Lecture 3 New Media & Creative Industries Dec09


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  • Last point: discuss copyritght, creative commons, public sphere
  • Thetruth - website done for the American Legacy Foundation - anti-smoking campaign (interactive games, TV shows spoofs, downloadable ringtones;Q&A forum)
  • For more info: http://www.buzzle.com/articles/modern-advertising-methods.html
  • Most of the time: create word of mouth, hype and facilitate peer to peer communication and the endorsement of a brand at a very personal level
  • The Webby Awards is the leading international award honoring excellence on the Internet. Established in 1996 during the Web's infancy, the Webbys are presented by The International Academy of Digital Arts and Sciences, a 550-member body of leading Web experts, business figures, luminaries, visionaries and creative celebrities. Examples are given from the 2007 Webby awards for interactive advertising - categories cover banner campaigns, banner singles, branded content, email marketing, game or application, integrated campaigns, mobile advertising, online campajgns; online commercials; online guerrilla marketing; rich media (B2B, B2C, non-profit, promotional), viral campaigns
  • An intricate backyard experiment. Discuss the implications of having such a site being sponsored by Coca-Cola.
  • Cocamentos.free.fr - french website, a spoof of Eepybird.com based on user generated content
  • Lipinski & Neddenriep (2004) - the arrival of new media has not caused officials to forsake journalists and abandon traditional media but rather they use the web and their personal/business sites to attract media and traditional reporting
  • Experiential marketing or social marketing campaigns are easier to be done in a world/environment where every body is interconnected - emphazise on the importance of big dots, also known as infuencers or as opinion leaders
  • Lipinski & Neddenriep (2004) - the arrival of new media has not caused officials to forsake journalists and abandon traditional media but rather they use the web and their personal/business sites to attract media and traditional reporting
  • Lecture 3 New Media & Creative Industries Dec09

    1. 1. (New!) Media - and creative industries in the online age -
    2. 2. This lecture aims to: <ul><li>Define the concept of creative industries </li></ul><ul><li>Analyze the emerging practices in an increasing participatory media culture </li></ul><ul><li>Analyze the relationship between emerging media/journalistic practices and the creative/corporate communication </li></ul><ul><li>Discuss the challenges internet poses to freelance creatives/communicators </li></ul>
    3. 3. Creative industries <ul><li>Are responsible for industrial production and circulation of culture </li></ul><ul><ul><li>Marketing/Advertising </li></ul></ul><ul><ul><li>Public relations </li></ul></ul><ul><ul><li>Journalism </li></ul></ul><ul><ul><li>Art </li></ul></ul>
    4. 4. Traditional web advertising
    5. 5. Traditional web advertising <ul><li>Banner ads </li></ul><ul><li>Regular search engine inclusion </li></ul><ul><li>Cross-linking </li></ul><ul><li>Listing with web directories </li></ul><ul><li>Email campaigns </li></ul><ul><li>Pay per click (PPC) </li></ul>
    6. 6. Online ads advantages <ul><li>Lower cost </li></ul><ul><li>Targeted </li></ul><ul><li>Greater range </li></ul><ul><li>Fully “track-able” </li></ul>
    7. 7. Innovation <ul><li>Amazon </li></ul><ul><li>traditional marketing techniques + individualization </li></ul><ul><li>Crispin Porter & Bogusky </li></ul><ul><li>TheTruth.com </li></ul>
    8. 8. <ul><li>Search Engine Marketing (SEM)
 </li></ul><ul><ul><li>Search Engine Optimization (SEO)
 </li></ul></ul><ul><ul><li>Paid placement (Pay Per Click) </li></ul></ul><ul><ul><li>Paid inclusion </li></ul></ul><ul><ul><li>Contextual advertising (Google AdSense) </li></ul></ul><ul><ul><li>Keyword advertising (Google AdWords, Yahoo! Search Marketing) </li></ul></ul><ul><li>Social Media Optimization (SMO) </li></ul><ul><li>Surrogate advertising </li></ul><ul><li>Pixel advertising </li></ul>Contemporary online advertising
    9. 9. <ul><li>We are going to watch a couple of online ads and marketing </li></ul><ul><li>campaigns. On a sheet of paper, please note: </li></ul><ul><li>The technology used </li></ul><ul><li>Interactive features </li></ul><ul><li>Campaign/ad objectives </li></ul><ul><li>Reasons why you think the ad/campaign was successful </li></ul><ul><li>Could this be done offline? </li></ul>
    10. 10. Online inter/creativity <ul><li>2007 </li></ul><ul><li>Banners gone interactive - VW (Crispin Porter & Bogusky) </li></ul><ul><li>Branded content - Doritos & Yahoo! (Yahoo!) </li></ul><ul><li>Email marketing - GE ( Hakuhodo I-studio) </li></ul><ul><li>2008 </li></ul><ul><li>Integrated Campaigns - A Fuller Spectrum of News (SS+K) </li></ul><ul><li>Mobile advertising - Nike Zoom Mobile (R/GA) </li></ul><ul><li>Online Guerilla Marketing - Trevor the Mentos Intern (BBH New York) </li></ul><ul><li>Viral Marketing - Hema (CCP), Berlitz, John West Salmon, Eepy Bird </li></ul>
    11. 13. Participatory media in Web 2.0 <ul><li>Also known as social media: </li></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Photo sharing </li></ul></ul><ul><ul><li>Video sharing </li></ul></ul><ul><ul><li>Social bookmarking </li></ul></ul><ul><ul><li>Social networking </li></ul></ul><ul><ul><li>Mobile media </li></ul></ul>
    12. 15. <ul><li>Types: </li></ul><ul><li>Personal </li></ul><ul><li>Company /affiliated </li></ul><ul><li>Specialized (Mashable!) </li></ul><ul><li>Opinion </li></ul>Blogs <ul><li>Advertising on blogs? </li></ul><ul><li>Popular reads </li></ul><ul><li>(In)direct endorsement </li></ul><ul><li>PR on blogs? </li></ul><ul><li>If of a company - part of the general communication strategy </li></ul><ul><li>If a media outlet - opinion </li></ul><ul><li>Direct endorsement/critique </li></ul>
    13. 16. The Blogosphere By Matthew Hurst
    14. 17. <ul><li>Types: </li></ul><ul><li>Personal </li></ul><ul><li>Company /affiliated </li></ul>Micro-blogging <ul><li>Advertising on twitter? </li></ul><ul><li>endorsements by popular users </li></ul><ul><li>direct links to company/product websites/blogs </li></ul><ul><li>PR on twitter? </li></ul><ul><li>a way of being in touch with a specialized audience </li></ul><ul><li>a way of following trends </li></ul><ul><li>a way of feeling the pulse </li></ul>
    15. 18. Social networking <ul><li>A personal experience </li></ul><ul><li>Focused on communication, friendship, bringing people with similar interests together </li></ul>
    16. 24. Social media <ul><li>A place for free expression (within some legal limits) </li></ul><ul><li>Celebrity-me? </li></ul><ul><li>Traditional broadcasters </li></ul><ul><ul><li>CNN on YouTube </li></ul></ul><ul><ul><li>Cronica Carcotasilor on Trilulilu.ro </li></ul></ul><ul><li>Banned offline advertising is allowed online? </li></ul><ul><li>Copyright? </li></ul><ul><ul><li>The individual creative enjoys less protection than the recognized or official creative </li></ul></ul>
    17. 25. Conclusions <ul><li>The Internet offers a wider variety of advertising/PR opportunities at a lower cost </li></ul><ul><li>With web 2.0 on the rise, the borders between personal and public are blurred </li></ul><ul><li>Traditional advertising and PR (offline) techniques alone do not apply and are not successful online </li></ul><ul><li>Advertising and PR online rely heavily on consumer generated content </li></ul><ul><ul><li>Marketing/advertising is more upstream </li></ul></ul><ul><ul><li>PR is facing more variables but also has a wider communication/response options </li></ul></ul>