Life in Provo?

Provo City Snapchat Ideas

Scavenger Hunt

I really like the idea of taking more of an average joe Provo city resident, and having them take their viewers on a whirlwind trip. Like someone is making their own personal Provo Vlog, with teasers & sneak peeks into what life in Provo is really like. 

Maybe start off with Mindy Gledhill's bus, or just a quick snapshot of the side or the bright yellow of the bus, and then the adventure starts. You follow the person around as they take you on a quick adventure of where their favorite places in Provo are, all the while having clues to different things about Provo.

Like a picture of a cup from Cupbop, or standing on the corner near J-dawgs, or checking a book out from Provo library. Maybe he/she passes a person with a mustache really quickly, or the person ends up videoing someone's awesome-possum socks. Or he goes to meet up with someone playing basketball (Haws), etc.

These clues are just rough. But it needs to show people what Provo is really about. That it's fun, that there is stuff to do, and that even just an average person can find cool things to do and cool people to meet.

All of this would accumulate with the Rooftop concert, and perhaps the last shot of the video is all the celebrities that we have partying at the rooftop concert with the person who filmed the Provo Vlog.

New SnapChat

username: alyal7

Rough Draft of Wezel Pitch

Group Rough PowerPoint Draft of the Wezel Pitch

https://docs.google.com/presentation/d/1mSMPna3UJ_ITg-TeCpdf8oD8HRGtxN3g5oQ2XE-UfKA/edit#slide=id.p

Will be edited & finalized later.

Cross Platform Analysis of Converse: Instagram vs Facebook

Let's start this party with an awesome video. Why not, right?

Night time. Somewhere in London. A robot awakes..." #ChuckTaylor #ChuckHack made by Michelangelo the Robot.
Posted by Converse on Saturday, May 16, 2015

Why did I show this video? One, it's awesome. And two, because, Ladies & Gentlemen, today we are not just talking about Converse's Instagram platform, but we are taking a different route and discussing Facebook today as well. Are they different? Are they the same? What kind of audience do they have? Is one better than the other? These are some of the questions we need to ask ourselves when it comes to analyzing across platforms.

So...let's get started. 

Instagram

We've discussed Instagram in my past few blog posts, about what kind of audience Converse has, how they brand their company to the visual, artsy, unique people of Instagram who follow Converse, and love Converse as both a pair of shoes, and a way of life.

Feel free to look back on the other posts to get a little bit more background about Instagram & Converse, but let's take a quick look at some more Instagram posts from Converse.

Where are your shoes taking you?

How cool is this?

Clip of above video

Left: This post showcases one of Converse's followers. It also explains a little bit about what Converse shoes can do for you, but not in an overt way that seems too marketing. It focuses more on the lifestyle of the consumer--the creative, the edgy, the wide range of possibilities you can have when you wear Converse.

Center: Since Instagram is a vastly visual platform, a photo such as this is a perfect showcase of the product. Previous blog posts focused on how brands should show what you can do with their product, but that doesn't always have to be straightforward or useful. Converse = ART.

Right: The last post is actual a shorter clip of the above Facebook video. It's effective that they show the clip of the video and give credit to the follower who made it, but Instagram doesn't have the capability of showing longer videos, nor does it give a link to the video. This is where Facebook comes into play. 

Facebook

To start off with, it is important to understand the ways to use Facebook if you're a brand, like Converse. Research suggests that the first and foremost thing you have to do, on any platform but especially Facebook, is to show content that your audience wants to see, and subsequently share.

So for Converse, is there audience the same on Facebook as it is on Instagram? I believe so. I haven't done as much research into this, but based on the posts that they have used, it suggests that their followers are still like the followers of Instagram: younger, love Converse & adventure, music lovers, unique, and creative people. With their audience being the same, the posts that a brand uses needs to be "aligned with the passions of the people you want to reach and the value proposition of your brand" (Playbuzz). You can't just have a post that is completely random with no relevancy to your product or your followers.

Now, this isn't to say that you always have to post about your product directly. Research shows that "the foundation is your content, but the critical piece is building trust and relationships" (Social Media Today). Converse's Facebook page does a good job of keeping this in mind.

Converse Upcoming Events

Facebook allows Converse to be able to communicate more directly with their followers, and it allows them to post about upcoming events and invite people to those events. Instagram doesn't allow you to do this, or it's incredibly difficult and not effective if you do so.

In addition, Converse seems to respond more directly to both their Facebook page & Twitter feed than they do to their Instagram, since their Instagram is more about posting pictures of their products or showcasing their follower's "Made by You" campaign or #Chuckhacks.

An example of how Converse was able to respond directly to their followers on Facebook is through the below post. A girl was showing support for her friend with Cancer by making a heart from Converse shoes with her friends, and Converse posted this photo on Facebook & Instagram. On Facebook, though, she commented back on the post explaining how much it meant to her. Looking further into this post, I saw that Converse was actually one of the people to like her comment. This isn't like a huge deal, but it's a lot easier to do this on Facebook since users can like/respond to other comments on posts.

 Shoe Heart & Comment

Converse liked her comment directly

In addition, I noticed that Facebook allowed Converse to ask more questions, to get more feedback, and to interact with their followers directly and quicker.

A few questions Converse asked

My favorite interactive question

Left: Converse asked questions a lot at the beginning of their Facebook page.  They invite their followers to share their opinions. Facebook is one of the few platforms that this works effectively on. It allows others to see what other fans post as well.

Center: This is one of my favorite of Converse's early interactive Facebook posts. Not only does it get followers talking, but it gets them talking about the product itself in a fun, nostalgic way. ThunderCats, am I right?

#ChuckHackers

A promotion of #ChuckHacks

In addition, Facebook allows Converse to allow users to connect to each other, through their community of #ChuckHacks and #ChuckHackers. They invite followers to join the community, to showcase how you "hack your chucks". It prioritizes individuality and creativity and it brings people together who love Converse and want to share that love. It's hard to do that on Instagram, because it is mainly just a visual site.

Another lifestyle post similar to Instagram

Converse's Facebook page still does a lot of what Converse's Instagram page does, though. Here is an example, to the right. It shows the consumer, it showcases the creativity, and it still shows what Converse is all about: adventure, being yourself, and doing what you love everyday. It shows a lifestyle, though I do believe Instagram is possibly more effective for that aspect.

One final thing I thought was an interesting difference between Converse's Instagram & Facebook pages. The below is a post on Converse's Facebook page, and it is in a foreign language. Facebook is effective in reaching audiences across the globe, especially because it also translates the post for you if you don't speak that language. I had never seen something like this on Converse's Instagram, but I may be wrong.

Facebook allows foreign language translations

Overall, Facebook isn't better than Instagram. Neither is Instagram better than Facebook. They do have some things in common; they strive to have the same audience and message, which they communicate effectively. But sometimes the tactics used to communicate that message are different. Facebook allows for upcoming events, longer videos, and links to other platforms or websites. Instagram is widely used for lifestyle posts, showcasing the followers & users of Converse, and is largely a visual platform.

It all just depends on which platform you want to use for your brand. Using a few different platforms, but having a unifying message/theme/layout helps readers to connect with your brand in a variety of different ways. Converse does this effectively, using Instagram, Twitter, YouTube, Facebook & Google+

Content Analysis of Super Fan

What's the first thing that pops to YOUR mind when I say CONVERSE? Not the verb, but the shoe, of course. Perhaps it's one of these words...perhaps not.

These are just some of the most frequent words that pop up through BuzzSumo in regards to Converse. Most seem to relate to the actual company, the design of the shoe, or the artists that are working to create newer Converse collections.

We see that the brand name is the largest, and that a lot of these focus on the different aspects that Converse has to offer. I do believe that this focuses too much on the sales aspect, and not on what Converse really stands for.

 

SO WHAT DOES CONVERSE REALLY STAND FOR?

You.  Plain & Simple. 

Through research of shared links and articles about Converse, it is easy to see some of the things that Converse holds dear. And by extension, their followers hold them dear as well. This brings me an earlier idea of one of the most important questions to ask if you're a brand:

What do we stand for, and what do we represent?

And Converse stands for so many things. Some of the themes that I've found through my research include:

• You Matter
• Celebrate All Walks of Life
• Personal History--Celebrate your past, present & future
• Creativity
• Music
• Made by you for you with you--Converse involves their followers in so many aspects of both production, but also engages with them by showcasing local artists and musicians, like during their "Made by you" campaign.
• Self Expression
• Creating something new from something old
• Uniqueness

Converse also does what all brands should do, share stories. Sometimes these stories aren't shared by Converse themselves but by their followers. Like when a video went around on YouTube of two dogs wearing Converse and skating. I've taken the liberty of attaching the video below. Watch if you so desire.

Converse also shows their follower's lifestyle. What's a day in the life of a Converse wearer like? These kind of stories also end up on their Instagram page. But here's an example from one of their other platforms.

Converse, especially on their Instagram page, does one of the most important things a brand can do. And what's that?

Be human. 

Research suggests that a brand needs to "Be human. Be kind. Be real. Be funny. Be respectful. Be empathetic. Be all of the things you would expect someone to be toward you in every interaction" and Converse does just that (see examples below). Converse features stories of their followers wearing their shoes doing crazy and normal things and they also showcase their followers talents, like with the #blankcanvas event.

Everyone has their own story.

Be creative. Showcase your talents

In regards to the other themes I found, Converse seems to understand that their followers are real people with real lives and stories to tell. For example, the Converse media website discussed the "Made By You" campaign and how it is a:

"...true celebration of creative individuals, their stories and their sneakers. Whether they are hand painted, covered in mud or worn out with holes, each Chuck Taylor All Star portrait tells a deeply personal story of the transformation from a white, black, red or navy sneaker into a remarkable piece of art. However worn, customized, modified or pristine, the portraits demonstrate the vast potential of an ultimate blank canvas."

They even go on to explain that the campaign "not only celebrates the people who have made the Chuck Taylor more than a sneaker, but also seeks to unleash their continued creative expression around the globe."

It made me think of how the term "blank canvas" doesn't just apply to shoes, but it applies to people as well. Converse realizes that and tries to use every post and design update to show that you can create a blank canvas of your life through your shoes and where they take you.

Another things Converse values is the past. Converse always tries to pay homage to their original company and ideas for shoes and who made Converse who they are, just like the earlier quote suggests. For instance, one story tells us how a pair of Michael Jordan's Converse sold for $33,387 and explains how he used to wear those shoes before Converse teamed up with Nike, and he wore them during his training days. Way to showcase the past, not to push it under the rug.

In addition, Moz.com also explains what brands should do in the case of a crisis, which Converse had when other companies made brands of the Converse shoe, and Converse attempted to take them off the shelves quickly. Moz.com says that companies need to prepare, respond/measure, recover, and prevent. Converse did just that. They responded quickly, efficiently and kindly.

All of these suggest that Converse does extremely well at marketing their brand, engaging their followers, and handling crises. They showcase their followers and shoes at the same time. They show that it's okay to be yourself, and that Converse shoes can help you do just that.

Where have you been?

What's your story?

 And they do a great job of showing one thing over all.

It's more than a sneaker. 

It's who you are.

So, who are you?

Engagement Map: Converse

What are Influencers?

According to past research into influencers, they found that influencers have valued opinions, they are advocates of a brand, and they build awareness for said brand. They are followed because people trust them, and because their opinions about this certain brand permeate different platforms and areas. 

So this begs the question of who engages with Converse. So who are high engagement fans, the influencers, etc? 
 
Possible Demographics & Psychographics:
So many people love Converse, and it was incredibly difficult to figure out possible people that have importance with the brand and who engages with Converse a lot.

From very brief research, I found a few different things that could be accurate: 

• Mid-teens to mid-20s
• Some high school students; mostly college
• A lot of different races/ethnicities
• Various geographical locations: NY, LA--seem to be major fashion/music/media scenes
• Male & Female

Most tend to:

• Love fashion
• Love adventure--many show action shots & pictures of people wearing converse all around the world
• Love music. MUSIC. MUSIC. MUSIC.

Some partner content also appears, as Converse Rubber Tracks has its own Instagram account, which focuses on the music scene of Converse.

In addition to all these, there are a few possible influencers. Recently, Converse launched their "Made by You" Campaign, which featured Converse from both famous and normal individuals.

For instance, research has actually looked into this campaign to identify possible influencers. Some include average Instagram users like@weworewhat, @eggcanvas, @natalieoffduty, @streetsmith, etc. These people participated in the Made For You Campaign, and seem to be models, fashion bloggers, or editors of magazines. I believe that this makes them influencers, even if they don't post about Converse all the time. Looking at the campaign, Made for You, it has the most potential in showing influencers and high engagement fans because that is what the campaign is all about.

In addition to average influencers, there are always going to be more prominent influencers, like Imagine Dragons or Patti Smith or even Andy Warhol. All of them have had shoes posted to the @Converse Instagram page, which builds awareness and stretches awareness of the brand to their own followers. (all images taken from Google or @Converse Instagram page) 

Patti Smith

Imagine Dragons

Andy Warhol

It's quite interesting because influencers can be famous like those above, or they can be average people, which I find that most of Converse's engagement is with regular fans. These people are average individuals who have a passion for life, for music, and for Converse, which allows Converse to target them and to showcase their own individuality while building their brand. 

One past interview with Forbes Magazine shows that they allows people to be themselves, to be creative, and to wear Converse at the same time. 

More research needs to be done in order to find out who exactly the high engagement fans, influencers, detractors and partner content are with Converse, but this is only just the beginning. A few things are clear. Famous individuals have more influence with Converse, but Converse is about the middle man, which is who their high engagement fans are. I found that most of those who are commenting and liking the photos are different people, but are similar TYPES of people, and that most of them are loyal followers of the brand.

Media Diary Log

I remember the last time I did a media diary log, I swore up and down that I wouldn't have that much media consumption on my log. I swore this would be the same thing. That I would control my consumption, and wouldn't have that much media consumption. That was DEFINITELY not the case this time. Or last time. Or pretty much any time. Anyways, here goes.

Thursday April 30
I didn't keep a completely accurate log, but I'm pretty sure today was the worst of all days in terms of media consumption. Apart from the few hours of work, and few hours I did regarding school work, I spent over 8 hours on media, most of which was spent after 3pm, once I got back from school.

Places I visited: Tumblr, Facebook, Instagram, YouTube (definitely YOUTUBE), and FanFiction (I am not ashamed to admit that).

YouTube was probably the worst, since I tend to have music videos playing to the side or in the background while I do other things.

FaceBook and Instagram were more mindless, maybe 5-10 minutes here and there. I'd check to see what people are doing, like some posts, or comment on funny posts, and then I'd be done for an hour until I got bored and decided to check to see if anything else came up.

Tumblr & FanFiction did take up a bunch of the 8+ hours, considering how I get sucked in mindlessly on someone's story or a funny post. Posts like this.

Then, before I've even realized, I've been sitting at my computer for the past 3 hours. :)

Total Hours: 8+

Friday May 1
Today went marginally better than yesterday.

I spent the morning sleeping & waiting until a friend texted me back saying that she couldn't go with me to see Furious 7, the latest installment in one on my favorite movie series. I like cars. I like movies about cars. I just like Fast & Furious.

I was extremely exited about seeing it. From around 11:30 to about 15:00 I sat in a theater with 7 other people watching what turned out to be my second favorite movie in the series (my favorite it the 6th one--go watch it).

How I felt going into Furious 7:

How I felt coming out:

A shameless plug from yours truly: Go watch it. It won't disappoint.

After that, for the next three hours or so, I spent talking to my family and roommates, and anyone who would listen, about what they thought of the movie, why they should go see it, and what I thought of the movie.

I did scroll through Facebook & Twitter for about an hour. I then proceeded to follow the entire cast of Fast & Furious on Twitter. I regret nothing. :)

After which, I then blared--on repeat--my two favorite songs from the Furious 7 soundtrack. I listened to that for the rest of the night, while I spent the next few hours on Tumblr & FanFiction once again. I still regret nothing.


Total Hours: 9

REFLECTIONS:
I found that often my media consumption could have been better, and less mindless, but I really don't regret doing any of that. I do find that most of my "mindless" consumption occurs when I'm bored. I also find that a lot of what happens is I find something really cool and I really have to share that with everyone I meet. Then I don't stop talking about it for a few days. Ah, the life of a fangirl.  I could do better with my media use, but I do find that I actually do have conversations with friends and family about the media that I consume, so it's not a total loss.

Anyways, this was an interesting activity. I find where I spend most of my time, what I end up doing, and realized that I could do better.

On that note, I'm going to go blare See You Again from Furious 7. No regrets. Peace out, ya'll.