Author: zenobes20

Michael’s Podcast – Final Evaluation

The idea our group wanted to present for our final social media plan was the concept of introducing a podcast of key places around London to visit therefore geared towards the tourist type of consumer. Tourism has become such a big industry all over the world, especially here in London so we decided that going forward with this idea was practical and also unique in the structure/set up. It is a uncommon industry that as people over look because it is rarely on the mind of world travelers how much of a structured business it can be.
We chose to feature our British Cultural Studies professor Michael Czerwinski for several reasons. He is one of the most knowledgeable people we know here in London just through being in his class sessions. He has lived in many parts of the city, from being on the lower end side to having his own personal studio and separate living space – he knows it all! Through the podcast you will learn not only about what the area or structure may be that a consumer is visiting, but as well as the rich history behind it. The unique aspect to Michael is the way he can articulate a story to another individual can keep them interested in every single word he is expressing to someone. Therefore he was the best candidate to be the front man of this podcast segment. We also named the Podcast after him because it gives the podcast a more personal touch to it versus giving it a more corporate name, people will be able to relate more to the series if they feel they are connecting with a specific person.
The first way we thought of reaching our target audience was the through the popular social media application Facebook. Just in 2017 the amount of active monthly users is 1.86 billion worldwide. Through starting the campaign on this social media application can help us achieve a larger audience faster. People of all demographics and psychographics use this application because it is easy, and simple to use. Even though we considered other social media applications (Instagram, Snapchat, etc.) that are just as popular if not more, however they are not as popular among all ages. However despite the fact that our Facebook page is our main platform for the launch of the podcast, we made a Twitter page as well to be another outlet of communication with our potential consumers. Twitter as of 2017 has about 319 million monthly active users. Since that is application that connects more with a younger demographic and can be more popular than Facebook at times, we thought it was best to include this in our platform to reach consumers.
The posts or podcast episodes are to be posted on Facebook which will be attached with a link to our official Sound Cloud account, which is a popular website that allows individuals to stream music and post their own music or voice recordings for free. Since we are just starting out as a campaign with a low budget any way that we can reduce costs is a great benefit to us. Here are the steps that we followed in creating the actual Facebook page and everything:

  • Step One – create Facebook page in an engaging and aesthetically pleasing manner
  • Step Two – once the page is created all three of us members share them onto our own personal Facebook profiles to get awareness and exposure up
  • Step Three – post our first post with a link to the first official “podcast” with Michael on both Facebook and Twitter.

Our first post that was recorded with Michael was at the top of Primrose Hill (which is where he decides to have the final British Cultural Studies class of the semester) where he gave a background on the area, the city as a whole, and why it is an important place of significance to see in London. The official posting schedule for this podcast series would be once a week to keep interest up with the consumer and to help grow in the podcast following. Each podcast would be centered around a different area or location to go to for a unique and interesting experience while in the city.
We posted over a week ago on both social media platforms, and the results have been very small as of now. Facebook has generated the biggest response with 8 likes to the page as a whole, 8 new page likes, and 9 people talking about the page. On Twitter there is little to no response at all, with only one follower.

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Where have we gone wrong exactly? In our opinion we have not gone wrong at all, but the problem is we have difficulty reaching a national audience because we are self advertised and managed. This idea is solid and could achieve big popularity if it is managed under the right umbrella. A major tourist organization in London called Visit London would a great organization to partner with because it would be a win win type situation. With their assistant and exposure to the tourism industry it would assist us in reaching a larger audience, and by working with us they would have a new outlet to attract people to come to the city. Under the right circumstances this idea would blow up in our opinion, but since we have been working with a time constraint and we are just students, it is a big unrealistic to achieve the ultimate goal of this podcast. Going by the numbers that we have received during the duration of this campaign it would seem as though we have not succeeded but it is our belief that we achieve the precise goal of this assignment. We came up with a campaign that is unique, creative, and is rarely done in tourism to our knowledge. The Michael’s podcast campaign has been a success in the creative portion and with our response because we reached as many people as we could.

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Written by: Zenobia Afeworki, Elizabeth Field, Hetsvi Kotak

Instagram, The New Snapchat? (Elizabeth Field’s Assignment 1 Post)

In 2016, Instagram, the Facebook-owned company, announced that they would be releasing a stories feature similar to the one offered by Snapchat, the rival of the photo and video sharing app.rs_300x300-160808140226-600.snapchat-vs-instagram.cm.8816.jpg

The Instagram update will allow users to send content to their friends and followers through the Instagram direct message and story feature which will delete after 24 hours. After its’ release, people were up in arms about Instagram stealing Snapchat’s idea.

Instagram’s CEO, Kevin Systrom, has admitted to copying Snapchats platform saying “They (Snapchat) deserve all of the credit.”

instagram-stories-ios-100674960-large.pngLater in the Techcrunch interview, Kevin Systrom said “When you are an innovator, that’s awesome.Just like Instagram deserves all the credit for bringing filters to the forefront this isn’t about who invented something. This is a format, and how you take it to a network and put your spin on it.”

It’s a common practice in the social media industry to use and alter another platforms “imperfections.” Instagram is just changing and updating Snapchats features on their platform making it easier to use and even more addicting. “Facebook invented feed, LinkedIn took on feed, Twitter took on feed, Instagram took on feed, and they all feel very different now, and they all serve very different purposes.”

After Instagram Stories was released, Chelsea Briggs of HollyWire created a Youtube video comparison between Instagram Stories and Snapchat Stories she said: “It’s (Instagram Stories) easy to use it’s all in one place and I already have an audience I have a relationship with.”

If you are wondering how to use Instagram Stories then my question to you is, have you ever used Snapchat before? Because it is the same; from writing on photos or videos to adding emojis to the photos or videos. The only question now is: which platform will be more successful with their stories feature?

Written by: Elizabeth Field

Instagram: The Advertising Platform of the New Millennial

Instagram is rapidly becoming one of the most popular social media platforms with over 150 million active users (Statista, 2017). The amount of users continues to increase. In the past five years, the application has been a useful marketing tool for top brands looking to influence more consumers at a time.

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                                        Graph depicting growth in users from 2016 to 2017

One way brands have been reaching more of their target market is by using ‘influencers’ to promote product in one of their Instagram posts. People such as Kourtney Kardashian and Kris Wu partner with popular brands to represent and use applications such as Instagram to promote them. Individuals can make from $10 a person or in the thousands based on how big their following is. It is a known fact consumers will more likely buy a product they see one of their favorite celebrities using them (Huffington Post, 2016).

Screen Shot 2017-03-26 at 12.30.12 PM.png  Kris Wu for Burberry 2016 Advertisement on Instagram

Screen Shot 2017-03-26 at 12.21.39 PM.pngKourtney Kardashian Manuka Cashmere Touch Cream Advertisement 2016

Brands, in general, use their Instagram accounts to promote their new merchandise. The pictures are arranged in an aesthetically pleasing manner capturing the attention of their consumers. From high end brands such as Gucci, Dolce & Gabbana to smaller brands like BLANC & ECLARE will use this application to spread awareness of their brand and new merchandise is released. Brands also use this application to launch special offers happening within the companies.

Screen Shot 2017-03-26 at 12.26.21 PM.png         Jessica Jung Advertisement for Blanc & Eclare S/S 2017 Campaign (Founder of Brand) on Instagram

What does this mean for the future of the advertising industry and social media platforms? Shoppers are likely to find more inspiration from online sources rather than watching a commercial. Social media applications are a powerful tool for advertising companies because it helps them reach a larger demographic rather than limiting themselves to a particular market. Eventually this could lead to fashion brands putting an emphasis on social media rather than spending millions on filming commercials consumers may not even watch. The rise of social media is evident and more brands will begin to use it as the primary tool to spread their brand awareness with millions.

Written By: Zenobia Afeworki

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