SOCIAL MEDIA STRATEGY ENISA MURANOVIC

Transcription

1 SOCIAL MEDIA STRATEGY ENISA MURANOVIC

2 The digital story for Once Upon A Scary Story / OUASS PODCAST was brought to the public through a combination of social media and offline marketing. GOALS Guide traffic to the website Start a conversation about the challenges of podcasting share content across social media platforms, simultaneously TARGET AUDIENCE Children aged 9-13 and their parents aged Other podcasters Active users of digital media including cross disciplines such as filmmakers and marketers Podcast listeners TACTICS At the outset, set up social media sites such as instagram, facebook and twitter. Use a branding style that is recognisable as OUASS in order to create a coherent image. Design a logo that is instantly recognisable as a podcast. The colours red, white and black form the colour pallette and use of MONTSERRAT font overlaid on photographs and other media. During the preproduction stage, questions will be thrown out to twitter as well as photos of voice actors in the recording room - to provide visuals which podcasters or podcast listeners instantly recognise. The headphones, the microphone. Use of imagery which does not require depth of story in order to capture the attention of a particular audience. Engaging with current podcasters, by uploading an animation as part of the daily listen where OUASS PODCAST highlights other podcasters, and makes comment about how wonderful their stories are. The animation is eyecandy, to draw attention. Marketing OUASS as a beginners journey, and uploading direct questions on facebook, instagram and twitter. The real engagement is on instagram where other podcast addicts share their stories as listeners or producers. offline / online strategy to target specific communities such as schools, or supermarkets and running a competition to win a pair of headphones. The headphones are in colour theme of OUASS branding, RED and BLACK. Offline strategy takes the form of flyers. Tying a tshirt shop into the website, with the theme of i love podcasting to bolster the hype around podcasting.

3 OUASS MEDIA CHANNELS Instagram page: Facebook page: Twitter page: Website: Google+: Buzzsprout: Soundcloud: Itunes: Spotify: Threadless: Submitted, awaiting review Submitted, awaiting review SOCIAL MEDIA LOG 6th May 2018 Created the OUASS twitter site Posted the first tweet, stating the time frame and task produce a podcast. 11th May 2018 Created the OUASS Facebook page First post to Facebook announcing the task to build a podcast. 12th May 2018 Created the OUASS instagram page Posted the first image on instagram, announcing the task and time frame 24 days to produce a podcast. posted a work in progress of the script with a question where do you write best 14th May 2018 Posted 3 pictures simultaneously to facebook, twitter, and instagram; of voice actors, in the recording room. 15th May 2018 Posted picture to facebook and instagram of voice actor recording audio. Posted a statement on twitter, relating to podcast production. created a Google+ profile for OUASS 16th May 2018 Posted a video of a campfire (filmed by me that night - probably should have done a live video) to instagram, facebook and twitter - to run with the theme stories start around camp fires. 17th May 2018 Posted a photograph to facebook, twitter and instagram of the rough cut presentation room, asking everyone to wish me luck with my presentation. Running with the theme of student / new to the field. Posted a photo of a rabbit to twitter, representing how I felt in my presentation. Trying to go with an edge of humour. Posted a humorous poll to twitter asking a question what would you do if you had a lot to do? with humorous responses like binge watch netflix etc. Shared 2 youtube videos on twitter, and facebook relating to voice acting tecnhique. 18th May 2018 Posted a link to 7 best podcast blogs to twitter. Posted an instagram selfie of me with the cant be bothereds to field record. create soundcloud account Build OUASS website

4 20th May 2018 Posted five days to go countdown to instagram, facebook, and twitter with colour theme red, white, black. Posted an after effects animated video as part of my daily listen - a way to engage with other podcasters by listening to their stuff. 22nd May 2018 Posted a graphic on instagram and twitter asking what is your latest podcast addiction. posted the daily listen video to instagram, twitter, and facebook. posted the countdown 4 days to go to twitter, facebook and instagram. posted photo of sound editing books i am reading to get through the podcast, facebook instagram and twitter. 23rd May 2018 Posted two daily listen animations to instagram, facebook and twitter. posted the countdown, three days to go to instagram, facebook and twitter 24th May 2018 Posted the animated logo video clip across twitter, facebook, and instagram. Posted photo of voice actor with a stylised voice bite recording across insta, twitter and facebook. Posted a video of another campfire this time roasting marshmallows, with campfire stories theme. Posted the 2 days to go countdown posted a meme about procrastination across three social media sites. 25th May 2018 Posted the win a pair of headphones competition to instagram, twitter and facebook. posted a photo of my creative space, asking others to do the sam; facebook instagram and twitter. posted the daily listen animation to instagram, twitter and facebook. Shared offline promotion flyers with school kids and put them up around RMIT + in the AV loans. 26th May 2018 Posted the daily listen animation to facebook, instagram and twitter. 27th May 2018 Posted the question have you ever had to re-do your podcast from scratch facebook, instagram, and twitter. Posted the countdown today to instagram, facebook and twitter. posted a photo of somebody listening to a podcast across three social media platforms. 28th May 2018 Posted a quote about trying but failing to insta, twitter and facebook. posted the daily listen animation. uploaded the podcast to other platforms such as buzzsprout, spotify and itunes. 29th May 2018 Created a threadless t-shirt shop, supporting podcasting in general. shared photo of tshirt to instagram, facebook and twitter. uploaded a sount bite of the podcast intro to facebook, twitter, and instagram. upload daily listen animation. 30th May 2018 Reminder to enter competition. upload daily listen 31st May 2018 Announce competition winners! upload daily listen The future start from scratch - writing a solid and sustainable script and release quotes from it as it travels along to become an actual story. Release date some time later in the year.

5 FACEBOOK STATISTICS

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7 TWITTER STATISTICS

8 INSTAGRAM STATISTICS

9 hashtag hashtag engagement rate average #podcastaddiction #podcastinglife 8.79 #podcasting #hollywood #podcasting #podcastersofinstagram #notimetoprocrastinate #itsawrap #procrastination #podkast #melbourne #podcaster #publicspeaking #roughcut #rmit #sounddesign #soundeffects #fieldrecording #voiceovers #adobeaudition #melbournepodcaster #scarystories #filmmakingschool #filmmaking #fdbpodcast #filmmakersdrinkingbourbon #podcastingtips #voiceactor #ruscared #radioplay #podcastingmoms #ouasspodcast #ouass Notes on Hash tag use: #podcast It was interesting to find these statistics after the fact, #podcastsetup and discover that the hashtag #podcastaddiction #moderncampfirestories was getting the highest engagement rate. This ties #southerncross in with the T-shirt merchandise quite nicely. It is also #campfirestories food for thought on other t-shirt design optins podcasting life etc #podernfamily #melbournepodcast #podcastseries #podcastlife #podcast #podcastaddict #aftereffects #campfire #audition #girlpower #girlpowerpodcast #fail #einstein #rhodepodcaster

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16 SOUNDCLOUD WEBSITE BUZZSPROUT WEBSITE

17 THREADLESS T-SHIRT SHOP AFTER EFFECTS ANIMATIONS

18 NOTES ON CAMPAIGN The set up of this project occurred in stages. It was definitely not a case of having the brand image, and then releasing it to the public. Initially I created the Twitter, Instagram & Facebook pages - but the graphic was not developed at this stage. The least I could do was to stick with red, white and black colour theme. I was able to gain followers early on with twitter, because I was posting questions and other links, starting conversations about what my project would be, rather than what it already was. I think there is a definite advantage to marketing as a newcomer to the field in terms of engagement. Twitter engagement dwindled as I began using instagrams multiple-post tool. I did not realise that it would create links to the instagram page, rather than upload the post as seen (much like facebook does). I received an invitation to participate in an interview on another podcast which was exciting - but engagement dropped as my posts did. Every morning I woke up and browsed my iphone, for ten minutes (the same routine in the evening, or any spare time on my commute) I would go through my instagram and twitter pages searching for relevant hash tags, or typing in the word PODCAST in as many ways and languages as I could think of. Now the strategy was to get out there, rather than to focus on any one particular demographic. In a way, my focus was now becoming other podcasters - through the use of my hastag and keyword strategies. I would like an image on any podcasters instagram page, then follow them and move on to the next. In this way, I was able to organically grow my page at a rate of 200 people per week for two weeks. The third week, as my routine dwindled so did the number of followers as a direct correlation. I signed up for Google+ which was giving me notifications on trending patterns using keywords relating to children s fiction, podcasts and the like. This was helpful in a small way. I set up the website, and used SEO optimiser in WIX - and managed to make it to the top page on google when you type OUASS PODCAST. Currently the first hit on OUASS PODCAST is the Twitter account, followed by the Threadless store, and then the WIX website. It is an odd name, but I have followed a tv series called Once Upon a Time (OUAT) and the OUAT whilst being a weird shortening of the title, was commonly used across social media and so I thought it would be a good strategy for me to use. Instagram proved to be the most useful in terms of marketing, with a phenomenal amount of follows, likes and engagement which was high up on my aims for this campaign. I used text based instagram posts to engage with the audience, and of the two times I posted direct requests to engage, everybody stepped up to the plate and created a real excitement about what they were posting. Particularly the post asking what is your latest podcast addiction? which was fantastic both for engagement, and for me to gain material to include in another strategy - which was to post a daily listen animation, showcasing another podcast that I was listening to on any particular day. As the campaign wore on, I lost some confidence because I realised to create a podcast first episode would take many more hours than what I had, so the strategy leaned more towards the bumbling beginner rather than the polished complete project. I received a lot of engagement on a post which basically asked what was your biggest blunder, as a podcaster. The demographic Leaned a lot more towards men than women, which was an interesting fact. I considered posting snapchat selfies as a strategy to appeal to the male audience, but stopped myself. I did gain the second highest amount of reach with the only selfie I did post, which means that the above theory is probably correct (though I didn t feel like going down that path). Time of day posts became irrelevant, as my international audience was as big as my local one which meant that when I was posting at 3am I was getting as much engagement as at 3pm. I received private messages in german, and polish (which I had to translate to respond to) and It was a real sense that the podcast cult was alive and kicking, with everybody sharing their expedriences online.

19 Given that this campaign mainly targeted other podcasters, as opposed to the actual target audience (as a shift from direct to the client - to a community help me appeal) the strategy to run an instagram and offline competition to win a pair of Sony headphones missed the mark a little. The main reason was this: Most podcasters have headphones, and expensive ones. Secondly, my competition asked people to re-post to their own page. Almost all of my followers are professional pages, so it would make them look unprofessional to share my competition. As such, i had about three people enter the competition, which I will have to draw out of a hat on the 31st of May. I hope I win. I put posters of the instagram competition around RMIT university hoping that students might take the bait, If it was me (maybe because i m broke) I would jump at the opportunity but absolutely nobody took a selfie with the flyer and entered the competition. There was some hesitation as to how to run this competition, I had set up several accounts with dedicated online competition apps - each time, failing because my credit card was maxxed out and often free trials still required active credit cards. So another reminder that at times, marketing on a budget can be a hindrance. The flyer was also intended to go out to the local schools, however the teachers told my children that they were not allowed to share marketing material in class. Fair enough. I made a point to post no more than three posts a day, when I could - in order to not be spammy. If my post count dropped, the numbers dwindled and so It was a real challenge to come up with things to say each day - in a way to engage people. My campaign suffered in the days prior to submission, because I did not know what to do once the product was there. Previously I had the countdown, leading up to the final day. Then I was a little ashamed of the final product, and didn t announce with a big bang! In future, I would have to dedicate more time to pre-production to ensure that the script was viable and something that was absolutely what I was aiming for. I have received a lot of feedback on the podcast, which were constructive and which led me to believe that my first story in outer space was a bad move - and should have been in more firm keeping with the theme of scary stories in the woods. The podcast itself, was embedded on the website using a plugin for wix - which links to sound cloud which is great. There were no plugins for buzzsprout. Itunes and spotify take some time to register, so once they are there the links will go up. I used buzzsprouts make facebook sound bite tool in order to create a wave file with graphic to share on various platforms as the final product which was cute enough to gain more followers. The t-shirt idea was always there, as a side project to create merchandise for my brand - however I realised after a while that merchandise for a podcast that doesn t yet have a following would not gain much attention. However, podcasting itself is a bit of a cult - a crazy world which I could tap into by creating merchandise that supports all podcasters or podcast listeners. I heart podcasts or podcast addict whilst using the graphic emblems of my own brand, to create other slogans I thought would be a great way to get around that. Threadless is an external t-shirt printing house, which is based in the US but ships internationally. All transactions are handled by them, and the possibilities are endless. I created the brand for OUASS from headphones and waveforms, and i m quite happy with the outcome. I would totally wear anything branded with that graphic. Moving forward, I think that the idea of supporting other podcasters / networking with other podcasters could be a powerful way to grow the brand, and then when the product is complete (aka the first podcast story) to release this final product to schools around melbourne, with an actual following and reputation behind it. I think this would be the way to go ahead with this idea. I was also able to dabble with interactivity with the podcast, on my website - by embedding a POLL and asking listeners to vote on what they hope would happen next. I received random votes from anonymous listeners, which all gave an indication of what they would wish to happen next in the story. It was a great taste-tester for actually producing a choose-your-own-adventure story.