DGTL12002 Working with social Media Week 3 Worksheet

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These models were helpful when it came to analysing the interactive features of the site Facebook. I found that models a and b were much more helpful when it came to trying to analyse because they were easier to understand what was meant by each section in the graph whereas the models c and d were a little confusing to me as there were sections that I could not understand what was meant or see if Facebook used it. For instance where it talks about interaction in model D saying “catering for dramatic performance of individuals” It was a little hard for me to think of it in terms of being social media and catering, so when I went to answer it I thought of what that actually meant and how Facebook fulfilled it but I was still a little confused.

 

Week 3 question

In 2009 CumminsNitro, a Brisbane-based advertising agency, won multiple awards across the international media landscape for their groundbreaking campaign for Tourism Queensland: Best Job in the World. The campaign was unique in the way it harnessed traditional media advertising (positions vacant advertising) and linked this with various kinds of social media interactivity. Through inviting video applications the campaign utilised what Bruns calls “produsage” and others have called “crowdsourcing”. It also made sophisticated use of the viral connectivity that can result from online social networking. Then, once the social media success became newsworthy, the campaign also benefitted from the traditional current affairs media attention, amplifying the overall impact and effect.

Tourism Queensland’s 2009 “Best Job in the World” became very successful and was made even bigger by involving most State Tourism Organisations (Tourism Australia 2015).

Tourism Australia (2015) states that the campaign offered six jobs in six areas. Showcasing the best of Australia and the best that Australian tourism has to offer the world’s youth travellers. According to Tourism Australia (2015) the successful applicant for each job was to be paid a six-month salary of up to A$100,000 which included remuneration, accommodation costs and other agreed living expenses. The work that was to assigned to the winners was determined by each state or territory (Tourism Australia 2015). The applicants were also to host media families, work with local tourism operators, to create destination content about their region and share it through social media channels and blogs (Tourism Australia 2015).

More than 330,000 people from 196 countries around the world expressed interest in the six dream jobs with more than 40,000 video entries being uploaded (Tourism Australia 2015).

Tourism Australia (2015) states that the most sought-after job was “NSW’s Chief Funster (20.2 per cent), South Australia’s Wildlife Caretaker (19.9 per cent), Queensland’s Park Ranger (17.5 per cent), Western Australia’s Taste Master (14.7 per cent), Northern Territory’s Outback Adventurer (14.3 per cent) and Victoria’s Lifestyle Photographer (13.4 per cent)” (Tourism Australia 2015).

 

The facebook page for the campaign

https://www.facebook.com/australianworkingholiday

 

The campaign included posters, banners, e-newsletter, the official campaign video, tweets and many more media to spread the word.

 

 

Reference List
Tourism Australia 2015, About the campaign best jobs in the world, viewed 16 August 2016,
http://www.tourism.australia.com/campaigns/Global-Youth-about-the-campaign.aspx

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