FrenoCorp/marketing/social-media-strategy.md

# Scripter Social Media Strategy

**Version:** 1.0
**Date:** April 23, 2026
**Author:** CMO
**Issue:** [FRE-579](/FRE/issues/FRE-579)

---

## Objective

Build a screenwriter community across social platforms to drive awareness, acquisition, and retention for Scripter. Target: 50K combined followers and 5K Discord members by end of Phase 1 (Month 3).

---

## Platform Strategies

### Twitter/X

**Role:** Primary real-time engagement and brand voice channel.

**Audience:** Screenwriters, filmmakers, film students, industry professionals.

**Content Mix:**
- 40% screenwriting tips and education
- 25% product updates and behind-the-scenes
- 20% industry news and commentary
- 10% community spotlights and user-generated content
- 5% promotional (features, pricing, CTAs)

**Posting Cadence:** 3x/day (8am, 12pm, 4pm PT)

**Tactics:**
- Daily "Screenwriting Tip" thread format for discoverability
- Engage with #Screenwriting, #FilmTwitter, #WritingCommunity hashtags
- Thread format for educational content (higher engagement than single tweets)
- Quote-tweet industry news with Scripter perspective
- Retweet beta users and early adopters
- Follow and engage with screenwriting influencers (Denny Sanford, John August, etc.)

**Growth Levers:**
- Viral threads: "Things I wish I knew before writing my first screenplay"
- Polls: "What's your biggest screenwriting struggle?" (engagement + research)
- Spaces: Monthly live audio with working screenwriters
- Cross-promote YouTube videos as Twitter threads

**KPIs:**
- Followers: 0 → 15K by Month 3
- Engagement rate: >3% (industry avg: 1.5%)
- Profile visits: Track via Twitter Analytics
- Link clicks to landing page/waitlist

---

### Reddit

**Role:** Authentic community engagement and trust-building (NOT promotion).

**Target Subreddits:**
| Subreddit | Members | Strategy |
|-----------|---------|----------|
| r/Screenwriting | 200K+ | Primary -- answer questions, share expertise |
| r/FinalDraft | 15K+ | Secondary -- help with formatting questions |
| r/Filmmakers | 500K+ | Tertiary -- broader filmmaking audience |
| r/writers | 3M+ | Quaternary -- general writing community |
| r/Netflix | 2M+ | Occasional -- script-to-screen discussion |

**Rules of Engagement:**
1. **90/10 rule:** 90% value-giving, 10% Scripter mentions
2. Never self-promote unless directly relevant to the discussion
3. Answer formatting questions thoroughly -- establish expertise
4. Share personal screenwriting experience, not product features
5. Only mention Scripter when it genuinely solves the OP's problem

**Content Approach:**
- Post original screenwriting advice (not cross-posts from blog)
- Participate in "Script Coverage" threads with genuine feedback
- Share lessons learned from building the product
- AMA (Ask Me Anything) when product reaches meaningful milestones
- Post "Why we built Scripter" story when organic timing aligns

**Growth Levers:**
- Build karma and reputation over Months 1-2 before any product mentions
- Create a dedicated r/Scripter subreddit at Month 3 (beta launch)
- Sponsor Reddit ads targeting r/Screenwriting + r/Filmmakers at Month 4

**KPIs:**
- karma score >10K across accounts by Month 3
- Top 10% contributor in r/Screenwriting
- Referral traffic: 500+ monthly visitors from Reddit by Month 3

---

### Discord

**Role:** Community hub for beta users, power users, and screenwriting enthusiasts.

**Server Structure:**
```
📝 SCRIPTER COMMUNITY
├── 🎬 WELCOME
│   ├── #rules
│   ├── #announcements
│   ├── #introductions
│   └── #resources
├── 💬 COMMUNITY
│   ├── #general
│   ├── #screenwriting-tips
│   ├── #feedback
│   └── #showcase-your-script
├── 🛠️ SCRIPTER
│   ├── #beta-testing
│   ├── #feature-requests
│   ├── #bug-reports
│   └── #tutorials
├── 📚 LEARNING
│   ├── #script-analysis
│   ├── #writing-prompts
│   ├── #accountability
│   └── #script-coverage-swap
├── 🎙️ VOICE
│   ├── 🎤 General Voice
│   ├── 🎤 Writing Room (focus mode)
│   └── 🎤 Office Hours (team AMAs)
└── 🤖 BOT
    └── #bot-commands
```

**Launch Plan:**
- Month 1: Set up server, invite initial 50 beta testers from waitlist
- Month 2: Host first "Office Hours" with founding team
- Month 3: Launch public invite, promote via Twitter and Reddit

**Community Programs:**
1. **NaNoWriMo-style Challenge:** Monthly "Sprint to Page 30" -- write 30 pages in 30 days
2. **Script Coverage Swap:** Members exchange script coverage (builds reciprocity)
3. **Weekly Writing Prompt:** Post a prompt, members share scenes
4. **Accountability Partners:** Match members for mutual accountability
5. **Guest Expert AMAs:** Invite working screenwriters, script readers, producers

**Moderation:**
- Bot: Carl-bot for moderation, Arcane for leveling, Ticket Tool for support
- Human mods: Recruit from active community members at Month 2
- Guidelines: No spam, respectful critique only, no unsolicited DMs

**KPIs:**
- Members: 0 → 5K by Month 3
- Daily active users: >15% of total members
- Message rate: >200 messages/day by Month 3
- Beta conversion: 30% of Discord members join beta

---

### LinkedIn

**Role:** B2B positioning, industry credibility, and partnership outreach.

**Audience:** Film executives, production companies, film school administrators, enterprise buyers.

**Content Mix:**
- 30% industry thought leadership (trends, market analysis)
- 25% product milestones and team building
- 25% B2B use cases (studios, production companies, film schools)
- 15% founder story and company culture
- 5% job postings and hiring

**Posting Cadence:** 3x/week (Monday, Wednesday, Friday 10am PT)

**Tactics:**
- Long-form posts with data and insights (LinkedIn favors depth)
- Carousel posts for "how-to" content (high engagement format)
- Tag industry leaders when referencing their work
- Comment on posts from film executives and production companies
- Publish articles for deep-dive topics (SEO benefit)

**Partnership Outreach:**
- Film schools: USC, NYU Tisch, AFI, Chapman, UCLA
- Production companies: Offer institutional licensing
- Script coverage services: Integration partnerships
- Film festivals: Sponsorship and tool partnerships

**KPIs:**
- Company page followers: 0 → 3K by Month 3
- Post engagement rate: >2%
- Partnership conversations: 5+ qualified leads per month
- Inbound enterprise inquiries: 2+ per month by Month 3

---

### YouTube

**Role:** Educational authority and product demonstration.

**Content Pillars:**
1. **Screenwriting Tutorials** (evergreen, SEO-driven)
2. **Product Demos** (feature showcases, migration guides)
3. **Industry Analysis** (script breakdowns, market trends)
4. **Behind the Scenes** (building Scripter, team culture)
5. **Interviews** (working screenwriters, producers, agents)

**Video Cadence:** 1 video/week (Wednesday 12pm PT)

**Video Formats:**
- Tutorials: 10-15 min, screen recording + voiceover
- Demos: 5-8 min, product walkthrough
- Interviews: 20-30 min, conversation format
- BTS: 3-5 min, casual, personality-driven

**SEO Strategy:**
- Target long-tail keywords: "how to format a screenplay", "screenwriting software comparison"
- Optimize titles, descriptions, and tags for search
- Create playlists by topic (formatting, structure, dialogue, etc.)
- Add timestamps and chapters for all videos
- Create custom thumbnails with consistent branding

**Shorts Strategy:**
- 3 Shorts/week (Monday, Wednesday, Friday)
- Quick tips, formatting hacks, industry facts
- Repurpose Twitter threads into Shorts
- Cross-promote to TikTok and Instagram Reels

**KPIs:**
- Subscribers: 0 → 5K by Month 3
- Views: 50K+ cumulative by Month 3
- Average view duration: >40%
- Conversion to waitlist: >5% of video traffic

---

## Phase 1: Community Building (Months 1-3)

### Month 1: Foundation

| Week | Twitter/X | Reddit | Discord | LinkedIn | YouTube |
|------|-----------|--------|---------|----------|---------|
| W1 | Create accounts, bio, banner. Post 3x/day starting. | Create dedicated account. Begin engaging in r/Screenwriting (no promotion). | Set up server structure. Invite 20 waitlist members. | Create company page. Post founder story. | Channel setup, branding. Record first tutorial. |
| W2 | First "Screenwriting Tip" thread. Engage with hashtags. | Answer 5+ questions in r/Screenwriting, r/Filmmakers. | Host first "Writing Sprint" event. | Post: "Why we're building Scripter" | Publish: "What We're Building: Scripter Preview" |
| W3 | Poll: "Biggest screenwriting struggle?" | Share original advice post in r/Screenwriting. | 50 members target. First Office Hours. | Post: Screenwriting industry analysis | Publish: "How to Format a Screenplay" tutorial |
| W4 | Thread: "10 screenwriting rules" | Engage in r/FinalDraft help threads. | Launch #script-coverage-swap channel. | Post: Team introduction | Publish: Scripter editor walkthrough |

**Month 1 Targets:** 500 Twitter followers, 50 Discord members, 200 YouTube subs, 1K Reddit karma

### Month 2: Engagement

| Week | Twitter/X | Reddit | Discord | LinkedIn | YouTube |
|------|-----------|--------|---------|----------|---------|
| W1 | Daily tip threads. First Twitter Space announcement. | Continue value-first engagement. | 200 members. Weekly writing challenge. | Film school outreach begins. | Publish: "Three-Act Structure Explained" |
| W2 | Twitter Space: "Screenwriting Q&A" with guest. | Post: "Lessons from building screenwriting tool" | Recruiting first community mods. | Post: B2B use case (studios) | Publish: Scripter collaboration demo |
| W3 | Retweet beta user testimonials. | Engage in r/writers for broader reach. | 500 members. Guest expert AMA. | Partnership outreach: 5 film schools. | Publish: "Character Development Guide" |
| W4 | Thread: "Why screenwriters hate their tools" | First subtle Scripter mention (if organic). | 750 members. Script showcase event. | Post: Industry hiring trends | Publish: "Logline Writing Masterclass" |

**Month 2 Targets:** 2.5K Twitter followers, 750 Discord members, 1.5K YouTube subs, 5K Reddit karma

### Month 3: Beta Launch Push

| Week | Twitter/X | Reddit | Discord | LinkedIn | YouTube |
|------|-----------|--------|---------|----------|---------|
| W1 | Beta announcement thread. Link to signup. | AMA: "We built a WriterDuet alternative, ask us anything" | Public invite launch. Beta channel opens. | Post: Beta launch announcement | Publish: "Scripter Beta: First Look" |
| W2 | Beta user testimonials daily. | r/Screenwriting beta announcement (follow rules). | 2K members. Beta testing coordination. | Post: Beta metrics and learnings | Publish: "AI Writing Assistant Demo" |
| W3 | Thread: "Migrating from WriterDuet" | r/FinalDraft: migration help threads. | 3K members. Feature request voting. | Film school partnership updates. | Publish: "Real-Time Collaboration Demo" |
| W4 | Community milestone celebration. | r/SideProject: building Scripter story. | 5K members target. Monthly retrospective. | Post: Partnership announcements | Publish: "Migration Guide: WriterDuet to Scripter" |

**Month 3 Targets:** 15K Twitter followers, 5K Discord members, 5K YouTube subs, 10K Reddit karma

---

## Phase 2: Influencer Program (Months 4-6)

### Program Structure

**Tiers:**
| Tier | Followers | Compensation | Deliverables |
|------|-----------|--------------|--------------|
| Nano | 1K-10K | Free Premium (12 mo) | 2 posts/month mentioning Scripter |
| Micro | 10K-50K | Free Premium + $200/mo | 4 posts/month + 1 video review |
| Macro | 50K-200K | Free Premium + $750/mo + 15% affiliate | 6 posts/month + 2 videos + Discord guest |
| Mega | 200K+ | Custom + 15% affiliate | Custom deliverables |

**Affiliate Program:**
- 15% recurring commission on referred subscribers
- Unique referral link + dashboard
- Monthly payouts via PayPal
- Top referrer bonus: $1K quarterly bonus

**Target Influencers by Platform:**
- **YouTube:** Screenwriting with Robert, John August, Denny Sanford, Syd Field Estate
- **Twitter/X:** Working screenwriters, film educators, #FilmTwitter voices
- **TikTok:** Screenwriting tips creators, film student influencers
- **Podcasts:** Write Break, The Screenwriting Podcast, Hollywood Script Doctor

**Outreach Process:**
1. Month 4: Identify and research 100 target influencers
2. Month 4: Personalized outreach to top 30 (email + DM)
3. Month 5: Onboard first 10 influencers with free Premium
4. Month 5: Launch affiliate program publicly
5. Month 6: Scale to 30+ active influencers
6. Month 6: First affiliate payout + case study

**Influencer Assets:**
- Media kit with key messaging and brand guidelines
- Pre-written post templates (customizable)
- Product screenshots and demo videos
- Dedicated landing page with influencer's referral link
- Monthly performance report

**KPIs:**
- Active influencers: 30+ by Month 6
- Referral traffic: 20% of total traffic by Month 6
- Affiliate conversions: 500+ paying subscribers referred
- Influencer content reach: 1M+ impressions/month

---

## Content Repurposing Engine

Maximize output by repurposing across platforms:

```
Long-form blog post
    ├── Twitter thread (key points)
    ├── LinkedIn article (professional angle)
    ├── YouTube video (visual walkthrough)
    ├── Discord discussion (community engagement)
    ├── Reddit post (value-first, no promotion)
    └── Newsletter segment (email subscribers)
```

**Workflow:**
1. Create one "hero" piece per week (blog post or video)
2. Repurpose into platform-specific formats within 48 hours
3. Schedule social posts using content calendar
4. Engage with comments across all platforms within 4 hours

---

## Tools and Stack

| Tool | Purpose | Cost |
|------|---------|------|
| Buffer or Hootsuite | Social scheduling | $99/mo |
| Discord | Community server | Free (nitro boost later) |
| Canva Pro | Graphics and thumbnails | $13/mo |
| TubeBuddy | YouTube SEO and management | Free Pro trial |
| Followerwonk | Twitter analytics and research | $29/mo |
| Metricool | All-in-one analytics | $25/mo |

**Total monthly tool cost:** ~$166/mo

---

## Risk Mitigation

| Risk | Mitigation |
|------|------------|
| Reddit backlash for self-promotion | Strict 90/10 rule; dedicated account with karma history before any mention |
| Discord inactivity | Seeded content, bots, and team presence first 90 days |
| Twitter shadowban | Avoid automation; manual posting; diverse content types |
| Influencer non-performance | 30-day trial period; clear KPIs; replace underperformers |
| Platform algorithm changes | Diversify across 5 platforms; own email list as primary channel |

---

## Budget

| Item | Monthly Cost |
|------|-------------|
| Social media tools | $166 |
| Influencer program (Phase 2) | $5,000 (ramping to $15K/mo) |
| Reddit ads (Month 4+) | $1,000 |
| Twitter promoted posts | $500 |
| Content creation (graphics/video) | $0 (in-house) |
| **Total Phase 1** | **$166/mo** |
| **Total Phase 2** | **$6,666 - $16,666/mo** |

---

## Success Metrics Summary

| Metric | Month 1 | Month 3 | Month 6 |
|--------|---------|---------|---------|
| Twitter followers | 500 | 15K | 40K |
| Discord members | 50 | 5K | 15K |
| YouTube subscribers | 200 | 5K | 20K |
| Reddit karma | 1K | 10K | 25K |
| LinkedIn followers | 200 | 3K | 8K |
| Combined reach | 750 | 38K | 88K |
| Social-referral signups | 50 | 1K | 5K |