Digital Content
CM2011
By Esmée Lieuw On
Course material: readings through Canvas
This summary includes:
Barbour, K., Lee, K. & Moore, C. (2017). Online persona research: an Instagram case study.
Brodie, R., Hollebeek, L., Juric, B. & illic, A. (2011). Customer engagement: conceptual domain,
fundamental propositions and implications for research.
Joosten, L. (2017). Your guide to successful persona building.
Philips, A. (2012). Chapter 6: Traditional Storytelling & Chapter 9: Online Everything is
Characterization.
Jenkins, H., Ford, S. & Green, J. (2013). Designing for Spreadability.
Effing, R. Spil, T.A.M. (2016). The social strategy cone: towards a framework for evaluating social
media strategies.
Ashley, C. & Tuten, T. (2014). Creative strategies in social media marketing: an exploratory study of
branded social content and consumer engagement.
Hill, A., Steemers, J., Roscoe, J., Donovan, J. & Wood, D. (2017). Media Industries and Engagement: A
dialogue across Industry and Academia.
Duffy, B.E. & Wissinger, E. (2017). Mythologies of Creative Work in the Social Media Age: Fun, Free,
and “Just Being Me”.
Lectures
ESMEE LIEUW ON 1
, Week 1: Introduction of Digital Content
Lecture 1: introductions
• What is digital content?
o Another way of conceptualizing ‘digital media’
o Information available or distributed via a digital platform or digital environment
(‘online’)
o Content can take various forms: videos, advertising, blogs, memes, etc.
• What kind of role does DC play in media & communication?
o To entertain: to take a few minutes off from your usual routine, relaxing
o To educate: Canvas
o To persuade: emotional attachment/convincing
o To convert: converted to different platforms
• Introducing the briefs:
1. Roffa mon amour: open air film festival
o For a young audience to acquire a new film taste
o Competition for young directors to have a platform
o Cinematic favorites: what film influenced your film taste?
o Challenge: how can roffa mon amour keep up their engagement during the
winter season?
2. Early Outreach
o Increase access to excellent education for all schoolchildren
o Student-centered support to make sure the university a place where every
student feels like they belong there
o Pillars of Outreach program: Building a partnership with 15 schools in Rotterdam
and societal organizations, a comprehensive set of programs tailored to the
population of the partner schools running from the first year of primary to last
year of secondary school, no selection of students but whole classes
o Parent involvement is an important factor in academic success → telling parents
what to do, methods that are insensitive to cultural differences of personal
circumstances will have a negative effect
o Pick at least one of these questions:
1. How do students of the Early Outreach target group view the university?
2. Who are the stakeholders of the Early Outreach actions line, when do we
involve them, and how do we involve them?
3. How can we strengthen the relationships with schools, social organizations,
students, etc.? How can we make this network visible?
4. A complex action line like the Early Outreach action lines comes with choices
and risks. What could these risks be and how can minimize these risks?
3. One Community: film production company based in LA
o How can we increase our social media engagement and increase followers?
o Target audience: between age of 18-50 who are passionate about filmmaking
and social issues
o Budget: none
ESMEE LIEUW ON 2
CM2011
By Esmée Lieuw On
Course material: readings through Canvas
This summary includes:
Barbour, K., Lee, K. & Moore, C. (2017). Online persona research: an Instagram case study.
Brodie, R., Hollebeek, L., Juric, B. & illic, A. (2011). Customer engagement: conceptual domain,
fundamental propositions and implications for research.
Joosten, L. (2017). Your guide to successful persona building.
Philips, A. (2012). Chapter 6: Traditional Storytelling & Chapter 9: Online Everything is
Characterization.
Jenkins, H., Ford, S. & Green, J. (2013). Designing for Spreadability.
Effing, R. Spil, T.A.M. (2016). The social strategy cone: towards a framework for evaluating social
media strategies.
Ashley, C. & Tuten, T. (2014). Creative strategies in social media marketing: an exploratory study of
branded social content and consumer engagement.
Hill, A., Steemers, J., Roscoe, J., Donovan, J. & Wood, D. (2017). Media Industries and Engagement: A
dialogue across Industry and Academia.
Duffy, B.E. & Wissinger, E. (2017). Mythologies of Creative Work in the Social Media Age: Fun, Free,
and “Just Being Me”.
Lectures
ESMEE LIEUW ON 1
, Week 1: Introduction of Digital Content
Lecture 1: introductions
• What is digital content?
o Another way of conceptualizing ‘digital media’
o Information available or distributed via a digital platform or digital environment
(‘online’)
o Content can take various forms: videos, advertising, blogs, memes, etc.
• What kind of role does DC play in media & communication?
o To entertain: to take a few minutes off from your usual routine, relaxing
o To educate: Canvas
o To persuade: emotional attachment/convincing
o To convert: converted to different platforms
• Introducing the briefs:
1. Roffa mon amour: open air film festival
o For a young audience to acquire a new film taste
o Competition for young directors to have a platform
o Cinematic favorites: what film influenced your film taste?
o Challenge: how can roffa mon amour keep up their engagement during the
winter season?
2. Early Outreach
o Increase access to excellent education for all schoolchildren
o Student-centered support to make sure the university a place where every
student feels like they belong there
o Pillars of Outreach program: Building a partnership with 15 schools in Rotterdam
and societal organizations, a comprehensive set of programs tailored to the
population of the partner schools running from the first year of primary to last
year of secondary school, no selection of students but whole classes
o Parent involvement is an important factor in academic success → telling parents
what to do, methods that are insensitive to cultural differences of personal
circumstances will have a negative effect
o Pick at least one of these questions:
1. How do students of the Early Outreach target group view the university?
2. Who are the stakeholders of the Early Outreach actions line, when do we
involve them, and how do we involve them?
3. How can we strengthen the relationships with schools, social organizations,
students, etc.? How can we make this network visible?
4. A complex action line like the Early Outreach action lines comes with choices
and risks. What could these risks be and how can minimize these risks?
3. One Community: film production company based in LA
o How can we increase our social media engagement and increase followers?
o Target audience: between age of 18-50 who are passionate about filmmaking
and social issues
o Budget: none
ESMEE LIEUW ON 2
