Political Proganda, Marketing & Branding
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Sharing my deck that I presented to a group of Bankers who wanted to have insights on Marketing and Branding. This is not a deep dive presentation on tacticals, but the psychology behind each political speech, campaign and products that are being sold to us every single day, either on our digital device or in the brick and mortar shops. They all rely on the same principal of MAKE YOURSELF LOOK GOOD, MAKE OTHERS LOOK EVIL.
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Political Proganda, Marketing & Branding
- 1. Marketing & Branding A C O N V E R S A T I O N W I T H S A I R A N A M . S A A D 3 0 S E P T E M B E R 2 0 2 0 R O Y A L E C H U L A N , K U A L A L U M P U R
- 2. Content FIRST SECOND THIRD Evolution of Media Traditional How do you write your story Branding Islamic Products, what you can do and cannot do Lessons from Political Propaganda How do you sell your story Articles, Video, KOL, Pictures Suggestions The Publics of Public Relations PR Tools & Techniques Measuring Success and Reporting. Likes, Shares, Engagements, Impressions, Views Example
- 5. Role of Media The following are some of these agendas: 1.Entertaining and providing an outlet for the imagination 2.Educating and informing 3.Serving as a public forum for the discussion of important issues 4.Acting as a watchdog for government, business, and other institutions
- 6. Political Propaganda Medium : POSTERS Used for Wars by Superpowers, USA, RUSSIA, JAPAN, GERMANY, CHINA, UK Principle Make your Enemy Look Evil Make yourself Look Righteous
- 7. MALAYSIA
- 8. What is Branding A PROMISE
- 10. Why do companies need branding? Improves recognition Creates Trust Supports Advertising Builds Financial Value Inspires Employees Generates new customers
- 11. Types of Media
- 12. What is your strategy?
- 22. The Art of Storytelling 1) Know your audience 2) Make them care 3) Set the scene 4) Be creative with chronology 5) Know your punchline 6) Engage your audience 7) Use tension 8) End with a grande finale 9) Don’t be limited by words 10) Enjoy the process
- 23. How do you write like a journalist?
- 25. Definition of Earned, Owned and Paid Media Owned media sites are an extension of your brand and create additional avenues for people to interact with your brand. When it comes to owned media, as long as you can keep up with the maintenance, the more the merrier. Earned media is the equivalent of online word of mouth and is the vehicle that drives traffic, engagement and sentiment around a brand. While there are different ways a brand can garner earned media, good SEO and content strategies are the most controlled and effective. Paid media is a great way to promote content in order to generate more earned media and can also be used to drive traffic directly to your owned media properties.
- 26. Let’s talk about algorithms
- 27. The different types of social media platforms to serve ads Social networking (Facebook, LinkedIn, Google+) Microblogging (Twitter, Tumblr) Photo sharing (Instagram, Snapchat, Pinterest) Video sharing (YouTube, Facebook Live, Periscope, Vimeo).
- 28. Buying Ads Which social media network you choose will depend on 3 VERY important factors: 1.Where your target customers are most concentrated (usage, groups, etc.) 2.Where your target customers are most accessible (preferred media, ad targeting, etc.) 3.Where your target customers most actively engage with ads (testing required)
- 31. Shares cannot be bought! Shares are particularly valuable for brands looking to uncover new followers and customers. Regardless of the platform, social media algorithms typically reward highly-shared content with reach.
- 32. Advertising Advertising is said to encourage materialism. Further, it wrongfully promotes unnecessary spending Be honest and free from any deception, nor should it hide any facts Shari’ah Compliant, according to Islamic Principles Do not make promises which are hard to fulfil Careful with usage of pictures of women Not have any false assertions and make-up testimonials Not propagate wasteful practices or overspending Not lure people to believe in, when there isn’t any, gifts or discounts Not contain any false promises which are not intended to be delivered This Photo by Unknown Author is licensed under CC BY
- 33. 1.Use natural objects like landscape, animals and birds, or cartoons and animations. Avoid using humans. Unless they are absolutely needed, use males and not females. 2. Use soft Islamic music, not the loud Western music. The background setting should be in conformity and the overall aura should be optimistic. 3. Green and white should be the dominant colors. 4. Modesty and respect should be emphasized. Sexuality, nudity, indulgence, hatred, and racism should not be any part of Islamic advertising. 5. Islamic channels should be used. This Photo by Unknown Author is licensed under CC BY-SA Suggestions
- 34. 1. Use religious terminologies in order to assure the audience of advertisement’s Islamic character. Selected and careful uses of Quranic injunctions create a positive influence over the Muslim audience. 01 2. Diversity should be vividly illustrated as Islam is a bold proponent of diversity. 02 3. Advertisements containing any pledges, terms, or promises should contain Bismillah (In the name of Allah) 03 4. For voice over “the message must avoid lamentation, cry, or loud weeping” 04 5. Not depict images that are forbidden, like witching and jugglery 05 This Photo by Unknown Author is licensed under CC BY-SA
- 35. https://www.youtube.com/watch?v=BEqhK4SboRg&t=119s EXAMPLE : Amin eh Mano https://www.thinkwithgoogle.com/intl/en-apac/marketing- strategies/video/hongleong-youtube-malay-audiences/ Youtube Leaderboard
Editor's Notes
- Good Morning everyone. It is indeed a small crowd but the smaller the better when learning. It allows a more active interaction and Q& A sessions to be conducted. A bit about myself… A bit about yourself Our goals here today, and what do we want to achieve
- Here are the main skeleton of topics of discussions, which will not be limited to the sections. Some might overlap, and some might be repeated here and there according to its relevance.
- In earlier times, news was presented to local populations through the printed press. While several colonies had printers and occasional newspapers, high literacy rates combined with the desire for self-government made Boston a perfect location for the creation of a newspaper, and the first continuous press was started there in 1704.[2] During the American Revolution, newspapers took part in the effort to inform citizens of perceived British misdeeds and to incite attempts to revolt. Readership across the colonies increased and daily papers sprang up in large cities.[3] Newspapers united for a common cause during the Revolutionary War. Print (books, pamphlets, newspapers, magazines, etc.) from the late 15th century Recordings (gramophone records, magnetic tapes, cassettes, cartridges, CDs, and DVDs) from the late 19th century Cinema from about 1900 Radio from about 1910 was first used by the US Military Television from about 1950 Internet from about 1990 Mobile phones from about 2000
- If I were to ask you, why do Banks have Corporate Communications Departments. What are your KPIs What has your Boss asked you to do What would be your common denominator
- In Theory, what our media is supposed to do. But why do they sensationalise Why do newspapers need to sell so bad? What sells? Why is virality so important? Selling Controversy – World’s Richest Media Tycoon, with a networth of 19.1B USD in 2019. Murdoch did not take long to implement changes to the newspapers he had taken over. Once referred to as the inventor of the ''modern tabloid'' by The Economist, his newspapers began to focus on more eye-catching headlines that principally centered around stories of scandal and controversy. This new approach to journalism resulted in a spike in the circulation of his papers. Rothschilds own Reuters. The 6 media companies that exist get their news from Reuters & the Associated Press. Reuters owns Associated Press, therefore, Rothschilds control everything you see & hear on television, especially your favorite shows & the news. The Rothschild family (/ˈrɒθstʃaɪld/) is a wealthy Jewish family originally from Frankfurt that rose to prominence with Mayer Amschel Rothschild (1744–1812), a court factor to the German Landgraves of Hesse-Kassel in the Free City of Frankfurt, Holy Roman Empire, who established his banking business in the 1760s.[2] Rothschild managed to bequeath his wealth and established an international banking family through his five sons,[3] who established businesses in London, Paris, Frankfurt, Vienna, and Naples. Today their interests cover a diverse range of fields, including financial services, real estate, mining, energy, mixed farming, winemaking and nonprofits. Over more than two centuries,[25][26] the Rothschild family has frequently been the subject of conspiracy theories.[12][84][85] These theories take differing forms, such as claiming that the family controls the world's wealth and financial institutions[86][87] or encouraged or discouraged wars between governments. Discussing this and similar views, the historian Niall Ferguson wrote, Without wars, nineteenth-century states would have little need to issue bonds.
- In the early days, newspapers were invented to physically carry news. It then went on to telegraphy which had no physical restrictions. Then radio. Then cinema, then TV. Were regarded as dumbed down information. In between, there were books , magazines and journals. Then came merchandising… War is cinema and Cinema is War world-wide “shift to massive state participation and manipulation of public opinion” The great victor of World War I in cinema, as in all else, was, of course, the United States. The Russian Monarch, realized however, not unlike Lenin, that moving images were the best way to reach the mostly illiterate Russian population. Catalysed by the WWI turmoil and rened in its aftermath, the swiftly evolving international language of cinema has not only validated Virilio’s ideas of the integral connection between technology, war and cinema, as well as between cinema and propaganda but, as argued above, has challenged, deconstructed and even subverted them.
- 1 Malaysia Concept – derived by? One Israel, One Malaysia, Apco in between. 1 MDB Paul Stadlen Najib's ex-spin doctor Stadlen believed to be hiding in Israel Stadlen used to work for APCO International, which for many years was the PR advisor to various Israel governments. APCO coined the concept of One Israel, which was later adopted by Najib. When he became Prime Minister in 2009, he introduced the 1Malaysia slogan. Stadlen, who was Najib's spin doctor for nine years, was slapped with two money laundering charges involving RM14.3 million by the Malaysian Anti-Corruption Commission (MACC). He fled Malaysia immediately after Barisan Nasional (BN), led by the former prime minister, lost the 14th General Election held in May last year. According to the first charge, Stadlen was accused of ordering the transfer of an RM8.2 million payment from illegal activities from a bank account of a client of law firm Messrs Hafarizam Wan & Aisha Mubarak to several individuals and a company in 27 transactions between June and December 2014.
- What is branding for you and your organization? Rosmah spent RM100,000 a month on cybertroopers to defend reputation — ex-aide Rizal: 30 to 40 cyber troopers were working for Rosmah from 2012 to 2018 Rizal explained that in 2012, Rosmah had ordered him to had established a team of cybertroopers — individuals employed to disseminate political propaganda on the internet — who were paid RM100,000 monthly and tasked with monitoring critical content on social media. “This team was also responsible for countering and providing explanation to every slander, assertion and accusation towards Datin Seri Rosmah, to the public. “The cybertroopers were operating on funds provided by Datin Seri Rosmah herself. She gave me RM100,000 cash every month to finance the team,’’ he said. Rizal also explained that in his capacity as Rosmah’s special officer, he too had made statements to denounce or counter the negative narrative produced against her. prev next
- What is Branding for you? What do people buy branded goods? Is there really value for money? Prihatin. And Prihatin 2.0 just 4 days before the Sabah Election. Parti Gabungan Rakyat Sabah won. Was it coincidental?
- This is the theory and why companies invest in branding. Ultimately you do want new customers, you do want your share prices to soar, and all CEOs want to look GOOD.
- The many different facets of Media in the past and present.
- Who formulates your PR strategy or Strat Comm? Do you pay an agency, is it done internally, how much is your company willing to spend? How has Covid impacted your budget?
- How many are still buying and reading newspapers? How much can you read? Which type do you want to read? Advertising in newspapers? Demography, audience, recycling campaign? How do you convince your management, CFO, CEO to shift away from newspapers?
- Influencer Engagement : Neelofar. Vivy. Does your company use Influencers/Ambassadors? Jakel : artistes. Chef Wan and his shows. Go Pro. Rihana Petra. Fazura Native advertising The classic term for native advertising is advertorial – an advertisement in a newspaper or magazine appears in the style of an editorial or journalistic article. With the rise in digital media, this idea has expanded. Jesper Laursen, CEO of the Native Advertising Institute, has a wonderful definition. He says native advertising is “paid advertising where the format of the content matches the form, feel, function, and quality of the content of the media on which it appears.” Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience – and, ultimately, to drive profitable customer action. Branded content is a content creation tactic, typically produced through a sponsored or paid partnership between the brand and the media, that encourages audiences to engage with the brand based on its entertainment, information, and/or educational value. Affiliate marketing is also called "performance marketing", in reference to how sales employees are typically being compensated. Such employees are typically paid a commission for each sale they close, and sometimes are paid performance incentives for exceeding objectives.[23] Affiliates are not employed by the advertiser whose products or services they promote, but the compensation models applied to affiliate marketing are very similar to the ones used for people in the advertisers' internal sales department. Owned Media includes all channels owned by the company or brand, like their website and service pages, blog, social media channels: Facebook, Instagram, Twitter, LinkedIn, and the like. On Instagram, for example, content on a brand's channel created by the brand itself, is owned media.
- Social media algorithms are a way of sorting posts in a users’ feed based on relevancy instead of publish time. Social networks prioritize which content a user sees in their feed first by the likelihood that they’ll actually want to see it. Before the switch to algorithms, most social media feeds displayed posts in reverse chronological order. In short, the newest posts from accounts a user followed showed up first. By default, social media algorithms take the reins of determining which content to deliver to you based on your behavior. For example, Facebook or Twitter might put posts from your closest friends and family front-and-center in your feed because those are the accounts you interact with most often. Chances are you’ve been recommended videos to watch on YouTube, right? This is again based on your individual behavior, digging into what you’ve watched in the past and what users like yourself are watching. Elements such as categories, #tags and keywords also factor into recommended content on any given network. Without social media algorithms, sifting through all of this content on an account-by-account basis would be impossible. Especially for users following hundreds or thousands of accounts on a network, so algorithms do the legwork of delivering what you want and weeding out content that’s deemed irrelevant or low-quality. In theory, that is. There’s also the belief that social media algorithms exist to push brands to pay a premium for social ads. The belief is that if brands can’t reach their audience organically, they’ll turn to ads instead. Obviously, this means more money for social networks. algorithms involve machine learning and data science. They’re capable of parsing data and ranking posts based on criteria that, quite honestly, the average marketer will probably never truly understand. For starters, social media algorithms treat engagement (think: likes, comments and shares) as a sort of snowball effect. That is, the more engagement a piece of content gets, the more likely it is to be rewarded by the algorithm. Perhaps one of the easiest ways to encourage engagement is by asking questions of your followers. Serving as a sort of call-to-action, question-based posts are an easy way to encourage interactions and connect with your audience at the same time.
- For example, see how the following types of content stack up against each other: Image-based posts versus text-based posts Long-form versus short-form videos Content with links versus content without links Posts with one hashtag versus posts with multiple hashtags
- Budget : How do you spend it. Audience. Timing of posting. Creativity. Styling. Thought Leadership Articles
- FB Insights, Hoot suite, Sprout, Agorapulse. Awario Social listening is the process of monitoring social media channels for mentions of your brand, competitors, product, and more. Social listening gives brands an opportunity to track, analyze, and respond to conversations about them on social media. It's a crucial component of audience research.
- Bad Publicity is still publicity
- Marketing and Advertising Marketers need to observe the cultural traits, environments, norms, beliefs, and values of a particular country or region to obtain an understanding of whether their future behaviors will be perceived as ethical. The marketer should focus on those who are their target markets and place the advertisements in ways that must be consistent with the cultural, religious, and social sensitivities of the people in those markets to effectively win their hearts and create market charisma. For example, in west Malaysia, different ethnic groups (Malay, Chinese, and Indian) have been living together. Making a commercial ad among this multi-ethnic culture must recognize their feelings and cultural traits in a way that is considerate to their ways of living. BAFIA 1989 Section 28 makes it an offense to publish any statement which is misleading, false or deceptive or to conceal any material fact in relation to deposit taking. The offense is committed for recklessness whether made dishonestly or not. IFSA 2013
- Producers of advertisements must make sure that their advertising campaign does not overstep any social or legal norms although many advertising campaigns in Muslim countries or outside reflect the free values of western society, which affects the social norms of other societies . In Malaysia, Unilever’s ad for Pond’s skin lightening moisturizer showed a Malay college student using the product for a fairer complexion to attract a boy’s attention. The ad is deemed offensive to the Muslim ethnic culture. At the same time, the young generations of Malay Muslims are more likely to be impressed by this kind of advertising, which holds the risk that they may be diverted from their religious prohibitions, sentiments, established norms, and values.
- “Islamic advertising is helpful in promoting good values and spreading awareness among people for betterment of their lives”. This is a general concept regarding Islamic advertising that it will inculcate positive values in its audience