DIGITAL & SOCIAL MEDIA COMMUNICATION // FINAL COMPILATION
CREATIVE BRAND STRATEGY // FINAL COMPILATION
Rebecca Thoo Hui Ying / 0350359
Bachelor of Designs (Hons) in Creative Media
Digital & Social Media Communication// FINAL COMPILATION
Bachelor of Designs (Hons) in Creative Media
Digital & Social Media Communication// FINAL COMPILATION
INSTRUCTIONS:
LECTURES:
1. Data collection
✧ data is factual information (valueable) used as a basis for discussion reasoning or calculation.
✧ whenever we are consuming certain media through website, there is a data tracker, people are able to track you.
✧ data here in ths class is to used to have a discussion out of it
✧ data is factual information (valueable) used as a basis for discussion reasoning or calculation.
✧ whenever we are consuming certain media through website, there is a data tracker, people are able to track you.
✧ data here in ths class is to used to have a discussion out of it
2. 2 types of data
✧ Quantitative Data
✧ informs you, who, when and where.
This is where the analytics come about
goal/; evaluate usability of an existing site, the app/site needs to b establish fist before having data
track usability overtime, and also understand a lil bit bout user behaviour
outcome: in the form of statics that gives some meanings to it
sources of data: google analystics (web a) / google form (quantitative) - be elborative and descriptive
✧ Qualitative Data
✧ answers the why & how
goal: inform design decision and identify user ability and later find solutions for issues
✧ its not numbers and statistic, its intangible, something u cant see, feelings impressions thoughts those kinds
✧ can be done anytime, no working product also is able to work on
✧ base on interpretation by knowledge and impressions
sources of data: google form (quantitative) - be elaborative and descriptive
3. Big Data
3 Vs
Velocity
✧ the speed of how fast it is generated in real time
Volume
✧ the amount of data generated
Variety
✧ structured tables transactions
✧Y big tech companies are the most valuable: because of how big the data they have
Descriptive Analysis
✧ data directly descriptive to you
eg: how many ppl log in in us, what time
✧ straight forward
✧ insight on historical
✧ allows u to learn from past event
Diagnostic A
✧ something out of the norm
✧ give explanation still in the form of charts and data
✧ y such events occur
Predictive A
✧ to the certain extend able to see wats the cause of the event
✧ able to predict some events
✧ based on probability
Prescriptive A
✧ machine learning (sort of like Ai learning)
✧ attempts to auntify effects of future decisions
✧ attempts to auntify effects of future decisions
Web analytics 101
✧represents a good approach to using descriptive & diagonostic analysits to infor UIUX design
social media analytics
✧ the process of colelcting data (historocal patterns) and evaluating data to make an informed decision (usually it is an improvement of restrategise)
✧ interest - a type of content that drives engagement, look at the number of followers & average of likes you have
** ask the brand client about thier GOALS**
WEEK 04
Content Marketing
✧ a tool to bring audiences, potential customers and community
✧ a tool to bring audiences, potential customers and community
Engagement content
✧ are contents that never goes out of style (tat has a type of similarity), applicible
✧ are contents that never goes out of style (tat has a type of similarity), applicible
Topical Content
✧ contents of a moment in time
✧ contents of a moment in time
Types of content
✧ work/wip
✧ quote images
✧ bts
✧ curated images/user generated content (share likes and get rewards)
✧ product pictures
✧ videos: reels/igtv/live/youtube/tiktok
✧ stories
✧ meme
✧ work/wip
✧ quote images
✧ bts
✧ curated images/user generated content (share likes and get rewards)
✧ product pictures
✧ videos: reels/igtv/live/youtube/tiktok
✧ stories
✧ meme
Content Strategy Ecosystem
✧ research > plan > create & curate > publish > measure > strategise > (repeats the cycle)
✧ research > plan > create & curate > publish > measure > strategise > (repeats the cycle)
Competitor Analysis
✧ brand positioning to analyse (study of brand)
✧ swot of competitor (of their social media content), not so much threats
✧ brand positioning to analyse (study of brand)
✧ swot of competitor (of their social media content), not so much threats
✧ can adapt good contents from competitor
reason why?
✧ spot content gaps
✧ define content
✧ identify innovations
✧ avoid content clashes
✧ spot content gaps
✧ define content
✧ identify innovations
✧ avoid content clashes
4 key areas of research
✧ search trends
✧ audience insignts (not at this stage as content is not churned out yet)
✧ keyword establishments (look at hashtags)
✧ search trends
✧ audience insignts (not at this stage as content is not churned out yet)
✧ keyword establishments (look at hashtags)
Content Goals
✧ awareness: visibility, get more followers
✧ engagement: content and audience
✧ affinity: feeling or perception towards content
✧ awareness: visibility, get more followers
✧ engagement: content and audience
✧ affinity: feeling or perception towards content
✧ loyalist: ppl would die for it
Consumers
✧considering these:
types of consumers
behaviour & need-states
✧ wats the trigger point
Painpoints
✧ wat frustrates them
✧wats the gap in the customer journey
Approach to creating personas
✧ use surveys, focus groups, interviews to examine the themes and patterns
Things to include in persona
(refer to ppt image)
✧ take a look at the brand's location
✧ income
✧ attitude towards technilogy/ categories/ products
Consumers
✧considering these:
types of consumers
behaviour & need-states
✧ wats the trigger point
Painpoints
✧ wat frustrates them
✧wats the gap in the customer journey
Approach to creating personas
✧ use surveys, focus groups, interviews to examine the themes and patterns
Things to include in persona
(refer to ppt image)
✧ take a look at the brand's location
✧ income
✧ attitude towards technilogy/ categories/ products
TASK 1
✧ Group Members:
(Myself) Thoo Hui Ying - 0350359
Ellyn Saw Mei Hui - 0353358
Ivy Jee Yi Jie - 0346713
Loh Shu Huan - 0349621
Tee Yi Qing - 0343456
Fig 1.1 Task 01 Google Analytics by Group 01
TASK 02
✧ We were briefed on week 01 about task 02, unlike last semester's students, we will all as a group search for our own clients to create the social media for, which we will need time to work on.
✧ Requirements for the client is that: they will have to be a small business.
✧ Hence the start of our hunt for clients begins.
✧ For our group, the categories we primarily looked into were, businesses selling drinks, small cafes & candles.
✧ We've sent out collaboration invites to the businesses in hopes to receive a reply. & finally, we got a reply from @alocha.kombucha, a kombucha small business brand.
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| Fig 1.1 Client's instagram page |
Fig 1.2 Alocha Brand Analysis
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Fig 1.3 Alocha First Meeting via Zoom (online) |
✧ During the Q&A session, we got a lot of insight into brand and got to know the vision mission & basic brand story & the founder's short term goals while working with us.
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Fig 1.4 Alocha First Meeting via Zoom (online) meeting notes #1 |
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Fig 1.5 Alocha First Meeting via Zoom (online) meeting notes #2 |
✧ After gaining more understanding into the brand, we moved on to brainstorming about what sorts of social media content we could create.
✧ One takeaway from the meeting, was that the founder is leaning more towards creating reels which according to her social media platform's insight has the most engagement
Fig 1.7 Feedbacks & Updates to Alocha on WhatsApp
✧ We mainly used WhatsApp as the communication tool to liaison with our client, Ms Joanne.
✧ All the copywriting and captions were done by me through out the content planning. Some posts were given 2 options of captions for the client to choose
Fig 1.10 June Social Calendar (link to google drive)
✧ First shooting for Alocha at our teammate's apartment complex.
Fig 2.1 Shooting #1
✧ Contents shoot during the first shooting:
Fig 2.2 Content 1: Product Photos
Fig 2.3 Content 2: Picnic themed pictures #1
Fig 2.4 Content 2: Picnic themed pictures #2
Fig 2.5 Content 2: Summer time with alocha photos
Stop Motion
Fig 3.1 FInal Stop Motion Video
Outdoor shooting #2
✧ 520 ( a Chinese Valentines day) was approaching during this week hence we decided to create a trendy yet festive kind of reels that was taken @ XOXO Cafe in campus.
Fig 4.1 Final 520 video
Fig 4.2 Behind the Scenes
Outdoor shooting #3
✧ Trendy reels shoot in campus as well, trend inspo (link here)
Outdoor shooting #4
✧ This was an interview type of video, where by we went to the location the client had a booth at which was the Tastefully Food Expo @ Sunway Convention Centre.
Fig 6.1 Conversations on WhatsApp with Client
✧ There were 2 videos we were set to shoot on this day, 1. Interview & 2. Wes Anderson 1. Interview
✧ I was in charged of interviewing the people we meet in the expo randomly. We first came up with the interview questions and ran it though with our client before going out to interview random people we picked from the crowd. I also did an intro at sunway pyramid with the tastefully banners placed behind me to show the public that the event was held in sunway.
✧ I was in charged of interviewing the people we meet in the expo randomly. We first came up with the interview questions and ran it though with our client before going out to interview random people we picked from the crowd. I also did an intro at sunway pyramid with the tastefully banners placed behind me to show the public that the event was held in sunway.
✧ Ivy was in charged of putting this video together
Fig 6.2 Part 1 of Final Interview Video
Fig 6.3 Part 2 of Final Interview Video
2. Wes Anderson
✧ I was in charged of the videography of this video
✧ I was in charged of the videography of this video
✧ The editing was done by Yi Qing
Fig 7.1 Final Wes Anderson Video
PIC Post #1
✧ I was in charged of creating the animation to be used as a reels. ShuHuan assisted me in the visuals whilst I completed the animation portion
Fig 8.1 Final Dropping Fruits Video
PIC Post #2
✧ Father's Day Post
Fig 9.1 Final Father's Day Post
Final Submission Deck
Fig 10.1 Alocha Final Execution Submission Deck
FEEDBACK
Client's Feedback:
We worked with Alocha Kombucha's Ms Joanne. Throughout our weeks working together, she thinks that we are a good team that works well together. Key words like adaptable and efficient were used to describe our working style. Constant updates were sent her way to show her our progress.
REFLECTION
Experience
For this project, we worked with a small business owner as a team, which was refreshing to me as I am more used to working with clients on my own. As a team we got to split the job load so everyone got even jobs. We started off brainstorming all the possible ideas for the client, the process of it was fun. With the brainstorming session, we went through each of our social medias to see what trends are out there that we can recreate by adding the client's brand in it, sort of like a brand placement. Our client was also nice to reply us, and gave us feedbacks on the posts.
Observations
We went through different social media platforms to see which type of posts has more engagement and has the potential to be re produced for our clients. Our teammates surfed through tiktok, xiao hong shu and instagram. All platforms have different engagement terms even though the target audience might be similar. During our observations, we observed that on xiao hong shu, recipe video does very well on this platform, however when we replicated it for the client's instagram, the engagement was not as well done as expected. Tiktok's & Instagram's trends are similar and can be brought across both platforms with similar resulted engagement.
Findings
Shooting takes a lot of time and planning before the event itself. We went for a few outdoor shootings throughout the project and the shooting itself is quite successful. We had a shooting with the client at their booth in Sunway Convention Centre. I was in charge of 2 jobs on that day, the first being a videographer and an interviewer. I had experience in video taking as I have acquired the skill so it was quite alright for me to work with it. As an outspoken person, I took up the interviewer position. It was not as hard as it looks, however it was a bit scary to approach people randomly. But I overcame it at the end~.
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