Social Media Campaigns

Social Media Campaigns

Creating a social media campaign for a project can really help and boost it to the next level. If done right it can be a cheap and easy way to gain an audience with minimal effort. These free platforms have the ability to connect with a potential or existing audience and interact with them. If you are able to do something offline and bring it back online through fan’s interactions it will have a much further reach.

One of biggest issues with my group and our short film End Game was coming up with a fun and interesting way to present our project on a different level. There were a few movies that I found did really creative things to help boost their product and gain or grow a fan base.

The Hunger games was a huge success and was very innovative with aspects of how they promoted it online. They took the main plot of the story and created an online world where viewers could create a profile and pick which district they were from, encompassing them in the story world that was created. It took the story world that was created in the movie and allowed the viewers to be in it and choose their own path interacting in it. It also gave the fans the opportunity to interact with one another about the story.

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Another promotion that I thought was genius with the campaign for Zoolander 2, was when Ben Stiller and Owen Wilson went to Paris fashion week. The guys walked down the Valentino runway in full character causing a frenzy online. There were hashtags and pictures and tweets all about the appearance there, which directly related to the movie and was free and positive marketing for their movie Zoolander 2.

This was quick to take off and go viral through gifs, videos, and pictures. It helped some because they already had a following from the first film and so when word was out there was a second and they created instances like this the fan base ignited again. It was a really smart and innovative way to advertise offline sparking chatter online.

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We really struggled with finding an innovative way to go beyond just making posts on our social media pages to promote our project End Game. Because we have placed the film in a ‘Bluestone Room’ for an annual poker game where these assassins come together, I have decided to create a blog and twitter account called the Bluestone Record. This will be an outlet for information about the different assassins; following them, their calling cards, as well as articles about their backstories and current happenings. It will allow the audience to interact with the characters in a different way than just in the story world of the movie.

https://bluestonerecord.wordpress.com/

@RecordBluestone

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BR

– Bec

TINT Blog. (2017). Movies and Social Media: Marketing films with new media. [online] Available at: https://www.tintup.com/blog/movies-and-social-media-marketing-films-with-new-media/ [Accessed 31 May 2017].

Taylor, M. (2017). 17 Tips For Marketing Films & TV Shows Online | Venture Harbour. [online] Venture Harbour. Available at: https://www.ventureharbour.com/ultimate-guide-marketing-films-tv-shows-online/ [Accessed 31 May 2017].

HuffPost. (2017). The Role Of Social Media In Film Marketing. [online] Available at: http://www.huffingtonpost.com/david-m-kirby/the-role-of-social-media-_b_10571026.html [Accessed 31 May 2017].

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Peer Review

Peer Review

Some groups took very different approaches to this assessment so it was interesting to see how they presented and promoted their projects. ‘Let’s be friends’ and ‘Fair to Wear’ projects stood out to me during the presentations.

Let’s be Friends

With ‘Let’s be friends’ I was lucky enough to help and be a part of which gave be a different perspective on their project. At first when I was approached to help, the group was just trying to figure about the cultural differences to use since they all came from similar backgrounds. They then later asked me to be a part of it.

I was unclear as to what their final product was going to look like, knowing only that it would consist of still images rather than a video like most people did. They had set up a storyboard and directed me what to do similar to what you would do in a video shoot. They were using two cameras and shooting at two different angles simultaneously so they were sure to have at least one shot from each scene that they could use to tell their story (hopefully more). This allows them to have many options and variety for each scenario allowing for flexibility in the post production of the images.

When it was time to give the presentations I was really pleasantly surprised with their results. I had no idea that they were doing the images in a comic style and I think that the end product was really successful to deliver their message. I think it was smart how they did their Instagram page to look as if it is a full page of the comic. It allows their audience to view and engage with the material in a new way to the platform.

They have also used other social media platforms such as Facebook and twitter to promote their final product, which will be in the form of an e-book. They will be able to take this book and promote it across their social media. I honestly had my doubts and confusion on how they were going to translate their concept into an interesting form showing cultural diversity but they did it very well and I would happily work with them again on projects in the future.

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Fair to Wear

‘Fair to wear’ was a project done about the fair trade for clothing. Although I did not see a lot of cultural diversity within their presentation, I can see where there is a lot of potential to carry this idea forward and expand on it. Because the product for the course is only a 2-minute video it is hard to really expand on what they had to say and go into depth. There is a lot to talk about on the topic of fair trade and how it is effecting businesses, and the people who are making the garments overseas.

This idea and issue is very relevant and will have a good audience base with little to no work because it is a known issue and already has followers. If they are able to bring the issue in a new way and present it I think it could be really successful. Within their social media strategy they were smart to have not only the content that they are working to produce but also relevant content to the issue they are discussing. That can be a huge boost to their project by piggybacking to other content that is already out there and has followers leading them to your new content.

It is also smart having partnered with a company that does a lot of work on this topic. I was also pleasantly surprised that that the work is also carrying over to the relevance of RMIT as our school store is working to switch to the fair trade clothing and currently carries some of the products.

The only one big critique that I would have in this project and that is that is it very one sided and does not really show the cultural diversity. I think that if they had the opportunity to go to the areas that the clothing is coming from and show both sides of the issue it will create a much larger impact and will add to that diversity aspect. It is one thing to hear about how bad it is and the conditions but to see it really gives that shock effect for people to start taking action and changing their state of mind on the issue.

One aesthetic thing that I would have changed on their website was the use of the background color behind the text. I know that this does not have anything to do with the content and project but it would make for a cleaner presentation of the information. The color is very close and even touching the text in some parts which can make it difficult to read. A solution to this could have been to had added spacing around the text to allow it to breathe or better yet add a white text box behind the text and lower the opacity of it so that the image is still seen while not taking away from the content of the website. It may be a little picky but I feel that when you have a good message if you present it in a way that is appealing and easy for the viewer they are more likely to receive it in a more positive way.

– Bec

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Immersive Journalism

Immersive Journalism

Journalism is on the cusp of changing how it can get stories to its audience. Traditional journalism uses writing and imagery to tell its stories. But now with virtual reality and 360 degree filming it can change the way journalists, news networks, and even companies put out their material.

These immersive technologies are just coming out of the trial stages and becoming more affordable. They are still being refined getting better and better each day. Companies, and businesses, are now able to afford these devices and produce content for people. In fact Facebook has just bought Oculus Rift and is looking to continue to build and develop the ability to experience anything, anywhere through the use of virtual reality.

Virtual reality requires a device not only for the company filming and creating the content but the viewer also needs to have the gear in order to view it. 360 degree filming however can be viewed on compatible devices and does not require the viewer to have special gear in order to see the content. Facebook and most mobile devices are now able to view this type of video content allowing the viewer to choose where in the video they want to look.

Both of these technologies allow the viewer to be put on the ‘frontline’ of the event and create an intimacy between it and the viewer. It can give an audience an entirely new perspective on what is happening in the video and in the world. When you are able to see something first hand, or as close as possible without being there, it makes a huge impact on you.

This technology does not just have to be used in journalism to show the ‘hard-hitting’ stories that are happening for example in war zones or protests around the world. Although this may really change the opinions of some people and give them a call to action, it can also be used to show wonderful parts of the world they not everyone is able to experience.

I would love to see this type of immersive technology not only in the news but also in different cultural events around the world. Imagine seeing Spain’s running of the bulls, or the balloon festival in Albuquerque New Mexico, or the Holi festival in India without having to physically be there. You can use this 360 degree video or virtual reality to put yourself and others in the center of the action.

-Bec

Matney, L. (2017). CNN launches dedicated virtual reality journalism unit. [online] TechCrunch. Available at: https://techcrunch.com/2017/03/07/cnn-launches-dedicated-virtual-reality-journalism-unit/ [Accessed 16 May 2017].

Columbia Journalism Review. (2017). Virtual reality is journalism’s next frontier. [online] Available at: https://www.cjr.org/innovations/virtual_reality_journalism.php [Accessed 16 May 2017]

Wired.com. (2017). Cite a Website – Cite This For Me. [online] Available at: https://www.wired.com/brandlab/2015/11/nonny-de-la-pena-virtual-reality-empathy-and-the-next-journalism/ [Accessed 16 May 2017].

Matney, L. (2017). CNN launches dedicated virtual reality journalism unit. [online] TechCrunch. Available at: https://techcrunch.com/2017/03/07/cnn-launches-dedicated-virtual-reality-journalism-unit/ [Accessed 16 May 2017].

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Posting on Social Media

Posting on Social Media

“Posting the right content at the right time can make the difference between getting lots of valuable comments on your post and clicks on your links or no engagement at all.” (Social Media Sydney.)

Understanding who and where your audience is located is the first step in having a successful social media campaign. There are different responses based on when you are posting material and how your target audience is interacting with it. If you have an audience that is really broad and spread out across the US for instance, you have to keep in mind the time differences when you are posting and who you want the main target to be. If it is a more narrow reach the timing of posts to your target can be more defined.

Each different social media platform may have a different time of day and different day of the week that will warrant the most interactions. Because of this it is important to figure out what works best for your company on each platform individually. As a company you may take a month to try different times for varies types of advertisements to see what works best for you.

Facebook is great about giving feedback and insight based on the ads you post. Take and build this information over a period of time and set up a posting schedule for future campaigns. Being able to reach your audience at the right time for them can make or break the success of the content you post.

On top of finding out when is best to post you also have to take into account the frequency of your posts. Twitter for instance has a rapid turnover with posts so you will need to be utilizing that frequently. Facebook also has a decent turnover rate but has the option to pin something at the top of your companies page. This will allow you to highlight an important post while continuing to put out other content. LinkedIn usually does not have as much traffic as Twitter or Facebook and so you can get away with not posting as frequently.

There are a number of different social media platforms that you as a company can use. Facebook, Twitter, LinkedIn, Pintrest, Google+, and the list goes on. Each site has the ability to operate for free as well as paid options to boost your audience. This can have a huge benefit for companies with a low budget or non-profit groups. Any campaign can have a successful outcome when researched and directed to the right audience.

-Bec

Ellering, N. (2017). Best Times To Post On Social Media According To 16 Studies. [online] CoSchedule Blog. Available at: https://coschedule.com/blog/best-times-to-post-on-social-media/ [Accessed 15 May 2017].

Social Media Sydney. (2017). The best times to post on social media – Social Media Sydney. [online] Available at: https://socialmediasydney.net.au/best-time-post-on-social-media/ [Accessed 15 May 2017].

The Balance. (2017). The Best Time to Post on Facebook for Maximum Exposure. [online] Available at: https://www.thebalance.com/best-time-to-post-on-facebook-for-maximum-exposure-2531470 [Accessed 15 May 2017].

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Mobile Applications

Mobile Applications

Mobile phone usage is such a regular thing in this day and age. I can remember when applications (apps) were first becoming more and more prevalent we always used the phrase “there’s an app for that”. But now there really are thousands of apps that can do just about anything now. Back in 2015 it was estimated that 80% of people would be using their mobile phones to access the internet, and that number has continued to grow since (Hsu, Y.C.).

Types of apps

There are 3 main types of app based on how they interact with your phone. The first type is Native. A native app interacts with what is already on your phone such as the camera, GPS, fingerprint, etc. This type allows you to interact with the app without having to have an Internet connection because it is downloaded to your device. They are great for user friendly interactions but can be difficult to adapt to other platforms as it is designed specifically for your phone.

The second type of app in a web based app. This requires your phone to have the ability to connect to the Internet. An example of this would be Google maps, the app connects to the Internet and pulls the information from that supplying it to you you via the app interface. This type of app requires less maintenance as it is connected to the information on the web, so as that changes so does the app. The downside is the requirement to be connected to the internet and users may not always have access causing the app to now work.

Lastly is a hybrid app. This app uses the interface and wire framing of a native app but also uses functions to connect to the Internet. Hybrids use both technologies making it easy to change platforms and adapt to the device’s functions. This type is probably the easiest to design due to its adaptability and functionality across both web and device based design.

Each type of app can be successful when used correctly. It is important to know how you want to present your product to your audience. All of the types have both pros and cons so it is important if you are designing the app or working with a client that you define how you want it to look and function before starting the design. (Xue, Z.)

Designing your app

Similarly to when you are designing a website you need to have a clean and user-friendly interface. You will likely have at least 2 different people designing your app. One designer for the front end (what the user sees), and the other for the back end (the code and how the app will function with the technology). This is a collaborative effort as the front end will give the back end everything they need to know about the design including the colors, layouts, photos, copy, links, etc. The back end will then take that information and look at how it will function in code giving feedback to the front end if anything is not going to work. This process continues back and forth until an app is created.

Having a graphic design background I understand the collaboration that comes between a front-end designer and a back end coder. It is important to be flexible yet also detailed with your design in each stage and to always keep the functionality from a consumer’s perspective as a main focus.

-Bec

Hsu, Y.C., Rice, K. and Dawley, L., 2012. Empowering educators with Google’s Android App Inventor: An online workshop in mobile app design. British Journal of Educational Technology43(1), pp.E1-E5.

Joorabchi, M.E., Mesbah, A. and Kruchten, P., 2013, October. Real challenges in mobile app development. In Empirical Software Engineering and Measurement, 2013 ACM/IEEE International Symposium on (pp. 15-24). IEEE.

Xue, Z., 2016. Mobile App Development.

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Initiative – Foley

Initiative – Foley

There are a lot of different types of sound that go into a film to help enhance the audience experience. One type of sound that is created for a film is foley. This is something that creates a more well rounded environment for your audience giving it depth. For instance say you have a scene on a boat you may add in the sounds of the water hitting the boat or the wind through the sails in post rather than trying to capture them on the day.

The art of foley sound is something that I have recently become more interested in, adding to a scene giving it the richness and feeling of you as an audience actually being there. I have recently watched some videos on YouTube illustrating the art of sound through Foley artists. These artists will take objects to replicate sounds that were not picked up on the day of the shoot. In one scene there was a plane that flew overhead so they muted the clip and recreated the sounds that would have been in the scene.

One example they show is the use of a thick leathery sheet and a small pool of water. They project the scene on the wall and as the scene is shown they physically create and record these sounds to add that element of narrative sound to the scene. It is really fascinating to me to see how they can use these every day objects to recreate and imitate the sounds of animals, cars, trees, rain, anything really.

With Foley sound it may not be something that you would hear normally in the situation but by adding the dimension to the film it deepens the environment for the viewer. Another example in the video is from a documentary where there is a man with a hat walking through the woods in the rain. They use drops of water hitting a rain boot to simulate the sound of the rain hitting the man’s hat. When you watch the scene you would not know that sound was added in post because it has a real authenticity enhancing the imagery you see.

Along with foley sounds the use of effects, music, silence, even the voice itself that go into making a successful soundscape in a film. Sound is added to compliment the image and the image to compliment the sound setting the tone of how an audience will perceive the scene. Sound is a powerful element in creating a film and can make or break the success of it.

-Bec

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Sound Design

Sound Design

There are three main aspects of sound in a film: speech, sound effects, and music. Although this doesn’t seem like a very impressive list, there are so many possibilities within each category.

Speech

The words spoken are important as that is the message the audience receives, but more so it is how the words are spoken that tells the audience how to perceive it. The aspect of speech falls on the director and actor to interpret and convey but it is good as a sound designer to understand it as well so that when adding the sound effects and music it will not contradict what is being said.

Sound Effects

The sound effects added to a scene can really help to boost the environment for an audience. If on the day of shooting you are not able to pick up aspects of a scene, you can then add them in after through the use of sound effects. This can also be to add information to a scene that cannot be seen.

For instance if you have a shot in the rainforest and during the shoot you focused on the dialogue and actors sound which is most important, you can then go back in and build that environment using sound effects. If I were to add to that scene I may add soft distant sounds of rustling leaves from the wind, a variety of bird chirps both distant and close sounding, and lastly the sound of water hitting the leaves from the rain. All of these you may hear while there but not be able to record so in post you recreate and enhance that environment for the audience so they can feel as if they are part of the scene. Sounds effects are not only used to create atmosphere. They can be used to add suspense, action, relief, symbolism and more.

Music

Music works similar to that of the speech and sound effects adding to the tone and atmosphere of the scene. It can also be used to create a counterpart or allude to something that may be coming later in the film. Below is a recut trailer for the movie Dumb and Dumber as a Horror. What was very much a comedy you can now see by the use of speech, pace, and sound effects, you achieve an entirely different feeling to a well known film.

The use of sound in a film is essential and there are so many different possibilities you can do by layering these three aspects.

-Bec

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