Digital And Social Media Communication // Final Compilation and Reflection

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6/4/2023 - 06/07/2023 / Week 1 - Week 14
Trinity Wong Ka Yi / 0348778
Digital and Social Media Communication / Bachelor of Design in Creative Media / Taylor's University
Final Compilation and Reflection

LECTURES

Week 2 - Data Collection

2 Types of Data
Quantitative: Numerical data demonstrating who, what, when
Qualitative: 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 Main types of Analytics

1) Descriptive Analytics
  • Insight into historical data
  • Allows us to learn from past events
2) Predictive Analytics
  • Predicts future events & provides actionable insights
  • Based on probabilities
3) Diagnostic Analytics
  • Explains the reason why a given event occred
  • Provide the user with the root cause of the event
4) Prescriptive Analytics
  • Advises on possible actions to take
Week 3 - Web and Social Media Analytics

What is Web Analytics?
The process of analysing people's behaviour to a website

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

What is Social Media Analytics?
Process of collecting data from relevant data

Indicators:
  • Audience Interest (Audience insights, engagement, awareness)
  • Audience Retention (Landing page view, View through rate, Competition rate)
  • Audience Intention (Video views, Link clicks)
  • Audience Conversion (App install, Event response, Leads)
Evergreen Content
Types of content
  • Relevant & valuable for longer periods of time.
  • Helps with SEO & Organic Traffic
  • Can easily be 
Topical Content
  • Seasonal
  • Time-sensitive
  • Newsworthy
  • Ability to go viral and high in traffic
Competitor Analysis
  • Brand positioning- studying brands
  • SWOT analysis- studying and analysing social media content
  • Spot content gaps
  • Identify innovations
  • Define content
  • Avoid content clashes
Content Goals
  • Awareness
  • Engagement
  • Affinity
  • Conversion
  • Zombie Loyalist
Week 5 - Personas

Consumers
  • Types of consumers
  • Behaviour and Need-states
  • Painpoints
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 product users
  • Examine data for themes and patterns
  • Distill patterns into individual characters that embody your findings
  • Bring the characters to life 
How to create persona profiles
  • Character Development
  • Qualitative Interviews
  • Character Refining
  • Existing Data

Week 9 - Data Distillation: the Four Lenses

Company
- Where do I come from?
- What are my ambitions?

Consider the:
  • History
  • Vision & Values
  • Brand Identity 
  • Directions & Future Outlook

Category
- What experience do I enable?
Consider the:
  • Industry (State of the industry, PESTEL impact)
  • Competitors (Who, gap in the market, where)
  • Partners (Expansion, opportunities)

Consumers
- Who are my consumers, advocates and influencers?
Consider the:
  • Types of consumers (Current, potential, former)
  • Behavior and need-states (Trigger points, points of influence)

Culture 
- Where is my world going?
- What is the cultural tension I resolve?
Consider the:
  • Macro culture
  • Micro culture
  • Traits and Commonality

INSTRUCTIONS



TASKS

As all tasks for this module were group assignments, we were tasked to form a group of 5, which would be our group for the whole semester.

Task 1: Social Media Analytics

For our first task, we were required to analyze data from Google Merchandise Store with Google Analytics. As it was a group task, we decided to split it to one section for each person. My section was demographics. Below is the compiled analytics:


Fig 1.1 Google Merchandise Store Analytics Slides

Task 2: Content Ideation

For our second task, we were required to choose a local SME business to create content for their social media. We were shown examples from our seniors who worked with Ayamas frozen food so we got an idea of what we were supposed to do. 

We were juggling between a few businesses but ended up shortlisting 3 F&B businesses: Sangkaya, Dao, Auntie Anne's. We chose these businesses as we saw that their social media content could have generated more engagement in comparison to the number of followers they have. 

Ultimately, we decided to go with Sangkaya after we took a better look at their social media accounts and contacted them through their email and Facebook. We managed to get ahold of their social media manager, Ms. Zira, and thankfully, they were looking forward to working with us and wanted to see a proposal. 

Before we made the proposal, we needed to do a brief analysis of their social media content, mostly focusing on Instagram. We looked through the different types of posts and their respective engagements received. We also noticed a pattern in  the design of their posts, as well as the usual logo placements. Below are the analysis slides:


Fig 1.2 Sangkaya Social Media Analysis

Once we were done analyzing, we started brainstorming on the various types of content we could create for them. We then wrote down all our ideas on the content planning sheet with descriptions so Ms. Zira and her team would get the gist of our ideas. We then transferred all the info into slides as the proposal. Below is the proposal we sent to them:


Fig 1.3 Sangkaya Proposal

Task 3: Content Planning

Link to our content planning sheet: 

Below are screenshots for each week's content ideas, drafts, and execution:







Task 4: Pitch Deck



Fig 1.8 Presentation Slides

FINAL OUTCOMES


Fig 2.1 Google Merch Store Analytics


Fig 2.2 Sangkaya Content Analysis


Fig 2.3 Presentation Slides

FEEDBACK

Content Planning Sheet
  • Utilize the colour tabs in the calendar for better clarity
  • Remove unnecessary info in the calendar
  • Include the video ideas into the Content sheet
Blind Taste Test video
  • Add the sounds cues for right and wrong answers

REFLECTION

Experience
It was quite an interesting and fun experience to work with actual real clients and I was glad that the team at Sangkaya was very cooperative and helpful whenever we had inquiries, even allowing us to create trendy or funny content. It was also very rewarding to see our content posted on their accounts, which gave us a sense of accomplishment. Shooting the videos was especially fun for me and it was nice seeing us work together to make the videos happen, especially for the blind taste test. 

Observation
Throughout our time working with Sangkaya, I noticed that there was a lot of planning done before executing the content as it would need to go through approval. We had to decide on how many tubs of ice cream we should buy, which Sangkaya outlet to shoot the videos at, what type of people do we need in the videos, and many more. 

Findings
It was a great experience and looking back, I enjoyed our time working with them and I would not mind doing it again. However, we do need to remind ourselves that their original flavour tastes the best and apparently their coffee tastes like yam? (Source: Blind Taste Test participants) P.S. Avoid the weird flavours


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