Erica J Myers

MCO307: The Digital Audience — Module 9: Final Strategy VoiceThread Project

My chosen brand is the Rappahannock Oyster Co.

Here are the instructions of the assignment:

As you now know, every digital platform has different audiences, and those audiences behave differently on each platform—that’s why every platform requires its own strategy. For your final project, you will create and present a strategy for ONE social media account of the brand/organization you’ve been following throughout this course. You’ll use several elements of the discussion research you’ve already done (not to mention your classmates’ feedback!) to complete your strategy. Your final presentation is due by 11:59pm Arizona time on April 29th; late submissions earn zero points. Follow the submission instructions below very carefully: Missing or broken links will earn zero points!

1. Revisit your chosen brand/organization one last time. Select ONE of the organization’s active social media accounts to work with.
2. Use the Final Strategy Template file found here (Links to an external site.) to create slides for your presentation. Feel free to change the aesthetics of the presentation (font, colors, design; add slides if you want to show examples of content), but the architecture and order of the presentation should remain the same.
3. Using VoiceThread, create a video to share your presentation by recording your voice talking through your slides. Talk through your strategy: Don’t just read what’s on your slides; use your slides to organize your discussion and show visual cues that prompt your speech.
4. Your video must be a minimum of 5 minutes long. You will be graded on the development of your ideas and your communication of them within the categories below. Only presentations submitted via the submission instructions below are eligible for points: You must submit a live link to your VoiceThread; we will not search for your presentation.
5. Your presentation is worth 250 points. Remember that you’ll need to submit the link to your presentation to earn points! We will not search for your presentation.

PRESENTATION GUIDELINES

Link to template: https://docs.google.com/presentation/d/1crrvSOFFAKmNgGgDcc5b3paxu9jXn4LbbRc9EFS4v2w/edit?usp=sharing (Links to an external site.)

AUDIT THE SOCIAL ACCOUNT (60 points)

1. Set the stage. Identify the brand, identify the social network and give the URL where it can be found. Give the account basics: how many followers, how many posts per day, any other basic information you deem important.
2. Discuss the content. What kind of content does the brand typically post on this network? 
3. Show your SWOT analysis.
4. Identify two competitors. How do their followers and posts per day compare? Give at least 1 example of content from each.

AUDIT THE AUDIENCE (60 points)

1. Who is the audience now? How is the current audience different than who the audience SHOULD be? (Do not say that the brand is already reach the audience it wants; every brand has room for improvement.) 
2. Select a single viable audience segment to target. Your segment should be noticeably smaller and distinct from the organization’s broader audience. Note the target segment’s age(s), % male/female, geographic location(s), activities/affinities and other demographics, psychographics and characteristics that define/shape this target audience. It should be very clear how this segment differs from the brand’s broader audience, and why it’s a viable segment.
3. Create a persona for the target segment.

GOALS (40 points)

1. Connect the organization’s SWOT to your target segment. What strengths or opportunities can you leverage (or, what weaknesses or threats can you address) to grow and/or engage your target segment on your chosen social network?
2. Identify the overall business objective. Then, state your SMART social channel goal(s) that align with point A. above.
3. Identify what funnel stages this SMART goal(s) targets.
4. Identify a KPI for each goal.

STRATEGY & TACTICS (50 points)

1. What types of content should the account create? Be specific. Should the account share articles or other pages on your brands website, social-only content, or both? Images/graphics/video? Silly/serious/edgy/artsy content?
2. What types of content should the account share from other users, in pursuit of your SMART goal(s)?
3. How often will you post? How many posts per day, and on what days?
4. How should the account engage the audience beyond creating and sharing content? How should the brand interact with audiences and build reciprocal relationships, in pursuit of your SMART goal(s)?
5. What conversations should the brand join, or what influencers should the account leverage, in pursuit of your SMART goal(s)?

CONCLUSION (20 points)

Summarize your strategies and tactics, and connect them to your suggested KPIs. You must explain how the strategy you suggest will actually drive KPIs (and, thus, reach goals) and support the marketing funnel.

PRESENTATION (20 points)

Your presentation should be polished and professional. Spelling, grammar, clear writing, strong visuals, vocal presentation and your overall ability to effectively communicate your strategy all count!

JMC/MCO 102: Coding for Journalists — Module 6: Assignment

Project Located at Glitch: https://ejmyers-assignment6.glitch.me

You will recreate a pie chart about where people listened to podcasts in 2017. Remix this site (Links to an external site.) to get started:

https://glitch.com/~jmc102-assignment6 (Links to an external site.)

This assignment will look very similar to the Chartist example in the Module 6 Learning Materials. 

Your tasks:

• Go into the JavaScript and add the following values to the arrays listenWhere[] and listenPercent[]:
  • Home: 51
  • Work: 14
  • Commuting: 25
  • Other: 10
• Go into the CSS and make the page background a light blue that’s easy on the eyes
• Go into the HTML and change the chart title
• Go into the HTML and make the “Source” text a clickable link to this site: https://www.edisonresearch.com/the-podcast-consumer-2017/ (Links to an external site.)

Your finished pie chart should look something like this (without the watermark):

Submit your completed page as a URL on Canvas.

Remember to consult the discussion board for help, and you can always reach out directly if you need specific help. 

MCO307: The Digital Audience — Module 7: Discussion / Create a Campaign

My chosen brand is the Rappahannock Oyster Co. Their main product is Chesapeake Bay Oysters, which they pack and ship directly to your home. My audience are seafood lovers, especially those of oysters and clams. They like to entertain family, friends, and guests, with fresh raw, roasted, or cooked oysters. They live for the weekends and holidays when they have extra time to unwind and enjoy the time. This design was just clean and crisp, it can feature the main oysters on ice, but also with other products and a good size comparison with the first picture. I always like the splash of blue with browns and white. It looks seaworthy. It earthy and watery. These pictures show you exactly what it is, no assumptions, just oysters. Plus, I prefer white san-serif  text on black backgrounds because it is easier on the eyes to read, and doesn’t clash with the photographs.

This campaign features the gift box from Rappahannock Oyster Co. This is for the audience who has that one person who is hard to shop for.  It’s that friend who is always your support staff, but has everything in  the world. You know they like oysters, or that they are a foodie who haven’t tried ROC oysters.  It could be that you have eaten oysters with them at one of the restaurant locations, and want to surprise them with a reminder of how great they were, because you haven’t hung out in a long time. The Give A Shuck is a play on rhyme, that childish “bro” behavior of playing off a curse word.  Personally, I think I would have made the font a little larger for the “Let your friends…”  Again, the blue for water, simple black and white to not take away from the photograph.

This campaign is more the intellectual oyster lover. They have a sophistication about them and oysters are a symbol of status when they entertain.  It’s a pleasure principle to enjoy oysters to show how smart and well-rounded your palate has become. The quote was one of two that I liked best.  This one is more for the men, the target persona from last week.  I added a second one for the women, but did not campaign it.  It’s simple, newsy, black text white background. Read it and no distraction from the photograph.

MCO307: The Digital Audience — Module 4: Discussion / Funnel VoiceThread

My chosen brand is the Rappahannock Oyster Co. Their main product is Chesapeake Bay Oysters, which they pack and ship directly to your home.

Here are the instructions of the assignment:

Rather than our usual discussion boards, for this module, you will create a VoiceThread. (There are no peer critiques for this assignment; you may earn up to 70 points for your VoiceThread alone.) Return to your chosen brand. In a VoiceThread video, share what your brand’s funnel looks like.

Your video should be at least 3 minutes and address the following:

1. Say what your brand is.

2. Explain your brand’s conversion point. When does a “potential customer” become a “customer”? What action does the user take? (10 points)

3. Describe how the brand addresses users each of the funnel’s six steps. What actions does the brand take to address users at each stage? And how does the brand attempt to move users through the funnel? Show examples of site, social, app or ad content if it you like! (10 points for each of the five funnel steps aside from conversion, which you should have already discussed; 50 points total)

4. Does the brand seem successful at moving users through its funnel? What hurdles might the brand face in moving users through to “advocacy”? (10 points)

5. There are no peer posts required for this Discussion.