P5 – Audience and Social Media Platform

Our project is a transmedia story follows best friends Sarah and Tom ́s ups and downs over a very eventful and life-changing weekend. The social media aspect of the series is important for both the marketing and the story itself, and the social media strategy is integrated into the storyline.  The target audience of the web series are highly active social media users and mainly focused on the age group between 18-30-year-old. “We live in a society of constant converging of digital artefacts and media production principles. It is no longer enough to just watch a series. The audience expects to activate themselves within multiple platforms, to become active participants instead of passive spectators (Tedebring 2017). “The best social media platform that suits our project is Instagram. Characters will all have their own Instagram where they Interact with each other to generate interest in the characters leading up the launch. Instagram has more than 700 million active users who log onto the app to enjoy photos and video posts from their friends, family, and yes, even brands. In fact, according to BrandWatch, 50% of users follow brands on Instagram.

To determine if Instagram will be one of the best social media platforms for our transmedia web series, we looked at the demographics. Here is an easy-to-read breakdown of Instagram users:

best-social-media-platforms-Instagram.png

As you can see from the chart, Instagram’s audience skews a little younger than some of the other social media platforms with 53% of people ages 18 to 29 on Instagram. This makes Instagram a great channel for “Positive” that is aiming to reach an audience that’s 30 or younger. There are also more female users than male users, making this a great channel for brands that are targeting female consumers. Instagram’s unique social media platform can provide some powerful benefits for the web series. One of the best benefits of Instagram is that it allows us to tell the story with unique and engaging visual content. Unlike other social media platforms, Instagram is focused on visuals, both images and video.

 

References:

Tedebring, E. (2017). SKAM – En bra serie eller ett utmärkt transmediafenomen? En studie om NRKs framgångsrika transmediaproduktion SKAM. Available: https://umu.diva-portal.org/smash/get/diva2:1104922/FULLTEXT01.pdf. Last accessed 15th August 2018.

 

Brandwatch. (2018). 116 Amazing Social Media Statistics and Facts. [online] Available at: https://www.brandwatch.com/blog/96-amazing-social-media-statistics-and-facts/ [Accessed 15 Aug. 2018].

 

P4 – How Podcasts Can Lead to Better Connections with Your Audience

We’re living in a golden age of audio. Whatever your interest, passion, or taste, there’s a podcast out there that will cater to it, available free of charge. These podcasts don’t just provide entertainment while commuting or walking the dog, they also provide fuel for creativity, by opening doors into unfamiliar cultures or scenarios. Podcast marketing is one of the most underutilized and unknown forms of marketing, yet ironically, podcasts are what customers have been gravitating towards and asking for over the past few years. Edison Research reports that approximately 21% of Americans listened to podcasts on a monthly basis in 2016.

I this blog I am going to talk about the few podcasters, firstly Yaro Starak does a good job outlining the specifics. Basically, a podcast is an audio file like a radio broadcast minus the commercial breaks and is available to stream online for listeners. Once your audience members have found you based on your specific content, they can subscribe to your channel. When you upload new content, it will automatically download to their devices.

Podcasts are a great medium to be authentic and to connect with your audience. Think about it: Wouldn’t you be more loyal to a brand if it could show you that it has experts who care about you? New York Times best-selling author Malcolm Gladwell does just that. Writing a book is not something that is done overnight, so Gladwell maintains a presence through his “Revisionist History” podcast series. This allows him to demonstrate goodwill and build credibility while maintaining a loyal audience that will look forward to his next publication.

Besides being able to create a genuine relationship with your listeners, podcasts are a very cost-effective form of marketing. Fabienne Raphael outlines in her article several more reasons that you should be using podcasts in your arsenal of marketing tools. Podcasts are relatively easy, inexpensive and people want to listen to them, assuming they’re done well. They don’t need fancy visuals to be effective and they don’t require a big investment; with so many tools that help make the creation of podcasts easy, launching one has become a realistic goal for a wide range of companies.

You can count on podcasts to continue to gain traction in the marketing community. As Alisa Meredith wrote in an article for HubSpot, “Commuters, runners, busy moms and dads all want content, but they don’t always have time to sit down with a book or a video. You can clean the house, walk the dog, drive to work and learn something amazing instead of listening to the typical lousy morning radio show.” It is the job of the marketer to adjust to the consumer’s needs, and if this trend continues the same path you will want to jump on board as more consumers are tuning into their favorited podcasts every day.

References:

Research, E. (2016). The Infinite Dial 2016 – Edison Research. [online] Edison Research. Available at: http://www.edisonresearch.com/the-infinite-dial-2016/ [Accessed 11 Aug. 2018].
Yaro.Blog. (2005). What is a Podcast?. [online] Available at: https://yaro.blog/230/what-is-a-podcast/ [Accessed 12 Aug. 2018].
Revisionist History. (2018). Revisionist History Podcast. [online] Available at: http://revisionisthistory.com/ [Accessed 11 Aug. 2018].
Raphael, F. (2015). 11 Reasons Why Podcasting Is A Powerful Marketing Weapon. [online] Addicted2success.com. Available at: https://addicted2success.com/success-advice/11-reasons-why-podcasting-is-a-powerful-marketing-weapon/ [Accessed 12 Aug. 2018].
Meredith, A. (2018). 6 Reasons Why Marketers Should Bet on Podcasting. [online] Blog.hubspot.com. Available at: https://blog.hubspot.com/marketing/podcasting#sm.00000z1y7wvc3her7rx43z1035nqk [Accessed 11 Aug. 2018].

P3 – Professional Bio

I am an emerging Video Editor /Cinematographer with extensive experience in cutting-edge video, film and TV production functions in diverse environments. A gifted communicator, able to coordinate and form strong relationships with colleagues, broadcast and movie industry professionals and clients at all levels. Accustomed to performing in deadline-driven environments, consistently delivering high-visibility projects on time and on budget. Exceptional judgment and command of the latest video production methodologies to add value to any media outlet. Currently, I am working as a freelance video producer and doing a contract job with 1440 productions.

After the undergrad in visual communication and filmmaking, I have been part of the industry. My professional knowledge of video production/editing, cinematography visual effects and project management, coupled with my adaptability and determination, will certainly make me a valuable member of your SMP team. I pride myself on my understanding of the video production methodologies I am associated with, and I am anxious to utilize this in the creation of the innovative strategic project.

The combination of my professional experience and practical knowledge has contributed to my success in freelance career. I readily accept challenge and responsibility and I will spend the time and effort it takes to meet the goals of my team.

P2 – Response to Feedback

This week we pitched our project in front of the classmates and tutor Polly. Name of the project is “POSITIVE”. We are a group of four members and I am the cameraman and video editor for the project. After the pitching session, we have received some great insightful feedback which has to be further discussed in the group and make the changes to the work. All the parts of the presentation had a positive feedback and we are happy that our pitch was successful and made our ideas clear to the tutor.

We got a couple of suggestions from the tutor regarding the marketing and handling the social media by actors itself. Most of our marketing strategies are through Facebook, Instagram, YouTube and web series website. Instagram has started a new option called Instagram TV which has to be researched in detail and plan for how it can be useful for the benefit of the project. Other suggestion was regarding the mix of Instagram and website as a platform, tutor suggested how Instagram audience tend to stay on Instagram rather than browning to a website. This can be corrected by sharing stories through Instagram stories and the audience can use the swipe feature to access the website in a single touch. Lastly, the handling of social media pages by the actors itself, as a crew member it’s each and everyone’s duty to check whether all the actors are on the same page and notifying regularly what they have to post in the platform.

P1 – Overview of your project & My Role

‘POSITIVE’ is a transmedia story follows best friends Sarah and Tom ́s ups and downs over a very eventful and life-changing weekend. Sarah and Tom, both in their mid-twenties, have been best friends since forever. Sarah is a feminist and a vlogger. Tom is more the shy and quiet type. He also identifies as gay, for now, and is in a relationship with the narcissistic fuckboy Danny. Danny breaks up over text and Sarah wants to make Tom feel better by taking him for a big night out. A drunken twist of fate leads the two best friends to have sex with each other. Tom wakes up to a text from Danny the next morning which suggests that he might be HIV positive too. Fast forward to Monday morning, Tom and Sarah are sitting in a waiting room of a clinic, Tom’s name gets called out.

 

The project will consist of 5-7 short episodic videos, no longer than 2-5 min long. Instagram profiles will be created for the characters and content will be posted in line with how the action plays out. Young people today are more self-centred than ever. Sarah is a representation of the narcissism epidemic that plagues our society, partly caused by our social media and smartphone obsession/addiction. YouTube is primarily where vloggers post their stuff, so a YouTube Channel will be created for Sarah. Her vlogs will be short and basic (ca. 1 min long and filmed on a smartphone) where she rants about a subject or a personal issue-they are all somehow connected to the episodic videos. Transmedia elements such as Instagram posts, vlogs, texts and message logs will provide context throughout the story. A website will be set up as the main platform to connect all the content to tell the full story. A set of consistent hashtags will be chosen and actively used for all content. In between video updates, viewers can follow interactions between the characters on texts and message logs and Instagram, including Sarah ́s YouTube vlogs via the website where it all will be posted continuously. The story takes place over a weekend so therefore the story and content will be published in real time over our chosen weekend so the viewers can follow on.

 

I am the website designer, cinematographer and video editor for the project. Cinematography and video editing are my passion, and this is my career goal. Doing my best for POSITIVE will be a great asset to my portfolio and in turn to reach career goal.