In my personal opinion I feel that I’ve contributed
considerable value to this entire Social Media Marketing campaign for Between,
Singapore.
Planning Phase /
Idea Generation
During the brainstorming sessions that we have, we would
note down everything that comes to mind and evaluate the feasibility of the
idea. I would access the idea from both between’s and the consumers point of
view before voicing my opinion. My proposed ideas has been used in our current
marketing plan for the Facebook page. The content generation based on category,
( eg: food, events, scenes, things to do ) was suggested by me. However I want
to point out that, despite me proposing the idea, the whole of the execution
was split equally amongst the group members. In way of each member taking each
category. I was also the one that initiate content generation targeting the
different genders on the page AKA guy week.
With the generation of ideas, I managed to spearhead the
project, delegating work all of the members making our overall efficiency
better.
Some of the ideas that I proposed to Joash wasn't followed
up on due to the amount of planning involved. I did not consult the team and it
was simply something I came up with while having the meeting with him. For
example, I suggested approaching some of the clubs in SP that specialises in
event planning such as SPSU, to create a campaign for between and SP. I got
really enthusiastic about the particular idea and spent a lot of time refining
the idea during the meeting. However, this idea wasn’t realised due to the lack
of effort on our part. What I’ve learnt from this is to hold back on the ideas
because talk is cheap. What we should have done is to approach the respective
clubs before proposing the idea. By doing this, we would have a rough gauge of
the difficulty and feasibility of the proposal instead of being full of air.
In terms of the promotional video for between, I took
inspiration from the ‘draw my life’ trend going around on YouTube and suggested
we work on that idea. I thought it would be a good way to showcase between
subtly in a more laidback, light-hearted way. While looking around on Between’s
Youtube page, I knew we couldn’t match much less compete with their live action
production quality. So by using the ‘draw my life’ stop motion concept we could
have humorous content without sacrificing the quality, to boost the chances of
the video being posted on their page.
Communication
With regards to communication, I interacted with BetweenSG
in the form of meetings with Joash and Pat, I was the main individual that
voiced out the opinion of all the other group members. Each group members had
their responsibilities during each meeting, and mine was to communicate
information in such a way that it would be concise. I also had to answer any of
the queries and respond to their feedback on the fly.
As much as possible I tried to be available for queries to
Joash and the rest of the team mates via whatsapp or facebook. I would attempt
to solve or answer them within the shortest amount of time possible.
Content Generation
I created and collated all the content generated by us in
the excel making it easier for Joash to view AKA content plan. I felt that generation of content
workload was about the same for all of group members, as majority of the time,
we divided the work equally. However, for my work, I tried to place emphasis on
quality instead of quantity. I ran through a dozen different blogs before I got
my ideal one. I instructed team members to write their own description for the
various post that they created for the audience’s convenience sake. I determine
the right description length was about 30 to 50 works, not to lengthy and
concise so that users would read it. I finished my portion of the work before
running my work through Joash. He thought that the work that I’d done was good
and was ready to go live. However, at this particular point, Joash suggested
that some of my team members should alter their posts as it wasn’t informative
enough to the audience. Hence the posting got pushed back by a week.
For my portion, I focused on cafes and food-centric topics for couples to visit. I researched my articles from well know local bloggers such as lady iron chef etc.
It was the first of my articles to go live on the between site. This serves as a way to test the waters before venturing out and creating more similar content.
Time Management
I pride myself on time management when it comes to
completing individual tasks. However, when it comes to the overall project, we
as a team could use some work. I made effort to push for continual effort
rather than short bursts of energy from the group. After a period of time I
gave up and I just went with the flow. This is error on my part as I should
initiate discussion and helm the responsibilities when the group is slacking.
What we should have done was to have a detailed schedule breaking down the
different tasks to be completed. By recording individual tasks, it makes it
easier to start and complete making our group more efficient overall.
Empathy
One of the problems that I face is that I do not use Between
or services that are similar in nature. This makes it a little difficult for me
to empathise with their target audience/user. So what I’ve done is to observe
and process the habits of people who do use these kind of services. In our
class, the prominent one would be Yvonne. I utilised Facebook to see the types of
articles that she shares and likes. My rationale for doing this is to try to
understand her demographic so that I can plan the article to target Between’s
audience better. If she has a preference for a certain type of article, maybe
people of similar nature might enjoy the same type of content. Thanks to her I
found resources that I used to plan for ‘guys week’, I wouldn’t have come across
these sort of articles on my own.
Facebook
contribution
I have made efforts to get people to like the page through
face to face interaction.
I also like majority of the posts so that it creates a story in the user
feed on my friend’s timeline. Utilising viral reach like that, would subtly
promote between as they gain some exposure to the page. Personally, I won’t
like it if an individual spams the entire user feed with shares. This would
generate negative notions about the content and page that is being shared.
Hence I decided to do it this way.
I also spread awareness of the page by inviting selected
friends to like. I decide to screen them out by their personalities and
probability of them liking the page.
Promotional Video
My contribution for the promotional video includes the
generation of idea, and along with the other group members, the production of
the video. My duties were in the range of but not limited to, location/cast
manager, opening & closing graphics and the compiling of the final report. But,
generally we helped each other as we went along as the creation of the props
was not easy. Hence equal work load was placed on all the team mates.
All of us worked hard on the rough sketches and since drawing isn't any of our fortes, it wasn't as easy as expected.
However, the overall video turned our better than expected due to the editing and the props!
If I could redo the video all over again, I would want it to have more variety of colours in the scenes. Also we could have taken more frames so that the overall flow of the video is smoother.
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