24.09.2024 - 02.01.2025 (Week 1 - Week 14)
Amirah Akbar Ali / 0361001
Digital & Social Media Communication
Task Compilation & Progression
INSTRUCTION
MIB
LECTURES
Week 1
FACT-FINDING (Drives your content)
- Social media content for awareness: to share with the people out there about the products and 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 ranging 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, reels, 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), and they do honest review
Task Compilation & Progression
Week 01: Brand Information:
- Grouped with Amelia, Amira, and Carol, we began our collaborative journey into crafting a comprehensive strategy for a brand that we wanted to collaborate and work on.
Week 02: Brand Information:
- Here is the potential client list that we came up with at class:
- Skinnedco
- Chagee
- Hygr
- Saoi.my
- Rirana Parfume
- Sugar and i
- Smash beauty
- Skuash beauty
- Velvet vanity
- Inside Scoop
- Hype
- Fluffed
- Chucks.co
- Gote.club
- Joisocial
- Dododots
- Be.loom_
- Camani home
- Kopi Soe
Week 03: Brand Information:
- We started creating 118 Grinder Cafe’s information on Canva. Before diving into writing the information, each member was assigned to different roles so it would be more efficient to complete the task:
- About 118 Grinder (Mira)
- Products (Amelia)
- Target Market (Sorcha)
- Project Goals (Carol)
- SWOT (Mira)
- Vision & Mission (Amelia)
- Social Media Analysis (Sorcha)
- Hit or Miss (Carol)
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 - 07 : Empathy Mapping & Persona:
- We developed empathy mapping and personas using Miro. For the personas, we created four fictional profiles representing students, freelancers, and employees. These personas provide valuable insights and ideas, enabling us to target our audience effectively and organize our content strategically.
Week 06: Content Planning:
- Sir Asrizal provided us with a sample content planning sheet to use as a reference. We then visited the café to discuss our proposal and seek permission for this project with the supervisor. Once several aspects of the proposal were approved, we moved forward with organising the content shooting schedule.
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| Fig 1.1 First Visit to 118 Grinder Café |
Week 07: Content Planning:- In our first week, we began filming at the cafe to create content aligned with our planning sheet. The shoot included a directional video highlighting the cafe, a morning tour capturing its ambiance, and videos and posts showcasing the best-selling menu items.
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| Fig 1.2 BTS of Contents Shooting |
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| Fig 1.3 Shooting Contents Progression |
Week 08: Content Planning:
- Our third visit focused on capturing a morning video showcasing the cafe's inviting ambiance. We also filmed content highlighting the best-selling menu items and behind-the-scenes footage of beverage preparations.
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Fig 1.4 Third Visit to 118 Grinder Café
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Fig 1.5 Shooting Contents Progression
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Week 09: Content Planning:
- Our fourth visit to the cafe took place in the evening, where we focused on capturing behind-the-scenes footage of coffee pairings and the strawberry matcha preparation. We’ve now begun editing both the videos and photos from the shoot.
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Fig 1.6 Fourth Visit to 118 Grinder Café
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| Fig 1.7 Shooting Contents Progression |
Week 10: Content Planning:
- Following feedback from Sir Asrizal and specific requests from the cafe's owner, we refined the videos by colour grading and editing them thoroughly before finalising them for posting.
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Fig 1.8 Color Grading Progression
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Week 11: Final Project - Pitch Deck & Design:
- To boost engagement and enhance 118 Grinder Café’s online presence, we crafted a series of interactive posts specifically designed to connect with our audience. A standout approach was incorporating trivia questions and polls, aimed at raising curiosity and inspiring active participation. For instance, we shared intriguing coffee-themed trivia that tested followers’ knowledge on topics like brewing techniques, bean origins, and global coffee culture.
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Fig 1.9 UGC Progression
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Week 12: Final Project - Pitch Deck & Design:
- Over the past week, we’ve made significant progress in enhancing the digital and social media presence for 118 Grinder Cafe. One of our primary focuses has been on perfecting the visual aesthetics of our content. We continued to adjust the color grading for both video and photo assets, ensuring that our visuals consistently align with the cafe's brand identity—warm, inviting, and engaging. These refinements are critical in creating a cohesive and visually appealing look that resonates with our audience.
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| Fig 1.10 Video Color Grading Progression |
Week 13: Final Project - Pitch Deck & Design:
- After editing our content posts and videos, we collaboratively finalized the presentation deck, ensuring it aligned with the goals and vision of 118 Grinder Cafe. To streamline the process and maintain consistency, we referenced the seniors' slide templates as a foundational guide. This helped us structure our ideas cohesively while adding our unique creative touches.
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Fig 1.11 Slides Progression
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Task 01: Brand Information
Task 02: Empathy Mapping & Persona
Task 03: Content Planning
Final Project / Pitch Deck & Design
118 Grinder's Contents Google Drive
FEEDBACK
Week 03
- Sir Asrizal 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 starting point before creating content for the brand.
Week 05
- Proceed to continue the progress for the Instagram post planning.
- Sir Asrizal approved the content planning ideation.
Week 06
- Sir Asrizal approved the video and pictures that we shot in the cafe.
- Continue to edit the contents.
Week 07
- Sir Asrizal 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 08 | Independent Learning Week
Week 09
- The posts and a few videos are too dim, and the lighting was not suitable and engaging.
- Sir Asrizal 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 Asrizal explained to us about the key findings for the slides, which he told us were about what we discovered about the products (could also put in product USP).
REFLECTION
EXPERIENCE:
Looking back on this module, I can confidently say it has been an enlightening and fulfilling journey. Initially, I felt uneasy knowing that the coursework heavily relied on group projects. The idea of working closely with a team over an extended period seemed daunting at first. However, it turned out to be one of the most enriching aspects of the module. Collaborating on the branding and social media strategy for 118 Grinder was both demanding and exhilarating. One of the highlights was witnessing how our designs evolved through collective effort. Having a supportive team that provided constructive feedback and shared innovative ideas made a significant difference in the final outcome. I came to understand that the project’s success was deeply rooted in collaboration. This experience underscored how crucial teamwork is, especially in creative fields like digital communication.
OBSERVATION:
Throughout the semester, I observed how varied people’s approaches to branding and design can be. It was inspiring to see my teammates propose ideas that I wouldn’t have considered. Their unique perspectives and skill sets often encouraged me to reassess and refine my own creative process. Another critical lesson was the value of thorough planning and organisation. Using tools like the Content Calendar proved to be transformative for our workflow. It kept us on schedule, ensured alignment with project objectives, and maintained accountability within the team. This process also highlighted the necessity of clear communication, which became a cornerstone for staying organised and delivering polished work.
FINDINGS:
This module gave me a deeper understanding of the role social media analytics play in shaping branding strategies. Prior to this class, I had only casually looked at Instagram’s analytics without fully grasping their significance. Learning to interpret data and apply it to a social media strategy was a pivotal moment for me. I was surprised by the complexity behind analytics—there’s so much more to it than tracking basic metrics like likes and follower counts. Although I initially found some of the terms and concepts challenging, I took the initiative to read up on them and explore additional resources. By the end of the module, I felt much more confident in analysing data and understanding its implications for consumer behaviour and preferences. Overall, this experience pushed me to step outside my comfort zone, develop innovative strategies, and make decisions driven by data. Working on 118 Grinder’s social media presence offered practical experience that I know will be invaluable in future projects. While I recognise there’s always room to grow, I’m proud of what our team accomplished and grateful for the knowledge and skills I gained throughout this module.
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