Crowdfunding - EverSpace, Kickstarter. Relates to Crowd Sourcing as it is bringing in more ideas along the way by getting the public involved. Use linktin as it is used to headhunt professionals for certain job roles (local talent).

Handle - Username

An example of crowdsourcing is ...

Synergy - Summer use bright colours or Winter use blues and whites and explain why these colours are used.

Aggregator - Hootsuite as it can post on all platforms (push content) while measures the views, likes and comments etc.

Planning Tool - Mailchimp, brings your audience data, marketing channels and insights to reach a goal faster.

Online Collaboration - Skype for a meeting. Or OneDrive to upload and download content and also share an edit.

Grassroots - Community made - SOUP local organisation (from the ground upwards, non professionals)

L04: InTouch Radio Mock Feedback

What does synergy mean? Synergy means for two companies to come together to make a good product great for a better product and better sales.

How are things going to be promoted the same through Instagram and Facebook and the same through Twitter and Snapchat, to create synergy. E.G. if saying that a video is going to be uploaded, explain what is in the video and why. if talking about colours, what colours and why. E.G. Yellow = Summer

Metric Goal - Not just follows and likes but how many shares and comments as well

Whole class strengths and improvements.

Handle - Username = @InTouch / @SwimWithU

A company has to order it in order for it to be USG

Crowd Sourcing models to be in the images

Month 1 - Teasing
Stage 2 - Sponsorship Involved

Legal And Ethical Issues

- Don't discriminate body sizes and shapes
- Models to be 18+ for images
- Diverse ethnic groups for models on images
- No explicit material Videos/Music

Making sure their information is real for joining in with the competition

Tanning isn't for everyone, need to realise this in advertising fake tan, also acknowledge skin cancer and making sure promoting the importance of using Sun Screen.

L04: Campaign Structure

Planning tool - Hootsuite - This can be used on a dashboard to help post and track work to keep the campaign organised and managed.

Measurement tool - Synthesio - This can view likes, replies, shares etc on all platforms such as facebook, twitter, instagram and youtube.

Metric Goal - Setting yourself a goal to get as many likes, shares and views etc as possible, trying to create as much attention as possible. A goal of a getting exposure in time before the launch of the product. If it is a local campaign don't aim for big numbers, unless it is a national campaign.

Crowd Sourcing:

USG: User Generated Content - Content Generated by the audience, asking the audience to created something then tag the campaign into the post

Handle: To tag their content, a name.

Folksonomy - Using a hashtag that forces people to share it and use the hashtag.

Month 1: Getting your name out their to create awareness. Twitter, getting things started (Teasing)

If a bullet point is about what a method would be, where would you put it. - When should you talk about planning it - At the start, what you would be using it for and why

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ESSAY PLAN – awareness, interaction 

INTRO:
1. Outline the main objective (s) of the campaign and target audience (E.g. create awareness? Promotional? Successful launch of a new product/ service? Crowdfunding? Crowd sourcing -UGC? Gain sponsorship? Etc)
2. Round off the intro: Therefore I am going to demonstrate how social media channels can be used creatively to meet the objectives of the above.

MAIN BODY: 

KEY TERMS: Tagging, folksonomy, branding, measurement tool, handle, metric goal, interaction, collaboration, synergy, social media aggregator
State when you would start the campaign (6 months in advance)
START OF FIRST MONTH:
1. FIRST STAGE OF THE SALES FUNNEL – GENERATING INITIAL INTEREST:

State your first channel and give examples of what you would post and WHY – LINKED TO THE OBJECTIVES:
a. Include Ideas for creating initial awareness – tagging? Create a hashtag that forces audience/ sponsors etc to get involved – BE CREATIVE (folksonomy! – early branding and potential to go viral/ encouraging interaction).
b. Measurement and tool/app to use: After 1-2 weeks, measure success of early tagging - ‘social media metrics’, state what the success goal would be – e.g. 500 likes of the handle created. NAME THE TOOL YOU WOULD USE! 


A week later: 


2. SECOND STAGE OF THE SALES FUNNEL - BUILDING A RELATIONSHIP – OFFERING SOMETHING UNIQUE!

State your second and third channel (s) and give examples of what you would post and WHY – LINKED TO THE OBJECTIVES:
a. Include ideas for content/ audience interaction/ collaboration - photos? Videos and duration based on the social media? Polls? Etc
b. Synergy opportunities and benefits: hashtags used from above? Links to other social media channels/ sponsors? House style?
c. Social media aggregator example: After 2 weeks - justify importance of posting to all channels mentioned at one time with an example e.g. replying to comments? Uploading photos? Competitions?
d. Setting metric goal: 2000 shares or mentions



MONTH TWO - FIVE 

3. THIRD & FOURTH STAGE OF THE SALES FUNNEL - BUYING INTO THE IDEA, GETTING OTHERS TO BE COME ADVOCATES.

a. Include ideas for content/ audience interaction/ collaboration/ SHARING CONTENT - photos? Videos and duration based on the social media? Polls? Competitions Opportunities for retweets?
b. Embedding across the channels increases - weekly: keeping the interest going! i.e Content embedded and updated across the channels by ALL (producers and audience), teasers.
c. Working with sponsors: competitions? Gain a percentage of profits? Sharing and tagging main hashtags from the campaign.
d. Setting metric: 5000 mentions




NOTE: Address here any other requirements outside of ideas for creating content. E,g. Legal and ethical issues, traditional methods -EXAMPLES MENTIONED MUST LINK TO YOUR CAMPAIGN/ SCENARIO



ROUND UP
Therefore I have demonstrated how I would meet the objectives of the campaign through a discussion of creative content.

L03: Structure of social media campain

1) Campaign Goals, find out the main objectives of the campaign

2) Time Frames

Production Logs to see what needs to be created in time for the next release and how long is left.

Genres, so that everything looks very similar and creates branding/synergy.

Key Theoretical Points.

Traditional Marketing - Paragraph 

* Visual Content * - through out

Audience Reactions

Release Dates

* Hashtags * - through out

Measuring Tool - An Aggregator and create/publish it on all channels associate with the campaign

* Primary Audience * - through out

L03/4: Everspace Campaign

Summery:

- Create awareness of their new game
- To generate crowd funding to develop and publish the game
- Older age group (Primary 18+) as have to be able to fund it

Exam Tips:

- All campaigns to start with main objective
- With snapchat the importance of regular updates
- Folksonomy the idea of creating something that forces people to share content
- Creating synergy of a brand (Branding the visuals and videos) then mention a social media aggregator that would help measure and track the content shared (hoot-suite) talk about logos and banners etc
- Include QR codes on posters so that people can get involved with the advertisement.


The difference between synergy and blended marketing is that synergy is making sure of your unique selling point, synergy is content being the same across all channels and blended marketing isn't just about what is released on social media but what is also released at traditional marketing. 

A section on:
TV
Newspaper
Magazine
Posters
Stands
Radio
to show how you would use advertising outside social media (blended marketing)
E.G. have banners and posters up at event

L04: Starter Task

1) What is a blended marketing campaign and two benefits of this type of campaign? This is where a campaign has the same social media layout, posts and house styles throughout the campaign, benefit one is that it creates branding for the campaign, meaning they are recognised for things such as colours, fonts, layouts and logos etc, this then helps the campaign into being recognised. Another reason is that

2) Name a Micro Blogging social network. Twitter

3) Name an online and mobile photo and video sharing social network. Instagram

When it coms with aggregation in the exam, explain how you would do this regularly, state what you would do with likes, comments and feedback etc. E.G. releasing behind the scenes footage and not getting many likes after a week, explain what you would do and why.

GET AUDIENCE FEEDBACK!!! - what would you do with it

L04: Planning a Social Media Campaign (Gemini Film)

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.  

Need to know genre (gritty) to know what conventions to use.

Promote on Social Media first as its for a young audience

Advertise over Christmas as a lot of these audience members will be out celebrating so it will have the best chance of seeing the advertisement.

2)

•  To promote Gemini Films new movie 'In Static's time for release (July 2018)
•  To promote 6 months before release (Start in January)
•  To generate interest from TV Magazines 

3)

• Instagram - High chance of getting the promotion to the target audience 15 year olds
• Facebook - To reach the young audience that spend a majority of their time on devices.
• YouTube - Best chance for the teasers/trailer to be viewed as it is a streaming platform
• Twitter - To create a hashtag and try and achieve a trending (most popular) hashtag to create hype during the advertisement.

4)

The content I would release on each channel would be very similar, the basics of posters, being advertisements, and teasers leading up to the release of the trailer in time for the film creating a hype and tension for the films release date, the reasons I would release teasers on all the social media platforms is so that the they are definitely being viewed by the demographic (15+) as many all these platforms are used mostly by teenagers aged 15+ and this gives the best chance of advertisement success during the build up to the film. I would also release a filter on snapchat that gives off an eerie mood and also a spooky vibe, this allows people to take selfies with the filter and then go on to sharing the image with their friends and family which also goes on to sharing it themselves and so on and so forth, this brings more advertisement and hype for the film in time for its release in July. The content I would put on the platforms is the cover of the film, with a release date, I would also start a hashtag '#' to create a hype with everyone to start using this and sharing the hashtag with their post to create a trending hashtag, meaning it is the most popular used hashtag at that moment in time, this brings more advertisement for the film during the advertisement stage. The final platform I would use to release content is YouTube, this allows the teasers to be released as it is a video releasing platform, this will be how the trailers are released on the another platforms as I will use the link from YouTube and attach it to the posts shared on platforms such as Twitter, Facebook and Instagram etc.





Things I could be asked to talk about in the exam:
- Timescales, milestones and review dates - Production Schedule
- Channels used to reach the audience
- Content Plan - Always justify the channel and content
- Legal & Ethical issues.
- Start of by writing aims and objectives (What is it about?)