BA (Hons) Advertising Making a change using  social media
What is a public service announcement?
 
“ A public service announcement (PSA) or public service ad is a type of advertisement featured on television, radio, print...
How can you apply techniques of persuasion…
<ul><li>Association </li></ul><ul><li>Testimonial </li></ul><ul><li>Bandwagon </li></ul><ul><li>Repetition </li></ul><ul><...
Maslows Hierarchy of Needs
… utilising social media tools and platforms…
 
 
… to change attitudes and opinions…
 
… rather than to encourage consumption?
 
What does this make you feel?
http://www.youtube.com/watch?v=3jftfU30xJg&feature=related
http://www.youtube.com/watch?v=72gRlWXgD0o&feature=related
http://www.youtube.com/watch?v=0hySFt8O11A
Which techniques of persuasion are used in these?
The common thread… <ul><li>Looking to change opinions, attitudes and behaviour  </li></ul><ul><li>Based on facts and figur...
Remember the power of word of mouth?
The power of peer influence… And the power of recommendation…
Remember what encourages people to talk? YOU Experienced great products, experiences and service  Consumer experiences are...
But how can we use social media to increase the reach, resonance & uptake of these messages?
 
 
 
 
 
 
 
http://www.youtube.com/watch?v=K54-kgkPyek
 
 
 
 
Take an existing PSA campaign and think how you would extend reach using social media
Social Media Module on SlideShare http://www.slideshare.net/UCFadvertising
Clemi Hardie [email_address] @clemihardie
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Using Social Media To Change Minds

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  • Who has heard of public service announcements – how would you define them?
  • A few examples of public service announcements – can you think of anymore?
  • Wikipedia definition – not all advertising concerns commercial intent – lots is concerned with changing opinions and behavior – is this in fact more powerful than commercial advertising as it can instigate cultural change?
  • Remember your module on this?
  • A few techniques of persuasion – go round the group asking them to explain each one
  • Maslows hierarchy of needs – how can we utilise and appeal to these needs?
  • How we can use social media platforms to utilise these techniques of persuasion and appeal to specific needs
  • PSA’s are all about how they make you feel – they heavily rely on an emotional response
  • Discuss the emotional response you have to this advert
  • Discuss the emotional response you have to this advert
  • Discuss the emotional response you have to this advert
  • Discuss which techniques of persuasion are being used
  • Quit tools contained within NHS smokefree app – when it signs up publishes to Facebook wall
  • Quit tools contained within NHS smokefree app on Facebook – when it signs up publishes to Facebook wall
  • Quit tools contained within NHS smokefree app on Facebook – when it signs up publishes to Facebook wall
  • Supportive community in Facebook page
  • Mobile app for stopping smoking – likely to encourage word of mouth and younger demographic
  • Also desktop app so accessible to everyone and does not exclude
  • Younger audience – reflected in campaign materials and tone of voice
  • Not preachy tone of voice – peep show actor
  • Gaming
  • Active, anonymous community – taking principles of social media but not in public domain as sensitive information and conversations – ‘found helpful’ button replaces like button
  • Self help community – similar to forums and facebook
  • Definition of Social Media Brief description and examples of each.
  • Using Social Media To Change Minds

    1. 1. BA (Hons) Advertising Making a change using social media
    2. 2. What is a public service announcement?
    3. 4. “ A public service announcement (PSA) or public service ad is a type of advertisement featured on television, radio, print or other media. Whereas the objective of a standard advertisement is to market a product, a PSA is intended to change the public interest, by raising awareness of an issue, affecting public attitudes, and potentially stimulating action” What is a public service announcement? http://en.wikipedia.org/wiki/Public_service_announcement
    4. 5. How can you apply techniques of persuasion…
    5. 6. <ul><li>Association </li></ul><ul><li>Testimonial </li></ul><ul><li>Bandwagon </li></ul><ul><li>Repetition </li></ul><ul><li>Bribery </li></ul><ul><li>Beautiful People </li></ul><ul><li>Celebrities </li></ul><ul><li>Transfer </li></ul><ul><li>Intensity </li></ul><ul><li>Fear </li></ul><ul><li>Common Sense </li></ul><ul><li>Emotional Words </li></ul><ul><li>Reasoning </li></ul><ul><li>Card Stacking </li></ul><ul><li>Plain Folks </li></ul><ul><li>Humour </li></ul><ul><li>Nostalgia </li></ul><ul><li>Rhetorical Questions </li></ul>Techniques of Persuasion <ul><li>Scientific Evidence </li></ul><ul><li>New </li></ul><ul><li>Charisma </li></ul><ul><li>Flattery </li></ul><ul><li>Symbols </li></ul><ul><li>Simple Solution </li></ul><ul><li>Extrapolation </li></ul><ul><li>Name Calling </li></ul><ul><li>Analogy </li></ul>
    6. 7. Maslows Hierarchy of Needs
    7. 8. … utilising social media tools and platforms…
    8. 11. … to change attitudes and opinions…
    9. 13. … rather than to encourage consumption?
    10. 15. What does this make you feel?
    11. 16. http://www.youtube.com/watch?v=3jftfU30xJg&feature=related
    12. 17. http://www.youtube.com/watch?v=72gRlWXgD0o&feature=related
    13. 18. http://www.youtube.com/watch?v=0hySFt8O11A
    14. 19. Which techniques of persuasion are used in these?
    15. 20. The common thread… <ul><li>Looking to change opinions, attitudes and behaviour </li></ul><ul><li>Based on facts and figures </li></ul><ul><li>Persuasive, emotional and shocking </li></ul><ul><li>Provides a tangible action to take </li></ul>
    16. 21. Remember the power of word of mouth?
    17. 22. The power of peer influence… And the power of recommendation…
    18. 23. Remember what encourages people to talk? YOU Experienced great products, experiences and service Consumer experiences are the starting point of many brand conversations THEM Sharing knowledge and expertise empowers people The feeling of having ‘insider information’ is a great catalyst to conversation US Being part of a collective or group Driven by passion for a company, product or activity
    19. 24. But how can we use social media to increase the reach, resonance & uptake of these messages?
    20. 32. http://www.youtube.com/watch?v=K54-kgkPyek
    21. 37. Take an existing PSA campaign and think how you would extend reach using social media
    22. 38. Social Media Module on SlideShare http://www.slideshare.net/UCFadvertising
    23. 39. Clemi Hardie [email_address] @clemihardie
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