Digital Social Media & Communication

on

26/09/2025- 26/12/2025 (Week 1-Week 14)
Lizzie Tanaka (0362065)
Digital Social Media & Communication | BDCM | Taylor's University
Task 1-3

LECTURE

Week 1
The Ideal Funnel
Conversion > Marketing

1. TOFU (Visibility & Awareness)
> Whats the objective?
> Create awareness of the brand
> People know your brand

AS a business, what problems are you facing?
- No sales
- No awareness

2. MOFU
> consideration
> connection
> retargeting: getting the same ads over n over again (consistency)

3. BOFU
- Conversion: CAS
good CAS: <1RM
MOFU to BOFU is where the conversion happens
- already regularly posting
- the CTA is different

Ending CTA is different in three of these.
Questions:
1. What do you want, the objective?
2. The problems?
3. The audience? 

Different platform = different user behavior = different demographics
TikTok: interest-based
IG: social-based
Week 2
Social listening:
- the social performance trend 
- look at hashtags
- go to web like answerthepublic.com 
- social listening gives insights to understand customers. 
- going viral ≠ more sales/profits

- AI wont take all bc audience still want authenticity, but it will help us 
- Rubbish in = Rubbish out (prompt is important)
- KlingAI for video

Timing
- timing differs in country and region.
- weekdays 11.30AM myt
- feed info to the AI for accurate results
Week 3

Content Audit (Things to take a look at)

  1. Ask about their current situation, their account: frequency of posting, who is posting it, objectives
    1. Frequency can see from their page
    2. PIC/Person who posts: Ask the business
    3. Objective: Ask the business (Check whether the platform used is suitable)
    4. Take a look at their target market
  2. Content > Photo? Video? Stories? Reels
  3. CTA (Call to Action): Bio & Copywriting
  4. What worked and what did not work? And WHY?

Do a comparative analysis with your references/inspirations.

Track content with content planning sheet and content calendar

Week 10

Mr. Asrizal briefed us on user personas and how to create our own personas based on our target audience. 

INSTRUCTIONS


Fig 1.1 MIB

Task 1: Social Media Analytics

For task 1, we were to create a brand information slides about the business we chose. We had asked a few cafes near us but none responded. We decided to try asking a salon in SS15 called Li Hair Lounge. They opened a year ago. 

Our business is a recent hair salon. We're also tasked to analyze their current social media activity.  

Fig 1.2 Brand Information

To do this project, we also met up with the client for the first time and we asked them questions we needed for our slides. Information was quite limited from the salon, no official pricelist or services list in their account. 

Here's the final powerpoint slides; 

Fig 1.3 Task 1 Final PPT

Task 2: Empathy Mapping & Persona Building

In task 2, we were tasked to create at least 3 personas based on our brand information as well as the empathy mapping for each of the personas. We decided on three main personas:

1. Students: Li Hair Lounge's main target market is students as they focus on affordable pricing and their location is walking distance to few universities. 

2. Working adults: They also focus on working adults by making sure they're open until later than usual salons to cater to people who are already working. Moreover, they mentioned that there's a huge base of working adults in SS15. 

3. Beauty Enthusiasts: Gen-Z and millenials. We saw through their Instagram's reviews that almost all their customers were Gen-Z, micro influencers, millenials, who keeps up with trend. This beauty enthusiasts go to salon for more than just a haircut, but they do a lot of different hairstyle trends and hair coloring. The manager also told us most of their customers are actually younger people that go for hair coloring and trying out different hairstyle trends. 

Here's our final slides: 

Fig 2.1 Final Task 2 Slides

Task 3: Content Ideation & Content Planning

Moving to task 2, we now had to ideate at least 18 contents for our clients. We compiled every possible idea we came across and had a meeting on week 4 to filter our ideas. We had suggested static IG posts for our client but they said they didn't need static posts because most of their posts are generated by their clients. We also struggled in trying to ideate a lot of reels because they preferred if our reels are not hard-selling. 
So at first they wanted us to do just reels and a few extra static posts. 

For static posts, we decided we'd fix up their IG account and put an appointment policy and clear pricelist highlights as well as fix their highlight covers to make them look more polished. We also wanted to make them a Facebook header. The rest, we had to ideate around at least 14 contents. So we decided to develop 3 ideas per person; 2 reels are to be short and funny while 1 content will be longer and has a clear storyline. 

a. Week 4:
Here are my first 3 ideas: 
1. [Storyline] Mockumentary
2. [Reel] Day in the Life of LHL’s Hairstylist/A Day in the Salon
3. [Reel] Nosy Stylist

I wrote the script and ideas here: Week 4 Content Idea Draft

Feedback from the client:
  1. Mockumentary: Script is unclear and it might be hard to shoot because needs proper acting to make it look good. 
  2. Day in the Life: Not interesting enough
  3. Nosy Stylist: Can proceed but try to change up things

b. Week 5:
Based on this feedback, I modified it to: 
1. [Storyline] Can I Give You A Tip? 
2. [Reel] Kids Cut
3. [Reel] Nosy Stylist

Feedback from the client:
  1. Can I Give You A Tip?: Doable but we might need to borrow their stylist. 
  2. Kids Cut: Okay but change it a little or make it better. It will be cringe and awkward if not done nicely.
[Script and storyline in content plan sheet]

c. Week 8:
Client reminded that his higher-ups might not agree with our contents so best we have some alternatives and backup contents. I ideated 4 extra contents:
1. Boss says we need more customers
2. When there's drama at work
3. If the pen goes in
4. What's your name [Promo content]

This content I generated based on our meeting on Week 7 when the client wanted us to have more contents that don't need to be filmed inside the salon and they told us we cannot borrow their stylists to act in our reels. So they wanted backup contents that don't need any stylists. 

Client feedback: Most of it seems decent but I would like for you all to find and shoot a different kind of video, if you all realised most of your video idea and concepts are all very similar. It all has similar concept and vibes. It would be best that you guys can find or come up with something different. This is because your videos will be posted back to back hence if its all similar concept video, It wont be pleasant for the social media page.

By this point, we have already started filming (started on week 7). However with the client feedbacks, they also changed their mind and wanted more different contents, so we finalized it with 4 themes:
1. Account Upgrades (3)
2. Humorous Reels (5, we already filmed most of them and already edited)
3. Serious Reels (4, 1 is tentative)
4. Static posts (8)
Total: 20

Because of this, we had to scrap almost all our reel ideas and only used 5 ideas while we had a meeting with our client to ideate which static posts they wanted. 

Unfortunately for us, this was finalized on June 26 (Week 10), meaning we had less time to go over. However, we still kept filming contents and doing the ones that are confirmed such as the serious reels, humorous reels, and all the static posts. By this point, our content finalizing was quite slow because there were lots of back and forth with the client too. At the end, some contents we didn't end up doing such as before afters that we planned (no time and no client). 

Fig 3.1 Final Content Plan Sheet

Finalized content planning sheet: 

Social Media Design Execution

Even though we started filming and developing our designs from week 7, week 11-week 14 is where we worked the most on. Because of the workload, we ended up dividing it amongst us. I unintentionally became in charge of the static posts and Maaiya helped me in doing the static posts. Maisarah was in charge of filming and editing the founder interview as well as edit the photography the client had requested. Navisah was in charge of the humorous reels editing. Sheren was in charge of editing her humorous reel and another serious reel. During filming, we took turns becoming the actors and filming too. 

As per our agreement with our client, we decided on Wednesday as our weekly filming day and we filmed for 4 weeks in total. They were closed on Wednesday but thankfully was willing to open the salon for us to film. Other than that, we settled that in case we need other days we could do from Monday to Thursday but before 5pm since 5pm is the start of their rush hour. 

 
Fig 4.1 First day of filming
(Photo by Maaiya)

Fig 4.2 First shoot: When Client Leans into Brush
(Photo by Navisah)

We first filmed on Week 7 and finished filming 3 reels on Thursday. 
  1. Can You Take a Photo of Me?
  2. Working with Gen-Z (Posted on Tiktok with 1,050 views and on Instagram with 1,168 views). 
  3. When Clients Lean into Brush (Posted on Tiktok with 585 views and on Instagram with 807 views).
[Engagement as of 25 July 2025]

Week 8 filming: 
  1. Role Reversal
  2. Type A Type B
  3. Salon Tour
On week 9, we had two filming days: Tuesday and Wednesday. On Tuesday, I couldn't come but my teammates were filming extra B-Roll footages for interview and the breakup story reels. Sheren actually got a haircut that was paid by the salon for this content. 

Week 9 filming:
  1. Interview
  2. Extra B-roll footages

Fig 4.3 Week 9 Filming on Tuesday
(Photo by Navisah)

Fig 4.4 Week 9 Filming on Tuesday
(Photo by Navisah)

On Wednesday, client said they didn't want anymore humorous reels and started to suggest to just move to static contents. So we scratched our plan to film more humorous content and we decided to focus on filming the interview. 

Fig 4.5 Week 9 Filming - Interview
(Photo by Navisah)

Fig 4.6 Week 9 Filming - Interview
(Photo by Maaiya)

We decided on 7 interview questions based on our long draft in our Google Docs to fit into 45-60seconds time frame. Here are the questions we asked for our client: 
  1. What inspired you to start Li Hair Lounge?
  2. Could you tell us any moments of doubts you had when were starting Li Hair Lounge?
  3. What are your hopes/goals/aims for the future of your salon?
  4. What makes Li Hair Lounge different from other salons?
  5. How would you describe Li Hair Lounge in 3 words?
  6. If you had to name one game-changing decision that helped your business grow, what would it be?
  7. You mentioned your partner earlier, can you share a bit about him? 
  8. What qualities do you value the most about him as a partner and hairstylist?
During the editing, all the questions would exceed 1 minute so Maisarah decided to keep questions 1,2 (combined with 7-8) and 4. 


Week 10 filming (unfortunately we had no documentation on this day):
  1. Reshoot role reversal
  2. Breakup Story
--

As I'm in charge for overviewing the statics posts, my main focus is trying to follow the client's brief. He wanted the design to be modern, minimalist, shows high quality, but cannot look too luxurious and seem expensive for clients. Since they really focus on affordable pricing as their main strength, they didn't want to appear as an expensive, exclusive salon but they want to look more friendly, approachable, and affordable.

For me, this isn't my usual style I design with and attempting to make a design look affordable was quite the struggle. At the end, I decided to focus on small design technical details like making the layout balanced, making the texts easy to read and minor stuffs rather than focusing on which elements to use as they also did not want too many decorative elements. 

For the static posts, I'm in charge of these posts [for progress please refer to weekly progress in content plan sheet]: 

1. Highlight covers
Initially, I came up with highlight covers with texts instead. However, the client said they wanted icons for their highlight covers because IG allowed them to name the highlights already. There were quite a lot of revisions and this final set of highlight covers were the result of tedious edits per the client's request. 


Fig 5.1 Adobe Illustrator progress on icons



For previous drafts, click this link: Highlight Covers Compilation

Fig 5.2 Highlight Covers


2. Pricelist (with Maaiya)
Maaiya first ideated the pricelist design however there were a lot of minor revisions from the client as well. This final one followed their official color palette and followed the client's feedback and requests. 

For complete progress, click this link: Pricelist Progress Compilation
Fig 5.3 Final Pricelist Story


3. Facebook header (with Maaiya)
This final one is actually my first draft. However, I wasn't sure about giving this to the client so I delayed it. Maaiya ended up creating another version so we gave two choices to the client and the choice fell to this one. 

Fig 5.4 FB Header draft given to client


I kind of struggled in creating this header since I wasn't sure what the client wanted. He had briefed us that we could do a 2D cartoonish illustration for the header but when I tried it, it looked goofy and didn't match the whole other modern, mature looking designs they had with proper photography. So I suggested the two versions and told them my opinion. 

Fig 5.5 Final Facebook Header



4. Things to know about LHL
This is one of the posts they planned to pin in the IG account, so the cover corresponds with the other 2 posts. For these three posts, my main concern is consistency and cohesiveness because it'll be pinned. There's quite a lot of information in this post as well so I focused on making it readable, legible, and easily understood as this will be the post that new and potential clients will navigate to. 

The rectangle textbox thing is actually an effort to keep our posts still somehow consistent with their older posts which all had this semi-transparent thinly outlined box. I wanted to incorporate it but refine them so it looks neater and better.

Here I categorized all the information they gave us into different sections so that it's easier for people to navigate the post and all the information. The texture is also a request from the client. 

Fig 5.6 Things to Know About LHL Final


5. Every Wednesday close
This post is an updated post of a previous one because they changed their business hours. This will also be pinned so I made sure to design the cover in a way it'll correspond with the other 2 posts. All the information is the same but because the client valued simplicity and straightforwardness, I couldn't really explore on design styles and adapted to this particular direction. 

I incorporated the box for this post in the second slide to highlight the newly updated business hours since it's the main point of this post. 
Fig 5.7 Every Wednesday Final


6. Booking number announcement (with Maaiya)
This was actually the start of the whole box design because we started on this one first as this information was actually the newest. Maaiya designed the first few drafts and we kept on refining until we came up with a few versions we liked and gave them to our client. 

This is an announcement post since they just recently registered for an official booking number. Before this, they didn't have any. 

He picked this design direction but there were lots of tiny edits and revisions along the way. Thankfully this one finished well. 


Fig 5.8 Booking Number Post



7. Hiring (with Maaiya)
For this one, Maaiya designed a few covers and a few alternatives of the content slide. We also ended up producing quite a few covers and inner slides. I also edited minor typography stuffs and we gave a few alternatives to the clients and ended up with this design. 

Client requested for this awareness hiring post because they wanted the job opening to get more awareness. 

Fig 5.9 Hiring Post Alternatives given to client



We went for a picture background because this post will not be pinned and so we thought we could do a bit of variety with the design. 
Fig 5.10 Final Hiring Post


8. Namecard
The namecard is quite sudden request from the client. But there are new information about their contacts and they wanted to redesign the namecard. They also wanted to post the new namecard design but because the time is limited, they weren't sure they could print the new batch on time and take good pictures.

Fig 5.11 Namecard progress

Fig 5.12 Namecard Mockup progress

To solve this, I suggested to create a mockup for the namecards so that it'll look proper enough to be posted as a picture in their account. There isn't a lot to design since they don't want much to be changed. I just made sure the spacing and sizes were improved and designed the mockup in Photoshop. I gave them two alternatives.

Fig 5.13 Card Design 1 (Based on their feedback)

Fig 5.14 Card Design 2 (Additional alternative of my own)

Below is the final namecard design. They ended up wanting to bring the stamps loyalty back. 
Fig 5.15 Final Namecard Design and Mockup 


For the captions, I made all of the captions for all the posts (can see in the Google Docs) and sent them over to the client. However, it's to note that instead of telling me what to revise, the clients decided to change the captions according to what they want instead. 

On week 14, we compiled our works into a final deck and recorded our final presentation: Final Google Drive Submission

Final Submissions


Task 1: Brand Information

Fig 6.1 Task 1 Final PPT

Task 2: Empathy Mapping and Persona Building

Fig 6.2 Final Task 2 Slides

Task 3: Content Ideation, Planning, and Social Media Design Execution

Fig 6.3 Final Content Plan Sheet


Fig 6.4 Final Presentation Deck


Other important links

1. Li Hair Lounge Content Drive (All contents, Planning Sheet, Google Docs)
2. Google Docs (Questions, Interview Questions, Captions)


FEEDBACKS

Week 8
- Mr. Asrizal suggested us to color grade the three reels a bit as some clips had weird lightings. 
- Suggested us to make the logo in the pricelist story bigger and not in the bottom area. 
- Suggested us to add an ending frame with the salon's logo and IG handle

Week 11
- Advised us to catch up quickly even though we had changes with the client. 
REFLECTIONS:
Experience:
Overall, I think this module is helpful because it gives me a gist to how to handle clients. I learned more than content creation but also how to optimize the contents I choose, ideate captions, and most of all how to communicate properly with my clients. I'm grateful that my client is very helpful and very communicative. They actually understood more about content creating which meant their standards was a lot higher and we were pressured to do well. However, this meant that we would learn a lot as well and I was excited for this. 

Of course, the project isn't smooth sailing but in the end, we overcame all problems well. I'm grateful for this module because I learned a lot about social media communication, which is an area I never really delved into before. 

Observation: 
In this module, I also learned about the importance of cooperativeness, communication, and teamwork in a group. I actually felt like our teamwork could be a bit better, it was a bit hard to work together because our communication wasn't as smooth as I wished it would be. So this is definitely something we can learn from.

Finding: 
I find that content creating is more than just creating viral stuffs and having high engagements. And that's something I've always thought about in my mind for content creating. I find that it's about creating content that actually caters to what the users want and need. 

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