Ms Kai Soh
class time: Tus 5:00-8:00pm
Main concept about the campaign
The application of social media as a vehicle to spread and exchange information is becoming more commonly and widely in modern society. It witness that a large number of companies switch to leverage social media platform to either promote products or communicate with customers (Burgess&Banks,2014). Meanwhile, the targeting audiences or information receiver also act an crucial role nowadays and influence deeply in this interactive process(Hinton, S. & Hjorth, L,2013c).The traditional audiences are treated as decipher of the message passively, but now they also actively engage and even lead the change for landscape of media world. As Hinton and Hjorth claimed that success of social media platforms heavily rely on the contents posted by their creators and users engagement rate. The underpinning theory supporting “The Con” campaign is utilizing both user generated content (UGC) and user created content (UCC) to attract more targeting audience and intend to have positive interaction with them. In a word, the campaign of “The Con” design to improve the activity exposure in a more effectively manner though using social media platforms.
Audience interaction methods
Individuals aged between 18 to 35 were selected as the targeting group in consideration of their influence on emerging social media network and the educational background. According to the research on usage pattern of the targeting group, it can be evidenced that the Generation Y with higher educational background tend to be more active and keen on sharing information on the digital media or social network. (Seo, Houston, Knight, Kennedy,& English, 2013). Therefore, this campaign which intend to expend the audience base will concentrate on the tertiary students who could spread or receive digital information in an effective and efficiency way (Boyd, 2012). In the meanwhile, social media networking provide the opportunity to promote the campaign and exchange activity information with targeting audience. Majority of social networking sites have interactive function to allow its users to spread ideas or information across the platform, such as sharing photos, tweets and comments, but they all observe their own unique competitive advantage (Hinton and Hjorth, 2013a). Therefore, this campaign would leverage the advantages of various social networking platforms with targeted audience to achieve the best publicity exposure.
This campaign selected three mainstream social media networking for the purpose of promotion and advertisement. Facebook is the first channel be chosen to prompt this campaign ship since the large active users base and the dominative effect in social and networking life nowadays(Van Dijck,2013). The flexibility of Facebook is another key competive advantage to promote this campaign. Facebook allows users to share different types of content, such as news, photos, videos, and personal information (Ramakanth, 2013).Contents diversity enables the users to tailor the message to suit their own purposes. This function realize the concept of participation and Users Generated Content(UGC), that is, users could receive and spread information in a format which they interested in ‘The Con’ though Facebook, this engagement with users could help them creating and sharing information actively. We choose to use Facebook to focus on certain contents that audience interested, we posted some short articles which introduce the background of “The Con” and lifestyle of students who come from different cultural and social background. In the meantime, the detailed information about our activities including pictures, photos, and videos also be loaded to trigger the interest of crowds. In addition,several historical or interesting knowledges about music alos be included in post widen and deepen the vision of the target audience.
Another publicity social media we deployed is Twitter which creates a new format of network though a huge number of users. Sam Hinton and Larissa Hjorth claimed:“Comments, status updates and private messages allow communication between people on the network.” Tweets provide a self-presentative for audience to exchange and create contents by themselves (Smith, A. N., Fischer, E., & Yongjian, C,2012) For instance, Twitter user could share their interested topics on the personal page and absorb relevant information more effectively. Another advantage of Twitter is convenient for communication, The amount of characters restriction makes massages can be quickly spread through other devices such as laptops and mobile phones (Van Dijck, 2013). Therefore, we could leverage those function for targeting audience to exchange their opinion and sharing information easier. Apart from that, the campaign also employ the hashtags and retweeting function to improve the exposure (Ramakanth, 2013; Van Dijck, 2013), audience and attach these hashtags in their content could boost the public attention. The campaign deploy Twitter as a supplementary tool to involve more mature age students (over 35).
The third channel employed by this campaign is YouTube, which as a social media specialized in video content in UCC sites, “allows users to upload video contents that are either created as original video content by themselves or copied from elsewhere.” (Oum, S. & Han.D,2011) Youtube deployed as to increase the interactive level of audience. In the campaign, we courage audience to create intensive videos or share live videos about music and The Con. It is expected that video could be used as a method of interaction and makes more audience to feel more engaged. For example, “#musictheconconcert”can be attached to individual posting. The video created by one audience also could have influence on other users though the distribution on Youtube.In other words, audience post some video (UCC:user created content will act the player and and leads more people involved in the activity(Hinton, S. & Hjorth, L,2013c). In this campaign, we courage audience self-create the contents relevant to our activity to achieve the interaction effectively.The same strategy also could be used on Instagram which as the most active social media to sharing emotions with others (Herman, 2013).Audiences can use Instagram to sharing their feeling about the activity,we also can receive emotional responses of our target audience through user created content (UCC) and give some interactive messages.
The interaction between the audience and campaigner is complex and compelling. this campaign endeavors to apply the user generated content(UGC) and user created content (UCC) theory to make the promotion and communication to spread in a more efficiency and effective way and reveal the importance of the user generated content(UGC) in information transferring process. On one hand, the campaign as the initiator of information to attract the target audience for participation and engagement. This experiment of user generated content(UGC) put the theory into real practice. One the other hand,each target audience who received information and create their own content on their end which also affect the spread information conversely which is also a vital reference of user generated content (UGC) theory.
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