Presentation of Two Case Studies of Using selfies on social media.

1. Selfies — Hide and Seek
#SelfiesSM6
COM 600 Social Media
@ericantonia @junekkim

2. Definition
“A photograph that one has
taken of oneself, typically one
taken with a smartphone or
webcam and upload to social
media website” (Oxford
Dictionary, 2013)
#SelfiesSM6

3. Current Issues
Phenomenon (recent issues)
1.11 billion users, 350m pictures post
per day.
200m users, 100M pic tagged selfies
26m users(U.S), 350m pictures
#SelfiesSM6

4. Trend
After Sex Selfies
Teenagers’ selfies
with homeless
people
Current Issues
#SelfiesSM6

5. #SelfiesSM6

6. Case — Dunkin’s Donuts
#SelfiesSM6

7. Theory
Social Presence
The sense of being with others
the feel in that one has some level of
access or insight into the other’s intentional,
cognitive, or affective states.
Assumption: Social media users feel more
social presence with selfies than just texts
#SelfiesSM6

8. Social media + Selfies ——> social presence.
Seeing and Feeling others as fans of same
brands want to be more involved in the
event.
When Selfies Meet
Brands #SelfiesSM6
Selfies Presence of Fans Feel being as DD’s Fans

9. @savvybostonian
Social Media
Strategist
Social Media
Manager at Dunkin'
Brands
Jessica Gioglio
#SelfiesSM6

10. Jessica Gioglio
“Dunkin’s Donuts featured fans showcasing their love for
the DD brand.”
“A great way for the company to celebrate its passionate
customers.”
the fan-of-the-week images are also on the company’s
digital billboard in Times Square.
“If there’s a strong following and a passion for our
brand on that channel, it’s like a party happening
without us”
Case — Dunkin’s Donuts
#SelfiesSM6

11. Nomakeup Selfies
Campaign
#SelfiesSM6#nomakeupselfie

12. !
For Cancer Research UK
Started from an individual
2M EURO in 48 hours
Raising over $13M in 6
days
826,000 Likes on FB and
140,000 followers on
Twitter
Nomakeup Selfies
Campaign
#SelfiesSM6
#nomakeupselfie

13. Theory
Social desirability
The tendency of people to answer questions in a
manner that will be viewed favorably by others.
Social Learning
a perspective that states that people ran within a
social context. It is facilitated through concepts
such as modeling and observational learning.
Assumption: People are more willing to share what
they believe is right.
#SelfiesSM6

14. When Selfies Meet
Social Media
Individuals have desire to make good
impression on social media.
Commitments encourage users to share
what they believe is right or good.
#SelfiesSM6

15. “Funnily enough we didn't
choose the no-make up selfie
campaign – it chose us!”
“It seemed to gain a real
momentum of its own and
move through groups of
friends, which is a real
testament to the power of
social media.”
Cancer Research UK
#SelfiesSM6

16. @radhikasanghani
Journalist at The
Telegraph
Interested in
women’s lifestyle
and health
Radhika Sanghani
#SelfiesSM6

17. “like all women-related campaigns, it has
inevitably attracted widespread criticism.”
“These women who are standing up and
taking bare-faced selfies for charity are
doing something worthwhile that not every
woman could do.”
“It may seem like a simple act to some, but
exposing yourself to people’s judgements is
a terrifying thing to do.”
Radhika Sanghani
#SelfiesSM6

18. Using Selfies is a creative way to both generate and
increase engagement with a company or an
organization.
Suggestion
If your brand or organization has…
Strong following or passion - Release
customers’ passion (Seek)
Somehow not strong - Conceal your identity
(Hide)
Conclusion
#SelfiesSM6

19. Thank You
@ericantonia @junekkim
#SelfiesSM6