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The Rise of Social Video – Unruly & Social Partners

London Agency Week

Unruly

Unruly home of social video-Unruly is the leading global platform for social video marketing and works with top brands and their agencies to predict the emotional impact of their videos and get them watched, tracked and shared across paid, owned and earned media channels.

At Unruly there are specially designed software’s used to turn target audiences into engaged viewers and engaged viewers into customers and advocates.

Brands can predict shareability with Unruly Labs, activate the Open Web with Unruly Activate and prove social ROI with Unruly Analytics, a cloud-based dashboard providing real-time competitive benchmarks across 6 billion customizable data points.

@Mightybarnski also shared Dr. Karen Nelson-Fields 7 steps for social video success

  • Make it emotional- videos that elicit a strong emotional response either positive or negative are twice as likely to be shared, positive responses are 30% more likely to be shared.
  • Be positive.
  • Focus on personal triumphs and weather instead of cute cats and celebs.
  • Little branding.
  • Don’t under invest in distribution.
  • Exhilaration is the most successful trigger when recalling videos with 65% recall rate while hilarity is second at 51%.
  • Quality reach is key.

The group had the opportunity to use the unruly social lab to carry out a share rank test on the @PouPurrie Video which you can watch here:

In the Unruly social lab, videos are ranked on the level of various psychological responses such as(Exhilaration, Hilarity, disgust etc) and the level of social motivation such as(shared passion, shared emotional experience)

The famous viral video chart was created in 2006 by Unruly, the viral video chartis a list of the most successful social videos based on number of shares

While at Unruly we were informed that their employability skills are mainly behavioral and coded into the acronym PANDA (P=Passion) if you know the rest of the letters kindly leave the answers in the comment box.

After visiting Unruly media in shore ditch we walked through Brick Lane- where we saw some street art such as, Belgian artist ROA’s famous crane on Hansbury Street as well as other art installations.

We stopped at the famous Beigel shop- where we had a bite to eat and we can confirm that their bagels are pretty much one of the best.

Our final stop on Brick lane was the Spitalfields market, which wasn’t too busy because we were there on a Monday but we got an idea of what the place would feel like at the weekends.

Next stop was Social Partners

Social Partners- Grey London+ Gray EMEA

Located on a busy street and surrounded by sophisticated jewelry stores, The Social Partner is out next stop. Unlike Unruly that its office resembles a bee hive, The Social Partner building brings out the professional atmosphere with its elegant and beautiful office design. Welcoming us is an Asian guy named Kwai Chi – a representative for The Social Partner, and our journey was even more remarkable with another interesting experience.

We were taken part in a 3-hour presentation, in which a lot of information about the recent world’s trends was mentioned. However, the fantastic thing about The Social Partner was not its presentation, but the presenter himself. Imagine you’re sitting inside a 3D theater, putting the 3D glass on, and now enjoying our lively world from a totally different point of view.

What is the definition of social media in your opinion? Spending time hanging out with friends on Google Hangout, replying non-stop on you Facebook post, tweeting news that amuse you, or simply staring at your computer screen watching some dudes making vlogs on Youtube? All of them are drawn into a mere conclusion for normal social media definition: entertainment. However, the presenter Kwai Chi showed us a different definition for it: social media equals social marketing. Put it simple, making money.

Forget about wasting tons of trees, ink and especially money to produce brochures, forget about asking those sales for the quality of products since you clearly know they’re only telling how good they are and why you should buy their goods, it is Internet era, and we do things on the Internet.

Kwai Chi is one of the leading people taking advantage of those free social media platforms to build up their own brands. Starting making video about racism on Youtube, this Chinese guy soon recognized the power of video content thus he began making videos on reviewing household products, health gadgets, foods and quickly became well-known on the world’s biggest video channel. He criticized those companies for their products (according to his opinion) and then now ends up working for them. A huge number of products from various companies are now day by day sending straight to his home and his work is to making a review video for them. That’s how he makes money from what we called “entertainment”.

Curious already? Here is the introduction video of Kwai Chi

Furthermore, he analyzed the main trend of social media world nowadays, from Social Mobile messaging, Rise on mobile local (SoMoLo) to wearable hardwares (i.e: health monitor in an eraser’s size) and then introduced us other Youtube-er who also use social media for personal brand’s marketing strategy.

Pewdiepie – game reviewer, most subscribed channel on Youtube, and his work is to reviewing new games (of course) and swearing (sad but true). Yet the number one position on Youtube is him. This video is his review about the game Flappy Bird (this is a Vietnamese product, rise of the Asians!), you can have a look here:

Dude perfect – using social media for marketing. They combine interesting sports themed content with brand in order to promote them. Eating Pringles and doing a lot of nearly-unbelievable sports with Pringles box container and pingpong ball, Dude perfect has done a good job of increasing the sales of Pringles and polishing its brand name, along with Walmart (one small screen and that’s all, sad but true again). You can watch one typical video of them here:

Kwai Chi also mentioned about the rise of Asia. Heard about LINE? Yes, Japanese product, Brown the Bear and Cony the Rabbit. WeChat, Weibo? Here comes the Chinese. Asian countries are trying their best to catch up with their senior European countries in the technology competition. And those three products are the evidence of their efforts.

At the end of the day, we came back to our apartment with mixed feelings and opinions about what Kwai Chi presented, but we can assure one thing that if he can succeed with social marketing, we know we also can.

The New Future Media Team

From Arts to Business, from Science to Engineering we are here to go Digital. We are the New Future Media team and we are here to transform the world.

Having come from different cultural backgrounds, we are here with open minds to mould ourselves into the new generation of marketers harnessing the power of Digital and Social.

The New Future Media Team
The New Future Media Team

 

 

 

 

 

 

Our Future Media program is like none other and gives a hands-on approach by simulating an agency environment to help build a better tomorrow. Join us in our adventure as we share our exploration right here on this blog. Be sure to subscribe now.

Here we are:

Thang Hoa Hang, Hanoi, Vietnam (Hoa)

Thang Hoa Hang
Thang Hoa Hang

Hoa graduated from the Diplomatic Academy of Vietnam with the Bachelor of Arts in English for International Relations. She interned for 3 months at Radio the Voice of Vietnam and quality control supervisor in Step Up English Center. She also founded a start-up business with friends, specialized in wigs and handmade accessories for teenagers. Hoa has a passion for cosplaying and travelling, and a cat lover.  Hoa is currently attending the MA Future Media Pro to aim for experiences in media industry.

 

 

 

Jagadesswaran Ganesan, Tamilnadu – India (Jack) 

Jagadesswaran Ganesan
Jagadesswaran (Jack) Ganesan

Jack graduated in Mechatronics Engineering in 2007 and soon discovered his inclination towards the creative field. He worked as a creative visualizer for 6 years. He started his career as a Web designer and then expanded his boundary into various fields like Print medium, User experience, Branding, Creative works & eCommerce. He is currently pursuing MA Future Media to become a Creative Director & improve his Branding skills. In his free time he enjoys travelling, watching movies and reading history books. He has a passion for classic bikes and owns a 1984 Royal Enfield.

Adeyosoye Adegboyega, Lagos – Nigeria. (Deyo)

Adeyosoye Adegboyega
Adeyosoye Adegboyega

Deyo obtained a first degree in Marketing from the University of Lincoln and went on to gain work experience with a Multinational FCMG Organization in Nigeria (Heineken), where the need to create synergy between traditional media and digital media was apparent. He chose to study a MA in Future Media to learn how digital media is being integrated into the traditional marketing mix with the use of analytics, trends, culture, content, to plan create and implement creative and engaging strategies for brands, as a great WOM enthusiast you can find him on twitter spreading the word @Ad340soye, on his interests which include football, music, fashion, food, cars and beautiful people.

Stanley Mathew Mbiydzenyuy, Coventry – UK (Stanley)

Stanley Mathew Mbiydzenyuy
Stanley Mathew Mbiydzenyuy

Stanley Mathew Mbiydzenyuy is someone with a desire and passion for Web Analysis, education and learning. He got into Digital Marketing in 2006 and since then has undertaken numerous courses, related training initiatives, from Online Marketing at Business Link, Warwick University E-commerce to Google’s Digital Marketing Postgraduate Course. He is a dedicated and result driven learner, digital marketing practitioner with a core Interest in Analytics and Social Media. He has been opportune to work on some thriving digital marketing projects. He’s someone that thrives in highly pressurized and challenging environments without fear of “Discovery, Planning, Design, Development and deployment”. He has taken up MSc in Future Media and is geared at discovering, fostering and learning from the best in the industry. In his spare time, He enjoys researching the digital marketing landscape, being with kids, meeting people with diversified backgrounds, cultures and getting to learn about the world. He is also an avid scrabble player and enjoys table tennis, football, volleyball, clubbing and dancing.

Erica Singh, Delhi – India (Erica)

Erica Singh
Erica Singh

Erica pursued a Bachelor Degree in business administration in 2013 where she majored in marketing and sales. Interned at DSM N.V. Gurgaon, India for a period of 2 months in food safety and nutrition marketing. Worked as Finance manager at AZTEC India Pvt Ltd where she was in charge of providing and interpreting financial information and monitoring cash flow. She also worked as an Account Manager at Epistle Communications where she worked on SEO for clients, graphic design, content curation, PR and marketing. She is currently pursuing MSc Future Media, as she is keen on being a digital strategist in an advertising firm. She is avidly familiar with the trends online and is enthusiastic about music, gym, fashion, makeup and photography. She also likes French fries, Pokemon and penguins.

Siggy Simon, Tamilnadu – India (Siggy)

Siggy Simon
Siggy Simon

Siggy is a lover of Technology and even as a kid loved to break open gadgets to know how things work. It was this love for technology that led him to work in the digital space for over 7 years. Siggy started his career with J.W.T as an Account Representative and had an opportunity to work on a huge portfolio of brands including Reynolds, SRM Group, Shriram Properties, Tulsyan Steel and more. He was heading Online Marketing for India’s Leading Catalogue based retailer in India and improved the eCommerce business by 400% in a span of 6 months.  Born in a family of Academicians he decided to pursue MSc in Future Media to gain knowledge in eduTech and eLearning. He loves to Travel and meet new people, watching sports, listening to music (He used to be a DJ), and drinking whiskey.

Mobile Convention Brussels (MCB): Your chance to discover the mobile landscape (along with moules frites and chocolate).

Mobile Convention Brussels (MCB):
Your chance to discover the mobile landscape (along with moules frites and chocolate).

Why should we care about mobile?
The landscape is a rapidly changing one in technology and user behaviour. This creates both opportunities and challenges for brands. In this fast paced world, how do business keep up with these changes; and for that matter, as students, what is the best way for us to learn? Mobile Convention Brussels (MCB) offers the chance to understand and apply innovative mobile. And who best to learn from than veterans of the digital age?

With this in mind, two students from the Future Media team will be going to MCB on November 5th. After the success of 4 years of Mobile Convention Amsterdam, MCB has taken the show to Brussels and we couldn’t miss this big opportunity to get involved. Here at Future Media we believe mobile is now and the future, and who best to hear about this than from pioneering brands and digital companies such as Facebook, Microsoft and Layar, amongst others?

So what can you get from this event?
At MCB, attendee’s will hear from a range of speakers and attend workshops focusing on how mobile plays a role in marketing, payment, and service. Along with presentations from experts and innovators covering a range of industries, attendees will also have some excellent networking opportunities. Meeting other like-minded people is often as useful as the formal presentations. Coming from the UK, it is always good to hear a more European view on the potential of the mobile channel. For more information and for a full list of keynote speakers, visit http://www.mobileconventionbrussels.be/speakers.

How can you get involved?
If this sounds like the event for you, order tickets now while there is still time! We want to see you!

To order tickets visit:
http://www.mobileconventionbrussels.be/tickets

For those of you unable to make it, you can still stay informed about the conference via our twitter updates @myfuturemedia and blog posts on this site. Don’t feel scared to drop us a line to send us your thoughts about mobile and any questions that you want answered.
For further details visit the conference website here:
http://www.mobileconventionbrussels.be/

Mobile Convention Brussels Logo

Makey Makey Workshop and Playing with Video

by John Seedhouse

The Future Media team carried modelling clay, beans, fruit and tech to the Birmingham Made Me exhibition last week.  Lead by Mark Brill (Future Media Senior Lecturer) and Mei-Ju Yao (MA student) we were there to persuade a bunch of grown adults to get their hands dirty and techy with a little bit of kit called Makey Makey.

We have written about Makey Makey before but for the uninitiated it is a clever little PCB with a USB connector and a pack of wire and crocodile clips – imagine that bit from Lethal Weapon with the car battery and the wet sponge and we are probably in the right zone. The cool thing with this kit is that rather than electrocuting Mel Gibson the creative type can use the contents of the box to turn anything into a switch…

After a brief introduction to the contents of the box and the facilitators for the session we let loose 6 groups, with a Mac each, a table covered in the offspring of a Blue Peter demo and a last minute shopping trip to the 24 hour garage.

Having provided our delegates with the materials of mass chaos, a “responsible” support worker, a brief outline of the what, why’s and how’s of the kit and a team name related to social media channels (see the clever way we link this all together…) Mark set the challenge.

Each team had to use any or all of the items on the table (plus begged, borrowed or stolen additionals) and the Makey Makey to create an answer to one of the briefs:

#1 Being more active is fun
#2 Get kids to eat more fruit
#3 Help older people
#4 Better business networking
#5 Train a pet
#6 Help build a team

Perhaps wisely, Shrey and I decided that we would live-blog the event rather than risk the potential danger of electrified seats… Into our usual mix of Vine, Twitter and Storify we thought we could try filming and doing a live edit onsite and then showing the results at the end of the session. More on that later…

It says something for the concept of the tech that by halfway through the introductory session normally mature adults were devolving into giggles and making obscene things out of play-doh and pieces of wire.

As a kinaesthetic exercise it was interesting to see the way groups approached the problems from a 3D perspective. Cardboard houses and earthing strips of aluminium foil were the most visible and the air was filled with fruit drums playing alarm klaxons.

Whilst I was madly videoing bits and bobs on the iPad mini and wondering if I would be able to edit them all with the i-movie app, Shrey was busy making vines of the chaos and tweeting (he was alone in this as the groups seemed far too busy to start hash-tagging instagrams and tweets.)

So what was produced?

Team Instagram came up with a variation on the game controller for Pacman – a boisterous project that involved play-doh pads, metal carpets and a serious lack of vertical stability. The demo team of Jon Hickman and our own Neil Horne had clearly engaged in similar silliness previously…

COntrolling pacman with makey makey
Dance Mat Pac Man Controller

Team Facebook developed a Pavlovian approach to childrens diet with a fruit / audio reward system.

fruit based piano
Team Vine seemed to enjoy hitting fruit to produce strange and wonderful melodies.

the makey makey drum trigger
Drum machine triggers from Team Vine

Team Pinterest and Team Foursquare combined electrocution and pet care into a pair of Woodhousian behaviour training systems.

pavlov's dog
One of 2 differing dog training systems

Did we change the world with the event? Not really but it did prove that there is an innate element of creative solution building in all of us. Sometimes it is just fun to regress slightly and try solving problems without resorting to Microsoft Office products – and maybe this is where we need to think about re-focussing on how we learn with technology.

We made a Storify of the session.

 

 

Did the self contained video production system work? Watch below…

Makey Makey At Birmingham Made Me 2013

makeymakey
No food was harmed during this session!

Makey Makey is an invention kit comprising of a small circuit board, some wires and crocodile clips that can connect to a variety of materials.  This allows you to turn everyday objects into interactive tools which can then be used to control games, make music and even train dogs!  

 

 

Makey Makey appeared at this years Birmingham Made Me Design Expo to give delegates an excuse to play with their food. 

makeymakey2
Getting creative with Makey Makey.

 

Future Media students Shreyas Joshi and John Seedhouse attended the event and have collated their live Tweets, Vines and Instagram photos from the day to take us inside the Makey Makey workshop.  See what they got up to on their Storify blog here.

 

Working on a live brief: Interview with Future Media student Julia Ivorra Harrison

On the Future Media MA you work on live briefs, what’s that like?

At first you work on real briefs but simultaneously alongside the lecturers. The client never sees your work so you are free to make mistakes and learn as you go. Another benefit of this is that you have an inside knowledge of the company you are working on as our lecturers have actually worked on these briefs so they know what the outcomes will be. They can guide you and mentor you more easily as they know the project inside out.

Working on the live brief for Bridgestone was good because it really helps to prepare us for when we are more experienced and working on real briefs. As you are working with guidance you gain the confidence to try out ideas you may have been afraid to by yourself! You have freedom to go crazy with your ideas and test them out without the fear of making a mistake and if you do get stuck you have a team to help you out.

What were the challenges of this project?

We had three things to consider in the brief that we were given. Firstly Bridgestone are currently running a competition to meet Valentino Rossi, the Superbike Rider who they sponsor, all you have to do is purchase some tyres. They have created a campaign to promote this featuring a ‘Yellow Man’ who stalks Rossi. We needed to use this in our social media strategy.

Bridgestone also sponsor skiing events and have a giant ski sculpture made from tyres that is available for promotional use over the summer – when this campaign will run. The challenge here was to figure out how the ski sculpture could be used, A – in the summer and B – in the UK where you cannot ski.

Our third challenge was how to target female customers.

How did you manage all of your ideas?

We met with key Parker at their office in Lutterworth to discuss Bridgestone’s social media strategy in the UK. Their social media presence in the USA is really strong so we looked closely at their campaigns. The team; Neil Horne, Richard Duffy and myself, then went away and came up with 15 ideas. We went back and presented these to the agency during a tissue session where they separated the good ideas from the bad. During this session 7 good ideas were chosen for development so we went away and worked on those. When they had been fleshed out we went back and presented them again and the best one was chosen.

 

20130605-210637.jpg

How did you prepare for the big pitch?

We all worked together to perfect the final idea and make sure all the details were exactly as we wanted ready for the pitch. It was exciting and also scary as the director of the company was there but we were prepared and confident with our campaign.

Bridgestone liked your idea! What now?

We have been asked to work alongside Key Parker over the summer to help with the execution of our campaign. We will be attending events where we will get to witness our ideas in action and see the project through to the end.

 

Hayley McCaffery

Digital Marketing and Communication Assistant

Working on a live brief: Key Parker & Bridgestone Europe

OVERVIEW

Key Parker, a long established and successful midlands agency, work with Bridgestone across Europe and support them with their marketing on and offline. As the worlds largest tyre manufacturer Bridgestone are always looking to the lead the way not only in tyres but communications too.

With brand values such as Serving Society Through Superior Quality and the desire to reinforce the brand position of Toughness the Future Media team were briefed to deliver a full pitch around a number of events and occasions coming up in the Bridgestone marketing calendar.

 THE BRIEF

Bridgestone sponsors Valentino Rossi, the Superbike Rider, and a campaign has been created around The Yellow Man – Rossi’s new persona. How can this be driven across UK & Ireland and extended as a social campaign?

We also have a giant Ski Sculpture made from tyres, how can we best utilised this in the summer? We want to talk to females also, how would we do this in a non-intrusive environment? Promoting safety is key through all of this, what are the approaches we could take?

THE PROCESS

After an initial briefing meeting with Key Parker on the Bridgestone brand, the company philosophy, position within the market and the key company values the challenges were shared with the Future Media team. These challenges were formulated into a brief and the work started.

Desk based research around the competitors, the consumers and the products took place whilst at the same time research into the market from a digital perspective was undertaken too.

Armed with this information the Future Media team began to look at solutions and platforms that could deliver on the brief for Bridgestone.

A ‘tissue session’ was held at Key Parker with there Social Media Manager where the Future Media team shared all the concepts and ideas – some 15 or so! The meeting helped to trim down the ideas to workable solutions, combine certain ideas into campaigns and overall give a temperature check on the direction. The Future Media team was on the right track and hotting up!

With the insight from Key Parker the final ideas were worked up and visualised in to high-resolution images whilst alongside the pitch presentation for Bridgestone’s marketing team was developed. On the pitch day the Future Media team took the Bridgestone team and Key Parker through the history on the project, the ideas to date, the outputs of the ideas, the results that could be expected and ultimately how these ideas would benefit the brand, customers and meet the initial objectives of the brief.

THE OUTPUT

At the end of the pitch the Bridgestone team were very complimentary about the ideas, the thinking, the work that had been put into the concepts and relayed that they felt the background work by the team was also strong.

THE RESULT

The Future Media team have been asked to work with Key Parker to take the ideas to the next level and bring them to life from a design and feasibility point of view. The client’s want to see how everything would work in the context of the real world and how much investment they need to put towards.

The Future Media team will be working closely with Key Parker over the coming weeks and months to not only bring the ideas to life but to execute them and also go to the events and exhibitions where the team’s ideas will be delivered to the trade and public for the first time.

The Future Media Bridgestone Team
The Future Media Bridgestone Team:
Neil Horne, Julia Ivorra Harrison
and Richard Duffy

 

Exciting times for the team lie ahead!

 

Gray Dudek

Senior Lecturer in Digital Communication and Future Media

 

Future Media the New Rules of Digital Communication

At the heart of the Future Media course is a planning methodology that belongs to one of the world’s most successful advertising agencies. That methodology is a five-step process, developed by McCann Digital and it forms a sequential workflow that covers almost every consideration in a digital communications project.

The five steps cover: Discovery, Planning, Design, Development and Deployment (DPDDD)

DPDDD Methodology blog

In both industry and academic terms, this progression forms a proven model from an authoritative source that demonstrates a logical pathway from concept to conclusion. This route forms the first of the ‘New Rules of Digital Communication’ in this module since it determines every participant’s four-week journey through the pre-production, production and post-production phases of creating their own branded video content, for their own online social media marketing. Put simply, this means making a ‘shareable’ video résume of themselves and their brand.

In the Discovery and Planning phases (week 1) students are given their brief to write, produce and direct their social media videos as well as deliver a formal written report of their progress throughout the project. As part of aligning their learning objectives to their learning outcomes in this module, students also receive in-depth lectures and seminars on the branding principals, creative approaches, technical specifications and multiplatform strategies essential to the final delivery of a measurably useful and enriching extension to their online profiles.

These sessions, given by industry practitioners, link to previous modules and field trips as well as providing insight and strategy into the actual production process in hand. The overall aim here is to develop a holistic approach to convergent content creation whilst utilizing the DPDDD methodology in practice.

This approach translates into establishing and positioning a brand within a competitive market, developing concepts to carry that brand, identifying targets and effectively delivering messages to and via those targets. This last point is key since the “new rules of digital communication” give online marketers the opportunity to both ‘pull’ audiences ‘in’ to their message (through ‘sticky’, “get it here” exposure on ‘closed’ channels like TV) and ‘push’ audiences ‘out’ with their message (through ‘sharing’, “recommended” exposure on ‘open’ social media channels like YouTube). This is a lucrative and cutting edge arena in today’s predominantly mobile marketing universe; and here, students are exposed to both professional and academically useful research, as well as the experiential practice of creating content that is both ‘sticky’ and ‘shareable’.

As this pre-production phase segues into production, (week 2), students begin to exploit the Design and Development options in the DPDDD methodology. In line with their brief and brand, students’ concepts and messages become visualized in mood-boards and treatments and, in turn, their treatments become scripted into copy and storyboards for peer and target audience feedback.  This process keeps the creative direction of each project on brief whilst at the same time refining their overall strategies and the allocation of resources required to deliver them. Importantly, professional resources and expertise are put in place to maintain the momentum and quality of the creative production process. A commercial image bank and music library is made available to download licensed pictures and compositions for example, and whilst students might source shots from their own archives or shoot material on their iPad minis, there is also the option to shoot ‘links’ in commercial studios with industry camera operators using broadcast quality equipment.

Mike and ShreyasMike and Shrey

 

 

 

 

 

 

 

This is important because high-end production resources require thorough preparation and accurate decision-making, particularly when budgets and schedules are tight. In addition to saving money and time these disciplines also add authority to every stage of the project, especially end-user perceptions, by establishing high production values from the outset.

In the post-production phase of the project, (week 3), all the ‘Design’ and ‘Development’ preparation from the DPDDD model is funnelled into its ‘Deployment’. Here, students corral their carefully selected media into folders for non-linear editing. As an added discipline, they compile these choices into detailed ‘edit scripts’, pinpointing all the precise video and audio clips required to make the completed linear timeline of their production. The ‘edit script’ offers students the chance to make a ‘rough-cut’ of their productions or, more usually, organize all their creative and editorial decision-making before committing to the finite resources of an online edit session in a professional high-end edit suite.

John editing

Neil editing

Working with professional video editors and sound engineers at broadcast facilities, students are allocated a single four-hour slot to cut and mix their completed productions. This practice is, (in addition to their earlier filming with industry camera operators), valuable experience of creative collaboration at a professional level.                        Here, specialist know-how and expertise enhance students’ decision-making as well as adding contextually relevant experiential learning through knowledge transfer amongst all the pressures of an operational environment.

 

 

On completion, the finished productions are saved at high resolution (along with all their associated materials) and then exported in web friendly codecs ready for uploading to targeted destinations. Students may choose, for example, to upload a high-resolution .mov file of their final cut to Vimeo for industry professionals whilst also uploading a lower resolution  .mp4 file of their final cut to wider audiences via Twitter, You Tube, Linked In and Facebook. In all cases, they are ramping up their online presence and exposure as well as consolidating their brand and its proposition. As ‘hits’, ‘likes’ and ‘shares’ build, so too does the amplification of their messages across their target audiences and social networks.  In one case, within hours of upload, a ‘like’ from a student’s ‘first’ Linked In connection (Visiting Tutor) triggered an unprompted ‘like’ from the same student’s target media organization and more specifically, target individual!  Hard evidence for the power of recommended views over browsed views and DPDDD methodology in creating branded content for ‘social video’.

In the final phase of the project, (week 4), students write up their experience in a 3,000 word ‘portfolio of practice’ that combines their academic research and learning in this digital arena with their experiential learning. This is, essentially, a reflective document that serves two functions; it consolidates the DPDDD methodology in ‘real’ and contextually relevant circumstances whilst delivering an industry standard project report as proven preparation for their final module in the Future Media MA and MSc courses: Masters by Practice, where working with industry partners, students deliver an integrated, multiplatform campaign for a commercial brand.

View the Future Media students video resumes.

 

Mike Villiers-Stuart BA, Prof. Cert. TLHPE, FHEA.

Senior Lecturer Future Media and Digital Communications.

 

 

How Online Brands Rule The Market

Emma Scott is the Women’s Wear Marketing Manager for ASOS in the United Kingdom.  Her job is understanding what customers are doing and thinking.  That is, matching customers desires with ASOS products, as well as providing info and content which engages and inspires.

ASOS2
Emma also has to be on top of the latest innovations in technology, keeping a close eye on what competitors are doing.  Day to day Emma and her team help plan and deliver promos and decide on marketing stories for the next few months.  “We liaise with Buyers and Merchandisers then brainstorm ways to engage the customer with in house Editors and Creatives or maybe contact an external agency”- says Emma.  Then the team has to decide what needs to go on the site and loop in UX (User Experience) brief assets required – for site, email, social and anything off the site, making sure links are tracked and reporting on campaigns when they are complete.

“I got into marketing and then moved sideways into fashion retail from publishing.  I started to get involved in ecommerce when I was at Dorothy Perkins as I worked in Customer Relation Management and wanted to develop a magazine that you could shop… and then moved to Tesco to work on their online business and this is my first pure-play retailer.”

The new channels and technologies have meant a great opportunity for business like ASOS, but life is not all peaches and cream.  Keeping up to speed with the changes, trying to second guess where their customers will be and the sheer volume of places makes it a challenge.  According to Emma social platforms are just the tip of the iceberg: “There used to be stores and mail order catalogues, maybe with a call centre.  Now there are stores, web, m-commerce, tablets, apps etc.  Then there’s interactive video and with apps like Aurasma or QR codes or NFT, every surface can become interactive and shoppable.  It’s about keeping all the plates spinning right now!”
Which is the profile for this job, then?  “Passionate, driven, creative, inquisitive, innovator.  An ideas person and a ‘doer’”

What is the next step for an innovative brand like ASOS?  “We want to make the shopping experience richer, more social and fun.  And we want to be the first place 20-somethings go to for fashion”.  What will we see on mobile in 2013?  “Mobile marketing is something everybody talks about but nobody is actually doing anything about it.  I remember once, we were working on a brief where it specified “mobile”, but nobody realised it till a few days before finishing the project”.

At this point, I want to know what somebody who works for an online store thinks about brands which don’t do social media at all, like COS or Primark.  According to Emma, there’s still room for a physical store.  Topshop is just one brand who are still opening stores – with a huge new space in LA.  However it’s likely the store experience will change and become more ‘experiential’ or service driven.  “Stores like Primark are doing well without an online presence but my feeling is brands like this will sell online eventually, if not with a stand-alone site and then via a third party” she says.

Spain is the European country with more mobile devices, even more than the UK, but the penetration of e-commerce is only 27%, compared with 71% in the UK.  How can you increase online sales in this society?  Is it an organic process or a deliberate action of the big online companies like ASOS?  Emma thinks certain things need to be in place.  Fast Internet connection – whether web or mobile – and good devices at affordable prices.  “Plus, there needs to be a bit of a cultural shift”,  she ads, “Fashion Up is going to be launched in Spanish sometime this month. We are sure it will have a good reception but some countries are more about outdoors and meeting friends than shopping alone at home!”

So what does ASOS think about the actual debate of companies sharing their Big Data?  “It’s going to need a big investment to upgrade process and systems”.

Written By Future Media Student: Julia Ivorra

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Gaming, Gamers and Marketing?

by John Seedhouse

What does a “gamer” look like? That used to be a fairly easy one to answer, and yes, the stereotypes you just pictured were probably accurate –  but now? Who can say?

Are we talking casual gamer? Our work-skiving Farm Town playing office drone – is that it? Maybe the scary as hell online gambler couple from the TV ads? It could be the app downloading Word Scramble evening Corrie ignoring post retired and touch pad cash rich ex-teacher and her sister.

Scary Gamer

Here lies the opportunity and also the horror. We love our mobile devices, our phones, our pads, our handheld electronic books. We are anybody who can afford it. Sit down and try to create a series of personas for the app gamer and fall quickly down that rabbit warren.

For “gamer” substitute “developer.” For every hit or miss branded product you can download to your device there are a dozen others put together by indie programmers simply wanting to prove a point on their own voyage of discovery.

 

PESTER from Flump Studios is a game in point, a dead simple looking and yet tricky little shoot em ‘up that instantly reminded me of standing in the arcade with a cheeky B&H, skiving A-level French. It’s not cutting edge and doesn’t claim to be and yet everyone I saw playing it at its public debut, Game City Nights MAC event, had ear to ear smiles. It was sold to the crowd in one of the most honest and enthusiastic pitches I have seen for a while.

Paul presenting his game, Pester. Buy it ! :)

“I built this because I wanted to play this game. I’m never going to make money out of it and it’s probably not even going to cover the £40 cost of getting here but I want you to like it.”

Paul Marrable of Flump with Pester

-Designer and impending father to be Paul Marrable.

 

Iain Simons of Game City and chief stage orchestrator of the Game City Nights events feels that it’s a tough work-place to be in but there are opportunities:

“It’s a big market-place and it is constantly growing.”

“There is no real tried and tested strategy for marketing the Indie game product. It is not often that the big companies pick up on the fantastic wealth of new talent out there. It is not unheard of but it’s rare.”

 

Ian and James indicating the future of gaming?

 

“We run the National Games Archive and we know that there are some amazing games out there and yet they never get beyond a 50 likes Facebook page or a walk-through video on YouTube. We run these nights round the country to give new developers a chance to pitch their games and concepts. For us it is really exciting to see the enthusiasm and love that goes into the products that are coming out of bedroom studios.”

 

No development budget, no marketing budget and possibly nothing more than a desire to make something pretty much seems like a recipe for a credit card bill and heartache and yet it is clear from the crowd on this damp Tuesday night that there is a passion to be more than consumers of mainstream product.

 

Gamer Camp, the Birmingham City University Master’s program, is a course designed to create industry ready employees for the major players in the Gaming Industry. It had 3 offerings on show. The students on this course are preparing to enter a notoriously difficult job market. They are also prepared to invest a substantial financial gamble on their ability to demonstrate skills.

“We set them a technical challenge to design a 2D platform game which made use of the swipe control of the iPad”

 

Oliver Williams of Gamer Camp

 

Oliver Williams, Gamer Camp Operations Director and fan of FIFA.

“We showed them Manic Miner and then let them work from there. All 3 products were approved for the app store on first submission and the teams have produced three great playable fun games.”

“We don’t focus on the marketability element of the process at this stage of the course and it’s something we should consider integrating as these guys should be proud of the product and pitching at events like this are a key part of the professional development process.”

This is all well and good but how far can you take a career in this industry with a Field of Dreams approach? Tubby Toucan, Totem Dash and Baggage Reclaim for Gamer Camp are free for the iPad – how do you make them stand out?

“The previous Gamer Camp course got 20,000 downloads for their game.”

Brad Hinkle from Team Stache – the guys behind 70s inspired Baggage Reclaim. 

“We would ideally look to match and improve on that figure. We have a really cool game that hits that nostalgia cartoon market.”

“We didn’t really do any audience research other than decide as a group what we thought was fun and if we like it…”

So with no budget and no audience in mind – where next? Ben Dobschin from the team behind Tubby Toucan:

 

Ben Dobschin and Tubby Toucan

“If we had time we would look beyond the game. We have a character that would be ideal for a plushy doll. This game is a technical assignment but we understand the market. We have ideas for a second game and BCU don’t maintain the IP of the product”

If any of the Gamer Camp products illustrates the difficulties presented by the current approach of “Indie” game design it is Totem Dash. It is artistically lush and highly addictive and yet monochrome. Everyone who plays it seems to love it – and I have lost my iPad most evenings to it and yet would a non-colour game ever make it past product research in the mainstream? It is a shining example of creative versus strategic implementation. It works but shouldn’t and anyway, who the hell is the target audience?

Totem Dash with his creator

BCU has over 20,000 students. Is that a captive audience? BCU sponsored the Rethinking Regional Media event in 2012. Very little was made of the Games Industry contribution to the media and yet on a national level Second Screen seems to be the holy grail of broadcasters and advertising monetization.

Totem Dash under appraisal
This is a now situation. According to Apple there were 20 billion downloads from the app store in 2012. 300,000 apps were for the iPad. How times were these apps downloaded and more so how long did they last? I have screens full of downloaded and unopened apps filling space on my phone. I am not unique.

“Games die. They generate unbelievable excitement and then they fade out. What is the value of your game?”

“When 2 second hand games are on the shelf and one has the instructions and one doesn’t, one sells for 25p the other for 19p – it would seem that the write of the manual is worth more than the game designer…”

-Iain Simons

Somewhere there is an answer of how to make the jump from games for games sake and games for the ubiquitous commuter/work shy/average latte drinker. How do you make that jump? How can you prove a guaranteed ROI? I can’t tell you because I have to go and save the rainforest by swiping a little Toucan around a 7inch screen…

If you are interested in digital marketing you can find out more about our Future Media course here.

John Seedhouse