Chuah Kwai Pin / 0348376
Digital and Social Media Communication / Bachelor of Design (Hons) in Creative Media / Taylor's University
Final Compilation & Reflection
INSTRUCTIONS
LECTURES
TASKS
Week 6
We have also looked into their official website and Instagram page to analyze and break down their strengths and weaknesses. Lastly, we also compiled all of our content posts and videos, along with the PIC and captions written for each post.
FEEDBACK
REFLECTION
Week 2- Data Collection
2 Types of Data
Quantitative Data: Numerical data demonstrating the who, what,
when.
Qualitative Data: Non-numerical data demonstrating the why or
how.
Big Data
Velocity: Data generation speed
Volume: Amount for data generated,
Variety: Structured (table/transactions) and unstructured
(video/images)
4 Types of Analytics
Descriptive: Insight into historical data.
Diagnostic: Explains why a given event occurred.
Predictive: Predicts future events and provide actionable
insight.
Prescriptive: Advises on possible actions to take.
Web Analytics
Indicators:
- Where user enter and leave
- What path user followed through a site
- What device is used to access
- What content user engage with
- What the referring platform
Social Media Analytics
Indicators:
- Audience Interest (insights, engagement, awareness)
- Audience Retention (landing page view, completion rate)
- Audience Intention (video views, link clicks)
- Audience Conversion (follows, app install, event response)
Each business are in different stages, they have different goals, e.g.
drive sales, improve engagement.
Types of content
Evergreen content:
Content that never goes out of style, can be used at various stages of
the marketing funnel.
Topical content:
Contents of a moment in time, short lifespan.
Contents of a moment in time, short lifespan.
Competitor Analysis
Brand positioning
SWOT Analysis (not the brand, but the socmed content)
Content Marketing Goals/Purposes
Awareness
Engagement
Affinity
Conversion
Zombie Loyalist
Week 3- Web & Social Media Analytics
What is Web Analytics?
The process of analyzing the behaviour of visitors to a
website.
Web Analytics Indicators
- Where users entered and left a site
- Entry page
- Exit Page
- What path users followed through a site
- Full path analysis
- Next page analysis
- What device is used to access the site
- Device type
- Screen size
- What content user engaged with
- Page view
- Duration on page
- What was the referring platform used to land on a site
- Referrer type
What is Social Media Analytics?
The process of collecting data from relevant social media sites and
evaluating that data to make an informed decision.
Social Media Analytics Indicators
- Audience Interest
- Audience Insights
- Engagement
-
Awareness
- Audience Retention
- Landing Page View
- View Through Rate
-
Completion Rate
- Audience Intention
- Video Views
-
Link Clicks
- Audience Conversion
- App Install
- Event Response
- Loads
Week 5- Personas
Identifying who influences and participates in relationships with the
brand. Help to find our core consumer group or the community to whom
the brand matters most.
Consumers
- Types of Consumers
- Current, potential, former
- Who are our advocates & influences
-
What unites them to the brand/ leave the brand
- Behaviour & Need-states
- What are their emotion & need-states across customer journey?
- What are the trigger points?
-
What are the point of influence?
- Painpoints
- What are the gaps in the journey?
- What frustrates them and trigger them to leave?
- At what point do they need help?
Why Build Personas
- A design tool for product design and development
- User-centric, goal-directed design
- Guide product design decisions
- A clear, common language
Approach to Creating Personas
- Understand your products users with research and statistics
- Examine your data for themes and patterns
- Distill those patterns into individual characters that embody your findings
- Bring the characters to life with biographical information and imagery
How to Create Persona Profiles
- Character Development
- Qualitative Interviews
- Character Refining
- Existing Data
Week 9- The 4Cs
Four lenses:
- Company
- Where do I come from?
- What are my ambitions?
- Category
- What experience do I enable?
- Consumer
- Who are my consumers, advocates and influences
- Culture
- Where is my world going?
- What is the cultural tension I resolve?
Company
- History
- What is the origin of the brand?
- What in my roots give me credibility
- Vision & Values
- What values shape the company/brand?
- Brand Identity
- What is our brand personality?
- Direction & Future Outlook
- What is our direction in 5-10 years?
Category
- Industry
- What is the state of the industry?
- Competitor
- Who are our competitors?
- What are their strongest and weakest points?
- Partners
- How can we expand our business verticals by looking at partnership opportunities that were not considered in the past?
Consumer
- Types of consumers
- Current, potential, former
- Who are our advocates and influences
- Behaviour & need-states
- What are their emotion & need-states across customer journey?
- Painpoints
- What are the gaps in the journey?
- What frustrates them and trigger them to leave?
Culture
- Macro-culture
- Micro-culture
- Traits & Commonality
TASKS
Task 1: Social Media Analytics
In the first week, we were given a brief about our tasks, one of
which was to research Google Analytics. We were told to look into
the GA4 Demo account which consisted of the data regarding Google
Merch Shop. It was quite confusing to navigate at first since there
were a lot of unfamiliar terms and graphs.
Hence, we watched a short YouTube breakdown of Google Analytics to
get familiarised with the terms. Then, we looked into the different
sub-sections under Reports to dissect their information and compile
what we have gathered into the slides.
Fig 1.1 Google Analytics Slides (PDF)
Task 2: Content Ideation
For our next task, we had to form groups of 5 and were told to look
into some local SME businesses. Each of us started looking through
Instagram and we managed to shortlist 3 SMEs that we are interested to
work with which included: Sangkaya, Dao, and Auntie Anne's. We then
looked into each of the brand's social media feeds and decided that we
will go with Sangkaya as our first choice of client.
We also looked through their official website and Facebook account
for ways to contact them. Fortunately, they have accepted our request
to work with them and were looking forward to seeing our content
proposal.
As we were preparing for the proposal, we did a quick analysis of
their social media platform, particularly Instagram. We looked through
the engagement of their posts and videos and listed down a few
important things to take note of so that we keep the consistency of
their post designs. We also studied how they have written their
captions and also their logo placements so that we can incorporate
that when we do our post designs for them later on.
Fig 2.1 Sangkaya Social Media Analysis (PDF)
Once we were done with the analysis, we then drafted the content
proposal for Sangkaya. Firstly, we planned out all of our post and
video ideas in the content planning sheet with short descriptions
and some video references as well. We also shared the sheet with
our client, Ms. Zira so that she could check the contents that we
post every week.
Click here to view the content planning sheet:
Fig 2.2 Content Proposal for Sangkaya (PDF)
Task 3: Content Planning
From the list of content ideas that we had, we have decided to
post for a span of 6 weeks, with 12 posts and 6 videos in total.
In the 12 posts that we had, there was a mix of IG stories and IG
posts that were under the categories of engagement, memes, fun
facts, and celebrations.
Week 1
In the first week, we did 2 posts and 1 story. Since we just
started, we frequently contacted Ms. Zira for her feedback and
approval. Once everything was finalised, they proceed to post it
on Sangkaya's Instagram account.
Celebration Post: Happy Mother's Day
Memes / Fun Fact: Health Benefits of Coconut Ice
Cream
Engagement Story: Quiz Time!
|
| Fig. 3.1 Content Planning Sheet - Week 1 |
Week 2
Engagement Post: Coconut Shake Advertisement
post
Engagement Story: This or That
Video:
Blind Taste Test
|
|
Fig. 3.2 Content Planning Sheet - Week 2 |
Week 3
Engagement Post: Signature Ice Cream Advertisement Post
Meme: Coldplay Concert Meme
Video: Summer Video Advertisement
|
|
Fig. 3.3 Content Planning Sheet - Week 3 |
Week 4
Celebration Post: Agong's Birthday
Engagement Story: Image Puzzle
Meme: The Little Mermaid Meme
|
|
|
Week 5
Celebration Post: Sangkaya's
Founder's Birthday
Video
1: Screenshot to
see what flavour
you get
Video
2: Coconut
Cat
Trend
|
|
|
Engagement Post: Remember The Classics
Video 1: Clap TikTok Trend
Video 2: Ice Cream Stop
Motion
|
|
|
Final Project: Pitch Deck
After we were done with all of our content posts and
videos, we then compiled all of our work into a final
presentation slide. In the slides, we also covered a few
other things about Sangkaya such as their brand story,
target market, vision & mission, etc.
|
| Fig. 4.1 Table of Contents- Final Presentation Slides |
We have also looked into their official website and Instagram page to analyze and break down their strengths and weaknesses. Lastly, we also compiled all of our content posts and videos, along with the PIC and captions written for each post.
Fig 4.2 Final Presentation Slides_G2_Sangkaya
(Embedded)
FINAL OUTCOMES
Task 1: Social Media Analytics
Fig 5.1 Google Analytics Slides (PDF)
Task 2 & Task 3: Content Ideation & Planning
Click here to view the content planning sheet:
Final Project: Pitch Deck
Fig 5.2 Final Presentation Slides_G2_Sangkaya (PDF)
FEEDBACK
Content Planning Sheet
- There is room for improvement in the colour labels for each category of content
- Add video ideas into the content section as well
- Tidy up the information in the calendars
Video
- Add in sound effects for Blind Taste Test video when participants get the answers right / wrong
REFLECTION
Experience
Overall, I had a very enjoyable experience working with my teammates
on this module. I have never imagined that we would be able to work
with an existing business and produce social media content for them.
When they first posted our content on Instagram, all of us were so
excited and proud of what we have been working on for days. After a
few more days, and eventually a few more weeks, we became more
familiar with the content that Sangkaya would like for us to do. It
was great that Sangkaya encouraged us to make contents that are in
trend, and our ideas were rarely turned down by them too. That really
gave us a lot of room for creativity and in return, we help them
target a younger audience with our more "Gen Z" type of
content.
Observations
As it is our first time working with a client, I find that filming
video content requires a lot of pre-planning. From buying their
products to finding a suitable location and even visiting their
Sangkaya outlet, it really took a lot of time and energy. However,
those are some unforgettable moments because it is rare to get a
chance like that. Despite facing a few challenges throughout the
process, I am glad that we stuck around as a team and gave each other
moral support to keep our tension up until we finish the
project.
Findings
I find that I have gained a lot of new knowledge and experience from
the content we have made and filmed. I have always enjoyed watching
those blind taste test videos on BuzzFeed, but it was a very new
experience for me to be doing it for an assignment. I really enjoyed
the process of filming it, and I am grateful to our friends who took
time out of their schedules to help us out. Not only that, thanks to
this assignment, I also got to try out Sangkaya's coconut ice cream
and shake for the first time. Whenever I see Sangkaya now, I am going
to remember how hard we have once worked for them, and all of our
pleasant memories spent together as a team to complete this
assignment.
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