Shown below is our final draft for Maeve’s Social Media Page. This page consists of 11 posts, a website and 6 story highlights.

PLEASE CLICK TO SEE FULL SMP

POSTS

Since our previous draft, we have uploaded 4 new posts. Starting off with 3 photos placed into one post to reveal that Maeve’s new music video ‘Killing Boys’ has been released.

All three photos were taken from parts in the music video including the lighter scene which we edited to further advertise our campaign. The post is  straight forward and uncomplicated to simply engage and help the audience  on where to watch this music video.

Our next post was about the release of Maeve’s new album ‘Adolescence’. Similarly to the previous post, it contains three images in one post to give the audience an overview on what to expect.

The post includes the front cover of the album, a cover on the inside, and the back cover showing the track list. It informs the audience on where to stream and listen to her album and also engages her fans by asking them to communicate with her and comment their favourite songs.

Following on was a post about Maeve’s Europe tour for her new album ‘Adolescence’. Informing her audience where they can watch Maeve and where to find tickets. Concluding with a warm message which is inviting for her fans.

Our final post is a Grammy Nomination, thanking her team and her fans.

A key element is that we portray Maeve as grateful and enthusiastic for the audience to release she respects them both for helping her go from an ordinary girl to accomplishing this great achievement in her music career. We chose this as our final post because it is the finale of her album and shows how far she has come to be an extraordinary star.

HIGHLIGHTS AND STORIES

Highlights and stories are important to inform the audience on upcoming events and to remind them of past experiences. We ensured they were simply titled with images so that the audience could find what they were looking for. For example, we created a story for her new album ‘Adolescence’ with a countdown sticker to inform her fans about how long until it is released.

This kept the audience engaged as it created excitement and once the time was up it showed stickers and celebration so the audience knew they could finally listen to Maeve’s album.

Furthermore, we also made a story for Maeve’s ‘Killing Boys’ music video to provide a bigger reaction and engagement for the song when it first landed. When every production was released, we prepared a link to go on the story for the audience to gain easier access to every page.

Finally, we created a story to portray Maeve’s attitudes and integrity with a post for Action Aid. This showed that Maeve’s intentions are thoughtful and sensitive, and also helped create awareness to her fans to donate to a charity. It illustrates Maeve’s ordinary, innocent side.

WEBSITE

Creating a website is a great marketing strategy as it allows her audience to access all information and merch very quirky and easily. We added a link for Maeve’s website to her Instagram bio so that it was simple for her fans to find it but also to interpret its vital part playing in her music career as a bio is important to place key elements.

What’s included in our Website is important elements like; Maeve’s upcoming/ new releases, becoming a member for the website (which supplies a sense of comfort and a bigger bond/ community) and it also shows all of Maeve’s socials like Youtube, Instagram and Spotify with direct links for easier access.

Our Website’s 6 Key Tabs in order:

• ‘Home’ – This is the main page where you can visualise a slideshow of images of Maeve for the fans to understand what has been happening in her recent life, a poster of her upcoming tours and her newly released album ‘Adolescence’.
• ‘About Maeve’ – This is a page that helps the audience’s understand Maeve’s mission and style whilst keeping up to track with her ordinary lifestyle.
• ‘Adolescence’ – Placed boldly to emphasise her newly released album and trackless.
• ‘Killing Boys’ – Promotes Maeve’s popular, new music video.
• ‘Tour’ – An announcement of Maeve’s 2022 Europe Tour showing where she will be performing and a link for tickets at Ticketmaster.
• ‘Shop’ – Includes all of Maeve’s merchandise, containing an Adolescence digital download, CD, vinyl, and Europe 2022 tour top, a signed poster by Maeve, Killing boys Graphic T-shirt, a fluffy bucket hat and three phone cases. This is important for her fans to feel part of a group and community, also providing Maeve a lot of money.

EVALUATION

In conclusion, I am delighted with how our SMP has turned out as it contains all elements of the Blumler and Katz uses and gratifications theory. It has successfully portrayed her passion for making music and also Dyer’s theory of an extraordinary and ordinary lifestyle. She is presented as a strong, independent artist throughout her Instagram page, however is also shown as an ordinary woman through her songs, music videos, charity and posts. All important information is illustrated in her bio, website, highlights and stories allowing new fans to get an detailed description of Maeve simply. The final release of her album and music video is revealed through teasers and highlights, intensifying the excitement for her fans and allowing them to follow along her journey. Lastly, our brand image is expressed in the website which is important for her audience to find all key information on Maeve and also to create a tighter bond and community with our artist through Merch.

Shown below is our Second Draft of our Social Media Page.

POSTS

We have added three new posts, adding new repertoire of elements. Our three new posts include; a gif from the lighter scene in ‘Killing Boys’ used as a teaser to promote her new music video, an image of Maeve posing with a guitar showing her ordinary life, sat in her bedroom doing what she loves the most and finally a picture of Maeve partnering up with Vogue which shows Synergy. The use of synergy gives her audience more in – depth information about Maeve which they can enjoy learning about unknown facts Maeve spills.

HIGHLIGHTS

Stories and highlights are a successful way to inform and engage with the audience as they are one of the first things seen by a viewer and tend to have links going to a page. We decided to include a countdown sticker on every story about Maeve’s new album and music video to inform the audience about when they will be released, this created excitement and engagement as the audience waited. Another idea we had was to create a Q&A where fans could ask Maeve a question and she would post it for everyone to see. This was a very good strategy as it linked to ideas that we had planned for the future, for example, releasing merch. This idea worked to our advantage as it showed her innocent, ordinary side where she spoke to her fans naturally whilst including her extraordinary lifestyle.

Screen Castify from teacher:

TARGETS FOR FINAL DRAFT:

• Include promotion for an upcoming tour event.
• Reply to fans comments to show her ordinary, socially interactive side.
• Think about merchandise ideas.
• Clear call to action through a website for the audience to find all information on release dates etc – maybe include link in bio.
• Continue countdown till release date.
• Hardcopies of album.
• Show Maeve’s morals – through charity donations.
• Cross media convergence – TV or radio appearance.

This feedback was very helpful for going forward in the future as we were given clear advice on how to improve our Social Media Page. This second draft shows a huge improvement from the previous draft as we have completed certain important repertoire of elements needed to make our SMP the best it can be.

Here is our Draft 1 for our Social Media Page.

CLICK IMAGE TO SEE OFFICIAL SOCIAL MEDIA PAGE

Firstly, we named our artist ‘Maevesofficial’ as it is easy for the public to find and is expressible of Maeve. Using the word ‘official’ made it simple for the audience to know this is Maeve’s true account, cancelling out any accounts owned by fans representing Maeve.

Having a bio is vital as it is the first thing followers read and it explains who you are, what you do and what you are promoting. In our case, our artist is Maeve, she is an Artist, and her new album ‘Adolescence’ release date is the 28th of December. We made it straight to the point to prevent it becoming too overcrowded and confusing.

Maeve’s profile picture is from one of her shoots to further connote this is her official account and to represent her star image as quirky and fun. A profile picture is important as it remains as the picture that her audience connects and relates to.

Our Social Media Page currently has four posts, starting off with an introduction to Maeve and her new album, a post thanking her fans for the support they are giving her and her music, a teaser for her new and upcoming music video and finally a BTS post showing her on set at a photoshoot.

Self Assessment

Completing a self- assessment showed me what elements I need to include still in my Social Media Page and comparing my first draft to a mark scheme allowed me to create targets that will make my SMP more effective in my next draft.

Targets for my Next Draft:

• Synergy- link Maeve to other brands that would appeal to her audience.
• Converged Media Convergence – link my star with other media, for example, interviews.
• Create highlights for the audience to keep updated on upcoming releases and behind the scenes.
• Put a Q&A on her story for the audience to ask questions about her ordinary and extra – ordinary life.
• Post ordinary pictures of Maeve for the audience to relate to.

As shown below, our group made a Timeline in Chronological Order for our Marketing Campaign Ideas. We have a variety of different posts including, Maeve partaking in Charity Work in her ordinary life and posting this on her extraordinary lifestyle (social media) to help promote and get donations, and tour dates to update her audience on upcoming events. Whilst preparing our Social Media Page, we ensured that we included AIDA and the Blumer and Katz Theory to provide Social Interaction, Entertainment, Information and Personal Identity for our artists fans. This is to guarantee a close-knit bond between the artist and audience.

TIMELINE OF POSTS:

Furthermore, I analysed three different famous artists Marketing Campaigns  which have proven triumphant in this industry. Marketing Campaings can use three different types of marketing strategies including : Guerrilla Marketing, viral marketing and sponsors and promotions.

POPULAR MARKETING CAMPAIGNS:

Charli XCX’s campaign successfully engaged her audience by deleting all her previous posts and announcing on a new post that she would be doing a zoom call with 1000 fans. Those lucky to get on the zoom call were told about her new album and the release date, as expected this caused huge excitement as it built up ‘gossip’ and people became intrigued and were questioning what was true. Charli XCX also decided to invite other celebrities such as Maisie Wiliams and Paris Hilton which showed the importance of Charli and why she would bring fan bases together.

This campaign is a great example for me as I now know that interacting with fans keeps the audience engaged and being able to chat with fans shows Charli’s ordinary life as well as keeping it extraordinary by talking about her album.

Phoebe Bridgers took matters into her own hands when lockdown hit, she decided to interact with her audience by introducing a competition where her fans created their own music video for her popular song ‘Garden Song’. This competition was a brilliant marketing strategy for Phoebe Bridgers as it  was low – budget and managed to go viral, bringing an even bigger amount of popularity to her song. It also resulted in fan interaction leading to more opportunities and attention for Bridgers.

Once again, this side of Phoebe Bridgers allows fans to see a more humorous and ordinary side to her, which when communicating and sending in their music videos, helps the audience create a more friendly and natural relationship.

To celebrate Coldplay’s 20th anniversary, Warner Music Asia partnered up with Firepit Technology to develop an original campaign website for the band’s Asian fanbase across seven countries. Their audience were invited to join the campaign playlist on Spotify and as the countries became more competitive, each country had a progression bar to fans’ listening experience. This was very successful for Coldplay because their average streams per user was extremely high and they gained a huge amount of popularity in a short amount of time.

Overall, I’ve learnt from this campaign that, like the rest, interacting with fans and creating a bit of competition increased the bands popularity hugely, especially for the Asian fan bases where their streams were sky rocketing.

Shown below is Billie Eilish’s Instagram that I annotated to find similar technical conventions I will need to use in my Social Media Page. I spent time navigating what the preferred reading of the artists were in order for my SMP to get a similar reaction from my target audience.

This task was extremely helpful for the future as I have understood the key technology and technical conventions used in an Indie/ Pop artists Instagram. Going forward, I will be able to use these conventions in my own SMP to promote my artist and inform/ engage my target audience in order to create a successful platform.