Wireframe

You can see below is the wireframe I have created for my website. This shows where everything will be on the website. The navigation bar on the side will have places to click onto to take you to your profile, about the website, events, etc. Then there will be the title at the top with a picture of Brighton as the base picture. Below that will be the box containing the context, or photos if it is a profile. Then below along the bottom of the website is another navigation bar with relevant areas such as help, careers, etc.

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Asset Log

Below is my asset log for the images I have used. The photos chosen were mostly selected from Google images on the specialist search which means the photos are legally able to use. kjuhygtf

You can see here that the files have different names , and sizes. They were all saved in the same place so that they were easy to access, with relevant names that link with what the image is.

Copyright and awareness for images and music

When using images for my website I need to be aware of how I am using them and where I am getting them. When a photo is under particular copyright, it could be illegal if I choose to use it. Therefore to make sure I am using a photo that is suitable I can choose a couple of paths to follow. I could either take my own photo, or use Google by changing the search settings to make sure I am searching photos that can be used. The last option could be buying a photo, such as from Getty images and using my photo that way.

It can work the same way with music, by searching for music which allows you to use them freely and legally.

HTML

Hypertext makeup language

<html>

<head> Invisible

 

<head> Invisible

<body> All of the visible information

<body> All of the visible information

<html>

 

Title Tag – Describes what the page is – very important for the SEO

Script – Java script, Google Analytics

Meta – Charset, Viewport, Property – OG (social), description, robots, slurp

<iframe>

<button>

<img> alt

<h1></h1>HEADING

<p> – </p> for paragraph

<ul> in ordered list

Link – CSS

 

For the homepage use index.hmtl

 

 

Mood Board for my Website

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My mood board as above shows the colours and uses that my website will use. I have the idea of using blue shades because this relates to the sea, and as Brighton is a coastal town I feel this is relevant. Some textures include water for a background perhaps. But I also think my website could promote Brighton as a digital hub through photographing areas in the city, such as the bay, or festivals. Work can even  be like water art work, or iconic landmarks in the area to inspire people. To get more people involved I thought using competitions would be a good idea where you can then promote your work in the Brighton area, and win prizes such as new cameras. I thought as well, that we could have professional profiles from photographers in the area sharing their work and maybe in their techniques. I could also use Photoshop tutorials so people can develop their own work on the software and ask questions as well.

Planning for my Website

Competitors

  • James Pike Photography – http://jimpix.com/  — The reason this photographer is a competitor is because if focuses on fine art work, which is something I could develop around the Brighton area, he also works in the Brighton area. His work includes businesses and branding, portraiture, and still life, something that is very unique and different making him stand out.

 

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  • Master Photography – http://www.masterphotographersassociation.co.uk/ — The reason this photographer is a competitor is because it is a site that brings together other photographers. This means that my idea of grouping together photographers may be restricted as others may have already joined a site, this may mean they do not want to join another.

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  • Photography Phase – http://phasephotography.co.uk/portraits/ — This is a portrait based photography company, and therefore a competitor because they complete work similar to me. This means we will need to do more unique work like theirs to compete, and to also know their ideas.

 

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Trends

  • Lifestyle
  • Portrait
  • Landscape
  • Water
  • Technology
  • Natural Design
  • Pattern

But what ideas do I have in mind?

The ideas I have in mind include a forum for photographers so that they can share ideas and questions. This means the amateur photographers can ask professionals how they do their work, and the type of work to consider. This means pictures can be shared, and their could even be competitions to get people involved.

 

 

 

 

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Legal and Ethical Issues

Intellectual Property Rights

  • Trademark – TM – R for Registered – A trademark can be a symboNivea_Logol, word, or words legally registered to represent a company or product. A way that this can effect you is by restricting you through choice, and to consider what content you will use, you will need to use search engines that allow you to find copyright free work, or the alternative is creating your own content.
  • Copyright – protected work, has to be an original idea from someone, you therefore cannot take it. You do not have to apply for copyright, if you have created something you already own the copyright. (Images, audio, video, content, graphics, etc.) Does expire 70 years after the death of the creator. In terms of images, you can use google search in their advanced way, pixabay,  Flickr, and their search engine, creative commons (CC) gives you more flexibility as to what other people can do with your work.
  • Design Right – Also another automatic protection, shapes of objects, whether that’s part of a web layout. This means people cannot use or steal your idea, as you hold the rights to what you have created. After ten years after something is sold, or 15 years after it has been created, a designing or layout will be protected under design right.
  • Patents – Association with inventions or products, you can send your work to yourself and not open the envelope, therefore giving you that right. The alternative is getting someone else, to get involved and doing the similar thing.

Using Search Engines

Search engines like Google allow you to change the settings of your work, this means that you can search images that do not have copyright, and means you can use them. You can see my search below, and how in the section that says ‘usage rights’ you can adapt to this section to what you want, even commercially.

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Now when I search Sharks for example, it will come up with photos that I will be able to use for a website, as they do not have any copyright prints on them.

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How can you Copyright Protect Images?

  • Watermark
  • C at based of images
  • Put in meta data before they are exported
  • Stop right clicking on images to save them (added script to do this)

An example is how Getty images places their name over their photos to protect them.

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Creative Commons

Creative commons is an organisation that provides free licensers for creators to use when making their work available to the public. This helps the creator to give permission for other to use work in der certain conditions.

There are seven different CC licenses:

  1. CC0 – releases content to the public domain. With this you are free to do whatever you wish, you have to attribute work to anyone.
  2. CC BY – Allows you to use, share, and modify work as long as credit is given to the one who created it.
  3. CC BY-SA – Allows you to use, share, and modify work just like above, but you also share your modifications to it. (Wikipedia).
  4. CC BY-ND – Allows you to share, and use just like above but you are not allowed to make modifications to it.
  5. CC BY-NC – Use, share, and modify, as long as credit is given to creator, and you agree not to sell that work, or any modifications you create. (Brooklyn Museum).
  6. CC BY-NC-SA – Use, share and modify as long as you give credit to creator, and not to sell the work. You also agree to share your modified work with the same license.
  7. CC BY-NC-ND – Allows you to use and share work as long as you give credit, but you are not allowed to make modifications, and agree not to sell work.

Ethical Issues

When it comes to ethical issues if someone creates something or an idea, the copyright will automatically go to the employer of that person, not themselves as it is they who have them employed to work for them.  Usually the creator of the work is the owner of the copyright, if its by themselves. In contracts it may detail copyrights. Sometimes as the final payment is received it is yours.

When dealing with a difficult client you need to consider a contract to make work clear, precise, and legal. Things to consider as difficult is late on content, not understanding the process, being rude, being indecisive, contradictions, language barriers. Ways to avoid this is by a contract, time schedule, education with appropriate communication, and limit changes.

Legislation

Equality Act 2010 – This law protects people from discrimination in the workplace and in wider society. It replaced previous anti-discrimination laws with a single Act, making the law easier to understand and strengthening protection in some situations.

  • Visual Impairments – have audio set up, alt tags on images, colour usage (appropriate), font size,
  • Audio impairments – subtitles on video
  • Motor Skills – Voice command (audio tools), use keyboard tabs to move onto the next (cursor keys),

This means that as a web designer we must include these things for the best results from clients, and to keep with the law. You may be missing out on clients otherwise which could jeopardise your product. It also means easier access for people who are less fortunate.

 

 

Video and Audio (Premier Pro)

The typical frame rating for film is 25, but you can go much higher if you want smoothness, or slow motion but this will use up more file size. Bitrate is the quality and colour of the video, and how good it has come out. Frame dimensions is 10’80 which is the usual size you’ll use. The higher the resolution the more file size you are using to ensure quality.  If the file size is too big, it may slow down.

In terms of audio, a microphone, is like a diatreme it moves when it hears sounds and records it. You can use speakers as microphones as it can work both ways. You need to turn sound into something digital to be able to use it. If the setting is 44kh3 one second of sound is sampled 44,000 times. This works with bitrate, and is how much data is being taken each of those 44,000 times, so the higher the bitrate is the amount of data being sampled. The compression settings you should use if you are exporting a video is normally MPEG or H264 which is what YouTube is known to mainly use. This setting has now become the normal and Premier Pro will sort this out for you.

To get the best out of what you have filmed it is good to use Premier Pro to edit and sort out your files. Firstly you will need to find your files, by doing this you go to he Bin and select the file you want to use.

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After that, you then want to also do the same for your audio, and drag that into the box below.

You will need to delete the audio from the video by unlinking the two, and then pressing delete. What is useful, is that when filming you make the subject clap. This helps you to then line up the audio with the movement of the film, to make sure it lines up at the right time.

Once everything is lined up, what you can also do is add a title so that you are introduced to the film before it starts. I used a simple background, and then added an effect to fade it into the footage.

The final outcome is as below.

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You can see the bin in the bottom left of the photo, this is where I got my files from and dragged them across to use. The green section is my audio, and above that is the footage. Using that block, I was able to line up the audio to the footage so that it is in time with the picture. Above the bin is a little arrow and it is here that you can add effects to your work. When I added the title (I went to the graphics to do this and then edited on the side as I wanted it to be), I chose the effect I wanted within this arrow here and was able to make it fade into the footage. Using the brackets, helps to cut out any unnecessary parts of the footage, you can then select this and delete it, in this example I replaced the space with the title.

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Here I took a quick snip so that you can see how it is fading out and then will go into the footage just after. The reason I chose this effect is because it links the two together nicely and introduces you into the film.

 

Photography Development

What makes a good photo?

1)       Use of light – manipulating light, using artificial light

2)      Composition – where things are within the frame (rule of thirds)

3)      Timing – choosing when to press the shutter

4)      Subject Matter – what you are taking a photo of

5)      Having something to communicate – better with a message, telling a story, etc.

Use of Light

Light can help change the mood of a photo, in the way we use them. Key light is the main light source, we then have back lights, and fill lights to help get rid of shadows. Using one key light is known as low key lighting, this means that one part of the subject is within the light, and harsh shadows around. This type of light can add a sense of mystery, but can be very artistic. High key uses a combination of light sources, where there is lighting around the subject to reduce shadows. Using different lights can alter the moods of a photo, changing meaning and perception.

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Here are some examples, you can see by the left picture that the light is coming from behind the subject which has the ability to create a silhouette. It is a more creative approach with the use of low key lighting framing the person. Whereas on the right you can see a picture within a studio that has lights all around the subject lighting her as well as the background. It has been edited to look old, but is a beautiful photo used with high key lighting.

Composition

This is about how we spilt the frame up into thirds and have points of interest on the lines to give a balanced picture. But some photos can break this rule, and using your own artistic ideas can make the photo better depending on what you are taking a photo of. You can see by the example below how composition can work. In this particular photo, you have the rule of thirds where there is the man at one side and the Eiffel tower on the other. This frames the picture and makes your eyes look at the man first (in bold), and then on the tower in the background.

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Timing

Timing is crucial when taking photos, as it depends on what you capture. Choosing the right moment can be more effective and can help to grab the right moment. There does have to be a level of planning, such as your environment and how to capture the right photo you want. My favourite photographer Ray Collins creates beautiful pieces with waves, and captures the most amazing beasts at the waves crest. He times this by trying to take the photo just because the waves collapse, allowing him to capture different styles and shapes.

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Technical Aspects

You can use filters and focus to capture a photo. The camera has these tools to make your photography as good as possible. The photo on the right has been captured up in the clouds, and has a black and white filter over the top. Using black and white can enhance textures, and make shapes stand out more rather than colours.

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Subject Matter

What you are focusing on in the photo, and what then this is conveying. Some photos, especially famous captures, usually are inspired by events going on within the frame. The photo on the right is a well-known photo taken in Vietnam, whilst the war was on. It is dark and captures the horrible terror in the children’s faces making a strong emotional connection between it and the viewer.

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DSLR Basics

Best way to use priority settings is to use AV or TV (for Canon), or S (Nikon). This allows you to use you own choices when it comes to focus and sharpness of the photo.

It is known that the larger the aperture the bigger the lens, this determines the depth of field, and how much is in focus. The smaller the aperture, the less light passes through the lens, therefore less is in focus in the background. When it has a larger aperture, the more is in focus in the background.

Depth of field means what is in focus, many photos for portraits only focus on one subject, and the background is out of focus. But you can also have a greater depth of field allowing the background to be in focus as well.

Shutter speed determines how fast the camera takes the photo. So if you were taking a picture of fast moving animals or cars, you would use a higher shutter speed to capture enough light and subject whilst it is still in focus, and freeze it. The slower the shutter speed, the slower the photo is taken, you would need a tripod to keep the camera still. But you can capture more movement using this idea.

ISO determines the exposure of your settings, it is how sensitive the camera is to the light. If you are shooting in low life conditions, you will need a higher number to capture all of the light. But on holiday you would choose a lower setting to avoid over exposure.

My Examples

Long Depth of Field

In this picture, you can see that I have used a long depth of field. By using this technique, it opens up the picture to ensure all within the photo is in as much focus as possible. It is best with landscape shots if there is a lot in the background that you want to keep in focus.

Lake-of-Clouds-Board-Walk-Leading-Line-Composition-Ultra-Wide-Deep-Depth-of-Field

 

You can see that a different focus has been used for this photo. In this instance, the background is out of focus and the main subject in front is clear. The eyes easily then centre on to the subject making it stand out.

large aperture

 

Photoshop Basics

The photo I will edit is the Otter here. You can see that it needs some tidy up, so I will explain how I will do this to make the photo better. There are some smudges that need to go, and maybe some cropping too!

Below

DSC02152

First I will open Photoshop and select my photo. To do this I go to FILE – OPEN – SELECT FILE. The photo number I will choose is DSC02152. Opening PP

Once the photo is open I will create a layer by pressing CtrL – J. This will help me to edit my work and not damage the original photo. It is also better to keep track of work and go back on yourself if you need to. In the case that I do make a mistake, I can simply go to History and back track. Once I have the layer, I am going to crop the photo. To do this I will use the Cropping tool on the side. I will then merge the layers by pressing CtrL – Alt – E, and then make another new layer for what I want to do next.

cropping

I press enter to then get rid of the crop tool and apply. Next I am going to get rid of all the hazy blurs from the glass as it’s really distracting and dirty. To do this I will use the spot healing brush, and press the marks. I have zoomed into the picture by pressing CtrL – + or – to zoom out. I will clear up as much of the marks as I can. I will merge this layer together like last time and then make a new one.

spot healing.JPG

Now to focus on the subject more I want to blur out the background a little more and make my otter stand out. To do this, I will go to Filter –  Blur – Gaussian Blur – Use the line to work out how blurred you want it, in this case I used 5.6 so its not over done, and then press OK. Now your photo will be blurred (but only on the layer), so to work around this and make the selected areas you want blurred click onto background and press Ctrl – J, this will create a background copy. After, move this layer on top so it should go Background Copy – Layer 1 – Background. Use the mask tool to help you on the background copy layer, but pressing the rectangle with a circle in the middle down the bottom on the layer area. Then go to the brush and use this to blur the areas you want. I have done this very subtly to this photo so it doesn’t look too fake.

bluring

blurring

Now that I completed I am going to warm the photo up by playing around with exposure, and the colour wheels on the top of the layers. I will create another new layer, and first play with the exposure. After I will then go to the colour balance to warm the photo and bring out certain colours I want. In this example, I have brought out the colour in the otters fur, so you can see the texture clearer as well.

exposure

colouringWhat I have noticed is that the water behind the otter is looking very green and dirty, so I am going to paint over this with a blue shade. First, I will make a new layer, and select a darker blue with the paint brush. I will paint around the pool and then merge everything together like before.

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Now I have completed my photo I want to make sure it is all saved, so I go to FILE – SAVE AS, and save in a file I want to. Below you will find the before and after photo. You can see the difference in colour and where I have cropped it.

Before

DSC02152

After

DSC02152

 

File Types

PPI (Pixels Per Inch) is about the pixels within a photo found in a 1inch by 1 inch area on a screen. It is known for websites to use a PPI of 72 which isn’t a bad quality for a screen. If the photo itself was large it means it can take longer to load which can be a pain. A printed image however, will use a PPI of 300 because of the colours a printer uses.

Photos can come in different formats depending on what you saved them as or how they come. A JPEG stands for Joint Photographic Experts Group. It is mostly used for digital cameras. This type of format also can support varying levels of compressions, and this is great for web graphics.

There is also a format known as PNG, Portable Network Graphics. This type of format supports lossless data compression. It was created as an improved non-patented replacement for a GIF, and is used widely of the internet.

Not only this but there is also formats called a TIF. This format is common for exchanging raster graphics between programs, this is known when using scanner files.

There is also the GIF. This stands for graphic interchange format, and is a file format commonly used for images on the internet and software programs. GIF’s use lossless compressions that does not degrade the quality of the image. However, they can only use a maximum of 256 colours.

Out of all of the above, the most useful to use on the web is a JPEG and GIF, because they are clearer and have been used more widely across the internet than other formats.

The difference between a CMYK and a RGB is that a CMYK is a photo used through a printer, so an image you use when printing, whereas a RGB is images we see on a screen. Their PPI as I have stated before are different because they are used differently.

When editing images for websites it is known to use AdobeRGB. This software is developed by Adobe Systems, and designed to bring together most of the colour achievable on CMYK colour printers but my using RBG primary colours on a device such as a computer display.

When it comes to colour depth, it means the greater the colour depth the more colours are available. You can see on the table below how colour depth works. The more BIT the more colour are available to see.

colour deoth

Photoshop Practise

Below you will find the normal shot, I took. It uses low key lighting so that the subjects are made into a silhouette. The bowl is empty, and so what I plan to do is drag objects into the photo to give a mysterious mood to it. You can see that the model is bent over slightly, almost in contemplation and thought. So using other photos I am simply going to open them and drag them into the frame where I want them to be. I will then erase the outside and it’s opacity to it all blends together and then merge everything into one photo. Below this first shot you will then see what the new one looks like.

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So you can see, though I haven’t edited it dramatically I have very faintly added another photo into the frame where the bowl is, and some birds around to link the two together. It makes it look like the birds are coming out of the bowl from the other scene, and flying around the models head as though they are flying around him. This brings a very dark and magical mood that is very dark.

Communication Protocols

WAP – Wireless Application Protocol. This is a technical standard for accessing information over a mobile wireless network. It is a browser for mobile devises.

GPRS – General Packet Radio Service. This is a packet-based wireless communication service that promises data rates from 56 up to 114 Kbps and means connections to the internet for phone and computer users.

Web 2.0 – Phrase meaning we can interact with websites.  This is the second stage of the internet, characterised especially by the change from static web pages to dynamic content, and growth of social media. ADSL – Asymmetric Digital Subscriber Line

MMS – Multimedia Messaging Service. This is the standard way to send messages include multimedia content to and from a mobile phone over a network.

SMS – Short Message Service. This is a text message service of most phone, and web systems. It uses standard communication  protocols to enable devices to connect. IM – Instant Message

VOIP – Voice over Internet Protocol. This is where quality internet connection allows you to get phone services delivered through your Internet connection instead of from your local phone company. FORUMS – Message board, online discussion, hold discussion

GSM – Global system for Mobile Communications. This is to describe the protocols for second generation digital cellular networks used by phones.

 

Domain Names & URLS – Website name, and address. This means you can type this address into a browser and it will send you to the website or page connected to it.

Micro-blogging – Short, frequent microblogs uploaded. This is also the activity or practise of making short, frequent posts to a little blog.

Video Conferencing – Video call between two or more people. This is like skype, and FaceTime where you can talk to someone face to face through a video system.

QR code – Quick Response Codes. This is a machine readable code consisting of black and white squares. This helps to store URLS or other information, such as Snapchat a platform that uses your camera to send messages to people, and you can scan their code to connect with them.

 

NFC – Near Field Communication. This is a set of standards for portable devices. It allows them to establish radio communications, passing data from one device to another by touching them or being close together.

 

How I use the above in day to day life:

In day to day life I use GPRS when there is no Wi-Fi on my phone, and when texting use SMS services. I always use IM on Facebook for convenience and Bluetooth to connect to another device, such as when I want to play music out loud on a Bose speaker. To find websites I will always use URLS online into a search engine such as Google, and when I want to speak to my friends face to face I use Video Conferencing such as FaceTime. Here is an example.

I also use email. This is important for work as it means I can connect to work professionally, and companies if I have ordered something, or have questions. It is a more professional way to connect with someone, especially if you do not know them or they are new employers. It is easy to attach files and photos as well, which is why many other companies use this to transfer work or updates.

Not only this, but I also have a Twitter account, This allows me to share what I am up to and get in contact with friends and even famous people. I can voice my opinion and follow the things I like such as films or brands.

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You can see with this chart what social media I use most. A lot of the time is Facebook, here I speak to friends, watch videos, and add things to my profile that I like. The second most is Instagram and snap chat, both of these means I can take photos or upload old ones to friends. Thirdly is email, text, and twitter. I do not use these a lot, but I use my email to connect to companies or employees. My twitter is used to update what I’m doing and where I have been and even some photos, and then text is simply me talking to friends or family .

Documentary Shots and Creative Use

The shots taken on any film is important because it helps to express emotion, and make what you are filming best visible to the audience. The audience can be more engaged with the film if it is shot in the best way possible. I have used some of Louis Theroux work and documentaries so that we can pull apart how the documentary has been formed. You will find the first shot below.

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The above shot is taken from The Most Hated Family in America. In this shot you can see Louise talking to one of the members of the Church. They are discussing signs, as he has just walked into their home to find them all in the corner. We can see both people here, which makes us engage in both of their reactions as they talk, as they do not agree, and from this we can see opinion, and form opinion for ourselves. There is no music in this scene as for now, they are just talking so nothing is distracting us.  Though it flips from one person to another, when it gets controversial and we can see both people, it helps us to engage more.

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Within the shot above, it is taken from the same documentary as before. Here they are discussing the signs as they are being made and why they make certain ones. Here you can see that we are, again, at a very similar angle as before with the camera man to the side of the subjects. The reason this choice may have been chosen, could be so that the viewer is almost there as a bystander watching this discussion. This therefore makes it more engaging. Similarly to last time as well, there is no music.

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The scene above is taken before we see Louis interviewing another person. This shot gives us the look like we are walking into the room with him, and are engaging within the conversation. There is also stereotypical American music playing including all the trumpets. The reason this type of music may have been chosen, may be because it refers to the place Louis is in (America), making it iconic. All of the scenes above were taken as long shots, this means we do not miss any of the conversation until it ends, making it a lot more engaging for the viewer.

Video

What techniques have been used to make the video engaging?

  • Shots of the person speaking as well as what they are doing (typing), or what they are looking at (their work).
  • Sound bridge
  • Medium shot of them and their name
  • Subtitles for welsh
  • Different focuses, like the subject and then the camera moves out of focus to show the background

What kind of planning did you think went into a video like this?

  • Different types of shots such as what ones they could use
  • Adding in text into the scenes, like their names and company they work for
  • Translation into welsh to add in
  • Where and when to use hand held shots, and then tripods where necessary
  • Who, and also how to create a shot that will not include people who do not want to be filmed

Things to consider for your subject

  • Full Sentences
  • Forget about the camera
  • OK to read answers
  • Did I forget anything?
  • Excitement
  • Short sound bites

Explain this too them before you start filming, it can make the subject feel more comfortable, and make the whole interview a lot cleaner.

 

 

 

 

 

 

Social Media in a Whole

What is meant by Social Media?

Social media is websites and applications that allow users to create and share content or to participate in social networking.

Examples of social media:

  • Flickr
  • Facebook
  • Snapchat
  • Twitter
  • Instagram
  • Tinder
  • Skype
  • WhatsApp
  • Spotify

Uses of social media:

  • Connect
  • Share
  • Conversation
  • Argument/debate

What is it to a user? (YouTube)

  • Can inform you
  • Share opinions
  • Create humour
  • Learn new skills through videos
  • Teach people skills
  • Get in inspired (travel, products, ideas)
  • Music
  • Subscribe and create playlists

What is it to a marketer/communicator? (YouTube)

  • Help to promote and advertise
  • Inform people of uses (of products)
  • Brand deals to YouTube stars such as Zoella
  • Popularity for company
  • Aim at target audiences

The principles of social media:

1)       People, not technology

2)       Conversation, not broadcast

3)       Trust and transparency

4)       Networks, not destinations

The main ways organisations use social media:

  • Marketing – trying to sell a product, it can be competitions and humour
  • Information – Encourage customers
  • Customer Service
  • Research
  • Internal Communications

Exampling Pinterest

This particular platform offers you to save photos you may like and pin them to ‘boards’ which are sections where you can gather photos together like a scrap book. You can find recipes here, and photography pieces that you can get inspired by. You can see an example here of a board I created. It is very easy to use as you can search what you want find loads of different examples and save whatever ones you want wherever in the boards you create.pin.PNG

What it offers to the user is inspiration, and a way of pinning even your own work up. You can show photos you have taken, or save from others.

What the site offers to an organisation is a way of promoting products, and advertising. Through the photos you can show your product, and when people search it enables you to find and see this content, and then act on it.

Why do we need strategy?

  • How frequent you post
  • Content you will post and its variety
  • Which platforms to yours
  • Target audience – knowing who you are focusing on, tone of voice you use
  • The time you post

What is the difference between strategy and tactics?

A strategy is the plan of doing something, whereas tactics are the actual details used to do it.

Owned, Bought, and Earned Media

Owned – Space and content over which you have control

  • Website
  • Social media posts
  • But will it be seen? If it is not visible then it is useless
  • Bias remarks, trust issues

Bought – Online space that is bought for money

  • Display advertising
  • PPC – adverts at the top of Google for example
  • Sponsorships
  • Facebook advertising
  • It can cost a lot if you rely too much on it
  • Lack of trust

Earned – Online presence that is controlled by others’ decision

  • Testimonials
  • Reviews
  • Shares, likes, and comments
  • However, there is a lack of control
  • But you can trust it more
  • It is also free

POST

P – People – Asses the social activities of your audience

O –Objectives – Decide what you want to accomplish

S – Strategy – Plan for how relationships with customers will change

T – Technology – Decide which social technologies to use

People

  • Age
  • Location
  • Gender
  • Wealth
  • Occupation
  • Interests
  • Religion
  • Ethnicity
  • Sexuality

Objectives

Simply put it means what you are trying to achieve and do. Some of these ideas could be increased sales, brand awareness, satisfying customers, reputation, and behaviour change.

Strategy

Examples of strategies are ‘making people laugh’, ‘making people feel guilty if they don’t use our product’, ‘get existing customers to tell their friends’, make new customers aware of the problem our product solves’. Making people feel in general helps you to connect with your customer.

Technology

Choice of the platforms you wish to look at, and what the content will be (image, video, text, quiz, etc.).

Content

Images

  • Easier to view product, and see what it is
  • Don’t always get full details
  • More attractive then text, eye catching, and less boring to look at
  • Use of colours to reinforce your brand
  • Simple
  • False advertising – something may be smaller than what they advertise it as

Text

  • Easy to edit
  • Professional
  • Informative
  • Not always read
  • Boring
  • Blind people

Audio

  • Quicker
  • Easier
  • Harder to follow
  • People could mishear
  • Deaf people

Video

  • Visually/hear it
  • Concise
  • Not boring for kids
  • Expensive
  • Old people
  • Internet access

Illustration

  • Engaging
  • Shows a lot of information
  • Eye catching
  • Not identifiable by search engines
  • Not suitable for visually impaired
  • Can’t edit easily once uploaded

Example – Dior

A brand I will use as an example to demonstrate POST is the Dior Blooming Bouquet fragrance. You can see from some of the stills below that this particular company has their own website, and pages on places such as Facebook and Instagram. Here they can sell products, but also have the ability to advertise new products.

P – People — Dior mainly focuses on audiences aged 18+ when it comes to perfume. It is an upper-class product, and can be very expensive so young adults and the older generation are focused on more. For example, their Blooming Bouquet new fragrance is based on the young adults, this is because it is a sweeter smell, and decorated with light flowers and ribbons to attract this type of audience.

O – Objectives — This company wants to accomplish a profit, and to achieve popularity with its customers.

S – Strategy — For this product the strategy is to make the customers feel summary and happy, they use bright and gentle colours to attract and gentle aspect such as petals and the beach as a background to make the customer wish to be there. Almost like saying, “feel at the beach by wearing Dior.” How attractive

T – Technology — By using technology companies are able to get their work seen. Dior uses simple words and images/videos to attract their audiences and get their attention on the product they are selling. You can see below an example.

In my opinion, I believe that Dior is selling their product correctly ad the way they style their adverts is attracting and makes you wish you could try some of their products. This has the ability to improve profit as it means customers will try and buy their products.

Content

Creating a Content Planner sheet will be able to help you to use social media to the best of the company’s ability. It helps to plan what time of day to place content, whether that’s text or a photo. Depending on what audiences you are going for, you can then better place content at the right times so that the right audiences get to see them.

To maintain work on social media, what you can do is connect to Hootsuite which will then display when and wear you can tweet. You can even schedule to tweet at night even though you will be sleeping. This has the ability to let different audiences see your content, such as US audiences for example.

Voice (Tone of Voice)

Tone of voice can be how you communicate and respond to someone. Depending on who you are talking to you will talk different compared to how you would a child than an adult.

Innocent – Example

  • Talks happy
  • Informal
  • Exotic
  • Attractive for kids, but also for adults
  • Clean
  • Light hearted
  • Sunshine
  • Kind and gentle

 

Paul Johnson Photography

  • Sophisticated
  • Formal
  • Light Hearted
  • Intriguing
  • Classy
  • Professional

Drafted Facebook message in the voice of my company above

After two years of hard work Paul Johnson Photography have a brand new product launching the 10th December!  We can’t wait to share it with you and as customers, we are inviting you to have the first look before anyone else. Contact us now for more information, and come along this winter!

Customer Service

Using social media with customer service is used because it can be efficient and quicker for the customer. It is more visible for customers if others have similar problems. Being out in the open can actually help with trust as well. Some people have started expecting this as social media is used so much.