Level 3 Cambridge Technicals in Digital Media Unit 6 - Social Media and Globalisation Lesson Element 1 - Wikinomics

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Lesson Element
Unit 6: Social media and globalisation
LO1: Understand how online and social media
products are used
LO3: Understand how global industries use
social media
LO4: Know how to plan and manage a social
media campaign
Learner Activity
Understanding Wikinomics
You will need to understand how online technologies and social media are used to aid the
production and distribution of media products. This lesson will introduce you to the basics of
Tapscott and Williams’ Wikinomics theory, which suggests ways in which new media
technologies, including social media, have changed the business model of how products are
distributed.
Your task is to:
1. Define the four key principles of Wikinomics.
2. Identify the benefits of the principles of Wikinomics.
3. Identify how contemporary social media channels link to the principles of Wikinomics.
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Activity 1: Understanding Wikinomics
In order for you to create a social media campaign in Activity 2, it is important that you
understand the benefits of online distribution and at the core of this the study of Wikinomics.
Task 1
Use the word showers in the table below to define each of the four concepts of Wikinomics.
Openness
Innovation
Crowdsourcing
Open attitude
Embracing ideas
Peering
Collaboration
Connectivity
User-generated content
Breaking down hierarchy of traditional
business
Sharing
Products
Ideas
Intellectual property
Emerging technologies
Acting globally
Globalisation
Crowdfunding
Breaking down boundaries
Expansion
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Task 2
Read about three of the most successful crowdfunded Kickstarter projects and answer the
questions below:
• Veronica Mars movie http://www.cnbc.com/2014/03/12/kickstarter-funding-brings-
veronica-mars-movie-to-life.html
• Reading Rainbow http://edition.cnn.com/2014/07/03/us/reading-rainbow-kickstarter/
• Pebble technology http://www.theguardian.com/technology/2015/mar/30/pebble-time-
smartwatch-kickstarter-crowdfunding
1. What principles of Wikinomics can be applied to the Kickstarter projects?
2. Why were the principles of Wikinomics beneficial to the projects and their distribution?
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Task 3
Write down what the following four most popular social media channels are used for and
then use the information from Task 1 and Task 2 to link them to the principles of Wikinomics
to show how they can be used to aid the marketing and distribution of media products.
Uses of Twitter How Twitter links to the principles of Wikinomics
Uses of Facebook How Facebook links to the principles of Wikinomics
Uses of Instagram How Instagram links to the principles of Wikinomics
Uses of YouTube How YouTube links to the principles of Wikinomics
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Activity 2: Planning a social media distribution strategy
Task 1
Using the table below, make notes on the main characteristics of YouTube, Twitter,
Facebook and Instagram, what platforms people access them on and how they have been
used to promote real film and TV programmes. You should reference your examples.
Social
media
Characteristics How it is
accessed/platform
capabilities
How the channel has been
used to promote real
media
YouTube
Twitter
Facebook
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Instagram
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Task 2
Using the brief below, you are to work in teams to devise a social media campaign that will
promote the new teen TV drama ‘New Life’. You are to utilise the capabilities of the four
major social media channels, writing timescales and what content you might put on them.
You can use real examples to support your choices. You will present ideas to the rest of the
class.
Brief:
Pointing Productions are a production company based in the UK and they make
programmes for the major commercial broadcasters. They want to promote the release of
their new online teen TV drama ‘New Life’, which will be available on ITV Player. ‘New Life’
is expected to generate interest from a variety of TV magazines and review websites. The
two lead actors are Letisha Lane and Jack Henshaw. They are at present unknown but both
were winners of casting competitions by Pointing Productions and have recently received
sponsorship deals with major sports drink ‘Excite Energy’ and there is going to be press
coverage and interviews leading up to the online launch with Heat and Now magazines and
breakfast TV.
You can use the table below to help you make notes on timescale and content.
Timescale Social media to be used Ideas for content
Month 1
Month 2
Month 3
Online launch
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