The Look Project:#LOOKABOVE

Ned Donohoe, Shobi Sen, Evan Grizos, Scott Huang, Emily Watt

How did we start?

Create Facebook page to collaborate and brainstorm!

THE ORIGINAL PITCH

Call-out: Ignore the mild demarcation of sight, we promise it will not end in plight. Ignore the physical structure of your being. Tilt your head upwards and start seeing!

Journey and Destination: • Rely solely on the creativity and contribution of

others. • Utilising Facebook page because it contains the

most online users we know as a group, we want to make it feel exclusive – yet not pretentious.

• Twitter, Tumblr and Instagram will also aid our cause as it will allow for a greater viewership and emanate to varying groups of online users.

• In addition, a group email will be utilised as a base for all content and communication between the founders.

• The destination for us was to create a collage of all our content, encouraging people to change their perspective.

Then what?Construct twitter page and solidify our concept through encouragement. Plan was to expand our metaphorical ‘Look above’ wings and create a larger audience.

ORIGINAL ID MAP

Confusion and problems

• Too many Facebook pages i.e. Profile page, Event page, Group page and then finally a Fan page.

Some justified vitriol from peers!

Confusion and problems cont.

- Too many platforms- Instead of expanding our community, it merely corrupted it through too

much traffic and confusion.

New Direction: #LookAbove on InstagramDue to all the confusions and messiness, we decided to just focus specifically on getting people to use #Lookabove hashtag on Instagram.

Simpler and much more Effective!

New ID Map and Journey/Destination

• A simplified format:• Reaching out to only three

platforms to generate an audience, and obviously incorporating ABC Pool in the latter stages of the semester.

• Facebook and Twitter invites people to share their photo on Instagram and use the #LookAbove hashtag!

#LookAbove Community

• #LookAbove is not just another Instagram hashtag like #Sky #Lookup.

• It’s a community where contributors connect with each other and interact with comments and likes.

• We’ve introduced this hashtag from scratch and now it’s a reoccurring activity.

Habermas: The Public Sphere.

• By “the public sphere” we mean first of all a realm of our social life in which something approaching public opinion can be formed.

• Access is guaranteed to all citizens.• A portion of the public sphere comes into being in

every conversation in which private individuals assemble to form a public body.

• Reference: The public Sphere: An encyclopedia Article, 1964, pg 1.

Before Before After After

Team Strategy:How we got 1000+ photos!

@TheLookProject

• We are the Author• Trend setter• Encouraging• Authoritative Figure• Strong Presence • Community Leader of

#Lookabove

#Lookabove Contributor Analysis

• Passive contributors: People that only use the hashtag to share photo

@floranewyork @cin_samm @drkain

• Active contributors: People that are active in communicating and connecting with other users@Peterchanur @jfnolen @angelmother @Waddy 772

• Observer: People that click likes and comment on the photos but rarely share their own. @bossfather

• Stumble-upon Contributes: People that see #Lookabove as a popular hashtag and started to use it. – If we see new comers, we will welcome

them and comment on their photos, turning them into potential reoccurring contributors!

– We are seeing more and more contributors of this type as our hashtag is getting more and more popular :D

Type of Contributor/ Audience

“Audiences are not cultural dopes but are active producers of meaning from within their own cultural context.”

Chris Barker’s theory of “Active Audiences”

Case Study: IgerMelbourne

• Utilises webstagram to organise events similar to ours but on a much larger scale. • Encourages people to go along to events and ‘snap’ their experiences• Outsources the task of advertisement and event coverage to the public

Final Project: LookAbove Map

Our final project: #lookabove Map• We organised some events to

boost our Melbourne #lookabove photos

1. #Lookabove12pm targeting at people who we know

2. Make #lookabove poster and stick it around Melbourne

#LookAbove Posters

Will stuck posters around Melbourne CBD where people can look above and share their photos!

#LookAbove 12pm Event

• Target at people we know, so we posted it on – Facebook– Twitter– Instagram– RMIT campus

ABC POOL - We are using ABC Pool as a platform to bring in contributors to our final event.

Thank you! Don’t forget to

#LookAbove!