Digital and Social Media Communication /

August 29, 2023

Digital and Social Media Communication /

Week 1 - Week 15

Riko Matsuyama 0351470

Digital and Social Media Communication /

Bachelor of Design in Creative Media

Instructions

Task 1: Social Media Analytics

Week 1- Week 3

The purpose of this task is for you to familiarize yourself with analytics data and metrics via analytics tools (e.g. Google Analytics, Adobe Analytics). we need to extract 15 categories that analytics have that are interesting to us.

To analyze data on social media or websites utilizing given tools. To gauge engagement and flow of a site.

Task 2: Content Ideation

Once you get your client you must look into these:-

Stage of business (once you know the stage, it will define the goals)
Take a look at the industry (e.g. certification, material supply, policy, logistics, currency, segment leaders, competitor analysis) You need to know why segment leaders are leading. SWOTs for client and competitor.
Plan Possible goals of the client

Expand market share
Eyeballs (increase followers and likes on social media page)
Specific revenue = sales
Conversion of viewers to customers

Company to choose

Hospitality
Interior Design
Home Decor
Food And Beverages
Car Accessories

Assume the personas of your customers.

Week 5

Industry: Hospitality

Brand Name: Vagary Pangkor

1. https://www.instagram.com/vagary.pangkor/

2. https://www.instagram.com/pangkorlautresort/?igshid=MzRlODBiNWFlZA%3D%3D

3. https://www.instagram.com/cameronhighlandsresort/?igshid=MzRlODBiNWFlZA%3D%3D

A small resort that is located on Pangkor island. 6 years, est 2017

Stage: established already, Facebook impression: 1M

Database of 10,000 clients/customers

It went viral a few years ago

Timeline:

Week 5 - Meet with clients with ideas for content

Week 6 - Content

Week 7 - Content

Content planning for 2 weeks

3 posts a week

Meeting with clients:

Some questions

What is the goal of this marketing

What's your inspiration/who do you inspire to be

Who are your competitors

What services do you provide

Market audience

- make sure our campaign

- basic target: domestic tourists, on Facebook and Instagram Tiktok,

- decide where to post

- need to shoot, sketch

- marketing based on social media

- enjoy, not serious

- promote the brand itself, towards the tourism market

- gonna popular, wanna stand out

- because local product, tourism

- fully online

- explain how it works

- there is no competitors

- only 60(16) rooms

- we're different from others

- competition is not the main things

- have fun

- main service: food, breakfast, water, motorcycle etc.

Feedback week 5

Personas consider the different travelers you can promote to single travelers, group(friends), family, big families
You can aim to promote Instagramable places but it would be different for family travelers
Consider tone and manner, what kind of brand personality vagary wants to translate

Week 6

We will create four personas and a mood board

Race

1. Malay 60%

2. Chinese 30%

3. Indian 5%

4. others 5% (Europe, western, Arabs)

Traveller Group

1. 50% family

2. 30% group 20pax above (retreat, team building, etc..)

3. 15% long stay guest (14 days above)

4. 5% others

Weekly process

- We will edit on Monday and Tuesday

- Show our draft to them on Wednesday

- We see their opinions and have altered the time from Thursday to Friday

- We show them again by Friday night and everything should be confirmed by Saturday with copywriting

- We inform them every Wednesday morning and Friday Night

Vagary Logo:

Plan to redo everything

Upgrade map / add places

Things to design

1, room rate/pricing

2, promote self-check-in by using something exciting

Design direction

Corporate look

Minimalist Subtle yet

eye-catching design

Social media

Tiktok Facebook Instagram

Local followers

Reach is high

The same content to be posted throughout all social media

Welcoming posts

Focus on : Vagary Pangkor

Any celebration

In week 6, Friday to Sunday, we visited Pangkor island. Took a photo of the island, and took a video of self-check-in and vagary rooms. Also based on feedback,

Inside of vagary:

Pangkor Island:

Week 7

We started creating content.

Week 5-6 Contents planning

Week 7 - Start creating content (from Saturday)

My role:

Week 1 (week 7) - nothing

Week 2 (week 8) - Price list <promotion>

Week 3 (week 9) - Monday motivation <wishes>

Week 4 (week 10) - nothing

Week 5 (week 11) - Happy Deepavali <festive>

Week 6 (week 12) -

I found references. This price list will be posted on the story and then highlighted.

The below image was provided by the clients. I separated the standard room and the deluxe room.

I created two patterns that we can choose from. And clients selected designs 3 and 4. Also, I created another layout for WhatsApp. This image will not be posted on Instagram.

Week 8

The final outcome of week 2:

Week 3 (week 9) - Monday motivation <wishes>

I started searching for references.

And I noticed feedback from clients on this content. They needed a catchy wish, so I changed this idea and updated to client.

Week 9 feedbacks

- Our group is in the hospitality field, so photo selection is very important. Eye-catching and attractive photos.

- Need to understand the client's design system.

- Use photoshop and lightroom.

- Sense of Unity. - Need captions.

- Edit content calendar, through Sunday.

Week 10

I started creating wish posts. The below two images are the first draft. But this image is a bit messy and it was hard to put logos and short descriptions. And I got feedback from the client. He mentioned using the beach video or the picture that he sent to the group.

Also this week, I started creating Deepavali posts and Sultan of Perak's birthday. When I found references, there was some specific color palette but it was hard to match well with our art direction or mood board.