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The New Rules of Digital Communication
Branded Social Video Production
Marisa Selanon MA Future Media S12788891
Branded Social Video Production Introduction The New Rules of Digital Communication module, MA and MSC, aims at providing students with practicing critical thinking and creative production by creating branded social video, which perform themselves as a brand. This report will present CV Video production process throughout Pre-‐ Production, Production and Post-‐ Production stages by using DPDDD as the methodology. Discovery Social Video Social Video trends According to Unruly (2013, p.2), it found that sharing of brand content grew by 7% in Q2 2013, and seemed to raise continiousely.
Figuer 1: Brand Video Shared Performance Q1 2013 vs Q2 2013 (Unruly, 2013 : 2) Social Video Content The trend of social video sharing is likely to increase in every year, but what kind of content which people will watch? In accordance with Unruly (2013), it can be illustrated that the most watched content is entertainment (28.7%) and FMCG (25.3%). This evidence is suported by Ondevice (2012, p.10), shown that the top three content are music video, movie trailer and Tuterial video.
Figuer 2: Social Video Ad Shares, by Vertical in Q1 2013 (Unruly, 2013)
Figuer 3: What type of video did you just watch/see? (Ondevice, 2012 : 10)
Social Video Watching Platform While some people continue watching or sharing social video on PC and
Desktop computer, there are noticable and increasing numbers of people prefer to watch social video on mobile phone and tablet mobile device. Summerizing from Ondevice (2012) and OOYALA research (2012, p.10), shown that
• 25% of global YoTube views are on mobile devices • 92% of mobile consumers share mobile clips • 56% of mobile consumers share mobile clips on social media • 55% of video watched via app • Humorous short clips (66%) and music video (52%) are the most likely to
be shared • 75% of tablet users engage on social video • 3 minutes is the maximum video watching time for mobile and tablet
users
Figure 4: Engagement by Device Q3 2012, Playthrough by Device & Video Length Q3 2012 (OOYALA, 2012 : 10) Social Video Sharing platforms
After watching video, how would people share and where? Ondevice (2012, p.13) claimes that 56% of mobile consumers post on Facebook or their social media, while other 44% show on their device.
Figure 5: And how do you share video content you watch on your mobile/smartphone with others? (Ondevice, 2012: 13) Identify my brand
As this project aims to brand myself through social video presentation, therefore, the initial step of process is to discover myself. However, I will apply
Education: BA, Journalist and Mass Communication with
• Major in TV and Radio Production
• Minor in English Communication
From Thammasat University MA, Future Media from Birmingham City University
Name: Marisa Selanon Age: 24
SWOT
Considering to my personalities and SWOT, I am going to position myself as a
• Digital Marketing executive • TV producer • Multilingual translator
These aspects will be expressed under “All In One” concept, which use “Digital Candies” as brand icon to represent the difference of abilities.
!
• Working!pressure!• Working!in!.ield!which!I!don’t!
have!much!experiences!• Collaborator!/!Friends!
• Readable!French!• ThaiA!English!speaker!• TV!program!production!• Passion!in!MultiAscreens!communication!
• Digital!media!planning!• Being!more!con.idence!• Being!able!to!work!under!pressure!!
• The!growth!of!social!video!sharing!
• The!Growth!of!Mobile!Video!sharing!
• Over!Thinking!• Not!being!con.idence!in!sometimes!
• Not!favor!of!working!under!pressure!
• Responsible!• Energetic!• OutAgoing!• Optimistic!• Flexible!• ThaiA!English!speaker!• Readable French!• Passion!in!creative!idea!• MultiAtasking!worker!• Passion!in!MultiAscreens!communication!
• Digital!media!planner!• TV!program!production!• Dancer!
Threats!
Planning Mission Regarding to the New Rules of Digital Communications module, the mission of this CV Video production are
• Developing my personal reflection and learning process • Branding digital profile of myself through efficient social media
Challenge How can I express myself, as a Digital Marketing executive, TV producer and Multilingual translator, additionally, impress them as the same time in no more than 3 minutes. (Figure 4) Target Audience Who are they? Basically, I have divided my target audiences into two groups, which are
1. International advertising agencies and TV production companies in Thailand, namely Oglivy, McCann or BEC Tero entertainment.
2. Digital marketers/ TV producers or HR officers of international advertising agencies and TV production companies in Thailand.
Where are they? From the ZocialRank research (2013), shown that the most used social
media in Thailand is Facebook, followed by Twitter, Instragram and YouTube respectively.
Figure 6: Thailand Zocial Award 2013 (ZocialRank,2013) Moreover, an interesting fact from this research is 64% of Thai people access to social network via mobile devices. When do they active on social media? According to the ZocialRank (2013), indicated that, in overall, 20.00 p.m – 23.00 p.m on Sunday is the peak time of traffic on social media, concerning with Facebook, Twitter, Instragram and YouTube. Facebook
Figure 7: Thailand Average Post in a Day Figure 8: Facebook Posr Per (ZocialRank,2013: 17) Day (ZocialRank,2013 : 18) Twitter
Figure 9: Tweet in a day (ZocialRank,2013 : 25) Figure 10: Tweet in a Week (ZocialRank,2013: 29)
Instragram
Figure 11: Instragram Data Upload (ZocialRank, 2013: 52) In addition, Wordpress blog is one of my considered platforms, because Wordpress is the most used blog in UK and in Thailand1. KissMetrics (2013) indicates that the peak time to post is 11.00 a.m. – 12.00 a.m. on Monday.
Figure 12: The science of social timing (Kissmetrics, 2013)
Key actions Based on the research above, I plan to use these social media to deliver my CV video.
• Facebook • Twitter • Instragram • YouTube • Wordpress
In addition, the most appropriate time to post my CV Video on social media are 21.00 p.m. – 22.00 p.m. on Sunday on Facebook, twitter, Instragram, YouTube and Linkedin; but , 11.00 a.m. -‐12.00 a.m on Wordpress of Thai Time Zone.
Influencer To accomplish my plan, the most efficient digital branding strategy, the suitable role model is needed to be guidance. My role model’s criteria’s are not being English native speaker and being creative on producing social video. Finally, I found Mrs. Wendy Nguyen, Vietnamese, is the most suitable person. Mrs. Wendy Nguyen is Co-‐founder of HealthyOut and she is not English native speaker, especially she creates creative social video concerning fashion. Basically, she uses YouTube as her main platform, and uses LinkedIn, Facebook, Blog, Pinterest, Twitter and Instragram as content awareness platforms. Her social media landscape
Her achievements (reported on 1 September, 2013) • More than 500 connection on LinkedIn • 442,111 subscribers and 48,709,690 views on You Tube • 117,615 likes · 11,049 talking about her on Facebook page • 37,738 Twitter Followers • 2,109 Google+ followers • 309,853 followers on Instragram
Even though, she did not use her Vietnamese language on any platforms, her
selected social media are effective to her content and audience. Therefore, I will take my benefit from being Thai native speaker to translate my content into Thai. Design and development Concept Since I would like to brand myself as Digital Marketer, TV producer and Multilingual translator, I came up with an idea to deliver my multi-‐roles’ aspect through “All-‐In-‐One” concept, under “Digital Candies” brand. Content There are two main contents on this project, which are video content and description content. In order to achieve the missions, both of them need to support to each other. Stategy: Apart from research, the 10 principles of an effective content strategy for brands conducted by RedBee (2012) and Video Seeding Techniques conducted by Agency2 (2011) were employed in this peoject strategy. Key actions Pre-‐production
• Research about myself and target audeinces • Identify my brand and being clear on my position to deliver • Writting script3, mood board3 and story board3 • Collecting material for CV Video’s shooting
Production • Shooting in studio • Re-‐creating script4 and story board4
Post-‐production • Editing Video by following the final script and story board4 • Naming the file with keywords such as Marisa Selanon, Digital Candies
and CV Video. • Uploading on video seeding tools which are YouTube, Facebook, Twitter,
Instragram, Linkedin and Wordpress. (my landscape) • Uploading the video at 20.00 p.m – 23.00 p.m. on Sunday via social media • Uploading the video at 11.00 a.m – 12.00 a.m. on Monday via blog • Reinforce the video by creating conversation • Measuring the results of sharing video on 7th Septemble 2013 • Identifying problems and solutions • Planing deployment plan
Summit report on 8th September 2013 My landscape
To create my professional profile, I needed the proper spaces where I could write my own articles, show my interests and share my content with my audience. Hence, I employed Wordpress and YouTube as my main websites to write and post
my own articles and some interesting information concerning marketing on social networks. I applied Twitter and Facebook to create awareness and keep in touch with my audience. Moreover, I used LinkedIn to connect with my target audience and expand my network and provide additional information about myself.
My Schedule Time period: 4 weeks (12/08/2013 – 08/09/2013)
Benchmark Within one week of CV Video distribution, the expected results are
• More than 40 likes on Facebook post • More than 100 views on YouTube • More followers on Facebook page, Twitter, Instragram and YouTube • Audience can remember my brand • Audiences can remember my three positions.
Results & Measurement When I measured my level of activity on social networks, I used Klout,
Peerindex, YouTube and Facebook Stats. My scores are as follows:
Deployment I plan to sustain my branding through social network by keeping this project’s strategy.
Basically, I will • Post some interesting news/information or articles on my social
media in every Sunday between 20.00 p.m – 23.00 p.m. • Post or writting blog every Monday between 11.00 a.m – 12.00
a.m. • Create traffic on posed articles • Measure every month • Slove and Edit strategy
Pre-‐ production experience and reflection In the first two weeks of project (12/08/13-‐21/08/13), I mainly did research, planning and data collection for this project. Reseach * Because of the expectation of this assignment is to make social video communication where I am the branded content, so the first thing that I need to find out is myself and my brand. Basically, I condidered from my personalities and my abilities by using SWOT analysis to help me find out my Unique Selling Point and my brand. Based on the research about myself, I decided to deliver myself as Digital marketer, TV producer and Multilingual translater. These positions are obviously different , so I need to find a concept which can combine them together and deliver to audience properly.
Finnally, I came up with “All – In -‐One” concept, which “ALL” means the three positions and “One” means me. The All – In – One concept will be delivered under “Digital Candies” brand which used Yellow candy to represent Digital marketing position, Blue candy to represent TV production position and Green candiy to represent Muliligual positon.
For my target audience research was divided into two groups, which are
• International advertising agencies and TV production companies in Thailand, for instance Oglivy, McCann or BEC Tero entertainment.
• Digital marketers/ TV producers or HR officers of international advertising agencies and TV production companies in Thailand.
According to the research, my target audience • ..exist on Facebook, Twitter, Instragram and YouTube the most • ..use their mobile devices to access to the internet • ..post on social media between 20.00 p.m-‐23.00 p.m. on Sunday • ..post and read blog between 11.00 a.m. – 12.00 a.m. on Monday • ..will watch video with the 3 minutes maximum time.
From this information, I planed to launch my CV Video on Facebook, Twitter, Instragram and YouTube. However, as I mentioned, I also need a space to express and share my ideas, so I decided to add Wordpress blog and LinkedIn to my target platforms. In addition, I will launch the video on their posting time and making less than 3 minutes video. *Please see information in details on Discovery and Planning part above. Planning Regarding to information from research and concept, I began the video process with writing script3, creating mood board3 and storyboard3 to get
overall views, music and production sequence. All of them were created by concerning to deliver my positions clearly and in creative way3. Data Collection After writing script, mood board and storyboard, sorting out material for CV Video production is the next step. Self-‐Video, Pictures about Thailand/my project documents and unique music sound are the materials that I used in this project. Apart from self-‐video, I took pictures and music from Thinkstock and Audionetwork. In pre-‐production process, I learned to do research, plan and create creative idea for my CV Video production, also learned how to work in logical process, how to follow the schedule and where to find the material for my CV video. Fortunately, I did not face big problems on this stage, just some problems in file downloading. Production experience and reflection
With limited of time, The first thing that I did after arriving at the White studio was Briefing with Mike, my professor, and Mark, our camera man for this project about what and how many shots that I need for my CV Video. To make them understand clearly, I used my script and storyboard to explain to them. After they knew what kind of shots that I want to, Mike, Mark and me started to Plan the shots sequences for my CV Video. Because of my concept is “All-‐In-‐One” and I used three different characters to represent each of my positions, so it was quite complicated to shoot many shots of myself in different suits. We needed to plan the shots’ shooting with regarding of video edition and time limitation. Next step was Shooting. Basically, My CV Video shooting was followed by the shots’ shooting plan. However, in the real practice, the plan could be adjusted. Concerning to limitation of time and complication of my shots shooting, I need to re-‐create my script and my storyboard in shots’ connection and shots’ sequence. Even though, we could cover the main shots and shot additional shots to use in case of having more ideas or having problem on editorial process, we modified some element of shots to fit with the limit of time. For example, I need to change the shots of three themes in different suites, which planed to use to connect each shots of introducing myself in each positions into the shot of me hand each digital candies toward the camera4. Another one is the close shot which was three different characters of myself standing and introduce my contact, but I need to change the shot by using the same shot that I use for summarizing my message4. After finishing, I re-‐checked the shot again. Fortunately, we had about 15 minutes left, so I shot some more shots to be my back-‐up video shots.
Even though I need to change my script and my storyboard because of the complication of shooting and limitation of time, I learned some valuable lessons, which are managing and solving problems. In terms of production process, I learned how to manage shooting consequence and how to manage time efficiency under many effected factors such as time and place. Moreover, I also learned how to solve both expected problems and unexpected problems. For example, one of my expected problem is misunderstanding because of language, so I solved this problem by writing pre-‐production script and storyboard. In addition, I changed some of my shots’ elements to fit with the time limitation. Post-‐ production experience and reflection After shooting in studio, the next step is Editing script, storyboard and video. I re-‐write my script and storyboard to fit with the shots that I shot from the studio. After I finished my new script and storyboard, then is the stage of
video editing, which was done by a professional video editor, Mr.Ben Robinson. First of all, I explained my script and my storyboard to him, and then recorded voice over. Following the script, he edited video shots and sound base on the voice over sequence. There were some problems taken place on editing process, such as cutting some part of voice over out and missing to put some shots, the video can be completed in that day. After I got the file, I followed Video Seeding Techniques from Agency2 (2011), by naming the file with keyword to optimize video for search, and then uploading the file on seeding tools that are YouTube and linked the file to Facebook, Twitter, Instragram and LinkedIn. In terms of peak time on social networks and blogs in Thailand, I uploaded the file through my social network on Sunday around 10.00 p.m., and uploaded the video on my Wordpress’ blog around 11.00 a.m. on Monday. Moreover, I kept Create conversation about my Video by sharing the link on my friends’ social media, comment and re-‐tweet all the post about my video. Following my strategy, I had been creating conversation about my video until on 7th September 2013; I measure my CV Video by using analytical tools such as social mention or Kred. ( more information on measurement part can be seen as above). Although, there was limited measurement time on my CV Video project, the results was over estimated and seemed to be increased results in overall.
According to the positive results of my CV Video, I decided to start my Deployment plan follow these key actions. Basically, I will
• Post some interesting news/information or articles on my social media in every Sunday between 20.00 p.m – 23.00 p.m.
• Post or writting blog every Monday between 11.00 a.m – 12.00 a.m.
• Create traffic on posed articles • Measure every month • Slove and Edit strategy
Conclusion To summarize, in order to achieve the purpose of branded myself on social media, there were two main things that I did, First, I need to think and plan critically concerning myself, my targeted audiences and my strategies for this assignment. Second, I need to apply some appropriate research and theories about digital communication and video production, for example video sharing research and Video Seeding Techniques, to support my research and to be the guidance for my strategy. As I had followed the project schedule and my strategy, the result of my CV Video production project was satisfied. Moreover, the social media strategy can be deployed in the future.
Appendix : Appendix1: Wordpress Stats
!
!
(Wordpress, 2013)
Apppendix2: Linkedin
(Kasper, 2012) Appendix3: Pre-‐production script
SCRIPT Broadcaster(s): Client: Project: CV Video Duration: Section Durations: Running time: Version: VISION & DIRECTION VOICE OVER / PTC STUDIO: Marisa C/U, M/S, L/S (hand) C/U hand with Smarties. Vision cuts for music: 3 claps-M/S of Yellow, Green and blue STILLS Montage: Thailand 1-10 shots x10 STUDIO: 1 Green in shot, then 2 Yellow, then Blue in L/S.
V/O “Hello! My name is Marisa. I’m 3 in 1! And… made in Thailand! Music: Making me smile Music: Temple of spice …And she is Marisa and… this is Marisa as well! But… What is the
STUDIO Yellow walks to camera with Yellow pill. C/U Yellow pill in hand. Video: Marisa in a meeting [00.00-00.19] STILLS: Multiple shots of document J Pegs: Chevrolet/Lacuna/Teamwork karting/Twenty Twenty. STUDIO: L/S Green, Yellow & Blue looking at camera. Blue walks to camera with Blue pill. C/U Blue pill in hand. STUDIO: M/S Blue holding iPad. C/U iPad VIDEO: Montage of clips from showreels x 10.[ 00.21-00.38] STUDIO: L/S Blue hold iPad, and then walk out of the fram STUDIO: L/S Green, Yellow & Blue looking at camera. Yellow and Blue walk out of shot leaving Green in shot. GFX: Hello/สวสดคะ/Bonjour on walls VIDEO: Japanese wrestling clips.[00.39-00.57] STUDIO: Green, Yellow & Blue in
difference between us? Let’s see… Music: Making me smile …My passion is in digital marketing. Here is some of my postgraduate masters work for Chevrolet, Lacuna Team work karting and Twenty Twenty ! Music: Bing bang bong Well! Who’s next? Let’s go Blue!! Music: Making me smile With my background of TV and Radio production, I LOVE to apply my skill to make creative content for branded social video marketing! Music: Bing bang bong Yeah! This is what I did, but what’s more? Come! I will show you! Music: Making me smile I’m multilingual! I can speak read French, speak English and Thai: Music: Bing Bang Bong … so I also work as a translator… Here I am in Japan! Music: Bing bang bong Well this is me! Digital marketer, TV
L/S. Mix to white background. STUDIO: Green, Yellow & Blue standing on the left side of frame in L/S. Mix to white background. GFX: Email: [email protected] [email protected] Twitter: tobumbim Facebook: MarisaSelanon Linkedin: marisaselanon Blog: marisaselanon.wordpress.com Vision cuts for music: 3 clap – LS Green, Blue, Yellow t shirt claps their hand
producer and multilingual translator. Three in one. You could take the red pill, the blue pill or the yellow pill… or all 3… its your choice. Music: Making me smile You know where I am… Music: Making me smile
Mood board
Pre-‐production Story Board
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Appendix 4: Final Script
SCRIPT Broadcaster(s): Client: Project: CV Video Duration: Section Durations: Running time: 1-2 minutes Version: VISION & DIRECTION VOICE OVER / PTC
STUDIO: Marisa L/U [00.20-00.25] Marisa M/S [00.87-00.40] C/U hand with Smarties [01.02-01.06] Vision cuts for music: 3 claps-M/S of Yellow [04.38-04.39] Green [05.37-05.38] and Blue [05.14-05.15] STILLS Montage: Thailand 1-10 shots x10 STUDIO: L/S of Green [01.41 – 02.10] Then L/S of Yellow walk into the same frame [03.06-03.36] Then L/S of Blue walk into the same frame [02.31-03.01] STUDIO: M/S Yellow with Yellow pill. [07.58-08.01]
V/O “Hello! My name is Marisa. I’m 3 in 1! Music: Making me smile [00.00-00.08] Music: Making me smile [00.08-00.09] And… made in Thailand!! Music: Temple of spice You can call me BB …And she is Marisa and… this is Marisa as well! But… What is the difference between us? Let’s see!! Music: Making me smile Let’s take Yellow pill first!! Music: Bing Bang Bong
Video: Marisa in a meeting [00.00-00.19] STILLS: Multiple shots of document J Pegs: Chevrolet/Lacuna/Teamwork karting/Twenty Twenty. STUDIO: M/S of Blue with blue pill [06.41-06.45] STUDIO: M/S of Blue holding iPad. [14.26 – 14.37] STUDIO:C/U iPad VIDEO: Montage of clips from showreels x 3 1. [00.04-00.06] 2. [00.08-00.11] 3. [00.14-00.16] STUDIO: C/S of Green [05.40-05.43] STUDIO: M/S of Green with green pill [06.04-06.10] STUDIO: L/S Green, Yellow & Blue Yellow and Blue walk out of shot leaving Green in shot. Green: [16.32-16.41] Yellow: [17.23-17.27] Blue: [17.35-17.39] STUDIO: M/S of Green [15.00-15.19] GFX: Hello/���������/Bonjour on walls
…My passion is in digital marketing. Music: Bing Bang Bong Here is some of my postgraduate masters works for Chevrolet, Lacuna Team work karting and Twenty Twenty ! Music: Bing bang bong Next.. Let’s take some blue pill!! Music: Bing Bang Bong I LOVE to make creative content for branded social video marketing! Here is some of my works!! Music: Bing bang bong What I can do more? Music: Bing Bang Bong Let’s take Green pill!! Music: Bing Bang Bong I’m multilingual! Music: Bing Bang Bong I can speak read French, speak English and Thai Music: Bing Bang Bong
VIDEO: Japanese wrestling clips. [00.04-00.14] STUDIO: L/S of Green, Yellow & Blue holding pills Green: [18.45-19.16] Yellow: [18.05-18.28] Blue: [19.19 – 19.45] Mix to white background. STUDIO: M/S zoom-in Green sitting STUDIO: L/S of Green, Yellow & Blue are sitting in the same chair. Green: [11.20 – 11.31] Yellow: [12.42-12.52] Blue: [12.00 – 12.11] GFX: Email: [email protected] [email protected] Twitter: tobumbim Facebook: MarisaSelanon Linkedin: marisaselanon Blog: marisaselanon.wordpress.com
… I also work as a translator… Here my work in Japan! Music: Bing bang bong Well this is me ! Digital marketer, TV producer and multilingual translator. Three in one. You could take the red pill, the blue pill or the yellow pill… or all 3… it’s your choice. Music: Making me smile Music: Making me smile You know where I am… Music: Making me smile [00.00-00.09]
Final Story Board
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