IDEAS OFLOVE DIRECTOR - JENNY BAE CREATION MANAGER - FIONA (XIAODI LIU) PERSONNEL MANAGER - NIKITA MELWANI SOCIAL MEDIA/ONLINE MANAGER - LIVIANA ANDRIAN STRUCTURAL/HUB - SARAH JACKSON
WHAT IS ‘IDEAS OF LOVE’?- It all started with a question; ‘What do you LOVE?’- Original submissions could be image, video, audio or text.- The end product was originally going to be a user-generated documentary film.- This was changed to a photography competition.
OUR ID MAP VIMEO GLOS.SIABC POOL FACEBOOK TWITTER LINK (MAIN ID HUB) FEED INSTAGRAM TUMBLR
STEP 1: INSIGHT - Identifying an audience is crucial > to see their characteristics, likes, dislikes etc. in order to gain participation. - The idea and question (‘What do you LOVE?’) was not SPECIFIC enough making audiences lose interest. - Participants started to contribute but not much as anticipated due to the idea being too general.
HOW DID WE FIGURE OUTWHAT TO DO NEXT? - Listening, observing and watching our audiences was KEY. - ‘Mcscraic’ is a user persona described as ‘Hardcore’ as he contributed multiple works to ABC Pool everyday. - He was our ‘guidepost’. - He was submitting and contributing works of romantic love > not love as a whole. - We realized that our project was too broad. - We needed something NEW and FRESH.
STEP 2: WHAT DID WE DO?- Our solution was setting a topic each week and this was an on- going process.- Targeted different online communities for that topic. (e.g. on Tumblr we followed, liked and re- blogged things to do with ‘food’.- We followed, liked, loved, hashtagged, you name it! – and still we were not gathering as much participation.- We had to think of a completely different idea, a ‘fish-hook’ > something that was INNOVATIVE and UNIQUE.
INTEGRATED MEDIA OFFLINE- Experimenting OFFLINE and ONLINE > how we gathered audiences.- ONLINE to OFFLINE > realization that ONLINE cannot exist without the OFFLINE elements.- Employed ideas from ‘Occupy Melbourne’ marketing strategy.- Marketing strategy; reiterate OFFLINE and media uses- Tangibility – the ‘physical’ aspect- FACT: Audiences like what they can see ONLINE
SURPRISES - Participants from online communities (e.g. fotoholic) generated existing audiences through their interests. - Specific target audience generated more audiences. - This was done by OBSERVING lifestyle, habits, characteristics of audiences, e.g. University Students - The event gathered high engagements > the participants responsibilities made them contribute more. - Continuation of the project: no definitive ending. - We treat this event not as the final outcome of the project, but rather the starting point. - This event was the ‘bait’ that triggered audiences to be involved in this subject.
FAILURES & SUCCESSES- Broad topic (Romantic - ‘Snap the Love’ event > love? OR Inspiration? combined old/new topics- Different specific topics - Prize (Polaroid camera) > created each week = lost hook existing audiences - Integrated Media marketing – poster, online community (fotoholic)
END OF JOURNEY –WHAT DID WE LEARN?- Mistakes allowed us to mature as media practitioners.- Challenged ourselves with various Overall, this project problem solving and strengthened has adjusted our our knowledge. thoughts to the- Not afraid of experiment different changing media approaches for better result. landscape and weave- Slow procedure allowed us to look stories outside the at things closely; + Characteristics of the audiences traditional media + Pro/cons of different social platform and into the media platforms multiplatform + Marketing strategy > what environment. worked/what didn’t