Category: Assignment

London Life Tips

For our Social Media Campaign, we chose to create an Instagram account called London Life Tips letting people know about restaurants, coffee shops, museums, events, etc. around London. The reason we chose to create this account was because, as students living in London, we understand how difficult it is to find great places and interesting events around such a large city without locals there to help you along the way. Since we have been living abroad in this amazing place, we have found great places around the city and have figured out how to find what’s happening around every part of London, so we wanted to spread the knowledge essentially becoming our follower’s helpful “locals”. With this campaign, our goals were to, of course, spread our knowledge of London and gain a good following.

When figuring out what social media platform we wanted to use, we knew we needed one that had a wide reach of users. We ruled out Facebook as an option because as users, we know that sometimes posts can get lost in a sea of cat videos. Using Twitter was also an idea, but it didn’t seem like a fitting option for the campaign we wanted to use. Comparing Twitter with Instagram, users know that a good way to search for places and things to do is by searching on Instagram. Twitter isn’t exactly the place that most people use to find suggestions for things around a city. We also compared them with each other in terms of the amount of users on each social media platform. Twitter has about 300 million users while Instagram has double that amount. We felt that with this information, Instagram would be the best choice for our campaign.

We deSunsettermined that our target audience were young adults who wanted to explore the city and have fun. These people could be those who already live in London, just moved to London, or are simply visiting. They are males and females who are outgoing and want to have a fun time. To try and gain followers, we started by following popular accounts and people, hoping to gain a follow back. Being Instagram users ourselves, we know that people search certain hashtags when they want to find specific things. We made sure that in our descriptions under our pictures we added relatable or popular hashtags such as: #LondonLife or #FunNightOut. We also tried getting our followers involved by asking them to tag us in photos for a chance to be featured on our account. Alongside that, we asked our followers to tag friends in our pictures to spread the word of our account. We posted pictures three to four times a week.

Starting out with our idea, we knew that we would have to find something that set us apart from the rest of the London Instagram accounts out in the world. Starting completely from scratch, it was going to be difficult for us to really gain a following. We started to talk about what makes us different from other accounts, and we figured out that since there is two of us, we offer a broader perspective of options considering our different interests. Some of our posts featured art events while another featured a beer festival. Some of our posts talked about a really great pub and another talked about family activities. We found it important to keep a wide variety in the things we posted so that more people would be able to relate to our page. Another thing that helps to set us apart is altering our tone. If we target our tone to appeal to the audience we want to reach, we are going to stick out to others.

So far, since we haven’t been onFollowersline for toimage1o long, our following is good. In the three weeks we have existed as an account, we have gained a total of eleven followers. We can see that our approach has worked because a couple of our followers were accounts that we had mentioned in our post that liked what we said and followed us back. The first week we were active, we had four followers by the end of the week. By the second week we had around eight and in the third week had reached our current eleven followers. Our first post we made, which featured a picture from a local photographer, got seven likes which was the most likes out of all of our pictures. We had three other posts that reached six likes. We found that the ones that had the most likes were where we used a large amount of hashtags, set the location, and mentioned a group in the photo. Keeping this in mind, if we apply this to every post we make, we can get a good amount of exposure. If we keep going with our strategy, we very much believe that we could gain a huge following.

Although our following is still very small, we have a lot of room to grow. In hindsight, a good strategy for us would have been to post more often. In the world we live in today, people are always looking for something to do and something to see. Giving them those resources multiple times daily would have done a better job at fulfilling their needs. Another thing we could have done differently would have been to comment on other account’s posts, telling their followers to check out our page. Although that doesn’t have much more of an effect than what we had already been doing, I still think it would have contributed. One major thing we need to always remember is to stay unique. Since there are so many other accounts out there, it is easy to get lost in the midst of them. If we keep a tone that really connects with our followers and people in general, we will be able to differentiate ourselves from the rest. Keeping all of this in mind for the future, we could really evolve into an influential account with a huge following.

Written by: Rachel Mueller and Monique Von Gabriel

Word Count: 1,012

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.

Word Count: 1,004

Written by: Zenobia Afeworki, Elizabeth Field, Hetsvi Kotak

Pinterest – A forgotten place?

I think it’s (p)interesting how such a great concept like Pinterest is not used by more people and companies! Right now, according to smartinsights.com, Pinterest have 150 million active users, that’s 50% less then snapchat, which has 300 million active users. Ranked as our number one social media platform with 1,871 million active users is Facebook, that makes Pinterest’s 150 million users seem awfully small in comparison.

On Pinterest’s website you can read that it’s the world’s catalog of ideas, they state that their mission is to help people discover things they love and to find inspiration to do those things in their daily lives, now dosen’t that sound amazing?

I’ve been actively using Pinterest since 2012 and I think it’s such a good platform. Unlike snapchat that targets a young audience, Facebook that feels pretty outdated and Instagram that’s very elitist, Pinterest has the opportunity to capture all of those platforms users and even younger and older people who are not currently using social media.

PINNIscreenshot from pinterest.com

The thing that is so great about Pinterest is that they cover so many different spectrums of interests and hobbies. I’ve got 104 boards and a total of 5,318 pins divided on fashion, architecture, art, colors, materials, people, baby animals and a ton of other stuff. Because Pinterest is a great source of inspiration for anything from Recipes, Gardening and Kim Kardashian selfies to Cars, Travel guides and baby room interior DIY’s. It has something for everybody.

If we use my mother as an example, a 50 year old completely uninterested in social media, she dosen’t even have Facebook (which is pretty strange these days). I recently introduced her to Pinterest and she has now become an addict. She’s not that into technology and she often asks me for help with her phone or computer so one of the things she appreciated most about Pinterest was it’s simplicity. You just type in what you want to find, press search and just keep scrolling until you’ve found your perfect pic that you save to the board of your choice! Simple as that.

Skärmavbild 2017-03-31 kl. 18.16.48screenshot from pinterest.com

I think, because in lack of knowledge about Pinterest as a social media platform, that Pinterest should start collaborating with already established social medias such as Instagram, Facebook, youtube and twitter to gain awareness about it’s existents and to get new users. They should also collaborate with companies, for example an online fashion retailer, where the users of Pinterest could be potential buyers for the company since you can use a picture as a direct link to a product and therefore create a conversation between customers about and on Pinterest where they could share their favorite products with each other. In a time where social media and social media presence is so important to companies I feel like it’s necessary to try to do something new and exciting to be one of a kind and to make customers come back to- and remember you. So how great wouldn’t it be for a brand to get customers to pin their products/brand which they then keep on a board that they share with their followers forever (unlike snapchat where product campaigns are only available for 24 hours and then the buzz is gone) and also give them the opportunity to buy it straight away with just one click?

Written by: Miccaela Larsson.

What makes the “luxuryshoppers” the go to place for a unique and extravagant online experience?

The name of the website itself does not lend enough excitement to the “so called luxury shopper or taste maker”, however once you dive into the world of Lian Beraha and Ezgi Icel the founders of www.luxuryshoppers.com you indulge yourself in fashion, art, music, and lifestyle of a different level when compared to other high end magazines.  Its for an audience with a refined taste and they know how to make it work by bringing in the international flair whilst using their ottoman charm.

With an Instagram following of 68.4k its easy to see why they have been gaining rapid success. A mix of dynamic style reports , designer interviews and lifestyle coverage make them niche providers especially in their domestic market. Harpers Bazaar have featured them in their list of fashion bloggers to follow, and it doesn’t get much better than featuring in the street style section of the Vogue UK and Vogue Italia. Not only does the site feature and provide services on wardrobe planning, shopping with or without the client, style/image/gift consulting and getting ready for an event but also an experience on shopping abroad which I think is a major reason why audiences also give this platform another turn around.

Improving on the site layout and the way content is portrayed I think would really add to their expansion. Extra tabs such as Escape, Pardon my French, Boyz and More (which includes Books, Décor, Design, Eat in Style and Inspiration) share some of the most fascinating finds and takes the viewer outside the box of the normal and expected high fashion scene and into a more sophisticated one at their fingertips.

Written by Hets

The Voices of the Faceless

Who is the writer behind your computer screens? Social media is a very interesting thing that just keeps on growing. As internet becomes more and more accessible, people are finding their way onto these media outlets whether it be Twitter, Instagram, Facebook, or the one I’m going to be talking about: the Blogosphere. There are many types of blogs out there: food, fashion, news, beauty, lifestyle, and more. Now we see blogs as being so prevalent in today’s culture, but it wasn’t always that way.imgres

According to WebdesignerDepot, the first recognized blogging site was Links.net, created by Justin Hall in 1994. It wasn’t until the early 2000’s that blogging had started to expand. By 2006, there were reportedly 50 million blogs online, compared to 1999’s lonely 23 blogs – that’s a huge expansion. With the growth of blogs online, the internet started to see more articles giving “how-to” advice on starting a successful blog and rounding up a following.

orig_tn_photo-40288-244302When I started learning about blogs, it wasn’t the concept of a blog that interested me, it was the fact the anyone- ANYONE, could start one and have it be potentially successful. I started following more and more blogs, one being The Style Rookie. This was a blog created by a twelve year old girl named Tavi Gevinson. It started as a fashion blog, and her father didn’t take her new hobby too seriously, until it became wildly popular. Tavi was being interviewed by The New York Times and was soon given the opportunity to have not only her own website but also a magazine which she named Rookie.

Blogging never ceases to amaze with all of the things people can accomplish by simply posting their thoughts. You create a following and you speak to people, no matter who you are or how old you might be. That’s the truly amazing thing about not only blogging but social media platforms in general. If you have something that you are passionate about that makes other people excited, you can make a difference. 

Written by: Rachel Mueller

 

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

Word Count: 314