Final Project Crossover Stl

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This presentation was for my Interactive Media Graduate Course. I focused my project on my blog Crossover STL.

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Final Project Crossover Stl

  1. 1. Kahlo Media Group97 Wildwood LaneKirkwood MO, 63122(860) 490-5703 STL Latinos in Social Media: The CROSSOVER STL BLOG impact Client: Fran Morales Jen Rieger and Chris R. de la Borbolla MEDC 5600 Blog Overview 1 of March 1, 2011 31 Launch Date: May 1, 2011
  2. 2. Kahlo Media Group TABLE OF CONTENTS 1 March 2011  Intro  Summary Project Strategy Statement STL Blog Impact STL Latinos in Social Media: The Crossover   Strategy statement  List of user needs & business goals  Personas (3)  Scope list of content + function  Use case scenarios (2)  Sitemap  Wireframes (2)  Timeline  Conclusion/next steps 2 of  Work Cited 31
  3. 3. Kahlo Media Group 1 March 2011 Blog Impact STL Latinos in Social Media: The Crossover STL INTRODUCTION 3 of Crossover STL is a blog for everyone, especially newcomers who 31 want to learn more about food, entertainment and nightlife in the Gateway City. Crossover STL provides information and discussions about Latino Media and Hispanic Marketing here in the U.S.
  4. 4. “Online Hispanics spend more time online than non- Hispanics and are likely to own a home, be better educated, and be wealthier than their offline HispanicKahlo Media Group counter part” INTRODUCTION Maria Lopez-Knowles, SVP for MRM Worldwide 1 March 2011  HISPANIC INTERNET USER PROFILE • Hours/week: 33.9 (4.8 hours+ a day!) • Online 5+ years: 2/3 • Access to: Broadband: 80%, Wireless: 44% Crossover STL is for STL Blog Impact STL Latinos in Social Media: The Crossover  HISPANIC INTERNET USER GROWTH – PAST YEAR those young, (or young at  HISPANIC INTERNET USER FACTS heart) professional who • The Users: +12% (1.8 million added) are socially savvy and Bi- • Minutes online: 34% Hispanic curious (term for • Page views: 49% people who are curious to • Spanish dominant population is the fastest growing online learn about Latino segment in the U.S. Culture). • People who find Spanish language websites important over-index on web interest, internet exploration and advertising receptivity The main goal for the • Internet is the media medium Hispanics can least live without blog is to create a social • Internet use among U.S. Hispanics is higher than that of network community for Spain, France, Mexico, Brazil, Argentina & Colombia STL Latinos. • The internet connects Hispanics and makes them optimistic about their future 4 of 31 Source: Yahoo! Telemundo. Conexion Cultural: U.S. Hispanics, Media & Technology April, 2007, PEW Hispanic Center, Pew Internet Project: “Latinos Online”, AHAA Conference 2007, Forrester Research, IAB “Reaching U.S. Hispanics Through Online Media”’, 2006.
  5. 5. Kahlo Media Group 1 March 2011 Blog Impact STL Latinos in Social Media: The Crossover STL SUMMARY 5 of 31 Crossover STL provides culture, entertainment and social community for STL Latinos.
  6. 6. Kahlo Media Group SUMMARY 1 March 2011The goal of the blog is to not only create a socialnetwork for professional Latinos but it is an STL Blog Impact STL Latinos in Social Media: The Crossoveropportunity to create a go-to website for those whowant to get their Latino fix in St. Louis.This blog will also feature trends in the HispanicMarket. MEDIA Culture Community 6 of 31
  7. 7. Kahlo Media Group 1 March 2011 Blog Impact STL Latinos in Social Media: The Crossover STL PROJECT STRATEGY STATEMENT 7 of 31 Offering & positioning of blog.
  8. 8. Kahlo Media Group PROJECT STRATEGY STATEMENT 1 March 2011  This blog will be content appropriate for ages 21-40. STL Blog Impact STL Latinos in Social Media: The Crossover  This blog is intended to be a social network and information hub for its target demographic.  The goal is to generate at least 100 page views per day. As it grows more popular, the hope is to increase double the amount of page views per day.  Measure of success with be overseen through Google Analytics. 8 of 31
  9. 9. Kahlo Media Group 1 March 2011 Blog Impact STL Latinos in Social Media: The Crossover STL STRATEGY STATEMENT 9 of 31 The long-term direction of the social media blog.
  10. 10. Kahlo Media Group STRATEGY STATEMENT 1 March 2011  To meet information STL Blog Impact STL Latinos in Social Media: The Crossover needs of the STL Hispanic community.  To provide an interactive community.  To keep visitors informed of the current Hispanic marketing trends. 10 of 31
  11. 11. Kahlo Media Group 1 March 2011 Blog Impact STL Latinos in Social Media: The Crossover STL LIST OF USER NEEDS AND BUSINESS GOALS 11 of 31 User experience, context of digital environment. Refers to the strategic positioning of the blog’s offering within the marketplace including related services, etc.
  12. 12. Kahlo Media Group LIST OF USER NEEDS AND BUSINESS GOALS 1 March 2011  Trends in the Hispanic Market STL Blog Impact STL Latinos in Social Media: The Crossover  Information on Hispanic nightlife, entertainment and food  Social Community  Meet other STL Latinos  Community Calendar  Community dialog 12 of 31
  13. 13. Kahlo Media Group 1 March 2011 Blog Impact STL Latinos in Social Media: The Crossover STL PERSONAS 13 of 31 Meet Maya, Gilberto and Fran: Three Different personas calientes with intended purposes of visiting Crossover STL. Summary representations of the blog’s intended users.
  14. 14. Kahlo Media Group PERSONAS 1 March 2011NAME [Maya]ROLE [Blogger & Digital Artist, Proud Feminist]ATTRIBUTES [Female] [30] years old [Qualifications] Maya Escobar is a performance artist, Internet curator, and editor. She uses the web as a platform for engaging in critical community dialogues that concern processes by which identities are socially and culturally constructed. She performs multiple identities, STL Blog Impact STL Latinos in Social Media: The Crossover sampling widely from online representations of existing cultural discourses. Her identifications as a Latina-Jewish artist, dyslexic blogger, fitness enthusiast, activist, and educator are indexed by the blogs she keeps, the visual and textual links she posts, the books, articles, and blog posts she cites, the public comments she leaves, and the groups she joins. Escobar received her MFA from the Sam Fox School of Design & Visual Arts, Washington University in St. Louis, and her BFA from the School of the Art Institute of Chicago. She has exhibited work in Spain, Guatemala, United States, Germany, Venezuela and Chile.] [Work Ethic/Qualities] She’s a proud Guatemalan and Feminist Jew. She loves art, culture and is proud of her roots.USAGE SETUP [Mac Book Pro] [15’ inch, HD]FREQUENCY OF USE [Low/Medium/High] HighMOTIVATION FOR [Motivator] A proud Guatemalan, she visits the site to find out new Latino things happening in St. Louis. Growing up Jewish, she does notVISITING SITE know how to cook Hispanic food, so she looks on the website to find Spanish restaurants and Spanish Clubs to get her Latino fix.GOALS [Goals] Since there’s a limited social websites to find a community of Latinos her age (21-34) she goes to crossoverstl.com as a means for identity and to find others (who digitally savvy Hispanic intellectuals with a backbone to party) like her.NEEDS FROM SITE [Needs, including Information Needs] Similar to that of goals, she hopes to get her Latin fix and meet others like her. 14 ofRELIANCE ON SITE [Low/Medium/High] Medium 31USAGE SCENARIOS [Description] 30-something Latina wants to find Latin Scene in St. Louis. She wants to go out Saturday night. She’s been cooped up in her house for a whole week and wants to get out. She browses through Google on her blackberry in search of places that play Salsa music. She finds through crossovsterl.com, Dante’s, a Spanish Night Club and heads off to dance the night away.
  15. 15. Kahlo Media Group PERSONAS 1 March 2011NAME [Gilberto]ROLE [Host of STL-TV Hispanic Professional]ATTRIBUTES [Male] STL Blog Impact STL Latinos in Social Media: The Crossover [40] years old [Qualifications] Host and Co- Host of Ahora San Luis, the first Foreign language locally produced public affairs show to air on cable in the State of Missouri. Best of the STL the only one hour uninterrupted live variety / entertainment broadcast in the STL! [Work Ethic/Qualities] He’s a proud Puerto Rican who loves to network. Major people person.USAGE SETUP [Microsoft Windows XP] [Old fashion PC type of guy]FREQUENCY OF [Low/Medium/High] HighUSEMOTIVATION FOR [Motivator] As a Hispanic professional who organizes many talks about the Hispanic Market, he visits the site to find new trends in thisVISITING SITE topic.GOALS [Goals] As a networking Hispanic professional he strongly supports this site and its purpose. He often gives plugs about the website during his talks. He strongly encourages media that is digitally savvy and can take Hispanic information to the next level.NEEDS FROM SITE [Needs, including Information Needs] He believes it caters to a certain class of professional Hispanics so he hopes that this website will take off as a means to educate the general market in St. Louis about its strong community of Hispanic professionals and the importance of this niche market.RELIANCE ON SITE [Low/Medium/High] Medium 15 ofUSAGE SCENARIOS [Description] 40-year-old Hispanic professional and networking professional wants to find trends in the Hispanic market for this upcoming 31 Hispanic Communication Seminar he’s hosting for the PRSA Chapter in St. Louis. He is researching for Hispanic trends in St. Louis. He’s preparing for an upcoming seminar he’s hosting on Hispanic Communications, in conjunction with the PRSA. He goes onto the Internet. He uses data he finds online for his Power Point Presentation.
  16. 16. Kahlo Media Group PERSONAS 1 March 2011 NAME [Fran] ROLE [Blogger, Hispanic Professional, Graduate Student] ATTRIBUTES [Female] STL Blog Impact STL Latinos in Social Media: The Crossover [28] years old [Qualifications] Fran Morales recently worked for Telemundo Hartford/Springfield as the marketing & promotions coordinator. Her experience entails journalism, media and networking. Currently she is a blogger and a full-time graduate student. [Work Ethic/Qualities] Proud Puerto Rican who lacks culinary skills. USAGE SETUP [PC Microsoft Windows XP, can’t afford a Mac] FREQUENCY OF USE [Low/Medium/High] High MOTIVATION FOR [Motivator] Fran is currently working on her thesis in Hispanic Marketing. She frequently visits the blog to find out information on recent VISITING SITE trends in the Hispanic niche. She is also a St. Louis newbie and when she needs a Latin fix, she likes to visit the site to find out where to go. GOALS [Goals] She hates reading the primitative Latino newspapers, so she visits the site to meet other young Latino professionals such as herself. It’s a good educated community. NEEDS FROM SITE [Needs, including Information Needs] Similar Maya’s goals, she hopes to get her Latin fix and meet others like her. RELIANCE ON SITE [Low/Medium/High] Medium 16 of USAGE SCENARIOS [Description] 28-something Puerto Rican is currently researching for her thesis. She visits the blog to find trends on internet use 31 amongst Latino as she is fine-tuning her thesis to focus on Latinos in Social media. While there she is going through Puerto Rican food withdrawals and cannot find any PR restaurants so she settles for Tropicana Cafe, a Cuban Restaurant, which she finds on the blog.
  17. 17. Kahlo Media Group 1 March 2011 Blog Impact STL Latinos in Social Media: The Crossover STL SCOPE LIST OF CONTENT & FUNCTION 17 of 31 Translating user needs and site objectives into specific requirements for what content and functionality of what the blog will offer to its users. “The Elements of User Experience,” Jesse James Garret
  18. 18. Kahlo Media Group SCOPE LIST OF CONTENT & FUNCTION 1 March 2011 The site will contain lists of entertainment/nightlife and places to eat that are Latino- This site page focuses centered. on the author and her STL Blog Impact STL Latinos in Social Media: The Crossover experience. The gallery will contain photos and some video of local "Latino-centered" events happening in STL. 18 ofPeople can access the community calendar 31to plug in events that are happening locally.
  19. 19. Kahlo Media Group 1 March 2011 Blog Impact STL Latinos in Social Media: The Crossover STL USE CASE SCENARIO 19 of 31 Process for registration and visiting image gallery.
  20. 20. STL Latinos in Social Media: The Crossover 1 March 2011 20 of STL Blog Impact 31 USE CASE SCENARIOKahlo Media Group
  21. 21. STL Latinos in Social Media: The Crossover 1 March 2011 21 of STL Blog Impact 31 USE CASE SCENARIOKahlo Media Group
  22. 22. Kahlo Media Group 1 March 2011 Blog Impact STL Latinos in Social Media: The Crossover STL SITEMAP 22 of 31 A visual representation of relationships between different pages on the website. “Communicating Design, Dan M. Brown, p. 94
  23. 23. STL Latinos in Social Media: The Crossover 1 March 2011 23 of STL Blog Impact 31Kahlo Media Group SITEMAP
  24. 24. Kahlo Media Group 1 March 2011 Blog Impact STL Latinos in Social Media: The Crossover STL WIREFRAMES 24 of 31 Insight to vision of new blog layout. Design & implementation.
  25. 25. STL Latinos in Social Media: The Crossover 1 March 2011 25 of STL Blog Impact 31Revamped Page HomeBlog WIREFRAMES Kahlo Media Group Original Blog
  26. 26. STL Latinos in Social Media: The Crossover 1 March 2011 26 of STL Blog Impact 31 WIREFRAMESKahlo Media Group Gallery Page
  27. 27. STL Latinos in Social Media: The Crossover STL 1 March 2011 Blog Impact Launch Date May 1, 2011. TIMELINEKahlo Media Group 27 of 31
  28. 28. Kahlo Media Group TIMELINE 1 March 2011  Implementation of Project Strategies March 3, 2011  List of user needs & business goals  Personas (3) STL Blog Impact STL Latinos in Social Media: The Crossover  Scope list of content + function  Use case scenarios (2)  Sitemap  Wireframes (2)  Design Implementation April 1, 2011  Production provided by Act 3 Studio  Launch of blog May 1, 2011  Network launch party date TBA 28 of 31
  29. 29. STL Latinos in Social Media: The Crossover STL 1 March 2011 Blog Impact CONCLUSION/NEXT STEPSKahlo Media Group 29 of 31
  30. 30. Kahlo Media Group CONCLUSION/NEXT STEPS 1 March 2011  Scheduled to launch May 1, 2011, the new revamped Crossover STL, a social media blog STL Blog Impact STL Latinos in Social Media: The Crossover which provides information and discussions about Latino Media and Hispanic Marketing here in the U.S., will become the new information hub for Hispanics in St. Louis.  Evaluation  Measure of success will be evaluated through Google Analytics. 30 of 31
  31. 31. Kahlo Media Group WORK CITED 1 March 2011  Telemundo Holaciudad.com ppt. presentation on Hispanics and Social media. 26 Feb. 2011.  Yahoo! Telemundo. Conexion Cultural: U.S. Hispanics, Media & STL Blog Impact STL Latinos in Social Media: The Crossover Technology April, 2007.  PEW Hispanic Center, Pew Internet Project: “Latinos Online”, AHAA Conference 2007, Forrester Research, IAB “Reaching U.S. Hispanics Through Online Media.” 26 Feb. 2011.  Brown, Dan M. Communicating Design. Berkley, CA: New Riders. 2011. Print. 31 of 31

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