COP3 - Research - John Feedback

As the subject of the essay has been decided as advertising feedback from the professional world should be included. As it was feedback back from the presentation John Watters, who has worked in the industry for years could give an insight into how social media has affected advertising,

The discussion with John highlighted that many in the advertising business feel that social media has killed creativity in advertising, this is due to lack of concepts behind the new idea and the way that advertising has been reduced down to sponsored tweets, Instagram ad and #ad post. This links to the ideas that have current be explored in the essay plan whilst giving more background and a large area that the essay should explore. 'Has social media killed the creativity in advertising?'

We also discussed how it's hard to find data and facts around this area in the book due to the new nature of the subject, therefore most of the needed information for the essay might have to be digitally based but this should focus on reliable sources, AdAge AdWeek, Quora etc to make sure facts are reliable and true. This will probably be an issue throughout the essay and the work for this brief.

More research into this area will need to be conducted as to explore the area in the essay. The idea needs to be backed up, argued against, proven and linked to current areas/campaigns to explore the idea.

john gave a list of useful links related to this issue-

http://adage.com/article/digital/social-media-killing-tv/227028/

http://www.bandt.com.au/marketing/social-media-killing-creativity

http://www.thedrum.com/opinion/2017/07/19/why-online-advertising-killing-creativity

-''For example, if you look at the UK, digital advertising overtook TV advertising spend as far back as 2009.'

-'First of all, the growth of social media has lowered the bar to allow anyone to advertise, but it has also seen a decrease in the quality of online ads.'

-'A knock-on effect is that where brands used to engage creative teams at ad agencies to come up with ad concepts, often a social media or PR agency is now briefed to knock up something quick and cheap using nothing more sophisticated than free online tools such as Canva.'

'For example, brands scramble to get ‘something viral’ out around events such as Mother's Day where the only success metric is the popularity of the video, and as people reading this blog will know, a video view for Facebook has been as little as three seconds, which is arguably worthless. As a result, focusing on one-off projects means there’s a lack of an overall creative theme.'

'As a result, my advice for brands and creative agencies is to get a tighter reign on the creative direction of an online ad campaign — to look at overall creative themes that span across different channels.'

https://www.quora.com/Is-social-media-killing-creativity

https://www.jtellison.com/how-social-media-kills-the-creative-spirit/

https://artplusmarketing.com/social-media-kills-creativity-15ff4fb08403

http://adage.com/article/guest-columnists/viewpoint-metrics-killing-creativity-advertising/142600/

http://www.philmphelablog.com/2017/02/twitter-is-killing-creativity-in-mzansi.html

http://www.businessinsider.com/programmatic-advertising-and-creativity-2014-10?

Some of the articles are more marketing or just social media based, make sure the information used in the essay is based on advertising and related to the topic/question.

SELF FOUND RESEARCH

When the economy takes a nosedive, marketers get nervous. And when sales follow suit, clients stop approving creative ideas and start staring at numbers. No client ever will tell you that the creative way you waded through the fantastically distorted worlds of online branding and social media is wrong. But they can be nothing short of sanctimonious when telling you the numbers don't support the creative…Thing is, you cannot truly quantify creativity. And in ever-increasing fashion, our clients' (and our own) rote dependence on the dusty world of metrics is exactly why creativity is going to hell.

When marketing decisions are based on numbers, we lose completely the desire to "waste" time being creative. What works are creative and strategic communications that seamlessly engage and interact with the target audience. Most important, it's big, new ideas -- not crunched numbers -- that remain in a person's mind long after the initial experience. They are what really make a brand stick with the consumer for current and future recall, and numerous case-studies prove it. http://adage.com/article/guest-columnists/viewpoint-metrics-killing-creativity-advertising/142600/

COP3 - Research - Adidas Neo #MyNeoLabel

Adidas Neo #MyNeoLabel

https://www.youtube.com/watch?v=oSNPFYTBpBo

Adidas is inviting consumers to enter a design contest for its Adidas Neo sneakers label via Snapchat, with the chance to turn their designs into real outfits. Budding designers are invited to sign up to Snapchat, then create and edit their own footwear and fashion designs on the platform, using a doodle tool on a photo of a model wearing a white outfit and shoes. Four winners will be flown to the Adidas HQ Germany to have their designs turned into real items. The campaign launched over the weekend with a funky little online film, seen here, created by Iris Worldwide's London office and produced by Skunk.
http://creativity-online.com/work/adidas-my-neo-label/49192

Adidas is taking personalisation to the next level by inviting sneakerheads to submit clothing designs via Snapchat. The brand has posted a video of models wearing white items from its Neo range as a blank canvas for would-be designers. Adidas will fly the winners to Germany to bring their designs to life. The work was created by Matt Carter and Jon Wedlake at Iris, and directed by Ehsan Bhatti through Skunk London. Snap it. Design it. Wear it. Design your own adidas neo collection & you could win your outfit & a trip to adidas headquarters! 
https://www.campaignlive.co.uk/article/adidas-myneolabel-iris/1410347

https://vimeo.com/201258748

'The first fashion collection created by fans on Snapchat. adidas neo fans are mobile-first and they demand a voice. So when briefed to create a truly innovative global activation, we launched #myneolabel on Snapchat. With participation at its heart, #myneolabel kicked off with a mini fashion film featuring four ‘white looks’. Fans were encouraged to SNAP IT. DESIGN IT. WEAR IT. Using Snapchat’s native doodle tool, budding designers were invited to create and edit their own fashion designs on a screenshot of a model wearing a white look. After sifting through over 3,000 entries we picked four winners who were then flown to adidas HQ in Germany to work side by side with the adidas neo designers to make their doodles into finalised outfits. The winners were also joined by social influencer Peyton List who did a Snapchat take over on adidas neo’s account. At the end of the bootcamp experience we showed the rest of the adidas neo community what the final outfits would look like and we gave them the chance to win one of the full outfits. The finalised designs were then sent to production where a super limited run of the collection was made. To launch the final collection and showcase the new outfits we posted out a Lookbook video. We reshot the models from the first CTA film wearing the winning user designs and replaced the frames at the end of the film to reveal the final outfits. To celebrate the ingenuity and creativity of the whole adidas neo community we laid back a thousand of the best (and funniest) designs onto the blank CTA video, wrapping up the whole #myneolabel story. We then gave the adidas neo community the chance to win part of the collection by posting individual images of the items on Snapchat over 2 days after the Lookbook launch.'

proof of effctiveness

http://www.iris-worldwide.com/work/adidas-myneolabel/




CONTACTING CREATIVE

With the aim of collecting more in-depth research for this project and as to get a greater in-site into this project i tried to contact with the creatives that designed/created this project. This is to see if they could give any further advice for my brief, any further way that social media can be used and also to see if they have any relevant point for further research. As they created this effective campaign that showed it use and the result via stats, this could help this project fit the same criteria.


WHO TO CONTACT -

Matt Carter
https://www.linkedin.com/in/matthew-carter-45641686/
https://twitter.com/mattcartervfx?lang=en

Jon Wedlake
https://www.linkedin.com/in/jonathan-wedlake-11525251/

response - (YAYAYA)

'Hi Bethany, 
thank you for the kind words! I’m away on a shoot atm, so apologies the below is a little rushed but - 


I think it’s impact has made it so the younger generation don’t want to be ‘advertised to’ I.e told what to do. They want to feel listened to, ‘represented’ and part of something. It’s all a lot more democratic. Its definitely opened up a 2 way conversation, (particularly when it comes to things like complaints), but I think exactly what a ‘2 way conversation’ actually is differs from brand to brand. For example, super exclusive brands don’t want to open the doors to conversation too much, otherwise they lose that exclusive appeal. Other brands like adidas have gone as far as launch a whole business model based on pier to pier marketing (adidas ‘glitch’) where a group of ‘fans’ became the social community managers of the brand. 

I think when it comes to gen y and the younger generations, social media is 100% the most effective way to market to them, and should and does take precedence over everything else. Again sorry it’s rushed, I hope this is of some use. 


Good luck!'

COP3 - Research - Advertising Next

Advertising Next 

Nike 

'since the turn of the century, the digital explosion changed the rules of consumer engagement.Today's young consumer is in the driver's seat and has a new set of expectations. Brands need to solve problems, enrich and entertain.Not just talk. We now have opportunity ( and responsibility) to engage in an ongoing conversation every single day;

'Done right, this becomes a self-perpetuating relationship that doesn't depend on board communications to drive interest. It gives the consumer a reason to return and re-engage with the brands over and over again, motivated by something that means more that anything else to them - their own achievements'
- Stefan Olander

Unilever next

'We have started  by embracing a new communication strategy that is based less on the old model of 'interruption' and more on 'engaging' consumers, by penetrating the culture, creating talkability and providing compelling opportunities for consumers to interact with our brand'

' we know that today's consumer has a voice and wants to express it'

' we now tend to let our ideas and objective dictate the media we use, rather than vice versa. ' With the Lynx brand, we knew traditional television form was probably not the most effective means of engaging with young males.  - Laura Klauberg

The changing nature of Campaigns

For decades, all advertising campaigns followed more or less the same pattern,. However different the creative idea or message. As campaign now trend to spread across a wider range of disciplines and channels, they have become increasingly complex and layered. Their construction requires the skills of an experienced architect, who is familiar with all the different building blocks and can make every aspect of the design fit together perfectly. ..They are more like riddles that have to be solved or stories that have to be unraveled.

Contemporary campaigns are not easy to grasp or decode, more do they want to be. Thye is living and breathing entities that make sense to those who fully engage in them but whose essence can sometimes be hard to convey to outsiders.

COP3 - Research - Jab Jab Jab, Right Hook

Gary Vaynerchuk, Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy World

“Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.”

“The incredible brand awareness and bottom-line profits achievable through social media marketing require hustle, heart, sincerity, constant engagement, long-term commitment, and most of all, artful and strategic storytelling.”

“Whether you’re an entrepreneur, a small business, or a Fortune 500 company, great marketing is all about telling your story in such a way that it compels people to buy what you are selling. That’s a constant. What’s always in flux, especially in this noisy, mobile world, is how, when, and where the story gets told, and even who gets to tell all of it.”

“No matter who you are or what kind of company or organization you work for, your number-one job is to tell your story to the consumer wherever they are, and preferably at the moment they are deciding to make a purchase.”

It is our job as modern-day storytellers to adjust to the realities of the marketplace, because it sure as hell isn’t going to slow down for us

The better you learn the psychology and habits of your social media consumers, the better you can tell the right story at the right time.

Today’s perfect right hooks always include three characteristics: They make the call to action simple and easy to understand. They are perfectly crafted for mobile, as well as all digital devices. They respect the nuances of the social network for which you are making the content.

Content is king, but context is God. You can put out good content, but if it ignores the context of the platform on which it appears, it can still fall flat.


Make it for your customer or your audience, not for yourself. Be generous. Be informative. Be funny.

adding a social layer to any platform immediately increases its effectiveness

'You can’t just repurpose old material created for one platform, throw it up on another one, and then be surprised when everyone yawns in your face. No one would ever think it was a good idea to use a print ad for a television commercial, or confuse a banner ad for a radio spot. Like their traditional media platform cousins, every social media platform has its own language.'

Ads and marketing are supposed to make consumers feel something and then act on that feeling.

It took thirty-eight years before 50 million people gained access to radios. It took television thirteen years to earn an audience that size. It took Instagram a year and a half. 

On Facebook, the definition of great content is not the content that makes the most sales, but the content that people most want to share with others.

“Questions to Ask About Your Twitter Content: Is it to the point? Is the hashtag unique and memorable? Is the image attached high quality? Does the voice sound authentic? Will it resonate with the Twitter audience?”

“You cannot win big in social media if you’re going to be afraid of emerging technology.”

COP3 - Research - Tash Wilcocks Slides

Tash Wilcocks Slides

After visiting her talk at design manchester Tash Wilcocks seems to be very aware of how social media work, it's effect and how people are addicted to it. The whole talk was about social media and it's effects, due to this connacting her for her opinons for a case study for the dissertataion would be very useful as she's an expert on the subject area.

After the talk i connacted Tash and she offered to send over her slides from the talk and some articles links to subjects that i could use for research. This research related the area of mobile phone and social media addiction current explored in the essay, and could be used as a effective primary research.

slide tash sent -

links -

COP3 - Research - Social media marketing

Advertising through social media serves two distinct advantages: 
Consumers are not always aware they are being advertised to and can be more receptive to ads. 
A social media advertising base is concise, often niche and very targeted, unlike traditional advertising.

With traditional advertising methods, you may be spending $1,000 for a billboard to advertise to 700 people in a day, with no control over demographic. With social media advertising, you can advertise to those who are most likely to purchase your service or from your brand. The cost is nominal but the outcome is a very specific action to a very specific group of people.

https://www.forbes.com/sites/forbesagencycouncil/2017/05/22/cost-effective-versus-low-value-ways-to-advertise-through-social-media/#595bae922368

Social media has fundamentally changed the way businesses interact with customers and the public at large. What started as an innovative way to approach the marketplace has become an essential tool for marketing, public relations, and customer service. But as easy as social media has made it to connect with customers, it does come with a few drawbacks. Unlike other forms of marketing, in which marketers retain control of the messaging, there’s no control on social media. This can be great if people love you or your business, but it can be a disaster if they don’t. Platforms like Facebook and Twitter allow anyone and everyone to share their opinions, which makes for interesting conversation, but can be dangerous for marketers.

Social media marketing advantages 

LARGE AUDIENCES In addition to Facebook, Twitter has 313 million monthly active users, Instagram has 500 million, and Pinterest has about 110 million. Although you don’t need to utilize every single platform, creating accounts on just one or two can give you exposure to millions of people around the world. 

FREE TO CREATE One of the biggest advantages of social media marketing is that it is entirely free to start. None of the largest platforms have signup fees of any sort, so the only investment you’ll need to make is in the form of time. That being said, there are paid advertising options on most social media platforms. These can be a great tool for growing your following and reaching more users, but are by no means mandatory for businesses. 

ENCOURAGES SHARING Perhaps the most unique advantage of social media is the ability to get help from your followers. People love to share things with their networks, from photos and recipes to interesting articles and hot deals. Unlike other forms of Internet marketing, like your site and paid advertisements, content on social media is often shared. However wide your reach, your followers can share with their followers, who then share with their followers, giving you a wider reach (with lower cost) than a traditional marketing campaign. 

INCREASES BRAND LOYALTY In addition to increasing the reach of your brand, social media also allows you to increase brand loyalty. And a study conducted by The Social Habit shows that 53% of Americans who follow brands on social media are more likely to remain loyal to those brands. Social media is more than a sales pitch. Instead, it facilitates two-way communication that allows you to build meaningful relationships with current and potential customers. This makes them more confident in their decision to trust your business, and it encourages them to choose your brand in the future. 

UNCOVERS VALUABLE INSIGHTS You can also use social media to gain valuable information about your customers that will help you make smarter business decisions. For example, social listening allows you to discover how people feel about your company and brand. With social listening, you can uncover conversations about your business and answer questions about your offerings. What do people like about your business? How can you improve your products and services to better meet the needs of your target audience? Understanding the answers to these questions can your business stand out from the competition and reach more people.

Social media marketing disadvantages 

NEGATIVE FEEDBACK Social media users have free rein to post whatever they want. This means that satisfied customers can leave glowing reviews on your pages, but it also means that unhappy ones can leave angry rants about your business. Some of this negative feedback could come from within your own organization. Disgruntled employees have been known to vent on social media about work and their bosses, which makes the entire company look bad. 

POTENTIAL FOR EMBARRASSMENT It’s easy to get caught up in social media and post whatever comes to mind, which can have huge consequences for any business. Take, for example, when DiGiorno Pizza noticed that “#WhyIStayed” was trending on Twitter, and jumped on board with a tweet that read “#WhyIStayed You had pizza.” This doesn’t sound awful until you consider that the hashtag was being used to discuss why victims of domestic violence stay in abusive relationships. For companies with a large audience, mistakes like this don’t go unnoticed. Thanks to social media users’ quick reactions and tendency to share, the tweet was all over major media outlets within hours. T

IME INTENSIVE It takes a lot of time and effort to maintain an interactive social media presence. If you have a small team or limited resources, it is sometimes difficult to devote the needed resources to social media. People have to monitor each social network, respond to questions and feedback, and post valuable updates. While some people may view this as a drawback, investing time into social media can help your business create lasting relationships with customers that will keep them coming back for years to come.

https://www.webpagefx.com/internet-marketing/social-media-marketing-advantages-and-disadvantages.html


https://www.entrepreneur.com/article/288828


https://www.forbes.com/sites/miketempleman/2017/03/31/8-things-to-avoid-on-social-media-and-6-ways-to-respond/#3c2c61922318

https://blog.bufferapp.com/social-media-strategy-2017


https://www.entrepreneur.com/slideshow/272286#7

https://www.circlesstudio.com/blog/7-social-media-marketing-pitfalls-your-business-should-avoid/


https://bowerwebsolutions.com/5-social-media-pitfalls-you-must-avoid/

COP3 - Essay -Essay Altered Plan

COP essay altered plan 

Introduction

-introduce the social media pandemic

-everyone has social media

- this essay will explore how has this changed advertising?

-quote about it changing, from short-term adverts to common

-andrew mcstay quote

chapter 1

SOCIAL MEDIA USAGE

-how many people use social media?

-how often do they use it?

-are people now overloaded with adverts?

-do they see too much to take it in?

-tom himpe quote

-stats about phone use

CASE STUDY

Interview /quotes from Tristan Harris

Facts to back this up

How many people have phones

 EFFECT

-ways it’s changed

-BURBERRY QUOTE

-changed from short term to long-term

 -is social media addictive?

https://www.theguardian.com/media-network/2015/oct/01/social-media-solution-online-advertising-challenges

https://www.theguardian.com/advertising/digital-media-trends-blog-social-benefits

MEMES

http://metro.co.uk/2017/06/11/the-memes-that-decided-the-outcome-of-the-general-election-6701277/

http://www.esquire.co.uk/culture/news/a15451/election-memes-corbyn/

http://www.huffingtonpost.co.uk/jamie-wareham/internet-memes-are-changi_b_17467184.html

-political memes

-memes to grow brands

-free advertising

-gucci memes

GOOD vs BAD

http://www.adweek.com/digital/how-social-media-is-changing-advertising-for-better-and-worse/

http://www.telegraph.co.uk/connect/better-business/brands-on-social-media/

quote/ tom himpe

GOOD

-how to use it quotes

-it can be good

-examples

contradiction

BAD

-bad campaigns (susanalbumparty)

-everyone can see

-how popular

-get feedback/comment

-pesi adverts

INTERACTIVE CAMPAIGNS/HASHTAGS

-social media campaigns

-how they’ve done this

-how it crosses mediums

-connect with the audience

-share a coke

ALLOWS AUDIENCE TO BE THE OWN ADVERTISERS

-makes people share things

-names

--online competitions

Conclusion

-main ways it’s affected it

-is this good or bad?

-how it’ll carry on to change

-massive effects it has had