This document provides an overview and action plan for using social media to promote the documentary "Sanctuary - Making Peace with the Enemy". It discusses focusing efforts on building conversations rather than just broadcasting content. It recommends recruiting influencers, moving to more one-on-one interactions, and solving problems rather than fundraising. Specific action items include building a team, deploying across multiple platforms like Facebook and blogs, monitoring discussions, and engaging supporters to spread information through their own networks. The goal is to start a "media wildfire" in a focused yet grassroots manner.

1. Maury Rogow www.ripmediagroup.com 1 Social Media For Sanctuary: Making Peace with the Enemy http://www.indiegogo.com/Sanctuary-Making-Peace-With-the-Enemy

3. Steps to Success

4. Time and People needed

5. Right way vs. Wrong way

6. Next Steps

7. 5 things to do This WeekAgenda

9. High return

10. Build and measure your base

11. most focused population segment

12. provable responses

13. fastest growing audience in historyIn 2009, social media traffic and messaging eclipsed email messaging. It was the first time ever that any communication has surpassed email since we've been communicating on the web. In 2010, there were more searches on Facebook than Google.

15. Recruit key influencers and advocates to the conversation

17. Fans, Need to Activate

18. Traditional and Online

19. PR need hundreds of conversations

20. Solve a problem! not raise $$Issues: Sanctuary

21. Where do I start? Your Roadmap Locate Listen Interact Influence Give me a place to stand on, and I will move the Earth. - Archimedes

22. 7 Where do I start?

23. 8 Platform and Venues

24. 9 Build the Team

26. Commit the time and build a repeatable workflow

27. Have regular team meetings, share experiences, refine talking points

28. This is a mid/long term process

29. Be prepared – in advance – for negative feedback; embrace and address it

31. 12 Jumpstart your media wildfire

32. 13 Press Release Need multiple articles written Need multiple reviews Need multiple opinions PRWeb PitchEngine PR Newswire PR agent Contacts that will release this on The Wire

33. 14 Social Sites

34. Tagging 15

35. Forums 16

36. Search Engines 17

37. Blogs 18

38. Good content says: What’s different about this documentary is… Direct impact of this movie… Get them wanting more KISS – Keep it short and simple! vs. Bad Buy this movie, put money in this Commanding statements Basically: Never ever ever ‘sell’ Solve a problem! Not raise $$ Tips 19

39. Street team: Who is doing what site? Multiple People NEEDED per site Who is writing? Who is finding articles? Who is searching key words, blogs, similar information (Peace in gangs, removing guns, lower crime, community outreach…??) Locate, Listen, Interact, Influence Next Steps 20

40. Locate: Get me top 5 sites by Monday Listen Send me comments, theme, attitude, what comments get the most responses Are people using real names or nicknames? Personal vs. general Next Steps 21

41. Match the attitude: Interact and A LOT LATER Influence Next Steps 22

42. 23 Start Your Media Wildfire! Maury Rogow 323.963.3050 www.ripmediagroup.com