF13. We deliberately promoted the hashtag everywhere we could, including in cinema, on marketing materials, across all of our social media channels and in press releases. Everyone from Zac Efron to InStyle magazine were using the hashtag and our Twitter handle (@TIFF_NET).

Zac Efron Tweet

Instyle article featuring the #TIFF13 hashtag

If you want to learn more about who tweeted during Festival, read this article on Canada.com and this study done by MediaMiser.

We knew video was going to play a major part in the overall Festival experience, so we created a unique series of Vine videos to specifically capture some of those exciting moments.

We hosted a Reddit AMA pre-Festival with our programmers, which is essentially a Q & A session where people can ask anything. View the full AMA here.

On the day of the talent announcement, we created and linked to a Pinterest board to accompany the press release that was going out to the media.

Talent Pinterest Board

Lastly, we created a bingo card with fun items to photograph during the Festival. We encouraged guests to tag their Instagram photos with #TIFF13Bingo.

Instagram Bingo

The bingo card that was used to play Instagram Bingo with during #TIFF13.


Vine vs. Instagram Video

Vine and Instagram spliced image

The popular video sharing app, Vine has competition. Once again it’s a showdown between Facebook and Twitter for dominance in the social media arena. This time it’s about micro videos.

Instagram released a 15-second video feature to their already popular app, with a current base of 130 Million users to Vine’s 13 Million. Within the first 24 hours of the video feature being rolled out, there were already 5 Million clips uploaded to Instagram.

Let’s compare the two.

Vine vs Instagram Infographic

The ease and simplicity of Vine is what made it so appealing in the first place, however I think the delete function of Instagram video is more practical. In the end, Instagram might be late to the game but do they have the better app? What do you think? Do you prefer Vine or Instagram?

The Epic Easter Egg Hunt of 2013


This weekend, I escaped to the Caledon Hills to visit friends and take part in their giant outdoor Easter egg hunt! Having not since participated in a proper Easter egg hunt since I was twelve years old, I found this mission to be quite fun. The task: find as many eggs for your team as possible. The winning team receives a giant basket of chocolate goodies.

Our team did win but of course the winnings were split by everyone. Happy Easter!



I’m Speaking at the 2013 Digital Media Summit

Digital Media Summit logoI’m excited to be participating at this year’s Digital Media Summit. The two day social media and interactive marketing conference, features everything from cross platform monetization to social media ROI and content branding.

Cindy Gallop, an advertising and brand consultant I saw speak at Mashable Connect 2012 will be speaking. I thoroughly enjoyed watching her present. She was easily one of the most entertaining and engaging speakers at Mashable Connect and I know she will bring her spark back to DMS.

I’ll be participating on the panel Going Social Live: Real-Time Marketing and Engagement Through Social Media from 11:40AM – 12:30PM on March 20. If you’re attending the conference, come say hello!

Digital Media Summit Panel Description

Downtown Marriot

Book Review: Renegades Write The Rules

Amy Jo Martin, Renegades Write the Rules

Renegades Write the Rules by Amy Jo Martin

I’ve read many books on marketing, business and social media in the last few years but rarely do I stumble upon a gem. I find there are a lot of books out there that repeat the same rhetoric without offering concrete examples to draw upon.

Author Amy Jo Martin is an entrepreneur who established herself as a social media expert early in the game, literally because she worked as the Director of Digital Media and Research at the Phoenix Suns before starting out on her own with her company Digital Royalty.

I enjoy how candid she was about pushing the boundaries at her position with the Phoenix Suns, so she could advance the team’s online presence. Even after getting her hand slapped on a few occassions for stepping out the lines, she didn’t apologize for trying new things like inviting the fans to a TweetUp before the game, which was somewhat new at the time or setting up Shaq’s Twitter account which was against company policy.

In her experience working with Dwayne “The Rock” Johnson, she talks about having a content ‘Value Balance’ on Twitter. She describes telling him to categorize his tweets into different types of content like: Education, Entertainment, Inspiration, Exclusive, Information, and Reciprocation. This is something I’ve actually adopted through my work for TIFF in describing how we can offer different types of content for different audiences.

Although this book refers to a lot of examples using social media, anyone who wants great examples on how to lead instead of follow would enjoy this book.

Mashable Connect Take Two

Next weekend I will make my way to Walt Disney World once again to attend my second Mashable Connect conference.

The intimate conference that brings the Mashable community together with the brightest minds in social and digital media is back for the 2012 edition with this year’s theme: Future of Digital.

What I love about this conference are the number of opportunities that allow attendees to connect with each other. From the opening night networking event to the activities inside the Disney parks and seated meals, Mashable Connect lives up to its name of bringing the community together to share, inspire and connect with one another offline.

Some of the speakers include: Burt Herman, Co-founder, Storify; Joe Fernandez, Founder & CEO, Klout; Lawrence Lessig, Roy L. Furman Professor of Law at Harvard Law School, Director of the Edmond J. Safra Center for Ethics; Hilary Mason, Chief Scientist, Bit.ly and June Cohen, Executive Producer, TED Media.

Here’s my favourite session from last year that features Craig Engler of Syfy Digital speaking on community engagement.