Blog #6 – Meeting Daniel Bauer

I think the meeting with Daniel Bauer was very useful. I got a lot of new insights and a lot of new questions where I could find answers for while writing my master thesis.

I explained Daniel what I want to do for my thesis and discussed my exposé the most important feedback I received was that now I have the chance to get a bit of distance of what I’m already doing. I could do something very extraordinary if I want to.

These were the following questions that we came up with:

  • How does a campaign communicate? How is it different from traditional marketing communication?
  • Why is a social media campaign valuable for brands?
  • What is the difference between a €100 budget or a €10.000 budget
  • Would it be better for a company to invest into one movie or a whole campaign?
  • What is a campaign? What does it include?
  • Why does content matter?

The way to continue my research:

Try to get already answers how does social media campaigns communicate. Figure out what kind of content is important. And when I do research on best practice add some criteria what makes a campaign good or bad.
some examples of criteria:

  • Where was it shown
  • Did the target group grown
  • Which communications

Then when I finally will do all the research, I also have to plan the actual campaign and produce it to check if my findings were correct.

Overall, Daniel was very interested in this topic because also at ShotShotShot they struggle to find answers to these questions. So, he would be interested to read the thesis when it is finished

Video is already there since ages and also social media but still there is not a clear answer why is it working and why is it valuable. Or at least a lot of companies don’t see the value of it. And they will just ask someone at the marketing team to just do the social media of the company on the side. And I want to proof it is valuable and it’s not a just a side job.

Blog #3 – Acht van Bladel Social-Media Campaign

Here is a recap of the social media campaign for the Acht van Bladel 2023:

Goals:

1. Brand awareness:
– Post reach: Get as many people as possible to reach with our posts.
– Follower: Instagram: started with 508, now 1094 followers
TikTok: started with 0, now with 1001 followers

2. Manage brand reputation:
– Brand mentions and relevant hashtags: Get as many people to mention @achtvanbladel 
– How often are people talking about us, special reach out.

Also got a special report in the official UCI Jury report of the event. That the social media this year was outstanding and this is a good example how other races should spend more energy into their social media aswell. The UCI is trying to put races for juniors like this on the map. And how we tackled the social media this year was the way to do so they said.

The UCI, Union Cycliste Internationale, is the international organization of the cycling sport. It oversees and regulates all cycling disciplines, establishes rules, organizes international competitions, promotes global development of the cycling sport at the international level.

3, Improve community engagement:
As much as possible
Here are the average results of the social media posts:

Instagram Reels
LikesViewsCommentsSharedSaved
475238732314
Instagram Photos
LikesReachComments
858030
TikTok
LikesViewsCommentsSharedSaved
38957623813

As you can see Instagram reels and TikTok have more potential than a photo posted on Instagram. Further you can see that there are very little comments in all the posts we posted. Maybe that is something to work on.
We also put a lot of effort in the after movie which is mostly to show other sponsors what kind of event the Acht van Bladel is. That’s why performance is less important but here are the results from that:

202220232024
YouTube30119??
Instagram9902869??
Facebook16001700??

Reparation before the event:
Since we also made the after movie of the 2022 edition, we knew a little bit what to improve but not to every detail. In 2022 we only made an after movie and did nothing with the social media so that was completely new.

Team:
Director/ Preproduction/Camera/Edit/Social media: Kris van Hout
Camera 2: Mirre Roymans
Social media 1: Nele van Hout
Social media 2: Richard Caddock
Drone: Ruud Hooijen
Photographer: Peer van Rooij

Planning
I didn’t do the whole campaign on my own but I was the “director” if that’s the right word. But I also did most of the preproduction work. We rented all the gear so we were fully equipped for the weekend.

DP 7588 Panasonic S5 body
LO 8372 Fader ND 82mm Kenko / Hoya
LP 7239 Panasonic Lumix S PRO 70- 200mm f/2.8 OIS
AM 8112 SD card 128GB 95MB/s
We also used the Panasonic S5 from my cousin (Mirre)

For social media we looked deep into similar similar cycling tour account to come up with inspiration and saved already a lot of music so we could use it on-site. So, we have a list of wished content what we wanted to post. The only thing is that we had to get those right shots.

Further we had all the routes of all the stages but we had to figure out a good schedule to get as much footage as we could in the short period of time.

All with all we made already a lot of progress compaired to 2022 but there is still a lot to improve for the next edition.

Sources:
https://blog.hootsuite.com/smart-social-media-goals/
https://www.instagram.com/achtvanbladel/

Media-user Types

The classic way of media planning is planning according to buyer and user target groups in the corresponding product or service area.

Target groups can be defined using demographic characteristics. Different age groups, genders or occupational groups differ significantly in their behavior.
In recent years, qualitative target group models have increasingly found their way into marketing planning. There enables communication planning differentiated according to values, lifestyles and preferences, which in turn takes into account the psychologically different brand positions in the target group definitions.

One of the Psychographic target group models is Sinus milieus what I talked about in my previous blog post. But other ones are Sigma-milieus, Limbic-types, Uranos Clåss.

You can also differ target groups in Market-related models. Think about Food, Living, Health, Cars, Finance, Fashion, Innovation.

But Different target groups also means different type of media to approach them. (e.g. Magazines, newspapers, posters, TV, radio, internet, mobile and apps) these are each divided into 7 types that describe the intensity of the use of media. In this way, the media planner can see at a glance wheter his target group tends towards the preferred medium or not.

Type 1 Info Elite 18%:
Gets information several times a day and expect a wide range of news form various information sources. Newspaper and other printed media. Willing to pay for journalistic offers on the internet. Product suggestions from influencers. Podcast are used on a wide range of topics. They network professionally and privately via social media
Demographic info:
from 20 to middle age high level of education and high income, time independent. Woman and men are equally represented.

Type 2 Info scanner 20%:
Media consumed several times a day as a trusted source of information from this well-educated, highincome guy. Analoge and digital. Print plays a important role in their routine. Political, economic and cultural topics arouse the most interest. But health, nature and DIY are also important. Social networks and internet are used carefully with focus on data protection to maintain private contacts.|
Demographic info:
Older age group 50+ years old

Type 3 analog ♀ 13%:
daily use of newspaper and television. Most focus on handcrafts, cooking, celebrities. There is also a big interest in folk music, telenovelas and homeland movies. Media use is based on entertainment and escapism. Paper is still important, for example the weekly magazines. While the internet, tablets and smartphones are hardly used.
Demographic info:
age: begin 60s people over 70 are well represented. female dominated. Rather low-educated, low income

Type 4 analog ♂ 10%:
Regional daily newspaper and television. Likes to find out about regional topics, sports or politics and like to watch Krimis and folk music programs. Social media is almost non existing
Demographic info:
Age: begin 60s people over 70 are well represented. male dominated. Rather low-educated, low income. Often retired

Type 5 selective user 12%:
Topics such as sports, cars and computers are very popular with the predominantly male type. Diversity of information and trustworthy sources are less important. They often use streaming platforms, linear television, topic-related magazines. Fictitious series are also part of their everyday life.
Common social media are used to maintain contacts while business networks are irrelevant.
a part of the selective users uses both digital and analog distribution channels.
Demographic info:
Either very young or middle-aged

Type 6 digital entertainment oriented 20%:
Focus on shows, soaps entertainment and lifestyle access through video and audio streaming. Influencers and bloggers also provide strong impulses and to buy on social media. Messenger services and Instagram are used more frequently to make and maintain contacts than networks like LinkedIn. Fast availability as well as time and location-independent media use via smartphone and tablet are of great importance. In case of print, is this target group in minority unless some persons are interested in some segments of print.
Demographic info:
Young mostly student

Type 7 mediamuffle 9%:
They have no special expectations of the media and use all media under-proportionally.
Demographic info:
Middle-aged cohorts are disproportionately represented, men and women to the same extent. Low educational qualifications or some are still in training. Income is low.

Sources:
Zielgruppen •. (2022, October 4). Gesellschaft Für Integrierte Kommunikationsforschung. https://gik.media/best-4-planning/zielgruppen/

Marktstudien •. (2022, October 4). Gesellschaft Für Integrierte Kommunikationsforschung. https://gik.media/best-4-planning/marktstudie/

Mediaplanung •. (2022, November 28). Gesellschaft Für Integrierte Kommunikationsforschung. https://gik.media/best-4-planning/mediaplanung/