Tag Archives: processpost

Process Post #9: Crunching the Numbers

This past week, we focused on global internet trends and activities with the help of Mary Meeker’s, “2019 Internet Trends Report”. We pinpointed where the greatest hubs of web users are around the world, which sites see the most traffic, and what details we can infer from all of this user activity—all of that fun stuff. So of course, you know the drill, it got me thinking. 

I know, whatta surprise. 

LUCKY NUMBERS

All this talk about numbers and data suddenly had me questioning my own. I won’t lie, I’ve neglected considering my analytics for the past couple of weeks (because, life) but this gave me the motivation to get back into it. 

It’s always fun to see behind the scenes of user activity. I’d even say that Travis Gertz hits it right on the head in his article, “Design Machines: How to Survive the Digital Apocalypse” when he describes analytics as “hav[ing] seem­ing­ly god-like access to the ways peo­ple use our prod­ucts”. 

With analytics, we’re given information like where our users are located, what content they like to interact with, and what devices they use to get to our sites. It’s like using a highly-developed, electronic, statistically justified Magic 8 ball. (Okay, so it’s nothing like using a Magic 8 ball.)

In saying so, now that I’ve seen last week’s stats regarding which devices are being used to visit the blog, I know that I should give more thought into what it’s like to visit Moods & Mixtapes via a mobile device. 

YOU’RE JUST TOO GOOD TO BE TRUE

Although, as life-changing and beneficial as it all sounds, I need to remember to not get too ahead of myself. As Gertz bluntly puts it, “met­rics are the internet’s hero­in”. And despite how absolute we may think the numbers are, they cannot always be trusted. We can’t just be making all of these changes just because the data led us to think they were necessary. 

Take it all with a grain of salt, I suppose.

Process Post_11 Online Shaming

People often think that the internet has provided lots of advantages for their daily purposes. However, in my opinion, the issues of cyberbullying occur more and more often within the current society. This week, we are assigned to watch a TED Talk, “When online shaming goes too far,” by Jon Ronson. Throughout the presentation, Ronson uses a real story on Twitter to represent how cyberbullying can actually affect one’s life. To illustrate, Justine Sacco who unintentionally posts the funny little acerbic joke- “Going to Africa. Hope I don’t get AIDS. Just kidding. I’m white!” on Twitter. Sacco was just a PR woman from New York with 170 Twitter followers before making this post; however, all the sudden she was targeted on the cyberspace. Afterwards, people who saw and share Sacco’s post tend to start making jokes-very despicable ones at her. In this case, even her job and her employers were as well affected by this cyberbullying. In addition, according to Jon, [Justine Sacco] was Googled 1,220,000 times. Also, Google made somewhere between 120,000 dollars and 468,000 dollars from Justine’s annihilation (Ronson, 2015.) In other words, Sacco’s life was changed in a really bad way just because of this unintentional joke. Nonetheless, people who shame Sacco behind their electronic devices got nothing. At this point, even though Sacco should look before she leap the acerbic joke online, people should also think from different point view before they make the comments. As we know, there are more and more people take others’ comments very serious on the internet. In this circumstance, these sharp comments sometimes will cause the tragedy that cannot be undone. To indicate, there are many celebrities tend to be mental illness after reading the comments on social media. For example, Cindy Yang, one of the social influencer in Taiwan who suicided in 2015 because of cyberbullying. After understanding of these two cases- Sacco and Yang, I personally believe that cyberbullying does significantly affect human’s life. Therefore, people should really think deeply before taking these “shaming actions” towards each other via the internet since they do not know when these actions will lead to the unrecoverable tragedies. In short, cyberbullying no doubt is one of the serious problem that needs to be solved in this generation.

Process post_10 Multi-channel Marketing

Choosing and applying the best marketing strategy is the most important concept to introduce a product into the market. However, living in this “improved technology” generation, single channel marketing is no longer the best and only marketing strategy anymore. This week in class, we have Darren and Sarah from Capulet Communication to discuss about the importance of multi-channel marketing with us. Personally, I believe that the multi-channel marketing strategy does successfully help a company to bring its brand and product to its customers.

Myself as an example, I voluntarily work in my brother’s company to help them to hold the concerts- mainly singers from China, Taiwan, and Hong Kong in Vancouver. Yet, although there are many Asians in Vancouver, actually the tickets are really hard to sell if we do not apply the multi-channel strategy. To indicate, we have to apply different marketing strategy towards different targeting customers. For instance, we have to place many posters in different areas to inform about our shows; such as Asian markets and restaurants for people who do not usually use the internet and schools that have more younger Asians who might be interested in the concerts. Also, social media significantly are the main channels for us to promote the shows. For example, Instagram and Facebook help us to spread out the propagandas via the internet. To illustrate, whoever see our posts on the social media will share the information to their family and friends and so on. As the result, there will be more and more people know about our shows. Moreover, the one-by-one conversation is the most required service that we have provided to our customers. In this case, it is not only easier for our customers but also for ourselves to answer the questions regard to the concerts. Therefore, throughout these multiple channels to promote the concerts, we have successfully nailed the SOLD OUT show.

Ultimately, I have more understood the importance of the multi-channel marketing strategy after rethinking the process of holding the concerts. According to Darren and Sarah, if we want to favourably reach different audiences, achieve different marketing goals, we have to tell [our] story in different ways. In short, these multi-channels really help many companies to promote their businesses in this new improved technology generation.

Process Post_9 SMART Goals

It is the 9th week since I have developed my personal blog, “Maggie Loves to Share.”  However, I notice that being a blogger is not that simple as I thought. Indeed, as a blogger, I understand that there are many things that I still need to learn in order to improve my blog. From the last nine weeks, I have gradually understood some important sources that I need to take care of as a “startup blogger.” To illustrate, from the previous process posts, “know your audiences” and “connection,” I understand that it is important to know my readers more if I want to attract more readers. At this point, I have to observe what kind of topics my readers would like to see more through my blog. Also, maintaining the connections between my audiences and myself is another important process needed to focus on. In other words, I have to link with my audiences through building up different connections. However, despite of knowing my audiences more and building more connections, setting up the SMART goals is also another important concept that I need to do for my blog.

This week in class, we have the guest speaker, Monique Sherrett to discuss the importance of setting up the SMART Goals for our personal blogs. The SMART Goals are described as follow:

S– Specific – setting up the specific target to hit; Benchmark or starting point is clear.

M– Measurable – a metric (target) that can be tracked.

A– Actionable and Achievable – it is possible to improve based on this action.

R– Relevant and Realistic – based on the history of performance, this is a reasonable goal.

T– Time-based – timeframe; how much time is required to reach the target.

Although I have learned the concept of SMART Goals from other classes, actually I have never thought about setting up a smart goal from the blogger’s point of view. In this circumstance, I decided to set up a smart goal that I can achieve in the short-term period for my personal blog. My smart goal will be described as follow:

S– create more criterias to attract different audiences.

M– looking for different interesting topics that my readers would like to read.

A– asking for different suggestions from my current audiences (eg,. My family and friends)

R– it is possible have the weekly or monthly meeting with my recent audiences to discuss about how my blog can be improved.

T– this smart goal plan can be runned for the short-term period (eg,. 2, 3 or 6 months goal)

Throughout this smart goal plan, I believe that I can attract more audiences from different perspectives. Ultimately, I would like to thank Monique to bring up the idea of smart goals in class. In my opinion, I think setting up the smart goals is no doubt a really important process to improve my blog.

Process Post 12 (Community Guidelines)

Community guidelines for any social media platform is an important element to have in order to lessen the risk of possible inappropriate behaviour with your site. For this week’s process post, we were to develop our own community guidelines and think of how we would implement them.

My site and its content can be a very touchy subject as it deals with very real and personal issues that many individuals have to face on a day to day basis. The content can also be different for those who may not be comfortable yet with such diversity and it may either clash with certain beliefs or challenge their thinking. It is important that my blog does not force any opinions, but merely highlights and brings to attention the importance of having diverse narratives and identities published online.

Four core community guidelines could go as follows (more could be added with further development of the blog):

  1. Create a Welcoming Space

Here, There stresses on diversity and opening up to listening and understanding multiple narratives, thus, it is important that the site creates an open and welcome space for all voices. By not offering a welcoming space, we are inhibiting the ability of those who may feel marginalized or already silenced to not be able to speak up and feel included within the discourse. No matter where someone may come from or who they may be, by creating an open space, Here, There will be able to carry out its objective of challenging hegemony and the “single narrative”.

2. No Hateful Comments

As a space that opens up to topics about issues regarding race, gender, and sexuality, topics can sometimes be very personal. As a space that encourages the freedom of speech, it is key to note that Here, There will carefully look at separating free speech from hate speech. We each have a perspective on how we view the world, but it is important to understand that hateful comments will not be tolerated and often come with negative repercussions.

3. Outright Discrimination Will Not be Tolerated

In conjunction with the second guideline, it is crucial that users do not make comments or post content that is discriminatory. As a blog that deals with the marginalized, discrimination is not uncommon for certain groups of people, so, having a no discrimination policy will help reduce what many have to face on a day to day basis.

4. Privacy

It is crucial for Here, There to make it aware that all comments and activity from users will be kept confidential. As the topics discussed can enter very complex and complicated situations that some may feel uncomfortable or uneasy telling, it will be the utmost importance to keep this information private – unless given permission by the individual to publish and share.

But How Will It Be Implemented?

The community guidelines for Here, There, would be a separate page to click at the top so that it is apparent and visible for visitors to the site. It will also be linked at the footer of the site as well so that when scrolling and navigating, it is easy and obvious to read and get to. The community guidelines will continue to grow as I learn from my audience as well as continue to learn of what constitutes a good blog of my subject matter.

But How Do We Regulate This?

The importance of having community guidelines is not to add heightened censorship to the site, but to enforce certain rules to minimize certain actions that will have negative implications towards the blog and its users. It will be key to have these guidelines carefully looked at so as not to create problems regarding the freedom of speech. Additional community guidelines that would be implemented would have to go under careful analysis to make sure that it continues to provide an open space for all, but still enforces the reduction of hateful and discriminatory behaviour and action.

 

Process Post 11 (Transmedia Integration)

With plenty of media outlets in the world today, there is without a doubt plenty of ways to implement transmedia integration to your site. As described by Henry Jenkins, transmedia storytelling, “represents a process where integral elements of a fiction get dispersed systematically across multiple delivery channels for the purpose of creating a unified and coordinated entertainment experience.” (Jenkins 2007). This can be highly beneficial in enhancing the experience for users on the site and the possible objectives and message that you envision.

Luckily for my site, I already have one form of transmedia integration added, which is through the use of Soundcloud playlists on my “Let’s Listen” posts. This form of transmedia integration helps enhance the entertainment experience whilst aligning with my message for Here, There in terms of representing diversity within the arts and entertainment industry. This media integration also connects with my target audience of artistic individuals who have an appreciation for music and who are interested in discovering diverse artists. An additional benefit of including Soundcloud playlists would be the option to implement audience recommendations, both to increase engagement, but to also make full use of this type of transmedia integration.

Another way of adding transmedia integration for the future development of my blog could be through YouTube videos. As a blog that focuses on the arts, but also societal issues of race, gender, and sexuality, there are many opportunities to have visual and auditory media implemented. Possibly, having my own Buzzfeed or Cut style videos could help enhance the entertainment experience, in addition to videos posted that are partnered with, or directly connected to my site. This can help build relationships with other artists and individuals, help develop the blog and its audience, and enhance my message and objective.

Inspired by sites like Them. who provide subscription emails for important posts and issues, my blog could also implement this form of transmedia integration. As Henry Jenkins notes, the use of dispersing elements systematically across multiple channels can be beneficial in spreading a message. Having an option to subscribe through an email may not only offer a means of engagement and audience retention, but also spread awareness of my website and of important topics and issues.

Lastly, an additional transmedia integration for my site would be including multiple social media accounts. Nowadays, it is a given that most businesses, organizations, sites, and individuals use multiple social media accounts. The use of social media for my site would be a core element as it would not only link my Instagram (in order to establish a personality behind my blog), but also link a specific Instagram for Here, There. Photos would fit a certain aesthetic that relates to my blog, but also highlight diverse people, events, artists, shows, and current events. Additional social media integration would include a Facebook page and Twitter account, in which there would be specific posts on events and key topics discussed. These accounts would also create an additional place for engagement between the audience and my blog and hopefully maintain a welcoming and communicative space.

Process Post 10 (Monetization of the Site)

Many websites have options implemented to help the publisher or developer obtain some form of income from it – whether it is through advertisements or the actual selling of a product. For this week’s process post, we were to think of whether or not we would monetize our site and if so, how we would go about this. As my blog focuses on societal issues, similar to that of a nonprofit organization, it is a little challenging to think of monetization so as not to diverge from the message and objective of Here, There. It would be key to not become driven by monetary means and risk diverging from the core meaning and value of what my blog entails. However, there could be a few ways in which monetization can be implemented for the site and how it could be altered so that it would be beneficial.

The first way that Here, There could be monetized is if there are advertisements implemented. These would not just be random advertisements, but carefully reviewed advertisements that align with the focus for the blog. It would be key to have advertisements that would relate to issues regarding race, gender, and sexuality so that it not only fits my site aesthetically but also provides further ways to explore the ways to challenge the norms within society.

Another option for monetizing my site would be adding affiliate links to other sites. This could also work in terms of partnering with other groups, organizations, or sites that have a similar objective. Affiliate links that could be posted on a “Let’s Listen” playlist could direct my users to albums, artist’s sites, concerts and live shows, in addition to possible organizations that the artists themselves have started or are a part of. Affiliate links within a “Let’s Talk” post could direct users to something I am either discussing, such as a book or talk, or to an organization that may have partnered with my site in order to help a cause. Lastly, there could also be a donation option on my site where the proceeds would go towards a new organization every month.

Logo for Here, There to be put on merchandise

Apart from the online ways of monetizing my site, I could also implement more physical means such as going to events and being a representative for, Here, There, and possibly making connections and getting partnerships. Another way I could help monetize my site is creating merchandise, such as tote bags, T-shirts, posters, or phone cases. I would go about this by having my header image on every merchandise in order to have Here, There recognizable and to help bring new visitors to the site (and hopefully purchase merchandise as well). This would also connect with my target audience of artistic individuals and hopefully would help engage new and old users.

All in all, it is key to note that much of the monetization for my site would go towards specific causes. The majority of money that is gained from the site would go towards specific organizations (a new one every month as mentioned earlier) in hopes that this would increase audience engagement with the knowledge that their actions would have a positive impact.

Process Post 9 (Our Analytics)

This was an interesting week for a process post as we had to focus on the analytics of our website and the data collected. I never had an opportunity to create something where I would be able to look at a detailed analysis of user data. My experience with analytics has only been with my Instagram account, but I was unaware of the amount of information that could be accessed through Google Analytics. Unfortunately, because I have not promoted my site very much (as I was unaware coming into this class that we were going to be working with analytics) the data for my blog was marginal. This did make it a little more challenging to work with.

Audience data (Sept 23 – Nov 11)

Since I have not had experience working with Google Analytics, I must admit that it is quite overwhelming and complex to understand. Luckily, with Monique Sherrett’s presentation, some clarification was made in regards to Google Analytics. However, I will definitely have to continue to take some additional time navigating the site and understanding the data in order to fully grasp what I am looking at. Nevertheless, there was still information that provided insight as to how my audience was interacting with Here, There.

Looking at the basics of what is shown (from the start of syncing Google Analytics to the week of this Process Post), it is apparent that visitors to my site came in waves. I was not surprised by this as it was most likely due to certain moments within the course when we were to edit, observe or look at our peer’s sites. The audience overview shows that most users are new with only a few returning visitors. One aspect that I was most surprised by was seeing that a few users came from outside of Canada, such as the United States and even as far as India; I had to question how people found the blog when it was not publicly advertised.

More detail of users and visitors to site (Sept 23 – Nov 11)

Looking at the acquisitions, what surprised me was the average session duration at around 8:12, which was much longer than I expected. In addition, after adding goals for my conversions (having visitors enter my site), it was apparent that I was meeting them, which is also something that I did not expect given that I was not able to frequently update my blog as much as I intended.

Acquisitions of site (Sept 28 – Nov 11).

Seeing that most users and visitors landed and spent most of the time on the homepage, ways that I could change my online publication is making sure that the homepage is visually appealing and captivating. It would also be important to make sure the content on the homepage will have users continue to navigate and explore my blog, instead of leaving. Overall, having the ability to look at the analytics for my site was an eye-opening experience into how our work can create certain outcomes. It would be interesting to publish and share my blog throughout more media outlets in order to obtain more data and further insight into my audience and visitor engagement.

Process Post 8 (Analytics)

Our online activity plays an important role for many businesses in terms of understanding their audience and the activity of users online. For this week’s process post, we were to discuss analytics and some of the pros and cons of collected data.

According to the business dictionary, analytics “often involves studying past historical data to research potential trends, to analyze the effects of certain decisions or events, or to evaluate the performance of a given tool or scenario.”. Understanding analytics can be key in improving one’s business or site and to confirm whether or not certain elements of your work actually have an impact on users. It is quite interesting to be able to track your audience’s activity and be able to make any necessary changes in order to create a desired objective or message. According to Hugo Moreno from Forbes, the concept of analytics is no longer just a nice option, but the core of the enterprise; they drive an enterprise and the formation of a strategy. The fact that technology has progressed to allow us to view, analyze, and dissect the analytics and data of our work and be able to alter our decisions based on this information is something quite profound for our time.

Although analytics is proven to be helpful, there can also me downfalls. Things that I find to be of a challenge would come from the creator and publisher’s side, but also as a user. As a publisher, such as myself, looking at analytics can sometimes be of a burden and diverting my attention to actually enjoying the work I put in. People may resort to unethical decisions just so they can improve their analytics or social profile, but disregard anything important about their own mental health. Take for example Instagram, by constantly viewing the analytics of a personal profile, the worry of what to post and when to post becomes more important than the actual enjoyment and freedom of the social media platform.

When does it become something for your own pleasure versus something only for the sake of others?

In addition, from a user’s perspective, knowing that websites (Facebook anyone??) can record and track your data may also be worrisome. How do we know what is being tracked and where our information is going? For large companies like Facebook, I tend to wonder parts of my online activity is being tracked and if I would want my activity to be tracked in the first place for monetization purposes. Are we really free to do what we please online? Or, is our every move just crucial sets of data for large companies to record and sell? Analytics has its pros and cons – I would argue that, especially in today’s technological age, that it is very important for us to understand what happens with our data online and when it can be of use and when we should take precautions.