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Yl17 cyber 14

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Yl17 cyber 14

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Yl17 cyber 14

  1. 1. 1. SUMMARY The equal marriage question doesn’t get the attention until it’s someone close to you that is dealing with the topic. How does it feel to be prohibited to have the same rights as the majority of society? Our campaign mediates this feeling through people we follow or adore = Influencers build the core of our campaign. They experience cyber hate as if they were gay. We let the audience witness the real feelings caused by mean messages written safely behind the screens. We try to break phenomena of anonymity granted by social media with cross promo campaign, focusing on 3 platforms (Facebook, Youtube and Twitter) in intensive summer campaign culminating in Prague Pride Festival 2018. According to the charity character we count on influencers non paid engagement therefore divide the budget into minimal production costs of 10 000 CZK and media promotion of 110 000 CZK. SUMMARY PICTURE INTEGRATED SOCIAL MEDIA CAMPAIGN SUMMARY YL2017_cyber_14 1
  2. 2. 2. WRITTEN SUBMISSION OF THE CAMPAIGN Show what’s happening behind the screens! The campaign ought to raise awareness and show actual affection of bullying hidden behind the screens of our smartphones and desktops. People long for stories and are keen to get the ''Behind the screens look'' and that is what we deliver them by seeing reactions of their favorite online people going though cyber bullying based on their sexual orientation. We have chosen 3 Influencers > platforms in order to deliver message to different target groups and catch them in their common surroundings. Two picked influencers use their profiles as a channel for publishing the kick-off videos (preferred Facebook tool nowadays) and continue with the content seeding. One is widely known Youtuber and the other belongs to group of Facebook Influencers. The whole campaign also accompanies the #NoGayHate used in every post and across all social platforms. WHAT IS YOUR SOLUTION? The campaign based on influencers starts with the first kick-off video start in June and continues with second persona's video in July. Each influencer keeps their communication on personal level. Alongside more influencers to be approached during the campaign. In the first phase we target the huge audience on Youtube in order to build younger base with similar opinion and in second one we aim to speak to older audience with back up army and tested patterns of functional posts and sponsored ads. Following Influencer's posts Prague Pride share the videos to their profiles and continue with the campaign content across the 3 social media platforms: 1) Youtube - full videos containing the reactions to hateful messages. 2) Facebook - shorter versions with one message and posts containing Influencers holding tweets. 3) Twitter - sponsored tweets (official account) and engaging to discussions. HOW DOES IT WORK? Social media as a platform provide the users the anonymity and leads to freedom of speech at its finest. This brings up also the phenomena of cyber bullying and unsuitable online behavior. The LGBT community becomes easily victim when it comes to homophobia and sexual orientation issue. Even though our target group is ''moveable middle’’ we decided to broaden our audience by approaching also younger generation who tends to agree with our values more and offers the older group another perspective therefore also functionS as influencers. This move enables confrontation of cyber bullies by delivering the key message in their own zone of safety, meaning social media platforms. CREATIVE INSIGHT YL2017_cyber_14 2
  3. 3. 3. THE USE OF 3 SOCIAL MEDIA PLATFORMS YOUTUBE TWITTERFACEBOOK YL2017_cyber_14 3
  4. 4. 4. THE USE OF 3 SOCIAL MEDIA PLATFORMS • YOUTUBE YL2017_cyber_14 4 Youtube servers as the starting channel of campaign reaching the huge audience of first influencer by posting kick-off video on his channel - him reading hates against LGBT community and describing how it must feel if you're gay and want to get married. After creating buzz, getting to trending videos and connecting the younger target group we repost to Prague Pride channel and start campaign on other two social platforms. Prague Pride uploads simultaneously every new post (meaning every short video) to channel and create campaign playlist collecting the whole video communication to one place. There’s community manager moderating the debate, explaining and in need also intervening on Influencer's channel as the topic requires precise knowledge and understanding.
  5. 5. 5. THE USE OF 3 SOCIAL MEDIA PLATFORMS • FACEBOOK YL2017_cyber_14 5 Prague Pride Profile changes the cover photo (coordinated with first Influencer) and starts posting according to editorial plan. Timeline posts (combined with sponsored formats) lead the communication focused on younger group during the first month by showing the emotions of restricted love and feelings of those who suffer with no chance of equal future as the majority. Afterwards (with respect to current mood) we move to more serious tone of voice and more convincing arguments during second month. Prague Pride also keeps reposting events or other activities complementary the usual cooperation with other institutions. Community manager remains focused on fast, adequate, objective and mood appropriate communication with fans and builds the connections within the engaged community.
  6. 6. 6. THE USE OF 3 SOCIAL MEDIA PLATFORMS • TWITTER YL2017_cyber_14 6 By the nature and size of the social platform, Twitter Profile support the other two channels and builds awareness and engagement among the audience interested in daily short bursts of information. Prague Pride Profile coordinates visual changes with Facebook. Also Twitter is included in media budget for sponsored posts. Community manager adjusts tone of voice to the audience and also interacts to trending topic in case of relevance and establishes reasonable debating.

Yl17 cyber 14

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