Blog Post 3: Live Tweeting Curation

Throughout this session, live tweeting has given me the opportunity to express my thoughts and opinions on the films/programs watched in class. While some have been successful in sparking discussion and activity, others failed to draw in conversations. The following is a breakdown of my top tweets spanning over 8 weeks.  

Week 1: Ghost in the Shell (Film 1995)

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As this was my first time live tweeting this session, I didn’t have much experience. At first I really struggled coming up with ideas to tweet because I wanted to ensure I was focusing on the film. I was expecting most of our tweets to just focus on being academic, just discussing the cyberculture aspects of each film. However, when coming up tweet ideas I was more focused on the advancement of this technology, rather than ensuring my tweet was scholarly.

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Along with this, I received my first interaction on my post by one of my peers commenting on this tweet. This interaction sparked the idea to focus on having a mix of both academic and humours tweets as these are the ones that I noticed were gaining activity.

Week 2: Westworld (Film 1972)

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Using the activity from last weeks tweets as a guideline, for week 2 I aimed to get at least one of my tweets to spark a comment. Using the idea of ‘stereotypes’ I found this was a great factor to implement for this film due to its cliche nature and the date of its development. As most of my peers grew up in an age with modern technology for films, I was hoping that by commenting on the production value of Westworld , this would look to spark some activity. Surprisingly enough, the only interaction I received from this week was from Chris himself. While he brought up some interesting points, for the next upcoming weeks I wanted to ensure my tweets were engaged to not only Chris but my peers as well.

Week 3: Johnny Mnemonic (Film 1995)

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Playing off the strategy from last week, when composing this tweet I wanted to focus on highlighting the films sense of tackiness contrasting with the films of today. Whilst I’m not to sure Keanu Reeves would enjoy my tweet, I did enjoy seeing some of my peers relate to this post through giving it a like. For this week I did mix in more academically focused content for my other tweets but there was a lack of engagement looking back at them now, mostly only scoring one or two likes. I was finding it difficult to ensure all my tweets get even interaction so for the next upcoming films that was something I definitely looked to work on.

Week 4: The Matrix (Film 1999)

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The Matrix is a popular film so I was not surprised discovering most of my peers have already watched it as they were able to come up with quick ideas for tweets. As this was my first time watching the film I did struggle keeping up with both the film and also creating content. Knowing this I decided to play off my strengths in past weeks and tweet something that looked to focus on relating to my peers rather than the film. With this, I seemed to get a great response as my posts were starting to connect more with others. Gaining more interaction off these tweets I decided that my content will centre more around humour and reliability in the next coming weeks to see if I could stay consistent.

Week 5: Black Mirror (S2E1: Be Right Back 2013)

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As Black Mirror is a fairly popular program, students throughout the class had strong opinions on this show. Knowing this, I found it very difficult to stand out or collect engagement for my posts this week as the feed was flooded more than usual. While many collect reviews from sites like rotten tomato, I decided to test my theory of relatable content for this week. Whilst this tweet did fairly well, I did wish that I sparked further conversations with others for this week as a lot of my peers had contrasting arguments. In future I look to implement this strategy for my own posts to see if I can gain the same interaction as I do for my post with relatable content.

Week 6: Robot & Frank (Film 2012)

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Looking at my tweets from past weeks I noticed that I had a lack of embedded media. As many of my peers were already implementing reviews and articles, I decided to utilize my strategy of  humor and incorporate gifs. Looking memes throughout the timeline, they really looked to stand out amongst other posts, drawing more engagement to my tweets and overall page. Using a popular show like Parks and Recreation was a great choice as it allowed me to utilize the comedic aspects from the show to contrast the serious scenario of Franks arrest in the film. With this being the highest peak of engagement on my page all semester, using visual practices throughout these posts looked to very beneficial.

Week 7: Black Mirror (S3E6: Hated in the Nation 2016)

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Using week six as a guide, for this episode of black Mirror I was hoping to maintain/ improve my tweet engagement. However, with this being my highest liked post for this week I feel I wasn’t successful. Discussed previously, these episodes of Black Mirror spark the most conversations and interactions and many of us have already seen these episodes. Whilst my post looked to still implement my previous strategy that worked in past weeks,  I definitely feel like I missed an opportunity to gage others thoughts and spark a discussion, which although probably wouldn’t have received as many likes, it could have drawn more activity my overall page and gave my posts more substance.

Week 8: Blade Runner (Film 1982)

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This week I wanted to focus on changing up my content, steering away from comedic posts as I have been incorporating this a lot throughout this session. With this I hoped to spark a debate/ conversation with other peers to gage their thoughts on the film. Unfortunately looking at my tweets I struggled to gain any activity for this week, only gaining a total of one or two likes on my posts. Although Chris did engage with some of the tweets from this week, I can see that I have more success with my classmates reacting to my posts incorporating humor and relatable aspects rather than tweets that are more academic. Going forward I think that it is important to incorporate a balance of comedic and academic aspects throughout you posts to gage the best response for audiences.

 

 

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Blog Post 2: Branding Breakdown- Influencer Marketing

For this session I have started to develop a research/ information based blog on Influencer Marketing for social users to gage further understandings of the operations behind this field. With this I will post about the methods and strategies brands implement to attract us into buying products.  I look to use my research behind this topic to enlighten readers on how this form of marketing has both positive and negative attributes. Throughout my posts I will explore this notion trust for consumers as well as the distribution of authentic products.

For my upcoming project I am looking to produce around 6 posts. The sources I look to utilise throughout these posts include:

Post 1: What makes an Influencer?

Planning out this post I utilised Kristien Forbes’s journal article on the examination of the beauty industry and the use of social influencers. As Forbes works under the Strategic Communications for Elon University I found her article to be a great source for developing this post. Although there were many sources that discuss what makes up these influencers, her example of linking the beauty industry to these marketing techniques breakdowns these strategies with a successful example. This article also touches on new forms of monetization and payment methods from these posts, diving deeper into why some of these individuals choose to promote unethical products. Freberg, Graham and McGaughey’s 2010 paper on social media influencers and the study of public perceptions of personality is another source that I found very helpful for this post. Stating that “ social influencers represent a type of third-party endorser, shaping audience attitudes” (2010) the article looks to discuss the influences behind popularity on social media and how these individuals achieving fame. Although I am not an influencer myself, these papers are  useful as they act as a way to uncover this lifestyle, helping us understand how these influencers are developed. This information will also be beneficial for my presentation as it acts as a way to describe and introduce the topic to individuals who are not familiar with this marketing strategy.

Post 2: Research on Influencer Marketing? What makes it more effective over others?

For this  post I look to use sources that highlight the effectiveness of influencer marketing for brands. ‘Mediakik.com’ is is the main source I look to use to build this post. The sites research provides statistics and data to help support and strengthen my arguments, reporting that total spending on Instagram influencers in 2017 amounted to $1 billion, and projects that advertisers will spend $1.60 billion on Instagram influencers in 2018 and $2.38 billion in 2019. The use of this research will showcase how these social platforms are growing at a prodigious rate, highlighting the effectiveness of these advertising channels for brands.  Another aspect of this source highlights the user reach and income made off these posts. An example I look to use through ‘Mediawix’ research is celebrities platforms like ‘Beyonce, The Rock or Justin Beiber’ as they are currently the most expensive influencers, charing up to ”$1 million to share a sponsored post with her 106 million followers. Utilizing these statistics and sources throughout my upcoming presentation will look to highlight effectiveness of this marketing as well as the power these individuals have.

Post 3: Testing Analytics on Instagram- Are these suggested products something I would actually purchase? Are they correctly catered towards my likes? 

For the post I plan to use my own Instagram analytics to showcase how these social platforms track and use our online activity to sell product. The Guardians, Danny Bradbury’s article ‘Effective Social Media Analytics’ is a source that I will be looking at whilst conducting this experiment. Touching on our digital footprint, Bradbury’s paper looks at the increase of our online data trail and how these business look at diverse parts of our analytics, depending on their goals. What I found the most interesting in his research is his discussion on tracking customers and prospects on social media to see what keywords they are discussing, therefore folding those keywords and concepts into adverts, updates or tweets to target that audience. I feel this experiment will be great to display in my presentation as well as it will give my classmates and opportunity to understand these analytic processes as well as creating awareness for patterns throughout their own social platforms.

Post 4 & 5: How to spot an authentic post? & Examples and research on unethical brands:

I wanted to create and step by step guide for audiences to discover more about these posts and how they play with notions of trust. Doing some investigation I have found a great example with the teeth whitening company ‘Hismile’ and their unethical practices. With this research I am going to be incorporating the social platforms of influencers to use as examples of these unethical practices. This post is one of the most important throughout my blog as it looks to use research collected from influencers themselves ‘exposing’ these brands. I definitely feel this angle will connect with audiences the most as were the people affected by these posts. Although I plan to go in-depth throughout my blog, I also plan to touch on this throughout my presentation as a way of drawing people to visit the blog so they can read the full story.

Post 6: Short Interviews – Asking students questions on if they have purchased items recommended by an influencer and why?

Throughout my research I wanted to conduct a small portion of interviews with people from different ages to gage if they have been persuaded/ have purchased items promoted by an influencer through these social platforms. Raymond Opdenakker Online Journal ‘Qualitative Social Research (2006)’ is a source that I looking to use to ensure I get the most out of my interviews. With the source highlighting both the advantages and disadvantages of qualitative research,  I am planning on using these techniques as a guide to avoid future problems when conducting my research. Opdenakker’s discussion of different interviews styles has boarded the scale of individuals I originally looked at using for my data, with his techniques surpassing face to face interviews and moving towards a more social and online basis. As this project is based around online content I definitely feel this will be a smart approach to both this post and the overall project.

References:

  1. Bradbury, D. (2013). Effective social media analytics. [online] Available at: The Guardian. (2013). Effective social media analytics. [online] Available at: https://www.theguardian.com/technology/2013/jun/10/effective-social-media-analytics [Accessed 17 Apr. 2018]. [Accessed 17 Apr. 2018].
  2. HiSmile. (2018). Teeth Whitening Kits | Whitens in 10 Minutes | HiSmile. [online] Available at: https://hismileteeth.com/ [Accessed 17 Apr. 2018].
  3. Forbes, K. (2016). Examining the Beauty Industry’s Use of Social Influencers. Strategic Communications -Elon University. [online] Available at: https://www.elon.edu/u/academics/communications/journal/wp-content/uploads/sites/153/2017/06/08_Kristen_Forbes.pdf [Accessed 17 Apr. 2018]
  4. Freberg, K., Graham, K., McGaughey, K., & Freberg, L. A. (2011). Who are the social media influencers? A study of public perceptions of personality. Public Relations Review, 37(1), 90-92. DOI: https://doi.org/10.1016/j.pubrev.2010.11.00
  5. Lee Saunders, B. (2018). Twitter Status. [online] Twitter. Available at: https://twitter.com/britt_saunders/status/983211704564662272 [Accessed 17 Apr. 2018]
  6. Mediakix | Influencer Marketing Agency. (2017). The Biggest Instagram Influencer Statistics Reshaping Social. [online] Available at: http://mediakix.com/2017/09/instagram-influencer-statistics-shaping-social/ [Accessed 17 Apr. 2018]
  7. Opdenakker, R. (2006). Advantages and Disadvantages of Four Interview Techniques in Qualitative Research. [online] Qualitative-research.net. Available at: http://www.qualitative-research.net/index.php/fqs/article/view/175/391%26sa%3DU%26ei%3DFdsJTdDCGYOnrAer0YjVDg%26ved%3D0CP4BEBYwXg%26usg%3DAFQjCNEsC2J0wILvNuH7LEhQaA2znBkKvw [Accessed 17 Apr. 2018].

 

Post 3:

Over the last week I have been keeping my eye out for factors that inspire a concept or story for my major work. Spending time with family over this past weekend the topic of my suburb and surrounding area came up which stirred a huge debate. With my family growing up in the same area their whole lives, the main argument raised by grandparents and elder relatives was the amount of changes that have occurred, especially over the last ten years. While I initially saw these differences to benefit these areas, as my family reminisced on the days in their upbringing throughout this suburb sparked an idea for this final project. Looking at my area we are bombarded with construction and over population due to new spark of high-rise apartments and new ‘trendy’ businesses. With members of my own family having such strong concerns for what’s to come with this area I thought it would be interesting to collect thoughts and stories from individuals who are both old and new to this area to gage opinions on the changes of this area and if they have been either positively or negatively effected. Talking about this with my family, my grandma volunteered to do an interview with me so I was able to start testing and developing this concept. Although I didn’t have specific questions ready I felt this created a more organic conversation, helping her feel more relaxed so she was able to open up about the struggles.

Talking with her the unedited interview came to about 15 minutes long. Although I was happy I did have a lot of content to sort through, with the idea to interview 6 or more people, I need to ensure each individuals stories and thoughts were short enough to be able to keep audience interested. With testing on my mind I wanted to start editing this interview as soon as possible to see if this idea was worth exploring further. Working on this I was able to cut it down to around 1 minute an and 50 seconds (1:50) which I am pretty happy with considering the length of content I had. My method for this editing process utilised the parts where my grandma speaks about the hardship and struggle of living around this area. Although she discussed a wide range of arguments I found these to be the most engaging and relative as it depicts the nature of her living situation clearly. Playing off her thoughts from this interview I also went outside to record the sounds of construction to further emphasise her issues. I felt this created a chaotic environment that pairs with the interview quite well. Too add effect I am also playing around with a backing track that matches the emotions of her story.

The first edit of this interview:

Over the next week my aim is to conduct at least two more interviews before I ask for feedback. Looking back, a major problem in my last meeting with Matt was having a lack of work to show him where my idea was heading. Further producing this work before the meeting should showcase my thoughts more clearly and help both Matt and Aaron to understand where I want to take this project.

 

Blog Post 6- Week Eight: Game Prototype and Inspiration

This week I wanted to focus on the development of my game design. Using the resources provided in class I gathered materials to start testing board layouts. Although I have not constructed a final list of rules for my game, I did have a general idea of the objective to go off. I found this worked in my favour as it left room for any adjustments or new ideas to made. For this design I really went in with an open mind as I didn’t want to be too disappointed if my idea wasn’t successful or did not match up to my design inspiration. In class I utilised the coloured paper and blank whiteboard cards to construct a general idea of the game play. Cutting this paper into even triangle shapes I looked to create a ‘pie chart’ board design that would have players moving clockwise until they reach the other side. My idea is to have the game board be circular, and of a large enough size to support six or eight players around a table, using a quarter fold American valley design so it is easily packagead. A circular track will divide the board into colour-coded sections with each labeled as a different year. Eg 2017.2016.2015 ect all the way to 2001. After designing this I noticed that it was very similar to the board game design of Articulate which is a board game from Drumond Park.

articulate-game.jpgKnowing this I felt confident about moving forward with the design of my game as I knew this layout would be enjoyable for players due to the success of previous games.

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Potential Board Game Desgin

After working with these materials I felt it was important to start a mock board design using Photoshop and Microsoft excel. Utilising the previous design with paper I played with bright colours and bold text to distinguish each yearly segment. I am looking to also implement matching colours in the question cards as it will be easier for players to distinguish the colours corresponding to each year. Next week my plan is to develop my question cards to I can start my game play. Although I don’t have a final board product I am going to play test with my mock one to see where it needs improvements.

Post 2:

Before the lesson:

Throughout the last week I started to gather research and past works to develop my concept further. I have begun sorting through news articles and captured film from the march to construct my idea. As my work looks at creating two screens I have decided the best way of tackling this project would be to focus on developing one at a time to ensure the message behind the work is clear. With many individuals being against the use of guns and violence I knew developing a screen work that showcases the positive attributes would be challenging. With this in mind, I have decided to focus on this part of the work first, as I am able to judge if this concept is effective without constructing a whole project. Looking into my research I am finding it very difficult to gather sources while still remaining ethical. Although I do want to showcase the extreme nature of these weapons, I still want to ensure my work isn’t crossing boundaries that will negatively affect audiences. I also want to ensure throughout the construction of this piece that I am not inflicting my own opinions or views on this law , as I don’t want to alter viewers responses. At the moment I have started editing a rough cut of news footage, photography, interviews and political speeches to begin developing this work. My aim is to have this finished by the end of the week so I am able to show Matt and Arron what I’ve been working on to gather further feedback and idea for improvement.
After the lesson:

After today’s lesson I had a talk to Matt about my concept and future plans for this project. Going into this talk I was excited to get his thoughts on my work as well as areas of improvement. Speaking to him, he wasn’t completely sold on the idea. Stating he felt the project wasn’t grounded and lacked specific research. He added that the work would need to implement aspects of a debate to make it challenging. When discussing the utilisation of the juxtaposing screens to form a discussion, he stated that it would be best to steer clear from juxtapositions and the data on gun violence. Speaking on my concerns from earlier in the week, I wanted to get his opinion on the ethical challenges I was facing and if it was worth developing further. Not being to keen on this idea, he stated that as these events are a more prevalent in other countries like the United States, it would be difficult to incorporate this into a work that relates to audiences here, as we aren’t affected by this law. With this feedback I am thinking it would be best to test new concept ideas and develop something that will be better received. Looking back at my discussion with Matt I am happy with the feedback he provided as it was clear and direct, which has been extremely beneficial . Throughout the next week my plan is to curate new ideas for this project. I aim to start testing and am looking at having a final idea by the end of next week. Using the opinions from my group was another great source throughout the development process so I will definitely looking to my peers for advice as well.

Blog Post 5- Week Seven: Initial Ideas

This week we looked at developing our individual game ideas. With the past couple weeks focusing on building a prototype as a group I was rather nervous going into this lesson as I didn’t have any for my individual game. Although throughout my past posts I discussed that I wanted to keep my game focused around a less serious nature with pop culture themes, that topic itself is very broad so I didn’t have a developed idea. Using a brainstorming method, Chris gave us 10 minutes to come up with 10 game ideas. Although at first it was quite difficult I decided to just write whatever came to mind rather than over thinking it.

The 10 Ideas were:

  • Finish The Lyrics
  • Quote the movie
  • Who’s The Snitch
  • Build the brand
  • Pass it on
  • Draw spy
  • Expose the truth
  • Fast food frenzie
  • Searches
  • Is it Real?

Expanding on some of my favourites:

Finish The Lyrics: A game where players are given songs throughout different decades and are asked to complete at least 10 words following the lyrics given on the card.
For example:
Decade: 70’s – Artist: Queen – Lyrics: Buddy you’re a boy make a big noise playin’ in the street gonna be a big man some day…
Player: Finish the next 10 words of the song

Is it real ?: A game where players say 3 facts about themselves (two being true and one a lie). Players then are asked to guess which one is a lie.

Searches: A game where players guess the top searched results from google, yahoo and Bing for that week. (App Concept)

With these ideas Chris took an interest in ‘Searches’ so I looked at further expanding my concept. We were then given 3 Lens cards to help our development. Focusing on ‘The Lens of Challenge’ the card describes challenge as the “core of almost all gameplay”, with the importance of this aspect I decided that although my initial idea encompasses forms of pop culture and general knowledge, there are areas where I can push this challenge further.

With lenses and further brainstorming my idea has now evolved to a game entitled ‘What’s Trending?”

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My idea is to have the game revolve around trending searches from online search engines, separated into different categories. These include top searched: moments in history, athletes, memes ect. Incorporating the lens of challenge into this I looked at utilizing past years as a way to make the game more difficult. As players progress throughout the game, the further back the results go. Doing some further research I found that these searches go as far back as 2001 so this looks to be an interesting game. In the upcoming weeks I hope to further develop this game and finalize some of my categories.

Influencer Marketing: Cost and Pricing

Now that you understand the operations behind influencer marketing, another aspect of my blog looks at the cost of this promotion and how it its priced. These influencer costs can range from a couple of hundred to millions of dollars across various networks. Although there’s no exact science to configure how much brands pay these influencers, throughout my blog I have broken down four factors that contribute to the cost of this marketing. These guidelines might not always apply to a particular influencer or marketing campaign, but understanding these factors can allow businesses and brands to adjust their rates accordingly so that they can find a price that works for both parties.

These Inculde: 

What Social Platform?

  • The choice of what platform for the campaign is one of the key factors that influences cost, As they varies across channels.
  • Instagram usually tends to be the top choice for for this marketing, followed by YouTube and Snapchat. Generally, influencer marketing is less common on Facebook and Twitter.

Influencer Following:

  • Brands look at the potential reach of a channel to decide how much to pay for an advertisement. The idea is that the more followers an influencer has, the more potential people the brand could reach, thus influencers with a larger following will usually charge more.
  • However recently the ‘micro influencer’ (which are individuals with a smaller following) are proving to be quite popular with brands as they are shown to make closer connections with their audiences.

Does the product fit the influencer?

  • When hiring an influencer to promote a product, brands need to ensure that product fits the infucleners audience. For example hiring beauty influencer to promote skin care or cosmetics will look to engage audiences as her following interested in this content.

Campaign:

  • Looking at the extent of the campaign will also affect the cost. This involves the number of posts, the creation of the content, what platform they want the content held and if it will be a permanent post on their page (as some influencers delete their sponsored posts after the campaign.)
  • Simply put, the more work the influencer has to do, the more expensive the campaign will be.

Example: Bella Thorne (@bellathorne)

Bella Thorne is an American actress and singer bringing in a total of 17.5 million instagram followers. Being one of the top influencers on most social platforms, Throne appeared in a mini-documentary produced by Vogue entitled ‘ Inside the life of Bella Thorne’ where she discusses her money-making strategies on apps like Instagram and Snapchat. Bella is well known for sharing videos of her skin struggles and even speaking up about issues like the #MeToo movement. As discussed previously, these individuals look to be the most popular over these platforms as their use of open sharing with their audiences creates strong connections.

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Screenshot Captured from @bellathorne on Instagram (2017)

“I put myself out there the way I do on social media because I want people to see who I am. I was raised to think that social media is everything”.

Bella breaks down exactly how much she gets paid for content. When looking at these prices per post I was definitely surprised to see how much goes into this strategy. She states that for her Instagram posting “it’s $65,000 a post and for story it’s anywhere from $10K to $20K,”. She also elaborates on sponsored posts for Snapchat, which operates the same as Instagram Stories, and Facebook, for which payments can vary.

 

The documentary showcases how these endorsements act as jobs for these influencers. Highlighting the success from her pages, Bella talks on her progress from branded content stating;

“I started out 18 with literally $200 in my bank account and I bought this house a year later, and that’s all from social media.”

References: