In this project you will plan, design and execute a media campaign aimed at a specific, measurable objective. You will conduct and orchestrate a unified campaign across at least four media channels: Flickr (or other appropriate photo sharing service), Twitter, Facebook, Google+, weblog, wiki, online forum, print (posters, brochures, postcards, and so on), and in-person.
Groundswell’s Four-Step Planning Method: POST (+ JT’s O)
See the “Graphing Audiences and Participants” reading sources in the Epsilen Weekly Reading Forum. Based on that material, answer all of these questions:
1) Using the Groundswell social technographics ladder, which groups might be most interested in your messages and ideas?
2) Along the lines of Malcolm Gladwell, can you theorize any “clusters” of people who might be interested in your messages and ideas?
3) Identity traditional market segments or demographic groups who might be interested in your messages and ideas.
4) Identify online interest groupings that might be similar or related to your messages and ideas.
5) Bottomline, who do you want to engage with your message? Who do you want to affect?
1) Your project must have one or two (no more than three) clear, well-defined objectives. What are they?
2) Do these objectives tie into any larger goals?
3) How will success of your campaign be measured?
1) Per Groundswell Chapter 4, will your primary campaign strategy be focused on: listening, talking, energizing, supporting, embracing, or something else? Probably most of your campaigns will be focused on talking or energizing— but read the chapter and be sure you understand the terms. Describe in detail how you will conduct your campaign. This is the meat of your proposal.
2) What is your timeline?
3) How will you engage with your audience/participants over time? How will engagement grow over time?
What technology and tools will you use? Here is a list of possible tools: Flickr (or other appropriate photo sharing service), Twitter, Facebook, Google+, weblog, wiki, online forum, print (posters, brochures, postcards, and so on), and in-person. Are there alternative tools? Why are your chosen tools the best? List your four (or more) tools and describe how you will use them and why they are best choice over any alternatives.
1) Will you be working on the behalf on any existing companies or organizations?
2) Do you want or need to work with any students or other people in a collaborative way. If appropriate list the names and titles of anyone with whom you’d like to work.
1) What are some possible consequences of your campaign? Ways it could succeed or fail?
2) How will you build on successes? How will you build on failure?
3) What will be your return on investment (ROI)? Most likely this will be non-monetary. Firstly, you are probably hoping for a good grade, but how about beyond that? Professional experience? Personal goals or satisfactions?