Digital Campaign Strategies

Motrin controversy and responses to it

"wearing your baby SEEMS to be in fashion" - totally makes me feel like an official mom - response was that women felt ad was really offensive and that they love carrying their babies around

anchor

-The position that most closely represents a person's point of view -Campaigners ideally would want a message to land in the center of Latitude of Acceptance

Boosting posts on FB

-dont just hit the boost post button and set budget bc you miss out on data and you dont know who you are reaching -should go on ad manager and set up everything to make an ad - this will help you get better data and optimize for specific things and can target way more -also look at which of your ads are already popular and boost those not just any random one

Five steps to build a successful lifestyle brand

1. decide what kind of lifestyle you want to sell 2. weave lifestyle into your brand story 3. be personal 4. use content to create experiences 5. build your community

ego involvement

The importance of an issue to a person's life High ego-involvement narrow Latitude of Acceptance wide Latitude of Rejection extreme position of anchor Low ego-involvement wide Latitude of Acceptance high rate of attitude change

emotional branding example

Venus Williams case - talks about her past a lot and cultural

judgment phase

Comparing the message to our anchor Locating the message in the latitude zones

Strategic objectives for social media marketing

Core objectives to any Internet presence uModels that a commercial organization can use in adopting social media for strategic marketing purposes Key considerations before determining any strategic social media marketing objectives

Viral marketing

Network enhanced word of mouth

burt's bees

corporate responsibility - carbon neutral - put only the best ingredients nature has to offer on body

Dark social

A description given to social messages sent directly to the recipient (through email, personal message or messaging app).

The #LikeAGirl campaign (and video whose link is in the ppt)

Always brand campaign - where they ask about run like a girl and how saying like a girl is negative

Examples of lifestyle brands

Apple, Nike, Burts N Bees, Vans

Core objectives to any internet presence

Brand development Revenue generation Customer care/service/support

Influencers and Influencer expectations from slides

Folks who wield significant influence over the buying decisions of people who seek advice, guidance or recommendations about products, brands or organizations.

Brand development and the Wendy's case discussed in class

Social media marketing ubuilds brand awareness uIncreases brand affinity uMight increase brand's stock value -uWendy's experienced a 49.7% growth in profit from $129.6 million to $194 million for the year, 2017. uWendy's experienced a 49.7% growth in profit from $129.6 million to $194 million for the year. uWendy's sales exceeded the $10 billion global sales target for 2017. uWendy's Twitter following has increased from 2.1 million to over 2.4 million in six months. uHere are five tactics Wendy's uses to keep its loyal fans engaged and keep coming back for more: uIt's not all about customer service uThe power of storytelling uKeep a consistent tone of voice uBe prepared for damage control uHire the right people

latitude of rejection

The range of message positions that a listener actively rejects

Latitude of non-commitment

The range of message positions that a listener neither accepts or rejects

What is a reference group

a group to which we compare ourselves - use them to guide our behavior and attitudes and identify social norms - uA reference group is any group of people that an individual identifies with and uses to form attitudes and guide behaviors. u uFor college students that would be fellow college students within the same major. For professionals this would be people in the same field of work.

attitudes def

a learned global evaluation of an object (person / place / thing) that influences though and action

Return on investment

a performance measure used to evaluate the efficiency of an investment or compare the efficiency of a number of different investments. ROI tries to directly measure the amount of return on a particular investment, relative to the investment's cost. To calculate ROI, the benefit (or return) of an investment is divided by the cost of the investment. The result is expressed as a percentage or a ratio.

PETA ad discussed in class

ad that says "kids: if you wouldn't eat your dog, why eat a turkey?" Go vegan - PETA (picture with turkey with a dog head)

Attitudes: Definition and structure

attitudes: not always this strong or vitriolic, but indispensable parts of our psychological makeup - attitudes and believs and values have been the focus of much research over the past 50y - they are the stuff of persuasion -structure: these perspectives on attitude structure contain insights about the underlying dynamic of people's attitudes

Nike and Kapernick example

believe in something. even if it means sacrificing everything. - campaign goes viral and was covered in major publications for a long period of time since everyone wanted to talk about the boycott and generated crazy publicity - bloomberg reported 10 days after campaign laung, nike reached its all-time high on stock market and made 6 billion dollars. not long lasting effect of seeing nikes brand name everywhere for a week

apple

cutting edge technology / simple clean and ingenious world of innovation

red bull

epic adventures and adrenaline-fueled excapades

attitudes

emotional / evaluative / frequently formed at a young age - are a core dimension of persuasin - they are the entities that communicators seek to shape / reinforce / mold and change -

3 attitude structures

expectance-value approach / ideological approach / symbolic approach

vans

extreme athletes use it on boards and accessories- getting involved with events and experiences

symbolic approach

focus on the affective basis of attitudes chiefly the negative feelings some americans call up when thinkng about muslims like biased perceptions that they are weird or diff bc things like hijab

Behaviors consumers want from brands

honest / friendly / helpful / funny / trendy / politically correct / snarky

wearing sunscreen ex

how many of you wear sunscreen

high ego involvement

involvement narrow Latitude of Acceptance wide Latitude of Rejection extreme position of anchor

nike

just do it - nike app to share goals - anyone can be an athlete

ideological approach

locate the bedrock principle underlying a particular ideological perspective

burger king ad with moldy burger

mixed response - some initially turned off by the ad - thought it was creative but got more than 1.7 mil youtube hits - took swipes at other fast food competitors

Social Judgment Theory (SJT)

perception and evaluation of an idea by comparing it with current attitudes - •"Emphasizes that receivers do not evaluate a message purely on the merits of the arguments. Instead, the theory stipulates that people compare the advocated position with their attitude and then determine whether they should accept the position advocated in the message. Like Narcissus preoccupied with his reflection in the water, receivers are consumed with their own attitudes toward the topic." (Perloff, pg. 117)

Persuasion vs. Coercion

persuasion: friends attempt to influence / loved ones antidrug appeal / advertising / helath public service messages / political campaigns / sales and telemarketing (borerline persuasion: art / movies / music / entertainment / news / hear-rending photographs) coercion: threatening messages / employers directives / interrogation / communication in dangerously abusive relations / ban on smoking / enforcement of seat belt laws

social media marketing for films

social media allows media markets a level of precision and efficiency that their predecessors never could have imagined buzz is everything - goal is to get film talked about as much as possible - growth in the entertainment market is predicted bc growing internet access worldwide fueled by amazon prime hulu and others - media and entertainment can no longer be a one-way street. big film studios and idie film production co.s alike are mastering the tools of social media to tell the sotires of their projects, drive the convos and generate the buzz

branding

stems from two ideas... uBrands are used to communicate a message through association for a target audience. uBrands function as a differentiating factor. -Brands are "a manufacturer's way of adding value and giving its products or services an individuality that sets it apart from the rest." brands also add value to products that go beyond their functional attributes.

expectance- value approach

suggests you should first explore beliefs some americans might hold about muslim americans - you should find formation to counteract these beliefs pointing out that overwheming numbers of muslims despise isis blah blah blah

What is persuasion?

the act of causing people to do or believing something: the act or activity of persuading people

The 'Hipsters Deserve to die' case discussed in class

the ad for lunch cancer awareness that is like 'hipsters desrve to die - if they have lung cancer' then explains that if a hipster did something that made them get lung cancer then they deserve it - campaign caused a stir in first three days and lots say they missed the point on first glance and that it might be offensive but the vp who did it knew it would be polarizing

discrepancy

the difference between the position of a message and the listener's attitude The greater the discrepancy, the more listeners will adjust their attitudes. The relationship between discrepancy and attitude change is curvilinear.

latitude of acceptance

the range of ideas that a person sees as reasonable or worthy of consideration - The RANGE of message positions that are acceptable or plausible for an listener

Groupon controversy

timothy hutton ad about people of tibet and saying how their culture is in jeapordy but it says like but you can get it in your town for just $15 with groupon

reputation

u"A consumer's overall evaluation of a brand based on his or her reactions to the brand's goods, services, communication activities, interactions." u uDigital media a civic platform for building and maintaining reputation. u uConsumer interactions with and consumption of the brand online lead to trust and identity- two factors crucial for brand building community.

Steps of effective inoculation

u1.Warn the receiver of the impending attack by adding a counter-argument (a reason offered by opponent/opposing message) in your message u2. Make a weak attack (offer a weak counter-argument) u3. Get the receiver to actively defend the attitude (by creating his/her own reasons against that counter argument in his/her head)

assimilation

uA perceptual error whereby people judge messages that fall within their latitudes of acceptance as even nearer from their anchor than they really are

contrast

uA perceptual error whereby people judge messages that fall within their latitudes of rejection as even further from their anchor than they really are

Message relevance

uAs in traditional advertising on social media as well messages must be relevant for intended audience. u uIn social media where the goal is to foster a long-term relationship and ongoing two-way communication- if an organization's message is not relevant to consumers than brand community cannot be fostered. u uWhen a message is relevant and the delivery is passionate that relevance leads to resonance which can create mass influence.

emotional branding

uBranding is not only about ubiquity, visibility and functions- it is about bonding emotionally with people in their daily life. Only when a product or service kindles an emotional dialogue with the consumer can this product or service qualify to be a brand.

competence

uCompetence necessary to merit engagement from fans. u uA brand communicates competence when it has strong capabilities to carry out intentions and to engage in successful business practices. u uConsistent competence leads to trust because competence is associated with less uncertainty and ambiguity. u uPerceived competence leads to greater identification with brands. u

Creating a lifestyle brand

uCreating a lifestyle brand is about defining who or what your customer wants to become in the future, and giving them the solution that will help them to achieve that end goal. It's not about designing the perfect running shoe, but convincing your audience that your company will make them a better runner.

Brand indicators

uEngagement uShare of voice uTarget market uBrand sentiment uPurchase intent uLoyal fans uBrand status uLine extensions uMarket share uCompetition

What is a lifestyle brand?

uLifestyle brands allow you to encompass your ideal version of you. They give you a sense of belonging to a community you admire or appreciate. u uSuccessful lifestyle brands choose a specific kind of person and work consistently to appeal to that individual. They use their voice, image, and brand identity to form deeper connections with a smaller number of customers overall, hoping that those customers will be willing to pay more for an affiliation with the brand and the lifestyle that company promises.

How is quality communicated

uLikes, shares, comments etc. by fans u uRetweets of fan reactions by followers of fans or the brand itself u uInteractive Digital applications of the brand (Mary Kay makeover application) - volvo saved my life commercial / planned parenthood saved my life commercial

Relevance of reference groups

uReference groups matter when considering how social media interactions influence identification with other brand fans and the importance of a brand relationship to the customer's identity.

indicators of competence

uService delivery u uKey updates via social media to communicate product or policy changes u uTwo-way dialogue between organization/brand and customers/users.

How non-profits build trust with donors

uShow The Donor What's In It For Them uBe Consistent uInvest In Building Personal Relationships And A Strong Reputation uExpress Your Gratitude uPerform and execute well uBe Honest, Even If That Means Saying 'No' uPractice Transparency And Open Your Doors To Donors

Sports stars as brands

uThe individual sports star rather than the club he belongs to is now the brand.

Social media metrics

uThe type and sentiment of the content (text, image, video, positive and negative) u uDelivery (no. of times content has been seen by users) u uUser response to the content (likes, shares, comments, downloads etc.) u uProperties of the users in contact with the content (physical location, preferences)

Customer care service and support

uWeb used to enhance the service and support offered to customers. u uThe objective that has been most successful in the social media environment. u u(this support can also have a trickle-down impact on the brand's profile)

uber

uber ceo dara khosrowshahi was roundly condenmed, includingby this webiste, for telling axio's hbo show that the murder of journalist jamal dhashoggie by the saudi government was a serious mistake just like when uber killed a woman with its self-driving car - i thnk that people make mistakes and surely people should be forgiven for their mistakes

Quality

udefined as a consumer's judgment about excellence. u uIn marketing, quality is measured by the difference between a consumer's expectations and the performance of the product. u uJust having a social media presence could signal minimum brand quality perceptions.

low ego involvement

wide Latitude of Acceptance high rate of attitude change

How persuasion is different today from past eras

ØNumber of messages ØSpeed and brevity ØConducted via institutions and organizations ØSublety ØComplexity and Mediation ØDigitization (exposure to short, metaphorical messages, with simultaneous message exchange among millions of strangers, subject to multiple interpretations) ØExposure to a wealth of new, but also bias-confirming information

paid social media

ØPractice of boosting posts ØAdvertising on social media ØAny social media practice that involves payment of a fee

The brand relevance curve and steps followed by the brand to navigate the brand relevance curve

ØQuietly ground in values. Ø ØPublicly embrace purpose. Ø ØTake on timely issues. Ø ØStake out a polar position.

head in the sand approach

ØYou risk losing relevancy Ø ØYou risk losing trust

Strategies used to change strong attitudes

üCall on balance theory by pointing out that the person whose prejudiced attitude you want to modify has friends who embrace a more tolerant view üFind a persuasive role model to showcase the attitude you want to change üInduce the individual to contemplate the other side of the issue üRemind the person whose attitude you want to change that he/she values fairness and consideration of different points of view üFrame the position in terms that are consistent with the individual's own perspectives on the issue üTread carefully

elaboration likelihood model

•A dual-process model that asserts there are two routes to persuasion- central and peripheral.

Central and peripheral route and why it matters which route we take

•Attitude change happening through the central route/central processing will last longer and are more likely to predict behavior. • •Attitude change happening through the peripheral route/peripheral processing will be short-lived and is less likely to predict behavior.

Central route of ELM

•Characterized by careful thinking about the message

What does elaboration matter?

•Elaboration involves looking at the process by which messages affect attitudes and you cannot understand persuasion without understanding the processes by which they affect attitudes!

peripheral route ELM

•Exemplified by focus on simple cues and simple decision making rules (also called heuristics) that are irrelevant to main arguments in the message

Why people volunteer

•Expressing values related to altruistic and humanitarian concern for others •Satisfying intellectual curiosity about the world, learning about people different from themselves •Coping with inner conflicts (reducing guilt about being more fortunate than others) •Providing opportunities to participate in activities valued by important others •Providing career-related benefits, such as new skills and professional contacts

Functions of attitudes

•Functional theories of attitude examine why people hold the attitudes they do. • •Instead of taking attitudes as a given and looking at their structure, they ask, "Just what benefits do attitudes provide? What if people did not have attitudes?"

strong attitudes are characterized by

•Importance (we care deeply about..) •Ego-involvement (linked to core values or the self) •Extremity (attitude deviates significantly from neutrality) •Certainty (we are convinced our attitude is correct) •Accessibility (it quickly comes to our mind) •Knowledge (we are highly informed about the topic) •Hierarchical organization (attitude is internally consistent and embedded in an elaborate organizational structure)

`Main six attitude functions

•Knowledge •Utilitarian •Social adjustive •Social identity •Value expressive •Ego defensive

Factors affecting which route you take

•Motivation/involvement •Ability •Need for cognition (stable individual difference in people's tendency to engage in and enjoy cognitive activity)

Elaboration

•The extent to which the individual thinks about or mentally modifies arguments contained in the communication.

Inoculation theory

•The message designers can strengthen resistance to persuasion by triggering counterarguments that along with other factors help individuals resist persuasive appeals. •People often fall prey to unethical or undesirable influence attempts •Health campaigns urge young people to say no to drugs, smoking, drinking and driving, texting while driving

Why attitudes are in our lives?

•To help cope with life •Serve diverse purposes- 6 functions discussed •2 people can hold same attitude for different reasons •An attitude can have negative dysfunctional effects on the individual who holds the attitude, as well as in others •A persuasive message is most likely to alter an attitude when the message targets the underlying function the attitude serves •Sometimes difficult to clearly identify the particular function an attitude serves for an individual making it hard for campaign designers