Ollie long unit 35 (changed)

OCR –
Level 3 Cambridge Introductory Diploma in
Media
Unit 35:
Social Media Products
St. Andrew’s Catholic School –
Oliver Long - 3070

Purpose – Instagram
• Instagram is a social media app which allows people to edit and share
photos publically to people who follow them, or anybody who
chooses to view their account. It is a quick and easy way to share
photos with friends and family, or to post to the world and develop a
fan base.
• It has many features which allow users to use the app in different
ways, all features are simple and easy to use, which factors in to why
so many people use the app.

Content – Instagram
• Instagram uses a very simple colour scheme, although the logo is
brightly coloured the app its self is very simple, it uses a blue
header which has become recogniseable to the app, with a white
background and grey footer. This simplicity allows the focus to
put on the pictures the community post rather than bright
colours taking away focus.
• The app contains many features which allow the app to be used
in different ways depending on the user. The most important
feature is the photo sharing, it allows users to upload pictures
with the choices to edit them, add filters, add descriptions and
even tag people or the location. The content posted can then be
liked or commented on by other users, or even shared between
friends using the direct message feature, which allows friends or
strangers to contact each other one to one or in a group chat.

Target User – Instagram
Gender
Instagram has a very simple format, which doesn’t aim to appeal to a specific
gender, this is shown in the demographics, although a higher percentage of
women use the app than men, a large amount of each gender use It.
Age
Due to the app being new and keeping up to date naturally this attracts a
younger audience, this is shown as each age bracket that you go up the percent
of frequent users goes down. 59% of 18-29 year olds use the app which
highlights how successful it is as more people use the app then don’t in this
age bracket.
Income
The amount of income doesn’t make much of a difference, the percent is
around the same, the two highest percent of users are the lowest income
group and highest, further displaying how the income groups do not make
much difference. This may be explained due to the app being completely free
and accessible to everyone.
https://sproutsocial.com/i
nsights/new-social-media-
demographics/

Target User – Instagram Continued
• Katz: For this theory I think the users will be under the personal
relationship category, this is because the majority of users follow
people they know, and share their lives with each other, they also
follow celebrities, this allows them to find out more about their lives,
and feel they are building a relationship with them.
• Maslow: For this theory users could be in different categories
depending on their use. Some people are social climbers and use
Instagram as an outlet to grow their audience or build a following
whereas others may be explorers and like to use Instagram to follow
social change, and keep updated with it.

Source of Revenue – Instagram
Instagram makes money through advertising, much like Facebook
which is owned by the same company. Whilst looking through your
feed a number of posts are advertisements, these are differentiated by
a ‘sponsored’ icon appearing above it. Although there isn't any exact
figures on how much advertising costs, some executives have revealed
its around $350,000 and $1 million per month, this highlights the
power Instagram has as a platform, that advertisements could cost up
to $1 million per month.
https://www.shortstack.co
m/how-small-to-medium-
sized-businesses-can-
advertise-on-instagram/

Legal/Ethical Issues – Instagram
Instagram raises several legal concerns due to it being a public photo sharing app.
Copyright is a major concern as many people steal others pictures on the app or
elsewhere on the internet and post it as there own, this is hard to control as there
are millions of users and not all get reported. Another issue is bullying, due to the
same issue as before it is very hard to control and stop.
Another issue is marketing, many promoters don’t disclose that they are
marketing a product, which is misleading to customers, an example of this is: ‘In
August, 2016, the watchdog group Truth in Advertising (TINA) complained to the
FTC that the Kardashian family and various brands were engaging in deceptive
influencer marketing. had over 100 posts online endorsing products without
proper disclosures. In fact, these family members could be paid up to $300,000
for a single endorsement.’
https://qz.com/763536/a-watchdog-
group-says-the-kardashians-are-
being-illegally-paid-for-instagram-
posts/

Legal/Ethical Issues – Instagram Continued
In Instagram's terms and conditions users must not defame (libel) people or
organisations, however ‘Should an Instagram user defame someone, Instagram
may choose to remove, edit, block, and/or monitor the content or account in
question. However, the company is under no obligation to take any actions.’ There
is also mention of stalking and bullying which go against the terms and conditions
The rights section of the terms and condition has a statement which states that
any content posted automatically gives Instagram the rights to this content as well
meaning they can use it as they wish. Some people may disagree with this as they
may feel it imposes on their IP, however it comes with the use of the app.
https://www.internetdefamationlaw.com/2580how-to-remove-a-defamatory-instagram-post/ https://help.instagram.com/478745558852511

Data Protection Act - Instagram
• This act controls how businesses can use personal information, they must
ensure data is used fairly, used for specifically stated purposes, kept for no
longer than necessary, kept safe and secure and many other principles.
• This is important as Instagram must ensure all of these principles are
followed to avoid getting bad press and possibly sued, both of which will
lead to less money made as they will lose money or a large portion of
users.
• Instagram collects data of its users to sell to advertising companies,
however its privacy policy clearly states the data that it collects and how it
can be restricted, for example by disabling their ability to track your
location and making your account private.
https://www.gov.uk/data-protection

Positive and Negatives - Instagram
• According to Noam Chomsky social media ‘erodes normal social behavior’ I am going to investigate if this is true for
Instagram.
• One way Instagram excites users and offers benefits to the consumer is through the freedom of sharing. There is no strict
rule to what you can share, the app lets you share anything you want (as long as it is suitable), this means all consumers can
use the app how they want to and connect with the communities they may otherwise not be able to. This is beneficial as it
allows more communities to grow and consumers to connect with people worldwide.
• Another way is through the diversity of media. As Instagram has evolved it has added many new features which allow for
many different types of post formats, users can upload photos and videos as well as posting stories and streaming
themselves live. This offers consumers a range of features meaning more customers will be targeted and have something
they enjoy. It also means customers can be held on to for longer because they wont get bored as easily due to the amount
of formats they are able to explore.
• Instagram offers a lot of convergence with other types of media. One of the most important ways is through Facebook, both
apps are owned by the same company as Instagram was bought by Facebook Inc. in 2012. This allows for a lot of
convergence between the two apps which is beneficial to Instagram as it brings over many customers, In the last third of
2017 Facebook had 2.07 billion active monthly users many of whom may not of been aware of Instagram before, then
became aware through Facebook. One way it offers convergence is through the option to sign in through Facebook, this
means your account will be connected and your Facebook friends will be notified that you have got Instagram, allowing
them to befriend you on both apps. It also allows for cross platform sharing, meaning you can share things from Instagram
onto Facebook or vice versa, therefore more targeted customers are able to see the posted media.
• There is however many dangers with Instagram, the most common issue is bullying, the platform can offer many ways for
cyber bullying, through the comments feature, posting private or humiliating photos, creating fake accounts and tagging
them on hurtful things. Another dangerous feature is called ‘Geotagging’ effectively it allows the consumer to post a picture
connecting it with a location on Google maps. This can be dangerous as people can be tracked with the feature then
kidnapped or other dangerous issues.
http://www.bbc.co.uk/news/technology-17658264

Primary Research - Instagram
This shows that Instagram and
Snapchat are clearly the favourite
two of the four apps, they received
an even amount of votes whilst the
other options didn’t receive any.
‘looking at other people’ was the most
popular feature, this shows that
majority of people use Instagram for
looking at what their friends and
family are doing.
These were the comments I received,
on the question ‘what do you dislike
about Instagram?’ Two comments were
about social pressures and people
commenting rude things. This
highlights that bullying is still an issue
within social media, in particular
Instagram.

Advertising – Instagram
• There is multiple variables that decide the final cost of an online
advertisement. Firstly the size and dimensions, a 300 x 600 advert has
become the most popular recently as it is much larger than other sizes and
is a good size to produce a captivating advert.
• Ad location is also important, the best performing ads are ‘leaderboards’
below the site logo. These are at the top of the website so people see them
as soon as they go onto the website, therefore they get the most
impressions.
• CPM is the cost per thousand impressions, the major 13 newspapers
charge between $10 to $30 CPM, but the cost is starting to decrease as the
competition increases. Targeted advertising costs higher due to it reaching
the exact customers you want to reach.
http://www.promisemedia.com/online-advertising/online-rate-card-tips-and-guidelines

Viral Marketing – Instagram
Instagram doesn't have a YouTube channel and doesn’t have any
advertising which I could find. This is due to the popularity of the app
and the age of it, as everyone is already aware of it and has either used
it on the past or still is a user, therefore it is a waste of their money to
do viral marketing, they can instead focus their money in more
important areas.

Product/Service Reviews – Instagram
• I chose to get the reviews of each social media from the App Store as
it has thousands of submitted reviews, and therefore can give me a
better average compared to a small website where someone has
written there personal review.
• Instagram got the highest score by far, its only missing out on a
perfect score of 5 by 0.2, most people have given these high scores
due to the ease and enjoyment of easily sharing photos with friends.
However many bad scores are for a very similar reason, the
‘algorithm’. As recently Instagram changed the order of the users
feeds to show what they believe you would most like to see rather
than in chronological order. Many people dislike this feature and so
many two star reviews have been given in recent.

Purpose - Snapchat
Snapchat is a messenger app that allows users to send photos
to each other only lasting a maximum of ten seconds with the
option of adding captions or filters to them. This is what
attracted the majority of the audience to the app, making it
one of the most popular today. It also contains other features
such as ‘stories’, this is where the user can post photos/videos
so that all there friends will be able to view them for 24 hours.
It has also added corporate stories, where magazines and
newspapers can pay to have a featured story where they
present what they would like.

Content - Snapchat
• It has a simple and easy to use interface with a simple colour scheme,
making the app attractive and accessible to almost everyone. Its
primary colour is yellow which is effective due to it being so bright
which connotes happiness to the consumer, another positive is that it
stands out, as no other app or social media company is known for
being yellow, therefore making it instantly recogniseable. It has four
main pages on the app which are easily reached through swiping left
or right to change between them, this ease and speed of access
makes the app very enjoyable for the consumers.

Target User - Snapchat
In USA 86% of Snapchat users are aged below 34 which shows that the
app has a young target audience, it is also the most important social
media for 30% of teens, this shows that the app has a lot of regular
users, this presents an opportunity for advertising due to the large
amount of repeat users.
Around 70% of users are female, which means a lot of marketing
opportunities for companies aimed at young women.
https://www.quora.com/What-is-
Snapchats-target-market-and-market-
size-and-how-does-it-cater-to-that-
market
https://www.omnicoreagency.com/s
napchat-statistics/

Target User – Snapchat Continued
• Katz – users of snapchat are in the personal relationship category, as
the apps main focus is being a messaging app, therefore people will
use it to build relationships and message people they already have
relationships with.
• Maslow - I think snapchat users will be social climbers and use the
story feature to present themselves as having a great life in order to
improve their status in society.

Sources of Revenue - Snapchat
• One way Snapchat makes money is through sponsored ‘Geofilters’,
Geofilters are images/borders users can choose to add on top of their
photos when in particular locations. Companies can sponsor these so
when in a location of theirs, there will be an associated Geofilter. An
example of this is when you go to Disneyland there will be a Disney
Geofilter.
• Another way is through sponsored filters, this is a very similar concept
however instead of just a image on top of the users photo, it is an
interactive filter that attaches to the users face making them appear
different. This may be more effective due to it being interactive and
more fun, therefore it is possible hype could be produced around it
and it could get a lot of exposure.
https://www.feedough.com/snapchat-make-money-snapchat-
business-model/

Sources of Revenue Continued - Snapchat
• A third way is through the ‘Discover Page’ this is where publishing
companies can pay to partner with Snapchat to post daily news on the
app. This benefits Snapchat in two ways, firstly they gain a lot of
revenue from the partnered companies who are paying to post news,
secondly it increases the time people spend on the app, which increases
the opportunities Snapchat get.
• Another way they gain revenue is through the sale of ‘Snapchat
Spectacles’ these were released in November 2016, they are glasses
with camera on either side which allow for photos and videos to be
taken and uploaded straight to the app. They retail for £129.99 and
underperformed sales expectations majorly. Only 0.08% of Snapchat
users purchased them, and under 50% of buyers continued using them
after a month. This led to a massive loss for Snapchat, making it a failed
source of revenue.
https://www.feedough.com/snapchat-make-money-snapchat-
business-model/

Legal/ethical issues - Snapchat
• Due to the apps nature of sending picture messages for a limited amount
of time many issues are created with consent. It is common for Snapchats
to be screenshotted for various reasons, this creates issues as it is illegal to
make an image available to the public without consent of the owner.
• Sexting is also a major problem, although Snapchat strongly advises against
it, its still common and can lead to serious consequences. The digital
economy and culture minister Ed Vaizey said ‘The disclosure of private
sexual photographs or films without the consent of an individual who
appears in them and with intent to cause that individual distress, is an
offence under section 33 of the Criminal Justice and Courts Act 2015’
‘Those convicted could face a maximum sentence of two years in prison.’
http://www.independent.co.uk/news/uk/politics/it-is-
illegal-to-screenshot-snapchats-without-permission-
government-minister-says-a6955451.html

Legal/ethical issues – Snapchat Continued
• In Snapchats terms of use it states that like Instagram posting content gives
Snapchats the rights to use that content also. This may feel like a breach of IP
for some members, however ownership of the content is not given to snapchat.
• Under the section ‘respecting other peoples rights it condemns defamation
(libel), harassing and bullying, however does not mention any punishments for
doing so.
• Protection of personal data is an issue people are concerned about, in
snapchats privacy policy it mentions that it gets information about you from
third parties, this may be something users are unaware of.
https://www.snap.com/en-GB/privacy/privacy-policy/

Data Protection Act - Snapchat
• This act controls how businesses can use personal information, they
must ensure data is used fairly, used for specifically stated purposes,
kept for no longer than necessary, kept safe and secure and many
other principles.
• This is important as Snapchat is ranked as one of the least secure
apps for data protection. That is worrying considering the app has
178 million daily users worldwide. Its insecure as it fails to use end to
end encryption used by competitors like WhatsApp and Facebook
Messenger.
https://inews.co.uk/news/technology/snapchat-among-least-secure-apps-data-
protection-report-finds/

Positives and Negatives - Snapchat
• According to Noam Chomsky social media ‘erodes normal social behavior’ I
am going to investigate if this is true for Instagram.
• One way Snapchat excites users and offers benefits to the consumer is
through the innovative ways of sharing media. This promotes creativity and
allows consumers to communicate in new and different ways.
• Another way is through the partnerships with publications. This is positive as
it connects a young audience with news that they may not otherwise read
about, as the young readership/viewership for conventional news on TV and
print is very low, but the majority of Snapchat users are young, therefore it
connects them to important media.
• Snapchat is in convergence with Shazam, this is an app that is used to identify
a songs name and artists just by playing it into the app for a few seconds. This
is beneficial to Shazam as it raises its exposure giving it many more users. It
also helps Snapchat as it adds to the list of features it possesses making
consumers use the app for longer.
• A negative of Snapchat is the risks that come with it, many people send
explicit images

Primary Research - Snapchat
Snapchat had the joint most amount
of votes, this shows that along with
Instagram it is the favourite social
media.
This is a split between many answers,
this shows that Snapchat caters for
users who want to use the app for
different purposes.
Two comments were regarding how
messages disappear after a while, this
may be something Snapchat could
consider changing.

Advertising - Snapchat
impressions.
http://www.promisemedia.com/online-advertising/online-rate-card-tips-and-guidelines

Viral Marketing – Snapchat
This video is effective due to its length, being a one minute video it
means people are more likely to watch it rather than a 10 minute
explanation. This is because it will be more engaging and more
interesting due to the nature of fitting all the content in a minute. Also
its less time consuming than a longer video, this means people can get
the information they need much quicker.
The title of the video plays on this stating its ‘60 Seconds’ which means
people will notice it and more likely to watch it. The title also mentions
that its ‘the new Snapchat’ which would attract people unaware that it
changed.
https://www.youtube.com/watch?v=nx1R-eHSkfM

Product/Service Reviews – Snapchat
• Snapchat has very poor reviews, the majority vote is one star, but is
brought up by a small amount of five star reviews making it an
average of two stars. Reading the reviews this score has been brought
about by a recent update which has made the advertised news page
much bigger, and the stories page much worse as it interferes with
friend conversations. This is another example of a social media getting
bad reviews due to making a change users don’t like.

Purpose - Facebook
Facebook is a social media site that allows users to become
friends with other users, post photos/videos, comment and
like posts and share other posts as well as other features such
as playing games and streaming live videos. It was officially
launched in 2006 by Mark Zuckerburg and Edward Saverin and
is now the largest social media site and has been for a number
of years

Content - Facebook
Facebook is presented in a simple format with a easily recogniseable
colour scheme of blue, white and gray. This is a reason why the app
grew in popularity, due to its ease of use it was accessible to everyone
and gained consumers from many different markets. It has many
different pages you can discover, however they are all clearly labeled
and easy to find, meaning anyone could use it.

Target User - Facebook
• Age – at 2012 study showed 65% of users are 35+, this highlights that
Facebook has a much older audience than the other two social
medias I previously investigated. This presents it with benefits and
drawbacks, as it is able to gain advertisement deals with many
companies that wont use the other social medias as they have a very
different market. However there target audience is getting older
which could show that the site could be soon dying out as the youth
are not using the website as much.
• Gender – 60% of users are female, 40% are male, this statistic isn't
heavily leaned to any gender, so presents marketing opportunities for
companies targeting either gender.
https://yourbusiness.azcentral.com/target-market-facebook-16289.html

Target User - Facebook
• Katz – I think the majority of users are in the personal relationship
category, as this social media is about adding people you know, and
therefore sharing your life and looking at others who have shared
their lives with you, therefore building a personal relationship with
each other.
• Maslow – Some users will be in the social climber category as they
use Facebook as a platform to show off or to appear a higher status in
society. Other users may be caregivers who like to see their friends
are okay and give advice or condolences on posts.

Sources of Revenue - Facebook
• Advertising: Its main source of revenue is doing paid advertising for
other companies, it is seen as a good strategy for businesses as
Facebook looks at the likes and activity of users and decides who the
best people are to target with the advert.
• Games: popular games such as Farmville and Zynga Poker which
operate on Facebook must give Facebook 30% of the revenue they
make.
• Mobile Advertising: Facebook get 1/3 of revenue from this source, it
runs its own app center on which developers must pay for their apps
to feature on the site.
https://www.quora.com/What-are-Facebooks-
main-revenue-sources

Legal/ethical issues - Facebook
Facebook has had thousands of issues concerning cyber bullying due to
the sheer size of the platform. They have come under scrutiny many
times as many believe they don’t do enough to secure the safety of
their members, and make it too easy for cyber bullying to occur.
Another issue which many users have complained about is how
Facebook manipulates their feed to show what they want, and to
manipulate advertising to the user. Another way they manipulate feeds
is by doing research tasks without consent, many believe this to e
unethical and illegal.

Legal/ethical issues – Facebook Continued
In the Facebook terms and conditions it doesn’t explicit say that
harassment, bullying and libel is not allowed like the other social
medias, however it does say ‘You will not post content or take any
action on Facebook that infringes or violates someone else's rights or
otherwise violates the law.’
It also has similar IP laws to the other social media sites, stating that
the content is owned by the users, however by posting it you grant
them a sub license to use it. It also states that as soon as IP is deleted
the license is also deleted for Facebook.

Data Protection Act - Facebook
• This act controls how businesses can use personal information, they
must ensure data is used fairly, used for specifically stated purposes,
kept for no longer than necessary, kept safe and secure and many
other principles.
• Facebook had a massive data leak in 2017 where a ‘spambot’ leaked
over 700 million email address, this was one of the largest ever data
leaks and came with a lot of bad press for Facebook and questions
about its security
https://www.theguardian.com/technology/2017/aug/30/spa
mbot-leaks-700m-email-addresses-huge-data-breach-
passwords

Positives and Negatives - Facebook
• According to Noam Chomsky social media ‘erodes normal social behavior’ I am
going to investigate if this is true for Facebook.
• One way Facebook excites users is by connecting them to a number of different
media types, allowing them to keep up with their family whilst having fun and
learning about current news. This means it can appeal to a wide audience range
and engage the audience.
• Another feature which excites users is its on site games, this feature makes the
website unique as other social media sites don’t incorporate games quite like
Facebook does, attracting more customers to Facebook use their platform.

Primary Research - Facebook
Facebook didn’t get any votes on
this poll, this highlights that
Facebook is becoming much less
popular, especially with the younger
audience.
The favourite feature according to
my research was ‘looking at funny
posts’ this shows that the use of
Facebook has changed from what it
was originally designed for,
however it is a positive thing as it
keeps many people still engaged
with the site.
These are the answers I received back
from my question ‘What's your least
favourite feature’, the majority of results
I received were regarding advertisement
and research, this showers that users
really do care about how their feed is
manipulated and the amount of
advertisement they are subjected to.

Advertising - Facebook
impressions.

Viral Marketing – Facebook
This video is effective marketing as it makes use of a day that will
attract many of the target audience and current users, as many of them
are middle aged or slightly older so therefore would be interested in
something like this which is family friendly and can involve everyone no
matter what age. This is effective as due to it including every age, and
being accessible to everyone it maximises its opportunity to go viral
https://www.youtube.com/watch?v=iUdQf1aG8ro

Product/Service Reviews – Facebook
• Facebook also got a poor score, however slightly improved than
Snapchats. It got the highest amount of votes for one star, though its
not as much of a difference between one and 5 star than snapchat.
Reading the reviews the low scores are for different reasons such as,
too much advertisement, app crashes and poor customer service.
This is a much wider range of problems in comparisons to the other
apps which could change a thing or two to improve their reviews,
Facebook has a number of things to change before improving their
ratings.

Mind Map
Explorer TrendSetter
Gig Finder UniNotes
Synergy: There will be synergy with
large social media sites such as
Facebook and Twitter, allowing you
to share content cross platform.
Target Audience: The audience
will be from around 25-55, as it
targets people interested in
discovering new places.
Colour Scheme:
Colours like blue
and green will be
used along with
white, to represent
the globe.
Convergence: Will
be an app,
featuring a GPS
map and photos.
Slogan: Discover Life
Homepage Features: The homepage will consist mostly of a
map which is scattered with pins of places of interest, tapping
on these takes you to a page with information and pictures
others users have uploaded
Compete: There is other apps of similar
nature however none have been made to
the standard needed to meet the mass
market, this app will be easy to navigate,
stylish and engaging
Convergence: Will be an app,
consisting of information,
photos and connection
between people
Compete: There is an app called
bandsintown which offers a similar
service, however does not allow you
to connect with other fans like this
app will.
Colour Scheme: It will have a
orange and black colour
scheme, as I think this reflects
rock music which is most
common with gigs/concerts
Synergy: There will be synergy
with ticket purchasing websites,
so people can use my app to
find all the places to buy tickets
and compare them.
Homepage Features:
your homepage will be
personalised to news
and information about
artists you like and
gigs near your
location, it'll allow you
to comment on news
and post your own
information or photos
from music events
Slogan: Connecting you with musicTarget Audience: The app will
be able to target a wide range
of audiences as different genres
have different audiences,
however due to it being an app,
I predict a younger audience
base
Target Audience: Students aged 18-25
Homepage Features: The
homepage will be
personalised to
communities you have
subscribed to, for example
business students can
subscribe to a business
community where students
can share information and
help each other.
Synergy: It can connect with
other student/University apps
such as Unidays
Colour Scheme: I am going to
do a blue and white colour
scheme as it is simple and
professional
Slogan: Comm-Uni-ty
Compete: There is a website
called The Student Room that
I will have to compete
against, they also have an app
however mine will have many
more features, allowing me to
attract more users and grow
my user base above theirs.
Convergence: Will be an app
containing, information sharing,
photos and videos
Target Audience: The majority
of people interested in fashion
will be 17-30
Colour Scheme: I
will use a very
simple and clean
colour scheme of
white and grey as
this gives a
professional feel
and doesn’t take
away from the
content of the app.
Convergence: Will be an app
containing, information sharing,
photos and videos, as well as a
rating system.
Slogan: Fashion never sleeps
Compete: it will
compete with apps
such as Instagram
and Pinterest,
however will be
targeted more
towards fashion so
will be able to
attract a different
audience.
Synergy: it may be able to connect with Instagram
and Pinterest to help bring that audience across.
Homepage Features: The homepage
will be personalised to show the
people you are subscribed to, or
hashtags you choose to follow, there
will also be competitions where people
can put there outfits against each
other to win prizes, this will helps grow
the user base.

Final two ideas – Purpose
• Out of the four possible ideas I came up with I have chosen the best two which I
will plan and develop further.
• These two will be Explorer and Gig Finder
• I have chosen explorer as I believe there is a gap for it in the market, firstly because
there is a lack of apps for an older demographic, so there wont be much
competition against my social media app. Secondly there is no well produced apps
like mine, there is a few similar but none are well designed, easy to use or
engaging for the user base, Explorer will be all of these, allowing a community to
be made and it to becoming a popular app.
• I have chosen GigFinder as again I feel that there is a gap in the market for a music
based social media, this app will allow people to come together to talk about there
favourite musicians, sharing information on new music, find out where gigs or
tours will be held, connecting them with the music they love.

Final two ideas Continued
• Explorer will be a social media app revolving around the world we live in. The
homepage will be a map of where you currently are (Using GPS built into your phone).
The map will be scattered with points of interest that the users themselves place on
the map, it allows them to add facts, information and photos as well as a star rating of
the point. They are all editable by others, so people can add their own photos, and
give their own rating of the place (creating an average). From this leader boards can
be viewed such as ‘Highest Rated Places in London’
• GigFinder will be a music based social media aimed at bringing people together with
the music they love. You will be able to follow the musicians, genres or hashtags you
choose creating a personalised feed of all the information relating to them. There will
also be forums where you can ask questions or give answers to others, helping the
latest information be shared so people can find out when new music is coming out
and when your favourite artists are performing near you.

Hand Drawn Drafts - Explorer
Sign-In Page Homepage

Hand Drawn Drafts - GigFinder
I have chosen to format my
drafts in this way as it is very
simple yet effective at getting
across all features of the
website. This is achieved
through using different icons
which users can easily
recognise in order to navigate
the application.

Colour Scheme
• Explorer: This app will have a white, green and blue colour scheme
to represent the earth as the app is all about exploring it. I have
also chosen white as it will work as a staple colour to make sure it
looks professional.
• GigFinder: This app will Feature mostly orange and black, as I think
this connotes rock music, this is important as a lot of the target
audience will be people interested in rock as concerts and gigs are
commonly rock.

Logo
• Explorer: For explorer I have chosen for the logo to be type based, as this helps
create brand awareness due to people remembering the name, and therefore
remembering the app. The ‘o’ is represented as the globe as this represents
what the app is about.
• GigFinder: This app will also have a type based logo, making the brand easier to
remember. I have incorporated a guitar into the logo to represent what the app
does.

Target User
• Explorer: The users of this app will be in the Katz category of inform and educate, as the
app is all about exploring new places and learning about them. The users could be from
a broad age range however I believe that older audience will be more drawn to this app
mostly 35-65 year olds. The gender will be mixed, as the app is not targeted at a gender,
rather just at exploring and educating. They will also be from mixed class, this is due to
the app being free and accessible to everyone with a Smartphone. They will also be
from the Maslow category of Explorers, as the app will help them explore the world
and find new locations they didn’t previously know.
• GigFinder: The users of this app will be in the Katz category of inform and educate, as
well as diversion as they will be using the app to learn about what their favourite artists
are doing, as well as using it to go to gigs in order to escape normal life. This app will
have a younger audience base as younger people go to concerts more, therefore I
believe it will be age range of 17-30. The gender will be a mix as the app includes artists
from any genre, so therefore will target all genders. The majority of users will be from a
lower class, as many festival/gig goers are students, who are therefore in a lower class.
The users will be in the Maslow category of explorers as they enjoy social change,
which may be going to a new festival or seeing an artist you haven't before.

Graphic Layout:
Homepage
MOCK UP

Graphic Layout:
Sign-Up Page
MOCK UP

About the Product – Purpose/Content/USP
• Explorer: The purpose of this app will be to encourage people of all generations to go outside
more, explore the world, and discover new places. The content will be made up of a map
which tracks your location and highlights all the points of interest nearby. The users will have
the ability to add their own points of interest, adding their own photos, description and rating
of it so others can check it out. Users will be engaged by the rating system which allows the
users to rate locations they go to, and the highest rated ones will feature on leader boards, and
the collection system, which allows users to see a library of all the places they’ve discovered
and earn prizes for the more they discover. My unique selling point is the two features I
previously mentioned, no similar app has these features meaning Explorer is unique and will be
able to attract users and keep them engaged with the app allowing a community to be built
around it.
• GigFinder: The purpose of this app is to connect the users with the music they love and help
them discover new music. The content will consist of information about artists, tours and
venues. The users will be able to choose who they follow ,what venues they follow and what
genres the follow. A personalised feed is then created which will show the user where their
favourite artists are performing and what artist are performing in the venues near them. This
allows users to know when there artists are performing so they don’t miss out. The app also
features a media player which users can use to listen to songs and watch videos of live
performances, this is a Unique selling point, as similar apps do not have that feature.

Website Functionality – Log-in page
Log-In page
Sign Up Forgot Password Log in
Homepage (if
correct login)
Error message
‘Incorrect log in,
please try again’
(if incorrect)
Password recovery
page, where you
enter email, and
password is sent to it
Taken to sign up
page where you
enter in your details

Website Functionality - Homepage
Home page
Search SettingsMenuAdd new
Help
Contact
Us
Edit
Profile
Privacy
Policy
Search bar
with
suggested
searches
Takes you to
a location
adding page
Top
rated
locations
Recently
added
Last
visited
Friends
Locations

Website Functionality - Homepage
Home page
Menu Feed Media Player Settings
All Artists
Venues Search
Help
Contact
Us
Edit
Profile
Privacy
Policy
Latest
Music
My
artists
recomme
nded
Live
performa
nces
Venues
nearby
Top rated
tours
coming
near you
Artists you
should
check out
Tour
ratings

Production Plan
Week Beginning:
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
My drafts of the final
designs will be handed
to graphic designers so
they can create the
main frame of the app.
The editors will start
drafting what content
will feature on the
launch of the app.
Researchers will start
compiling the
information and work
alongside the writers to
create the written
content of the locations.
Photographers Will go
to different locations
that we need photos of
for locations to start the
app off.
Graphic designers and
photographers will need
to finish their tasks, as
well as writers if they
have not completed
their tasks.
Day off Day off
Complete by:
Friday
Complete by:
Wednesday
Complete by:
Monday
Complete by:
Friday
Complete by:
Monday
Complete by: Complete by:
Week Beginning:
All the separate parts
should be put together
App designers will edit
the main base we now
have turning it into a
real app with working
buttons and menus.
Final look through
content to ensure no
errors
Final Touches The launch day of the
app (15th May) this is
when the year starts to
get warmer and
therefore people start to
go outside more, which
is what my app is all
about.
Day off Day off
Complete by:
Tuesday
Complete by:
Thursday
Complete by:
Thursday
Complete by:
Friday
Complete by: Complete by: Complete by:

Production Plan
Week Beginning:
My drafts of the final
designs will be handed
to graphic designers so
they can create the
main frame of the app.
The editors will start
drafting what content
will feature on the
launch of the app.
Researchers will start
compiling the
information and work
alongside the writers to
create the written
content.
Photographers Will go
to different locations
that we need photos of
for venue pages, and
possibly photos of
artists.
Graphic designers and
photographers will need
to finish their tasks, as
well as writers if they
have not completed
their tasks.
Day off Day off
Complete by:
Friday
Complete by:
Wednesday
Complete by:
Monday
Complete by:
Friday
Complete by:
Monday
Week Beginning:
All the separate parts
should be put together
App designers will edit
the main base we now
have turning it into a
real app with working
buttons and menus.
Final look through
content to ensure no
errors
Final Touches The launch day of the
app (25th January) I have
chosen this date as it is
a the start of the year so
people will be able to
get ready for a whole
year of music.
Day off Day off
Complete by:
Tuesday
Complete by:
Thursday
Complete by:
Thursday
Complete by:
Friday
Complete by:
Same day

Production Costs
Job Role Salary
Graphic Designer (3) £26,000
App Developer (2) £28,000
Editor (3) £28,000
Writer (5) £12,000
Photographer (2) £12,000
CEO (1) £90,000
Equipment Cost
apple MacBook pro £1,099
Equipments Costs
Office (Leatherhead) £350 x 16 = 5600
Apple Mac book Pro (x16) £1500 x 16 = 24000
All Adobe Apps £53.20 (per month)
Camera (x2) £389 x 16 = 6224
Chairs (x16) £89 x 16 = 1424
Tables (x16) £99 x 16 = 1584
Printer (x2) £1306 x 2 =2612
TOTAL

Revenue
The way my apps will make money is through advertisement, GigFinder will have
the unique ability for artists and venues to pay to get their content featured, this
will benefit them as it will attract more customers, and we will benefit by getting
paid. The other advertising method will be through companies being able to post
advertisements which we will integrate into peoples feeds. This will be beneficial
for advertisers as we will target the exact target market they want to and show the
advert to that market.
Explorer will be able to earn money through paid promotions. For example if their
was a pop-up carnival going on in London the organisers could pay me to add it as a
location on the map. It would come up with a different icon so people are more
likely to see it and click on it, therefore bringing attention to the event or location.
There is multiple types of advertising methods I can choose, the main four are:
Cost per action, Cost per click, Cost by mille and Flat rate. Smaller publishers and
advertisers tend to go for flat rate as they can take in to account expenses. As I am
just starting out I am more likely to get smaller advertisers, so flat rate advertising
will take up the majority of my revenue streams
https://www.adspeed.com/Blog/How-much-charge-advertising-website-1104.html

Legal and Ethical Issues
I must ensure that my app does not have any copyright claims, this is important as I must
make sure that the features I use are not copyrighted by other companies, as well as the
content I use on the app. This is vital especially in relation to photographs and information
relating to artists. If I use photographs that I have not taken myself I will have to check if
the photographs are copyrighted, if they are I will have to get in touch with the owner, and
ask for permission to use them, which I may have to pay for, or pay royalties to use.
However I could also make money via letting people use my content for payment also.
Another issue I must look at is the privacy policy, my app must have a privacy policy, this is
so the users know what information I am collecting from them, and what use the
information will have. They will also need to know who else can access their information,
this is an important issue as it is the law that people are able to see how their information
is being used so they can choose to opt out if they do not agree. Another important
precaution I take is protection of personal data I must ensure it is securely held, so it is not
hacked. This will be stated in my terms and conditions as well as other laws protecting
users from libel, bullying and harassment, I will give myself the ability to delete accounts
which I feel go against these terms and conditions.

Web standard project (WaSP)
• Formed in 1988 in order to stop the fragmentation of the internet
which would drive up the cost of building websites and deny users
access to content and services.
• They then turned their focus in 2001 to educate web developers on
the importance of using web standards.
• The advantages of using the web standards are accessibility and
stability. They ensure all users can access and use your site, as well as
making it easier to find through search engines. They also make your
site more stable due to them being designed with forward and
backward capability in mind.
https://www.webstandards.org/

Plan for Privacy and Security Measures
Other social media sites create privacy policies in order to protect
themselves as well as their users. They are usually made up of 10 key
sections: Information we collect, How we use your information, sharing
of information, how we store your information, your choices about
your information, children's privacy, other web sites and services, how
to contact us about a deceased user, how to contact us and changes to
the privacy policy. It is important to include all these items within the
privacy policy to ensure users data is protected, if the data was unsafe
it would lead to a violation of the Data Protection Act 1998
https://help.instagram.com/155833707900388/?helpref=hc_fnav&bc[0]=Instagram%20Help&bc[1]=Privacy%20an
d%20Safety%20Center

Web standard project (WaSP)
• Formed in 1988 in order to stop the fragmentation of the internet which
would drive up the cost of building websites and deny users access to
content and services.
• They then turned their focus in 2001 to educate web developers on the
importance of using web standards.
• The advantages of using the web standards are accessibility and stability.
They ensure all users can access and use your site, as well as making it
easier to find through search engines. They also make your site more stable
due to them being designed with forward and backward capability in mind.
• I will ensure I follow these guidelines in my app and website to maximise its
stability and enable people to find it much easier, doing this will mean
more users and a much higher chance to grow.
https://www.webstandards.org/

Hand Drawn Drafts - GigFinder

Graphic Layout:
Homepage
This app has a very simple interface, there is two big reasons I
chose this. Firstly with the target audience being much older a
complicated interface may put them off using it as it may be hard to
use/understand. The second reason is because the app is for
outdoor use, therefore when walking or in direct sunlight a
complicated app may be very difficult to use, however keeping it
simple ensures it can be used.
I wanted the main focus to be the map so users can fully engage
with their environment and feel like they really are exploring.

Graphic Layout:
Homepage
This layout features a lot of tabs and options, the reason for this is
so the vast amount of content available is clearly differentiated into
categories. This then makes it much easier for the audience to use,
and therefore enjoy the app more. Another feature enhancing the
ease of use is the search bar, this will enable users to quickly find
the content they need and may also replace other search engines
when people only want music related searches.

Sign-in Page Home Page
Clearly seen logo
so people begin to
recognise the
brand.
Large button and
text spaces for
ease of use for
users of all ages
Interactive markers so people
can press on them to reveal
more information such as
history and an average user
rating, as well as the option to
set directions can also be used
for advertisers to show off a
location

Sign-in Page Home Page
Clearly seen logo
so people begin to
recognise the
brand.
Large button and
text spaces for
ease of use
Like button to
engage users and
see their feedback.
Range of categories to clearly
differentiate content, this
makes the app unique and
easier to use
Advertisers can pay to show
content to users in this space

Final Idea
I decided to choose GigFinder as my final idea as it had more potential
as a social media app due to it connecting people to all the different
things they loved. It also works as a website, whereas Explorer depends
on it being an app. This means that GigFinder will have more
opportunity for growth and convergence. So I expanded on GigFinder
by creating a website layout for it, as well as the app layout.

Design Suitability For Audience
• This design is suitable for the audience as it mimics many other
social medias that the same target audience use for example
Facebook, Instagram and Twitter. By doing so it creates a sort of
synergy where users instantly feel connected to the app and can
easily work out how to navigate through it, this is the same for the
web version.
• By them getting easily accustomed to the app they will therefore
enjoy it more, and are more likely to tell friends about the app, this
will grow my user base, and in turn I will be able to earn more
money through advertising in the future.

Ollie long unit 35 (changed)

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