Week 11 – Second Due Date

Reverse Engineer an Sponsored Promotion Post

For the second half of this assignment, go to your class FACEBOOK GROUP, find the coinciding REP post, read your classmates’ initial posts, and respond to three different classmates. Select someone without replies (if possible), and do some of the following:

  • Do you agree or disagree?
    • Suggest a source or site that supports your position.
  • Did they leave something out?
    • Explain what was missing.
  • Add an additional viewpoint.

Affirmations such as “nice post,” “I like the way you explained this,” or “I agree” are not adequate for this discussion. Instead, be thorough and thoughtful. Your replies should start a conversation, not end it.

Submit to iLearn

After you have made comments, you will collect screenshots and create a PDF to be submitted on ILearn with the following:

  1. Your First and Last Name
  2. Professor’s Name
  3. Section Number
  4. A screenshot of your original blog post
  5. A link to your original post
  6. A screenshot of your initial Facebook post, where you shared your blog post.
  7. A screenshot (from Facebook) of each of the three comments (expanded view) on a classmates post

Paid Ad Project

Background

In this project you will create and implement 3 Paid Advertising Campaigns. You will run at least 2 ads on one channel and the third promotion on your second channel. You may drive traffic anywhere you choose, but your visuals and copy for the ads must be made from scratch during this unit. You will spend approximately $5 per advertisement.

No Free Lunch

There was a short window, when social media was young, that you could get all of the benefits without spending any money. Early on, the quality of your content was the only thing that mattered, but social media companies need to turn a profit. Each one will have a different business model, some more effective than others, but they all have ways to promote your brand, message, etc. They need you to pay for services, so they'll limit the amount that you can get for free. Don't kid yourself, there is no free lunch. In this unit, you'll be introduced to some of the features available to promote things on social media channels.

What to promote

You may promote what you'd like. Different channels allow you different options including promoting websites, gaining followers, and getting likes. You might want to promote your website or run a campaign to increase your social media influence. Either way, be very clear during the planning process what your objectives are.

Project Components

Ads (copy & visual)

You will need to write copy and create visuals specific to each channel. Every ad platform is slightly different in the way it displays the ads. Your ads may be very similar from one channel to the next, but don't make the mistake of assuming that all ad platforms are the same.

Your copy and visuals will be created from start to finish during this unit.

Visual Comps are similar to what you produced for the Article Promotion project, basically refined thumbnails. Mockups are screenshots of the type of ad you're doing with your comps photoshopped into them.

Segmentation Ideas

There are many ways to do this; they all involve figuring out ways to reach your audience. You may want to find TV Shows, books or movies that your audience likes and target those. Or you may have a similar message to a well-known influencer. Your audience might be in a specific industry or have a certain type of job title. During this stage, you'll identify as many ways to segment your audience as you can think of. Be creative. You may want to consider doing a "mind map" to find as many ways to segment as possible.

Segmentation Plan

Each channel has different options on how to segment based on the amount of information that they have on their users. Get on the ad platform of each channel in your IPPIE plan and begin to build your ad campaigns by segmenting your audience. Find out the audience count for each segmentation qualification on at least one channel.

Additional Learning:

Here are some videos that might help in setting up your ads:

What is due?

By the end of this first project week, you will have developed everything needed to create the ads next week. This week is more of a prep week than a draft week. It is time to create the following:

Segmentation Plan

The segmentation plan will add on to what you’ve created during the segmentation ideas assignment. Take the ideas and use the ads managers to find out which ideas you will use. Write down how many people will be reached for each idea according to the channel.

15 Visual Sketches

It is time to start thinking about the visuals you’ll use for the ads. Sketch at least 15 ideas for one ad. This should help you come up with scroll stopping ideas.

Advertising Copy

Write the ad copy which will be used for each promotion. This includes the caption, teaser, or any copy which goes on the images. This will be the only time you write the copy.

Comments

For this part of the assignment, go to your class FACEBOOK GROUP, find the coinciding post, read your classmates’ initial posts and respond to three different classmates. Select someone without replies (if possible), and do some of the following:

  1. Ask questions
  2. Answer questions
  3. Suggest other principles which may help
  4. Give more insight on an audience
  5. Help with Taboos
  6. Give advice or feedback on the strategy
  7. Provide advice on sketches

Affirmations such as “nice post,” “I like the way your sketches,” or “I agree,” “this was such a great draft. You’ve really understood your audience and can see that with your IPPIE plan. I don’t really have any suggestions, I am just trying to make this post long enough” are not adequate for this discussion. Be thorough and thoughtful. Your replies should start a conversation, not end it.

Submit to iLearn

After you have made comments, you will collect screenshots and other artwork, and create a PDF to be submitted on ILearn with the following:

  1. First and Last Name
  2. Section, semester and professor
  3. IPPIE Plan
    • This is a screenshot of your expanded Facebook post comment from the first due date
  4. Segmentation Ideas
    • This is a screenshot of your expanded Facebook post comment from the first due date
  5. Segmentation Plan
  6. 15 Visual Sketches
  7. Advertising Copy
  8. Three critique/feedback comments
    • This is a screenshot of your expanded Facebook post comment