Party Paper

I want the influencers to be my main or first target audience. The other people or called as followers is my second target audience. I did interviews some of the influencers of Instagram.

Here are the questions for my interview:

1. When did you start using Instagram?

2. What do you think about Instagram?

3. What makes it different to other social media applications?

4. What do you like to share on Instagram?

5. What feature of Instagram that you use the most? Why?

6. Do you think Instagram has engaged well to their community or user? Why?

7. What will you feel if you receive something physical from Instagram?

@KEZIAADINA

The first person I interviewed was Kezia Adina. She is a well-known young photographer in Surabaya, Indonesia. She is still pursuing degree in Petra Christian University, majoring graphic design. She likes to take beauty and fashion shot. Besides taking pictures, she likes to try new food. She has a little online food business called Dua Nonik. It sells rice bowl with different toppings. Music is also her passion. She likes to sing the most. She can play guitar, piano and violin. It is because her father likes to play guitar. She is now learning of how to sing and play music in jazz style. I can say that she is multi-talented and dare to try something new. On Instagram, she likes to share her personal life and her works. She always keeps her feed in themes. On her Instagram story, she likes to do silly things with her friends and families.

1. When did you start using Instagram?

Since 2012. So it is been 5 years!

2. What do you think about Instagram?

Instagram gives me a lot of chances. I like to share my works and most of people discovered my service as photographer through Instagram. Instagram creates a visual trend. Everyone wants to look good on their posts and I can help them. So to me, it is very helpful. Thank you, Instagram!

3. What makes it different to other social media applications?

I like the community or the connection of it. It is very fast and easy to use. You can reach anyone without a fuss. It has a lot of advanced features also. 

4. What do you like to share on Instagram?

My personal life, photos with my friends and families. My works which are beauty and fashion portraits. I think the most interesting one is my holiday post.

5. What feature of Instagram that you use the most? Why?

For me, I really like the new save feature. I always screenshot what I find is interesting and they keep losing in my thousands gallery photos. Now I can just save it in my Instagram account.

6. Do you think Instagram has engaged well to their community or user? Why?

Yes. I like how Instagram always has this project. It is WHP, Weekend Hashtag Project. They challenge people to capture a photo based on the theme that they set for that week. They will curate the photos and repost it on their account.

7. What will you feel if you receive something physical from Instagram?

I would feel honoured because to me Instagram is not only a photo application. It is a community to me. I would feel special and I have done something right to the platform.

@EFFIESINARSO

The second Insta-hyper is Effie Sinarso. When you see her feed, you can tell that she is definitely an aesthetic person. She keeps her photos in a clean style. She is also still pursuing her degree in Ciputra University Surabaya, majoring graphic design. What makes her Instagram famous is because of her food photography. She knows how to flat-lay (the art of arranging things on table) well. Right now, she is a freelance food and fashion photographer. Even her fashion photographs have a clean feeling. Besides sharing beautiful pictures, she likes to share photos of herself and her friends. They like to explore places that are photogenic. What I like about her Instagram is she always update to new places in the town. Her Instagram is very informative for people who don't know where to go.

1. When did you start using Instagram?

Around year of 2012.

2. What do you think about Instagram?

I think Instagram is very cool. I like the idea of posting 'crafted' photos. It is very advanced. It's like they are listening to our requests every year.

3. What makes it different to other social media applications?

It is very easy to access that it is addicting. Every feature inside of it is easy! Like you can find anything through hashtag.

4. What do you like to share on Instagram?

I like to share food photos which I flat lay first. My own photos and my friends. We like to search for a new photogenic place. And recently I like to share fashion portraits.

5. What feature of Instagram that you use the most? Why?

I like the Live video feature even though I rarely use it. Hahaha. I like to see other people's live videos. One last thing is I like how the post doesn't have to be square.

6. Do you think Instagram has engaged well to their community or user? Why?
For me, yes. Because they always look into people who have eye candy photos and people who are worth to be promoted.

7. What will you feel if you receive something physical from Instagram?

I would be very happy! If I get something for Instagram that means that I am an influencer on Instagram.

@GERALDOSOLIHIN

The last one is Geraldo Solihin. He studied at Raffles Singapore, majoring graphic design, and graduated last year. He likes to take conceptual photos which you can see through his colourful feed. His greatest achievement of being a community in Instagram is he had been a suggested user. He became a suggested user 2 years ago. That is why he received Instagram's birthday package in 2015 and new year in 2016. He used to cafe hopping and discover in Singapore. But now he is in Jakarta opening his own cafe business.

1. When did you start using Instagram?
I started using Instagram since around 2012 and it all started with a selfie with my friends, lol!

2. What do you think about Instagram?
Instagram is an awesome platform for us to connect with each other around the world!

3. What makes it different to other social media applications?
I feel that Instagram is a really good place to showcase our own interest in the form of pictures. It is both personal and artsy.

4. What do you like to share on Instagram?
I like to share what I am passionate about and it is photography. I like to share art stuff, travel, music, fashion and many more.

5. What feature of Instagram that you use the most? Why?
I usually use Boomerang for fun and also recently I like to use Insta Story to share my daily activity.

6. Do you think Instagram has engaged well to their community or user? Why?
Yes! They always have some interesting activities to connect to their community such as the worldwide Instameet and the weekly hashtag.

7. What will you feel if you receive something physical from Instagram?
I feel really honoured to receive it!

I did an online survey and collected 38 responses. I think that the result is supporting my project because many people follow influencers on Instagram and feel that they influence enough. Many say that they are a fan or they like the stuff on the influencer and feel like buying it. People follow fashion blogger the most.

I did some observation both online and offline. In online, people always follow who they want to follow. If they are only curious about someone, they just stalk the account without following them. In Instagram, number is very important. The number of your followers, your following and your likes. If someone has many followers, they called as influencers. There are the official influencers who are verified by Instagram or promoted by Instagram. Celebrities or online celebrities are usually the verified ones. The other communities who are really care about their feed, they usually promoted by Instagram. Influencers has many followers yet many stalkers. That is why when they upload a video, the view number are more than the like number. Some people only want to see. Influencers make the trend. Some even create the hashtag trend. Their followers or also their fans usually follow what they do. Many say that they want to follow the trend because it is cool. Some say that because they love what the influencers do and they support them. Now Instagram has a lot advanced features. People can share a post to their friends in direct message. That makes the famous people more famous.

For offline observation, I find that in the bus or MRT, people tend to be on their phones. I always see someone on their Instagram scrolling through their timeline. They would stop a while if they find a post is interesting. But most of the time, it happens very fast. Instagram is addicting because people keep updating and everything goes fast. I see that people are on Instagram for about 5-10 minutes. After surfing Instagram, they would close it and open another app. But some people would go back to Instagram because of the notifications or they just want to check it again.

In conclusion, if I want to send something to the influencers to influence theirselves and others too, I have to consider something really interesting in the first three seconds so people would stop and see then find out what it is about.






I want to link the party box with countries that use Instagram the most. I want to take their birthday traditions and apply that to the box. It is because Instagram is about sharing something to the world. Through the box, we share how different countries have different culture in celebrating birthdays. I searched through internet and compile all the important information.

After do all the research methods, I finally come out with the creative brief:

CLIENTS

Instagram is an application for visual storytelling. It has worldwide audience who shares pictures and stories everyday. The key trends are documentation, seeing, community, creativity and therapy. People are following who they want to see or who have the same interests. In this millennial world, Instagram offers many features in photograph and sharing stories.

Argo Wiggins has been making fine papers for those who create fine ideas. There is a wide variety of paper to support all kind creativity in printing and finishing.

BACKGROUND

Instagram turns 7 years old this year. To thank the community who has built a beautiful visual world, Instagram wants to invite the influencers to their birthday party.

CHALLENGES

1. Instagram has a worldwide audience, it is not possible to gather the people in one place.

2. Promote Instagram through paper to show that paper is as powerful as digital.

TARGET AUDIENCE

1. Influencers or social media celebrity who are eagerly to share exciting news and stories to their followers everyday. They like to share personal media content to the global networks. Using Instagram’s features to enhance their post daily. They who know what is on the next line of trends or even the ones who make the trend. Visual storyteller who are active in engaging to their followers.

2. Hyper and average user who are following Instagram’s influencers.

TONE OF VOICE

Fun, surprising, immersing.

OUTCOMES

Collaborating with Arjo Wiggins, Instagram will send a party in a box which is called Party Paper to the influencers. The box is filled with all party essentials (invitation, cake, food, photo booth, etc) that related to countries’ birthday tradition because Instagram is about sharing stories across the world. It will feature paper’s possibilities and Instagram’s features that will connect each other.

OBJECTIVE

Celebrating Instagram’s 7TH Birthday with their community through paper.

Survey on Instagram Influencer

I consulted to Jacinta and Yee Noh about my new idea. Both said that the weakness of my idea is only influencing the influencers. From this point, I think I have to really do my survey on the influencers to the Instagram community.

Here are some questions that I have prepared:

Hello, my name is Jennifer Wuisan and I am a student from Nanyang Academy of Fine Arts. I want to do a survey on influencers of Instagram. Thank you for your time!

1. What is your gender?

a. Male

b. Female

2. How old are you?

a. 15-25

b. 25-35

c. 35-40

d. 40 and above

3. What is your occupation?

a. Student

b. Worker

c. Professional

d. Other

4. Do you have Instagram account? (If no, then proceed to submit the survey)

a. Yes

b. No

5. How often do you check your Instagram?

a. Every hour

b. Few times in a day

c. Several times in a week

d. Rarely

6. Do you follow influencers in Instagram?

a. Yes

b. No

7. Who are they?

a. Aesthetic people

b. Fashion blogger

c. Food blogger

d. Travel blogger

e. Other

8. How much do they inspire or affect you?

1 2 3 4 5 6 7 8 9 10

Not affecting      Affecting very much

9. Do you interest in a brand that they post?

a. Yes

b. No

10. What is the reason that you stated above?

___________________________________

I plan to distribute the survey today.

New Idea: Instagram Party Box

I was really stuck in improving my ideas on 'Mean it? Print it!'. I feel like every feedback that the external accessor said, I could not find answers to his questions or challenges. I had been thinking it for days and I decided to change my idea.

Last week on consultation with Winnie, she said that our idea should be simple. We should make something that is already there. Like the platform. Do not think too much about making something that is not there. So it triggered my new idea. I want to do something that related to Instagram's tradition.

Instagram always celebrate their birthday by sending stuffs to the community or influencers. For example, notebook, calendar, badge and others. It is to thank you the community for building Instagram in the past years. This year, Instagram is turning 7 years young.

I would like to make a box to celebrate Instagram birthday. Inside the box, it will combine the features of the paper and the features of Instagram so far. Instagram now has a lot new features such as Boomerang, Story, Live, Like on Comment, Save or Bookmark and Photo Slides. I would like to make something out of paper that can work with the Instagram's features. The external accessor said that my previous idea was troublesome. In this new idea, the box will be sent to their homes. They can celebrate Instagram's birthday party in the box. The box will contain every little detail that a party needs. Such as invitation, balloons, photo booth, piñata, present and others. The box will be in layers of hiding surprises like a birthday would have. It would be an exciting experience while they are revealing the birthday elements.

I think I should make a visual so that it would be more interesting when I present it tomorrow. I already looked up on YouTube of how to make a lot of things from paper. I would do a lot of experiment to make paper stands out.

I already consulted with Jacinta about my new idea. She suggested me to do a survey. The questions should be of how people respond to the influencers? What kind of method that people respond? Is it in a physical way or in an abstract way? How much the influencers can influence the audience? To ask people, how much they will do to follow the influencers. I should look more into what Instagram have been doing in celebrating their birthdays and how to highlight the importance of paper.

Survey Questions

Week 7 is assessment stage one. There was an external accessor named Aaron. I presented my graduation project and there were some feedbacks. Aaron said that ‘Mean It? Print It!’ is not necessary to do my project because why I need to print it out when there is the data in digital? The outcome is not compelling enough and most of all it is too troublesome. I shared this with my research lecturer and she agreed. I decided to think again about the outcome. She said that I need to do a survey in Instagram to know about more and to decide how to move forward.

So I plan to do a survey and I write some questions that might work:

Hello, my name is Jennifer Wuisan and I have some questions for my graduation project. The brief is to promote Instagram through paper. Thank you for spending your time!

What is your gender?

⚬ Male

⚬ Female

2. How old are you?

⚬ 10-20

⚬ 20-30

⚬ 30-40

⚬ 40 and above

3. Do you have an account in Instagram? (If no, skip all the upcoming questions and submit your survey)

⚬ Yes

⚬ No

4. How often do you check your Instagram?

⚬ Every hour

⚬ Few times in a day

⚬ Once a day

⚬ Few times in a month

⚬ Once a month

5. When you are scrolling through the feed, do you read other people’s captions?

⚬ Yes, every post

⚬ Only some posts

⚬ No

6. Do you like to receive comment, photo tag or direct message?

⚬ Yes

⚬ No

7. Do you want to print any caption, comment and direct message into a postcard to keep it or to give someone else?

⚬ Yes

⚬ No

If yes, please state your reason...

If no, please state your reason...

I think this would be enough to know how to improve my graduation project. I have to know the strengths and weaknesses to be able to identify the do’s and dont’s.

Focus Group & Interview

For my graduation project, I would do interview and focus group. Interview is more focusing into individuals while focus group has a group of people to discuss a topic. In interview, we must prepare questions before meeting the interviewee.

We have done a focus group last week and I think it is very interesting because the ideas are keep coming, even the questions that will lead to new ideas. I also think that focus group must have an active person to keep triggering the others. I love how we sit down and really think about one topic and just throw every little thing that pops out in our minds. There is also someone who takes down notes. For example, we discussed about Daniel’s topic which is seeing the perspective of a bully. The group contains all girls. We have different perspectives and answers. Sometimes a word from other can bring a new perspective to another. For me, it was very useful and I plan to do it for my graduation project research. I think it is because we are from different countries that we have different culture. I have done interview when I was in senior high school. I remembered I prepared some questions and recorded everything. Preparing the questions is essential because some of their answers might be the solutions or new ideas to my topic.

My graduation project is a collaboration between paper and pixel. It is between Instagram and Arjo Wiggins. It has a very high contrast because they are in very different platforms. I am planning to make a product than can preserve the Instagram users messages. It is to make the message more meaningful by having it in a physical media. They can choose their messages from their captions, their comments or their direct messages to have it printed on Instacard. Instacard is a specially designed postcard for Instagram. I want to make a temporary booth for the launching of the product. People can come there and have an Instacard for free. For the long run, it can continue as a product that sold on website or on Instagram as an online store. I want to do a focus group to ask them questions relating to my project. Such as Do they interested to come to the booth? Do they want to purchase it online? The most important one, is it necessary? It is better if I find different gender, different races and different ages to sit together and do a focus group. For interview, I want to interview people who loves to use Instagram and people who do not use Instagram daily or never. It is for me to see if this project could reach wider audience, not just for Instagram users but for people who never know or never bother to use Instagram. I want to know if it could make it in the reality. But since my target audience is for digital people who rarely use paper and do not appreciate paper, I should focus on that type of group.

For me, both will be very useful for my next step of research. I am planning to do both to have more information for my research. To develop and fix my project so that it can suit in the society. If I do not have enough time to do both, I will only do focus group because I want to know the answers and maybe I will get some new ideas that they expect from Instagram and Arjo Wiggins.

Content Analysis & Visual Anthropology or Ethnography | Movie Viewing 'Avatar'

The third topic is about content analysis and visual anthropology and ethnography. I never knew what they were about before. Through some of my friends’ presentation and my teacher’s conclusions, now I understand a little bit more.

Content analysis in a brief way is to make an objective reasonings of a content by quantifying and analysing the presence of certain words or concepts within texts in a systematic fashion. In this case, text is defined broadly. It can be books, essays, discussions, theater, films, photos and many more. I changed my graduation project’s big theme. I decided to take the Arjowiggin’s brief because I feel more comfortable in it. The brief is about the power of paper in this social medias world. How to promote a social media through paper to people who only embracing technology. I choose Instagram as my client. So in my content analysis I can do so much more. For example, I can look at other designer’s work and what method they used before. In this case, I can see how YouTube promote their brand through paper. Sometimes YouTube would send a mysterious boxes to their influencers. The boxes contain invitations to their gathering or the other ones that contains book of appreciation of the influencers. It is like a thank you to the influencer for using YouTube to be a content creator. While in the other case, Instagram has done some stuffs for their influencers using paper. Instagram would send printed calendars full of photos from the social media every new year. The another one, Instagram would send an Instagram notebook to a new influencer. It makes content analysis is the tool that they describing their past experiences. There are elements to showcase their experiences. If many people using the same kinds elements, I should take a look whether it is effective or not for my graduation project. I should draw the relationship between the element and the effect. These are the elements, these are the effects. Which one is more successful? It just looks at the content. What does the content meaning to me and for my project. I think what YouTube and Instagram had done were successful. There is a possibility in marketing a social media through paper.

Visual anthropology and ethnography are both looking at culture and groups of people. It is to understand better such as walking in their shoes. In my graduation project’s case, I should look how people nowadays use their social medias everyday. I am one of them so I think it would be easier for me to do this brief. It helps me to get one more stage into it. Anthropology is similar to literature review but it looks more at images. It contains photos of my target audience. I choose Instagram as my client so I will look into photos that the people of Instagram uploaded and try to understand them. Some of them are still using papers to express their feelings. Such as the typographer, fashion illustrator, illustrator and many others. It is similar to ethic research but it is not really talking to people. It is looking at outside perspective, So through this research, I do not have to do interview. Ethnography is like a video research so it is an emic research. It is to see what is actually happening the time. Instagram just has a new version. Now people can do a live video and upload a story that will lasts twenty four hours. For my ethnography research, I can watch the live video that people are doing or just people’s story. In conclusion, I can do all the researches for my graduation project.

In the wake of viewing the motion picture Avatar, this motion pictures is truly appropriate for me to separate and comprehend the part in field examines, which there are three sorts of information gathering strategies. To start with, is the individual who is giving the data which called the witness. The individual who giving the data is truly appeared by the given a role as Neytiri, she is the one of the Pandora's indigenous individuals. She tries to help giving the analyst data who is Jack Sully by including him to the genuine experience on what the local is really doing. She showed Jack the dialect of the Na'vi, how to ride a steed, and their conviction. At that point the perceptive who is Jack Sully, he embeds himself to the Na'vi's live and partakes in their exercises. A short time later, when he has returned to his human body he records the majority of his finding in vlogs that is clarifies that he secured member perceptive. Furthermore, the last kind of information accumulation technique is the non members spectator who is Dr. Beauty Austine. Her part is exclusively to watch and take notes of the surroundings when she is in her Avatar frame. I comprehend that field studies is truly , well first time experience can give a fulfill result on the grounds that perceptive will truly comprehend the inclination, the genuine minutes, and feeling through the perception yet it's truly tedious.

Competitor Analyst & Target Audience Profiling or Persona

The next topic is about competitor analyst and target audience profiling or persona. At first, I did not really know what they really are and it was my group’s topic to present. Through researching on the internet and reading material from my lecture, I finally understand it a little bit more. They are in market research types. Market research is the process of collecting, analyzing and interpreting information about a market to help you to find out if there is a market for your proposed product or service.

Competitor analyst is an assessment of strengths and weaknesses of current and potential customers. In other words, competitor analyst is analyzing the competitive environment in which your business operates or wishes to operate. It understands the market. It is looking into other companies who are in the same market as you and some companies that might be entering the market later. It aims to establish a profitable and sustainable position against the forces that determine industry competition. It helps a business to choose their ways to compete with other businesses. Competitor analyst is like a strategic that can improve your position in the marketplace. Too much focus on the activities of competitors might result in a lack of innovation and unique identity in the market. So it is better to know until when and where to do the competitor analyst.

The next one is target audience profiling or persona. Target audience is a particular group at which a product or service is aimed. Target audience profiling is called as audience profile as well. It might include multiple target markets, which will likely have one or more demographic characteristics in common. It understands what is important and what motivates a business’ target audience. It is more into looking for what the customer wants or needs. After collecting the target audience profiling, it will continue to target audience personas. Target audience persona is an archetype, a fictional character profile of your ideal or typical customer. It is created based on the collected target audience profiling. It is great to go into details. However, one of the disadvantages is overuse or too much using personas.

I think that target audience profiling or persona is more important than competitor analyst because if I have a business, I will be more interesting in fulfilling what my customers’ needs rather than watching continuously my competitors. Competitor analyst is important as well but I will not spend too much time on it. In my graduation project, I will do target audience profiling or persona to know what people think about education. What the education need to improve, what they feel about education nowadays and other questions that are related to improve the education in the future. It helps me to know better and get some ideas from the problems that they might have. Because I need problems to have solutions. After that, I can create some personas that are interested in my graduation project. It helps me to know whether my graduation project is on the right track or it is still missing a lot of things. I am not sure in doing competitor analyst because I want to create something that is new to the education. Something that I can contribute to the future education. I might research on how other companies have done to make education better so I can avoid to do the same thing as what they have done. In conclusion, both are important. It is just the target audience profiling or persona is more worth to spend time on it than the competitor analyst.