Campaign Objectives

LO3 and LO4 Campaign Objectives

It is important you understand the objectives of a social media campaign before you plan one.

High-profile social media campaigns over the past few years can be found at the websites I have sent you.

1. Create a mind map identifying what channels were used, frequency of distribution and content to promote the product/brand.

2. Then think about three main objectives/goals of the campaign and assess why you think the social media campaign was successful.

3. Target audience should be referenced and a consideration of supporting advertising should be given.

Spotify's 2018 social media campaign was successful due to how innovative it was. The idea was something that hadn't been seen before and used data that Spotify had collected during 2017 to create big billboards. The campaign took data offline and created a physical advertising campaign which was then put back online via fans. This was done through people taking selfies in front of the billboards due to them having their favourite artists on such as Ed Sheeran and then posting these back onto social media meaning Spotify got more free marketing and reached a wider audience. 

One of the main objectives

Social TV and Second Screening

Social TV and Second Screening

According to commentator Alka Marwaha (2009), watching TV is increasingly being intergrated with social networking, via screens such as the smart TV, smartphones, tablets and laptops. This allopws people to watch TV, films and online videps and chat about them together regardless of their geographic location.

• Live tweet along with programmes on TV such as "The Circle" and "Love Island". 
• Voting for award through social media usding hashtags. 
• Voting on apps. 
• Play games along with programmes like gameshows such as "The Million Pound Drop".

The Long Tail Theory

The theorist, Chris Anderson, created the Long Tail Theory. This is that niche make just as much money as "hit" products. This is due to Niche artists now have the opportunities to make money from the way that people can access their content online. The theory includes most of the entertainment industry such as music, film, tv and books. The reason that the Long Tail Theory is so relevant is that so many stores such as blockbusters have closed down due to them not being able to stock everything, generally they only have the hits. This means that audiences were not able to access the content that we are today. Amazon allows for users to access the largest variety of different products as they do not have shops but just warehouses. The coming about of Amazon has lead to other entertainment shops shutting down. Web 3.0 is the growth of the internet which has made it smarter to give users personal recommendations due to what they have been looking at. By doing this it allows for the audience to access different products that they may not have done if they were to buy a physical copy. If we are looking at music, there are different music recommendations all over different social media platforms, this could be in the form of personalised adverts which are personal recommendation from the music you have been listening to. Spotify creates "Daily Mixes" which are playlists which contain music that they believe you may like due to the different types of music that you currently listen to. Another way in which social media allows for recommendations is down to friends or followers and the content they post. Instagram allows for you to post links to spotify artists or certain songs, by your followers posting that, it allows for users to click on the link and visit the website to listen to the song that your friend is loving at the minute. This means that it unlocks more content meaning that niche musicians have more of a platfrom to promote and spread their work meaning that they get more exposure and therefore create money when before their music would be hard to access unless you were specifically looking for it.


https://musicindustryblog.wordpress.com/2014/03/04/the-death-of-the-long-tail/

This article disagrees with the longtail theory due to research which they have done which actually proves that consumers still stream the music of the "top artists" and listen to their hits even though they have the means to listen to niche music. It agrees that the concept of the Long Tail Theory seems


I agree with the Long Tail Theory because it allows exposure for indie artists. Without music streaming and subs

KTA 1 Feedback Sheet - Wikinomics

Social Media and Branding - Drake (M)

There are similarities between all of Drake’s social media channels due to the type of content that he posts on them. There are instances when Drake has posted the exact same post on channels such as Facebook, Instagram and Twitter, with most of these having the same captions. On the 27^th of May 2018, Drake posted the links to his single “I’m Upset” from the album Scorpion, this the same image of the album artwork on all three social media channels. By Drake posting this on three different social media platforms it means that no matter which channels his use they will see the post. It is also is synergy which means that if the follows to see the link on more than one platform, they may be more likely to click on it due to the seeing it more times. All of the social media channels that Drake posts on allows him to interact with followers, this is a good way for Drake to engage with his followers. On Instagram, Drake is able to reply to comments, he can also use features on his Instagram story such as polls which allow for audience engagement. Whereas on a platform such as twitter he can interact through quote tweeting his fans retweeting different content. On all of the social media channels, Drake can gain followers which means that the content he posts will appear on his follower's timelines. 

However there are differences between some social media channels, this is apparent through the features available. On Twitter, you can only write a certain number of characters in a tweet meaning that Drake would only be able to write something short and snappy whereas of a channel like Facebook the status can be a lot longer. The links to different music platforms are different depending on the channel, on Instagram you can link directly to Spotify via your story whereas on Facebook, drake links to iTunes and Apple music, this means that he gets streams on a range of different music channels. 

Social Media and Branding - Drake (P)

KTA 1 - Wikinomics

Apply the concept of wikinomics to a real product/brand. Use key terms globalisation, social media channels and prosumer. 

WIKINOMICS

Wikinomics is the theory that the power of the internet has changed the way that we now spend money. People buy and sell products online to make money where this would not have been possible in the past. There are websites such as Ebay, Amazon and Gumtree which all allow for users to buy and sell new or used items. Ebay is an “online marketplace” where anyone can buy or sell anything. Not only can items be set to a fixed price, but they can also be auctioned and bidder on. This is something that you can do from your home just a laptop or mobile device. 

The internet has become so powerful that people can make money by showcasing their work online through social media channels such as youtube. Youtube is a social media channel which is used to share videos worldwide, these videos can be uploaded and viewed by anyone, anywhere in the world. A prosumer is a person who produces their own content for consumption but also consumes products as well, YouTube is a prime example of a social media channel as it allows for communication with people through the aid of audio visuals. This is a channel which allows for prosumers to consume and produce content. YouTube allows for people to create their own content to be shared with everyone worldwide, however as there is so much content that is shared on this platform, they can consume content as well. 

Globalisation is a way that large, corporate companies, spread themselves internationally. YouTube do this by promoting their values, the four freedoms. YouTube believe that their social media channel allows for freedom of : expression ; information ; opportunity ; to belong. They believe that YouTube allows for people to speak freely by sharing opinions or allowing creative freedom to allow for new voices and possibilities. As YouTube is a worldwide channel, this is a freedom that many people are not allowed during their regular everyday lives however the channel allows them to do this. They also believe that YouTube should be an easy way of accessing information as video is a powerful piece of education that can spread awareness and document world wide events.  YouTube allows for everyone to have an opportunity to build their own business and succeed on their own terms, allowing for consumers to choose what is popular. Prosumers are given a place to belong on YouTube as it allows for people to find communities of support and break down barriers allowing different people from different countries and cultures to come together and share interests and passions. YouTube shows how the internet has changed and that it is becoming more and more powerful. It is a channel that allows people to put their work online and it is a new way of making money and growing a business. The channel allows for people to showcase their work to people nationally and globally, something that without the growing strength of the internet, wouldn’t have been possible in the past. This new world that we are living in is powered by the internet and is able to happen due to the capacity that things, such as video, can now to be stored online.