Unit 35

OCR –
Level 3 Cambridge Introductory Diploma in
Media
Unit 35:
Social Media Products
St. Andrew’s Catholic School –
Candidate Name:Bradley Stone
Candidate Number: 3050

Facebook
Purpose:
The overall purpose of Facebook is to connect with your existing
friends so you can see what they are up to if they are on holiday or
something has happened. This way of connectivity is helping more
people find lost love ones that they never knew they had. From the
founder in 2004 their mission statement is “to give people the power
to share and make the world more open and connected”
The verbal code “power” connotes that everyone is free to speak
what they feel without being judged. Also the phase “world more
and and connected "connotes how Facebook can connect people
from all the way round the world. For example if there is family in
India and you live in America. You can easily connect via Facebook
and still stay in contact with each other.
Source: https://www.quora.com/How-did-Facebook-choose-its-
slogan-Be-Connected-Be-Discovered-Be-on-Facebook

Facebook (Continued)
Recently Facebook has introduced a new aspect for
messaging. For IOS and Android users can now use a whole
new app called “messenger” which connects with your
Facebook profile and you can easily share videos, photos
and your experiences with a touch of a button.

Facebook (Content)
On facebook the content is endless. There is everything on there. This is ranging from shocking
videos that shouldn't be on the internet to funny videos that have gone viral.
Excluding this the simple color scheme of facebook is very user friendly. Like twitter they use
blue and white for friendliness. As seen in the screenshot the sign up page is very simple to
understand. Simply type in your key details such as your name email and password, date and
age then your online! Also if you have an existing account you can easily login with the small
tab in the top right corner.
The home page is very simple. You have your own profile on the left where you can change
things on your profile. You have the main story feed in the middle were you can see what
people have posted on their timeline. Then you have your friends that you can message on the
left. This multi tasking layout is very simple to use for a experienced user.

Facebook (Content Continued)
Here will show your
friends and who's online,
I have masked this out
due to privacy reasons as
some people may not
want their name son the
internet.
I personally run a page
for my photography and
art but here will be
suggested pages of your
interests. Such as
clothing brands or bands
Here you can post
anything you want, you
can share it with only
your friends or the
whole world
Here you can navigate
through everything for
example your profile
your pages you’ve liked
or to explore more
Here you can search for
friends and look for your
favourite bands page.

Facebook (Target User)
The target user if from anywhere of the age of 13 and upwards.
This is because of facebooks policy as, to join Facebook you have
to be 13 years of age.
“A study done by Pingdom in 2012 showed that 65 percent of
users on Facebook are 35 or older. The average age is just over
40 with the largest group aged 45 to 54. A comparison with
Pingdom's previous study, done in 2010, showed that the
average age of the Facebook user increased by two years. Only
14 percent of Facebook users are under the age of 24.”
this is meaning most people who use Facebook are more the
older generation, although Facebook was created for the
younger generation. This has its perks and downfalls to. For
example a perk of having a higher percentage of people older
than 45 is that if someone has a long lost brother or sister they
can try and find them as they maybe be close to the same age.
Source: http://yourbusiness.azcentral.com/target-market-facebook-16289.html

Facebook (Demographics )
Demogrpahics:
Source: https://sproutsocial.com/insights/new-social-media-demographics/#facebook

Facebook (Demographics Continued )
As seen from the previous slide these demographics were taken between
the years of 2014 and 2016. it connotes that mostly women, this is show
by the circle chart and the pyramid chart in the top right.
Additional 88% of 18-29 year olds are on Facebook followed by:
• 84% of 30–49 year olds use Facebook.
• 72% of 50–64 year old use Facebook.
• 62% of 65+ year old use Facebook.
Knowing the location of Facebooks core demographic provides a distinct
advantage to making Facebooks presence noticed.
Facebook now lets you select specific regions to see Facebook users
located by country, state or region. From this we can see most of the
people that use Facebook are from the USA.
• Because Facebook was originally created for college students, it makes
sense that college graduates lead the education demographics.
• 82% of adults with some college experience use Facebook.
• 79% of adults who graduated college use Facebook.
• 77% of adults with a high school diploma or less use Facebook.
Source: https://sproutsocial.com/insights/new-social-media-demographics/#facebook

Katz: in his theory three are 4 main categories, the inform and educate, personal identification, personal
relationship and the diversion. These create his theory.
Inform and educate: this means the user can read and inform themselves on things that may of happened in
the world via social media and posts. Additionally it gives another aspect for people for content they might
miss from one of their favorite bands.
Personal identification: this means that the user can relate to things that a famous person posts on their
profile, this maybe something like their dog has died and they know how it feels or something even smaller
like they share the same name. It creates that bond on which the user can relate to that person without
knowing them personally.
Personal readership: this is similar to the identification as its all about building an emotional bond with a
certain person who you may not know in your life such as a singer or actress. It creates that connection
between them and their idol.
Maslow: Maslows theory is all about charts and social needs such as someone's status in the world.
Explorers: these people will follow bands of music they like or singers they like on social media and when
they go on tour they will see if they are performing near them and they will buy tickets to get the thrill and
explorer more of the genre of music they enjoy
Facebook (Demographics Continued )

Technological Convergence
Face book uses a variety of different things to create their
platform, from sharing photos and videos worldwide with
friends and family. It also adds a big market for the company. Big
companies using Facebook make the name reach out more and
promotes their website. Recently on Facebook they have added
a feature labeled “marketplace” where you can buy, sell and
trade items in your local area. This has a lot of risk but can bring
on money for the company. As to promote your item you want
to sell you can pay money to have it shown more on the market
place to a wider area. Although this has the opposite effect and
could cause harm, posting fake items and then committing a
crime, which has happened, not on Facebook but on another
platform. For example on gumtree recently people are selling
big money items for hundreds of pounds and people buy them
and the seller never sends the item and scams them out of their
own money, and yet as it has been done via bank transfer there
is no refund and the only option is to take it to court. That’s if
you still have their details.

Facebook (Revenue )
Source: https://investor.fb.com/investor-news/press-release-details/2017/facebook-Reports-Fourth-Quarter-and-Full-Year-2016-Results/default.aspx
facebook make money through promotions and advertising. This can be from
products to people. Using the cent per click scheme they can make millions of dollars
from people just clicking on the advert.

Facebook (Legal and ethical issues)
The legal and ethical issues of Facebook are all very different for example:
One of the biggest things that has happened that includes Facebook is, older aged men
grooming young girls/boys, there have been many cases of this in America and over the
whole world.
Online predators have been a thing since Facebook was created. On the next slide will be a
article produced by ABC news. Which covered the seriousness of online child predators.
The 13 codes of conduct help Facebook keep
everything in line, if any of these 13 are
experiment to a Facebook user there can be
a sanction for the user that caused it.

Facebook (Legal and ethical issues Continued)
State Attorney General Andrew Cuomo on Monday announced an investigation into the popular online social
networking website Facebook after undercover investigators posing as children were allegedly solicited by sexual
predators.
Cuomo said that during the past month, undercover agents posing as underage users were solicited by adult
sexual predators, and the users could easily access pornographic images. Cuomo said investigators contacted
Facebook posing as upset parents, but their complaints were often ignored. In some cases, Facebook did respond
by taking down inappropriate material.
The investigation comes as Connecticut Attorney General Richard Blumenthal and North Carolina Attorney
General Roy Cooper announced that they are leading their own nationwide investigation into Facebook.
Cuomo said he has issued subpoenas to the company, which is based in Palo Alto, Calif. The subpoenas seek
copies of complaints received by Facebook about the solicitation of underage users and inappropriate content on
the site.
"My office is concerned that Facebook's promise of a safe website is not consistent with its performance in
policing its site and responding to complaints," Cuomo said in a statement. "Parents have a right to know what
their children will encounter on a website that is aggressively marketed as safe."
The investigations are the latest scrutiny for Facebook and similar sites, such as MySpace, that have been
criticized for not regulating the interactions between adults and minors.
"We are committed to working closely with all the state attorneys general to maintain a trusted environment for
all Facebook users and to demonstrate the efficacy of these efforts," said Facebook spokeswoman Brandee
Barker.
Founded in 2004, Facebook started as a social network for teenagers and college students. In 2006, it opened to
everyone. The company says it has more than 42 million active users.

Instagram
Purpose:
Instagram is a photo sharing app. And it is best at that among all other social
media sites. It is known for its square image format, a virtual lack of a website and
the filters it provides.
People use it for many reasons. Because it is having a great UI (User Interface) ,
simple as well as having a great functionality.
You can share your personal photos and also can see the life style of your family or
friends.
Many people use this app for different things, this maybe for music or artists. I
have a personal experience with Instagram as I use it to share my artwork with
people and to get commission etc.
Instagram's mission statement is “To capture and share the world’s moments”-
June 2013.

Instagram (Content)
There are 4 main parts to Instagram. Your profile. The discover page and your main feed.
Recently Instagram added in the stories features. In the news there has been controversy
about how Instagram is copying Snapchat with there story mode and some of their other
features.

Instagram (Profile)
Here it shows how
many posts you have
in total, how many
people follow your
account and how
many accounts you
follow.
This is the main
interface bar the five
buttons all do
different things for
example the middle
button is how you post
a photo
Here you can add a job
title and fill out a bio
which describes you in
a small paragraph.
Many people have
many different bios, it
all depends what you
do
Here is your Instagram
feed. This shows what
photos you have
posed in chronological
order

Instagram (Target Users)
Over 90% of the 150 million people on Instagram are under the age of 35, which
makes it an attractive platform for many apparel, entertainment, and media
brands focused on the 18- to 34-year-old age bracket. Now that Instagram has
begun testing ads, it's a good time to dig deeper into its audience. Though it's
owned by Facebook, Instagram is a mobile app with distinct demographics.
In a recent report from BI Intelligence, we break down the demographics and
usage behavior on all the major social networks. We find that Instagram is largely
made up of urban, youthful demographics, with a significant skew toward
women. Our report also spotlights the opportunities that lie ahead for Instagram
and other social networks, how demographics affect usage patterns, and why
some platforms are better for brands than others.
Source: http://uk.businessinsider.com/instagram-
demographics-2013-12?r=US&IR=T

Instagram (Demographics )
Unfortunately there was not the same
amount of information as Facebook but
we can still tell a lot from this
demographic. From this demographic, we
can see most users of Instagram are
female. This is only by 12%. Additionally
the most common age range for using
Instagram is 18-29. the most popular
location for using instagram Is being a
urban area as this is 39% this is 8% higher
than the rural location.
Since the age range is 18-29 most people
are in college or in work from this we can
depict that the two most educational
stats is “some college” and “college” from
the age range.
Source: https://sproutsocial.com/insights/new-social-media-demographics/#instagram

Instagram Age & Gender Demographics
Instagram demographics have veered toward younger generations since its inception. However, new statistics from the Pew social
media report show older generations are starting to embrace the app a bit more.
• 59% of 18–29 year olds use Instagram.
• 8% of people 65+ use Instagram.
Also, of all of those age groups, the dominant gender on the photo-sharing site is still women.
• 38% of online women use Instagram.
• 28% of online men use Instagram.
Instagram Location Demographics
While you might think Instagram users in the city might have more content to capture, rural and suburban users are on the rise. But like
most location demographics around young age groups, the city spotlight still gleams.
• 39% of adults living in urban areas use Instagram.
• 31% of adults living in rural areas use Instagram.
• 28% of adults living in suburban areas use Instagram.
Instagram Education Demographics
In the previous report from Pew, Instagram was one of the few social networks without its main demographic having some college
experience. However, data collected from 2016 shows those trends have dramatically changed.
• 37% of adults with some college experience use Instagram.
• 33% of adults who graduated college use Instagram.
• 27% of adults with a high school diploma or less use Instagram.
Instagram Income Demographics
Instagram provides amazing carousel advertising and now multiple images to show several views of your product or services. This is
important toward highlighting the value of your product or service. But make sure you know you’re targeting the right income
demographic beforehand.
• 38% of adults who make less than $30,000 use Instagram.
• 37% of adults who make more than $75,000 use Instagram.
• 32% of adults who make $30,000–$49,999 use Instagram.
• 32% of adults who make $49,999–$74,999 use Instagram.
Instagram (Demographics Continued)
Source: https://sproutsocial.com/insights/new-social-media-demographics/#instagram

Instagram (Demographics Continued)
Katz: in his theory three are 4 main catogres, the inform and educate, personal identification, personal
Inform and educate: this means the user can read and inform themselves on things that may of happened in
the world via social media and posts. Additionally it gives another aspect for people for content they might
miss from one of their favorite bands.
Personal identification: this means that the user can relate to things that a famous person posts on their
profile, this maybe something like their dog has died and they know how it feels or something even smaller
like they share the same name. It creates that bond on which the user can relate to that person without
knowing them personally.
Personal readership: this is similar to the idenfication as its all about building an emotional bond with a
certain person who you may not know in your life such as a singer or actress. It creates that connection
between them and their idol.
Maslow: maslows theory is all about charts and social needs such as someone's status in the world.
Explorers: these people will follow bands of music they like or singers they like on social media and when
they go on tour they will see if they are performing near them and they will buy tickets to get the thrill and
explorer more of the genre of music they enjoy

Instagram (Revenue )
The maker of the fast-growing photo-sharing app, which just made its way to
Android, is set to receive $50 million at a $500 million valuation, the sources
said. Others joining the round could include DST Global.
The Wall Street Journal had reported that some were skeptical that Instagram
deserved a half-billion-dollar valuation without revenue to speak of, but there
does not seem to be a lack of people wanting to get into the deal.
Instagram received Series A funding of $7 million led by Benchmark Capital just
over a year ago. At the time, it had 1.75 million registered users.
The company had 30 million iPhone users before it came to Android this week,
at which point it got more than a million new users in 12 hours.
Instagram, which just got its own office on San Francisco’s South Park, had 13
employees at last count. CEO Kevin Systrom declined to comment on
fundraising.
Instagram make money through promotions and advertising. This can be from
products to people. Using the pay per click scheme they can make millions of
dollars from people just clicking on the advert. If your running a business
account on Instagram you can pay to promote your page and that’s another way
of them getting money.
Source: http://allthingsd.com/20120406/sequoia-
set-to-lead-500m-valuation-round-for-instagram/

Instagram is great for sharing photos with friends and
snapping your holiday photos and sharing them, but it can
also be used for companies trying to branch out to different
people and trying to get more buyers. Most artists, singers,
song writers, producers use instagram for exposure. As it
means a great deal. In the game the only way you get noticed
nower days is buy social media. The more followers the more
exposure and following you have, for an artist view having
followers mean more commissions as people appreatice your
work, also it grants access to higher pages that promote your
work more. A saying from a motivational video recently
describes how social media is impacting people and they
aren't focusing on their craft
“its not about likes, followers and shares. Its about
perfecting your craft” – stay humble tattoo
https://www.youtube.com/watch?v=JvfgouwYmnQ

Instagram (Legal and ethical issues)
On February 13, 2013, Instagram asked the federal court to dismiss the class action lawsuit
filed over changes to Instagram’s Terms of Service. Instagram argued that the plaintiff,
Lucy Funes, had no right to bring her claim because she could have deleted her Instagram
account before the changes in the Terms of Service went into effect on January 19, 2013.
According to Instagram's filing, Ms. Funes filed the lawsuit on December 21, nearly a
month before the changes in the Terms of Service went into effect and she continued to
use her account after that day. Instagram also disputed Funes' claims that the new terms
required her to transfer rights in her photos to the company. Furthermore, Instagram took
the position that both the old service terms and the new terms "emphasize that the
individual owns the content he/she posts through Instagram's service.”
A class action lawsuit was filed in the U.S. District Court for the Northern District of
California on December 21, 2012 which accused Instagram of violating the property rights
of its users and breaching its existing terms of service. The class action lawsuit seeks to
preserve valuable and important property, statutory, and legal rights, through injunctive,
declaratory and equitable relief before such claims are forever barred by adoption of
Instagram’s New Terms. The lawsuit takes particular issue with Instagram’s ownership of
user images, especially in the situation where a user quits the service and, according to
Instagram’s Terms of Service, loses ownership of their photos to the company.
Source: http://www.ethicssage.com/2013/03/instagrams-terms-of-service-and-privacy-issues.html

Snapchat
Purpose:
Snapchat is one-to-one and group messaging app that lets user
send photos, videos and text messages that disapper after 10
seconds. Roughly 150 million people use Snapchat every day,
and they consume around 800 hours of video per second.
That's like watching every episode of "Game of Thrones" 13
times, per second.
In addition to its messaging features, Snapchat features Stories
(photo or video messages that can be replayed for 24 hours),
Memories (saved photos for sharing later), and stickers to
embellish messages. The app has been widely adopted,
especially among teenagers and Millennials: 26% of
people surveyed between the ages of 12 and 24 said they used
Snapchat the most, second only to Facebook.
Source: https://blog.hubspot.com/marketing/history-of-
snapchat#sm.00011vlzakhd1eudr0c2l2yez5olz

History Of Snapchat
2011: Snapchat, then Picaboo, launches
Spiegel and his co-founder, Bobby Murphy, told Forbes that they met
at Stanford University and created Picaboo, the first version of
Snapchat, in the spring of 2011. They wanted to create an app that
would send photos that would eventually disappear, and the initial
Picaboo app was launched in the iOS App Store in July -- to little
fanfare.
This led them to integrate a workaround solution to the screenshot
problem: Users could take screenshots on their iPhones, rendering
the disappearing effect of Picaboo messages useless. Instead, they
built a notification so users would be able to see if someone took a
screenshot of their disappearing photo.
In September, Spiegel and Murphy rebranded the app as Snapchat,
added the ability to caption photos, and launched in the iOS App
Store. They focused on the app's technological innovations more than
branding and marketing to make the experience more organic and
cool than traditional advertising. In case you've forgotten, here's what
early snaps looked like back then:
Source: https://blog.hubspot.com/marketing/history-of-
snapchat#sm.00011vlzakhd1eudr0c2l2yez5olz

History Of Snapchat (Continued)
2012: Video arrives
In May 2012, Spiegel wrote Snapchat's first blog post and set the tone for what users could expect from the app in the
coming years. “We’re building a photo app that doesn’t conform to unrealistic notions of beauty or perfection but rather
creates a space to be funny, honest or whatever else you might feel like at the moment you take and share a Snap," he
wrote.
In October, Snapchat for Android launched in the Google Play store, which helped increase its user base and contributed
to the next big milestone in October. After a full year in operation, Snapchat users were sending 20 millions snaps per day,
or roughly 25 snaps per second.
By December, Snapchat users were sending 50 million snaps per day, and the app rolled out an update that introduced the
ability to record and send 10-second videos. The best part? Instead of having to toggle between two different photo and
video recording modes, as with camera phones, users could simply hold down the photo capture button to record a video.
2013-2014: Stories and Chat
In October 2013, Snapchat launched Stories an ephemeral narrative of snaps that users could post for their friends to view
for 24 hours. Brands and users started using Stories to share a fuller picture of what they were up to while still maintaining
the hallmark disappearing factor. In 2014, Snapchat ramped up innovation and launched a slew of new features and
updates. First, it introduced Chat in May, the messenger that still featured disappearing messages via text, in addition to
the ability to see when your friend was "here" in the chat window so users could start a live video chat. Next, Our
Story was rolled out in June, offering Snapchat users around the world to contribute photos and videos to a public feed of
snaps from popular events. Snapchat rolled out Geofilters in July that let users customize their snaps with filters and
embellishments according to what city they were snapping from.
October marked the beginning of Snapchat advertising, and ads started appearing in users "Recent Updates" section
alongside all of their friends' stories. Users had the option to skip viewing the ads if desired, and like other Stories, they
disappeared after 24 hours. Here's what their first ad, for the movie "Ouija.” In November, Snapchat worked with Square
to create Snapcash, which allowed users to easily send and receive money directly from Snapchat into their bank
accounts. Snapchat took another step into the world of monetization with Community Geofilters in December 2014. Users
could create their own Geofilters or purchase branded filters for their business or sponsored event.
Source: https://blog.hubspot.com/marketing/history-of-snapchat#sm.00011vlzakhd1eudr0c2l2yez5olz

History Of Snapchat (Continued II)
2015: Discover and Lenses
In January 2015, Snapchat started offering many new ways for advertisers to earn money
from its huge audience -- then roughly 75 million users. Snapchat introduced Discover, a
new page easily accessible from the Snapchat home screen that featured short-form ad
content from a variety of different publishers and channels like Vox, BuzzFeed, CNN, and
Food Network.
Next, Tap to View was introduced. Where before, users had to hold their fingers on their
phone screen to view snaps, now they only had to tap once to start watching. In June,
Snapchat rolled out sponsored Geofilters to advertisers who wanted to pay for brand
exposure in any given location. Here's what McDonald's first sponsored filter looked like:
In September, Snapchat launched the next big thing for avid selfie-
takers: Lenses. When users turned their cameras to be self-facing,
by holding a finger down on their face, users could choose from a
wide variety of Lenses to change their look. From puppy ears to
barfing rainbows, selfies got a lot more creative. Finally, by
December 2015, the Financial Times reported that Snapchat users
were watching 6 billion videos per day just three years after video
recording was launched on the app.

History Of Snapchat (Continued III)
2016: Memories and rebranding
The year 2016 marked a period of tremendous change and explosive growth for Snapchat. In February, Snapchat rolled
out on-demand Geofilters for the entire Snapchat community, allowing users to create filters for parties, weddings, and
private events. Next, Snapchat started auto-advancing Snapchat Story plays. If a user started watching one Story and it ended,
the next one would automatically begin playing.
In April, Snapchat hit a huge milestone when Bloomberg reported it was generating 10 billion video views per day -- 2 billion
more views per day than Facebook had reported in November 2015. And by June, Snapchat had amassed 150 million daily
active users -- surpassing Twitter. Snapchat also rolled out more video ads in June -- ads that started appearing in between
friends' Stories when users starting watching them.
Snapchat Memories were introduced in July, which let users save content on their devicefor later editing and sharing. This
change made content less spontaneous and more curious, leaving some marketers wondering in what direction Snapchat was
headed. They also introduced a collaboration with Bitstrips to create Bitmoji, a personalized avatar Snapchat users could
create and incorporate into their snaps and Stories. By August 2016, Snapchat's competitors for attention in the social media
space had started laying down the gauntlet. Instagram unveiled its own version of Stories, and Facebook launched filters and
stickers on its photo app.
In September, Snapchat rebranded, and the company was now called Snap Inc., parent to Snapchat and Spectacles, a new
sunglasses product that let wearers record Snaps in circular format for 360-degree viewing. In response to less-than-favorable
reactions to Snapchat Stories auto-advancing, the Story Playlist feature was launched in October. Users could now choose a
group of users whose Snaps they wanted to auto-play instead of it happening by default.
To add to the fanfare, eMarketer predicted that Snap Inc. would earn $1 billion in advertising revenue in the year 2017, and
the introduction of its application program interface (API) certainly supported that claim. With this algorithm, Snap Inc. could
sell ad space to third parties automatically instead of relying on a sales team, meaning it could now make more ad dollars, and
faster.
In November, Snap Inc. filed for a $25 billion initial public offering (IPO), signaling to the world that the company was ready for
rapid growth and expansion in the coming years. Additionally, Instagram launched its own version of ephemeral messaging to
keep competing with the friendly yellow ghost.
Snap Inc.'s final Snapchat innovation in 2016 was the introduction of group messaging in December. Where users previously
had to individually select the group of users they wanted to send a particular Snap to, users could now save a group of people
to send messages that disappear 24 hours later -- just like Stories.

Snapchat (Content)
Snapchat offers a bunch of accessibility in its contents. For example the image on the left
shows the discovery page. This is where you can scroll through what's been happening in
the last 24 hours. These discoveries are by people such as sky news, ign and refinery 29.
The middle image is the main interface and this is the first thing you see when you open
the app. To navigate through this app. You swipe right to access the discovery page where
you can see peoples story and the discovery page, swipe left to see your snaps and
messages. You can also swipe up and down to see your profile and your memories.

Snapchat (Profile)
Once you’ve swiped up you will see a screen
like so. This will show your display name and
your user name. ive marked out mine for
privacy purposes.
From this page you can set your settings, add
friends and see who's added you and your
friends list.
Where the black Snapchat logo is you can
create your own .GIF of anything you want
and when people add you, you will see this
while adding them. Recently Snapchat added
in the new feature of “bitmoji” this allows you
to create a small charterer than you can use in
snaps and texts, this adds a hint of
uniqueness to your account other than the
GIF’s

Snapchat (Target Users)
SnapChat has a primary US target market of over 50m 13-24 year olds,
representing their largest user demographic. Globally, 55% of SnapChat users
are in the US, with Europe making up the second largest geographic totaling
33% of all users. More 30+ year olds are beginning to use the service, but that
usage is significantly lower. Catering to the 13-24 yo market is largely through
speed of the transaction (typically a photo or video of short duration), and
through the ephemeral nature of the communication. Since Snaps typically
only 'live' for up to 10 seconds, engagement is short & sweet, with no official
record of the message left behind. The company has also added a Stories
feature to extend the shelf-life of those messages to 24 hours, for repeated
viewing as desired, and a feature called SnapCash that allows users to send
funds/payments to each other. SnapStories now exceed Snaps on a monthly
basis, exceeding 1.2b as of late 2014. Since the company's network
infrastructure is US-based, certain international users may need to be aware
of local (age or content-related) laws for using this type of service, as well as
data costs that might be applied.
Source: https://www.quora.com/What-is-Snapchats-target-market-and-market-size-and-how-
does-it-cater-to-that-market

Snapchat (Demographics)
Most users of Snapchat are mainly from America. To be more specific the south east side
of America is where most of the Snapchat chat users are as this is 85%. Katz: in his theory
three are 4 main catogres, the inform and educate, personal identification, personal
Inform and educate: this means the user can read and inform themselves on things that
may of happened in the world via social media and posts. Additionally it gives another
aspect for people for content they might miss from one of their favorite bands.
Personal identification: this means that the user can relate to things that a famous person
posts on their profile, this maybe something like their dog has died and they know how it
feels or something even smaller like they share the same name. It creates that bond on
which the user can relate to that person without knowing them personally.
Personal readership: this is similar to the idenfication as its all about building an
emotional bond with a certain person who you may not know in your life such as a singer
or actress. It creates that connection between them and their idol.
Maslow: maslows theory is all about charts and social needs such as someone's status in
the world.
Explorers: these people will follow bands of music they like or singers they like on social
media and when they go on tour they will see if they are performing near them and they
will buy tickets to get the thrill and explorer more of the genre of music they enjoy

Snapchat (Revenue)
The 2017 advertising revenue forecast for Snap Inc’s Snapchat has been trimmed by $30 million due to higher than
expected revenue sharing with its partners, digital marketing firm eMarketer said in its latest ad spending forecast
on Tuesday.
While that still represents growth of more than 157 percent from last year, it is smaller than eMarketer’s prior
forecast in September, which had predicted more than $800 million. Snap Inc disclosed the revenue sharing details
in its SEC filing ahead of this month’s initial public offering.
Snap depends on advertising dollars for the bulk of its overall revenue. The U.S. digital advertising market is
expected to reach $83 billion, an increase of nearly 16 percent from last year.
Following a surge in its stock price in its first two days of public trading, when it traded as high as $27 a share on the
New York Stock Exchange, Snap's stock price tumbled in the second week, and is now around $21 a share, as
investor concerns about slowing user growth and a lack of profit persist.
Facebook Inc's share of the U.S. digital ad market is likely to increase to nearly 20 percent this year and Alphabet
Inc's Google will still command nearly 41 percent, eMarketer projected.
On the other end of the spectrum, eMarketer forecasts more trouble for Twitter Inc, which has been grappling with
stagnant user growth. Its U.S. ad revenue will decline by 4.7 percent to $1.3 billion, and Twitter’s market share of
the U.S. digital ad market is expected to drop to 1.6 percent in 2017 from 1.9 percent last year.
https://www.google.co.uk/search?client=safari&rls=en&q=snapchat+revnue&ie=UTF-8&oe=UTF-8&gfe_rd=cr&dcr=0&ei=39QzWpu2H6zS8Aeg2Y2AAw
snapchat make money through promotions and advertising. This can be from
products to people. Using the pay per click scheme they can make millions of
dollars from people just clicking on the advert.

Snapchat is one of the most popular social media platform
ever to existed. Since its launch it has reached across the
globe and million of people are using this app every day.
Since the launch other platforms such as Facebook and
instgram have been taking elements of the snapchat
market, such as the story, disappearing messages, and the
element of showing when someone has opened the photo
and seen the message. Snapchat has been the base of
nearly every social media platform. Near to being the
overall number one social net work.

Snapchat (Legal and ethical issues)
Members of the military are still sharing what appears to be revenge porn on social
media, even as multiple investigations into the posts remain ongoing.
After a investigation revealed hundreds of Marines were allegedly involved in sharing
nude photos of their fellow female service members on Facebook, the 30,000-member
group was shut down.
But the photos — which included revenge porn and images apparently taken by
stalking — have proved to have a longer life. Copycat Marines United Facebook groups
quickly sprang up, some of the photos were uploaded to porn sites, and download
links circulated purporting to hold the now-deleted files.
Then this week, the scandal moved to a new platform: Snapchat.
A person claiming to be an active-duty Marine ran the account wooknationx4. Wook
or wookie is slang for a female Marine.
The account was no longer live on Tuesday, but BuzzFeed News reviewed screenshots
of the its Snapchat story, which included nude photos of women who weren’t
obviously identifiable.

Snapchat (Legal and ethical issues Continued)
Snapchat's Community Guidelines prohibit pornography, as well as harassment and
invasions of privacy. A spokesman for Snapchat told BuzzFeed News that a dedicated team
reviews reports of abuse.
If abuse isn't reported by an account's followers, however, stopping it can be less certain.
The Snapchat spokesman said an account that was linked to one previously removed, for
example, could come under investigation by the company for violations.
John Albert, a retired Marine who attempted to get Marines United taken off Facebook last
fall, flagged the Snapchat account to BuzzFeed News and other news outlets. He said he
continues to be disheartened that misogyny and revenge porn, a crime in many states, is
tarnishing the honor of the Marine Corps.
“The fact that this environment has existed for so long should be embarrassing to every
person currently or formerly in the US armed forces,” he told BuzzFeed News. “We can’t
just shrug stuff like this off forever. We have to fix this or it will continue to define us
forever.”
He added the scandal is putting a shadow over every Marine, including friends of his who
have died.
“That bad stuff overpowers the good things that we do," Albert said. "Do we want our
Marine Corps, our military as a whole, to be remembered as the people that sacrificed to
protect our country, or have our legacy instead be that we were apathetic about these
deep-rooted moral issues that are slowly destroying us from within our own ranks?”
Source:https://www.buzzfeed.com/claudiakoerner/military-nude-photo-scandal-moves-to-snapchat?utm_term=.kj8LZRX2v#.pp2rlaZxJ

Anonymous social media case study
Yik Yaks launch in 2013 hit off massivly and in late 2014 it reached its peak and
millions of people were using it. The only issue was there was a small percentage
that took it too far and where using this app for cyber bullying, this may have been
for a real reason or just for the kicks. For a small company that only started with
$35 million that soon rocketed up to making $400 million a year.
In October 2014, Jordan Seman, a student at Middlebury College in Vermont,
posted an open letter about being targeted on the app for her weight. “I felt
exposed, betrayed and mostly embarrassed,” she wrote.
The next month, two other high schools in California were put on lockdown after
threats of violence, and in Michigan, the police arrested Matthew Mullen, a student
at Michigan State whose Yik Yak post threatened a shooting. Mr Mullen was
eventually sentced to two years probation and ordered to pay $800 in restitution
for the investigation. The high point for Yik Yak came in 2014, when its founders
raised $73 million in venture capital funding. According to app annie, a firm that
tracks metrics for apps, downloads spiked in September of that year and stayed
high for 7 months. But in early 2015 the decline started.

Data Protection Act (1998)
The Data Protection Act protects any
personal information and how personal
information is used within business
Magazines and other social media
will only hold accurate information
about artists, big or small stories or
any other thing that may be
interesting of being covered.
Additionally articles are not only
accurate but politically correct,
ethically and religiously accurate as
if its not I could deal a big lose
towards the magazine and and the
publisher. On the social media
aspect they must be correct as if
people arer seeing false stories and
ifomantion then people will belive
something that is not true

Social Effects
There are many social effects of using social media. There are positive and
negatives, but mainly negative things come out of social media. For
example cyber bullying has become a big thing of the internet and social
media. This can then lead to other things such as depression or anxiety.
One positive that comes out of social media is that long lost families find
each other through Facebook and realize they were never related till they
spoke, this is one of the biggest positives of using social media websites.
Additionally, one of the negative effect of social media or network is that
it leads to addiction, spending countless hours on the social sites can
divert the focus and attention from a particular task. This is why people
have a lot of car accidents since social media and mobiles themselves are
taking over peoples lives, it distracts them form certain things such as
paying attention on the road.
Source: https://www.linkedin.com/pulse/positive-negative-effects-social-media-society-ali-kingston

Commercial Uses- Advertising
There are 3 main types of advertising. Pay-per-click,
sponsored and personal recommendations
Pay-per-click:
These type of advertisement is mostly used by search
engines such as bing or Google.
Sponsored advertising:
this is the advertising that is used on websites, such as the
adverts down the side of the website and short articles
with a hyperlink to their website.
Personal recommendation:
This is just like word of mouth, spreading the work online
about a certain website.

Pay-per-click (PPC)
Every time one of these ads are clicked, as mall fee goes towards
he search engine. That’s how they make their money. But when
this is clicked the person who put the add up gets money for
example:
If some one clicks the link $3 goes to the search engine which is
the fee and $297 goes to the company on which who's ad it was.

Sponsored advertising
This type of advertising is mainly used on websites such as Facebook.
From the image below we have a screenshot of sponsored adverts on
Facebook: It’s the same princable. Some clicks the ad a small percentage
goes towards the provider and the rest goes to the poster. Facebook is
filled with ads as this is the most used social media around in modern
day.

Commercial Uses- viral marketing
Viral marketing is using video to reach out to people on many platforms such as YouTube
to make their following bigger. For example Snapchat use YouTube to advertise their new
features that were coming for 2017 such as the custom stories. This allows the people on
youtube to see this and think get ready for the new update as it will be out soon.
Screenshot here:
From the screenshot
we can tell that the
advert has over 2.6
million Views on
youtube. This advert
was on one of thier
new features called
“snapcash” were you
can sen money to
people via snapchat
with your ceedit or
debit card.

Commercial Uses- product reviews
Product reviews are the key of the internet so to speak s if you wanting to buy
either a new expensive gadget or some makeup by your favourite make you
would go onto YouTube and watch reviews that people have made about the
product for a honest review and to see if you want it on not.
With things such as cameras its very difficult as comparison between them is very
had to choose for example: the Sony a7s mark II is a great camera for video and
photography and is light, compact and easy to use but comes with a heavy price
tag, although the canon 5D mark III is a perfect camera for photography only and
doesn't’t person so well on video. So you would need to watch a comparison
video on both cameras to see what camera is for you. Both cameras range from
2,00 pounds and 3,000 pounds.
Although some reviews on product are paid advertisements which means the
person can be lying saying this product is amazing just so the company can use
the video and prove their products are when they aren't.

Conclusion
In conclusion in this LO we have learnt
everything we need to about why social
media has a huge affect on people lives.
Also we've researched how it brings in
money and we've gone in depth and
behind the scenes of the most popular
social platforms and looked at their
statistics to see how they are doing in the
current day.

Mind MapSpaceNet Unifi
Target Audience:
People who will
be using this
network will be
mainly going into
their teens or
coming out of
their teen age
years.
Target Audience:
People who will be
using this network
will be mainly be in
their uni years and
will be a platform
where they can
communicate to
people from
different unis.
Slogan:
UNIte Together
Purpose:
The purpose of this
app/ site will be that
uni students doing the
same course can talk
to each other across
the world. This allows
them to share how
they feel about the
course etc.
Purpose:
The purpose of
this app/site
would be to let
people interact
with each other.
Like Facebook
but will be a
more secure
reliable site for
people to use
What platform will it cover:
I will be planning to make
this site cover all platforms
but most importantly: desk
top, ios and android.
What platform will it cover:
I will be planning to make
this site cover all platforms
but most importantly: desk
top, ios and android.
Home page features:
On the front page of this
app will be a sign up page
where you have to sign up
and it goes through the
uni datatbase to see
which uni you are
studying at. Then on the
home page you will be
greeted with a list of
options
Main page features:
On the main page it will have
a sign in screen on which you
enter your email and
password and create a user
name.

Format and style
The format of my app and site will be a clean layout and
easy to navigate. I will be making sure it appeals to my
age group that I am targeting and I will be making sure it
is not to harsh on the eyes, this is because at night it will
so harsh on the eyes if you are using bright vibrant
colours so I made mine in sort of a “dark theme” also on
my app I will be making sure than all the people using it
can use it off the bat so they don’t get confused. (it will
be easy to use)

Target user and launch date
The people I plan to target with this app are mainly uni
students as that is what ive based my app on. The reason
I have targeted this age range as I feel they are the most
reliable on social media and since of their high social life
at uni and fresher's I thought it was a good idea to design
an app all uni students could use to a) keep contact with
their friends and people they have met and b) to check if
they have anything due for that day so it will work as a
dairy and a social media platform.
I will be planning to launch my app in start
of September as most uni students will be
starting ether their new year of their
current course OR they are starting their
very first year of uni!

Graphic Layout (UNIfi)
https://www.youtube.com/watch?v=yU_BC3ovp4E
With a background of graphic design I had pre made layouts which I made, this allowed
me to use these as a rough template on what I want to do with my new app. I will be
using the same layout as the old one, as seen from the images.

Graphic Layout (SpaceNet)
https://www.youtube.com/watch?v=yU_BC3ovp4E
With a background of graphic design I had pre made layouts which I made, this allowed
me to use these as a rough template on what I want to do with my new app. I will be
using the same layout as the old one, as seen from the images.

Final Ideas
My final ideas is to go with my first idea which is called Unifi, I feel I will be able
to do this easier and stronger as I can see how I want it and how I can create it. I
will be making it all in Photoshop using smart objects and different colours, fonts
and shapes to create the app design I am wanting to achieve.
My target audience will be mainly students that are studying at uni. The reason
this is my target audience because my app is mainly based around uni students as
its all about uni.
The people I plan to target with this app are mainly uni students as that is what
ive based my app on. The reason I have targeted this age range as I feel they are
the most reliable on social media and since of their high social life at uni and
fresher's I thought it was a good idea to design an app all uni students could use
to a) keep contact with their friends and people they have met and b) to check if
they have anything due for that day so it will work as a dairy and a social media
platform.

Colour Scheme
I will be going with a “dark theme” as I feel it is not too harsh on the
eyes and is easier to see, I will be using a range of blue tones to
create a graphic style look that I have seen from my inspiration
(shown below) I feel this and my pre made template will go well
hand in hand and I will be able to create a nice sleek looking app
design ready for production. Additionally I will be adding transions
in and doing a full app run through via Photoshop and after effects,
this allows me to see how the app will run and how it will look on a
phone.

Logo Design
In my logo I will be using a pre existing logo but changing it to my style, as I want
amore graphic look I tend to change the colours and add some extra pieces onto the
image.
As seen I have darkened the colours and added a few
more things to make the logo more unique, I still have
upcoming ideas about how I want to animate it, by
making the blocks come out the building. This would be
for a loading screen, also I tend to have the beams of
light slowly turning as well.

Conclusion
In this learning objective I have been able
to generate new and bespoke ideas fort
creating my own social media site. I have
followed this up by making an app too. I
covered the colour scheme the rough
idea and started to define my ideas and
creating basic outlines of my site.

Purpose
The purpose of this app/ site will be that uni students doing
the same course can talk to each other across the world. This
allows them to share how they feel about the course etc. The
main aim of this website will be that other uni students will be
able to connect with each other and share there thoughts on
certain things, such as the uni course, facilities and other
aspects of the university.
It will give uni students the freedom to share their thought on
the course and how they feel about what they should learn
next or focus more in during the course. It will act so students
can communicate with their teacher if they need any further
information on a certain piece of work.

Content
The content of my app will be based around uni
students as they are most reliable on social media
and since of their high social life at uni and fresher's I
thought it was a good idea to design an app all uni
students could use to a) keep contact with their
friends and people they have met and b) to check if
they have anything due for that day so it will work as
a dairy and a social media platform.

Website Functionality
The main aim of this website will be that other uni students will be able to connect
with each other and share there thoughts on certain things, such as the uni course,
facilities and other aspects of the university.
HOME PAGE
More About
us
ProfileHome
timetable
Friends
posts
My posts
Settings
T&C’s
FAQ
Log out
timetable
Account
settings
Social

Production Plan
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Week 1:
Meeting for rough
sketches takes place.
Graphic designers start
sketching their work
Research starts Day off Sketches get
approved
Day off n/a
Starts july 1st 2nd deadline is 5th 3rd end 8th 4th July 5th
6th 7th
Week 2:
Research finishes Graphic design works
starts. Site and app
Day off Check ups on
graphic work
Day off Day off n/a
July 8th research
deadline
9th check up on 11th 10th 11th final check
up on the 16th
12th 13th 14th
Week 3:
Final checks on graphic
work. (site)
Final checks on graphic
work. (app)
Day off Graphic work
finished (site)
Graphic work
finished (app)
Day off n/a
July 15th 16th
17th 18th 19th 20th 21st
Week 4:
Day off Admins making sure it can
be published correctly
Day off Day off App and site
published to the
world.
Day off n/a
22nd 23rd
Finish on July 28thth
24th 25th 26th
Launch is on 1st
september
27th 28th

Revenue
In my product I will be advertising other bossiness and products. The charge
rates of different products and business are different for each site. Here are a
few examples.
- Facebook mobile ads regional eCPM: $5.7
- Average banner ad format: $1
- Average intestinal ad format: $3.50
- Average video ad format CPM: $3
- Average native ad format CPM: $10
In my app I will have one small banner pop up every 15 mins to advertise a
certain product, it will be big enough so you can see it but small enough so it
wont interfere with the whole app concept. From the diagram on this page,
most users are now referring to mobile and that is making more profit at a
quicker rate the if it were on desktop, since the implication of ad block services
people on desktop are able to remove all ads from their sites so they can have ad
free surfing. This is what has made the profit drop and it will slowly get lower.
http://www.mobyaffiliates.com/guides/mobile-app-advertising-cpm-rates/

Campaign message
My message is about what my
logo represents. My logo
contains a beam of sunlight and
a tower block in the foreground,
this is a connation of the uni
blocks than people live in while
attending. Using the color
purple connotes the royalty and
loyalty of not only the app, as
they can trust and they will
know the app is loyal but the
people using the app are loyal
and purple is a warm color so its
not to harsh on the eyes and the
user when at night.

Legal And Ethical Issues
Libel and slander are false claims and statements that have been made. This
could be in print, broadcast or spoken. If someone has been giving slander
they are liable to be taken to court and be fined LEGALLY with slander this my
just be talking about someone in a bad way. But if its taken seriously it could
be taken to court. If you have been named as a defiant to a libel law suit it is
a must that you should act or more severe legal and in some cases finical
consequences

Legal And Ethical (continued)
Copyright: in order for me and my app not to get into any legal
issues I shall be making sure that everything is un-copyrighted or
have permission to use it. If I don’t do this then I could be sent to
court under the copyright law, and could be fined. In the 21st
century you can get copyright strike on anything and everything, this
ranges from music, art, films, even to a piece of paper with writing
on it. If it has been used for commercial use and has been
copyrighted then it cannot be used by anyone else.

Privacy: it is important to have a very strong privacy policy,
this is because privacy is what keeps us all safe in the internet
world. If our credit card/ bank details where open to the
public then all sorts of things could happen, this is why we
trust sites such as amazon as they run their privacy policy very
well, they keep everyone's details and email address safe from
everyone else. In my personal app that I have created I shall
be making sure I have a strong privacy policy as I feel its
important for nothing to happen to people details.

On such a big social media platform such as Facebook it is very
difficult to filter everything and everyone, so a lot of things start to
slip. This mainly is discrimination, bullying and racism. So in my app.
I will be trying my hardest to make a filter that will be try and filter
all the hate and rude comments and anything that could offend
someone. As I believe everyone should be treated the same way
and that it is unfair how your skin colour or your disabilities can
effect who you are friends with or who employs you.

Budget
I will try not to go so over board with my budget and stay close to a reasonable
amount giving me room to make profit, when figuring out my budget I have to keep
in mind he different salaries that each person needs. It also varies depending on
their skill of work. For example: a graphic designer with 4 years experience could
earn anywhere from £19k-£40,000 a year and the average is around £26, 000, this
means I need to figure out how many designers I want. I may be having only the one
as it designs could clash and ruin the look of the app.
From the graph in the photo
the wage for a graphic
designer in London has been
fluxuating. In the most recent
update of 2018 they have
been earning close to around
27,000 pounds a year. This
means this is 6,000 above the
minimum wage of the average
worker.
https://www.payscale.com/mypayscal
e.aspx?pid=fe9b6ac8-a8f9-47e7-96f3-
68526c5717b9&wizardid=7&s=1&ft=0

Conclusion
In this learning objective I gathered information
about the legal and ethical and all the law sides of
the app design process. Also in addition to this. I
have made a production plan to schedule what
everyone does so my app can run as smooth as
possible in the building process.

Guidelines and Conditions
The terms and conditions are like the roots of a
successful app, you don’t have them? Your app
will fail.
Lets take instagram for example, they have
strong terms. For example they state “ you
MUST be over 13 to use this app” as their very
first terms and this is one of their most
important ones. Another one of their most
important ones is to keep them out of legal
trouble by stating “ you are responsible for
everything you do on this app” this means if you
say something or post something that ends you
up in court Instagram cant do anything as in
their terms they clearly stated that the user is
solely responsible and they caused it.

Sign Up Page
In this sign up page I tried to be as minimalistic as possible only using
the key things that need to be added. On the right hand side of the
image we see a black shape of the UK, this means that the app can
only be used inside the United Kingdom and northern Ireland. This is
because due to cots making this site world wide would cost a lot more
than just having it UK based. Addionally I made it so it shows that no
matter where you are in the UK you can still connect with people.
In addition to making a website I thought I would create an app so no
matter where students are they can still connect with each other and
keep each other updated.
WEBSITE APP

Log In Page
The same with this login page I tried to be as simple as I could as this
makes everything look cleaner and for professional. On the right
hand side of the image we see a black shape of the UK, this means
that the app can only be used inside the United Kingdom and
northern Ireland. This is because due to cots making this site world
wide would cost a lot more than just having it UK based. Addionally I
made it so it shows that no matter where you are in the UK you can
still connect with people.
In addition to making a website I thought I would create an app so no
matter where students are they can still connect with each other and
keep each other updated.
WEBSITE APP

Homepage
On this page I added an array of things. Such as adding a timetable so students can see
what lessons they have that day or for the following week, they can interact with their
friends and access their messages from friends and teachers who have set certain
homework. They can also enter forums and blog room to see conversation on a certain
topic in their uni, whether it would be the quality of food in their canteen or the quality of
the halls.
Going further I created an app for every page I did. On this I made it so you can access the
same things, but the timetable as a website only thing. I used my own photos from trips to
Devon.
In the first slider you can see that it says “view all” this is a slide where you slide your finger
across and it opens up that area. This is applied to all the slide tabs in the home screen. I
have created two more buttons in the top left and right corner of the app. One for the
messages to see what your friends are up to and the other for accessing your other pages
such as the about us page and profile page.
WEBSITE APP

About Page
My about page is pretty simple as there does not
need to be too much detail as it just states about
the company and why we have done what we
have, and our contact information. Every site
somewhere has their about page, even if it’s a
little bit of writing, every site has one! This is to
ensure if there are any troubles they can contact
the site, or if students are doing a case study.
They have the right information.
WEBSITE APP

Profile Page
In this page I carried over some of the aspects of my home
page. This includes the time table as I feel it is one of the main
feature of the website as the students can keep track of their
week and see what lectures they will have that week. On the
profile page you can access the account settings to change
your privacy and login in settings such as changing your
username or password. Addionally if you have met a few new
friends and they do not have the app you can add their phone
number and it carries over. You can also access your friends
list and read all your messages.
WEBSITE APP

Page Summary
Overall each of my pages will be
constantly updated on a background
app. This will allow constant
updates, this will allow the user to
get updates every 5 seconds. This is
important because people do not
want to be waiting a long time to
see what their friends have been up
to. Also in my site I will be making
sure if you have friends online you
get a notification in app to tell you
that they are online so you can talk
to them. In this there will be a
circles round their profile picture,
like Instagram, how when you add
something to your Instagram story

Conclusion
I was able to create and analyze a full social media
site depicting on its functionality and versatility. Also
I have learned that it is very important to create a
hand drawn draft and graphic layouts before doing
your final design as when doing your graphic layouts
you realize that some of the things you have wanted
to do cannot work as they are just impossible, this
leads to a trail and error stage.

Unit 35

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Unit 35

Editor's Notes