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Lecture 14: Social Media & Communication

There is currently an academic and industry debate surrounding social media

The influx and development of social media has had a major impact on the printed advertisement

Mass media and new media has lead to shift in advertising strategy as well as the changes in has influence upon within creative advertising

New Media - work through engagement and involvement of the audience and not through persuasion like traditional forms of advertising, this idea was developed by Rory Sutherland

‘ that work not through persuasion or impressions but through engagement and involvement. If we stick with the old [Mass Media] model, we squander all the possibilities of the new media ecosystem ‘
(Sutherland, 2009)

Advertising history - In old models of advertising to speak global audience and to speak to the masses global print campaigns were used, such as the lever bros using images of the Britannia to appeal to worldwide audience, this strategy also used a model which relied upon emotional strategies. However new media aims to break these past models of advertising

Now within new media advertising high emotional strategies are employed which can use a create range and evoke a wider range of emotions within the audience through user involvement and engagement

Within these news strategies the audience is involved both creatively via interactivity and also emotionally, which enables the audience to become part of the advertisement

High feeling strategies used within advertising can be seen within the Remember Reach Campaign for a Halo video game in which a image was made up of tiny dots and each dot represented a visitor to the site or advertisement, the advert plays on emotions of loss, hope & remembrance

Old transmission of transmitting ideas to audience has been replaced by a new cybernetic model which signifies the involvement and engagement with the audience through means of a computerized device (CMC - Computer mediated communication)

New media based on...(ICTs) such as the internet and cell phones, invite us to think in exciting new ways about advertising, as an industry and... communication process (Spurgeon, 2008)

New media model - a shift can be seen taking place from mass media to My Media, advertisements that are more targeted to the individual and are more personalized.Audience involvement: voluntarily passing viewing ads (virals), creating spoofs or filming events

Unpaid advertising - A clear distinction between old and new media is that advertisements are now viewed voluntarily on sites such as YouTube rather than forced viewing on television at the cinema or in print. Furthermore content can also be passed from one person to another and shared increasing the viewing of the advertisement without added cost.

Definition 'unpaid peer-to-peer communication of [provocative] content originating from an identified sponsor using the Internet to persuade or influence an audience to pass along the content to others’. Southgate, et al, 2010, p350.

New ways of communicating - [truth matters campaign] viral ads become part of our conversations, ads are new more entertainingly creative and create a new dialog, a change from talk about to talk with. These viral’s now become part of our everyday conversations.

[Three Little Pigs] the guardian advertisement which aimed to transform the brand from a old mass media news outlet to global news and media hub.

[Joseph Kony] The ad was instantaneous and was shared around the world in a matter of hours after its release. 3 days 26m views worldwide. The video spreads through social media Oprah Winfrey tweets to her 9.7 million followers and the ad goes global.

Communication Buzz - Pre –testing propagation, release a video on youtube and test its response, this method however is dependent on seeding. Hegarty, 5th March 2009 ‘What makes good work Xbox pre-test propagation (viewings & feedback) later banned TV. Viral success.

Cybernetics is the study of systems - Can be applied to any system such as mechanical, biological and more complex social systems.

The internet - the biggest idea since the wheel, enable lot’s of small ideas to circulate easily. ‘that combination of a trillion little ideas is in itself the biggest idea there is...I think we are at the most interesting point of communications history ever...’ (2010, LCA) More is more, the digital media convergence opens up new ideas for creatives to exploit and engage with their audience.

Creating a dialog - New media and advertising is about talking with your audience rather than talk at or to them. [Old spice ads] makers/old spice respond to the audience directly via twitter.

The Third screen - Mobile phones will soon become the greatest tool for persuasion, more so than any other medium for advertising. (Fogg, 2003)

Fastest growing markets in the creative industries (Mobile Learning
Conference 2009 1st Dec, 2009, London)

In 10 years, virtually the entire media ecosystem has changed...and nowhere is the drive happening any faster...with the third screen (Precourt, 2009, p1) Mobile advertising will become the fastest growing promotional channel

Putting brands in people’s hands - no medium is dying with the use of and development of new media, these old mediums will just be used in different ways and for different purposes.

Middle Layer - the announcement of old media and viewing of this old media such as print will still take place then a new middle layer of new media in which the product is sampled in a virtual format and then finally the consumer is brought to the product in a physically way.

For creatives big ideas still remains important and quality of craft remains important.

Facebook reach -Reach generator, Re-launched advertising platform (Feb, 2012), Content and ads same, Socially enabled ads, Paid posts reach 75% fans monthly, More than doubling reach More Engagement, Exposing posts to friends Who in turn will engage

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