Testing my process post page.

Process Post 2- Jan. 21st

Pheby Young’s travel based website is used to brand herself professionally as a business student and experienced traveller. The about page provides context that is not otherwise available on the site likely due to the sites early construction. This about page represents Pheby as firstly a business student from SFU. I feel as if this page is a curation of a type of ethos to appeal to the audience’s trust in her recommendations of travel locations, however this type of branding takes away from the sites overall branding as a travel blog. I believe that the way to appeal to users senses of trust is through authentic and personal posts about the places that you have travelled, along with personal anecdotes to give the audience an idea of who you are apart from a business student. This will help you standout from the thousands of others who brand themselves simply as a student and will narrow your audience further to create a niche audience. The importance of the curation of a niche audience for your site is noted in the work of Seth Godin who states that mass media has died leaving behind niche media. This niche media will attract a type of audience like the kind that Kelly Kevin describes as 1,000 loyal fans. If you can attract 1,000 loyal fans that will support and do anything for you, you will have a successful fan base. This exemplifies the importance of being everything for someone, instead of something for everyone. The generalities of the travel site as it stands, looks to be something for everyone and doesn’t try to appeal to any one audience. You need to consider what areas of a city you are going to recommend so that they also fall into a niche audience. Are you appealing to an audience that would enjoy Le Marche St. George? Or more so one that would enjoy Smart Mouth? How might the different audiences that would attend these places differ? This thought will differ from how your blog would stand out from the Daily Hive’s general recommendations or even Wikipedia’s. This concept also connects to the consideration of who is your tribe? A reading by Seth Godin. Because of the crowded space online about travel blogging, this approach to some form of Niche media should be done through a creative lens. Due to your business student background, how could you take a business lens or somehow a social change perspective (noted from your ‘about’ page) to your experience in each travel destination? Or maybe your expertise on coffee drinking should limit the blog to simply being about where to get coffee and walk around in each city you have a section on. In terms of a personal logo and creation of brand, it seems that your approach is simplistic and clean. I feel as if the photo on your homepage is standing in place as a logo. If this is the case, how can the colours of the photo be reflected throughout the blog to provide a sense of coherence? Maybe adding some text on top of that photo, such as your name or your travel sites name, would be beneficial in branding that image of yourself to be associated with this travel/coffee recommendation site. Maybe by having this photo as part of a water mark at the bottom of photos that you have taken? Or at the bottom of posts when signing off? I think that also providing more photos of each place could further personalize the site further. A photo album for each perhaps. I think the idea of coffee in different cities around the world is interesting! Especially if you stay authentic and true with your recommendations.


This week’s class session speech with a certified Youtuber and the weeks assignment about a promotional video has caused me to question the purpose and intent behind my website. Matt Shea, when asked about his interests, passion and content produced for youtube noted that “I have no passion, Youtube has killed my soul”. Shea’s response I can only assume is related to the youtube algorithm youtube uses that monetizes content, which is what the platform is primarily used for. Rather than an alternative space for self expression, youtube and other media sites have become fundamentally capitalist in their nature, stifling the passion that Shea is missing in his work. It isn’t hard to tell when content is driven for monetization strategies. The content looks non authentic, non appealing and the same as everyone else’s creating crowded spaces as producers make the same things over and over to chase the money that will make them popular. But if you aren’t enjoying what you are doing, what’s the point? Seriously what is the point? Designer and creator Virgil Abloh states in his Harvard Graduation speech to question the intent behind creation? Does the world need another chair? He asks this question to persuade designers to move away from what is already being done. Did the world need another video critiquing Logan Pauls video? The answer is a painfully obvious no, and Shea knew this but made it for the purpose of popularity, gaining views that provide him with a higher income.

With this in mind I want to strive to make my site alternative and follow these simple rules in how it is designed, how it functions and what type of content I produce.

  1. Keep it entertaining- question what is entertaining and if the content falls into this category… and if the content’s prime purpose is not to entertain…—
  2. Make it informative- fill a space of information from a personal stand point that could be of value for a reader
  3. stay different- in order to full-fill these first two objectives the site must be different. It’s not entertaining if its the same as everything else on the web and its not informative if its already been done.. MAKE SURE IT ADDS VALUE!!!                               These personal rules for now should keep my site moving in the direction I want it to go while still pushing me creatively. I hope to have expressed these thoughts in the promotional video and will pursue them in future public posts.

Process Post 4 February 7th 2018

The work done through lecture and tutorial last week gave important insight into information about branding towards specific audiences. In relation to my audience I realized the generalities that I was making when considering my audience. This has led me to question what types of content I want to put on my site in the future. It’s naive to think that everything I’m interested in, my targeted audience will also be interested in. I don’t want to have to change my interests to fit the mold of others but I think that the type of content I create needs to be narrowed down from such a broad spectrum (this is reflected even on my menu list)… into more specified content that can appeal to a smaller more niche audience. I’m debating making my menu read culture, communication and creations. Under culture I can put film, music, architecture etc. Communications is where all my media theory can live and creations can be everything personal. I think that this format may better serve my readers as a lot of menu pages are nearly empty as is and I don’t see myself filling them entirely (ex style). I really want to focus my audience into university students who want to make social change, enjoy communications, and have similar cultural interests.


February 20th PROCESS POST

After the presentation last week I had thoughts about the direction of my own site. I was inspired with the idea of creating a mandate and mission state for the site. Beyond this was the idea to advertise this mandate as the presenters did by putting the mission statement on their homepage. Such words such as ‘visually appetizing imagery ‘act as inspiration for what I want to make up my site. I believe that the advice about having a specific story is also important and I am considering changing my “about” page to reflect this. The examples from London Drugs testing story types is also important and pertinent to my own site. I should test on social media audiences what a potential story fits the audience best.

Things to do:
-create mandate/mission statement
-use this as part of advertising incentive
-test story types on audiences
-determine one story to share on about page that is *compelling*

PEER REVIEW 2- PHEBY has transformed from vague travel blog to a very unique niche marketed site to advise struggling college kids! The target audience has therefore become extremely specific, which is great. Everything for someone and not something for everyone! As for the specifics, she has changed the content of her site to adhere to much of the critiques stated in the first peer review.

The “about” page: The critique from peer review one was that the about page branded Pheby as a business student which didn’t make sense in its context of her site as a travel blog. The about page now speaks about herself as a student who sometimes struggles, sometimes spends too much money on avocado toast and is ready to advise on her past experiences. I believe that this direction of personal branding is much more effective to reaching her desired audience.

Despite this improvement in the about page I still feel as if it reads a tiny bit like a cover letter. As the site is for students, maybe include a bit more about yourself so that others can attach relatable attributes to you. The site isn’t going to be used to get jobs so you don’t need to put your volunteer work in their unless you believe that is how you want to go about branding yourself. Say you were on academic probation, say that you are resilient in getting back up after falling down. After reading that you were on academic probation your site became a lot more interesting because you were being authentic and speaking on an experience that many people don’t share but many have experienced. Use your authenticity to attract audiences.

The sentence on your home page “ I am simultaneously unique and just like every other Gen Y millennial in Vancouver.” I don’t believe is the best sentence to first see when people visit your site. Don’t sell yourself as being just like everyone else… Instead consider stating what the sites mission is ex “ I am Pheby and although I may be seen eating $15 avocado toast, I am just as lost as other 20 somethings, I have failed and gotten back up, I have been on academic probation and I have wondered if I will ever graduate- sound familiar? This site will be aimed to use my experiences to help others like me” etc etc.

2. The posts: In peer review one I found that the number of posts was lacking greatly and there wasn’t much content to judge the site off of. Now over halfway through the semester I see that more content has emerged! Yay.

The menu bar located at the top of the page directs people to different sections of your site. I would advise choosing maybe either stories or thoughts and just keeping one, as these categories are pretty similar. You could keep stories and have an ongoing series called “thoughts” this is beneficial because people who visit your site may click on stories, see that there is little (or as of now no content) and give up and click off. If you beef up your stories section and combine thoughts into this section you will be able to keep viewers on your site for a longer period of time.

I would also suggest potentially coming up with a bit more of a creative name for this section of your site. Obviously you don’t want to limit the type of content you can put into this category, but by changing stories to “student stories” you can give your viewers more context of what will be in this category, especially because the about page may not be the first place that users visit.

3. The Socials: The instagram feed preview at the bottom of the home page is great! Instagram is regular and really high quality photos! Maybe add your website link to your insta bio? I know it can be daunting but eventually it is a really good way to market yourself as a brand. Or even find your favourite cafe, make a nice little set up with some avocado toast peeking out and take a photo of your site home page open on your laptop! I like how the slogan “we all float on OK” resides as your insta bio and on your site. It is the perfect slogan for your personal branding because it adheres to your story of finding yourself in your 20’s!


This weeks presentation in conjunction with the lesson from tutorial surrounds the question on successful presentation and confidence. Our guest speaker for the class spoke great lengths about the idea of presenting yourself in an engaging way, how to project volume and how to remember content to get rid of que cards. Although the information he was giving was valuable, the true value in the presentation was taking notes on confidence and presence from the way in which he delivered the presentation. From his presentation, their were several key points that I noted to integrate into my own presentation.

Audience engagement- they are people, they can respond and be engaged with you before the “question” period
Personality- try to implement humour/ sarcasm– it wakes the audience up. “As a sensory way to engage the audience and your own personality in the process”
Body language- relax and don’t let an inner dialogue take over- don’t sway, and god forbid don’t talk with your hands (it looks so bad)
The presentations will span a two week time period and are only 3-5 minutes long. I am starting to plan the approach I want to take with this pitch and I believe that high quality prints of my home page and of the photography page to pass around will be beneficial. I will focus on these headings/ sectors when presenting

Who am I – notes taken from my about page– so so brief only to establish a bit of trust
Who is the site for – employers of online multimedia publishing, to freelance copywriting- writing articles of interest for online publications, networking with other SFU students
Publications I want to attract and why? -list of potential employers
Content goals–where could this go and how can it evolve in the future, why this matters and how it advances me in the job search FOR EMPLOYERS (easily found etc)

FinaL Process Post:

Writing has always been my place for storytelling, entertaining and communicating. Advancing from the half torn notebooks that detailed my childhood, I created this interactive site to use as a portfolio of work and a personal expression of self through media.

When people ask who I am, I say: writer, student, music festival enthusiast, lover of print media, Vancouverite, advocate for social change, designer, creator, life long learner, pop culture researcher, cappuccino drinker, feminist, dog lover and media theorist.
The content on this site ranges from photography, opinion articles, research pieces and personal anecdotes with a focus on my areas of personal interest.
The current multimedia spheres effect on society, is the root in which my content stems from, as I fundamentally believe that technology and social media are altering the way in which we live.
After receiving positive feedback from articles published at publications such as Her Campus, and years of academic writing through my involvement with the International Baccalaureate program, the creation of this personal site serves as a platform that will enable me to build a personal connection through sharing my work with a network of like minded individuals.

I created this portfolio to use for connecting with potential employers and other sfu cmns students that want to collaborate on multimedia projects outside of the sites general domain. I aspire to be emerged into the fast paced world of multimedia content creation in all forms that it comes. Through my experience moving from a small town on Vancouver Island, to a big city, I have come to understand the importance of sharing a personal voice. Stories can get lost within a mass of people in a city scape but luckily in the age of social media and online connectivity, it has become easier than ever before to share a unique experience, create a community and impact the lives of others.

As a personal portfolio I have found that it is an asset to have photography skills which has been a passion of mine since a young age, photographing graduations, and taking photos for resumes for commision. I have included my past work on this site for the purpose of applying for jobs that involve content creation

In my current co-op seeking term I used this site as a portfolio on resumes when applying for jobs and the site aided in potential job offers at Chatelaine and Maclean’s magazine, as well as with the government of Canada. The site ultimately landed me a 8 month marketing position with a tech startup based in downtown Vancouver. This position revolves around creating blog posts and working on the socials for the site which was direct work that came out of publishing 201 and the curration of the website.

These type of employers act as the sites main audience. The site fills in the blanks of personality, design aesthetic and applicable work that cannot fit in a cover letter. This also makes information about myself easy to find. In the current job market employers are background checking social media and web presence and by providing employers with my media it builds a sense of trust while making the info easy and accessible.

Although the websites purpose does not act as a blog I would like to recognize my future prospects for the expansion of the website. If the site was to expand from a personal portfolio to a collective of like minded media enthusiasts- then the site would hire more writers, expand its image and integrate google ads on the side bar. Due to the fact that the content is not disrupted by the advertising on a sidebar, I feel as though ads presented in this way may be beneficial to my site.

A long term goal may be the site functioning under a new name as a culture/ media site instead of as a personal portfolio. If the site grew to have a panel of students that are media and culture enthusiasts I could see throwing parties and talks for the purpose of branding in the sites future. I plan to look into utilizing google ads on my site and creating a function for a monthly newsletter that resides on the contact page.

As I delve through my undergraduate career as a communication and publishing student at Simon Fraser, I have learned the irreplaceable value of having and sharing my voice. Through publishing 201 and the creation of I have been able to write, make media content, create videos and display photography whilst showing my personal voice. Thank you for letting me share.