Digital & Social Media Communication - Task Compilation & Progression
//2024 - //2025 / Week - Week
Amelia Intan Cahyani/ 0355211
Digital & Social Media Communication/ Bachelor of Design (Hons) in Creative Media
Task Compilation & Progression
Instruction
Task Compilation & Progression
Lectures
Week 1
FACT-FINDING (Drives your content)
Social Media content for awareness: to share to the people out there about the products/services. [already have certain market/followers]
Visibility: beginning stage
Conversion: convert something into sales
Questions to ask:
How long has the business been around?
How do you do your marketing (promote: offline/online store, etc)?
What’s your revenue (sales) like?
How big is the team?
What is your conversion rate?
(Follow up question) How much do you spend?
(Supplementary question) Do you keep track of your client database?
*A high conversion rate is anything range from 30%>
*Rule of thumb for ads= 1:2
Introduction to Social Media
Content Creation and Planning
Building Captions and Messaging
Visual and Video Editing
Strategic Use of Different Social Media Platforms
The Foundation of Effective Social Media Strategy
Demographics (age, gender, location, etc)
Influences and aspirations
Interests and behaviors
Pain points and needs
Key Attributes
Demographics: Age, gender, location level, and job roles.
Psychographics: Interest, Values, beliefs
Behaviour: How they interact with your content
Pain Points: What problems or challenges do they face
What is a Persona?
A semi-fictional representation of your ideal follower based on real data and market research.
Week 2
6 weeks = 18 contents
*contents: 50% (static, carousel, seasonal) 50% (videos, reel, tiktok)
Social media algorithms change yearly
Tofu (top of the funnel): traditional, physical, social, ads
Mofu (middle of the funnel): website, Shopee, Lazada, TikTok’s yellow (need min 1000> followers) & blue bag (need min
Bofu (bottom of the funnel): newsletter (email, marketing)
KOL (key opinion leader): someone who is able to drive a group of people on their content; influencer
UGC (user generated content): they are macro influencers (10000 followers), micro influencers (10000< followers), they do honest review
Progression
Week 01
We start grouping and research on the brand that we want to work on.
Week 02
Here is the potential clients list that we came up at class:
Duolingo
Oriental Kopi
Beautea
Bonia
Skinnedco (know)
Chagee
Hygr
Saoi.my
Beryl’s
Zus
Rirana Parfume
Sugar and i
Bare and Bliss
Smash beauty
Skuash beauty
Velvet vanity
Inside Scoop
Hype
Fluffed
joisocial
Dododots
Be.loom_ (know)
Camani home (know)
Kopi see/bonsoe bakehouse (know)
Week 03 - Brand Information
We started creating the 118 Grinder Cafe’s information on Canva. Before diving into writing the information, each member were assigned to different roles so it would be more efficient to complete the task:
About 118 Grinder
Products
Target Market
Project Goals
SWOT
Vision & Mission
Social Media Analysis
Hit or Miss
Week 04 - Brand Information
During this week, we focused on finalising the slides for 118 Grinder Café's key information, ensuring the presentation effectively communicates the café's essence, values, and offerings. This stage involved carefully crafting content that highlights the café’s unique story—its dedication to expertly brewed coffee and its warm, community-centred ambiance.
Week 05 - Empathy Mapping & Persona
We created the empathy mapping and persona in miro. For the persona we did 4 made up personas that are students, freelancer and an employee.From this personas that we made helps us to get more ideas and insights on how to target and create out content in an organized way.
Week 06 - Content Planning
Sir showed us the sample of the content planning sheet so we can get a reference.We went to the cafe and had a discussion with the supervisor regarding our proposal and permission upon this project for this module. After a few discussions were approved we proceeded to plan out the content shooting schedule.
Week 07 - Content Planning
Our first week we started shooting at the cafe for our first content posts according to our planning sheet. Content shooting is cafe direction video, cafe ambience morning tour video, best selling menu videos and posts.
Week 08 - Content Planning
Third visit for content shooting is a cafe ambience morning video. We also shoot for best selling menu posts, beverage behind the scenes videos.
Week 09 - Content Planning
Fourth visit to the cafe was in the evening. Shooting for coffee pairing, strawberry matcha behind the scene. Start editing video and pictures.
Week 10- Content Planning
After a few feedbacks from sir and requests from the Cafe, we color graded and edited videos before finalizing it before posting.
Week 11- Final Project / Pitch Deck & Design Application and Development
For the engagement posts we created a few trivia questions & polls.
Week 12 - Final Project / Pitch Deck & Design Application and Development
Continue to adjust colour grading for video & photo. Finished trivia questions & polls post. We also created 2 Posters as a collateral for the cafe brand.
Week 13- Final Project / Pitch Deck & Design Application and Development
After editing our content posts and videos, we finalized the final presentation deck together by referencing the seniors slides template.
Week 14 - Final Project / Pitch Deck & Design Application and Development
Here is our final Slide presentation deck:
Feedback
Week 03
Sir assigned us to choose the best brand from the lists of brands we have listed that have the social engagements according to the amount requirements for this Task.
Week 04
Start on planning out the content ideas for Posts and Videos.
Fill in the google planning sheet as a start up point before creating content for the brand.
Week 05
Proceed to continue the progress for the Instagram Post planning.
Sir approved the content planning ideation.
Week 06
Sir approved the video and pictures that we shot in the cafe.
Continue to edit the contents.
Week 07
Continue with our progress.
Week 08
INDEPENDENT LEARNING WEEK
Week 09
The posts and a few videos are too dim and the lighting was not suitable and engaging.
Sir recommended some colour grading opinions.
Week 10
We were told to proceed with the contents after consulting.
Adjust the filter and colour grading for all posts and videos that will match the aesthetic of the cafe brand.
Week 11
Sir explained to us about the key findings for the slides.
Week 12
Continue to complete all the Social Posts and Final slides.
Complete the Content planning sheet.
Week 13
Finalize everything before Final Presentation week after Christmas and New year break.
Week 14
Final Presentation.
- Content Planning Google Sheet
- Miro link!
- Final Presentation:
Reflection
Experience: Reflecting on this semester-long project, I can confidently say it was a journey filled with learning, collaboration, and creativity. Initially, I felt overwhelmed by the sheer scope of the project—managing everything from fact-finding to content creation and presentation. However, as we progressed, each milestone added depth to the experience. Working on 118 Grinder Café’s social media strategy allowed me to explore the intricacies of digital communication and content marketing. The collaborative environment was especially rewarding, as it brought together different perspectives that enriched our outputs. Whether it was brainstorming content ideas, shooting videos, or refining slides, the experience demonstrated the power of teamwork and adaptability in achieving shared goals.
Observations: Throughout this project, I noticed how vital detailed planning and organization are to the success of a social media campaign. The content planning sheet served as an essential tool for aligning the team, ensuring all ideas and tasks were documented and tracked effectively. I also observed the importance of paying attention to the nuances of visual and video content. For instance, adjusting color grading and filters was a small but impactful change that elevated the aesthetic of our posts, ensuring they resonated with the café’s brand identity. Another key takeaway was how empathy mapping and persona creation brought clarity to our audience engagement strategy. Understanding our target audience’s preferences and challenges provided a clear direction for crafting meaningful and relatable content
Findings: This project deepened my understanding of creating a cohesive digital strategy. One significant realization was how much thought goes into balancing creativity with data-driven decisions. The process of analyzing the café’s brand identity, incorporating audience insights, and aligning content with business goals taught me the importance of an integrated approach. I also learned that producing engaging content requires a seamless blend of storytelling and technical expertise. Whether it was creating trivia questions for engagement posts or shooting behind-the-scenes videos of the café’s signature drinks, the focus was always on delivering value to the audience. Another important finding was the role of iterative feedback in refining our work. From improving lighting in videos to adjusting the tone of captions, every piece of feedback pushed us to create better outputs. These refinements not only enhanced the visual appeal of our content but also aligned it with the café’s cozy and welcoming vibe.
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