View the video from the presentation here: http://vimeo.com/51267040

1. IDEAS OF
LOVE
DIRECTOR - JENNY BAE
CREATION MANAGER - FIONA (XIAODI LIU)
PERSONNEL MANAGER - NIKITA MELWANI
SOCIAL MEDIA/ONLINE MANAGER - LIVIANA
ANDRIAN
STRUCTURAL/HUB - SARAH JACKSON

2. WHAT IS ‘IDEAS OF
LOVE’?
- It all started with a
question; ‘What do you
LOVE?’
- Original submissions
could be
image, video, audio or text.
- The end product was
originally going to be a
user-generated
documentary film.
- This was changed to a
photography competition.

3. PLATFORMS USED

4. OUR ID MAP
VIMEO GLOS.SI
ABC POOL FACEBOOK TWITTER
LINK (MAIN ID HUB) FEED
INSTAGRAM TUMBLR

5. STEP 1: INSIGHT
- Identifying an audience is
crucial > to see their
characteristics, likes, dislikes
etc. in order to gain
participation.
- The idea and question (‘What
do you LOVE?’) was not
SPECIFIC enough making
audiences lose interest.
- Participants started to
contribute but not much as
anticipated due to the idea
being too general.

6. HOW DID WE FIGURE OUT
WHAT TO DO NEXT?
- Listening, observing and watching
our audiences was KEY.
- ‘Mcscraic’ is a user persona
described as ‘Hardcore’ as he
contributed multiple works to ABC
Pool everyday.
- He was our ‘guidepost’.
- He was submitting and
contributing works of romantic
love > not love as a whole.
- We realized that our project was
too broad.
- We needed something NEW and
FRESH.

7. STEP 2: WHAT DID WE
DO?
- Our solution was setting a topic
each week and this was an on-
going process.
- Targeted different online
communities for that topic. (e.g. on
Tumblr we followed, liked and re-
blogged things to do with ‘food’.
- We followed, liked, loved,
hashtagged, you name it! – and still
we were not gathering as much
participation.
- We had to think of a completely
different idea, a ‘fish-hook’ >
something that was INNOVATIVE
and UNIQUE.

8. STEP 3: OUR
FISH-HOOK

9. INTEGRATED MEDIA OFFLINE
- Experimenting OFFLINE and
ONLINE > how we gathered
audiences.
- ONLINE to OFFLINE > realization
that ONLINE cannot exist without
the OFFLINE elements.
- Employed ideas from ‘Occupy
Melbourne’ marketing strategy.
- Marketing strategy; reiterate
OFFLINE and media uses
- Tangibility – the ‘physical’ aspect
- FACT: Audiences like what they can
see
ONLINE

10. WHY A POLAROID
CAMERA?

11. SURPRISES
- Participants from online communities (e.g.
fotoholic) generated existing audiences
through their interests.
- Specific target audience generated more
audiences.
- This was done by OBSERVING lifestyle,
habits, characteristics of audiences, e.g.
University Students
- The event gathered high engagements >
the participants responsibilities made
them contribute more.
- Continuation of the project: no definitive
ending.
- We treat this event not as the final
outcome of the project, but rather the
starting point.
- This event was the ‘bait’ that triggered
audiences to be involved in this subject.

12. FAILURES & SUCCESSES
- Broad topic (Romantic - ‘Snap the Love’ event >
love? OR Inspiration? combined old/new topics
- Different specific topics - Prize (Polaroid camera) > created
each week = lost hook
existing audiences
- Integrated Media marketing –
poster, online community
(fotoholic)

13. END OF JOURNEY –
WHAT DID WE LEARN?
- Mistakes allowed us to mature as
media practitioners.
- Challenged ourselves with various Overall, this project
problem solving and strengthened has adjusted our
our knowledge.
thoughts to the
- Not afraid of experiment different changing media
approaches for better result.
landscape and weave
- Slow procedure allowed us to look stories outside the
at things closely;
+ Characteristics of the audiences traditional media
+ Pro/cons of different social platform and into the
media platforms multiplatform
+ Marketing strategy > what
environment.
worked/what didn’t

14. OUR JOURNEY IN A VIDEO

15. REFERENCES
1. Our Social Media Platforms;
+ ABC Pool; pool.abc.net.au/projects/ideas-love
+ Instagram; @whatdoyoulove
+ Facebook; facebook.com/Ideasoflove
+ Twitter; twitter.com/ideasoflove
+ Tumblr; ideasoflove.tumblr.com
+ Glos.si; glos.si/ideasoflove
2. Meeting Minutes;
https://docs.google.com/a/student.rmit.edu.au/file/d/0B_wW9dPnYe
ceRWI4dFBfcWRWWW8/edit
3. Call Out;
https://docs.google.com/a/student.rmit.edu.au/file/d/0B_wW9dPnYe
ceZHp6QmtIczlfMFE/edit
4. Production Plan;
https://docs.google.com/a/student.rmit.edu.au/file/d/0B_wW9dPnYe
ceaTlaLVdmOFNMdTA/edit