Digitalinfluence groningen


Published on

  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • From bilboard to print ads, tv ads
  • The advertising has also a social message in the burma shave boards. They always come at 4 sequences, and last one with the brand.
  • Hetwordtmeervanuiteengebruikerstandpuntopgebouwdalsvanuiteenuitgeverstandpunt.
  • Facebook is eenideale portal voor je eigeninformatiekanalen op tebouwen via pages.
  • Product placement op subtielemanieren, Apple Inc. Forest Gump, John Deere - The Straight Story, the starter wife, DOVE products
  • Apple’s curious effect, annonceringbeatles oeuvre
  • Bebo ‘sold to AOL, and has gone into air completely due to no attention on the local aspect
  • Examples of new branding strategiesThe Simpsons Movie, bluring media and realityFigures $30 million dollar on opening day, opening weekend $74. For a July opening, non sequel movie it was the number one all-time.
  • While in Brooklyn, I noticed this add from Absolut Brooklyn, which really attracted my attention because of the design. Then I noticed it was a Spike Lee joined venture (Spike Lee among a lot of other artist lives in Brooklyn).This initiative from Absolut, is for a social cause,’ habitat for humanities’. The advertising is all over the place offline and online. On Facebook there is the Absolut Brooklyn community, there people are triggered to send in Photos, Videos, and stories about their Summer Stoop experiences and fun parties. People are motivated because of the Spike Lee effect, and go to action immediately, great crowd sourcing too!I really like this new form of advertising, and I think it is pretty cool that big brands connect themselves to social causes, and spent money on that to create a better world!3 elements have to come together to have a behavior change (BJ Fogg): Motivation for sales and end user:
limited edition of the bottle (where I bought the bottle, the guy told me they go really fast!) Stimulates sales (collectors item) Trigger for people
Getting a possible attention of Spike Lee and Absolut! Trough postings of photos, video, stories
Being in a community that is artistic Ability:
Everybody can deliver photos, video and stories! Also on Flickr there is of course the #absolutbrooklyn tag
  • Little changes with a big impact4 stepsGET effect, Focus on your topicGrab attentionEngage and enable people to reactTake action
  • Natuur van mens: lui, gewoontes, sociaalVerzamelaars,Foursquare, check in rewards, profielvervolledigenGroupon, social commerceFarmville effect, realtime games, reciprocity (gunstengeven en krijgen)TunnelingPersuasive windows
  • Historiekbij gaming wordtopgeslagen, en bij resume,opgeladen, en verdergetunneld.
  • Geconnecteerde apps/mobileHaikuTweet/update
  • Digitalinfluence groningen

    1. 1. How to create Digital Influence <br />Christel De Maeyer<br />Howest – The Studios<br />
    2. 2.
    3. 3.
    4. 4. Creation and dissemination of media content has been a constant in our world for 100 of years, the potential for an ordinary consumer to communicate with and influence a mass audience has just recently been achieved with the advent of web 2.0 technologies.<br />Source Digital Media and Advertising – User Generated Consumption Matthew S. Eastin, Terry Daugherty & Neal M. Burns ©2011<br />
    5. 5. The internet has become a place where traditional forms of media entertainment can also converge and be offered to consumers in a time and place that is most convenient for them.<br />User-centric model versus publisher centric model<br />Source Digital Media and Advertising – User Generated Consumption Matthew S. Eastin, Terry Daugherty & Neal M. Burns ©2011<br />
    6. 6. Push model: <br />consumers are less relying on a push model that are coming do them trough traditional channels and are focussing more on a creation media environment that revolves around them.<br />Source Digital Media and Advertising – User Generated Consumption Matthew S. Eastin, Terry Daugherty & Neal M. Burns ©2011<br />
    7. 7. Always connected<br />Social media and image building<br />A brand needs to seamlessly integrate into peoples live/companies/eco systems by creating added value and change for the better. <br />
    8. 8. Brands as a cult or religion<br />Clienst/consumers become <br />‘true believers – ambasssadeurs’<br />
    9. 9.
    10. 10.
    11. 11. Sex, lies and videotapes<br />Blogs, social networks, microblogging<br />Target audience, friends and family are not your clients<br />Image building takes years, but can go down in minutes.<br />Think clearly before you start<br />Networks come and go, blogs are here to stay<br />Physical networks are still very important<br />
    12. 12. Motivation for social networking site adaptation:<br />Six motivational factors are indentified from literature and are expected to influence sns for adaptation:<br />Need to belong<br />Entertainment<br />Communication<br />Information<br />Commercial value<br />Self expression<br />2 bariers for non adaptation:<br />Privacy<br />Technology<br />Source Digital Media and Advertising – User Generated Consumption Matthew S. Eastin, Terry Daugherty & Neal M. Burns ©2011<br />
    13. 13. Social networks<br />
    14. 14. Social Glue<br />How communities works<br />Connections<br />Time<br />Following<br />Followers<br />Broadcasting model<br />
    15. 15. The launch of the simpson movie became more a cultural event<br />Wallpaper –screensavers <br />Addictive games<br />Virtual tour of Springfield<br />Simpson avatars<br />Online contest honor of being called <br />Springfield town (got The Simspsons<br />movie premiere)<br />Jet Blue Airlines, Simpson persoanlities,<br />become spokes persons<br />7-eleven became Kwik – E – marts <br />(The Simpsons experience)<br />
    16. 16. a social cause,’ habitat for humanities’<br />On Facebook<br />Absolut Brooklyn community<br />3 elements come together <br />for behavior change (Dr. BJ Fogg):<br /> Motivation for sales and end user:
limited edition of the bottle<br /> Trigger for people
Getting a possible attention<br />Spike Lee and Absolut! 
Being in a community that is artistic<br /> Ability:
Everybody can deliver photos, video and stories! <br />Flickr #absolutbrooklyn tag<br />
    17. 17. Dragonfly effect<br />Source Jennifer Aaker – Andy Smith<br />
    18. 18. BJ Fogg model<br />
    19. 19. Gedragsverandering<br />Collecting<br />Farmville effect<br />
    20. 20. Verkoopstimuleren<br />Aanbevelingen (amazon model)<br />Socialeconnectie<br />
    21. 21. Mensen op je site houden/terugkeren<br />
    22. 22. Mobile and platform winners<br />Those who can integrate ‘Hot triggers’ <br />in a platform which can make little/subtle changes<br />Closed<br />Walled garden<br />Open<br />