On Friday we each presented where we are at with our progress so far for our OUGD401 Theory into Practice presentations. Here is my progress so far;

Social Media and Communication // 21st March 2012
Social Media and Communication // 21st March 2012


Aim: To engage in current (academic & industry) debates, surrounding the impact of new media on communication and creativity.

A History of Advertising lecture focus:

• Impact of technological progress of colour   printing the start of creative advertising.

• Relationship of advertising & newspapers.

•Understand distinctions between mass and new media.

•Understand shifts in aspects of advertising strategy.

•Speculate the implications of New Media on creativity

•Think about impact on the role of the creative

•Create own notes process information 

What is new media?

‘…media 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)

Rory Sutherland, former president of the IPA and Vice Chairman Ogilvy UK

Need to break with a past media ‘model’

Back to the beginnings

¡Lever’s context (b1851) Height of the Empire. International trade

¡International exhibition. Prompted large-scale colour printing.

¡Ad boom 1860s fuelled by tax reliefs

¡Pre-packaging technology 1860s

•1880s colour illustrations reproduced in magazines.

¡1885 Lever Bros est.

•1890s reproduction of paintings possible.

•Beginning of creative advertising boom

•Colour posters [art] & soap for the masses

Advertising strategy motive

•Required speaking to the masses

•Global print campaigns

•Imagery of Britannia & Royalty suited all domestic and imperial markets

•High-feeling strategy 

 

Old and New communication models

•Old: transmission

•Transmit ideas to an audience

•New: cybernetic

•Engage with an audience

•Via computer (mediated communication) CMC.

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 Models

•Advertising & New Media (Spurgeon, 2008)

•Shift from Mass to My media

•More targeted (mobile)

•Audience involvement:

•(a) voluntarily passing viewing ads (virals)

•(b) creating  spoofs or filming events

•More personalised

Viral - Unpaid advertising

•One distinction between old & new media

•Voluntary viewings (video viewings online)

•Forced viewings (TV or Print)

•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.

Two Conversations

nThree Little Pigs viral 992

nRef recession & riots

nAgency BBH

nClient The Guardian

nTV & Print

nCelebration of NM itself; citizen journalism, open platform collaboration.

nIdea ‘transform brand’ from old mass media to; global news hub.

n‘modern news is dynamic, participative with open dialogue’ (Gonsalves, 2012) Head of Strategy, BBH London

  

Invisible Children Campaign

•R4 ICC Congo warlord Lubanga guilty 30yrs

•‘The ICC … first arrest warrant in 2005 … Joseph Kony www.bbc.co.uk (2012)

•March 5th released

•3 days 26 m views. 5th 63 m

•Oprah Winfrey tweet 5th Mar

•9.7m followers

•‘the most successful manipulation of our new media ecosystem to date’ (Naughton, 2012)

•NM changing teaching & learning

nPre –testing propagation

nIndicate (surveys) likelihood to pass on or recommend.

nDependent on seeding, scale of placement

nFindings by Southgate, et al, 2010

nHegarty, 5th March 2009 ‘What makes good work Xbox pre-test propagation (viewings & feedback) later banned TV. Viral success.

nT-partay 5.8 m front page news NY Times 

Cybernetic communication model

nCybernetics is the study of systems.

nCan be applied to any system such as mechanical, biological and more complex social systems.

- The success of this campaign can be explained using a cybernetic communication model for advertising

Viewer generated content

Case-study Coke-Mentos

•Viewer-generated advertising worth US$10 million to Mentos ‘more than half its annual advertising budget’ (Spurgeon, 2008, p1)

•New media threatens the top-down communication model

•Audiences are actively managing media culture

10 reasons to be in advertising (right now)

•An audience with Sir John Hegarty, 25.3.10

•No. 1 Agencies can innovate e.g NYC tourism campaign

•The idea character of NYC = street culture= street musicians.

•Linked 2 campaigns  'Dig Out Your Soul'. New album tracks released to NYC street musicians to play

•Announcements made websites with Google maps

•Performances video recorded (fans) & uploaded YouTube.

•Caused buzz music press = global

•Creatives collaborated directly with NYC street musicians

•TA helped to create & distribute content

Audience judges creativity

November 2010

•Departure from conventional advertising awards

•YouTube Ad of the Year chosen by viewers

•Panel of judges shortlist the most creative and innovative ads

•Embrace Life (winner)

- 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) 

- The kairos factor

Fogg (2003) primarily due to their kairos factor:

•The principle of presenting the desired message at the opportune moment.

•Location

•Routine

•Goals

•Tasks

•Okazaki article (2009)

The promise of mobile

•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

•The world’s most ubiquitous computer

•JAR (2009)

What is the impact of new Media

•On the advertising agency

•Industry debate.

•Mashup 09

•“Structuring the company to be social from the inside is necessary’ Patrick (2009) http://blog.mashupevent.com/

•Digital creatives (third role)

•Work with AD CW

nSocial Media Week Feb 2012 Brass (Headingly)

nDefining the Future of Creative Services
17th Feb 2012 Creatives channel IPA website.

n ‘Advertising is such a limiting title now' Andy Fowler (ECD) Brothers & Sisters
Impact NM a third layer communication

Putting brands into people's Hands

nPhilosophy of Brothers and Sisters

nNo Medium is dying e.g. Print

nMedia different role in a ‘narrative’

nTraditional ‘announcements’

nLevis Go forth beautifully crafted photography

nWrangler jeans interactive site like Remember Reach

nNM up-close and tactile

nCraft creatives more important than ever

nGolden age 

 

 Levi's 'Go forth campaign'

nHighly crafted film & photography

nWebsite

nGlobal Go Forth Campaign

nWieden & Kennedy

nLaunch film Facebook

nCinema, then TV

- Fowler's conclusion impact of NM

nPre-NM (1) Announcement

nTalk to audience told them to buy (2) product

- Middle Layer

nAnnouncement old Media

nThe experience Middle Layer New Media sample product in a virtual way

nProduct

- Creative's creativity

nbig ideas remain important

nCraft remains important 

- New models of creativity

•Larger teams

•Collaborative creativity (Sawyer, 2008)

•ebrainstorming

•Collaborative online Creativity: eStudio

•Omnium project

- Creative eLearning

  

•Own research COC

•Creative advertising students

•Professional advertising creatives 

(LQ10) Do you agree that the discussion forums and chat rooms are appropriate spaces for supporting ideation? 65% of Level 4 agreed, whereas only 33% of Level 6 agreed, giving an overall total 49%.

(PQ8) Are discussion forums and chat rooms (as well as face-to-face) supportive to collaborative brainstorming and idea generation activities within the agency studio? 81% positively.

Enhanced advertising

•Ciarallo, J (2012)

•Takes the best of:

•Print (magazines) ads large- format imagery

•TV ads video content

•Email marketing (guaranteed delivery)

•Newspaper ads (locally tailored and delivered content)

•Social (world's social graph) flexible advertising offering

- Facebook social brands

nTimeline introduced

nImagery, video, games  and text

nCustomer service option one-to-one communication with brands possible.

nBuddy Media

- Brass got2b Social

nAndrew Brown Media studies web design

nLargest independent outside London

nSocial Strategy D&AD Got2b hair product

nYouTube product demonstration

nBirdboy Parkour free running athlete.

nInvited to London to Parkour Jam

nCreated filmed placed on Got2b YouTube channel

n Birdboy generated an online buzz.

- Social Ribena

Goodness & British provenance

Reach beyond old media

People make content

Creatives provide opportunity

Competition Ribena farm holiday

Film family activities

Place Facebook Mumsnet

Brass case study

- Impacts of NM conclusions

1.Shift from old to old & new media

2.Entertainment more enhanced

3.Blurring communication, entertainment, education creators, producers, consumers & professional roles

4.New models communication, creativity & agencies

5.Third layer experiential, engaging, social & tactile

6.Golden age of creativity – embrace it.

7.New skill-set work collaboratively on and off line

8.Creatives LCA Ad, Photo, Fashion, DFGA, Graphics

9.Old Media had a beginning. Narrative of New Media open.