Lo4 - Planning a social media campaign.

Using the brief below answer the following:

1.    Highlight the key information in the scenario

2.    What are the objectives and aims of the campaign?

3.    What channels would you use to reach your PRIMARY and SECONDARY audience

4.    What content would you put on each channel and WHY?

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.  

about in the exam:

- Timescale

- Milestones

- Review dates 

(draw a Production schedule)

- Always justify the channel that you're talking about and the content on it.

- What's going to be on each channel and why? Go into detail.

- Legal and ethical issues.

Start of the campaign stating the objectives and aims.

ANSWER.

The aim of this campaign is to create a buzz between the target audience of both males and females aged between 15-25 in order to make them want to watch the film when it is released in July 2018. Since the target audience is of teenagers and young adults aged between 15-25, social media platforms such as Instagram would be ideal to release material on. Since, this platform is known for having a primary user demographic of teenagers and young adults. By using tools introduced by the web 2.0 and 3.0, such as personalised recommendations to specific audiences / users found through analytics and data bought through companies; Gemini Film are able to reach a majority of their audience through one single platform as they can pay to have their adverts undeniably recommended to their desired target audience, which will occur through the news feed, personal timeline or between stories. Because the film has a BBFC certificate of 15, using personalised recommendations will benefit Gemini films as they can prevent their content from appearing on users timelines aged below 15, helping avoid regulation, legal and ethical issues. 

Because Instagram is a photo and video sharing social network, I'd post the trailer of the film. Since, despite their being an initial one minuet time limitation when viewing on your feed, you can alternatively post the video using the 'live TV' setting which allows users to carry on watching the remaining content after the one minuet is up. Further benefits of this is that users can share, tag friends, send to friends, re-post, comment and like the audio visual, allowing it to reach a wider audience. Plus, fitting Gemini film's aim in regards to having the target audience form hype around the film's release and creating user generated content, which contributes massively to the popularity of a any product. Alongside the trailer, I would also upload photo based adverts, accompanied by hashtags such as #InStatic and #GeminiFilms to create folksonomy and get users involved with the release of the film, making them feel more personally involved and eager to watch the film. 

Instagram is perfect to use for reaching the films target audience since the app is accessible on the go, which is ideal for teens busy at school or university five days a week plus having typically sociable lives - meaning, there's a much higher change of them seeing it the advert whilst scrolling through their feed walking to class in comparison to seeing it in a newspaper at home which they most likley wouldn't have time for, alternatively they'd subscribe / follow news letter accounts and access the content there, reflecting technological convergence.

In order to reach my secondary audience, i'd use platforms such as Facebook, a photo and video sharing social network. Since, despite previously being dominated by a young audience around year 2010, it now has a primary user demographic of adults aged 25-55, as more relevant platforms e.g. Instagram sparked a higher interest from digital natives. I'd use blended marketing when posting content on both platforms in order to keep a strong, recognisable brand identity. Again I'd post both audio visual and photo advertisements as Facebook allows you to post full length audio visuals. I'd recommended the adverts to secondary audiences by analytically checking who's liked pages which reflect their interest in thrillers. 

Lo1 and Lo3: Purpose of social media and creative content

This last mindmap demonstrates the way that Spotify used blended marketing when distributing and releasing their campaign. Platforms such as Instagram, Facebook, twitter, snapchat and YouTube were used in order to not only reach a larger audience through multiple platforms of different target audiences but also reinforce their theme in order to make the campaign stick in their audiences heads, they did this by using the same house style elements such as colours, fonts, slogans and photos.
Despite Spotify posting multiple adverts for the campaign over different social media accounts and also traditionally distributing them via posters and leaflets. The campaign was also highly popularized through user generator content since the main purpose of the campaign was to involve the audience and let them see their own personalized data in regards to who their favourite artists and genres were, consequently leading millions of people to post their results under the #spotifywrapped hashtag which trended on apps such as twitter, Instagram and Facebook.

What's thee objective / purpose of the campaign?

The purpose of this campaign was to promote the brand (Spotify) in order to gain more customers / users. I think one of the main objectives for the Spotify campaign was to make the target audience feel as though they're a part of spotify's journey and future. Since, the campaign used data in order to tell the stories of it's users activity and show that Spotify is optimistic for next year, allowing them to feel personally attached and involved in the app which is a good stategy in regards to making people want to carry on using the app as they feel a personal connection to the brand.

Since the campaign involved many A-list celebrities and other people who are often talked about within the mass media, I think that Spotify wanted to reinforce the fact that their app has the best  songs and a variety of different genres since they used celebrities from different genres including comedians since Spotify has podcasts. I also think that the fact that the campaigns shows that the celebrities endorse and use Spotify makes the target audience want to use the pp since these celebrities are typically seen as ideal self's and partners, making the audience want to follow in their footsteps and use the same apps as them.

What content can you find on each social media for the product / brand? 

On the different social media accounts used to distribute this campaign such as Instagram, Facebook, snapchat and twitter, you could find multiple different adverts posted by Spotify accounts, adverts included context such as jokes about celebrities E.g. "Ed Sheerans music was found on 48 different 'I love gingers' playlists", however more personal adverts with personalised language such as 'you' in order to make the audience feel more targeted and inclined to look at their '2017' wrap. However, although Spotify posted multiple different adverts for the campaign over social media platforms, a lot of the content seen is user generated, since the audience can see their personal data in regards to who their favourite artists are and what they listen too the most, meaning millions of people posted their results under the #2017wrapped or #2018goals hashtag. Synergy is seen throughout each platform in regards to this campaign due to the font, house style colours and imagery typically being of the same theme and denotation.

How is the content creative? 

The content is creative due to the fact that each Spotify user can post their own personalised data which allows the campaign to be often denoted on timelines, entertaining the audience rather than making them feel fed up of seeing the same adverts over and over again,

Who is the primary target audience? 

The primary target audience is of both males and females aged between 13-25 I'd say due to the fact that the campaign uses celebrities who are well known in the pop world which is a genre which typically appeal to a younger audience. 

Lo3 - Retweets

Lo3 - blended marketing and synergy

Blended marketing is to do with reaching a potential audience. It's when you promote a product over multiple different platforms and places in order to reach a large audience.

Must look to same over all platforms in order to fully and strongly establish the brand. Meaning elements such as colours, font's, imagery and hashtags must be the same, in order to make the brand memorable.

Downsides of using in isolation 

• wont be able to target and reach a large audience if you only use one platform and one type of marketing. 

Mention in exam. 

The importance of a blended campaign and creating synergy across different platforms. You have to justify answers. 

Lo3 - evaluaing project tools and aggregation

Trending

Definition - The term trending in context of social media refers to when a topic is being highly

talked about on the internet, elements such as hashtags are used in order to allow others to get involved and talk about their opinion on the trend, on twitter, for example.

Advantages - 

• Drawing more attention to your product
• Building up hype towards the release of your product
• Reach larger audience / see who your primary demographic are

Done during pre-production in order to create a buzz and awareness. 

*Include in campaign*

Social media aggregation 

Definition - 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. 

Aggregate - to gather and to sort.

An example of technological convergence.

Advantages -

• Understand your target demongraohic 

An example of a social media aggregation platform is ActiveCollab. 

ActiveCollab is perfect for collaborated global projects due to the fact that you can invite unlimited associates and clients to your server which has unlimited storage space for all your files, documents and projects. This is beneficial as if one of your associates is somewhere far away they will still have access to everything they need in regards to all the building blocks used to create the project and further information. The fact that you can invite unlimited users is also very beneficial since your project may have loads of team members or free lancers working with you, making it possible for everyone to have a god understanding on where the project is at and what needs to be done. You can assign tasks, share files and get notified through email when anything happens including discussions and comments. The fact that you can communicate and discuss projects and ideas over this site is crucial as this is something you'd have to be doing more or less everyday during meeting over the project, making it much easier to do when collaborating with others as you don't ned to plan extra time consuming tasks such as often / daily meetings.

Social media and search engine optimisation 

Examples of search engines (SEO)

• Google
• Fireofx
• Bing
• Yahoo
• Bing
• Internet Explorer 

Optimisation - Optimising the amount of hits you get. E.g. having your page at the top of a search engine. Can pay for this to be done or use certain services. Considered a marketing stratergy.as it means your website will gain more traffic. 

Click through rate, avarage of 7 seconds. 

Due to web 3.0, searches can be personalised, using taste, interests, habits.

Example: MOZ pro. 

Regulation / Law

legal issues

legal issues definition - law requirements that have to be adhered to.

consequences in which could take place if these law requirements are broken:
-you could go to prison
-can affect he reputation of your business / product. 

legal issues that need to be thought about when creating a product:
-copyright / trademark issues. 
-release and consent forms.
-health and safety act
-location permissions for
-location recce form (ensure the location is safe to work in)
-data protection act / GPR
-brand permission
-contractual agreements / signed documents.

Legal acts

- Freedom of information Act 2000

Gives a general rights of cases to information held by public authorise.
Gives the public knowledge of what the government is doing, , allows the public tot trust the government and applied the same rules to authorities like schools, dentists universities, armed forces and so on.
Consequences are fines and prison time, loss of staff and future staff - allowing the business to shut down as not enough workers can work the company, public authorities may refuse a request for information if it costs too much.
Example, council in Wales failed to realise information about the cost of employing education consultants, the council was given 35 days to provide information or they'd face court action
5) how does this law effect pre production of a media product?
-before the act was put in place companies would give out false information to get more attention eat, now this is illegal.

- Intellectual property rights

Intellectual property rights are the protection grated to the creators of IP and include trademarks, copyrights, patents, industrial design tights and some jurisdictions trade secrets.
It prevent competitors of thieves from stealing your ideas without consent, allows you to claim what's rightfully yours an gives you the right to take thieves to court if poverty is stolen, gives the owners control over how the borrow used their property.
Consequences: people could steal your ideas for a product, you can get prison time and large fines.
Example: Shepherd Fairy was sued by association press copyright over the image used in Barack obamas campaign, Associated Press claimed the product as they won in court.
How does this law effect pre production of a media product?
-music, can't have copyrighted music in the product.
-photos, they've got to be taken by yourself otherwise they may get copyrighted.

- data protection rights

-An act in which was made to protect personal and private data, such as: your name, date of birth, address, contact info etc.
It allows only certain people to access your data, these people are called data controllers. a data controller is someone who processes and handles data, they have to be registered with a commissioners office to able to work. this act is important as it prevents activities such as fraud, people tampering with your data and prevents your data being leaked.
Consequences: fines and prison time, can also seriously harm the company and the media product that the company is producing as data about it could be leaked and the product idea could be stolen.

Copyright, patents and design acts

Means that a producer can claim the work as their own intellectual property and bans others from using their property without their permission.

-Rightful profit and recognition, registered copy right is safe from plagiarism, copy rights encourage people to create new things by guaranteeing protection for property ideas.
Consequences being taken court, a fine of up to 50,000 pounds, incarceration of up to 6 months.
Example: ice ice baby & under pressure, ice ice baby singers didn't ask for Davids bowie's' permission, was taken to court - David won.
How does this law effect pre production of a media product?

Libel and slander

Libel is when you communicate false information about a person or a company, it is deformation that can physically be seen such as writing, printing, radio or video. slander is similar as involves the communication of false information, it's more physically said lies rather than being written down.
Libel is important as they allow you to prove that you're innocent, it could ruin a company just like it could ruin a person's reputation when false rumoured are going around, slander is important as it helps you gain justice, allows you to be published to a third party for further investigation and you can receive money as a form of rectitude.
Consequences of libel could give the company a bad reputation, therefore leading to people not going to them for business or not wanting to be associated with the, an injunction can be created t stop further defamation, of slander could be being sued and taken to court leading to further if the slander is serious enough, e.g. discrimination, consequences, slander is less serious due to the fact that is comes under the freedom of speech act.
Example: Cricketer Kevin Pietersen's actions over Specsavers advert posted on twitter.
How does this law effect pre production of a media product?
For libel - companies will have to take full precaution so that no false  will be caused in the making of the product, for slander - put a stop on a products creation and by creating bigger issues to solve if something is mentioned during the pre-production process of a product.

Race Relations act

The Race Relations Act 1965 was the first legislation in the United Kingdom to address racial discrimination. The Act outlawed discrimination on the "grounds of colour, race, or ethnic or national origins" in public places in Great Britain (although not in Northern Ireland, which had its own parliament at the time).In other words, you can't do anything in public that puts a division between race.

Criminal justice & public order act

The Criminal Justice and Public Order Act 1994 is an Act of the Parliament of the United Kingdom. It introduced a number of changes to the existing law, most notably in the restriction and reduction of existing rights and in greater penalties for certain "anti-social" behaviours. 

It goes beyond race, e.g. sexuality, geographic location, state of employment and many others. It's also what they use to shut down unauthorised events such as raves. 

Race & Religions Hatred act

The Racial and Religious Hatred Act 2006 is an Act of the Parliament of the United Kingdom which creates an offence in England and Wales of inciting hatred against a person on the grounds of their religion. in 2005 after London bombings. More focuses on religion, can't discriminate against it.

Criminal justice & immigration act 

The Criminal Justice and Immigration Act 2008 is an Act of the Parliament of the United Kingdom which makes significant changes in many areas of the criminal justice system in England and Wales and, to a lesser extent, in Scotland and Northern Ireland. 

Regulatory bodies 

• ASA - Advertising Standards association.

- Regulate all advertisements such as on TV / Video and Radio. 

- Have guidelines to ensure that the content is appropriate to the target audience, such as pre/post watershed rules.

- Wouldn't be involved within the production stage, but pre-production as they only regulate the adverts once they've been complained about as the products are expected to know the guidelines of ASA when creating it. 

• BBFC - British Board of Film Classification 

- Give films age certificates. e.g 12A, 15, 18, U, PG. 

- Ensure that the content is suitable for the audience, for example if a film is rated a 15, no one below this age is able to watch the film at cinemas, they cant buy / rent the DVD in stores either.

- BBFC rate films based on the amount of explicit and graphic content they include, for example, a film with a BBFC 18 rating would include a lot of explicit language, 

• PEGI - Pan European Gaming Information 

- Give games certificates. e.g. 12, 15, 18 8, 3. 

- They regulate all kind of games such as computer games, xbox, iphone and so on. 

- apply content description graphics to the packaging of games to show the audience some of the controversial elements that are in the games (typically seen on PEGI 15-18 games) such as racism,  drug abuse, threat / horror and so on. content description graphics have been applied to games due to the amount of moral panics games have caused and it also helps parents decide whether they want their children being involved with these sort of activities. 

• OfCom - Office of communications 

- Regulate TV and radio. 

- Ensure that the content is suitable for the audience. For example, due to the fact that most live Radio shows are broadcasted throughout the entire day, guidelines have to applied such as ensuring that no explicit language or biased options on things such as politics or people are included as this could influence a younger, more impressionable audience. 

- Pre/post water shed guidelines - cannot play explicit music or use explicit language before 9pm on radio due to the thought that children are typically in bed by this time and therefore will not hear it. 

For TV, no explicit language or graphic scenes can be portrayed in programmes before 9pm for the same reasons. 

• IPSO - Independent press standards organisation 

- Regulate print based products. E.g magazines, newspapers.

- "Editors code" - i.e. their guidelines, these ensure that the products are suitable for the target audience of the products. 

• W3C - World wide web 

- For website only. 
- Give advice and guidelines to content for websites, they even give you help on how to get good content on your website. 
- don't necessary regulate websites but they do supply support.

• PRS - Performing rights society. 

- Responsible for any music that used in a media product, for example adverts,  jingles, theme music, sound effects, melodies. 

- affecting any sounds we hear in radio. 

- you sign up to them and give them access to your music, if they think it's acceptable you will repaid the royalties if your song is used within a media product. 

- however, if it is seen that someone used your music / SFX etc, without your permission, you can sue them as they haven't contacted PRS to use your property, meaning it's a copyright issue. 

• Trademarks

- includes logos, colours and slogans. 

- applies to all media products: Music, SFX, colours, shapes, characters.

- a trademark is an asset / design, which is legally owned by a person / organisation, such as the McDonalds logo. 

Independent company social media uses.

Spotify Case Study

I think one of the main objectives for the Spotify campaign was to make the target audience feel as though they're a part of spotify's journey and future. Since, the campaign used data in order to tell the stories of it's users activity and show that Spotify is optimistic for next year, allowing them to feel personally attached and involved in the app which is a good stategy in regards to making people want to carry on using the app as they feel a personal connection to the brand.

Since the campaign involved many A-list celebrities and other people who are often talked about within the mass media, I think that Spotify wanted to reinforce the fact that their app has the best  songs and a variety of different genres since they used celebrities from different genres including comedians since Spotify has podcasts. I also think that the fact that the campaigns shows that the celebrities endorse and use Spotify makes the target audience want to use the pp since these celebrities are typically seen as ideal self's and partners, making the audience want to follow in their footsteps and use the same apps as them.