Social Media and Communication

Lecture 14 21/3/2012

Social Media and Communication – Janine Sykes

New media – works through engagement and involvement

Old media model strategy

Required speaking to the masses

Global print campaign

High feeling strategy today:

-       remember reach campaign (2010)

-       launch film birth of a Spartan announce reach beta

-       interactive website robot creates light sculpture Spartans

Old and new communication model

-       old: transmission

-       transmit ideas to an audience

-       new: cinematic

-       engage with an audience

New media

–      shift from mass to my media

–      more target

-       more personal

viral = unpaid advertising

voluntary viewing (videos on internet)

forced viewing (tv)

new way of communication

-       James Murdoch news

-       truth matters campaign

-       50,000 client the independent

-       May elections 2010

-       virals (ads) becoming part of conversation

-       common people

-       BMP after labour account

-       Entertaining creative = old

-       New = dialogic

-       From talk about to talk with

-       Three little pigs - Guardian

-       Recession and riots

-       Agency BBH

-       TV & print

-       Celebration of new media itself, citizen journalism, open platform collaboration

Invisible Children campaign

-       R4 ICC Congo warlord lubanga guilty 30 years.

-       5^th March released – 3 days 26 million views.

-       Celebrities – open win frey tweet

-       Most successful manipulation of new media to date

-       New media changing teaching and learning

-       Pre testing propagation, put the viral on Youtube and see reaction

-       Indicate likelihood to pass on or recommend

-       Dependent on seeding, scale of placement

-       Xbox

-       T-partay-Smirnoff

Cybernetic communication model is the study of systems, can be applied to any system.

-       Viewer is general advertising, mentors made profit from it, coke didn’t like it.

-       Audience are actively managing media culture

Creating a dialogue; Paul Burns ‘talking with audience’, 40 million, old spice

Best time for advertising; agencies can innovate – Oasis, NYC street music, gave musicians, unreleased oasis tract to play ‘Dig out your soul’ – it was a direct collaboration.

Audience judges creativity

Nov 2010, embrace life, creativity award.

The principle of presenting the desired message at the opportune moment – mobile phones!

Putting brand in peoples hands – No medium is dying e.g print. Media is a narrative

Levi’s go forth campaign; highly crafted film and photography. Ryan Maginley.

Future? Nike

-       nike as the future – digital sport

-       give people tools

-       to make life more enjoyable

-       google and facebook model

-       nike plus – how to run

conclusion on the impact of new media

-       sample the product first

-       big ideas and craft remains important

-       larger teams – collabratives

-       entertainment more enhanced, clurring communication, entertainment, education, creators, producers, consumers and professional roles.

Facebook – takes best of print ads and tv ads – facebook reach= more engagement