Lo1-Lo4 - Revision

Collaboration - The way that producers can use social media to work together on large scale projects that are often international


Censorship - where content is censored. 

Imperialism - restricted content based on nationality. 

Crowdfunding - where the audience donate money in order to reach a set goal made to fund a new product. 

Crowd sourcing - Relying on the audience to source elements for your product such as cameras, actors, props. Alexandra Burke crowdsourced her music video by performing and making then film in on their phones, sending the footage to her production company later on. 

Cyber-dystopia - Where individuals don't regulate content and networks are seen as negative.

Cyber-utopia - Where content is regulated and networks are seen as positive. 

Distribution - How and where products are released and consumed by the audience. 

Download - Where content is permanently saved to a device until deleted so that users can watch it during times of no internet or data. 

Globalisation - The breaking down of physcial barriers so that companies can operate world wide. e.g. Disney - release films all over the world - the same films in different languages etc, for example 'jungle book' was released in India before any other country due to its narrative being based in a jungle in India. 

Global village - The idea that users from anywhere at anytime can communicate with one another. 

Grassroot production - Where a product is created through the help of local community.

Institution - Equivalent to a company 

Interactive - Caused by the semantic web and the Web 2.0 / 3.0 - allows users to physically be involved in the product and control what happens.

Long Tail - where a product is constantly consumed at a consistent rate after it's release. 

Media Regulation - Where content is adjusted based on the product's target audience and consequently appropriate both legally and ethically for them. 

Meme - Content that is for entertainment or mockery purposes. 

Moral Panics - Where the media is biased about / against certain idea such as gang culture leading to panic within parents and others. 

Multimedia - Different platforms within both traditional and digital channels e.g. over social media or in newspapers. 

Personal - Personal use of social media is more associated with being for entertainment purposes as it acts as an escape from reality. 

Production - The stage that occurs during pre and post production of a product.  

Professional - Professional use of social media is more associated with being for promotional and educational purposes as thee subject maters are more appropriate to a business wanting to be taken seriously. 

Social media - Social media was introduced by the web 2.0 and allows people to communicate and be social through a digital platform. 

Social media channels - social media channels consist of platforms such as Instagram, Facebook, Snapchat, Twitter and linkedIn

Social media measurement - Social media measurement tools such as Monday.com allow you to measure your social media metrics over all chosen platforms. 

Social media aggregation - Social media aggregators such as ActiveCollab.com allow users to share documents and planning material with other people working on the product in order to manage a campaign, you can also monitor content over social media platform. 

Streaming - More specifically associated with audio visual content that gets played over different platforms such as on the radio, social media channels and on TV.

Subcultures - Subcultures develop their own norms and values regarding cultural, political and sexual matters.

Trolling - Where users send hate to specific people or content. 

UGC - User generated content. 

USP - Unique selling point. 

Viral marketing - A method of marketing where consumers are encouraged to share information about a companies goods or services via the internet.  

Wikinomics - Relates to collaboration, specifically over a product. People from anywhere can contribute their services to a product. 

Lo4 - Legal and ethical in InTouch Scenario

- Intellectual property - UGC
- Copyrights - Logo, jingle, house style.
- Consent of models - for photoshoot.
- Explicit language - in songs and hosts talking.
- Political views - controversial and ethically wrong to force biased opinions upon an influential young audience
- Ofcom regulations
- Models representation of people - don't exclude people of certain sizes or shapes.
- Data protection - contests and applications to win giveaways.

Lo4 - what does synergy mean?

Synergy refers to the way house style colours, fonts, imagery and themes are denoted the same / consistently across different advertisements that have been distributed both traditionally and digitally in order to create strong brand identify.

Lo4 - Camapign plan.

Answer needs to include

• Aim and objective of the campaign  
• Planning
• Detailed content of the adverts 
• Use of synergy and blended marketing*
• Platforms and how reach both the secondary and primary target audience. *
• Regulation
• Production schedule to show deadlines and milestones
• When it will be posted and how its relevant to the time of year. 
• How the content relevant to the target audience 
• Social media aggregation *
• Technological convergence and black box*
• Folksonomy*
• Electronic agora*

Why is social media a useful tool to use when managing a project or campaign. 

• Can distribute product over social media platforms.
• Can promote project through social media posts such as teasers.
• Can easily see feedback and opinions on the project through comments.
• Can track analytics to see if you're reaching your desired target audience.
• Through followers they can see who their general demographic of followers are.

Includes

1. How to develop a project
2. Evaluating suitability of [project development tools
3. Evaluate ways to reach an audience

Cycle 1 - Teasers (snippets of trailer) - 1 month. This month is about getting the interest of the audience, e.g. circulation celebrity names, releasing product name and release date.

- typically use TWITTER, microblog, ideal for announcing things on. Limited word count - short & snappy. Social media metrics - likes, retweets, recommendations, reach larger audience, get name out there. 

Cycle 2 - 2nd wave of teasers (longer snippets with potential narrative release)- End of month 2. Giving more information, a long teaser trailer, potential snippets of narrative and product sponsors. 

- INSTA, polls, voting, questions, create unique interaction - force audience to be involved. Feedback. Adjustments.

Cycle 3 - Main campaign materials. (Full length trailer) - 4 months. Release all advertisements, above the line advertising.

Target audience determiners: 

• Gender
• Age
• Sexual orientation
• Disposable income (ABC1 Data)
• Geographical location
• Interests / hobbies
• Ideal self / partner 
• Race 
• Religion 

KEY TERMS

Metric goal - used to get as many likes, shares, comments as possible. About showing that you know that you have goals to reach with your content. Depends on product and audience. e.g - local vs national vs international.

Handle - Your social media username.

Crowd sourcing - Relying on the audience to source elements for your product such as cameras, actors, props. Alexandra Burke crowdsourced her music video by performing and making then film in on their phones, sending the footage to her production company later on. 

Management - Monday.com

Measurement - ActiveCollab

A blended marketing campaign is where different advertisements for a campaign are posted throughout multiple different social media platforms. Each advert is posted using the same folksonomy, house style, captions, colours and images in order to create a recognizable brand identity in order to make the product and brand memorable to the audience.

A microblog is a social media platform which is heavily text based rather than photo and video based, an example is twitter.

An example of a photo and video sharing social network are Instagram and Facebook.
Aggregation and measurement - in the exam state how you would do this regularly at least after every two posts. State what you would do is feedback is negative or limited. Talk about how you would get audience feedback - use polls, email audience, Instagram questionnaires and 'ask me' features. 


Globalisation - the breaking down of physical barriers so that comapnies can operate world wide. E.g. Disney - release films all over the world. - The same films in different languages etc, for example the 'jungle book' was released in India before any other country, due to it's narrative being based in a jungle and India.

Barriers - between countries.

The channels of distribution have become more accessible companies and individuals operate within globalisation.

Globalised company - E.g. - Amazon, started selling book now are one of the biggest media conglomerates and sell products over the internet.

Cultural imperialism - going into a county and forcing their values and ideas into countries, eroding their traditional values.

Diaspora - people migrating from their original place of birth.

Semantic web - The process of allowing automated processes/machines to understand meaning/hyperlinks to personalise content for the audience/user.

Social media aggregation - refers to platforms used in order to help manage projects by monitoring, collecting and publishing content and traffic on different channels at different times, all from the same place. 

Digital migrants - e.g. people in their 50's, starting to use technology daily and adapting to the modern generation.

Eletronic Agroa - Where people communicate over a subject that they share an interest in. 

Convergence culture - technological converges, we're constantly get more things into once device

Participatory culture - The fact that we take part e.g. such as voting or completing polls.

Social TV - TV that we talk about for example love island and hashtags.

Screen screening - Using a mobile device whilst watching TV.

Social media network - accessible online. - E.g NOT snapchat.

A blended marketing campaign is where different advertisements for a campaign are posted throughout multiple different social media platforms. Each advert is posted using the same folksonomy, house style, captions, colours and images in order to create a recognizable brand identity in order to make the product and brand memorable to the audience.

Helpful links

https://www.ocr.org.uk/Images/285084-social-media-and-globalisation.pdf

Lo4 - Sales funnel

What is a sales funnel?

A sales funnel is an advertising concept that demonstrates the journey a customer goes through when making a purchase. The model is in the shape of a funnel in order because a large amount of potential customers may consider buying the product, but only a few of those customers will actually end up making the purchase. Each stage going down represents a deeper commitment towards to product and purchase. The 4 basic Sales Funnel stages are: Awareness, Interest, Audience feedback, Decision and Action.

Explanatory model and video:

Social media sales funnels

SALES FUNNEL EXAMPLE

Everspace 2

Awareness / Identify opportunities

This brand recognized the fact that their previous game was a huge success and therefore wanted to create a second one however didn't have the funding. Therefore the brand turned to the idea of crowd funding, they wanted to reach a target demographic of ABC1 25+ year old males, not only because people of this social grade stereotypically have a high disposable income and can therefore contribute to the crowd funding, but males of this age typically also still play video games as they're still young. Therefore, Everspace 2 set up Instagram, Facebook and Twitter accounts in order to promote the crowdfunding and advertise the game, they also made a website as a place for the audience to donate through. 

Build creditability 

All three Everspace 2 accounts on different social media platforms used synergy by making the background banners, profile pictures and wording all the same in order to help create brand identity and a strong memorable product. 

Stay top of mind

All posts across the three different social media platforms were of the same content, captions and house style in order to create synergy and strong brand identity. Everspace 2's twitter account posted their live stream links - on these live streams creators would talk about the progress and journey of the game in order to allow followers to keep up to date with the game, this would be especially important for those considering donating money, Post's especially on Instagram were very inclusive as they asked the audience what they'd prefer to see in the designs and so on. Emails were sent to audiences that signed up to receive news and updates from Everspace 2. Each post used folksonomy by the hashtag #Everspace2 allowing users with a shared interests to talk about the game, reflecting an electronic agora. Staying top of mind was particularly important for Everspace 2 as the game couldn't be created without funds from the audience meaning they had to make them feel overly involved and updated with constant crowdfunding points and further goals. 

Audience Feedback 

Social media aggregation tools would have been used in order to measure and monitor audience engagement regarding traffic / click through rates, reach, shares, likes and follows in order to see if they're gaining enough attention to reach their crowdfunding goal and see whether creating the game is worth it. Audience feedback is also particularly important as they creators can see what their audience do and don't like in order to cater it towards their preferences hopefully making them want to buy / donate to the game. Everspace 2 often posted questionnaires across all platforms asking the audience their options on preferred designs and narrative ideas  which allowed them to gain a better understand on what the audience want.

Decision

All of the above will have most likely helped the primary target demographic realise whether they want to donate or not, this decision will need to be reinforced though multiple more posts and updates in order to finalize their decision. Everspace 2 accounts started releasing demos of the game after the game had been nearly fully crowdfunded in order to show the audience what they're missing out on and really push them. 

Action  

The audience will have donated their money at this point and the game will be released as a demo as a temporary alternative until the actual finalized game is released. 

PLANNING GEMINI FILMS CAMPAIGN

Breif

Gemini Films are an independent film company based in the UK. The company wants to promote the opening of its new film ‘In Static’. The genre of the film is a gritty thriller with a BBFC certification of 15. The film will be released in July 2018. The film is expected to generate interest from a variety of TV magazines and review websites because the lead actor is soap star ‘Harry Sparkie’. The narrative is centred on friendship and homelessness. Gemini Films wants to promote the film six months before the release. The trailer is complete.  

Campaign planning using sales funnel model:

Awareness / Identify opportunities

Gemini films will need to set up social media accounts over platforms such as Instagram, Facebook and Twitter as these are the platforms that have a large user demographic of teenagers, befitting Gemini films as there film's primary target audience is of 15-25 year olds. 

Structure for social media camapign

Answer needs to include

• Aim and objective of the campaign  
• Detailed content of the adverts 
• Use of synergy and blended marketing*
• Platforms and how reach both the secondary and primary target audience. *
• Regulation
• Production schedule to show deadlines and milestones
• When it will be posted and how its relevant to the time of year. 
• How the content relevant to the target audience 
• Social media aggregation *
• Technological convergence and black box*
• Folksonomy*
• Electronic agora*

Aim and objectives of the campaign 

"Therefore, based on these objectives I will now plan my ideas for the launch."

Production schedule to show deadlines, activities, timeframe and milestone throughout the 6 month cycle

Platforms and how they reach the primary and secondary audience / who is the platforms primary demographic user - technological convergence and black box

Detailed content of the adverts: house style, synergy.

What content would be posted on each separate platform. Blended marketing. Folksonomy and electric agora. How would regulation apply / effect the campaign?

When would it be posted onto the platform, how is it relevant to the season / time of year and launch date. 6 month cycle, what type of release? 

Social media aggregation, measurement of all posts over different platforms and monitoring how your target audience is reacting to the campaign. Are you meeting your goals?


MOCK ANSWER

Start with first with twitter, measure how any likes, retweets and comments you get. Mention how it will be aggregated later on when other content has been posted amongst more platforms.

channel by channel, frequency, time of year, how you would try that channel first.