Digital & Social Media Communication-Task Compilation & Progression
24.09.2024 - 02.01.2025 (Week 1 - Week 14)
Lee Jia Rou /0363293
Bachelor of Design in Creative Media / Taylor's
University
Digital & Social Media Communication
Task
Compilation & Progression
Instruction
Lectures
Week 1
FACT-FINDING (Drives your content)
FACT-FINDING (Drives your content)
- Social Media content for awareness: to share to the people out there about the products/services.[already have certain market/followers]
- Visibility: beginning stage
- Conversion: convert something into sales
- How long has the business been around?
- How do you do your marketing (promote: offline/online store, etc)?
- What’s your revenue (sales) like?
- How big is the team?
- What is your conversion rate?
- (Follow up question) How much do you spend?
-
(Supplementary question) Do you keep track of your client database?
*A high conversion rate is anything range from 30%>
*Rule of thumb for ads= 1:2
Introduction to Social Media
- Content Creation and Planning
- Building Captions and Messaging
- Visual and Video Editing
- Strategic Use of Different Social Media Platforms
The Foundation of Effective Social Media Strategy
-Demographics (age, gender, location, etc)
-Influences and aspirations
-Interests and behaviors
-Pain points and needs
Key Attributes
-Demographics: Age, gender, location level, and job roles.
-Psychographics: Interest, Values, beliefs
-Behaviour: How they interact with your content
-Pain Points: What problems or challenges do they face
What is a Persona?
A semi-fictional representation of your ideal follower based on real data
and market research.
Week 2
6 weeks = 18 contents
*contents: 50% (static, carousel, seasonal) 50% (videos, reel, tiktok)
- Social media algorithms change yearly
- Tofu (top of the funnel): traditional, physical, social, ads
- Mofu (middle of the funnel): website, Shopee, Lazada, TikTok’s yellow (need min 1000> followers) & blue bag (need min
- Bofu (bottom of the funnel): newsletter (email, marketing)
- KOL (key opinion leader): someone who is able to drive a group of people on their content; influencer
- UGC (user generated content): they are macro influencers (10000 followers), micro influencers (10000< followers), they do honest review
Progression
Week 01
We start grouping and research on the brand that we want to work on. Together with Amelia, Amira and Carol, we began our collaborative journey to develop comprehensive strategies for the
brands we wanted to partner with and work on.
Week 02
Here is the potential clients list that we came up at class:
Week 03 - Brand Information
We started creating the 118 Grinder Cafe’s information on Canva. Before
diving into writing the information, each member were assigned to
different roles so it would be more efficient to complete the task:
-About 118 Grinder
-Products
-Target Market
-Project Goals
-SWOT
-Vision & Mission
-Social Media Analysis
-Hit or Miss
Week 04 - Brand Information
During this week, we focused on finalising the slides for 118 Grinder Café's
key information, ensuring the presentation effectively communicates the
café's essence, values, and offerings. This stage involved carefully
crafting content that highlights the café’s unique story—its dedication to
expertly brewed coffee and its warm, community-centred ambiance.
Week 05 - Empathy Mapping & Persona
We created the empathy mapping and persona in miro. For the persona we did 4
made up personas that are students, freelancer and an employee.From this
personas that we made helps us to get more ideas and insights on how to
target and create out content in an organized way.
Week 06 - Content Planning
Sir Asrizal provided us with a sample content planning sheet for
reference. We then visited the café to discuss our proposals and seek
permission for the project with the supervisor. Once several aspects of
the proposal are approved, we start organizing a content shooting
schedule.
Fig 1.1 First Visit to 118 Grinder Café
Week 07 - Content Planning
Our first week we started shooting at the cafe for our first content posts
according to our planning sheet. Content shooting is cafe direction
video, cafe ambience morning tour video, best selling menu videos and
posts.
Fig 1.2 BTS of Contents Shooting
Fig 1.3 Shooting Contents Progression
Fig 1.4 BTS of Contents Shooting
Week 08 - Content Planning
Third visit for content shooting is a cafe ambience morning video. We also
shoot for best selling menu posts, beverage behind the scenes videos.
Fig 1.5 Third Visit to 118 Grinder Café
Fig 1.6 Shooting Contents Progression
Week 09 - Content Planning
Our fourth visit to the cafe was in the evening, where we focused on
behind-the-scenes shots of coffee pairings and strawberry matcha
preparation. We have now started editing the videos and photos from the
shoot.
Fig 1.7 Fourth Visit to 118 Grinder Café
Fig 1.8 Shooting Contents
Fig 1.7 Shooting Contents Progression
Week 10- Content Planning
Following feedback from Sir Asrizal and the café owner’s specific
requests, we refined the video through color grading and thorough editing
before finalizing it for release.
Fig 1.8 Color Grading Progression
Week 11- Final Project / Pitch Deck & Design Application and
Development
To drive engagement and enhance 118 Grinder Café’s online presence, we’ve
crafted a series of interactive posts specifically designed to connect
with our audience. One standout approach is a combination of trivia
questions and polls, designed to increase curiosity and inspire active
participation. For example, we shared fun coffee-themed Q&A’s that
tested our followers’ knowledge on topics like brewing techniques, coffee
bean origins, and global coffee culture.
Fig 1.9 trivia question UGC question
Fig 1.10 UGC polls question
Fig 1.9 UGC Progression
Week 12 - Final Project / Pitch Deck & Design Application and
Development
Over the past week, we’ve made significant progress in strengthening 118
Grinder Cafe’s digital and social media presence. One of our main focuses is
perfecting the visual aesthetic of the content. We continued to adjust the
color grading of our video and photo assets to ensure our visuals were
always consistent with the café’s branding – warm, inviting and engaging.
These improvements were critical to creating a cohesive and visually
appealing look that resonates with your audience.
Fig 1.10 Video Color Grading Progression
Week 13- Final Project / Pitch Deck & Design Application and
Development
After editing our content posts and videos, we finalized the final
presentation deck together by referencing the seniors slides template.
Week 14 - Final Project / Pitch Deck & Design Application and
Development
After editing the content posts and videos, we worked together on the
presentation to ensure it fit the goals and vision of 118 Grinder Cafe. To
simplify the process and maintain consistency, we referenced the senior
student slide template as a basic guide. This helps us build our ideas
cohesively while adding our unique creative touch.
Here is our final Slide presentation deck
FINAL SUBMISSION
Task 1: Brand Information
Task 1: Brand Information
Task 2:Emphaty Mapping & Persona
Content planning
118 Grinder's Contents Google Drive Link:
https://drive.google.com/drive/folders/18VTu_JHL_Tio4in62GNOaN-rxul0eFJ5?usp=sharing
Content planning sheet link:
https://docs.google.com/spreadsheets/d/1XJXITvgwKhgEfQMNZ2U4rhraPeLKZr81UaPj30WYxhI/edit?gid=2143727469#gid=2143727469
https://docs.google.com/spreadsheets/d/1XJXITvgwKhgEfQMNZ2U4rhraPeLKZr81UaPj30WYxhI/edit?gid=2143727469#gid=2143727469
Feedback
Week 03
Sir assigned us to choose the best brand from the lists of brands we
have listed that have the social engagements according to the amount
requirements for this Task.
Week 04
-Start on planning out the content ideas for Posts and Videos.
-Fill in the google planning sheet as a start up point before creating
content for the brand.
Week 05
-Proceed to continue the progress for the Instagram Post planning.
-Sir approved the content planning ideation.
Week 06
-Sir approved the video and pictures that we shot in the cafe.
-Continue to edit the contents.
Week 07
-Continue with our progress.
Week 08
INDEPENDENT LEARNING WEEK
Week 09
-The posts and a few videos are too dim and the lighting was not suitable
and engaging.
-Sir recommended some colour grading opinions.
Week 10
-We were told to proceed with the contents after consulting.
-Adjust the filter and colour grading for all posts and videos that will
match the aesthetic of the cafe brand.
Week 11
-Sir explained to us about the key findings for the slides.
Week 12
-Continue to complete all the Social Posts and Final slides.
-Complete the Content planning sheet.
Week 13
Finalize everything before Final Presentation week after Christmas and New
year break.
Week 14
Final Presentation.
Reflection
Reflection
Experience
Looking back on this module, I can say that it was a very insightful and useful course. When we were asked to do a group project on promoting a brand on the social platform that the entire course is based on, I was a little overwhelmed by the idea of social branding on a platform as I had never done advertising for a brand. Fortunately, developing 118 Grinder’s brand and social media strategy was both challenging and exciting, with the help of our team and mentors, and the philosophy of working closely with the team over the long term. One of the best parts is seeing how our designs improve through teamwork. Having a group of people who are always willing to give honest feedback and share creative suggestions helps improve the quality of our work. So that our final presentation effect can meet expectations.
Throughout the module, I observed how diverse branding and design approaches are different brand concepts and styles have a great impact in designing brand promotional videos. Seeing my teammates come up with ideas I hadn't considered has given me a boost in my design perspective. Their unique perspectives and skills often encourage me to improve. Another important lesson is that we need good planning and organizational skills to have good teamwork. It allows us to stay on schedule, ensure alignment with project goals, and maintain accountability within the team. This process also emphasizes the need for clear communication, which becomes the cornerstone of staying organized and delivering beautiful work.
Findings
I now have a better understanding of how social media analytics affect brand strategy thanks to this module. I had just a cursory understanding of social media analytics prior to completing this course, and I was hardly aware of their significance. It was an important opportunity for me to learn how to read data and use that knowledge to inform my social media approach. I experimented since a few terms started out unclear and new ideas were interesting. By the end of this module, my belief in data analysis and its meaning for customer behaviour and preference will have increased. Overall, this experience forced me to step outside of my comfort zone, enabled the development of creative strategies, and helped me make choices based on data.
I now have a better understanding of how social media analytics affect brand strategy thanks to this module. I had just a cursory understanding of social media analytics prior to completing this course, and I was hardly aware of their significance. It was an important opportunity for me to learn how to read data and use that knowledge to inform my social media approach. I experimented since a few terms started out unclear and new ideas were interesting. By the end of this module, my belief in data analysis and its meaning for customer behaviour and preference will have increased. Overall, this experience forced me to step outside of my comfort zone, enabled the development of creative strategies, and helped me make choices based on data.
