LO4 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.  

things I could be asked about in the exam

•  Timescales/ milestones and review dates - production schedule or work plan
• channels used to reach audience * - social media channels and why 
• content plan - detailing what will be on every single channel
• legal and ethical issues 
• start with aims 

Objectives and aims

The aim of this campaign is to promote the film "In Static. The objective being to create hype and make this film a success. I would have to consider the genre of film it is. With this I would have to promote the film in a genre specific way e.g show a teaser with thriller aspects to it.

Instagram

•  reaches the target audience as instagram has a young audience. This makes Instagram the primary audience.
• short teaser trailer on their social media account. 
• Using hashtags on their post such as the actors name because he is famous, also the title of the film, this creating exposure for the film.
• Gemini Films will create a Instagram account and post photos to their followers. Their followers being primary audience. 

Facebook

•  Gemini films will create a Facebook page that anyone in the world can follow, this appealing to their secondary audience mainly as they use facebook the most. Although this will also appeal to the primary audience as they will also use because facebook is a universal application.
•  Gemini films can also go live on Facebook with behind the scenes interviews at premieres including the main actor. This creates hype for the film as people get more knowledge into it.
• Gemini films post a photos of the cast and allow people to comment on the photos. Because Facebook is the owner of Instagram then they can be synergy between the posts this making sure the overall message of the film including key dates and genre of the film is consistent throughout.

Snapchat

• The main actor Harry Sparkie can takeover the gemini snapchat account and post to its followers a question and answer session allowing the main demographic to ask questions and get a direct answer by the actor. This creating a connection between the fans.
• They can also raise awareness for homelessness by adding a link into their videos they share to a website that gives donations to any homeless charities.
• Gemini films can create a story that will pop up on the users feed. This can be posted on everyday until the release of the film this making sure that the audience do not forget about it.
• Snapchat is a social media app that will appeal to younger people as they it is more youth friendly with features such as sending photos and videos, this hosting Instatic's primary audience.

Twitter

• Gemini films can retweet Harry sparkies tweets about the film this creating more expsure for the film and the actor. 
• Gemini films can create a twitter account called In Static and post just film releated content such as teaser and mini scenes to its followers.
• Gemini films can use hashtags to promote the film and get In Static on the trending page for the UK to see.
• The primary audience of this app being younger people, this being their primary audience as Instatic is a 15 BBFC certification.

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LO1 and LO3: Purpose of social media and creative content

1.  The main purpose of spotify's new years campaign was increase the subscribers of the premium package. The more subscribers the more revenue the company get per month. This was alongside spreading positivity for the new year and reflection on the year that pasted.
2.  The content I found from various social media channels was different 

LO3 - social tv

Alka Marwaha 2009

Watching tv is being integrated with social networking via screens such as the smart tv, smartphones, tablets and laptops, this allows people to talk about universal tv shows

1. Netflix alongside playing PS4
2. Netflix alongside mobile
3. watching love island and checking twitter
4. watching film and researching actor
5. Netflix alongside social media
6. scrolling through Instagram while watching Tv
7. voting shows like BGT, X factor, strictly, I'm a celeb


Im a celebrity

LO3 Blended Marketing And synergy

Reaching a potential audience

The use of social media alongside TV, magazine, film sponsorship promotion cannot be used in isolation

blending market only works if you promote the product in a range of services

downsides of isolation

• cannot target a wide audience 
• if you only use one type of marketing 

same theme must be across different platforms to create that brand and create synergy

colours 

house style

imagery

font style 

hashtags

Mention the importance of blending a campaign across different platforms - justify, key terms

LO3 Retweets

3 celebrities twitter accounts
what they tweeting about
personal
promotion
political

Mo Salah

Personal

95.3 k likes
2,552 retweets

Promotion

109k likes

8,435 retweets

political

13.6k likes

1,800 retweets

Blackbear

Promotion 

232 retweets
2934 likes

personal 

7,607 retweets

47.1k likes

social

Jaden 

Promotion

13..6k retweets

44.1k likes

Political

16.5k retweets
47.4k likes

personal

805 retweets

14.8 k likes

evaluating project tools and aggregation

Trending - include in campaign

•  when a certain thing is very popular on social media, we use hashtags to help it gain attentions e.g Twitter -  professionals will do it aswell

Advantages

•  drawing more attention to your product this creating hype
•  starts before release - pre production 
• really good for product updates
• wider audience reach 

social media aggregation

•  a platform that collects data from all social medias and puts them into one area, this showing a range of data like demographic  
• aggregating - sorting 
•  collecting data from all your social media in one place, feeds can be live streamed to a range devices(technological convergence) 
• a project manager would use this 
• can physically see 
• can measure the traffic - how many people are sharing it or talking about it 
• easily accessible 

project management tools that can be used to help manage a project collaboratively 

•  a project management tool allows multiple people to work on a project at the same time from different places in the world.

Social media and 'search engine optimisation' SEO

search engine

google

bing! 

Yahoo

ask jeeves 

chrome 

firefox

A platform that allows you to search for anything 

due to web 3 can have personal searches - habits and likes and dislikes 

optimising the amount of hits by using words that people might use

puts your content at the top of any google search more chances of an audience visiting that site

marketing strategy that affects the visibility of a website in a search engine 

search engine optimisation tool

Moringscore

click through rate CTR - 7 seconds you spend on a website

top of the webranking gets the most click rate

LO2: Legal consideration

There is not currently a single body or organisation that regulates social media

However these are the uk laws for social media

• Data protection act 1995
• libel
• Race relations act 1954
• criminal justice public order act - sexuality, location and state of employment  
• race religious hatred act 2006
• criminal justice and immigration act        

Libel examples

6. Melania Trump v Daily Mail (England)

Melania Trump filed a defamation action in the New York state commercial court and in the UK High Court against the Daily Mail over allegations that she previously worked as an escort. Ms. Trump claimed damages in the sum of $150m.

The Mail later retracted the statement, published an apology and settled the case for $3m. The case was subject to much media attention, being covered by the BBC, the Guardian, Independent and ABC News.

criminal justice example

This is when Eminem called a man a faggot 

case study 

Rooney vs Vardy

c . Rooney accused R. Vardy of leaking her information to the press

libel 

Rooney calling vardy a snake

vardy leaked potential false info to the press

Social media have little control over users, most control is reactive 

They ensure their legal postion, through a simple measure - terms and conditions 

Ipso - monitor print

ASA - monitor adverts

of com - monitor some professionally produced content online

BBFC - can monitor and classify film content 

self regulation 

have to agree to terms and conditions 

regulation - is something is controlled 

cultural censorship 

north Korea - monitor what people post

china

turkey

QQ - twitter

can go on a trending tab

campaigns

LO1/LO2 - Understand the impact of social media and globalisation on media audiences and producers

global village - The term used to describe how the web instantly connects audiences all over the world
Marshall McLuhan 1964 - suggested that TV would create a global village, as a medium central to communicating ideas. He also predicted a library network accessible everywhere that would allow access to all forms of information( Web 2.0 effectively)

Web Utopians - These who see the web and social media technologies as having as benefit to society as aa whole
A perfect society
web utopia - those who see the web social media technologies as having benefits to society as a whole

Electronic Agora - online meeting spaces such as forums where people can discuss a range of topics and achieve collaborations

The 'Agora' is a place in Greece, people would exchange ideas, philosophers such as plato, Aristotle, Socrates spoke here. The electronic agoara (Rheingold 1991) - is the idea that the web can be used for the exchange of ideas and socialise as avatars.
This has been been widely adopted by the open source and esports communites

The record collector - a local shop that sells CDs

• Instagram
• Facebook pages
• Twitter

electronic agora can be harmful as the users can use places like chat rooms to give the company bad publicity, this decreasing the users for the company decreasing the revenue.

Soundcloud is free = free promotion

can give access to the global village

web utopia - crowdfunding 

• The concept of web Utopianism fits with crowdfunding 
• The small producer has the potential for a mass funding, bypassing heavy investment and control from big companies 
• Kickstarter, indiegogo etc. allows funding from a wide variety of people

Iron sky was funded by indigo and was partially released. I t did not go well

Homework
Veronica Mars (film)

• 91,585 backers on Kickstarter 
• They more than doubled their money goal
• Was the fastest to make a million dollars

Thanks to the amount of people sharing this project on kickstarter to other forms of social media the film became the fastest project to make its required target. Because this was shown to different countries the use of globalisation.

Wish I was there (film)

• 46,00 backers
• raised over 3 million

It raised more than 3 million, this was helped by global rewards. This use of globalisation excited people and involved the backers. This including meeting the backers. This can then be documented on social media, this enticing more people. The use of kickstarter means that the projected is promoted 24/7 to the global village