1. Hogeschool van Amsterdam Interactieve Media WC communication blok 4 week 1

2. Hogeschool van Amsterdam Interactieve Media Agenda  Blok 4 overview  Blok assignment teams  Research teams  Blok assignment briefing  Blok assignment de-briefing  Homework  All  RT1

3. Hogeschool van Amsterdam Interactieve Media Blok 4 overview

4. Hogeschool van Amsterdam Interactieve Media Create pairs and research teams 1.Pair up with some one who you will work with for the rest of this blok (in this course) 2.As a pair, get together with 1 other team to create a research team 3.Write the names of all members of the research team on a piece of paper  Indicate the pairs on this sheet too 4.Hand this into to your tutor

5. Hogeschool van Amsterdam Interactieve Media Research team assignment  Each week, a team of 4 (or 6) students will do some research on an “newer” media channel not covered in hoorcolleges  Narrowcasting  Viral marketing  In / thru -game advertising  E-mail marketing  Mobile if we have 5 teams  The idea is that you will give a presentation to the whole class on the results of your research  These new channels will come up in the exam!  So your colleagues will have to rely on you

6. Hogeschool van Amsterdam Interactieve Media Rules  All carry-out research  At least 1 slide per team member  1 (or 2) presentation per week (week 2 t/m week 6)  Presentation in PowerPoint (it will be put online)  MUST be ready BEFORE the lesson  Max 10 minutes per presentation  All sources must be referenced (bronmelding)  Wikipedia is only an acceptable source as a starting point  Always try to confirm your findings via other sources

7. Hogeschool van Amsterdam Interactieve Media Outline presentation format  Define newer channel  What is it good for?  What can go wrong?  How do you avoid this?  Current developments in the channel  Examples (1 per team member)

8. Hogeschool van Amsterdam Interactieve Media Blok assignment: eBay cross media pitch

9. Hogeschool van Amsterdam Interactieve Media Introduction  The client is eBay who are looking for a new lead cross media agency for eBay.nl  You and partner are a creative team for a cross media agency that has decided to pitch for this campaign  You have been asked by your creative director to develop a creative concept and pitch it to eBay

10. Hogeschool van Amsterdam Interactieve Media Exercise: Actively read the briefing (20 minutes)  Read the briefing  One person focus on the assignment  One person focus on the target group  Make a note of any questions that you have  Explain the part you have focused on to you partner and then listen to them explain the part they focused on  Underline the things you think are important  Try to work together to find answers to the questions you have noted  Make a list of questions

11. Hogeschool van Amsterdam Interactieve Media Exercise: Q&A with the client (15 minutes)  Ask the client (your tutor playing the role) any questions you have about the briefing  Make notes of the answers

12. Hogeschool van Amsterdam Interactieve Media Exercise: Preparing a debriefing (40 minutes)  Answer the following questions in your pairs:  What are the main tasks?  What are the client’s goals?  What are your deadlines?  What do you have to deliver?  What restrictions are there?  What are the opportunities?  Get together with the other members of your research team  Discuss your answers to the questions with them  Do you disagree on anything, try to reach an agreement  Write your debriefing as a research team on a flip-over  Present it to the class

13. Hogeschool van Amsterdam Interactieve Media Exercise: Market orientation (20 minutes)  Work with your research team  Brainstorm things that you will need to know / understand before you can begin developing your pitch  Screen your brainstorm (get rid of things not needed or not possible)  For each item left on your list discuss HOW you will find out what you need to know

14. Hogeschool van Amsterdam Interactieve Media Homework: All  Work in your pairs to research the following:  The target group  eBay  Competition (direct & indirect)  Prepare:  A target group mood board with at least 1 insight into their problems / needs / wants  A comparison of eBay with their competitors  How are they better than the competition (for the target group)?  What are their weaknesses against the competition?  How do they position themselves now?

15. Hogeschool van Amsterdam Interactieve Media Homework: RT 1 Narrowcasting presentation  RT 1 should prepare a presentation of no more than 10 minutes to answer the following questions:  What is narrowcasting (a definition)?  What are the advantages of narrowcasting in communications?  How & where can narrowcasting be used how can it be used?  What are the potential problems with narrowcasting in communications?  What are the latest developments in narrowcasting?  1 example of narrowcasting per team member  This should be ready to present next week at the beginning of the werkcollege