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Using Social Media To Change Minds
- 1. BA (Hons) AdvertisingMaking a change using social media
- 2. What is apublic service announcement?
- 3.
- 4. “ A publicservice 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
- 5. How can youapply techniques of persuasion…
- 6. Association Testimonial BandwagonRepetition Bribery Beautiful People Celebrities Transfer Intensity Fear Common Sense Emotional Words Reasoning Card Stacking Plain Folks Humour Nostalgia Rhetorical Questions Techniques of Persuasion Scientific Evidence New Charisma Flattery Symbols Simple Solution Extrapolation Name Calling Analogy
- 7. Maslows Hierarchy ofNeeds
- 8. … utilising socialmedia tools and platforms…
- 9.
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- 11. … to changeattitudes and opinions…
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- 13. … rather thanto encourage consumption?
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- 15. What does thismake you feel?
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- 19. Which techniques ofpersuasion are used in these?
- 20. The common thread…Looking to change opinions, attitudes and behaviour Based on facts and figures Persuasive, emotional and shocking Provides a tangible action to take
- 21. Remember the powerof word of mouth?
- 22. The power ofpeer influence… And the power of recommendation…
- 23. Remember what encouragespeople 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
- 24. But how canwe use social media to increase the reach, resonance & uptake of these messages?
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- 37. Take an existingPSA campaign and think how you would extend reach using social media
- 38. Social Media Moduleon SlideShare http://www.slideshare.net/UCFadvertising
- 39. Clemi Hardie [email_address]@clemihardie
Editor's Notes
- #3 Who has heard of public service announcements – how would you define them?
- #4 A few examples of public service announcements – can you think of anymore?
- #5 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?
- #6 Remember your module on this?
- #7 A few techniques of persuasion – go round the group asking them to explain each one
- #8 Maslows hierarchy of needs – how can we utilise and appeal to these needs?
- #10 How we can use social media platforms to utilise these techniques of persuasion and appeal to specific needs
- #16 PSA’s are all about how they make you feel – they heavily rely on an emotional response
- #17 Discuss the emotional response you have to this advert
- #18 Discuss the emotional response you have to this advert
- #19 Discuss the emotional response you have to this advert
- #20 Discuss which techniques of persuasion are being used
- #26 Quit tools contained within NHS smokefree app – when it signs up publishes to Facebook wall
- #27 Quit tools contained within NHS smokefree app on Facebook – when it signs up publishes to Facebook wall
- #28 Quit tools contained within NHS smokefree app on Facebook – when it signs up publishes to Facebook wall
- #29 Supportive community in Facebook page
- #30 Mobile app for stopping smoking – likely to encourage word of mouth and younger demographic
- #31 Also desktop app so accessible to everyone and does not exclude
- #32 Younger audience – reflected in campaign materials and tone of voice
- #33 Not preachy tone of voice – peep show actor
- #34 Gaming
- #35 Active, anonymous community – taking principles of social media but not in public domain as sensitive information and conversations – ‘found helpful’ button replaces like button
- #36 Self help community – similar to forums and facebook
- #39 Definition of Social Media Brief description and examples of each.