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Digital Creative�Production

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Zhafran Tsany Yudizon, M.I.Kom

zhafran.ty@lspr.edu

_zhaftsany

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It’s a process and an outcome.

The process includes labour and technology, while the outcome is highly depended on transaction in economic sense.

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What is Digital Creative Production?

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Process

Pre-production
Production
Post-production

Outcome

Audio
Visual
Audio Visual
Text
AR

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“Our society has led us to believe that everybody is on the internet these days. Contrary to popular belief everyone is not on social media.”

-Germany Kent

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“

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You can create anything.

Informational //

Political //

Commercial //

Art //

Activation //

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The Aida Azlin Show

A podcast about religious modern lifestyle, complementing her website: https://www.aidaazlin.com/.

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Analyze Your Audience

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Who are your audiences?

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Why Audience Analysis is important?

- A successful content / campaign depends on how we do a thorough understanding of the audience you want to target?

- Your analysis will be used to inform the design of materials, messages, media selection and activities of your social media strategy.

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How to do�audience Analysis?

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How to analyze the audience?

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ANALYSIS

DATA

=

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How to analyze the audience?

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MANUAL RESEARCH

DIGITAL

TOOLS

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Manual Research

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By Demographic

Age
Sex
Education
Profession

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Language
Religion
Income
What else?

Demographic can show a population's characteristics in general.

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MANUAL RESEARCH

BY DEMOGRAPHIC

BY PSYCHOGRAPHIC

BY MEDIA CONSUMPTION

BY OTHER OPPORTUNITIES

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By Psychographic

Lifestyle
Hobby
Needs
Enthusiast
What else?

Psychographics can show a population's characteristics in specific.

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By Media Consumption

What type of social media they use
How often daily use
What do they see in the social media (content or channel)
What else?

Media Consumption can show a population's characteristics in Behavior.

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Ask these questions:

What appeals them?
What triggers them?
What do they like?
What do they dislike?

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Make a table

https://www.schneiderb.com/how-to-conduct-a-social-media-audience-analysis-for-your-school/

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Using digital tools

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Facebook’s Audience Insights tool

Audience Insights is a function within the Facebook Ad Manager. You can find it by clicking the drop down menu under “Tools.” The Audience Insights Tool will help you segment your defined “seed” audience based on different preferences and demographic details

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Digital tools to finding the right audiences

Twitter Analytics
Facebook’s Audience Insights tool

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Facebook’s Audience Insights tool

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Who do you think the audiences are?

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Content Ideas and Strategy

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What kind of content you want to create?

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Today’s Content

Ideation Process
Turning Ideas Into Strategy
Examples

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Ideation Process

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Ask yourself:

Why
Why
Why
Why
And why.

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What is ideation process?

“Ideation is the mode of the design process in which you concentrate on idea generation. Mentally it represents a process of ‘going wide’ in terms of concepts and outcomes. Ideation provides both the fuel and also the source material for building prototypes and getting innovative solutions.”

�

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Creative thinking process

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Source: Institute Design Hasso-Plattner at Stanford (d.school)

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“... the centerpiece of a human-centered design process. The Empathize mode is the work you do to understand people, within the context of your design challenge. It is your effort to understand the way they do things and why, their physical and emotional needs, how they think about the world, and what is meaningful to them.”

��

Empathy

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Define

This stage would be very helpful in solving user’s problems because the problem has been determined.
Focusses on your insights about your users and their needs to create goal oriented manner.

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��

Identify new solutions to the problem statement you’ve created, and you can start to look for alternative ways of viewing the problem.

Ideate

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Prototype

The solutions are implemented within the prototypes, and, one by one, they are investigated and either accepted, improved and re-examined, or rejected on the basis of the user’s experiences.

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��

This is the final stage of the 5 stage-model, but in an iterative process, the results generated during the testing phase are often used to redefine one or more problems.

Test

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Turning Ideas Into Strategy

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SET YOUR GOAL!

Specific

Measurable

Achievable

Realistic

Timely

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Reference: SMART model

S: Specific

In order for a goal to be effective, it needs to be specific. A specific goal answers questions like:

What needs to be accomplished?
Who’s responsible for it?
What steps need to be taken to achieve it?
Thinking through these questions helps get to the heart of what you’re aiming for.

M: Measurable

Specificity is a solid start, but quantifying your goals (that is, making sure they’re measurable) makes it easier to track progress and know when you’ve reached the finish line. Jane and her product team want to grow the number of their mobile app users – but by how much? If they get even one new signup, that’s technically positive growth – so does that mean they’re done? Same goes for their strategy; how many platforms will they advertise on? ��A: Achievable

This is the point in the process when you give yourself a serious reality check. Goals should be realistic — not pedestals from which you inevitably tumble. Ask yourself: is your objective something your team can reasonably accomplish?��R: Realistic

Here’s where you need to think about the big picture. Why are you setting the goal that you’re setting?�Jane knows that the app is a huge driver of customer loyalty, and that an uptick in their app usage could mean big things for the company’s bottom-line revenue goals. Now she revises her statement to reflect that context. You also want to ensure that your goal is realistic. Realistic goals are those that you are willing and able to work toward that can be achieved by improving your current habits.��T: Timely

SMART goals should have time-related parameters built in, so everybody knows how to stay on track within a designated time frame.

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Break it down!

Choose your “weapon”
Pick the right channel
Plan your game.

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Examples

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Creative thinking?

How do you think the creative thinking process was?

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Digital Media Platform Identification

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Why do we create a digital content?

Produce “clean” digital footprints
Build a “healthy” Internet Personality for future careers
Personal-Branding
Change & Opportunity: Exposure & worldwide connection
Social, cultural & economical values

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“It’s all about communicating your story in an authentic, valuable way so you can build trust with your target market and gain credibility within your industry.” Stephanie Burns | ForbesWomen

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Which channels should you use?

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Define and understand the Digital Media Platforms

One of the factors in optimizing the distribution of content to the audience is choosing the right Digital Media Platform!
Before you choose, carefully understand the characteristics and differences of each medium!
Choose a Platform that suits your goals and target audience

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Content exclusivity

If we use more than one platform, do not upload the same content on another platform. Adjust characteristics of each platform.

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Maximizing the features

Each platform has its own character and advantages
Customize the content with each character
For example:

Content: Text, audio, visual, audio-visual
Feature: Timeline, stories, tag, hashtag, mention, share
Downside: Karakter, durasi, resolusi

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How to create Digital Content in meaningful and responsible ways?

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Five principles of Content Creation

Define and understand the audience (future audience)
Use creative and critical thinking skills to produce quality materials that start from narrative/ script planner
Choose the right channel & right content
Learn from tutorials to have the technical competence to use a range of digital tools effectively and confidently
Respect copyright and post an attribution (image, music, etc)

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Three principles of Content Creation

Informative

How content gives clear information #Clarity #Readability

2. Persuasive

How content persuades your audience to like your post #Emotion #Delivery #Aesthetic

3. Identity

How content delivers a unique style of creator #Style #Signature #Logo

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Informative	Picture of Pastry
Persuasive	-
Identity	-

Informative	Picture of Pastry
Persuasive	That looks so tasty ♥
Identity	-

Informative	Picture of Pastry
Persuasive	That looks so tasty ♥
Identity	Made by Mark Gibson

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Informative	Picture of Me & Eifel
Persuasive	-
Identity	-

Informative	Picture of Me & Eifel
Persuasive	We are beautiful
Identity	-

Informative	Picture of Me & Eifel
Persuasive	We are beautiful
Identity	Made by Arthur

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Found by Elmo Lewis in 1920 as a linear hierarchical model of consumers-marketing. It can be used as content creation guidelines and great for campaign.

Attention: Attract the attention of the target audience.
Interest: Garner the Interest of the target audience by outlining the purpose of the design.
Desire: Convince the target audience that they want the product or service and that it will satisfy their requirements.
Action: Lead the target audience towards taking a specific and measurable action.

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