Sr. Project Prezi Notes
Slide #2: My Major
Marketing and Communication in New Media
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How to effectively market, communicate & persuade in promotional activities
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what makes campaign effective (psychologically and design-wise?)
how do you create them? (social media campaign or creating posters in InDesign)
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The major involves in-depth analysis of the function of media in today’s society,
- including how various media affect public as consumers and
- application of such promotional activities,
- which media outlets/platforms more effective 4 specific mrkting project
or target audience
- (what are benefits and drawbacks of one media form over another?)
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Within this context I investigated the ethical implications
- as I feel that those in the marketing and communication fields have a social
responsibility to accurately represent someone or something to the public.
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Some of ethical issues looked at 1] stereotyping (always showing women as housewives),
2] exploiting social paradigms (marketing for luxury car shows man charming woman
exploits notion that women care only about financial success and that men need luxurious
things to attract women), 3] vulnerable audience (marketing aimed at children)
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Ultimately, major teaches how to market, represent, & communicate on behalf of an
organization both ethically and effectively through the media in its marketing projects
Slide #3: Courses
Theater class: The Digital Darkroom: Ethics of Digital Image Manipulation in Photojournalism
Engl. class: Instagram: How Private Lives Filter Into Public Spaces
Slide #4: Project Overview
Internship at BA Group
- Provided hands-on experience
- Had opportunity to see how real-life businesses perform and carry out promotional activities on
a day-to-day basis
- Integrate what I learned both in class and in my own research into my work at the BA Group
and vice versa
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Responsibilities
Blog
– Learned importance of “Good Old Fashioned Planning,” CEO explains as SWOT
analysis on steroids.
– Evaluating Strengths, Weaknesses, Opportunities, and Threats/Targets of a project/biz
– Performing due diligence (market research and Monitoring competition) is key in
figuring out what issues a business may have and how best to solve them
– also helps define customers’ wants & needs
– Once goals & missions of clients understood, all marketing efforts must pass through
various “filter points” to ensure that everything the agency does reflects the clients and
their evolved brands.
- These filters become guiding principles to help lead the agency’s decision making and
to make sure that every marketing effort aligns with the clients’ visions and missions.
- Every part of a marketing effort (whether a logo, website, or tagline, for example) must
pass through these filters as a way of reflecting the personality and values of the
business.
- Additionally, the filter points act as a way of making promises or taglines actionable.
- How do various organizations and businesses actually do the things they say
they are doing and/or promoting?
-The filters ensure that marketing efforts are both meaningful & comprehensive.
– One last thing I’ve learned: personalizing a brand is key.
- Focusing on community(& on people)helps provide feeling of companionship & trust.
- Often portrayed through story-telling, which typically makes marketing efforts
all the more personal, relatable, & effective.
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Examples of work
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reporter w/ Credit Union Journal magazine - wanted to follow up on press
release he received about BA Group creating a CU marketing analyst position
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wanted to interview CEO and ended up in printed CU Journal Mag.
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Slide #5: Project Overview
Informational Website
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research included analysis of history of such visual-based media & its evolution,
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why this rise in visualization,
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the effects of this type of media, in regards to attention spans and literacy, &
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then how brands & marketing agencies can utilize these media &
- how they’re currently harnessing this as a means of communication & persuasion.
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Project builds on foundations of theoretical understandings of marketing, communication,
& media, while providing a central topic in which 2 deeply investigate these areas.
Slide #6:
A: All B: Bubbilicious C: Campbells D: Dawn E: Eggo
F: Fritos G: Gatorade H: Hebrew National I: Ice J: Jello
K: Koolaid L: Lysol M: M&M's N: Nilla Wafers O: Oreos
P: Pez Q: Q-Tips R: Reese's S: Starburst T: Tide
U: Uncle V: V8 W: Wisk X: Xtra Detergent Y: York Peppermint Patties
Z: Zest
Slide #7
Slide #8
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According to Dr. William J. Ward, Social Media prof @ Syracuse University:
- "Blogs 1 of earliest forms of social networking where people wrote 1,000 + words
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We moved to status updates on Facebook, posts became shorter.
- Then micro-blogs like Twitter came along & shortened updates to 140 characters
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Now we’re skipping words altogether & moving towards more visual communication
with social-sharing sites like
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Slide #9: Facebook
– 2013 saw numerous social platforms make updates 2 expand its use of images & videos.
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Facebook’s new cover photo is 170% larger than the previous profile picture
- Timeline's redesign increased user engagement by 176%.
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Facebook launched its Graph search allowing users to create broader searches on images,
videos and other content.
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Pictures on Facebook get 53% more "Likes" than normal posts.
Slide #10: Instagram and Twitter
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Photo-sharing app. went from 1 mil. accounts @ start of 2011 to 15 million at end of yr
- 27 million in March 2012,
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[http://expandedramblings.com]
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& now Instagram saysit has 200 million monthly active users,
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& 75 million daily users who post on average 60 million photos per day &
tap like button 8,500 per second.
43% of top 100 brands post daily on Insta
- average amnt of Instagram posts by top 100 brands per week: 5.5 posts
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Text-heavy twitter goes beyond 140 characters allowing users 2 upload photos & view
content without leaving their site
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646,000,000 total active registered twitter users
58 mil avg. # of tweets/day
Twitter introduced vine app – allow users 2 create & watch 6-second looping videos
Slide #11: Pinterest
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Photo-bookmarking site hit 10 mil mnthly unique visitors faster than any other site in history
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Various brands leveraging pinterest for its own gains.
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Rather than ad popping up on sidebar w/in site,
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images of cable knit sweater you pinned to “fashion” board linked to brand’s
website.
- There click 1 or 2 buttons, purchase sweater, have it delivered next day.
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There is certain sense of interaction.
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Idea that you found sweater on your own, & no advertiser persuaded you to
look at it. Or did they?
Only 3 yrs old & already has 70 million total users
30 billion total number of pins to date
500,000 pinterest business accounts
Slide #12: WHY THE TREND
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- 2 yrs ago, marketers spreading maxim that "content is king," but now seems, “picture
really is worth 1,000 words."
Slide #13: Why is this happening?:
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Less time? – As cliché goes …. Images have ability to quickly portray meaning
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Ekaterina Walter, led strategic & marketing innovation 4 brands like Intel & Accenture,
says “ Images act like shortcuts to the brain: we are visual creatures, & we’re
programmed to react to visuals more than to words."
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Images have become 1 of our default modes of sorting & understanding vast amnts of
information we're exposed to every day.
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Detavio Samuals, Director of Client Services at GlobalHue, one of the nation's top
market advertising agencies.
- explains that pictures are a bit like movie trailers for written content
--they provide snippet of what an article, brand, site or other piece of
content is about, so you can quickly decide if it's what you want or not.
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rapid, visual transfer of info. in aesthetically pleasing formats allows us 2 devour visual material quickly.
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"Research indicates consumer interest in visual content isn't necessarily just a preference;
- actually easier & faster for humans to process."
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So "right picture can go further than just telling your story visually;
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can make U feel emotions, evoke memories, & even make you act differently
"Pictures become short form way of communicating lots of info. quickly
- Need for publishers 2 get 2 point quicker than ever came about as humans became more
pressed for time and content became more infinite.
- For marketers, it’s either evolve or risk losing consumers, & only thing shorter than tweet or
post is a picture.
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Lower attention? – Many have argued that internet is lowering attention spans.
- Rising popularity of visual social media could be result of this idea,
- allowing for quick jumps from one topic to the next
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More content? – W/rise of smartphone, peeps have hi-qual camera on person @all times
- new technology allows it
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As more people engage w/ soc. media via smartphones,
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discovering taking a pic "on the go" much less tedious than typing out a status
Self-expression? – people use images to show who they are, what they do, &
what they’re interested in.
- Brand’s goal in soc. media should be 2 be part of s’one’s self-expression
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The hunt? – Sites like pinterest evoke an interest in searching for things.
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Globalization? - The only common language we all speak is Visual
Slide #14 Effects:
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Availability of visual content (images & videos) shifted way people view & seek info.
- If s’one wanted 2learn how 2 create s’thing (InDesign), probs find vid on YouTube
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Most people now prefer this approach rather than reading pages of instructions.
People have learned to skim & scan articles/websites more efficiently,
- however, makes close reading more of a chore.
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Katherine Hayles’ article, “How We Read: Close, Hyper, Machine” discusses decline
in print reading & print literacy/reading skills as digital comm. & digital texts increased
- Print-based reading assoc/ w/ Close reading - allows 4 more meaning making,
deeper understandings, & more recognition of connections of the material
- Whereas digital-based reading is assoc/ w/ hyper reading and allows individual
2 skim or scan material for key words or phrases and get a better gist of the material
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National Literacy Trust of Great Britain study
-3000 students aged 9-16 questioned and surveyed
-20% have never read a book cover to cover
However....
-67% surfed the web daily
-55% read emails daily
-47% read blogs
-87% send text messages
Conclusion: although this world is visual there are still many more reading and writing outlets
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Approx. 11% of children 4-17 years of age been diagnosed with ADHD as of 2011.
- lot of debate about over-diagnosing and only correlation, not causal
Slide #15: Why should brands care?
 Search engines now rank content based on social convos & sharing, not just websites alone.
-Brands can use visual content on their social media to increase engagement&
inspire sharing & viral marketing.
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Increased engagement
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Users much more likely to engage with a brand if they post pictures
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posts on facebook that include an album – increase engagement by 180%,
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Picture by 120%, and if video 100% respectively
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More referral traffic
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FB remains social network driving most referral traffic, pinterest shown value of visuals
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Other benefits such as:
- company branding, improved brand awareness, word-of-mouth advertising, increased
customer loyalty and trust, and improved audience reach and influence.
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Slide #16: What should brands do?
1) Invest in visuals
- important 2include visuals w/ social endeavors, but invest in producing high-quality images.
– don’t tell if you can show - whenever & whererver possible, use visuals to share
your message (pics, infographics, videos, graphics, animations)
2) Show personality
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don’t think visuals always have to be aimed directly@ selling prod.
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Social networks should be used to give your brand a soul.
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Create content showcases essence & story of your brand in fun & interesting ways.
- Images = emotion and connection
3) Crowdsource
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Don’t do everything yourself! Engage fans & followers w/ crowdsourcing contests to
create visuals for you.
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Participants will become stronger brand advocates and on-lookers will enjoy content
generated by“peers”
4) Mix it up – use all dif. types of social media platforms – twitter, pinterest, facebook,
Instagram, youtube, etc.
EX] Moleskine harnessed power of visual media to create one of the world's most active,
& creative online communities. - Their visual content strategy focuses on user-generated content:
They create large-scale projects that users participate in by posting their own images and videos.
Inspiring fans to create & spread images, organize online competitions, and otherwise engage
with the brand on a creative level has set Moleskine apart in its highly specialized market.
Slide #17: How Brands are Leveraging Power of Visual Social Media
Slide#18: Concluding Thoughts
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papal inauguration photo
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Marketing is all about telling stories, creating emotional connections, and personalizing
in order to persuade
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Images help tell stories and evoke emotions to make someone experience something and
feel a certain way toward your brand and interact with it
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Images tell stories, and stories sell
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