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.