Final Case Study – FableVision

An Introduction to FableVision

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FableVision is a transmedia studio from Boston, Massachusetts. The studio was founded by children’s author and illustrator Peter H. Reynolds (Judy Moody, The Dot) in 1996. FableVision creates animation, games, apps, websites for organizations and companies, and their clients include PBS, The Jim Henson Company, Toca Boca, and The Boy’s and Girl’s Club of America.

FableVision positions itself as a company that creates with “positive storytelling” at the forefront of everything it does. Their mission statement is “stories that matter, stories that move.” They use an “all ages approach,” and primarily create content for children. They brand themselves as a company that knows how children learn and interact with media.

Social Media Presence Overview

 FableVision uses a variety of social media platforms: 

Analysis and Evaluation

Blog

http://www.fablevisionstudios.com/blog/

FableVision’s blog focuses on news about projects, and there are several interviews with staff and partners, such as an interview with Mia Doces from Committee for Children, an organization they’ve partnered with on a game that teaches anti-bullying skills. The interview demonstrates the great work the non-profit organization does and promotes the new game, but it also shows the quality of relationships FableVision has with its clients, which could help FableVision acquire new clients.

There are about 2-3 blog posts a month, and there is a like and comments feature on the blog, with a few likes for every post.

Facebook

https://www.facebook.com/FableVisionStudios

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Fable Vision has 2,227 followers on Facebook. Their posts are a mix of text, photos, and videos, and the posts are frequently links to the blog and newsletters, as well as news about their projects. All their posts have a brief text component, but there is always an image attached as well (usually from the linked page). Recent posts include a post about the release of the new project by the intern team and an announcement that one of their films will be shown at a film festival.

Their pinned post is a cute animated video that explains their design and development process to clients.

There are about three Facebook posts a week. Some posts have around 5 likes, and some posts have 20-25 likes. Several posts have a few positive comments. There are not many replies back from FableVision in the comments.

Twitter

https://twitter.com/FableVision

FableVision has 6,950 follows on Twitter. The content on Twitter is a combination of text and pictures, and a lot of their posts are interacting with others. Sometimes it’s just tagging colleagues or partners in posts similar to what they might discuss on Facebook, and they often retweet people talking about FableVision or people discussing similar topics. There are lots of tweets from conferences and seminars they attended or are promoting their appearances at.

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Their Twitter posts feel very friendly and casual, and include calls to action and hashtags to increase engagement. FableVision also heavily promotes International Dot Day, a social media day about creativity inspired by Peter H. Reynolds’ book The Dot. They use hashtags #DotDay and #MakeYourMark for these posts.

There are two or three Twitter posts a week, with a few retweets in between. It seems that they are more active during #DotDay activities to promote the event.

Instagram

https://www.instagram.com/fvstudioboston/

Instagram

FableVision has 561 Instagram followers. They post photos and videos, often with a good description and hashtags. Some of the content is promoting their projects, and the videos even include trailers of their games. They also share fun photos and videos from around the office and during parties they’ve hosted at their office. When they post art from their team, they tag the Instagram account of their artist, which I think is a great touch. They post 2-3 times a month and have lots of likes and comments from their followers.

YouTube

https://www.youtube.com/user/fablevision

FableVision has 2,147 YouTube channel subscribers. Their videos include trailers of projects, overviews of projects, behind the scenes videos, intern projects, short films, and animation reels. There are not too many uploads recently, and FableVision last consistently uploaded videos three or four years ago.

Their latest video, a short called The Reflection in Me has almost 3,000 views and was posted last month. It is starting to make the rounds at film festivals, so it’s number of views is likely to increase. Comments are disabled for the video.

One short from 2015 has over 50,000 views, and another from 2011 has over 300,000 views. The age of these videos is certainly one factor for why there are more views, but it is possible the consistency of updates in that era led to a regularly returning audience. Perhaps YouTube was not the primary channel for many of the videos with fewer views, as these were made for commercials or other organization’s uses, and they are on YouTube as portfolio pieces.

Vimeo

https://vimeo.com/fablevision

FableVision’s Vimeo page has 90 followers. While similar to YouTube, this channel seems to be more of a place to show process videos of projects and final cuts. Many videos include the stage of the project in parentheses, as in (final cut) or (animatic). There are also several tutorials for FableVision Learning’s Fab@School series of products. There is also a Dev Diary series for their game Zoombinis, which is not on the YouTube page.

I suspect that Vimeo is used more as a place to host videos that will be used elsewhere, and is not necessarily a destination. I’m inferring this from the type of videos posted here, and my experience with using Vimeo this way at a job where I needed to host training videos for our company website.

LinkedIn

https://www.linkedin.com/company-beta/454677/

There are 1,237 followers of FableVision’s LinkedIn profile. The posts here are similar to Facebook with links to their newsletters, blog posts, or other websites where they’ve been featured. But FableVision also posts more information about industry seminars and conferences than they do on Facebook or Instagram, which is appropriate since LinkedIn is more professional and business oriented.

There are about two LinkedIn posts a week, and each post receives a few likes.

Summation of My Analysis

Their social media brands share a common voice, but they modify their posts for the platform they are posting on. Posts are most often about their projects or spotlighting their staff. Their audience would appear to be potential and current clients who would be impressed with their portfolio, image, reputation, artists, and designers.

Digital Footprint

The first hit when searching “FableVision” on Google is FableVisionStudios.com. The next hit is FableVision Studios’ Jobs & Internship page. The third hit is FableVision.com, which is a land page where you can choose to go to the Studio website or FableVision Learning, another of their brands that focus on software in schools.

The rest of the hits on the first page bring up their Facebook page, their YouTube channel, their Twitter account, and their LinkedIn profile. These are all very good results for someone seeking more information about FableVision.

After the first page, there are links to resellers of FableVision products. There also are a number of articles about the company and Peter H. Reynolds, such as a profile on New Boston Post.

A quote from Mr. Reynolds in the New Boston Post article states their philosophy.

“We create animation, mobile apps, interactive experiences for museums, publishers, and especially for organizations doing good in the world,” Reynolds said. “We are a decidedly biased company when it comes to whom we’ll work with. We seek collaborators who are trying to make the world a better place for every citizen no matter what age.”

FableVision’s reputation throughout the articles written about them leaves a digital footprint showing Mr. Reynolds’ ethos in effect.

Commendations and Recommendations

FableVision maintains a consistent tone and a steady flow of posts across most of their social media platforms. They are fun and cheerful, and they use lots of images, which they should as a company who prides itself on its art.

Their video presence needs to increase its frequency. They have some great new videos, but the audience might not be ready to see those videos if smaller videos have not been posted regularly to keep them engaged as a top channel to look to for new content. I think that for new videos they would need to decide if YouTube and Vimeo were used as portfolios or as a way to keep clients and associates updated with the everyday happenings at the studio. Whatever they decided, it should be in service of promoting their services as an animation and game development studio.

To improve their social media presence and digital footprint, they should continue to cross promote with their clients and partners. It is great that FableVision shares strong relationships with their partners, and it would be very effective for their future clients to see those relationships through social media.

FableVision’s digital footprint is consistent with their image and branding, and it shows they have an excellent reputation and a long history.

References

Mod Sun

Introduction

Mod Sun is a slightly less known hip hop artist that I have grown to really like over the past few years. His music speaks of positivity and happiness and that is right up my alley. Through this project, I hope to show more people how awesome he is.

He has been on the music scene since the late 2000s, but he did not start out as Mod Sun the solo artist. He started out performing with a band, but then, I learned that he experienced some type of “enlightenment” and made a promise to himself and those he loved that he would always emit positive vibes. From then on, he started creating music with very uplifting lyrics and positive messages (for example, one my favorite lyrics is “every flaw is really beauty owned by nobody else”). This speaks to me because I have had trouble with body image throughout my life, and his music makes me feel validated.

His brand is self-described as “hippy hop.” He calls it this because his genre could most accurately be considered hip hop, but the messages are so different than many hip hop artists nowadays that it deserves the clarification. He loves weed, and sings about it in many of his songs so that automatically points him in the direction of a specific type of audience.

Social Media Presence

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(https://www.instagram.com/p/BWqjn4_hD8T/?taken-by=modsun)

The platform that I view most of his is definitely his Instagram page. He currently has 259,000 followers. I have noticed that he mostly posts photos, but there are also a good amount of videos on there as well. He likes to post clips of his new music and videos as a little sneak peak to his viewers. Mod Sun posts to Instagram usually about once a day, sometimes more, in order to keep his followers active. He interacts with his fans on his posts, but not as much on Instagram as on some other platforms.

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(https://www.facebook.com/modsun/photos/a.393645890653419.97956.145129738838370/1774483775902950/?type=3&theater)

Mod Sun also has a good following on his Facebook page. He currently has 217,673 followers on this platform and posts a larger variety of media. He posts a good mix of videos, albums, single photos, text posts, and article links. I like that he has so much mixed media on his page, as it keeps the audience interested. He usually posts at least once a day, sometimes more often than that even, but usually does not interact with his fans as much as on some other platforms.

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(https://twitter.com/MODSUN/media)

(https://twitter.com/MODSUN/status/885249406965960705)

I believe that one of his most active social media accounts is his Twitter page. He has 354,500 followers as of right now and posts a lot. He posts lots of photos and videos, but this is the one platform where he sends a lot of text posts. I admire this, because text posts have been slowly dying out but Twitter is one platform that still has them going strong. I believe he uses his Twitter page more often than any other platform, not because he posts all day every day, but because he posts frequently and interacts with his fans a lot. He usually posts at least once a day on his own, but I have found that he replies and likes a lot of posts from fans that have tagged him. I have actually experienced this firsthand, because there have been times when I have tagged him in a Tweet and he has liked it. It made my day each and every time. He does this all the time, which is amazing.

(https://www.youtube.com/watch?v=TZvvmkk9L3M)

Mod Sun’s last social media page is his YouTube channel. He currently has 82,450 followers, the least amount of all of his social media sites. I think this is because YouTube is becoming less and less popular as the years go on. All of his posts here are obviously video posts, but they range from music videos to emotionally uplifting speech stories. YouTube is the platform that he uses the least amount for sure. There are long breaks, usually a month or so, between each video. However, this makes sense because he obviously needs more time to come up with finished material to publish. He does not really interact with fans on YouTube, but I think this is mostly because (I believe) his crew runs his channel rather than him himself. He runs all of his other accounts.

As a whole, I think that Mod Sun’s social media presence is very thorough. He has accounts on all the popular sites, and uses them all regularly with an audience of thousands of followers. He interacts with his fans as much as possible, and regularly posts new content of all different varieties (videos, photos, articles, text posts, etc.).

Digital Footprint

The first item that comes up when I search Mod Sun on Google is his main web page where he has tour dates, music, and merchandise. He says, “I have no fans, just friends” which is a great way to entice people to view the site because it is completely true. He treats each fan as if they were part of his family, which is super admirable. There is a list of all of his social media pages on the right side of the page where Google usually has a small biography of the famous person. After his main site, the first platform listed is his Twitter page. This does not surprise me at all, because it is the page he uses the most frequently. After Twitter, Google lists his Wikipedia page, his Facebook page, and his Instagram page. He obviously has a very deep digital footprint because all of results were for him specifically. Then again, he has a very uncommon name. If you scroll down a little bit more, you will see a search result for his Sound Cloud page. This is where he posts all of his work regardless of whether it is a known track or an obscure mixtape of his. I have found music on there to listen to that I had never heard anywhere else, which was pretty cool. Finally, his YouTube page comes up, along with one of his better known videos. I think the order of the search results really does match up well with how he uses his social media accounts- the more he uses an account, the higher up it is on the list.

Analysis and Evaluation

For his Instagram, I would say that his activities are definitely appropriate for his branding. He posts about his tours, his new songs, and collaborations. Although he does not interact with fans that much on this platform, when he does, it matches his brand very well. He always exudes happiness and positivity.

For his Facebook, his activities are also appropriate but are a little bit less personal than on other accounts. He posts the same sorts of things as on his Instagram, but also links some articles in there. Like I said before, he does not interact with fans on this site.

On Twitter, he is the most personable. His posts are very on-brand, mostly about his work and his life views. He interacts with his fans the most with this platform, which also goes along with his happy hippy brand.

Finally, we have his YouTube page. The videos match his brand, but his fan interaction is not very strong on this site. I would say that it is not the best representation of his brand.

Mod Sun’s image is of positivity. He has a lyric that goes, “health, wealth, success, and happiness will always be my mantra” which goes to show his upbeat outlook on life. He absolutely makes the most of his social media presence as well. I think he looks at social media as a way to uplift his fans. All of his text post tweets are about how grateful he is or are positive affirmations, which can help anyone who is feeling less than great. However, I think he could improve his presence on YouTube. It would be really cool if he could use YouTube more himself (not his team) because it would be so much more personable for him to respond to and interact with fans on this site as well. I get that this platform is less personal to begin with, but it would just show that he could go the extra mile. Again, I am not saying that what he is currently doing is not working. I think he is doing an amazing job with his fans and I am so grateful for that.

As far as the digital footprint goes, I think his shows that he is a well established artist. He knows his audience and has put out enough content to generate lots of web results. This does not contradict with his branding. He has a mission to uplift the lives of his fans, and with all of the content he puts out, I think he is successful in that mission.

Commendations and Recommendations

Mod Sun has an amazing “friend base.” One of the things I really commend him on is the fact that he considers his fans his friends on all of his platform and in person. He posts pretty frequently and interacts with his fans a decent amount. Like I said before, I think he may consider using his other platforms (Facebook and YouTube) more personally than he currently is. He may want to start replying to comments and posts on these pages as well because it would make his fans very happy. He may also want to start posting with his fans, because I know for a fact that he loves to take photos with and talk to them. As far as his digital footprint, I think it looks very adequate. I have no recommendations for changing it.

I think Mod Sun has a solid social media presence that will continue to garner him attention and new fans throughout his long career.

References

https://www.instagram.com/modsun/

https://www.facebook.com/modsun/

https://twitter.com/MODSUN?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor

https://www.youtube.com/user/MODSUN

 

 

Ellen DeGeneres – Final Project

INTRODUCTION           

If you’ve ever flipped through daytime television, you’ve probably come across The Ellen DeGeneres Show. Since 2003, this daytime TV show has captivated audiences of all ages, myself included. It is the second most watched daytime show, behind Dr.Phil. This show has won dozens of Daytime Emmy awards while capturing the hearts of Americans across the country. Many celebrities have appeared on this show along with special guests that have gained their popularity through social media. Her show hosts interviews, music performances and in-person audience engagement events. Ellen curates the latest news and trends while creating an experience that transcends through the television screen. Individuals no longer just sit down to watch an episode of Ellen, they buy her merchandise, wait months for tickets to sit in her live audience and try to catch her attention on social media with different hashtags.  With millions of followers, Ellen DeGeneres has built herself a wonderful show and an equally impressive social media following.

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 Social Media Presence Overview 

Ellen has utilized many different social media platform including:

  • Instagram – theellenshow – 47 million followers
  • YouTube – ellen – 20 million followers
  • Facebook – ellentv – 27 million followers
  • Twitter -theellenshow – 71 million followers

Analysis and Evaluation 

Instagram – Ellen uses the handle “theellenshow” for her Instagram account. Her account has 47 million followers. She utilizes a mix of photos and videos on her account. It seems like most of the content is focused on her tv show, The Ellen DeGeneres Show. There are some links in the caption and the profile picture is an emoji version of her! She has posted more than 4,000 times, and is just a handful of posts away from 5,000 posts! She only follows 292 people, less than .0001% of the individuals that follow her! Her most recent pictures and videos have been content related to her tv show.  She posts pretty consistently, with one or two posts a day. While she doesn’t respond directly to any comments, she still has a lot of comments and likes on her posts!

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YouTube – With her extremely successful television show, there is no doubt that Ellen has found success on the video sharing platform, YouTube. She currently has 20 million followers while using the username “ellen”. Most of the content on her YouTube channel are clips from her television show. She has some “extras” that are outtakes or videos that complement her show. She has the logo of her show as the banner of her channel along with links to her other social media sites. Her website is prominently displayed in the banner as well.  Some of her content is viewed more than other pieces. However, she still has plenty of comments on her videos along with likes and audience engagement.

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Facebook – Ellen’s presence on Facebook has helped her gather over 27 million likes and followers. She has a very light and humorous “About” section that highlights many of her favorite moments. Each of her milestones that is listed in that section directs you to a video or photo about the event. She also includes a link to her personal show website on her Facebook page. She uses a mixture of photos and videos in her posts, but doesn’t seem to ever post using text. In many of her posts, she will tag other celebrities or personalities. Her photo is another emoji version of her and her banner celebrates the 14th season on her show!

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Twitter – Of all her social media platforms, Ellen has the most followers on Twitter. With 71 million followers and 14.5 thousand tweets, she once had the most retweeted selfie. That single post had 3.4 million retweets and 2.4 million likes. This post is pinned on her feed, therefore, every visitor to her profile sees this one picture. This one picture was taken by a fellow celebrity at the Oscars. Her ability to cultivate such a celebrity heavy selfie with a strong social media impression gives viewers a view into her social powerhouse.

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Most of her posts on Twitter relate directly back to her tv show, The Ellen DeGeneres Show. She uses a mix of photos, videos and text posts. Some of the posts are links to her website, while others direct you to other social media platforms. She also is keen to post about some social issues, with the latest being about the recent news about transgendered individuals being banned from the military. The tweet about this topic has been the most recent news about Ellen DeGeneres on Google. A majority of her tweets seem to occur daily, or every other day when there doesn’t seem to be lots of content.

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Commendations and Recommendations 

Overall, Ellen has been able to catch the attention of millions of Americans. She currently averages 3.9 million viewers per episode of her show. However, she has a much vaster social media presence. With more than 20 million followers on her YouTube channel to 71 million followers on Twitter, there is a lot to learn from her plentiful social media use. Part of her social media success can be attribute to her immensely successful television show. Since her show is so popular, her content is coveted, and her social media team (presuming that there is one) has mastered the art of using it to their advantage in gaining a strong social media foothold. Most of the content across her 4 platforms links directly back to her show. She has tailored almost all of her content to her show and promoted it. While she doesn’t directly engage with any of her followers, her followers are extremely vocal. They retweet, like and comment on all of her posts. The lack of direct engagement with her target population might be worrisome, but her current methods still keeps them engaged with her content. Almost everything that is posted on her YouTube, Instagram and Facebook drive the viewer back to her website and her show. This force is extremely beneficial for her brand and her television show. Every time someone clicks on her stuff within these platforms, they are reminded of her television show.

The one social media platform that stands out the most next to the other ones is her Twitter account. This is the only account that she uses for plain text posts. Recently, she “fired back” at President Donald Trump on Twitter for his ban on transgendered individuals in the military. Her use of Twitter and the text only posts make it seem like this account is more directly managed by her. Her tweet about this subject is fitting for her brand, as she has been very open about her sexuality and has shared her story on her show. For some celebrities, it might seem like a risk to tweet on a controversial matter, but this was a risk that Ellen took that seems to have worked for her brand.

While Ellen has been able to build a large following on Twitter, her followings on Facebook and Youtube are significantly smaller. There could be many different reasons for this. One of the reasons could be that her audience base is more Twitter centric rather than Facebook and YouTube orientated. Some individuals are able to tailor their content for specific sites more successfully than other sites.

Something that could also use improvement is the consistency of branding within her social media platforms. Her YouTube and Facebook accounts both have different handles than her Twitter and Instagram handles. Additionally, she has used different graphics on her Facebook and YouTube page. However, it is evident that the Ellen emoji is uniformed between most of the different platforms. By creating more consistency between the different platforms, she might be able to attract more followers that might not be aware that her other sites have different images or handles.

Her YouTube’s lower following could also be attributed to the “ellentube” page that she runs off her website. This page is created by her tv show and allows for her to share videos with her fans and allows her fans to share videos with her and each other. Since she has this other platform for videos sharing, her presence on YouTube might be tampered since individuals have a more direct option of interacting with her in videos. This site also allows for her fans to connect with each other, through uploading and commenting on personal videos that they view.

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Additionally, Ellen’s presence on social media does not stop with the use of Facebook, Instagram, YouTube and Twitter. She has an email sign up where users can get emails from her about her show and anything new and exciting. This provides her with another outlet to share information with her targeted audience. By providing your email address. the PR team can better cater their content since they can utilize statistics like open, click and delete rates. Experimenting with different email headers or titles can help them test if some topics are of more interests to her views than others. Sites like Facebook and Twitter can provide helpful insight, but not to the same capacity as an email newsletter can.

References 

http://www.imdb.com/title/tt0379623/awards?ref_=tt_ql_op_1

http://www.ellentv.com/

https://www.facebook.com/ellentv/

https://www.instagram.com/theellenshow/

https://twitter.com/TheEllenShow/

http://ellentube.com/page/2014/11/05/about/

http://www.ellentv.com/