RJ II

1a) Identify and elaborate on two factors that impact the success of a social media marketing campaign. Provide one example of a social media marketing campaign that has incorporated any of these two factors.

1. Knowing your audience – their wants and needs

Different target audiences have different wants and needs. Therefore, it is important to research about their social habits, behaviours, principles and values. While it may be difficult to find their demographic information, we can monitor their habits through the different analytic tools available.

We also must note the difference of their habits online and offline.

This is important so that we can tailor our message specifically for them and maximise the impact of our social media marketing.

2. Using the right medium to reach your audience

There are many different platforms found in the social media that has many different functions. It is also important to note that users may behave differently in each of the platform, use them for different reasons and use them at varying times.
For example, one may use his Facebook account as a platform to widen his networks and are thus less intimate and is more conscious of what he posts in the social networking site. His Twitter, in the other hand, is made private and open only to his close friends and relatives, and thus he feels more comfortable to be more open in his tweets.


Hollywood Hair Makeover by Instyle.com

Instyle.com, an online fashion magazine, came up with an application in Facebook that enables the Facebook users to pick a Hollywood hairstyle and impose it to their own pictures. They then can share it to their friends to display their ‘new hairstyle’. The users are also given the option to use the photo to bring it to their own hairsalons so they could style their hair like the celebrities.
According to the post evaluation, 185, 000 users installed the application in six weeks. 47& of the users returned more than 24 times and they spend an average time of seven minutes using the application per visit.

This shows that Instyle.com have done their research on their audiences. The reason this social media campaign is simple - fashion magazine readers are people who pick up tips from the magazine to look like their idols, and the application has allowed them to do so.


1b) In relation to your group’s social media marketing campaign for DMC, provide one example of how each factor defined in 1a) has impacted the execution of this.

1. Knowing your audiences

Our marketing campaign aims at both the media partners and the secondary school students. Thus, it can be tricky finding the right balance to come up with a material that will impact the two distinct audiences equally and trigger them for a call-to-action.

In relation to this, we came up with a video concept which highlights our skills that will impress both audiences. Using colours and visuals as our focal point of our videos, it appeals to young secondary school students who are generally more inclined to see than to read. Knowing that the videos are done by polytechnic students, they will be moved to create a video with similar impact for themselves. Thus, theoretically, they will be attracted to enrol themselves in the Diploma of Media and Communication (DMC) to learn the skills.

The media partners, in the other hand, view us students as the future leaders of their companies and organisation. Therefore, they scour for people who have the ability not only to replace them in the future, but also to help the company flourish. Thus, by showcasing our talents and professionalism in the videos, we are sending a message to them that DMC is a pool of talent that they could tap into.


2) Elaborate on two strengths and two weaknesses you see in yourself when working in a team.

Strengths:

1. Punctuality

Punctuality is important to me as it reflects one’s discipline and his respect for others. Therefore, it affects how others perceive you and shows how you perceive the others. For example, if one has an appointment with someone famous or someone he admires, he will make sure that he comes on time, if not early. However, when going to class, he is often late. That shows how much the others in the class means to that person.

2. Objectivity

When doing work, I tuck my personal life away and focus on getting the job done. This helps me yield better results as I will be able to think clearly and not get distracted by other ‘noise’. This is important when working in a team, as there tends to be conflicts within the team, whether it’s about the work itself or other personal matters. By disengaging myself from the perceived image I have of my teammates, I will be able to view them as working partners and refrain myself from falling in the trap of prejudices and act accordingly.

Weaknesses:

1. Perfectionism

Since my secondary school days, I have the tendency to do things as perfectly as I could. While this means that I pay attention to details, it sometimes caused me to miss the big picture. For example, I focus so much on getting this paragraph right that I barely notice the little amount of time I have left to complete this reflection journal. However, since I enrolled myself into SP, I have begun to train myself to prioritise.

2. Ability to Believe in Self

Confidence to do well is something I lack of as I always worry about failing. This restricts my ability to take risks and I always end up playing safe.


- Zahira