Digital & Social Media Communication [ Tasks & Final Compilation ]
26.09.2024 - 2.01.2025 / week 1 - week 14
Sheryne Axellia Putri / 0367267 / Bachelor of Design (Honours) in Creative Media
Digital & Social Media Communication
Final Compilation
TABLE OF CONTENTS
1. Lectures
2. Instructions
- Task 1
- Task 2
- Task 3
LECTURES
Week 1
Major social media platforms have a strong foothold in digital communications, with Facebook boasting the biggest amount of users and, with that, said to be community-based.
Figure 1.1 Week 1 (26/09/2024) Social media platforms.
Social media plays a central role in how people research and discover brands.
Figure 1.2 Week 1 (26/09/2024) Brand discovery.
The foundation of any effective social media strategy is personalization, which forms the basis of attracting and retaining followers. By knowing your audience, businesses can create content that actually appeals to the preferences, interests, and behaviors of their target demographic.
Figure 1.3 Week 1 (26/09/2024) Personalization.
Second, it helps in choosing the right platform since user behavior differs from one platform to another. For example, audience engagement on Instagram is different from that on LinkedIn.
Guidelines for Organizing Social Media for Businesses:
- Approach: Only engage with brands that have a clear direction for their content strategy. If the brand has a specific individual already managing content, it may be best to avoid approaching them.
- Fact-Finding Sessions:
1. Duration of Business: Ask how long the business has been operating.
2. Content Goals: Determine the aim for creating content. It typically falls into one of these categories:
- Awareness: I want to create social media content for awareness and share it with a wider audience.
- Visibility: This is for brands that are already known to some extent and want to reach those who may not be aware of them yet.
- Conversion: Focused on selling; if you don't convert, you can't sell.
3. Evaluation Questions: If the brand is unsure about their goals, consider asking:
- “How long has your business been around?”
- “How do you market and promote your products and services? Do you use Shopee or have physical stores? Do you operate pop-up booths?”
- “What is your revenue from sales?”
- “How large is your team? Are you a solo entrepreneur? Who manages your marketing, posters, and pop-up stores?”
- “What is your conversion rate? For example, if I promote to 10 people, and 5 check out, with 2 actually making a purchase, that gives a 20% conversion rate.”
4. Understanding Conversion Rates:
- A high conversion rate is considered to be above 30%.
- Consider the importance of a landing page: ads should be linked to your website.
- “How much do you generally spend on advertising?”
5. Marketing Budgeting:
- The rule of thumb is a 1:2 ratio (to earn 50k, spend 25k on ads).
- Customer Database: If the brand has a Shopee account, they may not have access to their customer database, as Shopee does not provide this information. Building a database is crucial for understanding your customer base.
- Target Audience: Geographical location plays an important role in content creation; know your target audience well.
- Brand Discovery: Brand discovery often occurs through social media platforms.
- User-Generated Content (UGC): Distinguish between micro-content (500 followers) and macro-content (1000+ followers).
- Personas: Develop representations of your audiences by gathering demographic details, interests, influences, aspirations, pain points (struggles), and needs.
Week 2
Create content over the course of six weeks, we will produce a total of 18 pieces of content, averaging three pieces per week. Among these, a minimum of six will be video formats, which may include short videos suitable for platforms like Instagram Reels or TikTok.
The distribution of content types will be equally balanced, focusing on carousel posts, static images, and seasonal posts. The actual mix of content will depend on the specific preferences of the brand or client and the platforms they wish to utilize for their outreach.
In our upcoming meetings, we will prepare to present our management team's ideas during the pet-finding session. It's essential to have a clear understanding of both B2B (business-to-business) and B2C (business-to-consumer) dynamics, as this knowledge will guide us in tailoring the appropriate content for each audience segment.
For social media platforms like Facebook and Instagram, which are under the umbrella of Meta, we will consider various content strategies. A hard sale approach involves creating content with a clear call to action, encouraging consumers to make purchases. Brands like Nike and Adidas exemplify this style by aligning their marketing with a desirable lifestyle narrative that resonates with customers.
- We will also utilize the marketing funnel to structure our content:
- Top of Funnel (ToFu): This stage focuses on awareness and includes ads and engaging social media posts to attract potential customers.
- Middle of Funnel (MoFu): Here, we target e-customers through platforms such as Shopee and Lazada, offering more tailored content that nurtures leads.
- Bottom of Funnel (BoFu): This is where conversion occurs, and our content will aim to finalize sales and solidify customer relationships.
Key Opinion Leaders (KOLs) will play a role in our strategy as they help to create a community of followers and can effectively amplify brand messages, similar to the role that influencers play in marketing.
Additionally, we can repurpose longer videos into short-form content, which will maximize our reach and engagement. We should also consider incorporating memes and humorous content, as this can vary depending on our client's brand and target demographic.
Finally, it is crucial for the brand to establish a strong identity—defining who they are and what they stand for. This foundation will be key in developing consistent and compelling content that resonates with the target audience.
Week 4
Videos are the fastest way to promote products and create awareness.
Tasks:
- Create Personas
- Content Planning
Weeks 5 & 6: Finalize the personas and send the content plan to the client.
- Videography Lesson:
Shooting Techniques:
1. Orbit: Focus on one object, primarily to showcase the shop.
2. Pushing In/Pushing Out: Move the camera closer to or further from the subject.
3. Panning: Move the camera horizontally across the scene.
4. Static: Keep the main object in one position while the background moves.
5. POV (Point of View): Capture the scene from a specific person's perspective.
6. Zooming In/Zooming Out: Change the frame to focus closely on the subject or to reveal more of the surroundings.
INSTRUCTIONS
Figure 2.1 Week 1 (26/09/2024) Module information booklet.
Task 1: Brand Information
Conducting a Brand Information Study helps you develop a deep understanding of how brands operate in the competitive market. By analyzing a brand’s story, products, target audience, and SWOT, you’ll learn how to evaluate a brand’s strengths and opportunities, which is crucial for crafting effective marketing strategies.
1. Progress
- Finding a Client
We were divided into groups, and I am in Group 6 along with my members Aisya, Graciella, and Rafah. After briefly discussing the types of businesses we wanted to focus on for our content creation services, we all agreed to target small businesses that sell bakery goods and accessories. We began searching for accounts that appeared to lack coordination in their posts, reels, and Instagram stories.
I have included our options in a mind map attached here:
Or by link
Figure 2.2 Week 2 (03/10/2024) Group 6 roadmap planning (mind map).
From the mind map, some of the content the account owners replied that they already had someone to design their contents while others didn't respond. While exploring SLC Taylors, Aisya and I spotted a stall selling soft cookies. We approached the owner, a lady, to discuss our offer. She agreed and mentioned that she needed her cookies promoted on social media. As a result, our group decided to choose Simply Fluffy as our client. We created a group chat to interview the owner of Simply Fluffy about her business and soft cookies.
- Interview
Figure 2.3 Week 4 (14/10/2024) Interview and responds.
Here are the answers we obtained from our interview with the owner of Simply Fluffy. We also observed @simplyfulffy1's Instagram account, which hasn’t posted in almost a year. The owner has only mentioned her soft cookies through Instagram Stories.
Figure 2.4 Week 4 (14/10/2024) Simply Fluffy account.
Therefore, we concluded that our primary objective is to raise awareness by creating engaging content specifically promoting her cookies, as she requested. We then went deeper into our discussion and analysis to create the brand information.
Task 1: Brand Information
2. Final Outcome (PPT)
Figure 2.5 Week 4 (17/10/2024) Simply Fluffy brand information (PPT).
Task 2: Empathy Mapping & Persona
Personal profiles are a representation of a product’s users. They are used to keep the user front and center throughout the design, development and maintenance process.
Personas Profile deck containing:
- 4 Key Proto-Personas
- Characteristics of each proto personas
- Personas goals & pain points
It's important to have a deeper understanding of the target audience and how to best market to them. This research helps to create a more personalized marketing approach that speaks to the target audience in a way that is meaningful to them. We gather information about the target audience through social media and interview to provide a lot of data about consumer behavior and habits, which can be used to build personas.
1. Final Outcome (PPT)
Figure 2.6 Week 7 (31/10/2024) Simply Fluffy empathy mapping and persona (PPT).
Task 3: Content Planning
Content planning is critical in planning a social media campaign because it ensures that the campaign is consistent, relevant and engaging. Planning for content is crucial as it will clearly lay out the weekly/monthly or quarterly content for any brands or account.
Requirements:
1. Content calendar: create a content calendar that outlines the content.
2. Content strategy: outline the topics or themes that you will use in your social media content.
Submission Content Planning Sheet that includes:
1. Weekly post idea
2. Development guide
3. Any other related materials (optional)
Before creating the content plan for Simply Fluffy, our group prepared a proposal outlining our ideas. We met with the owner in person to present our concepts, and she provided feedback on what types of content she preferred and what she wanted to avoid, including showing faces, personal stories about simply fluffy, and details about ingredients.
- Proposal
Figure 2.7 Week 7 (31/10/2024) Proposal content ideas.
I created a collage to show how her feed would look, and Aisya made a different design collage. Since the owner is new to this, we thought it would be easier to explain our design choices by comparing both collages. This approach would also help build her trust in us and demonstrate our commitment. She mentioned that she liked Aisya's layout and my color choices.
As a group, we discussed her feedback and decided to combine elements from both of our designs, focusing on using light pink as the primary color.
Figure 2.8 Week 7 (31/10/2024) Design proposal #2.
- Approved ideas
We transferred and removed some ideas from the proposal slides to the Google spreadsheet, avoiding content that may show the owner's face, personal story, or ingredients recipe.
Or by Link
Figure 2.9 Week 7 (02/11/2024) Approved content ideas sheet.
From week 8 to week 13, our group committed to creating three pieces of content each week. Although we faced some challenges along the way, as other modules demanded our attention and occasionally slowed our progress, we managed to collaborate effectively and completed each piece of content together.
- Contents I've created
1. Choco Chunk Blizz (Week 1)
Since our main goal is to raise awareness by creating engaging content, I created a short video showcasing all the chocolate flavors for the first week. I hope the video is entertaining enough to engage viewers and encourage them to stop by our account. All the photos I used here are from our own shoot with the cookies, which we also use for other content.
Figure 2.10 Week 8 (07/11/2024) Choco chunk blizz.
2. What Type of Cookie Are U? (Week 3)
I helped Aisya creating some of the designs of cookie flavors.
Figure 2.11 Week 10 (21/11/2024) What Type of cookie are u? slides.
3. Cookie of the Day (Week 4)
A story content for highlighting a certain flavor of the cookie.
Figure 2.12 Week 11 (28/11/2024) Cookie of the day.
4. Get to Know Simply Fluffy (Week 5)
This video reel serves as an introduction to Simply Fluffy, captivating viewers who have already connected with our previous content. As their first encounter with the store, it showcases the inviting atmosphere and highlights the soft cookies. The purpose is to provide a warm and enticing glimpse into what makes Simply Fluffy a must-visit destination for cookie lovers.
This week was hectic for us because we had to manage other demanding tasks from different modules. To make things more challenging, our client, the owner of Simply Fluffy, went on vacation to another country and will be away for nearly two weeks. We rushed to her stall, and I filmed some scenes at SLC and her stall to create this video.
Figure 2.13 Week 12 (05/12/2024) Get to know simply fluffy video.
5. Buy Today Eat Tomorrow (Week 6)
In this video/reel content, we explore ways to enjoy Simply Fluffy's soft cookies. The video highlights a tip for preserving your cookies - you can easily save them for the next day by placing them in the refrigerator. We filmed this in my unit and use our devices to shoot the video.
Figure 2.14 Week 13 (12/12/2024) Buy today eat tomorrow video.
Final Project: Content Planning
With the knowledge and experience gained in all the tasks, synthesise and apply the learning in the following tasks:
You are to develop a pitch deck presentation for an assigned brief by an agency/ industry collaborator, containing key findings of an assigned product or brand. Along with that, as a group, you are to develop design application and development from the key findings that has been
tabulated in the deck.
1. Final Outcome (PPT)
Figure 2.15 Week 13 (12/12/2024) Group 6 final presentation design deck.
FEEDBACK
Week 4
- Specific feedback: Working with a client from a different country for this module can present several challenges, particularly when it comes to organizing photoshoots and video recordings.
Week 6
- Specific feedback: One of the cookie photos appears somewhat blurry, and it can be enhanced by adjusting the hue using various filters in an editing program.
REFLECTIONS
Experience
At first, I thought I would feel very left out while following the contents for this module. On top of that, our client was on vacation for weeks, making it difficult to contact her. However, I reached out and sent her the contents, and she provided some feedback. My only concern is that she only posts some of our content, despite my repeated reminders. Since we are doing this for free, it would be a shame if she doesn’t post all of it. I even asked her to give us access to her account so we could manage her posts, but she refused, which is understandable. Overall, I’m glad that our efforts don’t reflect poorly on us if she chooses not to post everything. So I'm thankful for my group members.
Observation
Before creating the content, it’s important to know the background and identity of the brand, which is why an interview and briefing with our client are important.
Findings
This module helped me develop my teamwork skills and manage my time effectively while communicating with our client, assisting my group members, and creating content. It was also interesting to experience what it's like to work with a client in this field. However, I recognize that there is still room for improvement.
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