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"In October 2012, ABC News reported that the video Amanda Todd had posted to YouTube had been viewed more than 17 million times. In the video entitled “My story: Struggling, bullying, suicide, self harm,” the British Columbia teenager uses flash cards to tell about her experiences of being blackmailed and bullied. A little over a month after posting the video on September 7, 2012, Amanda hanged herself in her home on October 10, 2012. "...Amanda began using video chat in the seventh grade to meet new people online, and one stranger convinced the teenager to bare her breasts on camera." (Top 6 Unforgettable CyberBullying Cases 2015)

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"...when Josh concluded by telling Megan, “The world would be a better place without you.” The cyberbullying escalated when additional classmates and friends on MySpace began writing disturbing messages and bulletins." "...it was about 20 minutes after Megan went to her room after leaving the computer that the mother found her daughter had hanged herself in her bedroom closet." (Top 6 Unforgettable CyberBullying Cases 2015)

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"...he later learned that the girl and her friends thought it would be funny to make Ryan think the girl liked him and use it to have him share more personally embarrassing material—which was copied and pasted into AIM exchanges with her friends. On October 7, 2003, Ryan hanged himself in the family bathroom." (Top 6 Unforgettable CyberBullying Cases 2015)

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Bullying and Suicide. 2016. Bullying Statistics. Accessed 22th May, http://www.bullyingstatistics.org/content/bullying-and-suicide.html.

Cyber Bullying Statistics. 2016. Bullying Statistics. Accessed 22th May, http://www.bullyingstatistics.org/content/cyber-bullying-statistics.html.

Kolowich Lindsay. 2014. "Why Are Infographics So Darn Effective? [Infographic]." HubSpot. http://blog.hubspot.com/marketing/effectiveness-infographics#sm.000zzsgz716q1fpbw0b1kpasn3545.
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Layout Grids. 2016. Designers Insights. Accessed 22th May, http://www.designersinsights.com/designer-resources/using-layout-grids-effectively.

Lazier, Meghan. 2016. "The Power of the Grid." Design Lab. Accessed 22th May, http://trydesignlab.com/blog/the-power-of-the-grid/.

McNaughton, Michael. 2016. "7 Important Tips for Making An Awesome Website." TechWyse. Accessed 22th May, https://www.techwyse.com/blog/website-design/tips-for-an-awesome-website/.

Sinek, Simon. 2009. "How great leaders inspire action." TED. http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.

Top 6 Unforgettable CyberBullying Cases. 2015. NoBullying.com. https://nobullying.com/six-unforgettable-cyber-bullying-cases/.

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Infographics are visual elements which enhances the user experience and grows traffic on websites. They are easy to read and good use of them make information more convincing. Colours also enhances Infographics.

90% of information transmitted to the brain is visual.

Visuals are 60,000 times faster in the brain than text.

40% of people will respond better to visual information than plain text.

93% of all human communication are Non-Verbal.
(Kolowich 2014)

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Since the website would contain a lot of informations, people could have to stay on it for a while. Light colours would be preferred so as to give

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Provide Uniformity & Structure

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I believe that our content is more important than the design itself, however, there are very simple ways of creating an attractive and engaging design.

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The website would also be in alignment with the Facebook page put forward earlier by Emily, as we would like to keep people up to date with daily posts about the latest risks & threats, the ways of dealing with them, successful stories of people who made it through cyberbullying & how and/or even the bad experiences some have had while dealing the internet. This could be seen as an on-going awareness & prevention online campaign

Prevention is always better than a cure.

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Cyberbullying is a crime. Cyberbullying kills.
It could be you, your family or your friends - but it can be avoided and/or dealt with if the risks and threats are known and the right actions are taken at that particular time.
The above examples would be key elements for us as it will allow people to have an idea of the consequences of cyberbullying which will in turn, motivate & encourage them to engage with the prevention campaign more and inform their friends & family members as well.

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That is when we have to ask ourselves why are we doing the Internet Safety Week?

Here is why:

25% of teenagers have reported repeated cyber bullying

Over half of young people reported being cyber bullied
(Cyber Bullying Statistics 2016)

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I decided to focus on the content of the website as it is key to inspiring action and engaging people into a particular subject. As Simon Sinek says in his Ted Talk, “why should people care about what we are trying to tell them?”

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Simon Sinek: How great leaders inspire action

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Simon Sinek has a simple but powerful model for inspirational leadership -- starting with a golden circle and the question: "Why?" His examples include Apple, Martin Luther King Jr. and the Wright brothers ...

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"Bully victims are between 2 to 9 times more likely to consider suicide than non-victims, according to studies by Yale University." (Bullying and Suicide 2016)

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"According to statistics reported by ABC News, nearly 30 percent of students are either bullies or victims of bullying, and 160,000 kids stay home from school every day because of fear of bullying." (Bullying and Suicide 2016)

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"Suicide is the third leading cause of death among young people, resulting in about 4,400 deaths per year, according to the CDC. For every suicide among young people, there are at least 100 suicide attempts. Over 14 percent of high school students have considered suicide, and almost 7 percent have attempted it." (Bullying and Suicide 2016)

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My role in this project is to produce a website alongside Emily & Daniel. The main objective of the website is to inform people on the risks & threats that are out there on the Internet.

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Discipline: Graphic Design & Creative Advertising

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Screenshot of eSafety quiz from https://www.esafety.gov.au/kids-quiz/

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Gould, Steve. Center for Academic Success. 2011. How to Write a Formal Letter.
http://library.bcu.ac.uk/learner/writingguides/1.06.htm

Stevens, Lauren. 5 Dangers of Social Media to Discuss With Your Kids. Accessed               2016.https://www.care.com/a/5-dangers-of-social-media-to-discuss-with-your-         kids-20150625034808

Canva. 2016. Infographics. https://www.canva.com/

Non-for-Profit Law. 2016. Legal Information for Community Organisations.
http://www.nfplaw.org.au/ip

Office of the Children’s eSafety Commissioner. 2016. Cyber Smart Kids Quiz.
https://www.esafety.gov.au/kids-quiz/

WebMD. 4 Dangers of the Internet. Accessed 2016. http://www.webmd.com                    /parenting/features/4-dangers-internet?page=2

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Discipline: Secondary Education

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Internet Safety Tips for Kids and Teens
1. Spend time having fun with your parents online and helping them understand technology!
2. Never post your personal information, such as a cell phone number, home number, home address, or your location on any social networking site or through mobile apps like Snapchat or Instagram.
3. Never meet in person with anyone you first “met” on the internet. If someone asks to meet you, tell your parents or guardian right away. Some people may not be who they say they are.
4. Check with your parents before you post pictures of yourself or others online. Do not post inappropriate pictures of anyone.
5. Never respond to mean or rude texts, messages, and e-mails. Delete any unwanted messages. You may need to delete friends who continuously bother you or post things that are not appropriate.
6. NEVER share your password with anyone, including your best friend. The only people who should know your password are your parents or guardian.
7. If you wouldn’t say something to another person’s face, don’t text it or post it online.
8. Do not download or install software or anything on your computer or cell phone before checking with your parents or guardian.
9. Use the privacy settings of social networking sites.
10. If anything makes you feel uncomfortable online, while gaming or when using your cell phone, talk with your parents or guardian right away.

These are examples of facts and rules that would be presented on posters and pamphlets to help put simples rules into small sections for children to easily read and remember. Children respond well to boundaries and rules. These are easy to follow and are good basic guidelines for primary internet use.

2016. "Internet Safety Tips for Kids and Teens" National Children's Advocacy Center. Accessed May 30.
http://www.nationalcac.org/prevention/internet-safety-kids.html.

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These are examples of advertising for adults. Although the images seem confronting it is what parents need. Parents are so unaware of the capabilities of their children and what they can get up to on the internet. I really enjoyed these advertisements and their graphic nature. Its the type of shock to adults that wakes them up to think about what their children are doing while they aren't looking. I believe as much as making children aware of what the dangers are on the world wide web, parents also too need to be informed of how to watch over their children.

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Todorova Maria. 2009. "Globul - Mobile Operator". Photograph. https://www.coloribus.com/adsarchive/prints/globul-mobile-operator-bridge-12921755/

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Brandt Pierre-Alain. 2009. "Action Innocents - Bedroom". Photograph. https://www.coloribus.com/adsarchive/prints/action-innocence-bedroom-12842605/

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Mauron Gabriel. 2015. "ACscreens" Photograph. https://www.coloribus.com/adsarchive/outdoor/action-innocence-acscreens-20783255/

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Our website will have podcasts available to viewers (as discussed by E. Wildeboer.) This resource will help to break up all the visual stimulation available on the website, instead engaging our audience through sound.

I will be helping to create these podcasts through a number of ways. First I will be responsible for written formal letters to whomever we would like to interview, along with a written contract which will legally allows us to put the recording online for public use.

Next, I will be in charge of writing up either a script concerning the topic of internet safety for one of our members to pronounce, or interview questions to be asked to an expert of the field, for example, a representative from eSafety Australia.

The podcasts would be aimed at parents, to give advice on how to keep their child safe online, without restricting them from social media (which will only encourage them).

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I would be responsible for writing for the newsletter to send to the schools. These newsletter would include three main ideas; what is internet safety, what are the dangers, and how to be safe. I have chosen to do these main ideas because they are simple but will be informative, and having just 3 main, strong ideas will make the information more memorable than, for example, having 10 very specific topics.

The back (flip side) of the pamphlet could incorporate graphic designs by Emily (Ferreira), to make the pamphlets more attractive and engaging. See left for a draft panel for the newsletter (please note; my discipline is not graphic design...). This design was made using Canva infographics.

The newsletters would be given to surrounding schools via a representative of our organisations. I would also be writing a formal letter of introduction, explaining who we are and what we are doing, to be given to the board/principle of the school for evaluation. The newsletters would also be made available online, via a resources link from our website.

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I would like to create a questionnaire to hand out to surrounding schools, either online or a hardcopy depending on the resources available to the schools. The students would be given descriptions of different situations that could occur online, e.g. A student is being harassed online, and then they would be asked to both rate the severity of the situation, and choose the most appropriate response from approximately 3 choices. The type and wording of situations would differ depending on whether they were being given to a high school or primary school student.

Each class would be given one of the books suggested by Eva as a prize for the student with the highest number of correct answers. This reward system will help to encourage young people to be informed about internet safety.

Similar questionnaires can already be found online, such as the Cyber Smart Kids Quiz by eSafety.gov.au. See right for screenshot of the online quiz. This quiz is obviously aimed at younger children, and our own questionnaire will need to be modified in design, language style and content to be suitable for a teen / young adult audience.

link: https://www.esafety.gov.au/kids-quiz/

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My main role for this project will be writing for an internet safety newsletter. I will also be in charge of writing a questionnaire/quiz for students to complete. Additional minor tasks include the following:

Formal letters of introduction to primary and high-school executives, along with an explanation of our organisation and aims.

Written formal introductions and requests for interviewee subjects, needed for podcasts.

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Discipline - Professional Writing and Publishing

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My role entails presenting a speech about internet safety to high-school students; including activities and take home material for the students.

The speech engages the audience (students) to think about them self online and their safety online. The speech will give them information about various internet safety issues and concerns, tips, places where they are able to learn more and become aware of the 5 day online event.
The speech will not be extremely formal but rather be presented in a way that will appeal to the targeted audience. The powerpoint can  be tailored to a much younger demographic however it can also be enhanced in its complexity. Targeting their own personal social media accounts and  topics such as online shopping.
The students who have their Facebook accounts can be encouraged to join the page and post on it. The presentation covers each day of the  event and provides information regarding each day that is covered. Students are given an insight into the days that are coming up and the days that have passed in the event.
Students will be informed of the parent information question and answer that will be held on the fifth day and can encourage their parents to come along.

I will be able to get in contact with the schools to do my presentation is through the advertising that has been created for the project and through formal letters created, emails and the social media accounts created allowing them to get into contact with the project.

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This is a mock up of the Facebook page we would potentially have for our internet safety week. The logo/ profile picture is a sleek and 'to the point' design that will stand out and tell viewers immediately what the page is about. It would have all of the rosters and podcasts on it as the week goes on. Being updated regularly. This would be where the event is held and where all the action happens.

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Youtube:

Online Child Safety - The Truth Behind the Screen (sexting)

Internet Danger- Everyone Knows Sarah (leaked private photos)

Little Red Typing Hood - A Silent Movie (online friend is not who he seems)

Movies:

Trust (2010). A teenager becomes a victim of sexual abuse when she meets up with a man she met on the internet.

Hard Candy (2005). A girl suspects a man of possessing child pornography and takes steps to expose him.

Cyberbully (2015). A teenager is blackmailed by a hacker who threatens to release private photos of her.

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The design in the picture focuses on children's books from abroad, but my display could be decorated with locks, mice, and keyboards to represent the topic. I would also display signs and relevant posters designed by the advertising and graphics students.
Items in this section would include varied materials such as books and movies. There will be something for everyone in this section (see right)

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Screenshot from www.facebook.com.au/internetsafetyweek

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These are the mock up posters for our Internet Safety Week. They all have vibrant colours that are exciting and interesting for children, parents and teachers. The simplistic style leaves the viewer wanting to know more and doesn't overwhelm them when first looking at the posters. Although they are aimed at parents, students and teachers, they are given minimal information so that the audience is more likely to come to the events during the week. I have purposely left out putting mass amounts of information on the posters to keep them simple and to the point. These are eye catching and appeal to both adults and children.  Providing the different posters for each day allows each poster to be individual to the specific day and theme it caters for. If this wasn't done in this way, there would be an overload of information on one poster which is not appealing to adults and especially children. Each poster has a specific purpose and that is clearly defined by the biggest text presented to the audience. This is called text hierarchy. This in basic, is the flow that humans naturally read a piece of text. The bigger text that is closer to the top of the canvas is usually the first point of reference for the audiences eyes. Therefore I have made the titles for each day at those reference points. I have chosen predominately warm colours and these evoke  happy feelings which we want to be associated with this weak. Warm colours are also usually represented in learning areas for its inviting nature. Some of these subjects have previously been associated with negative views so by making the posters inviting it encourages people to interact with the Internet Safety Week with a positive view. Which is exactly what the purpose of these posters are.

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My role in this project is to look into the advertising of our internet safety week. I will focus on producing mock ups of posters and visual aids to help with the community awareness of our project. These will be for both online and offline use.

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Stay Smart Online, Canberra, Australian Capital Territory. 23K likes. This is the Australian Government's Stay Smart Online Facebook page. www.staysmartonline.gov.au

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Stay Smart online (SSO) week looks at businesses and their online activities. It is run annually from the 12th-16th of October to coincide with Cyber Security Month in the US. They also provide a vast range of resources which we will be drawing on for inspiration:

Online and face to face events

Focused on information security, banking etc.

Backed and partnered by big companies such as Telstra, Australia Post, Commonwealth Bank, Westpac and the New Zealand Banking Group

Offer a range of resources throughout the week which are of course available once the week has ended.

Connections via Facebook, Twitter and YouTube as well as an alerts service.

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The Australian Government runs an internet safety day  annually on Tuesday the 9th of February. They provide a range of resources including;

virtual classrooms- where students learnt to communicate effectively online, the consequences of posting images and also how to report material and behavior.

Online module – where students undertake a teacher-led example that explores the real world consequences of revealing to much information.

Posters, infographics, videos, games and quizzes

They also provided a helpline that could be contacted 24/7

On the website was also a link to the sites Facebook page as well as a hashtag for the overall campaign - #GameOn

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When designing material for our social media pages we need to consider the contrasting elements of each platform and ensure that we take into account the strengths and weakness’ of the different social media sites.

Instagram for example is primarily about sharing photos whilst Facebook has the ability to better market a product as you can provide much more information in a single post.
The below links highlight the importance of choosing the right social media site. We will be using information from here and other sources when producing promotional material for the Internet Safety week.

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Not all social media channels are created equal. Depending on how and why you're using content on social media...some channels will simply be better for your delivering your brand messages than otherss. They are not inter-changeable. Finding the right mix of social media channels for your brand depends on a few variables:

1. The type of content that you produce

2. The industry/sector that you are in

3. The channels that are popular with your audience - based on age, gender, location and other, similar, factors

4. How your audience wants to engage with your brand online

5. The aim of your content - do you want to educate, raise awareness and/or profile about your brand, initiate a conversation, or raise awareness for a cause?

6. How your content and content marketing strategy fits within your overall marketing strategy - and, of course, your overall business strategy.

7. If the purpose is to converse, where in the course of that conversation will you be using content? Are you initiating a conversation? Responding to your audience? Is it during specific points of contact (referred to as 'touchpoints') your audience has with your business, service or organization from discovery to answering your call to action (the 'customer journey')?

Each section within this session touches on specific aspects for each of the considerations listed above.
Let's first explore the concept of the customer journey - and how understanding this journey really does help us in making the right social media network choices for our brand.
Laying the foundation for an effective channel mix strategy

The main goal of this study unit are to enable students to understand the behaviour of consumers in online environments, and to help them to develop appropriate, relevant, content marketing responses. It also enables you to further explore and apply aspects of online consumer behaviour that you have gained from the published studies and articles that you've read; as well as through undertaking your own online marketing research.

From this point of the course onwards, you will be applying your earlier learning to this initial stage of exploring:

Digital marketing communications strategies and practices

Tailoring digital marketing strategies to online audiences and tribes (personalisation)

Marketing in diverse online environments (channels) and in diverse national contexts (localisation, legal issues)

Ethics, governance, accessibility, sustainability, privacy, industry standards, legal regulation

Measuring ROI

The channel mix process incorporates all of these facets.

Creating a viable and channel mix is a process.

There are many reasons why it's a process. However, we're going to give a very simple reason why. Creating a channel mix for an organization, brand or service involves research as well as strategic thinking and planning - both key components of a process.
Like any process, creating an effective channel mix involves a series of actions or steps taken in order to achieve a particular end.
So...what does this process look like? Here's our 10 steps:

1. Identify the Major Social Media Networks

This means identifying the most popular social media channels by traffic. At the moment, in terms of the US and the UK, these include Facebook, LinkedIn, Twitter, Pinterest, Instagram, Snapchat, YouTube, Vimeo, Google+, and blog sites (e.g. blogger, WordPress, Tumblr).

Why? It's more than likely that your main audience members will be on any combination of these channels. Watch how they interact with brands (if at all). And look at how brands communicate with their respective audiences. See how they tailor their content across the channels they use. Which leads us quite nicely to this: your main competitors will probably already be established on these channels. Look at how they deliver their USPs, Value Proposition and emotional engagement.

It's always worth noting that channel ranking in terms of popularity can change quickly. New channels are constantly being developed (e.g. Ello and Yik Yak) and established channels go out of fashion (e.g. MySpace). Other seemingly western-focused social media channels are actually more popular in non-westernized countries (for instance, Live.com and Zing are more popular in SE Asia. Google's Okrut is most popular in Latin America. Yahoo! social media channel is more popular in India.

Research and regularly keeping abreast of the changing fortunes within the digital media channel world will keep you informed. Below is a short list of respected thought leaders who regularly publish reports on this subject:

Hubspot: 2015 Social Media Benchmarks Report http://offers.hubspot.com/social-media-benchmarks-report
Mashable's Social Media Info Channel: http://mashable.com/category/social-media
Nielson Reports: http://www.nielsen.com/us/en/insights/reports.html
(search on the following terms: "digital branding" or "online" or 'brand")

2. Understand the Similarities and Overlaps Between Different Social Media Channels

In this part of the process, you begin by identifying the reasons for using each of the major social media channels for your brand messages and/or content. The reasons for using social media will not all apply to every channel and
there will be some overlap between them.

Some basic social media channel use overlaps include the need to:

Build a community (eg Facebook, Twitter and blogging can all do this, albeit in different ways)

Become influential in your sector or industry (Blogging and LinkedIn can both achieve this)

Earn respect from your sector, industry or audience (LinkedIn and Twitter can achieve this)

Create opportunities (just about any social media channel can accomplish this)

Develop new skills (YouTube, Blogging and Pinterest can do this)

Develop new connections (B2B or B2C or B2M (business to media) will determine which channel is best)

Promote a cause / help people (Twitter, Facebook and YouTube can all do this)

Generate revenue (just about any social media channel can accomplish this)

Continuing with channel overlaps, here are a few more. Think about which major digital media channels could be used to accomplish these goals:

Change people's minds and/or perceptions

Become accepted

Become valued

Become a thought leader

Educate

Entertain

3. Understand the Differences Between Social Media Channels

This part of the process isn't just about noting the obvious differences between social media channels (for instance, that Twitter is limited to 140 characters or how Facebook has a 'wall' or how Pinterest has 'pins' and 'boards'). The differences are important to note. However, its' the differences that can determine how, when and why we use a specific social media channel that are the most important.
Each channel difference also determines just how limited the confined space we're working within actually is.
Using YouTube and Vimeo as examples - the differences between them determine the kind of content that we produce. In this instance, YouTube is aimed at a mass market. Vimeo, on the other hand, is aimed more at filmmakers. YouTube is broad in its reach. Vimeo is very niche.

To get you started, below you will find a short summary list of some of the defining characteristics between a handful of the major social media channels:

Facebook: 'Wall', events, timelines, photos, newsfeed, statuses, status sharing, 'liking' messaging, comments, chat, analytics (business pages) plug-ins and games.

LinkedIn: groups, statuses, home page, extended links (e.g. who knows who), video support, recommendations, analytics, InMail, alumni tool and newsfeeds.

Twitter: suggestions for following, guides for business and advertising, search tools, list tools, newsfeed, top stories/tweets, trends tool, re-tweets,favourites and analytics.

Pinterest: social bookmarking 'pins', topic groups, following, comments and analytics (business accounts).

Google+: circles (groups), streams (timeline), hangouts (chat), messaging, sand bar (Google-wide toolbar), photos, newsfeed, games, search tools, ripples (analytics of link and post sharing), integration with numerous Google products.

Blog sites: enhanced text and style facilities, comments, images and video, tags, archives, auto-generation of summary pages, text search facility, secondary navigation (tag clouds, comments and categories), auto-generated newsfeed.

YouTube: channels, comments, sharing, in-built video editing, close captioning, suggested related videos, analytics, content monitization option and integration with other Google products and services.

4. Understand Each Social Media Channel's Place in Your Marketing Strategy and Business Strategy

The article below explores how adopting social media - and understanding its impact on customer and employee relationships and also the bottom line - are not always linked. This disconnect between content and social media strategies and business strategy is forcing many executives to rethink their overall approach.

5. Understand what each Social Media Channel's Can Deliver or Accomplish

Social media channels deliver your Value Proposition and USP. Understanding this will better enable you to inform your approach to content marketing overall and your social media channel planing and selection process through:

Identifying the online channels that appropriate for your brand AND your audience communications: social networks, blogs, microblogs, wikis, podcasts, forums, media sharing, RSS feeds, bookmarking, social news sites, etc

Tailoring your content and social media channel to audience type

Controlling your content publishing

Brand messaging to wider audiences

Building and growing an online business

Creating business opportunities

Developing/establishing a brand online

Connecting to wider/global markets

Connecting with new groups/types of customer

Establishing a reputation

6. Understand How Social Media Channels Shape Online Conversations
What do we mean by conversation types? Conversations defined by if they:
Social media channels shape the types of online conversations that we have with an audience. Initiating a range of conversation types, respond to replies, spread the conversation to other people/social media

Promote something

Ask or answer questions

Express agreement or dissent

Call for action on or support of something

Share or distribute media

Respond to or comment on events, offerings or promotions

Offer a greeting

Provide an industry/sector opinion or commentary

Ask for help

7. Understand the Content that can be Produced for Conversations & Channels

So what do we need to be aware of when it comes to matching content to channels,an audience and an person's touchpoints?

The types of content that can be produced to spark a conversation at any touchpoint along the customer journey can take any form: images, video, audio, text, links, polls, quizzes, etc.

Identifying the right audience for that content - including understanding its pain points, the problem it faces or the answer(s) it's seeking

Identifying appropriate social media platforms and content for an identified audience

Creating appropriate content for social media platforms (e.g. YouTube is for videos, not images)

Creating and publishing a suitable range of content for the identified channels

Posting regular updates on the content over an extended time period to keep it up to date and visible

Using feedback and monitoring tools to track the effectiveness of your brand messages

8. Develop Your Social Listening - and Reflect

Businesses, organisations and services need to be aware when they are mentioned in social media and understand perceptions about their brand. Content can be a part of this listening and reflecting process.

We can use social media (in general) and content (specifically) to:

See how an audience uses social media - as well as seeing people's natural interests - an engages with brands online

Assess how, when and how they prefer to engage with a brand in a specific social media channel

Respond quickly to unhappy customers/adverse events

Capitalise on good comments/events

Improve knowledge of where the business is being publicised, where it's being discusses, who is reading about it, and who is sharing information and/or content about it

9. Understand the Benefits

A strategic approach to content marketing - and using social media channels - leads to:

Better market knowledge

Better customer satisfaction

Obtaining recommendations

Developing leads

Promoting honesty, transparency, values and respect in brand communications

Being able to build and maintain relationships with large numbers of people over a wide geographical area

10. Planning for the Risks

As with any marketing activity, there are content marketing and social media channel risks we need to plan for and address proactively:

Disclosure of private information

Trolling,cyber stalking/bullying

Access to inappropriate/illegal material, phishing, malware

Legal liability for posted content

Understanding that published/posted content is almost impossible to remove completely from the internet

Vulnerability to hackers, vulnerability to malicious posters/commenters, etc

Points 8 and 9 will be explored further in the remained of this study unit. We will be covering Point 10 in much more detail in the SMU 107: Social Media Marketing.

Further Reading on Selecting the Right Channel Mix

The reading below doesn't cover all of the major social media platforms. However, the short reading list below will give you the grounding you need to critically assess any social media network you might be considering to deliver your brand messages.

1. Manafy, M. 2015. How to Choose the Best Social Media Site for Your Business: Avoid the social media time-suck: Choose the channels that align with your audience to become a social media success story, Inc.
http://www.inc.com/michelle-manafy/how-to-choose-the-best-social-media-sites-to-market-your-business.html

2. Ahmad, I. 2014. How to Choose the Right Marketing Channel for Your Content (infographic), Digital Information World.
http://www.digitalinformationworld.com/2014/04/choosing-right-social-media-channel-for-content-marketing-infographic.html

3. Choosing the right social channel for your business!, Kioskea, 2015.
http://en.kioskea.net/faq/35195-choosing-the-right-social-channel-for-your-business

4. DeMers, J. 2014. How To Choose The Right Social Media Networks For Your B2B Business, Search Engine Land. http://searchengineland.com/choose-right-social-media-networks-b2b-business-186307

Wrapping things up...

We've been building up to mapping the Customer Journey since the start of this study session. And we've spent a considerable amount of time in developing your understanding of this concept for a few reasons, which we've covered already. And when we stress that it is a critical component of content marketing, you should understand what that means at this point.

Understanding an audience's customer journey will also save you considerable time when it comes to selecting the channels that you will use to deliver your brand messages - and the forms of content that you produce to deliver those messages. You will know where your audience wants to hear from you, how they want to hear you, the kinds of content they prefer engaging with - and when they want to hear from you.

This is one aspect of selecting the right channel mix. And an important aspect for you to decide which channels you will use...and why. But we're going to take this one step further during the remainder of this study session.

Channel Conversations
By types of conversation, we mean short-form (under 60 seconds to engage with) and long form. And matching long and short form conversations to appropriate media.
We're going to get you thinking about the kinds of conversations you can have on different channels; and the kinds of content you will use to start, sustain, deepen those conversations throughout the customer journey...and the kinds of content and channels you will use for your calls to action.

We're also going to cover how content and channels map to the natural flow of conversation - even branded conversations. What do we mean by 'conversation flow'? Every conversation has 3 natural parts: a beginning, a middle and an end. Think of these 3 conversation components like this:

The beginning is the headline (which could be text, a captioned image or a short form video clip)

The middle is the slippery slide (which could be more text, a long form video, a slide show, a newsletter, a podcast, an App, etc). This is content that delivers a USP, a Value Proposition, answers a question, solves a problem, educates, entertains, etc. that connects with your call to action.

The end is your call to action.

So, now it's time to explore the concept of a Channel Mix.
Note: The image above can be downloaded as a PDF file here: http://www.oracle.com/webfolder/mediaeloqua/documents/The_Content_Grid.pdf
Selecting the right mix of marketing channels for your brand messaging

Understanding where, when and how to connect with an audience - on its terms - at every point of contact with a brand is paramount to understanding the art of content marketing. Understanding this informs our decisions in the kinds of content that we create to serve up at each and every contact point with our brand - or how we can use pre-existing content.

And because we're discussing this in a brand context, we also need to think about a brand's persona (as covered in SMU 101 Branding). The content that we produce either introduces, builds upon or develops each persona we create for each tribe within an overall audience. Our content mirrors, delivers and portrays a brand's personas, value proposition and USP.

Selecting the right mix of channels, and social media channels in particular, is critical in the process of delivering our brand messages and persona - specifically brand messages we convey in the form of content. We must match the right content to the right channel at the right time for each and every contact point for our brand. In addition to this, each piece of content that we produce must harmonize with each audience persona (remember those tribe member personas in SMU 101 Branding?) every time we publish content. This isn't just a process. It's a very strategic process that requires a considerable amount of insight about a brand's audience.

Always remember that social media channels are how you direct your content to the people who you want to see and engage with it. It's also how you share other people's content - and that too is crucial to building a loyal audience. Social media channels and content go together like a hand and glove.
The customer journey is a key concept that will support your research-based understanding of this process.
You will explore this process in this study session.

The Customer Journey: An overview

This section of the study unit will introduce you to the customer journey concept. Understanding the customer journey underpins the rest of this study unit and the rest of the integrated marketing course. Customer journeys influence and inform just as much of our content marketing and social media marketing activity as a well developed business strategy. Put another way, the customer experience journey and a business strategy are two sides of the same coin. Never forget that.

Think of this like an Oreo cookie. The customer journey and your business strategy are the two biscuits. In-between, the filling, well, that's your brand. Your brand identity, image and perception is sandwiched in-between those two biscuits. Those two biscuits shape, define and constrain your brand in every possible way - or at least they should do.

It's why we began this course with branding. It's why we've stressed having a well developed and clearly understood business strategy. And it's way we've just spent so much time on the concept of the customer journey. You should have a firm grasp on the relationship between all three.

Your marketing efforts - both online and offline - will ultimately succeed or fail based on whether the relationship between these three parts of the Oreo are present and effectively understood. An Oreo wouldn't be an Oreo if even one of those ingredients were missing. Content marketing supports and delivers all three components: brand, the customer journey and your business strategy.

So how many marketing channels are enough?

Now, as the image at the top of this page illustrates, there are a lot of online channels you can use to communicate your brand messages. So how many do you need to use? Without wishing to sound like an ancient Confucian philosopher - you need as many channels as you need to convey your brand's message or experience to a specific audience.

At SMU, we only use three social media channels. That's the right number for us to build relationships with, disseminate information to, and educate a predominantly English speaking audience.
We only use the number of marketing channels we need in order to connect with, form mutually respectful relationships with, learn from, entertain and/or educate our audience.
At Aardvark, SMU co-founder and tutor Alex directed the activity on 250+ channels. Aardvark needed 250+ channels to deliver an experience and build audience relationships across a multitude of age ranges, genders, socioeconomic backgrounds and music genres on an international scale.

SMU co-founder & tutor Brian uses 6 online channels to build relationships with fans, educate and provide information about his Genealogy Adventures series.

How do we know if the brand messaging channels we want to use are the right ones?

We are led by our audience. It is not the other way around. Understanding how our audience wants to connect with us online is a big piece of the puzzle. And they will not hesitate to let you know - usually in the form of comments and Tweets.

It might depend on the content you either already have - or the content that you plan to produce. If you have no intention of creating videos, for example, you wouldn't use YouTube or Vimeo.

Never use the latest social media craze just because it's popular. Do your research. Is your audience there? Do they seem to enjoy interacting with your kind of business or service there? Is your audience active on this new service? If not, give it a miss.

Only use the channels you will be 100% committed to using on a regular basis. Nothing looks worse than a marketing channel that looks 'dead' - or lifeless, at the very least.

Strategy...and planning

Just like the other aspects of marketing we've covered so far - branding, copywriting, traditional marketing, etc - research and planning play an important role in selecting the right channel mix for your brand messages. Or strategy, in a word. The articles below will prompt you to think about areas you need to research to make the right channel selections for a business, service or organization's brand messages. The articles will also help your planning process.

1. The article below, and the resources contained within it, explains the relationship between content marketing and social media marketing. Or put another way, why the two are different - and the reason why the two go so well together.

58 Social Media Ideas to Inspire Your Content Marketing [eBook], Content Marketing Institute. http://www.contentmarketinginstitute.com/wp-content/uploads/2012/58SocialMediaTips.pdf

2. Now that we've taken a look at some approaches to get you thinking about content marketing in general, let's apply this to the online marketing channels.

Watch the video hosted on: Content Marketing Framework: Channels, Content marketing Institute.
http://contentmarketinginstitute.com/channels

3. You will find a White Paper from the digital marketing company red Ant below. It's an excellent follow-on resource, building upon our initial discussion about online marketing channels. It also provides practical guidance in planning channel strategy. The article stresses how important it is to remember that a content strategy defines your channel strategy - not the other way around.

Red Ant. Planning a Digital Strategy. http://www.redant.cn.com/_assets/files/Digital-Strategy-Whitepaper.pdf

In the video below, Marty Collins, Director of Emerging Media at Microsoft, talks about the importance of building content and syndicating it on the correct channel. In the video below, marketer Myles covers the basics of ROI when it comes to choosing online marketing channels.
Serving up the right content on the right channel at the right time

One part of a content marketing strategy is offering the right content on the right channels at the right time. Jill Rowley from social Selling expands on this last point in the video below:

He puts much of what we've covered in this course and in this study session into content marketing context:

When he discusses developing effective messages - you should be be remembering everything we covered in the Copywriting Unit.

When he discusses defining target markets - you should remember all of the concepts we developed in the Branding Unit, the Copywriting Unit, the marketing Unit and the first part of this Content Marketing Unit..

Lecture 1

The webinar below is the perfect encapsulation of all the key points we've covered in this sub-section. In effect, it brings them all together. Toby Murdock, CEO of Kapost, and Jason Miller, Social Media Manager at Marketo, covers the step-by-step best practices for content marketing.

Lecture 2

The webinar below provides an excellent overview of best practice. It also gives great examples of good and bad approaches to using different marketing channels to publish brand content and messages. We apologia in advance for the sound quality. However, we promise it's worth watching and listening to.

Creating Your Content Marketing Channel Plan

The reading below covers the subject of channel planning in more depth, to better develop your understanding of the concept.

Linn, M. 2012. A Simple and Indispensable Template for Content Marketing Distribution, Content Marketing Institute. http://contentmarketinginstitute.com/2012/05/content-marketing-distribution-template

Additional marketing Channel Research & Reading

The Content Marketing Institute has a number of excellent, current, FREE research reports on the status of content marketing for 2015. We strong urge you to read them by visiting:
http://contentmarketinginstitute.com/research

Before you move on the next section of this study unit...
Empathy maps also provide a foundation of material to fuel journey mapping.
You are already familiar with one key component of the Customer Journey: The Empathy Map. To recap, Empathy maps are a depiction of the various facets of a persona and his or her experiences in any given scenario.

It's an important exercise to help us organize our observations, build a deeper understanding of our customers' experiences, and draw out surprising insights into what customers need.

The goal is to get a well-rounded sense of how it feels to be that persona in the experience of interacting with our business, organisation or service - specifically focusing on what they're thinking, feeling, seeing, hearing, saying and doing.

Before we tackle the subject of the customer journey in greater detail, we need to take a quick look at one of it's components; the Affinity Map.

An affinity diagram is the product of a brainstorming session. The purpose of an affinity diagram is to generate, organize, and consolidate information concerning a product, process, complex issue, or problem. Constructing an affinity diagram is a creative process that expresses ideas without quantifying them.

The affinity diagram helps a group to develop its own system of thought about a complex issue or problem. A group can use an affinity diagram at any stage where it needs to generate and organize a large amount of information. For example, members of a leadership team may use the diagram during strategic planning to organize their thoughts and ideas. Alternatively, an improvement team can use the diagram to analyze the common causes of variation in its project.

Affinity diagramming helps us shift from casting a wide net in exploring many possibilities, to specific approaches towards the right solutions for an audience. As a group, begin to consider where you might combine, refine, and remove ideas to form a cohesive vision of the future customer experience.

So let's take a look at affinity maps in the next sub-section of this study unit.

An Affinity Diagram is a simple and very effective visual management tool to organize ideas and data. Think of it like a brainstorming session. And like a brainstorming session, the process starts off with participants jotting down all their notes onto cards or sticky notes (one note on one card) and placing them together on a flat surface (a wall, a whiteboard, the floor, a table, etc).

.

Then, after reviewing all the cards, participants start sorting and grouping related cards together. Once the cards are sorted, participants can start sorting large groupings into smaller subgroups for further analysis. The ultimate goal of this is to group related information so that it is easily understood and larger stories or overarching themes would start to emerge.

When is it used?
Boiled down, an Affinity Diagram can be used to find out what needs to happen to accomplish goals.
Use an affinity diagram when you are contemplating or investigating a process change or a problem (or issue) that is complex and hard to understand. It is especially effective is the process change or problem has a high level of uncertainty or feels disorganized, or overwhelming. Complex issues often feel overwhelming due to their size. Affinity diagrams breaks an overwhelming task or problem down into its constituent parts - which are much easier to tackle than the issue or problem as a whole.
Which leads us quite nicely to the next two points:
Let's take installing new software to automate sending emails to your business customers as an example. You would use the affinity mapping processes to look at the pros and cons of this change - and arrange the comments by headings or groupings - and how this would impact your audience (the business you provide services to).

Anytime you plan on implementing something new, e.g., introducing a new product line, the Affinity Diagram offers you a way to ensure that you have considered everything.

Click for larger image

1. You need to do an Affinity Diagram for your Content Marketing program; and

2. You will need to do an Affinity Diagram for your Social Media Marketing program

An example of an Affinity Diagram is shown below. This affinity diagram addresses what a quality leadership steering committee in a manufacturing plant wants to accomplish in the coming year. Click on the figure for a larger version ( from SPC for Excel: http://www.spcforexcel.com/affinity-diagrams)

Affinity Diagram Reading

We've provided the short reading list below to further develop your knowledge and understanding of Affinity Diagrams:

1. Affinity Diagrams, SPC for Excel, January 2014. http://www.spcforexcel.com/affinity-diagrams

2. Basic Tools for Process Improvement: Module 4 - Affinity Diagram.
http://www.balancedscorecard.org/portals/0/pdf/affinity.pdf

https://realtimeboard.com/#case-3
Online tools to use to create Affinity Diagrams

http://popplet.com Now that we've taken a look at Affinity Diagrams, it's time to delve into the Customer Journey.
Realtime Board
Mapping the customer journey in a highly visual and engaging format brings the experience to life from the perspective of the customer and ensures the customer journey is at the heart of your content marketing strategy.
Popplet

An Introduction to the Customer Journey Mapping Concept

Every interaction a customer has with an organization a business or a service has an effect on satisfaction, loyalty, and the bottom line. Plotting out a customer's emotional landscape - using a Customer Journey Map, or Experience Map - along the pathways they travel with a brand sheds light on key opportunities for deepening relationships with them. And understanding this helps us to shape meaningful content with our audience in mind.

Before we delve into the customer journey concept, you need to be familiar with a word that's used extensively in association with this concept: a touchpoint.

So what, exactly, is a 'touchpoint'?

The article below provides an excellent overview of what a touchpoint is. It will also prompt you to think about - and identify - what some of your brand's touchpoints are:

SurveyMonkey, How to Identify Your Customer Touchpoints: Improve customer satisfaction by looking at all your touchpoints. https://www.surveymonkey.com/blog/en/identify-customer-touchpoints

Content and the Customer Journey

Your content can influence an audience at the beginning, the middle or towards the end of their experience journey with regards to your brand. So a Customer Journey map is a handy process tool with this in mind. As a visual or graphic interpretation of the overall story told from a the audience's perspective - understanding their journey enable us to understand our audience's relationship with an organization, service, product or brand, over time and across channels.

Informed and inspired by user research, no two journey maps are alike. Regardless of the format they take, journey maps allow organizations to consider interactions from their customers' points of view, instead of taking an inside-out approach. It's a tool that can help organizations evolve from emphasizing a transactional approach to using a messaging approach that focuses on long term relationships with customers built on respect, consistency and trust.

You are not in control of when that experience actually happens, with regards to your content. You might want your audience to experience a piece of content at the beginning of their journey experience with your service. However, the chances are, many will engage with that content for the first time at the middle or towards the end of their journey.

So our content has to be flexible enough to re-enforce an experience in a positive way regardless of where in their journey a person discovers it - and engages with it. So...you need to have a solid understanding not only of your audience's experience journey for your brand, you need to know each and every step of that entire journey; all of the touchpoints that prompts your audience's buying decision for your brand. And the role all of your media channels play in supporting this journey.

And ensuring your audience gets the experience and/or information they need form that content regardless of the point of contact in the course of their journey (e.g. the beginning, the middle or towards the end).

Now, let's work towards answering many of the questions that you're no doubt asking about the customer journey concept.

A closer look at customer journeys.

The video below highlights the key benefits of this approach:

Substantially enhanced visibility for insights and Customer Experience thinking

An evolving framework which is added to as your understanding of your audience members (and their experience of your business, organization or service) develops

A succinct, customer-level summary of your customer contact strengths - and areas you need to improve within your customer experience process.

It's An Approach That Forces You To Be Customer-Focused

Engaging an audience through content isn't simply a series of interactions, or getting people to visit a website, or "Like" something on FaceBook, or downloading a mobile app, a PDF or subscribing to a newlsetter.
Great customer journey maps are rooted in data-driven research, and visually represent the different phases your customers experience based on a variety of dimensions such as sentiment, goals, touch points, and more.
Genuine content engagement centers on relevance and compatibility. Engagement also incorporates identifying how and where individuals and organizations can exist harmoniously together on various channels. Giving thought to how your organization/product/service/brand fits into your audience members' lives is crucial.

Illustrating or describing how the customer experience could be brought to life across channels allows all stakeholders from all areas of the business to better understand the essence of the whole experience from an audience's perspective. How do your potential and existing customers want to be spoken to? What are they thinking, feeling, seeing, hearing, and doing? Journey maps help us explore answers to the "what ifs" that arise during your research phase.

A customer journey map is a framework, a process, that enables you to improve your audience's experience with your business, service or organization. It documents the customer experience through their perspective, helping you best understand how members of your audience are interacting with you right now - and helps you identify areas for improvement moving forward.

At this point, you should be making a mental link with Empathy Maps. Empathy Maps are inextricably linked. Remember, Empathy Mapping helps us consider how other people are thinking and feeling. It's a process that makes us consider how people see and perceive our business, service or organization (e.g. brand). However, in this context, we're taking things to a deeper level. Empathy Mapping also helps us consider how people perceive each and every contact point - or touchpoint - with our business, service or organization: receiving an email, landing on a page on our website, seeing a tweet, watching a video, signing up for a newsletter, subscribing to a blog, taking out a membership, buying a product, accessing a service, etc.
Marketing funnels are linear by nature. By this, we mean a sales funnel depicts a customer entering the funnel at the top and then progressing his or her way down the funnel in a prescribed " Point A leads to Point B leads to Point C" fashion until they answer a call to action.
Moving Beyond the Marketing/Sales Funnel

We've covered the marketing/sales funnel concept previously.It is an important concept to remember and use.
The Internet has changed the funnel. Or rather, more specifically, social media has changed the funnel.
Take going to university as an example. You think about the kind of degree you want to obtain. You do some research about the best and/or most respected courses. You visit the websites of the most respected universities offering said degree. You request a Prospectus, which you wait for and read in due course. You look at your finances (or your parents look at their finances) and you decide if you can afford it - and then how you're going to pay for it. You make your short list and you apply. You're (hopefully) made an offer of acceptance. You chose the university that you really, really want to go to. And then you pay. It's a very linear process. And because it's linear, it's an experience that's easily replicated throughout the Higher Education sector.
This is where journey mapping comes in.
Opening a bank account, getting home or life insurance - marketing funnels are typically applied to these industries because they too offer a linear sales process.
Customer journey mapping is non-linear. It offers a 360-degree view of customer interaction through all of the ways they can experience a business, service or organization before answering a call to action.
What's changed? Social media and content disrupts the traditional marketing funnel. Social media and content can, for instance, take a customer straight to the middle of the funnel instead of the the top of the funnel. They can also take a customer straight to a call to action - by-passing all other parts of the funnel.

The image below shows how understanding the customer journey in an online age has changed the traditional marketing funnel.

How Do We Use Customer Journey Maps?

Instead of a traditional marketing funnel, many customer journey maps are not, in fact, linear. A customer can jump from one phase to another based on a number of factors. They will interact with some touch-points and miss others entirely. A marketer's job is to understand the different moments of impact a customer could have when engaging with your brand and products, and then set those customers up to succeed through education, communication, and discovery.

Customer Journey Maps have a few 'must have' components:

Personas: the main characters that illustrate the needs, goals, thoughts, feelings, opinions, expectations, and pain points of the user;

Timeline: a finite amount of time (e.g. 1 week or 1 year) or variable phases (e.g. awareness, decision-making, purchase, renewal);

Emotion: peaks and valleys illustrating frustration, anxiety, happiness etc.;

Touchpoints: customer actions and interactions with the organization. This is the WHAT the customer is doing; and

Channels: where interaction takes place and the context of use (e.g. website, app, call center, social networking site, event, in-store). This is the WHERE they are interacting.

And a few Nice-to-have components:

Moments of truth: A positive interaction that leaves a lasting impression, often planned for a touchpoint known to generate anxiety or frustration; and

Supporting characters: peripheral individuals (colleagues, third party service providers, etc) who may contribute to the customer experience.

This new approach to customer research helps marketing practitioners better see the world through an audience's eyes, which helps us serve them better. The ethos, the central mantra for this entire course, is that the customer-centric approach to business is at the heart of reciprocal loyalty with an audience.

So what's the link with content marketing? Why are spending this time developing your understanding and knowledge of the customer journey? Well, content isn't just 'stuff' that we throw out on the internet. Branded content doesn't (or rather shouldn't) exist in splendid isolation. Each and every piece of content that we publish is a touchpoint with our audience.

Process Recap

We're going to borrow some words and some guidance from the very talented Mad*Pow Director, Megan Grocki - and some process insights she shared with UX Mastery:

1. Review Your Business Strategy and your Business Strategy-linked Goals

Consider your organizational business strategy for the product or service at large, and specific strategy-linked goals for your customer journey mapping initiative.

2. Gather Research

Review all relevant user research, which includes both qualitative and quantitative findings to provide insights into the customer experience. If more research is needed, get those research activities in the books. Never maker assumptions or educated guesses when it comes to your audience. You must know. Some popular research methods include customer interviews, customer surveys, customer support/complaint logs, customer/client testimonials, web analytics, social media listening, and competitive intelligence.

3. Touchpoint and Channel brainstorms

Generate a list of your customer touchpoints - and the channels on which those touchpoints occur. Then brainstorm additional touchpoints and/or channels that can be incorporated in the future journeys you will be mapping. And then think about the content you have - or could produce - for each of those touchpoints...and understand how this content will deliver your value proposition AND your USPs.

4. Empathy map

Empathy maps are a depiction of the various facets of a persona and that persona's experiences in any given given scenario. This exercise helps organize observations, build a deeper understanding of customers' experiences, and draw out surprising insights into what customers need. Empathy maps also provide a foundation of material to fuel journey mapping. The goal is to get a well-rounded sense of how it feels to be that persona in this experience, specifically focusing on what they're thinking, feeling, seeing, hearing, saying and doing.

5. Brainstorm with lenses

The goal of focused brainstorming is to generate as many ideas as possible in a short period of time. To gain a well-rounded focus, use different "lenses" to look at all of the angles of your business, service or organization. These lenses are words that represent key concepts, brand attributes or mindsets that help you look at a problem, a proposed change or scenario in a different way.

For this exercise, best practice suggests you (or a team) use 3-5 lens words (for example: accessible, social, comforting), then set the clock for 2 minutes per lens word. Writes down as many ideas as you can think of in that time. After 2 minutes switch to the next lens word until all lens words have been used as idea inspiration. If you're working in a team, this will also ensure that every voice on the team is heard and generates a sizable and diverse inventory of ideas.

6. Affinity diagram

This is a method to visually organize ideas and find cohesion in the brainstorming session's concepts. Affinity diagramming helps us shift from casting a wide net in exploring many possibilities, to gaining focus on the right solutions for this audience. Put the ideas that have been generated in the lensed brainstorming activity on the wall. Then sort the ideas into categories and label them. You can then begin to consider where you might combine, refine, and remove ideas to form a cohesive vision of the future customer experience.

7. Sketch the journey

This is the part you've been waiting for! It's now time to put together all the pieces: timeline, touchpoints, channels, emotional highs and lows, the proposed content and all the wonderful new ideas that has been generated for how to improve the future customer journey. Get creative with how you lay it out-it doesn't have to be a standard left to right timeline. It could be circular or helical. It could be one large map or it could be an interactive, clickable piece with embedded video. There are no templates, and there are infinite possibilities.

8. Refine and digitize

Journeys don't always become a sophisticated deliverable-sometimes they begin and end as sticky notes on a wall or sketches on a whiteboard. But most of the time, when you go through the activities to arrive at a solid customer journey map, you want to polish it, make the most of it in your work (and share it with colleagues across the organization if this is part of a team or client exercise).

Making The Link Between The Customer Journey and Content Marketing
Building on this, the article below covers how your brand can continuously optimize content and social media participation to attract, engage, and inspire your customers.
The following article makes the case that a content marketing strategy is essential to success if you want to approach content marketing the correct way. Such a strategy is typically built around the buyer journey or customer journey during which buyers consult several content sources to make decisions. It covers how there are different ways to express and map that famous journey in content marketing and beyond - an integrated buyer's journey that has clearly changed and keeps changing:

Please read: Content marketing strategy: content formats in the changing buyer journey, i-scoop.
http://www.i-scoop.eu/content-marketing/defining-content-marketing-strategy/content-marketing-strategy-content-formats-changing-buyer-journey

1. Odden, L. 2012. Optimizing Social Media Across the Customer Lifecycle, ClickZ.
http://www.clickz.com/clickz/column/2191650/optimizing-social-media-across-the-customer-lifecycle

2. Thomas, John. 2012. How to Guide Your Customer's Journey Through 6 Points of Content, Content Marketing Institute. http://contentmarketinginstitute.com/2012/02/guide-customers-through-6-points-of-content

Creating A Customer Journey Map
So let's take a look at how insights gained from creating a customer journey map can be applied to a cross-channel marketing context.
Using Customer Journey Mapping for Creating the Perfect Commerce Experience

In the video below, Jamie Anderson, Vice President of Marketing with hybris software discusses the growing relationship between customer experience, loyalty and how they can translate into repeat sales.
The article below further develops the points made in Jamie Anderson's video:
The White Paper that accompanies this video can be accessed via:
http://hybris.com/en/downloads/white-paper/commerce-experience-for-omni-channel-customer/551
(note: sign up is required)

Farnworth, D. How to Use Customer Experience Maps to Develop a Winning Content Marketing Strategy, copyblogger. http://www.copyblogger.com/customer-experience-maps

Reading

The reading below further develops the initial customer journey concepts we've explored above. The reading will also prepare you for the deeper concepts that follow below.

1. Grocki, M. 2014. How to create a Customer Journey Map, UX Mastery.
http://uxmastery.com/how-to-create-a-customer-journey-map

2. ISITE Design. 2014. Customer Journey Mapping.
http://www.isitedesign.com/sites/default/files/dx/ISITE_Design_AIM__Customer_Journey_Mapping_Workbook.pdf

What Does A Great Customer Journey Experience Look Like?

The video below highlights best practices and principles about engaging with customers using multiple channels -- online, mobile, social media and in-store. It also covers how maximizing customer experience is an effective marketing and sales aid.

What Does A Broken Customer Journey Look Like?

The video below demonstrates a customer's experience that was fraught with difficulties across a number of touchpoints and channels. These difficulties resulted in a poor customer experience. This journey provided bad usability, a real lack of consistency and no coordinated communication.

Capturing Customer Journey Data

Watch the video with this in mind:
Right. Research has been stressed quite a bit in this section of the study unit. In the video below, Google Analytics Advocate Daniel Waisberg discusses the challenges of measuring the full customer journey. He discusses the kind of information that we can capture through using the free online analytics platform, Google Analytics. It is this critical data that informs a Customer Journey Map.Not only does it provide insights into touchpoints you haven't considered.

1. Know that the data you need to understand your audience's customer journey is available; and

2. Think about the different information sets you might need (for instance, how many of your customers use mobiles? or use tablets? Do they start on their mobile and then go to their laptop? How many accessed information or content social media sites before moving (and closing) on a website?, etc)

Please don't panic. All of what is discussed in technical detail, will be covered in SMU's Analytics unit.For now, we want you to reflect on the kind of information that would be useful to you in developing your own customer journey map.

Customer Journey Map Lecture

Please watch the video below, which brings together all of the concepts we've developed within this section of the study unit. The lecture is in the form of a seminar (lab) webinar - or Labinar, in other words. The central theme of the Labinar was how to create the perfect user journey when re-designing or improving a specific part of your product, service or sales practice from the customer's point of view.

It covers:

What user journeys are and how they benefit you when re-designing / optimising your product, business or organization

A practical step-by-step guide on how to design a complete user journey diagram

How to implement user journeys into your project management process (design, development and marketing processes).

How to avoid common project delays with a user journey

How to measure the success of improved user journeys

Customer Journey Template

You can create your own Customer Journey Map using a canvas. The online canvas creator we're suggesting works much in the same way as the Brand Model Canvas and Value Proposition Canvas creators used in SMU101 Branding.

Free online Customer Journey Canvas creator: https://canvanizer.com/new/customer-journey-canvas

Here's an example canvas (click on the image to see the larger image):

Customer Journey Mapping Resources

The website Quora has some excellent tools, resources and case studies for your review:
http://www.quora.com/What-are-the-best-resources-for-customer-journey-mapping

Understanding the customer journey is a critical aspect of content marketing. It goes to the heart of understanding why content isn't just 'stuff' - much less stuff that you just stick on the internet. We can create content for each and every one of our individual touchpoints. We can also create content for each and every stage of a prospect's discovery of our product, service, organization or brand - across any number of channels.
With that in mind, let's take a look at the process of brand messaging over multiple channels...
For example, we can use content to initiate a conversation on Twitter, encourage a prospective audience member to follow us to YouTube, where he or she can find out more and/or receive deeper understanding and then send them off to Facebookwhere they can see the great things others have had to say about our brand...and then off to a website where the same person can make a purchase - or make a purchase in-store or over the phone.

To download this full PDF infographic from Search Engine Land (above):
http://searchengineland.com/download/seotable/SearchEngineLand-Periodic-Table-of-SEO-2013.pdf

What is short form content (also known as micro content)? Its very name describes it. It's 'snackable' content. In other words, it's bits of text that can be quickly read (under a minute), very short video (anything from 6 seconds to 30 seconds), very short audio (30 seconds and under) or an image (including infographics).

We've covered the confined space in great depth. This space doesn't get any more confined that it is within the realm of short form content.

Before we get into the how and why of using short form, let's remember a few things.
Every brand message we publish, and every piece of content that we produce and publish, has a purpose. They:
We've covered how to consider strategically place content at each and every audience touchpoint. You should also be thinking, in overall terms, about some of the social media channels you might use to deliver this content at those touchpoints.

Deliver a business, organization or service's Value Proposition

Deliver a business, organization or service's USP

Answer questions

Solve problems

Educate / raise awareness

Carry a brand persona

Act in harmony with your audience member's personas

Convey emotion

The above is equally true for short form content and long form content.

In our exploration of short form content in particular, we will gain an understanding of how short form naturally and organically lends itself to specific brand messaging opportunities.
More importantly, it can start a conversation.
Short form can entertain and pique interest.

A snapshot of short form content

There is much talk in the marketing world about how short form content is the new king. Some cite the waning attention spans of audiences. Other marketing professionals say content needs to be shorter and quickly consumed because audiences have become accustomed to flash marketing and shorter messages. Which came first - the chicken or the egg?

We'd encourage you to believe that there is no right or wrong with the above scenario. It's the content marketing arena we current find ourselves within. It is what it is. The real question is how best to use the current content-consumption landscape; how to use it creatively, innovatively, strategically and with measurable results.

Short form doesn't have solely be about starting conversations. Standalone short content matched against a business strategy can be very effective in and of itself. Think about the 30 second television and radio adverts that deliver a strong value proposition and USP. Think about a brand image that got your attention or made you think. These are examples of effective short form brand content.
There is quite a bit to cover on the topic of short form content. With this in mind, we've broken this rather large subject into four specific areas, which you will see below. Study each in turn before moving on to the Long Form section of this study unit.

Our short form content discussion is going to focus on two specific ways to use this content format. The first approach is using short form to start online conversations with an audience (or think of it as an introduction to a conversation.). The second approach is using the format as a self contained short conversation in its own right (e.g. stand alone content).

As you've no doubt though by this part of the study unit, content is a very small word for a very big thing. There are numerous forms of content - each with its own purpose. Hence the need to have a strategy in place. There are many forms of content - visual assets, tools, quizzes, webinars, videos, guides and the list goes on.

So What Is Long Form Content?

Long form content is, well, it's exactly what it sounds like - it's long. It demands a time and/or thought commitment from an audience. It's not fast food or appetizer content like short form. Long form is more like a three or four course meal.

Types of long form content include:
Our hard and fast rule about what constitutes long form content is this: any content that requires more than 10 minutes of engagement / interaction from an audience.

E-books

Whitepapers

Guides & Resources

Blog posts & articles more than 2,500 words long

Videos/Webinars/Podcasts longer than 10 minutes

Games

+ more

Creating resources that are genuinely useful is key. Understand who your audience is and who you want it to be in order to target your content to them. Create useful, insightful guides bit by bit. There is no need to instantly write 10 white papers in one go. Or produce a series of 10+ minute videos. Start slowly, monitor the results through analytics and reading comments, and build up your collection organically.

Distribute this information through the relevant and appropriate channels. You want to build a collection of specialist information that people will come to time and time again.

What Is The ROI For Long Form Content?

What you get out of your content depends on what you have planned to do with it. This is why we're developing your understanding of the concepts and issues involved in content.You need a strategy as well as an understanding of your audience.

Let's use an example. Below is a short list of audience tribes that a new university Business degree course could create content for:

Prospective secondary education graduates looking to enroll in full or part time education who are interested in a career in Business or Management

Professionals seeking to improve their skills or industry knowledge to advance in their career

Professionals looking to change career

Industry thought leaders and luminaries to endorse the course

Local businesses looking to improve their competitive advantage

Here is a starting point - five different personas, each for a distinctly different audience tribe. Content created for these different types of people will be very different. While there will be some over lap, you cannot kill all birds with one stone. So know what content is meant to appeal to which persona - and why.

If you create informative, useful content that targets the right audience then you will not only be building up the content on your site (where your call to action will be) but also attracting your ideal customerss.

Content as Storytelling
The slideshow below covers this concept and builds upon what we've covered about long form so far:
Remember that people generally learn more and remember more when more of their senses are engaged by a story. Stories that include images get about twice the engagement as text-only stories. Stories told with visual elements are instantly captivating. The more senses that are engaged, the more emotions will be engaged and the more memorable the experience will be.

Good reasons to include long form content

Good reasons for including long form content into your content marketing mix include:

catering for readers who want more depth

establishing leadership and expertise

improving the discovery of your business, service or organisation in online search engine results

giving topics the amount of detail they actually need to be useful to your audience

Chances are that if you have a strong idea and an interesting, engaging story to tell, people will be more than willing to sit, watch and listen to what you have to say for longer periods of time. But use this approach sparingly. In many instances, a two to three minute video will be exactly what you need. Audiences don't want to spend ages watching a homepage video or reading a lengthy case study unless it is truly exceptional.

However, if you're looking to educate, perhaps to provide a context for your idea, or explore a complex issue, then don't treat your audience like they have the attention span of a goldfish. Long form video, text, infographic, podcast or other form of time demanding content could be your best bet.
(from De Pelsmaeker, Why Long-Form Will be a Major Content Marketing Tactic in 2014 and Onward, Content Design)
Why Some Long Form Content Fails

1. It has a 'Print' Based Mentality

More often than not long form content is print based. That's a big mistake and a poor content marketing tactic. We already know how the market is changing, so why remain wedded to technology that won't work for most of your readers? Even when content is available in digital form, some marketers replicate their print products exactly, using PDFs or flipbooks. Those don't work for everyone, and especially don't work for the huge number of mobile device users. Replicating the print product is the worst of both worlds, because you can end up with long form content that users can't navigate or view easily.

2. It's Not Mobile

Let's talk more about mobile device users. You might think that because they're using mobile devices they don't want to read long form content. That's simply not true. Phone screens might be a bit small, but users with phablets and tablets love the reading experience and are happy to read more in-depth content on those devices. Take your cue from Google, who keep enhancing their Knowledge Graph with in-depth content aimed at mobile device users.

Mobile device users take it for granted that content will be accessible wherever they are, and if you're not providing it, they will look elsewhere. Accessibility is not just about being available, but about being usable. That's where some long form content falls short. Marketers need to make sure readers can use taps, swipes and gestures to access content. They need to make it easy for readers to resize and rotate content. In other words, content marketers need to ensure that their content works well no matter where people are reading it.

3. It's Not Engaging

Engagement - it's a buzzword, but it's still important. Ideally, you want readers to connect with your brand via your long form content. To do that, use the capabilities of your device and:

include tappable links that take readers straight to the resources you want to highlight

add platform-specific calls to action (for example, for downloading your app) embed social sharing tools into the publishing platform

You can also engage readers by creating a schedule (or making an appointment) so they expect regular publications from you. That's part of the process of leading readers through the conversion process so they take the desired action.

We will cover these points - as well as overall content storytelling - throughout the remainder of this study unit,

Interim Reading

Below are two short articles which delve into the different applications of short and long form content.

While reading the article below, remember the central point that this study session has conveyed throughout: the question about whether short or long form content isn't which one is inherently 'better'. There is no 'better' when it comes to these two content forms. Understand the relationship between them. Think about how short and long form content can work together organically and harmoniously when delivering a brand message online. Each form has a role to play.

Some Critical and Conceptual Thinking

There are so many forms of content here that you need to decide what will work best for you and your business, organisation or service. If there is no need or demand for entertaining content from the audience you wish to target - then don't make any. Educate or Convince instead.

Here is a great visualisation of the types of some of the types of content out there and where they sit in terms of conversion, appeal and purpose:
What we want you to take away from this image is how different pieces of content can be used for different purposes - like to entertain, educate, inspire and convince.
The image above was created to illustrate the alignment of different content types. The image aims to match an audience's emotional and rational responses (remember the CBBE Model Cold & Warm Paths!) with its awareness and purchase.

Spend some time looking at the four quadrants and the types of content that sits within each. Think about why that might be. When you've spent some time exploring these ideas, think about what it would mean to move a price of content to another quadrant. For example:

video content can convince an audience member to respond positively to a call to action. How would this video differ from a video that is in the Entertain quadrant? Or the Inspire Quadrant?

could a short form video that entertains link to a long form video that convinces or inspires?

how could an image that inspires or entertains link to an long form infographic, blog post or web page that convinces or educates?

Exploring the Link Between Short & Long Form Content & Social Media Channels

To delve a little further into the topic... [Many organizations are embracing storytelling techniques to better connect with their audiences and drive them to action. They're implementing long-form content as a platform for storytelling making use of its rich imagery, interactive elements, and better sharing capabilities.

Content Marketing & The CBBE Model Paths

We're not going to re-cover old ground with regards to the CBBE Model and it's cold and warm pathways. If you need to refresh your memory about CBBE, you can re-visit this cincept in The SMU 101 Branding Unit, Session 4: An Intro to Brand Strategy: http://socialmediau.net/course-menu/intro-to-branding/15-smu101-session4-brand-strategy

We explored a similar aspect in the SMU102 Digital Copywriting study unit when we covered how to write emotional and rational headlines.

Applying what we explored around the CBBE Model is important when it comes to understanding the emotional and rational audience responses to content. We're going to explore these two kinds of responses in relation to content in the image that follows below.

When you start to realize that people use both emotion and logic in making buying decisions, you can start creating much more powerful content marketing materials that really serve your buyers.

The following article provides a deep analysis for each dimension in the image above:

Now that we have explored short and long form content, how these forms can delivering brand messages and engage audiences, and you have critically thought about the appropriate channels for content - it's time to apply this knowledge.

The template that has been provided for this study session has been created for you to identify where and how you can use short and long form copy at every touch point an audience member has in your buyers journey map.

Preparatory Template Exercise

Reade the summary excerpt below. This is an excellent and thorough insight and content checklist for you to use. The insight and self-knowledge you gain from actively engaging with this exercise is the perfect preparation for the template exercise for this session.

Pulizzi, J. 2014. Excerpts from the book Epic Content Marketing: How to Tell a Different Story, Break through the Clutter, and Win More Customers by Marketing Less. http://www.marshallcf.com/assets/book_reviews/Epic%20Content%20Marketing.pdf
If you'd like to use the template discussed in the video above, please visit http://www.shmula.com/customer-journey-map-template-download
Template Activity
What kind of information should you include?
Create a customer journey map with existing or proposed content mapped to each touchpoint.Complete one map for at least two different personas you have developed. Ideally, you would complete one map for each persona that you have developed. For now, to get you started, a minimum of two maps- one each for two different personas - will suffice.

Where is your customer in the course of his/her journey with your business, service or organization (discovery, investigation, preparation, etc (think of this as the beginning, middle and end of their journey)?

What are the painpoints your customer has at each and every touchpoint?

What questions will they have at each touchpoint - and what answers will they need? Remembering your Sugarman, you should also note how your content can provide answers and overcome perception barriers in order to have a prospective customer answer your call to action.

What are the perception barriers at each touchpoint - and how can you overcome these with your content?

How does the content at each touchpoint map back to your business strategy?

How does the content deliver your USP?

How does the content deliver a clearly understood value proposition?

If you're using short form content, does it link to long form or is it standalone - and why?

What keywords and meta tags will you use for each piece of content at every stage of the customer journey?

Initial thoughts about which social media solutions you might use at each touchpoint

Use whatever approach is easiest for you to accomplish this assignment. You could use a sheet of paper to map out your touch points and then apply types of content with notes about how and why this content is appropriate and relevant for a specific touchpoint. You can also add the personas you have created.
An excellent and easy-to-use online Customer Journey Map: https://canvanizer.com/new/customer-journey-canvas
Canvanizer

This is an excellent tool to use for in-depth analysis of specific dimensions (e.g. looking at Beginning, Middle and End individually).

Schmula
Customer Journey Map examples
Or you use the Schmula template as shown in the video above: http://www.shmula.com/customer-journey-map-template-download

A service organisation customer journey map:

Customer journey map with emotion

The Reading Room for this session provides carefully selected resources for you to further explore content marketing concepts, elements, issues and practice.

Bly, B. 2013. The Business-to-Business Marketing Handbook, Center for Technical
Communication. Chapter 16, pp. 78 - 82. http://www.bly.com/content/B2BMktgHdbk.pdf

Curata. 2014. 2014 Content Marketing Tactics Planner Creation, Curation & Syndication, Report.
http://www.curata.com/assets/sales/Curata_ContentMarketingTacticsPlanner2014.pdf

Herrick, A. 2014, 2014 Insights - Connecting Technology and Story in an Always-On World (Report), SapientNitro. http://www.sapient.com/content/dam/sapient/sapientnitro/pdfs/insights/ALL_Insights_2014.pdf

Lieb, R. 2011. Content Marketing: Think Like a Publisher - How to Use Content to Market Online and in Social Media, Que. http://ptgmedia.pearsoncmg.com/images/9780789748379/samplepages/0789748371.pdf

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Session 04 - Choosing the Right Channel Mix for Content

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Not all social media channels are created equal. Depending on how and why you're using content on social media...some channels will simply be better for your delivering your brand messages than otherss. They are not inter-changeable.

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We intend to use a Website as the focal point for our Internet Safety Week. The design of which will be covered by Jean Clement.

The infographic below, shows the trend as we all should know, of society moving away from the traditional forms of media which are print and radio and becoming heavily involved with online and mobile sources. The use of these two also coincides with television as the simultaneous use of the TV and other devices has become a daily occurrence. This just re-affirms why we should be focusing on promoting a lot online.

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When we are designing the material to promote and advertise this online safety week we need to focus on material that is relevant to the age groups we are intending to target. Since youth are not the only target audience we will need vary our material across age groups as we will also be targeting teachers who can range from anywhere between 20 to 70 years old and parents who are of the same bracket.

I’ve provided a link that explains why we need to make these decisions and why it is important to focus on your target audience when designing.

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With the current state of the economy, having a well-defined target market is more important than ever. No one can afford to target everyone. Small businesses can effectively compete with large companies by targeting a niche market.

Many businesses say they target "anyone interested in my services." Some may say they target small business owners, homeowners or stay-at-home moms. All of these targets are too general.

Targeting a specific market does not mean that you have to exclude people that do not fit your criteria from buying from you. Rather, target marketing allows you to focus your marketing dollars and brand message on a specific market that is more likely to buy from you than other markets. This is a much more affordable, efficient and effective way to reach potential clients and generate business.

For example, an interior design company could choose to market to homeowners between the ages of 35-65 with incomes of $150,000+ in the Baton Rouge, Louisiana market. To define the market even further, the company could choose to target only those interested in kitchen and bath remodeling and traditional styles. This market could be broken down into two niches-parents on the go and retiring baby boomers.

With a clearly defined target audience, it is much easier to determine where and how to market your company. Here are some tips to help you define your target market.

1. Look at your current customer base

Who are your current customers, and why do they buy from you? Look for common characteristics and interests. Which ones bring in the most business? It is very likely that other people like them could also benefit from your product/service.

2. Check out your competition

Who are your competitors targeting? Who are their current customers? Don't go after the same market. You may find a niche market that they are overlooking.

3. Analyze your product/service

Write out a list of each feature of your product or service. Next to each feature, list the benefits they provide (and the benefits of those benefits). For example, a graphic designer offers high quality design services. The resulting benefit is a professional company image. A professional image will attract more customers because they see the company as professional and trustworthy. So ultimately, the benefit of high quality design is to gain more customers and make more money.

Once you have your benefits listed, make a list of people who have a need that your benefit fulfills. For example, a graphic designer could choose to target businesses interested in increasing their client base. While this is still too general, you now have a base to start from.

4. Choose specific demographics to target

Figure out not only who has a need for your product or service, but also who is most likely to buy it. Think about the following factors:

5. Consider the psychographics of your target

Psychographics are more personal characteristics of a person including:

Determine how your product or service will fit into your target's lifestyle. How and when will they use the product? What features are most appealing to them? What media do they turn to for information? Do they read the newspaper, search online or attend particular events?

6. Evaluate your decision

Once you've decided on a target market, be sure to consider these questions:

Are there enough people that fit my criteria?

Will my target really benefit from my product/service? Will they see a need for it?

Do I understand what drives my target to make decisions?

Can they afford my product/service?

Can I reach them with my message? Are they easily accessible?

Don't break your target down too far! Remember, you can have more than one niche market. Consider if your marketing message should be different for each niche market. If you can reach both niches effectively with the same message, then maybe you have broken down your market too far. Also, if you find that there are only 50 people that fit all of your criteria, maybe you should reevaluate your target. The trick is to find that perfect balance.

You may be asking, "How do I find all this information?" Try searching online for research others have done on your target. Search for magazine articles and blogs that talk about your target market or that talk to your target market. Search for blogs and forums where people in your target market communicate their opinions. Look for survey results, or consider conducting a survey of your own. Ask your current customers for feedback.

Pew Internet publishes reports regarding internet use among various demographics. Scarborough issues press releases with useful data and sometimes publishes free studies. Also look for free studies by Arbitron. You may be surprised what you can find just by doing a search in Google.

Conclusion

Defining your target market is the hard part. Once you know who you are targeting, it is much easier to figure out which media you can use to reach them and what marketing messages will resonate with them. Instead of sending direct mail to everyone in your zipcode, you can send only to those who fit your criteria. Save money and get a better return on investment by defining your target audience.

Please share your thoughts! What challenges do you face when trying to find the perfect target? How have you gone about researching your target? What companies do you think do a great job at targeting a niche market?
Did you find my blog post helpful? Subscribe to the RSS feed, subscribe by email, or follow us on Twitter or Facebook to stay up to date with our latest posts on various marketing topics.
Related Articles

Branding Basics: How to Build a Brand
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Marketing and Consumer Trends for 2010

Third Party Resources

Define a Target Market for Your Small Business
Finding Your Own Niche Market

Comments

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With the current state of the economy, having a well-defined target market is more important than ever. No one can afford to target everyone. Small businesses can effectively compete with large companies by targeting a niche market. Many businesses say they target "anyone interested in my services."

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I will be focusing on the advertising and promotional aspects of our project. I will be looking at new forms of advertising that are predominately online. I will also be considering where to place material, how it looks and the overall vibe of the internet safety week along with Emily and Jean Clement.

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Kidzucate. 2016. Accessed April 20

www.kidzucate.com/#!about-us/c1se

Figure 1 Sian Williams, photographer unknown. Accessed April 20

www.kidzucate.com/#!about-us/c1se

Life Education. 2016. Accessed May 23
http://www.lifeeducation.org.au/parents/cyber-safety

Reword. 2016. Accessed May 26
http://reword.it/#/

Arts edge. 2016. Department of Culture and the Arts. Department of Education. Accessed May 20
http://www.artsedge.dca.wa.gov.au/artists-in-residence/Pages/AiR%20Grants%20Program.aspx

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In Western Australia there is currently an Artist in Residence program that has had funding by the Government of Western Australia, it has been running since 2014. This grants program enables schools to put forward a specific project to the artist or artists that are participating in the program. After writing a proposal in conjunction with the school, the artist in residence then undertakes the completion of the project with the participating school children. Passed and present projects include painted murals, music education and concerts, 3D printing, led lighting, fibre optics, sculpture and dance. All these different art disciplines give the participants a new and different approach to the arts and arts education.  There is also a remote and rural division of this program enabling those communities to have access to artist and experiences that would normally be out of reach for them.

http://www.artsedge.dca.wa.gov.au/artists-in-residence/Pages/AiR%20Grants%20Program.aspx

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Fine Arts

Competition and  Research on organisations and the internet safety programs they run and services available to youth and parents and guardians.
Artist in Residance programs already running and there positive outcomes for the schools and students invovled

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Reword is a software program that can be installed on all devices and puts a red line through any and all hurtful words and sentences. The program is aimed at children as they become familiar with devices and the Internet, and therefore just learning the difference in language when typed and becoming award of what is a hurtful word and phrase. To make the changes and educate young children, just as they are beginning there journey, giving them life long good habits.

http://reword.it/#/

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Life Education run a number of programs, information and articles aimed at keeping children safe online, they range from guides that parents can access as well as online podcasts, for schools and children. One particular program is bCyberwise, focuses on children learning how to be safe, respectful and considerate while online.

http://www.lifeeducation.org.au/parents/cyber-safety

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Kidzucate, is an organisation that run anti bulling programs for kids, by kids. They have particular programs designed to educate the young adults about their own responsibility’s regarding Internet safety and what it looks like and how to avoid the traps and avoid being venerable. This program is aimed at 12 - 15 year olds.

http://www.kidzucate.com/#!kidzprograms/c11m6
Figure 1, Sian Williams, founder of Kidzucate.

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For this project I am running a competition, open to all schools in the Perth metropolitan area. The participating schools will enter a mural design with a message of internet safety, either taking one of the messages run from our program or a message the school would like to focus on.  The competition will be open to primary and high schools but with each school only choosing one design entry.

As Kidzucate run programs for teens in particular the Teen Safety Program they will choose three finalists from the high school entries.

Life education the organization that run programs for parents and students of primary age students will then choose three finalists from the primary entries.  Those finalists will then be drawn for the prize, an Artist in Residence for the total of fifteen hours to facilitate the murals production at a specified location within the winning schools.

One of the sponsors of this event Oxlades, an art supply store, will be donating the materials for the murals so that the schools will have no difficulties in the production of these projects.

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I swear by Lane Davis (cyber bullying suicide and investigation)

Want to Go Private?  by Sarah Littman (online romance gone wrong)

Going Vintage by Lindsey Leavitt (girl discovers boyfriend’s secret online relationship and decides to quit using technology)

The Case of the Digital Deception by Ellie O'Ryan (investigation on behalf of credit card theft victim). For younger readers.

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For kids:

Cyberdanger And Internet Safety: A Hot Issue by Jennifer Lawler

A Smart Kid's Guide series by David J. Jakubiak (includes titles such as Networking Online, Avoiding Online Predators, Playing Online Games, and Online Bullying)

For parents:

Internet Safety Family Guide by Victoria Roddel

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alison. 2013. International Children’s Book Day. https://internationalchildrensbookday.wordpress.com/

Australian Communications and Media Authority. 2016. Cybersmart Encourages Indigenous Australians to “Be Deadly Online.” Accessed May 27, http://www.acma.gov.au/Citizen/Stay-protected/My-online-world/Staying-safe-online/be-deadly-online

babuandbabu. 2014. Cyberbullying Movies. http://www.imdb.com/list/ls058387047/

Dumbell, Petra. 2016. “Topic 6: Services to Diverse Client Groups.” Lecture Notes. https://lms.curtin.edu.au

Goodreads Inc. 2016. Popular Internet Safety Books. https://www.goodreads.com/shelf/show/internet-safety

Internet Safety Project. 2016. Books About General Internet Safety. Accessed May 27, https://www.internetsafetyproject.org/wiki/books-about-general-internet-safety

Mackay Regional Council. 2011. Equitable Access Checklist. http://www.mackay.qld.gov.au/about_council/policies_and_fees/equitable_access

Pixels Info. 2016. Youtube Backgrounds Free Download. http://www.pixelstalk.net/youtube-backgrounds-free-download/

Spina, Carli. 2014. Teen Tech Week: YA Fiction About Online Life. http://www.yalsa.ala.org/thehub/2014/03/14/teen-tech-week-life-online/

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Teaching people to search for, locate, and assess information is something that librarians already do on a daily basis. During the event there will be an emphasis on safe ways to search the internet, such as how to avoid fake websites or phishing scams, setting up filter controls for children's computers, etc.

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Most libraries provide room hire services that can host large numbers of people depending on the facilities available. The libraries at the schools could therefore be used to host parts of the event (such as meetings and workshops). Libraries are convenient spaces to use for events because they provide free Internet, computers, wheelchair accessible toilets and elevators, and a safe indoor space protected from the weather. Libraries that have maker-spaces also provide access to art and craft materials.

If a particular aspect of the event is extremely popular (for example an interactive program or speaker session), there may not be enough room available at the library to host all attendants. One of my responsibilities will be to handle the logistics of this, so I have decided that people will need to file an expression of interest if they want to secure their place. They will be able do this via phone request to the library/school and on the library/school website.

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I am in charge of creating a roster for the week-long Internet safety awareness event in the schools. This information will be hosted on the library/school website’s front page (‘news and events’ section) as well as in pamphlet format for library users to take away. These pamphlets could be distributed at each school as well as in news agencies (a volunteer would need to distribute these) or included in the local/Sunday Times paper. This way, anyone who is interested in learning more about internet safety will have a chance to participate -not only children and parents.
The timetable itself would include specifics about location, dates, and times for individual events such as speeches, competitions, submission finals, meetings and other activities.  The visual format of the roster could look something like the holiday Cape-to-Cape Calendar of events, which includes a cover page, general introduction of the event, maps, pictures, and a color-coded timetable (see link).

The following is a general summary of the event roster:

Day 1: cyber bullying
Day 2: internet scams
Day 3: visibility of children online
Day 4: general internet privacy  i.e. passwords, antivirus, etc.
Day 5: question and answer/community discussion session

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Discipline: Librarianship and Records Information Management

Project Role:

Information organization and distribution

Fostering community participation by catering to the needs of all attendants

Providing relevant material to educate about the topic

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Equitable access and community participation

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Equitable access and community participation

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As a librarian my responsibility is to provide equitable access to the diverse user groups attending the event. These groups include parents, children, disabled, and indigenous people.

There are a number of considerations involved with providing access to the disabled. For example, if the location is located indoors above ground floor, there should be ramps or wheelchair-accessible elevators. If the event is located outdoors, there needs to be wheelchair accessible toilets as well as suitable pathways and shade. Each site should also have clearly labelled disability parking areas, drop off and pick up locations, as well as specially designated seating areas for carers and the disabled. The event should also be streamed online for those that cannot make it to the various locations of the event. This applies to the disabled as well as people who live far away, or who cannot afford transportation.

To facilitate the participation of the aboriginal community, we could find aboriginal volunteers and speakers to host the events. CyberSmart runs a program called Be Deadly Online  that is specially dedicated to Indigenous Australians. It features short animations of Indigenous Australians discussing the impact of social media on their communities. The program is aimed at all age groups and has had positive reviews.

Specific services we could provide to parents and children during the event include making sure toilet change rooms are available, as well as devising interactive events for children to participate in such as internet safety games. Examples of games can be seen on this website. Furthermore, we could also have a barbecue/food stall to provide food and raise donations for internet safety support organisations.

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Discipline - Creative Advertising & Graphic Design

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Dicipline - Creative Advertising & Graphic Design and Advertising