Section B - Logistics

Production plans 

Timescales (e.g for launch) 

Milestones

Gantt Chart 

Review and Feedback 

Data analysis

The social Media Sales Funnel  

This model helps you understand all of the stagesd that a social media campaign will go through in order to be successful. 

It details the stages from the creation of initial awareness through the feedback. 

(Key activites and content as part of the campaign) - Part of exam question it links to 

 

General leads -This initial section involves creating awareness. SEO and Facebook pages are set up. SEO - involves affecting the visibility of a website in a serrach engine; may target different types of serarch, including image and video, academic and news searches.

Building creditability - The brand is reinforced across social media profiles. Etsy -What does their social media profile look like? any examples of fledgling companies whose social media profules we can look at? 

Stay top of mind - Not about midless posting/tweeting on social media - the messages should be frequent and timed. The idea is to keep the brand in the audience's mind throughout the campaign. How would thtis translate to the latest Call of Duty campaign? How was social media used throughout the campaign. 

Drive to sweet spot - What is being offered that consumers cannot get elsewhere? For example, a behind the scenes preview, a free download. What was offered to consumers as part of the call of duty campaigns (the most recent, or any others with which you are familiar)?

Strengthen relationship - Links to Facebook continuous updates, Reinforce connections with the consumer. 

Earn referrals - Feedback on the campaign's success might take the form of a review (e.g. for films, video games, music etc) 

Quick Google Search - what kind of reviews did Call of Duty garner? Which sites are considered reliable? 

Staff and Personnel  

For a Social Media campaign: 

Social media manager - To promote the campaign and sell it.

Staff who worked on the project - To support the campaign and promote it as well as work on the project.

Graphic designers - create social media graphics to post and gain popularity over. 

Editor - To make sure everything looks good and is correct. Takes on the edits for the social media distribution

Project manager - manage the social media side. 

Market researcher - look at trends and see whats popular. 

Data analyst - Leads the analysis does the reach and collates data. 

Justification of Content 

Channel Capabilities 

Refers to the type of social media (e.g. Twitter, Facebook etc) and hwat functions each has. 

For example, twitter word count restrictions mean content (tweets) must be extremely focused. Video and audio will probably be combined with tweets due to the word count restrictions. 

Instagram has similar word count restrictions. Instagram is more image - and video-based, so this would bne the primary method of addressing consumers. Facebook is more in-depth, with scope for extended responses. 

Style of Content 

Mode of address - The way in which content is written and how it speaks to the audience. 

Mode of address in social media posts depends on who or what is positing for example, a celebrity post promoting content and reeling in their fans will likely use an informal mode of address, whilst professional posts (from a film production company, for example) will be (more) formal /less colloquial.

Channel Capabilities

Refers to the type of social media (e.g. Twitter, Facebook etc) and what functions each has.

For example, Twitter word count restrictions mean content (tweets) must be extremely focused. Video and audio will probably be combined with tweets due to the word count restrictions. 

Instagram has similar word count restrictions. Instagram is more image and video based, so this would be the primary method of addressing consumers. Facebook is more in-depth which scope for extended responses. 

Style of content 

Mode of address - The way in which content is written and how it 'speaks' to the audience. 

Mode of address in social media posts depends on who or what is posting - for example, a celebrity post promoting content and reeling in their fans will likely use an informal mode of address, whilst professional posts (From a film or production company will be more formal) 

Marvel - Tom holland 

Marvels Avengers twitter page uses a formal mode of address to sell itself to its viewers. It uses teaser promotions, trivia questions, retweeting peoples Avengers art work and exclusive insights to keep their audiences interested. They will often force out loads of promotional pieces and advertisements for their latest project such as the new Avengers game. 

Comparing this to one of the talent of the Avengers series, Tom holland who plays Spiderman has a much more informal mode of address to his fans. He interacts through social media by posting things that has happened which he finds interesting or funny, such as a behind the scenes shot of him with a couple other actors making a scene. He does whenever a new project has been announced make sure to also fully promote and advertise the tweets made by the main companies to ensure people are aware. 

Evaluating a Campaign 

. Has the campaign met the original goals? 

. Analytic tools can be used to ascertain this. 

. These can be measured throughout the social media sales funnel. 

. Can be used to ascertain how awareness has been created 

Online tools that Gizmo games used for the planning of the project. 

Production plan can be used by Gizmo games to manage the development of the Zombie based app, this can be used to show step by step instructions on what materials will be needed and what has to be done. 

Online schedule can be used to manage the dates and timings needed to organise what needs to be done within the development of the production. This includes equipment needed, resources that have to be made, people that need to be recruited to develop the app and so on. 

Key Milestones 

A key milestone for the development of the social media campaign will be having the actual advertisements ready to be used, as well as this in game exclusive gameplay / images to entice the audience.