LO4- Know how to plan and manage a social media campaign

 Lo4 includes:

• Understand objectives
• Logistics
• Justification of content
• Evaluating a social media campaign

Purpose and features of social media channels:

1. State three features that most have in common.

• Communication (texting friends/family)
• Used for entertainment
• Producing content

2. State which ones are best for audio, audio-visual, images or text- explain why.

• Audio: Spotify, Soundcloud
• Audio-viusal: TikTok, Youtube
• Images: Instagram, Pintrest, Facebook
• Text: Snapchat, Twitter, Messenger, LinkedIn,

3. Which ones would be more useful for crowd sourcing- why? 

• Pinterest as you can get inspiration for mood boards etc from pictures which other people have posted previously, you can make different albums and collections to the different ideas you may have. 
• Twitter as well as you can create threads of recipes or different skills and tutorials for different platforms such as Adobe therefore you can collaborate with others to gain different skills through communication. 
• Soundcloud is also good for crowd sourcing as it is a community based app where people can message and comment on songs in order to give tips/share different skills. 

4. Which ones would be most useful for crowdfunding- why?

• Kickstarter, as this app is specifically used for people to help and fund different projects which they interesting and would like to see to be produced. You can scroll through different projects and chose whether to fund it. 

LO3- understand how global industries use social media

LO3 Includes:

• How to develop a project
• Evaluating suitability of project development tools (social media/apps)
• Evaluating saying to reach an audience.

 Why is social media a useful tool for global industries when managing a project or campaign.

• It is cheaper to produce
• it reaches a world wide audiences within seconds
• they can use hashtags to target their primary audience (main audience)
• its interactive, you can share, comment, like and companies can communicate with their audience. 

In the exam, you must answer the campaign question first and give yourself 45 mins. 

Create a mind map of the following social media channels/tools:

Facebook, Instagram, Youtube, Twitter, Soundcloud, LinkedIn, Flickr, Spotify, Pinterest, Kickstarter, Snapchat and one more of your choice. 

For each one write

1. What each one is used for
2. how individuals/audiences use the channel/tool- example
3. how media professionals/producers use the channel/tool- example. 

How to develop a project-

Apart from personal and social by prosumers and grassroots productions (prosumers), social media is increasingly used by media professionals to generate ideas for from projects and use online tools and social media to collaborate. 

TASK:

1. :What is a prosumer? 
• A consumer and a producer. 

1. What does grassroots production mean? 
• Something which is made by a prosumer, usually funded through crowd funding.

1. Name three documents/softwares taught in U2 that are used to manage a project/production in the pre-production stage.
• Production schedule 
• Microsoft teams
• Excel

Give an example of a virtual team working tool- 

• Microsoft teams
• Slack
• Trello
• Google Workspace

social media usage and creation

 Social media usage and creation.

• The semantic web works on using cookies.

Research the relationship between my space and the arctic monkeys. 

The band began with uploading the band’s demos to MySpace, this started one of the most notable early promotional campaigns in modern music history. It allowed the band to create a profile where users could play their music on demand, leave comments, and share tracks, these were revolutionary at the time. As a result, Arctic Monkeys’ MySpace page became filled with activity and support from followers, garnering an increasing number of plays and followers each day. The digital word-of-mouth facilitated by MySpace was crucial; it created a sense of community and belonging among listeners, and significantly, it did so on a global scale.

• Between 1993 and 2007 (14 years) what had changed about the way we accessed the internet and web content? (Research and post to your blog)- 
• The web has become more interactive and understanding through the introduction of the semantic web. The web can now be accessed by the general public.
• Find and Define the ‘Long Tail Theory – Chris Anderson 2006’ – Then explain how it applies to the financial success of: Anchorman: The Legend of Ron Burgundy & The Bee Movie (research and post to your blog)
• The long tail theory agrues that products in low demand or that have a low sales volume can collectively build a better market share than their rivals, or exceed the relativley few current bestsellers and blockbusters, provided the store or distribution channel is large enough.
• Anchorman (2004) is now a widely known success, but preformed poorly at the box office taking just 5 million worldwide and 85 million on release.
• However its avalibility through DVD sales etc made it a cult success reaching a wider audience.
• Long tail is only possible with the distribution channels avalible through development in the web and social media (Amazon, iTunes etc).
• Research and explain the impact of Web 2.0 technology in the distribution of Music& Video from independent creators – Use an example for each based on your research.
• The introduction of Web 2.0 caused independent companies to be able to market their musically easily across the web and social media. For example, the arctic monkeys self marketing on Myspace during the early 2000's cuased their career to sky rocket due to the audience interaction they gained across the world. 

How have technological developments led to an increase in successful sales through the 'long tail' modal, use examples to exaplin your argument. 

Technological development has led to an increase in successful sales through the long tale modal due to the increased communication across social media. Through the increase talk and speculation about things such as TV shows and films people create trending topics and memes which are shared from person to person and country to country, eventually creating a world wide talking point. For example, the Bee movie when released in box office did not make a large amount of money; however, due to the release on DVD, talk and speculation on social media and the release of the script online, many people became interested in this movie due to this constant talk and spectulation. Therefore, after its initial release it began to gain extreme traction which caused people to go out and buy this film on DVD in order to understand what everybody was hyping about. 

Glossary- key terms and theory

Glossary

•  Video on demand-
• video content which can be assessed any time any where.

• Streaming/stream- 
• Live video through the internet as events happen with possibility for the audience to interact directly e.g., Twitch

• Microblogging- 
• a type of blogging which allows people to share short messages or updates online e.g., on twitter or threads. 

• Crowdfunding- 
• When people come together to fund a subject such as an independent film in order for it to succesfully be produced such as on gofundme. 

• Wikinomics- 
• (Tapscott and Williams 2006) using online colaboration to make buisness more easy. Traditional buisness modal (production, distribution, spending money interact with audiences) has evolved. More collaborations due to access to online technologies, broadband speeds for buisnesses and prosumers. 

• Globalisation-
• A brand being accessible/marketed all over the world due to the instant communication of the web.
• Makes it easier and cheaper for producers/prosumers
• We are all connected via the web
• Part of a 'global villiage' 

• Fan films- 
• people who are fans of things make a film on something they like.
• E.g., Batman: dead man
• E.g., Hunger games, haymitches games. 

• Citizen Journalism-
• when news is reported by the public e.g., a lot of the reporting of the BLM movement was reported by the public online as it wasnt being reported in mainstream media. 

Homework-

WIKINOMICS- an outcome of globalisation, the result of this is that we now have lots of opportunities to collaborate worldwide, anybody can do this (prosumers, media gods etc)

'wiki' means coming together, 'nomics' is economics which is how we produce and distribute our products. e.g., fan films (people collaborating to create this film), crowd funding (online, people collaborate to give them money which is spent on producing and distributing).

Apply the concept of wikinomics to real products/brands for a buissness and a seperate example of collaboration.  Use key terms globalisation, social media channels, prosumer. 500 words. 

One example of online collaboration would be the free editing software application 'GIMP'. Gimp was created by two university of california students in 1996, these students are uses of image editing software and they became prosumers by chosing to collaborate together to create their own free image editing software in order to help other students like themselves. There first version was GIMP 0.54 it only focused on basic functionalitys such as image manipulation and editing capabilities. As it began to gain attraction with users, its open source model allowed consumers to become prosumers and have the ability for them to contibute their skills and ideas in order to enhance the softwares capabilities. The attraction this sofware has gained is due to globalisation, it has caused this software to be accesed across the world by different creaters looking for a cheaper way to edit. Furthermore, it also gives them the ability to create these products along side using it in order to help this software, through online collaboration, to become better.  After this, GIMP was adopted by the GNU project in a collaboration. GNU project was a group which aimed to promote free software principles, therefore the collaboration of these two social media channels solidified its mission to make accessible tools for all. 

An example of wikinomics would be the collaboration of the brand KFC with television company 'lifetime'. Through this online collaboration the two companies created a 15 minute short film staring famous actor Mario Lopez. Eric Ecklmen, Armand Prisco and Natalie Prisco all colloaborated to produce and distribute this movie.The film subjects on mystery and suspense, although it's centre being the love for fried chicken and romance. This online collaboration was released on both social media channels and well received by 343k people on YouTube across the world via globalisation. Therefore, this online collaboration was successful for both companies as this was lifetimes first ever short film to be released and a different and interesting marketing technique for KFC that intrigued viewers. Before web 2.0, KFC was simply a food place where people would go to eat, however now due to globalisation and the inclusion of online collaboration, food companies like KFC can now collaborate with TV companies online in order to create a short film to promote their company; it also denotes the diversification in the market that is now avalible for companies like KFC. 

Finally, another example of wikinomics for a real product and brand could be the 2014 Australian indie horror film "The Babadook". This film was partially funded by crowdfunding, which enabled the film to have enough money for appropriate visual effects and set construction. It used the social media / crowdfunding channel Kickstarter for them to gain this funding, which is an example of collaboration between prosumers, as the audience would be collaborating by sending in money whilst the producers were able to market their film and produce it, using that money. Globalisation enabled them to produce this film due to the web allowing them to connect with audiences globally so they could fund this project. It was the first feature film from director Jennifer Kent, who was a prosumer, who collaborated with government bodies Screen Australia, and the South Australian Film Corporation.

Intorduction into Unit 6- Development of online technologies

 Development of Online Technologies

Web 1.0

• Sir Tim Berners-Lee (1991) invented WWW (World Wide Web)
• It was only used as an information space for educators and scientists (to send back and fourth information/data/research, e.g., Oxford uni to Harvard uni)
• 1995- The web is commercialised to private buissness sectors, now buisness owners are using this to share information on their company.
• It is the Read, Write web. 

Web 2.0

• Tim O'Reilly and Dale Dougherty (2004) Websites offering opportunities for: Audience participation, collaboration.
• David Gauntlett (2004)- This is the age of the prosumer
• Traditional model of media conglomerates or media 'gods' delivering content to the audience has been broken down.
• Interactive web

Task

1. Audience participation: audiences/the general public having the ability to interact/engage on the web. 
2. Collaberation- muliple people working together on a project/website.
3. Prosumer- a cunsumer of content who now also has the ability to produce it as well. 
4. difference betweeb Web 1.0 and web 2.0- Web 1.0 is only used for educators/scientists while 2.0 can be accessed by the general public to use. 
5. How can they develop for web 3.0- with the use of artificial intelligence and algorithums. 

Web 3.0

• Known as the semantic web, it understands what we are doing and searching as it knows our behaviours on our personal devices. 
• John Markoff (2006)- the web is becoming more intelligent
• It learns audiences habits and preferences, otherwise known as the semantic web.
• Uses web searches and visits to personalise material.

Social media usage

 

Overview

•  Mandatory unit for the Diploma (2 A-levels)
• Paper is out of 60 marks
• Section A (theoretically)(heliwell): Asks you to demonstrate your knowledge of social media and globalisation- they ask you to name hardware, software or websites or the ways they can be used. 
• Section B (Practical): asks you to apply your knowledge and understanding and use your creativity to plan a social media marketting campaign. 
• Exam command words: Identify, explain, give reasons, refer to a case. 

Introduction into Unit 6

 Introduction

Tested on 3 things:

1. Understand the ways in which online technologies and social media products have created a globalised, connected society and how such tools are used by media producers. 

• Online technologies- Social media is a big part of online technologies, however their are also online technologies which help us to complete pre-production, production, distribution and exchange of media (apps and websites). e.g., Word can be used to create a script for pre-production
• Social media products- All channels, different campaigns, how institutions do this as well as how prosumers do so as well. 
• Globalised/globalisation- we are as users of online technology all connected across the entire world/globally. It has effected how we produce and distribute media products. This has therefore made it easier and cheaper to create products. 50 years ago only conglomerates or media gods would be able to produce and distribute products as they had the money and resources, however we are now prosumers (producer and consumers) as we can now also create these as we are a part of globalisation. 
• Media producers- as a globalised society our producers are conglomerates/media gods and prosumers (producers and consumers). 

2. Evaluate the positive and negative impacts of social media on buisnesses, individual users and producers. (Heliwell)

• Positive e.g.,- cheaper, easier to rech larger audiences
• Negative e.g.,- only reaching a certain demographic, trolls, fake news.

3. Understand and evaluate issues surrounding censorship and regulation of social media, and the impact this has on media products and distribution. (Heliwell)