Q1. Twitter Landscape and Analysis . Note what keywords you used to search. I used “Vin Diesel Fast and Furious Twitter” to search for a Twitter account related to the Fast & Furious 6 movie we chose. I found a fan-created Twitter promoting Vin Diesel, and since Fast & Furious 6 is coming to theaters soon, there are a lot of Tweets related to the movie. b) Identify the company by name and URL and Twitter name. Show a screenshot on your slide. Critique the background image, photo, and overall design. The Twitter page is called Vin Diesel Fan Page. Its URL is https://twitter.com/PromoVinDiesel. The Twitter name is @PromoVinDiesel. This Twitter page’s design is fairly simple. It hasn’t had too much customization done. The background image is a portrait of Diesel, tiled horizontally across the page. The header photo has been kept at the default, a textured black background. The profile image is a photo of Diesel’s bust; we can see his face and the top of his gray suit and black shirt. The Tweets section of the page has a white background and black font with turquoise links. It is a clean, uncluttered site, and both the header and main Tweet backgrounds’ simplistic color choices make the entire page easy on the eyes and easy to read while still clearly defining itself as a page dedicated to Vin Diesel.
c) Who is tweeting, their audience and their purpose. The Tweeter seems to be a male in his late 20’s to early 30’s living in the United States. He is an avid fan and follower of Diesel and his life, including his whereabouts and projects, the most recent and prominent being Fast & Furious 6. He greatly enjoys the Fast and Furious film series. His audience is, like him, pretty fanatical about Diesel and includes men who idolize and/or admire him and watch his movies and women who think he’s handsome and/or admire him and watch his movies. His audience seems to fall between 18 and 45 years old, be located everywhere around the world, and have all kinds of incomes and education levels. The purpose for his Twitter page falls into 3 categories, in order of most to least prominent: 1) promoting Diesel’s work (as of late, Fast & Furious 6), 2) sharing Twitpics of Diesel’s whereabouts (on set and at random, such as at the Olympics) and 3) supporting the end of domestic violence by the promoting Facebook and Twitter pages facebook.com/Stopthedomesticviolence and @DomesticV2012, respectively.
d) What Twitter strategy are they using? Does it seem to be effective or not? Why? This Tweeter’s main strategy is to communicate news about Diesel’s work, the latest being the movie Fast & Furious 6 , to other Diesel fans by linking followers to videos, pictures, and articles about the movie. He also drives traffic to Facebook and Twitter pages supporting the cause of ending domestic violence. I think the way he executes his strategies are very effective because all of his posts are very consistent with his page’s purposes. He posts about the movie, premiere and movie role opportunities, photos of Diesel on set, links to the movie’s trailers, and even an article about the movie. Almost all his posts receive responses and retweets, which shows that his enthusiasm for and way of sharing Diesel’s work translates to his followers. He is very relentless when posting about ending domestic violence; he has posted multiple tweets in a day promoting the Facebook and Twitter pages for stopping domestic violence. The multiple tweets combined with asking followers to retweet have collected several retweets and favorites each time. e) What tactics did they use? Effective? Describe. This Tweeter’s tactics include utilizing hashtags, engaging with followers by asking questions, adding photos and videos, and gaining followers by asking for retweets. I believe his tactics overall are effective because he uses them appropriately and well. I think he could use hashtags more often. He mostly used them well (an average of 1 hashtag per tweet) when he did employ them, but there was one occasion where he used 4 hashtags in a row: #fast6, #ontheset, #movie, and #makingof. Most of these hashtags are too broad and probably shouldn’t have been used. He does a good job engaging with his followers by asking them questions that encourage follows and discussion, like, “Want a follow back and DM from Vin? Come and Like the NEW Facebook page of #StopDomesticViolence: facebook.com/stopthedomesticviolence … RT RT RT” and “Fast Five – Vin Diesel VS Dwayne Johnson. Who would WIN in a real fight?” Almost all of this Tweeter’s tweets about Fast & Furious 6 include various photos and videos of the latest on the movie, which keeps his followers interested and up-to-date. Lastly, he often uses the tactic of asking for retweets in order to gain followers. He sometimes asks people to “RT” on tweets regarding Fast & Furious 6 , but the majority of his retweet requests come from his #StopDomesticViolence related tweets, which is both very sensible and effective, as they collect lots of retweets.
f) Note the frequency of the page’s Tweets. Analyze frequency. The most recent tweet on the Vin Diesel Fan Page was on February 6 th . The Tweeter posted twice about Fast & Furious 6 . He posted three times in February 2013, all about Fast & Furious 6, but he had not tweeted since the end of October 2012 before that. However, he had been regularly tweeting from September 2012 all the way to the creation of his Twitter page in February 2012. He could and should definitely be tweeting more, as the movie is coming out in May, and therefore now is the perfect opportunity to be creating more excitement and press for Diesel’s latest project. Maybe there isn’t too much new media coming out, as some movies try to lie low before their premiere showing, but the Tweeter could always still engage his followers by asking questions like “Are you planning on seeing the midnight showing?” or tweeting photos of Diesel spottings. g) Show a recent Tweet on your slides. Critique their Tweets overall as a follower (e.g. consumer if appropriate) and as a marketer. Use the strategies and tactics reviewed in class to help critique. The most recent Tweet, made on February 6 th , 2013, states, “If you would like to attend the FAST FURIOUS 6 MOVIE PREMIERE then follow @Icekayas. He is giving away tickets soon. DON’T MISS OUT! RT RT” This tweet has a mention for someone who has some kind of connection to the Fast & Furious 6 movie, which his page is all about (Diesel’s work and projects). He engages and is attempting to gain followers by tweeting something of interest that followers of the Vin Diesel Fan Page would likely be attracted to and by asking for retweets. Essentially all his tweets do that. His posts about stopping domestic violence do the same, and though the topic doesn’t really vibe as much with Diesel’s personal projects, it implies that the Tweeter and potentially Diesel himself care about the safety and well-being of women, which could easily help promote Diesel and the Tweeter to collect fans of the page and the man himself.
a) Note what keywords you used to search: I searched “Fast and Furious 6;” it was easy to find their official page on Twitter. Since this movie is coming out in May, it has been advertised on TV and online in the last couple weeks. b) Identify the company by name and URL and Twitter name. Show a screenshot on your slide. Critique the background image, photo, and overall design. Page name: Fast & Furious 6 URL: https://twitter.com/FastFurious Twitter name: @FastFurious The Twitter page’s header, background and profile photos are aligned to create a bigger picture of the sky, the road beneath it and the back of one of the main characters. The comment section has a white background, which makes the post easy to read.
c) Who is tweeting, their audience and their purpose. The Fast and Furious marketing team is tweeting. The audience is the mass public, anyone who is interested in the movie. Specifically, I think the target audience is mostly male (since the topic of the movie is cars, racing and action), aged from 15-50. Purpose: Since this movie is coming out in May, the marketers are trying to make it as popular in the public as possible. This will ensure many people will go see the movie when it come out, thus bringing more profit. d) What Twitter strategy are they using? Does it seem to be effective or not? Why? Communicate: This Twitter’s main strategy is to promote the movie and share information related to the movie and its stars. Brand: They are also trying to build relationships with and entertain their followers, as they are very likely fans of Fast & Furious . Drive traffic: They are driving traffic to the movie’s trailer and Facebook website. I think the strategies are pretty effective; aside from the fact that there are 110,384 followers, the posts are very consistent and each one receives a handful of retweets and favorites.
See next slide.
e) What tactics did they use? Effective? Describe. Hashtags: The Twitter uses the hashtag #Fast6 quite consistently, and also throws in #MyRide, #fastfurious, and a couple others when appropriate to a current event, like #AskPW (during the Twitter Q&A with Paul Walker). Engagement: The page engages the user through discussions about the movie and the cars that are used in it. It also asks questions and for ideas. Adding photo and video: The page has links to videos and photos of cars or scenes. Gain Followers: They currently have 110,408 followers and 1,175 tweets, and use retweets to increase these numbers. Designed for both web and mobile: The site is clean and easy to navigate on both web and mobile layouts. This easy accessibility is an effective tactic. Link to Social Media: The Twitter links to Fast & Furious ’ Facebook, an effective way to lead followers to other sites that are promoting the movie.
f) Note the frequency of each company’s Tweets. Analyze frequency. The frequency is varied, from 1 to 6 times a day. I personally think this frequency is adequate; it keeps followers informed but doesn’t bother them by being excessive. g) Show a recent Tweet on your slides. Critique their Tweets overall as a follower (e.g. consumer if appropriate) and as a marketer. Use the strategies and tactics reviewed in class to help critique. As a Follower: I think their tweets are engaging. In one, they ask users to post the pictures of their car on Instagram, then the admin will personally pick the best and post them on their front page. As Marketer: From a marketer perspective, I think they make good use of many of the strategies and tactics such as hashtags, engaging their followers, linking their followers to their Facebook, posting many photos and videos, and having a clear design for their website and mobile site.
Q2. Create Twitter Account and Tweet! a) Describe the target audience. Include demographics and psychographics. Give details and be specific. Our target audience is anyone who interested in the Fast and Furious movie series. They could be male and female, but due to the nature of the movie (racing and action), we think it would be more appealing to males, aged 15-50, who could come from any where around the globe. Income and education don’t matter so much. Our audience may also be interested in cars, racing, other action movies, and “hot” women. b) Name and URL of your twitter account; describe why you selected the name, keeping in mind appropriate branding for you and your selected industry. Be sure that the instructor can access it. Our Twitter account name is @Fast6Fan. Our Twitter page name is Fast&FuriousFanPage. The URL to get to our page is twitter.com/Fast6Fan. We chose our page name to easily distinguish ourselves from the official Fast & Furious 6 Twitter page and also to clearly define ourselves as a fan page to followers. We chose our account name for the same reasons.
c) Design, Photos, Graphics. Describe what you’ve done with the design and why. Show the site on your slide. Our profile photo is one of the Fast & Furious 6 promotional titles with a sky blue and white background with bold, black, italicized font. Our header photo is a promotional still of Paul Walker’s character Brian O’Conner leaning against his customized Ford Escort Mexico rally car, which is one of the cars he drives in the movie. Our background photo is a promotional shoot, a wide shot of the road with Vin Diesel’s character Dominic Toretto’s back facing the audience as he stands next to his Dodge Charger Daytona. The main Tweet area and left bar are white for easy reading. We chose to use all promotional movie graphics to legitimize our Twitter site as a Fast & Furious 6 fan page, and we used all high quality images to make it aesthetically pleasing to those stumbling across our page; after all, Fast & Furious is all about pretty, shiny cars and hot women—both aesthetically pleasing. d) Bio – determine strategy and tactics for the bio, and describe. The bio is limited to 160 characters – show what you’ve decided on for your bio. Our strategy for our bio was to communicate that we are a fan page for Fast & Furious 6 . We wrote, “Fan page for Fast & Furious 6, opening May 24, 2013. Follow our page to get all the latest updates on the movie!” We listed our location as San Francisco, CA, and chose to link viewers and followers to the Apple Trailers site for Fast & Furious 6 . We are attempting to promote ourselves as an interesting, up-to-date Twitter.
e) Use at least one strategy and two tactics. Describe what you’ve done and why. Our strategy is to communicate news, specifically to promote news about Fast & Furious 6 , to our followers. This is because we are fans that are extremely enthusiastic about the movie. We want to generate as much hype as possible for the film, so we talk about controversial topics and ask questions about the plot and characters to get discussions going. f) Tweet 2 times. Think about the purpose and demonstrate that with the content you post, describe . The purpose of our Twitter page is to market the movie to the public as well as build a fan base. Our tactics are to link followers to other sources about the movie through photos, videos, and articles, engage followers by asking questions and tweeting controversial topics, and to use hashtags. Our first Tweet was, “Letty’s back from the dead?! Watch exclusive footage of Michelle Rodriguez & Vin Diesel’s interview about her return! http://bit.ly/YE8P2e” The return of one of the main character’s presumed-dead girlfriend has been a controversial topic for Fast & Furious 6 . Our second Tweet was, “What’s going to top the safe-robbing scene from Fast Five? #Fast6 http://bit.ly/15kbvnI” For backstory, in Fast Five , the main characters of the movie stole a safe from a corrupt police station in Brazil and dragged it through the city with the police on their tails, destroying everything in their path. This was an extremely crucial plot point and was controversial for its ostentatiousness. We also included a photo of the scene to refresh our followers’ memories.
Vin Diesel Fan PageKeywords used: Vin Diesel Fast and Furious TwitterPage name: Vin Diesel Fan PageURL: https://twitter.com/PromoVinDieselTwitter name: @PromoVinDieselDesign: Profile image-Vin Diesel’s bustHeader photo-textured black default backgroundBackground image-tiled Vin Diesel portrait
Tweeter: Male, 25-35 y.o., US, Vin Dieselpromoter/fanAudience: Diesel fans, males & females, 18-45 y.o., allaround the world, varying incomes & education levelsPurpose:1) Promoting Diesel’s work2) Sharing Diesel’swhereabouts via photos3) Supporting the end ofdomestic violence
Strategies: 1) Communicate news about Diesel’s newmovie Fast & Furious 62) Drive traffic to Facebook.com/stopthedomesticviolence and Twitter page@DomesticV2012Tactics:-Hashtags-Engagement-Posts photos & videos-Gaining followers
Frequency:•3 tweets in February 2013•No tweets from January 2013 to November 2012•Consistent tweets from October 2012 to page’screation in February 2012Critique:•Has a mention•Connection to Fast & Furious 6; interests followers•Engages followers by asking for a retweet
Fast & Furious 6Keywords used: Fast and Furious 6 TwitterPage name: Fast & Furious 6URL: https://twitter.com/FastFuriousTwitter name: @FastFuriousDesign: Profile image-Fast & Furious 6 promotional titleHeader photo-skyBackground image-Fast & Furious 6 promotional shoot
Strategies:• Communicate• Brand• Drive trafficTweeter: The marketing/ PR teamAudience: Mass publicPurpose: Raising public awareness, getting ideas
• Engagement• Hashtags• Link to social media• Gain followers viaretweetingTactics
Tactics cont.• Photos• Videos• Designed For both web andmobile
Frequency:Consistently varied between 1 and 5 posts a dayCritique:•Engages followers by asking for pictures of theirtrucks and asking for a retweet•Uses hashtags wisely•Employs Twitpics
Target audience:•Fans of the Fast and Furious movie series•Males and females (mostly males)•Aged 15 to 50•WorldwideURL: https://twitter.com/Fast6FanTwitter account name: @Fast6FanTwitter page name: Fast&Furious6FanPageExplanation: Distinguish ourselves as a fan-made page aboutFast & Furious 6
Design:Profile photo: Fast & Furious 6 promotional titleHeader photo: Fast & Furious 6 promotional stillBackground photo: Fast & Furious 6 promotionalshootBio strategy: Communicate that we are a fan page for Fast &Furious 6Bio tactics: Link to Apple Trailers page for Fast & Furious 6,promote ourselves as an interesting, up-to-date Twitter
Tactics:1) Link followers to other sources about the movie (photos,videos, articles)Strategy:Promote Fast & Furious 6 to our followers2) Engage followers by asking questions and tweetingcontroversial topics3) Use hashtags