Unit 35 kieran davison new

OCR –
Level 3 Cambridge Introductory Diploma in Media
Unit 35:
Social Media Products
St. Andrew’s Catholic School –
Kieran Davison
Unit 35 Overview

Chosen social media
Twitter- Twitter is an online news and social networking service where users post and interact
with messages, known as "tweets.”
Snapchat- Snapchat is an image messaging and multimedia mobile application where you can
message friends by sending pictures and captioning them or by sending normal messages.
Instagram- Instagram is a mobile, desktop, and Internet-based photo-sharing application and
service that allows users to share pictures and videos either publicly, or privately to pre-approved
followers.

Twitter
Purpose:
Twitter is a social media platform and their mission statement is “To give everyone the power to
create and share ideas and information instantly, without barriers”. This connotes that they want
people to have freedom of speech and have the ability to share their thoughts instantly. The verbal
code “share ideas” connotes that anyone is free to say whatever they want, whether it be on
political issues or topics about everyday life. Twitter was created by Jack Dorsey in 2006 and rapidly
grew and gained popularity worldwide.

Twitter
Content:
In terms of the content within twitter, there is a simple white and blue colour scheme along with
some grey accents. This gives off a very sleek effect and makes the website easy use and navigate.
Therefore people may be encouraged to use this due to its simplicity. Furthermore, on the
homepage there is a timeline, like a lot of other social media pages in which you can see what the
latest trends are in message or video form. In addition, as you can see from the screenshot, some of
the features of the homepage include a navigation bar that has a search icon, a discover page and
an option to go back to the home screen. This again connotes that twitter is a very easy website to
use as everything is nicely spaced out. One of the most popular things on twitter is the use of the
hash tag. This is so people can interact with one another and also so people know what is popular at
that moment.

Viral marketing
Viral marketing is a method of marketing where consumers are
encouraged to share information about a company's good or service.
This would usually be to pass on a message and therefore would be in a
video message so it can be passed on easier. The screenshot of the
video below shows an example of twitter using viral marketing as a
method to share information quickly in a campaign called
SeeEverySide.
https://www.youtube.com/watch?v=AjJ0_dQ-bgE

Twitter
Main features:
Navigation bar: Allows people to search hash tags or people.
Main profile: This is found on the left of the screen which shows your information.
Who to follow/suggestions: Also found on the left with all the trending people.
Tweets: This is in the centre on the page with tweets from people you follow showing up.
“Tweet”: This can be seen in the top right and you click it to tweet.

Twitter – target user/membership
Target audience:
For you to be able to use twitter you must sign up buy using your email address and password and what you would like your username to be. A positive to this is that it is free so there are no extra
costs.
Over the last few years the number of twitter users has increased by the day as in the current day there are almost 500,000 million tweets per day which proves the popularity and it is still increasing.
Furthermore, about 25% of twitter users are under the age of 25 and the next most popular bracket is people between the ages of 25 and 34, which is about 22%. Therefore the majority of twitter
users are young adults and this will help twitter as they can use this information to target the younger audience more often.
In addition, this will also mean that in terms of the socio economic graph that most twitter users will be in the E bracket. This means that they are most likely to be young adults or students/teenagers.
This is because the younger generation are more familiar with the latest technology and social media.
Katz Uses and Gratification
The audience of twitter will be “entertained” by this app. This is because they will be able to see the views of some of their favorite celebrities and not worry about having to pay for the app.
Furthermore, they will be able to “divert” from everyday life and see what is trending in the current moment.
Maslow Hierarchy of Needs
I think that there isn't a specific class as the purpose of twitter is to entertain people of all ages. This is because there is going to be all kinds of people talking about different subjects. The audience may
be “social climbers” because they may aspire to be like some of the celebrities they are following.
Hartley 7 Subjectivities
Age range 16-65
For most social media apps this is the main target audience and there is a very small percentage over the age of 60 who use social media apps such as Instagram and Snapchat. However people of all
ages use twitter because there are a lot of politicians who use it and they are over the age of 60.
Socio-Economic needs
People purchasing this app would be in the A-E bracket which is includes all the classes. This is because my app will be free so as long as you have an iPhone you will be able to purchase it.
Psychographics
Psychographics is determining what the typical Twitter user would act like in terms of lifestyle. They may be “aspirers” as they want they same status as some of the people they follow. Furthermore,
they also may be “Explorers” as they seek discovery in new ideas about what they are passionate about and will be interested in what was recommended to them.
https://www.investopedia.com/articles/markets/100215/twitter-vs-facebook-vs-
instagram-who-target-audience.asp

Twitter Target user/membership
Twitter appeals to Maslow Hierarchy of Needs. This is because a large
majority of the audience are social climbers as they follow celebrities
and see what they are doing everyday. This is important because many
of the celebrities tweet directly at their fan base and therefore the fans
reply. For example you could message one of the celebrities you follow
for the chance to get them to reply to you. And general example would
be how's your day going and if they receive a reply it will make their
day.
This is significant as celebrities say that they enjoy twitter because she
can can a relationship with her fans and they can inform their fans
about anything and build a better relationship with their fans.
http://www.speeli.com/articles/view/Why-do-celebrities-like-twitter

Twitter
Revenue:
This year twitters revenue is currently around $2.52billion and from last year the stocks rose just
over 18%. It also states that for the next quarter their estimates are at around $220-$240 million.
This shows the growth in popularity over the last few years as there has been a big increase in profit
margins. Furthermore, twitter has gained a lot of income through advertisement as you have the
option to be able to promote tweets. You can do this buy paying around £2 for account promoting
and overall twitter earns about 85% of their revenue from advertisements and in 2017 this was
$500 million which was a decrease from 4% compared to 2016.
Twitter also make money through data licensing and they identify four companies who are official
data resellers. These companies have access to all tweets in which they can measure consumer
response ranging from things such as brands to movies.
https://www.cnbc.com/2017/10/26/twitter-earnings-q3-
revenue-eps-and-maus.html
https://www.investopedia.com/ask/answers/120114/how-
does-twitter-twtr-make-money.asp

Product service and reviews
The overall reviews on twitter are good. In this review it was given a 4/5
stars and it also specifies that you should use the privacy settings. This is
important as when you tweet it can be exposed to everyone. Furthermore,
because you can freely speak on twitter some people may disagree and can
be aggressive towards you which is why twitter is best suited to people
aged 18 and over.
https://www.commonsensemedia.org/website-reviews/twitter

Twitter- Legal and Ethical issues
With the many advertisements and promotions that come with twitter there are also some disadvantages which draw some concern. One of
them being false advertisements. This is important because there are already many people who go to twitter to advertise their businesses or
products and there is a good chance that some of these may be scams advertising products that may not be true to the description or may just be
completely fake. Furthermore, twitter also needs to make sure that some people are not advertising subjects which may be sensitive to the
public as they could gain a bad reputation for letting people advertise something which is potentially racist or sexist.
Copyright
It is important for twitter to have a copyright policy as they want to make sure that no one is trying to steal any of their content from them. This is
important because if they do try to steal they will have the ability to sue them. Furthermore, twitter also have a policy called the copyright help
centre. This is for the people on twitter who think their content is being copyrighted and they can then go to the help centre to try and figure out
their own problem.
IP
IP is the trademarking of a brand. Furthermore, it is important to make sure that you trademark your brand. You need to ensure this because it
means that you can earn financial benefit and recognition for your creation. Therefore the founders of twitter would have trademarked their
work so they receive financial benefits.
Libel
Libel is a statement that can be damaging towards someone's character or a defamation of character. There are various examples of this when
someone on twitter says something about someone and it turns out to be false. The statement would be looked at as the libel and then you can
sue the person who states false comments about you.
Data protection act 1998
This is an act that explains how information about people should be legally used. The main objective is to protect peoples information against
being abused or used wrongly. This is important as twitter need to make sure they have a good policy in terms of logins and passwords.
https://www.minclaw.com/how-to-report-slander-on-twitter/https://www.legislation.gov.uk/ukpga/1998/29/contents

Snapchat- Purpose
Snapchat was co- founded in 2011 by Bobby Murphy and Evan Spiegel. This app is a form of social media in which
allows you to send pictures to friends and also normal text messages. There are also many other features on this app
such as: streaks, filters, emojis and even the ability to create your own filter. Furthermore, some other background
information would be that it was formerly known as an app called Picaboo however, this was not successful so they
re branded it to Snapchat. According to the app store Snapchats slogan is “Life’s more fun when you live in the
moment”. The connotations behind this would suggest that pictures you take are in the moment and because of
snapchats format the pictures only last a maximum of ten seconds, therefore living life in the moment and having no
regrets.

Snapchat- Content
Within snapchat there are a lot of different pages you can click on. For example if you go onto
snapchat there is a discovery page where many magazine publishers and websites have stories.
Some of these include MTV, Sky News, The Daily Mail and many more. You can see these clearly
because they all have a small circle with the name of it and they are all very bright colours. This is
important as it may attract more attention. Furthermore, you can also scan your face quickly and
then there are filters available and these change regularly and you can also create your own one.
Finally, you can also post Snapchat stories up. This may be a quick 10 second snippet of your day to
let people know what you are up to which can updated throughout the day.

Viral marketing
https://www.youtube.com/user/OfficialSnapchat
Snapchat attempt to use viral marketing in this video by introducing a
new camera mode to their app. In the video they try to show as many
people as they can using the new camera mode in order to let people
know what the new camera does and to show off its features.
encouraged to share information about a company's good or service

Snapchat- Target user
Snapchat costs nothing to sign up, all you need is an email address and password. For this reason there target audience automatically expands
as it is free and therefore available to everyone with an iPhone or android.
Katz
The use of snapchat is for the purpose to entertain users. This is because it is a form of social media in which it allows you to message friends and also has other stories you can view from
companies such as the daily mail. This will allow you to keep up with the latest news. Furthermore, they also have to use of filters which is something which adds to the fun if you're
messaging someone. All of this a long with the app being free makes it even better.
Maslow
Snapchat's average user is what you may expect from a relatively new form of social media. Only 2% of Snapchat users are above 35. furthermore 5% are between 25-34 and 24% are
between 18 and 24. This is important because it suggests that it is much more suited to the younger audience. In addition, Snapchat can use this to their advantage by targeting this audience
in hope of attracting more young people.
Hartley
From this, I can conclude the age range of Snapchat ranges from 13-45. furthermore, most of snapchat users come from the age range of 13-18 and only 2% coming from over the age of 35.
In addition, I also needed to consider celebrities use of Snapchat. This is important because there are many celebrities over the age of 40 who use Snapchat frequently to let fans know about
their day and this is what helped me come up with this age range.
Socio- economic needs
For socio-economic needs there are six categories in which the average Snapchat user may fit into. However, it is also important to consider that Snapchat is free. This is because it
means that everyone with an iPhone or android will be able to use it. Furthermore, many celebrities use Snapchat who would be in class A but due to the average age of the Snapchat
user many people would fit into the E bracket, who are students, unemployed or casual workers.
Psychographics
Psychographics is determining what the typical Snapchat user would act like in terms of lifestyle. They may be “aspirers” as they want they same status as some of the people they
follow on Snapchat as many celebrities make their Snapchat public so their fans get to see what they are doing throughout the day. Furthermore, they also may be “Explorers” as they
seek discovery in new ideas about what they are passionate about and will be interested in what was recommended to them.
https://www.ama.org/publications/eNewsletters/Marketing-News-
Weekly/Pages/average-age-snapchat-users-going-up.aspx

Snapchat- Source of revenue
Snapchat plans on making around $300 million in revenue this year which is up by
$50 million from last year. Furthermore, Snapchat makes money like a lot of other
social media platforms and that by advertisement. Furthermore you will be able to
see advertisements on Snapchats discover page alongside the channels that
Snapchat publishing partners produce. Furthermore, Snapchat also have live stories
so as you jump from each Snapchat story you will see advertisements in-between.
In addition, Snapchat also sells sponsored filters for specific events and sponsored
lenses.
https://www.recode.net/2016/8/17/12504144/how-snapchat-
makes-money-from-disappearing-videos

https://www.appannie.com/en/apps/ios/app/snapchat/
Snapchat has been given and 2 ½ stars out of 5. Similar reviews can be found
on other websites as the main problem with Snapchat is that people were
not happy with the most recent update and the layout of the page.
Additionally, there are also many ethical problems with Snapchat as many
people say that it exposes some young people due to “sexting” which is
another reason why Snapchat didn't get a great review.

Snapchat- Legal and ethical issues
Snapchat faces similar legal and ethical issues to other social media platforms such as Twitter and Instagram. For example false advertisement.
Furthermore, The Data Protection act of 1998 explains how personal information of people should be legally used by Snapchat. The main objective is to protect
peoples information against being abused or used wrongly. This is important as Snapchat need to make sure they have a good policy in terms of logins and passwords.
In addition, another problem with Snapchat is that some people argue that it has made “Sexting” easier. This is because pictures automatically disappear and it may be
easier for young people to send inappropriate photos without fear. Although it is hard to save Snapchat pictures there are apps which allow you to secretly save
Snapchats which have been sent to you and you can screenshot pictures as well. The main problem with this is that Snapchat is largely used by teenagers. This is
important because many of these people would be underage and therefore considered child pornography.
https://lawstreetmedia.com/news/the-dark-side-of-snapchat/
Copyright
It is important for Snapchat to have a copyright policy as they want to make sure that no one is trying to steal any of their content from them. This is important
because if they do try to steal they will have the ability to sue them. Furthermore, Snapchat also have a policy called the copyright help centre. This is for the people on
Snapchat who think their content is being copyrighted and they can then go to the help centre to try and figure out their own problem.
IP
IP is the trademarking of a brand. Furthermore, it is important to make sure that you trademark your brand. You need to ensure this because it means that you can
earn financial benefit and recognition for your creation. Therefore the founders of Snapchat would have trademarked their work so they receive financial benefits.
Libel
Libel is a statement that can be damaging towards someone's character or a defamation of character. There are various examples of this when someone on Snapchat
says something about someone and it turns out to be false. The statement would be looked at as the libel and then you can sue the person who states false comments
about you.
This is an act that explains how information about people should be legally used. The main objective is to protect peoples information against being abused or used
wrongly. This is important as Snapchat need to make sure they have a good policy in terms of logins and passwords.
https://www.legislation.gov.uk/ukpga/1998/29/contents

Instagram- Purpose
Instagram was launched on October 6th 2010 and is owned by Facebook and the two most important
people in creating Instagram were Kevin Systrom and Mike Krieger. Furthermore, this app is a mobile
desktop and internet based photo sharing application that allows users to share pictures or videos
either publicly or privately to pre-approved followers. This therefore allows users to post whatever they
want onto their accounts and can advertise some of their own products. Instagram does not have a
slogan however the connotations behind the idea of the app would be to share and enjoy moments
with your friends and explore other pages.

Instagram- Content
Firstly, there are a lot of sections within Instagram in which provides entertainment for the average user. In
addition, one feature is the home page. This allows you to see the posts of all the people you follow which is
important as you can choose whether to like their post or not. The amount of posts on your home page
depends on the amount of people that follow you. Furthermore, if you click on your own profile then this
shows all of the pictures that you’ve posted yourself. Many people who use Instagram post pictures in hopes of
a lot of likes, this normally depends on how many followers you have however you can make your profile open
to the public which means everyone can see your pictures. The last significant page on Instagram is the explore
page. This is something you can go on to see other random pages on Instagram and if you like another pages
posts then you can choose to follow them. Finally, Instagram have added something called an Instagram story.
This is something you can post which can be a short video to tell people what you are doing or many people
use it to inform you if they want you to go like their latest post.

Viral marketing
encouraged to share information about a company's good or service
Instagram does not have an official YouTube channel and therefore
does not have any videos of viral marketing. This is important because
Instagram is relatively new and everyone already knows about it. This
may lead to Instagram marketing in other ways in order to promote
their app.

Instagram- Target User
Katz
The purpose of Instagram is to entertain users. This is because it is a form of social media in which it allows you to view friends pictures and also has other stories you can view from other
random people or celebrities. This will allow you to keep up with what certain people may be doing by viewing their Instagram story. Furthermore, you can post pictures yourself and you can
see who is liking them and see who is keeping up to date with your life.. All of this a long with the app being free makes it even better.
Maslow
Instagrams average user is what you may expect from a relatively new form of social media. 90% of Instagrams users are below the age of 35. Furthermore 59% are between 18-29. This is
important because it suggests that it is much more suited to the younger audience. In addition, Instagram can use this to their advantage by targeting this audience in hope of attracting more
young people.
Hartley
From this, I can conclude the age range of Instagram ranges from 12- 64. furthermore, most of Instagrams users come from the age range of 18-34 and only 8% coming from over the age of
64. In addition, I also needed to consider celebrities use of Instagram. This is important because there are many celebrities over the age of 40 who use Instagram frequently to let fans know
about their day and this is what helped me come up with this age range.
Socio- economic needs
For socio-economic needs there are six categories in which the average Instagram user may fit into. However, it is also important to consider that Instagram is free. This is because it
means that everyone with an iPhone or android will be able to use it. Furthermore, many celebrities use Instagram who would be in class A but due to the average age of the
Instagram user many people would fit into the E bracket, who are students, unemployed or casual workers.
Psychographics
Psychographics is determining what the typical Instagram user would act like in terms of lifestyle. They may be “aspirers” as they want they same status as some of the people they
follow. Furthermore, they also may be “Explorers” as they seek discovery in new ideas about what they are passionate about and will be interested in what was recommended to
them.
http://uk.businessinsider.com/instagram-demographics-
2013-12?r=US&IR=T
https://sproutsocial.com/insights/new-social-media-
demographics/

Instagram- Sources of Revenue
Instagram receive a lot of their income through advertisements. This is
important as before buying the advertisement the advertisers need to
understand who their target audience is. This is important as we
understand that 90% of Instagram users are between the ages of 18-34,
which therefore makes it easier on the advertisers to target their
audience and also why many advertisers choose t advertise on
Instagram.
Furthermore, in 2017 Instagram reached around 400 million users a
month and 1 million in advertisers. It also states that Instagram have
predicted $22 million by 2021.
https://www.fool.com/investing/2017/04/18/could-instagrams-revenue-really-
hit-22-billion-by.aspx

https://www.commonsensemedia.org/app-reviews/instagram
In this review Instagram was given 4/5 stars. On this review it states that it
makes sharing photos and videos easy and also you are able to make your
Instagram private. This is important as you can make sure that only your
friends would be able to see the things you post. Although this review
states that they think the age of Instagram should be 15 and over Instagram
themselves have said that the age would be 13 and over.

Instagram- Legal and Ethical
Instagram raises many legal and ethical issues. One legal issue for Instagram would be that you can share pictures online. This is important because
there are many users under 18 who's profile is public, therefore being exposed to many people. In addition, many people receive messages if they like
someone's profile and in this case there is a risk of paedophilia.
Another important issue with Instagram would be the data protection act 1998. This is important because it states that it is the way the UK parliament
defines the ways in which information about people may be legally used and handled.
On the other hand, ethical issues are also very important on Instagram. This is important because the new Terms of Service stated that Instagram
would be allowed to use pictures in advertisements without notifying their users. Instagram also suggested that the parents allow their childrens
images to be used for advertising purposes.
Copyright
It is important for twitter to have a copyright policy as they want to make sure that no one is trying to steal any of their content from them. This is
important because if they do try to steal they will have the ability to sue them. Furthermore, Instagram also have a policy called the copyright help
centre. This is for the people on Instagram who think their content is being copyrighted and they can then go to the help centre to try and figure out
their own problem.
IP
IP is the trademarking of a brand. Furthermore, it is important to make sure that you trademark your brand. You need to ensure this because it means
that you can earn financial benefit and recognition for your creation. Therefore the founders of Instagram would have trademarked their work so they
receive financial benefits.
Libel
Libel is a statement that can be damaging towards someone's character or a defamation of character. There are various examples of this when
someone on Instagram says something about someone and it turns out to be false. The statement would be looked at as the libel and then you can sue
the person who states false comments about you.
This is an act that explains how information about people should be legally used. The main objective is to protect peoples information against being
abused or used wrongly. This is important as Snapchat need to make sure they have a good policy in terms of logins and passwords.
https://www.legislation.gov.uk/ukpga/1998/29/contents
http://www.ethicssage.com/2013/03/instagrams-terms-of-
service-and-privacy-issues.html

Social effects - Noam Chomsky
Noam Chomsky states that “social media erodes normal behaviour”. I believe this
statement is true in many ways such as general communication between humans
and the way people act. This connotes that when in the past when they may have
been socialising with their friends a bit more they are now on their phones because
social media is where everything interesting is happening such as celebrity news. In
addition, Chomsky argues that communication between friends through social
media is causing distraction especially with students and trying to do work which is
significant as they are getting less work done and in turn getting worse test results.
Additionally, on social media platforms such as Instagram, Facebook and Snapchat
there is examples of how social media erodes normal behavior. This is because now
everyone is posting pictures and tweeting such as politicians. This is important
because a lot of their opinions may be disagreed with and not seen as normal
behavior. Therefore, by people seeing tweets and posts like this it potentially
changes the way they view politicians which is important because these are the
people who run the country they live in.

Noam Chomsky – eroding normal social
behaviour case study
Yik Yak was a messaging app in which users could anonymously
message each other within a 5 mile radius. It was created in 2013 and
from there it grew very quickly. However, cyberbullying started to
become very regular and drove some people to suicide. This is a large
reason to why the creators decided to shut in down in April of 2017. In
America it was banned from 85% of schools and in a school in North
Carolina it was “updated as derogatory” as students and teachers were
receiving threatening messages. This is more for Noam Chomsky’s
argument that social media erodes normal behavior as this app caused
cyberbullying that could not be contained by the creators.
http://www.educationworld.com/a_news/anonymous-messaging-
app-yik-yak-promotes-cyberbullying

Primary research
The first question I asked was how old are you. The main response to this was between the ages of 16-21.
this shows that it is mainly people who are in these ages who are most interested in music with the anomaly
of the person who was younger. The next question I asked was what gender are you. Most of them were
males and there was one female. This may not represent the rest of my audience however there may be
more boys than girls who sign up. The following question states how many hours do you use social media a
week. The responses vary from 6+ hours to 2-3 hours. This shows that every member of my audience uses at
least 2 hours of social media per week and therefore would use my music app a lot.

Primary research continued
My next question to my audience was what do and don’t you like about social media. Two of the answers stated
that it is easy to use. This is important because I need to make sure that my website is easy to use to make sure
that people find it easy to navigate around the website. My final question was what is your favorite social media.
The responses to this were mainly Instagram. This indicates that people are very interested in videos and pictures
which I could try to integrate into my music website.

Commercial uses- Advertising
There are three types of advertising in terms of commercial uses. The first
one is sponsored advertising. This is used a lot in the current market as there
is not much people who take notice of advertisements in other areas so if
there is a pop up on the page then people will automatically notice it.
Furthermore, another popular method of advertising is word of mouth, also
known as personal recommendations. This is important because studies
show that over 75% of people stated that the best source is from close
friends or family members who have recommended something to them. This
is important as you trust your friends and family the most so people see this
as a very reliable source.
The last method of advertisements would be pay per click. This is when web
browsers such as Bing and Google allow people to buy features on their page
so that their business will be at the top of the list when you are on Bing or
Google.
https://www.wordstream.com/pp
https://moz.com/blog/everything-you-need-to-know-about-
sponsored-content

Commercial uses- Viral marketing
encouraged to share information about a company’s or persons good
and services. Some examples of this include when Volkswagen came up
with the fun theory. This is when they encouraged people to be more
environmentally friendly. This is important because it had Volkswagen
trending on twitter as people had to try and be environmentally
friendly. In turn, Volkswagen gained a lot of popularity and their
products became more popular because of this.
Additionally, the dollar shave club did something very similar to this.
They used humor in order to highlight an annoying feature while
shaving and they gained many customers a long with this
https://www.impactbnd.com/blog/how-dollar-shave-club-
grew-from-just-a-viral-video-to-a-615m-valuation-brand

Commercial uses- product/service reviews
There are various types of advertisements on social media. For
example, on Instagram you can pay celebrities who have a lot of
followers to advertise one of your products. This is a very useful
method as people like to copy what their favorite celebrities wear of
use. Another type of advertisement on social media is is paid
advertisement. An example of this would be the website LinkedIN. This
is a website in which you can buy an advertisement and it will advertise
your product on twitter. You can choose how long you want it
advertised for however the longer you want it to be on twitter the
more it will cost.
https://www.bigcommerce.com/blog/social-media-advertising/

Website Mind map
Name ideas
Music marvel
Plum music
Planner pictures
Colour scheme
blue/white
Red/white/black
Green/white/black
Purple/white/black
Competition
Spotify
Apple music
Instagram
Tumblr
Snapchat
Homepage features
Logo
Login
Search
Explore
Your library
Home
Slogan ideas
The Music Mavens
Committed to music
Number one source for
everything music
Experienced in picture
Home of the photo
Features within the product
Exploring charts/ most popular music
Explore new music/recommended for you
Save music to your library
Listen to radio
Take high quality pictures and post them to
your account
Able to follow people
Filters on pictures
Target audience
16-40
For most social media apps this is the main target audience and there is a very
small percentage over the age of 40 who use social media apps such as
Instagram and Snapchat. However people of all ages like music but the majority
of people who do are in this age range.

Purpose of the website – PLUM MUSIC
The purpose of my website is to entertain. I want Plum music to entertain all
ages and allow the audience to see what their friends are listening to and to
be able to chat and share music with their friends. This is because you have
the ability to listen to whatever music you want which will entertain you and
you also can follow your friends and favorite artists and you can see what
music they are listening to. Furthermore, through this you can discover new
music from a variety of genres and will be updated with new music on a
regular basis.
The title ‘Plum’ anchors the colour scheme of purple. The connotations of
purple are ‘royalty’ therefore the USP of this social media music site will be
high tech and high speed with excellent graphics, therefore a formal music
website.

Content
My website will include a discover page in which you can see new
recommended music to you based on the stuff you have already been
listening to. Another feature will be the playlists page. This is a page in which
weekly playlists are added ranging from new music, most popular tracks that
week and other playlists recommended to you because of the artists you
like. As well as listening to music you can create and listen to playlists from
the most popular music this week that was on the charts. Furthermore, you
will be able to chat and socialize with friends through the messaging service
you can also tag friends in the different types of music you listen to. Plum
music aims to be the best music site and is in competition with Spotify.
Furthermore, Plum music will be in synergy with Facebook where you can log
in with a Facebook account if you would like to.

Target audience
Katz Uses and Gratifications
The audience will be “entertained” by my music app. This is because they will be able to listen to their favorite music and not worry about having to pay for the app.
Furthermore, they will be able to “divert” from everyday life situations as they will be able to immerse themselves into the music social website.
I think that there isn't a specific class as the purpose of my app is to entertain people of all ages. This is because there is going to be all kinds of music available ranging
from hip hop to opera. The audience may be “social climbers” because they may aspire to be like some of the artists they listen to. Furthermore, the audience may fall
into the category of ‘explorers’ as they will like to explore the different types of music that will feature on this site.
Age range 16-40
For most social media apps this is the main target audience and there is a very small percentage over the age of 40 who use social media apps such as Instagram and
Snapchat. However people of all ages like music but the majority of people who do are in this age range.
People purchasing this app would be in the A-E bracket which is includes all the classes. This is because my app will be free so as long as you have an iPhone you will be
able to purchase it or go to the website.
Psychographics
Psychographics is determining what the typical Plum Music user would act like in terms of lifestyle. They may be “aspirers” as they want they same status as some of
the artists they listen to. Furthermore, they also may be “Explorers” as they seek discovery in new music and will be interested in what was recommended to them.
Plum Music is fit for purpose for the target audience because it caters for all age ranges by the different styles of genre it
includes. It is fit for purpose for ‘digital natives’ (Prensky 2001) as you can chat and socialize with friends and send
different types of music.

My colour scheme for my app will consist of the colours purple, black
and white. This is important because I am basing it off of the colours
which were also used in my logo. I believe it is important to have
consistency throughout my colour scheme otherwise it could make my
app look unprofessional. Furthermore, the colour purple connotes
‘royalty’ and this links to the name ‘Plum’ and also as the website will
be high tech and formal.
Colour scheme and logo

Font style
For my logo I decided to use the font RichardBrandRevolutionBlock.
This is because I liked how bold it was as it stands out very well. I have
clearly taken inspiration from ‘Apple’ who are one of the biggest digital
conglomerates in the world. The logo, name and colour all link together
and the colour purple connotes wealth and ‘royalty’ denoting that
Plum Music will be high tech and formal especially for the older
audience.

Graphic layout mockups- Login page
Sign in
This is where you can sign in if you
already have a profile
Sign up
This is where you can sign up
if you don’t already have a
profile.
Logo
I decided to put my logo as a good size in the corner to make sure that it stands out a long with the rest of the
Login page
Legal and ethical
In this section you can click on the different tabs
and they will take you to a different page.
TAGLINE
The tagline will hopefully entice readers to this brand new app and
it is known as the “number one source”.

Graphic layout mockups- Homepage
Overview
The overview shows
generally what is popular
this week and recommends
some popular playlists to
you.
Charts
The charts section is where you can browse what the most popular music
around the UK or globally is by seeing which ones have the most listens.
Genre&moods
Here you are able
to see the different
genres and see
which ones you
like. This section is
good as you can
explore some of
the genres you may
not have listened to
before.
Social section
This is where you can chat to
friends and share music.

Hand drawn drafts- Homepage
The colour will be
mainly purple.

Hand drawn drafts- sign up page

Product use/ features/Purpose
The purpose of my product is to make sure that everyone of all ages
will have the change to listen and enjoy some of their favorite music.
Therefore some of the content will be made up of all music genres, you
will have the ability to make your own playlists and listening to some of
the existing ones made up of the most popular tracks listened to that
week. Furthermore, you will also be able to follow artists and your
friends. When you do this you will be able to access their playlists and
see what they're listening to. Additionally, my unique selling point is
the amount of music this app has and the ability to share your playlists.
This is good as other people will be able to share your playlist and if
you have the most shared playlist at the end of the week it will be at
the top of the recommended section.

Target audience
Katz Uses and Gratifications
The audience will be “entertained” by my music app. This is because they will be able to listen to their favorite music and not worry about having to pay for the app.
Furthermore, they will be able to “divert” from everyday life situations as they will be able to immerse themselves into the music social website.
I think that there isn't a specific class as the purpose of my app is to entertain people of all ages. This is because there is going to be all kinds of music available ranging
from hip hop to opera. The audience may be “social climbers” because they may aspire to be like some of the artists they listen to. Furthermore, the audience may fall
into the category of ‘explorers’ as they will like to explore the different types of music that will feature on this site.
Age range 16-40
For most social media apps this is the main target audience and there is a very small percentage over the age of 40 who use social media apps such as Instagram and
Snapchat. However people of all ages like music but the majority of people who do are in this age range.
People purchasing this app would be in the A-E bracket which is includes all the classes. This is because my app will be free so as long as you have an iPhone you will be
able to purchase it or go to the website.
Psychographics
Psychographics is determining what the typical Plum Music user would act like in terms of lifestyle. They may be “aspirers” as they want they same status as some of
the artists they listen to. Furthermore, they also may be “Explorers” as they seek discovery in new music and will be interested in what was recommended to them.
Plum Music is fit for purpose for the target audience because it caters for all age ranges by the different styles of genre it
includes. It is fit for purpose for ‘digital natives’ (Prensky 2001) as you can chat and socialize with friends and send
different types of music. Furthermore, in a couple of years time I will have a student deal of £3.00 to appeal to the
younger audience.

Website functionality- Login page
Login page
This is where you enter your
email address and password in
order to sign up to website.
Sign upForgot password
If you forget your password then you
click this and it will take you through the
password recovery process.
Login
If you already have an existing
account then you can Login
normally.

Website functionality- Homepage
Homepage
Search bar
This is where you
can search any
artist, song, album
or playlist
You can browse the
most popular playlists
and singles from this
week
Browse Your music
This is all of the
music you have
saved to your
library.
Radio
You can listen to
live radio stations if
you are seeking
some new music.
Activity
This is all of the
music you have
saved to your
library.
Social page
This is where you can
contact your friends
and share music with
each other

Production plan
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
To start off
the graphic
designers will
start to
decide on
how the
website
should be laid
out
The designers
will continue
to work on
the website
layout and
the editors
start to work
on the
content
As the content is
finalised into
categories and
popular music
figures are kept an
eye on for extra
content
This is when all
music should
start to be
added and be
available and
visuals should
start to be
added.
All workers
are to finish
task from
previous
days
DAY
OFF
DAY
OFF
Completed
by: February
12th
Completed
by: February
13th
Completed by:
February 14th
Completed by:
February 16th
Completed
by:
February
16th
Completed by: Completed
by:

Production plan continued
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
The editors
will have all
the required
information
and putting
the website
together
Once all
music has
been added
to their
relevant
category
captions need
to be added
Everything is
double checked for
grammar errors or
editing errors for
when the website is
launched
This is when all
music should
start to be
added and be
available and
visuals should
start to be
added.
Launch
date
DAY
OFF
DAY
OFF
Completed
by: February
19th
Completed
by: February
20th
Completed by:
February 21st
Completed by:
February 22nd
Completed
by:
February
23rd
Completed by: Completed
by:

Launch date
My launch date is February 23rd . This is because my production plan
states that my website should be ready by this date and I plan to launch
it as quickly as possible. This is because I want the website to receive as
many sign ups as possible in order for it to grow quickly.
February is a good month as it is near the start of the year and
everyone will be into new year resolutions and will be looking for new
friends and inspiration. They will also want to see what new music
artists are out there.

Production costs
Job Salary
App designer(x2) £30,000
Creative editor(x2) £27,000
Photographer(x1) £27,000
CEO(x1) £70,000
Writer(x2) £23,000
Equipment Cost
Office(x1) £3000 (2 weeks)
Tables(x7) £80x7= £560
Chairs(x7) £50x7= £350
All Adobe applications(x7) £49.94x7= £349.58
Apple Macs(x7) £1749x7= £12,243
Cameras(x2) £220x2= £440
TOTAL £16942.58
These are the staff and
equipment I will need to help
make the website.

Equipment and staff
The equipment and staff is the required people I need in order for my
website to be constructed and the equipment they need. For example
the editors will need good enough computers and all of the adobe
applications to create the website. Additionally, the photographers will
need good cameras for taking pictures of the artists that will be
featured on the website.

Budget summary
Here is a breakdown of the budget summary. I know in the first year I will probably
not make much money but I am hoping when the website gets popular I can charge
people to use it and I will get lots of money from potential revenue such as
advertisements. In a couple of years time I am going to put a cost on the app for
£4.99. This will be cheaper that other competitors such as Spotify who are £9.99 a
month. I will also do a student deal of £3.99 a month to get even more people
using my app.
Total equipment costs = £16,942.58
Total staff costs = £177,000(annually)
16,942.58+177,000= £193,942.58

Revenue
I will make my revenue through advertisements within my website. This will be
things such as artists paying for advertisements of upcoming music that they have
coming out. This will benefit them as people will be notifies that new music is
coming out so they will listen to it. This will benefit Plum music as they will be
receiving money from various artists in order to promote their new music. Artists
also have the option to promote their shows. This would work so whenever one of
the artists you have previously listened to has a show near you, you will get a pop
up advertising their show which you might decide to go to.
Additionally, I will also use banner advertisements within my website. This is when
other people can advertise their products with a banner at the top of my website.
The prices of this will range depending on how big the website is you want to
advertise on. For example, on yahoo which is a very big search engine you may be
paying $20-$50 for every 1000 impressions. Impressions are every time someone
clicks on the website however on some website there is a minimum number of
impressions so they would be able to get more exposure however it would cost
them more. Therefore I will charge £250 for 50,000 impressions.
https://blog.smartketer.com/blog/how-much-banner-ads-cost/

Privacy and security
https://help.instagram.com/155833707900388
These screenshots are Instagram's privacy and security plans of action. This is important
because as you can see in the screenshots that it tells you how to block people which is
important and it also also tells you how to report something. This is significant because I
will need to make sure that my website has this in because someone may want to block
someone else. In addition, in the second screenshot it explains how to find friends and also
what information they will collect from you. I need to make it clear what information I will
be taking from other people so they feel comfortable when signing up to my website and
they would want to make sure that their information is secure. I have taken inspiration for
my social media website so I make my website as professional as possible. I will have a
privacy and security page. For example, I will have a block tab if someone would like to
block a follower and also a report tab so I can deal with the situation further.

Legal and Ethical issues
For legal and ethical issues I need to make sure that my website has be watermarked and that it has no copyright claims. This
is important because some of the information about certain artists song may have not be taken from a reliable source and
therefore I could face the possibility of being sued. Furthermore, if some of the information has been copyrighted then I will
have to contact the source of the information and ask for their permission to use it on my website.
Additionally, I will also need to look at the privacy policy of my website. This is important in order for the users of this website
know what information they are giving. For example, you will need to enter your email address and password in order to sign
up for an account. Therefore, they will want to make sure that their information is not being used in the wrong way and need
to know that their information is being protected and used safely.
Copyright
It is important for my website to have a copyright policy as they want to make sure that no one is trying to steal any of their content from me. This is important
because if they do try to steal content from my website I will have the ability to sue them.
IP
IP is the trademarking of a brand. Furthermore, it is important to make sure that you trademark your brand. You need to ensure this because it means that you can
earn financial benefit and recognition for your creation. Therefore the my website would need to be trademarked so I receive financial benefits.
Libel
Libel is a statement that can be damaging towards someone's character or a defamation of character. There are various examples of this when someone on says
something about someone and it turns out to be false. The statement would be looked at as the libel and then you can sue the person who states false comments
about you.
This is an act that explains how information about people should be legally used. The main objective is to protect peoples information against being abused or used
wrongly. This is important as I need to make sure they have a good policy in terms of logins and passwords.

WASP- legal and ethical
It is very important that I have WASP with my website. This stands for
web standards project and it means that the construction of the
website will be a lot easier and in turn it will also be cheaper. Another
thing WASP do is they make the software of websites to understand the
website document. This can allows things such as search engines to be
added to your website which would be helpful for me as people will
need to be able to search and stream their favorite music.
https://www.webstandards.org/learn/faq/index.html#p212

Sign up page
This is the final version of my sign up page and as you can see it has a sign in section which is for people who already have
an account so they can just sign in. Additionally, I would therefore need a sign up option. This is for people who don’t
already have an account and need to create a new one which will be everyone at the start as it will be a new website. As
you can see at the bottom I have the privacy terms and just by my logo there is a copyright logo. At the left side of the
screen you can see my brand slogan and a brief overview of what to expect from this website.

Homepage
This is my final version of my homepage and as you can see there is a lot of things included. The column on the left are
links to other pages so you can click on the browse section. This would have an overview of what was popular this week
and you have the availability to see the charts and look at some more genres. On this page you can see the most popular
playlists that have been created this week. On the right side there is a followers section. This will show all of your followers
and you will be able to see what music they are listening to and you can talk to them and share music.

Advertising revenue
In order to make a revenue from my website I need to make sure that a lot of
people register to my website and stream the music. Furthermore, I will also gain
revenue from other people advertising on my website. These will be things such as
banner advertisements that I will be making a revenue from. The costs of this will
vary depending on how much they want their product/service advertised and also
how popular they are.
you may be paying $20-$50 for every 1000 impressions. Impressions are every time
someone clicks on the website however on some website there is a minimum
number of impressions so they would be able to get more exposure however it
would cost them more. Therefore I will charge £250 for 50,000 impressions.
I have chosen banner advertisements as well as social media advertisements
because I feel like this will be most effective considering the audience my website
will attract. For example, on social media you will have a lot of young people who
are passionate about music that would be very interested in my website and it is
free as well so there is no need to pay unless you pay for a premium subscription.
https://blog.bannersnack.com/banner-advertising-basics/
https://www.investopedia.com/ask/answers/041015/how-important-advertising-revenue-internet-sector.asp

Target audience/user
Plum music: The users of my app will be informed and educated when
using my website(Katz). This is because they will be finding about about
artists and learning about different genres. The users of my website will
be of all ages however as I said before I believe the main (age) range of
my audience will be 16-40(Hartley). I believe the gender will be mixed
for my website. This is because it is a music website and there isn't a
specific (gender) that suits music. This website is not is a class(Maslow).
This is because it is free to sign up to and therefore everyone will be
able to afford it you just need to have access to a computer or
smartphone. In conclusion I think the typical user of my website would
be aspirers because they would want to be like the artists they are
listening to.

Unit 35 kieran davison new

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