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We looked inside some of the posts by digital-media-production-a2 and here's what we found interesting.
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13
Last Seen Tumblr Blogs
Fun Fact
The Tumblr app for Google Glass was released on May 16, 2013.
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Week 12
Critical Analysis
The technical skills I learnt from this particular activity was the set up and sharing of a livestream, specifically on YouTube. I got to learn about the reach and popularity that is the livestream world throughout this process as well.
Since livestreaming is cheap to produce, the use of it for brands, in particularly sport clubs or organisations, can have great rewards in a business sense. Live Streaming offers consumers real-time engagement which can often be interactive (Zheng, 2022). It is a way to be as niche and targeted as possible as the feature of a live chat can mean a more interactive relationship consumers have with their brand.
“Within a few minutes, your brand perception can go from all business to something warmer and more relatable with live-streaming. Once you build that crucial trust, then you are well on your way to cementing a real connection with your audience,” (Silva, 2020). Furthermore, in a financial sense, brands and businesses can save on finances and their time in the use of livestreaming especially since there is a lesser amount of personnel involved in this form of marketing (Silva, 2020).
References
Zheng, R., Li, Z., & Na, S. (2022). How customer engagement in the live-streaming affects purchase intention and customer acquisition, E-tailer’s perspective. Journal of Retailing and Consumer Services, 68, 103015. https://doi.org/10.1016/j.jretconser.2022.103015
Silva, P. (2020, October 28). 4 ways your business stands to benefit from live-streaming video. Forbes. https://www.forbes.com/sites/piasilva/2020/09/04/4-ways-your-business-stands-to-benefit-from-live-streaming-video/?sh=240c5f093d9c
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Week 2
Critical Analysis
The technical skills and knowledge I gained throughout this project was the use of different software to create the desired graphic. I utilised both Adobe Photoshop and Canva to create two different designs for each of my graphics. This involved the use of Photoshop’s various editing tools such as the ‘quick selection’ tool to remove the background of images and refine the look of them. Canva was where I was able to gain creative skills with the vast collection of elements and graphics that can be added to the piece. It meant I was able to focus on what Coburg as a club looks like, for example the colours associated with it.
This particular project used the digital media form of graphic design for the purpose of social media content. Graphic design in social media in particular helps to improve the overall aesthetic of a brand or profile and is a way for them to look professional, which should lead them to greater exposure and awareness as a brand (Graphicszoo.com, 2022).
In a similar way, the use of graphic design for digital marketing is prime for improving user experience. An improved user experience usually results in increased engagement which not only benefits the brand but also the consumer who gets to see more of that content they engaged with (Graphicszoo.com, 2022).
References
Graphicszoo.com. (2022).Graphic Design Subscription Services On Demand: Graphics Zoo. Graphicszoo. https://www.graphicszoo.com/article/importance-of-graphic-design-in-social-media-marketing
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Week 3
Critical Analysis
During the collation of this activity, I appropriately learned how to write for a sports organisation and how to effectively use the Adobe Suit.
The Adobe suit applications such as Photoshop and InDesign were used for the matchday publication that featured a front cover, team lists, a sponsor’s page, Q & A’s and a fixture preview.
Match day publications have been a staple for organisations or clubs to produce, and although fans are opting for newer experiences online, they still expect traditional communication methods (Hodeck and Kerkoski, 2019).
It is important for a matchday programme to be visually appealing, whilst also providing the reader with relevant information.
Combining traditional media forms with emerging new forms means all possible demographics can be explored and the organisations reach is maximised (Gantz and Lewis, 2014).
The matchday program provides fans with updates, it keeps them in the loop with their club. The AFL’s matchday programs can feature newsworthy things such as injury updates, from 1996 onwards, injury updates have been published so fans know when to expect players to return (Orchard and Seward, 2002). Publications such as matchday programmes provide match attendees with a match day experience, for example part of going to the footy is buying a record before the game. The publication provides the clubs with attendees increasing their loyalty through a purchase, and creates another (albeit small) revenue stream for the club.
Reference List
Gantz, W., & Lewis, N. (2014). Sports on traditional and newer digital media: Is there really a fight for fans?. Television & New Media, 15(8), 760-768.
HODECK, A., & KERKOSKI, M. J. Digital media in professional basketball: The case of supporters of the Hamburg Towers. Physical Education, Leisure and Health, 17-19 June 2019. Castelo Branco, Portugal, 1277.
Orchard, J., & Seward, H. (2002). Epidemiology of injuries in the Australian Football League, seasons 1997–2000. British journal of sports medicine, 36(1), 39-44..
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Week 4
Coburg Podcast: The 'Mane' Event
The skills learnt in this activity involved selecting the right clips, and finding a balance between those clips & the music/sound effects that were also implemented. The importance of keeping a podcast attractive to listen to is quite high, so getting this balance right and ensuring words that may seem monotonous don't dominate was of focus. Using the editing software of Adobe Audition, another key learning acquired was levelling audio, so the user experience listening to the podcast isn't a dreaded one.
A podcast can provide a good, transparent outlet for fans to remain updated on news surrounding their club periodically, easy to access with its universality and multifunctionality (Basenko, G., & Baskakova, V., 2021, p. 2). Producers can make it more personable to favour this niche, and the listeners who fall under this umbrella. Podcasts allow fans to feel more of a sense of comradery and pride with the team they support, as they become more immersed as a fan. From a business performance perspective, fans are more so inclined to be engaged with their club, with such content at their disposal. Therefore, identifying more deeply with a team can lead to purchasing behaviours in the direction of the club.
Sporting organisations must cater to all people, and a podcast is a good way for clubs to implement themselves into the daily lives of humans. Podcasts are consumable on the move. Much like in education its a new way to learn, fans can be informed on their clubs in a different kind of manner (Rockhill et al., 2019). It is something one can do as a part of multitasking (on the way to work, or doing chores) (Parakash et al., 2017, as cited in Rockhill et al., 2019). Coburg can stamp their footprint if they market their club, and do more to make their presence known, in ways that don't seem like a hassle for the intended markets they target. A podcast, through its unique consumption is one such way.
References:
Basenko, G., & Baskakova, V. (2021). Podcasts in the teaching media space. E3S Web of Conferences, 273, 12122. https://www.e3s-conferences.org/articles/e3sconf/pdf/2021/49/e3sconf_interagromash2021_12122.pdf
Rockhill, C., Pastore, D., & Johnston, D. (2019). The effectiveness of podcasts in sport management education. Journal of Hospitality, Leisure, Sports and Tourism Education, 25. DOI:10.1016/j.jhlste.2019.100211
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Week 6
Critical Analysis
The technical skills I gained through this weeks task was the different principals of photography and how they work together to create the an appealing image, these design principals which are often followed by photographers consist of; line, shape space, texture and light. (Wang et al.,2022.
I utilised a range of principals including exposure, depth of field, composition, rule of thirds. I also aimed to tell stories through the pictures as well as capturing emotion through faces conveying emotion and mood (Blurb 2023) .
Image one and two were aimed to tell a story of joy throughout training and hope coming into upcoming matches, I also utilised depth of field with both athletes being strongly in focus with the background in the distance blurred.
Image three I focused on rule of thirds with the main focal point of the image being on the second horizonal intersecting line.
Image four was also focused on telling a story of happiness and a strong culture within the women’s program.
Image five was also rule of thirds with the main focus lying on the second intersecting point.
Image seven could have been improved if I used the rule of thirds better, the athlete is too centred and doesn’t utilise the principals of photography.
Depth of field is a focus in image eight with athletes ranging from close to deep within the image.
This form of digital media has the ability to serve a sporting organisation in a variety of ways to support business performance, in the case of Coburg these images were used on club social media which also befits the fan experience. The images were also used for sponsorship commitments such as the ‘KAOS recovery player of the match”, membership advertisement and marketing purposes
References
Parris, A. (2023) How to use pictures to tell a story: Image storytelling tips, Blurb Blog. Available at: https://www.blurb.com/blog/how-to-use-pictures-to-tell-a-story/ (Accessed: 18 May 2023).
Wang, Lee, M. A., & Lee, T. C. M. (2022). When might we break the rules? A statistical analysis of aesthetics in photographs. PloS One, 17(7), e0269152–e0269152. https://doi.org/10.1371/journal.pone.0269152
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Week 7
Critical Analysis
The technical skills I gained through this week’s task was focussing on framing, lighting, sound and exposure to create clean and crisp videos which have great visual and audio balance allowing for the consumer to enjoy the content being watched (Hietan & Andehn, 2018)
For the two portrait video interviews, I used a close frame with my talent centred looking directly down the barrel. For the landscape interview I used a mid-shot frame and a wide-shot frame to allow for cut in and out.
I also ensured my space was quiet to allow for optimal sound and ensured lighting was directed at the subject.
Upon reflection, the lamp in the background of the landscape video could have been more appropriately placed to bounce light in other directions and make the video more visually appealing.
In the ever evolving and saturated online market it is important to make a great impression on social media and to stand out (Sportspro 2022), Video interviews have the ability to harness a large audience when done right and much like photos serve the sporting fan on gaining more personable content where they are able to get a feel for the personalities behind the organisation both from a business and sporting perspective.
References
Hietanen, & Andéhn, M. (2018). More than meets the eye: videography and production of desire in semiocapitalism. Journal of Marketing Management, 34(5-6), 539–556. https://doi.org/10.1080/0267257X.2017.1402807
He works as a writer (2021) Watch: Frame your shots like a master filmmaker [camera framing techniques], StudioBinder. Available at: https://www.studiobinder.com/blog/types-of-camera-shot-frames-in-film/ (Accessed: 18 May 2023).
Knott, R. (2023) How to get the perfect video lighting?, The TechSmith Blog. Available at: https://www.techsmith.com/blog/get-perfect-lighting-video/ (Accessed: 18 May 2023).
SportsPro (2022) Why your sport should harness content and community to reach a wider audience, SportsPro. Available at: https://www.sportspromedia.com/interviews/sntv-story10-agency-james-dobbs-interview-sports-media-content/?zephr_sso_ott=NfrHYs (Accessed: 18 May 2023).
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Week 9
(Youtube Format)
This particular activity required rearranging the acquired footage from the interview in a linear manner to help the interview flow smoothly. The use of graphics in the lower third allowed for the consumer to be informed of the subject, and be able to follow along with captions. Another key learning was creating the introductory and closing sequence to add a level of professionalism to the piece, including the logo and simple yet effective transitions. The changing of angles to keep the interview appealing as opposed to it being one solitary angle was another key learning, finding the right time to change the angle in line with what the subject was saying. The same balance needed to be found with background music and sound effects. It was important to not make it overpowering and only use it when necessarily, to not take away from the primary purpose of the interview.
“Video is the most engaging type of online content, with hundreds of thousands of people choosing video over blogs and other content,” (Bradnick, 2023). Along with this, brands often need video production and benefit from it due to the storytelling aspect it has as well as how it showcases the brand’s unique identity. In a business sense, the brand is able to get across their intended message a lot more engagingly in video form to increase their brand awareness.
Additionally, Video is said to help marketing a brand due to it increasing traffic and time consumers are spending on the business’ platform (Grgurović, 2023). In terms of the user’s experience, video is said to be favoured over images as it is more engaging and happens to tell more of a memorable story and higher content retention (Richardson etal., 2020).
References:
Bradnick, R. (2023, May 3). Why your brand needs a professional video production agency. Skeleton. https://www.skeletonproductions.com/insights/why-your-brand-needs-a-video-production-company
Grgurović, M. (2023, April 18). Video vs. image ads: Why videos perform better than images. Brid.TV. https://www.brid.tv/video-vs-image-ads/
Richardson DC, Griffin NK, Zaki L, Stephenson A, Yan J, Curry T, Noble R, Hogan J, Skipper JI, Devlin JT. (July, 9 2020). Engagement in video and audio narratives: contrasting self-report and physiological measures. Sci Rep ;10(1):11298. doi: 10.1038/s41598-020-68253-2. PMID: 32647183; PMCID: PMC7347852.
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Week 10
TikTok1
Doing this activity, the key skills learnt from this activity was understanding what content is social media friendly from a larger project, and then shortening the extended interview in favour of these smaller clips. Captions were inserted to favour all people in all environments, if volume cannot be raised or heard. It was important to not make the clips too long to suit the attention span on apps such as TikTok, which promote a lot of scrolling.
The content itself provides insight into volunteers from vice president, in high standing at the football club. It can provide an inclination for consumers to potentially embark on a volunteer journey locally, or the content can be a good, short marketing pitch for those interested to jump onboard what is happening at the Coburg Football Club. Additionally, the selection of content in the 3rd TikTok clip covers how the team is performing and given the credibility of the figure involved, fans & members feel hope, and assurance for the season ahead, despite a lack of success on the field. This means they're more so inclined to hang around and support the team in its darkest days.
Nowadays, football clubs extend far beyond the on-field product and the format this content presents itself in allows fans to understand what goes on behind the scenes of a football club, to help contribute to the overall sporting product that fans witness and experience on a weekend by weekend basis. Footballing fans are interested in this 'inner sanctum' type content, and so content like this is the insight fans hope to have provided to them in return for their support. Appeasing fans as a part of marketing can get the leg up on the competition (Meliawati et al., 2023, p. 77), aiding positive consumer engagement (Wahid et al., 2023), improved brand awareness, and purchasing intentions (Hutter, et al. 2013, as cited in Wahid et al., 2023, p. 106) and in turn, better business overall. A boost that a club like Coburg so desperately needs.
References:
Meliawati, T., Gerald, S. C., & Aruman, A. E. (2023). The Effect of Social Media Marketing TIkTok and Product Quality Towards Purchase Intention. Journal of Consumer Sciences, 8(1), 77-92. https://journal.ipb.ac.id/index.php/jcs/article/view/44194/24934
Wahid, R., Karjaluoto, H., Taiminen, K., & Asiati, D. I. (2023). Becoming TikTok Famous: Strategies for Global Brands to Engage Consumers in an Emerging Market. Journal of International Marketing, 31(1), 106-123.
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Week 11
https://davins1.sg-host.com/battle-of-bell-st-heartbreak/
Critical Analysis
In this activity I was able to learn all the skills and work it takes to put together a website or blog through a behind the scenes look. I took away the skills of how to hyperlink throughout the blog to reference different parts of what was in the writing. For example, a click on a word that takes you to a video of the game highlights. I learnt the importance of having tags added to your website for greater reach.
Website form of digital media marketing is a way that sporting organisations can communicate directly with its fans and members, provide news updates, sell any of their products such as memberships or merchandise, as well as hold any records of the club like game results and player information (Henry, 2022). In a business sense, websites also can promote their sponsors and even their own brand through different aspects such as livestreaming their games to create even further exposure than what they would get at the sports game itself.
Websites are essentially an extension of what sports fans consume on game day and on social media. Web pages are a hub of important information, constant updates and further ways to invest in the club (Sri Utami et al., 2021).
References
Henry, S. L. (Ed.). (2022, March 31). Introduction to web accessibility. Web Accessibility Initiative (WAI). https://www.w3.org/WAI/fundamentals/accessibility-intro/
Indah Sri Utami; Winarno; Haryono Setiadi. (Mrch, 2021). Journal of Physics: Conference Series; Bristol Vol. 1842, Iss. 1, DOI:10.1088/1742-6596/1842/1/012003
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